Hasta La Creative!

Goodby Silverstein & Partners is launching the first ever global campaign for eBay, entitled “Shop the World.”

As you may remember, eBay began searching for an agency to help revamp its image earlier this year, settling on Goodby Silverstein & Partners to handle creative and WPP’s MediaCom for media in July. This campaign, which launches on October 13th, timed to coincide with a revamped homepage, is based on an idea the agency pitched during the review.

A 60-second television spot (featured above) will launch Monday, with social components rolling out just prior to that. The spot entices viewers to “shop the world,” reminding them that, through eBay, anything they see from women’s running shoes to guitars is “instantly shopable” by zooming in on purchasable items with a white box. Items featured in the ad will also run as part of the revamped homepage’s curated “Collections” section.

“We’ve never gone out to the customer with one single message at the same time. All of the creative across markets is the same creative concept, the same key message,” eBay CMO Richelle Parham told AdAge. “This is the tightest connection [we’ve had] from marketing efforts to the product experience.”

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Havas Worldwide, Helsinki crafted an emotional alcohol awareness PSA for Finnish charity Fragile Childhood, in collaboration with production companies Sauna International and Studio Arkadena, entitled “Orphanage.”

The beautifully-shot spot imagines a kind of reverse orphanage, where children choose their parents. Two children look through glass displays at different parents who present typical moments in their lives, such as at the dinner table or in the back yard. “Orphanage” does a great job of drawing in the viewer and fleshing out its strange little world, as the children visit differnt pairs of parents. As the boy takes a fancy to a certain father, a woman takes him by the hand and leads the children to a drunken, quarreling couple — their parents. As they leave with the couple, the message “Children can’t choose their parents. What if they could?” appears, followed by an invitation for viewers to share their thoughts on alcohol abuse. It’s a sad ending, and while it’s not initially apparent what issue the ad is addressing, that should make the ending all the more of a shock to any parents struggling with alcoholism.

“It is still not widely understood how much harm drinking problems at home cause to children,” Fragile Childhood told Adweek. “For example, previous research has shown that every fourth Finnish child has suffered some harm because of parent’s alcohol usage. Research carried out among Finnish teenagers aged 12-18 years shows that children think their parents ought not to drink at home and that they are much nicer when sober.”

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GdB has a new campaign for longtime client Anytime Fitness, but unlike prior efforts, this one has a global reach.

It also sees a shift in emphasis from convenience to intimacy. The campaign focuses on the moments people have that make them realize they need to start taking better physical care of themselves. “When my five-year-old dusted me in a race to the end of the block” says one man; “When my baby weight was acting more stubborn than my baby,” a woman adds. The spot goes on to emphasize that Anytime Fitness has “the right tools and encouragement to keep you on track,” as the people describing their moment of clarity earlier are seen enjoying Anytime Fitness’ facilities. It’s an easily relatable message, and one GdB and Anytime Fitness hope will resonate with viewers in the over 15 countries where very similar versions of the ad will run.

“You’re talking about something that’s so universal,” GdB Creative Director Doug deGrood told AdAge. “Everybody has these sort of trigger moments. They wake up one day and think, ‘Damn, I gotta do something.’”

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Havas Worldwide Strat Farm has a new campaign celebrating EmblemHealth’s “Legacy of Care.”

In the 60-second “Our Legacy of Care” the agency blends vintage and modern footage of New York City to show that EmblemHealth is still doing what it has been doing since its inception as GHI and HIP: “setting a national standard with neighborhood care.” The spot ends with the “What Care Feels Like” tagline, an idea expanded upon in the campaign’s other ads. “What Care Feels Like for the Dawson Family” and “What Care Feels Like for the Martinez Family” (both featured after the jump) explore the stories of real families who have stayed with Emblem for generations. The campaign launched yesterday with broadcast spots, subway ads and social components, and expands to paid digital on the 13th. (more…)

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The Richards Group today is launching the first-ever brand campaign in the 93-year history of the Texas Scottish Rite Hospital for Children (TSRHC).

Entitled “Moments” the campaign celebrates happy moments in the lives of several real TSRHC patients made possible by the hospital. In one spot, it’s a dancer who can’t imagine what her life would be like without dancing. We see her in the present day, and then flash back to her orthopedic recovery at TSRHC, preceded by the message, “These moments were made possible by these moments.” Similarly-themed spots include a horseback rider and a football player, each ending with the tagline, “Giving children back their childhood.”

“Using Texas Scottish Rite patients in our campaign brought authenticity to the hospital’s message,” said Stan Richards, president and CEO of The Richards Group, in a release. “By putting the focus on actual patients who overcame adverse circumstances, we can show how each one has gotten back to their childhood, fully recovered and happy, thanks to the good work of TSRHC.”

