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Holiday

mcgarrybowen Surprises Customer with Carol-Fueled Shopping Spree for Sears

mcgarrybowen employs a different type of social engagement with its new “#MoreToYou” holiday campaign for Sears, which debuts with “Kirsten’s Holiday Shopping Spree at Sears” (featured above).

In the spot, Kirsten laments the difficulty of finding gifts for her large family and then hears her doorbell ring. At her door is “Brad from Sears” there to bring hear some good news: Sears saw Kirsten’s tweet complaining about the difficulties of holiday shopping and has decided to give her a shopping spree so she can cross everyone off her list. She’s pretty excited by the shopping spree, and the prospect of getting all her shopping done in one place, if a bit taken aback at the carolers suggesting presents for her family. The spot ends by asking viewers to tweet using the hashtag #MoreToYou for a chance to “surprise and delight another customer in the future” (their words).

“#MoreToYou” is supported by Sears social media team and blogger engagement, with “Kirsten’s Holiday Shopping Spree at Sears” as the latest chapter in an ongoing campaign. Read more

The Year in 360i

If you work in advertising, chances are at least one of your coworkers (or possibly you) has a desk cluttered with toys. For its agency holiday card effort, 360i is calling on advertising professionals to use these toys for good, and they don’t even have to give them away to do it. The effort, as described in the video above, asks people to share a photo of their favorite toy using the hashtag #AgencyToyDrive on Twitter or Instagram and 360i will donate a matching toy to charity. It’s a clever fundraiser, tapping into the agency toy phenomenon to give back during the holiday season.

360i’s agency toy drive caps off the year for the agency, following being added to Nestle’s digital roster and promoting Toyota’s “Teen Drive 365″ effort last month. More news and campaigns from 360i, which was named one of the most desirable full-time gigs by freelance network Working Not Working, after the jump. Read more

Tribal Worldwide Strikes Up the ‘People’s Choir’ for Volkswagen UK

Tribal Worldwide, London created this online Christmas effort for Volkswagen UK, featuring a “People’s Choir” singing carols in public locations.

It’s a pretty straightforward approach, the “People’s Choir” is transported via Volkswagen Sharan to various locations where they spread some holiday cheer to random passsersby. The 90-second spot will run across Twitter, Facebook and YouTube starting today as “part of the brand’s social initiative to thank Volkswagen enthusiasts for their support during the year.”

“Volkswagen is a brand that’s all about people and making life better for them,” said James Hogwood, creative director, Tribal Worldwide. “So when we’re trying to put seasonal smiles on the faces of our Volkswagen fans, it felt natural to bring those values to the fore.” Read more

R/GA Tells Story of ‘Holiday Dreams’ on 74 Screens for Samsung

R/GA teamed up with production company 1st Ave Machine to tell the story of a young girl’s “Holiday Dreams” for Samsung, using 74 different screens, from a 2-inch smart watch to a 65-inch curved HDTV, in the process.

The animated story begins with the girl sleeping in her bed on a winter night when her stocking “caught a ride, escaping to the cold outside.” From here, the girl searches for the stocking throughout various dreamscapes on different Samsung devices, until finally she finds herself “safe and sound and back in bed.” The ad ends with Samsung wishing viewers, “May all your holiday dreams come true.” We’re guessing, though, they might rescind that wish if your holiday dream includes a new iPhone.

It’s a cute story, and the way it’s told is certainly intriguing. Everything in the spot was shot in real time, with the devices all synced to communicate with each other as the animation jumped from one screen to another. If you’re wondering how exactly, R/GA and 1st Ave Machine pulled this off, stick around for behind the scenes footage after the jump. Read more

BBH Takes ‘The Next Step’ for Johnnie Walker

While everyone is still looking back at the year in retrospect, BBH looks ahead to 2015 in “The Next Step” for Johnnie Walker.

The 60-second spot is notable for its unusual visual style, accomplished by filming in one continuous take on a moving set that took around three weeks to complete. Once filming started, it took approximately 50 takes and three days to get everything right. “It really didn’t start to come together until the final takes,” BBH Copywriter Mikio Bradley told Adweek.

The spot opens on an actor at a holiday party as the lights go out. As the actor — who happens to be named Oliver Walker — begins walking, the voiceover begins: “The first step of a new year, we’ll all take one, but where will a step take you? How high could you climb, and how far?” As the voiceover continues philosophizing, the actor continues walking through his vision 0f 2015, until he eventually finds himself back at the party where he started. “The new year begins with the next step,” concludes the voiceover, how far will it take you?” As fireworks explode overhead, the text “Here’s to 2015″ appears onscreen, followed by the “Keep Walking” tagline. In the online version, which made its debut on December 4th, this is then followed by the question, “How Will You #Keepwalking in 2015?” The broadcast version is set to run from December 22nd through early January.

