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Posts Tagged ‘Jessica Locke’

W+K Brings LeBron, Cleveland ‘Together’ for Nike

W+K has a new ad for Nike, promoting the launch of its new LEBRON 12 sneaker today with a celebration of LeBron James’ return to Cleveland directed by the Malloy Brothers.

Yes, that’s right: another LeBron James ad about the star’s return to Cleveland. This follows on the heels of Translation’s spot for Sprite (which we wrote about yesterday) and R/GA’s “Re-Established 2014″ for Beats, which deal with the exact same subject, as well as the recent Kia spot from David&Goliath, also starring James. Nike’s new spot will run tonight during the Cavs first home game, when it’s theoretically possible that ads featuring James will run back-to-back-to-back.

So there’s a bit of an oversaturation issue with this message, to put it mildly. But how does W+K’s version compare to the others we’ve seen? It might actually be the most melodramatic of the bunch. It opens on James giving a pep talk to his team about giving their all for the city of Cleveland. Soon the entire city is in a huddle, chanting, “Forward! Together!” It’s well-shot, in black and white, but the message comes across as a bit over-the-top, all the more so given the story’s overexposure. The spot will continue to run through November 17th. Read more

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Copywriting: Creative Ad Writing

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RPA Turns Nick Thune into ‘Brad, the Lyft Driver’ for Honda Fit

RPA is debuting a new online series promoting the Honda Fit with “Brad, the Lyft Driver,” a hidden-camera style video starring Nick Thune as Brad, an (overly) accommodating Lyft driver.

The series, directed by Fred Savage (Modern Family, It’s Always Sunny in Philadelphia), shows Thune (in character as Brad) “maintaining a good vibe” while yelling obnoxiously out the window, rehearsing soap opera scenes with passengers, and creating creepy personalized mix tapes. While the antics can be amusing in small doses, the video stretches well past the three minute mark, overstaying its welcome a bit in the process.

As part of its “Fit For You” campaign, RPA is also teaming up with Vine stars Jordan Burt, KC James, Cody Johns and David Lopez for a series of Vine videos with each utilizing the Honda Fit in a video showcasing their individual style. Read more

Sonos Visualizes Music in New Campaign

72andSunny has unveiled a new campaign for Sonos’ wireless hi-fi system which playfully imagines what different genres of music would appear as visually.

Taking the notion that Sonos can transform your home literally, the spots each match musical genres with a distinct visual style. So, for example, in the ad set to “Nous Etions Deux” by La Femme, a home is taken over by pop art, starting with spots covering random appliances. In other spots the folk-pop of Sylvan Esso is rendered in claymation, the electronica of Mount Kimbie melts the walls and the croon of Isaac Hayes is paired to (what else?) liquid gold.

Music for the spots was curated by KCRW Music Director Jason Bentley prior to the shoot, informing the pacing, mood and feeling for filming. This approach seems to have payed off, as the music and visuals, created using a combination of practical and CG effects, combine seamlessly, as the sounds seem to transform the space. The homes pictured, “designed to represent people around the world in all kinds of living spaces” are also perfectly matched to the music and chosen form of visualization. Shot over the course of five days in Argentina, everything comes together for a series of ads that imaginatively illustrate the benefits of Sonos’ product and are a lot of fun to watch. Read more

TBWA\Chiat\Day Sends Off Yankees Captain for Gatorade

TBWA\Chiat\Day bids adieu to Yankees captain (and regular starting shortstop since 1996) Derek Jeter in a 90-second send-off spot for Gatorade, an MLB sponsor since 1990.

While there has been no shortage of fanfare surrounding Jeter’s exit from baseball at the quickly approaching end to the season (including a somewhat excessive display at the All Star game), TBWA\Chiat\Day’s farewell for Gatorade, which Jeter collaborated on, manages to charm. Back in July (when it still looked like the Yankees had a shot at the postseason), TBWA\Chiat\Day and Gatorade roped off a few blocks before a home game in the Bronx and, in the words of Molly Carter, Gatorade’s senior director of consumer engagement, “just kind of let Jeter go.”

