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Ogilvy Makes Cats Very Uncomfortable for Kotex

Ogilvy & Mather Shanghai has a new campaign for Kotex built around the fact that people love funny cat videos.

The 30-second spot makes the point that cats are very sensitive, before showing obviously uncomfortable cats walking very awkwardly. “Women are as sensitive as cats,” the spot goes on, “Kotex provides soft and intimate protection for women.” Seeing the cats struggle, unhappily, while walking with tape on them is even more entertaining than it sounds. Unsurprisingly, Adweek reports that the spot has already gone viral in China, where it has racked up over one million views. Read more

W+K Amsterdam Launches ‘Feel The Game’ for FIFA 15

W+K Amsterdam launches a new campaign for FIFA 15 today, entitled “Feel The Game.”

In a 2:15 broadcast spot, W+K Amsterdam immerses fans into the on-pitch action as they experience what players in the game do. When it begins to rain, players are suddenly drenched in their apartments, when heavily tackled, they feel the hurt. It’s not exactly a new approach in gaming advertising, but it’s pulled off well. The agency also got Lionel Messi to join in on the action, both on the field and wielding a controller. The campaign airs globally beginning today, across broadcast and digital channels, with the full-length spot also broadcasting in the U.S. during the Manchester United match this Sunday.

“Fast-paced, raw, and explosive, modern football is a spectacle beyond belief. And FIFA 15 puts you right in the  middle of it. We wanted our film to do the same thing, to put you right in the thick of the
action, said David Smith, Wieden+Kennedy Amsterdam’s creative director. “With the help of Mark Zibert, and the awesome studio at EA SPORTS, we believe we have created a football film that can live up to the best sport action sequences ever filmed.” Read more

Innocean Debuts New Work for NRG

NRG recently announced that the energy company has chosen Innocean as its full-service advertising partner, and the agency debuted its first campaign for the brand in time for the opening of the NFL season.

Its 30-second broadcast spot imagines an old-time football team — complete with leather helmets — preparing to take on the (modern day) Philadelphia Eagles. “Let’s go out there and give ‘em heck,” says the team’s captain, adding “We’re going to go out there and really give them the business.” When the team, emerges from the locker room and sees their competitors, however, they quickly turn and run. “The old game just can’t compete,” says the voiceover, “especially when it comes to energy. Solar power is here.”

It’s not a bad analogy for old forms of energy, many of which have been around since the leather helmet days, in comparison with clean solar energy. The basic concept and approach also seem pretty adaptable to future applications, so more in this same vein from Innocean in the future.

“NRG chose Innocean because they understood that we aren’t bound by convention,” said Brad Fogel, chief operating officer, Innocean USA. “We are young and agile enough to break rules and create a spot-on integrated brand campaign that shows consumers, you actually have a choice in who you want to supply the energy to power up your day-to-day lives. And if you have that choice, why don’t you choose a company that believes in doing the right thing instead of the same thing?”

Read more

Publicis Seattle Highlights Les Schwab’s Customer Service


Publicis Seattle has released two new ads for family-owned tire chain Les Schwab highlighting the company’s dedication to customer service.

Publicis Seattle created the two television spots based on real-life customer stories. Each ad features the customer reading their letter to Les Schwab, praising the exceptional customer service they received. In “Stranded Nanny,” for example, a woman tells the story of how her car broke down on her way home from work. She knocked on a door asking for help, and the man who answered happened to own a local Les Schwab. He fixed her car, without pay, and she was quickly on her way.

The other spot, “RV Weekend,” takes a similar approach. The spots will air across western US markets including Washington, Oregon, Idaho, California, Utah, Nevada, Colorado and Montana. Read more

W+K Portland Brings Back Mandroid for Old Spice

Back in July, W+K Portland introduced a new robot character with a series of ads in which Old Spice products help him smell like a man.

Now, the agency is a back with another spot for the campaign, featuring the (vaguely creepy) character, promoting Old Spice deodorant and body wash. This time around, he’s hanging out in a hot tub with a few giggly women in bikinis. Soon, however, he starts malfunctioning (again), because robots and water don’t mix. (The women, miraculously, are not electrocuted.) It’s very much in line with the previous spots, so if you liked those, chances are you’ll find this one amusing, too. If not, you’ll probably long for a screaming Terry Crews.

GSD&M Brings Back ‘Aim High’ for the Air Force

GSD&M has a new campaign for the Air Force, bringing back the slogan “Aim High,” after a fifteen year absence.

The campaign, entitled “American Airmen,” launched Monday with two spots and a website. In “New Frontiers,” Airforce Chief of Staff General Mark A. Welsh III becomes the first Air Force general to be featured in an advertisement. The 30-second spot seeks to inspire with a celebration of technological innovation from the Air Force, such as breaking the sound barrier, and space exploration. “America’s Future,” meanwhile, draws on U.S. Air Force Academy commencement speeches from former Presidents John F. Kennedy, Ronald Reagan, Bill Clinton and George W. Bush.

