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Posts Tagged ‘Rohan Young’

Let Us ‘Join Together’ for W+K’s Celebration of Sony Artistry, Engineering

If you were watching the Golden Globes last night, you may have caught the debut of W+K Portland’s “Join Together” spot for Sony, which will run for the next six weeks.

The new work (perfectly set to The Who’s “Join Together”) celebrates Sony’s longtime practice of joining a “steadfast passion for artistry and commitment to engineering” in a matter of 90 seconds. Directed by Imperial Woodpecker Stacy Wall , the spot also comes equipped with its fair share of star power, whether it be director/Knicks mascot Spike Lee (filming with Sony’s 4K CineAlta camera), Academy Award-nominated actress Quvenzhane Wallis (now starring in Sony Pictures flick, Annie), actor Grizz Chapman of 30 Rock and Columbia Music artist, DJ Cassidy. In the process, the spot highlights a wide range of Sony’s most iconic products and innovations.

The broadcast effort is supported by the “Be Moved” brand experience site, and four product-focused online videos: “Inventing Furniture,” “Eyeballs,” “Skeptics” and “Floor Plan.” These online videos highlight some amazing new technology from Sony with a dash of light humor. Check out “Skeptics” below, and stay tuned for “Eyeballs” and “Floor Plan,” along with credits, after the jump.

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Nike, W+K Portland Unveil Star-Studded ‘Winning in a Winter Wonderland’ Spot


W+K Portland tapped some of the world’s greatest athletes for their new holiday spot touting the advantages of Nike Hyperwarm Performance Baselayer, directed by Rupert Sanders. ”Winning in a Winter Wonderland” features the talents of Giants defensive end Justin Tuck, skier Julia Mancuso, snowboarder Scotty Lago, soccer stars Alex Morgan and Sydney Leroux, and former Yankees second baseman Robinson Cano, who now appears to be headed to Seattle. Ohio State football coach Urban Meyer also makes a brief cameo appearance.

While undeniably cheesy (hey, it’s the holidays) the spot does an admirable job at promoting the Nike Hyperwarm Performance Baselayer. People are prone to listen to endorsements from star athletes, and W+K got a wide, varied group together for the spot. They emphasize that the Nike Hyperwarm Performance Baselayer makes playing in cold, harsh conditions seem almost enjoyable by keeping you warm without restricting movement, perfectly matching the song selection. “Winning in a Winter Wonderland,” of course, changes the words of the holiday classic, which gets a bit cringe-worthy in spots but mostly comes across as cheesy holiday fun. The words are sung by the star athletes in the spot, mostly while in action, and they seem to have a lot of fun with it — which makes it hard to hate.

The campaign features both a one minute and thirty second version of the spot, as well as a digital takeover and social media elements.”Winning in a Winter Wonderland” premiered during college football’s Big Ten NCAA Championship game and will run throughout the holiday season. Credits after the jump.  Read more

Lorraine Bracco Brings Her Signature Rasp to Deutsch’s Holiday Netflix Spot

Lorraine Bracco (she of The Sopranos and Goodfellas fame, of course) lends her familiar voice to Deutsch LA’s new holiday spot for Netflix, and predictably, makes the ad work.

In the spot, “Tree Topper,” Bracco voices the part of the smiling porcelain tree topper that has been part of the McDermott family for 34 years. Through the tree topper we see the wild antics of the McDermott boys, as well as Christmas cooking failures and Uncle Luther’s fake snow. Despite the occasional difficulties living with the McDermott family, Bracco’s tree topper enjoys when the family curls up to enjoy watching something on Netflix.

It’s not the most original of concepts, but Bracco makes it work. Her voice is not only recognizable, but dramatic and expressive. This helps make the idea of a sentient tree topper seem less ridiculous, and even imbues the character with emotion and personality. It helps make the spot not seem overly sentimental, and her delivery of the spots’ final line really brings out just the right amount of curmudgeon from Bracco’s character. While celebrity voice acting is so often an afterthought used as an easy cash-in, Deutsch LA hits the mark by casting Bracco for “Tree Topper.” Hopefully other agencies are taking notes. Credits after the jump. Read more

Check Out Twofifteenmccann’s Cinematic Campaign for Xbox One Exclusive ‘Ryse: Son of Rome’

Ryse: Son of Rome “Path of Vengeance” from H.K. McCANN on Vimeo.

Twofifteenmccann’s new campaign for Xbox One exclusive “Ryse: Son of Rome” is cinematic in approach and scope.

At the heart of the campaign is the 60 second TV spot “Path of Vengeance” (featured above) which sees the game’s protagonist, Marius, “fight his way from the wilds of the Roman frontier in Brittania, across the Coliseum floor and into the Imperial Palace itself.” In one of the spot’s more interesting touches, the action is accompanied by whispers from Roman citizens spreading his legend. Twofifteen wanted to represent how in ancient Rome “deeds of epic heroism were quickly spread by word of mouth, and the story changed based on who was doing the telling,” which they mimicked with the differing accounts of Marius in the spot. It’s a nice, immersive little detail that’s telling of the overall approach to the campaign.

