Hasta La Creative!

State Farm probably still can’t believe how popular the “Jake From State Farm” commercial has become. It became a cult favorite almost overnight and has been parodied relentlessly on Vine and elsewhere. Recognizing the love for all things Jake, the insurance company even gave him a Twitter account, which now has more than 33,000 followers.

The ad—technically called “State of Unrest (Jake)”—continues to air, and by now many people know the dialogue by heart. The dialogue is so familiar, in fact, that most people (and certainly the brand’s social-media followers) can likely follow along with the remade version below, posted to Facebook today—with the narrative told totally in emojis.

Random Friday fun, and a great quick hit from the advertiser.

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Miley isn’t the only member of the Cyrus family with a knack for exposing herself. In fact, younger sister Noah takes things one step further by posing as a dissected corpse for a PETA ad protesting classroom animal dissection.

In typical PETA fashion, the ad’s primary image is crass and confrontational. Noah, a 15-year-old actress, is staring right at the viewer, pale and glassy-eyed, with her chest peeled open to reveal her internal organs. This is paired with the headline, “I am not a classroom experiment.” Smaller type adds: “Neither are cats, frogs, rats, pigs, or other animals killed for dissection.” The hashtag is #DissectionKills.

Asked about the experience of being made up to look like a medical cadaver, Noah said in a statement: “It kind of was weird being on the table, and the feeling of being about to be cut open. The thought of that happening to an animal would be terrible.”

It might sound paranoid to read into PETA’s motives behind choosing Noah, whose connection to her sister allows them to build more advertising around the image of celebrity instead of the thing they’re supposed to be caring about. But at this point, PETA’s starchasing is almost more annoying than its knack for empty hyperbole.

Traditional watch makers are in a bit of a bind with the launch of the Apple Watch. Do they just ignore it, or do they make fun of it—and in so doing, admit its buzzworthiness and give it that much extra attention?

Shinola is going with the latter approach, launching ads from Partners & Spade in The New York Times and Wall Street Journal (suitably old-school placements, naturally) that rib the wondrous new Apple device, which is finally available for pre-order today.

The ads promote the brand’s Runwell watch, which at $550 is almost identical in price to the lower-end Apple Watch, which goes for $549. The tagline is, “The Runwell. It’s just smart enough,” and the copy riffs on that theme:

Smart enough that you don’t need to charge it at night. Smart enough that it will never need a software upgrade. Smart enough that version 1.0 won’t need to be replaced next year, or in the many decades that follow. Built by the watchmakers of Detroit to last a lifetime or longer under the terms and conditions of the Shinola guarantee.

Yes, the watch might be old-school, but the snark is very modern-day. Full ad below.

CREDITS
Client: Shinola
Agency: Partners & Spade
Creative Director: Anthony Sperduti
Creative Director: Griffin Creech
Art Director: Danny Demers

DirecTV doesn’t want you to have to look at ugly cable wires and boxes. So, it’s putting Hannah Davis on your screen instead (and saying goodbye to Rob Lowe).

Sports Illustrated’s 2015 Swimsuit Issue cover girl anchors two new spots for the satellite TV service from Grey New York. In the first ad, she rides a white horse down a tropical beach in a scene vaguely reminiscent of Isaiah Mustafa for Old Spice, offering an otherwise standard pitch for the wireless satellite service. In the second, she’s just sitting next to her ride.

There’s a twist in both, though, and it’s consistent with the brand’s history of cranking out solid comedy.

The work replaces DirecTV’s long-running Rob Lowe (and his lesser versions) campaign, which was dinged Tuesday by the National Advertising Division of the Council of Better Business Bureaus for making unsubstantiated comparative claims about cable. (The fact that Comcast worked to ruin everyone’s fun is another good reason for consumers to hate that company—even if some of the DirecTV ads weren’t the nicest.)

Davis also appeared as a cat lady in a DirecTV print ad in the S.I. Swimsuit Issue. But—spoiler alerts ahead—the TV campaign hits the holy trinity of advertising clichés: run-of-the-mill sex appeal, a funny talking animal and a visual play on words.

