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Wieden & Kennedy

W+K Portland Helps Craig Robinson Protect His Dodge Dart

Amazingly, comedians Craig Robinson and Jake Johnson had yet to appear in any major films, shows or campaigns together before this week.

That all changed with the release of these inaugural clips in W+K Portland‘s new campaign for client Dodge. The theme is simple: no one can touch Robinson’s new Dart — even his equally famous and strangely nosy neighbor.

That’s the first of three :30 spots…

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We Hear: W+K Signs S7 Airlines

S7-library

While the agency’s official comment is “no comment”, an anonymous tipster can confirm today that Wieden+Kennedy‘s newest client is S7, formerly known as Siberia Airlines.

Never heard of it? It’s the largest domestic airline in Russia, or the equivalent of our own Southwest to Aeroflot’s United.

We’re told that the company, which previously stuck with Russia-based agencies like Leo Burnett Moscow for its advertising needs (a Burnett campaign won two awards at Cannes this year), wanted to expand and go with an overseas shop in order to win greater market share as more and more Russians travel for both business and pleasure.

W+K–which also serves as AOR for Delta–beat three other agencies on the pitch.

Some odd S7 ads after the jump.

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W+K Portland Declares Kevin Durant ‘The Baddest’ for Nike

“I don’t want to talk about who’s the best. I want to talk about who’s the baddest,” says Dick Gregory, while chilling at a basketball court at the beginning of W+K Portland’s new spot for Nike, “The Baddest.”

After listing some historical candidates for “the baddest,” such as Connie Hawkins, Artis Gilmore, George Gervin, Spencer Haywood, and David Thompson, the spot goes on to make a case for Kevin Durant as “the baddest” right now, through video footage and a variety of testimonials. The well-edited 60-second spot also spends some time explaining what the title of “the baddest” means, with comparisons including “bad like a good Thanksgiving meal,” “bad like money” and “bad like black coffee.” It all makes for a fun, very watchable spot, regardless of whether or not you agree with Nike and W+K’s  choice for the title of “the baddest.” Stick around for credits after the jump. Read more

W+K NY Taps Fred Armisen in Latest for Heineken

You can hardly blame people for not wanting to participate in Heineken’s latest “social experiment” for the brand’s “Routine Interruptions” campaign.

The spot, by W+K New York, sees Fred Armisen anonymously call a payphone and ask whoever picks up to come across the street. Of the thousands called, only five obliged the request, and those who did joined Armisen onstate at The Comedy Cellar (the New York City comedy club most well known from its inclusion in FX’s Louie). It’s a strange approach, but makes a little more sense in the context of Heineken’s “Routine Interruptions” series, which attempts to pull city dwellers out of their usual routines for an adventurous night. Still, the 90 second spot doesn’t do a lot to sell Heineken, as if it weren’t for the logo at the end there would be nothing to tie it to the brand.

“We believe that it’s not just by shouting loud and clear the brand name or brand image that you are going to get consumer engagement,” Heineken USA Chief Marketing Officer Nuno Teles told AdAge. “It’s far more important to share the brand point of view and to engage the consumer through the content.”

W+K São Paulo, Nike Remind Brazil ‘Tomorrow Starts Now’

W+K São Paulo has a new spot for Nike entitled “Tomorrow Starts Now,” reminding Brazilians who have just had their hearts broken by the World Cup that they still have the Rio 2016 Summer Olympics to look forward to.

The well-produced 60-second spot, created in conjunction with PBA Cinema/Produtora Associados and director Nico Perez Veiga seeks to inspire with a montage of Brazilian athletes training and competing at their respective sports. While the inclusion of indoor soccer may poor a little salt in some still fresh wounds, the larger message is to forget the past and move forward. The dialogue and voiceover free spot relies entirely on its soundtrack and footage to get its message across, ending with the “Tomorrow Starts Now” tagline, which serves as both an inspiration for a nation in need of some cheering up and a more general Nike-style rallying call. Stick around for credits after the jump. Read more

Doogie Howser (Almost) Drinks Heineken Light for W+K NY

From a kid in scrubs to a man with an angry inch, Neil Patrick Harris is quite possibly our leading example of a Renaissance Dude. The star may now add “drinking beer” to his illustrious resume along with acting, singing, cooking and talking to Smurfs.

