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W+K Plants Tongue in Cheek for Andy Awards

W+K finds a unique and amusing way to call for entries to the 2015 Andy Award in a new campaign featuring a a member of a bomb squad, neurosurgeon and firefighter all discussing a career that takes real courage: advertising. Each of the spots, which were directed by Clay Weiner of Biscuit Filmworks, ends with the tagline, “Where only the bravest get rewarded.”

In “Neurosurgeon” the discussion happens during brain surgery, as the surgeon in question asks, “How do you know when you sell an idea to a client that the idea is actually going to work?” He asks for the scalpel and then continues, “It’s like its one big conceptual umbrella and then what do you do with that?” He goes on with his hypothetical scenario, in which the client kills the idea in favor of a brand manifesto with “hard hitting VO,” he sighs. “And then wait ’til AgencySpy gets it,” the surgeon ads. “It’s brutal.”

In the other spots a firefighter marvels at the difficulty of balancing TV, digital and social, and the bomb squad member trembles at the thought of having to “come up with a groundbreaking social media campaign in a week.” Obviously the point of the ads is to point out that advertisers aren’t doing anything as courageous or important as saving lives, knocking down the self-importance of award shows a peg or two in the process. The videos are supported by display and social media ads depicting big name creatives like Gerry Graf, Susan Hoffman, Jeff Benjamin and Dan Wieden being congratulated by firefighters, astronauts, surgeons and the like. Stick around for “Hurt Locker” and “Firefighter” after the jump. Read more

CHI&Partners Celebrates Holiday “#ColourInvasion” for Carphone Warehouse

CHI&Partners launched a new holiday campaign for Carphone Warehouse enititled “#ColourInvasion” promoting the large number of color exclusives available in its stores for the holiday season.

The spot is set in a dark, gloomy seaside town that (as you may have guessed from the title) receives a sudden invasion of color. That color arrives courtesy of a group of bikers, all decked out in colorful clothing to create a kind of motorcycle chain rainbow. Keeping things on the minimalist side, the spot lets the color speak for itself, without any intrusion from voiceover. The campaign is running online on Carphone Warehouse’s YouTubeFacebook and Twitter channels, as well as the brand’s online content hub, The Lowdown. Yesterday the rband also launched a competioon across its social channels, affording customers the opportunity to win an “exclusively colored handset every day for two weeks” and the chance to win a grand prize of a Harley Davidson 883 Matte Black Roadster.

“The work is an epic, vibrant, dollop of colour hitting Britain’s shores with impact,” said Rob Webster and Alexei Berwitz, creative directors at CHI&Partners, in a press release. “Here, the team have created a campaign which is as joyously simple as the brief that inspired it.” Read more

Clemenger BBDO Celebrates ‘Local Legends’ for New Zealand Transport Agency

Wellington agency Clemenger BBDO has a history of releasing intriguing road safety PSAs, forgoing the typical heavy-handed scare tactics in favor of nuanced spots that tell stories rather than beat viewers over the head with a message. Their track record includes last year’s “Blazed” stoned driving PSA and this effort from January. So it shouldn’t come as a surprise that the agency has once again delivered with “Local Legends,” but it just may be their best attempt yet.

The spot takes an intriguing approach to the problem of drunk driving, targeting not drivers themselves but bystanders who witness people getting into their cars drunk but are unsure how to act, or if it is their place to do so. In the ad, two elderly gentleman at a gas station see a group of rowdy youngsters getting into their car. “They’re just kids, if we don’t say something” one of them says, gesturing toward the group. “Why don’t you get a lift home tonight?” one of the men asks the boys, who are initially dismissive. Eventually, after much discussion, they convince the group to let one of them drive them home. What really sets the ad apart is how convincing the dialogue is, with awkwardness and humor that pulls the viewer into the story.

Clemenger BBDO also manages to incorporate a clever social extension, with local newspapers, radio and street posters asking public “What would you say?” and allowing them to respond via phone, text or Facebook, and then sharing the best responses. Rather than feeling tacked on, it engages viewers with a question the PSA implies and gets people thinking about what they’d do in a similar situation. Not only does this increase viewer engagement with the PSA, it may even help change bystander behavior, ultimately the goal of the campaign.

“The purpose of this strategy is to get people to be their own legends,” explains Linda Major, head of social marketing at Clemenger BBDO. “By thinking about what they would do in a similar situation people will be better prepared intervene in a way that defuses a real situation.” Read more

Click 3X Creates ‘The Nat Geo Contraption’

Creative digital studio Click 3X worked with National Geographic and Kinema Films to create “a four-ton scientific contraption with 38 triggers and 71 moving pieces” that they’ve dubbed “The Nat Geo Contraption.”