In addition to the TV spot, Twofifteenmccann, in conjunction with production company Smuggler, created a web series featured on Machinima. Entitled “The Fall,” the series features four, five-minute mini-epics detailing Marius’ backstory, history and motives. The agency claims that each installment is a “mini epic film unto itself.” While that may be overstating a point, this is a very large-scale approach to market the game, and “The Fall” is a solid accomplishment in its own right. It also succeeds quite well at making the game look badass, with what appears to be a pretty compelling story. You can check out the first installment of “The Fall” after the break, along with campaign credits.  Read more

Activision, 72andSunny Bring the House Down with ‘Epic Night Out’

“Epic Night Out,” the splashy new 90-second Call of Duty: Ghosts spot from 72andSunny for Activision, is indeed epic, and easily riffs on the four-guys-who-have-fun-in-danger motif made popular by The Hangover. There are a few celebrity cameos, a crumbling Las Vegas set, and classic music, Sinatra’s “Live Until I Die.” Very epic. But no baby, though. Instead, the four heroes and their dog travel from desert wasteland, to cityscape, to outer space, and then to a frozen tundra. With the music and quick editing, it’s hard to pay attention to anything else.

I’m all for first-person shooters, and I don’t think they are ruining kids. If this spot were for the U.S. Armed Forces, that would be different. But, it’s worth pointing out that guns, explosions, apocalyptic Vegas, Frank Sinatra, and Megan Fox is way past the boiling point of glorying violence for a TV spot. That’s sensory overload for all of the juiced up gamer-guys who are going to sit in the basements and pretend not to pee in empty soda bottles. It’s also brilliant misdirection.  And if not for the Grand Theft Auto V ads, this would be the best video game spot I’ve ever seen. Credits after the jump.

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‘Call of Duty’ Goes Domestic in UK Spot ‘Faboom’

Another day, another commercial from the Call of Duty: Ghosts marketing blitzkrieg. “Faboom,” a 40-second spot for UK audiences comes from 72andSunny and shows regular folk reenacting their favorite moments from the game at work, out to dinner, even in the doctor’s office during a proctology exam – well played, 72.

The spot comes a week after Eminem premiered his “Survival” music video that also acts as a Call of Duty promo. “Faboom” doesn’t have any white rappers – however, most of the people in the commercial happen to be white – but despite the lack of celebrity punch, the energy and occasional humor gives this ad a universal feel that should work whether televised or shown online. The clip evokes a bit of the Dave Chappelle skit about a real-life version of Grand Theft Auto. Clearly, the sentiment has aged well, and appealing to the human connection to video games, rather than just showing out-of-context graphics for 30 seconds, seems to be the new go-to technique for gaming ads. Call of Duty: Ghosts comes out September 5. Credits after the jump.

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‘NBA2K14′ Makes it ‘Reign’ in Lebron James-Starring Spot

In a follow-up to the earlier NBA 2K14 spot which heralded Lebron James‘s first game cover, Zambezi returns with the official launch ad for the game featuring who most believe is the best in b-ball today. Yours truly hasn’t been much of a gamer since Mortal Kombat and Street Fighter 2 were in existence, but hell, we’re down to revisit the days when we were on fire in NBA Jam. Along with the spot, Zambezi curated an interview with the one and only Michael Jordan dubbed “Uncensored” in what perhaps the greatest basketball player ever actually goes against the grain and dubs Kobe Bryant the only one he probably couldn’t beat in the NBA today. Well, he did emulate his style to perfection after all, so maybe MJ’s on to something. Credits and the Jordan interview 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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Nike, Foot Locker, W+K Introduce Kevin ‘Kevin’ Durant

Hot Sauce. Skip to My Lou. Main Event. Kevin. The park league nickname has always been a valued tradition in the realm of streetball, meaningful monikers passed down from the basketball gods that can become legend, a la Dr. J or Pee Wee Kirkland. Kevin Durant, for all of his NBA greatness, has yet to merge his skills with an equally skillful nickname. Yes, there’s KD and the Durantula (and perhaps the best one via Jalen Rose, who resurrected the name Iceberg Slim), but it just doesn’t feel right yet.

For the latest Nike effort from W+K Portland, which was created in partnership with Foot Locker, the agency decided to take Durant’s lack of nicknameness and build an ad around it. The sixty-second spot, which features comedian Hannibal Buress as MC, is the coming-out party for Kevin “Kevin” Durant. Buress runs through pre-game introductions and calls out intricate nicknames for random guys like Don Juan Have a Picnic by the Pond, but when he gets to Durant, the crowd goes silent. Kevin Kevin: It’s funny because it’s true. Credits after the jump.

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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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