PRNewser FishbowlNY FishbowlDC GalleyCat TVNewser TVSpy LostRemote SocialTimes

Brands

W+K Portland Launches First Work for Weight Watchers

W+K Portland has launched a new campaign for Weight Watchers, its first for the brand since winning creative duties back in April.

In a new 60-second spot, W+K drops the celebrity-driven approach taken by previous agency McCann (whose latest work featured Jessica Simpson), instead going for a universal theme of “eating your feelings.” The ad, entitled “If You’re Happy…” is set to an adaption of the popular children’s song “If You’re Happy And You Know It” by Tony Babino. “If you’re happy and you know it, eat a snack,” he sings at the beginning of the spot over shots of people happily enjoying ice cream, burgers and cake. Around 15 seconds in the tune changes to “If you’re sad…” and later on to such feelings as “bored,” “lonely” and “sleepy” before finally ending with “If you’re human and you know it, eat your feelings, eat a snack” and ending with the tagline, “Help with the hard part” before finally showing the Weight Watchers logo.

It’s an interesting tactic, tapping into the insight that people associate eating with all types of emotions rather than relying on a celebrity endorsement, which seems to be the standard for the category. W+K seems to be banking on the empathy and relatability of the message being more persuasive than association with celebrity.

According to The New York Times, the ad will “be introduced broadly on Sunday” with an emphasis on “programming apt to draw multiple members of a household” like “the midseason finale of The Walking Dead on AMC on Sunday and the season finale of The Voice on NBC on Dec. 15.” The ad will also “appear widely in cinemas,” which Lesya Lysyj, president of Weight Watchers in North America, told The New York Times “…is great because you’re sitting there with your huge thing of popcorn.”

“We’ve never actually said that weight loss is easy, but when you use celebrities and show before-and-after photos, what you’re doing is kind of implying that it is easy,” she added, explaining the move away from celebrity endorsements.

Mediabistro Course

Google AdWords

Google AdwordsStarting December 1, learn how to create an effective Google AdWords campaign for your brand! In this course, you'll learn how the fundamentals of AdWords including how to read the dashboard, monitor and optimize your campaigns, and what to look for to improve your results. Register now!

Santa, Not Polar Bears, Stars in Ogilvy’s Holiday Spot for Coca-Cola

Ogilvy teamed up with Coca-Cola Germany for “Make Someone Happy,” the brand’s holiday ad which notably replaces the polar bears of recent years with Santa, also a longtime holiday standby for the brand. According to AdAge, this “marks the first time since 2011 that the brand’s classic Santa character has been the centerpiece of its holiday TV campaign in the U.S.,” although that publication points out that the polar bears will still have “a supporting role for store-level retail executions.”

In the 60-second spot, set to the Jimmy Durante version of the song of the same name, we see Santa drinking a Coke while thumbing through a book called “How to Make Someone Happy.” The ad then focuses on a series of small good deeds performed by people to make others (often strangers) happy, such as a man giving up his umbrella to a passer-by during a snowstorm and a young man giving a stranger waiting for a train a bottle of Coke. At the end of the spot, Santa has a surprise for everyone. “Make Someone Happy’ manages to communicate a holiday-specific sentiment while also functioning as a continuation of Coca-Cola’s general “Open Happiness” campaign.

Andy McMillin, VP of the Coca-Cola trademark for North America, told AdAge that while the polar bears are ” a very important equity for us,” Santa was a better fit with the message to “look beyond the presents and focus on the true spirit of the holidays,” adding that the character “just fits that so well as the ultimate symbol of giving and caring and bringing joy to others.”

“Make Someone Happy” will debut on NBC Thanksgiving day, and will run until the end of December on broadcast and cable channels including NBC, ABC, ABC Family, USA, Lifetime, TBS and Food Network.

Grey NY Introduces Yet Another Rob Lowe for DirecTV

Grey New York has introduced yet another Rob Lowe in its ongoing campaign for DirecTV.

Following on the heels of “Painfully Awkward Rob Lowe,” which apparently drew some criticism from shy bladder sufferers, the agency has returned with the self-explanatory “Scrawny Arms Rob Lowe.” The formula is the same as in previous spots, with Rob Lowe introducing himself as a DirecTV customer before a more unfortunate version of himself, who also happens to be a cable customer, comes along for comparison. In the new spot Scrawny Arms Rob Lowe watches ping-pong on a small screen and attempts to open a jar of mayonnaise. Like previous ads, it ends with Lowe saying “Don’t be like this me.”

