PRNewser FishbowlNY FishbowlDC GalleyCat TVNewser TVSpy LostRemote SocialTimes

Posts Tagged ‘Dave Morrison’

BBH Takes ‘The Next Step’ for Johnnie Walker

While everyone is still looking back at the year in retrospect, BBH looks ahead to 2015 in “The Next Step” for Johnnie Walker.

The 60-second spot is notable for its unusual visual style, accomplished by filming in one continuous take on a moving set that took around three weeks to complete. Once filming started, it took approximately 50 takes and three days to get everything right. “It really didn’t start to come together until the final takes,” BBH Copywriter Mikio Bradley told Adweek.

The spot opens on an actor at a holiday party as the lights go out. As the actor — who happens to be named Oliver Walker — begins walking, the voiceover begins: “The first step of a new year, we’ll all take one, but where will a step take you? How high could you climb, and how far?” As the voiceover continues philosophizing, the actor continues walking through his vision 0f 2015, until he eventually finds himself back at the party where he started. “The new year begins with the next step,” concludes the voiceover, how far will it take you?” As fireworks explode overhead, the text “Here’s to 2015″ appears onscreen, followed by the “Keep Walking” tagline. In the online version, which made its debut on December 4th, this is then followed by the question, “How Will You #Keepwalking in 2015?” The broadcast version is set to run from December 22nd through early January.

While this is clearly an attempt at social engagement, BBH may as well be asking the question of Johnnie Walker. The Diageo whiskey brand is currently in the middle of a global review, with BBH defending the account, which has been with the agency since 1999. BBH vowed to “vigorously defend” in the review, and this ambitious effort certainly makes a good case for the agency as they hope to celebrate retaining the account in 2015. Read more

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 Asks You to ‘Choose Your Winter’ for Nike

W+K Portland launched a campaign for Nike’s Hyperwarm line with the 60-second broadcast spot “Choose Your Winter.”

The spot enlists an unexpected guest for the brand in Chris O’Dowd (who you probably remember as Kristen Wiig‘s love interest in Bridesmaids). O’Dowd plays an alarmist newscaster making dire predictions about a “snow-mageddon” or “snow-tastrophe” — even claiming that ancient man went extinct during the Ice Age. His over-the-top warnings about the cold and snow are contrasted with images of athletes — including NFL stars Aaron Rodgers and Jordy Nelson, figure skater Gracie Gold, soccer players Clint Dempsey and Brad Evans, middle distance runner Mary Cain and snowboarder Johnnie Paxson — decked out in Nike Hyperwarm and powering through the cold. The message is clear and effective: you can exaggerate the effects of the cold and use it as an all encompassing excuse or you can tough it out with help from Nike. 

Nike told Adweek the spot is the first in a series. Athletes who will appear in future spots include NHL star Dion Phaneuf and Dodgers outfielder Yasiel Puig, who is currently playing in the 2014 Major League Baseball Japan All-Star Series. Read more

180LA and Zumba Dance While Everyone Is Watching

Confession: we’re still not quite sure what Zumba is.

Many face the same dilemma despite the fact that the company “counts 15 million weekly dance class participants in a 180 countries worldwide.” For this reason, Zumba enlisted 180LA to remind viewers what it’s all about, and the resulting spot — which debuted yesterday — is energetic enough to qualify as a public health hazard:

The main concept here is to promote Zumba to the public at large rather than catering to the sort of “gym junkies with unattainable bodies” that you might meet at, say, a Diplo set in L.A.

For the record, we also appreciate the presence of “nightclub bouncer” and “pudgy middle management dude” to subtly counter the idea that Zumba is a strictly-for-women phenomenon.

More info and credits below.

Read more

72andSunny Goes Big with Trailer for Activision’s ‘Destiny’

72andSunny has just released a live action trailer for Activision’s new game Destiny, from the creators of the popular Halo franchise, which will be released on September 9th.

72andSunny and Activision went big for the trailer, teaming up with Academy Award winning VFX studio Digital Domain, Academy Award nominated FX studio Legacy Effects, and director Joseph Kosinski, who created most of the worlds for the ad in-camera, shooting at locations in Mexico, Arizona and Utah. The spot follows the adventures of Fireteam as they attempt to reclaim locations in our solar system from alien invaders. Levitating AI character Ghost is voiced by Peter Dinklage (who also voices the character in the game) and the spot mixes humor, action and Led Zeppelin’s iconic “Immigrant Song” to hype up the game and give a sense of its feel without any game footage. Read more

David Fincher Spots Expand on New W+K Gap Campaign

The hottest story in the ad world today concerns the newly-released TV components of a campaign that had a few scratching their heads last week: W+K’s “Dress Normal” for new client Gap.

These ads, directed by David Fincher, add a bit of narrative heft to a campaign previously consisting of celebrities in everyday poses. The first one, “Golf”, elaborates on the “it’s OK if your clothes are a little boring” theme with a bit of spontaneously unconventional romance:

Three more and credits below.

Read more

W+K Taps Neymar for Nike

With the world’s biggest soccer star set to lace up his cleats again, W+K tapped Neymar Jr. for a new Nike spot promoting the brand’s Hypervenom Phantom Boot worn by the Brazilian forward.

