Hasta La Creative!

Every weekday, we bring you the Ad Age/iSpot Hot Spots, new and trending TV commercials tracked by iSpot.tv, a company that catalogs, tags and measures activity around TV ads in real time. The New Releases ran on TV for the first time yesterday. The Most Engaging ads are showing sustained social heat, ranked by SpotShare scores reflecting the percent of digital activity associated with each one over the past week. See the methodology here.

Among the new releases, DirecTV extends its weird new marionette-themed campaign with a fresh installment (spoiler: a marionette kid’s wires get caught in the ceiling fan), Chevrolet considers what makes a family (spoiler: love), and the Oklahoma City Thunder’s Kevin Durant seems to be joining a Sprint “Framily” (spoiler: it’s just a dream) — a further riff on a continuing campaign that Ad Age ad critic Ken Wheaton called “frightful.”

As always, you can find out more about the making of the best commercials on TV at Ad Age’s Creativity.

Continue reading at AdAge.com

Le créatif Harvezt a fait la série « The Dark Side of The Covers » dans laquelle il imagine l’envers du décor de certaines pochettes d’album assez cultes. On voit donc les fesses du bébé dans la piscine sur la pochette de Nirvana ou encore l’agent de circulation qui permet au Beatles de marcher sur le passage piétons.

Se você não fuma, mas já teve a oportunidade de sair com um fumante alguma vez na vida, há grandes chances de você ter se sentido incomodado com o cheiro e a impressão de estar beijando um cinzeiro. A ASH Organization, um movimento contra o fumo nos Estados Unidos, resolveu colocar em prática um experimento social para verificar como os fumantes são vistos em sites de namoro, mais especificamente no aplicativo Tinder.

E se argumentos como as doenças causadas pelo cigarro não são o suficiente, a ASH acredita que mostrar como fumantes são menos atraentes pode ser mais eficiente. Neste caso, vemos uma garota com dois perfis, uma em que ela se declara fumante e outra como não-fumante. Não é preciso dizer que, no primeiro caso, o índice de rejeição foi bem maior.

Na realidade, é difícil dizer se alguém deixaria de fumar só porque foi rejeitado. Vai saber…

Post originalmente publicado no Brainstorm #9
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In this two-minute clip from Ogilvy & Mather in New York, five Caterpillar machines play a giant game of Jenga using 600-pound wooden blocks, as I'm sure they often do at real construction sites all over the world. (From what I've seen of hard-hat areas in commercials lately, it's clear that all kinds of amusing stuff goes on.)

The work, part of Cat's "Built For It" campaign, showcases the machines' precision handling, strength and agility in an engaging way, and it's proven quite popular on YouTube, tallying 1.1 million views since its posting last week.

Of course, Volvo's already driven a similar road, producing high-octane b-to-b videos, with Van Damme doing the splits and hamsters driving trucks.

Still, it's fun to watch Cat's shiny yellow telehandlers and excavators push, pull and lift the huge game pieces. Will the 8-ton tower topple? WILL IT?! Careful … CAREFUL …

Actually, this would be a lot more compelling if the vehicles transformed into futuristic robots that engaged in metal-mangling combat. Or if a cat drove one of the Cats. Sigh. Maybe next time.

Via Fast Company.

Esta semana, chamou a atenção de todo mundo o anúncio para o “trabalho mais difícil do mundo”, divulgado pela Cardstore.com, com a oferta para uma vaga de emprego em que é preciso trabalhar 365 dias por ano, 24 horas por dia, sem pausas, férias ou pagamento. É claro que, quando um filme viraliza instantaneamente, como já aconteceu com Retratos da Real Beleza, de Dove, ou ainda o Primeiro Beijo, da Wren, surgem diversas paródias e agora não foi diferente, com a Bud Light criando sua própria versão.

Dentro do discurso “Up to Whatever”, a marca de cerveja propôs ao candidatos que eles preenchessem a vaga para “diretor de qualquer coisa”, lembrando que nem sempre os pais ficam com as tarefas mais duras, já que muitas vezes eles esquecem o que foi dito a eles no minuto seguinte. Mas eles também são capazes de se vestirem de super-heróis quando necessário e são capazes de coisas incríveis que fazem com que você queira ir até a geladeira pegar uma cerveja para eles. Então tá….

Post originalmente publicado no Brainstorm #9
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Weight Watchers is parting ways with McCann, New York, as its lead creative agency and appears poised to move the account to Wieden & Kennedy, according to people familiar with the matter.

McCann notified its employees about the loss this morning in an internal memo.

The move ends a seven-year relationship between the diet marketer and the Interpublic Group of Cos. shop. It also comes as Weight Watchers is steered by a new leadership team. Lesya Lysyj, the former chief marketing officer at Heineken USA, took over as president of Weight Watchers North America late last year. The company also recently parted ways with senior VP-marketing Cheryl Callan.

Continue reading at AdAge.com

Facebook is courting advertisers with a more precise way of targeting ads to the massive segment of users who will watch the World Cup this summer.

According to a sales deck obtained by Ad Age, the social network is offering a segment comprised of users who have expressed interest in the World Cup to its biggest advertisers.

It’s the first time Facebook has built an audience segment specifically for a TV event, but if the World Cup test performs well, the concept could be extended to the Olympics, the Super Bowl and the Oscars, according to a person familiar with Facebook’s plans.

Continue reading at AdAge.com

Here's a kitchen ad that might leave you a little nauseated, but for once that has nothing to do with food.

In Ikea's new spot from Mother London, promoting the retailer's first new kitchen furnishing line in 25 years, the set spins, spins and spins. It captures the vibe of kitchens as busy places for the whole family, often feeling like a whirligig what with all the pots and pans and plates and groceries flying around while pets and children scurry underfoot.

Luckily, thanks to Ikea's efficient drawers and cabinets and other space-maximizing furnishings, you can have a smooth-running ship, including putting your young offspring to work setting the table. There's even a place for the sullen teenager to sit and play with his smartphone instead of helping—just to show Ikea really thought of everything.

Helmed by director Keith Schofield, the spot continues Mother's 2014 "The Wonderful Everyday" campaign, which was kicked off with a much darker, almost creepy homage to energy-efficient lighting.

The agency describes its newest spot as a "dazzling and dizzying" portrayal of the Metod collection's customizability.

"To bring to life this new flexible kitchen," Mother writes in its video summary, "the advert shows the units smoothly coping with whatever the family throws at it. Even the dog."

The carousel is a fun and clear-enough metaphor, though in spirit the ad sort of feels like a more mundane version of the agency's 2012 Ikea spot "Playing With My Friends," which had a similar all-hands-on-deck theme and upbeat poise amid chaos vibe—though that one upped the ante by recasting the grown-up as giant toys, a clever play on the kids' imaginations.

This time around, the biggest thing you're left imagining is how much Dramamine this family must keep stocked in the medicine cabinet.