Jeter is seen interacting with some very surprised and excited fans, signing autographs and even dropping in to Stan’s Sports Bar. Most of the spot’s charm comes from the authentic reactions of the fans, delighted by the opportunity to meet the star player.

Jeter’s collaboration for the ad also extended to the soundtrack, with the shortstop choosing Frank Sinatra’s “My Way” as the song that summed up his career. “It was a true collaboration between Derek and Gatorade,” Carter told Adweek.

The spot breaks online today, followed by a broadcast premiere this Saturday on the YES Network and Fox, when it’s sure to make more than a few Yankees fans teary-eyed. Gatorade will follow this with a full-page ad, written by Jeter, in the New York Daily News and Sports Illustrated on Sept. 28-29. Addressed to New York, the ad will see Jeter thanking fans for their years of support, opening, “From my first at bat until my final out, you helped make me who I am.” The print ad is timed to coincide with Jeter’s final game on September 28th (unless the team makes the playoffs, which they won’t). Read more

RPA Debuts ‘Fit for You’ for Honda

RPA is promoting the launch of the all new 2015 Honda Fit with an integrated campaign entitled “Fit For You.”

Centered around a pair of 30-second television spots starring actor/comedian Nick Thune, the campaign also includes digital and social media activations, as well as multicultural campaign extensions featuring award-winning drummer Questlove and comedian Felipe Esparza, as well as a promotion in the upcoming game Ultra Street Fighter IV. The TV spots starring Thune, clearly aimed at Generation Y, find Thune answering a series of questions about the Fit and demonstrating its capabilities. Thune assures viewers that the new Honda Fit is “gluten-free,” can fit synths, the Stanley Cup, or even a whole dorm room full of stuff (minus the roommate) and is perfect for a move to Seattle. A further pair of spots will roll out in the coming weeks.

“The campaign takes a typical product demonstration and gives it an unexpected twist to show how the 2015 Honda Fit answers the needs of the customer in a very direct yet humorous way,” said Jeff Conrad, Honda division senior vice president and general manager. “The campaign leverages the Fit’s unique combination of space and versatility plus innovative technology and class-leading fuel efficiency to clearly show that the 2015 Honda Fit is the leader of the subcompact class.” Stick around for credits and a second spot after the jump. Read more

RPA, Brooke Shields Launch Urban Attitudes for La-Z-Boy

RPA is launching La-Z-Boy’s new Urban Attitudes collection, which is “geared toward a more urban demographic made to fit in those smaller, city apartments, without compromising style or breaking your wallet” with an integrated campaign starring spokeswoman Brooke Shields.

Part of the larger “Live Life Comfortably” brand campaign, the Urban Attitudes launch is centered around two broadcast spots: “Photo Shoot” and “Movie Set.” The prior rolled out on Monday, featuring Shields in a fancy dress lounging on the new Urban Attitudes couch as over-the-top glamorous elements are gradually stripped away from the set. Obviously, (perhaps too obviously) this demonstrates the new collection’s attainability and reasonable price while implying that it is still sophisticated. The two 30-second broadcast spots will run on network cable, including A&E, Bravo, Food Network, Hallmark, HGTV, OWN and TNT, while the campaign also includes print ads running in Martha Stewart Living, Real Simple, Traditional Home and other publications.

“Urban Attitudes is our most significant collection launch in 10 years, and it makes a bold statement for our brand. RPA’s campaign showcases the collection’s eclectic mix that fits the tastes of consumers with a penchant for style, while being surprisingly affordable,” said Doug Collier, chief marketing officer at La-Z-Boy.

