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Reebok Wants You to Get a Tattoo

Reebok teamed up with The Viral Company for a new campaign aimed at CrossFit junkies.

The campaign is centered around a one-day contest, offering a one-year subscription to CrossFit (a value of about $5,800) to whoever gets the largest tattoo of Reebok’s logo at a pop-up studio. Reebok will be setting up with Stockholm tattoo parlor Salong Betong at Sweden’s Tough Viking obstacle race event on August 30th. The individual who gets the biggest tattoo will walk away with the grand prize, while anyone who gets a Reebok tattoo will be rewarded with a Reebok fitness kit worth around $725. That’s not a bad prize for those willing to brand their bodies with a corporate logo. Check out the video above for a closer look and head to reebokforever.com for more information.

YARD Explores Duality for Perry Ellis

YARD has a new campaign for Perry Ellis’ fall collection, featuring model Mikus Lazarus, as shot by photographer Daniel Jackson, interacting with himself.

Each shot features Lazarus shot in black and white, in a different iteration of Perry Ellis’ line, with a colorful background. Meanwhile, text appears onscreen with messages like “very classic,” “very instinctive,” and “very on point,” concluding with the message (and iteration of the Perry Ellis philosophy, as expressed by the man himself), “Never be afraid to take risks…and never take the clothes you wear too seriously.”

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Pereira & O’Dell Apologizes for Fox Sports 1′s College Football Coverage


Pereira & O’Dell, New York apologizes for Fox Sports 1′s increased coverage of college football in a new web video suggesting the ramifications of the network’s comprehensive coverage.

Opening on a woman flipping off the camera (her middle finger blurred out), the spot examines how the increased amount of college football available erodes a couple’s marriage as the husband spends all his time on the couch glued to the television. “I used to like college football. In moderation,” she says at one point. The family dog is also neglected, staring longingly at his food bowl and sadly attempting to find a partner to play fetch with. “Thank you, Fox Sports 1, for ruining a perfectly decent husband,” the woman says at the spot’s conclusion.

The 30-second broadcast spots which will air across Fox channels and paid media. The campaign also features a print component in the form of an apology letter from the network that ran in The New York Times and New York Post today as well as social media components on Twitter, Facebook, Vine and Instagram.

Print ad and credits below.

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john st. Reimagines Back-To-School for Future Shop

john st. takes a different approach to back-to-school for Future Shop, reminding students, “You’re not shopping for back-to-school, you’re shopping for your future.”

The broadcast and online pre-roll campaign features students depicted in their future careers as an astronaut, marine biologist and robotics engineer, decked out in the latest tech from Future Shop. john st.’s campaign also includes “out-of-home transit shelters, digital interactive video, rich online display and Future Shop in-store signage.” The agency also tapped professional futurist Trevor Haldenby, “to help provide a glimpse for students into the potential future and careers they will eventually step into.”

“We like how simply this idea re-frames the ‘Back-to-School’ time in a way that is really relevant and ownable to Future Shop,” explains john st. Executive Creative Director Angus Tucker. “The truth is that a lot of the tech they sell can have a dramatic impact on a  kid’s education and future, and ‘Future Shopping’ is a fun way to bring that out.” Stick around for credits after the jump. Read more

Argonaut Celebrates Jamaica for Appleton

Argonaut created a new campaign for Appleton Rum, entitled “From Jamaica With Love,” launched to coincide with Jamaican Independence Day on August 6th.

The spots celebrate Jamaican culture, as well as Appleton’s Estate Aged Rum, branded as “100 percent Jamaican.” Argonaut’s campaign marks the first by the agency since becoming the brand’s agency of record. In order to capture the authenticity of the brand, the San Francisco-based agency sent a team to Appleton’s distillery in Jamaica’s Nassau Valley to witness the production process first-hand.

“In order to be successful with this campaign, we made it a priority to send a team to Jamaica to experience first-hand the splendor of Appleton Estate and the Nassau Valley to capture the authenticity of Appleton Estate Jamaica Rum,” explains Jordan Warren, president, Argonaut. “As a result, the ‘From Jamaica With Love’ campaign gives a glimpse into the people, the beautiful Estate and the unique methods that create the only premium rum from Jamaica.”

The “From Jamaica With Love” video (featured above), in addition to the two-minute “From Cane to Cup” are part of a digital initiative created in partnership with Sharethrough. The campaign also features print and out-of-home initiatives targeting markets such as Austin, Texas; Atlanta, Miami; Portland, Oregon and Columbus, Ohio. Stick around for “From Cane to Cup” following the break. Read more

Lowe Roche Goes Fearless for Canadian Cancer Society

Lowe Roche has launched a new interactive campaign for the Canadian Cancer Society called “The Fearless Challenge,” which attempts to raise money online by asking people (such as the actors involved with the campaign) to face their worst fears for a certain price to be donated to the Canadian Cancer Society. If the goal is met, individuals honor their pledge by facing their fear head-on.

