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Campaigns

Digital Kitchen Satirizes Gamer Marketing, Gets Gross for Cards Against Humanity

Digital Kitchen worked with Cards Against Humanity, “the party game for horrible people,” to satirize gamer marketing at the Pax East conference in Boston. The resulting 30 second video is absolutely disgusting.

Digital Kitchen and Cards Against Humanity launched a fake, caffeinated oatmeal called “PWNmeal,”which they dubbed, “The official porridge of e-sports.” The project was meant to satirize the onslaught of marketing targeting gamers are targeted with at conventions, from caffeinated gum to beef jerky (which don’t combine so well). In addition to the above video created by Digital Kitchen, Cards Against Humanity also put together an @pwnmeal Twitter account and pwnmeal.com to make the product seem legit. Gross enough just as an idea, the 30 second video takes things to the next, breakfast evacuating level. Proceed with caution.

W+K Amsterdam Debuts ‘There’s Power in Every Game’ for Powerade

W+K Amsterdam have a launched a new, global World Cup 2014 campaign for Powerade, “the official sports drink of FIFA.”In addition to television, the campaign also includes print/out of home, digital, and online documentary films (more on that later).

“There’s Power in Every Game” centers around Andrés Iniesta, the Spanish star who scored the winning goal in the 2010 World Cup. He takes center stage in the 60-second spot (featured above), which also features five amateur athletes from around the world. Each of these athletes has “overcome challenges in their lives and in the process have lifted their teammates, rallied supporters and inspired communities through their dedication and achievements in the sport” — which exemplifies the campaign’s #PowerThrough message.

Each of these amateur athletes will be featured in their own documentary, starting with the inspirational story of Nicolai “Nico” Calabria. Debuted at the Kicking + Screaming Football Festival in New York last week and being released as a television spot in addition to its online release, the two minute film tells Nico’s story growing up with one leg and defying expectations to succeed as an athlete. Incorporating an impressively-edited mix of home video footage and live action film, it’s a powerful telling of Nico’s story, and well worth a watch.

“Nico’s story is one of unwavering determination,” said Brynn Bardacke, global group creative director for Powerade. “He truly embodies what we mean when we say there’s power in every player and power in every game.”

Stick around for “Nico & Powerade,” along with credits, after the jump. Read more

French Drunk Driving PSA Needs No Words

Yes, this spot from Paris agency La Chose is tres French–but its message is clear enough.

Created for drunk driving advocacy group Victimes et Citoyens, the spot recounts an all-too-familiar narrative with the help of an audio track and some dramatic use of the zoom lens.

The firm’s PR team also came up with unusual ways to promote it.

Read more

Kid Takes Netflix to Junior Prom

Back in January, high school student Muthana Sweis tweeted to Netflix, “Hey @netflix, if this gets 1,000 retweets will you go to my junior prom with me?” One day later, he already had 1,000 retweets and Netflix said yes.

This of course begs the quetion, “How does Netflix take someone to prom?” The agency involved isn’t allowed to claim credit for the stunt, but they came up with a pretty clever answer. Netflix gave Sweis a series of three choices to make: suit, ride and driver — all, of course, coming from movie and TV references. Sweis went with James Bond’s suit from Skyfall (good choice), the 55 Buick from Grease (dude, you could have had the Breaking Bad Winnebago, what were you thinking!?), and Danny from Grease for the driver (apparently the guy really likes Grease). To see how it panned out on prom night, check out the video above. It seems like Sweis had a very memorable prom experience.

ESPN Stoke World Cup Excitement, National Pride with ‘I Believe’

ESPN has  just unveiled their latest FIFA World Cup 2014 spot, raising excitement for the event with just about 2 months left until it kicks off in Brazil on June 12th.

Entitled “I Believe,” the 60-second spot attempts to pump up Americans for the event, which has gained popularity nationally in recent years. Shots of Team USA in action and crowd footage are accompanied by a chant of “I believe that we can win.” Given the odds against the American squad, “I believe that we can make it past group stage” seems a bit more realistic.

Update: We’re told that, despite their normal involvement with ESPN, W+K did not have anything to do with the above spot.

Roy Choi, Michael Voltaggio, Nguyen Tran Hack Oreos for 360i

360i tapped L.A. celebrity chefs Roy Choi, Michael Voltaggio and Nguyen Tran (of Starry Kitchen) for a new campaign for Oreos.

