Each shot features Lazarus shot in black and white, in a different iteration of Perry Ellis’ line, with a colorful background. Meanwhile, text appears onscreen with messages like “very classic,” “very instinctive,” and “very on point,” concluding with the message (and iteration of the Perry Ellis philosophy, as expressed by the man himself), “Never be afraid to take risks…and never take the clothes you wear too seriously.”
TBWA BEING gets goofy in their latest spot for Wheat Thins, entitled “Trap Door.”
In the 15-second spot, a man explains to his wife that’s he’s created a trap door to keep anyone from stealing his Wheat Thins. Drawn to the box of Wheat Thins, he then falls through his own trap door. The spot concludes with the annoyingly shouted “Must! Have! Wheat Thins” tagline. It’s all pretty much as ridiculous as it sounds, but then that’s likely what TBWA was going for. Something about the comedic timing seems a bit off, though, and the humor falls flat. Read more
Secret Weapon introduces Jack in the Box’s breakfast burritos with the new 30-second spot, “Burrito Team.”
In the spot the “Burrito Team” comes together for a meeting with Jack (the creepy snowman mascot), who declares, “We set out to make a bigger, tastier breakfast burrito, and I think we nailed it.” Going with the tagline, “Burritos so big, they make everything look…smaller,” Secret Weapon chose to cast little people in the parts of the Burrito Team, with mini coffee cups at their spots around the desk. Make of that tactic what you will.
john st. takes a different approach to back-to-school for Future Shop, reminding students, “You’re not shopping for back-to-school, you’re shopping for your future.”
The broadcast and online pre-roll campaign features students depicted in their future careers as an astronaut, marine biologist and robotics engineer, decked out in the latest tech from Future Shop. john st.’s campaign also includes “out-of-home transit shelters, digital interactive video, rich online display and Future Shop in-store signage.” The agency also tapped professional futurist Trevor Haldenby, “to help provide a glimpse for students into the potential future and careers they will eventually step into.”
“We like how simply this idea re-frames the ‘Back-to-School’ time in a way that is really relevant and ownable to Future Shop,” explains john st. Executive Creative Director Angus Tucker. “The truth is that a lot of the tech they sell can have a dramatic impact on a kid’s education and future, and ‘Future Shopping’ is a fun way to bring that out.” Stick around for credits after the jump. Read more
The latest in W+K New York’s “Whatever’s Comfortable” campaign for Southern Comfort is a strange one.
Timed to coincide with Shark Week, the new spot, which is called “Shark,” opens on a woman sitting alone at a club tapping out the beat on her glass with her overly-long fingernails. As the camera zooms in it becomes clear that her nails are painted to resemble shark jaws. She then slowly stirs the drink with her fingernails before plunging down and stabbing the maraschino cherry, which lets out a red, blood-like ooze. Strange stuff, for sure, but also one of the more compelling spots in the campaign and a well-timed release. Stick around for credits after the jump. Read more
Even if you hate the Red Sox (as an Orioles fan,I naturally fall into this category), you have to admit that Boston has one hell of a ballpark. Perhaps the most iconic aspect of Fenway is the huge wall in left field known as the Green Monster, which Benjamin Moore imbues with its distinct hue. The Martin Agency is letting fans know that Benjamin Moore is now letting fans take the color home, as part of “The Fenway Collection” in a new campaign.
In a 30-second spot, The Martin Agency shows fans turn a living room wall, fire hydrant, satellite dish, garage door and a playground into their own version of the baseball landmark. Set to the tune of “Dirty Water” by The Standells, the spot lets the color speak for itself, eschewing any dialogue to show the paint used in a variety of inventive ways. As part of the campaign, Benjamin Moore will also be using the paint collection to renovate youth baseball fields. The Martin Agency helped document this in “Bring the Green Monster to Local Fields,” which we’ve included, along with credits, after the jump. Read more
M:United has a new campaign for Microsoft’s Surface Pro 3 which takes square aim at Apple’s MacBook Air.
