Hasta La Creative!

Things didn’t exactly go 100 percent according to plan for Doritos’ “Crash the Superbowl” competition this year. Newcastle stole some of the brand’s thunder with its mock-entry into the competition, while SumOfUs entered a parody exposing parent company PepsiCo for its role in deforestation due to palm oil harvesting. Nevertheless, the brand ran its top two entrees during the big game: “When Pigs Fly” and “Middle Seat.”

“When Pigs Fly,” brings a familiar blend of cutesiness and low-key humor. When a boy asks for Doritos and is told “when pigs fly,” he doesn’t take that as a straight no (and we’re guessing you can imagine where the idea leads). “Middle Seat,” meanwhile sees a man attempting to lure a woman to an adjacent seat with a bag of Doritos, until he changes his mind.

While neither spot breaks any new ground, “When Pigs Fly” is at least successful enough within the Super Bowl ad formula. “Middle Seat” borders on the offensive, but likely got chuckles from certain crowds anyway. It’s unclear what role, if any, Doritos agency of record GS&P had in bringing the entries to broadcast.

As we round up the ads we hadn’t covered before they aired last night, here’s Wieden + Kennedy’s effort for Coca-Cola.

In essence, the :60 ad depicts a butterfly effect stemming from a spilled bottle, which serves as a catalyst for bringing positivity to a digital world filled with anger (not that we would know anything about that).

The spot, which made Coke one of the few brands to go positive last night, has earned some mixed reviews but hasn’t received anywhere near Nationwide levels of backlash.

In the meantime, check out the complementary Coca-Cola video starring Ryan Seacrest:

Credits when they come in.

Esurance teased its Super Bowl ad from Leo Burnett today, with “Behind the Scenes with Lindsay Lohan and Esurance.”

Lohan talks about return to Los Angeles for the gig, a lifetime of acting, her football fandom and why she’s happy to work with Esurance. There’s not much in the way of hints at what the final ad will hold, other than the fact that Lohan appears to be filming from the driver’s seat of a car (not exactly the safest place for a Lindsay Lohan). Watch for the ad’s premiere sometime during the big game Sunday.

After running a standard teaser that didn’t reveal much about the forthcoming ad, Avocados from Mexico debuted its new campaign by Austin’s GSD&M today.

Here’s the full spot:

After the launch, we were fortunate enough to speak with agency Creative Director Tom Hamling and VP/Account Director Sabia Siddiqi about the work (directed by Matt Dilmore of Biscuit).

Hamlin tells us that the client wanted “something to grab people’s attention” and remind them that “the world’s best avocados come from Mexico”:

“It’s the only place where they grow year-round, and that was the genesis of the idea: going back to the beginning of time and seeing where they would thrive best.”

The winning idea came at the very end of the pitch process:

“We showed them four or five ideas. They’d already seen three agencies and 15 concepts that day, and they told us on set that they knew the minute they saw it that this was the one they wanted.”

Siddiqi explains that the campaign will, of course, go well beyond the ad itself:

“What we’re most excited about is all the content created around the spot: we will have a live ‘draft’ with an hour of material and a related giveaway. It’s based on the understanding that avocados come from Mexico — and lots of other things come from Mexico too.”

Hamling says that, while the agency cannot yet reveal specifics about that content, it will allow viewers to “engage after they watch the game”; Siddiqi notes that the follow-up will be promoted via Facebook and Twitter, that the videos will live on YouTube, and that the campaign will run through Monday after the ad airs during the first quarter of the game.

On picking Doug Flutie and Jerry Rice to star, Hamling says that “they are iconic college/professional players who Americans are used to seeing behind the desk commenting on drafts.”

Here’s a teaser regarding the follow-up material:

“During the first draft ever, what else did Mexico grab?”

Here’s a UK-based effort from AMV BBDO to promote the Mars bar that’s very different from the agency’s “Brady Bunch” Snickers spot.

The ad, which runs under the “Winning” slogan and coincidentally premieres on Feb. 1, features dueling dogs (though one clearly outwits with the other with some deft pan-fluting that would make Ron Burgundy blush). The fact the pup performs Jan Hammer’s “Crockett’s Theme” from Miami Vice may even prompt some of us 80s kids to wax nostalgic.

The client has £10m invested in a national (U.K.) campaign that runs not just through the telly but across OOH and press. Mars, Snicks and Twix marketing director Lucy Cotterell explains the “Winning” concept:

“[The campaign] will reach 95% of the UK population and put the brand on air three times more than in 2014, in fact it will be on air effectively every other week. The theme of little everyday wins is an exciting new angle for the best-loved brand and the ad is sure to bring a smile to the faces of new and existing MARS fans.”