It’s worth noting, though, that followed to its logical conclusion, the joke is basically saying DirecTV is a horse.

For a campaign that’s five years old, Snickers’ “You’re Not You When You’re Hungry” is having quite the creative renaissance this year.

The Super Bowl ad was fantastic (as was the New York City billboard that teased it). The Medusa ad on the back cover of Sports Illustrated’s swimsuit issue was inspired. And now, we get a very fun campaign in which the brand got video bloggers all over the world to post intentionally bad videos—pretending they recorded them while they were hungry, and thus weren’t themselves.

The “You’re Not YouTube” campaign launched simultaneously in eight countries and included 13 popular “how-to” vloggers on YouTube. In each video, it’s clear something is wrong as the usually sure-footed hosts appear completely off their game.

For example, in the one U.S.-based video, style and motivational guru Jessica Harlow, who’s usually so put together, apathetically shows fans how to “let yourself go.”

U.S.

There are two videos from Puerto Rico. In one, high-energy comedian Alex Diaz demonstrates yoga-inspired relaxation techniques. In the other, political commentator Jay Fonseca totally switches gears and offers step-by-step instructions on how to make hand-made floral scrapbooks.

Puerto Rico

The others vloggers are from the U.K., UAE, Egypt, Turkey, Lebanon and Brazil. You can check out their videos below.

“Vloggers are such dynamic content creators, it’s quite interesting—and funny—to see what happens when hunger strikes and their faculties fail them,” says Allison Miazga-Bedrick, Snickers brand director. “Between them the international vloggers in this campaign have over 7 million subscribers, generating huge global reach for this innovative digital extension of our campaign.”

U.K.

United Arab Emirates

Egypt

Turkey

Lebanon

Brazil

CREDITS
Client: Snickers
Campaign: “You’re Not YouTube”

Creative Originator: AMV BBDO, London
Copywriter, AMV BBDO : Diccon Driver
Art Director, AMV BBDO: Alan Wilson

Creative Agency: BBDO, New York
Chief Creative Officer, BBDO Worldwide: David Lubars
Chief Creative Officer, BBDO New York: Greg Hahn
Executive Creative Director, BBDO New York: Gianfranco Arena
Executive Creative Director, BBDO New York: Peter Kain
Associate Creative Director, BBDO New York: Matt Herr
Associate Creative Director, BBDO New York: Justin Bilicki
Group Planning Director, BBDO New York: Crystal Rix
Senior Planner, BBDO New York: Alaina Crystal
Managing Director, BBDO New York: Kirsten Flanik
Global Account Director, BBDO New York: Susannah Keller
Account Director, BBDO New York: Joshua Steinman
Account Manager, BBDO New York: Tani Corbacho
Account Executive, BBDO New York: Jocelyn Choi  

Media Agency: Digitas
Media Supervisor: Chad Lewis
Media Planner: Martha Williams

Multi-Channel Network: Maker Studios
Director / Editor: Cody Buesing
Executive Producer: Michael Reilly  
Producer: Austin Bening
Director of Photography: Steven DiCasa
Production Designer: Samantha Hawkins
Hair & Makeup Artist: Thadius Lajara
Sound Mixer: Luke Tilghman
Production Coordinator: Rita Warkov
Production Assistant: Audrey Ketchell

Over the past decade, Dove has had a laser focus, challenging women’s concepts of beauty and championing “real women” to see themselves as beautiful. The brand has received overwhelming praise for its work. But at times its ads can feel treacly, even cloying.

This is one of those times. 

In the new spot below, Dove asks women all over the world to walk through doorways labeled “Beautiful” and “Average.” Throughout the three-minute short film, women who originally choose the “Average” label lament doing so—and eventually decide they should have chosen “Beautiful.”

Let’s unpack this. Sure, many women may have low self-esteem, and asking them to embrace a positive attribute like “Beautiful” can help buoy the way they see themselves. Fine. And yes, this fits in with Dove’s general messaging.

But the fact that the brand has a good-or-bad, this-or-that idea of beauty, without any gray areas, is problematic.

