DDB Brussels Attempts to Stop People from Googling Medical Symptoms

Belgium’s Flemish government recently commissioned DDB Brussels to come up with a way to get people to stop googling their medical symptoms, leading to myriad, and potentially harmful, (self) misdiagnoses.

The agency came up with a pretty intriguing solution, buying Google Adwords for the top 100 searched symptoms and directing searchers to the Gezondheid en Wetenschap (Health and Science) website through a message stating, “Don’t Google it, check a reliable source.” They also made a promotional clip (featured above) for the campaign, introducing the issue of the perils of self-diagnosing via Google search. “I have a deadly disease, and I’m going to die in six weeks,” says a man with a solemn expression on his face. Suddenly, though, his expression relaxes and he adds, “Or at least that’s what I thought when I used Google to diagnose my twitching eyelid.” It’s a good way to get your attention, using the most dire of scenarios to draw attention to the ineffectiveness of using a tool like Google for self diagnosis, as 75 percent of the population does. Since, on the Internet, “anyone can be a doctor,” the video states, you’re likely to find the wrong solution, which can potentially make things worse (as it illustrates through comic exaggeration). It’s a clever campaign, and by placing the information in the right place at the right time, DDB Brussels just may help change people’s behavior. (more…)

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DigitasLBi, The Eberling Group Showcase Sony

Earlier today, Wieden+Kennedy’s latest campaign for Sony got practical, shining a spotlight of sorts on the company’s many products and the roles they play in turning a creative idea into that thing we try very hard not to call “content.”

Here is a very different take on promoting the same client via DigitasLBi and “Venice-based creative think tank The Ebeling Group.” (These ads are technically a few weeks old, but we’re seeing them for the first time.)

First, a music archivist uses his smartphone to share some top-quality audio with an originator:

Two more after the jump.

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R/GA Gets Cam Newton to Scream for Beats

R/GA enlisted Carolina Panthers quarterback Cam Newton in its latest ad for fashion headphones brand Beats, entitled “Straight to the Gym.”

Newton, of course, is no stranger to advertising, having recently appeared in spots for Gatorade and Under Armour (which he can be seen wearing here).

The basic approach of the “Straight to the Gym” is nothing new. “Give up, that’s what they want you to do. Stop, that’s what they want you to do,” says Newton in a voiceover that plays as he puts on a pair of wireless Beats and begins an intense workout. The 60-second spot leans heavily on its soundtrack: Kendrick Lamar‘s guest verse on Jay Rock‘s “Pay For It.” In the ad’s most interesting moment, Newton lets out an agonized scream mid-pullup, driving home the message of the song, and the spot. The ad very much follows in the footsteps of R/GA’s recent ads for the brand showing athletes working out, such as the recent spot celebrating LeBron James’ homecoming, and this ad starring Serena Williams. Maybe it’s time to change up the formula?

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adam&eveDDB Celebrates Holiday Materialism for Mulberry

In adam&eveDDB’s Christmas spot for Mulberry, a grandmother “wins Christmas’ with a Mulberry bag, trumping some pretty stiff competition in the process.

The ad follows a young woman as she opens a series of presents, beginning with a pointillist portrait of her painted by her sister. Each gift gets more over the top and ridiculous, verging into the absurd, until the girl’s reaction to the Mulberry bag from her grandmother reveals it to be the best gift of all. It’s an interesting approach, forgoing the typical sentimentality of holiday advertising for a tongue-in-cheek celebration of materialism. adam&eveDDB pulls it off well, slowly ramping up the absurdity and not taking itself too seriously while still effectively promoting the brand. That the agency was able to produce both the heartwarming “Monty The Penguin” ad for John Lewis and this, pretty much its polar opposite, shows impressive range. (more…)

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W+K, Sony Focus on the Products

Wieden+Kennedy’s latest spot for Sony, titled “Script to Screen,” has already earned more than a million YouTube views since its debut this weekend. But it’s new to us, and it’s the opening of the Fall edition of the brand’s ongoing “Be Moved” campaign, which started during the Golden Globes in January and continued in February with a profile of the New Jersey man behind “the world’s largest model railroad.

“Script to Screen” is a bit less…quirky than that offering:

In case you missed it, the point is that Sony doesn’t just make movies, music and games — they also make the tools.

Since this work is all about the products, we have two product-specific spots after the jump.

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RPA Stokes Nostalgia for ‘Happy Honda Days’

RPA looks to the gifts that you loved receiving as a kid in its “Happy Honda Days” campaign, celebrating such cultural touchstone of yesteryear as He-Man and the Masters of the Universe, Stretch Armstrong, Strawberry Shortcake and Gumby.

