PRNewser FishbowlNY FishbowlDC GalleyCat TVNewser TVSpy LostRemote SocialTimes

Holiday

Santa, Not Polar Bears, Stars in Ogilvy’s Holiday Spot for Coca-Cola

Ogilvy teamed up with Coca-Cola Germany for “Make Someone Happy,” the brand’s holiday ad which notably replaces the polar bears of recent years with Santa, also a longtime holiday standby for the brand. According to AdAge, this “marks the first time since 2011 that the brand’s classic Santa character has been the centerpiece of its holiday TV campaign in the U.S.,” although that publication points out that the polar bears will still have “a supporting role for store-level retail executions.”

In the 60-second spot, set to the Jimmy Durante version of the song of the same name, we see Santa drinking a Coke while thumbing through a book called “How to Make Someone Happy.” The ad then focuses on a series of small good deeds performed by people to make others (often strangers) happy, such as a man giving up his umbrella to a passer-by during a snowstorm and a young man giving a stranger waiting for a train a bottle of Coke. At the end of the spot, Santa has a surprise for everyone. “Make Someone Happy’ manages to communicate a holiday-specific sentiment while also functioning as a continuation of Coca-Cola’s general “Open Happiness” campaign.

Andy McMillin, VP of the Coca-Cola trademark for North America, told AdAge that while the polar bears are ” a very important equity for us,” Santa was a better fit with the message to “look beyond the presents and focus on the true spirit of the holidays,” adding that the character “just fits that so well as the ultimate symbol of giving and caring and bringing joy to others.”

“Make Someone Happy” will debut on NBC Thanksgiving day, and will run until the end of December on broadcast and cable channels including NBC, ABC, ABC Family, USA, Lifetime, TBS and Food Network.

Mediabistro Course

Google AdWords

Google AdwordsStarting December 1, learn how to create an effective Google AdWords campaign for your brand! In this course, you'll learn how the fundamentals of AdWords including how to read the dashboard, monitor and optimize your campaigns, and what to look for to improve your results. Register now!

john st. Celebrates ‘Gifts You’ll Want Too’ for Future Shop

john st. has a new holiday campaign for Future Shop that appeals to the selfish side in all of us by reminding viewers that tech gifts are “Gifts You’ll Want Too.”

The spot follows around a man as he gleefully tries out a variety of devices around Future Shop. “I thought he was shopping for your mom” says a confused retail worker, to which his embarrassed daughter replies, “He is.”

The obvious message of the spot is, while you could get your significant other some kind of clothing/jewelry/etc. that they, and only they, will enjoy, if you shop at Future Shop you can give them something that you’ll enjoy just as much. It may be kind of a selfish viewpoint, but its one john st. hopes wins viewers over with honesty.

“We’re all guilty of doing a little ‘me-shopping’ when doing our holiday shopping for our friends and family. ‘Gifts you’ll want too’ is a cheeky way of showing how you can make them and yourself happy
with the same gift.” said Angus Tucker, executive creative director at john st., in a press release

“What differentiates Future Shop from other gift-giving destinations is that when you give the gift of tech, other people get to enjoy it as well,” added James Pelletier, director of brand marketing, Future Shop…”It’s a win-win – for the gifter and the getter.” Read more

Arnold Redefines Black Friday for Santander Bank

While in recent years many retailers have made infamous Black Friday sales into even more of a behemoth by pushing back their opening times so sales start earlier and earlier on Thanksgiving day, others, such as Costco, have gained public respect by bucking the trend. In a new campaign aimed at the most infamous shopping day of the year, Arnold Worldwide came up with a series of Black Friday alternatives for Santander Bank in an attempt to take back the “true meaning” of Thanksgiving (and make Santander look good by association).

In the above, 30-second spot, “Black Bean Soup Friday” for example, we see shots of a family rising early and piling in the car. “On…Black Friday, Tom and his kids will rise before the sun,” the voiceover informs us, “They will beat the crowds” it goes on as the car speeds along. But, in what’s designed to be a surprise, they “…pass the department stores with lines around the block,” and instead go volunteer at a local soup kitchen. “There are many ways to make the day after Thanksgiving meaningful,” the spot concludes, “How will you spend your day?”

