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Posts Tagged ‘Dmitri Gueer’

MOFILM Adds Latest Chapter to ‘Greatness Awaits’ for Playstation

Playstation teamed up with MOFILM for the latest installment in the ongoing “Greatness Awaits” campaign promoting the PS4, which debuted during Sunday Night Football’s San Francisco 49ers vs. Denver Broncos’ game.

While last year’s installment from BBH New York at least felt like it tweaked the formula a little bit, the latest iteration of “Greatness Awaits” struggles to differentiate itself from its past. The 60-second “Friendly Competition” opens with two buddies throwing it down on the basketball court. “What do you got?” asks one friend. “I’ve got Kevin Durant,” the other replies, and morphs into the gaming version of the NBA star. From here, the friends find themselves thrown into a series of games in a now very familiar formula, set to Daft Punk’s “Contact,” ending with Destiny and the “Greatness Awaits” tagline. Maybe it’s just that it’s been used so much, both in and out of this particular campaign, but the approach now feels somewhat stale and “Friendly Competition” does little to expand upon or revitalize it. Read more

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Copywriting: Creative Ad Writing

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mcgarrybowen Brings Together TMNT, Pizza Hut

mcgarrybowen teamed up with production company Bullitt Branded (a new branded content company from the Russo Brothers) to combine the re-launch of Teenage Mutant Ninja Turtles and the re-launch of Pizza Hut’s “Cheesy Bites” in a new spot entitled “Sneaky Turtles.”

The 30-second cross-promotional spot keeps things pretty simple, relying on the appeal of the Teenage Mutant Ninja Turtles. Said “Sneaky Turtles” break into a Pizza Hut test kitchen while no one is around and whip up a batch of “Cheesy Bites” — while making a complete mess. When the test kitchen chef returns, he’s pleased to discover the “Cheesy Bites” and eagerly digs in. The cross-promotion makes a lot of sense for Pizza Hut, given the Teenage Mutant Ninja Turtles’ well-known love of pizza, and using the re-launch of the Turtles on the big screen to re-launch a menu item is a nice touch, but we can’t help but feel like something’s missing. Stick around for credits after the jump. Read more

Arnold Taps Grace Helbig for New St. Ives Campaign

Arnold Worldwide tapped actress/comedian Grace Helbig, who recently starred in the film Camp Takota, for a 1:47 ad.

The long form ad sees Helbig extolling the virtues of St. Ives’ new “Fresh Hydration Lotion Spray” — which was just released on February 25th — with her brand of manic humor. St. Ives’ new spot plays off the inherent ridiculousness of lotion ads, amping things up to 11 and letting Gerbig riff of that and generally run around like a lunatic. After using the spray, Helbig is whisked away to the magic “land of St. Ives,” a sort of tropical paradise. She tracks down a waterfall made out of lotion, at which time the apparent psychedelic effects of the spray wear off and she’s transported back to her house.

Whether or not you like the new St. Ives spot, which Helbig describes as “wonderfully stupid,” will depend in large part on how you feel about Helbig’s brand of humor. Her fans, who must make up a sizable portion of the video’s 100,000-plus views, will undoubtedly find the spot endearing (and just may purchase the product on her recommendation), while those who find Helbig’s personality grating won’t find anything to enjoy here. As the YouTube views indicate, the spot is certainly getting some eyes on it. Helbig has also garnered attention for the new product by mentioning it on her YouTube series, and even posting a behind-the-scenes video on her channel that has garnered more views than the ad itself. Stick around for that behind-the-scenes video, along with credits, after the jump. Read more

Audi Attempts Evel Knievel’s Jump Across Snake River Canyon

Thirty-eight years ago, famed daredevil Evel Knievel drove a rocketship across Snake River Canyon. His purpose (and brand message) was simple: “I do it because I’m Evel Knievel.” Patriotic cape flying, the man could never say no to a jump.

Though the average vehicle owner drives for different reasons (groceries need to be picked up, kids have to get to swim practice), Audi aims to inspire the daredevil in its owners. To promote their new performance model, the RS 5, the brand has staged a return to Snake River Canyon.

Accompanied by a team of Audi engineers, a cherry red RS 5 and its anonymous driver speed towards the ramp backed by accelerating drumbeats. He takes off, we see the Audi logo, the sky from the drivers seat…and the 3-minute spot cuts out.

It’s an attention-grabbing ad with its footage of “the last gladiator” and amped-up, color-rich recreation. But without evidence of a safe landing, we’re left to wonder: does Audi’s driver just die? Does the car emerge victorious? One commenter calls the spot “YouTube blueballs.” It’s not a pleasant experience. While a modern sportscar should inspire frivolous daredevil desire, its buyers (or their significant others) might also want some sense of safety.

And I don’t know if they’re legally obligated, but Audi undermines its Evel Knievel vibes with the pre-roll warning: “Always drive safely and respectfully.” Only Subaru drivers pay attention to the fine print, and only idiots need to be told their Audi isn’t really for canyon jumping. It’s just for looking cool and occasionally driving 100 mph on the highway.

Credits after the jump.

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