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Broadcast

FCB Chicago Helps Grandma ‘Shop Like A Boss’ for Kmart

FCB Chicago keeps things weird for Kmart in their latest spot for the brand, “Shop Like A Boss,” although it’s nowhere near as strange as the brand’s Christmas campaign.

The spot opens on a grandma-type, billed as “Shop Your Way Member Julia Ruiz,” sitting at her computer. After clicking a button, she throws on her hoodie, shades and bling as the soundtrack shifts from serene birds chirping to a hip-hop beat. Soon she’s joined by the two other members of her entourage, and the rest of the spot (the full-length version runs around 95 seconds) is basically a music video. Ruiz and her crew roll up to Kmart, dance around, and pick up her order.

It’s a pretty simple idea, but it’s not without its moments. In the full-length version some of the humor lies just in how the idea is drawn out to such great length, and also how well this Ruiz character plays the part. The spot is meant to promote Kmart’s “shop online, pay in-store” feature, which is touted by a voiceover at the spot’s conclusion. While some viewers may not draw the connection from “Shop Like A Boss” to the service, the spot is at least (quite) memorable and ties the idea to the brand.

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Ricky Gervais Jumps into Netflix Originals for Emmy Spot

Netflix rolled out a new broadcast spot featuring Ricky Gervais to promote its original series during the Emmy’s last night (for which Netflix original series were nominated for 31 awards). It’s unclear at the moment which agency is responsible for the 60-second “Superfan,” but we can confirm that it was not Deutsch, who have worked with Netflix in the past.

UPDATE: We hear that Ignition Creative, which handled the promos for last year’s Arrested Development relaunch, also created this spot.

In the spot, Gervais asks “You know when you’re watching your favorite Netflix show and after five straight episodes, you want to be in it?” He then imagines himself in starring roles of Netflix original series including House of CardsOrange is the New Black, and Lilyhammer. Gervais interacts with other actors from the shows, on real sets, adding to the feeling that he’s actually leaped into each show’s respective universe. It’s a fun premise, and with Gervais, himself a star of Netflix original Derek, it should be a recipe for success. But somehow the spot never finds its comic footing and falls kind of flat.

Outtakes after the jump, including, of course, Gervais laughing uncontrollably. Read more

Ogilvy & Mather NY Hypes ‘The Chase’ for NASCAR, ESPN

Ogilvy & Mather New York hypes NASCAR Sprint Cup’s “The Chase” elimination series with a new campaign for NASCAR and ESPN entitled “Battle of Nations.”

The campaign spot, entitled “The Hype,” which will run in 15, 30 and 60-second formats, documents fan and commentator excitement for the new “Chase” format to the Sprint Cup, which pits 16 drivers against each other in a tough elimination playoff format. “The Hype” imagines the drivers — and their respective fans and support teams — as nations preparing to face off in rounds of challenges to determine an ultimate champion. Ogilvy’s campaign will also include radio, print, social, and digital elements — including “Spreading The Word,” an educational video which we’ve included after the jump.

“The campaign celebrates this bold and transformational moment in NASCAR’s history, taking fans along for the ride and accentuating the drama and intensity of the new elimination format as each round unfolds,” said Scott Parker, vice president of marketing at ESPN.

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Van Damme Sculpts Ice Bar for VCCP, Coors Light

Jean-Claude Van Damme is back for Coors Light, sculpting an ice bar in the Rocky Mountains with his bare hands in a new UK spot from VCCP.

Following in the footsteps of last year’s “Epic Split” for Volvo, Van Damme is now synonymous with advertising gold, and the VCCP spot capitalizes on his image in a way reminiscent of that ad. The 60-second “Ice Bar” has just about everything you’d expect given Van Damme’s involvement: Van Damme’s signature mullet/ponytail, cheesy 80s synths, ice block breaking (with bare hands, of course) and a tongue-in-cheek sense of intentionally over-the-top humor. It all makes for a pretty fun spot, which makes you wonder why this isn’t running stateside as well. Read more

Saatchi & Saatchi NY Stages Usher Dance-Off for Honey Nut Cheerios

Saatchi & Saatchi New York staged a dance off between Usher and Buzz the Bee in its latest broadcast spot for Honey Nut Cheerios, entitled “Body Language.”

Coming on the heels of its Grumpy Cat spot, Saatchi & Saatchi New York and Honey Nut Cheerios decided to go with a human celebrity this time. Somehow Usher proves a better match for Buzz than Grumpy Cat. When Buzz tells Usher that bees communicate with dance, the two exchange moves for the remainder of the ad, finding quite a bit of common ground. The national broadcast spot is set to the new Usher tune “She Came to Give It to You” and is a fun follow-up to both the Grumpy Cat spot and last year’s effort featuring Nelly.

