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Posts Tagged ‘Danica Patrick’

ESPN Reminds Viewers that Things ‘Happened’ in ESPYs Promos

The ESPYS are supposed to throw a nudge and a wink in the direction of typical award shows that take themselves too seriously. Athletes get all dolled up in dresses and suits, the host runs through some comedic skits, and the sporting world congratulates itself on the red carpet, all of which has appeal to the average viewer, because the sports world is usually unglamorous for the other 364 days of the year.

For the 2013 ESPYS, ESPN seems to have taken that care-free attitude to a whole new level, a level that borders on creative laziness. Amazing athletes and sporting events “happened.” For example, Robert Griffin III tells us that Gabby Douglas “happened,” and Lebron James “happened, with authority.” ESPN worked with creative agency 77 Ventures to produce a dozen or so spots in advance of the July 17 show that covers just about every positive sports story from the previous year. They all happened. Which makes you want to hit your head and let out a rhetorical, “duh?” ESPN wasted the chance to use its biggest stars like RGIII, Derek Jeter, Danica Patrick, and Ray Lewis to sell great games and plays. We know they happened. These inspiring sports stories can pretty much sell themselves, but this “Happened” campaign pushes the limit of less is more. For once, less is less. Less happened.

You can watch three more promos after the jump.

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GoDaddy Finally Moves Away from Douchebag Ads with ‘TMI’

About a year ago, GoDaddy hired Deutsch New York as their creative agency, and the world wondered whether we’d see the end of the “GoDaddy Girls” gimmick, or even the beginning of a more nuanced campaign. Instead, during this year’s Super Bowl, GoDaddy offered us Bar Rafaeli (“sexy”) making out with a red-faced man named Walter (“smart”). Danica Patrick narrated and did her best not to look embarrassed. Our op-ed contributor at the time, WWD&S co-head Harry Woods, may have captured the most accurate reaction: “The whole ugly thing once again sent us reaching for a wing bone, nacho or beer bottle cap to dig our eyes out.”

Thankfully no eyeball gouging is necessary with GoDaddy’s latest spot. In it, a Ron Weasley-esque man is introduced to the GoDaddy team. His name and its closest iterations are already taken by his colleagues, so the team tosses around other possibilities. Anyone who’s thought about buying a domain name is familiar with this brainstorming process, and Deutsch did well personifying it. The whole thing is off-kilter and amusing, and finally we see Danica Patrick in racing gear, not heels. She’s still hot.

Here’s hoping GoDaddy continues the curve away from their signature blunt, sensationalist spots.

Credits after the jump. [Ed: Welcome back, Ella]

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And Now, Your Weekly Video Miscellany

With the Super Bowl around the corner, you can expect the annual onslaught of teased ads, brands’ attempts to maximize bla bla here’s this week’s videos.

6.GoDaddy’s ads, which typically blow harder than a 747 on takeoff, are the pariah of the Super Bowl. Not this year, however, as the brand finally stepped away from hot chicks into the realm of product benefit. And humor. And Danica Patrick is finally used in an intelligent way. Maybe I like this ad because the previous spots were so bad. (h/t Business Insider)

5. SportsCenter + Swedish Chef + Henrik Lundqvist (hockey player). That’s all you need to know.

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Friday Odds and Ends

-Crispin Porter + Bogusky hired R/GA alums Ben Smith and Becca Schepps as ACD and senior copywriter, respectively. Both new hires will based in the agency’s Boulder HQ.

-A couple of football-playing high-school chums reminisce about their final season in a new short film for Toyota Tundra from MMB Boston and director Malcolm Murray (above).

-Supermodel Bar Rafaeli will be joining up with Danica Patrick in GoDaddy’s upcoming, Deutsch NY-created Super Bowl spot dubbed “The Perfect Match.” link

-HTC CEO Peter Chou says his company didn’t market products “aggressively enough” last year and has vowed to step up innovation in 2013. link

-NYC-based digital agency Rokkan has launched a new travel tool for JetBlue dubbed “Getaways.” link

-Welcome back to Twitter, Kobe Bryant. link

-Megadeth main man Dave Mustaine is no fan of Men’s Wearhouse. link

-A Leo Burnett-created spot promoting a Samsung fridge of all things garnered top commercial of 2012 nods in a new AceMetrix survey. link

-Meanwhile, the makers of marketing software brand HubSpot have come out with their own list of the “10 most memorable marketing campaigns of 2012.” link

Thursday Morning Stir

-So long, Newsweek print edition (you can check out our episode of Cubes, if interested, that featured Newsweek/Daily Beast here). link

-Former Momentum Worldwide SVP Joe Killian joined @radical.media as EP of music and live experiences.

-The Ant Farm and Treyarch joined forces to create a new launch trailer for Activision’s Call of Duty: Black Ops 2 (above).

-Gap is reviewing its international creative and media biz. The North American market, which is covered by Ogilvy and PHD, respectively, is reportedly safe. link

-Today in Apple vs. Samsung: Point, Samsung. link

-Danica Patrick and Go Daddy’s advertising future together looks murky. link

Thursday Morning Stir

-Alibaba has hired a Washington D.C. lobbying firm in a sign that it’s getting serious about a Yahoo takeover. link

-CP+B integrated production intern Jules Ameel spent four days creating a “Cheesy Font” to celebrate Domino’s new Stuffed Crust Cheesy Bread (above). link; link

-Go Daddy hopes an ad featuring a naked Danica Patrick will distract you from its whole SOPA mess. link

-Groupon’s deal to acquire Silicon Valley start-up Campfire Labs “is closed.” link

-Google edged out Facebook to become Nielsen’s “top web brand” of 2011. link