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Posts Tagged ‘Matt O’Rourke’

W+K Launches the Only Interactive Site Where Hair Plays Huey Lewis Songs

W+K Portland has unveiled “The Power of Hair” for Old Spice, the “newest, never-been-done-before interactive digital experience.”

The new site is an extension of W+K’s “For Hair That Gets Results” campaign promoting Old Spice’s new haircare and styling products, featuring the same anthropomorphic hair, and comes on the heels of the “Boardwalk” and “Meeting” spots Old Spice debuted late last month. Visitors to “The Power of Hair are greeted by a testimonial video with a young man extolling the virtues of Old Spice’s hair products. Predictably, this includes attention from the ladies and respect around the office. Less predictably, this includes Huey Lewis songs. “When you’ve got great hair like this, you’d be surprised by how many Huey Lewis songs it can play on the piano,” the now bald man says.

Visitors to the site are then asked to pick a Huey Lewis song, and the hair (which by now has slithered off of the guy’s head) will play them on piano, occasionally adding in some percussion. You can pick from among 29 of Lewis’ greatest hits, including “The Power of Love,” “I Want a New Drug,” “The Heart of Rock n’ Roll,” “Bad is Bad” and “Doing It All for My Baby.” It’s a pretty absurd idea (and yeah, we’re pretty sure no one has done this before), but then this is the kind of silliness we’ve come to expect from W+K’s work for Old Spice and a fitting extension of the “For Hair That Gets Results” campaign, complete with a perfect title. Give “The Power of Hair” a try above or at the site, and stick around for credits after the jump. Read more

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W+K, Oreo Relationship Concludes with ‘Super Important Test’

In case you were wondering, the domain name www.superimportanttest.com is no longer available, thanks to W+K and Oreo, who bring us, yes, a “Super Important Test,” which as we imagine was the intention is hardly a test. You have two options (cookie or cream) and you’re correct either way. Get it?

Super Important Test” marks not only the conclusion of W+K’s Oreo’s “Cookie vs. Creme” campaign that began with the buzzed-about “Whisper Fight” spot from the Super Bowl and the subsequent “Separator Machine” clips, but the relationship between W+K and the Mondelez brand itself. As you may know, Draftfcb and now the Martin Agency work primarily on the Oreo account.

Anyhow, W+K curated quite a bit of content for the website–more than 30 different videos may play after you click cookie or creme–but this type of limited platform really begs the question: What’s the point? How does this sort of advertising advance the OREO brand in any meaningful way? I’m asking a serious question, not just trying to be glib, so if there is an answer, please post a comment.

Virality for the sake of virality is turning into a common approach for most creatives, and a website full of 30 unrelated internet videos that may or may not be funny seems like a great way to waste an advertising budget. Oreo was never going to choose cookie over cream or vice versa, but it didn’t have to choose. This is a case of a clever idea that simply ran out of ingredients.

Stills and credits after the jump.

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The Old Spice Wolfdog Calls it Quits

And thus, W+K Portland and P&G bid farewell to Old Spice’s “Wolfdog,” who in the past week has garnered over 4 million views via videos such as this and this and who’s even produced a Tumblr as well as  a record. But alas, all good things must come to an end, and Wolfdog is now out as Old Spice’s director of marketing and you can see his resignation clip above. Some people, though, have told us that this campaign is fairly similar to the one from Atmosphere Proximity to promote “The Big Ad Gig.” What do you think? Check out one more clip from the week-long campaign if interested as well as credits after the jump.

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As We All Figured, Only Dikembe Mutombo Can Save the World

W+K’s ongoing work for Old Spice demanded one hell of a refresh and the agency thankfully obliges with this rather promising effort for the P&G brand, which stars beloved former NBA center, Dikembe Mutombo. Though long since retired, the man who could talk so much shit with just a wag of his finger is still very much involved in humanitarian causes, so who better to help avert the imminent apocalypse promised by the Mayan calendar than old #55.

Yes, this is the basis of a real-time, online 8-bit gaming experience from W+K for Old Spice dubbed “4 1/2 Weeks to Save the World,” which will have our hero embark on weekly globe-trotting missions based on current event and help prolong our lives on this planet. So far, from visiting the game play site alone, we gather that this week, Mutombo must stop Gangnam Style and encourage people to vote–might be a little late on that one–but hell, we’re 100 percent behind this mission. Along the way, we’ve met a Cosby sweater-adorning, intelligent talking bear and other odd characters all while trying to figure how the hell get out of level 1. We must say, though, that regardless of how odd and chaotic this whole campaign is, we’re quite enamored with it thus far and will take it over some of the recent Greg Jennings work any day. Give it a shot here. Credits after the jump.

