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Posts Tagged ‘Megan Meloth’

Team One Introduces RC Coupe for Lexus

Team One is launching a campaign today to introduce Lexus’ first-ever RC 350 sport coupe and RC F performance coupe.

The multimedia campaign is centered around a pair of broadcast spots promoting each of the new vehicles. In “Face Off,” actor Wes Bentley (Seneca Crane in The Hunger Games, that creepy voyeur kid in American Beauty) confidently walks into a dark factory. As he glances at the Lexus RC Coupe, he likes what he sees (and for some reason lightbulbs explode as he unlocks the door) and he drives off smiling. The spot ends with the tagline, “Once driven, there’s no going back.”

“No Limits” was inspired by the RC F reveal video, and touts the vehicle’s powerful performance as barrier-breaking. It combines footage of the RC F racing through turns with athletes pushing their bodies to the limits.

Both spots launch today and will air during prime time, late night, cable, network television and cable sports, including “multiplatform ownerships within the Thursday Night Football Halftime Show on CBS and NFL Network.” In addition to the general market spots, “three additional RC F commercials geared toward multicultural audiences will also air at launch.” The broadcast efforts will be supported by digital, print and OOH executions. Read more

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CAA Marketing Crafts Back-to-School Music Video for Old Navy

In something of a different direction for the brand, CAA Marketing crafted a back-to-school music video for Old Navy.

“Unlimited” sees a girl facing her doubts and insecurities,  personified by a Grimace-like creature called a Womp Womp, on the first day of school with a motivational anthem. While the four-minute song, written by Tony-nominated songwriters Benji Pasek and Justin Paul, might prove something of an endurance test for most adults, it provides a positive message in a very relatable situation, and the target audience (elementary school aged kids, especially girls) typically can’t get enough of this type of thing. It seems that the video is catching on, too, with over four million views since being posted at the end of July. Stick around for credits after the jump. Read more

RPA Debuts ‘Fit for You’ for Honda

RPA is promoting the launch of the all new 2015 Honda Fit with an integrated campaign entitled “Fit For You.”

Centered around a pair of 30-second television spots starring actor/comedian Nick Thune, the campaign also includes digital and social media activations, as well as multicultural campaign extensions featuring award-winning drummer Questlove and comedian Felipe Esparza, as well as a promotion in the upcoming game Ultra Street Fighter IV. The TV spots starring Thune, clearly aimed at Generation Y, find Thune answering a series of questions about the Fit and demonstrating its capabilities. Thune assures viewers that the new Honda Fit is “gluten-free,” can fit synths, the Stanley Cup, or even a whole dorm room full of stuff (minus the roommate) and is perfect for a move to Seattle. A further pair of spots will roll out in the coming weeks.

“The campaign takes a typical product demonstration and gives it an unexpected twist to show how the 2015 Honda Fit answers the needs of the customer in a very direct yet humorous way,” said Jeff Conrad, Honda division senior vice president and general manager. “The campaign leverages the Fit’s unique combination of space and versatility plus innovative technology and class-leading fuel efficiency to clearly show that the 2015 Honda Fit is the leader of the subcompact class.” Stick around for credits and a second spot after the jump. Read more

CP+B Taps Kevin Hart for Vitamin Water

CP+B tapped Kevin Hart for a new Vitamin Water spot entitled “Make It Big” that, unfortunately, isn’t very funny.

The 60 second spot features Hart examining the alternatives he could have taken in his career path: keeping his day job as a shoe salesman, making friends in all the right places, being someone he isn’t. His message is that success takes hard work and hustle, which requires hydration, so that’s how Vitamin Water factors into all this. Perhaps because this line of reasoning is a bit of a stretch, Hart can be seen taking a sip of Vitamin Water at various points in the spot, such as at a bad performance in front of a tough crowd, or servicing a particularly unreceptive customer as a shoe salesman, and the spot ends with the “Hydrate the Hustle” tagline. All of these scenarios fail to live up to their comedic potential, though, making this one seem like a pretty big missed opportunity. Stick around for credits after the jump. Read more

Here’s Your First Airbnb Spot by Pereira & O’Dell

Now that Airbnb, that controversial apartment “sharing” (read: renting) business, has grown beyond its startup roots to become a company with an estimated value greater than the entire Hyatt Corporation, it needs a little creative work to show the world what it’s all about.

