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Posts Tagged ‘Mark Bernath’

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 Takes ‘Leap of Faith’ for Audi

W+K Amsterdam have launched a campaign for Audi’s new TTS Coupe.

The campaign is built around a broadcast spot entitled “Leap of Faith.” Rather than build a case for the car in the usual format touting various features, W+K Amsterdam lets the vehicle speak for itself (sort of). The ad begins with what looks like a meteor in the sky. Upon closer inspection, it’s clear that it is in fact an Audi TTS Coupe rapidly approaching the ground. Luckily, rather than crashing into the land below, the car lands on an elaborately staged landing track and speeds off to the road ahead. A bit over the top, maybe, but it’s at least does something a little different for its category, ending wih the tagline, “The New Audi TTS Coupe. You Dare or You Don’t. Read more

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

Let’s Vicariously Enjoy One Lad’s Wild Night in the City Courtesy of Heineken, W+K

W+K Amsterdam is back with yet another sprawling, upbeat, frenetic spot for Heineken, which is part of the brew brand’s global campaign highlighting a man living it up in his cityscape. The latest spot, aptly dubbed “The City,” features a little Elvis swing as our hero goes on the hunt for a mysterious gal with the help of a host of lost business cards. Along the way, he experiences everything that makes his city so vibrant. The look, sound and feel is basically the template of what we’ve come to expect from Heineken ads in recent years, but that’s not necessarily a bad thing. Regarding the campaign concept, which revolves around encouraging men to explore their cities, Heineken global senior brand director Gianluca Di Tondo tells Marketing“Men of the world want to make the most out of their time in the city, because they know life only gives them one shot. So they really live their city by seeking out new experiences and adventures and they have an underlying fear of missing out on the best ones.” At the very least, it makes our desk job writing about such experiences rather lame. Credits after the jump.

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W+K Amsterdam’s World Cup Spot for Heineken Is…Perplexing


“What the hell was that?” — That is our (and, we’re guessing, your) reaction to “Oranjekoorts (Orange Fever),” W+K Amsterdam’s 2014 FIFA World Cup spot for Heineken, the agency’s first work for Heineken Netherlands.

The campaign actually began earlier this year with the search for Heineken’s first Chief Orange Officer (you can’t make this shit up), described as a “legitimate [cough] full-time role that sought a representative as Dutch as Heineken, but who shared the same international outlook and would be committed to spreading Orange Fever in The Netherlands and across the globe.” Heineken advertised the legitimate position on their own recruitment channels and throughout the Netherlands. After reviewing more than 2,500 applicants, the position was awarded to Marco van Houwelingen, who will fill the year long role at Heineken’s Amsterdam headquarters.

The 65-second spot features a float representing “everything great about the Netherlands and the Dutch,” making its way through a Brazilian Carnival. Lead by Heineken’s Chief Orange Officer, the float includes a windmill, illusionist Hans Klok, and Dennis Bergkamp, among various other weirdness. Float participants all dance to a samba version of the song “No Limit” by 2 Unlimited, “one of the world’s favorite 90’s anthems” (which is not how anybody outside the Netherlands would describe the song). Watch the confusing mess for yourself above, and stick around for credits after the jump. Maybe you just have to be Dutch to get it.

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W+K Amsterdam Debuts ‘There’s Power in Every Game’ for Powerade

W+K Amsterdam have a launched a new, global World Cup 2014 campaign for Powerade, “the official sports drink of FIFA.”In addition to television, the campaign also includes print/out of home, digital, and online documentary films (more on that later).

“There’s Power in Every Game” centers around Andrés Iniesta, the Spanish star who scored the winning goal in the 2010 World Cup. He takes center stage in the 60-second spot (featured above), which also features five amateur athletes from around the world. Each of these athletes has “overcome challenges in their lives and in the process have lifted their teammates, rallied supporters and inspired communities through their dedication and achievements in the sport” — which exemplifies the campaign’s #PowerThrough message.

Each of these amateur athletes will be featured in their own documentary, starting with the inspirational story of Nicolai “Nico” Calabria. Debuted at the Kicking + Screaming Football Festival in New York last week and being released as a television spot in addition to its online release, the two minute film tells Nico’s story growing up with one leg and defying expectations to succeed as an athlete. Incorporating an impressively-edited mix of home video footage and live action film, it’s a powerful telling of Nico’s story, and well worth a watch.

“Nico’s story is one of unwavering determination,” said Brynn Bardacke, global group creative director for Powerade. “He truly embodies what we mean when we say there’s power in every player and power in every game.”

Stick around for “Nico & Powerade,” along with credits, after the jump. Read more

Heineken Responds to ‘The Odyssey’ Authenticity Doubters

Following the release of W+K Amsterdam’s “The Odyssey” last week, Heineken has released a tongue-in-cheek response to the comment section skeptics who questioned the spot’s authenticity.

The 2:10, presented as “the genuine response of our official PR representative Dymfke van Der Gaal,” replies directly to YouTube commenters who publicly questioned the authenticity of the individual talents in “The Odyssey.” As evidence, Heineken presents the casting calls for the guys in the ad, which are predictably goofy. In addition the PR response video, Heineken has also uploaded the casting calls for each of the talents featured in “The Odyssey.” The PR response fits well with the lighthearted tone of the campaign, and reinforces its core message. As Sandrine Huijgen, Global Communications Director at Heineken puts it, “When we saw the comments about The Odyssey TVC, we wanted to show that there are no boundaries between real and fake, proving that real men have unique skills, and everyone is legendary at something.” Stick around for the original “The Odyssey” spot and 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

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