Hasta La Creative!

The Federal Communications Commission is trying to persuade hundreds of TV stations to part with some of the most desirable airwaves, which would be acquired by mobile providers.

Havas Worldwide Chicago launched a new campaign for Hefty cups featuring party-loving moms dropping some unexpected slang phrases.

In fact, the spots, which rolled out today on the brand’s Facebook page, seem to cram in as much modern day slang — such as “on fleek,” “turnt,” and “bae” as possible, with truly cringe-worthy results. Of course, cringe comedy was clearly what the agency was going for here, but some may question whether it succeeds at the comedy part or if it tries just a little too hard. Three spots follow the same basic formula, with an average-looking suburban mom speaking about partying it up while using some rather unexpected language, followed by the hashtag “#partyhardmoms” and metal music leading into a shot of a Hefty cup, promoted as “Now crack resistant.” While the “Party Hard” approach makes sense for the brand, that the branding doesn’t occur until the end of the ad could prove problematic, especially considering that the cringe-factor means some people will tune out well before the spot’s conclusion. The ads do deserve a little bit of credit, though, for taking a shot at the one-dimensional mom stereotypes that are still prevalent in advertising.

“Traditionally mothers are cast in one light: wholesome caregivers for their children,” Lynnette Hinch, director of marketing for Hefty Cups, told Adweek. “But the reality is moms are much more complex and multifaceted.”

Credits:

Client: Hefty
Campaign: Party Hard Moms
Agency: Havas Worldwide Chicago
CCO: Jason Peterson
GCD: Ecole Weinstein
CD: Shelby Georgis
Copywriter: Matt Bush, Kristi Lira
Art Director: Katie Rogers
GAD: Lisa Evia
AE: Christina Banuelos

Production Company: One Thousand Percent
Directors: Antonio Santos, Phil Pinto
Producer: Kris Rey-Talley
Music: Trentino

Post Production: Studio 6/Chicago
Executive Producer: Lauren Shawe
Producer: Jordan Sider/Kara Weinert
Editor: Steven Mach/Kelsey Moher
Senior Audio Engineer: CRC, Mark Ruff
Color Grade: Studio 6/NYC, Peter Berthold
CG/Graphics: Feral, Jon Gallo

(TrendHunter.com) Chic and simple, Gael Manes has designed an asymmetrical sofa that is nevertheless full of personality. Although subtle in detail, the slight incline on one side, the thin wooden legs and armrests…

The hills are alive with the sound of Unicef Sweden singing about cholera.

A jolly grim reaper does a Broadway number on waterborne diseases in Forsman & Bodenfors’ insane new ad from the children’s charity. Titled “The sound of Death,” it parodies The Sound of Music—namely the song “My Favorite Things,” performed by children in the musical. But instead of whiskers on kittens and brown paper packages tied up with string, it turns out that Death loves dysentery and leptospirosis.

The clip is firmly in the Mel Brooks tradition of dark comedy (Think “The Spanish Inquisition” from History of the World, Part I, or maybe more appropriate, the Nazi-themed “Springtime for Hitler” from The Producers). And any macabre, musical PSA these days is likely to evoke, however slightly, “Dumb Ways to Die.”

Frankly, the lyrics could be better. And the extra wry approach makes the concept tough to swallow, but that’s kind of its point. It doesn’t quite trivialize the horrors it’s trying to address, it just pretends to do so, as a way to guilt viewers—essentially saying, “Enjoy this silly song … about the thousands of kids dying every day.” Whether that’s an effective call to action, who knows? It’s certainly memorable.

And at least it keeps up musical theater’s raison d’etre of having people burst into song about everything, all the time, even when it’s totally inappropriate.

Com o Crashbucket, a mensagem chega ao lugar certo, na hora certa

> LEIA MAIS: Um balde de gelo feito com carros batidos é ação do Detran/PR para conscientizar sobre bebida e volante

Post originalmente publicado no B9
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