The ads all follow in a similar formula, with each character asking viewers if they remember how excited they were to receive them as a gift, before saying that they can get that same feeling by purchasing a Honda CRV, Civic or Accord. In the 30-second “Skeletor” spot above, for example, the He-Man villain reminds viewers of the exultation they felt when they got him as a holiday gift, before touting the CRV’s rear-view mirror, used to detect danger (in this case, He-Man). Children of the eighties and/or fans of these characters should appreciate the dose of nostalgia present in these ads as they tout the vehicles’ features, and RPA went ahead and applied the formula to half a dozen different characters so viewers don’t grow tired of the same ad.

“Every season consumers are inundated with holiday ads. Our goal is to break through the clutter by tapping into people’s memories of their favorite childhood toys and helping them relive that feeling of getting something they loved for the holidays by getting a great deal on a new Honda at the Happy Honda Days Sales Event,” explained Susie Rossick, senior manager at American Honda Motor Co., Inc.

The broadcast spot will be supported by print ads in People, Sports Illustrated, and local newspapers in top markets, as well ad network radio ads.

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180 Amsterdam Launches ‘Welcome to the Future of Play’ for PS4

180 Amsterdam has launched a new campaign for Sony’s PS4 holiday push entitled “Welcome to the Future of Play.”

In what has long been the standard for gaming advertising, players are thrust into the action of a game. “I don’t want to die…again,” says one of the players, as he and a friend hide during a fierce battle. The friend decides they have three options: check YouTube and hope someone shared how to get past the stage via the PS4?s “Share” button; ask their friend Dave how to survive the Viking attack; or invite Nick to join them in the game, even though he doesn’t own the game. The last option illustrates one of the PS4?s big selling points, that you can join a friend’s game remotely, even if you haven’t purchased the title. The way the ad arrives at this point, however, may seem a little forced to some viewers.

The campaign is launching simultaneously in Europe, Australia, New Zealand, India, South Africa and Middle East, as the holiday season approaches. In addition to the broadcast spot, the campaign also includes print and OOH elements, each focusing on one of the key new features for the PS4 promoted in the spot. (more…)

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JWT New York and Schick Tell Men to Pay Attention to the Hair Down There

Today in Extended Analogy news, a new full-length music video created by JWT New York for Schick warns dudes everywhere* to take better care of “the crib in [their] pants.”

“[It] added a few more inches to the place” is a bold claim, but we do find this message more believable than last year’s Gillette “Kate Upton wants you to groom everything” campaign.

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MUH-TAY-ZIK | HOF-FER Launches ‘First Comes Like’ for Zoosk

MUH-TAY-ZIK | HOF-FER has launched a campaign for Zoosk entitled “First Comes Like.”

Instead of hard-selling the percentage of matches who end up married or implying that Zoosk can be used as a hookup site, the agency takes a middle ground, showing a couple’s misadventures on their first date and beyond. It’s an interesting approach that positions the brand as an alternative to both dating sites that push marriage (such as Match) and more hookup-centric sites like Tinder. Instead, Zoosk appeals to young people looking for a relationship, but not ready to think of marriage.

The way the spot portrays the excitement and awkwardness of a budding relationship is charming and feels more honest than the typical portrayals of couples in the category. There’s also a 60-second online version (featured after the jump), offering a more complete glimpse of the relationship.  (more…)

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PETA Aims for ‘#WoolFreeWinter’ with Provocative Campaign

PETA is certainly no stranger to provocative advertising, and its latest attempt to take on the wool industry with its “#WoolFreeWinter” campaign is no exception.

The group created two separate ads featuring models in open red long johns scratching their junk, one male and one female, ending with the tagline “Scratch Wool From Your Shopping List” and directing viewers PETA.org to watch a video exposing animal cruelty in the wool trade. Both ads were intended to run on digital billboards, above 42nd Street and at 1500 Broadway from November to January, but Neutron Media deemed the male version — which, unlike the female one, contains a hint of pubic hair, too suggestive, so it is running on PETA’s website instead. The website also features an editorial questioning if Times Square is sexist for rejecting the male ad. We’ve included it after jump, so you can decide for yourself.

“PETA routinely uses both men and women in sexy ads advocating for animal rights,” said PETA Senior Vice President Dan Mathews. “It was especially important in this campaign, as wool is marketed to both men and women who have no idea how violently sheep are mutilated in the shearing process.”

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Dollar Shave Club Makes Broadcast Debut

Following a string of viral digital ads, Dollar Shave Club is making the leap to broadcast television.

The move follows the company’s recent success, as, according to founder and CEO Michael Dubin, the brand “finished October with 1.1 million active subscribers, $7.2 million in monthly sales and what the company estimates as a 10% volume share of U.S. cartridges.” Dollar Shave Club also recently raised $50 million in venture capital funding.

“It’s no secret that advertising on television is a great tool in building your brand,” Dubin told AdAge. “Some of the messages we wanted to communicate felt really right for television.”

