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Posts Tagged ‘Claus Hansen’

Evolve Asks Gun Owners Not to Be Dumbasses

Today, Saatchi & Saatchi New York is launching the first ever campaign for the gun responsibility organization Evolve, encouraging people to take personal responsibility for gun safety and generally not be dumbasses.

Saatchi & Saatchi’s pro-bono campaign features a short, satirical video called “The Bill of Rights for Dumbasses.” The 1:40 video portrays Thomas Jefferson and other historical figures debating the language of the second amendment. Jefferson thinks the amendment runs a little long, and after much debate, convinces the rest of the council to remove the “as long as they aren’t being dumbasses about it” part from the amendment. While the founding fathers are debating the matter, viewers are treated to a humorous montage of gun owners engaging in questionable practices, before Jefferson concludes it’s common sense that you shouldn’t act that way with a gun. The video ends with the founding fathers playing pinata with a gun, followed by the tagline, “It’s the right to bear arms, not the right to be dumbass” and a message prompting viewers to go to takeonthecode.com and sign the code of gun responsibility.

Evolve co-founder Rebecca Bond hopes that “Humor can be a gateway to taking away the defensiveness that is the legacy of these discussions.” Joe Bond, also an Evovle co-founder, added, “We want the ‘Dumbass’ concept to catch on in popular culture the way ‘friends don’t let friends drive drunk’ did for safe driving.”

Since it’s rare to find people discussing guns without getting hysterical about it, Saatchi & Saatchi’s employment of dumb humor is somewhat refreshing. But will it really chip away at the defensiveness that gun rights activists feel when discussing anything related to guns? Or are they more likely to take offense at the video depicting gun owners, and even founding fathers, as dumbasses? Unfortunately, I doubt the video will convince many viewers to “take on the code,” because even though Evolve professes to be a “third voice” in the gun debate without political affiliation, gun rights activists will still likely view the video’s satire as an attack on them. Meanwhile, the video will appeal to plenty of gun reform proponents — people who don’t need any convincing on the importance of gun safety, and mostly don’t own guns (and therefore have no need to take Evolve’s pledge). That’s too bad, because Evolve’s responsibility code is really just common sense and something any gun owner should be able to get behind — which makes this feel like a missed opportunity. Credits 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!

Draftfcb LA Continues Full-Court Press for Nabi

Just two weeks ago, we were covering the first wave of Nabi spots from Draftfcb, a pair of 30-second ads that favorably compared kid-friendly Nabi tablets to Kindle devices a la Microsoft vs. Apple. Our Erik Oster found them to be informational and appealing. However, these two new spots, “Fear Not Question” and “Swagger,” drop the comparison technique for an unconvincing plea for Nabi to be a lifestyle brand.

“Fear No Question” presents the Nabi brand as classroom-friendly, going right after a parent’s sense of idealistic learning, so in turn, that parent will go right for his/her wallet. It’s a boring and safe play that may have worked out if Draftfcb hadn’t already launched the Kindle attacks that are much more memorable.

“Swagger” goes straight after the kids. Promoting Nabi headphones – think Beats for kids – the spot shows a little kid walking down a school hallway in slow-motion as he gives headnods to his friends and long stares to the girl he probably has a crush on. This is more Fubu than Fuhu. This is also just a bad commercial, corny and overdone, even for a children’s market. The tagline of “Everyone Needs a Theme Song” actually has a nice ring to it, but the visual execution is too silly. The clip almost plays like a mocking comedy skit of itself.

At 30 seconds, both ads are easy to watch and easy to forget. ”Swagger” and credits after the jump.

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Draftfcb LA Pushes Nabi in First Campaign as AOR for Fuhu

Draftcb has unveiled two new spots for the Nabi, its first campaign for Fuhu since becoming their agency of record in September.

Fuhu has done incredibly well for themselves with the Nabi, a soft-edged tablet designed for children, even being named “the fastest growing company in America” by Inc. There’s certainly no change in strategy from Draftcb for these two new spots. “Good Morning” and “Glow in the Dark” tout the Nabi’s kid-friendly features via comparison with the Kindle, which comes out looking sorely lacking in the kid-friendly department.

