Hasta La Creative!

Traditional TV may soon be overgrown with Vines.

Big players like Dunkin' Donuts, Nissan and Virgin Mobile have all either aired TV spots created on the Twitter-owned six-second video platform or plan to do so. The ad business is all about bandwagons, so expect just about every other marketer to hop on soon.

Trident launched a Vine spot on Fuse last night that will air 100 times in the next two weeks. The clip stars 24-year-old Brooklyn musicians Nicholas Megalis and his partner Rudy Mancuso (the David Ogilvys of Vine!) performing a jaunty jingle: "Layers of flavor, that's how the world gets paid. Strawberry, citrus, grape, lemonade!" (The Stephen Sondheims of Vine they're not.)

It's basically two dudes goofing around, singin' about gum. Nothing wrong with that. And Vine is so condensed, there's no time to waste. It's a quick burst of sound and motion, an image or two, some keywords, a social call to action … BAM! That's all you get. (Of course, this is really just a millennial spin on old-school advertising, complete with a catchy tune and the hashtag standing in for the tagline. But let the babies think they've discovered something new.)

Brevity usually raises the bar for creativity, forcing artists to finely hone their ideas, so Vine's transition into the mainstream could herald a super-short-form commercial renaissance, with lots of experimentation and mind-blowing approaches to come. Then again, I could see this trend going in an anti-creative direction, which is, in fact, hinted at in the Trident spot. Two of its four seconds simply show packages of gum and the #paymeinlayers hashtag.

Will marketers at some point just start tossing up six-second still product shots, perhaps with snatches of music and some lighting effects, and trumpet these unmoving video billboards as the next step in Vines? Will they create clips with bikini babes cradling their products while hashtags flash incessantly? Or pose the babes atop muscle cars, pickup trucks, home electronics and who-knows-what-else in six-second distillations of every shlocky commercial ever made? Will they run six brain-dead Vines in a row to fill traditional 30-second slots?

Marketers always stress creativity, foster innovation and take the high road, so I'm sure we've got nothing to worry about. Right?

Via Mashable.

Chocolate is both the medium and message in this Milka campaign from Paris agency Buzzman. Some 10 million of the chocolatier's flagship Alpine milk bars destined for sale in France and Germany, the brand's biggest markets, were cast in new molds for a September promotion. Each bar is missing a single chocolate square, though the overall 100-gram weight has been maintained, as the remaining squares are a tad larger. Using a code on each package, consumers can either request the missing squares for themselves … or send them to someone else, along with a "tender note" explaining the gift. (The offer is actually subject to local weather conditions, to avoid melting.) Milka says the effort is designed to let people truly experience its "Dare to be tender" tagline. It's a clever idea, but you know … even with a note, I'm not so sure I'd really get the point from a single, tiny chocolate square. If your feelings are so tender, just send me the whole bar! I'm partial to almonds. Also, caramel. A carton would be nice. Via Adverve.

For reasons I don't entirely comprehend, Dove Chocolate recently decided to launch its new Mint & Dark Chocolate Swirl candies by creating a larger-than-life sculpture of TV personality Mario Lopez’s torso. The minty Lopez was served at an event in Los Angeles, where people then ate pieces of Chocolate Mario in a weirdly erotic communion to the god of abs. All this was apparently meant to prove that Dove chocolate “tastes as good as it looks.” It’s a cute idea, and objectification of hunky hunks and bedimpled cuties is totally on trend. From the wet torso of Colin Firth and zesty picnics with Kraft to the battle of hunks between Diet Coke and Diet Dr Pepper, dreamy guys are popping up shirtless and sexualized all over advertising. Unfortunately, the sculpture’s bizarre minty eyebrows and creepy life-likeness are slightly off-putting, as is the notion of passing around and actually eating pieces of Mario Lopez. Maybe next time, Dove can just cover the real Lopez with chocolate bits and serve him up Nantaimori style.

