Hasta La Creative!

McCann New York has launched a campaign for Nikon targeted at millenials for the holiday season.

In a new 30-second online spot, the brand celebrates “Generation Image,” as a young woman states “My generation creates tens of thousands of images literally in the blink of an eye. Our images speak for us.” She then asks, “Are yours saying enough?”

The ad is aimed at addressing declining digital camera sales as young people are taking more pictures than ever, but taking them with their smartphones rather than cameras. “I Am Generation Image” is a plea for higher quality images, suggesting that if millenials really care so much about images they should step up their game to a Nikon digital camera.

“Many people who get started taking images on smartphones want to upgrade to a more advanced camera,” Larry Platt, an executive creative director at McCann Erickson New York, told The New York Times. “It’s really about the proper product to make sure you’re getting across your message.”

A second online spot outlines another campaign component: Nikon is giving out a Nikon D750 D.S.L.R camera to select recipients and hosting their images on the campaign site iamgenerationimage.com in an attempt to show viewers how a Nikon can help them take their images to the next level. Nikon and McCann New York certainly have their work cut out for them. A recent CNBC article characterized the digital camera market as in “free fall.” But Nikon is convinced the campaign, with a budget estimated at $5-7 million can help, with Lisa Baxt, associate general manager for communications of the Nikon Inc. division of the Nikon Corporation in Melville, N.Y. citing a “a shift from convenience to quality, in that a more authentic story is told with a better photo,” in The New York Times. (more…)

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The time has come, yet again, to talk health care enrollment. The numbers are good, though they might not be as good as some claim…but the goal for the parties running various states’ healthcare exchanges will always be increased enrollment.

While The White House has turned to celebrities for promo purposes, President Obama’s home state of Illinois went with local agency DPC, which created TV/print/OOH/digital work for Get Covered Illinois, the group dedicated to teaching residents the ins and outs of insurance and convincing them to sign up.

Earlier this year, Get Covered went with The Onion for promo purposes, running “native ads” in the pub’s voice. DPC sticks with the satirical theme — here’s the TV spot, as embedded in the “Luck Plan” microsite:

Images and credits after the jump.

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Martin Williams has unveiled its holiday campaign for Mall of America, focused around a 30-second broadcast spot entitled “Sparkle.”

The spot highlights all the different finds visitors can pick up at Mall of America, with an emphasis on women’s clothing and jewelry. Set to a “modernized” version of “Carol of the Bells,” the spot intersperses shots of models showing off different clothing, jewlery, makeup, etc. with messages like “Always elegant,” “Always stunning,” and “Always festive,” ending with the tagline, “Redefine your holiday.”

A print campaign running in newspapers regionally and nationally in magazines focuses on the message that Mall of America offers “More choices than anywhere else in the nation, all under one roof,” while additional support is provided by six different OOH executions. Additionally, Martin Williams created a Digital Buyers Guide for Mall of America, which will be released on a microsite on Black Friday. The campaign follows a rebranding effort from the agency for the Bloomington, Minnesota retail complex in April.

“The Mall of America has so many options to fit anyone’s need or mood,” said Laura Terry, SVP and chief marketing officer of Martin Williams, in a press release. “No matter what people are looking for, the new holiday television spot reminds them that there is always something new and fun at the mall.”

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Heard of Oculus Rift but still not sure what it is, exactly? Now you can become a little more familiar with the experience thanks to Wieden+Kennedy Portland.

But first, this September entry from W+K for client Chrysler is less an ad than a short “making of” documentary about the company’s interactive factory tour project:

New work after the jump.

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BBH London targets millenial women with a new spot for Bailey’s entitled “Global Girls Night Out.”

As you may expect from that title, the ad follows several groups of friends from around the world as they celebrate a girls night out. It’s a simple concept, but BBH executes it rather well, with perfect pacing and an inspired soundtrack choice in girl group The Go-Gos hit “We Got The Beat.” The spot begins with each group getting ready and heading out for the night and ends with scenes of them enjoying Bailey’s at their respective bars.

According to The Drum, the 60-second spot “was directed by thirtytwo at Pulse Films with an all-female agency team and predominantly female production team.” In addition to the broadcast spot, the global “Here’s To Us” campaign is supported by a print component shot by fashion photographer Steve Heitt.

“Baileys was due a shake-up, a reintroduction to a new generation of women, a meaningful role in a girls night out – the brand having had been hidden at home for far too long,” Caroline Pay, creative director at BBH London, told The Drum. “We had a lot of fun shooting this, and I really hope that comes across on screen.”

