Hasta La Creative!

Following on the heels of last year’s “Don’t Hurry” campaign, Walton Isaacson has created a series of follow-up ads for Cruzan Rum. Keeping that campaign’s tagline and focus on slowing down to live in the moment, this year’s iteration takes things off the metaphorical “Don’t Hurry” island to everyday life.

In the new series of ads, people are shown in common situations where hurrying really isn’t getting them anywhere, including speed dating (above) and speed chess. The digital campaign includes these two 30-second spots, as well as three 15-second pre-roll videos, and will be supported by social media, public relations and retail extensions.

“If you hurry through life, you could miss something big, and that’s what we really want people to take away from the campaign,” explained Brendan Lynch, senior director of rum & cordials at Beam Suntory. “We’re often so focused on what’s in front of us that we miss what’s going on around us. It’s important to slow down, take the time to enjoy the best things in life, like Cruzan Rum, one sip at a time – and our fans agree.”

Stick around for “Speed Chess,” a recipe for “Cruzan Life’s A Peach” and credits following the jump. Don’t forget to lightly slap your mint sprig. continued…

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FCB Zurich combined emotions and typography in their “Emography” project for MTV Mobile, a new Facebook app that allows users to express their emotions via typographical selections, eliminating the need for emojis or abbreviated summations of emotions — at least in theory.

To accomplish this, FCB Zurich created a special font for each of the eight basic human emotions: curiosity, surprise, fear, sadness, contempt, rage, happiness, and disgust. Users select a recipient in the Facebook app, type their message, and select their chosen Emography, which is displayed as a video message. Some of the Emography choices are more successful than others at conveying their intended emotions. Emographies for sadness (The Crying Font) and rage (The Broken Glass Font), for example, make sense as visual displays of those emotions, and convey them well. The Confetti Font, however, used for surprise, doesn’t really fit that emotion particularly well. Others, such as the Emographies for contempt and curiosity, work better in theory than in practice. Additionally, FCB Zurich missed out on the opportunity to somehow convey laughter in typographical form and free users from the ubiquitous “LOL,” which is too bad. Still, it’s a pretty cool idea, and with the service, “MTV mobile demonstrates not just technical know-how as the first Swiss provider of a dedicated text message service, but also gives the young target group an effective tool with which to communicate all emotions.” Check out the video above to learn more about the app, and stick around for credits after the jump. continued…

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In a quest to innovate and apply leaner methods to age old practices, agencies are increasingly acting like media and technology companies.

In one such move, Publicis Groupe—agency parent to DigitasLBi, MRY, Razorfish and VivaKi—is joining the NYC Media Lab as a corporate member. Other partners include AT&T, ESPN, HBO, Hearst, NBCUniversal, News Corp., Time Warner Cable and Verizon.

The Lab connects companies seeking to advance new media technologies with university labs, programs and talent in New York. It was launched in 2010 by the New York City Economic Development Corp., New York University and Columbia University.

According to Adweek, all Publicis Groupe agencies have the chance to participate in the Lab’s media research initiatives, covering areas like design, data science and engineering.

This development will likely benefit clients in the end, but in the near term it may help high quality talent choose between offers from an Omnicom- or WPP-owned shop, and a similar offer from a Publicis-owned shop.

The post Publicis Groupe’s Digerati Join NYC Media Lab appeared first on AdPulp.

Y&R New York has launched a new campaign for Partnership for a Healthier America’s Drink Up initiative. The Partnership for a Healthier America, by the way, is the nonprofit, which works with Honorary Chair Michelle Obama, devoted to solving the childhood obesity crisis.

The campaign calls on the power of historical figures Muhammad Ali, Audrey Hepburn and Albert Einstein to celebrate the importance of drinking water. In the above 30-second spot, for example, Ali delights at a press conference while the camera slowly focuses in on his glass of water, followed by the line, “No wonder he never lost a press conference,” and then the “Water. So talented yet so humble tagline.” Other spots in the campaign employ a similar effect. The campaign also includes online banner ads, digital billboards, and a social media component utilizing the hashtag #spreadthewater. Credits and Albert Einstein spot after the jump. continued…

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The Richards Group teamed up with production house MPC Creative for a new FIAT campaign featuring the King of Monsters, Godzilla.

The 45-second spot utilizes footage from the Warner Bros. Godzilla reboot (which couldn’t possibly be worse than the last attempt at rebooting the franchise) hitting theaters today, with CG of Godzilla crafted by MPC Film. In the spot, Godzilla eyes a FIAT, shoves it in his mouth and then spits it out, which prompts the “It’s a lot bigger than you think” tagline. The spot has proven a huge success, racking up over 5 million views since its debut less than 2 weeks ago. That’s not too surprising, as it’s a pretty fun tie-in that manages to balance promoting Godzilla and FIAT pretty well. Stay tuned for credits after the jump. continued…

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Independent advertising agency Grok is launching a new campaign for AZO Bladder Control featuring a national television ad and digital, which will roll out May 19th.

