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Droga5

Johnsonville Hands Over Creative Duties to Droga5

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Wisconsin sausage brand Johnsonville has selected Droga5 to handle its creative duties, following a review, Adweek reports. Annual media spending for the brand is estimated at approximately $30 million. Media buying and planning were not included in the review, and will remain at Compass Point Media.

Other finalists in the review, as previously reported by Adweek, were Fallon, CP+B and incumbent agency Cramer-Krasselt. Cramer-Krasselt had handled creative duties for the brand since 2008.

The news follows a slew of account wins for Droga5 this year, including Clearasil, Quilted Northern, Jockey, Dixie, and Airwick, for which the agency recently debuted its first work. For Cramer-Krasselt, meanwhile, Johnsonville is the latest in a line of setbacks. In August, Cramer-Krasselt declined to defend in a review for Patrón, after opting out of a review or resigning from Panera Bread (depending on whose story you believe) back in June. The agency was one of three finalists in a review for Hilton’s Hampton review, but that account ultimately went to GSD&M.

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Droga5 Debuts ‘Home is in the Air’ for Air Wick

Droga5 is debuting a new campaign for Air Wick entitled “Home is in the Air,” the agency’s first work for the brand since adding it to its client roster back in May.

In a long-form spot, Droga5 and Air Wick recreate the smells of home — a baseball glove, apple pie and a fireplace  — for an American soldier stationed in Qatar. The video begins with the soldier, Kearen, and his wife, Cortney, explaining the hardships of spending so much time apart (at the time of filming, Kearen has been deployed for 11 months) and introducing the project. Air Wick experts then use an instrument called a solid phase microextraction device to capture, and later recreate, the scents that remind Kearen of being at home with his wife and six children. They then send a package of Air Wick candles imbued with the scents to Kearen, who says, “This, this smells like home.” He adds, emotionally, “It’s something so simple, but it means so much to me.”

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Droga5 Makes Fun of Wearables to Promote Motorola’s Smart Watch

We are thankfully NOT experts in account management or client relations, but as viewers we appreciate a company that can have a laugh at its own expense.

For that reason, we were drawn to Droga5‘s newest campaign for client Motorola, created to promote the company’s new “smart watch” line.

The first in a series of six sets the tone: playing on the “artistry” so common in timepiece ads with a bit of fleshy chat-bombing:

Five more in the same vein after the jump.

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Droga5, Nas Take ‘The Ride’ for Hennessy

Droga5 enlisted New York rapper Nas in its latest spot for Hennessy, entitled “The Ride..”

Nas‘ association with the brand dates back to his classic 1994 debut Illmatic, where the brand is mentioned on the very first track. He signed a deal with the company at the beginning of last year to appear in the latest iteration of its “Wild Rabbit” campaign, which finally comes to life with “The Ride.”

The 60-second spot channels Nas‘ own past with a re-worked version of the song “New York State of Mind” from his debut. Over Nas‘ recitation of the re-imagined lyrics he steps on a subway car and is seemingly transported back in time to the 80s, with time progressing over the course of the ad so that when he emerges from the car later, he is back in the present day. A newspaper headline reading “Panic on Wall Street” at one point signifies a transition to the modern era. It’s all very slick and stylish, with plenty of attention to detail lavished on the concept. The spot ends with Nas walking toward a stage after uttering the line “It was only right that I was born to use mics,” and the text “I tell the stories that need to be told” appearing onscreen, followed by the “What’s your Wild Rabbit?” tagline. Read more

Droga5 Hits Home with Harrowing PSA for KidsCo

Droga5 Europe created what very well may be the most depressing advertisement this holiday season with a 90-second PSA for KidsCo, a children’s charity founded by Camila Batmanghelidjh which plans to host “the UK’s biggest children’s community Christmas dinner ever.” The spot broke yesterday, and will air on broadcast, in cinemas and online.

The ad stands in stark contrast to the glitzy Christmas advertisements glamorizing the holiday in the UK. Willfully minimalistic, it depicts a boy who wakes up and get dressed, with the text “Thursday” appearing onscreen. He plays in the street a bit and then goes to the corner store, eyes up a rack of candy bars and leaves without making a purchase. Walking back home he passes a house lit up with Christmas lights, and we hear a group exchange holiday greetings, the first mention in the ad that it is, in fact, Christmas day (which explains why the streets are so empty). He then returns home, to a neglecting looking living room and switches on the television as the message, “For some children, Christmas Day will just be another Thursday” appears on screen, driving home the message.

“Kidsco is an amazing charity doing incredible work for thousands of children across the UK,” said Droga5 Executive Creative Director Nik Studzinski. “With this ad we deliberately wanted something that would be a genuine pause for reflection among the noise of the super-bowl style ads that clamour for our attention at this time of year.” Read more

Droga5 Shares ‘Treats No Tricks’ for Chobani

Instead of trying to scare you this Halloween, Droga5 decided to go a different route for Chobani.

