Hasta La Creative!

Ogilvy launched a new ad extending last year’s “Underwearness” campaign for Depend, which has seen competition from P&G’s Always Discreet, which launched last summer.

The new spot shows young women wearing Depend (without pants) while going about their daily business. “For the 51 million of us who may need a different kind of underwear, this is new Depend Silhouette Active Fit,” the voiceover announces. “It’s slim and smooth, so wearing it is no big deal.” The spot ends by offering viewers a free sample at underwareness.com.

While AdAge characterizes the ad as using sex to sell incontinence products, the women in the ad aren’t really sexualized. Rather, the pantslessness is meant to display that wearing the product is “no big deal” as well as showing off that Silhouette Active Fit looks more like typical underwear and allows more freedom of movement than these kind of products typically did in the past — all selling points for younger women who may feel embarrassed about bladder leakage.

“It’s a recognition that many women with bladder leakage worry that people can tell,” Liz Metz, brand director of Depend, told AdAge, adding that the spot is “recognition that one in three women deal with this issue, and they come in all shapes and sizes.”

Now that David&Goliath has introduced us to Jack in the Box’s new Buttery Jack via a Super Bowl ad, the L.A. agency has literally taken a big leap forward to promote the fast-food chain’s latest offering.

On March 25, the parties involved decided to launch a mini-takeover of sorts on the streets of Hollywood by unveiling an 80-foot long, 25-foot wide coupon for a buy one, get one free Buttery Jack.

With folks from the Guinness World Records on hand to witness the festivities (along with not-Ronald McDonald pitchman Jack, of course), the 2,000 square foot offering was officially deemed the “World’s Largest Coupon.”

As you can see, the crew faced some obstacles in its efforts to redeem their coupon but found a more viable path to ultimately enjoy their garlic butter-infused burgers. As an added bonus, the coupon was then available for all to photograph, share with #WorldsLargestCoupon, and redeem for themselves at any participating Jack in the Box.

At the very least, the stunt saved people some money.

Client: Jack in the Box

CMO & SVP Menu Innovation & Execution: Keith Guilbault

VP Menu Strategy & Innovation: Iwona Alter

Communications Manager: Lauren Ohlsson

Director of Innovation & Social Engagement: Jen Kennedy

Innovation Project Manger: Mikim Luu

Social Media Manager: Rah Mahtani

Agency:  David&Goliath, LA
Founder & Chairman: David Angelo
Chief Creative Officer: Colin Jeffery

Group Creative Director: Ben Purcell

Group Creative Director: Steve Yee

Sr. Art Director:  Rob Casillas

Sr. Copywriter:  Courtney Pulver

Director of Broadcast Production: Paul Albanese

Sr. Broadcast Producer: Karen Jean

Director of Print Services: Meredith Walsh

Group Account Director: Michele Tebbe

Account Director: Frith Dabkowski

Account Coordinator: Kristina Papillion

Sr. Project Manager: Lila Anton

PR Agency: MWW

Founder & CEO: Michael Kempner
EVP and General Manager, Western Region: JP Schuerman

Production Company: Grandesign

Executive Producer: Bob Ridgeway

Line Producer: Thomas Campbell

Sales Representative: Aileen Shaw

Printer of Coupon: BP Graphics

Editorial House: Spinach LA

Managing Director / Editor: Adam Bright

Cinematographer: Art Castle

Producer: Jonathan Carpio

In a campaign that could not possibly be another April Fools’ Day stunt, Geoffrey Roche — who you know as the longtime ad man who founded Lowe Roche — wants you (or, at least, your dog) to smell like shit.

That would be dog shit, specifically.

A new campaign to promote 3MillionDogs, a group co-founded by Roche in order to “[Make] the World a Better Place for Dogs,” encourages viewers to “be the dog you really are” and “leave them panting”…with the smell of poop.

We assume, based on the campaign’s limited credits, that Roche himself enjoyed the literal shit out of writing this masterful line:

“With the quiet but sensitive fragrance of poo with notes of fresh mowed grass and just a hint of floral it’s the perfect way for them to release their inner bitch.”

The release also notes that “the scent is completely undetectable to humans. The perfume comes in a beautiful 1.8 oz glass bottle and retails for $100.”

Our favorite aspect of the work, however, may well be the real ad layered over the fake ad on the “client’s” site:

We still can’t quite believe that Lizzie Borden is not an April Fools’ Day stunt.

Good to see Wednesday Addams getting work, though.

Grey New York has launched a PSA campaign promoting the National Parks in honor of the National Park Service’s upcoming centennial in 2016, entitled “Find Your Park.”

