Advertising Agency: Leo Burnett, Mumbai, India
Chief Creative Officers: Kv Sridhar, Nitesh Tiwari
Executive Creative Director: Ashwiny Iyer Tiwari
Copywriters: Nitesh Tiwari, Ashwiny Iyer Tiwari, Nikhil Mehrohtra, Neeraj Singh
Art Directors: Ashwiny Iyer Tiwari, Deepti Gera
Photographer: Parag Savla
Account Supervisor: Sharan Sabhachandani
The post Tide by Leo Burnett appeared first on desicreative.
A year ago, State Farm released a wonderful commercial from agency Translation suggesting NBA star Chris Paul had a twin brother, Cliff, who happened to be a State Farm agent—because he was "born to assist." In April, agency and client released an amusing follow-up spot. And now, they're cleverly extending the campaign all the way into product design through a deal with Nike's Jordan Brand.
Yes, the Los Angeles Clippers star's Jordan CP3.VII sneaker is now available in an argyle design—inspired by Cliff, who is always seen in an argyle sweater in the State Farm spots. (The CP3.VII sneaker is also the first Jordan brand shoe with iD customization on the Nike website.) A new State Farm spot, posted below, shows Chris and Cliff brainstorming ideas to bring their fans together—and landing on the custom shoe idea. Paul, as always, is doubly great in the new ad playing both himself and his nerdy alter ego, even if the plot line of the new :30 isn't as magical as the two previous :60s.
"I am always amazed at how people have connected to Chris and Cliff," Paul said in a statement to AdFreak. "I enter an arena and people call out 'Where's your brother?' Working with State Farm and Jordan on the argyle customization of my new shoe adds another level of creativity to marketing both the shoe and State Farm."
State Farm marketing chief Tim Van Hoof said the argyle iD customizations are "an exciting and cool way to connect with NBA fans and increase our relevance within the NBA culture." And Translation creative director Emily Sander said the agency wanted to "dig deeper and give fans a culturally relevant way to own a piece of the story. … We found the perfect way to organically continue infusing State Farm into sports culture, while adding more dimension to the character and his story."
See the previous spots below:
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And the award for best disembodied mouth in a commercial goes to … Australian beer Tooheys Extra Dry for this memorably unnerving 45-second spot from BMF Sydney and director Hamish Rothwell.
Popping loose from a dude's jaws and plopping down on a countertop during a party, the garrulous gob promptly mouths off at its understandably speechless owner. "You made me do things, bad things, I can't forget," says the mouth, referring to things like sucking on women's toes, eating mystery meat and kissing dogs' mouths. "I need something back." That something, of course, is the taste of Tooheys Extra Dry.
"The new ad is sure to grab attention and drive talkability," says marketing director Matt Tapper. "It's provocative, but that is what's great about Tooheys Extra Dry as a brand. We can be a little more adventurous with our creative."
The White Agency assisted with digital elements, and the campaign stretches across TV, online and outdoor, with the animated mouth as its focus. That pugnacious piehole was created by Alt.VFX, which sent a horde of deer to a rave in a memorable Tooheys spot a while back. The mouth is like something out of a David Cronenberg film—amusing and disturbing at the same time. This is very dark humor, and whether praised or panned, I expect it will set tongues wagging.
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Here's an inspired (if morbid) bit of viral movie marketing: Marvel has created a site called TheBentBullet.com that chronicles supervillain Magneto's role in assassinating President John F. Kennedy.
Flipping the "magic bullet" conspiracy theory on its head, the site reflects an alternative history in which mutant mastermind Erik Lehnsherr used his powers over metal to shift the bullets fired by Lee Harvey Oswald on Nov. 22, 1963, ensuring they hit their target. "According to the Warren Commission," a fictional article on the site recounts, "there was no second gunman on the grassy knoll that day, as some conspiracy theorists believe. There was only Lehnsherr, trying to bend the bullet."
The article obviously sets up the backstory for the events of the upcoming film, X-Men: Days of Future Past. And the site is certainly not comical fare; both the trailer below and the article treat the story line with a level of gravity that's compelling but also occasionally unsettling. When Jackie Kennedy screamed, "They've killed my husband! I have his brains in my hands!" I doubt she could have anticipated that her heartbroken panic would be quoted to sell a blockbuster action movie.
Via Reddit.
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Kids still say the darndest things. AT&T and BBDO New York keep up their rich tradition of child-centric, ad-lib style spots (they are lightly scripted but most quickly become improvised) with this Thanksgiving gem.
