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Celebrity

David Duchovny Stokes Russian National Pride for Siberian Crown Beer

In one of the more absurd items you’ll see today, David Duchovny stars in an ad for Siberian Crown Beer.

In the extended 2:30 online spot, Duchovny is at a rooftop party when he pontificates, “There is another country where I got my family name from. And sometimes I wonder: What if things turned out differently? What if I were Russian?”

Duchovny goes on an extended monologue on what his life might be like if he were Russian. His musings awkwardly vacillate from tongue-in-cheek humor (like when he asks “Would the world know my smile?” and we see him pictured as a hockey player, complete with missing front tooth) to more serious-minded patriotism. The spot ends with the latter, as Duchovny concludes “”I found out that being Russian, I’d have many things to be proud of.”

The ad is a bit of a headscratcher. Even more so, perhaps, is Duchovny’s decision to align himself with a Russian brand celebrating the country at a time when it faces the threat of serious economic sanctions as a backlash for increasingly imperialistic foreign policy. His involvement caused enough controversy, in fact, that he felt the need to issue a statement clarifying that he did not support current Russian politics and that his involvement in the commercial was not in any way a political statement or endorsement of Putin’s policies.

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Presentation Writing: Design and Delivery

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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

The Martin Agency Brings Back Jordan for Hanes

Michael Jordan is back (this time, thankfully, sans Hitler mustache) for Hanes in a new spot by The Martin Agency.

The 30-second spot is Jordan’s first appearance in a Hanes television commercial since 2010, and also marks his 25th year as Hanes spokesperson. In the spot, entitled, “Golf Test,” Jordan mocks his partner’s truly awful golf game. “Golf Test” promotes Hanes’ X-Temp t-shirts and briefs, which “speeds evaporation to help keep you cool and dry,” preventing such conditions as swamp ass, marsh balls, raw taint and pit stains. The spot handles the “bad golf” approach well enough, although by now it’s become a routine schtick in ads and feels a bit tired. Still, all anyone will talk about is the return of Jordan, and it’s good to see him back.

The campaign also features a digital video series created by agency 360i that features Vine-sensation Logan Paul traveling around the country attempting dares (supposedly) proposed by fans. We’ve included the teaser for that initiative, along with credits, after the jump. Read more

Muse, Questlove Shine Light on Creatives for Honda Fit

Muse Communications taps Questlove in their new spot for the Honda Fit highlighting creative professions.

The 30-second spot features a musician (well, two counting Questlove), an architect and a stylist as The Roots drummer delivers an inspirational speech about going out and finding “your fit.” While the copy can come across as a bit cheesy at times, Questlove‘s delivery is on and it matches the rest of the spot well. Maybe it’s just a matter of the celebrity talent involved, but this campaign extension feels like an improvement over RPA’s flat “Fit For You” spots featuring Nick Thune — even without the same kind of budget. Stick around for credits after the jump. Read more

W+K NY, Metallica Rock out ‘This is SportsCenter’


W+K New York have a new “This is SportsCenter” spot for ESPN featuring Metallica.

The agency has some fun with the idea that with Mariano Rivera now retired, Metallica doesn’t have a lot to do around the ESPN offices. Metallica looks for other athletes in need of entrance music, with less than satisfactory results, as well as other things to do around the office. Hosts Jay Harris, Scott Van Pelt and Stuart Scott also appear in the spot, which debuts today in anticipation of tonight’s Gillette Home Run Derby. The spot neglects to mention that Metallica still provide entrance/walk-up music for players including Rays reliever Grant Balfour, Phillies closer Jonathan Papelbon and White Sox first baseman Paul Konerko, but then that would kind of ruin the premise. Stick around for credits after the jump. Read more

Commonwealth//McCann Stokes Manchester United Pride for Chevy

A new campaign from Commonwealth//McCann, Detroit for Chevrolet is allowing fans to be a part of Manchester United’s new shirt reveal.

Through a digital experience at www.chevroletfc.com “fans can be among the first to sign up and virtually wear the new shirt via their social channels.” A 60-second video stokes Manchester pride by following the history of the Manchester United shirt from the early 20th century to present day. Fans march down the street singing the “Glory, Glory, Man United” anthem. As each generation takes off their Manchester United shirt, a new group emerges, progressing in time to the modern day as the crowd makes their way to Old Trafford Stadium. Upon arrival they are joined by stars Wayne Rooney, Juan Mata, Robin van Persie and David De Gea wearing the new Chevrolet-branded jersey. Several Manchester United legends are also hidden in the crowd throughout the spot. “The History of the Manchester United Shirt” will run on both broadcast and digital channels. The effort marks the launch of Commonwealth//McCann, Detroit’s “What Do You #PlayFor?” campaign, celebrating Manchester United and soccer for Chevrolet. Stick around for credits after the jump. Read more

A Vulgar Elizabeth Hurley Stars in Droga5′s ‘If We Won’ for Newcastle

Elizabeth Hurley gets vulgar in the latest addition to Droga5′s “If We Won” campaign for Newcastle, which imagines how much better America would be if Great Britain had won the Revolutionary War.

