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Campaigns

McCann & MRM Taps Craig Robinson for Verizon

McCann & MRM enlist the aid of actor/comedian Craig Robinson (who also stars in a campaign for Dodge Dart) in the latest spot for Verizon FiOS.

The spot is a mock infomercial, featuring Robinson crooning hits about Verizon’s service, touting the amount of recordable time provided. In one song, “I Save Every Show About Hoarders,” he admits that he records, and never deletes, shows about hoarders, currently up to 167 episodes. Other hits include “Damn, Fishing Gets All Dangerous,” “Sports Highlights on the Toilet” and “Zombie Movies in Bed.” It’s a funny approach, and Robinson is endearing as always. The only problem with a fake bad infomercial is that it will never be as funny as a real bad infomercial. But then the spot’s real competition is other ads from cable providers and it wins, hands down. There’s also a 15 second edit of the spot, but a lot is lost in the process. Stick around for credits after the jump. Read more

Droga5 Challenges Newcastle Fans to Make Its Ads for Them

Droga5 knows user generated content. It also knows that UGC doesn’t have the best reputation in the ad world.

We almost feel like this new spot calling on Newcastle fans to submit their “mediocre” photos to create the brand’s upcoming ads is aimed at both cynical tweeters and ad creatives themselves.

Here’s the official description of the campaign:

“We love social content. Especially when you make it for us. Join us on Twitter (Twitter.com/Newcastle) and Facebook (Facebook.com/Newcastle), submit your photos with the #NewcastleAdAid tag between now and August 22, and we may make your photo into an ad (and we won’t have to pay for stock photography).”

The company’s brand director plays along, telling Marketing Daily:

“Newcastle spent a significant portion of its marketing budget on celebrity talent…Everyone knows user-generated content is a just ploy to get fans to do our work for us, and we’re just calling it like it is.”

We can’t imagine Stephen Merchant being all that expensive, but you will almost certainly be amused by the blatant mediocrity of some of the featured submissions after the jump.

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W+K Promotes Sony’s Waterproof Phone with Underwater Apps

W+K worked with Sony and development partners Motim and SoftFacade to create a series of apps promoting the Xperia Z1S’ waterproof technology.

Several of the apps, including “Goldie” (featured above), “Plantimal,” “Photo Lab,” and “Sink Sunk,” are designed to be used underwater. As you might have imagined, “Goldie” is an on-screen goldfish. When submerged in water, the fish swims around contentedly, but if you remove your phone from the water he flops around, gasping for breath. It’s a clever little diversion, which can demonstrate the phones’ capabilities for a few minutes, although Sony recommends users don’t submerge their Xperia Z1S for more than a half hour. “Plantimal” offers up a cross between an underwater plant and animal, which is happier with larger amounts of water. “Sink Sunk” is perhaps the most reusable of the apps, offering up a submarine game you can play in your sink or kiddie pool (as demonstrated in the video), while “Photo Lab” lets you develop photos underwater.

There are also a pair of apps, “Little Umbrella” and “Rainy-oke” designed for use with precipitation. Stick around for “Sink Sunk” and “Rainy-oke,” along with credits, after the jump. Read more

Commonwealth//McCann Wants to Play for Manchester United, Too

In case you thought that the world of football…sorry, soccer…stopped operating after Germany triumphed in Rio this summer, Commonwealth//McCann would like to correct you on behalf of client Chevrolet.

The spot, which stars eleven young people from around the world who jumped at the chance to prove their dedication to Manchester, first aired last weekend to coincide with the team’s first Premier League match.

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W+K Taps Neymar for Nike

With the world’s biggest soccer star set to lace up his cleats again, W+K tapped Neymar Jr. for a new Nike spot promoting the brand’s Hypervenom Phantom Boot worn by the Brazilian forward.

The 60-second spot, entitled “Mirrors,” likens Neymar’s speed and agility to playing with a field full of mirrors. As he makes his way down the field, opponents are unable to tell which is the real Neymar, and end up sliding into glass. Neymar dances around opponents and easily lands a shot in the back of the net, which is followed by the “Deceptive by Nature” tagline. W+K decided to forgo any voiceover or narrative in favor of showing Neymar in action, and the approach works, as the mirrors, coupled with Neymar’s considerable talent make for a visually interesting and entertaining spot. The soundtrack, “Rivers of Blood” by Wu.

