Hasta La Creative!

BBDO New York launched a new campaign for GE Appliances, following the company’s sale to Chinese appliance conglomerate Haier for around $5.4 billion last year, entitled “Good Things, For Life.”

The campaign is centered around a trio of 30-second broadcast spots featuring the tagline, which a press release cites as “a nod to the company’s past and a look toward the future.”

Each of the spots aims for everyday humor while also touting technical innovations like voice activation via Amazon’s Alexa and a fridge with a Keurig brewing system. In “All Elbows,” for example, a busy mom with food-covered hands pre-heats the oven while picking up the bottles her children just threw (with her elbows).

Another spot showcases voice activation and the Keurig brewing system with a look at a “Fish Funeral,” while a third shows a wife thankful for what is jokingly referred to as an “Eew removal features” after she discovers her husband using a salad fork as a back scratchers.

“We’ve been perceived as a trusted brand for decades, but we need to continue to stay relevant and top of mind with shoppers,” GE Appliances chief marketing officer Rick Hasselbeck explained in a statement. “We believe people will connect with the refreshingly honest, real-life humor in the campaign, because, let’s face it, real life is funny.”

The first of the three spots made its broadcast debut yesterday during the Billboard Music Awards and the campaign’s media buy also includes broadcast slots during the finale of NBC’s The Voice and the premieres of ABC’s Dancing with the Stars and The Bachelorette.

Hasselbeck expects the campaign’s tagline to be long-lived, stating, “We take the ‘good things, for life’ tagline to heart and, much like our products, it’s one we want to endure for years to come.”

What can we learn from chimps and sheep and maybe even insects that practice medicine on themselves?

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After entering into an international creative partnership with San Francisco’s MUH-TAY-ZIK | HOF-FER, London-based agency VCCP picked up integrated creative duties for Canon. The selection followed a review which saw VCCP pitch against Grey’s Possible and take over for six incumbents (including JWT London, which formerly handled creative duties) as Canon’s first integrated agency.

VCCP began working with Canon in January and has just launched its first major EMEA campaign for the brand,  entitled “Live for the Story.”

The 60-second spot, “Boundaries,” opens on a boy who decides to explore the neighborhood on his bike. As he reaches the end of his street, he suddenly appears as an adventurous young man — who we soon learn is willing to risk his neck on all types of adventures.

The only direct appearance made by the brand is as an easy-to-miss background accessory. VCCP appears more concerned with tying Canon to a well-shot (and especially well-lit) carpe diem anthem ad than convincing viewers to reach for a Canon instead of their smart phone cameras.

“The whole point  is to get people to reassess Canon, to think differently about a brand they have either known of old, or have never come across before,” Canon senior campaign manager Steve Marsh told Adweek. “It inspires people to go out there and tell their story, and the boundaries you create are the ones you make yourself.”

“You have to take an active role and put yourself in a place where great stories can happen,” added VCCP senior creative Seb Housden. “The places you haven’t been, the people you haven’t met—they aren’t part of your world until you’re willing to go out there and find them. The concept of illuminating these stories around you stems from this belief that great stories happen when you push your boundaries.”

Alugar locais curiosos é algo que já está no livro de práticas do Airbnb – lembram do castelo do Drácula? E das catacumbas de Paris? Pois bem. O novo local anunciado hoje parece ir um pouco além do que a marca já fez até agora – a Suécia inteira está disponível para alugar por meio […]

> LEIA MAIS: Suécia inteira está disponível para alugar no Airbnb

The eighth floor at 1211 Avenue of the Americas in Manhattan is where 21st Century Fox’s top executives sit, which is why it’s all the more significant that Rupert Murdoch is spending so much time six floors below.

The 86-year-old media mogul moved to the second floor and into the office vacated when Fox News chief Roger Ailes was ousted last July. Last week, Murdoch gathered staff to reveal plans for adding reporters and physically making over the newsroom, spending millions to install an open floor plan with giant data screens and a TV studio. In a statement, Murdoch described the investment in personal terms, calling it “a sign of my unwavering confidence” in Fox News.

His dedication to the project is a reminder that Murdoch is still leaving his mark on Fox even while his sons are upstairs managing his media empire. Murdoch promoted Lachlan and James two years ago to top roles, and they have worked in concert with their father on key personnel changes — evidence that some transfer of power is happening, slowly but surely, at 21st Century Fox.

Continue reading at AdAge.com

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