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DDB NY Introduces ‘Future You’ for New York Lottery

Today DDB New York is launching the first ever campaign for New York Lottery to use a “for life” concept rather than a lump-sum jackpot.

The spot, entitled “Future You” shows a young man in a convenience store who goes to the register to make a purchase and eyes up a deck of cards. As his future self looks on (somehow), from a spacious futuristic mansion, he changes his mind and decides to buy a Cash 4 Life Quick Pick instead. “I scared me,” says a relived future you, before zooming off in his hover chair. It’s never explained how “Future You” watches his younger self, or how he could not know that he’s won the lottery if he’s already been enjoying his winnings, but I guess we’re just not supposed to think about that.

In addition to the TV spot, the campaign also includes radio spots in both English and Spanish, print ads, billboards, digital and a social media element centered around the hashtag “#CASH4LIFE.” Stick around for credits after the jump. Read more

Saatchi & Saatchi London, Toyota Want You to ‘Go Fun Yourself’

Saatchi & Saatchi teamed up with Internet prankster Rahat to launch a new multichannel campaign promoting the Toyota Aygo.

Part of the “Go Fun Yourself” campaign, the debut spot features Rahat slipping into a costume that perfectly matches the seats of the Toyota Aygo, making the car appear to be driving itself. He then drives around Europe with a hidden camera documenting people’s reactions. That’s right, another hidden camera prank video. If you’re tired of these already, you might want to head elsewhere, because the 90-second “Who’s Driving” — set to the Fratelli’s track, “Chelsea Dagger,” and directed by Smuggler’s Jamie Rafn — doesn’t do a lot to distinguish itself from the pack.

The spot will launch the “Go Fun Yourself” Pan-European integrated campaign on TV, in cinemas, and online — supported by social and print components — today, in markets including the UK, France, Italy, Germany and Denmark. “Go Fun Yourself” attempts to “emphasize Aygo’s image as the playful, dynamic car of choice suited to those that don’t take themselves seriously.” Aimed at a younger audience, the campaign will comprise a series of prankster-style videos and social activity which will roll out across the year.

“Aygo is not just another car, so for the launch we wanted to do things differently,” said Stephane Rydlewski, brand & communication manager, Toyota Europe. “With ‘Go Fun Yourself’, we found the perfect way to express the true spirit of the car – fun, provocative & irreverent, without taking ourselves too seriously. We all have this fun inside, we just need to let it go. This is the magic of the new AYGO campaign.” Stick around for credits after the jump. Read more

Conill, Shakira Change Rules of Wireless for T-Mobile

Conil has a new broadcast spot for 2014 FIFA World Cup Brazil sponsor T-Mobile featuring Shakira.

Entitled “Goal,” the spot imagines what it would be like if soccer had the same kind of crazy restrictions some wireless carriers have. She of the honest hips performs in celebration of a goal when the festivities are interrupted by a referee. “Unlimited headers while abroad are not included in your contract,” says the ref. “No goal.” The spot concludes with the message: “T-Mobile is changing the rules of the game,” before informing viewers they now offer “Unlimited global data and text” for “no extra charge.” It’s a bit goofy, but it’s a simple way to communicate T-Mobile’s offer, and with Shakira’s star power behind it the spot is sure to get people’s attention.

“Goal” will debut on ESPN tomorrow during the T-Mobile sponsored “Countdown to Brazil” program, with a Spanish-language version appearing on Univision and Fútbol de Primera. T-Mobile will also be offering unique FIFA mobile content to customers, including “mini feature video packages calling out the highlights of the day including ‘Goal of the Day,’ ‘Save of the Day,’ and ‘Team Spirit of the Day.’” Stick around for credits after the jump. Read more

ESPN Sends Off U.S. Team with Revamped ‘I Believe’

With only two days until the 2014 World Cup kicks off in Brazil, ESPN has released a revamped version of their “I Believe” spot (which we covered back in April) as a send off to the U.S. team.

The new spot, created in-house, augments the crowd chants of “I believe that we will win” from the original with celebrities — such as Kevin Costner, Ice Cube, Whoopi Goldberg, Jon Hamm, Jimmy Kimmel, and Andrew McCutchen — slowly working their way through the line. Unfortunately, the approach doesn’t really add any life to the blase anthem. If you’re a big fan of the team, you’re already excited for the World Cup to start. If not, ESPN’s latest spot won’t really do anything to entice you.

McKinney NY Celebrates ‘Chef Collection’ for Samsung

McKinney New York just launched a new campaign for Samsung Home Appliances, the largest integrated marketing campaign for the brand to date.

At the center of the campaign are two spots, directed by Andrew Douglas, celebrating the “Chef Collection” as an extension of the passionate home cook. The above 30-second spot, for example, highlights Samsung’s range that offers the innovation of being able to cook at two temperatures at once. In “Crock,” it is the “revolutionary Water Wall technology” in Samsung’s dishwasher that gets the spotlight. Just in case you weren’t sure that the “Chef Collection” is for serious home cooks, the voiceover is done by a man with a heavy French accent, so it must legit. In addition to the television spots, the campaign is supported by “three full-page print executions with more than 50 insertions.” We’ve got credits and “Crock” after the jump. Read more

GSD&M Combines Drinking, Spearfishing for Pacifico

GSD&M has a new campaign for Pacifico, entitled “Yellow Caps,” set to roll out this summer.

“Yellow Caps” is a term “coined by bartenders and refers to Pacifico’s bright yellow bottle caps, which are easily identifiable in crowded beer coolers.” For GSD&M’s latest campaign they have utilized the iconic caps, with the underside used to engage consumers with printed GPS coordinates marking one of 21 incredible spots throughout Baja, mainland Mexico and on the Pacific coast of the U.S. Each cap also encourages consumers to visit the newly-designed DiscoverPacifico.com, where visitors can enter their GPS coordinates to “drop in to a unique locale and activity like spearfishing in Santa Maria Bay, surfing in Scorpion Bay or camping on Playa el Requesón.”

