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Posts Tagged ‘Steve Wi’

Droga5 Debuts ‘Home is in the Air’ for Air Wick

Droga5 is debuting a new campaign for Air Wick entitled “Home is in the Air,” the agency’s first work for the brand since adding it to its client roster back in May.

In a long-form spot, Droga5 and Air Wick recreate the smells of home — a baseball glove, apple pie and a fireplace  — for an American soldier stationed in Qatar. The video begins with the soldier, Kearen, and his wife, Cortney, explaining the hardships of spending so much time apart (at the time of filming, Kearen has been deployed for 11 months) and introducing the project. Air Wick experts then use an instrument called a solid phase microextraction device to capture, and later recreate, the scents that remind Kearen of being at home with his wife and six children. They then send a package of Air Wick candles imbued with the scents to Kearen, who says, “This, this smells like home.” He adds, emotionally, “It’s something so simple, but it means so much to me.”

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Mediabistro Course

Copywriting: Creative Ad Writing

Copywriting: Creative Ad WritingWork with a freelance copywriter to build your advertising portfolio and land more copywriting jobs! Starting January 12, Kim Taylor will teach you how to make a complete ad using graphics and photos, write strong headlines and body copy for various advertising media, work from a creative brief, and jumpstart your ad portfolio. Register now!

Jack Link’s Takes Sasquatch to College

How do we know that Jack Link’s wants to connect with the college crowd? The Big Ten Conference theme behind the brand’s latest campaign “The Wildest Room on Campus” gave us a big hint.

Some context before we dive back in: the brand’s last ads starred real animals, but this mythical creature keeps going just like that famed DDB bunny in new work by AOR Carmichael Lynch and production company Über Content.

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Y&R NY Celebrates ’5 Second Filmmaker’ for Dell

For the latest in the brand’s “Learning Meets Doing,” Y&R New York teamed up with Über Content and director Adam Gunser to create a mockumentary celebrating “5 Second Filmmaker” Marty Goldberg.

Goldberg is the (fictional) king of the the 5-second film, taking home the “Cinco” award year after year and employing “The Goldberg Method” while grooming his assistant and protege. Seemingly targeting the growing popularity of the short-format Vine, the mockumentary mostly seems to be trying too hard and its humor never really hits it mark and struggles to find a cohesive tone. Most of the time, the spot seems to be mocking Goldberg, but elsewhere seems to celebrate his working methods showcasing Dell technology. Also worth noting is that the brevity-mocking video feels long at 2:15. Goldberg could have done it in five seconds. Stick around for credits after the jump. Read more

Pereira & O’Dell NY Talks Accuracy for Realtor.com

Pereira & O’Dell New York have a new campaign for Realtor.com championing the site’s accuracy in home listings, thanks to “its unique, direct relationships with more than 800 multiple listing services that provide consumers with 98 percent of all for-sale properties listed in the U.S.

Entitled “Accuracy Matters” the broadcast campaign features two 30-second spots — “Mom” and “Doghouse Architects” — which will run through 2014. The spots attempt to find the humor in inaccurate real estate listing as a means of highlighting the importance of the accuracy Realtor.com provides. While the humor mostly comes across as cute rather than funny there is one slapstick moment in “Mom” worth a chuckle, and the approach at least helps differentiate Pereira & O’Dell’s work from typical real estate advertising cliches.

“Coming from a real estate family, I’ve seen my share of formulaic advertising in the category,” explains Dave Arnold, executive creative director at Pereira & O’Dell. “Our goal with ‘Accuracy Matters’ is to not only connect Realtor.com to a singular product message it can rightfully own, but to also have some fun with inaccurate listing information.”

Stay tuned for “Doghouse Architects” and credits following the jump. Read more

California Milk Showers With a Cow

As a Wisconsin man, the “Happy Cows Come From California” campaign has always irked me. What, California, are you suggesting OUR cows aren’t happy? Sure, they might be a little fatter, a little more lethargic, and may or may not experience what some would deem “alcoholism,” but does that mean they’re sad? NO! At least they aren’t smug little overly vain California cows, with their hybrid cars and over-sized sunglasses.

Well, apparently no one else believed this silly “happiness” claim, as the California Milk Advisory Board seems to have dropped their completely untrue tagline in this new spot from Deutsch LA. Instead, the CMAB cares not about cows’ feelings, but rather focuses on how a cow and its milk function as part of your nuclear family. As we can see, cows enjoy singing off-key renditions of Cher Lloyd’s “Swagger Jagger” under the helm of director Fred “Kevin from The Wonder Years” Savage. Yes, it’s a bit more in-your-face that Deutsch’s introduction to the “Make Up Part of Your Family” campaign. But, if there’s one way to convince your Californian family to drink milk, you might as well do it with shrill noises that your kids will absolutely love. Credits after the jump.

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While We Wait for NBA Lockout to End, Let’s Watch Pros Work Out

We don’t know how many of you are NBA fans out there, but we are unabashedly and this wait for a regular season to start has seemed interminable. Anyhow, CP+B picks up where its launch spot for Under Armour’s b-ball division left off, with the ninth pick in the 2011 NBA draft, Kemba Walker, going through some seriously rigorous training. Hopefully, all this training finally gives him something to play for soon enough. Credits after the jump.

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