Tiny Rebellion Unveils New Branding for Hotwire

Santa Monica-based agency Tiny Rebellion has crafted a new, nationwide branding campaign for Hotwire, “centered on the happiness all types of travelers experience when scoring a fantastic deal.”

The larger branding campaign, with a budget of over $40 million for the year, includes a new logo and ““Hotels. Deals. Happiness.” tagline, as well as two distinct television campaigns: “How it Feels to Hotwire,” and “Hotwire 180.” Hotwire is also rolling out a new website, and mobile apps. Spots for “How it feels to Hotwire” begin airing today across over 30 cable networks. Both campaigns were inspired by real Hotwire travelers’ feedback and “illustrate how any traveler, seasoned Hotwire customers and new users alike, can reap the joyous benefits of discounted travel through the site.”

The second campaign, “Hotwire 180” features Academy Award-winning director Errol Morris interviewing real travelers who are hesitant to use blind booking sites as he converts them to Hotwire enthusiasts once they learn they can save up to 60 percent on a four star hotel in a series of 30 and 15-second spots. Check out “How it feels to Hotwire” above and stick around for “Hotwire 180” spots and agency credits after the jump. continued…

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Secret Weapon CD on Deutsch McDonald’s Campaign: ‘Flattering’ but ‘Annoying’

Anyone notice that the recent Taco Bell “Ronald McDonald” spot bears a very slight resemblance to this 2002 Secret Weapon ad for Jack in the Box?

Secret Weapon founder/creative director Richard Sittig did–and he told Felix Gilette of Bloomberg Businessweek all about it today.

You know you want some key quotes after the jump.


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Deutsch L.A., Ronald McDonald Love Taco Bell Breakfast

Deutsch L.A. teamed up with production company Moxie Pictures for a new broadcast campaign promoting Taco Bell’s new breakfast menu, coming on the heels of the brand’s digital campaign from Digitas.

Directed by Errol Morris, with editing from Rock Paper Scissors, the spots collect a group of individuals all named Ronald McDonald to share their thoughts on the new Taco Bell breakfast items. The Ronald McDonalds saying they love Taco Bell approach is used across the three spots in the campaign, and necessitates a “These Ronald McDonalds are not affiliated with McDonald’s corporation and were individually selected as paid endorsers of Taco Bell Breakfast, but man, they sure did love it.” disclaimer. That’s pretty much the entire campaign, the Ronald McDonald idea, but it’s a clever one and doesn’t feel especially stretched over the course of the three 30-second spots. It probably doesn’t have all that much more life in it, though, so hopefully it’s just Deutsch’s launch idea. Stick around for the “Waffle Taco” spot and credits after the jump. continued…

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Emotionally Charged Ad Asks, ‘Why Bring a Child Into This World?’

Unilever asks a heavy question—"Why bring a child into this world?"—in a four-minute video touting Project Sunlight, its new  global sustainability initiative. The consumer-goods titan created the short film in collaboration with acclaimed director Errol Morris and many of the same folks from Ogilvy's South American office who created the award-winning "Real Beauty Sketches" for Unilever's Dove brand.

Actually, this is a film within film, as real expectant parents share their hopes and fears about the world their kids will inherit. They also react as they watch a movie that mixes footage of violence and despair with hopeful messages about the future. The tone is emotional, but positive, backed by a pensive piano cover of The Pixies' "Where Is My Mind?"

"Your child could have more possibilities of having a healthier heart than any living person today—and the same chance of a broken heart," the narrator says. "No one can escape that. … And by the time they find the right person, our children will have better chances of meeting their great-grandchildren than we ever did."

Nearing 2.5 million YouTube views in just two days, the clip clearly resonates with many viewers, such as this commenter on Unilever's Facebook page: "I cried at this video. … Righteous work! I hope more people see this video and are inspired."

Of course, not all viewers were won over. One YouTube commenter scoffed at the premise of a consumer brand helping save the world: "So they claim they 'save lives?' They make soap, people. Look, if they really cared they would invest all the billions of euros they make in profit into cancer research or something … Unilever is once again trying to take credit for something they have no business taking credit in by putting together some overdramatic commercial to fool people into thinking they are not in business to make those billions of euros."

