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Campaigns

Ant Farm Teams Up With Childish Gambino for Far Cry 4

DDB-owned agency Ant Farm teamed up with rapper Childish Gambino for a new Far Cry 4 gameplay trailer set to the Gambino track “Crawl.”

In a lead-in to the gameplay footage, Gambino discusses his choice of “Crawl” for the trailer while hanging out with friends playing the game. The Ubisoft logo then appears onscreen, and a variety of in-game action plays out to the track for the remainder of the ad. It does a good job of mixing a variation of game footage — from what appear to be cut scenes to actual gameplay — to keep things from getting monotonous, and the footage does seem carefully tailored and edited to fit the song.

“Our goal for this trailer was to emphasize the perfect pairing of the song and game, and give fans a memorable musical and visual experience that is authentic to both artistic groups” said Ant Farm  VP/Creative Director Scott Cookson. “The chance to merge cutting-edge gameplay footage with a unique musical talent was an exciting and welcomed opportunity to produce a unique and stylized film that is both memorable and compelling to the brand.”
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The Richards Group Gives Fiat the Blue Pill

So how did Fiat make the new 500X? According to this spot from The Richard Group the answer is a certain blue pill.

The ad opens on a woman making amorous advances on an elderly gentlemen. He tells her he will be back in a minute, rushes to the bathroom, gets out a bottle of erectile dysfunction pills (presumably) and goes to take the very last one. But he misses his mouth and the pill falls out the window, slowly, and improbably, making its way into the gas tank of a nearby Fiat, which transforms the car into the new Fiat 500X.

And that has to be one of the most ridiculous premises for an ad to come across our desks in some time. The spot is beautifully shot, — in Pitigliano, Tuscany, according to Adweek, — but it doesn’t do a whole lot to sell the Fiat 500X, amorous glances of women following its transformation aside. Plus, if the Fiat 500X is the result of a Fiat on a certain impotence-treating drug, what does that say about the rest of Fiat’s vehicles?

DDB, Doremus Tout Benefits of Glass for O-I

Doremus and DDB Colombia have released a new campaign for O-I, the largest manufacturer of glass packaging in the world, touting the benefits of glass over cans and plastic.

While a campaign for glass bottles may sound like a pretty boring proposition, the agencies do a good job at keeping things entertaining. In the above spot, probably the best of the bunch, a group of friends get glass envy when they realize the shortcomings of clunking beer cans together. In other spots a man stranded on an island has poor luck sending a distress signal with a plastic bottle and a guy’s cardboard box of whiskey ruins his chances with a lady. While the spots vary in effectiveness and entertainment value they largely do a good job at showing the benefits of glass over other options in inventive ways. The ads broke online earlier this month and will extend to television in Colombia and Peru later this week. Read more

RPA Goes Back to Basics for Honda

Yesterday we posted on an RPA campaign in which the agency dove into comedic short films for client Honda with the help of funny man Nick Thune.

In today’s offering, RPA does things a bit more traditionally for the same client. Here’s “Music Festival”:

The theme of the spot is “hipsters growing up,” and all the boxes have been checked: Austin, Texas; Portugal. The Man; comfort food; facial hair; throwback fashion.

We like the double twist at the end, though we still wonder whether the guy with the beard would be driving a new Honda.

What is he, an art director?

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Leo Burnett Unveils ‘My Burger’ Winners for McDonald’s UK

Leo Burnett is unveiling McDonald’s “My Burger” campaign today, as the chain announces that five crowd-sourced burgers are being made available in the UK.

“My Burger” truly began back in May, with McDonald’s calling upon consumers to submit burger ideas through an online “burger builder” created by digital agency Razorfish. Entrants combined a beef patty with their choices from over 80 ingredients for toppings. The most popular burgers were then assessed by a panel including English rugby legend and Celebrity MasterChef winner Phil Vickery and McDonald’s Managing Director Mark Hawthorne, who chose the ultimate five winners. Leo Burnett’s documentary- style campaign introduces the winning burgers by way of some almost-winners who either went a step too far with their ingredients or, in one case, had the same ingredients as the winning burger but forgot to submit. The five winning burgers will each be featured on the menu for one week before the next winner is introduced. They include the “Big Uno,” “The Sweet Chili Fiesta,” “The Ultimate Supreme” “The McPizza Pepperoni Burger,” and “The Big Spicy Bacon.” The “Big Uno” launches today, and the promotion will end with “The Big Spicy Bacon Burger” from November 12-18. Read more

Droga5 Swarms Taylor Swift with Kittens for Diet Coke

Earlier this month, Droga5 released the spot “Car Wash” as part of its “Get A Taste” campaign for Diet Coke. Now the agency is rolling out a new 30-second ad starring Taylor Swift and a whole lot of kittens.

