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Campaigns

Team Detroit Celebrates the ‘Most Distracted Time of the Year’ for Ford

Team Detroit is launching a holiday campaign promoting the 2015 Ford Fusion, entitled “It’s the Most Distracted Time of the Year” in a play on a certain popular holiday song (which, of course, is used as the soundtrack for each of the ads).

As you may have guessed, the campaign focuses on a variety of distracted drivers before touting the safety features of the Ford Fusion. In “Miss Multi-Task,” for example, we see a chronic multi-tasker carry a slew of gifts and desserts while talking on the phone. She then gets in her car (while still on the phone), prepared to drive off, oblivious to the cookies she left on the car’s roof. “There are a lot of naughty drivers out there,” says the voiceover as a list of the vehicle’s safety features appear onscreen, “Steer clear of them, with help from the 2015 Ford Fusion.”

“Miss Multi-Task” is the most realistic of the three scenarios presented in the spots, with “Icy Mad Man” and “Frazzled Father” stretching believability a bit with a man who attempts to see out of a completely iced over car by clearing only a very small circle for visibility and a father who completely blocks his view with the family Christmas tree. These over-the-top antics detract from the message, but the real problem with the campaign is how forgettable it is. There are a slew of automakers touting safety features in various ways (see Hyundai’s “Exobaby” for the most ridiculous of these) and Team Detroit doesn’t do much to differentiate the Ford Fusion here. Read more

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McCann Spain Presents ‘The Other Letter’ for IKEA

McCann Spain and IKEA get sentimental for the holidays with longform online spot “The Other Letter.”

The ad opens with a provocative question: “Why do we insist on not getting our children the things they really want for Christmas?” Then the video introduces the experiment the agency conducted with ten families, in which they ask children to write a letter to the Three Wise Men (which is a cultural variant on letters to Santa), with predictable results. The twist comes with the follow-up question, asking the children what they want from their parents. Rather than ask for additional toys or material items, the children’s responses tug at the heartstrings. One child asks to spend more time with his parents and “to do more experiments at home,” another wants to be listened to more, one child asks for more meals as a family, another to spend a whole day with his parents. “You always try to substitute. To fill what’s missing with a new toy,” responds one mother, touched by her child’s letter. “They have far too many toys anyway,” says another.

The ad ends with the message, “At Christmas things can get a bit jumbled. There’s nothing like home for getting your head in order,” which finally (tangentially) ties the message to the brand. It also invites audience participation via the hashtag #LaOtraCarta. It’s a bit heavy on the sentimentality, but then this is the holidays. A bigger problem may be that people remember the message, but forget that it has anything to do with IKEA.

There’s also a 60-second broadcast spot delivering a similar message via more traditional means (featured after the jump), but it’s the online effort people will be talking about. Read more

W+K New York, Delta Airlines Give Back for Christmas

In the spirit of the season, Wieden+Kennedy’s latest for Delta Airlines launched today.

Here’s the story behind the spot: the client followed up on its Fall “No Bag Left Behind” by creating a limited run of the starring bear bag for Children’s Miracle Network. A team of pilots and flight attendants then filled dozens of the bags with presents and delivered them to kids at Scottish Rite Hospital for children in Atlanta.

The result was this spot:

Don’t try to tell us that you weren’t moved.

Read more

Ogilvy Canada Presents ‘The Warmest Tim Hortons in Canada’

Ogilvy Canada yarnbombs the shit out of a Tim Hortons in this online spot, ostensibly making it “The Warmest Tim Hortons in Canada” in the process. The approach of giving a Tim Hortons location a makeover calls to mind this summer’s “Dark Experiment” spot from JWT Canada, introducing the brand’s new dark roast.

The spot begins by introducing Fort Frances, “One of the coldest places in Canada.” Some children discover a yarnbombed tree and then follow a string to the local Tim Hortons. Inside the location, customers are jazzed to fine yarn around all the furniture and a knitted cap topping the roof. It’s a nice little gesture, which recognizes that Tim Hortons is a place many of their customers go to for a respite from the cold, and visitors to the location seem to really appreciate it. The online video ends with  the message, “On December 13th we brought a little warmth to a small town. And wound up knitting an entire community together.”

The Viral Factory Introduces ‘Exobaby’ for Hyundai

Well here’s a strange one. The Viral Factory created the online spot “Exobaby” for Hyundai, likening Hyundai’s safety features to a baby wearing a robotic exoskeleton.

