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Broadcast

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

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

mOcean Helped Promote FXX’s Marathon of The Simpsons

mOcean helped FXX keep the fun rolling during the network’s record-breaking twelve-day marathon of every episode of The Simpsons with a series of Springfield-inspired promos.

Instead of just recycling footage from the show (which might get a bit redundant during a marathon, after all), mOcean took creative license with the Springfield universe, such as in the above promo superimposing Homer’s head and voice on footage of stunts gone wrong. Another spot takes Ned Flanders’ characteristic “Deedley” and gives it a musical makeover. Clearly, the agency had a lot of fun with these.

“This was by far the biggest, most exciting project with the FX family yet,” said mOcean SVP, Creative Director Greg Harrison. “The inherent challenge was doing justice to one of the funniest, most beloved TV franchises in history, not to mention the legacy of its creators Matt Groening and James L. Brooks.” Read more

M&C Saatchi Launches ‘This Is UGG’ Featuring Tom Brady


M&C Saatchi is launching UGG’s first-ever global marketing campaign, entitled “This Is UGG,” which enlists the help of veteran brand ambassador Tom Brady in the brand’s latest effort to change its perception as the official fuzzy boot of Starbucks-toting girls everywhere.

Launching today, the campaign focuses on life’s smaller moments, centered around the 60-second spot “Time Out.” In the spot, Brady shares the message that in life you only get so many time outs and you need to make them count, because you can’t back pocket them or carry them over to another day. Tom’s voiceover plays out over a scene of him driving to play golf with his father, a pastime the two have shared since Tom was old enough to play. Another spot, featuring Brady and his mother, is set to follow in October, with a third entitled “Down Time” arriving in December.

“For the new UGG for Men campaign, we started with this premise: small moments can carry as much weight as the big moments,” explained Nancy Mamann, vice president of marketing for UGG Australia. “We conceptualized the spots to capture authentic moments that relate to men across the world. For Tom Brady in particular, we explored his life off the field, along with more personal settings, to show some of the moments that he considers meaningful.”

Whether that will convince men to rush out and buy UGG remains to be seen. Stick around for behind-the-scenes footage after the jump. Read more

RPA Debuts New Work for ARCO


RPA recently debuted a new campaign for recently-won client ARCO, following Tesoro’s purchase of ARCO from BP.

The campaign celebrates ARCO’s “top tier” designation, as its gasoline “exceeds EPA minimum detergent requirements to help clean engines and maintain optimal vehicle performance.” To highlight the benefits of treating your car right with ARCO gasoline, RPA chose to show some of the ways mistreat their vehicles in a series of four 30-second broadcast spots.

The light-hearted approach works best in “Treat” (featured above), when a woman decides “If top-tier gas at ARCO helps clean my engine, maybe I should clean the rest of my car.” She then imagines all the hard work inherent in undoing the neglect, including some pretty gross tasks, before tossing an empty coffee cup in the backseat and deciding “I’ll do that another time.”

Other spots in the campaign take a similar approach, with “Embarassing” focusing on some of the moments your car shouldn’t have to witness and “Mishap” taking on minor vehicular abuse. “Try It” changes things up, focusing instead on a couple’s misguided decision to go somewhere other than ARCO for gas. Each spot ends with the tagline, ““Your car puts up with a lot. Help protect it from harmful engine deposits. ARCO has quality TOP TIER® gas for less.” emphasizing ARCO’s quality and top tier designation. The campaign began last month with one broadcast spot and an outdoor component, and currently supports the four broadcast spots with online and radio elements, as well as a revamped website.

“We have a long history working on the ARCO brand, and appreciate the challenges of the competitive motor-fuel category,” said RPA EVP, Management Account Director Tom Kirk. “The agency’s goal is to further support ARCO’s brand positioning, and this new work focuses on ARCO’s holistic value proposition around product quality and affordability.” Read more

CHI&Partners Launch ‘The Mission’ for TalkTalk

CHI&Parnters is launching its latest animated campaign for TalkTalk, the fourth in a series of animated campaigns from the agency, entitled “The Mission.”

The 60-second spot tells the story of six household objects who come to life and embark on a journey in search of great TV. “The Mission” follows a doll, a garden gnome, a toy robot, a dog-lamp, and two slippers through a grand journey as they battle the elements, traversing the varying terrains of a neighborhood, before finally arriving through a doggy door to a house with TalkTalk TV. The well-animated spot pulls off the approach with style, making for a fun spot that feels like a mini-odyssey. It is the first of four new spots which will roll out between September and January.