If you are going to buy your kids a tablet, I suppose it should be one that’s made for them, right? These spots do a good job extolling the Nabi as the perfect option for children. In “Good Morning” (featured above) that means talking about the Nabi’s “time controls” — in this case, a good morning song to wake up to. The Nabi does its thing before asking a silent Kindle what its good morning song is.

“Glow in the Dark,” meanwhile, highlights Nabi’s glow in the dark feature. No surprise there. Also not a surprise: the Kindle does not glow in the dark. Score: Nabi 2, Kindle 0. Plus, the Nabi just looks like something a kid would want to play with. So make that Nabi 3, Kindle 0.

We see plenty of these “direct comparison to our biggest competitor” ads with tech gadgets, but few seem to take the wind out of the competition the way these ads sucker punch the Kindle. At least for the Nabi’s target audience. If I were shopping around for a tablet for a child, this campaign would have me convinced that the Nabi is the way to go. Thankfully, I won’t find myself in that situation any time soon. Credits and “Glow in the Dark” after the jump.  Read more

Dodge Durango Partners with Ron Burgundy, Because Everyone Loves Ron Burgundy

Dodge and Paramount have joined forces in a co-branded campaign from W+K launching the new 2014 Dodge Durango featuring Ron Burgundy (of Anchorman and the upcoming Anchorman 2: The Legend Continues, but you already knew that).

The campaign, which spans television, print, digital and social media, debuted October 5th online and on television. Be prepared to see it everywhere.

“With the personal involvement of Will Ferrell, our writer / director Adam McKay, the comedy team at Funny or Die, and the Dodge creative team at Wieden+Kennedy, we were able to create a truly epic partnership,” says CMO of Paramount Picture Josh Greenstein in a statement. But are the spots actually funny? Some of them — they really very widely in quality. Each of the spots takes advantage of the 70s aesthetic in the Anchorman films, taking place in a colorful, very 70s auto showroom. The first spot, “Horsepower” is a bit of a letdown. It resurrects the tired “comparing horse power to an actual horse” theme commonly used in spots for powerful vehicles.

The staring contest with the horse at the end is almost worth a chuckle though. “Glove Compartment” is a lot better: it features Ron Burgundy toting the Durango’s glove compartment, which can hold “two turkey sandwiches or seventy packs of gum.” Another spot finds Burgundy struggling with a script that touts the Durango’s “m.p.g.” performance. The highlight is definitely “Ballroom Dancers,” featured above, which has a comically angry showdown between Burgundy and dancers that he thinks may “live in the rafters.” A lot of this is stuff that only Ferrell could get away with delivering, and only about half of the time is the writing worthy of his talent, but when it works it works. Plus, it will whet people’s appetites for the Anchorman sequel, which is kind of the point.

Anchorman 2: The Legend Continues debuts in theaters December 20th. Credits and additional video after the jump.  Read more

Jell-O, CP+B Give Young Boy an Unfortunate Comb Over

Men with comb overs look hapless. Little boys with comb overs look creepy. To see the difference, please watch the latest Jell-O television spot, appropriately titled “Comb Over.”

In the forty-five-second ad built by CP+B, a balding father whose depressing life resembles a deflated balloon schools his son on the importance of the little things, like a cup of Jell-O pudding. In turn, we see some surreal daydream where the son, still about six years old, goes through a day in the father’s life, only now he has a giant cone head and a comb over. If you ever wanted to know what the male offspring of Lord Voldemort and Francis Dolarhyde (Manhunter version, not Red Dragon) would look like, here you go. Is that not the definition of creepy, a little boy who somehow resembles two fictional psychopaths all because of a comb over? Still, the commercial’s surrealist twist manages to make it stand out in an otherwise standard concept. It’s almost sweet, if not for the whole hapless/depressing/pitying reaction that comes along with comb overs.

Credits after the jump.

