Wieden & Kennedy
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.
W+K Shanghai creative director Ryan Gerber is leaving that city for someplace where the air is cleaner than second-hand smoke.
Gerber will be returning to the US and, as a last hurrah, he collaborated on an art show with current and former W+K employees called Oil+Ink. The show runs until the 20th, at which time all of the art, including two very bad ass motorcycles, will belong to W+K. Ryan has worked with clients such as Chrysler, Jeep, Converse, Fiat, Beats, Pepsi, Levi’s, Amp Energy, Nike, and Motorola. He spent over 3 years with R/GA before jumping to W+K Shanghai in 2010. You might remember this trippy recruitment video he worked on for the agecny. Check out more photos of the sweet bikes below.
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.
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.
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
If a Levi’s ad had a one-night stand with a Dos Equis commercial and the lovechild was baptized by a former Abercrombie art director, this “Equinox Made Me Do It” campaign by W+K New York would be the result. Equinox’s sensual shenanigans – mainly, turning gym memberships into sex – has graduated from bad joke that everyone is in on to an accepted norm at this point. The over-the-top sexuality even made its way into Aziz Ansari’s most recent standup special. But the appeal seems to be growing: gyms have spread across the country, celebrities are frequent guests, and Equinox now boasts a “Best Gym” award from a handful of publications including Fitness Magazine. The accolades should come in handy as people line up to sign up for a New Year’s resolution gym membership. So should the pretty people running naked on big billboards. If you live in a city with an Equinox gym, get ready to see butts.
The “Made Me Do It” campaign is W+K’s first work for Equinox, but you probably couldn’t tell the difference, because the gym is still selling the same amount of sex. And why shouldn’t they? While copycat fitness centers fight against each other, Equinox separated itself from the competition by rethinking the old adage of less is more. Credits after the jump.
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
W+K and Dodge kick off an unusual digital contest today, “Hands on Ron Burgundy,” the latest in the cobranded marketing collaboration between Dodge and Anchorman 2: The Legend Continues. Based on the “Hands on a Hard Body Contest” — developed at a Texas auto dealership in the 1980s, that saw contestants compete to win a vehicle by keeping their hands on their desired automobile the longest — “Hands on Ron Burgundy” sees fans compete by “using a computer mouse or touchscreen to place their ‘hands’ on a digital image of Ron Burgundy.” The contestant who keeps their “hands” on Burgundy the longest in a single session time will win a new 2014 Dodge Durango. There are also hundreds of other prizes, including three trips to the premiere of Anchorman 2: The Legend Continues in New York on Dec. 15.
Hosted over at Funny or Die, the contest debuts today and runs through Nov. 25. Throughout the competition, Dodge will also be offering “mini-games and challenges to draw fans in and keep them engaged, while also learning about features and attributes of the new 2014 Dodge Durango.”
“Hands on Ron Burgundy” seems appropriately ridiculous for the Anchorman series, and fans should have a lot of fun with it. So far the partnership with Anchorman 2 has worked well for Dodge, with visits to the Dodge website up 80%, and “shopping” activities at the site up 100% since the beginning of the tie-in campaign. With the film’s national release of December 20th quickly approaching, fans’ anticipation should work in the campaign’s favor. Credits after the jump. Read more
Last Thursday saw soccer star Lionel Messi become the world’s “first life-size, living avatar” dubbed Lifesize Messi, to promote EA Sports’ FIFA 14 for PS4 and Xbox One. W+K Amsterdam have just rolled out the follow-up TV campaign, “Messimorphosis.”
W+K chose to show a gamer morphing into Lifesize Messi as a metaphor for “how the game now feels more alive” than ever. The execution comes across something like an Aphex Twin music video. In other words, quite unsettling.
The spot opens with our gamer sitting on his couch, loading up his Xbox One. As he presses a button, he looks at his hand to see it changing before his eyes. Soon, his entire body is morphing into the Messi avatar, and it’s pretty damned creepy. There’s a shot of the kid’s unnerving smile, and a really freaky one of his face melting into Messi’s. This is pretty strange stuff. The close-up of his feet turning into cleats is just plain gross. We don’t see any gameplay (which looks pretty good, but not mind-blowing) until the final few seconds of the spot, with most of the 58 second ad devoted to the Lionel Messi metamorphosis. Clearly, W+K is banking on Messi’s star power and the lifesize avatar schtick — and presumably not factoring in that the morphing stunt will weird some people out. One thing you can say about “Messimorphosis” is that it’s certainly memorable.
If you’re easily disturbed or grossed out, avoid this one at all costs. If, on the other hand, you’re a big fan of FIFA, Lionel Messi, or are under the influence of hallucinogenic drugs, then this one’s for you. Credits after the jump. Read more