This Foot-Care Brand Made the First Magazine You Read With Your Feet

What better way to sell foot-care products than with an entire magazine for and about feet?

Hansaplast, a Beiersdorf-owned band-aid brand, is launching a line of creams, deodorant and antiperspirant called FootExpert. To promote the products, agency Being created Feet Mag, a luxury publication designed with heavy paper that can be easily turned by one’s feet, and large print that you can enjoy from an eye-to-foot distance (for those unable to lift the book close to their faces using only their toes).

The magazine is packed with foot-themed stories about art (by the likes of Renoir, Gauguin, Delacroix and Manet) and fashion, with sassy pictures of women playing cards and blowing kisses with their own feet. There are even foot horoscopes (with advice like putting on rubber boots to prepare for the coming storm).

Check out a copy of the magazine here. (PDF link)

It’s a fun way to draw attention to a decidedly dull subject, certainly more noteworthy than buying ads in a well-established beauty magazine. But it doesn’t seem right to make your feet do all that extra work—even in the name of leisure.

Via PSFK.



Ad for Popped Wheat Thins Has the World’s Slowest Airborne Police Chase

Wheat Thins revisits the golden age of ballooning in this weird spot from New York agency Being for the cracker brand's new air-popped snacks.

Why they went with cops trying to pull someone over, I have no idea; the concept doesn't really need them, and neither does the visual gag they're setting up (being outpaced by a slow-moving bird). But I suppose the randomness is part of the charm.

I suppose Wheat Thins probably should be a controlled substance, though. They taste too good to not be drugs somehow.

Credits below.

CREDITS
Client: Wheat Thins
Spot: "Air Chase"

Agency: Being, New York
Executive Creative Director: Matt Ian
Creative Directors: Samira Ansari, Lisa Topol
Copywriter: Jerome Marucci
Art Director: Steve McElligott
Executive Producer: Jason Souter
Director of Business Affairs: Samantha Norvin
Broadcast Traffic Manager: Betty White Butler
Talent Manager: Felicia Simmons
Group Account Director: Brett Edgar
Account Director: Hayden Lockaby
Account Executive: Kelly Mendola

Production Company: Dummy
Director: Harold Einstein
Executive Producer: Eric Liney

Editorial: Mackenzie Cutler
Editor: Erik Laroi
Executive Producer: Sasha Hirschfeld
Postproduction: Evan Meeker
Sound Designer: Sam Shaffer

Visual Effects: Moving Picture Company
Executive Producer: Justin Brukman
Producer: Adele Major
Visual Effects Supervisor: Ricky Weissman
Visual Effects Team: Chris Bernier, Mikael Pettersson, Marcus Wood, Carolyn Figel, Sang Lee

Telecine: Co3
Colorist: Tim Masick

Audio Mix: Sound Lounge
Mixer: Tom Jucarone
Music: Butter
Composer: Dave Quattrini
Producer: Annick Mayer
Executive Producer: Ian Jeffreys




Kraft’s Zesty Guy Returns to Sell More Dressing by Undressing

Kraft is bringing back the Zesty Guy for a new series of print ads, despite (or more likely because of) the backlash the brand received last time around from conservative protest group One Million Moms. Zesty Guy, created by agency Being, played by model Anderson Davis and photographed by Douglas Friedman, will be shirtless and sometimes pantsless in ads for the Raspberry Vinaigrette, Classic Catalina, Thousand Island and Classic Ranch dressings. (Check them all out after the jump.) His obsessive need for salad dressings in bizarrely nonfood situations is still a bit odd, but the variety of costumes and settings makes up for it. Plus, he seems like he's having a good time. And to think, he might not have come back at all if the moms hadn't complained about his "g*nitals" the first time around.


    

Mr. Peanut, Motivational Speaker, Wants You to Respect the Nuts

Planters has reinvented Mr. Peanut yet again, this time as a motivational speaker—voiced by Bill Hader, no less—who seems strangely obsessed with the magical power of his nuts. Each video spot in the campaign from ad agency Being mentions the product's protein and essential nutrients (I guess sodium is a nutrient now) while also shelling out Tony Robbins cultspeak and a fair share of innuendo. ("I'm going to show you how to put it inside you," Mr. Peanut promises in one clip, while in another, a young woman describes her dream man as "a guy who has a torque wrench in one hand and a bag of nuts in the other." A few more hip thrusts, and he'd be infringing on Tom Cruise's "Respect the Cock" shtick from Magnolia.) While the ads are hit or miss, their balance of practical product information and pseudo-enlightened gibberish is really impressive. And I'm most impressed that no actual motivational speaker had a trademark on “Successtimonials." More clips after the jump.


    

Kraft Salad Dressing Ad Gets Best Present Ever: A Slap From One Million Moms

Kraft's saucy ad campaign (via ad agency Being) for its Zesty Italian salad dressing launched in early April, but it's taken a rebuke from One Million Moms to give it a sudden enormous boost of visibility. The moms are super pissed off about the print ad above, featuring the campaign's hunky model, Anderson Davis, enjoying a naked picnic. The ad is far from subtle—the picnic blanket has pretty obviously been pulled over Davis's privates in such a way that it looks somewhat obscene. This infuriated the moms, which write on their website: "Last week's issue of People magazine had the most disgusting ad on the inside front cover that we have ever seen Kraft produce. A full 2-page ad features a n*ked man lying on a picnic blanket with only a small portion of the blanket barely covering his g*nitals. It is easy to see what the ad is really selling." Nope, they can't even say the words naked or genitals. The moms add: "Christians will not be able to buy Kraft dressings or any of their products until they clean up their advertising." Kraft responded with this statement: "Our Kraft dressing's 'Let's Get Zesty' campaign is a playful and flirtatious way to reach our consumers. People have overwhelmingly said they're enjoying the campaign and having fun with it."

