Hasta La Creative!

Grey New York launched a new spot with a slightly different direction for longtime client Olive Garden, entitled “Home.”

The idea of family has long been at the center of Olive Garden’s advertising, but so has neverending shots of the their pasta, salad and breadsticks. Grey New York bucks the trend by using home video footage to create a montage around the concept of family, set to an amateur cover of Edward Sharpe and the Magnetic Zeros “Home” for the 60-second spot. Clearly aiming for the heartstrings, the ad comes across as cute and more genuine than the brand has in the past. “Home” ends with what appears to be shots of real families enjoying a moment at the restaurant, followed by the “We’re all family here” tagline. It’s nothing revelatory, but it’s also just enough of a departure for the brand to be memorable and stand out from all the poor attempts at food porn.

Credits:

Client: Olive Garden
Spot: “Home”
Agency: Grey NY
Worldwide Chief Creative Officer: Tor Myhren
Chief Creative Officer: Andreas Dahlqvist
Chief Marketing Officer: Jane Reiss
President, Grey Activation/PR: Amy Tunick
Executive Creative Director: Ari Halper
Executive Creative Director: Stephen Krauss
Executive Creative Director: Jan Egan
Executive Creative Director: Ron Castillo
Creative Director: Brad Mancuso
Creative Director: Susan LaScala Wood
Art Director: Jonathan Hsu
Copywriter: Gail Barlow & Paul Elicker
VP Executive Producers (Agency): Seth Gorenstein & Adam Seely
SVP Account Director: Nadine Falco
VP Account Directors: Christina Pantina & Jamie Shiembob
Strategy: Dominic Hanley
Editor (person & company): Cindy Nielsen & Charlie Cusamano, Vision Post
Assistant Casting Director: Brian Safuto
EVP Director of Music (Agency): Josh Rabinowitz
VP Director of Music Licensing (Agency): Amy Rosen
Project Manager: Jasmine Mangana

TBWALondon teamed up with renowned photographer/director Rankin (John Rankin Waddell) and several other directors — including Vicky Lawton, Trisha Ward and David Allain — to create “X” for London lingerie and sex toy retailer Coco de Mer.

In the agency’s own words, the spot, “immerses the viewer in the deepest desires of the erotic imagination, showing a roller-coaster ride of images, from seemingly banal everyday moments to evocative images of Coco de Mer lingerie and sex toys.” So what does that translate to exactly? Two and a half minutes of quick cuts of nudity, sexually suggestive images (some including Coco de Mer products), other more random images that make no sense whatsoever, and flashes of text. The result is somewhat disorienting, and possibly seizure inducing to susceptible viewers. In other words, it tries very hard to be edgy and arty, while mixing in some Coco de Mer products and the brand’s logo at the end. The spot will run online and in cinemas in the UK.

Rankin told Adweek “X” was “definitely the best thing that I have done in film. … It has layers of meaning, and to get that in advertising is rare,” adding, “Doing something like this is about creating an experience. We’re putting it on a different level. Putting it on a level with enjoying a film. People call it content marketing, but it’s just about making something people want to watch.”

TBWALondon’s Joseph Campbell, who, along with Rankin, “provided the creative vision for the film,” said, “The erotic doesn’t get the same overt attention as everything else on the cultural menu, so we created a film to surprise, excite and most importantly, encourage people to delve that little bit deeper into their fantasies—to reignite that connection.”

DDB Canada launched its first campaign for Volkswagen Canada, after picking up the account from Red Urban last September, entitled “Unforgettable.”

The campaign highlights the Volkswagen driving experience as “Unforgettable” with two spots, “Prom” and “Driving Test.” In “Prom,” the agency highlights the amount of control in the Tiguan SUV by showing a protective father able to stop his daughter’s date from leaning in for a kiss by stepping on the gas. “Driving Test” focuses on the Jetta, with a test instructor so impressed by the car’s features he doesn’t notice how bad the student is driving. The broadcast ads are currently running with slightly different intended audiences; “Prom” is supported by an NHL Playoff sponsorship, while “Driving Test” is running on specialty networks.

“Our research showed while many people know the [Volkswagen] name, they don’t have a great understanding of each of the models and what they have to offer,” Rob Sturch, creative director at DDB Canada, explained to Marketing. “Part of our task was to re-familiarize people with the Volkswagen experience. That snowballed into conversations about all the ways VW has been unforgettable – in their product and as part of culture. It was a perfect match for the brand.”

DDB Argentina launched an emotional organ donation PSA for one of Argentina’s top organ donor organizations entitled “The Man & The Dog.”

The 90-second spot follows the story of an elderly man and his dog, establishing their bond in the opening part of the ad before the man suddenly collapses and is taken away by an ambulance. Our canine companion follows the ambulance to the hospital where he waits outside in vain for his master. Instead, he bonds with a woman who hospital staff rolls out on a wheelchair — the implication being that she survived thanks to the man donating his organs. While some may miss the connection, astute viewers will pick up on it and the PSA does an excellent job of drawing you in and keeping your attention as the dog waits in anticipation. In case it’s not obvious by now, you may want to keep the tissues handy for this one as the onion alert is definitely in effect. Whether or not the emotional approach ultimately convinces viewers to become organ donors, this is certainly one of the most memorable PSAs for organ donation we’ve ever seen.

