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Posts Tagged ‘Susan Hoffman’

W+K Launches the Only Interactive Site Where Hair Plays Huey Lewis Songs

W+K Portland has unveiled “The Power of Hair” for Old Spice, the “newest, never-been-done-before interactive digital experience.”

The new site is an extension of W+K’s “For Hair That Gets Results” campaign promoting Old Spice’s new haircare and styling products, featuring the same anthropomorphic hair, and comes on the heels of the “Boardwalk” and “Meeting” spots Old Spice debuted late last month. Visitors to “The Power of Hair are greeted by a testimonial video with a young man extolling the virtues of Old Spice’s hair products. Predictably, this includes attention from the ladies and respect around the office. Less predictably, this includes Huey Lewis songs. “When you’ve got great hair like this, you’d be surprised by how many Huey Lewis songs it can play on the piano,” the now bald man says.

Visitors to the site are then asked to pick a Huey Lewis song, and the hair (which by now has slithered off of the guy’s head) will play them on piano, occasionally adding in some percussion. You can pick from among 29 of Lewis’ greatest hits, including “The Power of Love,” “I Want a New Drug,” “The Heart of Rock n’ Roll,” “Bad is Bad” and “Doing It All for My Baby.” It’s a pretty absurd idea (and yeah, we’re pretty sure no one has done this before), but then this is the kind of silliness we’ve come to expect from W+K’s work for Old Spice and a fitting extension of the “For Hair That Gets Results” campaign, complete with a perfect title. Give “The Power of Hair” a try above or at the site, and stick around for credits after the jump. Read more

W+K Portland Unveils ‘Join Together’ Follow-Up Called, Yes, ‘Separate Together’

Last month, W+K Portland launched the “Be Moved” brand campaign for Sony with the broadcast spot “Join Together.” Yesterday, W+K revealed the follow-up, the four minute (and change) documentary, “Separate Together.”

“Separate Together” brings together Bruce Zaccagnino, the creator of Northlandz, the world’s largest model railroad located in Flemington, New Jersey, and Matt Albanese, a photographer who specializes in miniatures. The documentary takes place within Northlandz’s “52,000 square foot exhibit space featuring dozens of tiny towns, three-story papier-mâché mountains and hundreds of toy trains snaking through a warren of tunnels, past tiny windmills and over bridges made from thousands of toothpicks.” Albanese captures Northlandz in a unique way, utilizing the Sony QX100′s ability to fit into tight spaces to capture unique shots that wouldn’t have been possible with other cameras. It’s a great way to show off the QX100′s unique capabilities in fun, charming way.

The documentary is accompanied by an experience site which lets you explore Northlands from the unique vantage points available with the QX100, letting viewers zoom in on different areas and take their own shots, which they can then share on social media. It’s a great extension, and a fun way to explore the charm of Norhtlandz without having to make the schlep to Jersey. Stick around for credits and “Join Together” after the jump. Read more

Old Spice: ‘Anthropomorphic Hair Will Get You Laid’

W+K Portland has been very, very busy for Old Spice. First it was body spray with the “Smellcome to Manhood” campaign aka “Mom Song.” Then last week it was the triumphant return of Isaiah Mustafa and the “Interneterventions” surprise online campaign. Now, breaking the consistency of strange portmanteau puns is “For Hair That Gets Results,” marketing Old Spice’s line of hair care and styling products.

The first 30-second spot, “Meeting,” finds a studly studs mop of hair jump off his head and get a girl’s number. The lesson? If, young man, you pull this move, you’ll get a phone number that connects to a voicemail message that says, “Hey, I can’t come to the phone right now. I’m either studying for my master’s degree or having a tickle fight with my friend, Consuela. (Giggles.) Stop it, Consuela, I’m going to get you!” Yep, pretty cool.

The second, “Boardwalk,” teaches young men another valuable lesson. You see, a lady wants your hair to tell her if you can put in baby in her. You know, through the means of sexual intercourse or via a mechanical claw. Credits after the jump.

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‘The Man Your Man Could Smell Like’ Returns with ‘Interneterventions’ for Old Spice

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Isaiah Mustafa, “The Man Your Man Could Smell Like,” returns for W+K Portland’s new “Interneterventions” campaign for Old Spice from executive creative directors Susan Hoffman and Joe Staples (full credits forthcoming, we hope).

W+K created nine fake websites for the campaign, for products such as “100% Black Leather Sheets,” “Illegal Neck Workout Machine,” “The Push Up Muscle Shirt,” and “Soul Patch Powder.” When users visit these site they are met with an “Internetvention” from Mustafa, who chides them on their poor life decisions and suggests that they can start turning things around by using Old Spice. There are nine separate executions for the nine different sites, each employing (like the sites themselves) W+K’s often imitated brand of humor. Visitors can also choose to prank their friends by forwarding them the sites on social media, a pretty clever way to get people to spread the campaign. Since the sites and the executions themselves are fun to watch, people may actually be driven to share the links. I mean, why wouldn’t you forward your buddy a link to “Brodominiums,” the condominiums located inside a gym?

Internetervention

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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TurboTax, W+K Answer Life’s Depressing Questions

W+K’s new “It’s Amazing What You’re Capable Of” campaign for TurboTax, which kicked off last week with the excellent “The Year of You” spot, continues on with two new 30-second spots that capture humor and sentiment in equal measure.