“Our award-winning animations for TalkTalk have set a precedent over the years – and this year we’ve aimed to raise the bar again,” said CHI&Partners Creative Director Micky Tudor. “Everything about this little film is epic. Shot in cinemascope, voiced by Derek Jacobi and with a sweeping score from ‘Last of the Mohicans’, this spot is packed with the kind of extraordinary craft that is normally reserved for the world of feature films.” Read more

Barton F. Graf 9000′s New ‘Clash of Clans’ Spots Are Already Viral

Barton F. Graf 9000 has two new spots for Supercell’s massively successful Clash of Clans game, and each of the 30-second videos have already racked up over six million views on YouTube since being uploaded yesterday.

While last year’s spot from the agency took a broader approach, this year Barton F. Graf 9000 chose to spotlight a single character, the wizard. In “Preparation” we get a view into what the wizard does to psyche himself up for a day of fireball throwing, as well as a look at his explosive hair. In “Magic” he takes a break in the midst of fighting to pull a rabbit from his hat, but things are soon back to normal.

The new spots will break on television this weekend, according to Adweek, which should rack the view count up even higher. At this rate, it won’t be long until the ads eclipse last year’s 60-second spot’s 22 million views. The broadcast and digital spots will be further supported by an out of home component. Read more

Leo Burnett Celebrates 40 Years in the UK for McDonald’s

Today Leo Burnett’s London office launched a new campaign celebrating the 40th anniversary of McDonald’s arrival in the UK.

The campaign aims to portray the important moments in people’s lives…that just happened to occur at McDonald’s. In “Just Moved In,” (featured above) the most realistic of these scenarios, a family moves in to a new house. After a hard day of moving, they realize there’s nothing in the fridge to make for dinner and head to McDonald’s for a quick meal (which is just fine with the kids).

Other spots in the campaign feature an awkward first date, a rescue meal for a rainy camping trip, and a teen celebrating passing his driver’s test. Leo Burnett doesn’t overreach with the scenarios, instead choosing small moments that compliment larger ones — although the idea of taking a date to McDonald’s does seem a bit of stretch, no matter how young you are.

The broadcast spots are supported by an outdoor campaign “comprised of eight executions which also reminds people that McDonald’s has been there in the background of a myriad of moments all through their lives.” Read more

Toth+Co Enlists Drew Brees for Wrangler

With football season around the corner, Toth+CO enlists Drew Brees in their latest spot for Wrangler’s new Advanced Comfort Jeans. And the results are…exactly what you’d expect from a Drew Brees Wrangler ad.

Brees sits on a cooler on the back of a truck, plays some football with his buddies and his son, and takes his lady out to dinner. Pretty generic stuff. Interspersed with this footage are graphics of Wrangler’s “4-way flex technology” which offers “20% stronger” reinforced fibers. And the spot ends, of course, with Brees delivering the longtime tagline of “Real. Comfortable. Jeans.” There’s nothing fresh here, but fans of Brees, and football fans who can’t wait for the new season, should still find it a welcome sight. Read more

KBS+ Takes Bissell to the Subway in Gross Spot

KBS+, Toronto have a new campaign for Bissell that gets a little gross. In the spot, promoting the Bissell Symphony, which vacuums and cleans hardwood simulateneously, Bissell Canada Senior Brand Manager Ravi Dalchand sets out to prove that he’s behind the product one hundred percent.

So he uses the Symphony to clean a subway floor and then takes things a giant step forward in the gross department and eats some saucy pasta right off the spot he cleaned, seemingly to the disgust of fellow subway passengers.

“Instead of just showing how it works at home, we felt the stronger message was to show how well it could clean, even in an extremely tough, dirty, messy situation,” Bissell Vice President General Manager Craig Emmerson told The Huffington Post.

As that publication points out, however, this was not a normal Toronto subway stop. The stop used was the Bay Lower Station, which TTC CEO Andy Byford said had been “closed off to the public six months after opening in 1966 due to passenger confusion and consistent delays.” It’s now mainly used as a set for movies and television. So while eating off of subway tile is still pretty gross, it’s not as disgusting as it originally appears. And those onlookers are almost definitely actors. But KBS+, Toronto and Bissell assume (probably correctly) that most people won’t reach that conclusion, and, staged or not, the gimmick is pretty memorable. Read more

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