Hasta La Creative!

Hill Holliday, Boston tapped Leslie Mann (Knocked Up, This Is 40, Freaks and Geeks) to voice the inner musings of a jaded mom in their latest campaign for LG appliances.

Mann voices the internal monologue of a character Adweek described as “a cross between FX’s Louie and Ibsen’s Hedda Gabler.” While that may be a slight exaggeration — the character is far more in line with Mann’s roles in Knocked Up and This Is 40 — the spots are certainly far more cynical than anything we’ve come to expect from appliance ads aimed at women, and in fact play off those happy family conventions.

In the most edgy, and, not coincidentally, most successful of these spots, Mann’s character notes that her new LG washing machine is very fast. But what’s a good quality in a washing machine is not necessarily a good quality in a husband, as the character suggestively muses. It’s this kind of honesty and portrayal of a less-than-perfect reality that makes the campaign stand out. Other spots in the campaign trade in the sexual innuendo for goofiness, and while none of them are quite as entertaining as “Too Fast” the approach still feels like a welcome departure from typical daytime TV fare, thanks largely to Mann’s comedic timing. Stick around for credits and “Hot Cookies” after the jump. continued…

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Hill Holiday, Boston tapped Leslie Mann (Knocked Up, This Is 40, Freaks and Geeks) to voice the inner musings of a jaded mom in their latest campaign for LG appliances.

Mann voices the internal monologue of a character Adweek described as “a cross between FX’s Louie and Ibsen’s Hedda Gabler.” While that may be a slight exaggeration — the character is far more in line with Mann’s roles in Knocked Up and This Is 40 — the spots are certainly far more cynical than anything we’ve come to expect from appliance ads aimed at women, and in fact play off those happy family conventions.

In the most edgy, and, not coincidentally, most successful of these spots, Mann’s character notes that her new LG washing machine is very fast. But what’s a good quality in a washing machine is not necessarily a good quality in a husband, as the character suggestively muses. It’s this kind of honesty and portrayal of a less-than-perfect reality that makes the campaign stand out. Other spots in the campaign trade in the sexual innuendo for goofiness, and while none of them are quite as entertaining as “Too Fast” the approach still feels like a welcome departure from typical daytime TV fare, thanks largely to Mann’s comedic timing. Stick around for credits and “Hot Cookies” after the jump. continued…

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Another month, another New York Lottery game and therefore, a DDB NY campaign to support it. This time around, the agency has unveiled a pair of online spots to hype the new Bejeweled Scratch Off game. And what better way to entice folks to hit the bodegas and play the game than, uh, hipsters and dogwalkers, true cornerstones of NYC culture. Along with the beard & animal-heavy online promos, there is a “second chance” sweepstakes to be had, which you can learn more about in a :40 clip after the jump. While this is a rather quick and painless exercise in lottery promotion, we still miss the bumpin’ and grindin’ presidents and zombies that reigned supreme in past DDB NY efforts for the brand.

Credits follow as well.

continued…

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JWT Amsterdam has put together a World Cup campaign for ING, main sponsor of the Dutch national football team.

The campaign is built around the tagline/question, “What’s it going to be?” Visitors to the campaign website are encouraged to share their own answer to that question and predictions about the 2014 World Cup in Brazil. The campaign launched in earnest on May 17th, with the above 50-second television ad, directed by Marco Grandia. Shot on location in Rio de Janeiro, the spot follows 32 children who represent 32 nations as they prepare for their own version of the World Cup. The second spot in the campaign will debut on June 12th, the day the World Cup kicks off in Brazil. At the end of the spot, voiceover from Dutch football commentator Evert ten Apel will invite viewers to enter an online pool filling in their predictions for each scheduled World Cup match.

“Of course it’s every creative’s dream to come up with a World Cup campaign, especially when you have a client that loves football as much as you do,” said Bas Korsten, executive creative director, JWT Amsterdam. “Because next to a campaign with an online heart that spreads across 8 or 9 different channels, it’s mostly the love of football that wins. It has the power to bring together a nation. And we hope this campaign from ING will help achieve just that goal.”

Stick around for credits and the second spot after the jump. continued…

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Saatchi & Saatchi Shanghai is helping VICE introduce Mutesic in China. Mutesic is a mobile phone add-on that allows users to enjoy their music on any player while helping to keep them safe and aware while on the road by syncing with their GPS and lowering the volume when they approach busy intersections.

To introduce Mutesic, Saatchi & Saatchi chose to show the add-on in action. In the 1:50 video above, you can see a young man enjoying Pharell’s international hit “Happy” while walking. As he approaches a busy intersection, the music automatically decreases in volume, allowing him to hear ambient warning sounds. The spot concludes by reminding viewers that Mutesic can’t prevent all types of accidents and that “…you still need to pay attention.”