The initiative is designed as a tie-in to the agency’s new broadcast spots, which attempt to appeal to Pacifico drinkers’ sense of adventure. In “Spearfishing” (featured above), for example, a group of friends set out in a boat, drinking Pacifico and spearfishing. While you might question whether drinking and spearfishing are  the best combination, GSD&M make it appear fun. Nobody gets stabbed and the friends grill up the fish on the beach following their catch.

“Pacifico’s popularity has expanded significantly in the last five years; it is now available in all 50 states,” said Jim Sabia, chief marketing officer for Constellation Brands Beer Division, Pacifico’s exclusive U.S. importer. “This new campaign gives every Pacifico drinker the opportunity to  experience the Baja lifestyle that shapes the brand’s boundless spirit.” Credits after the jump. Read more

Farmville 2 Crops Up ‘Anytime, Anyplace’ in New Spots from BLT

BLT Communications, Hollywood has a new broadcast campaign for Zynga’s Farmville 2, entitled “Anytime is Farmville Time.”

The series of television spots all feature players enjoying Farmville 2 at different locations, with crops and animals from the game leaping to life off the screen and disturbing those around them. These range from the everyday — “Living Room” and “Office” — to “Spa” and “Airplane.” Each spot ends with the message that the game is “Available now, anytime, anywhere.”

“The challenge was to make it look as realistic as possible while staying true to the design and characters of the FarmVille game,” explained director Roderick Fenske. To achieve this, Fenske and his team used a combination of in-camera effects using models of the crops, and CG animation elements augmenting the scenes. “By blurring the worlds of CG and real practical effects, we’re keeping the audience guessing and hopefully amazed as to how we pulled it off,” said Fenske. Stick around for “Airplane” and credits after the jump. Read more

David&Goliath, Adriana Lima Convert Fútbol Fans for Kia

David&Goliath have a new World Cup campaign for Kia featuring Brazilian supermodel Adriana Lima.

Each spot features Adriana Lima slow-motion walking onto the scene to convert new fans to soccer. In “Man Cave” (featured above) for example, some guys are chilling and watching baseball in their garage man cave when Lima shows up, exits her Kia, changes the channel to soccer and replaces all football and baseball memorabilia with soccer stuff. Because this is Adriana Lima, the guys involved just sit wide-eyed instead of complaining about trespassing/stolen property or wondering how exactly she got her hands on their garage door opener, ending with the tagline, “For One Month, Let’s All Be Fútbol Fans.” You can expect similarly ridiculous scenarios on the gridiron (“Football Vs. Fútbol”) and at a sports bar (“Adriana Lima Brings Fútbol to a Sports Bar”). The three spots will launch in both Hispanic media and general market TV on Thursday 6/12, running on all ESPN properties for six weeks. In addition to the broadcast spots, the campaign also includes radio, print, digital banners, point-of-sale, a dedicated FIFA landing page and social media elements. Stick around for “Football Vs. Fútbol” and “Adriana Lima Brings Fútbol to a Sports Bar,” along with credits, after the jump. Read more

World Famous Looks Forward for Volvo

Seattle full-service creative studio World Famous recently produced “Looking Forward,” the debut spot in Volvo’s “Wonder of Summer” campaign.

30 and 60-second versions of the spot, directed by Jesse Harris, are airing now across the U.S. The spot aims to capture “the brand’s comfortable nostalgia, resonating with millennials and adults who fondly remember sitting in the reverse third row of a Volvo wagon.” Our protagonist fondly remember seeing the world in reverse from the back of her mother’s Volvo wagon. Around the mid-way point of the spot, the tone changes from fond nostalgia to “looking forward,” which she decides is better than looking back, as World Famous attempts to convince viewers that the same company that made the station wagons of their youth now makes a vehicle that makes the summer something to look forward to.

Director Jesse Harris‘ relationship with Volvo dates back to when Harris launched the Seattle-based National Film Festival for Talented Youth (NFFTY) in 2007, when he was still an up-and-coming film and commercial director. That festival has grown to attract over 12,000 attendees, with Volvo remaining a leading sponsor since its inception.

“Working with Volvo throughout the years I’ve really gotten to know the brand on a deep level,” explains Harris. “I’m also a Volvo owner myself and Volvos are so popular here in Seattle, so I see that brand loyalty firsthand. I wanted to do something that truly came from the heart and would strike a chord with anyone who’s ever been in one of those ubiquitous station wagons. It was really a passion project, and my colleagues at World Famous were instrumental from concept to finish in helping me bring this story to life.” Credits after the jump. Read more

Leo Burnett Satisfies Craving with ‘Hunter Gatherer’ for McDonald’s

Leo Burnett has unveiled the latest in their “Favorites” campaign for McDonald’s UK with a new spot entitled “Hunter Gatherer.”

“Hunter Gatherer” — which will appear in a 60-second version online (above) and a 40-second broadcast version — follows a man as he attempts to satisfy his pregnant partner’s food craving while their city is shutting down. He goes to several groceries and convenience stores, all of which are closed, just shutting down for the night, or don’t have what he’s looking for. Finally, the man spots a 24-hour McDonald’s. He returns, McDonald’s bag in hand, to his skeptical partner. When she opens the box, however, it’s filled with the pickles she’s craving. It’s a cute concept, and highlights McDonald’s’ “Hey, we never close” selling point in an imaginative way. (Although it does also raise the question: Can you really go to McDonald’s and order nothing but a box of pickles?) Stick around for credits after the jump. Read more

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