Lee Jeans are back, and they’re full of action.
After fading from pop consciousness in recent years, the denim label has launched a major rebranding campaign from GSD&M, themed “Move Your Lee,” featuring a tongue-in-cheek portrayal of the archetypical “Lee Man” and “Lee Woman” getting into all kinds of hijinks, thanks to their pants.
GSD&M revives the “Wanna Get Away” concept/tagline it developed for Southwest Airlines in 1998 and ran with for about a decade in its new campaign for the airline.
The 30-second “Secret Identity” reintroduces the concept via an undercover organized crime informant giving a live interview. He makes sure his face isn’t seen by the camera by remaining in the dark, but things go predictably and embarrassingly awry.
The formula still works thanks to its flexibility and relatability. Some of the same creatives who contributed to the original campaign helped with the revival, which seems ripe for plenty of new executions. “Wanna Get Away” never compltely went way, though. As Adweek points out, the brand has used the line to promote its lowest fares even in recent years and “#WannaGetAway” has been used in conjunction with the brand on social media. It’s almost a wonder it took them this long to officially bring it back as a tagline driving its advertising, given its inherent possibilities. The new spot is certainly more memorable than last April’s “Garage Band.”
“It’s an idea with a ton of brand equity,” Lara Bridger, GSD&M group creative director told Adweek. “Most people will think it never left. The idea is based in a human truth—wanna-get-away moments—so there’s really no wrong time for this campaign. What’s really great about bringing back ‘Wanna Get Away’ now is that we can truly embrace the social element.”
The brand does just that with its #WannaGetAwayIsland contest in collaboration with Home Away, which invites people to share their own “#WannaGetAway” moments on social media for a chance to win a free trip to an island off the coast of Belize, among other prizes. Additionally, the campaign includes a CBS Sports component with fans sharing their embarassing “Wanna Get Away Football Moments.”
Credits:
Client: Southwest Airlines
Spot Title: “Secret Identity”
Agency: GSD&M
Chief Creative Officer: Jay Russell
Group Creative Directors: Scott Brewer, Ryan Carroll, Lara Bridger, Rafa Serrano
Art Directors: James Hoke, Gus Solis
Writers: Rusty Broome, Laura Canzano
Director of Production: Jack Epsteen
Executive Producer: Marianne Newton
Senior Producer: Alison Wagner
Account Service: Shawn Mackoff, Amy Lyon, Amy Rodgers, Meredith Nagel, Ana Leen
Marketplace Planning: Jennifer Billiot
Business Affairs Manager: Desiree Townsend
Project Manager: Elizabeth Stelling
Production Company: O Positive
Director: Brian Billow
EP: Ralph Laucella
Producer: Devon Clark
DP: Mauro Fiore
Editor: Jay Nelson/Cut+Run
Assistant Editor: Nick Kondylas
EP: Bebe Baldwin
Stylist: Laura Eckert
Music: Hum
Southwest Airlines jets back to the future in new work from GSD&M, revisiting its “Wanna Get Away” campaign, which flew off the radar almost a decade ago.
GSD&M developed the concept for Southwest in 1998, and the tagline propelled a series of ads that ran for the next 10 years. Lest anyone forget, the original spots presented folks seeking to escape from all manner of comically embarrassing situations.
During the Oscars, PetSmart and Christopher Guest launched a pretty excellent campaign themed around Best in Show. Now, they’re back with more.
The new material from GSD&M is particularly reminiscent of Parker Posey and Michael Hitchcock as Meg and Hamilton Swan, who, in the movie, love J. Crew (and other clothing catalogs). But the man and woman in this latest ad, “The Avant Guardians,” are more haute, if equally insane, describing themselves, and their dog, as “fashion forward.”
That’s to say, in keeping with the Best in Show tradition, they ridiculously project all kinds of human qualities on their coddled shih tzu, Ford (presumably a nod to Tom Ford). And because it’s Guest-directed, the delivery is awkward in a perfect kind of way, with the actors ping-ponging between nonchalant and over the top, making crazy eyes and stammering out too-enthusiastic punch lines.
It almost makes it easy to forget that it’s a sales pitch. Then again, that’s pretty easy to do when you’re basically just copying a classic … even if by inbreeding.