The 60-second spot aims to give viewers a broader idea of what the National Parks contain, beyond the geysers of Yellowstone or views of the Grand Canyon that typically come to mind. While the 60-second spot celebrates the natural beauty of such sights, it also reminds viewers that these are places where “history is made, art is created, things happen that should always be remembered.” Throughout a series of fast cuts, the word “Park” keeps appearing to reinforce the idea that these very different places are all National Parks. The spot ends by calling on viewers to “Get up, get out there and find your park.”

Beyond the broadcast PSA, the campaign also includes a Virtual View Tour, which kicks off at North Flatiron Plaza in front of Madison Square Park with United States Secretary of the Interior Sally Jewell, National Park Service Director Jonathan Jarvis and actress Bella Thorne encouraging visitors to “experience all 407 national parks within an interactive one-minute musical rotation.”The tour will move on to Los Angeles and Washington, D.C. later in the month.

“National parks offer a multitude of experiences for visitors,” said Jarvis, in a statement. “There’s a national park in every state and with each stop on the Find Your Park Virtual View Tour, we’re bringing them closer together than ever before. Tap the screen and within seconds you’re speaking with a ranger or park-goer at Grand Teton National Park in Wyoming or at Martin Luther King Jr. National Historic Site in Atlanta, Georgia and exploring what the park has to offer in real-time.”

A large social effort also encourages users to tweet using the hashtag #FindYourPark and share their stories at FindYourPark.com. The site will soon feature a series of interactive stories from the likes of Bill Nye, (scientist), Bella Thorne, Roselyn Sanchez (TV and film actress), Terrence J. (TV personality) and Mary Lambert (singer/songwriter and LGBT advocate).

Credits:

Advertiser: National Park Service

Spot Title: “Parks”

First Air Date: Thursday, April 2nd

Agency:  Grey New York

Chief Creative Officer: Tor Myhren (Global) / Andreas Dahlqvist (New York)

Creative Directors: Joe Mongognia (Group Creative Director), Sean Crane (Group

Creative Director)

Art Directors: Chris Perrone (Associate Creative Director)

Copywriters: Tony Muller (Associate Creative Director)

Agency Producer: Keira Rosenthal

Music Producer: Ben Dorenfeld

Production Company (location): n/a

Director: n/a

Director of Photography: n/a

Editor (person & company): Trish Fuller / Whitehouse Post

Color Grade: Fergus McCall /The Mill

Finishing:  The mill /Producer Veronica Ware

Audio Engineer: Dante Desole/Vision Post

Music/Sound Design (person & company): Dante Desole / Fall On Your Sword

Principal Talent:  Markita Prescott (VO)

JWT New York released an ad for razor brand Wilkinson Sword, aptly titled “Swordplay Meets Foreplay.”

That title should tell you pretty much everything you need to know about the spot, which features a couple slowly removing each others’ clothes via swordplay. Filmed in a historic hotel in Brussels by Alldayeveryday’s Lieven Van Baelen, the crew clearly had fun with the spot, which plays off the brand’s origins making swords for the British Army. The current and former identities even clash when the woman uses her sword to shave off the man’s beard. In real life, mixing swordplay and foreplay would end with a trip to the ER (if you’re lucky), but the swashbuckling fantasy makes for a memorable ad that’s relevant to the brand.

“Precision and craftsmanship has been part of Wilkinson Sword’s DNA since its inception,” Lucy Oxley, regional product manager of Energizer Wilkinson Sword, told LBB Online. “This video has been created to showcase our innovative and fresh approach to grooming in a memorable and creative way to inspire both women and men to ‘free their skin’ using our razors.”

Credits:

Los Angeles startup agency Battery — comprised of industry vets from agencies such as Dare, Deutsch and TBWA/Chiat/Day — created a 60-second broadcast spot for the release of NetherRealm Studios’ Mortal Kombat X, which comes out April 14th.

The spot pays homage to the long-running franchise’s marketing history. It opens in an office building, where a man walks over to a coworker and whispers the word “fight.” Soon word of a fight is spreading throughout the whole city, with people screaming “Fight!” while running down the street. A large circle forms around the fight, as game footage is interspersed with footage of the crowd. The spot ends with someone getting a text informing them of another fight, as the entire crowd disperses in anticipation, followed by the text “Who’s Next?” It strikes a nice balance between appealing to the franchise’s past glory (although a straight “Moooootraaaal Kombaaaat” would have been nice, too) and showing the game’s new capabilities, while also finding a middle ground between a live action and gameplay trailer (leaning towards the former, but including elements of both). The broadcast spot debuted March 28th during March Madness coverage and will continue to air nationally, and in some international markets, leading up to the game’s release.

Credits:

Agency: Battery

Chief Creative Officer: Philip Khosid

Innocean Worldwide Europe teamed up with digital agency La Red to launch a campaign for the Kia Sorrento celebrating the vehicle as “Made for perfectionists. Perfect for everyone.”