Even granting the it's-so-easy-kids-can-get-it premise, Beck Bennett's opening question this time—"What's better: better or not better?"—is a little too obvious (or maybe just dumb) to elicit much more than an annoyed twitch. But what follows—the idea of bringing a pet turkey to T-Day dinner—is plenty entertaining, if arguably low-hanging fruit as well.
Regardless, the kid is right: A live turkey would be a way less boring Thanksgiving guest than a dead one. Nobody really likes to eat the bird anyway.
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Behold this strange ad-like object, which is half internal joke and half attempt to prove baseball is still down with the hip kids.
It's a fictional ad for a fictional law firm created by Michael Shur, the head writer on Parks and Recreation. Shur used to write a lot about baseball, and made fun of one player in particular—David Eckstein, who got a lot of praise for being scrappy but whose stats were mediocre. Shur named the fake Parks and Rec firm after three sabermetric instruments used to analyze baseball performance: BABIP, PECOTA, VORP and combined them with Eckstein to create the law firm of Babip, Pecota, Vorp & Eckstein.
Recognizing the inside joke when it aired on Parks and Rec in October, MLB.com had Eckstein film a fake commercial for the fake law firm. In it, Eckstein talks about his "scrapitude" and tells those obsessed with statistics, "I have a number for you: four. It's the number of chambers in the best law book money can buy: my heart."
So, if you like baseball, or inside jokes, or fake ads about baseball's inside jokes, I'm pitching this one right down the pike.
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Google isn't just a technology company. It's a facilitator of dreams.
That is, at least, according to much of the search giant's advertising, stretching back to spots like "Parisian Love" and "Dear Sophie." Those classics tackled fairly universal, big-picture milestones like getting married and having children. This new ad from 72andSunny in Amsterdam (and Backyard director Greg Kohs) gets way more esoteric, focusing on the story of Laurent Aigon.
A French airplane enthusiast, Aigon drew international attention this year for an impressive pet project: replicating the interior of a Boeing 737 cockpit in his son's bedroom, as part of a functioning flight simulator. Apparently, Google was instrumental in helping him along the way, from leading him to the online forum that inspired him to helping him locate the components and piece them together.
As marketing goes, it's smart—a powerful story that illustrates how the company's products aren't just practical tools but can actually make users happy. On some level, though, it also just proves that it's good to be Google: When a company's reason for being is to connect people to all the information in the world, it can eventually start to claim credit for just about anything.
Via Design Taxi.
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Century 21 and its agency, Mullen, have been doing some offbeat stuff together lately—pretending to sell Walter White's house on Craigslist; urging Twitter's mascot to upgrade to a bigger birdhouse after the company's IPO. But this new video is truly out there—a Thanksgiving ode to the soporific effects of turkey meat called "Tryptophan Slow Jam." It's available on iTunes, and Century 21 will donate all proceeds from the sales to its philanthropic partner, Easter Seals. It doesn't seem to have much to do with real estate—nor does the #Tryptophan hashtag, which Century 21 is also pushing this week. But hey, amusing content doesn't always have to double as a sales pitch. (Right?)
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Remember the "map wars" of 2009, when AT&T and Verizon spent a combined $4 billion on ads (and went to court) to claim coverage-area supremacy? Well, it looks like Verizon is firing another round of salvos.
For a new installment of its "Reality Check" campaign, Verizon and McCann New York created a modern art gallery featuring 4G coverage areas offered by competitors AT&T, Sprint and T-Mobile. Visitors are asked to describe what they see, with the point being that few can recognize the illustrations as maps of the United States.
It's a clever gag and not overly aggressive, but will it mark the start of another round of cartography conflict?
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Dec. 1 will be a tough day for a lot of guys, including Dan. That Movember mustache, the object of so much spousal derision for weeks now, must come off. Shaving brand Harry's tries to lessen the blow in this amusing video from Droga5 in New York, in which a guy and his mustachioed, cool-but-not-cool alter ego come to terms with the day of reckoning in the morning mirror. Harry's is also going a step further by declaring Dec. 1 to be an invented holiday called "National Shave Day," and has built a whole nationalshaveday.com site to promote it. Sure, that may be (literally) bald-faced marketing opportunism, but it could help ease the grief for guys nationwide on Sunday—as Harry's is partnering with barbershops and boutiques nationwide to give out free shaves and limited-edition razors.
