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Posts Tagged ‘Shelley Eisner’

FCB West, MJZ Tell Levi’s Fans to Get Personal (But Not Boring)

The latest spot for Levi’s, created by FCB West/The House Worldwide and MJZ, imagines a personal relationship between each pair of denim pants and its owner.

Every pair tells a story, see…and all the jeans ask of you, consumer, is that you keep things interesting.

The pants-as-lifestyle-accessory theme marks a shift from the Wieden+Kennedy “Go Forth” campaign, which turned existential with the help of one Charles Bukowski.

You may recall that Levi’s announced an agency change back in February, and we can expect more in the vein of this spot to come. Yesterday Fast Company called the effort “more inclusive, and more mainstream”, and FCB CCO Eric Springer emphasized the break from the W+K aesthetic, saying:

“The first step was to get the brand voice back and make everyone know it’s their brand once again…It’s not a comeback tour. It’s a forever tour.”

The company’s own CMO emphasized the social components that will (hopefully) involve lots of people documenting the shared journey of themselves and their jeans.

Three words, then: User. Generated. Content.

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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

Apparently, Gen X/Y Hyundai-Driving Parents ‘Don’t Tell’

Step aside, Saatchi LA and your Toyota “Swagger Waggon,” Innocean has created its own sect of hip, kid-toting, SUV-driving couples called, wait for it, “alternadults.”   The agency’s latest spot for Hyundai’s 2013 Santa Fe Sport  visualizes a set of epic parents indulging in a time-old tradition: as their kids dig into a mini mountain of ice cream or find their feet after paragliding, their parents say, “Don’t tell Mom” or “Don’t tell Dad.”

“The best stories you’ll ever tell start with ‘don’t tell,’” the wise-old-man voiceover says. It’s a bold statement, especially in the Internet age. (Facebook pics or it didn’t happen.) But apparently–according to the Innocean camp–a subsection of Gen X parents, defined as “Alternadults,” have “grown up, but don’t necessarily want to grow old.” Since growing old means making embarrassing Facebook posts, they’re not doing that. Instead, they’re making mischief, even when their mild rule breaking includes the kids and a Hyundai Sante Fe.

Ridiculousness of the term “alternadults” aside, I don’t think a good story has ever really started with “don’t tell.” Cool parents don’t care about keeping their black diamond runs and toilet papering a secret, and outside the family it’s a phrase that prefaces salacious gossip and abusive situations. I’d rather see an ad in which, after a crazy day of father-son mountain biking, dad says, “Tell mom about the log you jumped over today.” Alterna-mom would be stoked.

Check out the credits after the jump.

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Hyundai Rolls Out ‘Anachronistic’ Hybrid

Remember those huge cellphones? There was one point (maybe after watching Zoolander or something) that I thought phones would just keep getting smaller and smaller. Then I got an HTC Evo for Christmas, and wow, that thing is giant. I usually gain an audience when I’m texting people or playing games while riding on public transportation.

The nice things about this spot from Huntington Beach-based, in-house agency Innocean and production company O Positive is that it only runs for 30 seconds. While it’s a cool idea to juxtapose the Hyundai Sonata Hybrid with technologies of the past, this ad could have really gone overboard to the point that it would be easy to forget that’s it for a car. Mad props to director Jim Jenkins, though, for creating a quirky, anachronistic city that’s as unusual as it is charming.

Also, it sort of makes you wonder, how hilarious would it be if Michael Bay directed a silent film? Credits after the jump.

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