CREDITS
Client: PetSmart
VP Marketing Communications: Shane McCall
Director, Traditional Creative: Valerie Lederer
Assoc. Creative Manager, Traditional Creative: Tara Niederhaus
Dir., Marketing Strategy and Nat’l Promotions: Debbie Beisswanger
Creative Manager- Store Environment: Chris Windsor
Project Manager, Salon Strategy: Megan Mouser
Titles: “The Avant Guardians” :15/:30; “Nooks and Crannies” 2:18
Agency: GSD&M
Group Creative Director/Art Director: Scott Brewer
Group Creative Director/Writer: Ryan Carroll
Assoc. Creative Director/Art Director: Ross Aboud
Assoc. Creative Director/Writer: Kevin Dunleavy
Art Director: Morgan McDonald
Writer: Scott Chalkley
Agency Producer: Abigail Hinojosa
Associate Agency Producer: Adriane Weist
Business Manager: Lindsay Wakabayashi
SVP/Managing Director: Scott Moore
Account Director: Sabia Sidiqi
Account Supervisor: Ben Creasey
Account Manager: Nadia Elias
Production Company: GO
Director: Christopher Guest
Managing Director: Gary Rose
Executive Producer: Adam Bloom
Executive Producer: Catherine Finkenstaedt
Line Producer: Mark Hyatt
DP: Kristian Kachikis
Editorial: Mackenzie Cutler
Editor: Gavin Cutler
If you were a fan of Christopher Guest’s classic movie Best in Show, PetSmart has the perfect campaign for you.
The brand, with agency GDS&M, hired the writer, actor and filmmaker to direct a set of commercials in his signature mockumentary style, under the tagline “Partners in Pethood.” The results are, unsurprisingly, great.
Like the movie, which Guest co-wrote and directed, the campaign features a parade of awkward, pet-obsessed nutjobs—including two played by Anna Faris and Jennifer Coolidge—who deliver their various quirks in perfect deadpan.
Faris plays a ditzy, catty dog owner throwing a birthday party for her terrier. In a second ad, Coolidge, a veteran Guest talent, nails the overbearing mother-in-law act in the campaign’s best, and riskiest, clip—the interplay with her character’s son is pretty spectacular.
Both ads broke during the Oscars on Sunday night—in 30-second versions—and three more spots are worth watching for more ridiculous, doting pet lovers.
There are even some good extra tidbits in the behind-the-scenes video, which goes out of its way to strengthen the somewhat odd “Pethood” positioning.
“When I hear the term ‘Pethood,’ it makes me want to give my child up—I have a human child—and just be the mommy to a bunch of animal,” says Faris. Adds Coolidge, “I never really liked my children, but I sure love my animals.”
In other words, it’s is a wonky portmanteau, but pokes fun at its target consumers in just the right spirit. And while Big Lots took a swing at treating pets like people in its focus-group themed spots last fall, the talent, pacing, and heritage here blow any competition out of the water.
CREDITS
Client: PetSmart
EVP Customer Experience: Phil Bowman
VP Marketing Communications: Shane McCall
Sr. Creative, Content Developer: Valerie Lederer
Assoc. Creative Manager, TV & Video: Tara Niederhaus
Agency: GSD&M
Group Creative Director/Art Director: Scott Brewer
Group Creative Director/Writer: Ryan Carroll
Assoc. Creative Director/Art Director: Ross Aboud
Assoc. Creative Director/Writer: Kevin Dunleavy
Account Director: Scott Moore
Account Supervisor: Brittany Hammer
Account Manager: Lauren Bradshaw
SVP, Director of Production: Jack Epsteen
Agency Producer: Monique Veillette
Associate Agency Producer: Adrian Weist
Production Company: GO
Director: Christopher Guest
Managing Director: Gary Rose
Executive Producer: Adam Bloom
Executive Producer: Catherine Finkenstaedt
Producer: Mark Hyatt
DP: Kristian Kachikis
Editorial: Mackenzie Cutler
Editor: Gavin Cutler
In an attempt to boost holiday sales, GSD&M enlisted the services of one Weird Al Yankovic on behalf of the struggling Radio Shack.
The resurgent Yankovic, of course, just had the first number one album of his career with his fourteenth full-length, Mandatory Fun. Radioshack CMO Jennifer Warren cited Yankovic’s resurgent popularity and “cross generational appeal” in explaining the decision to enlist the King of Parody, telling MediaPost, “He’s had a resurgence, including a No. 1 album, and an appearance on the Grammies, as well as a recent tour of the talk shows.”
And, indeed, Yankovic has appeal from everyone from those introduced to the parodist in the eighties, to those of us who bought Bad Hair Day on compact dist in elementary school, to the kids just being introduced to him today through the music videos he released to promote the new album. But does GSD&M make it work?
Kind of. Yankovic’s quirky, nerdy charm is certainly on display in the ad, and Radio Shack could benefit from the association, but the spot stops short of fulfilling its comedic potential. When a customer asks if Radio Shack carries HeliQuads, Shack employee Yankovic bursts into song about how it is the perfect place for holidays toys for, boys, girls, and your cousin Bob who is 43 and lives at home. GSD&M worked from a script, collaborating with Yankovic from there, according to GSD&M President Marianne Malina. Given Yankovic’s distinct personality (which is what you got him for), it may have made more sense to just let him come up with his own ideas.
