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Posts Tagged ‘Scott Ganary’

W+K, Maxwell House Shoot for Good, Not Great

In a world with Starbucks at every corner and small, fancy artisinal coffee shops sprouting up everywhere, it would be counterproductive for an instant coffee brand to try to compete. So W+K starts a different conversation for Maxwell House, asking, “Whatever happened to good?”

The new “Say Good Morning to a Good Day” campaign features a series of broadcast and web spots centering around an affable, middle-aged everyman (everydad?) who laments that with all the attention on phrases like “Awesome,” “Amazing,” and “That’s epic, bro!” people have forgotten about “good.” In the 30-second spot, he goes on to explain that good is “Swinging to get on base” or “choosing not to overshoot the moon, but instead to land right on it.” This all makes “good” seem pretty appealing, with the spot ending with the resurrected “Good to the Last Drop” tagline.

While some may question the choice of admitting your product isn’t “amazing,” the strategy makes sense for Maxwell House, whose coffee is, at best, “good enough,” and whose best bet is to convince the older generation that all the fuss over fancy coffee just isn’t worth it. W+K pull off the execution really well, making the “good” approach about as persuasive as it can be. Credits after the jump. Read more

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‘Fargo’ Villain Takes on Role of ‘The Replacer’ in Latest ‘Black Ops II’ Promo

Like a less-slick, self-assured version of Harvey Keitel‘s “The Wolf” from Pulp Fiction, actor Peter Stormare, who you might remember from playing Steve Buscemi‘s even sleazier partner-in-crime in Fargo or to a lesser extent, “Slippery Pete” on Seinfeld, stars as “The Replacer” in 72andSunny’s latest lengthy effort for Activision. This time, agency and client team up to promote the latter’s Call of Duty: Black Ops II – Revolution, which will come equipped with new multiplayer apps, a new weapon and even a zombie mode to play undead.

In the two-and-a-half minute clip above, we find that “The Replacer” is actually a way more charitable character than Wolf, lending his services to a variety of gamers, whether a frustrated, domesticated type, an expecting parent, a guy on a blind date, a landscaper or even a zoo cleaner. The intensity of previous Call of Duty clips has supplanted by comedy, and we kinda welcome the change of pace. And plus, we have a soft spot for Stormare, a man who’s played bit/supporting roles in more movies than we can count.  Credits after the jump.

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The Audi S8 Will Make Pedestrians Suspect You’re a Criminal

Debuting tonight during the Giants vs. Cowboys NFL season kickoff, the above 60-second spot from Venables Bell & Partners titled “Suspect” marks the first time Audi is introducing its full line of S models to the U.S.

Despite the YouTube commentariat noting that the S8 is too overweight to be race-engineered, an accusation that sounds plausible though I am too unfamiliar with racing to confirm or deny the validity of it, Audi has selected the campaign tagline “Heighten Every Moment” to describe the intensity that waiting in your car for your girlfriend to pickup coffee will undoubtedly provide. Yes, most passerby will assume you stole the S8, and may have your sights set on that armored car as well. Just don’t be a minority driving the S8 (especially in Arizona), or you’ll most likely be shot by a rent-a-cop with a transistor radio.

Audi is also pleased to announce today that it will be returning to Super Bowl advertising for the sixth consecutive year in early 2013. Watch this year’s spot, “Vampire Party,” here and view credits for “Suspect” after the jump.

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No Worries, Bikinis Still Remain in Carl’s Jr. Southern-Flavored Spot

Yes, that does appear to be the guy who gets dissed in that Michael Jordan Hanes ad from last year, but now he’s the star of this latest Carl’s Jr. effort from David&Goliath that promotes the chain’s “Made from Scratch” biscuits. The mustachioed stranger in the ad above emerges from the sand and interrupts some SoCal beach revelry with his over-exaggerated drawl and basketful of buttery treats. We guess his intrusion, though, is not as egregious as Carl’s Jr. actually trying to convince people that they make biscuits like those scrumptious ones from the south. Could we just bring back Olivia Munn already? Credits after the jump.

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