Hasta La Creative!

RPA launched a Mother’s Day effort for Tempur-Pedic telling moms, “You’re Important. Sleep Like It.”

Based on the rather obvious insight that mothers don’t get enough sleep, the campaign combines this idea with with some well-intentioned trickery. A group of moms were told that they were being interviewed for a game show. Instead, the agency asked them about their sleeping habits (spoiler: they don’t get enough of it) before surprising them with a video of children, husbands and other loved ones telling them how much they’re appreciated. If the latter sounds familiar, it’s because variations on the formula have been trickling in for the past couple of weeks, including Doner’s “Doin’ Good” for Minute Maid and Leo Burnett Chicago’s Mother’s Day spot for Hallmark. RPA’s effort with families presenting the moms with Tempur-Pedic mattresses, which is a nice gesture but probably not going to help all that much with the sleep issue (since the moms’ problems stem from not having time for sleep, rather than dissatisfaction with their mattresses). It doesn’t help that the spot follows on the heels two ads using the same basic formula. Still, the mom-pleasing spot managed to generate over 600,000 views on YouTube since being uploaded at the end of last month, so we suppose this formula gets recycled for a reason.

Credits:

Client: Tempur Sealy
Title: Moms: You’re Important

Agency: RPA
EVP, Chief Creative Officer: Joe Baratelli
SVP, Executive Creative Director: Jason Sperling
SVP, Chief Production Officer: Gary Paticoff
VP, Creative Director: Alicia Dotter Marder
Jr. Art Director: Dennis Haynes
Jr. Copywriter: Megan Leinfelder
VP, Director – Content: Mark Tripp
VP, Director of Digital Production: Dave Brezinski
Sr. Digital Producer: Ana Ponce
Digital Production Coordinator: Kristin Varraveto

EVP, Management Account Director: Tom Kirk
VP, Account Director: Rebecca Mendelson
Account Supervisor: Amanda de la Madriz
Supervisor, Digital Content Strategy: Joanna Kennedy

Production Co: Bö’s House of Visual Arts
Director: Mark Tripp
DP: Stephen Carmona
Producer: Tracy Chaplin
Production Designer: Kristen Vallow

Editorial: Butcher Post
Editors: Teddy Gersten/Nick Pezzillo
Assistant Editor: Amy Rosner
Executive Producer: Rob Van
Post Producer: Alexa Atkin
Lead Flame Artist: Moody Glasgow

Telecine Company: The Mill
Artist: Adam Scott
Executive Producer: Thatcher Peterson

Audio Post Company: Lime
Audio Post Mixer: Dave Wagg

Casting: Cornwell Casting
Casting Directors: Jason Cornwell, Damon Collazo, Sandra Petko
Casting Producer: Tina Eisner

OgilvyOne created an outdoor campaign for Battersea Dogs and Cats Home which promoted pet adoption with a digital dog that appeared to follow shoppers at East London’s Westfield Stratford mall from billboard to billboard.

The agency launched the effort, entitled “Looking for You” in conjunction with Framestore, RFIDiom and Exterion Media. “Looking For You” worked via interacting with a chip embedded in a leaflet handed out to shoppers, allowing the dog to jump from screen to screen as the shoppers moved through the mall. It’s a clever way to utilize digital technology and it promotes pet adoption in the best way possible: actually making people come face to face (in this case virtually) with an adorable dog. This kind of stunt isn’t new to OgilvyOne,as the campaign brings to mind “The Magic of Flying,” the agency’s 2013 effort with digital billboards of children pointing at real British Airways flights. You can see “Looking For You” in action in the campaign video above, which was produced by Creation Company Film, appropriately set to Queen’s “Somebody to Love.”

Brazilian agency Mood teamed up with 3-D printing shop The Goodfellas for this heartwarming Mother’s Day ad for Huggies Brazil.

The spot tells the story of a pregnant woman named Tatiana, blind since 17, as she waits for the birth of her son, Murilo. As the doctor performs an ultrasound, he attempts to describe to Tatiana what the unborn baby looks like, and asks her how she imagines him. 15 minutes later in a printing mobile station, the team begins the process of creating a model of the ultrasound. When the doctor surprises Tatiana with the model, she can hardly believe it. “I’m very happy to meet Murillo…Before he’s born,” she says.

While it trades in a lot of the same emotional overtones as other Mother’s Day ads, the spot manages to stand out from the pack. It convincingly tells Tatiana’s story by introducing viewers to her slowly, and the ad has the kind of authenticity other efforts for the holiday could never hope for. Mood, The Goodfellas and Huggies Brazil actually made a difference in Tatiana’s life which she’ll never forget, and viewers should pick up on that too, which makes for a much more memorable ad than the typical Mother’s Day fare.