While it may be that the series is running out of steam, “Scrawny Arms Rob Lowe” just seems like the weakest of the bunch so far. Whereas “Super Creepy Rob Lowe” and “Painfully Awkward Rob Lowe” found convincing ways of tying Lowe’s alter egos to the inferior quality of cable, “Scrawny Arms Rob Lowe” feels like an empty gimmick. Let’s hope Grey can up the ante with the inevitable follow-up and recapture the potential of this campaign. Read more

john st. Celebrates ‘Gifts You’ll Want Too’ for Future Shop

john st. has a new holiday campaign for Future Shop that appeals to the selfish side in all of us by reminding viewers that tech gifts are “Gifts You’ll Want Too.”

The spot follows around a man as he gleefully tries out a variety of devices around Future Shop. “I thought he was shopping for your mom” says a confused retail worker, to which his embarrassed daughter replies, “He is.”

The obvious message of the spot is, while you could get your significant other some kind of clothing/jewelry/etc. that they, and only they, will enjoy, if you shop at Future Shop you can give them something that you’ll enjoy just as much. It may be kind of a selfish viewpoint, but its one john st. hopes wins viewers over with honesty.

“We’re all guilty of doing a little ‘me-shopping’ when doing our holiday shopping for our friends and family. ‘Gifts you’ll want too’ is a cheeky way of showing how you can make them and yourself happy
with the same gift.” said Angus Tucker, executive creative director at john st., in a press release

“What differentiates Future Shop from other gift-giving destinations is that when you give the gift of tech, other people get to enjoy it as well,” added James Pelletier, director of brand marketing, Future Shop…”It’s a win-win – for the gifter and the getter.” Read more

Arnold Redefines Black Friday for Santander Bank

While in recent years many retailers have made infamous Black Friday sales into even more of a behemoth by pushing back their opening times so sales start earlier and earlier on Thanksgiving day, others, such as Costco, have gained public respect by bucking the trend. In a new campaign aimed at the most infamous shopping day of the year, Arnold Worldwide came up with a series of Black Friday alternatives for Santander Bank in an attempt to take back the “true meaning” of Thanksgiving (and make Santander look good by association).

In the above, 30-second spot, “Black Bean Soup Friday” for example, we see shots of a family rising early and piling in the car. “On…Black Friday, Tom and his kids will rise before the sun,” the voiceover informs us, “They will beat the crowds” it goes on as the car speeds along. But, in what’s designed to be a surprise, they “…pass the department stores with lines around the block,” and instead go volunteer at a local soup kitchen. “There are many ways to make the day after Thanksgiving meaningful,” the spot concludes, “How will you spend your day?”

This may seem like an unusual move for a financial institution who stands to benefit from a rush of holiday spending, but Santander claims its “family-values focused European roots run deep” and that they have a “commitment to Real Change and challenging traditional perceptions of banking.” So by taking a stab at Black Friday, in a way designed to be heartwarming, Arnold is distancing Santander from other banks, and attempting to make people think that, unlike their competitors, Santander stands for something. Other Black Friday alternatives suggested in the campaign are “Black Top Friday” (spent playing basketball with friends and family) and “Black Belt Friday” (spent watching Kung-Fu flicks). Read more

North Kingdom Crafts ‘A Journey Through Middle-Earth’ Digital Experience

North Kingdom collaborated with Google and Warner Brothers to create a digital interactive experience entitled “A Journey Through Middle-Earth,” promoting The Hobbit: The Battle of the Five Armies, the final film in Peter Jackson’s The Hobbit trilogy.

The project is the conclusion of a two year partnership between the parties and the result of eight months of work. Built around an interactive map of Middle-Earth, fans can then explore 21 new locations from the world of The Hobbit and Lord of the Rings, and the updated map contains “3D animations, highlighting the paths of eight key characters in the films, including Bilbo Baggins, Gandalf and Aragorn.” North Kingdom also created “‘Hero’s Journeys’, an area of the platform that will allow people to relive all of their epic Middle-earth adventures, from Frodo’s journey to Mount Doom in The Lord of the Rings to Bilbo’s final battle in The Hobbit: The Battle of the Five Armies.” There’s also a new, peer-to-peer social battle experience allowing visitors to challenge their friends.

“This was an overwhelmingly exciting project for us here at North Kingdom,” said David Eriksson, chief creative officer. “Our challenge was to really push the boundaries of what is possible in a digital experience, drawing inspiration from the world of Tolkien and the drama world that has been built up throughout 14 years of epic films.”

You can watch a trailer for “A Journey Through Middle-Earth” above and head to the site for the full experience. Read more

McCann NY Targets ‘Generation Image’ for Nikon

McCann New York has launched a campaign for Nikon targeted at millenials for the holiday season.

In a new 30-second online spot, the brand celebrates “Generation Image,” as a young woman states “My generation creates tens of thousands of images literally in the blink of an eye. Our images speak for us.” She then asks, “Are yours saying enough?”

