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Posts Tagged ‘Mary Ann Marino’

Mekanism Continues ‘It’s On Us’ PSA Effort for White House

Back in September, Mekanism rolled out its “It’s On Us” sexual assault awareness PSA for the United States government, enlisting the help of celebrities (including actor Jon Hamm), along with President Barack Obama and Vice President Joe Biden, to deliver its message.

Now, the agency is rolling out phase two of the campaign, again calling on bystanders to help prevent sexual assault. While the initial effort relied on its star power, this time around Mekanism instead attempts to put the viewer in a realistic situation. At a drunken house party, a female guest attempts to leave, only to have her exit blocked by an aggressive guy asking, “Oh no, you’re not leaving are you? Why do you want to go home?” as another guy sits on the couch with a drink. “This isn’t a PSA about sexual assault,” says the voiceover, “it’s about being the guy who stops it.” The spot ends with the guy getting up from the couch to come to the girl’s aide, followed by the message “It’s on us to stop sexual assault” and directing viewers to ItsOnUs.org.

While lacking the visibility of its predecessor, the spot communicates its message well. By focusing on the guy on his couch just having a drink at a party as an uncomfortable situation unfolds, it puts the viewer in his position, the idea being that viewers in a similar situation will know that it’s time to act rather than simply doing nothing — to be part of the solution, rather than part of the problem. Its released is timed in anticipation of next week’s “National Week of Action” at colleges and universities across the country, a push to get students involved with “It’s On Us.” Read more

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Mekanism Goes All the Way to The White House to Prevent Sexual Assault

This newly released PSA created by Mekanism for a tiny, no-name client known as the United States government includes quite a few famous faces aligned behind a single cause: reducing sexual assault rates via personal responsibility.

In fact, the spot begins with some (literal) in-your-face testimony from everyone’s least favorite fictional creative director:

The release tells us that Mekanism “developed the It’s On Us campaign’s concept, creative, and design” with production help from The Mill and Park Pictures while the White House brought the power of celebrity to bear on the project.

Like most PSA campaigns, this one includes multiple elements encouraging viewers to get involved.

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Apple Adds Two New Verses

Apple has added two new spots to its ongoing “Your Verse” campaign: “Jason’s Verse” and “Yaoband’s Verse.”

The “Your Verse” campaign, as you might remember, debuted in January with an anthem ad featuring the sadly recently deceased Robin Williams‘ recitation of Walt Whitman‘s “O Me! O Life!” (from which the campaign gets its title) from the film Dead Poets Society. It was also notable for being produced in-house, without the aid of Apple’s agency, TBWA/Media Arts Lab, as were the follow-up verses.

Apple’s latest additions to the campaign aim to continue the inspirational tone with two new stories. “Jason’s Verse” follows Detroit resident Jason Hall as he attempts to revitalize the Detroit community through his Slow Roll. What begins as a solitary bike ride turns into a weekly event drawing thousands, with Jason’s iPad Air helping him get word out to the community and build Slow Roll into a sort of institution.

“Yaoband’s Verse,” meanwhile, sees a Beijing electro-pop group’s using their iPad Air for everything from sound-sampling to communicating with fans. Both “Your Verse” stories can be examined in more depth at Apple’s site, where visitors can also access an exclusive concert from Yaoband. Stick around for “Yaoband’s Verse” after the jump. Read more

TurboTax, W+K Answer Life’s Depressing Questions

W+K’s new “It’s Amazing What You’re Capable Of” campaign for TurboTax, which kicked off last week with the excellent “The Year of You” spot, continues on with two new 30-second spots that capture humor and sentiment in equal measure.

The first, “Life is Full of Whys” (above), finds a recently dumped guy, a guy being encouraged by his wife to move, and a sad clown wondering some incredibly depressing questions. However, viewers should note that even in the darkest times, taxes can be your redemption. Sure, everyone hates your clown jokes, but at least you can write off your squeaky shoes as a business expense.

The second, “Did I Get Married?,” is shot from the perspective of a man falling in love with a Manic Pixie Dream Girl, whose questions range from cute to sort of off putting and bizarre. But, isn’t that the kind of girl every guy wanted to marry after watching Garden State, Elizabethtown, Breakfast at Tiffany’s, etc.? And then brag about to web-based financial software? In any case, these spots both hit their target (MEN!) in an engaging, lighthearted fashion. Who knew doing your taxes could be so emotionally rewarding? Credits after the jump.

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P&G Returns to Celebrate Olympic Moms, Trip Babies, Push Children

Is there anything more heartwarming than watching children of all ages fall over repeatedly?

From Proctor & Gamble and W+K comes “Pick Them Back Up,” a new spot that’s part of the “Thank You, Mom” campaign running during the length of the 2014 Winter Olympics in Sochi, Russia. If you’ll recall, P&G and Wieden have been leaders in mom joy, child guilt and intermittent bouts of crying since a 2010 Mother’s Day campaign, which set the stage for the very viral 2012 London Olympics spot “Best Job.” Since the initial broadcast of “Best Job,” most of the world has been stuck in a routine of enthusiastic weeping followed by hugging their mom until it hurts.