The campaign also includes online video content entitled “Barrier Breakers’ hosted on the Air Force website, and a multi-platform digital media buy, which will make the Air Force the first military branch to partner with PlayStation via a link on the PlayStation store menu. It will also make use of mobile advertising platform TapJoy and Spotify, where “users will view ‘Barrier Breakers’ video content while a custom playlist generator suggests music based on their current selections.”

The campaign arrives as the Air Force faces bad publicity for its decision to deny reenlistment to an atheist airman for refusing to sign an oath including the phrase “So help me God.” Read more

Ogilvy Unveils Morning Anthem for IKEA

Ogilvy unveiled a new “Morning Anthem” ad for IKEA, the latest in the deluge of advertising from the brand in recent weeks.

The 30-second spot focuses on bedrooms and bathrooms and how the retailer can help make your morning rush a little less stressful. It does a good job of incorporating IKEA products like “organized wardrobes that help you pull it together” and a bathroom organizer that gets “big families out the door” into a peak at the morning routines of a couple of busy families.

The focus on mornings, bedrooms and bathrooms stems from a study IKEA conducted into the morning routines in eight major cities, which has informed all its recent morning-focused marketing, such as SMFB’s “Where Good Days Start” interactive campaign. Accompanying the new spot is a campaign extension called “First :59,” including a website hosting advice from bloggers and designers on how parents can make their mornings easier, as well as a “First 59″ Pinterest board.

BBDO NY Showcases Ease of Visa Checkout in ‘Surfer’

BBDO New York has a new campaign for Visa showcasing how quick and easy the brand’s Visa Checkout service is.

In the campaign’s first spot, “Surfer,” BBDO New York teamed up with professional surfer Kolohe Andino, with voiceover from the inimitable Morgan Freeman. Over the course of the 60-second ad, Andino demonstrates how quick and easy Visa Checkout is by using it to order a Pizza Hut pizza while surfing a giant wave. The spot ends with the tagline, “Everywhere you want to be” (it appears they’ve dropped the “it’s”) before directing viewers to sign up for the service at visacheckout.com. “Surfer” debuted this past Sunday during FOX’s NFL broadcast, as Visa is using its NFL sponsorship to promote the campaign and get the word out about its recently-launched payment service.  Read more

Aamco Talks Transmissions

Aamco has a new campaign which takes a more serious approach, touting the brand as the transmission experts.

The 90-second spot (which is also being released in 60 and 30-second versions), entitled “800 Pieces” highlights the transmission and its 800 parts. “That means there are 800 things can go wrong,” says an actor, while the camera focuses on a transmission coming apart in slow motion. “When the day comes when something goes wrong with one of those 800 pieces, there’s only one place to go: Aamco,” he says, before explaining that Aamco are the “transmission experts,” having fixed over 40 million of them.

While “800 pieces” takes a more serious tone, we can expect a more lighthearted effort to follow. “We are very excited about our two new campaigns. ’800 Pieces”’is serious with an educational tone and addresses the difficulty of understanding the transmission,” said Mike Ganjei, president of the National AAMCO Dealers Association and chairman of AAMCO National Creative. “At the same time, we will continue with our tradition of using humor in our creative, which our second campaign accomplishes.”

Aamco’s follow-up campaign is expected to debut before the end of the year. Read more

Droga5 Celebrates ‘Not Broken’ Families for Honey Maid

Earlier this year, Droga5 and Honey Maid celebrated families of all kinds with a campaign called “This Is Wholesome” that quickly went viral.

Now, the agency continues its celebration of diversity with a new ad entitled “#NotBroken,” a reference to the outdated phrase “broken home” that refers to families of divorce. As the two-minute ad points out, “More than 40% of Americans are part of a blended family,” so it seems odd that so few of them have appeared in major ad campaigns.

“#NotBroken” is constructed as a sort of two-minute documentary (it will also debut as a 30 second broadcast spot today). “Sometimes it’s hard to explain our family to people. I have two moms, and I’ve got two dads,” says a boy named Isaac at the opening of the ad. We then follow Isaac and his family, which is celebrated as well-functioning and supportive.

“At first I didn’t think there were a lot of families like ours, but now I realize that we aren’t that different,” he eventually concludes. The spot ends by inviting people to celebrate their own blended families with the #NotBroken and #ThisIsWholesome hashtags, which are sure to get some love.

So far, the “This Is Wholesome” campaign has proven to be a success for the brand, with both increased sales figures and Google searches for “Honey Maid,” as Adweek points out.
Read more

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