Philanthropy, telecom, retail and 5-hour ENERGY dominate this week’s Viral Video Chart. The lineup is entirely new, with the exception of 5-hour ENERGY’s raspberry shot spot which claimed the No. 6 spot with 3.2 million views. The energy drink’s camouflaged sour apple ad takes No. 4 with more than 4 million.
No. 1 is taken by Degage Ministries’ heartwarming transformation spot. The video documents United States Army veteran Jim Wolf’s makeover from unkempt and homeless to trimmed and tidy man prepared to change his circumstances. Naturally, it came out right before Veteran’s Day and garnered nearly 9 million views last week.
Louis Vuitton and British retailer John Lewis debut at No. 3 and No. 5, respectively with short films. David Bowie sings the scene in Vuitton’s “L’invitation au voyage- Venice,” a very close third place to AT&T’s second, as both videos received more than 4.9 million views.
New York is a stressful place, and Times Square isn't the most soothing of its neighborhoods. But thankfully, Draftfcb New York and the Jamaica Tourist Board recently plunked down an enormous stress ball on Broadway between 45th and 46th Streets, giving New Yorkers and visitors a chance to "squeeze their burdens away." The giant ball doesn't work like a regular stress ball—you'd never get your hand around it—but perhaps you were meant to just give it a big hug, mon. In any case, its big smiling face served as a de-stresser by itself. And if all else failed, reggae artist and Jamaica native Gyptian was on hand to perform his mellow tunes for the crowd. More images, and credits, below.
CREDITS Client: Jamaica Tourist Board Agency: Draftfcb, New York Chief Creative Officer: Javier Campopiano Group Creative Director: Kevin Jordan Creative Directors: Bruno Acanfora, Ariel Abramovici Associate Creative Director: Lucas Bongioanni Group Management Director: Wendy Glass Account Supervisor: Ashley Hughes Account Executive: Molly Burns Producers: Joe De Franco, Susie Rofe, Daunno Jason
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By leaving a $3-billion acquisition offer from Facebook on the table Snapchat showed huge confidence in its own ability to turn the ephemeral messaging service into a big business.
But it’s going to need more than a user growth story if it’s going to get big brands to experiment with paid advertising there.
Snapchat CEO Evan Spiegel has described both in-app purchases and native advertising as potential revenue streams for the mobile messaging service, which lets users send private messages in the form of photos and videos that vanish within 10 seconds of being opened.
Walker Agency nous rappelle à quel point les droits de l’Homme sont bafoués au quotidien dans certains pays. Voulant sensibiliser les habitants de Zurich, 200 posters spéciaux réalisés en trompe-l’oeil ont été déposés pour Amnesty International dans la ville suisse. Des visuels impressionnants à découvrir dans la suite.
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Baileys becomes the latest big-name marketer to place an epic holiday spot under the tree with BBH London's modern take on Tchaikovsky's seasonal ballet The Nutcracker. We're treated to a Candyland holiday ball punctuated by a lengthy and superbly choreographed dance-fight between the Mouse King and the Nutcracker Prince, which ends when Clara, the object of their affection, joins in and turns the tide in the prince's favor. (You'd think a guy called "nutcracker" could take care of himself.) The film closes with our heroine rejoining her two pals for more partying, along with the line, "Spend time with the girls this Christmas." (Celebrating the spirit of women has been a recurring Baileys theme.)
Despite its contemporary trappings—the Mouse King is ripped and tattooed; the venue looks like an "in" SoHo dance club—the spot doesn't stray far enough from its source material to feel like a true reinvention. There's no magical moment or boffo payoff. Yes, it's extremely well made, and the dancing is impressive, as are the sets, costumes and direction. Maybe it needed a bit more holiday warmth? Instead, I found myself reaching for a glass of Baileys to chase away the chill.
The two-minute spot premieres Saturday during the U.K.'s first telecast of Black Swan, and there's a tie-in with that Oscar-winning film, as Benjamin Millepied, its choreographer, also designed the athletic ballet in the ad. And he's not the only notable talent involved. Royal Ballet dancers Steven McRae, Thiago Soares and Iana Salenko perform the lead roles, while Ringan Ledwidge, of "Three Little Pigs" fame, directs.