“We created a twist on the overall ‘Live Life Comfortably’ campaign by reinforcing the message that modern sophistication and style doesn’t have to mean pricey, unlike other high-end, designer furniture,” said RPA chief creative officer and EVP Joe Baratelli. “Brooke continues to deliver that down-to-earth, relatable persona while amplifying her role as a star to convey the elegance of the new collection.” Credits after the jump. Read more

Spider-Man Delivers Package for Universal McCann, USPS


Universal McCann teamed up with Sony Picures, and DNA directors Marc Webb (The Amazing Spider-Man, 500 Days of Summer) and Rich Lee to create “Amazing Delivery,” a new Spider-Man themed spot for USPS designed as a tie-in promoting the May 2nd release of The Amazing Spider-Man 2.

The 30-second spot features Spider-Man slinging himself through New York City to deliver a package for a distressed Hollywood director. “Amazing Delivery” follows Spider-Man’s path through the city leading to the package’s delivery to Stan Lee at the premiere of The Amazing Spider-Man 2. The cinematic spot’s charming ending really ties everything together, and it’s evident that everyone involved was excited to work with Spider-Man’s creator, a fact corroborated by director Rich Lee, who said, “Everyone wanted Stan Lee to sign their prepro books and get a photo with Spider-Man…it was actually really sweet and fun to see everyone get so excited around those two. You could see the childlike glints in everyone’s eyes. It was awesome.”

Webb and Lee, who have collaborated in the past, based the spot on the idea that, like Spider-Man, USPS is “speedy, efficient, and there when you need it the most,” drawing on this link to expand upon the creative brief and bring the spot to life. “One of the interesting things about both Spidey and the USPS is that they are both iconic, public servants,” said Rich Lee. “They’re for the people, helping them in their own way. So there is a nice synergy there.”

Stay tuned for credits after the jump. Read more

Deutsch L.A., Ronald McDonald Love Taco Bell Breakfast

Deutsch L.A. teamed up with production company Moxie Pictures for a new broadcast campaign promoting Taco Bell’s new breakfast menu, coming on the heels of the brand’s digital campaign from Digitas.

Directed by Errol Morris, with editing from Rock Paper Scissors, the spots collect a group of individuals all named Ronald McDonald to share their thoughts on the new Taco Bell breakfast items. The Ronald McDonalds saying they love Taco Bell approach is used across the three spots in the campaign, and necessitates a “These Ronald McDonalds are not affiliated with McDonald’s corporation and were individually selected as paid endorsers of Taco Bell Breakfast, but man, they sure did love it.” disclaimer. That’s pretty much the entire campaign, the Ronald McDonald idea, but it’s a clever one and doesn’t feel especially stretched over the course of the three 30-second spots. It probably doesn’t have all that much more life in it, though, so hopefully it’s just Deutsch’s launch idea. Stick around for the “Waffle Taco” spot and credits after the jump. Read more

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

Let Us ‘Join Together’ for W+K’s Celebration of Sony Artistry, Engineering

If you were watching the Golden Globes last night, you may have caught the debut of W+K Portland’s “Join Together” spot for Sony, which will run for the next six weeks.

The new work (perfectly set to The Who’s “Join Together”) celebrates Sony’s longtime practice of joining a “steadfast passion for artistry and commitment to engineering” in a matter of 90 seconds. Directed by Imperial Woodpecker Stacy Wall , the spot also comes equipped with its fair share of star power, whether it be director/Knicks mascot Spike Lee (filming with Sony’s 4K CineAlta camera), Academy Award-nominated actress Quvenzhane Wallis (now starring in Sony Pictures flick, Annie), actor Grizz Chapman of 30 Rock and Columbia Music artist, DJ Cassidy. In the process, the spot highlights a wide range of Sony’s most iconic products and innovations.

The broadcast effort is supported by the “Be Moved” brand experience site, and four product-focused online videos: “Inventing Furniture,” “Eyeballs,” “Skeptics” and “Floor Plan.” These online videos highlight some amazing new technology from Sony with a dash of light humor. Check out “Skeptics” below, and stay tuned for “Eyeballs” and “Floor Plan,” along with credits, after the jump.

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