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360i has issued a new “#StartBetter Manifesto” for Clinique, with a new 60-second video asking viewers to “Start something. Start better.”

The new spot uses simple visuals to convey its inspirational message, with a sequence created by CHRLX Beauty collective using only shape, line, and type. 360i’s manifesto seems to be catching on, as the video has garnered over 600,000 views since launching on May 20th. The simple approach has also led to a wealth of  interpretations from users across Twitter, Facebook, and Instagram. You can check out the “#StartBetter Manifesto” above, and stick around for full credits after the jump. continued…

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TBWAChiatDay have launched the “All In Or Nothing” World Cup campaign for Adidas — the biggest in the company’s history, according to The Guardian — with a spot starring superstar Lionel Messi and featuring a previously unreleased track from ubiquitous narcissist (and latest Kim Kardashian husband) Kanye West called “God Level.”

The 60-second spot, entitled “The Dream,” takes a look inside the dreams of the Argentinian forward. In a rapid-pace montage, we see in-game footage of Messi (among other stars) interspersed with practice/workout scenes and some more surreal elements (such as German star Bastian Schweinsteiger practicing in a very Game of Thrones-esque frozen forest). Director Fernando Meirelles (City of God) builds towards a mood of anxious anticipation, undoubtedly echoing the feelings of Messi and other World Cup athletes who know that nothing less than perfection will give their team a chance at the Cup. At its conclusion, the spot asks viewers to choose between “all in” or “nothing” with corresponding landing sites.

“Giving anything less than everything will not win the World Cup,”global brand marketing director for Adidas football Tom Ramsden told The Guardian. “We are incredibly proud of this film and the entire ‘all in or nothing’ campaign.”

The Adidas campaign comes considerably later than rival Nike’s World Cup campaign from W+K, which we covered last month. The brand announced a tie-in with rapper Kanye West back in December, but kept the details of the collaboration a secret until the campaign’s launch.

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To generate excitement for Honda’s upcoming “Fastest Seat in Sports” sweepstakes offering entrants a chance to ride along with Mario Andretti, RPA Andretti went around annoying people going about their everyday business with “slow citations” for doing things too slowly.

RPA and Honda just released footage of the stunt (featured above), which follows the “Honda Speed Control” as they issue these citations to unsuspecting civilians. Three additional “slow citation” videos will be released preceding the end of the sweepstakes on August 6th. Additionally, RPA will be issuing “slow citations” to unsuspecting brands or products that are too slow on Twitter.

“Honda is leveraging one of the most exciting opportunities in all of sports fandom—the opportunity to win a ride in the Honda two-seat Indy Car driven by Andretti—to broaden awareness of this incredible sweepstakes,” said Susie Rossick, senior manager at American Honda Motor Co., Inc. “This humorous video and social effort give us the opportunity to bring attention to Honda’s racing spirit and the advanced technology and performance found in all of our Honda vehicles.”

Stick around for credits after the jump. continued…

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JWT Brazil has a new campaign attempting to make decaf seem like an enticing option for Pilão Decaf.

Now decaf coffee is a pretty hard sell, other than with those can’t have caffeine for health reasons, but JWT Brazil came up with an interesting angle. The campaign sets out to prove that decaf coffee, like regular coffee, can be a great working companion — even without the stimulative benefits of caffeine. So they show that great things can be achieved after some sleep by highlighting great breathroughs made after a good night’s sleep, inspired by dreams. In the animated spot above, for example, JWT Brazil tells the story of Dmitri Mendeleev, who got the idea for the period table of the elements in a dream. Unfortunately, the narrative being set to a lullaby only detracts from its impact. The print campaign is more effective, utilizing surreal, dream-like imagery in telling the story of other important ideas inspired by dreams. Stick around after the jump for an example of the print campaign, along with credits. continued…

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Mistress introduces NOS Energy Drink’s new “You Only Live NOS” tagline in a new campaign featuring an impressive but creepy reverse-aging effect.

The 30-second television spot begins with a grizzled old man, “riddled with scars from an action-filled life,” saying “Six jobs, nine jobs, 80 summers. And you’re done.” After saying this the man gradually morphs into his teenage self. The message is supposed to be that you should go all out since you only live once, but you could easily take away from it that you should take care of yourself and watch what you put in your body — not something NOS wants you to think about given how unhealthy their product is. But media placement should protect against that interpretation. The spot will air weekly during FX’s The Ultimate Fighter and during NASCAR Sprint Cup Series race broadcasts on FOX, ABC, TNT and ESPN.

The campaign also includes digital spots starring UFC fighters Georges St. Pierre and NASCAR driver Ricky Stenhouse, Jr. and a revamped drinknos.com website which includes an integrated app employing an aging technique on users who upload a photo and fill out a lifestyle questionnaire. Stick around for credits and digital spots after the jump.  continued…

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