Hasta La Creative!

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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Yesterday was Victoria Day in Canada, a May bank holiday up north, and Toronto-based agency Entrinsic has released a timely spot for Victoria gin, celebrating its namesake Queen Victoria.

The 30-second broadcast spot, “That’s The Spirit” was created by Entrinsic in collaboration with production company Revolver Films and director Christopher Wahl. It relates a series of unexpected but true facts about Queen Victoria: She ruled the British Empire at 18 while still living with her mom; she married her first cousin and had nine children; she was almost assassinated seven times. “If you were Queen Victoria,” the spot concludes, “you’d be ready for a drink, too.” The visual approach is straightforward, showing Queen Victoria gradually walking toward the camera and then sitting at a bar enjoying some gin. Entrinisic and Wahl also teamed up for the accompanying print campaign, which will roll out later in the year. Credits after the jump. continued…

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72andSunny mined memorable moments in film, TV, and the Internet for their new campaign unveiling Samsung’s Curved UHD TV, called “The Curve Changes Everything.”

The new broadcast spot debuted last night during primetime programing including AMC’s Mad Men,  NBC’s Women of SNL, and the season finale of Fox’s execrable Family Guy, to name a few. The 60-second “The Curve Changes Everything,” mines such sources as Clueless, Jurassic Park, Gravity and that screaming goat you saw on YouTube to stitch together “not only excitement for the curve and the experience, but how the curve impacts different family scenarios and living room environments.” 72andSunny worked with production company Caviar, director Rian Johnson (Looper, a couple of great episodes of Breaking Bad) and Oscar-winning cinematographer Claudio Miranda (Life of Pi, The Curious Case of Benjamin Button) to bring the spot to life.

“The Samsung Curved TV is just a beautiful object,” said Rian Johnson. “Beyond the quality of the picture, the industrial design of the TV – with its subtle curve – is really stunning when you see it up close in person. We were tasked with finding ways to show off the curve, but you really just need to point a camera at the TV and it pops off the screen. It was a pleasure to shoot.”

In addition to broadcast, the campaign also features print, digital and out of home (OOH) components. “The Curve Changes Everything” will continue to run on major networks, cable and online. Stick around for credits after the jump. continued…

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FCB Zurich combined emotions and typography in their “Emography” project for MTV Mobile, a new Facebook app that allows users to express their emotions via typographical selections, eliminating the need for emojis or abbreviated summations of emotions — at least in theory.

To accomplish this, FCB Zurich created a special font for each of the eight basic human emotions: curiosity, surprise, fear, sadness, contempt, rage, happiness, and disgust. Users select a recipient in the Facebook app, type their message, and select their chosen Emography, which is displayed as a video message. Some of the Emography choices are more successful than others at conveying their intended emotions. Emographies for sadness (The Crying Font) and rage (The Broken Glass Font), for example, make sense as visual displays of those emotions, and convey them well. The Confetti Font, however, used for surprise, doesn’t really fit that emotion particularly well. Others, such as the Emographies for contempt and curiosity, work better in theory than in practice. Additionally, FCB Zurich missed out on the opportunity to somehow convey laughter in typographical form and free users from the ubiquitous “LOL,” which is too bad. Still, it’s a pretty cool idea, and with the service, “MTV mobile demonstrates not just technical know-how as the first Swiss provider of a dedicated text message service, but also gives the young target group an effective tool with which to communicate all emotions.” Check out the video above to learn more about the app, and stick around for credits after the jump. continued…

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Advertising may not be art, but can it at least be literature?

According to Vanity Fair, one Jonathan Safran Foer–dietary scold, wearer of spectacles, and owner of ridiculously expensive apartments–just happened to be eating an ethically farmed vegetarian burrito one day when he took a moment to bemoan the lack of intellectual distractions inside his local Chipotle.

While he “wanted to die with frustration”, he instead took the opportunity to contact friend/CEO/fellow rich person Steve Ells and recommend that he mix a bit of wordplay with his black beans and pulled pork.

Here’s the video:

And yes, there’s a GIF of a spinning cup after the jump.