Dubin declined to specify if the budget for the broadcast campaign came from revenue or the recent round of venture capital funding. A former improv comic, Dubin co-wrote the ad, entitled “Security” with Alec Brownstein, Dollar Shave Club’s creative director. Radical Media’s Steve Miller, who has worked on the “Most Interesting Man in the World” campaign, directed the spot. “Security” pokes fun at the extreme lengths many stores go through to keep their razors from being stolen, often placing them under lock and key. “It’s almost like they don’t want you to buy their razors,” the ad jokes. A second spot, “Free Gift” takes a similar approach, employing mocking humor. (more…)

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Alma Launches Caregiver PSAs for AARP

Miami-based agency Alma and the Ad Council are rolling out a PSA campaign for AARP aimed at the 42 million caretakers in the United States looking after elderly parents or other loved ones, with Alma specifically targeting the one in three Hispanic households which include a caregiver (according to research conducted by Evercare and the National Alliance for Caregiving).

The campaign includes 30 and 60-second broadcast spots, digital, print and radio. In the broadcast spots, the changing roles of families are examined. In “Spoon” for example, a father is shown feeding his daughter at the beginning of the spot, with the grown-up daughter trying to get her father to eat in the next scene. “Bath” takes a similar approach, with both ads ending by directing viewers to aarp.org/caregiving and aarp.org/cuidar.

“As Latinos, caring for our elders isn’t a choice – it’s an inherent cultural responsibility,” said Luis Miguel Messianu, president and chief creative officer of Alma. “It’s a big task to take on and it’s wonderful to have the opportunity to work with the Ad Council and AARP, who provide support to so many generous caregivers. It’s important to remind them that they are not alone in their efforts.” (more…)

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Zeus Jones, Tim & Eric ‘Fun Harder’ for Totino’s

Agency Zeus Jones worked with comedic duo Tim & Eric (Tim Heidecker and Eric Wareheim) to create a truly bizarre ad for Totino’s.

At the heart of the long ad is a really catchy jingle, which Tim & Eric sing along to and dance around. But add in some strange characters, such as Hard Rock Joe, the song’s supposed writer, some trippy, intentionally bad production and the duo’s typical brand of zaniness and you have “Pizza Freaks Unite” — which is to say one of the stranger ads for a pizza product you’ll ever see. Of course, the spot’s WTF factor is what makes it so memorable (along with the catchy song) and should lead to it being shared across social channels. Of course, Tim & Eric are no strangers to advertising, having most recently made waves with this ad for GE Lighting starring Jeff Goldblum. While “Pizza Freaks Unite” doesn’t quite live up to that recent success, it’s still worth a view if you have a couple minutes. It may be the strangest thing you watch all day. Unless, of course, you watch this.

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Dick’s Tugs on Heartstrings for Holidays

Dick’s Sporting Goods has launched its holiday campaign with an ad meant to tug at viewer’s heartstrings via a basketball hoop, presumably from Anomaly.

Said piece of sporting equipment is given as a gift from a father to his daughter at the beginning of the spot. We then see the girl grow up via a montage of moments with the basketball hoop in the background, until, finally the family packs her up for college and the father is left to shoot hoops alone. The ad does a great job of building emotion and seamlessly leading into the “Give a gift that matters” tagline. At any other time of year, this kind of approach would run the risk of being deemed to sentimental, but that sentimentality fits pretty perfect with the holiday season.

The ad will run on 19 networks beginning this Sunday and running for several weeks. It kicks off Dick’s “Gifts That Matter” campaign, which will also be supported by social media and digital elements.

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Mistress, Ubisoft ‘Make History’ for Assasin’s Creed Unity

Multi-disciplinary agency Mistress worked with Ubisoft to create a cinematic trailer for the upcoming release of Assasin’s Creed Unity, the latest in Ubisoft’s long-running franchise which is set for a November 11th release.

Mistress teamed up with production company Mothership Media and VFX studio Digital Domain to bring the trailer to life. The spot opens on in-game action, which text informs the viewer takes place in 1789, during the French Revolution. Then the action cuts to a group of friends sitting in a row, each with controller and headset in place, demonstrating the game’s new cooperative multiplayer feature. From here action switches between the friends and their in-game counterparts in the all too common “thrust into the action” trope. Still, Mistress and company pull it off better than most, pacing the transitions well and giving a good glimpse of the action gamers can expect while presenting a persuasive representation of being thrown into the world of the game. The ad ends with a new tagline for the franchise, “Make History,” which seems like a great fit.

