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Posts Tagged ‘Larry Fong’

Audi Attempts Evel Knievel’s Jump Across Snake River Canyon

Thirty-eight years ago, famed daredevil Evel Knievel drove a rocketship across Snake River Canyon. His purpose (and brand message) was simple: “I do it because I’m Evel Knievel.” Patriotic cape flying, the man could never say no to a jump.

Though the average vehicle owner drives for different reasons (groceries need to be picked up, kids have to get to swim practice), Audi aims to inspire the daredevil in its owners. To promote their new performance model, the RS 5, the brand has staged a return to Snake River Canyon.

Accompanied by a team of Audi engineers, a cherry red RS 5 and its anonymous driver speed towards the ramp backed by accelerating drumbeats. He takes off, we see the Audi logo, the sky from the drivers seat…and the 3-minute spot cuts out.

It’s an attention-grabbing ad with its footage of “the last gladiator” and amped-up, color-rich recreation. But without evidence of a safe landing, we’re left to wonder: does Audi’s driver just die? Does the car emerge victorious? One commenter calls the spot “YouTube blueballs.” It’s not a pleasant experience. While a modern sportscar should inspire frivolous daredevil desire, its buyers (or their significant others) might also want some sense of safety.

And I don’t know if they’re legally obligated, but Audi undermines its Evel Knievel vibes with the pre-roll warning: “Always drive safely and respectfully.” Only Subaru drivers pay attention to the fine print, and only idiots need to be told their Audi isn’t really for canyon jumping. It’s just for looking cool and occasionally driving 100 mph on the highway.

Credits after the jump.

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Mediabistro Course

Copywriting: Creative Ad Writing

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Sony Xperia Makes Short Trip Home an Adventurous One

McCann NY and director Paul Hunter are behind this :60 spot that promotes Sony’s Xperia ion, which marks the electronics giant’s first attempt at launching a 4G LTE smartphone in the US. The lad above has quite the adventure, albeit a short one, in this ad called  “One Block,” which comes equipped with the obligatory Amazing Spider-Man tie-in as well as some chipper Matt & Kim music and, why not, a raging war scene. Our smartphone-loving protagonist, though, is totally impervious (sound familiar?), weathering it all and finding comfort in the safety of his home, couch and furry friend. Uh, dude, look behind you. Credits after the jump.

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Jeep MW3: 2-Minute Drill Edition

As a Jeep owner (inherited my second, an ’04 Grand Cherokee, earlier this year), I can attest that they make awesome cars. Sure, they might destroy the environment and run about $70 for a full tank of gas, but in the snowy hell of a Midwestern winter, there’s no other car you’d want to be forced to rely on. Not only are they durable beasts of vehicles, but I just learned through the power of Kelley Blue Book’s promoted tweets that Jeeps are the second-best car brand in terms of longevity, with a 40.4 percent chance over holding their value over five years. So, again, if you don’t mind ruining air quality and have to deal with commuting through two feet of snow, consider a used Jeep, won’t you?

Of course, if you’ve ever experienced a Midwestern winter, you know the only comparable environment in terms of danger, violence and tragedy is an actual war zone. That’s what makes this cross-promotion with Call of Duty: Modern Warfare 3 so perfect. It’s somehow simultaneously nerdy and badass, pairing Jeep’s revamped line of SUVs with a video game on course to become the best-selling ever. The epic two-minute spot above from GlobalHue for the MW3 edition Jeep Wrangler follows a :60 cut that debuted exactly a month ago. Of course, the big question is whether or not this (very expensive in terms of production and media spend) cross-promotion leads to those obsessed with a $60 game played on a $250 gaming console purchasing a vehicle that starts around $40,000. I guess we’ll find out when you have this exchange with your nerdy friend:

You: Nice wheels, dude. Is this car new?
Him: You know it. *puts on sunglasses* Made a killing selling off my Groupon stock. (HAHA.)
You: Wait, is this the new Modern Warfare 3 edition Jeep Wrangler?
Him: Well, man, you tell me. *throws a live grenade into grocery store parking lot*

Credits after the jump.

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BBDO, FedEx Once Again Infiltrate NFL Week 1 Coverage

If you happened to catch any NFL games since the season kicked off on Thursday night, you probably saw any one of three or four FedEx ads that’s part of a new brand campaign from BBDO NY, which aims to emphasize its client’s “customer solutions including healthcare, automotive, small business and sustainability.” The spot called “Hollywood” (above), which boasts FedEx’s ability to, yes, deliver bovine heart tissue in time for surgery, seemed to get the most airplay from our point-of-view. But maybe it was the one below or either of the two after the jump that deserved more rotation–though none of this year’s FedEx spots really elicited a chuckle or two like last year’s “Exchange Student” effort that also launched during the NFL’s opening week. Check out two more from the 2011 campaign (wait, is that Bodie from The Wire as the FedEx guy in the spot called “Two-Sided”?) as well as credits for the various spots after the jump.


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