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Posts Tagged ‘Melissa Kahn’

Leo Burnett Toronto ‘Say Yes to Yes’ for Coors Light

Leo Burnett Toronto has a new campaign for Coors Light, called “Say Yes to Yes,” which doesn’t put up much of a front about promoting “drinking responsibly.” Instead, they’re promoting the kind of drinking that leads to pantlessness, “going to bed not in your bed,” and “winning donkeys named Richard.” Coors Light can’t promise you all these things will happen, but they can promise “Saying yes to adventure” (in this case, “adventure” means “watery light beer”) will lead to better stories.

All these “not promises” are delivered from an unexpected, and pretty ridiculous source. Clearly, the target of the campaign is the barely above drinking age crowd, who can still be swayed into thinking Coors Light is the perfect thing a night of drunken debauchery. In addition to the 60-second version above, Coors Light will air a 30-second broadcast version, which will run until the end of the summer. Stick around for credits after the jump. Read more

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Entrinsic Debuts ‘The Mortgage’ Film Trailers for RBC

Digital agency Entrinsic created a new campaign for RBC targeting first-time home buyers called “The Mortgage,” in which they imagine the home buying experience in three different Hollywood-genre style trailers.

Directed by Jeremiah S. Chechick (best known for National Lampoon’s Christmas Vacation), each trailer promotes a fictional film of a couple shopping for their first house, with roughly the same formula channeled into three different genres: romantic comedy, drama and horror. The results are cheesy, but not unwatchable. They certainly have the tone of the Hollywood trailer nailed. The best of the bunch is probably the horror one (featured above), which squeezes in some jokes riffing on popular horror movie tropes. It works a lot better than the drama trailer, which feels a bit forced attempting to fit home buying into a Hollywood drama style narrative.

“Analytics are always behind everything we do at Entrinsic,” said Eli Singer, founder and president of Entrinsic. “We call it ‘creative by the numbers.’ Based on the data we gather we’ll be able to augment the campaign, making it increasingly connected so that it drives strong results for the client, just like we did with RBC’s successful students initiative.”

At the end of each of the trailers, viewers can click through to RBC’s digital properties for first-time homebuyers. In addition to the three spots, the campaign also has a social media element with events on Twitter, as well as a contest giving entrants the opportunity to win $25,000 towards a mortgage downpayment. The campaign will also be supported by “integrated offline content including full page movie poster-style ads in newspapers, mock “coming soon” posts promoting the movie trailers on relevant websites and blogs, in-branch advertising, wild postings, in-cinema advertising, interactive banner ads and social content and influencer outreach.” It will run throughout the key spring homebuying season. Stick around for credits and “Romantic Comedy” after the jump. Read more

Red Urban, Volkswagen Tell the Story of a Still-Running 1955 Beetle

When they stumbled upon archival pictures of a man and his 1955 Beetle, Volkswagen Canada and Toronto-based agency Red Urban realized they had a story to tell. As it turns out, that story is pretty amazing. They tracked down the man in the photo, Paul Loofs, who has driven the car around the world three times. Amazingly enough, that car is still running.

So Volkswagen Canada and Red Urban teamed up with Academy-nominated director Hubert Davis to tell his story in an (approximately) 30-minute documentary film. That documentary, Once More, The Story of VIN 903847, premiered on Discovery Channel and Bravo in January and is featured above (not a bad way to spend a lunch break). It tells the story of Loof’s unlikely, low-budget solo treks around the globe, which included many obstacles and unexpected, fortuitous events. Loofs eventually sold the car back to Volkswagen for use in an advertising campaign. A man named Emmanuel Thuillier bought the car and tracked down Loofs on the Internet, then surprised him by reuniting him with the vehicle for the first time since 1967.

“We feel that it really speaks to our fans, not only reinforcing the emotional connection so many people have to the brand, but celebrating the truly remarkable stories that so many of our owners have. It is not so much about a single car, although this Beetle is remarkable, it is more about how one car connects so many different people and their experiences, proving itself as The People’s Car,” said Volkswagen Brand Marketing manager, Lynne Piette. The documentary will continue to air on Discovery Channel and Bravo until February, with the following showtimes:

Bravo
Saturday February 22nd at 1PM
Discovery
Sunday February 16th at 8:30AM
Sunday February 23rd at 6:30AM
Friday February 27th at 6:30PM

Rethink Uses Bromancevertising to Sell Sh***y Canadian Beer

Rethink takes bromancevertising to the next level with their follow up to “The Beer Fridge” for Molson, the second most viewed commercial online in Canada in 2013.

“The Beer Fridge – Project Indonesia” is a 2:45 ode to Canada, hockey, beer, and, above all, bromance. Two friends decide to surprise a third friend who moved to the Gili Islands in Indonesia years ago. That there are no motorized vehicles in the Gili Islands makes the trek a bit of a challenge. The friends come packed with a satellite so their buddy can watch Team Canada in the 2014 Olympic Games and a red fridge full of Molson (which was obviously not easy to transport). When the three friends finally reunite, it’s actually quite a touching moment. This is probably the most bromantic ad you’ll see this year, and a refreshing angle from Rethink.

Molson released the Internet spot today, with a full-length TV version slated for the Canadian World Junior Hockey Tournament, where it will essentially take up entire commercial breaks. Clearly, Molson believes in this spot. Additionally, a 30 second version of the ad is set to debut on December 26th. Credits after the jump. Read more

To Fight Animal Cancer, Dogs and Cats Sing, Dance, and Even Rap

Yes, that’s right, a dog raps in the two-minute “We Could Be Heroes” music video meant to raise awareness and money for animal cancer. The video for Pet Trust comes from Toronto-based Red Urban and appears to be a sort of “We Are the World” spin-off with dogs and cats. The opening over-the-should shot of a paw pressing against a keyboard tells you all you need to know. If you love animals, you’ll probably find this cute. If you don’t, you’ll probably find this cringingly corny.

Regardless of your position, I’m sure we all want to find a cure for animal cancer, so this campaign can always block any creative criticisms behind a shield of philanthropy. But even though the animal-personified-as-human motif  lacks substance, it’s hard to navigate this kind of project without resorting to Sarah McLachlan territory. And by comparison, Red Urban took a more positive approach that doesn’t make you want to immediately change the channel or start weeping. Points for that, and credits after the jump.

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Molson Resurrects ‘I Am Canadian’ Slogan via Traveling Beer Fridge

 

Let’s begin yet another hot, muggy day in NYC with an item related to something that’s pretty much always refreshing, especially during this time of year: beer. A decade after moving on from its “I Am Canadian” slogan, Molson has decided to reinstill some native pride, bringing back the mantra via a traveling beer fridge that can only be opened by, what else, a Canadian passport. In its effort to keep it real and spread the word throughout the globe, Molson’s fridge (by the way, nice touch on the bottles), which was concocted by Canadian agency Rethink, has made its way from London to the White Cliffs of Dover to Brussels. While we’re reminded to renew our own U.S. passport, check out the beer fridge spot above and a making of clip along with credits after the jump.

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Brain Scan PSA Emphasizes the Importance of Research, Memories

From Vancouver-based agency Rethink and Untitled Films director Steve Gordon comes a cerebral PSA to support “Brain Awareness Week” and the British Columbia Alzheimer Society

Commemorated each March, Brain Awareness Week (BAW) is a global campaign seeking to give publicity to the progress and benefits of brain research. In “Brain Scan” we’re taken through a series vignettes or “memories” through a filter of neural-imaging. Those interested in helping support or learning more about the Alzheimer Society’s work can do so at its website here. Credits after the jump.

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