“We loved working with Mistress because they had a distinct vision of what the spot should be, they stuck to it and Ubisoft trusted that instinct,” Director Neil Huxley said. “Using everything from the performances of the gamers which were edgy and fun to every weapon at our disposal from our VFX pipeline, helped us arrive at a very stylized cinematic spot we’re all very proud of.” (more…)

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VCCP, Airbnb Animated by Cold War Memories

In case you haven’t heard, advertising for “startups” in the “sharing economy” is all the rage. Uber, Lay’s and BBDO Energy recently joined forces to help us plan a picnic, and subletting service provider Airbnb signed TBWA as its creative AOR after launching its first-ever ad via Pereira & O’Dell back in May.

Today brings a very different sort of spot, created by VCCP Berlin and based on an Airbnb customer’s family connections to the Cold War.

Protagonist, antagonist, revelations facilitated by the product being advertised…this must be the thing they call “storytelling.”

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W+K Amsterdam Takes ‘Leap of Faith’ for Audi

W+K Amsterdam have launched a campaign for Audi’s new TTS Coupe.

The campaign is built around a broadcast spot entitled “Leap of Faith.” Rather than build a case for the car in the usual format touting various features, W+K Amsterdam lets the vehicle speak for itself (sort of). The ad begins with what looks like a meteor in the sky. Upon closer inspection, it’s clear that it is in fact an Audi TTS Coupe rapidly approaching the ground. Luckily, rather than crashing into the land below, the car lands on an elaborately staged landing track and speeds off to the road ahead. A bit over the top, maybe, but it’s at least does something a little different for its category, ending wih the tagline, “The New Audi TTS Coupe. You Dare or You Don’t. (more…)

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Weird Al Stars in GSD&M’s Holiday Effort for Radio Shack

In an attempt to boost holiday sales, GSD&M enlisted the services of one Weird Al Yankovic on behalf of the struggling Radio Shack.

The resurgent Yankovic, of course, just had the first number one album of his career with his fourteenth full-length, Mandatory Fun. Radioshack CMO Jennifer Warren cited Yankovic’s resurgent popularity and “cross generational appeal” in explaining the decision to enlist the King of Parody, telling MediaPost, “He’s had a resurgence, including a No. 1 album, and an appearance on the Grammies, as well as a recent tour of the talk shows.”

And, indeed, Yankovic has appeal from everyone from those introduced to the parodist in the eighties, to those of us who bought Bad Hair Day on compact dist in elementary school, to the kids just being introduced to him today through the music videos he released to promote the new album. But does GSD&M make it work?

Kind of. Yankovic’s quirky, nerdy charm is certainly on display in the ad, and Radio Shack could benefit from the association, but the spot stops short of fulfilling its comedic potential. When a customer asks if Radio Shack carries HeliQuads, Shack employee Yankovic bursts into song about how it is the perfect place for holidays toys for, boys, girls, and your cousin Bob who is 43 and lives at home. GSD&M worked from a script, collaborating with Yankovic from there, according to GSD&M President Marianne Malina. Given Yankovic’s distinct personality (which is what you got him for), it may have made more sense to just let him come up with his own ideas.

Interestingly, the ad will debut in cinemas, where viewers can use the Shazam app to download a longer version. The ad is part of GSD&M’s larger “Gift Smart” campaign as the agency continues to attempt to start conversations around the sinking Radio Shack brand. Recent efforts include the suggestive back-to-school campaign, which ruffled a few conservative feathers with its innuendo.

“Everything we’ve done together…is about getting buzz, and getting back into the conversation,” Warren told MediaPost. (more…)

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DOJO and John Legend Bring the Music

To repeat the popular Mark Twain misquote, “Rumors of my death have been greatly exaggerated.”

We’re not sure why San Francisco’s DOJO didn’t respond to any of our requests for information on last month’s rumor that it would soon be closing its doors or why its listed phone number stopped working, but the agency certainly appears to be operating normally: today we received two new campaigns for client Sound United’s audio brands Definitive Technology and Polk Audio.

First we have John Legend sounding “so real” in two…no three…no four…places at once:

After the jump, three spots for Polk.

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OKRP Launches Holiday Anthem for Big Lots

O’Keefe, Reinhard & Paul has launched a holiday anthem for Big Lots, which named the agency its AOR back in January, entitled “Nailing It.”

Also notable for the presence of Big Lots chief customer officer Andrew Stein, who was CMO at KMart for the infamous “Ship My Pants” campaign (and also part of the team behind this travesty), the ad continues O’Keefe, Reinhard & Paul unfortunate penchant for musical ads. At least it makes some kind of sense in this setting (Christmas carols and whatnot). Still, while the “Nailing It” song, sung by America’s Got Talent finalist Deanna DellaCioppa, goes for catchy and “provocative” it arrives at something more like grating and over the top. The broadcast campaign is supported by a social effort around the #NailingIt hashtag.

“We’re really trying to create a new edge in the work that we do that shows we’re feisty and we’re different,” Stein told AdAge. “We’ve honed in, since I’ve been here, on who our customer is.”

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