Hasta La Creative!

With the World Cup a week away, the barrage of World Cup-themed ads isn’t showing any sign of slowing down, and this 5 minute spot R/GA put together for Beats might be the biggest one yet. Indeed, as Adweek writes, the spot seems to “Out-Nike Nike.”

Entitled “The Game Before The Game,” the ad tackles the pre-game rituals of stars such as Brazil’s star Neymar Da Silva Santos, Jr. His pre-game ritual involves talking with his father, whose inspiring pep talk is the heart of the ad. Also featured in “The Game Before The Game” are Spain’s Cesc Fabregas, who kisses the ring he received from his girlfriend precisely four times; Mexico’s prayerful Javier “Chicharito” Hernandez; and Uruguay’s Luis Suarez, who kisses a tattoo on his wrist of his children’s names. Elsewhere stars such as Bacaray Sagna, Bastian Schweinsteiger, Blaise Matudi, Daniel Sturridge, Jozy Altidore, Mario Gotze and Robin Van Persie can be seen slipping on their Beats headphones and doing their thing. Tthe spot is set to “Jungle” by Jamie N Commons & The X Ambassadors and st times takes on the feel of a music video, which makes a lot of sense given the brand. Interspersed with the players’ preparations are fans performing their own pre-game rituals. This includes a slew of celebrity cameos, such as Lil Wayne, Lebron James, Serena Williams, Stuart Scott, and Nikki Minaj. Check out the spot for yourself above, and stick around after the jump for partial credits. continued…

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Saatchi & Saatchi New Zealand created a flaming billboard to launch Sealord’s new line of hot smoked salmon.

The billboard was constructed using Manuka wood branches (the same type used in Sealord’s smoked salmon), which were then set on fire to replicate Sealord’s traditional smoking process. Sealord’s billboard reads, “Smoked: Just Like Our New Manuka Salmon,” although it’s pretty hard to read through all the smoke and fire. As you might recall, this is not the first burning billboard we’ve covered, but it is the first non-steakhouse-related burning billboard we can recall, so there’s that. The campaign also includes the above online video documenting the creation of the billboard, as well as pre-rolls and digital banners.

“When we learned about the wonderful artisan techniques involved in the creation of this delicious salmon, we were inspired to try and find a way to make this process the hero,” explained Saatchi & Saatchi New Zealand executive creative director Antonio Navas. Credits after the jump. continued…

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TDA Boulder has a new ad for Firstbank highlighting the bank’s free checking entitled “Bargain Dummy.” If ventriloquism freaks you out, stay clear of this one.

In the spot, Firstbank’s free checking is contrasted with a less promising free giveaway. A man at a yard sale holds up a ventriloquist dummy and asks, “How much is this?”

“Oh, that’s free” replies the seller. When the man inquires what’s wrong with it, the woman replies, unconvincingly, “Nothing.” As the man walks away with the dummy on his shoulder, the dummy’s eyes shift and look around. “Free isn’t always a good thing,” says a voiceover, accompanied by eerie music, “except when it comes to free checking at Firstbank.”

The creepy 30-second spot is aimed at the 16-39 audience and will run on all broadcast networks, with an emphasis on sports and primetime, as well as more than 20 cable channels, including AMC, ESPN, Comedy Centeral, and USA Network. “Bargain Dummy” will also live online on sites such as EPSN, Pandora, Hulu, Yahoo, and Tremor, where it is sure to creep out unsuspecting site visitors. The geo-targeted online buy includes Colorado, Pheonix, Arizona, and Palm Springs, Califronia. Stick around for credits after the jump. continued…

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With the 2014 World Cup in Brazil now just over a week away, Innocean has kicked off Hyundai’s World Cup campaign, entitled “Because Futbol.”

In the campaign, two new in-game 30-second spots featuring the redesigned 2015 Hyundai Sonata will accompany digital, social, CRM, and retail executions. The spots will air on ESPN and Univision “as part of Hyundai’s exclusive whistle-to-whistle automotive advertising sponsorship of the World Cup series broadcasts on the networks.” The creative theme behind both “Avoidance” and “Boom” is fan passion, with Innocean likening fans loyalty to their team to Hyundai’s number one ranking in customer loyalty. In “Avoidance” a passionate fan leaves the office having recorded the day’s match. Seeking to keep himself in the dark on the game’s outcome, he goes through all sorts of trouble to avoid interacting with those who would spoil the surprise. “Boom” looks at a completely different aspect of fan passion. The campaign also includes a “#BecauseFutbol” site, built on the Tumblr platform, which “inspires and engages fans with unique content and tools developed by dozens of leading Tumblr artists and content creators.” Tumblr artist content will also be featured on the Times Square Billboard in New York during the days leading up to the World Cup.

“Soccer fans are more than just supporters of the game – they are die hard, loyal fanatics for their teams and countries,” said Steve Shannon, vice president, marketing, Hyundai Motor America. “As the industry leader in customer loyalty, Hyundai knows a thing or two about passion. This year’s World Cup campaign shows what being a ‘true’ fan really means; and how for 30 days people come together, lives change, emotions rise and unexpected moments happen.”

