The ad opens with a series of people waking before dawn and getting dressed in running clothes. “It’s never been about the shoes,” says the voice-over. “It’s always been, and will be about, those who run in them.” The two-minute spot, called “Ready,” will be released this spring via social channels and select digital media is from Saucony, and is part of the athletic-shoe marketer’s “Find Your Strong” strategy aimed at forging a connection with the specialty-runner consumer. Taking the strategy a step further, it’s releasing an inspirational 22-minute documentary called “Finding Strong.”
The film focuses on running worldwide and how it can change life’s trajectory. It tells stories from five countries, the U.S., Japan, Brazil, Africa and Finland. The film has premiered in New York, Boston and Austin, and 10 to 15 screenings will take place in key markets. It will be released digitally in late March or early April.
“We want to elevate the brand and get out there and connect with consumers. We will advertise, but for us the things that are unique are what really influence a crowd,” said Chris Lindner, CMO of Saucony. Olson is Saucony’s agency of record.
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After spending just 18 months as chief marketing officer, North America for McCann, Alex Lubar is quickly moving up the ranks as he’s now assumed the newly created position of global CMO at the Worldgroup. Prior to joining McCann, Lubar spent well over three years at Grey, last serving as SVP/new business. Says McCann CEO/chairman Harris Diamond in a statement, “What makes Alex so effective in business development, in addition to tenacity, is that he relishes the complexity of brand challenges in today’s complex business environment and he knows how to harness resources to create innovative multiplatform solutions.”
Along with Lubar’s promotion, McCann has also brought on fellow Grey alum Chioma Aduba as new business group director in its New York office.
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Coca-Cola is pre-releasing one of its Big Game ads today. It features an all-American tale of triumph over adversity, and shares a moment in time with our hero, Adrian, as he breaks through, perseveres and achieves unlikely greatness on and off the football field.
Colangelo's new TV ads for Trojan are refreshingly quiet and subtle, with adults and a male teenager alluding to sex without snickering or blushing. That said, the subject behind the dialogue-driven ads, which break today and were directed by Gavin O'Connor in his commercial debut, is never in doubt.
In "Big Date," the teen, in an interesting role reversal, plants a condom in the shirt pocket of his middle-aged dad who's leaving for a date. "Miss You" shows a boy longing for his traveling dad as much as his mom misses her man, only to smile when she finds a Trojan present from him in a dresser. "Happy Birthday" is the only ad set in bed, with a thirtysomething couple celebrating some early morning action. But hey, they're relaxed about it, so you don't feel creepy watching them.
Indeed, this campaign is more mellow than naughty, so much so that TV networks will air the ads earlier in the evening than they have in the past, according to Dave Clemans, Colangelo's executive creative director.
The tagline, underscored by three simple piano notes, is "Real. Good. Sex."
CREDITS Client: Church & Dwight Brand: Trojan Agency: Colangelo Executive Creative Director: Dave Clemans Creative Directors: Chris Stevenson, John Wagner Art Director: Wendy Shapiro Agency Executive Producer: Ilene Richardson Managing Director: Jim O’Neill Group Account Directors: Elizabeth Geary, Dan Liu Director: Gavin O’Connor Production Company: Saville Productions Executive Producer: Rupert Maconick Head of Production: Michelle Traviniski Producer: Jay Spangler Director of Photography: Mandy Walker Editorial: The Cutting Room Films Editor: Brian Sanford Editorial Executive Producer: Melissa Lubin Editorial Senior Producer: Eytan Gutman Color: Light of Day Colorist, Online Editor: Joe Wenkoff Flame, Visual Effects: Colin Stackpole Sound Mixer: Walter Bianco
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After spending just 18 months as chief marketing officer, North America for McCann, 