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Leo Burnett Toronto has a new campaign for Coors Light, called “Say Yes to Yes,” which doesn’t put up much of a front about promoting “drinking responsibly.” Instead, they’re promoting the kind of drinking that leads to pantlessness, “going to bed not in your bed,” and “winning donkeys named Richard.” Coors Light can’t promise you all these things will happen, but they can promise “Saying yes to adventure” (in this case, “adventure” means “watery light beer”) will lead to better stories.

All these “not promises” are delivered from an unexpected, and pretty ridiculous source. Clearly, the target of the campaign is the barely above drinking age crowd, who can still be swayed into thinking Coors Light is the perfect thing a night of drunken debauchery. In addition to the 60-second version above, Coors Light will air a 30-second broadcast version, which will run until the end of the summer. Stick around for credits after the jump. continued…

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Independent advertising agency Grok is launching a new campaign for AZO Bladder Control featuring a national television ad and digital, which will roll out May 19th.

The 15-second spot is relatively straightforward, utilizing light humor in the form of three women mapping out bathroom locations before leaving the house. While not exactly a joy to watch, it’s short and to the point,  playing off the idea that bladder control issues can cause anxiety over the need to run to the rest room. It also introduces the product as a “safe, drug free” method of bladder control and gels with the “Go Less. Worry Less.” tagline.

“We wanted the campaign to speak to women who face this issue and who are not ashamed to take control,” explained Jane Wadler, senior vice president of marketing at i-Health. Stick around for credits after the jump.

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This one has been around for  a while, but we just couldn’t resist.

Agencies GMR (who handled talent selection, negotiation and management) and Integer (execution across retail) teamed up to bring together human keg stand Guy Fieri and watery swill Miller Lite to form an unholy alliance of annoying proportions. God have mercy on us all.

Fieri — who Anthony Bourdain once described as the product that would result “if Ed Hardy f*cked a juggalo” — is hosting a series of Miller Lite branded content on his site, Grill With Guy. One would assume that the toxic levels of hair gel Fieri applies would render himself extremely flammable, but Fieri just shares some summer grilling recipes, such as the beef and beer cheese nachos featured in the video, which we’ve left til after the jump.

Surprisingly, not all of the recipes call for Miller Lite, like the “Asian Style Grilled Salmon” (surprise: Fieri knows what mirin is), which instead ends with the instruction “Enjoy with a cold Miller Lite.” (Obviously you should never trust a recipe that ends this way.)

While it’s alarming to think that anyone who takes cooking advice from a man with a racing stripe on his refrigerator would be allowed near an open flame, it’s at least somewhat of a relief that they will have a watered-down lite beer on hand to extinguish the blaze should things get out of hand. Miller Lite and Fieri plan to keep their relationship going after the summer, with “flavorful ideas for football season” (whatever those might be).

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A couple of weeks ago we brought you news of “Baseball is Better,” Mutt Industries’ campaign for MLB 14: The Show, the latest iteration of Sony’s long-running baseball simulation series. Now, Sony and Mutt Industries seem to have a reason to celebrate, as MLB 14: The Show’s first week sales were the highest in franchise history. As you may remember, Mutt Industries recruited Danny McBride (best known for playing Kenny Powers on Eastbound and Down) for the anthem ad launching the game.

In the weeks following the launch of the campaign, Mutt Industries has continued to roll out content at campaign site www.baseballisbetter.com, including the recent, slightly misogynist “Miguel Cabrera Gets Faster with Quick Counts.” As the season progresses, Mutt Industries and Sony will release over 100 unique videos via YouTube, Tumblr, Facebook, Twitter and Instagram, featuring various MLB stars. So far, in addition to Miguel Cabrera, Andrew McCutchen, Brandon Phillips, Jason Heyward, CC Sabathia, David Ortiz, and Brett Lawrie have all joined in on the action to show how “Baseball Is Better.” You can check out Cabrera’s recent spot above, and stick around for a refresher of the Danny McBride anthem ad after the jump. continued…

New Career Opportunities Daily: The best jobs in media.