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4Creative Destroys Cancer Cells for Stand Up To Cancer

To promote the October 17th Channel 4 and Cancer Research fundraiser Stand Up To Cancer 4Creative reimagined the typical disaster film with a twist: instead of human’s facing extinction, it’s cancer cells.

A project over a year in the making, 4Creative and production company Nexus create a world of cancer cell blobs inhabiting a modern city, created utilizing 2D paintings and 3D models. The overpopulated urban environment is disrupted by a mysterious blue orb and soon inhabitants are spontaneously combusting left and right. At the end of the spot, it the environment is finally revealed as a microscopic world which a scientist is testing new anti-cancer drugs on.

As directors Smith & Foulkes explained to Creative Review, personifying cancer posed some distinct challenges. “We wanted to steer away from the obvious route of showing cells as a bunch of grotesque alien germs, but we were also acutely aware of not making them too human or cute,” the pair said. “We also had to find a way to illustrate the new therapies, drugs and scientific breakthroughs that are fighting cancer. We wanted their arrival to be initially magical and mysterious, so we used a glowing blue orb, an unexplained light descending upon a shadowy world.”

The result is a highly unusual approach to raising cancer awareness. While the spot risks viewers sympathizing with the cancer cells (before they are revealed as such) it does make for a visually striking effort that stokes the imagination and entertains while raising awareness for a good cause. Read more

BBDO NY Tells Story of ‘The Boy Who Beeps’ for GE

BBDO New York tells the story of “The Boy Who Beeps” in a new online spot for GE.

The two-minute ad begins with the boy’s birth, and the beeping sound he makes in place of the usual baby’s wail. It’s soon apparent that the boy can communicate with machines. This starts off small, with him using his voice to change the channel or hit snooze on his alarm clock, but soon he’s using his power for greater purposes. Maybe it’s the great soundtrack by Beck, but the strange story is oddly touching somehow. Coming on the heels of the recent “Ideas,” it seems that BBDO is going in an emotional direction in their online work for GE. Read more

72andSunny Goes Big with Trailer for Activision’s ‘Destiny’

72andSunny has just released a live action trailer for Activision’s new game Destiny, from the creators of the popular Halo franchise, which will be released on September 9th.

72andSunny and Activision went big for the trailer, teaming up with Academy Award winning VFX studio Digital Domain, Academy Award nominated FX studio Legacy Effects, and director Joseph Kosinski, who created most of the worlds for the ad in-camera, shooting at locations in Mexico, Arizona and Utah. The spot follows the adventures of Fireteam as they attempt to reclaim locations in our solar system from alien invaders. Levitating AI character Ghost is voiced by Peter Dinklage (who also voices the character in the game) and the spot mixes humor, action and Led Zeppelin’s iconic “Immigrant Song” to hype up the game and give a sense of its feel without any game footage. Read more

WPP’s Team Detroit Debuts New Lincoln MKC Ads Featuring Matthew McConaughey

At the end of last month we brought news of Lincoln’s partnership with Oscar-winning actor Matthew McConaughey for a new campaign promoting the Lincoln MKC, to be handled by a shop within WPP’s Team Detroit division.

Now, Team Detroit and Lincoln are rolling out the new campaign with a series of (purportedly unscripted) spots that take a somewhat unorthodox approach. In the 60-second introductory spot (featured above), McConaughey drives around pontificating on what it means to “go back” and how some people say you can’t do it but really you just have to look in the right places. What is he talking about exactly? How does it relate to the MKC? Your guess is as good as ours.

In the similarly strange “Bull,” the actor admires the majesty of a large bull blocking the road, before deciding to turn around and take the long route. The 30-second “I Just Liked It” is a little more straightforward, with McConaughey explaining that he drove a Lincoln long before he was paid to, not to look cool or make a statement, but because he “just liked it.” Read more

Leo Burnett London Adds Pair of Creative Directors

Wayne Robinson&Matt Collier

Leo Burnett London announced today the addition of creative directors Matt Collier and Wayne Robinson.

The creative team arrives from DDB Chicago, where they have worked together since 2011. While at DDB, the pair won over 20 awards, including five Cannes Lions for brands Skittles, Milky Way, Walls, and government-backed adult education program GED. Prior to moving to the states for their DDB Chicago gig, Collier and Robinson began their careers at JWT London before moving on to CHI & Partners. While in the UK, the pair won over 100 awards, working with clients including Shell, Nestle, Toyota, Mazda, Kellogg’s, News International and 888.com. Read more

Gisele Bündchen Stars in Droga5′s Latest for Under Armour

When Under Armour signed Brazilian supermodel Gisele Bündchen for an advertising contract, she received quite a bit of criticism over social channels.