    

Paris Agency Introduces Come4.org, a Porn Site Devoted to Charity (NSFW)

What if being bad could do some good? That's the question asked by Come4.org, which describes itself as "the first user-generated, nonprofit pornography site devoted to funding charitable and ethically driven projects." The site is being unveiled with help from the Paris office of TBWA agency Being, which crafted an explicit 90-second short film, "The Lover," introducing Come4's first charitable initiative—helping to fund the Asta Philpot Foundation, which is committed to raising public awareness about the sexual rights of disabled people. (Philpot, an American living in Britain, advocates the right to an active sexual life for people with disabilities, even if it means paying for sex.) Check out the NSFW Web film below, followed by more from Come4.org about its philosophy and goals.

This film is NSFW due to nudity.

From Come4.org:

"Sex" is the top word searched on the Internet. With nearly billions of yearly revenues, the sex industry is one of the greatest markets online. Unfortunately, it is also one of the less ethical and transparent ones. Many people consuming free adult contents think that the only risk they may run into is that of being discovered by others. This idea, however, is plainly wrong, for the current model of consuming online sexual contents has many other negative implications.

The prevailing model is finalized to business, and thus it systematically aims at subjugating our sexual imagination to marketing standards. As a result, instead of reflecting the natural plurality of human sexuality, much of today's online sexual contents foster a one-dimensional perspective which is often fake, violent, macho-centered, and in many cases barely legal. We believe that we, as a self-aware community, can do better than this, and that time has come to rethink critically the relationship of online pornography and society.

With Come4 we aim to ignite a new sexual revolution, one that has at its core people instead of money, respect for diversity instead of uniformity, and solidarity instead of selfishness. Our goal is to devolve at least 1 percent of the total revenue of the online sex industry to support ethical causes aimed at defending and promoting sexual rights. Provided no one is harmed and that everything is legal, is there any reason why these revenues cannot be used for better ends?

CREDITS
Client: Come4.org
Spot: "The Lover"
Agency: Being, Paris
Creative Directors: Alasdhair MacGregor, Thierry Buriez
Art Director: Julien Chiapolini
Copywriter: Riccardo Fregoso
Head of TV: Maxime Boiron
Director: Jeppe Ronde
Executive Producer: Jean Ozannat
Production Company: Henry de Czar, Bacon

    

Did Kraft Swipe Sauza Tequila’s Schtick and Its Spokesman?

Sauza Tequila had a major hit last year with its "Make It With a Fireman" video, starring Thomas Beaudoin—which reached No. 15 on YouTube's list of the 20 most watched ads of 2012. The Jim Beam brand had a similar campaign planned for 2013, featuring a lifeguard. But then, days before the big reveal, it saw its surprise new spokesman, the hunky Anderson Davis … doing ads for Kraft Zesty Italian salad dressing in quite a similar style. Both campaigns show Davis talking suggestively to the camera as he mixes up, respectively, salads and margaritas.

Lewis Lazare has more details here. Beam says it knew nothing about the Kraft work, which launched Monday. And the liquor maker is now scrambling to make sure its lifeguard ad doesn't get lost in the shuffle—it's launched the spot now instead of the planned April 15. A Beam rep tells Adweek: "Well, they say imitation is the best form of flattery. And apparently one company believes nothing goes better with Sauza margaritas than a zesty salad. I know you're familiar with the videos that Kraft just launched. … The success of our 'Make It' campaign has opened the door for other companies to do the same—even with the same moves and the same actor who plays our lifeguard. You be the judge…"

The Kraft work has gotten quite a bit of attention, including this Good Morning America segment. And that has put Beam in the odd position of actually drafting off the Kraft success as it introduces the lifeguard. "How do you like your @Sauza #margaritas? #Zesty, we hope," Sauza tweeted on Wednesday night.

Having launched its work first, Kraft, not surprisingly, doesn't seem too stressed out about the whole thing, even giving Davis a shout-out. "It's noted in his biography he was working with Sauza, but we didn't know any specifics about the campaign," a Kraft spokeswoman says. "We think Anderson has done a terrific job for us on Kraft Zesty dressing."

Shirtless Hunk Heats Up the Kitchen in Kraft’s Ads for Zesty Italian Dressing

Can salad dressing be sexy? Well, Kraft will settle for zesty. A new campaign for Kraft Zesty Italian dressing from the Playa del Rey, Calif., office of Being features a shirtless male chef whose catchphrase is "Let's get zesty." Slyly suggestive and playful, the character feels like a cross between Old Spice's Isaiah Mustafa and the skillet guy from ads for another Kraft brand, Velveeta. In one new spot, the chef keeps adding Kraft Zesty Italian to a hot skillet, with flames shooting higher and higher each time. "How zesty do you want it?" he asks. "A little? A little more? How about a lot more?" The flames then consume his white V-neck T-shirt to expose smoldering abs and pecs. The sassy cook also will appear on Bravo's Watch What Happens Live as a guest chef and bartender. Other elements in the campaign, which breaks today, include a website, getmezesty.com, and electronic cards or "Zestygrams" that can be sent via social media platforms. A Kraft rep says the campaign is "targeted toward our salad dressings consumer, who we define as a mainstream foodie. They enjoy cooking and creative expression, and this campaign speaks to them in a way that recognizes she is an individual in addition to being a mom."