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Campaigns

Arnold Worldwide Introduces Brushing Chews for Milk-Bone

Arnold Worldwide has a new campaign launching the new Brushing Chews for Milk-Bone, which feature “a patented shape that has been developed over the past three years, earning them the trusted Veterinary Oral Health Council’s (VOHC) seal of approval.”

To introduce the new product, Arnold keeps it simple, telling the story of a man and his dog (Ted and Rudy), and explaining how their new Milk-Bone Brushing Biscuit is designed to work as well as a toothbrush to keep dogs’ teeth clean. Because no one wants to brush their dog’s teeth, this is a pretty effective selling point. Ted and Rudy’s story extends beyond the broadcast spot above to a series of online videos, all set against the red backdrop matching Milk-Bone’s packaging, and following roughly the same formula. The campaign strategy is based on the insight that “The more you care for your dog, the happier and healthier he’ll be.” Ted and Rudy’s relationship is intended to to be “funny and adorable” but arrives at something closer to “hokey, but kind of cute.”

“They’re very much a classic comedy duo, with Rudy being the straight man and Ted as the accidental comedian,” explains Arnold creative director Tristan Kincaid. “We put them on a bright red background to give them a simple but visually striking stage for them to tell their stories.”

The campaign also includes social elements, with each of the six online videos (which act as pre-roll video assets on sites including Hulu, AOL, Discovery, TubeMogul and Yahoo) featuring an end card driving traffic to Milk-Bone’s Facebook page. Future social posts will also include Instagram and Twitter. Stick around for credits and a pair of online spots after the jump. Read more

‘Wallace and Gromit’ Creators Go Stop Motion for Book Trailer

We still can’t quite wrap our heads around the simple concept of book trailers.

That said, this short from Aardman Animations–the studio behind “Wallace and Gromit”–reminds us why stop motion animation will never get old:

We can’t promise that we’ll actually buy and/or read the book in question, though the fact that this city mouse-to-country mouse memoir involves “Abbie’s Liverpudlian grandparents — dedicated followers of Liberace, sleek in scented mohair and patent leather” certainly makes it more intriguing.

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Team One Launches Digital Souvenir App for JW Marriott

Team One has launched a new digital scrapbooking app for JW Marriott called CUR8.

CUR8 is described as “an experience-oriented app that allows guests to share their favorite travel moments through digital videos on their social media networks.” Simply download the app at the Apple store, upload photos and videos, choose a few of JW Marriott’s property images and the app will automatically create a sharable digital video of your vacation. Users of the app also have the option of customizing their videos with music and added text and can then share the video on social media networks using the hashtag #CUR8byJWM. CUR8 is currently available free of charge at 65 locations. Check out the video above to learn more and stick around for credits after the jump. Read more

Y&R New York Get Patriotic for Ball Park

Where’s the ball park? That’s one question that comes to mind after viewing Y&R New York’s patriotic spot for Ball Park’s new premium hot dog, Park’s Finest, the latest iteration of the “So American You Can Taste It” campaign. The other being: “Hey guys, are you sure you want to celebrate the invention of the cotton gin? It did kind of lead to the expansion of slavery in the Antebellum South.”

The goofy, 30-second spot, called “Greatest Invention Ever,” sees a man holding an eagle positing that Ball Park’s Park’s Finest are America’s greatest invention, much to the chagrin of Eli Whitney and Benjamin Franklin. Its ridiculous brand of humor seems somewhat studied, and mostly fails to hit the mark. The spot ends with a group of guys grilling up the new premium dogs, and, in a nice touch, the smoke forms a map of the United States. That there isn’t a ball park at any point in the spot feels like a miss though, as it’s a clear association with the brand. (And, hey, ties right in with the whole “greatest American invention” thing.)

The new Park’s Finest ads will air across broadcast and cable networks, as well as on Pandora radio, beginning this week. The larger “So American You Can Taste It” campaign also includes digital, social, shopper marketing and PR elements. Stick around for credits after the jump. Read more

Secret Weapon CD on Deutsch McDonald’s Campaign: ‘Flattering’ but ‘Annoying’

Anyone notice that the recent Taco Bell “Ronald McDonald” spot bears a very slight resemblance to this 2002 Secret Weapon ad for Jack in the Box?