The 15-second spot is relatively straightforward, utilizing light humor in the form of three women mapping out bathroom locations before leaving the house. While not exactly a joy to watch, it’s short and to the point,  playing off the idea that bladder control issues can cause anxiety over the need to run to the rest room. It also introduces the product as a “safe, drug free” method of bladder control and gels with the “Go Less. Worry Less.” tagline.

“We wanted the campaign to speak to women who face this issue and who are not ashamed to take control,” explained Jane Wadler, senior vice president of marketing at i-Health. Stick around for credits after the jump.

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This one has been around for  a while, but we just couldn’t resist.

Agencies GMR (who handled talent selection, negotiation and management) and Integer (execution across retail) teamed up to bring together human keg stand Guy Fieri and watery swill Miller Lite to form an unholy alliance of annoying proportions. God have mercy on us all.

Fieri — who Anthony Bourdain once described as the product that would result “if Ed Hardy f*cked a juggalo” — is hosting a series of Miller Lite branded content on his site, Grill With Guy. One would assume that the toxic levels of hair gel Fieri applies would render himself extremely flammable, but Fieri just shares some summer grilling recipes, such as the beef and beer cheese nachos featured in the video, which we’ve left til after the jump.

Surprisingly, not all of the recipes call for Miller Lite, like the “Asian Style Grilled Salmon” (surprise: Fieri knows what mirin is), which instead ends with the instruction “Enjoy with a cold Miller Lite.” (Obviously you should never trust a recipe that ends this way.)

While it’s alarming to think that anyone who takes cooking advice from a man with a racing stripe on his refrigerator would be allowed near an open flame, it’s at least somewhat of a relief that they will have a watered-down lite beer on hand to extinguish the blaze should things get out of hand. Miller Lite and Fieri plan to keep their relationship going after the summer, with “flavorful ideas for football season” (whatever those might be).

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As we mentioned in Stir yesterday morning, Kraft has decided to drop the “steak” from A.1.’s title, now calling it A.1. Original Sauce. Now we have an online spot from CP+B to go along with the name change, explaining the nature of A.1.’s evolving relationship with steak.

In CP+B’s “New Friend Requests,” the Boulder-based agency imagines A.1. rethinking its commitment to steak via Facebook. We see posts of the two together, one of which contains the line “It’s just you and me forever.” But then A.1. gets new friend requests, first from pork, then from myriad other foods. This leads to the sauce changing its relationship status with steak to “It’s complicated,” citing a need to “see other foods.” Initially steak doesn’t take too kindly to this, but eventually steak and A.1. reconcile, with the spot ending with the tagline, “For almost everything. Almost.” The idea is about equal parts clever and goofy, but CP+B mostly make it work, although the spot could have benefited from a shortened run time (it clocks in at 2 minutes). Both the name change and the “For almost everything. Almost.” campaign stem from insights into diehard A1 users, who use the sauce on everything from chicken, pork, and fish to vegetables.

The “For almost everything. Almost.” campaign will also include TV spots, which debut Monday, the first from the brand in five years, in addition to digital, social, radio, out of home and in-store activations. Stick around for credits after the jump. continued…

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– Deutsch is out with “The Spicy Adventures of Johnny DLT” for Taco Bell which consists of what is said to be the first-ever comigif, a comic made out of gifs.

– LBS Financial Credit Union launched a multimedia ad campaign featuring its new spokesperson and brand mascot — George Washington.

– Ukrainian startupper Alex Bessonov introduced an unusual device that will bring immersive watching experience for flat screen TV. Eye Flattener makes your eye the same shape as flat screen. To stop this madness Samsung made first Curved TV. Samsung Curved TV — picture that fits your eyes.

– Samsung has released a new video for its fantasy-inspired Galaxy 11 global marketing campaign entitled “Galaxy 11: Training Video”. It features Lionel Messi, Cristiano Ronaldo, Wayne Rooney, and Landon Donovan fighting aliens. Yes, fighting aliens.

– Altimeter Group analyst Rebecca Lieb is out with a new report entitled The Content Marketing Software Landscape: Marketer Needs & Vendor Solutions.

– M&C Saatchi LA has launched a new campaign for the San Diego Zoo Safari Park’s new Tiger Trail exhibit. The multimedia campaign features kids putting their “Tiger Power” to unexpected use while inviting visitors to experience tiger power themselves at the new Tiger Trail exhibit. Three videos. One. Two. Three.

– Jeep is launching a new ad campaign for its Altitude, which includes a partnership with Epic Records and USA Basketball. The campaign includes four TV spots, all feature Michael Jackson’s just release song “Love Never Felt so Good” off the upcoming album XSCAPE.

– BMF Melbourne wants you to “Go Hard, Go Solo” for its client, Solo.

DDB California has announced the addition of Jonathan Byrne as creative director. In his new role, Byrne will “oversee the ongoing diversification and integration of new skill sets into the creative department.”

“I’m excited to join DDB California and build something really unique there,” said Byrne. “Clients and agencies alike are searching for the ‘new way’ of doing things, but we all know the ‘new way’ will be outdated the moment the meeting ends where it’s introduced. The answer is as timeless as our business and it starts with smart, nimble minds. I’m fortunate to have found a trove of them ready to be ignited.” continued…

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