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Stanfield’s, john st. Raise Money for Cancer with “#StreakWeek”

john st. has crafted a new campaign in support of “below-the-waist cancer research” for Stanfield’s.

For the campaign, the agency brought back testicular cancer survivor, Mark McIntyre, who appeared in previous campaigns “The Guy at Home in his Underwear” and “The Gitchhiker” to promote the fundraising experiential event “#StreakWeek,” which runs from October 18-26. Mark introduces the idea, and appears to be promoting actual streaking until the end of the video, where he recommends wearing Stanfield’s underwear, “just to be safe” (and not get arrested). Viewers (both male and female) can support Mark on one of his streaks or participate in a streak of their own, or just use the #StreakWeek hashtag on Twitter, Instagram or Facebook. Each time it is used, Stanfield’s will donate a dollar to the Canadian Cancer Society (up to $25,000).

“We wanted to make sure people could get involved however they want.” said Angus Tucker, ECD at john st. “Whether it’s sharing Mark’s journey, donating to a streaker, raising money by going streaking yourself, or just using the hashtag, it all helps and it all goes to a very very good cause.”

FCB Presents 2015 Pan Am Games Invasion

FCB Toronto recently launched a campaign for the 2015 Pan Am Games on behalf of The Ontario Tourism Marketing Partnership Corporation, centered around a 60-second broadcast spot called “Invade.”

Appropriately enough, the ad imagines Toronto invaded by hordes of athletes, who take to the city to the tune of a cover of the Delphonics “Ready or Not.” It starts innocently enough, with a lone gymnast on a rooftop. But soon a swarm of kayakers is rowing toward the city, followed by equestrian riders storming through neighborhoods, soccer players running through woods and various other groups of athletes. The spot concludes with the message “41 countries, 51 sports,” followed by the tagline “Epic is on.” The spot fits the tagline pretty perfectly, encapsulating the scope of the event in a well-shot, jam-packed 60-seconds that gets more and  more frantic leading up to its conclusion.  Read more

GdB Crafts Global Effort for Anytime Fitness

GdB has a new campaign for longtime client Anytime Fitness, but unlike prior efforts, this one has a global reach.

It also sees a shift in emphasis from convenience to intimacy. The campaign focuses on the moments people have that make them realize they need to start taking better physical care of themselves. “When my five-year-old dusted me in a race to the end of the block” says one man; “When my baby weight was acting more stubborn than my baby,” a woman adds. The spot goes on to emphasize that Anytime Fitness has “the right tools and encouragement to keep you on track,” as the people describing their moment of clarity earlier are seen enjoying Anytime Fitness’ facilities. It’s an easily relatable message, and one GdB and Anytime Fitness hope will resonate with viewers in the over 15 countries where very similar versions of the ad will run.

“You’re talking about something that’s so universal,” GdB Creative Director Doug deGrood told AdAge. “Everybody has these sort of trigger moments. They wake up one day and think, ‘Damn, I gotta do something.’”

mcgarrybowen Celebrates Fun for Courtyard by Marriott

mcgarrybowen has a new campaign for Courtyard by Marriott entitled “Make Room for a Little Fun,” which launched last week.

Aimed at millenials, the campaign is based on the insight that the demographic loves to travel (as opposed to those who see travel as a necessity for work). The strategy is readily apparent in the spot “Cattle Drive) (above). In it, an excited young man rides up and approaches a cattle driver who seems to be slogging through his day, offering him a caffeinated pick-me-up and noting the “sweet” free wi-fi. Other spots in the campaign take the humorous approach to the Yukon, an antiquated carriage, and a Viking ship. Each spot delivers the message “Some people have to travel for work. Some people get to travel for work,” followed by the “Make Room for a Little Fun” tagline.

Each spot was captured on-location in Norway, making use of the country’s varying landscapes. The campaign marks a shift in approach for the brand, as its humor is a stark contrast from past campaigns, which targeted a different demographic. Stick around for “Vikings” and “Yukon” after the jump. Read more

Droga5 Gets Sarah Silverman to Become a Man for National Women’s Law Center

Droga5 enlisted the services of “writer, comedian and vagina owner” Sarah Silverman for a new spot addressing the wage gap for National Women’s Law Center.

Silverman introduces viewers to the wage gap issue, pointing out that over the course of their lives women pay a “$500,000 vagina tax,” before informing viewers that she’s becoming a man, since the operation is actually cheaper than dealing with a lifetime of income disparity. She then introduces National Women’s Law Center’s crowdfunding effort to raise the trillions of dollars American women are cheated out of by gender inequality in the workplace, to be payed back to each of them. Since the goal is basically unreachable, it actually serves as a fund raiser for National Women’s Law Center’s efforts, since they receive the money as a donation if (when) the goal isn’t reached. The video ends by directing viewers to EqualPaybackProject.com, which goes live today to inform visitors about the gender gap and accepts donations to the crowdfunding effort. It’s a clever approach, addressing the absurdity of the issue in a way people are sure to remember.

