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Posts Tagged ‘Cindy Lewellen’

W+K, Sony Focus on the Products

Wieden+Kennedy’s latest spot for Sony, titled “Script to Screen,” has already earned more than a million YouTube views since its debut this weekend. But it’s new to us, and it’s the opening of the Fall edition of the brand’s ongoing “Be Moved” campaign, which started during the Golden Globes in January and continued in February with a profile of the New Jersey man behind “the world’s largest model railroad.

“Script to Screen” is a bit less…quirky than that offering:

In case you missed it, the point is that Sony doesn’t just make movies, music and games — they also make the tools.

Since this work is all about the products, we have two product-specific spots after the jump.

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Mediabistro Course

Copywriting: Creative Ad Writing

Copywriting: Creative Ad WritingWork with a freelance copywriter to build your advertising portfolio and land more copywriting jobs! Starting January 12, Kim Taylor will teach you how to make a complete ad using graphics and photos, write strong headlines and body copy for various advertising media, work from a creative brief, and jumpstart your ad portfolio. Register now!

W+K Offers Cute Take on Modern Romance for Facebook

W+K crafted a cute little 30-second broadcast spot for Facebook taking on the subject of modern romance in a promotion of Facebook Messenger.

Entitled “Say Love You Better,” the spot shows a young couple attempting to bridge a long distance to communicate their love for each other. Beginning with a simple “I miss u” message, the spot uses the couple trying to find better ways to say “I love you” as a means to demonstrate the different ways Messenger lets you communicate: audio, photos, video, various emoji, etc. The couple, initially separated on opposite ends of the screen, fly towards each other and embrace, symbolizing how Messenger helped bring them together, ending with the “Say love you better” tagline. It’s an effective way to deliver the message, and perhaps rebuild the reputation of Facebook’s often-maligned mobile service (without addressing any of the criticism).

The campaign will also include OOH elements, a first for Facebook, with billboards in Los Angeles and Chicago rolling out next month.

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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

As We All Figured, Only Dikembe Mutombo Can Save the World

W+K’s ongoing work for Old Spice demanded one hell of a refresh and the agency thankfully obliges with this rather promising effort for the P&G brand, which stars beloved former NBA center, Dikembe Mutombo. Though long since retired, the man who could talk so much shit with just a wag of his finger is still very much involved in humanitarian causes, so who better to help avert the imminent apocalypse promised by the Mayan calendar than old #55.

Yes, this is the basis of a real-time, online 8-bit gaming experience from W+K for Old Spice dubbed “4 1/2 Weeks to Save the World,” which will have our hero embark on weekly globe-trotting missions based on current event and help prolong our lives on this planet. So far, from visiting the game play site alone, we gather that this week, Mutombo must stop Gangnam Style and encourage people to vote–might be a little late on that one–but hell, we’re 100 percent behind this mission. Along the way, we’ve met a Cosby sweater-adorning, intelligent talking bear and other odd characters all while trying to figure how the hell get out of level 1. We must say, though, that regardless of how odd and chaotic this whole campaign is, we’re quite enamored with it thus far and will take it over some of the recent Greg Jennings work any day. Give it a shot here. Credits after the jump.

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