While this is clearly an attempt at social engagement, BBH may as well be asking the question of Johnnie Walker. The Diageo whiskey brand is currently in the middle of a global review, with BBH defending the account, which has been with the agency since 1999. BBH vowed to “vigorously defend” in the review, and this ambitious effort certainly makes a good case for the agency as they hope to celebrate retaining the account in 2015. Read more

SapientNitro Flies Beyond for Grey Goose

SapientNitro, social agency of record and digital agency for Grey Goose, has launched a holiday campaign for the premium vodka brand as an extension of its “Fly Beyond” global campaign.

The campaign is centered around two broadcast spots, running 15 seconds and 30 seconds, supported by digital, print and social initiatives. In the 30-second spot (featured above), the agency positions the brand as a “gift for those who fly beyond.” The spot opens on a city party where someone fills several glasses with ice and opens up a bottle of Grey Goose. “We all know someone this year, who has done something special,” intones the voiceover as the bottle is opened and poured. For those who haven’t done anything special, we’re guessing Smirnoff or Absolut will do the trick, and apparently that fickle 007 has changed his preference to Belvedere.

“Grey Goose has long been a brand that people have shared with friends and celebrated with those most special in their lives,” said Grey Goose VP Category Director. “This year we bring that sentiment to life through the new Fly Beyond platform which encourages people to recognize those they hold dear…” Read more

We Are Social Launches ‘#Holiday360′ for Lenovo

Global social media agency We Are Social launched a holiday 360° selfie video campaign for Lenovo entitled “#Holiday360.”

The campaign aims to drive a “deeper level of engagement and collaboration between Lenovo and its social community” by leveraging the selfie phenomenon, asking users to submit a selfie video documenting how the holiday season is celebrated in their hometown, along with their name, country, and city, to Lenovo on Facebook, Twitter or Instagram using the #Holiday360 hashtag and @Lenovo. Lenovo will then curate a video comprised of user submissions to create “the world’s first global 360° selfie.” This campaign is the latest in a series of multi-platform initiatives from Lenovo. “We’ve found that our community enjoy sharing their own content with us, and as such, campaigns like this where fans are empowered and can express their creativity generate high levels of participation and engagement,” said Lenovo Director Rod Strother.

“Selfies have kept evolving over the years, and in this case we wanted to shift the focus to the festive surroundings as much as the people themselves,” added Sharim Gubbels, a creative director at We Are Social. “It’s fascinating to see how different countries and cultures celebrate the holiday season; Lenovo will help its community create a truly social, global celebration.”

BooneOakley Saves Holidays with Bojangles Logo

Charlotte full-service independent agency BooneOakley recently launched a holiday spot for regional fast food chain Bojangles which positions the brand’s logo as hero.

In the ad, a young couple are setting up their Christmas tree when they realize the star is broken. Luckily, the guy just brought home some Bojangles and uses a flashlight, razor and Bojangles’ logo to find a solution. The 30-second spot, set to the Sufjan Stevens song “Put the Lights on the Tree,” manages to tell this story without any dialogue, ending with the couple hosting a holiday party with friends and a banquet of food from Bojangles followed by the punny tagline “‘Tis the Seasoning.” It’s definitely a step up from the agency’s spot for the chain featuring Bubba Watson from this spring.  Read more

The Year in McKinney

Gingerbread BNB

For McKinney’s holiday offering, the agency released Gingerbread BNB, a site allowing visitors to book a virtual stay in one of three elaborate gingerbread houses (Modern Home, Rustic Cabin, or Cozy Camper), with proceeds going to Robin Hood, a New York “initiative to help homeless families off the streets and into safe homes.” After visitors select their gingerbread house to rent or give as a gift they can book their stay and share a postcard and feel good knowing they’ve helped someone in need find a home for the holidays.

The holiday card for McKinney caps off the year on the heels of the agency’s holiday spot for Samsung featuring Kristen Bell and Dax Shepard.

A short roundup of 2014 news and campaigns from McKinney after the jump. Read more

TBWA\MAL Raises the Bar with ‘The Song’ for Apple

Last year, TBWA\Media Arts Lab created one of the most memorable holiday ads with their sentimental “Misunderstood” spot for Apple. Now the agency is back with another holiday effort that’s even more emotional.

In “The Song,” a young woman finds a Voice-O-Graph record — which, as Adweek describes it, “allowed people in the 1940s and ’50s to record their voice directly to vinyl records” – her grandmother made for her grandfather when they couldn’t be together for the holidays. She studies the song, learns to play it for herself and, using her MacBook Air, records her voice over her grandmothers to create “A Duet” and loads it on an iPod as a gift. The emotional climax occurs as she watches from the stairs as her grandmother listens to the song.

As in “Misunderstood,” this new effort shows a young person using Apple’s products to create a heartfelt, original gift. But while “Misunderstood” presented the gift as a reveal meant to be surprise viewers, in “The Song,” the viewer is aware of the protagonist’s intentions from early on, which makes the viewer feel complicit in the action and makes the emotional ending all the more powerful. If TBWA/Media Arts Lab set the bar for emotional holiday ads with last year’s effort, “The Song” clears it easily. Now this one will be hard to top.

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