Stay tuned for credits and “Boom” after the jump. continued…

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RPA has two new spots for Honda that highlight the features and competitive advantages of Honda’s two core vehicles — the Accord and the Civic — continuing the “Start Something Special” tagline introduced last September.

While the copy is a relatively straightforward rundown of features and what sets Honda apart from the competition, the footage was a bit more complicated to capture. The spots use “a complex camera technique called parallax, whereby the camera and scenery are moved in such a way that the car appears to be moving when in actuality it’s standing still.” The Accord spot, for example, was filmed in one single shot, with the last take being the one used in the ad. All effects were done in camera, with elaborate lighting and choreography used to simulate different locations within the spot. RPA collaborated with production company Reset to create the desired effect. Stick around for credits and “Lydia’s Civic” after the jump. continued…

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McCann New York has a new campaign for Chex Mix that attempts to bring attention to the lesser-known flavor variations of General Mill’s popular snack.

The integrated broadcast and social media campaign is rolling out now on national cable and YouTube, and will soon have Tumblr and Vine components. In the 30-second TV spot (above) roommates try to one up each other with DIY combo packs. The first roommate combines cheddar and honey nut flavors, while the second makes a belt with traditional, bold, and peanut butter. A third roommate goes the extra mile, however, and has them both beat with an over-the-top setup. The spot concludes with looping GIFs of the individual flavors. The GIFs will be hosted on a new Chex Tumblr site, and feature into a Vine-based game show called “Wheel of Variety,” which will “will offer hungry social media snackers who retweet Chex Mix tweets the opportunity to spin the wheel for the chance to be introduced to a Chex Mix flavor.” Stick around for credits and a closer look at the GIF loop. continued…

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Ogilvy & Mather Mexico teamed up with Central North Films and director Rodrigo Garcia Saiz for Mexico’s National Council to Prevent Discrimination (Conapred) to deliver a startling visualization of psychological abuse.

In the disturbing 45 second spot, a woman is seen casually strolling the produce section of a grocery store. When she receives a text she is violently propelled into a stand of avocados and proceeds to beat herself (which is meant to symbolize an invisible aggressor). Eventually she gets up off the floor and attempts to nonchalantly continue with her grocery shopping. It’s all very troubling and difficult to watch, which is exactly the point. The end of the spot makes the intent clear with the message, “Psychological violence is as serious as physical abuse. If you don’t speak up, nobody will see it.” It may be brutal, but it’s also impossible to ignore, while also combating the tendency (of perpetrators, witnesses, and often even victims) to minimize the effects of psychological abuse. Stick around for credits after the jump. continued…

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Lowe Campbell Ewald, Los Angeles teamed up with newly created brand Energy Upgrade California in a state government effort to start a conversation around energy and water use management in anticipation of the summer drought season, predicted to be one of the worst in the state’s history.

Since California is a fragmented state, with its citizens pledging allegiance to a specific region, Lowe Campbell Ewald knew they needed to draw on a unifying factor. So they leveraged the bear from California’s state flag, turning him into a relatable character who sits atop the flagpole by day and educates Californians on how they can help California stay golden once his work day is over. In the spot, he shares valuable tips like replacing old bulbs with LEDs, and using a programmable thermostat. He ends the spot by directing viewers to Energy Upgrade’s site. With a perilous drought season ahead, hopefully citizens of the Golden State heed his advice. Credits after the jump. continued…

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Santa Monica-based agency Tiny Rebellion has crafted a new, nationwide branding campaign for Hotwire, “centered on the happiness all types of travelers experience when scoring a fantastic deal.”

The larger branding campaign, with a budget of over $40 million for the year, includes a new logo and ““Hotels. Deals. Happiness.” tagline, as well as two distinct television campaigns: “How it Feels to Hotwire,” and “Hotwire 180.” Hotwire is also rolling out a new website, and mobile apps. Spots for “How it feels to Hotwire” begin airing today across over 30 cable networks. Both campaigns were inspired by real Hotwire travelers’ feedback and “illustrate how any traveler, seasoned Hotwire customers and new users alike, can reap the joyous benefits of discounted travel through the site.”

The second campaign, “Hotwire 180” features Academy Award-winning director Errol Morris interviewing real travelers who are hesitant to use blind booking sites as he converts them to Hotwire enthusiasts once they learn they can save up to 60 percent on a four star hotel in a series of 30 and 15-second spots. Check out “How it feels to Hotwire” above and stick around for “Hotwire 180” spots and agency credits after the jump. continued…

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Droga5 reveals Motorola’s new entry-level smartphone, the Moto E, in an imaginative and inventive 60-second spot.

The spot, entitled “Meet Moto E,” utilizes time lapse footage to show the phone’s durability, while also communicating a host of other features, during a three second free fall during which the phone takes a wealth of abuse. Moto E runs around $130 and, as Adweek puts it, “isn’t going to win over gadget gurus looking for power and superlative specs.” So Droga5 markets the phone as a durable option with a long-lasting battery and enough features to please the consumer who’s just looking for an everyday phone that won’t break down or break the bank. Droga5 was able to accomplish this, with help from production company 1stAveMachine, while also crafting a fun, visually impressive ad with excellent attention to detail that makes the phone look good by association. Stick around for credits and behind-the-scenes footage after the jump. continued…

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