Droga5 Touts Jockey as ‘Supporting Greatness’

Droga5 has a new campaign for Jockey, positioning the brand as, ahem, “supporting greatness.”

The 30-second broadcast spot points to greats who have worn the brand, such as Babe Ruth, George S. Patton and Buzz Aldrin. Then the spot takes a sharp left turn with a “what if” proposal involving Aldrin, and things quickly get pretty goofy. But then we suppose an underwear brand shouldn’t take itself too seriously.

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David&Goliath Brings Back the Hamsters for Kia

To help launch Kia’s first electric vehicle, the Soul EV, the brand’s agency of record, David&Goliath is bringing back the Kia hamsters.

In the spot, entitled “Fully Charged,” several hamsters work in a high tech lab on the new Soul EV, and also turn a regular-sized hamster into a Kia hamster sized lady hamster, clad in a skin-tight leather outfit, which stirs their hamster loins. So the hamster scientist dudes run off to the pet store to get some more hamsters and turn up the party (which concludes with hamster dancing, of course).

The 60-second spot is set to the (horrible) unreleased Maroon 5 single “Animals” and will debut this Sunday during the MTV Video Music Awards. On September 2nd, a 30-second version of the spot will begin running on all major networks and cable, as well as YouTube, Facebook and Kia.com. The campaign will also include digital, OOH, POS, promotional, experiential and social elements. We’ve included the extended version of the spot above. People disturbed by the sexualization of small rodents should avoid watching. Fans of hamster dancing, on the other hand, can head here to learn the moves from the spot. Read more

Doner, Ogilvy & Mather Target Small Businesses for The UPS Store

The UPS Store agency of record, Doner, Detroit, and UPS agency of record, Ogilvy & Mather, Chicago, teamed up on a new integrated campaign promoting The UPS Store to small business owners.

Ogilvy & Mather created the television spot for the campaign, entitled “Mailbox Confessions,” while Doner handled the rest of the work. “Mailbox Confessions” will launch September 15th and includes television, online, print and radio components. The campaign’s launch next month will arrive with the brand’s image in trouble following recent revelations of data breaches at 51 of its stores. The broadcast spot, also entitled “Mailbox Confessions,” will run during prime-time programming on ABC, “Thursday Night Football” on CBS, “Notre Dame Football” on NBC, as well as cable programs.

In the 30-second spot, a group of small business owners talk up The UPS Store’s importance to their businesses in confessions to a UPS Store franchise owner, while the camera frames them behind their mailboxes. “I confess, I don’t know what I’d do without you,” says one of the business owners at the conclusion of the spot.” The approach comes across as a bit monotonous, as viewers are presented with basically the same image (business owner behind a mailbox) for the entire 30 seconds, which makes for a pretty unmemorable ad that’s easy to tune out — but The UPS Store is hoping that authenticity will make up for the lack of memorability. Read more

Havas Crafts Rhyming, Animated Spot for Terminix

Havas created a new campaign for pesticide brand Terminix, centered around a rhyming, animated broadcast spot called “Death to Mosquitoes,” promoting the brand’s Attractive Targeted Sugar Bait.

The 90-second spot opens on an idyllic backyard, complete with swimming pool. “It’s sometimes simple to forget, but you are all full of blood,” begins the voiceover, “He may not attract all the girls, but to mosquitoes he’s a stud.” From there the spot’s Seussian rhyming and simple animation tell the story of a summer ruined by mosquitoes and the Terminix Attractive Targeted Sugar Bait that saves it. Both the spots style and approach are a bit of a throwback to a bygone era, but “Death to Mosquitoes” works, managing to be memorable in a category where it’s hard to make an impression (even in mosquito-filled August). Read more

SMFB Shows ‘Where Good Days Start’ for IKEA

Norwegian agency SMFB is launching a new integrated campaign for IKEA’s latest collection, which, for the first time, centers around an interactive video rather than a traditional television commercial (although there’s one of those, too).

The interactive video, entitled “Where Good Days Start,” is a collaboration between SMFB and production company Media Monks. It follows the story of a young Scandinavian family as they go through their morning routine. Viewers can interact with the story and unlock “hidden” content, allowing them to explore how each family member gets ready for the day. You can check out the trailer above, and head here for the full experience (English speaking readers may want to turn on the subtitles in the upper right hand corner).

“The idea was to surprise viewers throughout the film,” said Jeroen van der Meer, MediaMonks interactive director, who collaborated with film director Tom Rijpert on the project. “With a score of extra content, you can diverge from the main storyline at any point during the film to learn more about the featured family members and products in short, interactive scenes.”

Stick around for the 60-second television spot, along with credits, after the jump. Read more

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