Drawing inspiration from the gadgets depicted by American cartoonist Rube Goldberg (although many viewers may be reminded of the board game Mouse Trap), the contraption combines items including “nine globes, three tires, one billiard ball, one VW Beetle, a set of bowling pins and a variety of everyday objects” for a fun chain reaction promoting the network’s “science-minded block of programming” which includes Brain Games, Science of Stupid and Street Genius. The programming bloc is set to air on National Geographic in 170 countries, and in 45 different languages, beginning in January 2015. A contraption of such size, of course, wasn’t built overnight. Click 3X and director Manny Bernardez worked diligently with production designer Bernardo Trujillio for over two months to bring the creation to life.

“It’s the celebration of human ingenuity, to highlight the smart and entertaining lineup of the shows coming up on Nat Geo” explained Emanuele Madeddu, senior vice president of creative and marketing, NGCI. “I have always been fascinated by these devices, and I want our viewers to experience science in a uniquely National Geographic way. You can’t miss the reveal at the end.” Read more

BBDO Toronto Redefines Progress for Prince Edward County

BBDO Toronto examines the idea of “progress” and what it really means in a new spot promoting Prince Edward County, entitled “Progress Redefined.”

“It was progress that put a hole in our ozone” begins the voiceover in the spot, going on to question what the word really means in what appears to be audio captured at some kind of speech. The audio is juxtaposed with footage of the scenic county, captured by director by Chris Muir of Someplace Nice. This footage seems to present an alternative to the hustle and bustle of modern life hinted at in the description of progress, which converges when the speaker finally decides that progress “has given us a chance to redefine it.”

“We wanted to capture the essence of The County,’ explained Carlos Moreno, SVP, executive creative director, BBDO Toronto. “The County is holding progress at bay, embracing artisanal crafts and an authentic way of doing things.”

The approach makes sense, given that many of Prince Edward County’s offerings — local wineries, its farm-to-table dining establishments and “rustic-chic aesthetics,” to name a few — are reflective of the kind of values hinted at in “Progress Redefined.” Prince Edward County was pleased with the results. Neil Carbone, director of community development said, “We are thrilled with the result and eager to promote the idea of ‘real progress’ in marketing The County.” Read more

JWT Reimagines Rockwell for Tylenol

JWT uses the Norman Rockwell painting “Freedom From Want” as a springboard to examine the modern American family in its spot for Tylenol launching the brand’s “For What Matters Most” campaign.

“Normal Rockwell painted America’s story for sixty-plus years,” begins Abigail Rockwell — Norman’s granddaughter — at the beginning of the ad before remarking on how “our definition of family is expanding.” The ad then asks, “What would a Norman Rockwell holiday look like today?” before answering with three families as examples. There’s the Japanese Yee Hoshida family, who view the hot pot served for dinner as metaphor of the blending of cultures and generations that go in to a modern family; the blended family Beser Carr Schneider Musich, who “happen to be four parents trying to raise our children”; and the African American Garza family, whose eyebrow ring-wearing grandmother serves up Cornish hens rather than the traditional turkey for Thanksgiving. All three families describe what makes them unique and “what matters most,” with each, of course, pointing to family. It’s all, of course, very sentimental, which is only appropriate given the Rockwell connection.

The spot saw a soft release on Thanksgiving, and JWT released a separate video for the Yee Hoshida family on Tuesday (featured after the jump). Videos for the other two families will roll out soon for the holiday season. The videos mark the launch of JWT’s “Freedom From Want” campaign for the brand, which Manoj Raghunandanan, senior director on the Tylenol business, told AdAge “presage a broader media effort in 2015.”

Raghunandanan told that publication that the campaign “reflects serving our consumers and how unique and diverse they are,” and that he didn’t worry about a conservative backlash over the ad’s depiction of a blended family which includes a lesbian couple.

“If you look at what we’ve stood for as a brand, it’s always been so much more than pain relief,” he added. “Caring for people and going beyond their pain is what makes Tylenol Tylenol.” Read more

‘Santa Flies Coach’ in 180 LA’s Holiday Effort for Expedia

180 LA crafted a holiday effort for Expedia entitled “Santa Flies Coach,” where Kris Kringle ditches the sleigh and travels around the world via more conventional means.