Ogilvy & Mather New York developed a new campaign for Philips Sonicare highlighting the short-term benefits of switching to an electronic toothbrush, entitled “Like You’ve Never Felt Before.”

The spot shows Sonicare users so happy that they’re dancing along with the toothbrush, which can be seen doing some moves of its own thanks to its 62,000 brush movements per minute. Based on an insight that “65% of Americans are still using manual toothbrushes, simply because they think they are good enough to get the job done and are unaware of the short-term benefits of electronic toothbrushes” the spot attempts to show the elated reactions of those making the switch, promising a clean “like you’ve never felt before” and “healthier gums in just two weeks.” As a whole the, “Like You’ve Never Felt Before” campaign is focused on convincing users of manual toothbrushes to make the switch to Philips Sonicare, highlighting short-term rather than long-term benefits. It’s hard to make dental care attention-grabbing or memorable, but the spot at least finds a creative and relevant way to show the product’s benefits.

Credits:

Senior Partner, Group Creative Director – Victoria Azarian
Senior Copywriter – Parker Sims
Copywriter – Allison Lackey

Account Management
Senior Partner, Managing Director – Spencer Osborn
Executive Group Director – Gosia Plewako, Jennifer Natuzzi
Account Supervisor – Justin Cohen
Assistant Account Executive – Kyle Hodgkins

Planning
Group Planning Director – Kirsten Miller
Senior Planner – Ned Sonnenschein

Business Affairs
Business Manager – Lisa Rosario
Production
Producer – Sarissa Karnbach
Music Production Coordinator – Karl Westman, Michael Freeman

Production: The Sweetshop
Director:  Kathi Prosser

Cosmo Street – Editorial Company
Editor: Mark Potter
Assistant Editor: Jon Allen
Producer: Anne Lai
EP: Maura Woodward

Switch FX– Graphics / Visual Effects
Lead Flame Artist: Jon Magel
Flame Artist: Andrew Rea
Producer: Cara Flynn
EP: Diana Dayrit

Heard City – Audio
Audio Engineer: Keith Reynaud

Nice Shoes
Colorist: Chris Ryan

Droga5 launched a new campaign for Wisconsin sausage brand Johnsonville, the agency’s first since winning creative duties for the brand at the end of last year.

The campaign presents a series of quirky families, along with the new tagline, “We don’t make sausage. We make family. And sausage.” Among the oddball characters in the ads are “a handsome, kind-hearted drifter who wandered in years ago and stayed for all the yummy sausage” posing as a grandmother. In another spot, parents attempt to get their man-child to move out of the house with a fake newspaper article about the Johnsonville factory burning down. Another spot highlights a mobster neighbor, while in another one a group is brought together by Johnsonville saugage and feels like a family, even if one of them misread the email. While the humor never quite lands, it’s still a memorable take on the category. After the spot-on hilariousness of Droga5’s “Designed to be Forgotten” campaign for Quilted Northern, though, it can’t help but pale in comparison.

The goal of the campaign, timed to coincide with the unofficial beginning of grilling season, was to “translate the emotional connection and passion our consumers have for our brand and from grilling brats, and build awareness for Johnsonville beyond brats,” Fabian Pereira, vice president of marketing for Johnsonville, told Adweek.

“We needed an idea that could just as easily talk about making pasta with Italian sausage or brunch with breakfast sausage,” explained Scott Bell, group creative director of Droga5. “That’s how we landed on the idea that when you’re sharing Johnsonville, you’re family. It doesn’t matter if you’re sharing brats at a tailgate or sharing a meal at Sunday night dinner, that act of sharing sausage forges a bond…Homer Simpson said it best when he said [in “Lisa The Vegetarian,” the fifth episode of the seventh season], ‘You don’t make friends with salad.’  We think he’d agree that you can do better than just make friends with sausage. You can make family.”

