Hasta La Creative! Komal Bedi Sohal Copywriters Archives

Sep 09

Merkley & Partners, Mercedes-Benz Imagine Vintage Roger Federer

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Merkley & Partners launched a new spot for Mercedes-Benz imagining tennis star Roger Federer in different eras, entitled “Roger Federer and the SL. Timeless Legends.”

The mockumentary-style spot opens on the host of the “Legends of the Game” segment introducing Federer, followed by black and white footage of 50s-style Federer, complete with pomade, white linen and a classic Mercedes. As the spot progresses into other eras it pays homage to other tennis greats, with Federer cursing and abusing water coolers a la John McEnroe and later aping the likes of Andre Agassi and Björn Borg.

For each version of the star, the agency and B-Reel Films director Jeffery Plansker manage to work in the era’s version of the Mercedes-Benz SL. At times this feels a bit forced, the intent of the mockumentary device to show how the vehicle has held its quality over time a bit too apparent. The mokcumentary format itself feels a bit flat at its worst moments, as well. But the spot also includes some pretty entertaining/off-the-wall moments, with Federer posing suggestively with racket (sans shirt) and as Agassi answering an oversized phone coming to mind.

Credits:
AGENCY: Merkley & Partners
CEO/Partner: Alex Gellert
Chief Creative Officer/Partner: Andy Hirsch
EVP, Group Creative Head: Chris Landi
Creative Director: Kirk Mosel
Senior Producer: Alex Kobak
Account Director: Francesco Deluca

PRODUCTION COMPANY: B-Reel Films
Director: Jeffery Plansker
Executive Producer: Michael McQuhae
Producer: Jay Shapiro
Director of Photography: Neil Shapiro
Editor: Noah Hertzog

Oct 01

Fashion Brand Makes a Colorful Entrance Into Russia With Pro-Gay Ad in Moscow Times

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Swedish fashion house Björn Borg, whose tagline is "Björn Borg says ja!," celebrated the launch of its Russian website with a full-page ad in homophobic Russia's Moscow Times showing colored underwear arranged to look like a rainbow. In a country where homosexuality has been criminalized, this is, ja, kind of a big deal.

"Björn Borg says da!" the ad reads—meaning "Björn Borg says yes!"

In a press release, marketing director Lina Söderqvist says "the advert is a way for us to reach Russian influencers. Björn Borg as a brand has always advocated equality on all levels." That's true. Two male priests kissing, anyone?

The ad's release coincides with last week's "We don't support homosexuals, wait, yes we do" statements from Barilla, followed by Bertolli's "Love and pasta for all!" comeback. Björn Borg totally takes Paypal if you were thinking of sending a gift to Mr. Putin.