In addition to the television ads, the campaign also include digital, radio, OOH and print elements. Stick around for two more spots after the jump. (more…)

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Fire Station Agency is bringing POM back to TV for the first time in three years, with a new campaign entitled “Crazy Healthy.”

The campaign imagine the antioxidants in POM as various types of warriors, from archers and samurai, to cyclops and dragons. This approach emphasizes the free-radical fighting nature of the antioxidants in pomegranate juice, a key health benefit of the the product. It comes across as an effort to make the brand seem more fun and youthful, while still emphasizing its health benefits. To create the campaign, Fire Station teamed up with director Tarsem Singh and VFX studio Framestore, who helped bring the anti-oxidant fighting warriors to life. (more…)

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Droga5 has a new ad for Diet Coke taking the beverage to a somewhat unusual setting: the car wash.

A girl pops open a bottle of Diet Coke while going through a car wash. Instantly, the car wash is transformed, as a choreographed scene unfolds in front of her eyes. Dancers in yellow outfits similar to car wash scrubbers mingle with others in white bubble dresses, while everyone drinks Diet Coke (obviously) in a lavish, hallucinatory party scene. This enjoyable eye candy is followed by the nonsensical line, “What if life tasted as good as Diet Coke?” as the girl returns to reality, followed by the new “Get a Taste” tagline. The new ad, the latest in the “Get a Taste” campaign, will run tonight during Scandal and Grey’s Anatomy (a 15-second version will debut next week). Another broadcast spot featuring Taylor Swift will launch later this month. (more…)

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Both women and the word “erection” have been conspicuously absent from Viagra’s advertising — until BBDO’s most recent ad for Pfizer’s erectile dysfunction medication, that is.

A new spot features a woman with a British accent giving men an idea of what erectile dysfunction is like from the partner’s point of view. “It’s just you and your honey, the setting is perfect,” she begins, with beach scenery in the background. “You know what, plenty of guys have this issue, not just getting an erection but keeping it,” she goes on, sounding a bit like a partner reassuring a man having troubled in the bedroom. She goes on to offer Viagra as the solution (and says “erection” again), while touting it as something you only take when you need it. “If ED is stopping what you started, ask your doctor about Viagra,” she concludes, before the list of health risks is accompanied by a barrage of ridiculous phallic imagery, including flag poles, a ship’s mast off in the distance, a long pier extending into the ocean, etc.

It’s definitely a change in approach for Viagra, whose advertising previously avoided discussing erectile dysfunction directly (and explicitly the word “erection”). Perhaps the new approach is a sign that people are ready for more direct discussions about the issue, rather than the insinuations of past ads. Still, despite the new direction, the spot still comes across as somewhat awkward in tone and the phallic imagery at its conclusion seems a bit overkill. Then again, this isn’t a category that has seen any non-awkward advertising, so maybe we should just be thankful that there aren’t his and her bathtubs.

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Cavalry has a new campaign for Coors centered around a 30-second anthem ad.

The spot opens up with man with goggles on staring at a bottle of Coors, presumably at a bottling plant, accompanied by the message “Coors Light is always cold filtered.” Then the scene shifts to a group of friends out at a bar and the message continues, “Because Friday” and the scene shifts again to a house party as we see “Leads to Saturday” on the screen. The spot goes on to suggest that “…every day deserves cold bottled” Coors Light. It’s all pretty straightforward and not a bad approach for a beer whose biggest selling point is how cold it is. Still, we can’t help but wish that they’d air this one as well. (more…)

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Amsterdam-based international agency Etcetera/DDB has a new integrated campaign for TNT, introducing the new tagline, “The People Network.”

For a 50-second broadcast spot, Etcetera/DDB created a delivery truck made out of people. As traffic builds up heading into a tunnel, the people break away and run with packages through the tunnel, reassembling once the traffic dies down, as a boy looks on amazed. The campaign took 100 days for Etcetera/DDB to create, from ideation to execution, working closely with TNT. It rolls out in eight key markets this week, with the broadcast effort supported by digital, OOH, direct, promotion, print and radio components, eventually rolling out in 30 different European countries.

Dick van der Lecq, MD of Etcetera said, “Previously customers bought products or brands. Nowadays customers consciously buy a company. The DNA and the people behind the brand. Talking to dozens of TNT employees showed us the only way to express their attitude towards clients: the human transport company. A ‘human truck’ captures that belief in the TV-commercial in one sight.”

Stick around after a jump for a look at the making of the human truck in the spot. (more…)

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