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Wieden & Kennedy

W+K NY Gets Super ‘Normal’ for Gap

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As an agency denizen, you’ve no doubt embraced the notion of “normcore”…right?

It’s hard to believe that a t-shirt and jeans combo somehow amounts to a fashion statement, but the new Fall campaign from Gap speaks volumes on how the world will dress in 2014 (outside of pitch meetings, at least).

Wieden+Kennedy won the account without a review back in March, and this first campaign features print and (yet-to-be-released) TV spots with big stars like Anjelica Huston and Elisabeth Moss “Dress[ing] Normal” in a nod to clothes that resemble a uniform without trying too hard.

Since Gap’s strengths always concerned the basics, getting back to them seems like a good idea for the brand. Some alternate taglines on that theme for your review after the jump…

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W+K Amsterdam and Kevin Durant Want to Know Who’s ‘The Next Baddest’

In a recent spot launching Nike’s “KD Stratosphere Collection” for Foot Locker, Kevin Durant and W+K Amsterdam have a message for all the aspiring stars with big hoop dreams: bring it, son.

In this sequel to the older “baddest” spot from July, Durant strikes a note of solidarity with all the playground amateurs: he was there once, too. In fact, they might one day be lucky enough to challenge him (on his private rooftop court?) for the title of “The New Baddest.”

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W+K Promotes Sony’s Waterproof Phone with Underwater Apps

W+K worked with Sony and development partners Motim and SoftFacade to create a series of apps promoting the Xperia Z1S’ waterproof technology.

Several of the apps, including “Goldie” (featured above), “Plantimal,” “Photo Lab,” and “Sink Sunk,” are designed to be used underwater. As you might have imagined, “Goldie” is an on-screen goldfish. When submerged in water, the fish swims around contentedly, but if you remove your phone from the water he flops around, gasping for breath. It’s a clever little diversion, which can demonstrate the phones’ capabilities for a few minutes, although Sony recommends users don’t submerge their Xperia Z1S for more than a half hour. “Plantimal” offers up a cross between an underwater plant and animal, which is happier with larger amounts of water. “Sink Sunk” is perhaps the most reusable of the apps, offering up a submarine game you can play in your sink or kiddie pool (as demonstrated in the video), while “Photo Lab” lets you develop photos underwater.

There are also a pair of apps, “Little Umbrella” and “Rainy-oke” designed for use with precipitation. Stick around for “Sink Sunk” and “Rainy-oke,” along with credits, after the jump. Read more

W+K Taps Neymar for Nike

With the world’s biggest soccer star set to lace up his cleats again, W+K tapped Neymar Jr. for a new Nike spot promoting the brand’s Hypervenom Phantom Boot worn by the Brazilian forward.

The 60-second spot, entitled “Mirrors,” likens Neymar’s speed and agility to playing with a field full of mirrors. As he makes his way down the field, opponents are unable to tell which is the real Neymar, and end up sliding into glass. Neymar dances around opponents and easily lands a shot in the back of the net, which is followed by the “Deceptive by Nature” tagline. W+K decided to forgo any voiceover or narrative in favor of showing Neymar in action, and the approach works, as the mirrors, coupled with Neymar’s considerable talent make for a visually interesting and entertaining spot. The soundtrack, “Rivers of Blood” by Wu.

Credits below.

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W+K NY Gets in on the Shark Action for Southern Comfort

The latest in W+K New York’s “Whatever’s Comfortable” campaign for Southern Comfort is a strange one.

Timed to coincide with Shark Week, the new spot, which is called “Shark,” opens on a woman sitting alone at a club tapping out the beat on her glass with her overly-long fingernails. As the camera zooms in it becomes clear that her nails are painted to resemble shark jaws. She then slowly stirs the drink with her fingernails before plunging down and stabbing the maraschino cherry, which lets out a red, blood-like ooze. Strange stuff, for sure, but also one of the more compelling spots in the campaign and a well-timed release. Stick around for credits after the jump. Read more

W+K NY Finds ‘Different Ways In’ for ESPN

W+K New York has a new campaign for ESPN, promoting the network’s coverage of college football and stoking fans’ excitement for the first year of the college football playoffs.

The campaign, entitled “Who’s In?” will run from the start of the season until a National Champion is crowned in January. “Different Ways In” (featured above), the campaign’s debut spot, launches today across ESPN’s networks and digital properties. Narrated by Burt Reynolds, the 60-second spot manages to cram in references to 20 different schools, as well as cameos from Jerry Jones, Jimmy Kimmel, Urban Meyer, Les Miles, Sam Bradford and JJ Watt. That’s not a bad way to stoke excitement from fans of different schools for the FBS College Football Season on ESPN, which begins Wednesday, August 27. Stick around for credits after the jump. Read more

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

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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.”

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