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Posts Tagged ‘Deb Tietjen’

Fred Armisen Hugs Bruce Willis for Honda, RPA

Since few would argue that the commercials were more interesting than the game last night, chances are you saw RPA’s “Hugfest” spot, featuring Bruce Willis and SNL-alum/Portlandia star Fred Armisen.

The simple, straightforward spot features Willis urging viewers to hug those around them that they care about — “the people that matter to you, matter to us” — as a way of emphasizing Honda’s commitment to safety. Armisen then appears and hugs Willis for the duration of the 60 second spot.

“Our simple, yet engaging, big-game spot is intended to highlight not only Honda’s deep concern for the safety of our customers, but the actual industry-leading crash test results that back up our commitment,” explained Mike Accavitti, senior vice president of auto operations at American Honda Motor Co., Inc.

The campaign extends beyond the big game spot, with a large social media component utilizing the hashtag #hugfest. During the Super Bowl, Honda posted “real-time video reactions from Willis about events such as penalties, fumbles and referee calls on the brand’s @Honda Twitter feed.” Immediately after the spot aired, Honda encouraged viewers to send virtual hugs (actually Willis hugging the camera) to loved ones who they couldn’t be near during the big game. Today, Honda is collecting hugs via Twitter by asking people “to send a picture or Vine of their hug with the hash tag #hugfest.” Bruce Willis will then respond with a “meme appraisal of the hug.” Additionally, Honda will have a homepage takeovers at MSN and ESPN, where a 30-second spot “How to Hug” video featuring Willis and Armisen will greet visitors to the sites. You can view “How to Hug,” along with credits after the jump. Read more

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72andSunny is Back with New Spot Promoting ‘Call of Duty: Ghosts’ Downloadable Content

This past October we covered 72andSunny’s exhaustive campaign for Activision’s Call of Duty: Ghosts. Now, 72andSunny is back with a new campaign promoting Call of Duty: Ghosts‘ new downloadable content pack, Onslaught.

72andSunny’s long spot for Onslaught, entitled “CODnapped,” imagines a task force, led by a CODnapper played by Stephen Graham of Boardwalk Empire, sent out to kidnap men from such terrible duties as work, child rearing, and spending time with their significant other, so that they can be brought to a room with comfy chairs and snacks to play Call of Duty. The elaborately imagined scheme runs for over three minutes, before the rest of the spot is devoted to Onslaught gameplay. It’s kind of a clever (although ridiculous and entirely sexist) concept that highlights gamers’ desire to spend time with the new content free of any real-life distractions. And although the spot is quite dragged out, at a 4:51 run length, fans of the franchise have responded. The video was uploaded to YouTube yesterday, and has already racked up almost 400,000 views. By the time of Onslaught‘s January 28th release, it could top the one million mark. Credits after the jump. Read more

Let’s Turn Around with Fiber One

The title is not a bathroom pun. Saatchi & Saatchi created a new campaign for Fiber One built around the 80′s song, “Total Eclipse of the Heart,” originally by Bonnie Tyler. If you’ve ever been within 50 yards of a karaoke bar, you’ll recognize the tune, and apparently, the 1983 hit is getting a second wave of popularity decades later. A May survey by UKbathrooms.com reported that it is the most popular song people sing in the shower. And more recently, actor and vocal impressionist Christina Bianco had a video of her singing “Total Eclipse of the Heart” in the voices of 19 different divas go viral (1.8 million hits in four days).

So the relevance for the Fiber One campaign is there. We have two spots to show you, one titled “Turn Around Barry,” and the other, “Turn Around Barbara.” Ignoring the missing commas, both are about hapless characters on diets who want to eat food that tastes good but won’t make them fat. Those people do deserve power ballads playing as the soundtrack to their lives. The set-up is slightly confusing, because each ad includes multiple characters who we are supposed to assume are all named either Barry or Barbara. At one point, it looks like one Barry is even holding a leek he’s about to eat whole. But then he finds Fiber One. All in 30 seconds.

Watch “Turn Around Barbara” and read some credits after the jump.

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