EBS are all about the Mortgages. So this campaign is all about the all-about-ness. The never-settle, thick-and-thin, stick-with-it-ness that makes the people in EBS branches all over the country the absolute Mortgage Masters.
Despite all the buzz caused by the digital media that promised to end travel agents, what we actually see is that in recent years, is a movement back to the origins. People have re-booked their travels that need special care and a personal touch with their trusted agents. It guarantees that someone is always ready to solve any unforeseen in just a call or instant message. In this scenario, a campaign was created to break paradigms and to show real situations that can spoil someone’s trip and that could only be solved by a travel agent.
India’s dominance in the British sport of cricket is well known.
But athletes in India kick ass in all sorts of other sports as well, including many that have yet to become mainstream in the country. Adidas turned to Cheil to help address this and inspire the next generation of athletes in India to pursue athletic endeavors in a variety of sports.
The anthem ad opening the campaign hinges around voiceover in the form of a letter from a mother to a son half a world away. “My day has just ended…but yours has just begun” she writes, going on to implore him to “go and sweat before the sun can see” and reassuring him, “you have it in you, the spark that could ignite a thousand dreams.”
It’s a familiar carpe diem message for athletes, but having it delivered from a mother to her son as he pursues his athletic dreams far from home adds considerable emotional weight. The athlete in question, by the way, is 18-year-old figure skater Nischay Luthra, already a 9-time national gold medalist. (The narrator is his mother.)
Luthra is currently training to represent India at the 2018 Winter Olympic Games. As his mother puts it, “this dream is not yours alone, but ours.”
The spot concludes by asking viewers to show him that his mom isn’t his only fan and to spread Luthra’s story and “#FanTheFire.”
“At adidas we truly believe that through sport, we have the power to change lives. With #FanTheFire, we seek to shine a spotlight on athletes and sports which are not mainstream, and in turn, inspire the next generation to take up such sports,” Adidas India senior marketing director Sean van Wyk explained.” We are committed to providing the fuel for Nishchay Luthra and many more like him.”
“In India, cricket enjoys a disproportionately high amount of attention and the rest of the sports are simply out of sight, out of mind. This was gnawing away at us, as we discovered a series of stories about Indian athletes living in obscurity and even penury,” added Cheil Worldwide India group creative director Vijay Simha. “#FanTheFire was born out of our instinctive urge to help the underdog. adidas has always been about the athlete, no matter what sport. So they saw the honesty of purpose, and agreed to leverage the social media power of their assets to lift Nishchay out of relative obscurity. I feel Nishchay’s story is just a spark, that will soon be a fire, fanned by every Indian who cares!”
Credits:
Brand: adidas India
Creative Agency: Cheil Worldwide SW Asia
Creative Team: Sagar Mahabaleshwarkar, Vijay Simha Vellanki & Vinod Sivan Nishith Sidana
Digital Team: Sanjeev Jasani, Dibyendu Mishra, Arif Khan, Karan Lugani
Production: Gobsmack Entertainment
Director: Shivaji Sen
Producers: Mohit Rastogi & Shyam Madiraju
“I think the problem with Cannes is it’s become too expensive,” WPP CEO Martin Sorrell told Ad Age Editor Brian Braiker in the middle of the annual ad festival in France.
But discussions are bubbling up about doing it somewhere else more convenient, Sorrell said, and refocusing on something closer to its original mission: celebrating creativity.
Ad Age “Media Guy” columnist Simon Dumenco’s media roundup for the morning of Thursday, June 29:
This feels like one of those before-and-after moments in American media history — and American history itself. Before was pre-8:52 a.m. this morning, and After was 8:59 a.m. onward. What exactly happened? It’s hard to say — because it’s so breathtaking and unprecedented and unsettling. But since this historic something happened on Twitter, I’m going to try to address it and its aftermath using only tweets in this very special edition of your media roundup. Wish me luck. Let’s get started …
1. Yeah, so “Morning Joe” (the MSNBC morning talk show), “Psycho Joe” (Joe Scarborough) and “Mika Brzezinski” (Scarborough’s co-host) are all top 10 trending topics on Twitter this morning …
Ad Age “Media Guy” columnist Simon Dumenco’s media roundup for the morning of Friday, June 30:
It’s been a long (and surreal) week, so let’s just get started …
1. “MSNBC host Mika Brzezinski and her co-host said Friday that President Donald Trump lied when he said they tried to join him at Mar-a-Lago last winter while Brzezinski ‘was bleeding badly from a face-lift,'” per Bloomberg News (via Ad Age). “On air, Brzezinski called the incident ‘fascinating’ and ‘sad for our country.'”
