Pepsi: Bob Dylan & Will.I.Am

super_bowl_2009_logo1114.jpgEntre tantos filmes novos que vem brotando da campanha “Refresh Everything“, da Pepsi, “Refresh Anthem” não é só o mais novo, como também o melhor de todos, na minha opinião. Talvez por gostar do som pop de Bob Dylan e Will.I.Am, que apesar de terem gêneros totalmente diferentes, me agradou muito o mix dos dois astros.

O filme ou clipe-comercial, criado pela TBWA/Chiat/Day, de Los Angeles, e que possivelmente será veiculado no intervalo do Superbowl, mostra uma mistura de “Forever Young”, sucesso de Bob Dylan na década de 70, com aparições de Will.I.Am com seu toque mais voltado ao Hip-Hop norte-americano.

O trabalho que vem sendo feito para reestruturar a marca, com a sua fortíssima associação ao entretenimento (música e esporte) está deixando qualquer concorrente de cabelo em pé.

How Many Smartphones Can the Market Support?

Sure, smartphones are a bright spot in these dim economic times, and it makes sense that as mobile handhelds are poised to become portable computing devices, PC vendors would want to get on board. But we can't help but be a little skeptical that the market isn't outgrowing itself.

See (Almost) All the Super Bowl Commercials Before They Air

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Yes. Yes. We have them all for you.

Adrants Real Time Super Bowl Advertising Twitter Stream

Join the Super Bowl 2009 Twitter conversation.

How Obama’s ‘Permanent Dialogue’ Affects Marketers


Assuming President Obama does what he says he will do when it comes to social media, his administration's behavior will change the expectations of the consumer and the brand-consumer relationship.

Social Media Used to Slam Social Media…And Promote A Brand?

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Hey all your social media strategists out there. It looks like you have a doubter in your midst.

Greenpeace: Tree

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Deforestation continues with the turn of a page. The global degradation and disappearance of the world’s forests has many causes including agricultural expansion, mining, plantation construction, infrastructure construction and forest fires. Greenpeace believes that global deforestation is primarily due to large-scale industrial logging. Industrial logging has become the greatest danger to forests, threatening more than 70% of the world’s endangered forests. We are experiencing an unprecedented rate of destruction of the world’s forest resources. We are utilizing journal pages and deforestation’s direct relevance to the rate of the destruction of the world’s forests to display the terrible result. The two pages’ varied lengths provide for an interesting magazine advertisement.

Advertising Agency: LINKSUS, Beijing, China
Creative Director: Polar.Qiao
Art Director: Polar.Qiao, Luo Ze
Copywriter: Han YuYang
Photographer: Hui Jing

Universal Orlando Wants to Make You Super Human

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As Super Bowel teasers go, this one from Universal Orlando is fairly pedestrian

Fox Dominates Week With Eight of Top 10 Shows


MINNEAPOLIS (AdAge.com) — Grim economic news. Frigid, or freezing, temperatures. And, after the House stopped the DTV delay that had sailed through the Senate after President Obama's urging, soon there will be many homes whose TV sets will have snow to match the bleak Feb. 17 landscape of the Northeast and Midwest. Sunday's Super Bowl couldn't come at a better time, as the nation could use a pick-me-up.

XLIII Super Bowl: Pepsi | Refresh Anthem

Depois de “My Generation” do The Who, a Pepsi ataca com o clássico do Bob Dylan, “Forever Young”, em uma versão criada em parceria com will.i.am, líder do Black Eyed Peas.

É mais um filme dentro da campanha “Refresh Everything”, que fala do choque de gerações e de como cada uma delas mudou o mundo a sua maneira. O comercial coloca lado a lado elementos culturais e comportamentais de cada época.

Pepsi Refresh Anthem
Pepsi Refresh Anthem

Já me ganharam quando relacionaram o saudoso John Belushi dançando em “Os Irmãos Cara da Pau”, uma das melhores comédia da história, aliás, com Jack Black em “A Escola de Rock”. Gênio.

A fórmula, de comercial de época e culto de gerações passadas, já foi bastante utilizada. Acontece que nesse caso a mistura foi mais do que apropriada, da escolha dos protagonistas até as cenas selecionadas. Provavelmente, o melhor filme do Super Bowl 2009.

A criação é da TBWA/Chiat/Day, com produção da MJZ e efeitos digitais da Method Studios. Assista abaixo:

Canada Says No to Toronto-Based Adultery Dating Service

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Ashley Madison Agency, the company that openly promotes having an extramarital affair and has created a dating service specifically for interested adulterers, is making a spot buy during the Super Bowl.

SoBe Unleashes Its 3D Lizard Lake Commercial

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SoBe has released the 3D version of it’s Lizard Lake Super Bowl commercial.

Anheiser-Busch Will Do OK During Super Bowl

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Budweiser has released previews of the five commercial it will debut during the Super Bowl tomorrow.

Erotic Threesome Turns Us On to Calvin Klein Jeans

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Not since the eighties when Brooke Shields cooed seductively into the camera have we seen a television commercial (partial nudity) for Calvin Klein Jeans.

Magners ends Wasps sponsorship while Barclays pull out of Churchill Cup alliance

LONDON – Irish cider brand Magners has decided to cut ties with Guinness Premiership champions London Wasps after four years.

Amnesty International: Cake

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“You can do more than celebrate. 60 years of the universal declaration of human rights.”

Advertising Agency: DDB, Budapest, Hungary
Creative Team: Rodrigo Fernandes, Guilherme Somensato, Giovanni Pintaude, Laszlo Hevesi, Marcell Patkai
Photographer: Gabor Mate, Corbis
Food Stylist: Agnes Kapolka
Art Buyer: Judit Jancso

Volks | Hands On

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Começou em novembro de 2008, mas só há 6 dias que alguns internautas permanecem na final do campeonato virtual criado pela agência ATP, da Noruega, para a Volkswagen.

A competição “Volkswagen Hands On” consiste em atrair um grande número de pessoas ao site (www.handson.volkswagen.no) pra ficar movimentando o cursor do mouse sobre um Golf Trendline, o novo modelo da montadora. O carro que protagoniza a ação será entregue ao vencedor da competição.

De início eram 190 participantes cadastrados. Hoje, poucos meses depois, restam apenas 5 concorrentes que ainda não retiraram seus cursores de cima do automóvel.

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A ação não tem dia pra acabar. O último participante que retirar seu cursor sobre o carro levará esse belo prêmio para casa. Minha dúvida que fica é: Quem conseguiria passar tantos dias movimentando seu mouse de computador?

Enfim, o buzz gerado em torno do novo modelo da marca foi e continua sendo grande o bastante para vender a imagem e a essência do produto.

De qualquer modo é genial!

Gannett writes down value of newspapers by $5.2bn

LONDON – US newspaper publisher Gannett plans to write down the value of its newspapers by up to $5.2bn (£3.6bn) and has revealed that profits dropped 36% in the fourth quarter

What CMOs Want in Candidates — but Don’t Get

NEW YORK (AdAge.com) — If you are going after a marketing position, you might stand a better chance of landing the job if you emphasize your creative-thinking and leadership skills. At least, that's what you could take away from an Epsilon survey out yesterday, which found that nearly 40% of chief marketing officers are dissatisfied with the availability of qualified candidates for marketing positions.

Buck monthly to go bi-annual

LONDON – Buck, the men’s magazine, is to switch frequency from a monthly to a bi-annual publication after lower than expected sales.