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BBH NY Shows Gamers How to Do a Proper Victory Dance for PS4

BBH New York enlisted dancers from the New York City Ballet for a series of ads depicting victory celebrations for PS4, an extension of the “Greatness Awaits” campaign.

Each of the six spots begins with a group of dancers performing classic ballet moves in scenery/dress meant to evoke certain styles of games (sports, space, war, etc.) before a musical change signifies a shift in style and they perform a more modern victory dance. At the end of each 30-second spot, viewers are invited to contribute to the linked social initiative, calling on gamers to submit their own victory dance on Instagram for a chance at winning a PS4. At this point, any gaming advertising that tries something different is a welcome departure, and the social initiative has the potential to lead to some fun engagement with fans. We do wish, however, that they had managed a take of “Dunk” (stick around for it after the jump) where she actually makes the shot. Read more

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Ogilvy & Mather Chicago Crafts ‘Hemingway in 15 Seconds’

Ogilvy & Mather Chicago created an Instagram campaign for The Ernest Hemingway Foundation of Oak Park adapting three classic Hemingway novels into 15-second videos.

The idea behind the campaign is that, while Hemingway’s novels are rightly considered modern classics, younger generations aren’t reading his work. So The Ernest Hemingway Foundation tasked Ogilvy & Mather Chicago with finding a way to stoke interest in the author, and the agency decided to use the popular Instagram platform. The videos are all fairly tongue-in-cheek, telling the entire plot of each novel — A Farewell To Arms, For Whom The Bell Tolls and The Old Man and the Sea – in a way designed to pique interest in the works.

Director Eduardo Cintron made every second count, as the videos had just 15 seconds to tell the entire plot of a novel. Sometimes the self-effacing humor risks going to far and parodying the work to the point where it undermines it, but for the most part they strike a balance between reverence and irreverence (after all, these are supposed to be fun), with each video ending by directing viewers to the The Ernest Hemingway Foundation’s site. Whether they can get kids to actually read For Whom The Bell Tolls is another story. Read more

Anna Kendrick Stars in ‘The Waiting Game’ for Kate Spade

Anna Kendrick returns to the advertising world following her role in Newcastle’s “(Non-) Super Bowl Commercial” at the beginning of the year.

This time, Kendrick appears in an online ad for Kate Spade in which she has locked herself out of her apartment. Stranded on her stoop, Kendrick drinks champagne, chats on her cell phone, models her Kate Spade finds for her dog and loudly sings the Christmas carol “Good King Wenceslas” while waiting for the locksmith to show up. Finally. she hatches a plan to reach her fire escape and get into the apartment, then opening the door to let her dog in. Kendrick brings her usual charm to the ad, directed by Michael Mohan, and keeps things amusing enough, even if it’s more cute than funny.

The video is also available in an interactive format, allowing viewers to “click on the items throughout to view behind the scenes footage and shop all of the Kate Spade looks featured.” Stick around for the interactive version, along with credits, after the jump. Read more

Drogba, Messi Square Off in ‘Epic Food’ Showdown for Turkish Airlines

After winning the Turkish Airlines business last September, CP+B’s “Selfie Shootout” spot for the brand, starring Lionel Messi and Kobe Bryant, went viral, eventually reaching over 138 million views to become the most watched ad of the year on YouTube. CP+B brought back Messi again this year for the follow-up effort, this time pairing him with fellow soccer star Didier Drogba for the third and final spot in a series that began with the 2012 “Legends on Board” spot from Turkish agency Alametifarika, also starring Messi and Bryant.

In the new spot, called “Epic Food,” Drogba travels to different locations around the world for exotic meals (showcasing all the places Turkish Airlines flies to). At each restaurant he visits, however, he finds a photo of Messi, who has already been there. This only strengthens his resolve to find a place Messi has yet to visit, upping the ante with places farther and farther off the beaten path. If you enjoyed the previous spots in the series, chances are you’ll like this one as well. If not, “Epic Food” doesn’t change the formula up enough to change your mind. The spot will be hard pressed to outdo last year’s “Selfie Shootout,” this time without Bryant along for the ride, but should go viral even if it doesn’t reach quite the same level of success.

The 60-second spot is supported by an initiative calling on viewers to upload their own epic travel photos through EpicFoodMap.com with a competition offering a chance to win a trip to the locations featured in the commercial. Drogba and Messia will be kicking it off themselves, on November 18th, with their favorite foods. Read more

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

BBH London Launches ‘The Welcome of Home’ for British Airways


BBH London has crafted an ambitious online spot for British Airways entitled “The Welcome of Home.”

The four minute long ad tells the story of a Canadian woman named Chitra visiting her grandmother in India, and bringing along a bit of a surprise. It is an emotional journey, perhaps a bit too saccharine for some, dealing with themes of family, love, culture and the true meaning of home. “No matter how many years I’ve been away, home will always be India,” Chitra says at the spot’s conclusion, before the message, “We know how important home is appears onscreen.” There’s little overt branding in the ad until its conclusion, with BBH London instead tying British Airways to the idea of home and the emotional tone of the ad. It’s well produced and, unlike a lot of long-form ads, doesn’t feel stretched beyond its limits. Still, getting people to sit through a four minute long ad for an airline is an uphill battle, making the attempt perhaps too ambitious for its own good. Read more

PETA Aims for ‘#WoolFreeWinter’ with Provocative Campaign

PETA is certainly no stranger to provocative advertising, and its latest attempt to take on the wool industry with its “#WoolFreeWinter” campaign is no exception.