The 60-second spot, entitled “Mirrors,” likens Neymar’s speed and agility to playing with a field full of mirrors. As he makes his way down the field, opponents are unable to tell which is the real Neymar, and end up sliding into glass. Neymar dances around opponents and easily lands a shot in the back of the net, which is followed by the “Deceptive by Nature” tagline. W+K decided to forgo any voiceover or narrative in favor of showing Neymar in action, and the approach works, as the mirrors, coupled with Neymar’s considerable talent make for a visually interesting and entertaining spot. The soundtrack, “Rivers of Blood” by Wu.

Credits below.

Read more

Droga5 Inspires for Under Armour

Droga5 takes Under Armour in a different direction with a new campaign called “I Will What I Want” aimed at women, starring Misty Copeland, a soloist with the American Ballet Theatre.

The spot opens with a young girl reading a rejection letter from a ballet academy over a sparse piano track as we see Copeland, poised on her taut ankles in a practice room. “…You lack the right feet, Achilles tendons, turnout, torso length and bust,” reads the girl. “You have the wrong body for ballet. And at 13, you are too old to be considered.” At this point, the soundtrack is set in motion and Copeland springs to life, twirling and gliding across the stage decked out in Under Armour. It is not until the conclusion of the 60-second spot that Copeland’s identity is revealed, her ultimate triumph over adversity implied.

Copeland, who is only the third African American soloist in the history of the American Ballet Theatre, told The New York Times “she never received a rejection letter that so starkly enumerated the reasons she was ill suited to be a ballet dancer,” but that “it accurately encapsulated the resistance she had faced throughout her career,” told from the time she was an adolescent that she had “the wrong body type” for ballet.

We see a lot of ads aim to be inspirational, but seldom do they succeed like “I Will What I Want,” which, unlike most spots with similar ambitions, doesn’t come across as forced or hokey. Coming from Under Armour, it’s an unexpected and refreshing new direction. Along with the broadcast spot, the campaign also includes digital and outdoor components, featuring Olympic skier Lindsey Vonn, tennis player Sloane Stephens and soccer player Kelley O’Hara in addition to Copeland. Stick around for credits after the jump. Read more

RPA Debuts New Work for Honda

RPA has two new spots for Honda that highlight the features and competitive advantages of Honda’s two core vehicles — the Accord and the Civic — continuing the “Start Something Special” tagline introduced last September.

While the copy is a relatively straightforward rundown of features and what sets Honda apart from the competition, the footage was a bit more complicated to capture. The spots use “a complex camera technique called parallax, whereby the camera and scenery are moved in such a way that the car appears to be moving when in actuality it’s standing still.” The Accord spot, for example, was filmed in one single shot, with the last take being the one used in the ad. All effects were done in camera, with elaborate lighting and choreography used to simulate different locations within the spot. RPA collaborated with production company Reset to create the desired effect. Stick around for credits and “Lydia’s Civic” after the jump. Read more

Wing Showcases Power of Film for Havana Film Festival

This weekend, Wing (once again: not that Wing) created a new campaign for the Havana Film Festival, taking place April 3-11 in New York.

Wing’s goal for the campaign was to “show that the films developed at the Havana Film Festival showcase authentic stories and characters — so much so that its storylines stick and resonate with audiences beyond the time spent in the theatre.” To accomplish, they created a pair of television spots in both 30 and 15 second formats, in addition to full-length versions on Havana Film Festival’s website. These spots attempt to show the staying power of the Havana Film Festival’s movies, showing a couple of individuals projecting stories from the films they saw onto people in their day to day life. For example, a hairdresser doles out sympathy (and extra highlights) for her customer, because, she says, “I know the nightmare you are living.”

The second spot, “Office,” gives a similar treatment to the work environment. The results are a bit over the top, as the premise spills perhaps a bit too far into the absurd. It appears the spots reference real films in the festival, though, leaving viewers to wonder how the story ends, which is a nice touch. Both versions of each TV spot will air in the tri-state area in both English and Spanish until the end of the festival on April 11th. You can watch the full-length version of “Beauty Parlor” above, and stick around for “Office,” along with credits, after the jump. Read more

Arnold Launches ‘In My Mind’s Eye’ Campaign for ADT

Arnold Worldwide’s new campaign for ADT, “In My Mind’s Eye,” launches today with the debut TV spot “Burglary.”

The new campaign marks something of a departure for ADT, whose advertising strategy has historically stressed”the value of monitored protection in emergency incidents such as theft, fire, or carbon monoxide.” “In My Mind’s Eye” and the debut spot “Burglary” instead focus on the peace of mind ADT provides its customers with their protection from everyday security concerns.

In the 30 second spot, a couple are out to dinner when the woman realizes she may or may not have remembered to lock the back door. This distracts the man, who imagines he sees a troop of burglars at the restaurant making off with their valuables. Prompted by his reverie, he locks the back door using the ADT service offered on his mobile device. “Burglary” effectively demonstrates both a key feature of ADT’s service, and the peace of mind that comes with it — answering the questions, “Why would I want this?” and “What can it do for me?” in a simple, direct way.

The shift in approach came from insights showing “that people experience worry, like a low consistent hum distracting the person when they’re away from their homes,” says David Register, EVP/group creative director, Arnold Worldwide. “”The spot demonstrates how ADT relieves that angst by putting their customer in control and back in the moment.” Expect more ADT ads in a similar vein from Arnold in the future. “Burglary” rolls out today, with “radio, direct, digital, and social media creative appearing online beginning mid-February.” Credits after the jump. Read more

NEXT PAGE >>