W+K Amsterdam is back with yet another sprawling, upbeat, frenetic spot for Heineken, which is part of the brew brand’s global campaign highlighting a man living it up in his cityscape. The latest spot, aptly dubbed “The City,” features a little Elvis swing as our hero goes on the hunt for a mysterious gal with the help of a host of lost business cards. Along the way, he experiences everything that makes his city so vibrant. The look, sound and feel is basically the template of what we’ve come to expect from Heineken ads in recent years, but that’s not necessarily a bad thing. Regarding the campaign concept, which revolves around encouraging men to explore their cities, Heineken global senior brand director Gianluca Di Tondo tells Marketing, “Men of the world want to make the most out of their time in the city, because they know life only gives them one shot. So they really live their city by seeking out new experiences and adventures and they have an underlying fear of missing out on the best ones.” At the very least, it makes our desk job writing about such experiences rather lame. Credits after the jump.
Posts Tagged ‘Erik Verheijen’
“What the hell was that?” — That is our (and, we’re guessing, your) reaction to “Oranjekoorts (Orange Fever),” W+K Amsterdam’s 2014 FIFA World Cup spot for Heineken, the agency’s first work for Heineken Netherlands.
The campaign actually began earlier this year with the search for Heineken’s first Chief Orange Officer (you can’t make this shit up), described as a “legitimate [cough] full-time role that sought a representative as Dutch as Heineken, but who shared the same international outlook and would be committed to spreading Orange Fever in The Netherlands and across the globe.” Heineken advertised the legitimate position on their own recruitment channels and throughout the Netherlands. After reviewing more than 2,500 applicants, the position was awarded to Marco van Houwelingen, who will fill the year long role at Heineken’s Amsterdam headquarters.
The 65-second spot features a float representing “everything great about the Netherlands and the Dutch,” making its way through a Brazilian Carnival. Lead by Heineken’s Chief Orange Officer, the float includes a windmill, illusionist Hans Klok, and Dennis Bergkamp, among various other weirdness. Float participants all dance to a samba version of the song “No Limit” by 2 Unlimited, “one of the world’s favorite 90’s anthems” (which is not how anybody outside the Netherlands would describe the song). Watch the confusing mess for yourself above, and stick around for credits after the jump. Maybe you just have to be Dutch to get it.
W+K Amsterdam have a launched a new, global World Cup 2014 campaign for Powerade, “the official sports drink of FIFA.”In addition to television, the campaign also includes print/out of home, digital, and online documentary films (more on that later).
“There’s Power in Every Game” centers around Andrés Iniesta, the Spanish star who scored the winning goal in the 2010 World Cup. He takes center stage in the 60-second spot (featured above), which also features five amateur athletes from around the world. Each of these athletes has “overcome challenges in their lives and in the process have lifted their teammates, rallied supporters and inspired communities through their dedication and achievements in the sport” — which exemplifies the campaign’s #PowerThrough message.
Each of these amateur athletes will be featured in their own documentary, starting with the inspirational story of Nicolai “Nico” Calabria. Debuted at the Kicking + Screaming Football Festival in New York last week and being released as a television spot in addition to its online release, the two minute film tells Nico’s story growing up with one leg and defying expectations to succeed as an athlete. Incorporating an impressively-edited mix of home video footage and live action film, it’s a powerful telling of Nico’s story, and well worth a watch.
“Nico’s story is one of unwavering determination,” said Brynn Bardacke, global group creative director for Powerade. “He truly embodies what we mean when we say there’s power in every player and power in every game.”
Stick around for “Nico & Powerade,” along with credits, after the jump. Read more
Following the release of W+K Amsterdam’s “The Odyssey” last week, Heineken has released a tongue-in-cheek response to the comment section skeptics who questioned the spot’s authenticity.
The 2:10, presented as “the genuine response of our official PR representative Dymfke van Der Gaal,” replies directly to YouTube commenters who publicly questioned the authenticity of the individual talents in “The Odyssey.” As evidence, Heineken presents the casting calls for the guys in the ad, which are predictably goofy. In addition the PR response video, Heineken has also uploaded the casting calls for each of the talents featured in “The Odyssey.” The PR response fits well with the lighthearted tone of the campaign, and reinforces its core message. As Sandrine Huijgen, Global Communications Director at Heineken puts it, “When we saw the comments about The Odyssey TVC, we wanted to show that there are no boundaries between real and fake, proving that real men have unique skills, and everyone is legendary at something.” Stick around for the original “The Odyssey” spot and credits following the jump. Read more
Last Thursday saw soccer star Lionel Messi become the world’s “first life-size, living avatar” dubbed Lifesize Messi, to promote EA Sports’ FIFA 14 for PS4 and Xbox One. W+K Amsterdam have just rolled out the follow-up TV campaign, “Messimorphosis.”
W+K chose to show a gamer morphing into Lifesize Messi as a metaphor for “how the game now feels more alive” than ever. The execution comes across something like an Aphex Twin music video. In other words, quite unsettling.