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Tuesday Odds and Ends

-Interbrands released its 13th annual “Best Global Brands” report. Surprise, Apple’s not #1. link

-Former AKQA SF senior UX designer Charlene Zvolanek has joined Team One as director of experience design.

-The dress worn by Progressive’s “Flo” (above) is not only selling on eBay for a good cause, but the insurance spokeswoman is adding more to her mantle, having been inducted this week into the Madison Avenue Advertising “Walk of Fame.”

-MDC chief innovation officer Faris Yakob sits down with Yahoo to discuss the future of advertising. link

-Our old pal Matt O’Rourke is looking for writing ideas, y’all. link

-Have you seen Target’s “Amazing” training videos yet? link

-In case you missed it during all the Advertising Week kickoff hijinks last night, Microsoft Advertising unveiled its Windows 8 Ads in Apps concepts with agency partners. link

 

Terry Crews Plays Music with His Muscles, Encourages Viewers to Do the Same for Old Spice

Yes, one of the stars of The Expendables 2 (now playing in theaters everywhere) is back, flexing his impressively musical muscles for Old Spice and W+K.

In what we’re being told is what’s a “first-of-its-kind embeddable interactive experience,” Muscle Music allows viewers to record their very own percussion-laden jam session after they stream and impressive demo performed by Mr. Terry Crews. But, for those of us who learn better from following directions than button-mashing, Old Spice has provided us with this handy keyboard map:

Sure, it’s just sort of silly and gets a little boring after about a minute of messing around, but realize that this is as much of an ad for W+K, prodco MJZ, VFX company The Mill and Vimeo itself as much as it is for Old Spice. From a purely technological standpoint, this could be a big step forward in integrating audience interaction into streaming video. Your move, YouTube.

Credits after the jump.

Update: By the way, the Terry Crews has been answering questions following his new Old Spice ad launch on Reddit. Go here for the Q+A.

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Jell-O: It’s Not for Kids Anymore

Yeah, yeah, two CP+B posts in one day, we get the grief, but get a grip and just be thankful that it’s non-holiday-related. Anyhow, here’s a new effort from the agency for Kraft Foods’ Jell-O brand that promotes what appears to be its “adults-only” Temptations line. Intel and Clarity Consulting also took part in the effort, which used age-recognition technology to appease adults and basically tell kids to piss off. It’s everything you’d expect Bill Cosby and his sweater to be against, but, hey, it works for us. The video above was shot at Chicago’s Shedd Aquarium and a second stunt took place on the first floor of the South Street Seaport in NYC last week. Credits after the jump.

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Markham Joins CP+B as Digital CD

According to the Crispin camp, Lowe alum Tom Markham is heading to Boulder to serve as “the most senior ‘hands–on’ interactive creative” and will work across the agency’s client roster (a Matt O’Rourke replacement perhaps?). During his seven years at Lowe Worldwide, Markham worked primarily as global digital creative director on Unilever but also made the rounds in Auckland and Sydney as interactive CD for Vodafone and others.

In a statement, CP+B CCO Jeff Benjamin gushes about the new hire, saying, ““We’re the luckiest ad agency in the world. Everyone in the industry is looking for senior creative talent and getting someone as great in the digital space as Tom is a huge win for our clients and our team.”

Alas, the Boy and His Bike Are Finally Reunited

It looks like Matt O’Rourke‘s search for his treasured bike, which was stolen over 15 months ago, has come to an end. The newly christened W+K interactive creative director is happy to report today that he has been reunited with his beloved Bologna (above). O’Rourke details the saga, which seems ripped right out of the Pee-Wee’s Big Adventure script (minus the Large Marge inclusion), on his Tumblr, saying after a year of receiving barely any leads, a chance encounter between two strangers on the Williamsburg Bridge a few months ago changed everything. We like these fairy-tale endings from time to time, don’t you?

Matt O’Rourke is Ready to Hit the Road

As we deduced a long time ago (ok, only two weeks), former CP+B interactive ECD Matt O’Rourke is on his way to Wieden+Kennedy. He tells us, “I can confirm I’m taking the road trip to end all road trips and then starting at W+K Portland on 9/15 as an Interactive Creative Director. I’ve wanted to work with Iain for a long time, and it’s nice to finally be getting to do it. Susan and Mark are two of the most well regarded and creative people I’ve ever met, and getting to work closely with their new head of digital strategy Zach Gallagher is the icing.” We bid thee well, mon frer.

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