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Posts Tagged ‘Alwin Kuchler’

W+K Portland Launches First Work for Weight Watchers

W+K Portland has launched a new campaign for Weight Watchers, its first for the brand since winning creative duties back in April.

In a new 60-second spot, W+K drops the celebrity-driven approach taken by previous agency McCann (whose latest work featured Jessica Simpson), instead going for a universal theme of “eating your feelings.” The ad, entitled “If You’re Happy…” is set to an adaption of the popular children’s song “If You’re Happy And You Know It” by Tony Babino. “If you’re happy and you know it, eat a snack,” he sings at the beginning of the spot over shots of people happily enjoying ice cream, burgers and cake. Around 15 seconds in the tune changes to “If you’re sad…” and later on to such feelings as “bored,” “lonely” and “sleepy” before finally ending with “If you’re human and you know it, eat your feelings, eat a snack” and ending with the tagline, “Help with the hard part” before finally showing the Weight Watchers logo.

It’s an interesting tactic, tapping into the insight that people associate eating with all types of emotions rather than relying on a celebrity endorsement, which seems to be the standard for the category. W+K seems to be banking on the empathy and relatability of the message being more persuasive than association with celebrity.

According to The New York Times, the ad will “be introduced broadly on Sunday” with an emphasis on “programming apt to draw multiple members of a household” like “the midseason finale of The Walking Dead on AMC on Sunday and the season finale of The Voice on NBC on Dec. 15.” The ad will also “appear widely in cinemas,” which Lesya Lysyj, president of Weight Watchers in North America, told The New York Times “…is great because you’re sitting there with your huge thing of popcorn.”

“We’ve never actually said that weight loss is easy, but when you use celebrities and show before-and-after photos, what you’re doing is kind of implying that it is easy,” she added, explaining the move away from celebrity endorsements. Read more

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W+K, Maxwell House Shoot for Good, Not Great

In a world with Starbucks at every corner and small, fancy artisinal coffee shops sprouting up everywhere, it would be counterproductive for an instant coffee brand to try to compete. So W+K starts a different conversation for Maxwell House, asking, “Whatever happened to good?”

The new “Say Good Morning to a Good Day” campaign features a series of broadcast and web spots centering around an affable, middle-aged everyman (everydad?) who laments that with all the attention on phrases like “Awesome,” “Amazing,” and “That’s epic, bro!” people have forgotten about “good.” In the 30-second spot, he goes on to explain that good is “Swinging to get on base” or “choosing not to overshoot the moon, but instead to land right on it.” This all makes “good” seem pretty appealing, with the spot ending with the resurrected “Good to the Last Drop” tagline.

While some may question the choice of admitting your product isn’t “amazing,” the strategy makes sense for Maxwell House, whose coffee is, at best, “good enough,” and whose best bet is to convince the older generation that all the fuss over fancy coffee just isn’t worth it. W+K pull off the execution really well, making the “good” approach about as persuasive as it can be. Credits after the jump. Read more

Ed Norton Sings Karaoke, Almost Dies Several Times in New Droid Spot

This one’s been making the rounds for awhile now, but we thought we’d give some love anyway. McgarryBowen New York’s new spot for Verizion, “A Lot Can Happen in 48 Hours” features the talents of Ed Norton. It originally aired on December 5th, although it was posted to YouTube about a week before that.

In the spot, directed by Matthijs van Heijningen, Norton is thrown into a variety of dicey situations, with his Droid helping him get through most of them relatively unscathed. “A Lot Can Happen in 48 Hours” opens with Norton waking up to find himself in a strange room, with his Droid still at 3% power. “It’s been an interesting 48 hours,” Norton says, followed by a flashback. We then follow Norton through his series of misadventures, which begins with him finding a lost wallet and using Droid to find the location. This leads Norton to a karaoke bar, where he ogles a taken woman while singing “If I Could Turn Back Time” (the funniest part of the spot).