The first, “Life is Full of Whys” (above), finds a recently dumped guy, a guy being encouraged by his wife to move, and a sad clown wondering some incredibly depressing questions. However, viewers should note that even in the darkest times, taxes can be your redemption. Sure, everyone hates your clown jokes, but at least you can write off your squeaky shoes as a business expense.

The second, “Did I Get Married?,” is shot from the perspective of a man falling in love with a Manic Pixie Dream Girl, whose questions range from cute to sort of off putting and bizarre. But, isn’t that the kind of girl every guy wanted to marry after watching Garden State, Elizabethtown, Breakfast at Tiffany’s, etc.? And then brag about to web-based financial software? In any case, these spots both hit their target (MEN!) in an engaging, lighthearted fashion. Who knew doing your taxes could be so emotionally rewarding? Credits after the jump.

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P&G Returns to Celebrate Olympic Moms, Trip Babies, Push Children

Is there anything more heartwarming than watching children of all ages fall over repeatedly?

From Proctor & Gamble and W+K comes “Pick Them Back Up,” a new spot that’s part of the “Thank You, Mom” campaign running during the length of the 2014 Winter Olympics in Sochi, Russia. If you’ll recall, P&G and Wieden have been leaders in mom joy, child guilt and intermittent bouts of crying since a 2010 Mother’s Day campaign, which set the stage for the very viral 2012 London Olympics spot “Best Job.” Since the initial broadcast of “Best Job,” most of the world has been stuck in a routine of enthusiastic weeping followed by hugging their mom until it hurts.

Adding a little humor to the affair (this is, if you’re a sociopath like me), “Pick Them Back Up” sees attractive young mothers repeatedly watch their children fall down before picking them up, thus transforming them into successful Olympic athletes. For those mothers whose children didn’t grow up to be competitive in winter sports on an international scale, well, your time was better spent leaving your kid on the ice and just working on you for a while.

Of course, this spot also begs the question, how did they film so many babies falling over? Were they stunt babies, or did they trip them with invisible wires or something? In any case, after seeing this on TV, your mother’s gaze will slowly drift over to the photo she has of you as a baby on her nightstand, and she’ll sigh a million disappointed sighs because you were once so cute and loving and now you apparently don’t “have the time” to give her a call once in a while. She’s right, you know, because you just watched this and it caused you do to nothing. Credits, and one in a series of new athlete-specific video, follow after the jump.

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W+K Launches First Campaign for TurboTax

W+K again? Yes, and now it concerns W+K Portland’s “It’s Amazing What You’re Capable Of” campaign for TurboTax with the launch ad, “The Year of You.”

The spot marks the first creative work W+K have completed in partnership with TurboTax since nabbing AOR duties back in July. As you might expect from the title, the :90 “The Year of You” reminisces about all the things that “you” have accomplished in 2013, paying homage especially to new parents, newlyweds and new home owners. This leads in to the suggestion that since you’ve done all these things, you’re the best person to do your taxes. The types of accomplishments applauded in the ad correlate with the simple questions that TurboTax uses, such as “Did you get married?” and the ad does a good job making TurboTax’s system look very easy. The voiceover during the ad (which sounds a lot like John C. Reilly) is lighthearted and endearing, making the whole thing unexpectedly likeable for an advertisement for a tax service, which should help assuage some of the inevitable tax season anxiety it triggers.

“The Year of You” launched yesterday and will run until April 15th. During that time, W+K will gradually roll out other initiatives in the “It’s Amazing What You’re Capable Of” campaign. Stick around for credits after the jump. Read more

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

Thursday Odds and Ends

 

-2014 International ANDY Awards chairman David Droga has picked his jury for next year’s event, which takes place Feb. 18-24 in Shanghai. Among those creatives making the list, which spans the globe, are CP+B CEO Andrew Keller, DDB Worldwide CCO Amir Kassaei and W+K ECD, Susan Hoffman. See the full list after the jump.

-Havas Worldwide London has welcomed 11-year AMV BBDO vet Mark Fairbanks as its new ECD. Fairbanks replaces Mick Mahoney, who left in May to become ECD at RKCR/Y&R.

-According to Business Insider, these are “The 50 Sexiest Advertising Executives Alive.” link

-New York-based creative agency Cornerstone, which works with brands like Converse and Diageo, is expanding its U.K. operations, moving to new HQ in London’s East End and adding a handful of new senior hires. Among those joining Cornerstone U.K. are content manager Adam Hanim, senior account manager Fiona Ghobrial, senior account director Joe Strinati and in January, digital director Karen Piper.

-ATTIK has teamed up with prodco Humble and director Jeff Bitsack to create the latest spot in Scion’s Pure Process campaign (above). A little behind-the-scenes info on the spot here.

-Vertical social media company Glam Media has appointed Dan Lagani as president/chief revenue officer. Lagani will work out of NYC and will report to Glam Media chairman/CEO, Samir Arora.

-Director Scotty Bergstein has joined the roster of Los Angeles-based production company TWC Films for exclusive U.S. representation.

- L.A.-based UTA Brand Studio, the brand strategy division of United Talent Agency, has brought on FutureBrand/Siegel+Gale alum Marcus Bartlett as creative director.

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