Santa visits Honolulu, Tokyo, Dubai, Paris and Dublin en route to his final destination. Everywhere he goes people are, of course, delighted to see the jolly, white-bearded symbol of Christmas, but viewers may be wondering by now why exactly Santa has ditched his sleigh. The spot takes a heartwarming turn with that reveal as Santa arrives at his final destination: “For one week Santa flew around the world, because now the points we earn traveling can be donated to St. Jude Children’s Hospital” appears onscreen as Santa visits patients at the hospital. It’s a heartwarming message, made all the more so by its unexpectedness in the wake of the cheery beginning of the ad. And the reveal, rather than feeling cheap, offers a satisfactory explanation furthering our understanding of what preceded it. A lot of holiday efforts shoot for this kind of feeling, but few attempt to actually motivate viewers toward specific charitable action, which makes “Santa Flies Coach” all the more admirable. Read more

Le Bureau Tells You Not to Buy Shit for Red Cross Sweden

Swedish agency Le Bureau teamed up with Seattle-based animation studio The Academy’s Swedish collective known as Brikk to create a two minute PSA for Red Cross Sweden.

The ad tries to convince Swedes to give Red Cross parcels to those in need for Christmas, rather than buying something they won’t even remember next year. Or, as Brikk puts it, “We together with Red Cross think that a food package to Syria is a better Christmas gift than a fitness band, and that’s what we are trying to communicate in the animation.”

To accomplish this, the animation highlights just how many gifts are forgotten, or even sold secondhand online after the holiday season. “Don’t buy thoughtless presents for the ones you care for, buy something special that shows they mean more,” says the spot’s rhyming narrator, positing Red Cross gifts as the answer. Near the end of the PSA he gets a little more direct, saying, “…this year don’t buy shit, make an active choice.” The candidness is refreshing, and should get more people to share what otherwise could have been a very dry message. Read more

M&C Saatchi Celebrates ‘Twinkling Lights’ for UGG Australia

M&C Saatchi LA has launched a global holiday campaign for UGG Australia, centered around the 60-second broadcast spot “Twinkling Lights” promoting the brand’s holiday collection.

The spot features what appears to be a large group of women dressed in identical white outfits performing a choreographed dance routine, with the dancers dropping twinkling lights to create a snowflake pattern. In reality, only eight dancers were used in the making of the video, with those dancers digitally duplicated to give the impression that there’s a larger group. The ad, which channels a kind of throwback vibe with its choreographed spectacle and unfettered holiday cheeriness, ends with the tagline, “This is magic. This is UGG.”

“We really wanted to tap into the spirit of the season, the emotional connections that people have around the holidays and how UGG figures into that equation,” explained Nancy Mamann, vice president, global marketing, UGG Australia. “We really think that this multi-channel campaign epitomizes our brand positioning and highlights the beautiful holiday product we have this season in a campaign that is both premium and engaging.”

The global campaign featuring “Twinkling Lights” is rolling out in markets including the US, Canada, France, UK, China, Hong Kong, Japan, Germany and Italy, with a second spot entitled “Passing Out Presents” set to break later in the season. Aside from the digital ads, the campaign includes a social element encompassing a shoppable gift guide on Instagram and “additional content stories that speak to the season and themes of the broader campaign across Pinterest, Facebook, Instagram and Twitter,” as well as OOH and in-store components.

R/GA Toasts the Holidays for Bailey’s

R/GA London rolled out a digital holiday campaign for Bailey’s, an extension of the brand’s global “Here’s To Us” campaign targeting millenial women, created by BBH London.

The digital extension celebrates getting together with friends — whether it’s going out and trying new places, as in “Here’s To Getting Together” (above), or staying in and hanging out, as in “Here’s To Staying In” (after the jump). Both videos, which launched in the UK last month and are now rolling out across Europe, feature montages of quick shots which together tell the story of a night with friends. In “Here’s To Getting Together” it’s “trying new places,” “catching up… on everything,” waiting for that one friend who’s always late and having just one more side dish. Each spot ends with the group of women toasting with a glass or shot of Bailey’s, implying the brand is part of the perfect evening.

In addition to the online spots there is also a campaign Tumblr page functioning as part of “a unique influencer campaign featuring women such as Daisy Lowe and blogger Eleanora Carisi.” The influencer campaign will include editorial interviews, Instagram content creation, and cocktails created by Daisy Lowe (UK), Jessica Weiss (Germany, of Journelles Blog) and Eleanora Carisi (Italy, of JouJou Villeroy blog) alongside “London Mixology icon” Missy Flynn.

“Our ambition is to create unique online content that captures the magic you feel when you’re with your best girlfriends and inspires women to raise a toast to each other with,” explains Dawn Allison, global digital marketing manager, Baileys, in a press release, adding that the campaign “marks a critical phase in our journey to re-ignite performance by putting consumer behaviour – serve and occasion – at the heart of every brand execution.” Read more

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