From here, Norton’s misadventures include attempting to land a plane, being held captive, having a key found in his stomach, playing a high-stakes game of Connect Four, and being held captive once again. Its everything-goes-wrong brand of humor borrows a little bit from The Hangover series, and although the spot seems to employ the kind of random connections Grey NY used in their 2012 DirectTV campaign, the superior execution helps keep it from feeling too easy or derivative. The spot uses a clever setup to promote the Droid’s impressive battery life, and then finds ways to showcase the phone’s other features in the process. This is certainly a far cry better than McgarryBowen Chicago’s disastrous “Denskies” campaign for Sears. Bonus points for the excellent use of a Lykke Li song. Credits after the jump. Read more

BBDO, Twix Encourage More Right Twix Vs. Left Twix Feuding

BBDO’s latest spot in its feudal Twix campaign, “Break Room,” continues to stoke the feud between left and right Twix.

In the spot, a worker in the left Twix factory wonders what a right Twix tastes like. As he takes a bite, a camera zooms in on him and a tube ejects him from the factory, presumably to the right Twix factory. Viewers are encouraged to “Try both. Pick a side.” I’d like to see a more in-depth discussion of the differences between the left and right Twix factories. Are the factory conditions really all that different? Is one more sanitary than the other? Who started this feud? Come on Twix, give us something to work with here.

This fight-stoking campaign seems flat out irresponsible. Why do you have to give us something to fight about, Twix? This could lead to ongoing feuds that rival the east coast vs. west coast battles of the 90s. Can’t we all just get along? Credits after the jump.  Read more

Meet John Varvatos: Fashionista, Crate-Digger and Chrysler Driver

Hey, if hip-hop stars and NFL athletes can dig the Chrysler 300, why can’t fashion designers? Well, at least John Varvatos seems to. Just like the car itself, the current New York resident is also “imported from Detroit” and his rock-influenced style is reflected in this latest spot from W+K Portland (hey, the man is buying an Iggy & the Stooges record and his boutique took over CBGBs if you’re looking for credentials).

Guess that now that the love letter to the blue-collar world of Detroit has been sent with the Slim Shady Super Bowl (and BrandBowl-winning) ad, W+K is just content to let celebs take the wheel and set this campaign in cruise control. But, at least we give props to the agency for enlisting one of our fave directors, Mark Romanek, to helm this spot. Credits after the jump.

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BMW 5 Drivers Need Their Own Kind of Fuel

Here we have Grey San Francisco’s latest spot for BMW called “Refuel,” which was helmed by Tron: Legacy director Joe Kosinski. Though it sadly lacks any young Jeff Bridges composites or Daft Punk scores, the advert nonetheless features an aviators-sporting dude driving one of the models in the 5 series who apparently has to go to great lengths to maintain the same energy as his ride.

Though it’s probably apples and oranges, tipsters are wondering how Grey’s new work for BMW compares to the “Changes” Super Bowl spot KBS+P created for the automaker. Sure, it’s two completely different promotions, but we’d be glad to get your thoughts. See “Changes” below and “Refuel” credits after the jump.

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Audi’s Going to Have A ‘Goodnight’ This Super Bowl

There’s no “Green Police” controversy this time around with Audi’s Super Bowl marketing as the automaker’s unveiled aa new 60-second TV spot, which is dubbed as a prelude to its upcoming Super Bowl XLV advert and marks the fourth consecutive Big Game appearance for Audi.

Venables Bell & Partners is behind the wheel yet again for this effort titled “Goodnight,” which was inspired by Goodnight Moon, the 1947 children’s book by Margaret Wise Brown. It follows the same schematics of the original book while taking the viewer on a journey through an old-fashioned mansion draped with trite symbols of elder, snobby luxury. Audi claims its 2011 A8 flagship sedan is the most technologically-advanced vehicle the company has ever produced and serves as the pinnacle for the brand’s luxury lineup. We’ll leave that opinion for the people who actually drive it.

Credits after the jump.

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Kevin Bacon Worships Kevin Bacon Thanks to Logitech, Google TV

This spot from Goodby, Silverstein & Partners for the Logitech Revue with Google TV stars Ivan Cobenk, aka Kevin Bacon, who is an obsessed fan of, yes, Kevin Bacon (during the Footloose era of course) and uses his Revue to keep him immersed in everything Bacon. So much for a six degrees game.

Does this spot really show off the capabilities of the device? The message is whatever content you want to find, you can get through this device. Well, while we know for sure you won’t have a problem finding anything Bacon-related, it would be nice to see a little diversity. It would only help the product. Peep full credits after the jump.

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