Interestingly, the ad will debut in cinemas, where viewers can use the Shazam app to download a longer version. The ad is part of GSD&M’s larger “Gift Smart” campaign as the agency continues to attempt to start conversations around the sinking Radio Shack brand. Recent efforts include the suggestive back-to-school campaign, which ruffled a few conservative feathers with its innuendo.
“Everything we’ve done together…is about getting buzz, and getting back into the conversation,” Warren told MediaPost. (more…)
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GSD&M is launching its fall campaign for Southwest Airlines with a new spot, entitled “Wedding,” which debuts this Sunday during NFL programming.
The ad touts Southwest Airlines as the perfect partner for wedding season. While it may seem like odd timing (with wedding season just ending), invitations for weddings during the season are likely making their way out now, and people like the woman in the ad may be wondering how they’re going to make it to several different weddings without going broke. The spot takes a humorous approach, showing the woman partying it up, dancing at several different weddings, before finally resting (very) easy on a Southwest flight. “Everyone deserves 73 dollar fares,” says a voiceover, “because wedding season can get expensive.”
The broadcast spot, as well as a few which roll out later in the month, will run through December. There’s also a print campaign, shot by photographer Martin Schoeller, which features product-focused messages promoting “Bags Fly Free” and free in-flight TV courtesy of DISH. (more…)
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Hampton Inn has named Austin-based agency GSD&M as its new creative agency, following a review, AdAge reports.
The three finalists in the review were revealed to be GSD&M, Chicago-based Cramer-Krasselt and Los Angeles-based David & Goliath. Incumbent agency Y&R Chicago participated in the initial stages of the review, which included six agencies but was not selected as a finalist, Hilton Garden Inn & Hampton Hotels Vice President, Global Brand Marketing Judy Christa-Cathey told AdAge. Y&R Chicago remains on the Hilton roster, however, via its recently-won DoubleTree duties.
Christa-Cathey explained that the brand chose GSD&M because it “wanted an agency that had a clear understanding of the Hampton Inn brand and what makes it special,” also citing the agency’s “strong consumer insights and strategy, fresh creative and problem-solving skills.”
A new campaign is expected in early 2015, which will be aimed at millenials and “celebrating Hampton’s culture and hospitality.” Hampton Inn spent approximately $23 million on national measured media last year, according to Kantar Media.
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GSD&M has a new back-to-school campaign for Radio Shack that makes good use of awkward humor to promote the brand’s protection plans.
In “The Talk” for example, a dad tells his son it’s time they had “the talk.” His son, horrified, listens as his father emphasizes the need to use protection. “I know you just want to get out and show it off, but you can’t just go swinging it around all willy-nilly trying to impress the girls.” He continues, “This glass is fragile. We’re covered though…” as the son looks greatly relieved. The spot’s use of innuendo in an awkward, easy to relate to situation makes it funny and memorable.
In the similarly suggestive “Laundry,” the tables are turned, and it’s the father who is made to feel awkward. We’ve included that spot, along with credits, after the jump. (more…)
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Hilton is in the final stages of a creative review for its Hampton properties, Adweek reports
Cramer-Krasselt, David&Goliath and GSD&M are preparing for a final presentation, according to Dan Pearlman, CEO of Bob Wolf Partners/TPG, the Santa Monica, Calif.-based consultancy managing the search. The winning agency will handle creative duties for Hampton Inn, Hampton Inn & Suites and Hampton by Hilton for markets “including the U.S., Canada, Europe, Latin America and the Asia-Pacific region.”
Young & Rubicam have been Hampton’s lead agency since 2011, when they took over for Draftfcb. They were defending in the review, which initially included over a dozen agencies, but failed to reach the final stages. Media, digital and public relations will remain with “OMD in Los Angeles, iCrossing in New York and Dallas and Emanate in New York, respectively.” Hilton expects to select their new lead creative agency for their Hampton properties by the end August.
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Southwest Airlines has reason to celebrate following the repeal of the Wright Amendment, “an amendment to the International Air Transportation Act of 1979, restricting passenger flights out of Love Field to locations within Texas and to four neighboring states — Louisiana, Arkansas, Oklahoma and New Mexico.”
To help celebrate, GSD&M has launched a new campaign for the airline, while promoting their new non-stop flights. Set to a version of “All You Need Is Love” by the band Echosmith, GSD&M keeps things relatively simple, relying heavily on the song licensing in the series of spots. One spot includes a colorful water cannon salute, while another features a slow-motion moment in the newly renovated Love Field. Each 30-second ad informs viewers of the new non-stop flights resulting from the repeal of the Wright Amendment, while offering up a different take on celebration. Stick around after the jump for “Love Moment” and “Fireworks,” along with credits. (more…)
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When it comes to airports and traveling by plane, what’s not to love?