Today Pereira & O’Dell provided that work in the form of the very first Airbnb spot:

We’re not sure whether the business will catch on with the public at large and we can’t imagine warming to the idea of swapping apartments with strangers, but we also can’t think of a better way to summarize Airbnb’s appeal than with a series of views from alternate windows in a “you could be here, or here, or here” montage.

Unfortunately, you may still have a tough time describing the company’s product to your grandmother.

Credits after the jump.

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You’re No Longer on (Diet) Coke

In March a lot of people–and by “a lot of people” we mean “a bunch of journalists on Twitter who may or may not speak from personal experience”–made fun of Diet Coke’s “You’re on” tagline (though very little was said about the accompanying Droga5/Taylor Swift spot). From Gothamist:

“…there’s little doubt that Droga5, New York, who created the campaign, didn’t realize this and giggle to themselves about how clever it was.”

While the mockery was far less severe than that attached to other campaigns and probably didn’t do much to damage the product’s “brand perception” ratings, today we learned that the company took it so seriously that they decided to turn to their in-house team and start over (though Droga5 remains their AOR).

For the new, summer-ready campaign, the company returned to the tagline they’ve brought back from the dead at least three times since the early 80′s:

The spot it replaced after the jump.

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Deutsch L.A., Ronald McDonald Love Taco Bell Breakfast

Deutsch L.A. teamed up with production company Moxie Pictures for a new broadcast campaign promoting Taco Bell’s new breakfast menu, coming on the heels of the brand’s digital campaign from Digitas.

Directed by Errol Morris, with editing from Rock Paper Scissors, the spots collect a group of individuals all named Ronald McDonald to share their thoughts on the new Taco Bell breakfast items. The Ronald McDonalds saying they love Taco Bell approach is used across the three spots in the campaign, and necessitates a “These Ronald McDonalds are not affiliated with McDonald’s corporation and were individually selected as paid endorsers of Taco Bell Breakfast, but man, they sure did love it.” disclaimer. That’s pretty much the entire campaign, the Ronald McDonald idea, but it’s a clever one and doesn’t feel especially stretched over the course of the three 30-second spots. It probably doesn’t have all that much more life in it, though, so hopefully it’s just Deutsch’s launch idea. Stick around for the “Waffle Taco” spot and credits after the jump. Read more

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

Calvin ‘Megatron’ Johnson Goes Undercover at ESPN

On the field, Calvin Johnson earns his “Megatron” nickname by dominating defenses with a robotic efficiency. He’s bigger, faster, stronger, and at times, it looks like a Transformer is playing against humans. However, off the field, and more specifically, in the ESPN offices, Johnson uses his transforming powers to trick a different kind of opponent (for anyone who cares and watches too much ESPN, it’s Kevin Negandhi).

The latest “This is Sportscenter” ad is par for the course: short, funny, and off-beat. The work comes once again from W+K New York (which has been handling SportsCenter work for nearly two decades), an agency that has no problem taking sports material and making it accessible to audiences. And for Megatron, he may want to think about outsourcing his Transformer duties over to Diddy, or Johnson, or whatever Nike wants to call him.

Credits after the jump.

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Nike Taps LeBron, Piqué, Bradley Cooper’s Voice for ‘Just Do It’ 25th Anniversary

At this point, Nike and AOR W+K are just showing off. Their latest spot, “Possibilities,” is a fat, splashy kick-off to the 25th anniversary of its ubiquitous slogan, “Just Do It.” These type of Nike ads have always had a mythical quality, compared to other sports brands – like certain BBDO Foot Locker commercials – that are solid and funny. Nike is serious. W+K Portland is serious. Nike, Inc. is set to earn $25 billion in revenue this year, meaning we must be serious, too, when it comes to our purchases.

Being serious does not preclude Nike from a certain playfulness if you look hard enough. For “Possibilities,” the lightness comes from some Bradley Cooper voiceover that makes the viewer want to just do it, even though said viewer knows he/she can’t do it as well as professional athletes. That’s where stars like footballer Gerard Piqué and basketballer LeBron James come in, cameos that are almost taking the money out of your wallet before you know it.

For LeBron, the unofficial king of the summer, Nike has been creatively pumping out his spots for a few years now. This one may be a joint venture, but he subtly dominates the end with some clever winking done in the form of a fake dunk content. LeBron has never entered the NBA dunk contest. Maybe this is a hint for 2014? Or maybe it’s just smart marketing? Plenty of possibilities to choose from.

Credits after the jump.

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