Secret Weapon founder/creative director Richard Sittig did–and he told Felix Gilette of Bloomberg Businessweek all about it today.

You know you want some key quotes after the jump.

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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

BBDO Picks More Athletes to Mock for Foot Locker

BBDO New York continues its ”Approved” or “athletes not taking themselves too seriously” series for Foot Locker with “No Rings.”

The spot follows “All Is Right” and stars Damian Lillard and a crew of veterans–including Barry Sanders, Chris Webber, Karl Malone and a guy we’re too old to recognize–whose undisputed greatness never led to a title.

We mostly appreciate Lillard’s decision to enter the YouTube comment thread, which is something we will never ever do.

Echoing a couple of the commenters: where’s Charles Barkley? Patrick Ewing? Dan Marino? If we’re going edgy, why not Barry Bonds? That one would have rattled a few cages.

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Amsterdam Worldwide Launches New Global Brand Platform for Warsteiner

Last year, Amsterdam Worldwide was tapped to lead the Warsteiner Beer business, and their work with the brand can now be seen in their recent global brand platform, intended to “refresh the brand in its existing markets, and firmly establish it in emerging markets.”

The campaign, which kicked off in Germany on the 10th and will roll out gradually in over 60 markets worldwide, features television, print, and “high levels of digital media activity across the board.” Amsterdam Worldwide clearly wants to target the young and the young at heart (such as the 45 year-old skateboarder in the “Do It Right” television spot featured above), as evidenced by the online documentaries meant to supplement the television campaign which include profiles of a skydiver and a graffiti artist.

“Traditional beer advertising is cluttered with a lot of clichés and not particularly inspiring insights – we had a chance with Warsteiner to break away from that mould and celebrate a brand culture that lives and breathes an intense commitment to creating a truly premium beer,” explains Amsterdam Worldwide’ s Strategic Director, Uli Kurtenbach. “It was a natural step to inspire Warsteiner’s consumers to take on their own lives with the same enthusiasm.”

Stick around for credits and a profile of “Freefly Rob” after the jump. Read more

Saatchi & Saatchi Belgrade Helps Solve Case of Murdered Journalist

In December, Saatchi & Saatchi Belgrade launched a provocative campaign called “Chronicles of Threats” for Serbian Commission for the Investigation of Murders of Journalists and Office of the OSCE’s Representative on Freedom of the Media.

The campaign featured a threatening letter in one of the country’s most widely circulated newspapers, with an accompanying video on the news outlet’s website, intended to shake public indifference to violence against journalists and rally “media outlets and journalists to document real and threatened acts of violence towards editorial staff, writers and photographers.”

“Chronicles of Threats” succeeded in getting the public’s attention. Thousands called the police in response to the threat, and soon it was featured on the news. When the stunt was revealed, it sparked debate about the kind of threats journalists receive daily. But the campaign also led to the reopening of three cases of murdered journalists, and in one case — Slavko Curuvija, “the most influential independent journalist reporting during the Milosevic regime,” who was murdered 15 years ago — to the arrest of the perpetrators of the crime.

Saatchi & Saatchi Belgrade’s executive creative director Veljko Golubovic commented: “I think the “Chronicles of Threats” campaign is a great example of true power of modern communications. Even one simple idea can move mountains and push the whole society forward. What was impossible yesterday is today’s reality. Our idea was initiation of the chain reaction that led to solving a murder case. And more than that it changed the way people feel and think about journalists.” Stick around for credits after the jump. Read more

Here’s a Quick Horror Primer from the Folks at FEARnet

Having watched a couple of horror films on the cable channel FEARnet (currently on FiOS at least) over the weekend, figured why the hell not ride the blood-soaked waves and mention this little promo from the network, which to be honest offers a great slate of old-school, cult and slasher films mixed with a total bevy of garbage. Still, us horror fans can’t play choosers in this and so we support whatever medium the genre gets exposed. Above is a brief promo as part of a new TV image campaign for FEARnet from L.A.-based Stun Creative’s graphics/animation division, Buster, which tries to offer a quick manual on the do’s and dont’s of horror films. Think Jamie Kennedy‘s character Randy in the first couple of Scream films and there you have it. Don’t worry, as long as idiots still won’t listen, the genre will be very much alive and kicking. Credits after the jump.

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