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Campaigns

F/Nazca Saatchi & Saatchi Plays with Food for Electrolux

In this spot created by Saatchi & Saatchi’s Brazilian office to promote client Electrolux’s new refrigerator, things blow up. Slowly.

The idea is that the fridge can help Brazilians eat better via “product differentiators, such as the applications Vida Saudável (Healthy Living) and Livro de Receitas (Cookbook).”

While the spot doesn’t quite explain how the refrigerator’s interactive screen will empower us to minimize our sugar cravings and convince us to eat more leafy greens, it does look cool in a late-90′s action movie sort of way.

The campaign will also include magazine inserts and other placements.

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Nest Launches First TV Ads

Nest is launching its first broadcast campaign, with a series of 30-second spots created in-house.

Each ad takes a humorous tone, often extolling Nest’s virtues through someone who doesn’t like the product. In “Grandpa,” for example, an older man complains about Nest, since “being cold builds character” and people are not building up enough leg muscle since they don’t have to get up and change the thermostat. It’s the most believable and down to earth of the ads, and because of that the most successful. Other spots see a destructive toddler and a dog (who talks through a voiceover, ugh) complaining of Nest’s Dropcam preventing them from engaging in their hijinks. A fourth spot changes up the approach, focusing on an obsessive-compulsive type who repeatedly checks if his house is on fire.

The ads will run during NFL games, beginning Sunday, as well as during prime-time programming and on cable channels such as ESPN and Discovery. Nest is hoping the ads will promote their products as potential holiday gifts.

“Who would have ever thought of giving smoke alarms and thermostats for Christmas or the holidays would be the norm, but we see a lot of people gifting our product,” Doug Sweeny, Nest’s vice president of marketing, told Adweek. “It’s a big part of our business.” Read more

Mike Myers and His Brother Star in New Ad for Sears Canada

Mike Myers and his brother, Peter Myers, who has worked at Sears for 32 years, star in a new ad for Sears Canada.

In the spot, Mike talks about Sears Canada’s recent woes, asking if the retailer is going away. Peter reassures him that they aren’t going anywhere and asks if he knows anything about the retail business, to which Mike replies, “Not a lot. Just that Sears Canada has to demographically and psychographically alter the trajectory of its business model. But that would just be a wild guess.” Despite the two brothers’ natural chemistry, that’s as close to a laugh as the 60-second spot, which will only air in Canada, gets. Still, it’s not completely without its charm, as the brand being upfront about its recent struggles is refreshing. The spot ends with Peter asking if Mike is going to deliver the tagline, and Mike rehashing a long-retired one before offering up one of his own. Read more

Adidas Promotes NBA Swingman Jersey with Damian Lillard

Adidas is celebrating the launch of its revamped NBA Swingman jersey line with a new spot starring Portland Trailblazers star Damian Lillard.

The spot follows Lillard as he is shadowed by his “swingman,” who is as devoted to being a great “swingman” as Lillard is to being a great basketball player. He sets out to “think like Damian, act like Damian, smell like Damian,” even if he can’t play like him. The ad attempts a humorous tone, but while it shoots for laughs, it ultimately comes up empty. Additional ads in the series featuring Kenneth Faried of the Denver Nuggets and Joakim Noah of the Chicago Bulls will follow in the coming days. Adidas’ NBA Swingman jerseys are available now at NBAStore.com and the NBA Store on Fifth Avenue and retails for $110.

Mekanism Continues ‘It’s On Us’ PSA Effort for White House

Back in September, Mekanism rolled out its “It’s On Us” sexual assault awareness PSA for the United States government, enlisting the help of celebrities (including actor Jon Hamm), along with President Barack Obama and Vice President Joe Biden, to deliver its message.

Now, the agency is rolling out phase two of the campaign, again calling on bystanders to help prevent sexual assault. While the initial effort relied on its star power, this time around Mekanism instead attempts to put the viewer in a realistic situation. At a drunken house party, a female guest attempts to leave, only to have her exit blocked by an aggressive guy asking, “Oh no, you’re not leaving are you? Why do you want to go home?” as another guy sits on the couch with a drink. “This isn’t a PSA about sexual assault,” says the voiceover, “it’s about being the guy who stops it.” The spot ends with the guy getting up from the couch to come to the girl’s aide, followed by the message “It’s on us to stop sexual assault” and directing viewers to ItsOnUs.org.

While lacking the visibility of its predecessor, the spot communicates its message well. By focusing on the guy on his couch just having a drink at a party as an uncomfortable situation unfolds, it puts the viewer in his position, the idea being that viewers in a similar situation will know that it’s time to act rather than simply doing nothing — to be part of the solution, rather than part of the problem. Its released is timed in anticipation of next week’s “National Week of Action” at colleges and universities across the country, a push to get students involved with “It’s On Us.” Read more

AMV BBDO Celebrates Historic 1914 Christmas Truce for Sainsbury’s

AMV BBDO created a holiday ad for U.K. supermarket chain Sainsbury’s, telling the story of the historic 1914 Christmas Truce between Britain and Germany during World War I.