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And Now, a First Kiss That Smells Like Doritos from Taco Bell

We all remember our awkward first kiss stories, full of nervousness and rapid heartbeats. Based on “First Kiss,” the new 30-second ad in the Taco Bell Live Mas campaign that came through the tips line, we can now add sticky fingers and spicy breath to the list of uncomfortable descriptors.

Mixing Doritos Locos Tacos and kisses may not seem like the best idea, but this spot might strike the right cord for those who value some teenage sentimentality and John Hughes movies. Associating Taco Bell with cuteness is a tough trick to pull off, you know, with the greasy smells and penchant for attracting drunk college guys as a significant customer base, but Deutsch LA and director Zach Math found a way to pull it off. Taco Bell seems to have tapped the right nerve with Doritos Locos Tacos: the product helped create 15,000 new jobs. Maybe the company can use the profits to provide complimentary mouthwash with any purchase, so young lovers who want to make out in Taco Bell parking lots can have pleasant memories.

Credits after the jump.

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Jell-O’s Funpocalypse, Much More Exciting Than Actual Apocalypse

We’re only four days away from the 12/21/12 Mayan apocalypse prediction, and as the our alleged time on Earth winds down, Jell-O wants us to have fun. Lots of fun. And when I picture the crazy stuff people will do days before turning into characters from a Cormac McCarthy novel, I think of eating Jell-O.

CP+B continues its work for the Kraft brand with the Funpocalypse campaign, which includes #funpocalypse, a TV spot (above), e-cards, a survey, and a small giveweay where winners get $100 apiece to accomplish bucket-list goals until our planet combusts.

The infographic (below) is strangely the most appealing part of the package. Jell-O and Wakefield Research conducted a national survey with 1,000 adults and asked questions about how people would spend their last days before an apocalypse. You can find out things like: 52% of Americans would be most excited about not having to pay taxes anymore and 4% of those surveyed actually believe the world is going to end.

Other brands have been trying to stop the apocalypse. Old Spice already took Dikembe Mutombo, so I guess Jell-O is banking on sacrificing sugary snacks to the gods to save humanity. If the gods have diabetes, then we’re all screwed. Are there sugar-free puddings available for the health-conscious deities?

And more importantly, what would Bill Cosby have to say about this? Graphic and credits after the jump.

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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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CP+B Brings Chef Expertise, Fast Food Together for Applebee’s

Applebee’s is separating themselves from the “good ole American” aesthetic. With their new “See You Tomorrow” campaign created by CP+B, they’re emphasizing fresh food, exciting ingredients, and unexpected taste combinations. That means 1,900 restaurants across America are about to become more interesting.

The first two TV spots directed by Jared Hess (Napoleon Dynamite) launch today and feature passionate chefs who fawn over ripe tomatoes and refreshingly acidic lemons. The ad narrator cuts them off before they take their speeches too far, switching to a typical fast food ad. It’s the restaurant equivalent of a high speed car chase—food falls onto pans in quick succession, sizzles on a grill, and then finally comes together on a steaming plate. The two halves of these spots come together to mark Applebee’s transition. They’re putting more consideration into quality ingredients, but they’re still serving affordable fast food.

This campaign also includes online, radio, outdoor ads and in-store elements, highlighting the “fresh flavors of summer.”

Credits and second spot after the jump.

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Bad Date? Try Online Gambling!

In October, CP+B Los Angeles and London took over AOR duties for UK-based betting/e-gaming service Paddy Power. Like our commentariat, we admittedly found this news a little dull. But, we did get to give mention to Paddy Power’s old agency, Big Al’s Creative Emporium, and all of the silly names for the different parties involved in the story were just a little too bizarre to ignore.

Well, as the above TV spot proves, the weirdness isn’t ceasing. As Paddy Power’s brand head Adam Perrin said when Crispin won the business, “We were blown away by the freshness of CP+B’s approach and their use of resource across the United States and Europe.” Was CP+B’s “fresh” idea marketing Paddy Power Bingo’s “Home Free Hotline,” as a way to make a quick escape from romantic encounters gone awry? It certainly seems that way.

So, gamblers, are you going to pick your online betting service based on its ability to blow up your mobile? Credits after the jump.

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