This may seem like an unusual move for a financial institution who stands to benefit from a rush of holiday spending, but Santander claims its “family-values focused European roots run deep” and that they have a “commitment to Real Change and challenging traditional perceptions of banking.” So by taking a stab at Black Friday, in a way designed to be heartwarming, Arnold is distancing Santander from other banks, and attempting to make people think that, unlike their competitors, Santander stands for something. Other Black Friday alternatives suggested in the campaign are “Black Top Friday” (spent playing basketball with friends and family) and “Black Belt Friday” (spent watching Kung-Fu flicks). Read more

Martin Williams Unveils ‘Sparkle’ for Mall of America

Martin Williams has unveiled its holiday campaign for Mall of America, focused around a 30-second broadcast spot entitled “Sparkle.”

The spot highlights all the different finds visitors can pick up at Mall of America, with an emphasis on women’s clothing and jewelry. Set to a “modernized” version of “Carol of the Bells,” the spot intersperses shots of models showing off different clothing, jewlery, makeup, etc. with messages like “Always elegant,” “Always stunning,” and “Always festive,” ending with the tagline, “Redefine your holiday.”

A print campaign running in newspapers regionally and nationally in magazines focuses on the message that Mall of America offers “More choices than anywhere else in the nation, all under one roof,” while additional support is provided by six different OOH executions. Additionally, Martin Williams created a Digital Buyers Guide for Mall of America, which will be released on a microsite on Black Friday. The campaign follows a rebranding effort from the agency for the Bloomington, Minnesota retail complex in April.

“The Mall of America has so many options to fit anyone’s need or mood,” said Laura Terry, SVP and chief marketing officer of Martin Williams, in a press release. “No matter what people are looking for, the new holiday television spot reminds them that there is always something new and fun at the mall.”

Jim Parsons Stars in mcgarrybowen’s First Efforts for Intel


Ubiquitous Big Bang Theory actor Jim Parsons stars in Intel’s new holiday campaign, the first work from agency McGarryBowen since being named agency of record in October.

The first spot for the holiday campaign (featured above) breaks Monday, and the campaign will run for six weeks as the other ads gradually roll out. In it Parsons plays himself, running amok a restricted access area at Intel and gawking at Intel’s RealSense technology, until he is eventually thrown out by a security guard who tells him not to talk about anything he saw. Parsons’ broadcast spots will be backed by a social media campaign featuring companion videos and photos.

“The decision to approach this in a comedic way was one that intrigued me from the beginning,” Gordon Bowen, chairman and chief creative officer of McGarryBowen, told The New York Times. The campaign “is really just the beginning,” Bowen added. “It sets us up for a campaign that tells you there’s a new Intel that is bringing things to market that will surprise and delight you.”

Ogilvy Rings in the Holidays with Kevin Ross for Glade

Ogilvy & Mather worked with singer Kevin Ross on a holiday spot for Glade entitled “Feel Anticipation.”

For the spot, Ross wrote a song supposedly expressing how holiday scent Sparkling Spruce made him feel. Ross can be seen performing the song in an outdoor stage, surrounded by plenty of Glade candles ending with the “#FeelGlade” hashtag. While the “song inspired by a fragrance” premise can be a bit hard to swallow, it should appeal to fans of the emerging Motown singer, and maybe even net him — and the brand — a few new fans along the way. In addition to the 30-second broadcast spot, Glade also released a full-length music video for the song (featured after the jump), which is also available to download on iTunes.

It’s part of a larger rebranding campaign from Ogilvy for the brand, which is seeking to reposition itself as not just selling scents but the feelings they evoke. In another recent effort, Glade set up a pop-up shop, which they called the Glade Boutique, in New York’s meatpacking district. According to Adweek, the Glade Boutique saw “concierge” guide visitors through a “scent and emotion journey” in the Feelings Lounge, with scents such as Blooming Peony and Red Honeysuckle Nectar. The brand also teamed up with Cirque de Soleil for an October event in Madison Square Park. Read more

Poo-Pourri Drops a Load of Poo Puns in ‘Even Santa Poops’

Poo-Pourri made waves last year with the viral “Girls Don’t Poop” video introducing its toilet deodorizer with pun-filled toilet humor that went on to garner over 30 million views on YouTube. While the follow-up, “Second Hand Stink,” didn’t draw quite as much attention, the brand’s latest, “Even Santa Poops” has the potential to attract attention to the brand once more with the holiday season right around the corner.