CREDITS
Client: Harry's
Agency: Droga5, New York
Production Company – Arts & Sciences
Director – Tom Scharpling
DOP – Paul Yee
Production Designer – Ada Smith
Producer – Rob Hatch-Miller
Producer – Puloma Basu
Executive Producer – Mal Ward
Executive Producer – Marc Marrie
Editorial – Production Company Productions
Editor – Rob Hatch-Miller
Post Production – The Room / Lively Group
VFX Supervisor – Russell Mack
Color – Benjamin Murray
Sound – Silver Sound
Mixer – Ted Robinson
Sound Design – Dan Dzula
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"Hear what you want" is the theme of this intense, nearly three-minute Beats by Dre spot starring Brooklyn Nets star Kevin Garnett, who's shown using the brand's wireless studio headphones to cancel out angry, often ugly catcalls from fans on game day. Haters viciously taunt him for being too old, at 37, to lead the team to a championship, and the racist epithet from a red-capped rowdy around the 55-second mark—he calls the power forward a "gorilla motherfucker"—is especially jarring. Aloe Blacc's uplifting, anthemic track "The Man" works well as a counterpoint, and the fact that Garnett and the Nets have stumbled badly out of the gate this season adds power and poignance. I'll be rooting for K.G. to tune out the static and make some noise the rest of the way.
UPDATE: R/GA did the creative on this, with Prettybird doing the production.
CREDITS
Client: Beats by Dre
Agency: R/GA
Production Company: Prettybird
Editorial: Rock Paper Scissors
Editor: Damion Clayton
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Last fall, Norwegian airline Wideroe used a child's glee at his grandfather's airplane-conjuring trick to create one of 2012's best ads. Now, British Airways is showcasing a digital version of a similar concept.
A billboard at London crossroads Piccadilly Circus is programmed to show a virtual boy standing up and pointing at actual British Airways flights as they pass over the ad, which also identifies each plane's flight number and place of origin or destination. It's a nifty illusion, if a little less magical than the Wideroe ad, which managed to capture a credible slice of cross-generational life in an incredibly charming story. Then again, it's kind of apples and oranges—the BA bit is definitely way cuter than your average airline billboard.
"We all know from conversations with friends and family that we wonder where the planes are going and dream of an amazing holiday or warm destination," Abigail Comber, head of marketing at British Airways, said in a statement. "The clever technology allows this advertisement to engage people there and then answer that question for them. We hope it will create a real 'wow' and people will be reminded how amazing flying is and how accessible the world can be."
Maybe next time the marketer just needs to add a twee tortured soundtrack like the Daughter clip that Wideroe used.
Agency: Ogilvy 12th Floor. Via Creative Criminals.
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Advertised brand: Public Interest
Advert title: Child Marriage
Advertising Agency: Nikotin Pune India
Creative Director: Nitin Adake
Art Director: Nitin Adake, Nikhil Kukalwar
Copywriter: Nitin Adak
Additional credits: Vijay Powar
The post Public Interest ad against child marriage by Nikotin, Pune appeared first on desicreative.
Advertising Agency: Rubecon, Chennai, India
Creative Directors: Alexander Zachariah, Meera Zachariah
Art Director: Diya Pallikal
Copywriter: Sajan Prathap Singh
Illustrator: Samuel Rajapandian Sam
Photographer: Kunal Daswani
The post Prince Jewelry appeared first on desicreative.
There is one good reason to visit New Zealand (not counting you already happened to be in Australia so why not swing by). It's because you wish you lived in The Lord of the Rings instead of in the real world.
Just ask Air New Zealand, which appears to have conceded this in its latest Middle-earth-themed video—not its first. The new spot urges you to pack your bags with golden baubles and helmets and shields, then board a giant eagle-winged aircraft piloted by bearded dwarves. A man in a wizard's hat will use a gnarled wooden staff to wave the fowl plane down the tarmac. Hobbit-footed and pointy-eared flight attendants will serve you the Shire's crunchiest vegetable produce.
If you do go, be nice to the real Air New Zealand staff, as many of them debased themselves to bring you this fantasy—all because the airline wants you to know that what you see in the cinema is not just "a load of fanciful imaginings." Alternately, you could just use the million-hour flight to marathon all of the J.R.R. Tolkien movies. And then do it again when you get to the hotel, too.
Because you, Bilbo Baggins, sure aren't going to defeat that dragon while sitting comfortably in the Bag End replica you've built in your girlfriend's mother's basement.
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A dreary rainstorm and a friend's apparent death might not seem like promising raw materials for an uplifting ad. But this one takes place in Ireland, so it all makes sense. The two-and-a-half minute spot for Tullamore Dew Irish Whiskey was made by New York ad agency Opperman Weiss and directed by Laurence Dunmore of RSA Films. It features four friends all dressed up and trudging through the gloriously bleak countryside of Ireland, bottle of booze in hand, seeming to eulogize a fallen friend by singing the Irish folk song "A Parting Glass." Lovely stuff. Fast Company has an interview with creative director Paul Opperman, who says the men recorded the song in Saint Kevin's, the stone church in the film, known for its great acoustics. The film tries to capture what Irish music is like, he adds—"that sense of both melancholy and victory at the same time."