Na semana passada, a gente mostrou por aqui mais uma irretocável campanha de Natal da John Lewis. Os filmes natalinos da rede de lojas têm um apelo emocional tão forte, com histórias envolventes e produções bem-cuidadas, que costumam criar grande expectativa no público. Mas, qual o segredo por trás desta trajetória de sucesso? É o que investiga o documentário John Lewis – Making the Nation Cry…and Buy, produzido pelo Institute of Practitioners in Advertising e Thinkbox.
Em pouco mais de 30 minutos, o filme traz entrevistas com o diretor de marketing da John Lewis, Craig Inglis, e com criativos das agências Adam&EveDDB e Manning Gottlieb OMD.
É interessante ouvir a história de como a abordagem antes racional e focada apenas nos produtos acabou passando por uma enorme guinada, a importância da escolha da trilha sonora certa e como esta mudança se refletiu diretamente nos lucros da empresa. Tudo narrado pelas pessoas que fizeram isso acontecer.
IFC's upcoming The Spoils of Bablyon, a comedy miniseries that spoofs serious miniseries, is based on a book that seems to be sold out in Hudson News stores around the country. The problem with keeping the book in stock, though, is that there were never any printed copies.
Eric Jonrosh (and the jig will be up when he shows up on TV and looks a lot like Will Ferrell, who produces the series along with the rest of the Funny or Die crew) is the megalomaniacal author of the book, and his persona has become the avatar of IFC's marketing for the show. "[Andrew Steele and Matt Piedmont, who wrote the series] created a character—well, we don't even like to call him a character," head of marketing Blake Callaway tells AdFreak. "We like to pretend he's real. We've written the fake book reviews. He's committed to literacy, because if you can't read, you can't read Jonrosh."
The writer's megalomaniacal streak is borne out in the ambitions of the miniseries, which appears to span a period from the 1930s to the 1980s, if the trailer (see below) is any indication. So IFC has an appropriately grandiose ad campaign, with the book-focused executions littering bookstores and branded Little Free Libraries installed in cities like Dallas and Minneapolis in partnership with that organization.
Callaway says he hopes to entice writers from the blockbuster-ier end of the literary spectrum to turn out for the show's Los Angeles premiere in January. "[James Patterson] is on our wish list," Callaway said. "Our fantasy list is to have Jackie Collins, Patterson, Grisham—we think they should turn out to celebrate their colleague."
Jonrosh has also been hard at work "reviewing" current best-sellers (especially those with movie versions) like Ender's Game—there's a certain amount of subtext to that one—in wildly inappropriate ways. The Wolf of Wall Street and Fifty Shades of Grey have also suffered his attentions.
As for the miniseries itself, Callaway said, "We're going back to the ABC marketing division of the '80s," à la Roots (which is getting a non-hilarious remake, as well). Makes sense: The show has an ensemble cast that includes unlikely names like Tobey Maguire, Val Kilmer and Haley Joel Osment, who's had something of a comeback this year between Spoils and Amazon's Alpha House.
The show, Callaway told AdFreak, will be an anthology series, like another popular cable offering. "This will kind of be our American Horror Story," he said. "Every year, we'll put another Eric Jonrosh novel on the screen." Sounds like a candidate for renewal.
Marketers and agencies are rushing to pledge money and supplies to victims of the devastating Haiyan typhoon in the Philippines, often working through relief organizations like the Red Cross and UNICEF.
BBDO offices are particularly active this week in soliciting donations to help survivors of the horrific destruction in the central Philippines region. BBDO Guerrero/Proximity Philippines, based in the capital city Manila that was untouched by Haiyan, today launched #unselfie on social networks to promote donations to UNICEF.
“Simply write supportunicef.org/philippines #unselfie on a sheet of paper and take a selfie holding this,” David Guerrero, chairman and chief creative officer of BBDO Guerrero/Proximity Philippines, explained the effort in an email. “Post your #unselfie on your social networking site and help get help for Haiyan survivors in the Philippines. It only takes a minute. But it will go a long way.”