Superimposing, on a T-shirt, one’s face over a dead person’s is a generally unwise move. It’s even more so when that deceased individual is as beloved as either Notorious B.I.G. or Tupac Shakur.
And yet, Kylie and Kendall Jenner slapped their mugs on photos of the iconic rappers in a stunningly tone deaf move this week, drawing a barrage of criticism from the families of the deceased, as well as social-media pundits.
Kendall and Kylie Jenner exploiting very important culture yet again for their own benefit. You are the downfall of your generation.
(TrendHunter.com) Cycling has undergone a renaissance in urban settings in response to congested public transport and a heightened awareness of our environmental foot prints—this major upheaval calls for an…
-Mother promotes the Vauxhall Crossland X as the “official” vehicle of “Pyjama Mamas” (video above).
-W+K Amsterdam launched its first campaign for Instagram, entitled “Stories Are Everywhere.”
-Adweek caught up with the creators of 4 meme-inspiring ad campaigns.
-Mono is celebrating taking the week of July 4 off for its annual “Midsummer’s Dream” celebration with a collection of simple midsummer recipes from employees called “mononomnoms.”
–Brilliant Pitch author and founder of new business consultancy Ingenuity Shaun Varga argues, “Entering creative awards is sanity not vanity.”
-MDC Media Partners chief technology officer Stella Voutsina talks AI.
The Community welcomed Daniel Pérez Pallares to its Miami office as executive creative director, reporting directly to The Community co-founder and chief creative officer Joaquin Molla.
“We look for like-minded people to join our agency and Daniel has the perfect blend of process and improvisation to thrive in our culture” Molla said in a statement. “We are excited to welcome him and look forward to leveraging Daniel’s creative talent to help to deliver thought provoking work for our clients.”
“Our society is experiencing a moment of transformation and only the most progressive advertising agencies are looking to reflect this change,” added Pérez Pallares. “I am looking forward to being part of The Community’s commitment to building great creative work that reflects the makeup of today’s culturally fluid consumers.”
Pérez Pallares joins The Community following a little over two years as chief creative officer with Leo Burnett Mexico, where he worked on the agency’s “Desfronterizate””campaign for Corona. Before joining Leo Burnett Mexico he spent time as a chief creative officer at Maria Sao Paulo, executive creative director at Grey Sao Paulo, chief creative officer at Grey Maruri, and general creative director at Mayo FCB.
With the most basic of modern tools, we are capable of magic. This summer, Wieden + Kennedy did its part in expressing this with its “Stories Are Everywhere” campaign for Instagram. But to more elaborately illustrate the production scope of what we hold in our hands, Apple enlisted director Michel Gondry to shoot a film…
“Zero Dark Thirty” and “The Hurt Locker” director Kathryn Bigelow has joined Smuggler’s roster for worldwide commercial representation. Her earlier body of work includes “Point Break” (1991), “Strange Days” (1995) and “K-19: The Widowmaker” (2002). “The Hurt Locker” (2009) earned nine Academy Award nominations and won in categories including Best Director and Best Picture. Her latest feature film, “Detroit,” is set to be released on Aug. 4. Her work in advertising includes campaigns for Schweppes, Chanel, Ford, and Revlon.
Rupert Murdoch faces drawn-out negotiations with U.K. regulators in his effort to take full control of Sky for 11.7 billion pounds ($15.2 billion) after the government said it intended to refer the bid back for additional review unless 21st Century Fox offers steeper concessions.
The U.K. is inclined to refer the offer to the Competition and Markets Authority for a deeper investigation, Culture Secretary Karen Bradley said Thursday. However, she left the door open for a resolution by July 14 that would avoid a CMA review, if Fox strengthens proposals it’s made to ensure editorial independence at Sky News.
“The transaction raises public-interest concerns as a result of the risk of increased influence by members of the Murdoch family trust over the U.K. news agenda and the political process, with its unique presence on radio, television, in print and online,” Bradley said in a statement to the House of Commons.
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