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Posts Tagged ‘Thomas Harvey’

W+K Presents the User-Generated Content Version of Coke’s ‘AHH Effect’

As the season finale of any major show approaches, advertising agencies and brands gather together around their chai teas, complicated brownies and erasable markers to determine how they can collectively take advantage of the ratings spike to come.

Coca-Cola figured out a way to win during the season finale of ‘American Idol’: user-generated contact.

Of course, the brand needed the help of Wieden+Kennedy to pull it off.

The video, which will premiere during tonight’s finale, was the result of a contest that began months ago under the “AHH” umbrella of ingenuity. Consumers created each clip, and editors completed the final cut of 40 AHHs by drawing from a group of more than 400 submissions from around the world.

While the “AHH Effect” campaign has been airing on VH1, MTV, and other channels broadcasting everything but music, this spot marked its network debut.

Credits after the jump.

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Nike, W+K Portland Unveil Star-Studded ‘Winning in a Winter Wonderland’ Spot


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

Calvin ‘Megatron’ Johnson Goes Undercover at ESPN

On the field, Calvin Johnson earns his “Megatron” nickname by dominating defenses with a robotic efficiency. He’s bigger, faster, stronger, and at times, it looks like a Transformer is playing against humans. However, off the field, and more specifically, in the ESPN offices, Johnson uses his transforming powers to trick a different kind of opponent (for anyone who cares and watches too much ESPN, it’s Kevin Negandhi).

The latest “This is Sportscenter” ad is par for the course: short, funny, and off-beat. The work comes once again from W+K New York (which has been handling SportsCenter work for nearly two decades), an agency that has no problem taking sports material and making it accessible to audiences. And for Megatron, he may want to think about outsourcing his Transformer duties over to Diddy, or Johnson, or whatever Nike wants to call him.

Credits after the jump.

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W+K, Dodge Reveal a Couple More Dart ‘How-to’s’

Four months since the debut “How to Change Cars Forever,” WK’s Portland’s first spot for the Dodge Dart, it’s clear the campaign is now kicking it into high-gear with phase two.

When we first posted the debut spot back in July, there was quite a discussion going on in our comments section. It’s become par for the course here: We post new work from W+K, and the comments explode with people saying it’s not as good as Wieden’s past work or, if someone likes it, it’s because her or she must some sort of W+K fanboy. It’s a testament to W+K’s amazing portfolio they’ve built throughout the years. We expect this agency to blow our mind with every campaign, and we’re quick to complain when it doesn’t.

While this Dodge Dart maybe didn’t completely turn my world upside down with the first spot, it’s definitely grown on me. Despite the fact that it seems to run during every commercial break of an NFL telecast, when I hear the familiar bassline of Kanye West/Jay-Z‘s “No Church in the Wild,” I find myself always completely absorbed in the spot, guessing what aspect of the Dodge Dart will be presented next.

These two new spots, “Interior” and “Unsafe,” take the same formula and condense it into 30-second slices of sensory overload. Perhaps its reflective of the over-caffeniated environment of the W+K Portland office? In any case, the rapid-fire narrative of the Dart’s features really does make the car look like it is far more technologically advanced than any of its competitors. If you’re wondering how to make TV spots dazzle and sell simultaneously, well, it’s just this easy. Credits after the jump.

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W+K, Dodge Establish ‘New Rules’ of Carmaking

Anything backed by the opening thumps of Kanye West/Jay-Z‘s “No Church in the Wild” is bound to be epic. W+K’s latest spot for Dodge is no exception.

This 90-second instructional ad makes car creators look like Mad Men, minus the booze. Instead, they’re drinking coffee, kicking out committees that make compromises, and redefining the modern vehicle. The showcased car is the 2013 Dodge Dart, a compact chariot that can be started via smart phone and gets 41 miles to the gallon.

The copywriters did a fantastic job giving this ad’s narrator a mixture of humorous and informational lines, rhythmically recited over Watch the Throne’s music and a collage of video scenarios. The ad introduces Dodge’s tagline, “New Rules” (wait, does Bill Maher have a case?). If car manufacturing is really about to become this fast-paced and fun, we’re willing to follow Dodge’s guidelines.

Credits after the jump.

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Meet John Varvatos: Fashionista, Crate-Digger and Chrysler Driver

Hey, if hip-hop stars and NFL athletes can dig the Chrysler 300, why can’t fashion designers? Well, at least John Varvatos seems to. Just like the car itself, the current New York resident is also “imported from Detroit” and his rock-influenced style is reflected in this latest spot from W+K Portland (hey, the man is buying an Iggy & the Stooges record and his boutique took over CBGBs if you’re looking for credentials).

Guess that now that the love letter to the blue-collar world of Detroit has been sent with the Slim Shady Super Bowl (and BrandBowl-winning) ad, W+K is just content to let celebs take the wheel and set this campaign in cruise control. But, at least we give props to the agency for enlisting one of our fave directors, Mark Romanek, to helm this spot. Credits after the jump.

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