Adding a little humor to the affair (this is, if you’re a sociopath like me), “Pick Them Back Up” sees attractive young mothers repeatedly watch their children fall down before picking them up, thus transforming them into successful Olympic athletes. For those mothers whose children didn’t grow up to be competitive in winter sports on an international scale, well, your time was better spent leaving your kid on the ice and just working on you for a while.

Of course, this spot also begs the question, how did they film so many babies falling over? Were they stunt babies, or did they trip them with invisible wires or something? In any case, after seeing this on TV, your mother’s gaze will slowly drift over to the photo she has of you as a baby on her nightstand, and she’ll sigh a million disappointed sighs because you were once so cute and loving and now you apparently don’t “have the time” to give her a call once in a while. She’s right, you know, because you just watched this and it caused you do to nothing. Credits, and one in a series of new athlete-specific video, follow after the jump.

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W+K Launches First Campaign for TurboTax

W+K again? Yes, and now it concerns W+K Portland’s “It’s Amazing What You’re Capable Of” campaign for TurboTax with the launch ad, “The Year of You.”

The spot marks the first creative work W+K have completed in partnership with TurboTax since nabbing AOR duties back in July. As you might expect from the title, the :90 “The Year of You” reminisces about all the things that “you” have accomplished in 2013, paying homage especially to new parents, newlyweds and new home owners. This leads in to the suggestion that since you’ve done all these things, you’re the best person to do your taxes. The types of accomplishments applauded in the ad correlate with the simple questions that TurboTax uses, such as “Did you get married?” and the ad does a good job making TurboTax’s system look very easy. The voiceover during the ad (which sounds a lot like John C. Reilly) is lighthearted and endearing, making the whole thing unexpectedly likeable for an advertisement for a tax service, which should help assuage some of the inevitable tax season anxiety it triggers.

“The Year of You” launched yesterday and will run until April 15th. During that time, W+K will gradually roll out other initiatives in the “It’s Amazing What You’re Capable Of” campaign. Stick around for credits after the jump. Read more

LeBron Kicks Back with Family, Friends for Samsung Galaxy

We are now in the season of LeBron James commercials. He’s like Victor Cruz, only taller, better, richer, and not a Time Warner Cable lackey. If you happened to watch the opening night of the NBA season, you saw three different LeBron endorsements, including a new two-minute Samsung spot (:60 version with just the family after the jump) that gives viewers a glimpse into the family life of the best basketball player in the world.

If you care about such things, you may remember last year’s Samsung/LBJ launch, which also premiered on opening night as the Miami Heat were getting their first set of rings. That 2012 spot was more about LeBron and his friends ruling Miami in barber shops and ice cream trucks. This year’s version is all about LeBron and his family: his sons hanging out in the pool or on a driveway basketball court as his wife films from a Samsung Galaxy. ”The Next Big Thing is Here” flashes on the screen as LeBron’s son celebrates after swishing a jump shot. We get it, but it’s still fairly interesting to let two little boys take some of the spotlight away from the real star.

The spot is an easy watch, a relaxing tone that rubs off on the viewer. Life is good for LeBron, and even though I typically prefer product-focused ads to lifestyle ads, when the spokesman is one of the most famous people on the planet, customers may take notice. Smiles all around and credits after the jump.

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McGarryBowen Shows Off Verizon’s Tech Solutions with a Little Help from Philip Glass

We’ve been told by those in the know that this new effort from McGarryBowen NY for Verizon called “Powerful Answers” actually marks the wireless carrier’s first ever corporate branding campaign. Set to the sounds of legendary composer Philip Glass, Verizon veers from the usual Wireless and/or FiOS promotion to, according to parties involved, “showcase tech solutions that no one knew they did.” As you can see in the spot directed by Park Pictures’ Lance Acord above as well as the anthem clip below, some Verizon folks are lab rats whose tech prowess translates into solutions for medical emergencies just as easily as they could the classroom. We didn’t know there was side to them, but hey, you learn something new every day. Exhaustive list of credits after the jump.

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What Happens When Some of the NBA’s Best Celebrate the Holidays?

As part of Goodby Silverstein & Partners’ ongoing “BIG” work for the NBA, we leave your this Turkey Day with this double-dribble-galore tune brought to you by Dwyane Wade, Dwight Howard, Carmelo Anthony and Russell Westbrook among others to herald the Association’s Christmas uniforms. We need not explain more, but we with you a Happy Thanksgiving in the process. Let’s just hope there are no David Stern fines to be levied. You, like us, are hopefully looking forward to the NBA Finals matchup between the Heat and Thunder come Xmas. Credits after the jump.

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Now, It’s Goodby’s Turn to Celebrate the Chevy ‘Centennial’

Now that we’ve got the whole Mother/Chevy/Goodby confusion out of the way (we hope), here’s the previously mentioned “Centennial” work from GS&P that broke during game one of the World Series last night. The spot, which is called “Then & Now” and was created in conjunction with Park Pictures and director/DP Lance Acord, celebrates the automotive brand that was founded on November 3, 1911 by Swiss immigrant Louis Chevrolet and U.S. entrepreneur Billy Durant. While it’s all nice and tender and all, commenters on YouTube are already calling foul, claiming this ad is ripping off the blog, Dear Photograph. Well, at least the “Let’s Do This” Chevy Sonic work that Goodby is also behind is fairly novel. What say you, readers? Credits after the jump.

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