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Campaigns

Big Bad Wolf Reverses Fairy Tale Gender Roles for Rendez-vous

Belgian agency Big Bad Wolf reverses fairy tale gender roles in their short spot for dating site Rendez-vous.

The spot, created with production company 3 Little Pix Studios opens with a heroine chopping through a thorny thicket with her sword. As she emerges on the other side of the thicket she sees a tower, followed by an amusing play on the Rapunzel story. It’s a simple approach, but a memorable one that should get people thinking of Rendez-vous. Stick around for credits after the jump. Read more

Portal A Gets Mythical for Kimpton Hotels

Portal A has a strange new campaign for Kimpton Hotels, imagining the hotel chain’s personalized rewards delivered by a satyr, the mythical half-man, half-goat creature.

The new spots promote Kimpton’s new karma feature, in which social interaction with the hotel will earn you karma for rewards. “Karma feels like magic, so what if something magical was behind it? That’s what led us to the idea of going behind-the-scenes with a mythical satyr character,” Creative Director Kai Hasson told Adweek.

So that makes sense…sort of. It still seems like a pretty big leap, since satyrs don’t actually have anything to do with karma. The spots feature rewards that we’re guessing the hotel doesn’t actually offer, as well, such as spelling your dog’s name out in dog treats. In the spot above that dog is a Boston terrier named Zeus, tying together the whole mythical Greek creature thread. In other spots it’s a sweet gin and juice spread and, rather creepily, a cutout of a half-naked man. Each ad ends with a delighted guest asking “Who does that?” which serves as the campaign’s tagline. Stick around for the other spots, along with limited credits, after the jump. Read more

Ogilvy & Mather Cape Town Accelerate with New VW Campaign

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Ogilvy and Mather Cape Town launched a new campaign for VW and the New Golf R, a cool little ride that goes from 0-100 in just 5 seconds.

The agency’s assignment: come up with a creative answer to the question “How can we best illustrate that feature?”

The print ad, entitled “Volkswagen Golf R: Terminal Velocity” (featured above), debuted earlier this month; it illustrates that rapid acceleration in a unique way while simultaneously testing our knowledge of physics.

According to Wikipedia, “The terminal velocity of a falling object is the velocity of the object when the sum of the drag force (Fd) and buoyancy equals the downward force of gravity (FG) acting on the object. Since the net force on the object is zero, the object has zero acceleration.”

Looks about right. So the people at O&M Cape Town know a thing or two about science…and how to combine it with effective art direction to sell cars.

Credits after the jump.

Read more

Energy BBDO Imagines a ‘Smaller World’ for Rosetta Stone

Energy BBDO created a new anthem ad for Rosetta Stone entitled “Create a Smaller World.”

As the title suggests, the 60-second spot imagines how much smaller the world would seem if everyone learned, “just one more language.” According to the spot, “unlikely conversations would be likely,” “strangers would be friends,” and “collaboration would be king.” While the execution stumbles at times, it’s a good idea well tied to the brand’s message. It’s not too hard to imagine someone who has been toying with the idea of picking up a language being inspired to do so by the ad. Whether that will lead them to shell out the considerable cost for Rosetta Stone, however, is another matter, with the company banking on hooking people with a free three day trial offer. Credits after the jump. Read more

TBWA Hunt Lascaris Encourages Youth Travel for Student Flights

TBWA Hunt Lascaris has a new campaign for Student Flights promoting youth travel with the message, “Travel Before it’s Not Fun Anymore.”

The campaign features two funny spots showing grandparents out of their element in more youth-friendly travel destinations: Bangkok and Amsterdam. In “Grandpa,” featured above, an elderly man somehow finds himself at a Thai strip club. He incredulously (and suggestively) holds a ping pong ball, while uncomfortably sizing up his surroundings. The spot manages to do a lot with a little, finding humor in its suggestive content and the perfect expression on the man’s face.

Perhaps even more effective is “Grandma,”  which manages the same accomplishment. It shows a grandmother in an Amsterdam coffee house, who is very clearly stoned out of her mind (which has probably worked wonders for her rheumatoid arthritis). The situation makes for a really funny 30-second spot, despite a complete lack of dialogue and little going on aside from the grandmother. Stick around for “Grandma” and credits after the jump. Read more

Wongdoody Channels Cartman for Coffee Bean

Wongdoody has launched a new campaign for The Coffee Bean & Tea Leaf, their first for the beverage retailer, and the brand’s largest campaign to date.

