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Posts Tagged ‘Jennifer Sofio Hall’

Lowe Campbell Ewald Exposes Truth Behind ‘Nice Guy’ in Domestic Violence PSA

Lowe Campbell Ewald created an emotional domestic violence awareness campaign for Haven, a Michigan non-profit aiding victims of rape and domestic violence.

At the center of the campaign is a simple 30-second spot, directed by Oscar-winner Angus Wall, focusing on a perpetrator of domestic violence. “I’ll be really nice,” a smirking man says, “You’ll tell your friends about me, you’ll think I’m a good guy.” Then his expression suddenly changes as he says “And then you’ll tick me off,” and goes on to describe the abuse he will dish out. “Your kids are next,” he says, “I’ll be real sorry the next day. But I’m going to do it again. And again. And convince you that it’s your fault.” The shot suddenly ends and the tagline “Live without fear” appears onscreen. It’s a harrowing message, delivered with an appropriately stark and approach meant to shake up viewers.

The campaign also includes print and OOH executions, taking a similarly emotional tone. In one bus shelter ad, the headline “I love you” is actually made up of threatening phrases like “You’d never get by without me” and “You made me do this,” an encapsulation of the domestic abusers’ manipulative nature. Print ads feature intertwining lines with mixed messages such as “I’m crazy about you” and “You crazy bitch.”

By focusing on perpetrators, the campaign makes it clear that its them that are solely to blame. “It is the choice and actions of the abuser that causes abuse,” Haven CEO Beth Morrison explains to Adweek. “The victim is never at fault.”

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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

CP+B Taps Kevin Hart for Vitamin Water

CP+B tapped Kevin Hart for a new Vitamin Water spot entitled “Make It Big” that, unfortunately, isn’t very funny.

The 60 second spot features Hart examining the alternatives he could have taken in his career path: keeping his day job as a shoe salesman, making friends in all the right places, being someone he isn’t. His message is that success takes hard work and hustle, which requires hydration, so that’s how Vitamin Water factors into all this. Perhaps because this line of reasoning is a bit of a stretch, Hart can be seen taking a sip of Vitamin Water at various points in the spot, such as at a bad performance in front of a tough crowd, or servicing a particularly unreceptive customer as a shoe salesman, and the spot ends with the “Hydrate the Hustle” tagline. All of these scenarios fail to live up to their comedic potential, though, making this one seem like a pretty big missed opportunity. Stick around for credits after the jump. Read more

JWT Atlanta, Elastic Team Up for FEMA PSA

For hurricane season, JWT Atlanta teamed up with production studio Elastic and directing collective Headless (who provided colorful 3D animation) to create a PSA campaign for FEMA’s National Flood Insurance Program (NFIP).

JWT Atlanta decided to go for an emotional approach, telling the story of a “nice house that lived with a family” as narrated by a young child, which makes for a more relatable and persuasive viewing experience than alarmist images of flood damage. Focusing on the relationship between the loving home and the family, the spot highlights that flooding can happen anywhere, not just locations that are historically at risk. The 60-second PSA ends with the tagline “Protect what matters,” encouraging viewers to learn their flood risk and protect their homes. Credits after the jump. Read more

Here’s Your First Airbnb Spot by Pereira & O’Dell

Now that Airbnb, that controversial apartment “sharing” (read: renting) business, has grown beyond its startup roots to become a company with an estimated value greater than the entire Hyatt Corporation, it needs a little creative work to show the world what it’s all about.

Today Pereira & O’Dell provided that work in the form of the very first Airbnb spot:

We’re not sure whether the business will catch on with the public at large and we can’t imagine warming to the idea of swapping apartments with strangers, but we also can’t think of a better way to summarize Airbnb’s appeal than with a series of views from alternate windows in a “you could be here, or here, or here” montage.

Unfortunately, you may still have a tough time describing the company’s product to your grandmother.

Credits after the jump.

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Jose Cuervo, McCann NY Want You to ‘Get Stung’

Jose Cuervo is introducing its new Cuervo Cinge — “Cuervo with a cinnamon sting”  – with a new animated spot by McCann NY and Elastic.