In the latest from Droga5′s “I Will What I Want” campaign, quotes from these social media critics are shown in the background (along with some support) as Bündchen tunes it all out and proceeds to kick and punch a heavy bag. She looks more like an athlete than a model in the spot, proving she has abilities beyond the runway. Her kung fu and yoga moves are also on display at http://gisele.underarmour.com/ — set to the backdrop of more real social media comments. While Gisele may have seemed like an odd choice for Under Armour, the collaboration works, even if it lacks the same narrative power as the campaign’s previous spot with Misty Copeland.

“We wanted to show a new side of Gisele—the unguarded, raw, real and brave side that shows what its like living in the public eye,” Droga5 Creative Director John McKelvey explained to Adweek. “To the world, most people have only seen her in a context of beauty and polish. But when we came to Gisele with the idea, she embraced the truth of the concept and its potential to be a positive message.” Read more

R/GA Reunites The Hoff, KITT for Samsung Smart Home

R/GA reunites David Hasselhoff and talking car KITT from Knight Rider (voiced by William Daniels) in a new spot for Samsung Smart Home.

Hasselhooff talks up the features of the Smart Home, calling it “literally the smartest thing ever,” which causes a fit of jealousy in KITT. The remainder of the two-minute spot deals with the fracture in the relationship between KITT and The Hoff, as KITT attempts to enact revenge and sabotage the shoot. Hasselhoff also has some fun playing on his own character, at one point referencing Knight Rider while attempting to flirt with a boom mic operator — to which she responds, “I think my dad might have mentioned it.” It’s all about as goofy as you’d expect, given Hasselhoff’s involvement, and has some fun moments, although it could have benefited from being edited down a bit from its two minute run time.

Ogilvy Unveils New Nationwide Logo in Peyton Manning Ad

Ogilvy&Mather is unveiling a revamped Nationwide logo with a new campaign starring Peyton Manning.

The campaign will debut Thursday with a new spot (featured above) during the NFL’s first regular season game on NBC. Nationwide’s new logo, which features an eagle as a revamped nod to the company’s original logo, appears on a flag at the start of the 30-second spot. Entitled “Jingle,” the spot features Manning repeatedly humming Nationwide’s jingle, as well as setting it to different words in varying situations, such as calling an audible, taking an ice bath after a hard practice, and chowing down at home. It’s straightforward but memorable, allowing the focus to be on the new logo.

In addition to the logo change, AdAge reports that the rebranding effort from Nationwide also includes switching to a “one brand approach.” Services the company previously marketed under names such as VPI Pet Insurance, Allied Insurance and Harleysville Insurance will now all be sold under the Nationwide name.

“We need to align the entire company behind the most powerful brand asset we have, which is ‘Nationwide’ and ‘Nationwide is on Your Side,’” Nationwide Chief Marketing Officer Matt Jauchius told AdAge.

While McKinney remains Nationwide’s lead creative agency, Ogilvy & Mather was brought in to handle a multi-year marketing agreement with Manning which kicks off with this campaign. Last month, Nationwide also signed an agreement with the NFL, which allows for more authentic NFL imagery in the company’s advertising. Read more

McCann Wins Choice Hotels

choice hotels

In a case of tips confirmed, we have the official press release announcing that McCann has won the Choice Hotels account.

McCann Erickson will handle creative while MRM//McCann will run “digital and customer relationship marketing responsibilities” for the chain; Deutsch New York was the other finalist in the pitch. This is the first major agency change for the brand since it awarded creative and promotional duties to Leo Burnett and Doner in 2009.

While Choice may not be a household name, many of its properties are: Comfort Inn, Comfort Suites, Quality, Sleep Inn, Clarion, etc. Company SVP Robert McDowell writes:

“McCann presented a strategic, creative vision and platform for telling the powerful Choice story.”

Havas will retain media duties for the brand; Cohn & Wolfe is its PR AOR.

DDB California Names Todd Grantham President, CEO

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DDB California has named Todd Grantham as the agency’s new president and CEO, based out of the agency’s San Francisco office, Adweek reports. Grantham fills the role vacated by Mike Harris in June.

Grantham arrives at DDB California from Goodby Silverstein & Partners, where he served as director of new business and associate partner. He originally arrived at Goodby back in 1996 and has held roles at the agency including  associate director of account management and managing director. He’s worked with clients such as Chevrolet, Saturn Adobe, Hewlett-Packard, Yahoo and Quaker Oats.

DDB North America President Mark O’Brien “cited Grantham’s brand experience, people skills and ‘respect for creativity’” in making the hire, according to Adweek. Grantham’s experience in developing new business was undoubtedly another factor, as the agency looks to rebound from losing Well Fargo to BBDO in March. Top accounts at the agency currently include ConAgra Foods and Clorox.

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