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Posts Tagged ‘Ceinwyn Clark’

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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Team One Introduces RC Coupe for Lexus

Team One is launching a campaign today to introduce Lexus’ first-ever RC 350 sport coupe and RC F performance coupe.

The multimedia campaign is centered around a pair of broadcast spots promoting each of the new vehicles. In “Face Off,” actor Wes Bentley (Seneca Crane in The Hunger Games, that creepy voyeur kid in American Beauty) confidently walks into a dark factory. As he glances at the Lexus RC Coupe, he likes what he sees (and for some reason lightbulbs explode as he unlocks the door) and he drives off smiling. The spot ends with the tagline, “Once driven, there’s no going back.”

“No Limits” was inspired by the RC F reveal video, and touts the vehicle’s powerful performance as barrier-breaking. It combines footage of the RC F racing through turns with athletes pushing their bodies to the limits.

Both spots launch today and will air during prime time, late night, cable, network television and cable sports, including “multiplatform ownerships within the Thursday Night Football Halftime Show on CBS and NFL Network.” In addition to the general market spots, “three additional RC F commercials geared toward multicultural audiences will also air at launch.” The broadcast efforts will be supported by digital, print and OOH executions. Read more

David&Goliath, LeBron Tout Kia as ‘Fit for a King’

David&Goliath teamed up with NBA superstar LeBron James in its latest effort for Kia, which recently extended its contract as “official automotive partner of the NBA.”

In the spot, James emerges from the Kia’s new K900 luxury sedan at some type of glitzy red carpet event. The star struck valet stumbles over his words as LeBron tosses him the keys and says “Keep it close,” followed by the taglne “Fit for a King.” Entitled “Valet,” the ad is perfectly timed, breaking today on the opening day of the NBA season. It arrives as James rides a wave of publicity for his much-discusses return to Cleveland, which was celebrated in a recent Beats campaign. At any rate, the spot aims for a stylish simplicity, letting the ride — and LeBron’s endorsement of it — mostly speak for itself. Read more

Deutsch NY, Ad Council Team Up for FEMA PSA

Deutsch, New Yorkteamed up with The Ad Council to create a PSA campaign for FEMA, in time for National Preparedness Month, reminding families to have a plan in the event of a disaster.

Since, according to FEMA, 50 percent of families have not discussed an emergency plan in the event of a disaster, the organization wanted to stress what a difference having a plan can make when such an event occurs. So the broadcast and digital PSA at the center of the campaign (released in both 30-second and 60-second formats) attempts to illustrate this through a harsh depiction of two families dealing with a disaster. One of the families, who presumably designated the shelter as a meeting place, huddle together, visibly shaken up but glad to have each other. They overhear another couple, who stress out over their missing child, powerless to do anything to locate him. It’s tough to watch, but that’s intentional, as it drives home the point that you don’t want to be the second family should anything go wrong. The spot ends by directing viewers to Ready.gov and www.Listo.gov where they can find resources for developing their own emergency plan. The campaign also includes radio and print components. Read more

Goodby, Adobe Go ‘Woo Woo’ Over New (Fake) Social Platform

In case you missed its premiere during this past weekend’s U.S. Open broadcast (and who can blame you, what with World Cup debut weekend and all–nice scheduling, PGA), here’s the new GS&P-created spot for Adobe that introduces us to something called “Woo Woo.” What is it, you ask? Well, it’s a social platform–albeit a fictional one–that seems to highlight just how flash-in-the-plan the social networking world is and how marketers can ultimately get lost in the chaos. The :60 effort, which also bowed at Cannes, not only hypes the Adobe Marketing Cloud but marks the brand’s first network TV ad in over a decade. According to folks on the Spy line, Razorfish San Francisco is helping out on Adobe’s return to network television by building the “launch” website around Woo Woo (coming soon, apparently) and running its Twitter feed. While there might never be an actual Woo Woo, at least this spot brings back some fond memories of our long-since-buried MySpace and Friendster accounts. Credits after the jump.

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TBWA\Chiat\Day Taps Messi, Kanye for Adidas

TBWA\Chiat\Day have launched the “All In Or Nothing” World Cup campaign for Adidas — the biggest in the company’s history, according to The Guardian — with a spot starring superstar Lionel Messi and featuring a previously unreleased track from ubiquitous narcissist (and latest Kim Kardashian husband) Kanye West called “God Level.”

