Hasta La Creative!

The food and beverage giant has expanded its marketing efforts beyond game day to include events across the country.

Budweiser has unveiled its much-anticipated “Lost Dog” ad from Anomaly, a sequel to last year’s immensely popular “Puppy Love” (itself something of a follow-up to 2013’s “Brotherhood”).

The 60-second spot delivers much of the same puppy-fueled cuteness as its predecessor. In “Lost Dog” the puppy from “Puppy Love” gets lost after jumping into the back of a truck. His owner —  the horse trainer from “Puppy Love” and “Brotherhood,” played by actor Don Jeanes — puts up signs all over town and the Clydesdales seem distraught. When the dog finds his way back home, he also finds himself in danger, but the Clydesdales (of course) come to the rescue.

While it may not have the same impact as its predecessor, “Lost Dog” is sure to be a crowd-pleaser all the same. It’s well shot by director Jake Scott, who was also behind last year’s effort, and delivers a heart-tugging (if a bit contrived) narrative. The musical choice — a downtempo and melancholy cover of The Proclaimers’ “I’m Gonna Be (500 Miles)” by Sleeping At Last — is an odd one, but somehow it works. And did we mention cute puppies interacting with horses? According to Budweiser, eight puppies were used for the filming of the ad, all 11-12 ½ weeks old when “Lost Dog” was filmed in early December.

Squarespace has teased its ad from W+K featuring actor Jeff Bridges and if the teaser is any indication this may be the strangest ad broadcast during the Super Bowl.

The spot opens with an oddly-framed shot of Bridges as the actor says, “I love listening to intriguing sounds when I drift off into my dreams.” He’s plugging his album Jeff Bridges Sleeping Tapes, as a means of showing how even oddball ideas benefit from the Squarespace treatment. Proceeds from the album, full of “intriguing sounds, noises and other things to help you get a good night’s rest,” go to No Kid Hungry.

“We wanted to create a campaign to illustrate that any idea, no matter how wild or weird, can be presented beautifully and meaningfully through Squarespace,”  Anthony Casalena, Squarespace founder and CEO, told Adweek.

Squarespace does not plan to release W+K’s ad prior to the Super Bowl, but you can learn more about Bridges’ sleep album here. According to David Kolbusz, executive creative director at W+K New York, it really works. “[Bridges’] voice is like oak and leather and cigar smoke and the wilderness. I personally have fallen asleep to the recording on more than one occasion,” he said in a statement.

Getting a commercial on the Super Bowl is a career milestone for any advertising creative. And so, after their spot airs, the feeling of joy and fulfillment must be pretty intense—buoyed surely by the endless calls of congratulations from friends and family. Right?

Maybe not, according to this amusing video from the Clio Awards, which caught up with a bunch of Super Bowl creatives to ask them how they feel on the Monday after the Super Bowl. See the video below.

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For the first time this year, Clio has created the Clio Creative Bowl, and has invited industry experts to vote for their favorite Super Bowl spot—which will be awarded the new Super Clio. (Disclosure: Clio, like Adweek, is owned by MediaBistro Holdings. Also, I am a member of Clio Creative Bowl jury.)

Despite claims that it wanted to maintain the mystery of its Super Bowl commercial, Nissan released the first 10-seconds of the ad on Wednesday.

The spot celebrating dads, which features the music of Harry Chapin’s “Cat’s in the Cradle,” will air in the second quarter of the game. It’s Nissan’s first Super Bowl commercial in 11 years.

The release of 10 seconds of the ad shows Nissan trying to straddle divergent goals: the desire to get pre-game publicity and the urge to maintain some mystery and surprise until Super Bowl Sunday on Feb. 1.

Continue reading at AdAge.com

Dans le cadre de son projet très complet « Progress Before Perfection », Joey Camacho nous livre ici des créations digitales abstraites dans lesquelles il dépeint des éléments organiques en lévitation. Des plus réalistes au plus conceptuelles, ses créations sont réalisées à la perfection, invitant le spectateur à contempler les moindres détails pendant de longs instants. À découvrir.

