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Posts Tagged ‘Sue Troyan’

W+K Portland Launches First Work for Weight Watchers

W+K Portland has launched a new campaign for Weight Watchers, its first for the brand since winning creative duties back in April.

In a new 60-second spot, W+K drops the celebrity-driven approach taken by previous agency McCann (whose latest work featured Jessica Simpson), instead going for a universal theme of “eating your feelings.” The ad, entitled “If You’re Happy…” is set to an adaption of the popular children’s song “If You’re Happy And You Know It” by Tony Babino. “If you’re happy and you know it, eat a snack,” he sings at the beginning of the spot over shots of people happily enjoying ice cream, burgers and cake. Around 15 seconds in the tune changes to “If you’re sad…” and later on to such feelings as “bored,” “lonely” and “sleepy” before finally ending with “If you’re human and you know it, eat your feelings, eat a snack” and ending with the tagline, “Help with the hard part” before finally showing the Weight Watchers logo.

It’s an interesting tactic, tapping into the insight that people associate eating with all types of emotions rather than relying on a celebrity endorsement, which seems to be the standard for the category. W+K seems to be banking on the empathy and relatability of the message being more persuasive than association with celebrity.

According to The New York Times, the ad will “be introduced broadly on Sunday” with an emphasis on “programming apt to draw multiple members of a household” like “the midseason finale of The Walking Dead on AMC on Sunday and the season finale of The Voice on NBC on Dec. 15.” The ad will also “appear widely in cinemas,” which Lesya Lysyj, president of Weight Watchers in North America, told The New York Times “…is great because you’re sitting there with your huge thing of popcorn.”

“We’ve never actually said that weight loss is easy, but when you use celebrities and show before-and-after photos, what you’re doing is kind of implying that it is easy,” she added, explaining the move away from celebrity endorsements. Read more

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W+K Sings ‘Dadsong’ for Old Spice

W+K has a new spot for Old Spice’s “#SmellcometoManhood” campaign entitled “Dadsong,” a follow-up to to the goofy musical “Momsong,” in which mothers lament Old Spice turning their sons into men while engaging in some pretty creepy behavior.

The follow-up, with music and lyrics written by Bret McKenzie (Flight of the Conchords, The Muppets), reprises the sad moms of that spot, but with an answer from the dads. It opens on one of the moms from “Momsong” singing, “Where’s my little boy, I miss him so? Who’s this man living in our home?” while clutching her sons teddy bear as he slow dances with a girl. Soon a chorus of fathers replies that they’re “overjoyed” that they’ll be using their son’s room “for storage pretty soon.” The song is a step up from its predecessor — not a surprise given McKenzie’s involvement — and strikes more of a balance between goofiness and creepiness (which mostly comes across through visual gags). And while it deals in over-the-top portrayals of stereotypical motherly clinginess and fatherly aloofness, it’s also pretty clear that it isn’t dealing in anything resembling reality. Fans of McKenzie’s distinct style of musical comedy, and anyone who enjoyed the original “#SmellcometoManhood” installment, should get a kick out of “Dadsong.” Read more

W+K Asks You to ‘Choose Your Winter’ for Nike

W+K Portland launched a campaign for Nike’s Hyperwarm line with the 60-second broadcast spot “Choose Your Winter.”

The spot enlists an unexpected guest for the brand in Chris O’Dowd (who you probably remember as Kristen Wiig‘s love interest in Bridesmaids). O’Dowd plays an alarmist newscaster making dire predictions about a “snow-mageddon” or “snow-tastrophe” — even claiming that ancient man went extinct during the Ice Age. His over-the-top warnings about the cold and snow are contrasted with images of athletes — including NFL stars Aaron Rodgers and Jordy Nelson, figure skater Gracie Gold, soccer players Clint Dempsey and Brad Evans, middle distance runner Mary Cain and snowboarder Johnnie Paxson — decked out in Nike Hyperwarm and powering through the cold. The message is clear and effective: you can exaggerate the effects of the cold and use it as an all encompassing excuse or you can tough it out with help from Nike. 

Nike told Adweek the spot is the first in a series. Athletes who will appear in future spots include NHL star Dion Phaneuf and Dodgers outfielder Yasiel Puig, who is currently playing in the 2014 Major League Baseball Japan All-Star Series. Read more

W+K Brings LeBron, Cleveland ‘Together’ for Nike

W+K has a new ad for Nike, promoting the launch of its new LEBRON 12 sneaker today with a celebration of LeBron James’ return to Cleveland directed by the Malloy Brothers.

Yes, that’s right: another LeBron James ad about the star’s return to Cleveland. This follows on the heels of Translation’s spot for Sprite (which we wrote about yesterday) and R/GA’s “Re-Established 2014″ for Beats, which deal with the exact same subject, as well as the recent Kia spot from David&Goliath, also starring James. Nike’s new spot will run tonight during the Cavs first home game, when it’s theoretically possible that ads featuring James will run back-to-back-to-back.

So there’s a bit of an oversaturation issue with this message, to put it mildly. But how does W+K’s version compare to the others we’ve seen? It might actually be the most melodramatic of the bunch. It opens on James giving a pep talk to his team about giving their all for the city of Cleveland. Soon the entire city is in a huddle, chanting, “Forward! Together!” It’s well-shot, in black and white, but the message comes across as a bit over-the-top, all the more so given the story’s overexposure. The spot will continue to run through November 17th. Read more

W+K Portland Launches ‘Never Finished’ for Nike, Starring Richard Sherman

W+K Portland got Richard Sherman to star in its new spot “Never Finished” for Nike, following on the heels of Sherman’s recent appearances for Neff earlier this month and Campbell’s in August.

