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Broadcast

Fallon Continues the Goofiness for Loctite

Last month, Fallon launched a new campaign for Henkel’s Loctite Adhesives, promoting Loctite Super Glue with a thoroughly ridiculous 30-second television spot featuring fanny pack dancing. Now the agency has continued their campaign with two more television spots, which, unsurprisingly, continue the goofiness trend for the brand.

One of the new 30-second spots, “Breakage” (featured above), sees a man so enamored with Loctite’s adhesive power that he fantasizes about breaking things, just so he and his buddy can glue them back together. The similarly toned “Shoe” sees the same man apprehensive about a shoe emergency. He glues the shoe together and then decides to try to put some weight on it, ensuing in a fairly predictable scenario. Both spots, which were directed by Emmy-winning director David Shane and will debut this week, conclude with a clip from the original campaign spot “Win at Glue.” Stick around for credits and “Shoe” after the jump. Read more

RPA Debuts ‘Fit for You’ for Honda

RPA is promoting the launch of the all new 2015 Honda Fit with an integrated campaign entitled “Fit For You.”

Centered around a pair of 30-second television spots starring actor/comedian Nick Thune, the campaign also includes digital and social media activations, as well as multicultural campaign extensions featuring award-winning drummer Questlove and comedian Felipe Esparza, as well as a promotion in the upcoming game Ultra Street Fighter IV. The TV spots starring Thune, clearly aimed at Generation Y, find Thune answering a series of questions about the Fit and demonstrating its capabilities. Thune assures viewers that the new Honda Fit is “gluten-free,” can fit synths, the Stanley Cup, or even a whole dorm room full of stuff (minus the roommate) and is perfect for a move to Seattle. A further pair of spots will roll out in the coming weeks.

“The campaign takes a typical product demonstration and gives it an unexpected twist to show how the 2015 Honda Fit answers the needs of the customer in a very direct yet humorous way,” said Jeff Conrad, Honda division senior vice president and general manager. “The campaign leverages the Fit’s unique combination of space and versatility plus innovative technology and class-leading fuel efficiency to clearly show that the 2015 Honda Fit is the leader of the subcompact class.” Stick around for credits and a second spot after the jump. Read more

john st. Wants Canadians to ‘Get to Know Mitsubishi’

With the brand having passed the 10-year mark in Canada, john st. is re-introducing Mitsubishi with a new branding campaign, complete with a fresh tagline, “Built Better. Backed Better.”

Built around a series of 30-second ads, the new campaign implores Canadians to get to know Mitsubishi, since, as the ending line states, “With a ten year warranty, you’ll be spending a long time together.” The tagline and “get to know Mitsubishi” angle both highlight the extensive warranty, making for a cohesive strategy. The first in the series of television spots, “Get To Know Mitsubishi” goes through the brand’s logo, history, future, “the first mass-produced electric vehicle,” it’s designer, his mother, and the house he bought her, and the warranty, in rapid succession — perhaps too rapid. With each item introduced by “This is…” and the spot running through the list so quickly, it’s a bit too easy to miss information or tune the spot out altogether. The television campaign is supported by digital, print and radio ads.

“The idea for the campaign came right out of Mitsubishi’s industry best warranty,” explains Angus Tucker, executive creative producer/partner at john st. “It’s ten years, which means that when you buy a Mitsubishi, you’re going to be spending a lot of time with your vehicle, whether an Outlander, RVR, Lancer or Mirage. So you better get to know each other first.” Stick around for credits after the jump. Read more

W+K NY Introduces the ‘Young Gun’ for Southern Comfort

W+K New York introduce a new character for Southern Comfort in the new, 60-second spot entitled “Young Gun.”

Apparently, the real name of the “Young Gun” is Stephen, “an accomplished bartending journeyman,” with a self-described “not neat” style. “If you can’t be comfortable with yourself, how can you expect to make anyone else comfortable?” is his very brand-appropriate motto for aspiring bartenders. None of this is evident in the spot, however, which keeps things simple.