Each of the three spots in the campaign focuses on comparing the Surface Pro 3 with its Apple-made competitor, in an attempt to prove the tablet/laptop’s superiority and sway potential customers to go with Microsoft. In “Crowded” (featured above) for example, an Apple fan is forced to carry around a laptop, tablet, pen and notepad, in order to compete with his boastful Surface Pro pal. “Head to Head” is a simple comparison of features and capabilities, highlighting the MacBook Air’s shortcomings (of course); while “Power” sees a smug Apple user changing his tune.
It’s a simple approach, as each add focuses on computer screens, with their users mostly out of sight. But the spots do offer some pretty persuasive arguments for the Surface Pro 3′s capabilities, probably enough to sway undecided consumers but not to change the allegiance of Apple loyalists. Stick around for credits and two more spots after the jump. Read more
Lowe Roche has launched a new interactive campaign for the Canadian Cancer Society called “The Fearless Challenge,” which attempts to raise money online by asking people (such as the actors involved with the campaign) to face their worst fears for a certain price to be donated to the Canadian Cancer Society. If the goal is met, individuals honor their pledge by facing their fear head-on.
“The Canadian Cancer Society is committed to creating a world where no Canadian fears cancer, but we are not there yet,” explains Mike Kirkpatrick, director, marketing for the Cancer Society in Ontario. “We know that more work needs to be done because a cancer diagnosis is still one of the scariest things a person can face.”
The campaign attempts to help raise funds to help those with cancer, based on the insight that a cancer diagnosis, despite progress with managing the disease, is still a very fearful proposition. So in addition to helping to raise funds, the campaign also attempts to help tackle that fear in cancer patients by showing people conquering their own greatest fears. Celebrity endorsers and participants in the campaign include actor Jason Priestley, sports commentator Jesse Palmer, Shannon and Sophie Tweed-Simmons of Gene Simmons Family Jewels and Shannon & Sophie, and Hedley bassist and cancer survivor Tommy Mac. But the campaign isn’t just relying on celebrity endorsements, it invites viewers to participate by filming their own video and making a pledge at FearlessChallenge.com. Stick around for credits and actor Jonathan Keltz‘s pledge after the jump. Read more
Apple has added two new spots to its ongoing “Your Verse” campaign: “Jason’s Verse” and “Yaoband’s Verse.”
The “Your Verse” campaign, as you might remember, debuted in January with an anthem ad featuring the sadly recently deceased Robin Williams‘ recitation of Walt Whitman‘s “O Me! O Life!” (from which the campaign gets its title) from the film Dead Poets Society. It was also notable for being produced in-house, without the aid of Apple’s agency, TBWA/Media Arts Lab, as were the follow-up verses.
Apple’s latest additions to the campaign aim to continue the inspirational tone with two new stories. “Jason’s Verse” follows Detroit resident Jason Hall as he attempts to revitalize the Detroit community through his Slow Roll. What begins as a solitary bike ride turns into a weekly event drawing thousands, with Jason’s iPad Air helping him get word out to the community and build Slow Roll into a sort of institution.
“Yaoband’s Verse,” meanwhile, sees a Beijing electro-pop group’s using their iPad Air for everything from sound-sampling to communicating with fans. Both “Your Verse” stories can be examined in more depth at Apple’s site, where visitors can also access an exclusive concert from Yaoband. Stick around for “Yaoband’s Verse” after the jump. Read more
W+K New York has a new campaign for ESPN, promoting the network’s coverage of college football and stoking fans’ excitement for the first year of the college football playoffs.
The campaign, entitled “Who’s In?” will run from the start of the season until a National Champion is crowned in January. “Different Ways In” (featured above), the campaign’s debut spot, launches today across ESPN’s networks and digital properties. Narrated by Burt Reynolds, the 60-second spot manages to cram in references to 20 different schools, as well as cameos from Jerry Jones, Jimmy Kimmel, Urban Meyer, Les Miles, Sam Bradford and JJ Watt. That’s not a bad way to stoke excitement from fans of different schools for the FBS College Football Season on ESPN, which begins Wednesday, August 27. Stick around for credits after the jump. Read more