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Posts Tagged ‘Kirk Johnsen’

W+K Amsterdam, Blake Griffin Rise ‘Above Expectations’ for Foot Locker, Nike

W+K Amsterdam looked to Blake Griffin to celebrate the arrival of the new Nike Jordan collection to Foot Locker with a new ad entitled “Above Expectations.”

The 30-second spot, filmed in black and white by director Paul Hunter, addresses Griffin’s naysayers, who pigeonhole the Clippers star as “just a dunker.” Addressing those expectations right away, the voiceover advises viewers, “If you expect another Blake Griffin dunk compilation, change the channel,” before going on to commend the star on his rebound, passing and ball-handling skills. Thankfully, it doesn’t highlight Griffin’s slam poetry skills. “That’s the thing about expectations,” the spot concludes, “you can live up to them, or rise above them.” Playfully, the online version of the ad then advertises a link to “See the jump man dunk, man” which links to a video where Griffin concedes “Alright, you’ve come this far, I’ll give you just one.”

The spot is airing on broadcast in France and Italy, as well as online across Europe, where it is supported by digital and social initiatives.

“The Jordan brand has a long tradition of showing athletes in a unique light, so it was nice to show the world a whole other side to Blake Griffin,” said David Smith, Wieden+Kennedy Amsterdam creative director, in a press release. Read more

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W+K Amsterdam Launches ‘Feel The Game’ for FIFA 15

W+K Amsterdam launches a new campaign for FIFA 15 today, entitled “Feel The Game.”

In a 2:15 broadcast spot, W+K Amsterdam immerses fans into the on-pitch action as they experience what players in the game do. When it begins to rain, players are suddenly drenched in their apartments, when heavily tackled, they feel the hurt. It’s not exactly a new approach in gaming advertising, but it’s pulled off well. The agency also got Lionel Messi to join in on the action, both on the field and wielding a controller. The campaign airs globally beginning today, across broadcast and digital channels, with the full-length spot also broadcasting in the U.S. during the Manchester United match this Sunday.

“Fast-paced, raw, and explosive, modern football is a spectacle beyond belief. And FIFA 15 puts you right in the  middle of it. We wanted our film to do the same thing, to put you right in the thick of the
action, said David Smith, Wieden+Kennedy Amsterdam’s creative director. “With the help of Mark Zibert, and the awesome studio at EA SPORTS, we believe we have created a football film that can live up to the best sport action sequences ever filmed.” Read more

W+K Amsterdam and Kevin Durant Want to Know Who’s ‘The Next Baddest’

In a recent spot launching Nike’s “KD Stratosphere Collection” for Foot Locker, Kevin Durant and W+K Amsterdam have a message for all the aspiring stars with big hoop dreams: bring it, son.

In this sequel to the older “baddest” spot from July, Durant strikes a note of solidarity with all the playground amateurs: he was there once, too. In fact, they might one day be lucky enough to challenge him (on his private rooftop court?) for the title of “The New Baddest.”

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W+K Amsterdam Calls on American Heroes for EA Sports

With the World Cup kicking off today in Brazil, W+K Amsterdam has a new campaign for EA Sport’s 2014 FIFA World Cup Brazil (out now on PS3 and Xbox360), aimed to “appeal to every gamer, and to every American with a star-spangled heart.”

The campaign calls on viewers to be “The next American hero” in a 75-second online spot as Team U.S.A. faces the “Group of Death” in Brazil. “The Next American Hero,” which also appears in 15 and 30-second online advertisement iterations, features a “team of soccer heroes representing a cross-section of American society” — such as an  astronaut, cowboy, tech entrepreneur and cheerleader — take the field for the US. Set to the song “Real American,” the spot is built around the idea that with 2014 FIFA World Cup Brazil, the fate of the US soccer team is in your hands. And odds are they’ve got a better chance at advancing past group stage than the real team. We’ve got credits following the jump. Read more

W+K Amsterdam’s ‘Messimorphosis’ for ‘FIFA 14′ is Kind of Creepy

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, EA Employ Turtle, Johnny Drama in ‘Need for Speed’ Effort

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:

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