Hasta La Creative!

R/GA and the Ad Council launched a Fourth of July spot starring John Cena called “We Are America,” a continuation of the “Love Has No Labels” campaign discussing bias and diversity which they launched last March.

In the spot, the WWE star asserts that diversity and love for Americans of all types is at the heart of what the country is really about. During the ad Cena walks through a typical American town, whose inhabitants — including those of Latino, African American and Middle Eastern descent, as well as LGBT individuals — reflects the true diversity of the country. At the beginning of the spot, Cena defines patriotism as meaning “love and devotion to one’s country.”

He goes on to explore what that love means, and how the “average” American may be different tham what you picture from that term, deciding that, ultimately, “the freedom to celebrate the things that make us us” is as American as it gets. (Thankfully, he doesn’t ask if there’s anything more American than America.) Near the conclusion of the ad, he adds, “Patriotism shouldn’t just be about pride of country, it should be about love…beyond age, disability, sexuality, race, religion and any other labels, because the second any of us judge people based on any of those labels,” we’re not really being patriotic.

While perhaps a bit long in the tooth (the spot clocks in at over three minutes), the timely message of “We Are America” is a welcome and important one, with Cena’s spot-on delivery helping to hammer it home. Visually, shots of diverse Americans all gathered on a kind of Main Street, Everytown makes the perfect accompaniment to Cena’s passionate speech. That speech is convincing both for its statistical evidence of the true diversity of America and its evaluation of so-called patriotism that would exclude anyone based on a specific label as false patriotism. It may even succeed in convincing those who wrap up their bigotry in an American flag to reevaluate their priorities. That’s the hope at least.

“At a time when it feels hard for our country to find common ground, we need to remind audiences that to celebrate America is to celebrate all Americans. We’re so proud to continue the ‘Love Has No Labels’ message as part of the July 4 holiday and throughout the year,” Ad Council president and CEO Lisa Sherman told Adweek. “‘We Are America’ illuminates what we already know—that Americans today cover the full spectrum of age, sexuality, ability, race and religion. And this message is just as important now as ever.”

“Like last year, the power of the campaign came from its honesty. To celebrate the real America is to celebrate the real people that make up this country,” added R/GA global CCO Nick Law. “As someone who moved to the U.S. 22 years ago, I’ve benefited from the openness and generosity of this country. And it’s this inclusive spirit that now makes me proud.”

Credits:
Client: Ad Council
Priscilla Natkins, EVP, Director of Client Services
Heidi Arthur, SVP, Campaign Management
Trace Danicich, VP, Campaign Director
Jenn Walters, Campaign Director
Madeline Miller, Assistant Campaign Manager
Ellyn Fisher, SVP, PR and Social Media
Agency: R/GA
Nick Law, Vice Chairman, Global Chief Creative Officer
Eric Jannon, Group Executive Creative Director
Chris Northam, Group Executive Creative Director
Thomas Darlow, Associate Creative Director
Rene Van Wonderen, Associate Creative Director
Lucia Orlandi, Associate Creative Director
Paul Wood, Associate Creative Director
Eduardo Quadra, Associate Creative Director
Shashank Raval, Associate Creative Director
Bethany Kennedy, Senior Visual Designer
Ria McIlwraith, Designer
Tessa Ndiaye, Experience Designer
Emily Uram, Junior Art Director
Lukas Pearson, Junior Copywriter
Cindy Pound, Executive Production Director, Campaign
Jeff Skutnik, Executive Campaign Producer
Lucas Dennison, Digital Producer
Dylan Viner, Group Director, Strategy
Dave Surgan, Strategy Director
Emily Kearns, Senior Social Strategist
Amy McEwan, Strategist
Micah Topping, Executive Technology Director
Josh Hansen, Lead Architect
Steve Tsai, Senior QA Engineer
Wade Wojcak, Senior Software Engineer
Daniel Diez, EVP Global Chief Marketing Officer, Executive Management
Suzanne McGee, Director, PR
Stephen Bernstein, Director, Business Affairs
Kat Friis, Executive Production Director, Content
Leanne Diamond, Post Producer
Ashlye Vaughan, Senior Content Producer
Joanne Rotella, Senior Manager, Business Affairs
Shima Green, Stills Photographer
Madeline Gioia, Coordinator, Business Affairs
William Morel, Art Producer
Danielle Sessler, Associate Producer
Shakirah Tabourn, Production Assistant
Production Company – MJZ
Director – Rocky Morton
Executive Producer – Emma Wilcockson
Line Producer – Larry Shure
Director of Photography – David Lanzeberg
Editorial – Rock Paper Scissors
Editor – Dan de Winter
Original Music – Human/ Phillip Glass
color- Nice Shoes, Chris Ryan
Flame: Nice Shoes –Jason Farber
Mix: Nylon studios, Dave Robertson

Droga5 New York launched a Fourth of July effort for Dixie entitled “We, the Salad Men.”

