It seems like we just finished the first round of our 2014 agency holiday card review, doesn’t it?
In this latest edition of the holiday roundup, we start with DigitasLBi, which played on an evergreen theme by asking users, “Which ugly holiday sweater are you?”
We were the “Free Dickie,” though we do find ourselves to be pretty damn predictable. The page is worth a visit for the questions, but the disapproving looks from someone’s “knitting expert” grandma are even better. Most importantly, Digitas donates to Goodwill every time someone completes the quiz.
After the jump, Austin’s GSD&M team up with an indie legend.
You know what time it is: time to raid your cheap liquor stash, clear off your desk, and say goodbye to the agency office for a few days. It’s also time to review the many, many, many agency holiday cards in our inboxes!
Here’s the first in our series of roundups; the inaugural post stars Digitas Health, Y&R, JWT, mcgarrybowen and Cole & Weber.
-For its holiday effort, “Group HUG 2014″ (video above), Digitas Health is calling on viewers to “turn ordinary mouse clicks into cash donations” for charities. Simply head on over to Digitas Health’s Facebook page, nominate a charity, like the charities you think should win by linking and sharing and watch as the days unfold as there’s a new round of charities every week.
-FP7/DXB, UAE released this “Underwater Store” spot for Sony Mobile Middle East (video above).
-Here’s an “Agency Christmas Round-up” from The Drum.
-Adweek examines which brands were hit hardest by Instagram’s spam purge.
-LIFE Agency Director Leslie de Chernatony weighs in on “Who won the Christmas advertising battle?”
-Here are “The Five Most Engaging Ads on TV Right Now,” according to AdAge.
-CP+B’s Copenhagen office created “The Problem Solver” beer, which shows you on the bottle how much to drink to hit your creative peak.
Team Detroit is launching a holiday campaign promoting the 2015 Ford Fusion, entitled “It’s the Most Distracted Time of the Year” in a play on a certain popular holiday song (which, of course, is used as the soundtrack for each of the ads).
As you may have guessed, the campaign focuses on a variety of distracted drivers before touting the safety features of the Ford Fusion. In “Miss Multi-Task,” for example, we see a chronic multi-tasker carry a slew of gifts and desserts while talking on the phone. She then gets in her car (while still on the phone), prepared to drive off, oblivious to the cookies she left on the car’s roof. “There are a lot of naughty drivers out there,” says the voiceover as a list of the vehicle’s safety features appear onscreen, “Steer clear of them, with help from the 2015 Ford Fusion.”
“Miss Multi-Task” is the most realistic of the three scenarios presented in the spots, with “Icy Mad Man” and “Frazzled Father” stretching believability a bit with a man who attempts to see out of a completely iced over car by clearing only a very small circle for visibility and a father who completely blocks his view with the family Christmas tree. These over-the-top antics detract from the message, but the real problem with the campaign is how forgettable it is. There are a slew of automakers touting safety features in various ways (see Hyundai’s “Exobaby” for the most ridiculous of these) and Team Detroit doesn’t do much to differentiate the Ford Fusion here. Read more
McCann Spain and IKEA get sentimental for the holidays with longform online spot “The Other Letter.”
The ad opens with a provocative question: “Why do we insist on not getting our children the things they really want for Christmas?” Then the video introduces the experiment the agency conducted with ten families, in which they ask children to write a letter to the Three Wise Men (which is a cultural variant on letters to Santa), with predictable results. The twist comes with the follow-up question, asking the children what they want from their parents. Rather than ask for additional toys or material items, the children’s responses tug at the heartstrings. One child asks to spend more time with his parents and “to do more experiments at home,” another wants to be listened to more, one child asks for more meals as a family, another to spend a whole day with his parents. “You always try to substitute. To fill what’s missing with a new toy,” responds one mother, touched by her child’s letter. “They have far too many toys anyway,” says another.
The ad ends with the message, “At Christmas things can get a bit jumbled. There’s nothing like home for getting your head in order,” which finally (tangentially) ties the message to the brand. It also invites audience participation via the hashtag #LaOtraCarta. It’s a bit heavy on the sentimentality, but then this is the holidays. A bigger problem may be that people remember the message, but forget that it has anything to do with IKEA.
There’s also a 60-second broadcast spot delivering a similar message via more traditional means (featured after the jump), but it’s the online effort people will be talking about. Read more
In the spirit of the season, Wieden+Kennedy’s latest for Delta Airlines launched today.
Here’s the story behind the spot: the client followed up on its Fall “No Bag Left Behind” by creating a limited run of the starring bear bag for Children’s Miracle Network. A team of pilots and flight attendants then filled dozens of the bags with presents and delivered them to kids at Scottish Rite Hospital for children in Atlanta.
The result was this spot:
Don’t try to tell us that you weren’t moved.
Ogilvy Canada yarnbombs the shit out of a Tim Hortons in this online spot, ostensibly making it “The Warmest Tim Hortons in Canada” in the process. The approach of giving a Tim Hortons location a makeover calls to mind this summer’s “Dark Experiment” spot from JWT Canada, introducing the brand’s new dark roast.
The spot begins by introducing Fort Frances, “One of the coldest places in Canada.” Some children discover a yarnbombed tree and then follow a string to the local Tim Hortons. Inside the location, customers are jazzed to fine yarn around all the furniture and a knitted cap topping the roof. It’s a nice little gesture, which recognizes that Tim Hortons is a place many of their customers go to for a respite from the cold, and visitors to the location seem to really appreciate it. The online video ends with the message, “On December 13th we brought a little warmth to a small town. And wound up knitting an entire community together.”
-The folks over at BBDO San Francisco created “Yule Loggins” (video above).
-Fashion retailer AllSaints ignores traditional advertising in favor of content creation.
-AdAge examines “10 Things That Won’t Happen in 2015.”
-UNICEF created a fake video game to raise awareness of the crisis in South Sudan.
-Here’s a look at “Some of the very best Christmas inspired campaigns ever to feature at the D&AD Awards.”
-Creative Review picks its favorite ads of the year.
-New Samsung ad shows famous artists taking selfies.
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