Where art thou, Charlie Sheen?

CREDITS

Project:                                                                Panflutes

Client name & job title:                 Lucy Cotterell – Mars, Snickers and Twix Marketing Director

Alison Smith – Mars Brand Director

Creative Agency:                              AMV BBDO Ltd

Creative Directors:                          Alex Grieve and Adrian Rossi

Copywriter:                                        Dan Warner

Art Director:                                       Andy Vasey

Agency Planner:                               Will Whalley

Agency Account Man:                    Lou Woolf, Daniel Wegrzyn

Agency Producer:                            Adam Walker

Media Agency:                                  Mediacom

Media Planner:                                 Amanda Zafiris

Production Company:                    Independent

Director:                                              Gary Freedman

Production Co. Producer:             Jason Kemp

Post-production Company:         Josh Robinson / The Mill

Audio Post-production:                 Anthony Moore / Factory Studios

Music Production:                           Soundlounge

Editor:                                                   Adam Spivey / The Playroom

Jennifer Hudson stars in BBDO New York’s regional Super Bowl ad for American Family Insurance, entitled “Dreams Made Real,” alongside “a cast of five actual dreamers who are hoping to realize their own ambitions.”

The spot, which launches the brand’s “Dream Fearlessly” campaign is set in a 1940s diner, with Hudson and company performing a version of Chicago group the Five Stairsteps’ 1970 hit “O-o-h Child.” At the beginning of the 60-second spot the text “You’re about to see dreams become real” appears onscreen, followed by the performance and a director yelling cut. The “undiscovered performers” take the spotlight for the beginning of the ad, handing off the lead to Hudson at around the midway point.

The ad breaks this Sunday with a regional Super Bowl placement in 70 different markets, supported by digital, print and radio. There’s also a social component calling on viewers to tweet their dreams with the hashtag #DreamFearlessly. The ad will continue to air during “other high-visibility television programs throughout the year,” including regional broadcast spots during the Grammy and Academy Awards.

“Our mission is to inspire, protect and restore dreams,”said Telisa Yancy, marketing vice president at American Family. “We take this very seriously and hope that people will walk away from this commercial recognizing that we are committed to be the champion of dreams. We thank Jennifer for helping us deliver this important message.”

Credits:

The Cast of Five Dreamers:

Rashawn Thompson, teaching artist – Chicago, IL

Megan Schemmel, paralegal – Chicago, IL

Kyle Hustedt, entertainer, freelance designer and bartender – Chicago, IL

Dominick Basso, substitute teacher and boys gymnastics coach – Mundelein, IL

Lou Leonardo, Human Resources manager, Chicago, IL

Agency: BBDO New York

Client: American Family Insurance

Title: “Dreams”

Chief Creative Officer, Worldwide: David Lubars

Chief Creative Officer, New York: Greg Hahn

Executive Creative Director: Michael Aimette

ACD/Copywriter: Judd Counsell

ACD/Art Director: Anne Lac

Group Executive Producer: Anthony Nelson

Senior Producer: Darbi Fretwell

Producer: BreeAnn Stuart

Executive Music Producer: Rani Vaz

Senior Account Director: Jim Santora

Senior Account Director: Amy Hefti

Account Manager: Sara Plotkin

Production Company: RSA

Executive Producer: Tracie Norfleet

Director:  Jake Scott

Director of Photography: Chris Soos

Line Producer: David Mitchell

Production Supervisor: Jason Groves

Music Production: Search Party

Music Supervisor: Randall Poster

Music Producer: Meghan Currier

Music Producer/Arranger: Stewart Lerman

Music Arranger: David Forman

Editorial Company: NO6NY

Executive Producer: Corina Dennison

Producer: Malia Rose

Editor: Justin Quagliata

Assistant Editor: Ryan Bukowski

VFX Artist: Ed Skupeen

Recording Studio: Heard City

Mixer/Sound Designer: Philip Loeb

Senior Producer: Sasha Awn

Telecine:  Company 3

Colorist: Tim Masick

Producer: Rochelle Brown

Graphics House: Imaginary Forces

Designer/Animator: Griffin Frazen

Executive Producer: Sarah Roebuck

As we inch closer to Sunday’s big game, here’s a somewhat peculiar effort marking what we’ve been told is the first Super Bowl commercial by an Israeli agency for a strictly Israeli brand.

This campaign comes from Tel-Aviv-based YehoshuaTBWA for Fattal Hotels, a hospitality chain that is quite forthcoming regarding its lack of football knowledge. The brand decided to cull its own fictional team from the Midwest — North Platte, NE, specifically — to help reach the audience during the Patriots-Seahawks matchup.