“Young Gun” shows its titular character emerging from the back room to man the soda guns. He does so with extreme speed, albeit not great neatness, even managing to throw in some dance moves to the song “Love Me” by The Phantom while servicing a large group of drinkers. The approach is simple and straightforward, but it’s pulled off well and the results are entertaining. “We’ve cultivated a true appreciation for the brand by encouraging consumers to be exactly as they are, rather than pushing them to be something they are not,” Gwen Risdale, marketing manager for Southern Comfort UK, told Marketing Week. Stick around for credits after the jump. Read more

Grey Asks ‘Why Are Women Always Apologizing?’ for Pantene

Last year, Pantene made waves with their “Labels” ad from BBDO Guerrero in Manila, which explored how men and women are labeled differently for the same behavior. “Labels” gained over 46 million views and plenty of attention outside its home country of the Philippines. Now, Grey has issued a new campaign that acts as something of a spiritual successor for the brand, which continues to explore gender norms. This time, Grey asks, “Why are women always apologizing?” which appears onscreen during the spots’ opening moments to prepare viewers for what’s to come.

Viewers are presented with women apologizing in a variety of scenarios, starting with a woman at work diminishing her own argument by asking, “Sorry, can I ask a stupid question?” Another woman apologizes when a man sits down next to her and encroaches on her space; a mother apologizes for handing off her baby to the father when he returns home from work; a woman says “Sorry, you go first” when a man interrupts her. Following these scenarios a new message appears on screen: “Don’t be sorry. Be strong and shine.” The ad then doubles back on the women from the initial scenarios, who are now presented as assertive and unapologetic. Unfortunately, the message is compromised when several of the women say “Sorry not sorry,” which is still sort of an apology. Maybe Grey just wanted to jump on the bandwagon of the popular hashtag (and Naya Rivera song) or prove that Pantene is hip to Internet culture, but it seriously undermines the impact of “Not Sorry.”

As Adweek reports, Pantene is supporting the campaign with the Shine Strong Fund, “which seeks to educate and enable women to overcome bias and societal expectations as well as celebrate strong women.” The Shine Strong Fund will collaborate with the American Association of University Women, to underwrite monetary grants and help women in college gain access to influential leaders. It’s a nice initiative, and a good way for Pantene to really get behind their recent campaigns. Stick around for credits after the jump. Read more

W+K Portland Takes Terry Crews, Old Spice to the Next Level of Craziness

W+K Portland and Terry Crews are back, dialing up the mishigas in a new spot for Old Spice entitled “Drill to Brazil.”

In what may be the craziest Old Spice spot yet, Crews attempts to drill to Brazil by spiraling himself into the ground, because Terry Crews is magic. After a few failed attempts see him end up in Egypt, an office, and a snowcone, Crews finally gets to Brazil, where he meets what appears to be Brazilian Crews. In Brazil, Crews shares (screams) the message, “Old Spice thinks you’re amazing and is now available in Brazil!” before heading off to an unexpected location. If you’ve seen any of the previous Crews spots you already know the drill, just expect even more random craziness than usual from this one.

RKCR Celebrates ‘Can and Will’ Spirit for Land Rover UK

RKCR has launched a new campaign entitled “Can and Will,” which celebrates the “go anywhere” attitude of the Land Rover brand.

The campaign is centered around a 60-second television spot featuring individuals who embody the “Can and Will” spirit, including Mike Goody, who lost a leg in Afghanistan and aims to represent the UK in the Invictus Games this September (which Land Rover will be sponsoring), and 68-year-old competitive surfer Gwyn Haslock. “Don’t tell me I can’t,” these individuals state, “because I can and I will.” The spot recently began broadcasting on terrestrial, cable and satellite channels, in addition to ITV advert breaks during World Cup games. The stories behind the individuals in “Can and Will” can be found on the campaign website, www.canandwill.co.uk. Additionally, a “series of mini-documentary films have been commissioned in partnership with Channel 4, with Paralympic hero Ellie Simmons and actor Richard E. Grant talking about their ‘Can and Will’ stories,” which will be broadcast during breaks in Channel 4 programs and through C4’s digital platforms. The campaign will run throughout the summer.

