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Campaigns

Cavalry Crafts ‘Anthem’ for Coors Light

Cavalry has a new campaign for Coors centered around a 30-second anthem ad.

The spot opens up with man with goggles on staring at a bottle of Coors, presumably at a bottling plant, accompanied by the message “Coors Light is always cold filtered.” Then the scene shifts to a group of friends out at a bar and the message continues, “Because Friday” and the scene shifts again to a house party as we see “Leads to Saturday” on the screen. The spot goes on to suggest that “…every day deserves cold bottled” Coors Light. It’s all pretty straightforward and not a bad approach for a beer whose biggest selling point is how cold it is. Still, we can’t help but wish that they’d air this one as well. Read more

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Ogilvy Shows Moms Their Beauty ‘Legacy’ for Dove

Ogilvy Paris has a new online spot for Dove examining how mothers’ insecurities about their bodies carries on to their daughters.

For the spot, Ogilvy Paris asked mothers to fill out a survey asking what they did and didn’t like about their own bodies. Then, they had their daughters fill out the same survey, which, unsurprisingly, contained many of the same answers. When the mothers were then presented with their daughters’ surveys, they realized how they were passing down their feelings about their bodies, both positive and negative, to their daughters and resolved to be more confident and happy with themselves.

“Whether a mother, aunt, coach, teacher or sister, all women can set a positive example for the next generation by expressing their own beauty with confidence,” Jennifer Bremner, director of marketing at Dove, told Adweek“Dove has long been dedicated to fostering positive self-esteem in women and girls, and we invite all women to join us in making a difference to the next generation by ensuring their own beauty legacy is a positive one.”

Ogilvy has made Dove synonymous with empowerment through its advertising celebrating different ideas of feminine beauty, winning accolades for the viral “Real Beauty Sketches.” While the more recent “Patches” was criticized by some as condescending and inauthentic, even receiving its own parody, “Legacy” marks a nice return to form, with its positive message reminiscent of the success of “Real Beauty Sketches.” The spot, which was uploaded today, will have an uphill battle to reach the same level of viral success as that ad, but its shareability all but ensures it will reach millions of views before long.

BBDO NY Teams Up with Tim & Eric, Jeff Goldblum for GE Lighting

BBDO New York has received a fair deal of attention for its recent work for GE, including an Emmy nomination for wistfully surreal “Childlike Imagination.” More recent spots like “Ideas are Scary” and “The Boy Who Beeps” followed in a similar tone, celebrating ideas and innovation in imaginative ways. So the agency’s fake infomercial for GE Lighting, directed by Tim Heidecker and Eric Wareheim (better known as Tim & Eric) and starring Jeff Goldblum, comes right out of left field.

The over two minute-long mock infomercial (mockfomercial?), entitled “Enhance Your Lighting” sees Goldblum playing “Terry Quatro, Famous Person” as he hocks the GE Link light bulb, which offers “successful guy lighting at normal guy prices.” It’s also so easy to install, you can do it while painting a portrait of yourself. It should come as no surprise that the spot is all over the place with random humor, but Goldlum plays the part perfectly and when it’s on it can be pretty funny. And while it may seem like an odd approach for the brand, especially coming off BBDO’s recent spots, it should garner some attention for the new product as the YouTube views (currently at around 115,000) inevitably pile up. Read more

Team Detroit Introduces Ford Transit

Team Detroit teamed up with production company King And Country for a new 30-second broadcast spot for Ford Transit employing a mix of 3D animation, design and live-action.

The spot introduces the new line of Ford Transit vehicles with an approach borrowed from Team Detroit’s “Rant” campaign for the Ford F150, ending with the “Built Ford Tough” tagline. “9 to 5′ers” tweaks the familiar formula to illustrate how a range of professionals who rely on their vehicles can utilize the Transit models. It was shot over the course of two days on a soundstage in Los Angeles, making use of both green screen and practical sets, including a room that was actually flooded with 3,000 gallons of water. The interiors and exteriors of the vans, meanwhile, were captured in-camera and later augmented with CG. Read more

Etcetera/DDB Launches ‘The People Network’ for TNT

Amsterdam-based international agency Etcetera/DDB has a new integrated campaign for TNT, introducing the new tagline, “The People Network.”

For a 50-second broadcast spot, Etcetera/DDB created a delivery truck made out of people. As traffic builds up heading into a tunnel, the people break away and run with packages through the tunnel, reassembling once the traffic dies down, as a boy looks on amazed. The campaign took 100 days for Etcetera/DDB to create, from ideation to execution, working closely with TNT. It rolls out in eight key markets this week, with the broadcast effort supported by digital, OOH, direct, promotion, print and radio components, eventually rolling out in 30 different European countries.

