Hasta La Creative!

Today The New York Times told us that Pepsi “aims for a big payoff” with its “Super Bowl ad blitz” — and now we have some new work from AOR Mekanism.

First, there’s this morning’s “Halftime Touches Down” teaser with nary a Katy Perry in sight:

Mekanism also distributed additional creative this afternoon. Here’s the Bears’ Matt Forte (who won’t be playing on Sunday) getting extra hyped:

The Jets’ Nick Mangold also has super powers:

Over on ye old social media, Pepsi has split the above shorts into even shorter Vines, which will “continue to go live throughout the coming days” until Sunday is upon us.

Pepsi’s North American CMO for beverages Simon Lowden told the Times that “We just want to create an out-of-this-world experience” in an apparent effort to manage expectations.

Official Pepsi Spot Name:

Matt Forte gets Hyped for Halftime

Nick Mangold gets Hyped for Halftime

Agency: Mekanism

Chief Executive Officer, President: Jason Harris

Creative Director: Ian Kovalik

Copywriter: Bryan Davis

Brand Director: Jeremy Pinches

Brand Manager: Yolanda Cano

Head of Production: Kati Haberstock

Production Company: Farm League

Director: Corey Adams

Producer: Tim Lynch & Tieneke Pavesic

Producer: Arlo Rosner

DP: Marc Ritzema

Art Director: Boston- Aileen Sovronsky, Chicago- Larry Lundy, NY- Mho Brown

Prop Master: Boston- Daniel Brisson, Chicago- Blake Paine, NY- Spencer Kennedy

Editorial Company: Farm League

Producer: David Burden

Editor: George Manzanilla

Assistant Editor: Ian McGee

Executive Producer: Tim Lynch & Tieneke Pavesic

VFX Supervisors: Scott Kinsey & Johannes Gamble

NBC has officially sold out of the Super Bowl.

With the big game just days away, Seth Winter, exec VP-ad sales, NBC Universal News and Sports Group, said the network achieved record volume in ad dollars.

Mr. Winter said NBC was able to maintain “premium pricing,” with one 30-second spot costing about $4.5 million.

Continue reading at AdAge.com

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Dans cette série de photos réalisée par Bill Henson, la beauté charnelle et la nudité sont mises en valeur par l’obscurité, laissant entrevoir des parcelles de peau aux reflets bleutés. L’aspect érotique de la série est rendu subtil par le caractère explicite mais mystérieux de certains clichés, laissant place à l’imagination. À découvrir dans la galerie.

Jack in the Box has added Los-Angeles based David & Goliath to its agency roster after a review.

For more than 20 years, the burger chain has used Secret Weapon as its creative agency, but Jack in the Box launched the review in part to find a shop to handle a new-product launch as well as for future assignments. Secret Weapon, the agency that created the Jack character still used in the marketing, did not participate in the review but will remain the company’s lead agency. David & Goliath and Secret Weapon have both created regional Super Bowl ads for Jasck in the Box to run Sunday.

David & Goliath’s spot will be its first work for the brand. The shop will promote the new product, which comes out this week and has been recently teased, but Jack in the Box declined to elaborate further.

Continue reading at AdAge.com

Hallmark has debuted its first-ever ad featuring a gay couple.

As part of its “Put Your Heart to Paper” Valentine’s Day campaign, presumably from agency of record Leo Burnett, the brand released a two minute interview with lesbian couple Eugenia and Corinna. The campaign features interviews with couples where Hallmark asks them to describe how they feel about each other without using the words “I love you,” feeding into the line, “This Valentine’s Day go beyond ‘I love you,’” which precedes the “Put Your Heart to Paper” tagline.

While Hallmark has made cards celebrating gay marriages since 2008, this campaign marks the first time the brand has featured a gay couple in an advertisement. Hallmark now joins a growing list of brands, including Honeymaid and Oreo, which value inclusion over any potential backlash from bigoted consumers.

Today Nissan released a teaser of its “With Dad” Super Bowl spot from agency TBWA, offering just a brief glimpse of what the brand has in store.

Set to the Harry Chapin song “Cats in the Cradle,” the teaser shows brief snippets of a dad meeting his child for the first time, a car racing around a track (possibly the same man) and the family cuddling up together in bed, leading into the tagline “#withdad.” It’s not a lot to go on, but it’s pretty clear that Nissan will be among the brands celebrating fathers during the big game, joining Dove Men + Care, Toyota and others.

Nissan had previously said it did not plan to even offer a teaser of its big game ad in an attempt to maintain suspense for its broadcast appearance on Sunday. “With so many commercials airing before the big game, I fundamentally believe it takes away much of the magic of showing the commercial on the biggest stage of the year,” said Fred Diaz, Nissan’s senior vice president of U.S. sales and marketing operations, in a statement.

Today’s brief teaser then offers something of a compromise, a way for the brand to offer a glimpse of the ad while still maintaining some element of mystery.

Boxing gear company Everlast lands a blow against sexism in “I’m a Boxer,” a minute-long spot directed by Claire Edmondson through Steam Films.

Scenes of a young girl shadow boxing and psyching herself up are intercut with footage of adult fighters in the ring. The girl imagines a world in which athletes’ performance is more important than their gender. “Don’t call me a female boxer,” she says. “I’m a boxer.”

Edmondson, a Toronto-based filmmaker, tells AdFreak she hopes “to inspire and empower young girls, encouraging them to claim their place in sports.” Part of the inspiration for writing the script “came from always being called a ‘female director,’ ” she says.

Her portfolio includes fashion videos and clips for indie bands Broken Social Scene and Austra. Some of her work was featured last year at the Tribeca Film Festival’s inaugural showcase for up-and-coming directors. “I’m just breaking into commercials now,” she says.

Two highly skilled boxers appear in the Everlast spot. One is Lisa “Bad News” Brown, who has held several world titles, and the other is Mandy Bujold, who will represent Canada in this summer’s Pan Am games and hopes to compete in the Olympics.

Makayla Maxwell plays the young fighter with admirable intensity. “She could tell the story with her eyes,” Edmondson says. Indeed, Maxwell’s defiant stare and self-assured narration are a potent one-two punch.

CREDITS
Client: Everlast
Spot: “I’m a Boxer”

Director: Claire Edmondson
Production Company: Steam Films
Cinematographer: Catherine Lutes
Executive Producer: Carling Acthim
Producer: Jason Aita
Art Director: Erika Lobko
Wardrobe: Basia Wyszynski

Edit: Married To Giants
Editor: Michael Durst
Executive Producer: Denise Shearer
Online Artist: Trevor Corrigan
Online Assistant: Preeti Torul

Transfer: Alter Ego Post
Colourist: Tricia Hagoriles
Producer: Jane Garrah

Original music & sound by Apollo Studios

Young Boxer: Makayla Maxwell
Boxer 1: Lisa ‘Bad News’ Brown
Boxer 2: Mandy Bujold