The 60-second anthem ad opens with the voiceover, “Every barbecue season, men everywhere are made to feel like lesser men for eating salad.” Going on to take a stand against such “salad shaming,” which the spot claims is “driving a wedge between us,” it  tell guys to proudly reach for a plate of leafy greens if that’s what they desire.

The approach is a bit ridiculous, addressing a problem we’re not convinced exists (Seriously, who makes fun of someone for eating a salad?) to present Dixie plates as perfect for stacking high with various types of greens and veggies. But then the spot does sort of revel in its over-the-top nature, complete with slow-motion plate flipping, so clearly nothing here is meant to be taken too seriously. Still, the approach makes the eventual tie-in to the brand feel more than a little forced.

The spot will be promoted on the brand’s Facebook, Instagram and Twitter channels through the holiday weekend, with supporting efforts including a Facebook ad presenting a variety of salad recipes to try without shame.

Credits:
Client: Dixie
Campaign: We the Salad Men
Agency: Droga5 NY
Creative Chairman: David Droga
Chief Creative Officer: Ted Royer
Creative Director: Devon Hong
Creative Director: Jeff Scardino
Junior Art Director: Tommaso Fontanella
Junior Copywriter: Ted Meyer
Chief Creation Officer: SallyAnn Dale
Social Producer: Luke Bumgarner
Global Chief Strategy Officer: Jonny Bauer
Strategy Director: Elaine Purcell
Strategist: Newman Granger
Senior Communications Strategist: Delphine McKinley
Senior Data Strategist: Brad Mumbrue
Data Strategist: Remy Lupica
Executive Group Director: Brett Edgar
Account Director: Ross Gillis
Account Manager: Andrew DeMatos
Associate Account Manager: Kyra Gembka
Project Manager: Lindsay Larson
Client: Dixie/Georgia Pacific
Senior Director of Content: Shari Neumann
Senior Brand Director: Andrew Noble
Director, Brand Building Leader: Teresa Bossong
Associate Brand Manager: Nandini Subramanya
Social Media Coordinator: Brooke Lujano
Production Company: D5 Films
Director: Brian Lannin
DOP: Brian Lannin
Producer: Sara Vander Horn
Editor/Sound Mixer: Eric Harnden

Droga5 launched a new Independence Day iteration of its “This Is Wholesome” campaign for Mondelez brand Honey Maid, entitled “4 de Julio,” which follows the agency’s September effort celebrating blended families.

The new spot celebrates the Domincan Gomez family, and explores how father Arisandy, an environmental engineer, and mother, Cindy, a realtor, teach their children, and Cindy’s mother, Alesandrina about American pride and celebrate the Fourth of July. “4 de Julio” begins with Arisandy describing some of the difficulties he faced when he first immigrated to America and became a citizen, simultaneously feeling invisible and discriminated against. He and his wife go on to describe the values they pass on to their children, coupled with footage of the family’s celebration of the holiday, complete with s’mores. The spot’s message, as delivered by Cindy is that the family is made up of “normal human beings, going through struggles just like everyone else,” every bit as American as any other family. It’s a message that should almost go without saying, but in a nation where certain conservative politicians still trade in racism and xenophobia, a very necessary one.

“Honey Maid has a history of celebrating all families and the wholesome moments that make them who they are,” said Gary Osifchin, portfolio lead, biscuits, Mondel?z International. “The Gomezes embody the resonant strength behind America’s blended and diverse culture. It is an honor to highlight their family’s experiences and traditions this Fourth of July.”

British brands, understandably, don't have much to say around the Fourth of July—until now. Newcastle Brown Ale, among the cheekiest of U.K. marketers, has turned America's most patriotic holiday to its advantage by inventing a new, completely made-up holiday: Independence Eve on July 3. The idea of the tongue-in-cheek campaign, created by Droga5, is to "honor all things British that Americans gave up when they signed the Declaration of Independence," Newcastle says.

To mark the new holiday, the brewer is introducing the "Revolutionary Koozie," which will be handed out at bars around the country this evening. It features the British flag on one side and the American flag on the other. At the stroke of midnight, you're encouraged to turn your beer 180 degrees and go "from honorary British subject to proud American with the twist of a fist." The campaign extends to digital with a transformation of the brand's Facebook page and a series of daily GIFs highlighting the differences "between British America and American America."

"Newcastle is a very British beer, and needless to say, it doesn't sell that well on July 4. So why not establish it as the beer you drink on July 3?" says Charles van Es, senior director of marketing for Heineken USA portfolio brands. "Unlike the Redcoats in the 18th century, we're picking our battles a little more wisely. By celebrating Independence Eve, we're taking liberties with America's liberty to create a new drinking occasion and ensuring freedom on July 4 tastes sweeter than ever."

Van Es adds: "Like Cinco de Mayo or Thanksgiving Wednesday, Independence Eve is just another excuse to enjoy good times with good friends, but now with a new purpose. On July 3, we're lifting a Newcastle to our British heritage and the American freedom we all appreciate."