In the spot, entitled “Kittens,” Swift is playing with a kitten when she takes a sip of Diet Coke and all of a sudden there are two kittens. She takes another sip and there’s an entire table full of kittens, and before the end of the spot the entire room is filled as the singer/songwriter is engulfed in a swarm of feline cuteness. “What if life tasted as good as Diet Coke?” says text at the end of the ad, before Swift works in a quick plug for her new album. Since everyone with a soul likes kittens, this one is sure to be a hit. Add in Swift’s star power, and a preview of a new track featured exclusively in the ad until the release of her new album on October 27th, and this is all but guaranteed millions of views.

The ad was launched online today and will make its broadcast debut this Friday. As part of the campaign, Diet Coke is also giving fans a chance to win “concert tickets and a flyaway trip for two to an upcoming performance through iHeartRadio.com, RyanSeacrest.com and other sites.” The brand is also sponsoring Swift’s co-host appearance on “On Air with Ryan Seacrest” on October 30th, the first time a celebrity co-hosts the entire program as well as the first time it is presented by a single brand. Read more

Solve and Cascadian Farm Help Save the Bees

In an extended example of what we might call “cause marketing,” Minneapolis agency Solve and production company HēLō/director Kyle Ruddick document client Cascadian Farm’s efforts to quite literally save the bees with a bit of melodic help from one Jónsi.

The National Geographic-style footage in the “short film” is impressive, and the campaign earned an extensive New York Times writeup via Andrew Adam Newman over the weekend.

It’s true that the “enlist the public” aspect of this work amounts to pushing viewers to plant more wildflowers for bees to pollinate, but sometimes the simplest approaches are the most effective.

The Times piece also offers a nuanced consideration of what might seem like conflicts of interest facing an organic brand now owned by General Mills.

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Barton F. Graf 9000 Presents ‘Dead Mouse Theatre’ for Tomcat

Barton F. Graf 9000 delivers one of the stranger campaigns you’re likely to see this week, with “Dead Mouse Theatre” for Tomcat mousetraps.

In the campaign, Barton F. Graf 9000 dreams up a solution for all the dead mice left in the wake of Tomcat, repurposing the corpses as puppets for theatrical purposes. It’s a pretty dark premise, but it’s certainly attention-grabbing. In the best of the 30-second spots (or my favorite, at least), a washed-up old-timey baseball player named Fitzy Gibbons revisits the scene of his downfall when questioned by a young fan. Other spots feature a leprechaun confronting a gangster who stole his gold and a lifelong friendship destroyed by a Viking raid. Strange stuff, indeed. Read more

RPA Turns Nick Thune into ‘Brad, the Lyft Driver’ for Honda Fit

RPA is debuting a new online series promoting the Honda Fit with “Brad, the Lyft Driver,” a hidden-camera style video starring Nick Thune as Brad, an (overly) accommodating Lyft driver.

The series, directed by Fred Savage (Modern Family, It’s Always Sunny in Philadelphia), shows Thune (in character as Brad) “maintaining a good vibe” while yelling obnoxiously out the window, rehearsing soap opera scenes with passengers, and creating creepy personalized mix tapes. While the antics can be amusing in small doses, the video stretches well past the three minute mark, overstaying its welcome a bit in the process.

As part of its “Fit For You” campaign, RPA is also teaming up with Vine stars Jordan Burt, KC James, Cody Johns and David Lopez for a series of Vine videos with each utilizing the Honda Fit in a video showcasing their individual style. Read more

EVB Introduces Feline to Wearable Tech for 9Lives

EVB has launched a new digital campaign combining the Internet’s love of cats with the burgeoning phenomenon of wearable tech for cat food brand 9Lives.

In the trailer, EVB introduces Morris (the cat) to wearable tech, or, as his owner calls it “a face computer.” Morris seems pretty jazzed on the experience, impressed that it appears to know everything about him. It’s a bit on the cheesy side, but should appeal to cat lovers (and who else is watching an ad for cat food?). You can check out the trailer above, but for the complete interactive experience, including Easter eggs leading to 9Lives coupons and a Morris poster, head to the site. Read more

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