To make sure the details were correct for the 3:20 ad, entitled “Christmas is for Sharing,” AMV BBDO and Royal British Legion worked closely with historians, basing the ad on original reports and letters describing the event. The ad opens on Christmas Eve 1914, with both sides hunkered down in their bunkers. Soon, both the Germans and British are singing “Silent Night” and one brave soldier emerges, arms waving in peace, and walks towards the war zone. Both sides meet halfway between their bunkers, engaging in friendly conversation and even a game of footie. The spot is elaborately produced and well-shot, directed by Ringan Ledwidge, looking more like a Hollywood war film than an advertisement. Its long running time is no mere gimmick either, as the spot utilizes the time to build emotion and prepare the viewer for the ultimate payoff.

Sainsbury’s unveiled the ad during Tuesday night’s airing of Coronation Street, and a chocolate bar that features heavily into the story is available for sale in their stores, with proceed going to the Royal British Legion.

“Christmas is a special time of year when people come together to share simple moments and kindnesses,” Mark Given, head of brand communications at Sainsbury’s, told Adweek. “This year, we wanted to reflect that theme of sharing in our Christmas campaign through the lens of one of the most extraordinary moments of sharing in modern history, when on Christmas Day 1914, British and German soldiers laid down their arms, and came together on neutral territory to share stories, mementos and even a game of football.”

Stick around after the jump for a behind-the-scenes look at the making of the ad and a look at the historical events that inspired it. Read more

BBH London Launches ‘The Welcome of Home’ for British Airways


BBH London has crafted an ambitious online spot for British Airways entitled “The Welcome of Home.”

The four minute long ad tells the story of a Canadian woman named Chitra visiting her grandmother in India, and bringing along a bit of a surprise. It is an emotional journey, perhaps a bit too saccharine for some, dealing with themes of family, love, culture and the true meaning of home. “No matter how many years I’ve been away, home will always be India,” Chitra says at the spot’s conclusion, before the message, “We know how important home is appears onscreen.” There’s little overt branding in the ad until its conclusion, with BBH London instead tying British Airways to the idea of home and the emotional tone of the ad. It’s well produced and, unlike a lot of long-form ads, doesn’t feel stretched beyond its limits. Still, getting people to sit through a four minute long ad for an airline is an uphill battle, making the attempt perhaps too ambitious for its own good. Read more

DDB Brussels Attempts to Stop People from Googling Medical Symptoms

Belgium’s Flemish government recently commissioned DDB Brussels to come up with a way to get people to stop googling their medical symptoms, leading to myriad, and potentially harmful, (self) misdiagnoses.

The agency came up with a pretty intriguing solution, buying Google Adwords for the top 100 searched symptoms and directing searchers to the Gezondheid en Wetenschap (Health and Science) website through a message stating, “Don’t Google it, check a reliable source.” They also made a promotional clip (featured above) for the campaign, introducing the issue of the perils of self-diagnosing via Google search. “I have a deadly disease, and I’m going to die in six weeks,” says a man with a solemn expression on his face. Suddenly, though, his expression relaxes and he adds, “Or at least that’s what I thought when I used Google to diagnose my twitching eyelid.” It’s a good way to get your attention, using the most dire of scenarios to draw attention to the ineffectiveness of using a tool like Google for self diagnosis, as 75 percent of the population does. Since, on the Internet, “anyone can be a doctor,” the video states, you’re likely to find the wrong solution, which can potentially make things worse (as it illustrates through comic exaggeration). It’s a clever campaign, and by placing the information in the right place at the right time, DDB Brussels just may help change people’s behavior. Read more

DigitasLBi, The Eberling Group Showcase Sony

Earlier today, Wieden+Kennedy’s latest campaign for Sony got practical, shining a spotlight of sorts on the company’s many products and the roles they play in turning a creative idea into that thing we try very hard not to call “content.”

Here is a very different take on promoting the same client via DigitasLBi and “Venice-based creative think tank The Ebeling Group.” (These ads are technically a few weeks old, but we’re seeing them for the first time.)

First, a music archivist uses his smartphone to share some top-quality audio with an originator:

Two more after the jump.

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adam&eveDDB Celebrates Holiday Materialism for Mulberry

In adam&eveDDB’s Christmas spot for Mulberry, a grandmother “wins Christmas’ with a Mulberry bag, trumping some pretty stiff competition in the process.

The ad follows a young woman as she opens a series of presents, beginning with a pointillist portrait of her painted by her sister. Each gift gets more over the top and ridiculous, verging into the absurd, until the girl’s reaction to the Mulberry bag from her grandmother reveals it to be the best gift of all. It’s an interesting approach, forgoing the typical sentimentality of holiday advertising for a tongue-in-cheek celebration of materialism. adam&eveDDB pulls it off well, slowly ramping up the absurdity and not taking itself too seriously while still effectively promoting the brand. That the agency was able to produce both the heartwarming “Monty The Penguin” ad for John Lewis and this, pretty much its polar opposite, shows impressive range. Read more

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