Mark Holland has upgraded his social-media standing from "some random guy on Twitter" to "some random guy on Twitter who answered a largely rhetorical question from a 43-year-old TV ad." He did this by counting how many licks it takes to get to the center of a Tootsie Pop. Holland posted his final count, 850, on Twitter last Saturday. That number conflicts with at least three previous studies—Holland needed many more licks than most people. (Officially, Tootsie Pop says the number of licks "depends on a variety of factors such as the size of your mouth, the amount of saliva, etc. Basically, the world may never know.") While Holland's hard work should definitely be acknowledged (and mocked), we can't consider this question settled. More people need to keep doing this and posting their results so we can move ever so slowly toward an accurate number. Photo above via.

Because science. pic.twitter.com/Ih4i6abkLN

— Mark Holland (@RiffRaff41) July 27, 2013

After years of weirdness and grotesquerie, Skittles has found its calling—breaking Grandma's knickknacks. This enjoyable interactive YouTube video from DDB Chicago features a young man who breaks a porcelain unicorn after it promises it will turn into Skittles if he does so. Naturally, the interactive part involves clicking on, and watching the guy break, a bunch of other stuff, including two frogs, two birds and a monkey. It's pretty fun, and I'm glad to see Skittles run those anarchic creative tendencies of theirs through some quality control. Credits below.

CREDITS
Client: Mars/Skittles
Agency: DDB, Chicago
Ewan Paterson: Chief Creative Officer
Mark Gross: ECD
Alex Zamiar: ACD/Art Director
Jonathan Richman: ACD/Copywriter
Will St. Clair: Exec. Producer
Jon Ellis: Exec. Digital Producer
Matt Green: Producer
Scott Terry: Production Manager
Director: Harold Einstein, Station Film
Editorial: Beast Editorial

Michael Bolton follows up his Optimum campaign with a cameo in the Starburst ad below, part of a new campaign from DDB Chicago that offers theories on why the candy is so "Unexplainably juicy." In "Orchard," it's because Bolton serenades trees whose fruit then becomes extra luscious, obviously. Another spot says it has something to do with Keyboard Cat and dragon tears. The spots were directed by Andy McLeod of Rattling Stick. More executions and credits below.

CREDITS
Client: Starburst
Agency: DDB Chicago
Chief Creative Officer: Ewan Paterson
Creative Director: Chuck Rachford
Associate Creative Director, Art Director: Alex Zamiar
Associate Creative Director, Copywriter: Jonathan Richman
Executive Producer: Will St. Clair
Producer: Matt Green
Senior Account Director: Kate Christiansen
Production Company: Rattling Stick
Director: Andy McLeod

I see dead people. In commercials. Eating Galaxy chocolate bars. Well, just one corpse, actually. It's Audrey Hepburn, 20 years dead but still cute as a button and seamlessly integrated into the advertising action thanks to modern technology. This British spot, approved by the actress's sons, finds Hepburn on holiday in Italy, tempted from her tour bus (not AC/DC's tour bus, thankfully) by a pretty boy driving a fancy convertible. When Audrey accepts the ride, she coyly sits in the back seat. Classy! The visuals are impressive, a big improvement on Dead Astaire's hot steppin' for Dirt Devil back in 1997. Of course, some find the trend ghoulish. Frankly, I'm surprised it's generating this much interest. It's been done to … well, death. Everyone from John Wayne to Albert Einstein, Marilyn Monroe, John Lennon and Kurt Cobain have been resurrected for ads. And Clint Eastwood for Chrysler … close enough! Check out Hepburn's 2006 Gap spot after the jump.

L’artiste Alan Sailer aime faire exploser les objets et les aliments autour de lui. Mais il aime aussi photographier ces instants au millionième de seconde, ce qui lui permet d’obtenir des clichés très impressionnants. Plus d’images de cette série dans la suite de l’article.

Previously on Fubiz

• Explosion Series
• Dishes Concept
• Soft Guerilla

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