The group created two separate ads featuring models in open red long johns scratching their junk, one male and one female, ending with the tagline “Scratch Wool From Your Shopping List” and directing viewers PETA.org to watch a video exposing animal cruelty in the wool trade. Both ads were intended to run on digital billboards, above 42nd Street and at 1500 Broadway from November to January, but Neutron Media deemed the male version — which, unlike the female one, contains a hint of pubic hair, too suggestive, so it is running on PETA’s website instead. The website also features an editorial questioning if Times Square is sexist for rejecting the male ad. We’ve included it after jump, so you can decide for yourself.

“PETA routinely uses both men and women in sexy ads advocating for animal rights,” said PETA Senior Vice President Dan Mathews. “It was especially important in this campaign, as wool is marketed to both men and women who have no idea how violently sheep are mutilated in the shearing process.”

Read more

Zeus Jones, Tim & Eric ‘Fun Harder’ for Totino’s

Agency Zeus Jones worked with comedic duo Tim & Eric (Tim Heidecker and Eric Wareheim) to create a truly bizarre ad for Totino’s.

At the heart of the long ad is a really catchy jingle, which Tim & Eric sing along to and dance around. But add in some strange characters, such as Hard Rock Joe, the song’s supposed writer, some trippy, intentionally bad production and the duo’s typical brand of zaniness and you have “Pizza Freaks Unite” — which is to say one of the stranger ads for a pizza product you’ll ever see. Of course, the spot’s WTF factor is what makes it so memorable (along with the catchy song) and should lead to it being shared across social channels. Of course, Tim & Eric are no strangers to advertising, having most recently made waves with this ad for GE Lighting starring Jeff Goldblum. While “Pizza Freaks Unite” doesn’t quite live up to that recent success, it’s still worth a view if you have a couple minutes. It may be the strangest thing you watch all day. Unless, of course, you watch this.

360i Promotes ‘TeenDrive365′ for Toyota

360i has launched a new campaign promoting the latest installment in Toyota’s teen driving safety initiative, TeenDrive365.

Based on safety research by Toyota and the University of Michigan Transportation Institute (UMTRI), the campaign aims to influence teens by targeting the number one influence on how they drive: their parents. The latest additions to the initiative include online tools, expert advice, local events and social media elements. To promote the effort, 360i worked with Toyota on a series of videos targeting parents of teen drivers.

Two of these videos focus on “Parents Who Drive Bad Anonymous,” a fictional (and grammatically challenged) support group for parents who drive poorly and are worried that they’re passing on their questionable practices to their children. In the above video, Deb attends a meeting and admits to texting while driving. “I know I’ve been a bad example. I’ve been texting while I drive and it’s got to stop,” she says to a mannequin wearing headphones, presumably a stand-in for her son. Another “Parents Who Drive Bad Anonymous” video focuses on a dad obsessed with checking on his fantasy team. Another video, part of the “Masters of the Wheel” series, focuses on NHRA driver Antron Brown and his teen daughter.

“As a mother of a teenager, I often remind myself that the things I do behind the wheel go a long way in setting a powerful example,” said Dr. Tina Sayer, Toyota Collaborative Safety Research Center principal engineer and teen safe driving expert. “Experience and education certainly help your teen become a safe and more confident driver, but our research shows us that the biggest factor in how teens will drive is their parents.” Read more

Weird Al Stars in GSD&M’s Holiday Effort for Radio Shack

In an attempt to boost holiday sales, GSD&M enlisted the services of one Weird Al Yankovic on behalf of the struggling Radio Shack.

The resurgent Yankovic, of course, just had the first number one album of his career with his fourteenth full-length, Mandatory Fun. Radioshack CMO Jennifer Warren cited Yankovic’s resurgent popularity and “cross generational appeal” in explaining the decision to enlist the King of Parody, telling MediaPost, “He’s had a resurgence, including a No. 1 album, and an appearance on the Grammies, as well as a recent tour of the talk shows.”

And, indeed, Yankovic has appeal from everyone from those introduced to the parodist in the eighties, to those of us who bought Bad Hair Day on compact dist in elementary school, to the kids just being introduced to him today through the music videos he released to promote the new album. But does GSD&M make it work?

Kind of. Yankovic’s quirky, nerdy charm is certainly on display in the ad, and Radio Shack could benefit from the association, but the spot stops short of fulfilling its comedic potential. When a customer asks if Radio Shack carries HeliQuads, Shack employee Yankovic bursts into song about how it is the perfect place for holidays toys for, boys, girls, and your cousin Bob who is 43 and lives at home. GSD&M worked from a script, collaborating with Yankovic from there, according to GSD&M President Marianne Malina. Given Yankovic’s distinct personality (which is what you got him for), it may have made more sense to just let him come up with his own ideas.

Interestingly, the ad will debut in cinemas, where viewers can use the Shazam app to download a longer version. The ad is part of GSD&M’s larger “Gift Smart” campaign as the agency continues to attempt to start conversations around the sinking Radio Shack brand. Recent efforts include the suggestive back-to-school campaign, which ruffled a few conservative feathers with its innuendo.

“Everything we’ve done together…is about getting buzz, and getting back into the conversation,” Warren told MediaPost. Read more

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