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Posts Tagged ‘Suza Horvat’

Heineken Responds to ‘The Odyssey’ Authenticity Doubters

Following the release of W+K Amsterdam’s “The Odyssey” last week, Heineken has released a tongue-in-cheek response to the comment section skeptics who questioned the spot’s authenticity.

The 2:10, presented as “the genuine response of our official PR representative Dymfke van Der Gaal,” replies directly to YouTube commenters who publicly questioned the authenticity of the individual talents in “The Odyssey.” As evidence, Heineken presents the casting calls for the guys in the ad, which are predictably goofy. In addition the PR response video, Heineken has also uploaded the casting calls for each of the talents featured in “The Odyssey.” The PR response fits well with the lighthearted tone of the campaign, and reinforces its core message. As Sandrine Huijgen, Global Communications Director at Heineken puts it, “When we saw the comments about The Odyssey TVC, we wanted to show that there are no boundaries between real and fake, proving that real men have unique skills, and everyone is legendary at something.” Stick around for the original “The Odyssey” spot and credits following the jump. Read more

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Nike Taps LeBron, Piqué, Bradley Cooper’s Voice for ‘Just Do It’ 25th Anniversary

At this point, Nike and AOR W+K are just showing off. Their latest spot, “Possibilities,” is a fat, splashy kick-off to the 25th anniversary of its ubiquitous slogan, “Just Do It.” These type of Nike ads have always had a mythical quality, compared to other sports brands – like certain BBDO Foot Locker commercials – that are solid and funny. Nike is serious. W+K Portland is serious. Nike, Inc. is set to earn $25 billion in revenue this year, meaning we must be serious, too, when it comes to our purchases.

Being serious does not preclude Nike from a certain playfulness if you look hard enough. For “Possibilities,” the lightness comes from some Bradley Cooper voiceover that makes the viewer want to just do it, even though said viewer knows he/she can’t do it as well as professional athletes. That’s where stars like footballer Gerard Piqué and basketballer LeBron James come in, cameos that are almost taking the money out of your wallet before you know it.

For LeBron, the unofficial king of the summer, Nike has been creatively pumping out his spots for a few years now. This one may be a joint venture, but he subtly dominates the end with some clever winking done in the form of a fake dunk content. LeBron has never entered the NBA dunk contest. Maybe this is a hint for 2014? Or maybe it’s just smart marketing? Plenty of possibilities to choose from.

Credits after the jump.

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Commonwealth Drives Out New Chevy Campaign During Grammys

John Cusack wants to know: “Why just go from A to B when imagination can take you everywhere?” It’s a valid question, especially coming from the guy who played Lloyd Dobler. Would  the boombox move from Say Anything exist with conventional thinking?

The tagline is the adspeak centerpiece of Commonwealth’s new Chevrolet campaign titled “Find New Roads.” The 90-second spot premiered last night alongside irresponsible tweets about Katy Perry‘s cleavage and Justin Timberlake‘s bad haircut. Chevy’s ad acts as a trailer for what’s to come, showing off the Volt, Spark, Sonic, Impala, and Stingray. There’s also a robotic pet dog and a doe interacting, which may be awkward symbolism for combining technology and nature, but we can just pretend that part doesn’t exist. The response thus far has been positive, and the ad already racked up a six-figure view count on Youtube.

It makes sense for Commonwealth to jump outside the box. The agency, which unites folks from Goodby and McCann, was born thanks to unconventional thinking from ex-GM CMO Joel Ewanick, who didn’t want to waste money on Super Bowl ad space. One could easily see “Find New Roads” debuting during last week’s game, but it didn’t have to compete with farmers and sloppy kissing noises. GM fired Ewanick last summer, but his auto agency and some of his ideas are still in play, apparently.

I guess he didn’t try the boombox move with GM’s senior leadership. Credits after the jump.

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Terry Crews Plays Music with His Muscles, Encourages Viewers to Do the Same for Old Spice

Yes, one of the stars of The Expendables 2 (now playing in theaters everywhere) is back, flexing his impressively musical muscles for Old Spice and W+K.

In what we’re being told is what’s a “first-of-its-kind embeddable interactive experience,” Muscle Music allows viewers to record their very own percussion-laden jam session after they stream and impressive demo performed by Mr. Terry Crews. But, for those of us who learn better from following directions than button-mashing, Old Spice has provided us with this handy keyboard map:

Sure, it’s just sort of silly and gets a little boring after about a minute of messing around, but realize that this is as much of an ad for W+K, prodco MJZ, VFX company The Mill and Vimeo itself as much as it is for Old Spice. From a purely technological standpoint, this could be a big step forward in integrating audience interaction into streaming video. Your move, YouTube.

Credits after the jump.

Update: By the way, the Terry Crews has been answering questions following his new Old Spice ad launch on Reddit. Go here for the Q+A.

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Axe Tones it Down in New, Angelic Spot

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If you’re familiar with Axe spots, and we know you are, it’s all about selling sexual attraction and of course, the cosmetics brand has no shame showcasing what are usually absurd scenarios. While of course still selling the horizontal mambo, BBH UK takes a more angelic, subdued approach this time around to promote the brand’s Excite line. The spot depicts the residents of a picturesque European town going about their daily business who are suddenly confronted by beautiful female angels who fall from the sky. But why fill in the rest of the blanks in this self-explanatory clip, which was directed by Rupert Sanders and features a cover of Air’s 90′s classic, “Sexy Boy.”

View full credits after the jump.

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