CREDITS
William Grant & Sons Marketing Ltd
Shane Hoyne – Global Brand Director
Opperman Weiss
Paul Opperman – Writer
Jeff Weiss – Art Director
Mark Johnston – Executive Producer
Duotone
Creative Director/Arranger: Jack Livesey
Vocal Arranger: Eamon O'Leary
Executive Producer: David Leinheardt
Bug Edit
Andre Betz Editor
Caitlin Grady Executive Producer
Nice Shoes
Lez Rudge – Colorist
Melissa Dupre – Producer
Heard City
Philip Loeb – Mixer
Gloria Pitagorsky – Managing Director
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Kanye West takes no prisoners, as displayed during his rant against Zappos CEO Tony Hsieh on novelist Bret Easton Ellis's podcast on Monday.
"I got into this giant argument with the head of Zappos that he's trying to tell me what I need to focus on. Meanwhile, he sells all this shit product to everybody, his whole thing is based off of selling shit product."
Zappos swiftly responded by launching a new item on its website called "Sh-t Product," a $100,000 plunger complete with product photos and a video demonstration. Item information includes the bullet point "The perfect gift for the man who has everything"—which is linked to Kanye's tirade. Zappos enthusiasts are leaving rave reviews: "Yo Zappos! Imma let you finish … but this is the best Sh-t product of all time!"
In an interview with AdFreak, Hsieh says, "We don't have a formal process or team to respond quickly to media events … the Kanye thing was just a random fun idea that someone came up with yesterday morning and then a bunch of employees from different departments jumped in to help make it happen quickly. As for Kanye himself, I admire him for always being on brand."
Shots fired!
Zappos wins this round, Kanye.
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Soliciting testimonials from alumni isn't a new way to advertise a university, but this example definitely takes it to a new and charming extreme.
Canada’s Royal Roads University decided to let alumni speak for themselves by physically embedding them in what passers-by assumed to be digital ad kiosks.
In the case study below, the university and agency Cossette Vancouver show how they constructed a special display box that hid a live alumna inside. When people pressed a "Connect" button on the display, a panel dropped down, revealing the actual woman they thought they'd be hearing from digitally.
Some were so surprised that they thought she was a very realistic video or perhaps a robot.
Nothing screams "I love my university" louder than a woman’s willingness to stand in a claustrophobic box all day and talk to surprised strangers. But the clip would obviously be more effective if we saw high schoolers or even parents praising the approach rather than hearing seniors talk about how nice it was to talk to a "real person." Still, I look forward to other inventive executions in this campaign.
CREDITS
Agency: Cossette Vancouver
Client: Royal Roads University
Creative Director: Michael Milardo
Art Director: George Lin
Copywriter: Pierre Chan
Director of Account Services: Chris Miller
Strategic Planner: Ute Preusse
Account Supervisor: Robyn Smith
Account Team: Philippa Groom, Megan O'Rourke
Producer: April Haffenden
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Kmart has a big viral hit with the guys playing "Jingle Bells" with their privates. Now, another retailer, JCPenney, is trying to draft off that popularity by tweeting a coupon for pants in Kmart's general direction. A back-and-forth ensued, with the phrase "twigs and berries" eventually being used. This is what American corporate retail has come to, people.
.@Kmart We noticed you could use some pants. So here's a 15% off coupon. Merry Christmas. #JingleMoreBells http://t.co/Ga5GOLVWBR
— JCPenney (@jcpenney) November 20, 2013
@jcpenney Thanks, but we prefer to #ShipMyPants: http://t.co/eXLuKGk9Wv
— Kmart (@Kmart) November 20, 2013
@Kmart, to be brief, we just thought your twigs and berries might want an extra layer 😉
— JCPenney (@jcpenney) November 21, 2013
@jcpenney We appreciate the support. #ShowYourJoe
— Kmart (@Kmart) November 21, 2013
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You've seen most of the big viral ads of the year, but not this one—because it was made for the Turkish market by Unilever's Cornetto ice cream brand. It's a short film about a fateful teenage romance, set to a track by Turkish pop singer Yal?n. It's gotten more than 26 million views on YouTube since April, which is pretty incredible, given the market. Notably, though, the spot doesn't even feature ice cream—it's simply presented by Cornetto.
The brand did some similar films in the U.K. this year; the Turkish work was the pilot program. Ben Curtis, senior brand development manager for Cornetto, told Marketing Week: "The short films allow us to take more time to develop a deeper connection with teenagers in a way that we can't in a 30-second spot. Also we know that our teens are always online, and are so creative."
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