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Ogilvy Unveils Morning Anthem for IKEA

Ogilvy unveiled a new “Morning Anthem” ad for IKEA, the latest in the deluge of advertising from the brand in recent weeks.

The 30-second spot focuses on bedrooms and bathrooms and how the retailer can help make your morning rush a little less stressful. It does a good job of incorporating IKEA products like “organized wardrobes that help you pull it together” and a bathroom organizer that gets “big families out the door” into a peak at the morning routines of a couple of busy families.

The focus on mornings, bedrooms and bathrooms stems from a study IKEA conducted into the morning routines in eight major cities, which has informed all its recent morning-focused marketing, such as SMFB’s “Where Good Days Start” interactive campaign. Accompanying the new spot is a campaign extension called “First :59,” including a website hosting advice from bloggers and designers on how parents can make their mornings easier, as well as a “First 59″ Pinterest board.

Droga5 Celebrates ‘Not Broken’ Families for Honey Maid

Earlier this year, Droga5 and Honey Maid celebrated families of all kinds with a campaign called “This Is Wholesome” that quickly went viral.

Now, the agency continues its celebration of diversity with a new ad entitled “#NotBroken,” a reference to the outdated phrase “broken home” that refers to families of divorce. As the two-minute ad points out, “More than 40% of Americans are part of a blended family,” so it seems odd that so few of them have appeared in major ad campaigns.

“#NotBroken” is constructed as a sort of two-minute documentary (it will also debut as a 30 second broadcast spot today). “Sometimes it’s hard to explain our family to people. I have two moms, and I’ve got two dads,” says a boy named Isaac at the opening of the ad. We then follow Isaac and his family, which is celebrated as well-functioning and supportive.

“At first I didn’t think there were a lot of families like ours, but now I realize that we aren’t that different,” he eventually concludes. The spot ends by inviting people to celebrate their own blended families with the #NotBroken and #ThisIsWholesome hashtags, which are sure to get some love.

So far, the “This Is Wholesome” campaign has proven to be a success for the brand, with both increased sales figures and Google searches for “Honey Maid,” as Adweek points out.
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Nail, Stonyfield Want You to ‘Cheat on Greek’

Nail Communications has launched an innuendo-laden campaign for Stonyfield Organic’s Petite Creme yogurt.

In the pre-roll video (featured above), entitled “Confessions,” a group of women talk about Greek yogurt, albeit in somewhat suggestive terms. It opens with a woman laughing and saying, “I don’t know, a couple times a week, I guess,” before whispering “I don’t really enjoy it.” “It’s just too much in the morning,” adds another woman. The spot concludes by asking, “Not satisfied with Greek yogurt,” followed by the “Cheat on Greek” tagline and a shot of Stonyfield Organic’s alternative.

A “Choose Your Own Adventure” style series of YouTube videos also deals in suggestiveness. The first video in the series asks “So you want to cheat on Greek?” Answer “yes” and you’ll get a coupon, “no” and you’re redirected to a video asking “Are you sure?” Here the series makes a grammatical error, as answering “Yes” to “Are you sure?” lands you the coupon, while “No” leads to a series of videos of “hunks” who attempt to seduce you. (And the suggestiveness gets a little gross, with one guy offering “pure pleasure and ten grams of protein.”) All the videos can be found on the campaign’s microsite. We expect a protest from the American Family Association for Stonyfield’s “promotion of adultery” within 72 hours.
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4Creative Destroys Cancer Cells for Stand Up To Cancer

To promote the October 17th Channel 4 and Cancer Research fundraiser Stand Up To Cancer 4Creative reimagined the typical disaster film with a twist: instead of human’s facing extinction, it’s cancer cells.

A project over a year in the making, 4Creative and production company Nexus create a world of cancer cell blobs inhabiting a modern city, created utilizing 2D paintings and 3D models. The overpopulated urban environment is disrupted by a mysterious blue orb and soon inhabitants are spontaneously combusting left and right. At the end of the spot, it the environment is finally revealed as a microscopic world which a scientist is testing new anti-cancer drugs on.

As directors Smith & Foulkes explained to Creative Review, personifying cancer posed some distinct challenges. “We wanted to steer away from the obvious route of showing cells as a bunch of grotesque alien germs, but we were also acutely aware of not making them too human or cute,” the pair said. “We also had to find a way to illustrate the new therapies, drugs and scientific breakthroughs that are fighting cancer. We wanted their arrival to be initially magical and mysterious, so we used a glowing blue orb, an unexplained light descending upon a shadowy world.”

The result is a highly unusual approach to raising cancer awareness. While the spot risks viewers sympathizing with the cancer cells (before they are revealed as such) it does make for a visually striking effort that stokes the imagination and entertains while raising awareness for a good cause. Read more

BBDO NY Tells Story of ‘The Boy Who Beeps’ for GE

BBDO New York tells the story of “The Boy Who Beeps” in a new online spot for GE.

The two-minute ad begins with the boy’s birth, and the beeping sound he makes in place of the usual baby’s wail. It’s soon apparent that the boy can communicate with machines. This starts off small, with him using his voice to change the channel or hit snooze on his alarm clock, but soon he’s using his power for greater purposes. Maybe it’s the great soundtrack by Beck, but the strange story is oddly touching somehow. Coming on the heels of the recent “Ideas,” it seems that BBDO is going in an emotional direction in their online work for GE. Read more

72andSunny Goes Big with Trailer for Activision’s ‘Destiny’

72andSunny has just released a live action trailer for Activision’s new game Destiny, from the creators of the popular Halo franchise, which will be released on September 9th.