Here’s the thing: Someone doesn’t have to be beautiful to matter, or to value themselves. This spot’s concept is more complicated than it seems, too—forcing women to put themselves into two distinct categories and positioning “Average” as a negative concept.

People, women especially, are keenly aware of how the world sees them. It is likely that some of the women who walked through the “Average” door see themselves as beautiful, but knowing that cameras were on them, did not want to appear immodest.

Beyond that, Dove’s focus can be a detriment. At this point, most people are aware of what Dove has been doing to challenge how people understand beauty and how it is tied to self-worth. But why not branch out at this point? Why not challenge other notions of women’s self-worth, and tie that to personal care?

At any rate, the new campaign comes across as unnatural and doesn’t have the same convincing narrative arc that many of the brand’s more successful campaigns do. 

Underwear brand Dear Kate is hoping to make “my first period” stories something to celebrate—or at the very least, something that isn’t shameful.

In its newest video, women tell stories about their first time (getting their period, not having sex, but that’s the Oh Henry! reveal behind the first 30 seconds). The three-minute spot includes stories of horror (“Oh shit, this is where I’m going to die”) and confusion (“For two days, I just kept throwing out my underwear”), and the copy invites viewers to upload their own “my first period” stories.

“Our goal with the film is to reframe the moment of getting your period so it’s just as talked about and has just as much cachet as the time you first had sex, if not more,” says Julie Sygiel, Dear Kate’s founder. “We want to make sure it’s not embarrassing or shameful to experience or to talk about. That’s the main goal with this film.”

The goal to destigmatize periods is a good one, I think, and is reminiscent of HelloFlo’s “Camp Gyno” spot from 2013. People reminiscing about their first times (having sex or getting their periods) might not necessarily take off at happy hour, but it’s nice to think we’re not stuck in the rut of commercials featuring women wearing white on the beach and mysterious blue liquid.

The spot lines up nicely with the products Dear Kate features—underwear with built-in lining and stain-releasing fabric. Which would have been nice to have when I was 13 and sitting in history class.

New Belgium Brewing peddles its Slow Ride Session pale ale in a series of silly Web shorts created by production house Strike Anywhere.

Dr. Don, a mellow therapist with a bushy upper lip, advises patients to relax and enjoy life as he serves them beer during slow rides on a fantastical bicycle-couch contraption. Is this guy licensed? To practice therapy or drive that thing? It’s probably best not to ask.

The pleasingly perky films, which began appearing a few months back, top out at around three minutes, and the performances by sketch comedy vets, at times clearly ad libbing, give the spots an extra kick. Ditto the retro elevator/lounge soundtrack (like something from an oh-so-groovy ’60s romp) and the rear-projection effects, which are goofy but not intrusive.

Still, it’s a thin concept, and after episodes with a bickering couple on their first date, bickering roommates and a millennial bickering with his boomer boss, the comedy starts to fall a bit flat. Also, Dr. Don’s chill-out mantra, while on-brand, wouldn’t feel out of place for a purveyor of the wacky tobacky. (What exactly are you hopped up on, dude?)

Ah well, it’s all about the “mobile therapy couch,” which steals the show every time. There’s even a laid-back video that shows you how to build one of your own. Alas, the instructions make assembling Ikea furniture look like child’s play. (It’s also difficult to follow what the hosts are saying in the clip shot outdoors on a windy day).

After attempting that DIY project, you just might need therapy. Or a couple sixes to take the edge off, at the very least.

In “Ripple,” the latest Nike Golf ad, we witness the journey of a way-back-when Rory McIlroy, following the career of his idol, Tiger Woods.

The young boy watches Woods play, puts his posters up in his room, and experiences his own victories and losses as he plays the game himself. The film culminates with a scene of current-day superstar McIlroy teeing off after Woods at the start of a round.

Created by Wieden + Kennedy, the spot is lovely and inspirational. It’s also not the first time McIlroy and Woods have appeared in a Nike Golf ad together. This follows the funny and very popular “No Cup Is Safe” spot from 2013, although with a completely different tone.