“Here To Us” will debut in the UK, US and Western Europe before expanding globally.

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The “Week of Greatness” is back via Foot Locker and BBDO New York.

The campaign debuted last night and scored coverage on ye old sports blogs; this spot starring Derrick Rose and the notoriously mild-mannered Tim Duncan already has a million and a half YouTube views.

Three more spots in the series after the jump; each one plays on a different, long-standing sports joke.

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Poo-Pourri made waves last year with the viral “Girls Don’t Poop” video introducing its toilet deodorizer with pun-filled toilet humor that went on to garner over 30 million views on YouTube. While the follow-up, “Second Hand Stink,” didn’t draw quite as much attention, the brand’s latest, “Even Santa Poops” has the potential to attract attention to the brand once more with the holiday season right around the corner.

Written and directed by Pete Marquis and Jamie McClelland, who worked on HelloFlo’s “Camp Gyno” and “First Moon Party,” in collaboration with copywriter Joel Ackerman, who was behind the original “Girls Don’t Poop” spot for Poo-Pourri, “Even Santa Poops” should prove a success. The setup is new: Santa is delivering gifts when all the cookies and milk catch up with him and he has to retreat to the toilet for relief. His stench wakes three British sisters, who attempt to blackmail him for extra gifts and inform him of the Poo-Pourri which he should be using to mask his odor. Otherwise the formula is familiar: plenty of poo puns and a quick introduction of the product as a solution. Mostly the puns are pretty clever and while some may object to the premise, others will be all too happy to gleefully share this with friends and the timing of the release works to promote Poo-Pourri as a holiday (gag) gift while people are shopping for the season.

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Team One has launched the annual “December to Remember” holiday sales event for Lexus with a new integrated campaign built around three broadcast spots.

In each of the 30-second spots parents present a different explanation for how exactly Santa manages to deliver a luxury sedan. The parents in “Christmas Train” explain how an iconic holiday train made its way to their driveway, where elves helped unload it right to the driveway — complete with Lexus’ signature red bow. In “Magic Box,” the car magically self-assembles from a small box Santa places in the driveway, while in “Teleporter” it is beamed in directly from the North Pole.

The broadcast spots begin airing today on network and cable television, with “Christmas Train” also being translated for Hispanic and Asian-American markets. Additionally, the campaign is supported by print and OOH executions, as well as a digital partnership with The Weather Channel which will “provide targeted December Sales Event ads in real time based on local weather conditions.”

“The holidays are a time of year when people indulge their imaginations and share stories filled with magic and wonder,” said Brian Smith, Lexus vice president of marketing. “This year’s holiday campaign celebrates the tradition of storytelling and reminds us that children aren’t the only ones who get to have fun this time of year.” (more…)

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BBH New York enlisted dancers from the New York City Ballet for a series of ads depicting victory celebrations for PS4, an extension of the “Greatness Awaits” campaign.

Each of the six spots begins with a group of dancers performing classic ballet moves in scenery/dress meant to evoke certain styles of games (sports, space, war, etc.) before a musical change signifies a shift in style and they perform a more modern victory dance. At the end of each 30-second spot, viewers are invited to contribute to the linked social initiative, calling on gamers to submit their own victory dance on Instagram for a chance at winning a PS4. At this point, any gaming advertising that tries something different is a welcome departure, and the social initiative has the potential to lead to some fun engagement with fans. We do wish, however, that they had managed a take of “Dunk” (stick around for it after the jump) where she actually makes the shot. (more…)

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Ogilvy & Mather Chicago created an Instagram campaign for The Ernest Hemingway Foundation of Oak Park adapting three classic Hemingway novels into 15-second videos.

The idea behind the campaign is that, while Hemingway’s novels are rightly considered modern classics, younger generations aren’t reading his work. So The Ernest Hemingway Foundation tasked Ogilvy & Mather Chicago with finding a way to stoke interest in the author, and the agency decided to use the popular Instagram platform. The videos are all fairly tongue-in-cheek, telling the entire plot of each novel — A Farewell To Arms, For Whom The Bell Tolls and The Old Man and the Sea – in a way designed to pique interest in the works. Director Eduardo Cintron made every second count, as the videos had just 15 seconds to tell the entire plot of a novel. Sometimes the self-effacing humor risks going to far and parodying the work to the point where it undermines it, but for the most part they strike a balance between reverence and irreverence (after all, these are supposed to be fun), with each video ending by directing viewers to the The Ernest Hemingway Foundation’s site. Whether they can get kids to actually read For Whom The Bell Tolls is another story. (more…)

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