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Posts Tagged ‘Ray Lewis’

New CP+B Spots for Xbox One Tackle Retirement, Relationship Issues


With the Xbox One’s November 22nd launch date looming ever nearer, CP+B’s marketing blitz for Microsoft’s next-gen system continues with two new spots. Coming on the heels of the “Invitation” spot released late last month, the two new short spots highlight the system’s diverse capabilities while otherwise taking different approaches.

The first spot, “Retirement Home,” features recently retired NFL linebackers Ray Lewis and Brian Urlacher. Urlacher asks Lewis if he’s having any trouble adjusting to retirement as both watch football and play Madden 25 at the same time. Lewis claims not to be having any adjustment issues, but his actions say otherwise. It’s a funny little spot that will appeal to the (sizable) segment of the Xbox crowd who have always wished they could play Madden while watching the NFL.

The second spot, “His and Hers” addresses the apparent sexism of the “Invitation” spot (in which the only female featured uses the system only to watch movies, not play games). It highlights the voice recognition system by showing a woman command the Xbox One using her voice after arriving home to find her boyfriend watching soccer. She tells the system “Xbox go to Dead Rising 3″ and begins to play. Then she starts similarly commanding her boyfriend in a similar matter, telling him to get her a beer. It’s a bit over the top, but a welcome reversal of the gender stereotypes displayed in CP+B’s “Invitation” spot.

Credits and “His & Hers” after the jump.  Read more

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ESPN Reminds Viewers that Things ‘Happened’ in ESPYs Promos

The ESPYS are supposed to throw a nudge and a wink in the direction of typical award shows that take themselves too seriously. Athletes get all dolled up in dresses and suits, the host runs through some comedic skits, and the sporting world congratulates itself on the red carpet, all of which has appeal to the average viewer, because the sports world is usually unglamorous for the other 364 days of the year.

For the 2013 ESPYS, ESPN seems to have taken that care-free attitude to a whole new level, a level that borders on creative laziness. Amazing athletes and sporting events “happened.” For example, Robert Griffin III tells us that Gabby Douglas “happened,” and Lebron James “happened, with authority.” ESPN worked with creative agency 77 Ventures to produce a dozen or so spots in advance of the July 17 show that covers just about every positive sports story from the previous year. They all happened. Which makes you want to hit your head and let out a rhetorical, “duh?” ESPN wasted the chance to use its biggest stars like RGIII, Derek Jeter, Danica Patrick, and Ray Lewis to sell great games and plays. We know they happened. These inspiring sports stories can pretty much sell themselves, but this “Happened” campaign pushes the limit of less is more. For once, less is less. Less happened.

You can watch three more promos after the jump.

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Monday Odds and Ends

-Robin Williams and Bobcat Goldthwait take Joe Pesci‘s place in BBDO New York’s latest spot for Snickers.

-IPG-owned GolinHarris promoted Judy Johnson, a 16-year vet at the agency, to newly created position of president of the Western Region.

-You’ve probably seen this aplenty by now, but we think David Ma and Nick Hugh Schmidt deserve a shout-out for their site, the “Creative Confessional.” link

-Tool and Under Armour have launched a site that determines if you can “Out Ray” Ray Lewis. link

-L.A.-based commercial production company trio films added comedy director Russell Bates to its roster.

-Former Comcast/NBCU EVP Beth Ellard joined the Ad Council as executive vice-president of media.

-San Francisco-based shop Heat has beaten out a few “other agencies” to nab a marketing campaign assignment for La Crema Winery. The campaign is expected to launch in May and will include digital, print, experiential, POS and trade development.

-FYI, the Art Directors Club has extended its deadline for all its 92nd Annual Awards advertising entries to this Friday, Feb. 1 at 11:59 PM EST. link

-Former Rock Paper Scissors editor Staci LeVan joined the roster of Cut+Run’s Austin office.

Ravens, 49ers, and the Commercials that Define Them

 

We spend the weeks before the Super Bowl watching loops of highlights and anticipating how popular brands will use their four-million-dollar ad slots, but rarely do we do both at the same time. However, this year is special. After we’ve trampled on all obvious storylines—the retirement of Ray Lewis, Harbaugh genetics, Kaepernicking, etc.—the real clue to Super Bowl XLVII may come down to a pair of Visa commercials from five months ago.

Visa launched their NFL Fan Offers campaign in the fall, giving football fiends the chance to win prizes like Super Bowl tickets or a hangout session with John Madden. To promote the program, Visa ran two significant commercials: one for the Baltimore Ravens, and one for the San Francisco 49ers. With respect to DVR, you may be vaguely aware of NFL Fan Offers, because FOX and CBS ran the commercials so many times each Sunday that I was almost ready to petition for the “Can You Hear Me Now?” guy to come back in their place.