72andSunny and Activision went big for the trailer, teaming up with Academy Award winning VFX studio Digital Domain, Academy Award nominated FX studio Legacy Effects, and director Joseph Kosinski, who created most of the worlds for the ad in-camera, shooting at locations in Mexico, Arizona and Utah. The spot follows the adventures of Fireteam as they attempt to reclaim locations in our solar system from alien invaders. Levitating AI character Ghost is voiced by Peter Dinklage (who also voices the character in the game) and the spot mixes humor, action and Led Zeppelin’s iconic “Immigrant Song” to hype up the game and give a sense of its feel without any game footage. Read more

Gisele Bündchen Stars in Droga5′s Latest for Under Armour

When Under Armour signed Brazilian supermodel Gisele Bündchen for an advertising contract, she received quite a bit of criticism over social channels.

In the latest from Droga5′s “I Will What I Want” campaign, quotes from these social media critics are shown in the background (along with some support) as Bündchen tunes it all out and proceeds to kick and punch a heavy bag. She looks more like an athlete than a model in the spot, proving she has abilities beyond the runway. Her kung fu and yoga moves are also on display at http://gisele.underarmour.com/ — set to the backdrop of more real social media comments. While Gisele may have seemed like an odd choice for Under Armour, the collaboration works, even if it lacks the same narrative power as the campaign’s previous spot with Misty Copeland.

“We wanted to show a new side of Gisele—the unguarded, raw, real and brave side that shows what its like living in the public eye,” Droga5 Creative Director John McKelvey explained to Adweek. “To the world, most people have only seen her in a context of beauty and polish. But when we came to Gisele with the idea, she embraced the truth of the concept and its potential to be a positive message.” Read more

R/GA Reunites The Hoff, KITT for Samsung Smart Home

R/GA reunites David Hasselhoff and talking car KITT from Knight Rider (voiced by William Daniels) in a new spot for Samsung Smart Home.

Hasselhooff talks up the features of the Smart Home, calling it “literally the smartest thing ever,” which causes a fit of jealousy in KITT. The remainder of the two-minute spot deals with the fracture in the relationship between KITT and The Hoff, as KITT attempts to enact revenge and sabotage the shoot. Hasselhoff also has some fun playing on his own character, at one point referencing Knight Rider while attempting to flirt with a boom mic operator — to which she responds, “I think my dad might have mentioned it.” It’s all about as goofy as you’d expect, given Hasselhoff’s involvement, and has some fun moments, although it could have benefited from being edited down a bit from its two minute run time.

Arnold Worldwide Celebrates ‘The Few and Far Between’ for Jack Daniel’s

Arnold Worldwide is launching a new multimedia campaign for Jack Daniel’s entitled “The Few and Far Between,” which celebrates, “the quirky stories told by the proprietors, bouncers, barflys and patrons who frequent…fine establishments and questionable joints.” Or, in other words, drinking stories. The brand avoids accusations of promoting excess with the disclaimer, “You can’t tell a story you don’t remember. Please drink responsibly.”

In addition to short videos, the website hosting the campaign also features “tales of whiskey, revelry and mischief” in the form of written stories, audio and mixed media. You can take a look at a teaser video above, and head to the campaign site for the full experience. The launch features thirty bar stories gathered from around the country, but the brand plans to release even more later this year as part of this massive digital campaign and has also partnered with Vice Media for a user-generated photo contest. Read more

RPA Debuts New Work for ARCO


RPA recently debuted a new campaign for recently-won client ARCO, following Tesoro’s purchase of ARCO from BP.

The campaign celebrates ARCO’s “top tier” designation, as its gasoline “exceeds EPA minimum detergent requirements to help clean engines and maintain optimal vehicle performance.” To highlight the benefits of treating your car right with ARCO gasoline, RPA chose to show some of the ways mistreat their vehicles in a series of four 30-second broadcast spots.

The light-hearted approach works best in “Treat” (featured above), when a woman decides “If top-tier gas at ARCO helps clean my engine, maybe I should clean the rest of my car.” She then imagines all the hard work inherent in undoing the neglect, including some pretty gross tasks, before tossing an empty coffee cup in the backseat and deciding “I’ll do that another time.”

Other spots in the campaign take a similar approach, with “Embarassing” focusing on some of the moments your car shouldn’t have to witness and “Mishap” taking on minor vehicular abuse. “Try It” changes things up, focusing instead on a couple’s misguided decision to go somewhere other than ARCO for gas. Each spot ends with the tagline, ““Your car puts up with a lot. Help protect it from harmful engine deposits. ARCO has quality TOP TIER® gas for less.” emphasizing ARCO’s quality and top tier designation. The campaign began last month with one broadcast spot and an outdoor component, and currently supports the four broadcast spots with online and radio elements, as well as a revamped website.

“We have a long history working on the ARCO brand, and appreciate the challenges of the competitive motor-fuel category,” said RPA EVP, Management Account Director Tom Kirk. “The agency’s goal is to further support ARCO’s brand positioning, and this new work focuses on ARCO’s holistic value proposition around product quality and affordability.” Read more

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