“Our new ‘Can and Will’ brand campaign is a celebration of the spirit of determination,” said Jaguar Land Rover UK Marketing Director Laura Schwab. “It’s about embarking on new challenges, but also never quitting when the going gets tough. It’s an attitude which has seen Land Rover vehicles conquer some of the world’s most inhospitable locations.” We’ve got credits after the jump. Read more

W2O Group Revitalizes LAP-BAND with ‘It Fits’

W2O Group has a new campaign for Apollo Endosurgery, Inc., “the leader in minimally invasive endoscopic surgical products for bariatric and gastrointestinal procedures,” aimed at “rejuvenating the LAP-BAND® System” — which was acquired in late 2013 by Apollo Endosurgery, Inc. of Austin, Texas, from Allergan, Inc. — “and educating a broad range of patients about the benefits of the minimally-invasive weight loss procedure.”

Entitled “It Fits,” the multi-channel campaign features television spots, digital, print, a new logo, revitalized website, and the launch of @LAPBAND. The 60-second television spot, entitled “Moments,” features a series of individuals enjoying their newly found weight loss in various situations: receiving a hug from a daughter, putting on a plane seatbelt, slipping on a ring. “Discover how thousands of people are fitting into old, and new, things,” intones the voiceover — so long as you aren’t worried about the (rare) possibility of “re-operation, band-slippage, stomach injury, removal and fatalities” and aren’t scared of a little “vomiting and heartburn.” “Moments” is pretty much exactly what you’d expect for an ad in this category, complete with obligatory sentimental piano music.

“With the increasing prevalence of obesity in the United States, the Apollo Endosurgery team decided that it was time to refresh the brand and inspire people who have tirelessly tried everything else to lose weight, with little to no success, to finally conquer their weight issue with the LAP-BAND® System,” said Dennis McWilliams, president and chief commercial officer of Apollo Endosurgery. “The LAP-BAND® System’s benefits speak for itself, so now is the time to raise awareness and let people know this could potentially be their weight loss solution.” Stick around for credits after the jump. Read more

W+K NY Unveils New, High-Tech SportsCenter Set

W+K New York unveils the new high-tech SportsCenter set, complete with a few bugs, in the latest in their long-running “This Is SportsCenter” series.

SportsCenter is set to debut their new studio on June 22nd, and the new spot takes place on the set of the 194,000 square foot Digital Center 2. In the 30-second spot, entitled “Universal Remote,” anchor Kevin Negandhi shows off the studio’s capabilities to fellow host Hannah Storm using a universal remote. The button on the remote that’s supposed to control the desk appears to be faulty, however, with Washington Nationals’ mascot Theodore Roosevelt, along with anchors Jay Crawford and Jay Harris, taking full advantage of the unintended and comical consequences. It’s a fun introduction to the new studio that manages to show off some of its new capabilities without taking itself seriously. Stick around for credits after the jump. Read more

TBWA’s Latest for iPhone 5S Features Unusual Song Choice

While Apple recently announced that it will be taking more of its ads in house, this latest iPhone spot comes from TBWA Media Arts Lab, and features a rather unusual song selection.

The 60-second spot, entitled “Strength,” is a relatively straightforward montage promoting the use of the iPhone 5S for physical fitness. Less straightforward, however, is the spot’s soundtrack. As Adweek reports, “Strength” is set to “The Youth Fitness Song” (also called “Chicken Fat”), which originally appeared as a song from President Kennedy’s national physical fitness program. The song, which was written by Meredith Wilson and performed by Robert Preston in 1961, was distributed to schools and played as an accompaniment to a morning calisthenics routine. Whether the song is meant to stoke Baby Boomer nostalgia or someone on board just thought it would be a fun bit of silliness, “Go, you chicken fat, go” is a pretty strange way to tell people to start exercising (while utilizing their iPhone 5S). Coming on the heels of the recent spot featuring “Gigantic,” it marks something of a trend in unorthodox song selections promoting the 5S.

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