“Equal pay may not be a sexy issue, but it’s an important one,” Casey Rand, Droga5 creative director, told Adweek. “And it is absurd. Young women need to know what’s at stake. And we knew that to get them to engage, we’d need to play up that absurdity.” Read more

180 LA Presents ‘Lost Iguana’ for HP

180 LA has a new campaign entitled “Lost Iguana” which features the story of a precocious young boy who uses the power of HP technology to help find his lost iguana Ralph.

In a 60-second broadcast spot the boy uses HP laptops and printers to print out search flyers, and assembles a search team from around the neighborhood. By the end of the spot the self-assured boy says “And her comes the knock,” and sure enough his iguana is returned. It’s a cute approach, showing the integration of HP products, but unfortunately timed following the news that HP will split off into separate PC and printer divisions. The broadcast spot is linked to interactive campaign elements utilzizing the hashtag #FindRalph on YouTube, Vine and other channels, as well as a campaign microsite. Read more

Havas Worldwide Strat Farm Celebrates EmblemHealth’s ‘Legacy of Care’

Havas Worldwide Strat Farm has a new campaign celebrating EmblemHealth’s “Legacy of Care.”

In the 60-second “Our Legacy of Care” the agency blends vintage and modern footage of New York City to show that EmblemHealth is still doing what it has been doing since its inception as GHI and HIP: “setting a national standard with neighborhood care.” The spot ends with the “What Care Feels Like” tagline, an idea expanded upon in the campaign’s other ads. “What Care Feels Like for the Dawson Family” and “What Care Feels Like for the Martinez Family” (both featured after the jump) explore the stories of real families who have stayed with Emblem for generations. The campaign launched yesterday with broadcast spots, subway ads and social components, and expands to paid digital on the 13th. Read more

BBH London Redefines ‘Presence’ for Audi

BBH London has a new campaign for Audi, taking aim at upper-level executives with a minimalist approach.

The spot opens on a gramophone on a desk playing a stuffy record entitled “Presence: How to Obtain It.” A speaker on the record describes antiquated notions of what leads to presence: “an unyielding handshake never fails,” “Don’t ask, tell,” etc. Then the Audi A7 Sportback backs up and lifts its sportback, tipping over the gramophone, leading into the tagline “Presence. Redefined.”

The simple, straightforward approach is a welcome change of pace from the typical, lavish luxury car advertising, often involving celebrity endorsements (see Jaguar), letting the vehicle speak for itself. It is supported online by a digital partnership with The Economist, which includes an online hub hosting branded content. Should the ad prove effective, it could mean a more scaled-back approach for the brand (at least with this particular vehicle) in the future. Read more

O Positive Crafts Ode to Nature for The Nature Conservancy

Production studio O Positive enlisted the services of actress Jessica Chastain in a new PSA for The Nature Conservancy.

Chastain reads a poem by Matthew Dickman entitled “Our Nature.” The spot, directed by Peyton Wilson sets Chastain’s reading of the poem to a dramatic piano track, coming across more like a short film about love than a PSA, until it’s revealed that the love Chastain is talking about is her love of nature. As the 60-second PSA continues, the camera turns more and more to shots of the beautiful Sierra Mountains, and Chastain interacting with the natural world around her, ending with the tagline “Your first love wants you back.”

“I chose to be a part of this remarkable campaign not just because it spoke to my own love affair with nature, but also because it’s imperative to find a way to co-exist with nature so that this valuable and beautiful resource is protected, ” Chastain said in a press release. “I hope this film encourages everyone to rethink their relationship with the natural world around them.”

The spot, the second nature PSA featured here in two days, like Conservation International’s effort, sees The Nature Conservancy take a different approach emphasizing emotion.

“This is a departure for the Conservancy,” explains Jordan Peavey, marketing director for The Nature Conservancy in California. “Instead of a typical PSA where we explain who we are sand what we do in a very intellectual way, we worked with Peyton, O Positive and Jessica Chastain to create an entirely different type of story. One we hope will intrigue and inspire new audiences to remember their love of nature and to get involved.” Read more

TBWA Celebrates a Day of Sun for Jimmy Dean

TBWA/Chiat Day, LA has a new series of online spots in their ongoing campaign promoting Jimmy Dean’s new lunch and dinner offerings.

Some wondered, when Jimmy Dean announced the move into the instant lunch/dinner market, whether the brand would retain its recognizable sun character due to its association with the morning. But the brand is leaning on its mascot as much as ever, explaining its continued presence with a new series of online spots tracking him on characters across the country and throughout the day.

In “Slow Roast Shuffle” (featured above), he’s dancing up a storm while promoting Jimmy Dean Pulled Pork. Things get over-the-top pretty quickly and his dance partner can’t exactly keep up, as TBWA/Chiat Day stretch the character into some cartoonish territory. Other spots are slightly more down-to-earth, with the sun dropping change into parking meters, giving out free lunch at baggage claim in an airport and riding off into the sunset. All the videos are hosted on a website where you can also track the sun’s progress on the “Sunniest Day,” which Jimmy Dean says was yesterday.

Despite TBWA’s best efforts, the character, so long associated with breakfast, seems a little out of place in these scenarios (and past the AM). With time we’ll see if these are just growing pains or if the character continues to feel awkward promoting meals past breakfast. Read more

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