Hasta La Creative!

Rather than fork over $4.5 million for Super Bowl ad time, Advanced Auto Parts decided to go cost-effective and target the audience during the pre-game festivities with its new spot dubbed “That Feeling.”

Created by Minneapolis-based agency mono, the :30 spot quickly focuses on “the car guy” — a dude who, according to the parties involved, is “one who understands the mechanics of a car, but one who truly revels in getting his hands dirty in the process.”

Touting itself as the sole automotive aftermarket company involved in the Super Bowl, AAP forgoes the loud, Denis Leary-type VO and/or patriotic soundtrack in favor of a brief look at a mechanic getting down to the nitty-gritty. The black-and-white motif is a nice touch with this ad, which will also hype AAP’s Speed Perks rewards program before kickoff.

C’est avec des moyens simples tels que de la peinture sur verre que l’artiste Ardan a conçu cette délicate sculpture. Plusieurs couches de verres illustrées d’un nuage sont disposées successivement pour donner du relief et de la profondeur. L’effet visuel que donne cette succession renforce l’aspect celeste de l’installation. À découvrir.

• Read more about Paramount: Terminator – Genisys Movie – (2015) :30 Super Bowl Trailer (USA)
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• Read more about Avocados From Mexico – #FirstDraftEver – (2015) :60 (USA)
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Wall Street is gobbling up Shake Shack’s initial public offering.

The company announced the pricing of its shares on Thursday at $21, and by by time trading began today, the stock hit $47 per share. That’s more than double an IPO price that had already exceeded expectations.

Given all the hype, you’d be forgiven for thinking the chain is bigger than it is or that it spends millions on advertising.

Continue reading at AdAge.com

Instead of enlisting celebrity endorsements, VB&P celebrates the everyday athlete in “Freak Show,” the launch of a new “Be More Human” campaign for Reebok.

“Are we weirdos? Can we be obsessive, fanatical, extreme?” asks voiceover at the beginning of the spot, over footage of suburbanites training hard. After acknowledging that some of those things may be true, the ad goes on to ask, “Why do we do it?” The answer, is self-improvement: “To be more human,” the ad concludes.

“By adopting such a lifestyle, you find yourself in a community of people joined together by a common purpose—to be better versions of themselves,”Reebok Brand President Matt O’Toole told Adweek. “We’re confident that when we push ourselves, we not only transform our bodies, we transform our entire lives.”

“Freak Show” will make its broadcast debut this Sunday during NBC’s Super Bowl pregame coverage. Its approach, while certainly not without precedent, should come as something of a reprieve from the barrage of celebrity-filled ads clogging up Super Bowl airtime. It also should appeal to the kind of CrossFit gurus Reebok has courted with recent campaigns, making “Be More Human” seem like a pretty natural evolution for the brand.

Last year Spot Trender, a research company used by brands and agencies to pre-test ads, helped us see how viewers reacted to big Super Bowl commercials second-by-second. This year it’s back on the case, starting with one of the first 2015 Super Bowl ads to be pre-released: Dove Men+Care’s ode to fatherhood, which scored one of the “most consistent positive reaction graphs” Spot Trender has seen, with “negligible negative reaction.”

Spot Trender tracks ads’ reception by asking a panel of consumers to press keys on their computers as they watch. Each video had a sample size of 300 complete responses.

“Instead of using testosterone-driven, hyper masculine image to sell products, #RealStrength cleverly and successfully uses the strong, caring, masculine image of the father, the protector to drive home the message: “Care makes a man stronger,” said Rick Nguyen, co-founder of Spot Trender, an in email.

Continue reading at AdAge.com

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 here 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, Peyton Manning and Joe Montana show up to hawk Papa John’s Super Bowl free pizza giveaway. And restaurant chain Dave and Buster’s shouts loudly about its new ‘Star Wars Battle Pod.’

With two days left, Sunday’s game keeps soaking up online attention — full Super Bowl spots from Budweiser and T-Mobile, and a teaser from Friskies, top the list of most engaging ads yet again.

Continue reading at AdAge.com

Here’s a UK-based effort from AMV BBDO to promote the Mars bar that’s very different from the agency’s “Brady Bunch” Snickers spot.

The ad, which runs under the “Winning” slogan and coincidentally premieres on Feb. 1, features dueling dogs (though one clearly outwits with the other with some deft pan-fluting that would make Ron Burgundy blush). The fact the pup performs Jan Hammer’s “Crockett’s Theme” from Miami Vice may even prompt some of us 80s kids to wax nostalgic.

The client has £10m invested in a national (U.K.) campaign that runs not just through the telly but across OOH and press. Mars, Snicks and Twix marketing director Lucy Cotterell explains the “Winning” concept:

“[The campaign] will reach 95% of the UK population and put the brand on air three times more than in 2014, in fact it will be on air effectively every other week. The theme of little everyday wins is an exciting new angle for the best-loved brand and the ad is sure to bring a smile to the faces of new and existing MARS fans.”

Where art thou, Charlie Sheen?

CREDITS

Project:                                                                Panflutes

Client name & job title:                 Lucy Cotterell – Mars, Snickers and Twix Marketing Director

Alison Smith – Mars Brand Director

Creative Agency:                              AMV BBDO Ltd

Creative Directors:                          Alex Grieve and Adrian Rossi

Copywriter:                                        Dan Warner

Art Director:                                       Andy Vasey

Agency Planner:                               Will Whalley

Agency Account Man:                    Lou Woolf, Daniel Wegrzyn

Agency Producer:                            Adam Walker

Media Agency:                                  Mediacom

Media Planner:                                 Amanda Zafiris

Production Company:                    Independent

Director:                                              Gary Freedman

Production Co. Producer:             Jason Kemp

Post-production Company:         Josh Robinson / The Mill

Audio Post-production:                 Anthony Moore / Factory Studios

Music Production:                           Soundlounge

Editor:                                                   Adam Spivey / The Playroom

For the second time in two years, a late-breaking Budweiser Super Bowl spot has come from behind at the last second to win the Super Bowl pre-game online.

Continue reading at AdAge.com