Credits below.

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Arnold Gets Critical for PUR Water

PUR Water, provider of filtration systems and the like, has been looking for a new face. After being acquired by P&G in 2012 (marketing by subsidiary Kaz), PUR wanted to redefine its brand.

Creative on the account had been handled by TBWA\Chiat\Day, but the incumbent agency did not participate in the subsequent review, which ended with a win for Arnold Worldwide last December.

This week, Arnold’s ads for the new client launched, marking both the company’s first new campaign since 2008 and the first use of a TV spokesperson for a water filtration brand (store that one somewhere for trivia night).

Here, then, is Arthur Tweedie, water critic:

More spots below.

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Tim Howard Travels (with Love) for Marriott

Today Marriott launched the extension of its earlier #LoveTravels promo campaign with the help of Grey New York on the PR side and its own creative agency behind the scenes.

#LoveTravels initially served to celebrate the D.C. area’s Capital Pride event via a “provocative portrait series” featuring Jason Collins and other gay athletes.

This extension starring newly minted football superstar Tim Howard, however, is another thing. Its first spot is less an ad than an interview:

There are more in that vein.

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JWT Canada Conducts ‘Dark Experiment’ for Tim Hortons

In order to launch its new dark roast, Tim Hortons teamed up with JWT Canada to put the new blend to the test.

Using black-out material, the agency wrapped a L’Île-Perrot, Quebec store, blocking out any sort of natural light. Customers were then led to a service counter, where they taste-tested the new dark roast. After tasting the new blend, with their senses supposedly heightened by the darkness,  and voicing their opinions, the lights were turned on and customers were told about the new blend and their role in the experiment. The results were (of course) filmed for the above digital spot.

“When you have a great product, the best way to launch it is to prove tt,” explains Brent Choi, JWT Canada’s chief creative and integration officer, “so we found a way to put the new #TimsDark Roast to the ultimate taste test.” Stick around for credits after the jump. Read more

TBWA\Chiat\Day Taps Peyton Manning, Cam Newton for Gatorade

The late comedian Mitch Hedberg had a joke that went: “You don’t have to be sweating and holding a basketball to enjoy a Gatorade, you can just be a thirsty dude. Gatorade forgets about this demographic. I’m thirsty for absolutely no reason, other than the fact that liquid has not touched my lips for some time. Can I have a Gatorade too, or does that lightning bolt mean no?” Well, the brand seems to have finally issued its response to this question in a new campaign from TBWA\Chiat\Day, entitled “Sweat it to Get it,” with a resounding “No, you can not have a Gatorade, thirsty dudes.”

“Gatorade was invented to replace what athletes sweat out, Brent Anderson, executive creative director at TBWA\Chiat\Day in Los Angeles, explained to Adweek. “So the intent was to create something that might cause someone who reaches for a Gatorade to think, ‘Hold up…have I earned this?’” In other words, that lightning bolt does mean no.

In the campaign, starring Rob Belushi (son of Jim) and featuring cameos from Peyton Manning and Cam Newton (who also stars in an ongoing Under Armour campaign), customers at a gas station are told they can’t purchase Gatorade because they haven’t broken a sweat. The ads all follow the same basic formula, with Belushi as the straight man denying the customers and Manning or Newton appearing as either the manager or a fellow customer. The agency told Adweek that the ads were all “shot on location at an actual convenience store with over 15 hidden cameras” and directed by Jody Hill (Eastbound and Down). Stick around for credits and a few more spots after the jump. Read more

Kevin Hart Takes on Dave Franco in Madden NFL 15 for Heat, EA Sports

Heat, San Francisco taps Kevin Hart and Dave Franco (James’ brother) to star in a new online spot for EA Sports’ Madden NFL 15.

The spot, which also sees guest appearances from Portland Trail Blazers star Damian Lillard and Epic Meal Time co-creator Harley Morenstein, sees Hart go to great lengths to get Franco to take him on at Madden NFL 15. Hart’s incessant challenges of Franco degenerate into destruction of property over the course of the over three minute spot. It all starts out with one epic slap, before (for some reason) going musical, as Hart continues to challenge Franco to take him on in Madden NFL 15. That decision is questionable, to say the least, making it a bit of a challenge to get through the overly long spot. Things are at their most entertaining when Hart is directly baiting Franco, free of musical interjection. Stick around for credits after the jump. Read more

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