The campaign kicked off last week, with a humorous spot featuring Stephen Merchant. Hurley’s spot borrows a bit from that one, as it devotes quite a bit of time to how many great curse words we’d have at our disposal had we remained British, something Merchant touched on in the original “If We Won.” Still, we suppose the subject doesn’t hurt from further exploration, and the video has over 300,000 views since being uploaded earlier today as people seem to be amused by seeing Hurley stringing together British expletives. Hurley’s 39-second video is just part of the wealth of material put out by Droga5 for the campaign, which also includes Zachary Quinto in a pair of spots and a second appearance from Merchant, who explains how his British accent helps him appear intelligent and get laid. If you’re wondering what American actor Zachary Quinto is doing in this campaign, you’ll just have to watch the video, along with the second Merchant spot, after the jump. Read more

Saatchi & Saatchi NY Introduces Grumpy Cat to Buzz


Saatchi & Saatchi New York introduces Internet phenomenon Grumpy Cat to Honey Nut Cheerios in a new 30-second broadcast spot for the brand designed to appeal to younger audiences.

For the spot, entitled simply “Buzz Meets Grumpy Cat,” Saatchi & Saatchi teamed up with California-based production company Backyard and director Rob Pritts. If you count yourself among Grumpy Cat’s legions of fans, you’ll probably just be happy to see him make an appearance here. Otherwise, there’s not a lot going on beyond “Oh, you’re that Grumpy Cat,” as Buzz tries to make the feline crack a smile. His strategy consists entirely of talking about how much people like Honey Nut Cheerios.

Established brand + established meme = eyeballs.

Read more

Droga 5 Taps Stephen Merchant in ‘If We Won’ for Newcastle

Since it’s hard to market a British beer on July 4th, Stephen Merchant implores viewers to enjoy a Newcastle while celebrating “Independence Eve” on July 3rd and imagining how great it would have been if Great Britain had won the Revolutionary War in a new online spot from Droga 5.

Entitled “If We Won,” the spot sees Merchant trying on an “incredibly convincing American accent” before asking, “Do you really still have to celebrate your emancipation from us? That’s like your girlfriend breaking up with you and then celebrating with fireworks. Every year. For 300 years.” He then goes on to list all the ways America would be better if it were still a British colony, including “better comedy, news, TV programs,”  and way better curse words.

“In the late 1700s, colonial Americans risked life and limb to fight for their freedom,” Newcastle Brown Ale Brand Director Quinn Kilbury told Adweek. “Today, we’re running the very real risk of people totally not getting the joke here, and we think that’s pretty patriotic.”

Judging from a cursory glimpse at the YouTube comments section, that was a very real risk indeed. Stick around for limited credits after the jump.  Read more

Conill, Shakira Change Rules of Wireless for T-Mobile

Conil has a new broadcast spot for 2014 FIFA World Cup Brazil sponsor T-Mobile featuring Shakira.

Entitled “Goal,” the spot imagines what it would be like if soccer had the same kind of crazy restrictions some wireless carriers have. She of the honest hips performs in celebration of a goal when the festivities are interrupted by a referee. “Unlimited headers while abroad are not included in your contract,” says the ref. “No goal.” The spot concludes with the message: “T-Mobile is changing the rules of the game,” before informing viewers they now offer “Unlimited global data and text” for “no extra charge.” It’s a bit goofy, but it’s a simple way to communicate T-Mobile’s offer, and with Shakira’s star power behind it the spot is sure to get people’s attention.

“Goal” will debut on ESPN tomorrow during the T-Mobile sponsored “Countdown to Brazil” program, with a Spanish-language version appearing on Univision and Fútbol de Primera. T-Mobile will also be offering unique FIFA mobile content to customers, including “mini feature video packages calling out the highlights of the day including ‘Goal of the Day,’ ‘Save of the Day,’ and ‘Team Spirit of the Day.’” Stick around for credits after the jump. Read more

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