North Platte is used to basking in the Super Bowl spotlight after the Will Ferrell ads from 2011’s championship game.

The campaign targets those seeking a little post-game respite. According to the parties involved:

“We don’t know anything about American football, that’s why we’re the perfect getaway spot for football fans that want to relax their mind after a tiring season. As part of this concept, we decided to pull a small publicity stunt and choose a distant town in Nebraska that has nothing to do with the Super Bowl. Actually, it doesn’t even have a college team. Since we don’t understand anything about this sport, we created a commercial that will be broadcasted strictly in North Platte, Nebraska and stand out by wishing their local (nonexistent) team best of luck in the big game and inviting them for a vacation in Fattal Hotels Israel – a country that knows nothing about football but knows a lot about hosting and vacations.”

Agency: YEHOSHUATBWA, Tel-Aviv, Israel

VP Creative: Maya Kerman

VP Media: Nevo Carmi

Media: Naomi Gabison

Copywriters: Avihai Nizri, Alon Hadad, Tal Schweiger

Art Directors: Ofer Hajayov, Miki Hakim, Noam Laist

The Super Bowl debut from fresh produce brand Avocados from Mexico stars two hall-of-fame ex-football pros who talk babysitting payment etiquette along with a rhino crouched in some sort of prehistoric dustbowl.

Continuing in this year’s pre-Big Game teaser trend, Avocados (with the creative help of Austin, TX agency GSD&M) brings lauded NFL alums Doug Flutie and Jerry Rice out of retirement to discuss an odd subject.

While other teasers give the audience an inkling of what’s to come, we’re not sure what to expect following this 30-second clip emblazoned with #FirstDraftEver. It’s a bold move from a burgeoning brand targeting its core guac-flavored market during the biggest game of the year.

Here are your credits:

Chief Creative Officer: Jay Russell

President: Marianne Malina

Creative Director: Tom Hamling

Creative Director: Tim Eger

Sr. Copywriter: Leigh Browne

Sr. Art Director: Jon Williamson
Director of Production: Jack Epsteen

Account Director: Sabia Siddiqi, Norah Rudyk

Account Supervisor: Elizabeth Perez

Business Affairs Manager: Linda Nhan

Chief Strategist: Andrew Teagle

Strategist: Katie Fitzgerald

Studio Art: David Fawcett, Summer Ortiz, Marcus Davis

Project Manager: Marlo Gil, Alicia Ross

Sr. Art Producer: Shannon McMillan

Production Company: Biscuit Filmworks

Director: Matt Dilmore

Director of Photography: Darko Suvak

Managing Director: Shawn Lacy

Executive Producer: Colleen O’Donnell

Line Producer: Carr Donald

Editorial: Cut + Run

Editor: Jay Nelson

Producer: Remy Foxx

Managing Director: Michelle Eskin

Executive Producer: Carr Schilling

Music/Sound Design: Robot Repair

Composer/Sound Designer: Doug Darnell

Visual Effects: A52

Effects Supervisor: Andy Barrios

Executive Producer: Kim Christensen

Producer: Heather Johann

Mix: Eleven Sound

Mixer: Jeff Payne

Digital Extensions:
Chief Creative Officer: Jay Russell

President: Marianne Malina

Creative Director: Tom Hamling

Creative Director: Tim Eger

Sr. Copywriter: Barrett Michael

Sr. Art Director: Chris Carlberg

Product Strategy Director: Rye Clifton
Director of Production: Jack Epsteen

Executive Producer: Paul Gallardo

Associate Producer: Spencer Gilliam

Account Director: Sabia Siddiqi, Norah Rudyk

Account Supervisor: Elizabeth Perez

Business Affairs Manager: Linda Nhan

Director of Social Media: Janice Suter

Sr. Social Media Manager: Chelsea Davis

Digital Media Director: Daniel Leal

Designer: Greg Thomas

UX Lead: Victor Solares

Director in House Production: Agathe Fay
Production Company: Biscuit Filmworks

Director: Matt Dilmore

Director of Photography: Darko Suvak

Managing Director: Shawn Lacy

Executive Producer: Colleen O’Donnell

Line Producer: Carr Donald

Editorial: Cut + Run

Editor: David Beerman

Producer: Remy Foxx

Managing Director: Michelle Eskin

Executive Producer: Carr Schilling

Music: Asche and Spencer

Visual Effects: A52

Effects Supervisor: Andy Barrios

Executive Producer: Kim Christensen

Producer: Heather Johann
Graphics: King and Country

Creative Director: Efrain Montañez

Designer: David Perry

Animator: Henry Castleton

Executive Producer: Jerry Torgerson

Associate Producer: Seth Gantman

Mix: Juice Studios

Mixer: Bob Gremore

Deutsch LA is taking Mophie to the Super Bowl with an apocalyptic 60-second ad that is also the brand’s broadcast debut.