Credits:
Agency: DDB Argentina
Executive Creative Director: Beto Cocito
Creative VP: Hernan Jauregui
Production Company: Central Films North
Director: Rodrigo Garcia Saiz
Editorial Company: Whitehouse Post
Editor: Matthew Wood
Assistant Editor: Caleb Hepler
Executive Producer: Kristin Branstetter
Producer: Caitlin Morris

BBDO Proximity Thailand launched “Memory Recaller” for Samsung, “a one-stop mobile application that utilizes facial recognition to recall connections for people with Alzheimer’s, naturally and seamlessly.”

BBDO Proximity Thailand worked with a Dementia specialist at Praram9 Hospital to create the easy-to-use app. It works by utilizing the mobile camera and facial recognition technology to detect the person standing in front of the patient and then informs them of their name and relationship to them in auto-speech. There’s also an “Activity Recaller” feature to help patients keep track of completed activities to avoid repeating activities they’ve already completed. While it can’t stop the progression of Alzheimer’s, the app has real potential to improve the lives of patients, by reestablishing lost connections and alleviating some of the isolation of memory loss. The case study above demonstrates the app in action, through the positive role it plays in one man’s life.

Credits:

Chief Creative Officer: Suthisak Sucharittanonta
Executive Creative Director: Anuwat Nitipanont
Creative Director: Anuwat Nitipanont
Art Director: Katkanan Boonyarungsrit
Copywriter: Manamai Rodpetch
Copywriter: Peter Oh
Business Director: Arunee Rueangwattanaporn
Account Director: Tanyawan Wongapichart
Account manager: Umaporn Khlangbunkhrong
Digital Project Manager: Chanaphang Wutthithammakoon

Today in Reviving an Old Brand news, Boulder’s Grenadier won creative duties for the classic lunchbox essential Sunny D (formerly short for “delight”) back in November 2014. The account had previously been with Exopolis, the company’s first digital AOR.

The agency’s first work for the client launched today, and it’s a direct spoof of a (much) older ad that every child of the 90s should remember:

There’s no doubt that the work above inspired Dave Chappele’s “grape drink” skit; we’d also bet a beer or two that the guy at the :22 mark served as a model for this not-quite-classic character, who made his first and only TV appearance two years later.

At any rate, the kids in the ad above grew up and learned about gender equality. Their “mom” is less than impressed:

No word on whether future campaigns will follow our protagonist’s attempts to break into waste management and/or advertising, but there’s little doubt that, in the words of Sunny D CMO Michael L. Burton, the client’s new agency partners bring “the deep Millennial knowledge we need.”

For KFC’s 75th anniversary W+K Portland brought back the brand’s iconic ambassador Colonel Sanders, as portrayed by Darrell Hammond.

Hammond makes his debut in the role in the 45-second spot, “The State of Kentucky Fried Chicken Address.” The former SNL alum is mostly up to the task, although there may be just a tad too much of his Bush impression in the Colonel’s voice. In the spot, Sanders talks about how much things have changed while he’s been gone, lamenting that cargo pants just have too many pockets. But he promises that as much as things has changed, his chicken is still finger lickin’ good. In other spots, he sings about how all he needs is a “Bucket in My Hand” and wonders if mandolin music is still “America’s Favorite Music.” Broadcast spots will debut May 25th, running through August 16th with support from digital, including a revamped KFC.com and reimagined ColonelSanders.com. The campaign also includes packaging redesigns and new menu items, as well as store redesigns which will roll out over next five years.

“In my line of work I’ve been able to do impressions of a lot of interesting people,” said Hammond, in a statement. “But Colonel Sanders? He was a really fascinating guy. His lifelong entrepreneurial spirit and integrity are two things that drew me to him. He never gave up.  It’s an honor to bring to life such an iconic figure…and it doesn’t hurt that KFC is paying me in chicken (which, at the time sounded like a good idea, because I was very hungry that day).”

Credits:

W+K PORTLAND
Creative Directors: Karl Liberman, Eric Baldwin
Copywriter: Karl Liberman
Art Director: Eric Baldwin
Producer: Hayley Goggin,
Production Assistant: Nicole Kaptur
Interactive Strategy: Mike Davidson, Theresa Lai
Social Strategy: Matt Hisamoto
Strategic Planning: Britton Taylor, Lizzie Hanner
Media/Comms Planning: Alex Barwick
Account Team: Jess Monsey, Jesse Johnson, Kristin Postill, Alexina Shaber
Business Affairs: Alicia Willet/Karen Crossley
Project Management: Chenney Gruber
Executive Creative Directors: Joe Staples/Mark Fitzloff
Head of Production: Ben Grylewicz

PRODUCTION
Production Company: Joint
Director: Karl Lieberman + Eric Baldwin
Executive Producer: Patty Brebner
Line Producer: Shelli Jury
Director of Photography: Eric Edwards

