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Posts Tagged ‘Karl Lieberman’

W+K, Maxwell House Shoot for Good, Not Great

In a world with Starbucks at every corner and small, fancy artisinal coffee shops sprouting up everywhere, it would be counterproductive for an instant coffee brand to try to compete. So W+K starts a different conversation for Maxwell House, asking, “Whatever happened to good?”

The new “Say Good Morning to a Good Day” campaign features a series of broadcast and web spots centering around an affable, middle-aged everyman (everydad?) who laments that with all the attention on phrases like “Awesome,” “Amazing,” and “That’s epic, bro!” people have forgotten about “good.” In the 30-second spot, he goes on to explain that good is “Swinging to get on base” or “choosing not to overshoot the moon, but instead to land right on it.” This all makes “good” seem pretty appealing, with the spot ending with the resurrected “Good to the Last Drop” tagline.

While some may question the choice of admitting your product isn’t “amazing,” the strategy makes sense for Maxwell House, whose coffee is, at best, “good enough,” and whose best bet is to convince the older generation that all the fuss over fancy coffee just isn’t worth it. W+K pull off the execution really well, making the “good” approach about as persuasive as it can be. Credits after the jump. Read more

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Storytelling for Media Professionals

Storytelling for Media ProfessionalsStarting April 22, this in-person workshop will teach you the specific ways to incorporate storytelling into your personal and professional life. Students will examine the role of storytelling in business and put their newfound skills into practice with a series of improvisation, writing, and presentation exercises designed to help them uncover personal stories. Register now! 

Velveeta Reminds You to Eat Like that Guy at the Mall

While most general culture publications are using this week to run back-to-school features, The A.V. Club has been running a series about a much more influential part of the American experience–the mall. Reading it, it’s hard to not think about how my perspective of the local mall has changed over time. In middle school, I looked at the mall almost as an amusement park, a mini-EPCOT Center with different worlds mostly hidden behind showy storefronts. In high school, the mall became a place to kill time between minimum wage jobs, hoping to bump into your crush in the food-court during your 20-minute lunch break. In college, the mall became a place to avoid, a symbol of inflated consumerism and a reminder of how naive your worldview was in high school.

Now, I see the mall as an intimidatingly bizarre monolith, a place I feel horribly uncomfortable in whenever I’m forced to enter one for a quick errand. It’s hard to believe that a place where I spent an inordinate amount of time at 16 now seems so foreign. But, there are those people, who we’ll call “mall people,” that never change despite how much your perspective might. In fact, if I were to identify the polar opposite of myself among mall denizens, it would be the dude who works the remote-control helicopter kiosk. No one, not even the manager of the Gap, is more in his element than that guy. He’s the guy who gets free pretzels from Auntie Anne’s, dates that hot new girl who works at American Eagle, and the guy you hope will invite you to eat lunch at the cool table one day.

Well, W+K Portland is honoring that guy in a new TV campaign for Velveeta, “Eat Like That Guy You Know.” The guy in question here, who Bud Light would name “Mr. RC Helicopter Kiosk Employee,” has in my eyes gone from awesome to lame to actually kind of cool again as I grow up. Hey, he may not be pulling in six-figures, but he has the swagger of someone who pulls in seven.

On Kraft’s Velveeta website, visitors are encouraged to eat like many different archetypes they’re familiar with. Again, it has a “Real Men of Genius” vibe to it, but in classic Velveeta fashion, it’s just a little cheesier. Credits after the jump.

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Nike Continues to Go ‘Boom’

Continuing its “Boom” effort for Nike, W+K has rolled another handful of spots that mixes sports, sports icons, a contemporary atmosphere, some wild highlights, a couple of celebrities and a driving rock score which all combine to make everyone utter the campaign tagline. The 60-second spot above is basically a compilation of many of the shorter clips and features the likes of LeBron James, Serena Williams and Tim Tebow. After the jump, view two more from this latest series including a somewhat amusing :15 ad starring Craig Robinson (The Office, Hot Tub Time Machine) and Yankee Robinson Cano. Credits included.

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