Today is the day that Deutsch NY client PNC Bank releases its annual “Christmas Price Index,” which helps put the old 12-day carol in perspective by pricing every gift on the list.
A release tells us that the agency noted that the song had hit an all-time low in popularity this year and sought to reinvigorate it by presenting users with a “modern twist” on each item.
The corresponding “The Great Carol Comeback” site features an intro explaining PNC’s role in the project as well as a page for each present. First comes the partridge in his pear tree, which has risen in price thanks to both inflation and a healthy tech addiction (readers should click for the full interactive book experience):
We liked the Grinch-worthy ending. Next: the videos.
Philadelphia-based agency Tierney just launched the follow-up to their “Bank Human” campaign for TD Bank, with “Human Truths.”
“Human Truths” follows much the same vein as “Bank Human,” with four new, 30-second spots each pointing out a flaw with the inhumanity of most banks, and then positioning TD as the alternative. If you caught any of the “Bank Human” spots you know what to expect: someone enters a bland, generic looking bank with a problem and instead of helping to solve it the bank just gives the customer a logistical headache. It’s a straightforward, no-frills approach that speaks directly to TD Bank’s image as a customer-centric bank. The new spots tackle issues such as hold music, getting a new debit card (“Almost Magic,” featured above), running late, and maintenance fees.
“TD Bank’s focus is to create a very human and convenient banking experience,” explained Vinoo Vijay, chief marketing officer, TD Bank. “These new commercial spots speak to the pain points consumers too often face with their banks. They also highlight how TD’s approach to banking is different. This includes our unparalleled service and convenience, as well as our customer-first culture.”
The “Human Truths” campaign kicked off yesterday and will run through mid-August, with a strong presence on the four major networks in all scheduled markets. In addition to broadcast, the campaign will contain additional elements across digital, social media and PR. Stick around for “Maintenance Guy” and credits after the jump. continued…
Lowe Campbell Ewald marks the end of an era today, with their campaign for Milk Processor Education Program (MilkPEP) offering up a new tagline that shifts away from the iconic “Got Milk?” line that seems like it’s been around forever.
Although the “Got Milk?” tagline will still be used in some markets, such as California (where the processors are reportedly still with Goodby), the campaign is largely fazing out the popular tagline in favor of “Milk Life” — which may or may not be inspired by “Thug Life.” Lowe Campbell Ewald’s multi-million dollar integrated campaign focuses on milk’s health benefits (fitting the new tagline), most notably as a strong source of protein.
“Got Milk has very high awareness,” Sal Taibi, president at Lowe Cambell Ewald, New York told AdAge, “But we have a new strategy. We have a new message and we just felt we needed a new approach.”
At the heart of the “Milk Life” campaign is the new anthem spot featured above, which “spotlights everyday moments of accomplishment, achievement and enjoyment, showing milk with the latest in graphic and animation technology to bring to life how families who include milk’s protein at breakfast make the most of their day.” The obviously high-budget visuals are impressive enough, and the spot is fairly well put-together, but I’ve got to say I really miss the milk mustaches. In addition to the 30 second anthem spot, the campaign also includes “print, TV and digital advertising, consumer and retail promotions, public relations and social media” — presumably also devoid of milk mustaches. The “Milk Life” campaign also marks the first work to come out of Lowe Campbell Ewald’s recently opened New York office. Stick around for credits after the jump, and let us know what you think of the new direction in the comments section. continued…
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