The spot opens with our gamer sitting on his couch, loading up his Xbox One. As he presses a button, he looks at his hand to see it changing before his eyes. Soon, his entire body is morphing into the Messi avatar, and it’s pretty damned creepy. There’s a shot of the kid’s unnerving smile, and a really freaky one of his face melting into Messi’s. This is pretty strange stuff. The close-up of his feet turning into cleats is just plain gross. We don’t see any gameplay (which looks pretty good, but not mind-blowing) until the final few seconds of the spot, with most of the 58 second ad devoted to the Lionel Messi metamorphosis. Clearly, W+K is banking on Messi’s star power and the lifesize avatar schtick — and presumably not factoring in that the morphing stunt will weird some people out. One thing you can say about “Messimorphosis” is that it’s certainly memorable.
If you’re easily disturbed or grossed out, avoid this one at all costs. If, on the other hand, you’re a big fan of FIFA, Lionel Messi, or are under the influence of hallucinogenic drugs, then this one’s for you. Credits after the jump. Read more
W+K’s new spot for Booking.com features legendary ghost hunting destination the Queen Anne Hotel in San Francisco. The Queen Anne, which was featured on an episode of the Travel Channel’s Haunted Hotels, was a boarding school before it was a hotel, and one-time headmistress Mary Lake is said to haunt it.
In the spot above, a woman sleeping in the hotel is awoken by the television turning on by itself. She sees a camera view of something approaching her room, Room 410: the very room Mary Lake is said to haunt. Later the woman sees shots of herself, presumably while Mary’s ghost approaches. We cut out just before this woman wets the bed. At the end we see the tagline “Stay if you dare,” followed by “Over 350,000 accommodations including haunted hotels.” I’m not sure there’s a huge audience who wants to stay at haunted hotels, but I suppose the idea is that Booking.com can accommodate your every whim. Even a weird one like wanting to stay in a haunted hotel. I don’t love it, but it could be the most interesting Booking.com spot since they stole Bob Marshall’s idea of showing someone booking a room during Spain’s Running of the Bulls. Now if they’d only stop the whole “Booking.yeah” thing.
If you’re a paranormal enthusiast and are serious about wanting to stay at a haunted hotel, Booking.com will totally hook you up. They’ve created a Haunted Destination finder on their site. Included are the Queen Anne Hotel, The Stanley Hotel in Colorado (the inspiration for Stephen King‘s The Shining), the Vinoy Renaissance Hotel in St. Petersburg, Hotel Galvez in Galveston, Texas, The Historic National Hotel in Jamestown, California, The Gettysburg Hotel, and the 1886 Crescent Hotel (a purportedly haunted Arkansas hotel that houses an old morgue in its basement). It’s worth a quick click through for the histories of these paranormal destinations. Credits after the jump. Read more
W+K Amsterdam, Psyop and Human, the gang behind the well-received (and that’s putting it lightly) “Happiness Factory” effort for Coca-Cola, have reunited to bring us the “Great Happyfication,” and seeing that it’s Friday, what better time to roll this nearly seven-minute clip out. Meet our crooning, animated narrator Pete (who looks like a cross between Rango, Paul and maybe Hunter S. Thompson) as he sings us through an epic clip that’s like the soft drink giant’s version of Fantasia. What was the idea behind this, you ask? Well, according to a statement from Coke’s VP, global advertising strategy & content excellence (love the last part) Jonathan Mildenhall, “The brief was huge. We wanted to make the happiest 6 and a half minutes in film. No half measures. We also wanted to get the world singing the Coca-Cola 5 notes.” Ok, while you sing it loud world, check out the Facebook component here and credits after the jump.
Seven seasons in, and HBO’s Entourage still seems to have some marketing strength behind it. In one corner, you have EA Games’ Need for Speed, the most successful (and prolific) racing videogame franchise in history that’s set to have a new installment, Hot Pursuit, released on Nov. 16. In the other corner are a pair actors whose fame comes from portraying two of the most annoying characters in the history of televised fiction. Thanks to Entourage and the inaccurate interpretation of Hollywood douchebaggery as “kind of cool,” we now have the lame spokesbros of what is sure the be one of the most highly rated video games of the year.
Of course, if W+K Amsterdam opted (or had the budget) for Entourage‘s two biggest breakout stars, Adrian Grenier and Jeremy Piven, it would be hard take our “loser by day, hero by night” subjects seriously as valets. Then again, we do know Kevin Dillon as “Johnny Drama,” the untalented brother of a Hollywood star who will take any role he can get. We also know him as Matt Dillon‘s less-talented brother, who has no problem picking up his trademark shades and playing a “renegade cop.” We know Jerry Ferrara only as “Turtle,” the hip-hop speaking fat guy who looks pretty good since dropping the weight. Only through the miracle of videogames could these guys really have a shot at being famous, and even then it would only be their online screen names that people know.
In this sense, W+K has it right: no one would think either of these guys has any sort of rebellious alter ego capable of winning an illegal street race or a high-speed chase. We just wonder if Dillon and Ferrara are wise to the joke.
Credits and two more spots with a bit more acting after the jump: