Hasta La Creative!

Boston-based agency Full Contact has a new television spot promoting convenience/gasoline staple Cumberland Farm’s Farmhouse Blend iced coffee.

The spot marks a departure for the brand, who in recent years have relied on David Hasselhoff in their iced coffee campaigns, such as last summer’s “Thirsty for Love.” Full Contact takes a simpler, more product-driven approach with “Moving Day,” while still employing humor. “Moving Day” sees a woman give her partner and his buddies Cumberland Farm’s Farmhouse Blend iced coffee to fuel them as they move into a new place. She soon regrets the decision, though, as the guys are so unwilling to put down their iced coffees that they break a series of valuables.

Cumberland Farms Senior Manager of Brand Strategy David Heilbronner said the ad “speaks to the quality and value of Cumberland Farms’ Farmhouse Blend iced coffee, and the spot focuses more on the product itself than our past iced coffee commercials. Our agency, Full Contact did a great job inserting iced coffee imagery into a chaotic and humorous scenario…”

While the ad does highlight the actual product in a way the campaigns featuring The Hoff didn’t, it’s far less memorable than “Thirsty For Love,” and it’s very unlikely that it will draw the same kind of attention to the brand. On the other hand, the ad was clearly made on a tighter budget than previous campaigns and it’s unclear if all the attention surrounding The Hoff actually led to increased sales. Stick around for credits after the jump.  (more…)

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Grey London has a new spot for Gillette documenting the last one hundred years in male grooming.

The video, entitled “100 Years of Hair,” features the new “Gillette BODY, the brand’s first razor built for the terrain of the male body.” It takes the viewer on a journey through the myriad (and often regrettable) styles of decades past, such as the “Pepe Le Pew” mustache, handle bar. clean-shaved greaser, unkempt sixties, and the soul patch. At the spot’s conclusion the man  breaks out the Gillette BODY to shave his chest, displaying Gillette’s latest change to male grooming (which is sure to catch on with competitive swimmers everywhere). Stay with us after the credits for a behind-the-scenes video. (more…)

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Last month, Fallon launched a new campaign for Henkel’s Loctite Adhesives, promoting Loctite Super Glue with a thoroughly ridiculous 30-second television spot featuring fanny pack dancing. Now the agency has continued their campaign with two more television spots, which, unsurprisingly, continue the goofiness trend for the brand.

One of the new 30-second spots, “Breakage” (featured above), sees a man so enamored with Loctite’s adhesive power that he fantasizes about breaking things, just so he and his buddy can glue them back together. The similarly toned “Shoe” sees the same man apprehensive about a shoe emergency. He glues the shoe together and then decides to try to put some weight on it, ensuing in a fairly predictable scenario. Both spots, which were directed by Emmy-winning director David Shane and will debut this week, conclude with a clip from the original campaign spot “Win at Glue.” Stick around for credits and “Shoe” after the jump. (more…)

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Full-service creative agency MUH-TAY-ZIK | HOF-FER have offered up a short video entitled “Mom and Dad, I Have Something to Tell You” for  unique recommerce site PreviouslyOwnedByAGayMan.com.

In the 1:20 spot, a young man comes out to his parents as a lover of unique and stylish home furnishings, something his parents have a little trouble understanding. The video, directed by MUH-TAY-ZIK | HOF-FER co-founder and executive creative director John Matejczyk, attempts to play off the brand’s identity as a place for ”anyone with impeccable taste (not just gay men, despite it’s name) to buy and sell beautiful items in an environment that virtually eliminates the hassle of using other online channels.”

“This was a great project to work on,” said Matejczyk. “When we were casting for the video, almost all asked if it was for real. We were able to reply that it is very real indeed. The concept of the company is just the right blend of being provocative and respectful. The video we’ve created honors that concept and builds on it with a tasteful edge.”

Stick around for credits after the jump. (more…)

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DigitasLBi and Tide leveraged Twitter’s two-month-old pinned tweet feature to highlight a new Game of Thrones themed infographic, Adweek reports, the latest sign that the brand isn’t afraid of a little blood.

Blood, of course, was the number one stain for the fourth season based on George R.R. Martin’s A Song of Ice and Fire series, with a whopping 530 stains (as the infographic shows). That’s enough to finish well ahead of the runner up, dirt, which comes in at 156. The infographic also shows the “Most Used Stain Makers” — nail/cross, followed by sword — and a slew of least used stain makers that nontheless left a lasting impression (and probably never came out), such as mammoth, wolf, and a frying pan. Tide’s infographic ran with the title “A Season of Stains,” while referring viewers to Tide’s Stain Brain app. It was a fun diversion for fans of the show (who isn’t?) and has thus far received 1,351 retweets and 1,575 favorites. The infographic follows in the spirit of Tide’s Carrie-themed Halloween Vine video and last summer’s Vine for Shark Week, positioning the brand as the antidote to bloody messes. As Adweek pointed out, this makes a lot of sense for a brand attempting to appeal to parents, for whom blood and grass stains (which accounted for just one of the Game of Thrones stains this season) are an everyday reality.

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As we mentioned back in April, Mike’s Hard Lemonade has decided to concentrate exclusively on digital advertising, also choosing to shop around for agencies on a project-to-project basis after parting ways with Grey last year. Chicago agency Tris3ct, which also led a recent 15th anniversary spot, worked with the brand to celebrate their one millionth Facebook fan.

