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FCB Inferno Stokes ‘Curiosity’ for BMW UK

FCB Inferno has just launched its first campaign for BMW UK with a 60-second spot promoting the hybrid i8, entitled “Curiosity.”

The spot is based off an idea “first presented in June 2013, when FCB Inferno pitched to win the BMW UK creative account,” according to The Drum. “Curiosity” shows an early human in the year 4000 BC as he becomes curious about a herd of horses. “Interesting thing curiosity: we can learn from it, we can die from it,” intones the voiceover. Although the man is frightened, he manages to mount one of the horses, taking an important step forward for civilization as the voiceover sums up the situation: “…sometimes it can lead us to places we never imagined we would reach.” The ad then pans to the BMW i8, introducing the vehicle as an important innovation for the company. A bit hyperbolic perhaps, but this isn’t a brand known for its modesty.

“In essence, driving a BMW is about exhilaration. The emotion behind the ultimate driving machine is very primal in some respects. The first man ever to have the breakthrough idea of riding a wild horse seemed a fitting parallel for the breakthrough idea that is the i8,” Al Young, FCB chief creative officer, explained to The Drum.

The ad is slated to premiere during the final ad break of the X Factor, and will then be broken up into smaller segments to air on broadcast and online.

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FCB Chicago Unleashes ‘Masters of Madness’ for Kmart

FCB Chicago has launched another goofy spot for Kmart, promoting the chain’s in-store pickup of online purchases with a new holiday ad entitled “Masters of Madness.”

The 60-second spot follows a family as they receive notification that their order is ready for pickup, and then bust some choreographed dance moves to “Just Got A Check” by DJ Milad as they strut through the store to pick up those items. “Masters of Madness” follows the same basic formula as this summer’s “Shop Like A Boss” spot, swapping out that ad’s grandmother for a young family. Unsurprisingly, the joke isn’t as funny the second time around, although the actors turn in some convincing performances. Anyone familiar with the previous ad will recognize the Kmart shoppers acting like they’re in a hip-hop formula immediately, pleasing those not already tired of the joke but turning off those who’ve had enough of it. Either way, it’s hard to imagine this schtick having much more life to it.

FCB Continues to Celebrate Bellies for Kmart, Joe Boxer

A couple weeks ago FCB Chicago launched its “Jingle Bellies” holiday spot for Kmart and Joe Boxer, a follow-up to last year’s “Show Your Joe,” which was unofficially dubbed “Jingle Balls” and went on to score over 18 million views on YouTube. With “Jingle Bellies” now just past the one million view mark, the agency has unveiled a follow-up belly performance entitled “Santa Baby.” The twist? This time around it’s pregnant women dancing.

The women shake their posteriors to an upbeat rendition of the song “Santa Baby” (most famously sung by Eartha Kitt) and then turn around, exposing their pregnant bellies. The reveal comes early in the ad, with the pregnant women dancing for the remainder of the spot, in their pajamas, until they stop and one woman extolls the virtues of Kmart and Joe Boxer. So basically more of the same goofy humor FCB has been employing in its holiday efforts for Kmart and Joe Boxer since the original, although a slight departure from the “body parts as instruments” schtick. The ad comes as a bit of a surprise, however, as there was no immediate sequel to last year’s spot. With Sears Holdings’ Kmart account currently in review (Sears is also up for grabs), this could potentially be FCB’s last work for the struggling brand. Kmart, meanwhile, badly needs its holiday marketing efforts to drive sales to make up for a very tough year for the company. Read more

FCB West Gets Interactive for Dragon Age: Inquisition

FCB West created a campaign promoting the release of Electronic Art’s Dragon Age Inquisition, centered around broadcast and online trailers.

The trailers feature dramatic gameplay footage designed to pique viewers interest in the game, which was released this Thursday. In the 80-second broadcast spot, “The Breach,” for example, an epic battle ends with a dragon blowing fire at the screen, which turns into the title and release date, accompanied by the tagline “Lead them or fall.”

But FCB West’s campaign doesn’t end with the trailers, as the agency created a whole interactive experience which “both challenges and rewards fans with bonus content like no other advertising campaign to date.” The agency created “Quest for the Red Lyrium Reapers,” an interactive experience at DragonAge.com which challenges players with finding hidden content within the game’s campaign videos, and offers a unique incentive: an in-game weapons pack. It’s an interesting approach to get fans engaged with FCB’s campaign, and one that makes the content relevant past the release date. Stick around for the online trailer (along with credits) after the jump. Read more

FCB Chicago Follows Up ‘Jingle Balls’ with ‘Jingle Bellies’ for Kmart, Joe Boxer

Last year, FCB Chicago (then Draftfcb Chicago) caused a stir with its “Show Your Joe” spot for Kmart and Joe Boxer. The spot, which showed boxer-clad men jiggling their unmentionables to the tune of “Jingle Bells” went viral while stirring up controversy among the easily offended and earning the unofficial title “Jingle Balls.”