The ad is aimed at addressing declining digital camera sales as young people are taking more pictures than ever, but taking them with their smartphones rather than cameras. “I Am Generation Image” is a plea for higher quality images, suggesting that if millenials really care so much about images they should step up their game to a Nikon digital camera.

“Many people who get started taking images on smartphones want to upgrade to a more advanced camera,” Larry Platt, an executive creative director at McCann Erickson New York, told The New York Times. “It’s really about the proper product to make sure you’re getting across your message.”

A second online spot outlines another campaign component: Nikon is giving out a Nikon D750 D.S.L.R camera to select recipients and hosting their images on the campaign site iamgenerationimage.com in an attempt to show viewers how a Nikon can help them take their images to the next level. Nikon and McCann New York certainly have their work cut out for them. A recent CNBC article characterized the digital camera market as in “free fall.” But Nikon is convinced the campaign, with a budget estimated at $5-7 million can help, with Lisa Baxt, associate general manager for communications of the Nikon Inc. division of the Nikon Corporation in Melville, N.Y. citing a “a shift from convenience to quality, in that a more authentic story is told with a better photo,” in The New York Times. Read more

W+K Sings ‘Dadsong’ for Old Spice

W+K has a new spot for Old Spice’s “#SmellcometoManhood” campaign entitled “Dadsong,” a follow-up to to the goofy musical “Momsong,” in which mothers lament Old Spice turning their sons into men while engaging in some pretty creepy behavior.

The follow-up, with music and lyrics written by Bret McKenzie (Flight of the Conchords, The Muppets), reprises the sad moms of that spot, but with an answer from the dads. It opens on one of the moms from “Momsong” singing, “Where’s my little boy, I miss him so? Who’s this man living in our home?” while clutching her sons teddy bear as he slow dances with a girl. Soon a chorus of fathers replies that they’re “overjoyed” that they’ll be using their son’s room “for storage pretty soon.” The song is a step up from its predecessor — not a surprise given McKenzie’s involvement — and strikes more of a balance between goofiness and creepiness (which mostly comes across through visual gags). And while it deals in over-the-top portrayals of stereotypical motherly clinginess and fatherly aloofness, it’s also pretty clear that it isn’t dealing in anything resembling reality. Fans of McKenzie’s distinct style of musical comedy, and anyone who enjoyed the original “#SmellcometoManhood” installment, should get a kick out of “Dadsong.” Read more

The Richards Group Clowns Around with the Spurs for H-E-B

The Richards Group once again teamed up with Sugar Film Production and director Chris Smith for a lighthearted series of ads starring the San Antonio Spurs.

The new ads — “Toga,” “Slogans,” “Barbie” and “Wise” follow much the same formula as last year’s campaign, employing lighthearted, self-depreciating humor. In “Toga,” Tim Duncan returns to find Tony Parker, Patty Mills, Kawhi Leonard and Manu Ginobili so enamored with H-E-B’s Greek yogurt that they’re all decked out in togas. ”Why is everyone Greek?” Duncan asks disdainfully upon seeing his teammates, before singling out Kawhi as looking particularly ridiculous. Other spots find different ways to poke fun at one or more of the Spurs players, whether its Patty Mills‘ accent in “Barbie” or Kawhi reprising a line from last year in “Slogans.” Spurs fans already know what kind of goofiness to expect from the annual campaign, and The Richards Group doesn’t disappoint.

“Working with these guys, you can really tell what makes them world champions”, said Chris Smith. “Their ability to go into a huddle, takes notes and run with them—while adding their own individual flavor—makes them a lot of fun to work with each year.” Read more

FCB West Gets Interactive for Dragon Age: Inquisition

FCB West created a campaign promoting the release of Electronic Art’s Dragon Age Inquisition, centered around broadcast and online trailers.

The trailers feature dramatic gameplay footage designed to pique viewers interest in the game, which was released this Thursday. In the 80-second broadcast spot, “The Breach,” for example, an epic battle ends with a dragon blowing fire at the screen, which turns into the title and release date, accompanied by the tagline “Lead them or fall.”

But FCB West’s campaign doesn’t end with the trailers, as the agency created a whole interactive experience which “both challenges and rewards fans with bonus content like no other advertising campaign to date.” The agency created “Quest for the Red Lyrium Reapers,” an interactive experience at DragonAge.com which challenges players with finding hidden content within the game’s campaign videos, and offers a unique incentive: an in-game weapons pack. It’s an interesting approach to get fans engaged with FCB’s campaign, and one that makes the content relevant past the release date. Stick around for the online trailer (along with credits) after the jump. Read more

NEXT PAGE >>