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Mekanism

Mekanism Gets Fired Up for Jim Beam’s Kentucky Fire

Mekanism has a new digital campaign for Jim Beam’s cinnamon-infused Kentucky Fire, entitled “#FiredUp.”

Made up of 15-second spots, Mekanism employs tongue-in-cheek humor to help introduce the new product with advice on how to enjoy it. In “The Slow Burn” for example, step one for “How to get #FiredUp” is to prepare your palette. Step two is to “take it slow,” as the spot shows a group of friends bringing a shot of Kentucky Fire to their mouths in slow motion. “The Kentucky Standard” makes things even simpler ( Step One: Order a round of Kentucky Fire; Step Two: Drink it), while “The Kentucky Tycoon” takes generosity to the next level. The ads will run on Jim Beam’s social channels, and “various online, mobile, social and experiential channels such as ESPNAOL, KargoViacom, and NBCUniversal” through early November. Read more

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Mekanism Goes All the Way to The White House to Prevent Sexual Assault

This newly released PSA created by Mekanism for a tiny, no-name client known as the United States government includes quite a few famous faces aligned behind a single cause: reducing sexual assault rates via personal responsibility.

In fact, the spot begins with some (literal) in-your-face testimony from everyone’s least favorite fictional creative director:

The release tells us that Mekanism “developed the It’s On Us campaign’s concept, creative, and design” with production help from The Mill and Park Pictures while the White House brought the power of celebrity to bear on the project.

Like most PSA campaigns, this one includes multiple elements encouraging viewers to get involved.

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Mekanism Employees Photoshop CEO Everywhere

See, sometimes we get fun tips. Someone at San Francisco’s Mekanism apparently proposed an in-house Photoshop battle beginning with this image of CEO Jason Harris:

The campaign almost certainly won’t win any Lions, but some of the entries are pretty good after the jump.

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Mekanism Takes on Life’s Messy Moments for Method

Mekanism has just launched a new campaign for San Francisco-based shop, Method, “the premier disruptor of the home care category,” featuring a “romantic comedy-style series of TV and online ads, content and social media programs” which will run from March 24 – June 7.

The ads tell the story of Charles and Francine, two opposites who, over the course of the spots, meet, fall in love, and have a baby. Mekanism and Method buck conventions a bit by making Francine the messy one and Charles clean (even if they feel the need to point out that he’s “pretty neat for a guy”). In the first of the spots, the 30-second “They Meet,” Charles finds Francine asleep on his toilet after a night of partying, and Charles wonders how to break the ice. From there, their domestic tale evolves with a series of relatable messes marking milestones in their lives. While not laugh out loud funny, the spots have a pleasant kind of light humor and are quite watchable. The voice over by a man with a strong French accent definitely helps things along, especially in the 15 second “Super Pregnant” where viewers are treated to hearing the words “super pregnant” in said French accent.

“Our story is about opposites attracted to one another,” said Tommy Means, Mekanism founder and executive creative director. “Francine is charming, stylish, impulsive and a bit of a mess not unlike Audrey Hepburn in Breakfast at Tiffany’s. Charles on the other hand is clean and orderly. Telling the Method story through the eyes of this odd couple falling for each other is something everyone can relate to.”

Method is also partnering with digital agency Essence to develop and execute its media plan, which marks Method’s first significant foray into online advertising. Stick around for “Easy” after the jump. Read more