Hasta La Creative!

DDB & Tribal Worldwide, Amsterdam introduces KLM’s Lost & Found Team with a new video highlighting the team’s adorable canine mascot.

Since KLM receives 40,000 questions via social media every week, and many of them relate to missing items, the company decided to set up a dedicated Lost & Found team. The team “uses all available information like seat numbers, phone numbers and public social media details to reunite passengers with their belongings.” DDB & Tribal decided they were missing something, however: a search dog.

“We were told that the members of KLM’s Lost & Found team sometimes track down passengers before they even realize they’ve lost something,” said Alex Herwig and Jeroen Thissen, creatives at DDB & Tribal Worldwide. “We feel they are a bit like detectives. So to illustrate that KLM goes above and beyond for their passengers, we decided to involve a search dog.”

In the video, the search dog can be seen reuniting passengers with missing items, training and getting friendly with KLM staff. It’s worth a quick 90 seconds for a look at KLM’s mascot in action, but if you want to skip the introduction and get straight to the canine cuteness, skip to around the 30-second mark or so. (more…)

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Saatchi & Saatchi Dusseldorf has a new campaign for Vorwerk examining some unintended consequences which may result from purchasing the company’s robotic vacuum cleaner.

In the spot, a toy robot becomes enamored with Vorwerk’s vacuum cleaner upon its arrival,  attempting everything to get the Vorwerk’s attention. The poor guy finds himself continually spurned as he goes to greater and greater lengths to attract his cleanliness-minded love, until it seems things may finally be going his way. While obviously inspired by the opening of Pixar’s WALL-E, the spot is well-executed enough to come across as a heartfelt homage rather than a ripoff, while also managing to showcase the Vorwerk’s capabilities. And it has to be one of the most entertaining ads for a vacuum cleaner we’ve seen.  (more…)

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Saatchi & Saatchi gets emotional in its latest spot for Cheerios, entitled “3rd Shift.”

The 30-second broadcast spot tackles the harsh reality of juggling family life with an unorthodox work schedule for hardworking Americans. At the beginning of the spot, a man sighs as his wife says, “I know, this third shift is rough” and their son watches in the background. In the next scene we see a light flicker on as the boy reaches into the refrigerator for milk, a box of Cheerios under his arm. When his father sternly asks him what he’s doing up so late he replies, “I just wanted to have breakfast with you.”

“3rd Shift” comes as something of a shift to a more down-to-earth approach for the brand, following on the heels of recent spots featuring celebrities both human and feline. The emotional tone attempts to highlight the cereal’s function as a quick, yet somewhat healthy, option for families too busy for a more involved breakfast. We’ve reached out for credits and will add them if/when we receive them.

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Ogilvy & Mather Shanghai have a new campaign for Kotex built around the fact that people love funny cat videos.

The 30-second spot makes the point that cats are very sensitive, before showing obviously uncomfortable cats walking very awkwardly. “Women are as sensitive as cats,” the spot goes on, “Kotex provides soft and intimate protection for women.” Seeing the cats struggle, unhappily, while walking with tape on them is even more entertaining than it sounds. Unsurprisingly, Adweek reports that the spot has already gone viral in China, where it has racked up over one million views. (more…)

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Chicago-based agency O’Keefe Reinhard & Paul has a new campaign for Big Lots, promoting its pet food and merchandise offerings with a focus group for pets.

Instead of writing a scripted ad, the agency got a group of pets together for “Pet Focus Group,” a digital video series. The videos feature moderators treating the group of pets like a focus group, with actors asking questions about Big Lots products and interacting with dogs, cats, and other pets. O’Keefe Reinhard & Paul chose to cast improvisational actors to interact with the pets, under the assumption that the animals would create funny situations on their own.

“We realized that instead of scripting this, it would be so much more fun to let pets be pets, and get really good improvisers to react in real time to whatever those animals are doing,” explains Sue Gillan, creative director at OKRP. And because you have these human facilitators in the room with the pets, they get to do the heavy lifting around uncovering the quality of the products without the event feeling commercialized. The result feels like a genuine discovery of the products.”

Stick around for “Cats Only” and “Pets with Style.” (more…)

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Leo Burnett gets emotional for Ronald McDonald House Charities with their new spot, “Dad’s Voice.”