Em mais um comercial da série assista-uma-versão-estendida-do-comercial-caríssimo-que-exibiremos-no-Super-Bowl, a Kia divulgou um vídeo de 1 minuto da campanha “The Perfect Getaway”.

Com a participação do ex-James Bond Pierce Brosnan, o spot brinca com a ideia das fugas espetaculares protagonizadas pelo ator enquanto encarnava o 007 nas telonas – explosões, carros em velocidades elevadas, surpresas pelo caminho – e sugere que ele seria o personagem perfeito para uma fuga com um pouco menos de preocupações e um bocado mais de tranquilidade.

O bacana é ver Pierce ser continuamente decepcionado pelo seu agente, mas contente com a proposta – contanto que ele possa ficar com o veículo.

A criação é da David & Goliath.

Post originalmente publicado no Brainstorm #9
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Quantas vezes a gente já ouviu por aí que “em time que está ganhando, não se mexe”? A Budweiser e sua agência, a Anomaly, resolveram aplicar essa ideia ao pé da letra em Lost Dog, filme da marca de cerveja que será exibido no intervalo do Super Bowl. A fórmula, já repetida, consiste em usar um tipo americano durão, mas ao mesmo tempo sensível, e focar no tipo de amizade/amor mais puro que existe: aquele que você compartilha com seu bicho de estimação.

No primeiro ano, Brotherhood mostrou o criador de Clydesdales tendo seu coraçãozinho partido quando um dos cavalos vai embora da fazenda – e sim, eu me lembro de ter chorado naquele ano com um comercial de cerveja. Em seguida, um cãozinho simpático foi adicionado à equação, em Puppy Love.

Neste último, a “terceira parte da trilogia” – segundo a Budweiser -, a impressão que se tem é que ou o tempo não passou ou eles andaram usando o PuppySwap, porque o filhote continua filhote.

Do ponto de vista crítico, é mais do mesmo. O filhote se perde – cá entre nós, a forma como isso acontece é de uma baita irresponsabilidade, quase tão ruim quanto o filme da GoDaddy -, mas no final tudo dá certo. Porque é isso que a maioria das pessoas quer: um final feliz. Devo ter criado algum calo emocional com a Bud, porque infelizmente, não me emociona mais…

Post originalmente publicado no Brainstorm #9
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Alibaba has a “credibility crisis” fueled by a failure to crack down on shady merchants, counterfeit goods, bribery and misleading promotions on its online malls, the Chinese government said.

The scathing report by the State Administration for Industry & Commerce accused Alibaba Group Holding Ltd. of allowing merchants to operate without required business licenses, to run unauthorized stores that co-opt famous brands and to sell fake wine and handbags. Alibaba employees took bribes, and the e-commerce giant didn’t fix flaws in customer feedback or internal credit-scoring systems, the report said.

“For a long time, Alibaba hasn’t paid enough attention to the illegal operations on its platforms, and hasn’t effectively addressed the issues,” the report said. “Alibaba not only faces the biggest credibility crisis since its establishment, it also casts a bad influence for other internet operators trying to operate legally.”

Continue reading at AdAge.com

A good way to succeed on Super Bowl Sunday is to put a bunch of animals in your ad, though as GoDaddy learned, you have be careful with your message. 

Director Sam Nicholson (the visual effects wizard for AMC’s The Walking Dead) and Stargate Studios teamed up with animal control group The Lucy Foundation to create the cute ad below, which will air Sunday on the Hallmark Channel during the Kitten Bowl. Which, in case you’re wondering, is basically Off-Broadway for Super Bowl ads. 

The commercial features rescue animals playing football, and includes over 1 billion separate images, according to the client. (It’s been submitted to Guinness to be recognized as the first Super Bowl Sunday ad to accomplish such a feat.)

We don’t want to spoil the ending, so take a look below at this bittersweet tale. Hint: It’s got something to do with the responsible deflation of balls.