The existential implications of the central question—"Why bring a child into this world?"—are so intense, I give Unilever points for having the guts to go this route in the first place.

But do we really need a big company to ask such questions? Is it Unilever's place to curate such a conversation which, no matter how well intentioned, is ultimately designed to improve the image of its brand and boost the bottom line?

Via Mashable.


What Exactly is Ogilvy’s ‘Project Sunlight’ for Unilever?

Unilever, the international conglomerate producing over 400 products, hasn’t always had a sterling environmental and social record. In 2007, Greenpeace targeted the corporation for the deforestation of Indonesian rainforests linked to its sources of palm oil. The UN Environmental Programme called palm oil plantations the leading cause of deforestation in Indonesia. Then, in 2011, Unilver partnered with Proctor and Gamble in a European washing powder price-fixing scheme. About the best thing you could say about Unilever was “at least they’re not Nestlé.”

But in recent years Unilever has been doing a lot to change public perception and at least appear to work toward sustainability. They were a founding member of the Roundtable on Sustainable Palm Oil and in 2012 announced that its sustainable palm oil target would be reached three years ahead of schedule, as well as promising “100% palm oil from certified traceable sources by 2020.” But a report issued last week by the International Labor Rights Forum and Sawit Watch found ”flagrant disregard for human rights at some of the very plantations the RSPO certifies as ‘sustainable.’” These human rights violations included “labor trafficking, child labor, unprotected work with hazardous chemicals, and long-term abuse of temporary contracts.”

So here we are a week later, on Universal Children’s Day, and Unilver has a new campaign called “Project Sunlight,” which it describes in a press release as appealing to everyone, but particularly parents, “encouraging them to join what Unilever sees as a growing community of people who want to make the world a better place for children and future generations” and “a new initiative to motivate millions of people to adopt more sustainable lifestyles.”

At the center of Ogilvy London’s campaign is the video, directed by Academy Award-winning director Errol Morrisand scored with the worst Pixies cover you’ve ever heard, ”Why Bring A Child Into This World?.” which answers that question by stating that our grandchildren will live in a better place than we do. It’s a slick, well-produced 4:26 clip charged with sentimentality and promise, especially if you’re a new or expectant parent.


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Por que trazer uma criança a este mundo?

Decidir entre ter ou não um filho é uma das maiores incertezas na vida de uma pessoa. Tentar imaginar como será o mundo em que ele irá viver, levando em conta a miséria, as guerras, o clima e tudo aquilo que não podemos controlar é o tipo da coisa que faz a gente pensar e repensar, mudar de ideia n vezes até tomar uma decisão definitiva. As dúvidas, entretanto, não acabam quando alguém resolve ter um filho, muito pelo contrário: elas parecem ganhar ainda mais força. É daí que o filme Por que trazer uma criança a este mundo, da Unilever, tenta trazer uma mensagem positiva, mostrando que para muitos dos problemas que imaginamos, também há soluções sendo criadas.

O filme, lançado oficialmente hoje no Brasil, Estados Unidos, Índia, Indonésia e Reino Unido, quando comemora-se o Dia Universal das Crianças, tem criação da David/Ogilvy & Mather e lembra bastante a pegada de Retratos da Beleza, de Dove. A diferença é que, aqui, futuros pais são confrontados com seus medos e têm uma resposta a eles.

Por que trazer uma criança a este mundo também marca o lançamento do Project Sunlinght, que segundo informações divulgadas pela marca ”foi desenhado para atrair pessoas de todo o mundo, em particular os pais, incentivando-os a se unirem ao que a Unilever vê como uma comunidade crescente de pessoas que querem tornar o mundo um lugar melhor para seus filhos e para as futuras gerações”.

Apesar de não sanar todas as incertezas que fazem parte da decisão de ter ou não um filho, o filme é bem-feito – a direção é de Errol Morris e a trilha sonora é a perfeita Where is My Mind, dos Pixies – e traz uma mensagem positiva e emocionante. É um começo para quem quer acreditar que o futuro poderá ser melhor.


Brainstorm9Post originalmente publicado no Brainstorm #9
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