Credits:

Client: Johnsonville
Vice President, Marketing: Fabian Pereira
Group Marketing Director: Jim Mueller
Group Marketing Director: Ryan Pociask
Agency: Droga5 NY
Creative Chairman: David Droga
Chief Creative Officer: Ted Royer
Group Creative Director: Scott Bell
Senior Copywriter: Ryan Raab
Senior Art Director: Dan Kenneally
Chief Creation Officer: Sally-Ann Dale
Head of Broadcast Production: Ben Davies
Executive Broadcast Producer: Jesse Brihn
Global Chief Strategy Officer: Jonny Bauer
Group Strategy Director: Aaron Wiggan
Senior Strategist: Nick Maschmeyer
Senior Strategist: Candice Chen
Communications Strategy Director: Brian Nguyen
Group Account Director: Dan Gonda
Account Director: Chris Einhauser
Account Manager: Kate Tyler Monroe
Production Company (Live Action Shoot): Arts & Sciences
Director: Matt Aselton
DOP: Corey Walter
Executive Producer: Marc Marrie
Managing Director: Mal Ward
Producer: Zoe Odlum
Production Company (Food Shoot): Schrom
Director: Michael Schrom
DOP: Michael Schrom
Executive Producer: Carl Sturges
Production Supervisor: Andrew Greenberg
Food Stylist: Rick Ellis
Editorial: Mackenzie Cutler
Editor (Family Favors, Misunderstood, Grandma): Ian Mackenzie
Editor (Stay At Home Son): Nick Divers
Assistant Editor: Mike Leuis
Executive Producer: Sasha Hirschfeld
Producer: Biz Lynskey
Postproduction: The Mill
Executive Producer: Jeremy Moore
Producer: Andrew Hamill
Lead Flame Artist: Ilia Mokhtareizadeh
Flame Artist: Brandon Danowski
Flame Artist: Emily Bloom
Sound: Mackenzie Cutler
Mixer: Sam Shaffer, Marc Healy

W+K Portland teamed up with production company Psyop to create the animated 60-second broadcast spot “Man & Dog.”

“Man & Dog” tells the story of a hyper, happy dog and his mopey owner. We see both of their perspectives as the dog manages to drag the man out of the apartment and to the local park. With much effort, and with the help of a Cole machine, the dog is finally able to change the man’s point of view. The spot utilizes hand-drawn animation to evoke emotions and perspectives in ways that would be difficult to accomplish with computer animation. Not only does the hand-drawn style look good, but the way it switches the perspectives from the man to he dog and back are really what make the ad work.

“Sure, occasionally one dials 911 or wins America’s Got Talent, but for the most part, dogs are idiots. That’s why we love them,” animation director Todd Mueller told The Inspiration Room. “Dogs don’t see a heap of two-week old laundry; they see a castle ready to be defended, then napped in.”

“To truly appreciate the unique feeling of looking at the world through a dog’s eyes, we had to make sure that his moments really set themselves apart from the rest of the spot,” added animation director Kylie Matulick. “To achieve this, we did as much as we could to shift the feeling of the moment, from unique camera moves, the look and sound of the action. Things become brighter, more fanciful, and it’s clear that you’re seeing things in a new way.”

BBDO’s UK wing, AMV, earned a bit of attention from industry press last month for a new campaign starring Stirling Gravitas, a twist on the Most Interesting Man in the World who just happens to have a problem…in his pants.

The earlier spots highlighted Mr. Gravitas’ ability to maintain a health lifestyle despite his desperately leaky bladder and gave the rest of us tips to follow his lead.

The newest chapter in the ongoing campaign elaborates on that theme by facetiously reminding viewers that there are other ways to prevent incontinence–like clenching your related muscles really hard.

You know, like holding in a fart:

Gravitas’ Twitter feed has yet to truly take off. Maybe he needs to let himself go:

.@KingJames @kobebryant Always ballin’ https://t.co/96pcCkYZio

— Stirling Gravitas (@S_Gravitas) April 23, 2015

Today I’m running the #LondonMarathon. Might hit the gym afterwards. Then go for a swim. #lazysundayhttps://t.co/nrmHK1RvnP

— Stirling Gravitas (@S_Gravitas) April 26, 2015

He does, however, have some nuggets of encouraging wisdom hidden in his press release, writing:

Guess what. Advertising works. 1.3 million people have watched my film and TENA Men’s UK website has had a 700% increase in traffic.

We knew it!

For context, this is the product he’s promoting:

It’s a maxi pad for men. Maybe that’s a British thing…

Deutsch New York launched a new campaign for WATERisLIFE, in which the agency and photographer Neil DaCosta traveled to the Omo Valley in Ethiopia to provide families there with framed family portraits.

“Most people go into these rural areas of Ethiopia, snap a picture of the tribes and then leave…This is the first time anyone has physically printed, framed and given them a family portrait,” explained WATERisLife president Kristine Bender. “You could see the gratitude on their faces. Knowing we are making a difference by capturing an important moment in their life, the project’s goal isn’t just to give family portraits, it’s to keep these families alive.”