EDITORIAL
Editorial Company: Joint Editorial
Editor: Nick Davis
Post Executive Producer: Leslie Carthy

VFX
VFX Company: Joint
Exec Producer, VFX: Alex Thiesen
Nuke Artist : Zack Jacobs
Smoke Artist: David Jahns
Executive Producer, Color: Thatcher Peterson
Color Producer: Antonio Hardy
Color Coordinator: Diane Valera
Colorist: David Ludlum

MUSIC + SOUND DESIGN
Music+Sound Company: Walker
Composer: N/A
Sound Designer: Noah Woodburn
Song (if applicable): “Keep on the Sunny Side”
Producer: Abbey Hickman + Sara Matarazzo

MIX
Mix Company: Joint
Mixer: Noah Woodburn
Producer: Sarah Fink

Freeform jazz fills and frenetic dance moves converge in a new spot from London-based content crowdsourcing company MOFILM for Bose and its almighty noise-cancelling headphones.

In this clip, directed by OPC’s Max Sherman, we’re reintroduced to 11-year-old hip-hop dancer Taylor Hatala, who broke out last fall on YouTube with her interpretation of Nicki Minaj’s “Anaconda.” After racking up over 13 million views (and counting) for that one and earning appearances on the likes of Ellen, Hatala now brings her energetic stylings to this piece of branded content, set in a Toronto space to the rapid-fire drumming of noted UK jazz/avant-garde percussionist Steve Noble.

Regarding the spot, dubbed “Music is My _”, director Sherman says:

“I wanted to do something different, and I wanted to push Taylor out of her musical comfort zone to see what she would come up with. Taylor and her choreographer, Alexander Chung, choreographed and rehearsed a routine, and I couldn’t be happier with the way it turned out. She’s tantalizing to watch.”

Millions of viewers apparently agree.

Following “Home for the Holidays,” McKinney’s holiday spot for the Samsung Galaxy Tab S starring Kristen Bell and Dax Shepard, the agency has brought the Hollywood couple back for a pair of spots showing off Samsung’s home appliances.

In “Crushing Dinner Parties with Samsung Home Appliances,” Kristen and Dax frantically prepare for a dinner party for “six adults, four toddlers and a baby” (or, as Dax puts it, “We’ll host a circus.”). The 60-second spot shows how, with help from Samsung appliances, the seemingly impossible task is not all that hard. In fact, it’s easy enough that when all their friends cancel on them, Kristen and Dax don’t even seem to mind. Another spot shows Samsung’s Activewash Top Load Washer coming to the rescue when their baby’s stuffed doll, Lamby, takes a juice box to the face. The approach is very much the same as with McKinnney’s previous spots starring the couple: integrating Samsung products into snippets designed to portray the couple’s everyday life. If you found the cuteness overload too much to take before, you’d be advised to skip these. If, on the other hand, you can’t get enough of Kristen and Dax, there’s also a behind-the-scenes clip that runs almost ten minutes long (featured below, following the Samsung Activewash spot).

For whatever reason, a wealth of intriguing driver safety PSAs seem to come out of New Zealand (including this recent spot from Clemenger BBDO), and Y&R New Zealand’s latest effort for road-safety charity Brake provides yet another example.

For “Living Memories” the agency teamed up with forensic age-progression specialist Kevin Darch, who used family photos of five childhood crash victims to create artistic renderings of what the children would look like today which were then sent to Weta Digital to create 3-D models. The approach was designed to illustrate the lives lost in road accidents in a visual and visceral way. Viewers come to face to face with a life wiped out by a road accident. The effect is very emotional and Brake hopes this will lead people to carefully consider the consequences of their actions on the road.

“Road crashes have devastating consequences for families and the effects last a lifetime,” Caroline Perry, development director at Brake, told Adweek. “The aim with this campaign is to look not only at lost lives, but also lost potential and lost futures. Living Memories has given these five families an opportunity to see what their child might have looked like, and demonstrates to the rest of us the lasting impact that crashes have.”

Credits:

Client: Brake
Development Director: Caroline Perry

Agency: Y&R NZ
CCO / CEO: Josh Moore
Creative Director: Scott Henderson, Seymour Pope
Senior Art Director: Lisa Dupre
Head Producer: Christina Hazard
Account Director: Claire Dooney
Account Manager: Chelsea Dowling
Senior Media Planner: Kylee Davidson-Corrin
Designers: James Wendelborn, Kate Whitley
Executive Digital Producer: Bruce Murray
Digital Producer: Pat Co
Head of Motion Graphics: Michael Frogley
National Ideas Director: Jason Wells
General Manager: Grant Maxwell
Managing Director – Wgtn Tim Ellis

Production
Digital production company: Weta Digital
Editor: James (Squid) Kelly, Pat O’Sullivan
DOP: Will Moore

Partners
Forensic specialist: Kevin Darch
TVNZ: Joanne Mitchell, Briar McCormack
Researcher: Alison Horwood
Freelance reporter: Amanda Miller