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Droga5

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

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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.

Read more

Droga5 Celebrates ‘Not Broken’ Families for Honey Maid

Earlier this year, Droga5 and Honey Maid celebrated families of all kinds with a campaign called “This Is Wholesome” that quickly went viral.

Now, the agency continues its celebration of diversity with a new ad entitled “#NotBroken,” a reference to the outdated phrase “broken home” that refers to families of divorce. As the two-minute ad points out, “More than 40% of Americans are part of a blended family,” so it seems odd that so few of them have appeared in major ad campaigns.

“#NotBroken” is constructed as a sort of two-minute documentary (it will also debut as a 30 second broadcast spot today). “Sometimes it’s hard to explain our family to people. I have two moms, and I’ve got two dads,” says a boy named Isaac at the opening of the ad. We then follow Isaac and his family, which is celebrated as well-functioning and supportive.

“At first I didn’t think there were a lot of families like ours, but now I realize that we aren’t that different,” he eventually concludes. The spot ends by inviting people to celebrate their own blended families with the #NotBroken and #ThisIsWholesome hashtags, which are sure to get some love.

So far, the “This Is Wholesome” campaign has proven to be a success for the brand, with both increased sales figures and Google searches for “Honey Maid,” as Adweek points out.
Read more

Gisele Bündchen Stars in Droga5′s Latest for Under Armour

When Under Armour signed Brazilian supermodel Gisele Bündchen for an advertising contract, she received quite a bit of criticism over social channels.

In the latest from Droga5′s “I Will What I Want” campaign, quotes from these social media critics are shown in the background (along with some support) as Bündchen tunes it all out and proceeds to kick and punch a heavy bag. She looks more like an athlete than a model in the spot, proving she has abilities beyond the runway. Her kung fu and yoga moves are also on display at http://gisele.underarmour.com/ — set to the backdrop of more real social media comments. While Gisele may have seemed like an odd choice for Under Armour, the collaboration works, even if it lacks the same narrative power as the campaign’s previous spot with Misty Copeland.

“We wanted to show a new side of Gisele—the unguarded, raw, real and brave side that shows what its like living in the public eye,” Droga5 Creative Director John McKelvey explained to Adweek. “To the world, most people have only seen her in a context of beauty and polish. But when we came to Gisele with the idea, she embraced the truth of the concept and its potential to be a positive message.” Read more

Droga5 Touts Jockey as ‘Supporting Greatness’

Droga5 has a new campaign for Jockey, positioning the brand as, ahem, “supporting greatness.”

The 30-second broadcast spot points to greats who have worn the brand, such as Babe Ruth, George S. Patton and Buzz Aldrin. Then the spot takes a sharp left turn with a “what if” proposal involving Aldrin, and things quickly get pretty goofy. But then we suppose an underwear brand shouldn’t take itself too seriously.

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.

Read more

Droga5 Inspires for Under Armour

Droga5 takes Under Armour in a different direction with a new campaign called “I Will What I Want” aimed at women, starring Misty Copeland, a soloist with the American Ballet Theatre.

The spot opens with a young girl reading a rejection letter from a ballet academy over a sparse piano track as we see Copeland, poised on her taut ankles in a practice room. “…You lack the right feet, Achilles tendons, turnout, torso length and bust,” reads the girl. “You have the wrong body for ballet. And at 13, you are too old to be considered.” At this point, the soundtrack is set in motion and Copeland springs to life, twirling and gliding across the stage decked out in Under Armour. It is not until the conclusion of the 60-second spot that Copeland’s identity is revealed, her ultimate triumph over adversity implied.

Copeland, who is only the third African American soloist in the history of the American Ballet Theatre, told The New York Times “she never received a rejection letter that so starkly enumerated the reasons she was ill suited to be a ballet dancer,” but that “it accurately encapsulated the resistance she had faced throughout her career,” told from the time she was an adolescent that she had “the wrong body type” for ballet.

We see a lot of ads aim to be inspirational, but seldom do they succeed like “I Will What I Want,” which, unlike most spots with similar ambitions, doesn’t come across as forced or hokey. Coming from Under Armour, it’s an unexpected and refreshing new direction. Along with the broadcast spot, the campaign also includes digital and outdoor components, featuring Olympic skier Lindsey Vonn, tennis player Sloane Stephens and soccer player Kelley O’Hara in addition to Copeland. Stick around for credits after the jump. Read more

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