Since in the area somebody dies from water-related disease every 20 seconds, many of these portraits could provide the families with documentation of a lost loved one, making them all the more meaningful. It’s a sad reality that the photos are likely not only the first but also “The Last Family Portrait” for these families, but it’s also uplifting seeing each family’s joy and gratitude at having the photo. Although only a dozen or so families are featured in the ad, over one hundred families in the area had their photos taken. Print ads featuring the portraits and a call to action will run in publications including Forbes, The Economist and Bloomberg. Donations from the effort will be used for “digging wells that will give Omo Valley families and others the clean water, sanitation and hygiene they so desperately need.”

Credits:

Agency: Deutsch New York

Chief Creative Officer: Kerry Keenan
Executive Creative Director: Menno Kluin
Creative Directors: Sam Shepherd, Frank Cartagena, Julia Neumann
Art Director: Brittany Rivera
Copywriter: Kevin Meagher
Photographer: Neil DaCosta
Design Director: Juan Carlos Pagan
Designer: Brian Gartside
Retoucher: James Cullinane
Director of Integrated Media: Karen Benson
Director of Integrated Production: Joe Calabrese
Director of Digital Production: Suzanne Molinaro
Asst. Digital Producer: Libby Carespodi
Print Producer: Donald Odell
Producer: Joe Pernice
Post Producer: Francess Tom-Sahr
Senior Editor: Eric Grush
Editor: Pete Slife, Marcus Land
Digital Designer: Alex Miller
Developer: Shane Akins

Ogilvy Brazil launched a provocative campaign for the NGO Life Support Group (GIV) featuring HIV-positive posters.

Each poster, placed around São Paulo contains  a drop of blood from an HIV-positive individual. Since HIV can’t survive for more than an hour outside the human body, the posters are completely harmless, the idea being to show that, like the poster, individuals with HIV are not to be feared. This is exemplified in the tagline, “If prejudice is an illness, information is the cure.”

“The poster humanizes the problem and brings people together for the cause, showing that it’s possible to live in a prejudice-free society,” said Aricio Fortes, chief creative officer at Ogilvy Brazil. “And this thought is supported by the emotive reactions from people on the streets who read the poster and sympathized with it.”

In addition to the posters, the campaign also included an “HIV Positive Print Ad” in the Metro newspaper in São Paulo. Ogilvy Brazil wasn’t the only one to realize that HIV positive blood could be used in an awareness campaign. Vangardist, “a progressive men’s magazine based in Vienna and published in both English and German,” is running a limited-edition issue featuring a cover printed with HIV positive blood.

BBDO New York launched a campaign for Visa with a “social experiment” created with support from Fleishman, entitled “#StreetTaps.”

To display the capabilities of digital payments, the agency installed digital payment terminals allowing street musicians in public parks to accept tips from mobile phones. This allowed people who want to tip, but don’t carry change (an increasingly common phenomenon) to contribute. BBDO New York then interviewed individuals, from thankful musicians to digital tippers who were impressed with the technology. It was a good way to display the possibilities of the technology, as it solved a problem (people not having cash to tip musicians) with demonstrable results. The video, in 70-second and 30-second formats, went live on social channels including YouTube and Twitter yesterday

Credits:

AGENCY: BBDO New York
CLIENT: Visa
Title: Visa #StreetTaps

Chief Creative Officer, Worldwide: David Lubars
Chief Creative Officer, New York: Greg Hahn
Executive Creative Director: Toygar Bazarkaya
Associate Creative Director: Danny Adrain
Associate Creative Director: Monty Pera
Associate Creative Director: Don Wilhelmi
Senior Copywriter: Roberto Danino
Project Manager: Erica Watts
Group Executive Producer: Julian Katz
Producer: Mona Lisa Farrokhnia
Associate Producer: Georgie Turner

Senior Account Director: Olivia Farr
Account Director: Emily Morris
Account Director: Amanda Baizen
Account Manager: Frances Rivera
Assistant Account Executive: Julia Trieschmann
Assistant Account Executive: Michael Woodall

Production Company – Decon
Director: Dan Levin
Director of Photography:  Scott Sand
Line Producer: Lorenzo Ragionieri
Executive Producer: Misha Louy
Post Producer: Shane Dolly
Head of Sales: Natalie Loos

EDITORIAL: Decon
Editor: Lindsey Houston
Assistant Editor: Andrew Sayre
Assistant On-line Editor: Travis Hoggard
Supervising Producer: Cynthia Angel
Producer: M. Shane Dolly

Telecine
MPC
Sr Colorist: Adrian Seery
Jr Colorist: Daniel Silverman

Audio House
Heard City
Audio Producer: Natasha Alden
Sound Mixers: Mike Vitacco  and Jeremy Siegal
Sound Assistant: Talia Rodgers