Created in collaboration with production company Decon and directed by Claire Cottrell, the series features “Oreo hacks,” with the chefs repurposing the sandwich cookies in inventive, delicious ways. Choi, who you may remember was recently featured in a Google Glass spot, crumbles Oreos into a chicken tender crust that seems like a delicious late night snack. Voltaggio, meanwhile, transforms the cookies into dessert tortillas, accompanied by a shandy created with Lemon Oreo creme. Chan comes up with an “impulse hack” based on other items found in a convenience store, combining Oreos with pound cake, cherry soda and salted peanuts to make a kind of bread pudding. Before introducing their recipes, each chef waxes nostalgic on eating Oreos growing up and shares their different methods of consumption (Voltaggio is an Oreo puller, while Choi is more of a traditionalist). It’s a fun campaign, and should help shed a different light on the brand — especially since the videos point viewers to Oreo’s Tumblr, where they can get the recipes for the Oreo hacks. Stick around for Voltaggio and Tran’s Oreo hacks and full credits after the jump. Read more

Grip Limited Raises Testicular Cancer Awareness with Ballsy Campaign


Toronto-based Grip Limited have a new campaign for Testicular Cancer Canada that’s, well, ballsy.

The agency employed risque humor to raise testicular cancer awareness and get more guys to self-examine regularly. Built around the tagline, “No one’s going to check them for you,” Grip’s two TV spots, directed by Matt Swanson, show men receiving testicular exams from unexpected sources, resulting in some pretty ridiculous (and funny) situations. In the first, and more successful spot, “Cop,” a guy is pulled over for a broken taillight. “Let me see your driver’s license,” says the cop, “….aaaand your testicles.” The humor in the spot comes from the resultant avoidance (and non-avoidance) of eye contact and awkward looks during the exam. “Mechanic” is basically the same idea, but with a mechanic in an auto body shop instead of a cop. It could just be that I viewed “Cop” first, but something about it just wasn’t as funny. Nevertheless, both spots make admirable use of humor to make a message that’s all too often forgotten memorable, an admirable accomplishment, especially when you consider the prevalence of testicular cancer.

“Testicular cancer is the most common cancer in men ages 15-29”, explained Testicular Cancer Canada founder Cheryl Perry explained . “If you try to sit these guys down and teach them something, they might tune you out. But if you make them laugh, they’ll remember what you’re saying”.

In addition to the TV spots, the integrated campaign, which is timed to coincide with Testicular Cancer Awareness Month, also features radio advertising from Pirate Toronto and an online testicular cancer “remote scanner.” As you might have guessed, the remote scanner asks dudes to place their balls on their phone screen only to display an error message telling them to check their balls themselves. Stick around for credits and “Mechanic” after the jump. Read more

KBS+, O Positive Share ‘Regrets’ for BMW

“So what do you think, you gonna take it?” asks a BMW salesman in KBS+P and production company O Positive’s new spot for the BMW 3-Series. This sends the man into a reverie of past regrets, from dumping a nerdy Brooklyn Decker in high school to passing up a chance to get in on the ground floor of Twitter. The 60-second spot, directed by David Shane is certainly memorable, showing the 3-Series in the beginning of the spot and linking passing up the opportunity to own it to some pretty poor decision making skills. Spoiler alert: the guy decides to buy it. “Regrets” is well produced, paced, and acted, effectively using humor to make a lasting impression. Just one thing though: Does anyone else find nerd Brooklyn Decker hotter than runway Brooklyn Decker, or is that just me?

20something Invites People to Their Own Funerals in Go For Zero Campaign

20something’s new campaign for Go For Zero is gaining a lot of attention, already surpassing the one million view mark on YouTube (it was uploaded on Monday).

To call attention to the dangers of speeding, 20something had people invite their fast-driving friends or relatives to their own funeral. The speeders, of course, were unaware that they were stepping into their won funeral. Tearful friends and relatives lament losing their loved ones lost too soon, while they look on and imagine what it might be like if the funeral was for real. Heavy-handed? Perhaps. But the idea behind the stunt was that most people overlook the danger inherent in casual speeding, so they needed such a wakeup call to bring attention to the devastation their driving habits could cause. Credits after the jump. Read more

Team One Posits Lexus F As ‘Temptation’

Team One runs through a list sins encouraged by the Lexus F performance line in their new spot, “Temptation.”

According to the 60-second spot, the Lexus F, “Provokes lust, unleashes wrath, incites envy, and elicits pride.” Absent are two of my personal favorites, sloth and gluttony, which Team One decided (understandably) don’t really do much to sell luxury performance vehicles. Greed is skipped over because they’re trying to get people to shell out a lot of money for a car here.

The spot, slickly produced by RSA, does a better job of tying the vehicle to certain sins than others. Lust is embodied by a couple making out in the rain, after which the Lexus F happens to exit a garage, not doing much to show how it “provokes lust.” Oh wait, it’s because the guy stops making out for a second to check out the Lexus F. Ugh. The rest of the sins are dealt with a bit better, with “unleashes wrath” tied not to actual anger but the car’s power, and envy and pride dealt with in more obvious ways. Perhaps most importantly, “Temptation” makes the Lexus F look good, even if its concluding line, “Temptation comes in many heart-pounding forms, but only one letter” is a bit weak. Stick around for credits after the jump. Read more

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