Written and directed by Pete Marquis and Jamie McClelland, who worked on HelloFlo’s “Camp Gyno” and “First Moon Party,” in collaboration with copywriter Joel Ackerman, who was behind the original “Girls Don’t Poop” spot for Poo-Pourri, “Even Santa Poops” should prove a success. The setup is new: Santa is delivering gifts when all the cookies and milk catch up with him and he has to retreat to the toilet for relief. His stench wakes three British sisters, who attempt to blackmail him for extra gifts and inform him of the Poo-Pourri which he should be using to mask his odor. Otherwise the formula is familiar: plenty of poo puns and a quick introduction of the product as a solution. Mostly the puns are pretty clever and while some may object to the premise, others will be all too happy to gleefully share this with friends and the timing of the release works to promote Poo-Pourri as a holiday (gag) gift while people are shopping for the season.

Team One Launches Annual ‘December to Remember’ Push for Lexus

Team One has launched the annual “December to Remember” holiday sales event for Lexus with a new integrated campaign built around three broadcast spots.

In each of the 30-second spots parents present a different explanation for how exactly Santa manages to deliver a luxury sedan. The parents in “Christmas Train” explain how an iconic holiday train made its way to their driveway, where elves helped unload it right to the driveway — complete with Lexus’ signature red bow. In “Magic Box,” the car magically self-assembles from a small box Santa places in the driveway, while in “Teleporter” it is beamed in directly from the North Pole.

The broadcast spots begin airing today on network and cable television, with “Christmas Train” also being translated for Hispanic and Asian-American markets. Additionally, the campaign is supported by print and OOH executions, as well as a digital partnership with The Weather Channel which will “provide targeted December Sales Event ads in real time based on local weather conditions.”

“The holidays are a time of year when people indulge their imaginations and share stories filled with magic and wonder,” said Brian Smith, Lexus vice president of marketing. “This year’s holiday campaign celebrates the tradition of storytelling and reminds us that children aren’t the only ones who get to have fun this time of year.” Read more

Cheil UK Launches First-Ever UK Christmas Effort for Samsung

Cheil UK has launched the first-ever UK Christmas campaign for Samsung, with two 30-second broadcast spots entitled “Christmas Round Ours” and “All Wrapped Up Early.”

Both spots employ a sentimental mood, celebrating the holiday. In “Christmas Round Ours,” the voiceover celebrates Christmas as the holiday where “You gather round turkeys, and ducks…or you’re glued to the box, and you wouldn’t miss it for the world,” over footage of families gathered together for the holiday. “All Wrapped Up Early” takes a similar approach, as a couple watches footage of their daughter at a holiday recital, ending by positioning Samsung as helping you handle the stresses of the season and getting everything “wrapped up early.” Both ads channel the kind of warmth typical of UK Christmas advertising while positioning Samsung as helping to keep everything together during the holidays, whether it’s getting your shopping done or video chatting with distant relatives.

Both ads go live via social media today with “All Wrapped Up Early” making its broadcast premiere tomorrow during ITV’s “I’m a Celebrity: Get Me Out of Here,” while “Christmas Round Ours” will debut on Monday.

“Samsung’s first Christmas campaign was an exciting opportunity,” said Logan Wilmont, executive creative director at Cheil UK. “It allowed us to show how Samsung’s technologies are part of the very fabric of Christmas in Britain today. Whether it’s TV’s or tablets, smart phones or smart watches, they are as much as part of the British Christmas as mince pies and Morecombe and Wise.” Read more

MMB Teams Up with Aggressive for Subway Holiday Push

MMB teamed up with production company Aggressive for a new holiday campaign for Subway employing a mix of methods in three different spots.

The animated 30-second “Winter Wonderland,” introduces Subway’s holiday “Customer Appreciation” event, which sees the fast food sandwich chain offering two of its most longstanding offerings — the meatball marinara and coldcut combo — for a reduced price. “Winter Wonderland” keeps the holiday vibe low-key, with the music and background animation celebrating the season in general rather than a specific winter holiday in particular. Two 15-second spots take a similarly laid-back approach, but swap out the animation for live action spots with appearances by NFL stars Justin Tuck and Robert Griffin III in “Famous Fans” and the brand’s longtime spokesman in “Jared.” There’s nothing particularly memorable here, as MMB and Aggressive seem to rely on the deal speaking to fans of the brand without any unnecessary bells and whistles. Read more

NEXT PAGE >>