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Posts Tagged ‘Caroline Moncure’

Mekanism Continues ‘It’s On Us’ PSA Effort for White House

Back in September, Mekanism rolled out its “It’s On Us” sexual assault awareness PSA for the United States government, enlisting the help of celebrities (including actor Jon Hamm), along with President Barack Obama and Vice President Joe Biden, to deliver its message.

Now, the agency is rolling out phase two of the campaign, again calling on bystanders to help prevent sexual assault. While the initial effort relied on its star power, this time around Mekanism instead attempts to put the viewer in a realistic situation. At a drunken house party, a female guest attempts to leave, only to have her exit blocked by an aggressive guy asking, “Oh no, you’re not leaving are you? Why do you want to go home?” as another guy sits on the couch with a drink. “This isn’t a PSA about sexual assault,” says the voiceover, “it’s about being the guy who stops it.” The spot ends with the guy getting up from the couch to come to the girl’s aide, followed by the message “It’s on us to stop sexual assault” and directing viewers to ItsOnUs.org.

While lacking the visibility of its predecessor, the spot communicates its message well. By focusing on the guy on his couch just having a drink at a party as an uncomfortable situation unfolds, it puts the viewer in his position, the idea being that viewers in a similar situation will know that it’s time to act rather than simply doing nothing — to be part of the solution, rather than part of the problem. Its released is timed in anticipation of next week’s “National Week of Action” at colleges and universities across the country, a push to get students involved with “It’s On Us.” Read more

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Mekanism Goes All the Way to The White House to Prevent Sexual Assault

This newly released PSA created by Mekanism for a tiny, no-name client known as the United States government includes quite a few famous faces aligned behind a single cause: reducing sexual assault rates via personal responsibility.

In fact, the spot begins with some (literal) in-your-face testimony from everyone’s least favorite fictional creative director:

The release tells us that Mekanism “developed the It’s On Us campaign’s concept, creative, and design” with production help from The Mill and Park Pictures while the White House brought the power of celebrity to bear on the project.

Like most PSA campaigns, this one includes multiple elements encouraging viewers to get involved.

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Shaun White Burns Rubber for BFGoodrich

After already conquering snowboarding and skateboarding before he turns 25, Shaun White is understandably bored. And, if you know anything about the young face of Xtreme Sports for almost a decade, it’s that White loves endorsement deals. Add BFGoodrich to Target and Hewlett-Packard on the list of companies that have nothing to do with snowboarding or skateboarding but will be paying White a chunk of change this year.

The above spot, “Flop Quiz,” is the first is a series of four spots from the Martin Agency that follow White’s journey into closed course racing with the support of BDGoodrich tires. White and his buddies (including Marshall, “the Facebook Friend”) may not blow the competition away on a pop quiz about how math applies to racing, but what do you call someone who gets C’s through med school? You call that person a doctor, and so White gets to race around for the following three spots leading to the “Final Exam Jam.” Credits and the other three spots after the jump.

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Martin Puts Dragee in Harm’s Way Again in New Mentos Short

That dirty hippie known as Dragee returns in Martin Agency’s latest digital short for Mentos, which follows up the blood-spattered effort from February. This time, the character, who’s living in perpetual zen mode even though he’s always a glutton for punishment, attempts to cross a busy street in Cape Town, South Africa after swallowing some of those minty pills. With positivity in mind and straight man Rick once again by his side, Dragee barely makes it a few steps before fate and a host of vehicles intervene, turning our protagonist into a jaywalking rag doll.

In Dragee’s mind,  it seems nothing is impossible, though unlike Boston Celtics star Kevin Garnett, the former’s never made it to the promised land in this social media-driven campaign, which once again leads to the Mentos Facebook page. Credits after the jump.

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Can Mentos Empower One to Dodge a Sword Blindfolded? Not A Chance

After being named U.S. social media AOR for Mentos in January, The Martin Agency has debuted a new social/digital campaign for the freshmaker.

Named after the word for a single Mentos candy or gum, Dragee (drä zhēˈ), the star in this spot (fueled with the spirit of optimism), maintains a fresh take on life even after a sword courses through his body, spewing blood everywhere while attempting to avoid a swordsman’s blade blindfolded. Though unsuccessful, he remains ever positive, ever committed to his charge, especially in front of his protege, Rick.

Keith Cartwright, SVP/group creative director at The Martin Agency says in a statement, “When Mentos approached us, we jumped at the opportunity to create a comprehensive social/digital U.S.-based campaign for a global brand. The chance to build this campaign solely on Facebook offered creative challenges and opportunities. In the end, we’re incredibly proud of the work and what we were able to accomplish in this space.”

Should the brand have just stuck to relying on its “fresh maker” tag instead? You can be the judge of that. Credits after the jump…

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