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Posts Tagged ‘Natasha Wellesley’

180LA and Zumba Dance While Everyone Is Watching

Confession: we’re still not quite sure what Zumba is.

Many face the same dilemma despite the fact that the company “counts 15 million weekly dance class participants in a 180 countries worldwide.” For this reason, Zumba enlisted 180LA to remind viewers what it’s all about, and the resulting spot — which debuted yesterday — is energetic enough to qualify as a public health hazard:

The main concept here is to promote Zumba to the public at large rather than catering to the sort of “gym junkies with unattainable bodies” that you might meet at, say, a Diplo set in L.A.

For the record, we also appreciate the presence of “nightclub bouncer” and “pudgy middle management dude” to subtly counter the idea that Zumba is a strictly-for-women phenomenon.

More info and credits below.

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Public Relations

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180LA Bent the Rules for HP

We know how traditionalists in the field feel about Vine and other Next Big Thing “tools”, but we did just come across this HP spot by 180LA, which is supposedly the first straight-up TV spot ever created entirely with third party Vine loops.

Here’s your user generated content:

…and some context below.

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Boost Mobile, 180LA Say ‘You Earned It’

After their amusing spot featuring a basketball player juggling a couple of extra balls, Boost Mobile and 180LA are back together once again, this time emphasizing the savings Boost customers can get. In three short videos, we see various stealing scenarios: a man on the subway gets pickpocketed, a city guy leaps over fences to evade a mugger, a woman has her purse snatched on the sidewalk. But by the end of each ad, the victim has money handed back to them, showing that “Boost Mobile puts cash back in your pocket, literally.”

It’s a good concept, and the little song that shifts each scene into celebration coupled with the actors’ yay-I’m-richer-than-I-thought smiles makes these spots sweet. I only wish they could have cast at least one white thief. Sure, they’re all good guys in the end, but these spots still reinforce tired racial stereotypes. We can do better.

Credits and the rest of the videos after the jump.

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Sony Shows Off New 4K Ultra HD TV

To be fully experienced, this spot has to be watched at your nearest Sony Store or Magnolia Home Theater at Best Buy. That’s because it’s made specially for the 4K Ultra HD TV it advertises, which raises definition to four times that of a standard HD TV.

The ad still looks pretty on YouTube, with its New Zealand ocean setting, bright blue bird, and red-dressed woman. And it doesn’t hurt that filmmaker Garth Davis (a commercial director himself) narrates it all in his soothing Australian accent.

In addition to showcasing new HD technology, the ad features the largest asset ever made for TV: a random looming spaceship, created by VFX company MPC. Pretty sure Sony agreed to it just because they could.

“This is part of our Visionaries campaign for Sony,” 180LA creative director Dave Horton says. “The idea is to bring together two industry leaders to collaborate on a creation that brings Sony’s technology to life.” In this case, Garth Davis worked with Oscar-winning cinematographer Claudio Miranda (Life of Pi). I look forward to seeing who’s next. I watch almost nothing on TV, but this technology is tempting.

Credits after the jump

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Boost Mobile Sports the Junk Dunk

In light of the “no homo” press conference from Indiana Pacers center Roy Hibbert, this new Boost Mobile basketball spot from 180LA may strike some sensitive nerves. However, the humor is handled with enough subtlety to tiptoe around accusations of offensiveness. There’s also a really well-timed nuts joke that might make you chuckle if you are into such sectors of comedy.

In the commercial, one unlucky defender gets posterized on in a pick-up basketball game, and to make things worse, his face gets an up-close view of the sweaty dunker’s crotch. For those who aren’t basketball aficionados, there was actually a name for such a move – balls on your head – that became popular in the 1990s when young NBA players like Darius Miles would dunk on a guy. After the dunk, the player would run down the court celebrating like this (I’m not making this up). Whether Boost Mobile knows it or not, they are bringing back forgotten basketball treasure. The commercial is probably making some subconscious statement about the intersection of black, gay, and youth cultures, but as a consumer product, it’s really just funny. You see, Tyler, the Creator, it’s possible to make an effective ad without relying on stereotypes. Credits after the jump.

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Boost Mobile Turns Whiny Tweet into Ad

Your blood pressure probably has yet to drop since Kraft and CP+B turned tweets about Mac and Cheese into advertisements. That date, March 28, will go down in history books alongside events like the Spanish Armada, the Liberation of France and the Day that Music Died. Holy Cheeseasaurus Rex.

Well, 180LA and Boost Mobile (of “Where you at?” fame) are doing it again…but with a twist. Instead of turning complimentary/stupid tweets into advertising gold, Boost is using tweets of people complaining as the basis of its campaign. Who doesn’t love it when people complain over social networks? As 180 LA tells us, “The campaign is not just about ‘taking a tweet and making a spot.’ It’s about Boost taking the anger and frustration that people are hurling at the wireless industry on the web and making it the voice of a marketing campaign.”

“Working Man” is one of three television spots to air for the campaign, with a full launch scheduled for May 16. By the way, that awesome song in the background is Aloe Blacc’s “I Need a Dollar,” which was most famously used as the theme song for HBO’s terrible, vapid but somehow very enjoyable series How to Make it in America. Credits after the jump.

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