The 60-second ad highlights the emotional impact of the charity providing home-to-home accommodation for families with a child in the hospital. “It’s only a voice, everyone has one,” a narrator intones at the opening of the spot. “But this, this is dad’s voice. Dad’s voice is, well, dad’s.” Going on to list some of the voice’s idiosyncrasies, the spot concludes, “Dad’s voice is the sound of home, even when they’re not at home.”

It’s a pretty straightforward approach, but it makes a real emotional impact, delivering on a relevant insight for the charity. It helps that the approach is tender without being cloying, choosing not to oversell the drama of the situation but rather sticking to what viewers can relate to. Stick around for credits after the jump. (more…)

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Released this Monday in anticipation for father’s day, Dove’s new digital spot for their Men+Care line, entitled “Calls for Dad” celebrates all that father’s do in an attempt to backlash outdated ideas of fathers as hands-off parents.

Adweek reports that Dove “hired Edelman Berland to interview 1,000 fathers ages 25-54” as research for the campaign. “Three-quarters of dads say they are responsible for their child’s emotional well-being,” said Rob Candelino, marketing vice president and general manager, Unilever’s skin care. “But only 20 percent see that in media.”

The spot aims to strike an emotional chord with fathers everywhere, as children of various ages in various situations call for dad. “For all the times they’ve answered our call…isn’t it time we celebrate dads?” the spot asks, undoubtedly leading to a few choked up fathers. Adweek reports that “Mindshare and Davie Brown Entertainment are the media buying and creative agencies, respectively, behind the initiative,” which has scored over 500,000 views on YouTube since its debut yesterday. We’ve reached out for credits and will update if/when we receive them.

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L.A. resident Samantha Futerman and Parisian Anais Bordier are identical twins separated at birth who found each other through a chance encounter on social media.

Last month, Cheil debuted a campaign for Samsung telling the twins’ true story, promoting the Gear 2, Gear Fit and Galaxy in a 1:30 teaser and 3:00 documentary. The teaser utilizes a split-screen to tell Sam and Anais’ stories separately, before they inevitably reunite on one screen at the spots’ conclusion. As part of the campaign, Cheil and Samsung also created an app that allows users to view two different mobile teasers, one from Anais’ perspective, the other from Samantha’s. By syncing with someone else’s phone, users could then view the full teaser on both devices side-by-side. People could also create their own split-screen movies to “celebrate togetherness.” The idea behind the campaign was that like Sam and Anais the Gear and the Galaxy are “always in sync, natural extensions of one another.” Cheil’s telling of Sam and Anais’ story resonated, with the spot chalking up 1.5 million views in its first 10 days and a 96% approval rating on YouTube. Cheil also decided to submit the project to the Cannes Advertising Festival. You can view the original teaser above, and stick around for the case study and 3:00 documentary, along with credits, after the jump. continued…

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We still can’t quite wrap our heads around the simple concept of book trailers.

That said, this short from Aardman Animations–the studio behind “Wallace and Gromit”–reminds us why stop motion animation will never get old:

We can’t promise that we’ll actually buy and/or read the book in question, though the fact that this city mouse-to-country mouse memoir involves “Abbie’s Liverpudlian grandparents — dedicated followers of Liberace, sleek in scented mohair and patent leather” certainly makes it more intriguing.

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We thought we’d round out Monday on a cute note.

Draftfcb Chicago created a new pro-bono campaign for The Shelter Pet Project that lets the animals speak for themselves. Working in partnership with The Ad Council, The Humane Society of the United States, and Maddie’s Fund, Draftfcb’s integrated campaign features TV, outdoor and web PSAs promoting pet adoption. The campaign showcases the adorable and amazing personalities of real dogs and cats adopted from shelters, who practically reach through the screen and invite viewers to play with them. Draftfcb plans to take things a step further later this week with the launch of a new online experience on The Shelter Pet Project’s website allowing visitors “to virtually meet and play with the pets from the PSAs.” You can view the PSA for the friendly feline Stetson above, while dog lovers can meet the energetic Arnie below. Still not enough aww to round out your Monday? Stick around for another feline/canine pair and credits after the jump.

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