After signing McIlroy, 25, to a five-year contract in 2013, it’s clear Nike wants to position him as the heir to Woods, 39. And McIlroy is showing signs of living up to that hype—he’s won four majors now, though of course it’s a long way from Woods’ 14.

“It’s been an incredible journey for me, going from massive fan to competitor,” McIlroy said in a statement. “To think that not too long ago I was that little boy watching him on TV to where I am now. It’s been a cool journey and I’m very lucky I get to compete with and against him, because he inspired me as a kid and he inspires me now. He’s the best player I’ve ever seen.”

CREDITS
Client: Nike Golf

Agency: Wieden + Kennedy, Portland, Ore.
Creative Directors: Chris Groom / Stuart Brown
Copywriter: Brock Kirby
Art Director: Derrick Ho
Producer: Jeff Selis
Interactive Strategy: Reid Schilperoort
Strategic Planning: Andy Lindblade / Brandon Thornton
Media/Comms Planning: Alex Dobson / Jocelyn Reist
Account Team: Alyssa Ramsey / Rob Archibald / Heather Morba / Ramiro Del-Cid
Business Affaires: Dusty Slowik
Project Management: Nancy Rea
Executive Creative Directors: Joe Staples / Mark Fitzloff
Head of Production: Ben Grylewicz

Production Company: Biscuit Filmworks
Director: Steve Rogers
Executive Producer: Holly Vega
Line Producer: Vincent Landay
Director of Photography: Nicolas Karakatsanis

Editorial Company: Joint Editorial
Editor: Peter Wiedensmith
Post Producer: Leslie Carthy
Post Executive Producer: Patty Brebner

VFX Company: The Mill
VFX Supervisor: Tim Davies
Flame Artist:
VFX Producer: Will Lemmon
Titles/Graphics:

Composer: Ludovico Einaudi
Song (if applicable): Nuvole Bianche

Digital/Interactive:
Agency: Wieden + Kennedy, Portland, Ore.
Creative Director: Chris Groom / Stuart Brown
Copywriter: Brock Kirby
Art Director: Derrick Ho
Producer: Jeff Selis
Interactive Strategy: Reid Schilperoort
Strategic Planning: Andy Lindblade / Brandon Thornton
Media/Comms Planning: Alex Dobson / Jocelyn Reist
Account Team: Alyssa Ramsey / Rob Archibald / Heather Morba / Ramiro Del-Cid
Executive Creative Directors: Joe Staples / Mark Fitzloff
Agency Executive Producer: Ben Grylewicz
Digital Designer: Rob Mumford
Exec Interactive Producer: Patrick Marzullo
Content Producer : Byron Oshiro
Broadcast: Jeff Selis
Art Buying: Amy Berriochoa
Photographer: Luke Delong

A five-minute 1990s-era Scientology sing-along video doesn’t need a parody to be funny. But that hasn’t stopped Saturday Night Live from making one anyways—and the results really don’t disappoint.

Everyone’s favorite crazy celebrity cult is enjoying (or not) a renewed place in the popular consciousness, thanks to the buzz around the HBO documentary Going Clear. So is everyone’s favorite kitschy decade, thanks to BuzzFeed. That means NBC’s live sketch comedy show was able to topically spoof the clip, which resurfaced online in 2011.

There’s ample opportunity for skewering. The lyrics include excellent couplets like “Religion and science intertwined/aliens live inside of our minds.” Pop-up annotations list the sinister fates of faces gleefully bobbing on the screen. Bobby Moynihan shines as L. Ron Hubbard.

Titled “Neurotology Music Video,” it’s packed with references that will tickle anyone who’s been following the scandal around the church—even if the reality is unsettling. (Anyone who hasn’t been keeping up can find an excellent, hefty primer in the 2011 article “The Apostate,” by Lawrence Wright, who went on to write the book Going Clear, on which the HBO documentary is based.)

It’s too bad SNL couldn’t also work in an extended parody of Tom Cruise raving about how great it is to be Tom Cruise, the Scientologist. Though in that case, it’s hard to imagine anything beating the real deal.