Se uma pessoa pode aprender muita coisa em 1 hora, 1 dia, 1 semana, 1 mês, 1 ano, imagine só o que ela não aprende em 100 anos. Um século é tempo o suficiente para se vivenciar histórias e experiências. Tempo o suficiente para se construir uma marca. Para comemorar seus 100 anos, a Dodge convocou os criativos do The Richards Group para criar uma campanha à altura.
O resultado é Wisdom, um filme protagonizado por um grupo de centenários que revelam suas lições de vida, tudo aquilo que aprenderam ao longo de seus bem-vividos 100 anos (alguns um pouco mais, outros um pouco menos). “Aprenda com seus erros”, “Viva o agora”, “Há milagres ao seu redor”, “Mantenha seus olhos abertos… e algumas vezes a sua boca fechada”.
Quando menos se espera, os conselhos ganham um ar de desafio, recomendando que “nem sempre faça o que mandaram você fazer”, “viva rápido” ou ainda “seja mau”. Mas “nunca se esqueça de onde você veio”.
Wisdom não tem legendas em português, mas vale demais o play.
Elderly people tend to get short shrift in commercials, much as they do most everywhere in life. Kudos to Dodge and The Richards Group, then, for celebrating the automaker's 100th birthday by putting the spotlight on humans born around the same time.
Not all of them are centenarians, but many of them are. (The rest mostly seem to be sprightly 90-somethings.) And they're here to dispense some hard-won wisdom about what they've learned in a century on this Earth. And they dispense it with humor, style and not a little defiance.
"You learn a lot in 100 years," says on-screen copy, as a 2015 Challenger screeches out of the frame. "Dodge. Born 1914."
Taking its cues from the great 1997 documentary Hands on a Hardbody, Dodge and Wieden + Kennedy will launch a contest Tuesday called Hands on Ron Burgundy—an online test of endurance that will feature daily prizes as well as a grand prize of (as in the movie) a new car. In the film, contestants put their hands on a pickup truck, and the last person to take his or her hand off won the truck. The Burgundy contest, part of a larger campaign promoting the Dodge Durango and the upcoming film Anchorman 2, will go live at noon ET on Tuesday—and it looks like it will challenge users to click on Burgundy in photo after photo. The details will become clearer tomorrow, but it will surely take some serious stamina to win the car.
This kind of advertising as punishment was popular a few years back, when Burger King made people watch a spinning Whopper for hours on end to get coupons—and, in a somewhat similar idea to Dodge's, Peugeot had people click and hold their mouse button on a car for a chance at a free week's rental. People lasted up to 15 hours in that contest (and 77 hours in the movie)—so, proceed with this Burgundy thing with caution.
We've seen only a handful of the 70 videos that Dodge filmed as part of its Ron Burgundy campaign for the Durango. But it appears the campaign will have a real-time response element, too. Check out the video below. It stars a talking horse who replies to a Breeders' Cup tweet from Monday about how Burgundy underestimated the horsepower of a horse when he compared it to that of a Durango in one of the launch spots. Funny stuff. And this is in addition to the batch of spots that Jake Szymanski filmed—making a big campaign even bigger. We'll see how far they take it.
As we mentioned on Friday, Ferrell has filmed some spots for the Dodge Durango as his Anchorman character ahead of the release of Paramount Pictures' Anchorman 2: The Legend Continues. Check out the first six spots below. The first few aired on TV this weekend, and Ferrell perfects the role of comically idiotic pitchman—with help from a roomy glove box and a "worthless" horse. The ballroom spots will premiere tonight on Dancing With the Stars.
Wieden + Kennedy in Portland, Ore., worked with Funny or Die writers on the scripts. FoD's production arm, Gifted Youth, which also produced Ferrell's famously offbeat Old Milwaukee ads, teamed with Caviar to co-produce this work. This is just the beginning, too. Chrysler chief marketing officer Olivier Francois told the ANA Masters of Marketing conference in Phoenix on Friday that this is "just a little appetizer," and that Chrysler was producing another 67 videos for the Web. "It's massive," he said.
CREDITS Client: Dodge Durango
Agency: Wieden + Kennedy, Portland, Ore. Creative Directors: Aaron Allen, Kevin Jones, Michael Tabtabai Copywriter: Mike Egan Art Director: John Dwight Interactive Art Director: Chuck Carlson Producer: Monica Ranes Account Team: Kyleen Caley, Lani Reichenbach Business Affairs Manager: Dusty Slowik Executive Producer: Corey Bartha Executive Creative Directors: Joe Staples, Susan Hoffman Head of Production: Ben Grylewicz
Co-Writing Company: Funny or Die
Production Companies: The Gifted Youth, Caviar Director: Jake Syzmanski Executive Producers (Gifted Youth): Chris Bruss, Dal Wolf, Josh Martin, Ryan McNeely Executive Producers (Caviar): Jasper Thomlinson, Michael Sagol Line Producer: Stephan Mohammed Director of Photography: Tim Hudson
Editing Company: Arcade Editor: Geoff Hounsell Post Producer: Leslie Carthy Post Executive Producer: Nicole Visram
Visual Effects Company: Method Visual Effects Supervisor: Ben Walsh Lead Flame Artist: Claus Hansen Visual Effects Producer: Colin Clarry Executive Producer: Robert Owens Titles, Graphics: Trailer Park, W+K Motion
Color Correction: Company 3 Colorist: Dave Hussey DI Producer: Denise Brown
Song: “Grazing in The Grass,” The Friends of Distinction
Mix Company: Barking Owl Mixer: Brock Babcock Producer: Kelly Bayett
Dodge Dart hits the bull's-eye with this spot from Wieden + Kennedy and Caviar director Keith Schofield that demonstrates how to make the vehicle in "100 Easy Steps." "Step 1: Study the competition," says the voiceover. "Step 2: Get angry—they're boring. 3: Make a car from scratch, the Dodge way." The remaining tongue-in-cheek instructions include driving the vehicle through a brick wall and putting pictures of it on schlocky promotional calendars, preferably surrounded by bikini gals and hunky firefighters rather than cuddly puppies—woof! (Those preferring a single step can take their cue from a previous Dodge spot and travel ahead in time to a date when the Dart of their choosing has already been made by somebody else.) W+K's campaigns for Dodge are underrated. The work's been consistently amusing and offbeat for the category, while staying on-brand and avoiding the kind of full-throttle, pedal-to-floor tomfoolery that could easily go off track. Credits below.