Directed by Andy Hall, “Get Stung” is pure eye-candy. The spot is well-animated, with a very appropriate red-tinted effect throughout (because cinnamon, get it?). There’s not a whole lot to the 30-second spot: scorpion walks into a bar, drinks tequila, sets bar on fire. But then there doesn’t have to be. Why the bartender serves tequila to a scorpion is never really explained, but suspension of disbelief, right?

As an introduction to a new product, the spot works well. If you like the idea of cinnamon-flavored tequila, this ad will make you excited to try it. If not, you can still appreciate the artistry that went into animating it. I’m rarely going to have something negative to say about a simple, well animated spot about liquor. I wasn’t crazy about the “Get Stung” tagline at first, but they make it work with the whole “sting of cinnamon” description and it serves its function as a way to help people remember the product.

It’s a departure from McCann’s “Have a Story” opus starring Kiefer Sutherland, and a welcome one. Perhaps the “be more interesting, be different…” approach typified by certain Dos Equis ads is finally on its way out. Hopefully this simple, elegantly animated approach from McCann spreads beyond their other work for Cuervo and starts a new trend in boozey advertising. Credits after the jump. Read more

Nike Taps LeBron, Piqué, Bradley Cooper’s Voice for ‘Just Do It’ 25th Anniversary

At this point, Nike and AOR W+K are just showing off. Their latest spot, “Possibilities,” is a fat, splashy kick-off to the 25th anniversary of its ubiquitous slogan, “Just Do It.” These type of Nike ads have always had a mythical quality, compared to other sports brands – like certain BBDO Foot Locker commercials – that are solid and funny. Nike is serious. W+K Portland is serious. Nike, Inc. is set to earn $25 billion in revenue this year, meaning we must be serious, too, when it comes to our purchases.

Being serious does not preclude Nike from a certain playfulness if you look hard enough. For “Possibilities,” the lightness comes from some Bradley Cooper voiceover that makes the viewer want to just do it, even though said viewer knows he/she can’t do it as well as professional athletes. That’s where stars like footballer Gerard Piqué and basketballer LeBron James come in, cameos that are almost taking the money out of your wallet before you know it.

For LeBron, the unofficial king of the summer, Nike has been creatively pumping out his spots for a few years now. This one may be a joint venture, but he subtly dominates the end with some clever winking done in the form of a fake dunk content. LeBron has never entered the NBA dunk contest. Maybe this is a hint for 2014? Or maybe it’s just smart marketing? Plenty of possibilities to choose from.

Credits after the jump.

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Now, It’s Goodby’s Turn to Celebrate the Chevy ‘Centennial’

Now that we’ve got the whole Mother/Chevy/Goodby confusion out of the way (we hope), here’s the previously mentioned “Centennial” work from GS&P that broke during game one of the World Series last night. The spot, which is called “Then & Now” and was created in conjunction with Park Pictures and director/DP Lance Acord, celebrates the automotive brand that was founded on November 3, 1911 by Swiss immigrant Louis Chevrolet and U.S. entrepreneur Billy Durant. While it’s all nice and tender and all, commenters on YouTube are already calling foul, claiming this ad is ripping off the blog, Dear Photograph. Well, at least the “Let’s Do This” Chevy Sonic work that Goodby is also behind is fairly novel. What say you, readers? Credits after the jump.

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Steve Nash, Like Others, Sports Awful 90′s Haircut in New NBA Promo

Using the same approach as the Amar’e Stoudemire spot, Park Pictures, Bicoastal/London director Chris Sargent and Goodby, Silverstein & Partners, Worldwide go back to the future, so to speak, to a Canadian gym in 1996. Here, a young Steve Nash shoots hoops with a boy claiming to be from the future. The time traveler tries to convince Nash that he’s a future NBA star by listing what would eventually be the Phoenix Suns guard’s accomplishments. We’re guessing Doc Brown and the delorean are parked right outside. Great Scott! Credits after the jump.

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