“They made him a suit to make him more than human, he’s Exobaby,” says the booming, over-the-top voiceover at the beginning of the spot, as the character is introduced. Features of the Exobaby include “advanced high strength steel,” “smart trunk” (for pooping), “blind spot detection,” “lane departure warning system,” “forward collision warning system,” “bath evade,” and “smart parking assist system.” Just in case the Hyundai logo on the suit and car-related features weren’t obvious enough to clue you in, the voiceover concludes by saying, “Oh, let’s be honest: the baby in the suit is you in the new Hyundai. You get it?” If you don’t, you probably should not be behind the wheel.

The idea is ridiculous and is stretched pretty thin by the end of the 90-second spot (somehow it feels longer), but the worst part has to be the “let’s be honest” bit calling attention to the blatantly obvious. There must have been a better way to transition to the footage of the car than saying, “By the way, we were obviously talking about the new Hyundai the whole time.” Since the ad features a baby doing baby stuff (and even manages to work in secondary view bait via a dog), however, it stands a chance of going viral no matter how crazy the premise is. Stick around for behind the scenes footage after the jump. Read more

Rauxa Shows Off Dentegra’s Great Teeth

Dental insurance providers are certainly not the most colorful clients on paper. But Rauxa’s goal in this newest campaign for client Dentegra was to create spots that are “absolutely nothing like traditional dental insurance ads.”

The agency tells us that the campaign is getting more attention than your average promotion for such a staid industry; it’s definitely all over the place, but it all falls under the tagline “With Great Teeth, Anything Is Possible.”

Here’s the first spot:

Three more after the jump.

Read more

Periscope Introduces ‘Ralphpunzel’ for Great Clips

Independent Minneapolis-based agency Periscope launched a new spot for Great Clips, entitled “Ralphpunzel.”

Ralphpunzel, is (shocker!) a man who has grown his hair out for twenty years, to a length of seventeen feet. In the spot, he decides to finally get a haircut and is able to book ahead on Great Clips’ website. Along the way he runs into some acquaintances who are quite surprised to see Ralphpunzel doing away with his locks, and he provides them with an explanation.

Aimed at millenial males, the spot will run during the most watched college football bowl games and during the College Football Playoff semi-final and championship games. Read more

Rokkan Plays on Yule Log with ‘Winter Wondersteak’ for LongHorn Steakhouse

Rokkan offers up a meat lovers take on the yule log tradition with “Winter Wondersteak” for Longhorn Steakhouse.

The online ad replaces a warm fireplace with the enticing sizzle of a juicy steak, footage of which runs continuously for just over an hour. In addition to the obvious homage to The Yule Log television program, the effort also calls to mind Arby’s 13 hour live-streaming spot of a brisket being smoked this May. According to the agency, the effort was created to cut through holiday social media clutter in an appeal to a younger audience of “festive carnivores” and the “fireplace challenged.” If watching a steak sizzle for an hour straight is your kind of thing, you’re in luck, as we’ve included the video above. Read more

Four Spots Compete to Win Carnival’s BBDO Super Bowl Campaign

Marketing Challenge Site Carnival Corporation

This morning we learned that BBDO will have not one but three spots airing during the next Super Bowl:

  • Bud Light, produced by Energy BBDO out of Chicago
  • Snickers via BBDO New York
  • Carnival Corporation, with creative by the shop’s Atlanta unit

The release we received from Carnival PR this morning tells us a good bit about the last project, which will mark the cruise line’s first Super Bowl appearance. The ad will be directed by Academy Award winner/longtime Christopher Nolan cinematographer Wally Pfister with Cedric the Entertainer playing host.

Here’s the rub: the party responsible for choosing which of four competing concepts will eventually run during the game won’t be anyone at BBDO or Carnival — it will be the public at large. As the Entertainer himself puts it, “the idea is to change people’s misconceptions about cruising.”

Check out the lineup below.

Read more

Blue Hive Goes Further for Ford

Here’s one we missed from a few weeks back. Agency Blue Hive created a new online spot for Ford promoting the new Ford EcoSport and its keyless entry feature, entitled “Go Further.”

In the spot, a tanned beach dude, wearing a very small bathing suit walks along the beach to the tune of The Chordettes’ version of “Lollipop,” which fits the scene well. As he garners stares from onlookers, it becomes clear he’s heading back to his car. But how is he going to open it? Where could he possibly have put his keys? While the onlookers in the ad and viewers alike wonder this, he approaches the car, it beeps, and he gets in and drive away, followed by the suggestive message, “Where you put your keys is up to you.” The message is pretty clear: instead of rummaging around in a sandy bag for your keys after a day at the beach, you can just tuck your key fob in your crotch at the beginning of the day and forget about it. Thanks, Ford!
Read more

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