In honor of the NCAA March Madness tournament, Y&R created their own “Brand Madness” tournament using their proprietary BrandAsset Valuator database, and there are quite a few upsets.
There are no words to describe just how awful SMOSH’s “Meat Vs. Crust Rap Battle” is. The video is leading voting for Defy Media’s new digital campaign for Hot Pockets (two words innocent enough on their own, that, when combined, provoke an unmistakable feeling of terrible nausea).
Defy Media’s campaign for the lazy college student’s standby, fresh off a recent product recall due to possibly tainted meat, is a March Madness style bracket battle called “Sandwich Showdown.” The musical competition, which began March 18th and is timed to coincide with March Madness, pits #TeamMeat against #TeamCrust; with SMOSH and The Warp Zone facing off to win the chance to represent #TeamMeat, and Brittani Louise Taylor facing Taryn Southern to represent #TeamCrust. Voting for “Sandwich Showdown,” which takes place at Hot Pockets’ Facebook page, is still in its semifinal stage. So if you’d like to cast your vote such gems as “I’m in Crust with You” and “Love at First Bite” you only have eleven days to do so. To be fair, the other entrants aren’t so bad as SMOSH. Brittani Louise Taylor‘s “I’m In Crust With You” is affably ridiculous in a much more watchable way, complete with life size Hot Pockets guy as her long-lost love. She gets my vote, or would if I cared enough to cast a vote at least.
“We’re pumped to put our own musical spin on the Hot Pockets brand for the ultimate Sandwich Showdown,” said SMOSH’s Anthony Padilla and Ian Hecox. “This is going to be a delicious lyrical competition like you’ve never seen and we can’t wait to face-off and let our viewers decide which one of us reigns supreme.” This statement marks the only recorded instance of “Hot Pockets”and “delicious” being used within two sentences. Stick around for “I’m In Crust With You” after the jump, and if you haven’t seen it you owe it to yourself to check out Jim Gaffigan‘s Hot Pockets bit, which I can’t help thinking of every time I hear anything to do with the culinary missiles of misery. Read more
Havas Worldwide Chicago has launched a new March Madness campaign for DISH Network featuring a new kangaroo mascot, which also marks Havas’ first campaign for the company since being named lead digital agency last summer.
The kangaroo mascot, voiced by Rebel Wilson, makes her debut in the TV spot “Mobile Basketball.” In the 30-second spot, the kangaroo shows off the DISH Network’s capabilities by watching college basketball at work, only pretending to be engaged in actual work when the boss walks by. While the spot never quite hits the humorous mark it’s aiming for, it’s still world’s ahead of the campaign’s painful digital spot, “Fight Song.” As you might have guessed, the 30 second spot is built around a “fight song” for DISH Network (in the style of college team’s fight songs) extolling the Network’s ability to let you watch March Madness games anywhere. “Fight Song” will run on sites like ESPN.com, where it will most likely be muted after approximately 1.2 seconds. Havas’s campaign also includes social media activations on Facebook and Twitter featuring the new mascot. Stick around for credits after the jump. Read more
Culver City, CA-based Pitch has just launched an NCAA March Madness campaign for tournament sponsor Burger King, the agency’s first since taking over for Mother NY on BK general market duties in January (Pitch has been in charge of youth/family ad duties since 2010).
For the campaign, entitled “Watch Like A King,” Burger King and Pitch have teamed up with iconic Fab Five member, former NBA star and current NBA TV/TNT analyst Chris Webber, who stars in the Final Four 2 for $5 “Watch Like A King” spot. The 30 second spot sees a fan tell the guy in front of him in a Chris Webber jersey, “Seriously dude, we’re trying to watch the…” at which point Webber turns around and the man lets out a comical scream. Webber then asks him about his two sandwiches for five bucks from Burger King, and they work out a mutually beneficial agreement. The new spot, which unfortunately does not involve Webber attempting to call a timeout, will debut on March 16th. Webber will also be in attendance at the NCAA Men’s Final Four in Dallas cheering on participants of the Burger King-sponsored Kings of the Court 3-on-3 Tournament.
Meanwhile, from today through April 7th, fans can follow @BurgerKing on Twitter and tweet why they deserve to “Watch Like A King” and/or post a NCAA-themed photo with the hashtag #WatchLikeAKing for a chance to win a prize, including “$100 Burger King Crown Cards, mobile phone projectors, flat screen TVs, tickets to the NCAA Final Four and much more.”
“We know March Madness is about the fans, games and of course the student-athletes, so we’re celebrating by partnering with the NCAA to provide the fan base with a viewing experience fit for a king,” says Eric Hirschhorn, chief marketing officer, North America, Burger King Worldwide.
In addition to television and social media, Pitch’s “Watch Like A King” campaign will also feature experiential elements, details of which have yet to be released (but according to the credits you can expect “Throne Installation” and “Crown Headbands,” so that should give you some idea). Stick around for those credits after the jump. Read more