The new spot deals with the hype train surrounding Sherman, as he is constantly bombarded with media discussions of whether or not he is “the best.” “Never Finished” does a good job at finding humor in the situation, aided by a believably exasperated Sherman. The highlight is probably the made for TV biopic, starring Damon Wayans Jr.

Sherman’s roles in ads so far have mostly seen the Seahawks star not taking himself seriously and playing with his public persona. That definitely continues with “Never Finished,” but the schtick is much less over the top than some of his past roles, and the more nuanced characterization fits Sherman well as the spot, more than anything, mocks the media hype that surrounds star players. It makes for an entertaining ad, and Sherman’s most enjoyable performance by far.

The campaign, which runs until October 9th, also includes five additional videos, with special cameos from Johnny Manziel, Victor Cruz, Ndamukong Suh and Ken Griffey Jr.
Read more

TBWA\Chiat\Day Taps Peyton Manning, Cam Newton for Gatorade

The late comedian Mitch Hedberg had a joke that went: “You don’t have to be sweating and holding a basketball to enjoy a Gatorade, you can just be a thirsty dude. Gatorade forgets about this demographic. I’m thirsty for absolutely no reason, other than the fact that liquid has not touched my lips for some time. Can I have a Gatorade too, or does that lightning bolt mean no?” Well, the brand seems to have finally issued its response to this question in a new campaign from TBWA\Chiat\Day, entitled “Sweat it to Get it,” with a resounding “No, you can not have a Gatorade, thirsty dudes.”

“Gatorade was invented to replace what athletes sweat out, Brent Anderson, executive creative director at TBWA\Chiat\Day in Los Angeles, explained to Adweek. “So the intent was to create something that might cause someone who reaches for a Gatorade to think, ‘Hold up…have I earned this?’” In other words, that lightning bolt does mean no.

In the campaign, starring Rob Belushi (son of Jim) and featuring cameos from Peyton Manning and Cam Newton (who also stars in an ongoing Under Armour campaign), customers at a gas station are told they can’t purchase Gatorade because they haven’t broken a sweat. The ads all follow the same basic formula, with Belushi as the straight man denying the customers and Manning or Newton appearing as either the manager or a fellow customer. The agency told Adweek that the ads were all “shot on location at an actual convenience store with over 15 hidden cameras” and directed by Jody Hill (Eastbound and Down). Stick around for credits and a few more spots after the jump. Read more

Kevin Hart Takes on Dave Franco in Madden NFL 15 for Heat, EA Sports

Heat, San Francisco taps Kevin Hart and Dave Franco (James’ brother) to star in a new online spot for EA Sports’ Madden NFL 15.

The spot, which also sees guest appearances from Portland Trail Blazers star Damian Lillard and Epic Meal Time co-creator Harley Morenstein, sees Hart go to great lengths to get Franco to take him on at Madden NFL 15. Hart’s incessant challenges of Franco degenerate into destruction of property over the course of the over three minute spot. It all starts out with one epic slap, before (for some reason) going musical, as Hart continues to challenge Franco to take him on in Madden NFL 15. That decision is questionable, to say the least, making it a bit of a challenge to get through the overly long spot. Things are at their most entertaining when Hart is directly baiting Franco, free of musical interjection. Stick around for credits after the jump. Read more

WPP’s David Documents the Rise and Fall of ‘Subservient Chicken’ for Burger King

Today Burger King dropped the first spot by its new global AOR, WPP agency David.

As a faux “where are they now” covering the CP+B original’s fall from fame and return to viral advertising, it’s about as meta as you would expect.

It’s also more than a little “Rocky”: there’s an Italian trainer; there’s an instrumental montage; there’s at least one raw egg; there’s Screech as a costumed Mexican chicken fighter.

The campaign isn’t as interactive as its predecessor; while the rollout included a series of missing person-style print ads, viewers can’t tell this chicken what to do (and yes, we know the responses were pre-recorded in 2004).

The big question, given the spot’s very open-ended conclusion and the fact that BK CMO Eric Hischorn told USA Today that “[The Chicken] will stick around going forward”: where will the sequel go?

Read more

W+K Taps World’s Soccer Talent in ‘Winner Stays’ for Nike


W+K Portland went all out in getting celebrity talent for “Winner Stays” the latest iteration of their “Risk Everything”campaign for Nike.

The 4:12 film plays off the idea of pretending to be your favorite star players while playing a pickup game with friends. “Winner stays” says one side of one such pickup game, and soon players are claiming to be famous soccer stars and taking on their unique skill sets. It’s a fun idea, although it’s stretched a bit thin at over four minutes long. W+K is betting that with World Cup fever spreading people will stay around for the star power, which includes the return of Cristiano Ronaldo, Neymar Jr. and Wayne Rooney, a host of other soccer stars from around the world, and a few unexpected cameos. During the action, the spot offers the first glimpses of Nike’s new Magista and Mercurial Superfly.

“We connect to players’ passion for the game, whether it is the world’s best in Brasil or players in the park or street, explains Davide Grasso, chief marketing officer for Nike. “‘Winner Stays’ taps into an experience that every young player around the world will recognize – competition with friends and the idea of playing with your heroes or pretending to be them.”

While it may be fun and expertly crafted, it’s pretty hard to get over the run time for the full-length “Winner Stays.” Four minutes is just a really long time to expect people to sit through an advertisement and the new product reveals are relatively deep into the spot. Thankfully, there are abridged versions, with run times of 3 minutes (still pretty long), 90 seconds, 60 seconds, and 30 seconds. Stick around for full credits after the jump. Read more

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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