Campanhas de grifes de moda costumam apostar no abstrato e no onírico, deixando o espectador com cara de “nhé” na maioria das vezes.
Em sua nova campanha, a Lacoste faz um pouco disso para representar o momento em que um homem se arrisca e tenta beijar uma mulher. O resultado, porém, é bem mais empolgante que a média do segmento.
O comercial – “The Big Leap” – faz uma analogia entre a manobra arriscada (do beijo) com o salto de um edifício rumo ao desconhecido, em uma incrível aventura visual, assinando com “Life is a beautiful sport”.
Voici en exclusivité sur Fubiz, la nouvelle publicité de Lacoste produite par Wanda et BETC et réalisée par Seb Edwards. Une publicité « Life is a Beautiful Sport » créant un lien entre sensations fortes et émotions amoureuses, couronnée d’un son de Disclosure remixé par Flume : You & Me. A découvrir dans la suite.
BETC and Canal+ together produced one of the most beloved ads of recent years in "The Bear," a hilarious and impeccably produced spot that won the Film Craft Grand Prix at Cannes in 2012. The French agency and client are now back with their latest commercial—an intriguingly odd production starring a bunch of dwarf clowns.
Why dwarf clowns? The spot promotes a new Canal+ channel, launching this month, that's fully dedicated to TV series. The great thing about TV series is you're always dying to see what happens next. Likewise, in watching this ad, the viewer has no idea who these dwarf clowns are, or what they're going to do next. And then, at the end, it turns out, rather absurdly, that they've been subjected to a cliffhanger themselves, which explains their peripatetic behavior.
"The idea was to make an intriguing film that creates suspense—you can't wait to find out how it ends. Just like when you watch a good series," says Stéphane Xiberras, president and chief creative officer of BETC Paris. "This was one of the reasons we chose dwarf clowns; in great series there's often something a bit odd about the unusual characters that makes you become attached to them—a cop serial killer, a depressed mafioso, a family of undertakers."
The spot was shot in Vancouver this summer. It was directed by Steve Rogers and will be followed by an outdoor campaign all over France. Credits below.
CREDITS Client: Canal+ Client Management: Alice Holzman, Elodie Bassinet, Anne-Gaëlle Petri, Coline André Agency: BETC Paris Agency Management: Bertille Toledano, Guillaume Espinet, Alix de Luze, Pauline Filippi, Marius Chiumino Executive Creative Director: Stephane Xiberras Copywriter: Jean-Christophe Royer Art Director: Eric Astorgue Assistant Art Director: Damien Binello Strategic Planning: Clarisse Lacarrau, Vianney Vaute Traffic: Coralie Chasset TV Producer: Isabelle Menard Production Company: Wanda Producer: Jérôme Denis Sound Production: Kouz Director: Steve Rogers
Cats get most of the Internet love, but bunnies can put on quite a show of devastating cuteness as well—as displayed in this new spot from BETC London for Ibis Hotels. The ad was filmed over two days in the Ibis London Blackfriars hotel, with 30 bunnies allowed to roam free in a top-floor hotel room. Supposedly the group snuggle on the bed was unprovoked. (Perhaps they cranked the A/C.) "We really wanted to highlight the ultimate comfort of the Sweet Bed by Ibis," says Neil Dawson, executive creative director, BETC London. "Bunnies snuggle up to each other and find cosy places to sleep. And what better evidence of the ultimate comfort of the Sweet Bed by Ibis than for the bunnies to seek out and sleep there on their own." Ornette Spenceley of Independent Films directed the spot. The music is a contemporary remake of "Hushabye Mountain" by Richard Hawley from the movie Chitty Chitty Bang Bang. Full credits below.
CREDITS Client: Ibis Hotels Marketing & Distribution Director, Accor (UK & Ireland): Karelle Lamouche Marketing Manager, ibis, ibis Styles, ibis Budget at Accor (UK & Ireland): Lisa Belloni
Spot: "Bunny Bed"
Agency: BETC London Executive Creative Director: Neil Dawson Copywriter: Clive Pickering Art Director: Ciara O'Meara Producer: Olly Chapman Strategy: Andrew Stirk Account Director: Zoe Hinckley
Production Company: Independent Director: Ornette Spenceley Exec Producer: Matt Minor Producer : Charlie Stanfield Director of Photography: Niels Reedtz Johansen
Editing company : Final Cut Editor: Ed Cheesman Post-Production Company: The Mill Sound Studio : Factory Music : Hushabye Mountain by Richard Hawley
Depois do enorme sucesso com os bebês de patins em 2009, a água Evian apresenta sua nova campanha… também com infantes que dançam.
“baby&me” mostra pessoas dançando de maneira esquisita tão logo descobrem espelhos refletem suas versões bebê.
Só eu acho bizarro? OK, bebês são legais, e o segmento de águas costuma chamaratenção quando quer – afinal, água é água – inclusive a própria Evian, mas aqui parece apenas uma tentativa barata de viralizar com um tema fácil. Diz a marca que isso tudo se encaixa em seu conceito de “Live Young”. Tá bom então.
Pelo menos, a campanha impressa parece que vai seguir um caminho mais interessante e menos apelativo. A criação é da BETC.
Após três décadas colecionando homens bonitos em suas propagandas, a Diet Coke comemora seus 30 anos com um novo garoto-propaganda. No filme Gardener, o modelo britânico Andrew Cooper encarna um jardineiro bonitão que é provocado por um grupinho de mulheres desocupadas… até que o feitiço se vira contra o feiticeiro.
O Canal+ tem uma consistência de bons comerciais lançados nos últimos anos, todos eles criados pela BETC Paris,como o popular e premiado em Cannes “Bear”.
Esse novo está anos-luz das campanhas anteriores, mas ainda assim diverte. Dessa vez a emissora foca nas suas transmissões de jogos de futebol, e diz que funcionam como combustível para os torcedores.
A l’occasion du nouvel univers de la marque automobile Peugeot, voici ce film produit par l’agence BETC et Partizan Midi Minuit. Une nouvelle signature “Motion & Emotion”, et un spot très réussi dirigé par Michael Gracez. A découvrir en vidéo dans la suite.
Le tout sur la bande son : “Tonight” par l’artiste Yuksek.
This is site is run by Sascha Endlicher, M.A., during ungodly late night hours. Wanna know more about him? Connect via Social Media by jumping to about.me/sascha.endlicher.
Post originalmente publicado no Brainstorm #9