To commemorate the milestone, Tris3ct and Mike’s Hard Lemonade developed a 24-hour rebrand to Paul’s in honor of the millionth fan. The brand marked the name change with updated Facebook and Twitter pages, and a revamped website. They also printed out a bunch of Paul’s swag, had a Paul’s cake made and surprised Paul at his place of work to celebrate. Of course, they also documented the whole thing, posting a 90-second video to YouTube and the brand’s Facebook page. You can catch the video above, which marks at least the third effort from the Chicago agency for the brand, starting with “Shandymatic” last summer.

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When a girl lies about getting her first period, her mother takes the ultimate revenge in a new spot for tampon subscription service (yes, that’s a thing) Hello Flo.

Company founder and CEO Naama Bloom once again teamed up with Jamie T. McCelland and Pete Marquis, the writers/directors of last year’s “Camp Gyno” spot for an even funnier follow-up.

Entitled “First Moon Party,” the 2:19 video begins with a girl who is frustrated to be the last of her friends to get her period. She decides to fake it in order to become a member of the “Cherry Slush Club.” When her mother questions her about a rubylicious nail polish-stained pad, she says “What do you think it is? I’m on my ladies days.” Angered by both the lie and her daughter’s tone, the mother decides to take the ultimate revenge, and goes way, way too far. Claiming that it’s “family tradition” she throws her daughter a “First Moon Party,” inviting friends, family, and co-workers to celebrate her menarche. With activities like “pin the pad on the period,” “bobbing for ovaries,” a uterus pinata, and a “vagician” the daughter is traumatized by the party. When the daughter inevitably reveals she was lying, the mother gives her a Hello Flo Period Starter kit, followed by a pretty hilarious punchline.

Like “Camp Gyno” the spot uses humor to frankly tackle a subject all too often treated as squeamish, while also perfectly tying it to their product/service. “First Moon Party” has already proven to be a huge success, racking up almost 1.5 million views since being posted two days ago. Given its humor and relatability, that shouldn’t come as a surprise. The Hello Flo team will have a hard time topping this one, but we look forward to seeing what they can come up with next. Stay tuned for credits and a “Camp Gyno” refresher after the jump. (more…)

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With the brand having passed the 10-year mark in Canada, john st. is re-introducing Mitsubishi with a new branding campaign, complete with a fresh tagline, “Built Better. Backed Better.”

Built around a series of 30-second ads, the new campaign implores Canadians to get to know Mitsubishi, since, as the ending line states, “With a ten year warranty, you’ll be spending a long time together.” The tagline and “get to know Mitsubishi” angle both highlight the extensive warranty, making for a cohesive strategy. The first in the series of television spots, “Get To Know Mitsubishi” goes through the brand’s logo, history, future, “the first mass-produced electric vehicle,” it’s designer, his mother, and the house he bought her, and the warranty, in rapid succession — perhaps too rapid. With each item introduced by “This is…” and the spot running through the list so quickly, it’s a bit too easy to miss information or tune the spot out altogether. The television campaign is supported by digital, print and radio ads.

“The idea for the campaign came right out of Mitsubishi’s industry best warranty,” explains Angus Tucker, executive creative producer/partner at john st. “It’s ten years, which means that when you buy a Mitsubishi, you’re going to be spending a lot of time with your vehicle, whether an Outlander, RVR, Lancer or Mirage. So you better get to know each other first.” Stick around for credits after the jump. (more…)

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Last year, Pantene made waves with their “Labels” ad from BBDO Guerrero in Manila, which explored how men and women are labeled differently for the same behavior. “Labels” gained over 46 million views and plenty of attention outside its home country of the Philippines. Now, Grey has issued a new campaign that acts as something of spiritual successor for the brand, which continues to explore gender norms. This time, Grey asks, “Why are women always apologizing?” which appears onscreen during the spots’ opening moments to prepare viewers for what’s to come.

Viewers are presented with women apologizing in a variety of scenarios, starting with a woman at work diminishing her own argument by asking, “Sorry, can I ask a stupid question?” Another woman apologizes when a man sits down next to her and encroaches on her space; a mother apologizes for handing off her baby to the father when he returns home from work; a woman says “Sorry, you go first” when a man interrupts her. Following these scenarios a new message appears on screen: “Don’t be sorry. Be strong and shine.” The ad then doubles back on the women from the initial scenarios, who are now presented as assertive and unapologetic. Unfortunately, the message is compromised when several of the women say “Sorry not sorry,” which is still sort of an apology. Maybe Grey just wanted to jump on the bandwagon of the popular hashtag (and Naya Rivera song) or prove that Pantene is hip to Internet culture, but it seriously undermines the impact of “Not Sorry.”

As Adweek reports, Pantene is supporting the campaign with the Shine Strong Fund, “which seeks to educate and enable women to overcome bias and societal expectations as well as celebrate strong women.” The Shine Strong Fund will collaborate with the American Association of University Women, to underwrite monetary grants and help women in college gain access to influential leaders. It’s a nice initiative, and a good way for Pantene to really get behind their recent campaigns. Stick around for credits after the jump. (more…)

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W+K Portland and Terry Crews are back, dialing up the mishigas in a new spot for Old Spice entitled “Drill to Brazil.”

In what may be the craziest Old Spice spot yet, Crews attempts to drill to Brazil by spiraling himself into the ground, because Terry Crews is magic. After a few failed attempts see him end up in Egypt, an office, and a snowcone, Crews finally gets to Brazil, where he meets what appears to be Brazilian Crews. In Brazil, Crews shares (screams) the message, “Old Spice thinks you’re amazing and is now available in Brazil!” before heading off to an unexpected location. If you’ve seen any of the previous Crews spots you already know the drill, just expect even more random craziness than usual from this one.

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