Hasta La Creative!

This new ad in Subaru and Carmichael Lynch's "Love" campaign opens on a scene we all dread—a car with a flat tire, and of course it's raining. We see a girl in a raincoat crouched down next to her car, getting drenched while she faces the challenge of changing it. Odessa's beautiful "I Will Be There" plays throughout ("If you ever need someone to hold you/I will be there/Standing by your side"), and I can't help but inwardly cheer her on. I won't give this one away; you need to watch it for yourself. It's good. Really good. Another winner from a company that tells these kinds of stories particularly well.

Advertising Agency: Point Blank, Mumbai, India
Director: Bindu Sujeesh
Creative Director: Sujeesh Sukumaran
Art Director: Sarthak Sawant
Copy Head: Dr. Sapna Punjabi
Copywriters: Smruthy Nair, Guruguhan Iyer
Account Manager: Shilpa Karania
Account Executive: Tanvi Parkar

The post SunKroma by PointBlank appeared first on desicreative.

Well, this is just all sorts of amazing. Taking the time-lapsed Photoshopping of Dove's "Evolution" to a new level, Hungarian singer Boggie has created a music video in which she is digitally retouched from normal girl into glamorous pop star.

Through a combination of CGI trickery and seamless editing, the video for "Nouveau Parfum" is so compelling, it's hard to look away. And because the on-screen effects are so subtle, you're still able to pay attention to the song, which isn't bad at all. The video was posted to YouTube in December but only recently became a viral sensation, generating almost all of its 2 million views over the past week.

The 27-year-old singer, whose full name is Csemer Boglarka, told the Daily Star that the shoot took eight hours and required five changes of wardrobe, makeup and hair style. She was proud to see the effort paying off by continuing to fuel the global debate over manufactured beauty.

"Women open magazines and they have to face that on the pages everyone looks perfect, therefore they start to feel imperfect. I wanted to make it clear that we shouldn't try to compete with this perfectionism and manipulation which ruins your self-esteem," she told the newspaper.

"You should accept yourself on your good days and bad days, which is a hard process but it pays out at the end."

Via The Presurfer.

GoDaddy will try a real-world prank/stunt in the second of its two Super Bowl commercials this Sunday, as a woman will quit her job in front of the world to pursue her dream of starting her own business. The Web-hosting company released a teaser for the spot on Tuesday in which actor John Turturro sets up the premise.

"Let's talk about dreams, and the people who choose to pursue them. Like [BLEEP]," he says, as a picture frame with a question mark appears. "She's a real person with a real dream of starting her very own business. And she's got a message for her boss in front of 100 million people."

The gambit is clearly inspired by prank videos. Presumably the woman's boss had no idea this was coming, and will have a genuine reaction—positive or negative—that could be fun to see. UPDATE: GoDaddy sent through some more information. "Her boss doesn't know!" the company says. "He or she is going to find out while watching the commercial with the rest of the viewers—after the commercial, a formal resignation letter will be delivered and she'll give her two-week notice."

The stunt also recalls Marina Shifrin's spectacular late-night job-quitting dance from the super-viral video she posted last year. People just like seeing other people stick it to their boss. The concept would work better for a jobs site, but GoDaddy could make it work, though at 30 seconds it might be tough.

GoDaddy is evolving its messaging away from sleaze and toward a more respectable focus on women as business owners. The company's other 2014 Super Bowl spot, already released in full, stars Danica Patrick as one of many bodybuilders seeking a spray tan from a GoDaddy-using business owner.

Colangelo's new TV ads for Trojan are refreshingly quiet and subtle, with adults and a male teenager alluding to sex without snickering or blushing. That said, the subject behind the dialogue-driven ads, which break today and were directed by Gavin O'Connor in his commercial debut, is never in doubt.

In "Big Date," the teen, in an interesting role reversal, plants a condom in the shirt pocket of his middle-aged dad who's leaving for a date. "Miss You" shows a boy longing for his traveling dad as much as his mom misses her man, only to smile when she finds a Trojan present from him in a dresser. "Happy Birthday" is the only ad set in bed, with a thirtysomething couple celebrating some early morning action. But hey, they're relaxed about it, so you don't feel creepy watching them.

Indeed, this campaign is more mellow than naughty, so much so that TV networks will air the ads earlier in the evening than they have in the past, according to Dave Clemans, Colangelo's executive creative director.