“We made a scary video,” reads the text at the video’s opening, set to ominous music, “this is not it.” The remaining 30-seconds are, instead, devoted to dogs in funny costumes eating Chobani. It’s cute stuff, to be sure, but we’re not sure how dogs eating Chobani are supposed to make people want to eat Chobani. But then the point is probably more to raise awareness for the brand with a video Chobani and Droga5 hope people will share on social media. The video will be pushed out on the brand’s social channels throughout the weekend, supported by social media posts and a Chobani sampling (presumably for humans, not dogs) at the Chobani café in SoHo. Read more

Droga5 Swarms Taylor Swift with Kittens for Diet Coke

Earlier this month, Droga5 released the spot “Car Wash” as part of its “Get A Taste” campaign for Diet Coke. Now the agency is rolling out a new 30-second ad starring Taylor Swift and a whole lot of kittens.

In the spot, entitled “Kittens,” Swift is playing with a kitten when she takes a sip of Diet Coke and all of a sudden there are two kittens. She takes another sip and there’s an entire table full of kittens, and before the end of the spot the entire room is filled as the singer/songwriter is engulfed in a swarm of feline cuteness. “What if life tasted as good as Diet Coke?” says text at the end of the ad, before Swift works in a quick plug for her new album. Since everyone with a soul likes kittens, this one is sure to be a hit. Add in Swift’s star power, and a preview of a new track featured exclusively in the ad until the release of her new album on October 27th, and this is all but guaranteed millions of views.

The ad was launched online today and will make its broadcast debut this Friday. As part of the campaign, Diet Coke is also giving fans a chance to win “concert tickets and a flyaway trip for two to an upcoming performance through iHeartRadio.com, RyanSeacrest.com and other sites.” The brand is also sponsoring Swift’s co-host appearance on “On Air with Ryan Seacrest” on October 30th, the first time a celebrity co-hosts the entire program as well as the first time it is presented by a single brand. Read more

Droga5 Trots Out Slow-Motion Horse for Strongbow Cider

Droga5 has a new campaign for Strongbow Cider that takes a tongue-in-cheek approach not unlike the agency’s work for fellow Heineken-owned brand Newcastle.

In a new spot for Strongbow, released in the heart of cider season, the brand pokes fun at a longtime alcohol advertising cliche, the slow-motion horse. As Adweek points out, this trope has been around since a 1982 ad for Budweiser Light (the brand’s first) employing a slow-motion Clydesdale. In the new Strongbow ad, however, the horse moves in slow motion while a couple walks down the beach at normal speed, continually stopping to wait for the horse to re-enter the frame. The spot emphasizes that Strongbow is best over ice, with a line of logic that “Apples are good, Strongbow Hard Cider is better, but Strongbow over ice is the best.” Enjoying it with your own slow-motion horse, however, is “the bestest.” The joke really works best in the 30-second format, as it feels a bit stretched at 60 seconds, but it’s a good dig at category cliches that hopefully means the end of brands attempting to use the slow-motion horse seriously. Read more

Droga5 Takes Diet Coke to the Car Wash

Droga5 has a new ad for Diet Coke taking the beverage to a somewhat unusual setting: the car wash.

A girl pops open a bottle of Diet Coke while going through a car wash. Instantly, the car wash is transformed, as a choreographed scene unfolds in front of her eyes. Dancers in yellow outfits similar to car wash scrubbers mingle with others in white bubble dresses, while everyone drinks Diet Coke (obviously) in a lavish, hallucinatory party scene. This enjoyable eye candy is followed by the nonsensical line, “What if life tasted as good as Diet Coke?” as the girl returns to reality, followed by the new “Get a Taste” tagline. The new ad, the latest in the “Get a Taste” campaign, will run tonight during Scandal and Grey’s Anatomy (a 15-second version will debut next week). Another broadcast spot featuring Taylor Swift will launch later this month. Read more

Diet Coke Moves Up a Class with Droga5

Ogilvy may be handling the Coke Zero account now, but this new Droga5 campaign for sister brand Diet Coke would fit the client well: it’s all about the flavor, see…

The “Economy Class” spot’s protagonist is a washed-out airline customer awakened by the unstoppable flavor of Diet Coke…until she realizes that the visions of shaggy dogs and upright bassists dancing in her head are just that.

The larger campaign’s theme, of course, holds that Diet Coke offers consumers a taste of “The Good Life.”

This spot will debut on Wednesday’s Nashville premiere, but it’s really just a taste…coming weeks will see the debut of two new spots, one of which stars Taylor Swift.

You’ll have to be satisfied with credits after the jump, though. The client included the second spot, “Car Wash”, in the credits and the press release but didn’t feel like sending the actual work out to press contacts.

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