The 60-second spot, entitled “The Dream,” takes a look inside the dreams of the Argentinian forward. In a rapid-pace montage, we see in-game footage of Messi (among other stars) interspersed with practice/workout scenes and some more surreal elements (such as German star Bastian Schweinsteiger practicing in a very Game of Thrones-esque frozen forest). Director Fernando Meirelles (City of God) builds towards a mood of anxious anticipation, undoubtedly echoing the feelings of Messi and other World Cup athletes who know that nothing less than perfection will give their team a chance at the Cup. At its conclusion, the spot asks viewers to choose between “all in” or “nothing” with corresponding landing sites.

“Giving anything less than everything will not win the World Cup,”global brand marketing director for Adidas football Tom Ramsden told The Guardian. “We are incredibly proud of this film and the entire ‘all in or nothing’ campaign.”

The Adidas campaign comes considerably later than rival Nike’s World Cup campaign from W+K, which we covered last month. The brand announced a tie-in with rapper Kanye West back in December, but kept the details of the collaboration a secret until the campaign’s launch. Stick around for credits after the jump. Read more

W+K Launches the Only Interactive Site Where Hair Plays Huey Lewis Songs

W+K Portland has unveiled “The Power of Hair” for Old Spice, the “newest, never-been-done-before interactive digital experience.”

The new site is an extension of W+K’s “For Hair That Gets Results” campaign promoting Old Spice’s new haircare and styling products, featuring the same anthropomorphic hair, and comes on the heels of the “Boardwalk” and “Meeting” spots Old Spice debuted late last month. Visitors to “The Power of Hair are greeted by a testimonial video with a young man extolling the virtues of Old Spice’s hair products. Predictably, this includes attention from the ladies and respect around the office. Less predictably, this includes Huey Lewis songs. “When you’ve got great hair like this, you’d be surprised by how many Huey Lewis songs it can play on the piano,” the now bald man says.

Visitors to the site are then asked to pick a Huey Lewis song, and the hair (which by now has slithered off of the guy’s head) will play them on piano, occasionally adding in some percussion. You can pick from among 29 of Lewis’ greatest hits, including “The Power of Love,” “I Want a New Drug,” “The Heart of Rock n’ Roll,” “Bad is Bad” and “Doing It All for My Baby.” It’s a pretty absurd idea (and yeah, we’re pretty sure no one has done this before), but then this is the kind of silliness we’ve come to expect from W+K’s work for Old Spice and a fitting extension of the “For Hair That Gets Results” campaign, complete with a perfect title. Give “The Power of Hair” a try above or at the site, and stick around for credits after the jump. Read more

W+K, Dodge Reveal a Couple More Dart ‘How-to’s’

Four months since the debut “How to Change Cars Forever,” WK’s Portland’s first spot for the Dodge Dart, it’s clear the campaign is now kicking it into high-gear with phase two.

When we first posted the debut spot back in July, there was quite a discussion going on in our comments section. It’s become par for the course here: We post new work from W+K, and the comments explode with people saying it’s not as good as Wieden’s past work or, if someone likes it, it’s because her or she must some sort of W+K fanboy. It’s a testament to W+K’s amazing portfolio they’ve built throughout the years. We expect this agency to blow our mind with every campaign, and we’re quick to complain when it doesn’t.

While this Dodge Dart maybe didn’t completely turn my world upside down with the first spot, it’s definitely grown on me. Despite the fact that it seems to run during every commercial break of an NFL telecast, when I hear the familiar bassline of Kanye West/Jay-Z‘s “No Church in the Wild,” I find myself always completely absorbed in the spot, guessing what aspect of the Dodge Dart will be presented next.

These two new spots, “Interior” and “Unsafe,” take the same formula and condense it into 30-second slices of sensory overload. Perhaps its reflective of the over-caffeniated environment of the W+K Portland office? In any case, the rapid-fire narrative of the Dart’s features really does make the car look like it is far more technologically advanced than any of its competitors. If you’re wondering how to make TV spots dazzle and sell simultaneously, well, it’s just this easy. Credits after the jump.

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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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D&G Channels Spirit of Bay, Bruckheimer in Kia Super Bowl Spot

David&Goliath nixes the Yo Gabba Gabba gang and Heavy soundtrack in favor of a CGI-addled extravaganza starring everyone from Poseidon and aliens to tribal warriors with its 2011 Super Bowl entry for Kia and its Optima line.

Really though, is there any chance in hell the agency/brand can triumph over last year’s spot? We think not, though at least a cameo from the animated crew could suffice.  Oh well. You can be the judge and the wait for the USA Ad Meter on Monday to see how it fared.

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