-W+K New York and Heineken challenged passers-by to silence a crowd in Union Square from an umpire’s chair as part of the brand’s U.S. Open sponsorship (video above). link
-Digital agency Big Spaceship announced a range of promotions, all effective immediately: Rob Thorsen is moving from head of client services to managing director; Mark Pollard from vice president, brand strategy to executive vice president, strategy; Chris Fahey from vice president, product and user experience to senior vice president, product and user experience; Victor Piñiero from lead content director to the newly created role of vice president, social; and Tony Clement from strategy director, analytics to vice president, analytics.
-Pinterest pitches site metrics to marketers. link
-Twitter may be adding a “buy” button later this year. link
-World Health Organization calls for stricter regulations on e-cigarette advertising. link
W+K Portland launched the “Don’t Touch My Dart” campaign earlier this month, pairing comedians Craig Robinson and Jake Johnson. Well, it’s a few weeks later and the duo are back for several follow-up spots the agency has released for the campaign, along with a new interactive digital experience.
In the 30-second “Craig,” Johnson tries to get Robinon’s attention by repeatedly saying his name while he cleans and admires his Dart. Robinson spends the whole time ignoring him, leading into the “Don’t Touch My Dart” tagline (along with accompanying music, composed and performed by Robinson) and a prompt for viewers to “See what happens when you touch my dart.” Clicking on the link leads to an interactive digital initiative where you can move your cursor to “touch” Craig’s dart and see what happens. Try it for yourself here, and stick around after the jump for a couple for “Voice Touching” and “Birdhouse.” Read more
In the latest BBDO-helmed project for client Mountain Dew, the agency has created something even our own sharpest critics must call unique: an animated/live-action mini-series.
Make that a “mini mini-series” — it amounts to two minutes of material in the form of eight different shorts starring the Dew’s as-yet-unnamed “superhero” mascot.
The series focuses less on the client’s product than on the aforementioned cartoon doing cartoonish things:
While the spots debuted on Sunday night’s Video Music Awards, they received a healthy promo push targeting the brand’s Twitter followers and its nearly 9 million Facebook fans (along with their friends).
Most of the spots focus on unconventional methods of transportation…
One Trick Pony got together Virgin billionaire Richard Branson and Jonathan Goldsmith — the actor perhaps most well-known for playing “The Most Interesting Man in the World” in the ongoing Dos Equis campaign — to promote the launch of Virgin Hotels, starting with a single location in Chicago.
In the spot, Branson recites some supposed rumors about the hotel — “The beds are so springy, they had to lift the ceilings 16 inches,” for example — while Goldsmith acts them out. Goldsmith’s involvement leaves no doubt from where One Trick Pony took its inspiration, and Branson’s acting can be a bit stiff, but the 55-second spot is not without its charm. Where the campaign really shines, though, is its social component, which invites consumers to tweet their own rumors about the hotel from the Virgin Hotels site. Users who submit some of the best tweets will be entered for a chance to win a two-night stay at the first Virgin Hotels location, where it’s rumored that Richard Branson tucks everyone in at night. Read more
A production company chose a less-than-savory way to display the Honda Fit’s gas mileage with the new 60-second spec spot “Efficiency.”
The clip, created by production company A2F Pictures, shows a guy returning form what appears to have been a long road trip. He gets out of his Fit, yawns and stretches. Then he reaches into the back seat and takes out a giant jar of what we can only assume is piss, followed by the message, “The Honda Fit can travel over 400 miles without stopping.” Why advertise your actual gas mileage numbers, when you can just show a jar of human urine to illustrate miles traveled? We’re going to assume this guy has some kind of extreme, deep-seated aversion to rest areas, or he was traveling through Pennsylvania. Read more
FCB Chicago keeps things weird for Kmart in their latest spot for the brand, “Shop Like A Boss,” although it’s nowhere near as strange as the brand’s Christmas campaign.
The spot opens on a grandma-type, billed as “Shop Your Way Member Julia Ruiz,” sitting at her computer. After clicking a button, she throws on her hoodie, shades and bling as the soundtrack shifts from serene birds chirping to a hip-hop beat. Soon she’s joined by the two other members of her entourage, and the rest of the spot (the full-length version runs around 95 seconds) is basically a music video. Ruiz and her crew roll up to Kmart, dance around, and pick up her order.
It’s a pretty simple idea, but it’s not without its moments. In the full-length version some of the humor lies just in how the idea is drawn out to such great length, and also how well this Ruiz character plays the part. The spot is meant to promote Kmart’s “shop online, pay in-store” feature, which is touted by a voiceover at the spot’s conclusion. While some viewers may not draw the connection from “Shop Like A Boss” to the service, the spot is at least (quite) memorable and ties the idea to the brand.
Netflix rolled out a new broadcast spot featuring Ricky Gervais to promote its original series during the Emmy’s last night (for which Netflix original series were nominated for 31 awards). It’s unclear at the moment which agency is responsible for the 60-second “Superfan,” but we can confirm that it was not Deutsch, who have worked with Netflix in the past.
UPDATE: We hear that Ignition Creative, which handled the promos for last year’s Arrested Development relaunch, also created this spot.
In the spot, Gervais asks “You know when you’re watching your favorite Netflix show and after five straight episodes, you want to be in it?” He then imagines himself in starring roles of Netflix original series including House of Cards, Orange is the New Black, and Lilyhammer. Gervais interacts with other actors from the shows, on real sets, adding to the feeling that he’s actually leaped into each show’s respective universe. It’s a fun premise, and with Gervais, himself a star of Netflix original Derek, it should be a recipe for success. But somehow the spot never finds its comic footing and falls kind of flat.
Outtakes after the jump, including, of course, Gervais laughing uncontrollably. Read more
-Burger King, Tim Hortons reach merger deal. link
-Vita Coco Kids launches first television campaign. link
-Accounts and personnel moves of note in the advertising industry. link
-WPP sees 9% organic growth in first half. link
-Ten brands that got creative with the ALS Ice Bucket Challenge. link
-Gannett is bringing back giant banner ads. link
-Twitter expands advertising to twelve new EMEA markets. link
Yes, we’re still technically living in the Summer of ’14, ten days away from the first game of the 2014 NFL season and two weeks away from the year’s first edition of Monday Night Football, that follow-up to Sunday Night Football or “the only reason anyone still watches NBC.”
In order to maximize the hype, ESPN and NFL films have teamed up with AOR Wieden+Kennedy New York to create a series of slow-mo, documentary-style spots showcasing the sport’s best players as they make their way toward the field in support of a new tagline: “No Other Night Is Monday Night.”
It’s like a WWE intro with less HGH and other assorted acronyms. Here’s “Tunnel”, which officially launched today:
Don’t worry, there’s plenty of Manning to go around after the jump.