“The Canadian Cancer Society is committed to creating a world where no Canadian fears cancer, but we are not there yet,” explains Mike Kirkpatrick, director, marketing for the Cancer Society in Ontario. “We know that more work needs to be done because a cancer diagnosis is still one of the scariest things a person can face.”

The campaign attempts to help raise funds to help those with cancer, based on the insight that a cancer diagnosis, despite progress with managing the disease, is still a very fearful proposition. So in addition to helping to raise funds, the campaign also attempts to help tackle that fear in cancer patients by showing people conquering their own greatest fears. Celebrity endorsers and participants in the campaign include actor Jason Priestley, sports commentator Jesse Palmer, Shannon and  Sophie Tweed-Simmons of Gene Simmons Family Jewels and Shannon & Sophie, and Hedley bassist and cancer survivor Tommy Mac. But the campaign isn’t just relying on celebrity endorsements, it invites viewers to participate by filming their own video and making a pledge at FearlessChallenge.com. Stick around for credits and actor Jonathan Keltz‘s pledge after the jump. Read more

GreenLight Taps Cam Newton for Under Armour

At the end of last month, we brought you news of Droga5′s campaign for Under Armour highlighting American Ballet Theatre soloist Misty Copeland. The latest from the brand, created by GreenLight Media and Marketing, tells the kind of story more expected from the brand, turning to Carolina Panthers quarterback Cam Newton for a new series entitled “Huddle Up.”

The first episode in the series begins with the Panthers’ disappointing end to the 2013 season. While the season is over, Newton has his work cut out for him in a busy offseason that sees him working towards a college degree, recovering from surgery, and helping the kids at his program. Over the course of around six minutes, viewers are given a well-rounded view of Newton’s life off the field as he prepares for training camp.

Under Armour vice president of creative Brian Boring told Fast Company that the goal of the series is to “create stories that inspire athletes,” adding, “The content series format gives us an opportunity to tell a deeper story through the voice of an athlete, specifically in this case, football players.” Read more

The Brooklyn Brothers Brings Back Jason Sudeikis for NBC Sports

Jason Sudeikis reprises his role as coach Ted Lasso in The Brooklyn Brothers’ spot for NBC Sports’ coverage of the English Premier League, which starts August 16th.

Last year, Lasso went over the pond to coach London’s Tottenham Hotspur Football Club. Now, he’s readjusting to life back in the states. Lasso engages in some early drinking, has an afternoon tea, drives on the wrong side of the road, and turns his apartment into “Teeny Tiny England”. In the process, he meets Tim Howard and lands himself another coaching gig. While Sudeikis’ character is pretty funny and the spot has some amusing moments, it also feels drags a bit at over six minutes in length. Maybe save this one for afternoon tea.

BBDO NY Taps NBA Greats for Foot Locker

BBDO New York taps Houston Rockets star James Harden and retired NBA greats Charles Barkley and Scottie Pippen for a funny new spot entitled “Short Memory,” which promises to be the first in a series.

When Harden asks Barkley for advice on starting the new season fresh, Barkley explains that all the greats have short memories. Harden asks if that means Barkley forgot about it if he had a bad game, to which Barkley replies that he never had a bad game. Harden persists with a series of questions, until Barkley cuts him off, seeing that he doesn’t get it, and turns to Scottie Pippen for help. Pippen perfectly encapsulates Barkley’s point, declaring himself the greatest Chicago Bull ever — which would be true with a parenthetical “(available for selection in NBA Jam).”

It’s a clever spot, making good use of Barkley’s comedic potential, even if Harden comes across a bit stiff in comparison. Pippen’s tongue-in-cheek boast alone gives “Short Memory” viral potential, which the spot already seems to be fulfilling. It has racked up almost 600,000 views since being posted yesterday. Stick around for credits after the jump. Read more

Danny MacAskill Rides the Playboy Mansion for Red Bull

Professional cyclist Danny MacAskill turns the Playboy Mansion grounds into his personal trick course in a new online spot for Red Bull (which appears to have been made in-house).

MacAskill can be seen grinding on railing, riding backwards on one wheel down a hill and jumping over walls, with some Playmates thrown in for good measure(although featured less prominently than you might expect). There’s not a lot to the 2:08 video: just MacAskill’s tricks with the Playboy Mansion’s attractions in the background; but the video is well shot and edited, and the song selection (“9.2.5″ by Ghosthouse), although quite cheesy, fits the footage well. The brand may risk alienating some casual consumers with the spot (especially women), but their core demographic will likely appreciate the low-brow mix of extreme sport and silicon-enhanced cleavage.

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