Dick van der Lecq, MD of Etcetera said, “Previously customers bought products or brands. Nowadays customers consciously buy a company. The DNA and the people behind the brand. Talking to dozens of TNT employees showed us the only way to express their attitude towards clients: the human transport company. A ‘human truck’ captures that belief in the TV-commercial in one sight.”

Stick around after a jump for a look at the making of the human truck in the spot. Read more

72andSunny Dives Deep into the Brew for Starbucks

The biggest name in coffee didn’t need to go with hashtags or cross-brand promotions today: it had an interactive mini-documentary by 72andSunny up its over-caffeinated sleeve.

The purpose of the spot is to recast Starbucks as a sort of offline social networking platform by visiting locations around the world and observing the people who frequent them.

It’s compelling.

It’s also very similar, conceptually, to the 2010 film Life in a Day: all filmed in different spots around the world during a single 24-hour period.

Shorter spots and credits below.

Read more

Erwin Penland Introduces Alaska to Verizon


Erwin Penland teamed up with production company Harpoon Picures for a visually striking tribute to Alaska, celebrating the network’s arrival in the 49th state.

The well-shot 30-second spot highlights some of the state’s natural beauty before concluding with the Verizon team showing up and saying, “We’re here Alaska.” The ad celebrates the fact that Verizon’s expansion into the territory has made the company Alaska’s largest and fastest 4G LTE network. Harpoon was able to assemble a team and put the spot together over the course of just several days.

“A project like this reminds us that it takes more than a great director to produce a great spot,” said Chris Miller, Harpoon’s director of new business development.”Harpoon put all our best problem solving skills to the test and our amazing production team deftly pulled off every challenge presented to them in an incredibly short amount of time.” Read more

Ogilvy, David Team Up for Spotify


Ogilvy & Mather New York teamed up with Miami sister shop David in a new campaign for Spotify entitled “#thatsongwhen.”

The campaign is built around the emotional impact of music and how songs become linked to certain life events and then trigger certain memories every time you heard them. In “Waterfalls,” for example, a man talks about TLC’s 90s hit and how he will always associate it with an unrequited crush from middle school whom he taped the song for. It’s a cute story, and one which many viewers will be able to relate to on some level, even if (like a lot of Spotify users) they have never actually used a cassette player.

Other spots in the campaign include a man walking out on a job he was just fired from to Whitesnake and a soundtrack to some good old-fashioned teen vandalism. Vine celebrities Vincent Marcus and Kenzie Nimmo get in on the action as well, through a campaign component on that platform. It’s a fun approach which makes a lot of sense for Spotify, and the campaign also includes a social extension via a hashtag people may actually feel compelled to use, (#thatsongwhen) since it offers a way for people to tell their own stories. The campaign just rolled out in the US and will expand to the UK and Germany, featuring localized content for each market.

“The realness of this campaign is the key point,” Adam Tucker, Ogilvy New York president, told Adweek. “We wanted to tap into the truth about music and it was really important to tap into real people and their feelings and the songs that inspire them.” Read more

The Richards Group Goes Minimalist for Prestone

The Richards Group’s latest campaign clearly operates under the “less is more” mantra, with a series of minimalist 15-second ads.

The campaign leans heavily on the brand’s product itself, without any bells and whistles. In “Beastly” for example, the visuals are restricted to a bottle of Prestone with an effect to make it look bulked up at one point as the voiceover says, “It’s like Prestone started working out, got buff…beasty.” Another spot, “Patented,” touts the company’s patented cor-guard inhibitors, asking who else has them before answering its own question with “Nobody…because they’re patented,” while displaying the actual patent numbers.

It’s an unusually restrained approach that emphasizes the product’s superior corrosion protection in a way that implies there’s no need for further discussion. By keeping the message simple and not dressing it up with storytelling or impressive visuals, The Richards Group hopes to lend that message a sense of authenticity. Read more

adam&eveDDB See ‘Gliding Lights’ for Sony

The latest spot advertising Sony’s newest smartphone goes well beyond your standard product demo.

The ad, created by adam&eveDDB as part of the brand’s “demand great” campaign, shows us an (almost certainly exaggerated) sequence starring several well-lit skiiers and the best cover of Kavinsky’s “Night Call” to date:

The spot looks like an attempt to position the phone itself — which has not been released yet in the U.S. and will probably make its first appearance stateside in October a mere six-plus months after its predecessor’s debut — as a superior alternative to better-known competitors.

We’re not sure about all that, but the visuals are impressive.

Read more

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