CREDITS Client: Dodge Dart Spot: "100 Steps"
Agency: Wieden + Kennedy, Portland, Ore. Creative Directors: Aaron Allen, Michael Tabtabai, Kevin Jones Copywriters: Justine Armour, Matt Rivitz Art Directors: Matt Moore, Gianmaria Schonlieb, Tyler Magnusson Producer: Erika Madison Account Team: Lani Reichenbach, Cheryl Markley, Jourdan Merkow Executive Creative Directors: Susan Hoffman, Joe Staples Agency Executive Producer: Ben Grylewicz
Production Company: Caviar Director: Keith Schofield Executive Producers: Jasper Thomlinson, Michael Sagol Line Producer: Eric Escott Director of Photography: Jeff Cutter
Editing Company: Joint Editor: Tommy Harden Post Producer: Ryan Shanholtzer Post Executive Producer: Patty Brebner Assistant Editor: Steve Sprinkel
Visual Effects Company: Method Studios Lead Flame Artist: Claus Hansen Flame Artist Assist: Sergio Crego Visual Effects Producer: Ananda Reavis
Music, Sound Company: Joint Sound Designer: Tommy Harden Song (if applicable): "Atlas" by Battles
Mix Company: Eleven Mixer: Jeff Payne Assistant Mixer: Ben Freer Producer: Caroline O'Sullivan
“Defiance” é a série que é um jogo, e o jogo que é uma série do SyFy Channel. Um drama que se passa em 2046 na cidade de mesmo nome, onde a humanidade tem que lidar com a invasão de sete raças alienígenas no nosso planeta.
Dentro disso tudo, está a marca Dodge. O modelo Charger – com algumas modificações – aparece em diversos episódios, dirigido pelo protagonista Josua Nolan. É o carro que sobreviveu ao apocalipse para contar história. E além desse product placement, a montadora aproveitou o tema em um comercial.
Em 30 segundos, vemos um Dodge Charger – iniciando nos dias atuais – enfrentando diversas batalhas até 33 anos no futuro. Tudo embalado pela música “Freedom” de Anthony Hamilton e Elayna Boynton, que você conhece da trilha de “Django Livre”.
A brincadeira com o fim do mundo não é novidade no segmento. No Super Bowl de 2012, o Chevy Silverado já liderou a resistência humana.
O Dodge Dart é o primeiro carro criado em conjunto pela Chrysler e Fiat, e aqui ambas mostram como funciona o processo criativo de um automóvel revolucionário.
Parte verdade, parte ficção, mas a “rotina” serve para qualquer um que trabalha com criatividade. “Pense. Tome café. Jogue fora. Comece de novo. Mais café.”.
O filme mostra o carro, suas características em detalhes, utiliza celebridade e destaca até o preço, porém, tudo isso sem ser sacal.
A criação da Wieden+Kennedy utiliza como trilha “No Church in the Wild,” do Jay-Z e Kanye West.
Advertising Agency: BBDO Detroit, USA
Creative Directors: Gary Pascoe, Sam Sefton
Art Directors: Steve Glinski, Don DeFilippo
Account Executive: Julie Somberg
Copywriter: Tim Thomas
Photographer: Brad Stanley
Chief Creative Office: David Lubars Executive Creative Director: Rick Dennis
After a long hiatus from the movie theaters for no good reason, I’ve returned, seeing several pre-summer blockbusters in the past few weeks. One thing, in particular, that’s stuck out in my mind has been a definitely noticable increase in ads, with a surprising number of auto makers pushing for my attention (albeit my attention is pretty much on the screen regardless).
As several articles I’ve been browsing through today point out, my perception of an increase in theater ads isn’t just my imagination. A pretty interesting AdAge article by Jean Halliday points out that movie theater ad sales are quickly rising across the board, capturing the attention of auto makers:
Screenvision’s revenue in the segment for the first half of 2008 is almost double what it was in the first half of 2007, said exec VP-sales and marketing Mike Chico, who said he expects to sell out 2008 inventory in the third quarter, which is unusual.
Which basically translates into more high profile ads showing up in theaters, and more interesting creative being done in longer formats, like the full :60 version of the Dodge Journey waterslide spot that’s been all over broadcast TV (in :30 form) of late.
So while part of me is tossin’ back the popcorn waiting impatiently for the movie to start, the other part of me is glad that big-budget advertisers (and the subsequent big-budget ads) are going to be showing up more and more in the theaters. Because while I’m a captive audience starting blankly at a mind-numbing screen, there might as well be something enjoyable for me to stare at.
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Post originalmente publicado no Brainstorm #9
