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Campaigns

TBWA\MAL Raises the Bar with ‘The Song’ for Apple

Last year, TBWA\Media Arts Lab created one of the most memorable holiday ads with their sentimental “Misunderstood” spot for Apple. Now the agency is back with another holiday effort that’s even more emotional.

In “The Song,” a young woman finds a Voice-O-Graph record — which, as Adweek describes it, “allowed people in the 1940s and ’50s to record their voice directly to vinyl records” – her grandmother made for her grandfather when they couldn’t be together for the holidays. She studies the song, learns to play it for herself and, using her MacBook Air, records her voice over her grandmothers to create “A Duet” and loads it on an iPod as a gift. The emotional climax occurs as she watches from the stairs as her grandmother listens to the song.

As in “Misunderstood,” this new effort shows a young person using Apple’s products to create a heartfelt, original gift. But while “Misunderstood” presented the gift as a reveal meant to be surprise viewers, in “The Song,” the viewer is aware of the protagonist’s intentions from early on, which makes the viewer feel complicit in the action and makes the emotional ending all the more powerful. If TBWA/Media Arts Lab set the bar for emotional holiday ads with last year’s effort, “The Song” clears it easily. Now this one will be hard to top.

BBDO NY Utilizes Time-Lapse for Lowe’s

BBDO New York is launching two new platform-based campaigns for Lowe’s utilizing time-lapse video on Vine and Instagram. In the Vine campaign, “Tap Thru How-To” viewers can watch a time-lapse, step-by-step video of a home improvement project, such as in the above “Fire Pit.”

This allows viewers to watch the entire project to get an idea of what they’re doing then click to pause step-by-step to follow along for what BBDO New York is calling “a new kind of home improvement how-to video.” It’s a clever idea, even if in practice it’s sometimes tricky to pause at the right moment. Aside from “Fire Pit” there are also instructional videos for a backsplash and pipe shelf. There’s also “Hypermade,” which takes a similar approach using Instagram’s Hyperlapse feature. So far there are two such Hyperlapse videos: “Lattice” and “Under Bed Drawers.”

Both campaigns were timed to coincide with the holiday season, with a third “Hypermade” video, entitled “Pipe Bench Square” going live tomorrow at 9 AM. Stick around after the jump for a preview of that video, along with “Backsplash,” after the jump. Read more

Saatchi & Saatchi Raises Awareness of ‘The Talk’

Here’s a new and timely campaign from Saatchi & Saatchi’s New York office. The client is Brotherhood/Sister Sol or “Bro/Sis,” a Harlem-based youth development organization that has played an active role in the movement to reform the NYPD’s controversial “stop and frisk” policy, which disproportionately targets young men of color.

Here’s the spot, which debuted on the group’s YouTube page yesterday:

It’s a bleak portrait of the difference between the police department’s approach to serving disparate communities, and its purpose is to raise awareness of conversations like those depicted above.

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Pereira & O’Dell Tells Story of the ‘World’s First Climate Change Refugees’ for Skype

Pereira & O’Dell continues to produce intriguing work for Skype, with their latest, “Turning the tide” marking a shift in approach.

Last year, the agency focused on the emotion of the personal connections it helped foster, through its “Stay Together” campaign and its highlight, “The Born Friends Family Portrait.” With “Turning the tide,” Pereira & O’Dell focuses instead on how the service helps a pair of journalists tell the story of Kiribati, the island nation that is in danger of being wiped off the map by 2040, thanks to rising oceans caused by climate change. Indeed, the people of Kiribati are already becoming the “world’s first climate change refugees” as the rising ocean levels have contaminated their food and water.

The “modern mobile news team” of Anna Therese Day and Gianluca Panella are telling the island’s story, and utilize Skype as an important. “…Skype is second nature to us,” Anna says, “Being able to instantly share information, images, files…it means you can get to the heart of the story quickly.”While this inserts Skype into the conversation, it doesn’t do a whole lot to differentiate the brand from its competitors. Still, Pereira & O’Dell crafted an affecting spot, allowing Skype to tell an important story that many viewers might be unfamiliar with (although the story has been covered by a few major news outlets, including CNN). The agency seems to have made a choice to value storytelling and allying Skype with an important cause over overt branding. How effective you view the spot as will largely depend on which of these factors you place the most value on. Read more

FCB Inferno Stokes ‘Curiosity’ for BMW UK

FCB Inferno has just launched its first campaign for BMW UK with a 60-second spot promoting the hybrid i8, entitled “Curiosity.”

The spot is based off an idea “first presented in June 2013, when FCB Inferno pitched to win the BMW UK creative account,” according to The Drum. “Curiosity” shows an early human in the year 4000 BC as he becomes curious about a herd of horses. “Interesting thing curiosity: we can learn from it, we can die from it,” intones the voiceover. Although the man is frightened, he manages to mount one of the horses, taking an important step forward for civilization as the voiceover sums up the situation: “…sometimes it can lead us to places we never imagined we would reach.” The ad then pans to the BMW i8, introducing the vehicle as an important innovation for the company. A bit hyperbolic perhaps, but this isn’t a brand known for its modesty.

“In essence, driving a BMW is about exhilaration. The emotion behind the ultimate driving machine is very primal in some respects. The first man ever to have the breakthrough idea of riding a wild horse seemed a fitting parallel for the breakthrough idea that is the i8,” Al Young, FCB chief creative officer, explained to The Drum.