The tagline, underscored by three simple piano notes, is "Real. Good. Sex."

CREDITS
Client: Church & Dwight
Brand: Trojan
Agency: Colangelo
Executive Creative Director: Dave Clemans
Creative Directors: Chris Stevenson, John Wagner
Art Director: Wendy Shapiro
Agency Executive Producer: Ilene Richardson
Managing Director: Jim O’Neill
Group Account Directors: Elizabeth Geary, Dan Liu
Director: Gavin O’Connor
Production Company: Saville Productions
Executive Producer: Rupert Maconick
Head of Production: Michelle Traviniski
Producer: Jay Spangler
Director of Photography: Mandy Walker
Editorial: The Cutting Room Films
Editor: Brian Sanford
Editorial Executive Producer: Melissa Lubin
Editorial Senior Producer: Eytan Gutman
Color: Light of Day
Colorist, Online Editor: Joe Wenkoff
Flame, Visual Effects: Colin Stackpole
Sound Mixer: Walter Bianco

All the pre-game hype and multimillion-dollar TV buys can't put the Super Bowl and sports fandom in perspective as sharply as this newspaper ad from Kara Christian, a 58-year-old Denver Broncos fan stricken with breast cancer.

The longtime season-ticket holder has followed the team since she was 5, back in 1960, when the Broncos played their first game, and she regularly attends contests at Sports Authority Field at Mile High wearing a big orange wig. She's the kind of ardent fan who arrives at games early to greet home-team players with hugs as they walk to the locker room.

Christian, whose prognosis is terminal, received a field pass for the AFC Championship Game in Denver and a football signed by every Bronco. To say thanks and spur the team to victory in the Super Bowl, she took out a half-page ad in the sports section of Saturday's Denver Post.

She writes: "You shall never know how much your kindness and support has meant to me throughout my illness. An autographed football has made the darkest of days shine brightly with an orange glow. A hug has given me the strength to remain Bronco tough. A field pass has given me encouragement to make it through another day. A phone call has meant the orange and blue world to me." She closes: "I was born a Bronco, I bleed orange and I will proudly die a Bronco," and signs the ad "The Bronco Lady." (Christian qualified for two Super Bowl tickets in the team's season-ticket lottery and plans to attend the game.)

She opens the message by addressing the Broncos as "teammates." This speaks to the intense, intimate bond that die-hard fans have with our favorite teams, ties that inform and enrich our daily lives in ways causal fans can't understand. In our hearts and minds, we're part of the team. We rise with each victory, sink with each defeat. Some say sports isn't life and death. For true believers, it's nothing less. In the best cases, this energy flows in both directions, giving strength to fans and players. It's a spiritual experience that transcends the cynicism of celebrity, contracts and even commercials.

I don't care what USA Today's Ad Meter says after the game. Kara Christian's ad wins the Super Bowl this year.

The Internet is Times Square pre-Giuliani, says Squarespace's Super Bowl ad—the full version of which went live Monday online, a week and a half after a teaser rolled out.

The spot, produced in-house, aims for a grand, dark vibe, but after a decently arresting opening image, it falls flat. It's hard to do convincing futuristic dystopias on the cheap, and it's clear Squarespace didn't put enough dollars into the production of this. If you want to see an amazingly rich, dark, circus-like world in advertising, with great directing and voiceover work, go back and watch Hal Riney's old First Union spots. Then come back and watch this. The difference is stark. You have to pay for it, but it pays off.

Also worth noting: People really don't want depressing messages on the Super Bowl. Here you've got 24 seconds of bleak followed by six seconds of bland. It will bomb on Sunday.

Advertising Agency: Adsyndicate Services Pvt. Ltd.
Advert title(s): TOI Literary Carnival: Booklovers
Creative Directors: Vinay Saya, Utkal Mohanty, Anand Venkatram
Art Director: Vinay Saya
Copywriters: Utkal Mohanty, Anand Venkatram
Photographer: Deepak Vijay

The post TOI Literary Carnival by AdSyndicate appeared first on desicreative.

A year after the Red M&M belted out Meat Loaf's "I'd Do Anything for Love (but I Won't Do That)," it's Yellow's turn to take the spotlight during the Super Bowl.