The spot, entitled “All Powerless” depicts all kinds of doomsday events, from gravity ceasing to function properly, to flying penguins, natural disasters and, for some reason, dogs walking their owners. Drawing in viewers with its visual imagination and mysterious premise, the ad finally brings everything together in its final seconds with the reveal that the preceding events were God’s cell phone losing power.

“All Powerless” was built around the insight that cellphone users feel powerless when their phone dies, which can have all kind of disastrous effects on their day. Deutsch LA places the dilemma on an epic scale by imagining what it would be like for a higher being.

“When your phone loses power, you lose power,” Pete Favat, chief creative officer, Deutsch LA, told Adweek.  “We’ve all had that feeling of vulnerability…For us, that might mean missing important meetings, getting lost while traveling or being unable to make that one important phone call. For the most powerful being in the universe, losing power truly means losing power.”

Favat went on to explain the strategy behind the fledgling brand’s costly broadcast debut, telling Adweek, “We’re trying to establish a new market with this ad. There’s 10 percent category awareness, 9 percent brand awareness for us. There’s no better opportunity than the Super Bowl to get attention for your brand.”

Mophie will support the broadcast spot with a promotional sweepstakes, giving away one million dollars worth of prizes should the game go into overtime (currently a 16:1 shot), and $10,000 in prizes if it does not.

When Snickers teased its Super Bowl spot from BBDO NY with footage of Danny Trejo combing his hair and seemingly playing Marcia Brady, the brand promised that they would release the ad in its entirety if it generated 2.5 million social media engagements before the big game on February 1st. With over 2.8 million views on YouTube alone, the video easily cleared the hurdle, and Snickers has now released “The Brady Bunch” in its entirety.

As expected, the ad follows the formula of the brand’s “You’re Not You When You’re Hungry” campaign, with Trejo playing Marcia Brady. Footage from the teaser is not part of the ad, which rather uses actual footage from The Brady Bunch, inserting Trejo into perhaps the show’s most well-known episode — the one where Marcia gets hit by a football. The spot opens on the scene immediately following nosegate, with Trejo (as Marcia) complaining that she can’t go to the school dance looking like that. As expected, the antidote to her grumpiness is a Snickers, but the ad also manages a surprise via a celebrity guest appearance which we won’t disclose here.

While we’re not sure we’d go so far as to call this “one of the funniest Super Bowl ads ever” (as Adweek did), it’s certainly a highlight within the “You’re Not You When You’re Hungry” campaign and promises to be one of the most entertaining ads of this year’s bunch (and a fan favorite) come Sunday. Snickers released a “The Making of The Brady Bunch” feature along with the ad, which we’ve featured below.

Credits:

Client: Snickers
Spot: Brady Bunch

Agency: BBDO New York
Chief Creative Officer, BBDO Worldwide: David Lubars
Chief Creative Officer, BBDO New York: Greg Hahn
Executive Creative Director: Gianfranco Arena
Executive Creative Director: Peter Kain
Director of Integrated Production: Dave Rolfe
Group Executive Producer: Amy Wertheimer
Executive Music Producer: Melissa Chester
Group Planning Director: Crystal Rix
Planner: Alaina Crystal
Managing Director: Kirsten Flanik
Global Account Director: Susannah Keller
Account Director: Joshua Steinman
Account Manager: Tani Corbacho
Account Executive: Jocelyn Choi

The Marketing Arm: Celebrity Talent, Intellectual Property, Music Rights Acquisition
Director, Entertainment: Brad Sheehan

O Positive: Production Company
Director: Jim Jenkins
Executive Producer: Ralph Laucella
Executive Producer: Marc Grill
DP: Trent Opaloch

Arcade: Editorial
Producer: Kirsten Thon-Webb
Editor: Geoff Hounsel
Assistant Editor: Healy Snow

The Mill: Post-Production Effects
Creative Director: Ben Smith
VFX Supervisor: Nick Tanner
Executive Producer: Verity Kneale
Producer: Carl Walters
Senior Compositor: Nathan Kane
Colorist: Fergus McCall

Q Department: Music House
Sound Lounge: Audio Mix (Tom Jucarone)
Lime Studios: Voiceover Record (Loren Silber)