A 30-second online spot entitled “Cool Kew” (featured above), debuted late last month. It consists almost entirely of an argument between two guys on whether their drinks are “cool” or “kew” (a pronunciation they clearly stole from Eric Cartman). You think their argument is finally over around the 20 second mark, but it just starts up again, in an attempt to find humor in audience expectations that really doesn’t work. There’s also a 15-second version of the spot (which makes sense) and an extended 90-second version (which does not).

More interesting is the campaign’s Instagram component, called #PurpleStrawCam, which encourages consumers to cut off a piece of their purple Coffee Bean straw to use as a makeshift camera filter and submit the results to The Coffee Bean & Tea Leaf’s Instagram page. The purple straw creates an unusual effect and contributes to some interesting photos. The campaign also includes Pinterest, Vine and other social components, as well as outdoor and radio.

Adams&Partners Launches First-Ever thinkThin Campaign

Newly-launched Venice,California-based agency Adams&Partners have debuted the first-ever campaign for thinkThin, which positions the “nutritionally balanced high protein bars” as something you don’t have to feel guilty about — unlike some other things.

The 30-second “Runner” takes this idea in a somewhat uncomfortable direction, with a group of women lecherously staring at a nearby guy on a morning run. When he passes them, he recognizes one of the women, saying, “Oh, hey Mrs. Adams. Hey, say ‘hi’ to Brian for me.” A voiceover follows, saying, “There are lots of things to feel guilty about. thinkThin isn’t one of them.” A second spot, “Text”also tackles mom guilt issues, but chooses a less uncomfortable target than staring at your son’s friend’s ass, which perhaps takes the approach a bit too far.

“We all have things that we feel guilty about,” explained Chris Adams, executive creative director at Adams&Partners. “This campaign is about laughing at the little things that make us feel guilty every day, while making the more serious point that eating thinkThin bars is something you should never have to feel guilty about.”

We’ve included “Text,” along with credits, after the jump. Read more

W+K São Paulo, Nike Remind Brazil ‘Tomorrow Starts Now’

W+K São Paulo has a new spot for Nike entitled “Tomorrow Starts Now,” reminding Brazilians who have just had their hearts broken by the World Cup that they still have the Rio 2016 Summer Olympics to look forward to.

The well-produced 60-second spot, created in conjunction with PBA Cinema/Produtora Associados and director Nico Perez Veiga seeks to inspire with a montage of Brazilian athletes training and competing at their respective sports. While the inclusion of indoor soccer may poor a little salt in some still fresh wounds, the larger message is to forget the past and move forward. The dialogue and voiceover free spot relies entirely on its soundtrack and footage to get its message across, ending with the “Tomorrow Starts Now” tagline, which serves as both an inspiration for a nation in need of some cheering up and a more general Nike-style rallying call. Stick around for credits after the jump. Read more

Amazon’s First Fire Phone Spot Goes Heavy on the Cute

It’s here! Amazon has released the first ad for its Fire Phone, continuing its in-house creative team’s partnership with El Segundo agency Siltanen & Partners.

The premise behind the spot–which doubles as a laundry list of trinkets that come with the phone–concerns casting nine-year-olds as hipsters in training who compare notes on the latest, hottest tech toys/pop culture properties while making the adults around them ever more aware of their own age and irrelevance.

For context: in 2013, S&P’s advertising campaign for Amazon’s Kindle Fire HDX was ranked #1 in effectiveness by Ace Metrix. The campaign beat out Apple, Samsung and every other noted brand as the best advertising in the tablet, laptop and mobile phone device category.

For 2014, Amazon and S&P are betting on said cute kids to tout the content people will be able to access on the phone when it comes out: Twitter, Pinterest, Minecraft, and a free one-year subscription to Amazon Prime.

Credits when we receive them.

Samsung’s ‘The Match’ Finally Reaches Its Conclusion

Cheil Worldwide teamed up with production company Psyop for the six minute conclusion to Samsung’s ambitious sci-fi soccer epic, “The Match.” The first episode in the series launched all the way back in November.

“The Match Part 2″ picks up with Earth’s Galaxy 11 team trailing 3-1 at the half, and in need of some serious rallying to defeat the alien team. Of course, it’s hardly a spoiler to give away that the team is up to the task. Samsung wasn’t about to end its month long campaign with an alien apocalypse, as that would hardly help them move product. For those who have been following all along, it’s the ending they were waiting for. While Samsung’s timing is a little questionable — “The Match Part 2″ was released just two days ago as a coda to the World Cup, while “The Match Part 1″ made its debut with the opening of the tournament — it has still seemed to find its audience, with over four million views in two days. We’ve included “The Match Part 1″ as a refresher after the jump. Read more

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