TBWAChiatDay Sends Off Yankees Captain for Gatorade

TBWAChiatDay bids adieu to Yankees captain (and regular starting shortstop since 1996) Derek Jeter in a 90-second send-off spot for Gatorade, an MLB sponsor since 1990.

While there has been no shortage of fanfare surrounding Jeter’s exit from baseball at the quickly approaching end to the season (including a somewhat excessive display at the All Star game), TBWAChiatDay’s farewell for Gatorade, which Jeter collaborated on, manages to charm. Back in July (when it still looked like the Yankees had a shot at the postseason), TBWAChiatDay and Gatorade roped off a few blocks before a home game in the Bronx and, in the words of Molly Carter, Gatorade’s senior director of consumer engagement, “just kind of let Jeter go.”

Jeter is seen interacting with some very surprised and excited fans, signing autographs and even dropping in to Stan’s Sports Bar. Most of the spot’s charm comes from the authentic reactions of the fans, delighted by the opportunity to meet the star player.

Jeter’s collaboration for the ad also extended to the soundtrack, with the shortstop choosing Frank Sinatra’s “My Way” as the song that summed up his career. “It was a true collaboration between Derek and Gatorade,” Carter told Adweek.

The spot breaks online today, followed by a broadcast premiere this Saturday on the YES Network and Fox, when it’s sure to make more than a few Yankees fans teary-eyed. Gatorade will follow this with a full-page ad, written by Jeter, in the New York Daily News and Sports Illustrated on Sept. 28-29. Addressed to New York, the ad will see Jeter thanking fans for their years of support, opening, “From my first at bat until my final out, you helped make me who I am.” The print ad is timed to coincide with Jeter’s final game on September 28th (unless the team makes the playoffs, which they won’t). (more…)

New Career Opportunities Daily: The best jobs in media.

Nissan Wants You to Open ‘The Briefcase’

Nissan’s new online initiative “The Briefcase” courtesy of TBWA\Chiat\Day LA features a high octane car chase (starring the new 2014 Nissan Rogue) ending in a click through to a contest offering contestants the chance to win one of three 2014 Rogues.

The video opens with a man getting in a hired car for his usual commute home from work. When a motorcycle pulls up and hands off a briefcase to the driver, however, all hell breaks loose. Soon everyone seems to be after the Rogue, including a helicopter that attempts to land on the car. In the end, they run into a blockade and a man shouts “Open the briefcase,” at which time viewers are prompted to click on a link to open it. This link clicks through to the contest on Nissan’s Facebook page. It’s a clever, interactive way to lead viewers to the contest, even if the video is a little over the top. Fans of the brand should enjoy having a background story going into the contest, where they can enter once per day, or more if they share information about the contest via email or social media — a pretty good way to incentivise sharing.

The contest begins today and runs through February 13th at 11:59 PM. You can enter the contest here for your chance to win a 2014 Nissan Rogue. Credits after the jump.

continued…

New Career Opportunities Daily: The best jobs in media.