The Mars candy brand just released a teaser for its 30-second spot, set to air in the first half of the Feb. 2 broadcast. Not much is revealed, aside from some aerobics and an abduction via tranquilizer dart.

The spot, from BBDO New York, will promote peanut M&M's.

"It's about time we remind the world how irresistible M&M's Peanut really is," Seth Klugherz, senior director of M&M's Chocolate Candies, said in a statement. "Each M&M's Peanut is literally 1 in 100—meaning we have to sort through 100 different peanuts, just to find one that's lucky enough to make its way into a bag of M&M's Peanut."

CREDITS
Client: Mars/M&M's
Title: "Abduction"

Agency: BBDO, New York
Chief Creative Officer: David Lubars
Executive Creative Directors: Tim Bayne, Lauren Connolly
Senior Art Director: Eduardo Petersen
Art Director: Jamie McCelland
Copywriter: Roberto Danino
Senior Producer: Regina Iannuzzi
Producer: Sofia Doktori

Senior Account Director: Susannah Keller
Account Director: Carrie Lipper
Account Manager: Tani Nelson
Account Executive: Alyce Regan

Production Company, Visual Effects: Laika, House
Executive Producer, President: Lourri Hammack
Director: Kirk Kelly
Producers: Zilpha Yost, Julie Ragland
Editing House: PS260
Editors: Maury Loeb, Ned Borgman
Assistant Editors: Matt Posey, Colin Edelman
Senior Producer: Laura Patterson

Isaiah Mustafa, who recently returned to the Old Spice world in a British campaign, is now fronting a new online initiative for the P&G brand's new body spray. The campaign is built around nine bogus websites that advertise fake, faux-manly products and services—like black leather sheets, spray-tan parties, push-up muscle shirts and more—and Mustafa's comical disdain for all of them, and anyone who would be sucked in by them.

You can send the sites to friends as a prank (via Twitter, Facebook or email), and when they try to click around, a warning buzzer sounds and Mustafa appears to deliver a good scolding—an "Internetervention"—in his trademark style. A different video plays on each site, and there are all sorts of sight gags and other funny bits.

Check out the nine sites and accompanying videos below.

Credits at the bottom of the post. Via The Denver Egotist.

www.glitzelectronics.com
www.partytanz.com
www.zaneckworkouts.com
www.toughsheets.com
www.smellpulse.com
www.theflatteringman.com
www.brodominiums.com
www.freshbodycoupons.com
www.flavorpatch.com

CREDITS
Client: Old Spice
Project Name: "Internetervention"

Agency: Wieden + Kennedy, Portland, Ore.
Creative Directors: Craig Allen, Jason Bagley
Interactive Creative Director: Matt O'Rourke
Copywriter: Andy Laugenour
Art Directors: Matt Sorrell, Matt Moore, Croix Gagnon
Executive Interactive Producer: Mike Davidson
Interactive Producer: Ben Sellon
Account Team: Liam Doherty, Yaya Zhang, Michael Dalton, Jessica Monsey
Executive Creative Directors: Susan Hoffman | Joe Staples
Director of Broadcast Production: Ben Grylewicz
Director of Digital Production: Pierre Wendling
Group Media Director: Kelly Muller
Associate Media Director: Kerry Antos
Media: Lisa Feldhusen, AJ Blumenthal
Technology Lead: Ryan Bowers
Business Affairs Lead: Cindy Lewellen
Print Producer: Heather Smith Harvey
Group Strategy Director: Britton Taylor
Brand Strategy Director: Anibal Casso
Digital Strategy Lead: Michael Holz
Social Strategist: Danny Schotthoefer
Director of Interactive Strategy: Zach Gallagher

Digital Production Company: Stinkdigital, New York

Production Company: Skunk
Director: Craig Allen

Editorial: Arcade Edit
Editor: Geoff Hounsell
Assistant Editors: Sean Lagrange, Dean Miyahira
Managing Partner: Damian Stevens
Executive Producer: Nicole Visram
Producer: Leslie Carthy

VFX: Timber
Creative Directors: Kevin Lau, Jonah Hall
Producer: Shelby Wong
Lead Flame Artists: Chris Homel, Matt Lydecker, Jan Cilliers
Assistant Flame Artists: Eli Beck-Gifford, Austin Hickman-Fain

Sound Design and Mix: Barking Owl
Executive Producer: Kelly Bayett
Engineer: Brock Babcock