The campaign features four ads celebrating perfectionists from different backgrounds: a chef, an artist, a fashion designer and a basketball coach. Each spot highlights one of the professional’s exacting standards, drawing parallels to the high quality standards of the Kia Sorrento. Innocean worked on the story development, strategic planning and broadcast execution, while La Red developed the overall and digital execution concepts, and the web films.

“Kia prides itself with its ability to surprise and for this particular campaign we wanted to channel this spirit to present a new, more sophisticated side of the brand,” said Andreas Cordt, client service director for Innocean Worldwide Europe, in a statement. “Through our close collaboration with La Red, we decided to focus on ‘the perfectionists’ who wouldn’t settle for anything less than the best.”

twofifteenmccann launched a campaign teasing the October 27th release of Halo 5: Guardians with a pair of live action trailers.

Each of the two 60-second spots ends with a cliffhanger, leaving viewers wondering about the nature of two of the franchise’s main characters: Spartan Locke and Master Chief. In “All Hail” (featured above), Spartan Locke questins a compromised Master Chief, claiming to know the true identity of the “conquering hero.” Conversely, in “The Cost,” Master Chief asks an injured Spartan Locke if everything he accomplished was worth the cost, adding that his mission is just beginning.

It’s an effective way to stoke interest in the release of the next addition to the popular franchise and will undoubtedly have fans excited. The broadcast trailers follow on the heels of the launch of episodic narrative audio series “Hunt The Truth,” which stars Keegan-Michael Key (of Key and Peele) as Benjamin Giraud, “a war-journalist who slowly unearths startling new revelations about who the Master Chief really is, forcing listeners to reevaluate what they know about humanity’s greatest hero.” New episodes will be released weekly on Tumblr, leading up to E3 in June.

“We wanted Halo 5: Guardians to be the game that pays off the epic promise of the Halo universe in scope and scale and drama,” said Bonnie Ross, head of 343 Industries, in a statement. “We want to amaze players with the sheer size of the worlds and battles they’ll experience, even as they question everything they thought they knew about its heroes, marvels and mysteries.  #HunttheTruth is only the beginning and we can’t wait to debut the game to Xbox fans around the world at E3 this June.”

Who else but Jay-Z could wrangle the likes of Madonna, Jack White, Daft Punk. Kanye West, Chris Martin, Nicki Minaj and more to help him promote a product? The all-star musical summit you see above serves as a quick yet somewhat tense precursor to Hova’s new Tidal music streaming service, which the hip-hop mogul announced this week and is aimed at taking on Beats and Spotify among others. Described by Alicia Keys herself as “a platform owned by artists” that’s intended to “reestablish the value of music,” the hi-fi Tidal service offers two paid subscription options: $19.99 a month for high-fidelity audio, and $9.99 for standard quality audio. It can be streamed on the web and downloaded on iOS and Android devices.

Speaking to Billboard about his ambitious endeavor, which is ultimately focused on properly compensating artists, Jay-Z says, “We didn’t like the direction music was going and thought maybe we could get in and strike an honest blow and if, you know, the very least we did was make people wake up and try to improve the free vs. paid system, and promote fair trade, then it would be a win for us anyway.” He continues, “People are not respecting the music, and [are] devaluing it and devaluing what it really means,” Jay Z added. “People really feel like music is free, but will pay $6 for water. You can drink water free out of the tap, and it’s good water. But they’re OK paying for it. It’s just the mind-set right now.”

As for the :30 Tidal promotion (we’re still trying to gather any sort of credits), the clip is already being met with controversy. Just a day after launching, Pitchfork reports that musician/producer The Haxan Cloak, who’s worked with the likes of Bjork, has accused Jay-Z and crew of ripping off two of his tracks for the spot. No word yet from Jay’s camp on the matter.

BBDO New York has launched the first-ever integrated global campaign for Pepsi’s Mountain Dew, extending its “Do the Dew” tagline to new markets.

“Mountain Dew is one of our billion dollar brands and one of our fastest growing global brands,” explained Brad Jakeman, president, PepsiCo Global Beverages Group, in a statement. “It enjoys unparalleled leadership positions in countries like Pakistan and India, as well as the United States, and is one of the few brands – in beverages and throughout the consumer goods space – that has no real competition. It is truly a category of one.”

For the campaign, BBDO worked with director Justin Lin, professional skateboarder Sean Malto and Olymic snowboarder Scotty Lago. In the campaign’s launch ad, “Fireboard” (video above), Lin finds a unique way to light a bonfire with his skateboard, some duct tape and matches. Lago’s spot, entitled “Directions” has yet to be released, but we do know it will feature the snowboarder leaving a birdseed trail while tearing up some slopes in Canada.

In addition to the two broadcast spots, the campaign will also include digital content, print, OOH and social elements, and a “refreshed visual identity system.”