Well, sort of…

According to The New York Times and Stuart Elliott, NPH (as the cool kids call him) will help promote Heineken Light in a humorous campaign created by Wieden + Kennedy New York that includes television and online spots and a microsite: besttastinglight.com.

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W+K Portland Introduces Mandroid for Old Spice

Here’s yet another item from W+K today, as the agency has debuted its latest campaign for Old Spice, introducing a creepy new android character.

The new character makes his debut in the 30-second “Soccer” (featured above). When the robotic man goes to kick a soccer ball at the beach, he falls directly onto a sunbathing woman, crushing her ribs. Initially irked by the painful injury, she then notices that he smells amazing. When the android says that he can’t get up, she replies, suggestively “Maybe I don’t want you to.” Coming on the heels of the funny Terry Crews-filled World Cup spot, it’s pretty disappointing. It also marks something of a creepiness trend in W+K’s Old Spice work, with the campaign featuring anthropomorphic hair getting the creepy ball rolling earlier this year. Its “our products will make women want you” message is also vaguely reminiscent of Axe’s strategy of marketing to pubescent boys — the only demographic desperate/gullible enough to swallow such a claim. Either approach is irksome enough on its own, but combined they’re truly troubling. W+K’s latest campaign for Old Spice also features the 30-second online spot “Nightclub,” which takes a similar (but possibly even more ridiculous) approach. We’ve featured it after the jump for any interested parties. Read more

W+K NY, Rudy Hype College Football Playoffs for ESPN


Sean Astin reprises his role as Rudy in a new spot W+K New York created to hype the new college football playoff format for ESPN.

In the spot, Astin apes his inspirational speech from Rudy, this time riling up the locker room with the promise of a playoff format for college football. When he reveals that the format won’t take effect until 2014 however, the reception falls somewhat flat. Filmed at St. Joseph High School in Brooklyn, New York, the spot takes place in 1975, the year Rudy Ruettiger played for Notre Dame. While the famously cheesy movie certainly deserved a satirical send up, W+K’s spot fails to really hit the mark and feels a bit drawn out at 90 seconds. Stick around for credits after the jump. Read more

W+K NY, Metallica Rock out ‘This is SportsCenter’


W+K New York have a new “This is SportsCenter” spot for ESPN featuring Metallica.

The agency has some fun with the idea that with Mariano Rivera now retired, Metallica doesn’t have a lot to do around the ESPN offices. Metallica looks for other athletes in need of entrance music, with less than satisfactory results, as well as other things to do around the office. Hosts Jay Harris, Scott Van Pelt and Stuart Scott also appear in the spot, which debuts today in anticipation of tonight’s Gillette Home Run Derby. The spot neglects to mention that Metallica still provide entrance/walk-up music for players including Rays reliever Grant Balfour, Phillies closer Jonathan Papelbon and White Sox first baseman Paul Konerko, but then that would kind of ruin the premise. Stick around for credits after the jump. Read more

Bryce Harper Gets Emotional in W+K NY’s Latest ‘This is SportsCenter’ Spot

W+K New York tapped young Washington Nationals star Bryce Harper for their latest “This is SportsCenter” spot for ESPN, choosing to go an unexpected route with the outfielder.

In the 30-second spot, Harper sits in an office watching Field of Dreams with SportsCenter host Hannah Storm. During the movie’s concluding scene, both Harper and Storm get emotional. When Harper leaves to call his dad, he passes hosts John Anderson and Bram Weinstein in the hallway, who remark on Harper’s intimidating eye black — although by now viewers know better. It follows in the successful “This is SportsCenter” formula of toying with a star athlete’s perceived persona, and while it doesn’t add anything new to the approach it feels like a welcome addition, especially with the All-Star Game right around the corner. Stick around for credits after the jump. Read more

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