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Posts Tagged ‘Tim Foley’

Full Contact Examines ‘Moving Day’ for Cumberland Farms

Boston-based agency Full Contact has a new television spot promoting convenience/gasoline staple Cumberland Farm’s Farmhouse Blend iced coffee.

The spot marks a departure for the brand, who in recent years have relied on David Hasselhoff in their iced coffee campaigns, such as last summer’s “Thirsty for Love.” Full Contact takes a simpler, more product-driven approach with “Moving Day,” while still employing humor. “Moving Day” sees a woman give her partner and his buddies Cumberland Farm’s Farmhouse Blend iced coffee to fuel them as they move into a new place. She soon regrets the decision, though, as the guys are so unwilling to put down their iced coffees that they break a series of valuables.

Cumberland Farms Senior Manager of Brand Strategy David Heilbronner said the ad “speaks to the quality and value of Cumberland Farms’ Farmhouse Blend iced coffee, and the spot focuses more on the product itself than our past iced coffee commercials. Our agency, Full Contact did a great job inserting iced coffee imagery into a chaotic and humorous scenario…”

While the ad does highlight the actual product in a way the campaigns featuring The Hoff didn’t, it’s far less memorable than “Thirsty For Love,” and it’s very unlikely that it will draw the same kind of attention to the brand. On the other hand, the ad was clearly made on a tighter budget than previous campaigns and it’s unclear if all the attention surrounding The Hoff actually led to increased sales. Stick around for credits after the jump.  Read more

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Full Contact Shows Chill Babies for Tommee Tippee

As a follow up to last year’s “Feeding Without The Drama” campaign, Boston-based Full Contact advertising has launched a new, integrated campaign for Tommee Tippee’s new and improved pacifier line.

The new campaign, “Naturally Soothing,” includes pre-roll and digital spots, which will run on parent-focused sites, including Babycenter.com, FitPregnancy.com and TheBump.com. With the new campaign, Full Contact “aims to playfully disrupt a low-interest category where many Moms struggle to find what they want and loyalty is low.” The spot, which has both 30 and 15-second executions, highlights the pacifier as “accepted by more babies on their very first try.” Babies are depicted in a variety of “naturally soothing” settings, such as chilling on a beach, relaxing by the fire, and getting the full spa treatment (complete with cucumbers over the eyes), with music to accompany the scenarios. Check out the 30-second spot above and stick around for credits after the jump. Read more