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Here is Your Dramatic Opening Sequence for ‘Madden 13′

Video game opening sequences are easy to overlook. After all, they can usually be (and after the first play, usually are) skipped with the simple push of a “Start” button for those opting for immediate gameplay over glitz.

However, for your consideration we have production company Iron Claw’s opener for this year’s edition of Madden featuring Baltimore Ravens LB Ray Lewis giving a pre-game speech for the ages. Lewis, one of the NFL’s all-time great motivators (and onetime murder suspect) tells the player his own experiences with insecurity, and how he looked to legends Walter Payton, Jerry Rice, and Vince Lombardi for inspiration in times of trial.

The press release we got about this 2-minute sequence says, “Iron Claw’s challenge was to engage the player in an unexpected way from the moment the game boots up for the first time.” Well, Iron Claw must have some football fans in the house, because casting Ray Lewis to pump up players across the country was the perfect casting choice. Now, we can we please get a re-boot of The Wire with Lewis in a starring role?

Ray Lewis, Paul Rudd Play Lifelong Friends/Rivals for Latest ‘Madden’ Installment

In a bizarro world concocted by the minds at San Francisco shop Heat, Baltimore Ravens defensive powerhouse Ray Lewis and Halloween 6: The Curse of Michael Myers star Paul Rudd have known each other all their lives. So tis the premise for the latest TV/campaign dubbed “Madden Forever,” which as you can probably gather, is promoting EA Sports’ latest Madden installment, Madden NFL 13.

As you’ll see above, Lewis & Rudd (makes for a decent band name) not only love the lucrative Madden franchise, but grew up as “young thespians” and it was Rudd in fact who taught Lewis how to do his famous “squirrel dance.” The “Interview” web video is just one of several clips from the campaign along with the “Old Rivals” TV spot below (the full series can be viewed here).

While Heat has tried the rivalry concept out for other EA Sports franchises before (remember Steve Nash vs. Hope Solo?),  we have to say the agency has honed the humor angle quite a bit. Thus, the winning streak for EA campaigns continues. Credits after the jump.

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Tom Brady Takes His Uggs for a Stroll

Tonight, the NFL season kicks off with a match-up that features two NFC title contenders, as the New Orleans Saints travel to the historic Lambeau Field to take on the defending Super Bowl Champions, the Green Bay Packers.

So, what better way to celebrate the beginning of another season of the manliest sport on Earth than by watching New England Patriots QB/supermodel arm candy Tom Brady prance around in Uggs for half a minute? As the last few season have plagued the Patriots with injuries and disappointing showings in the postseason, it’s apparent that nothing will motivate Brady more this year than the opportunity to run around town (Boston? Are there skyscrapers in Foxborough?) with his Uggs for Men perfectly complimenting his pristine head of hair. Also, note the background music from the artist formerly known as Mos Def.

One Deadspin commenter perhaps said it best upon viewing a print component of the campaign that ran in the Boston Globe, observing, “If you need to incorporate ‘FOR MEN’ in the logo, it probably isn’t.” Will the Coors Light-drinking, cheerleader-critiquing, football-obsessed men of America see Tom Brady’s adoption of a traditionally women’s footwear brand and follow suit? Or, were Uggs and agency M&C Saatchi Los Angeles better to use Ray Lewis stomping on QBs’ heads in his shiny new shoes?

Video Game Rivalries Get Personal With ‘Madden NFL 12′

Another NFL season means another edition of EA’s best-selling video game sports franchise, Madden NFL. While last year’s campaign from Heat “Madden to the People” was a sunny affair focusing on NFL players surprising fans, this year’s campaign from San Francisco-based Heat is all about, as they put it, “talking shit.”

As any Madden NFL gamer knows, a huge component of the game is trash talking to your friends while playing. From my own experience, many PlayStation controllers have met their end after being thrown to the ground post-game, either out of celebration or out of frustration. As the above TV spot explains, there’s nothing worse than a braggadocious sibling taunting you after blitzing every down. But, that’s why the good Lord invented WR slants to find the vacated space that linebackers leave behind.

Included in the campaign is a Facebook app called the Smack Shack, where players can taunt Facebook friends in a variety of inventive and devastating ways. Players are encouraged to “check in with your rival’s mom at a Swiss Chalet,” “change your relationship status with their future wife as their yoga pal,” “tag yourself in photos of your rivals girlfriend,” and “create an event with your rivals ex-girlfriend to go shopping for some hot pants.” Included are prerecorded videos from athletes like Mark Sanchez, DeSean Jackson and Ray Lewis and others. Catch a second TV spot called “Replay” after the jump. Now, if there was only a Facebook app that could do the same thing for Fantasy Football rivalries…

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