The NFL and McDonald’s are teaming up to launch their first Happy Meal promotion.
Starting today, the nation’s most popular sports league and its biggest fast food chain will offer “NFL Rush Zone” Happy Meals across more than 14,000 U.S. restaurants. The Happy Meals will feature collectible toys inspired by the league’s “NFL Rush Zone: Season of the Guardians” TV series on Viacom’s Nickelodeon.
Both the NFL and McDonald’s target young kids as key consumers early and often. They’ll offer kids 32 “Rusher” figures (representing the NFL’s 32 teams) through Dec. 12. Each toy figure throws or kicks a mini-football and is based on each individual club’s team mascot and history. The promotion ties in with Nickelodeon’s premiere of the third season premiere of “Rush Zone” on Wednesday, Nov. 20.
As part of Ad Age’s latest annual Awards Report tabulating the most creatively celebrated companies and personalities of the year, we asked winning marketers and agencies about their campaigns.
Brown-Forman’s “Whatever’s Comfortable” for Southern Comfort was the ninth-most decorated ad campaign in our Awards Report, which tallies results from the industry’s most respected global shows. The effort returned some attitude to a brand in need of a sales boost. We asked Mark Bacon, Southern Comfort’s managing director, how much the campaign pushed him out of his comfort zone.
What kind of fortitude does it take to back a risky marketing plan?
A tecnologia já se tornou tão presente em nosso dia a dia que muitos de nós nem se lembra de como era a vida antes dos celulares, computadores, internet e todos os serviços que floresceram neste terreno tão fértil. E apesar desta presença ostensiva, gerada pela necessidade ou pela comodidade, a impressão que se tem é que para muitas marcas não basta ser útil, é preciso também criar conexões emocionais com o consumidor. Algumas delas têm se saído bem, como o Skype e, com maior frequência, o Google.
Já perdi as contas de quantas campanhas bacanas do Google apareceram nos últimos anos – tanto com tramas reais quanto ficcionais-, mostrando a tecnologia não só como uma ferramenta que usamos no nosso cotidiano, mas também o fio condutor de belas histórias, o link entre um sonho ou uma ideia e um final feliz. É o caso de Reunion, filme que conta a história do reencontro de dois amigos de infância separados durante a divisão da Índia e Paquistão em 1947.
A história gira em torno de Baldev, que divide com a neta algumas de suas lembranças vividas ao lado do amigo Yusuf, com quem costumava empinar pipas e roubar um doces chamado Jhajariyas e brincar em um parque com um portão antigo, na cidade de Lahore. Com estas informações e as ferramentas do Google, a garota inicia sua busca e, claro, encontra. Por mais que a gente saiba o que acontece a seguir, uma lágrima sempre acaba rolando.
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Tesco Mobile has taken a conversational approach to its Twitter feed to a new level with this hilarious debate involving brands such as Yorkshire Tea, Jaffa Cakes and Cadbury.
Converse has partnered with a new agency of record for North American retail, Nemo Design, to coordinate marketing for a new holiday sneaker collection from its heritage Cons brand, among other initiatives.
Available starting Thursday were three “remastered” Cons stylesthe Aerojam, Anarchy and Star Player Pluswhich are being sold exclusively at 200 select Foot Locker stores, 100 Footaction locations and 50 Champs stores. The shoes are priced $110 for the Aerojam, $80 for the Anarchy and $70 for the Star Player Plus.
As part of the launch, Nemo and Cons kicked off marketing efforts at the flapship Foot Locker stores at 34th and 5th in New York and the Stonetown Galleria Mall in San Francisco. Those feature 10-foot interactive window installations broadcasting real-time “street style” photos taken by a Cons truck of random people wearing Converse in and around the cities. The truck will be sending the images back to the flagships on Thursday and Friday. Additionally at the flagships, consumers were able to spin a “style gallery” wheel to choose which shoes to be modeled by brand ambassadors, said Mark Lewman, creative director of Nemo.
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