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Posts Tagged ‘Tyler Williams’

Rethink Uses Bromancevertising to Sell Sh***y Canadian Beer

Rethink takes bromancevertising to the next level with their follow up to “The Beer Fridge” for Molson, the second most viewed commercial online in Canada in 2013.

“The Beer Fridge – Project Indonesia” is a 2:45 ode to Canada, hockey, beer, and, above all, bromance. Two friends decide to surprise a third friend who moved to the Gili Islands in Indonesia years ago. That there are no motorized vehicles in the Gili Islands makes the trek a bit of a challenge. The friends come packed with a satellite so their buddy can watch Team Canada in the 2014 Olympic Games and a red fridge full of Molson (which was obviously not easy to transport). When the three friends finally reunite, it’s actually quite a touching moment. This is probably the most bromantic ad you’ll see this year, and a refreshing angle from Rethink.

Molson released the Internet spot today, with a full-length TV version slated for the Canadian World Junior Hockey Tournament, where it will essentially take up entire commercial breaks. Clearly, Molson believes in this spot. Additionally, a 30 second version of the ad is set to debut on December 26th. Credits after the jump. Read more

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The New VW Beetle Gets Extreme, Augmented

It’s hard to believe that it’s been over 13 years since we were introduced to VW’s “New Beetle,” aka the vehicle that saved Volkswagen from years of declining sales. Boosted by a worldwide ad blitz that featured work from, among others, the agency that introduced the original Beetle 30 years prior (DDB), the “New Beetle” continued on its predecessor’s legacy of being a vehicle that found great success as a direct result of focused, innovative marketing.

The new challenge for VW’s numerous agencies around the world is re-introducing a Beetle with a new, “aggressive” look. As we can see in the above spot, the 2012 Beetle comes with a spoiler and a leather racing-style interior, an attempt at making it more appealing to testosterone-riddled men who wince whenever they see a bright yellow Beetle with a vanity plate that reads “MI BUG” in the next lane over. For Omincom-owned Red Urban Canada, this meant marrying new technology with high-flying stunts in a campaign called “Juiced Up.”

Of course, an augmented reality campaign in an outdoor space needs an environment where people aren’t risking being knifed to death and robbed every time they whip out their iPads in public. So, good thing Red Urban had friendly urban environments like Toronto’s Dundas Square and various places in Montreal and Vancouver to make their “Juiced Up” happen. With a campaign of this magnitude happening up north, something that no doubt has agency creatives across the globe scrambling to come up with the next great augmented reality campaign, it’s going to be interesting to see if Deutsch can match Red Urban for the Beetle’s U.S. launch (after all, the “Black Beetle” teaser from the Super Bowl can’t be everything, right?). Until then, this will be the campaign that everyone will be talking about–well, that and the Jetta “Art Heist” work. Credits after the jump.

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