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Posts Tagged ‘Paula S. Jiménez’

Draftfcb LA Continues Full-Court Press for Nabi

Just two weeks ago, we were covering the first wave of Nabi spots from Draftfcb, a pair of 30-second ads that favorably compared kid-friendly Nabi tablets to Kindle devices a la Microsoft vs. Apple. Our Erik Oster found them to be informational and appealing. However, these two new spots, “Fear Not Question” and “Swagger,” drop the comparison technique for an unconvincing plea for Nabi to be a lifestyle brand.

“Fear No Question” presents the Nabi brand as classroom-friendly, going right after a parent’s sense of idealistic learning, so in turn, that parent will go right for his/her wallet. It’s a boring and safe play that may have worked out if Draftfcb hadn’t already launched the Kindle attacks that are much more memorable.

“Swagger” goes straight after the kids. Promoting Nabi headphones – think Beats for kids – the spot shows a little kid walking down a school hallway in slow-motion as he gives headnods to his friends and long stares to the girl he probably has a crush on. This is more Fubu than Fuhu. This is also just a bad commercial, corny and overdone, even for a children’s market. The tagline of “Everyone Needs a Theme Song” actually has a nice ring to it, but the visual execution is too silly. The clip almost plays like a mocking comedy skit of itself.

At 30 seconds, both ads are easy to watch and easy to forget. ”Swagger” and credits after the jump.

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Draftfcb LA Pushes Nabi in First Campaign as AOR for Fuhu

Draftcb has unveiled two new spots for the Nabi, its first campaign for Fuhu since becoming their agency of record in September.

Fuhu has done incredibly well for themselves with the Nabi, a soft-edged tablet designed for children, even being named “the fastest growing company in America” by Inc. There’s certainly no change in strategy from Draftcb for these two new spots. “Good Morning” and “Glow in the Dark” tout the Nabi’s kid-friendly features via comparison with the Kindle, which comes out looking sorely lacking in the kid-friendly department.

If you are going to buy your kids a tablet, I suppose it should be one that’s made for them, right? These spots do a good job extolling the Nabi as the perfect option for children. In “Good Morning” (featured above) that means talking about the Nabi’s “time controls” — in this case, a good morning song to wake up to. The Nabi does its thing before asking a silent Kindle what its good morning song is.

“Glow in the Dark,” meanwhile, highlights Nabi’s glow in the dark feature. No surprise there. Also not a surprise: the Kindle does not glow in the dark. Score: Nabi 2, Kindle 0. Plus, the Nabi just looks like something a kid would want to play with. So make that Nabi 3, Kindle 0.

We see plenty of these “direct comparison to our biggest competitor” ads with tech gadgets, but few seem to take the wind out of the competition the way these ads sucker punch the Kindle. At least for the Nabi’s target audience. If I were shopping around for a tablet for a child, this campaign would have me convinced that the Nabi is the way to go. Thankfully, I won’t find myself in that situation any time soon. Credits and “Glow in the Dark” after the jump.  Read more

Jell-O, CP+B Give Young Boy an Unfortunate Comb Over

Men with comb overs look hapless. Little boys with comb overs look creepy. To see the difference, please watch the latest Jell-O television spot, appropriately titled “Comb Over.”

In the forty-five-second ad built by CP+B, a balding father whose depressing life resembles a deflated balloon schools his son on the importance of the little things, like a cup of Jell-O pudding. In turn, we see some surreal daydream where the son, still about six years old, goes through a day in the father’s life, only now he has a giant cone head and a comb over. If you ever wanted to know what the male offspring of Lord Voldemort and Francis Dolarhyde (Manhunter version, not Red Dragon) would look like, here you go. Is that not the definition of creepy, a little boy who somehow resembles two fictional psychopaths all because of a comb over? Still, the commercial’s surrealist twist manages to make it stand out in an otherwise standard concept. It’s almost sweet, if not for the whole hapless/depressing/pitying reaction that comes along with comb overs.

Credits after the jump.

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Jell-O’s Funpocalypse, Much More Exciting Than Actual Apocalypse

We’re only four days away from the 12/21/12 Mayan apocalypse prediction, and as the our alleged time on Earth winds down, Jell-O wants us to have fun. Lots of fun. And when I picture the crazy stuff people will do days before turning into characters from a Cormac McCarthy novel, I think of eating Jell-O.

CP+B continues its work for the Kraft brand with the Funpocalypse campaign, which includes #funpocalypse, a TV spot (above), e-cards, a survey, and a small giveweay where winners get $100 apiece to accomplish bucket-list goals until our planet combusts.

The infographic (below) is strangely the most appealing part of the package. Jell-O and Wakefield Research conducted a national survey with 1,000 adults and asked questions about how people would spend their last days before an apocalypse. You can find out things like: 52% of Americans would be most excited about not having to pay taxes anymore and 4% of those surveyed actually believe the world is going to end.

Other brands have been trying to stop the apocalypse. Old Spice already took Dikembe Mutombo, so I guess Jell-O is banking on sacrificing sugary snacks to the gods to save humanity. If the gods have diabetes, then we’re all screwed. Are there sugar-free puddings available for the health-conscious deities?

And more importantly, what would Bill Cosby have to say about this? Graphic and credits after the jump.

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With Doritos-Based Dish Launch Looming, Taco Bell Unveils New Slogan, Spot

By now, some, most or all of you have heard that Taco Bell is rolling out its Doritos Locos Tacos line (you might have seen this teaser), which will officially be available to appease your guilty-pleasure cravings nationwide come March 8. As part of the rollout of its new menu item, the fast-food chain’s agency partner Draftfcb Orange County unveiled a new spot called “Pockets” that was directed by Jake Scott and debuted during NBA All-Star weekend.

As you’ll see in the latest advert, Taco Bell is undergoing a rebranding of sorts that comes with a new slogan, “Live Mas,” which from the looks of it, will be emblazoned across all the brand’s sauce packets. Now, we’re just curious to find out if there really is a band called Slab Hauler. Credits after the jump.

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