This year, FCB Chicago is back with a new holiday musical, moving on to a new body part but sticking with same song. “Jingle Bellies” features men clad in open suit tops and pajama bottoms exposing their bellies, as you might imagine, and performing a percussive rendition of “Jingle Bells.” The 60-second spot ends with a surprise tip of the hat to last year’s spot, and the same “Get More Christmas” tagline. Fans of last year’s spot should enjoy it well enough, although without the same level of controversy it’s unlikely to generate the same viral success as “Show Your Joe” and those irked by that attempt will continue to not be amused. The ad, which like last year’s spot was directed by Wondros’ Christian Weber, makes its broadcast debut tonight.

Area 23 Creates ‘The State of Diabetes’ for The diaTribe Foundation

Area 23, part of FCB Health, teamed up with diabetes advocacy organization The diaTribe Foundation for a campaign called “The State of Diabetes” launching today, on World Diabetes Day.

The campaign is based around the insight that if the 343 million people living with type 2 diabetes around the world were recognized as a sovereign state by the United Nations it would be the world’s third largest country. So Area 23 and The diaTribe Foundation launched an initiative petitioning the United Nations to recognize type 2 diabetes as a sovereign nation. While it’s fair to assume that no one involved actually expects that one to pan out, The diaTribe Foundation hopes the initiative will “spark conversations about furthering education and awareness efforts, and even inspire access to healthier food across the globe.”

“In emerging nations—where processed and fast foods are too often more accessible than healthier options—‘lifestyle choices’ may not really be choices,” explains Kelly Close, founder of The diaTribe Foundation. “Education on an individual basis is only one piece of the puzzle. We need to put type 2 diabetes awareness on the agenda, at the national and international levels.”

Area 23 also worked with artist Henry Hargreaves and director Tim Hawkey for a PSA video promoting the initiative. The video sees Hargreaves construct a world map made out of the kind of unhealthy foods that can contribute to the development of type 2 diabetes and asks “What kind of world are we creating?” before directing viewers to the campaign microsite, where they can choose to sign a petition addressed to the UN. Print ads for the campaign are designed to drive traffic to the microsite as well, while social media efforts will also support the campaign. Read more

FCB Chicago Shares Some Strange Ideas for Verisign

FCB Chicago has a new campaign for Internet domain-name company Verisign that takes things in strange and often creepy directions.

In “Fish on a Bus” (featured above), by far the creepiest of the bunch, a man is sitting on a bus notices a creepy-looking costumed fish character in the back. The next time he looks up, the fish is closer and when he moves his seat, the fish moves right near him. When the man gets off the bus he initially thinks he’s in the clear but soon the fish appears out of nowhere and punches him in the face, followed by the line, “You never know when an idea will hit you.” It is then that the fish character is reveled as a mascot for the man’s indoor fish pond company, as he successfully selects a domain name.

Other spots in the ad follow the anthropomorphized idea approach, with a flirtatious bee, aggressive cabbage, and dancing cake offering different takes on the moment an idea strikes. Stick around after the jump to see some of the strange results for yourself. Read more

KFC Covers All Your Demographics in FCB Spot

This latest FCB Chicago spot for KFC can’t solve the diversity problem at ad agencies, but it can easily solve the challenge of casting diverse actors in ads: pick one member from each major demographic and place them around a kitchen table even larger than The Barbarian Group’s legendary desk…

In case you missed the point, it’s that age, race and other factors the U.S. Census considers important don’t matter much when it comes to fried chicken.

Read more

FCB Presents 2015 Pan Am Games Invasion

FCB Toronto recently launched a campaign for the 2015 Pan Am Games on behalf of The Ontario Tourism Marketing Partnership Corporation, centered around a 60-second broadcast spot called “Invade.”

Appropriately enough, the ad imagines Toronto invaded by hordes of athletes, who take to the city to the tune of a cover of the Delphonics “Ready or Not.” It starts innocently enough, with a lone gymnast on a rooftop. But soon a swarm of kayakers is rowing toward the city, followed by equestrian riders storming through neighborhoods, soccer players running through woods and various other groups of athletes. The spot concludes with the message “41 countries, 51 sports,” followed by the tagline “Epic is on.” The spot fits the tagline pretty perfectly, encapsulating the scope of the event in a well-shot, jam-packed 60-seconds that gets more and  more frantic leading up to its conclusion.  Read more

FCB Gets Weird, Retro for Kmart

FCB Chicago has a new spot for Kmart that’s…unusual.

Modeled after an 80′s karaoke music video (as viewed and/or created by someone on hallucinogens), the spot aims to promote the brand’s “pay in store” option for online purchases. Because this is Kmart, it’s done in the strangest fashion possible.

There’s no effective way to prepare the viewer for this experience — let’s just say you can expect synths, retro filters, lyrics explaining the payment process, iPad faces and assorted randomness with a sort of Kate Bush/1984 flavor. Coming on the heels of “Shop Like A Boss” and the ubiquitous “Ship My Pants“, we can’t call it surprising.

That said, it definitely exceeded our expectations.

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