The ad is slated to premiere during the final ad break of the X Factor, and will then be broken up into smaller segments to air on broadcast and online.

W+K Delhi Celebrates ‘Warrior Princess’ for Forest Essentials


In international campaign news, W+K Delhi collaborated with production company Gang Films Paris for this lavish “Warrior Princess” ad promoting Forest Essentials.

Directed by Carole Denis, the spot has a cinematic feel and scope that makes it truly ambitious. “Warrior Princess” tells the story of “the transformation of a warrior maiden sent to battle,” according to a press release. While not all viewers will pick up on that, the spot is beautifully shot and produced while also incorporating the product well. It depicts a woman bathing and having a Forest Essentials cream rubbed on her forehead before suiting up, sheathing a small sword and riding off with a small group. While it’s hard to say a lot more without knowing much about the product in question, this is certainly one of the most visually stunning ads we’ve seen in awhile. Read more

Damian Lillard, ‘Rookie’ Tracy McGrady Star in New Foot Locker Spot from BBDO


Here’s another one from BBDO, which seems to be the only agency releasing major campaigns today. The agency continues its humorous approach for Foot Locker with the new spot “Rookie” featuring Damian Lillard and Tracy McGrady.

“Rookie” opens on the pair chatting about their Adidas kicks at a party, when McGrady drops the line, “Young guys like us, we can’t get caught looking old.” McGrady then informs a perplexed Lillard, “I play in China now, I’m a rookie” before having to deal with some unfortunate rookie responsibilities. BBDO has built a consistent and distinct humorous voice for Foot Locker, and while it’s not on par with the agency’s most memorable work for the brand, fans of the style should find plenty to like here.

BBDO NY Looks at ‘Monsters Under the Bed’ for Sandy Hook Promise

With the anniversary of the Sandy Hook Elementary School shooting coming up this Sunday, BBDO New York crafted a PSA campaign for Sandy Hook Promise, an gun violence prevention organization formed in the wake of that tragedy.

In the three-minute video “Monsters Under the Bed,” an interviewer has children draw pictures of monsters and then interviews parents asking them what they do to protect their children from these imaginary creatures, with parents offering up a range of responses. Then the interviewer changes the conversation, asking, “How do you protect them from gun violence?” Most of the parents just sit silently with a pained expression, and not one is able to offer a satisfying answer. BBDO New York drives the message home when text appears onscreen reading, “Last year, zero kids were killed by monsters under the bed. Let’s protect our kids from the real threats…so they can continue being afraid of the imaginary ones.”

The video ends by directing viewers to SandyHookPromise.org, where the organization offers parents, students and teachers tools and programs to prevent future gun violence, including mental wellness, social development and gun safety approaches.”Monsters Under the Bed” is being promoted on social channels including Facebook, Tumblr, YouTube, and Twitter.

Additionally, BBDO New York worked with director Tarik Karam and executive producer Stephen Daldry to create a short documentary film called What They Left Behind. The documentary tells the story of three children who lost their lives to gun-related violence: “from a 17–year-old girl who committed suicide with her father’s gun; to an argument among young teenage boys in Iowa that  ended in bloodshed; to the Barden family who lost their 7-year-old son in the Sandy Hook Elementary School shooting.”

“In the two years since I lost my son, I have been speaking with communities across the country to better understand the causes of gun violence,” said Nicole Hockley, communications director for Sandy Hook Promise and mother of six-year-old Sandy Hook victim Dylan. “What we have learned is that, as a nation, we can help to prevent tens of thousands of gun deaths, by first learning the warning signs of violent behavior and focusing on community-based programs to help and heal those most at risk.”

Stick around for the 35-minute What They Left Behind, along with credits, after the jump. Read more

Filmmaker/Ad Vet Goes Epic for Lincoln

Here’s an interesting example of the cinematic aspirations of car promos via Bullitt, a “branded entertainment studio” founded earlier this year by the directors who brought you Captain America 2 and the Fast and Furious franchise.

For what is legitimately a “short film” promoting Lincoln, the studio tapped Diego Contreras, a freelancer and former art director who spent several years at CP+B Boulder and Anomaly before a stint at BBDO New York.

Here’s the spot, which is far more atmospheric than your average car ad:

The plot summary fills in a few of those empty spaces after the jump.

Read more

Droga5 Debuts ‘Home is in the Air’ for Air Wick

Droga5 is debuting a new campaign for Air Wick entitled “Home is in the Air,” the agency’s first work for the brand since adding it to its client roster back in May.

In a long-form spot, Droga5 and Air Wick recreate the smells of home — a baseball glove, apple pie and a fireplace  — for an American soldier stationed in Qatar. The video begins with the soldier, Kearen, and his wife, Cortney, explaining the hardships of spending so much time apart (at the time of filming, Kearen has been deployed for 11 months) and introducing the project. Air Wick experts then use an instrument called a solid phase microextraction device to capture, and later recreate, the scents that remind Kearen of being at home with his wife and six children. They then send a package of Air Wick candles imbued with the scents to Kearen, who says, “This, this smells like home.” He adds, emotionally, “It’s something so simple, but it means so much to me.”

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