GSD&M spins the Beatles’ flower-power anthem “All You Need Is Love” in these Southwest Airlines ads celebrating the carrier’s emancipation from the Wright Amendment. The 35-year-old legislation restricted long-distance flights from Love Field in Dallas to protect business at the competing Dallas/Fort Worth International. When the amendment expires in October, Southwest can jet nonstop all over the country from Love Field.
Happy spots feature fireworks, a colorful water-cannon salute on the tarmac and an “All You Need Is Love” sing-along at a Texas Rangers game. “Love Moment,” the most offbeat commercial of the bunch, captures a few seconds of Love Field activity in super slow-motion—which is exactly how time seems to pass when your flight’s been delayed. Kidding, of course. The folks look as pleased as punch to hang around the terminal taking selfies.
An indie band called Echosmith provides the Fab Four cover. Their version’s got nothing on the original, but it sure beats airport muzak.
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GSD&M has a new campaign for Pacifico, entitled “Yellow Caps,” set to roll out this summer.
“Yellow Caps” is a term “coined by bartenders and refers to Pacifico’s bright yellow bottle caps, which are easily identifiable in crowded beer coolers.” For GSD&M’s latest campaign they have utilized the iconic caps, with the underside used to engage consumers with printed GPS coordinates marking one of 21 incredible spots throughout Baja, mainland Mexico and on the Pacific coast of the U.S. Each cap also encourages consumers to visit the newly-designed DiscoverPacifico.com, where visitors can enter their GPS coordinates to “drop in to a unique locale and activity like spearfishing in Santa Maria Bay, surfing in Scorpion Bay or camping on Playa el Requesón.”
The initiative is designed as a tie-in to the agency’s new broadcast spots, which attempt to appeal to Pacifico drinkers’ sense of adventure. In “Spearfishing” (featured above), for example, a group of friends set out in a boat, drinking Pacifico and spearfishing. While you might question whether drinking and spearfishing are the best combination, GSD&M make it appear fun. Nobody gets stabbed and the friends grill up the fish on the beach following their catch.
“Pacifico’s popularity has expanded significantly in the last five years; it is now available in all 50 states,” said Jim Sabia, chief marketing officer for Constellation Brands Beer Division, Pacifico’s exclusive U.S. importer. “This new campaign gives every Pacifico drinker the opportunity to experience the Baja lifestyle that shapes the brand’s boundless spirit.” Credits after the jump. continued…
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Steve Miller, former group creative director at Austin’s GSD&M, will now be North American ECD for WPP “network agency” AdPeople Worldwide, handling creative solutions for clients like Dell.
Miller worked with some of GSD&M’s biggest clients (BMW, AT&T, etc.) during his ten years there; he most recently led the creative team at health-care focused agency HCB Health. While Miller will stay in Texas for his new position, he hasn’t always been based in Austin. Before moving south, he spent several years with JWT San Francisco on the Sprint account, so he’s not a new face at the WPP table.
According to the release, Miller is digital to the core: his interest in apps and such led him to create his own agency Super Deluxe, which focuses not on creating apps but providing “branded mobile experiences” to clients.
As ECD, Miller will report to AdPeople’s North American MD Simon Hjorth. The move is a return of sorts; as Miller writes:
“I’m looking forward to getting back to the type of dynamic agency environment I enjoy, serving multiple industries and a variety of clients.”
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Where else? Texas.
Chipotle, that farm-friendly, Denver-based home for burrito mavens, has earned a fair amount of love in marketing circles for its witticisms, its literary credentials and its dedication to original content.
Now you can add Austin’s GSD&M to the chain’s long and winding wrap list of aficionados.
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Today Austin’s GSD&M released a sunny new spot for client Southwest Airlines in order to promote its just-announced vacation destinations.
The “just got our passport” theme stems from the fact that Southwest will begin flying to spots outside the continental U.S. for the first time on its more-than-40-year history on July 1st.
The agency enlisted award-winning photographer Martin Schoeller, a celebrity portraitist whose subjects include various film stars and regular guys with wives and kids, to direct the spot–hence its focus on confessional close-ups of the people who have a good time helping you get to where you’re going.
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Electronics retail chain Radio Shack, online collaborative Quirky and Austin-based, Omnicom-owned GSD&M have teamed up to extend the brand’s “Do It Together” mission by launching an invention challenge for kids and budding inventors. The Shack is inviting its target audience to contribute “smart” toy ideas with the opportunity for the best one to become a sellable product on the chain’s shelves. It doesn’t look like there’s much time (well, seriously, there isn’t much time), but you can check out the site here to submit your concepts, which will be judged live on June 5 at Quirky.com. This effort marks the latest partnership between Radio Shack and GSD&M, which began working with the brand last year and created their well-received, 80′s-loving Super Bowl spot. And if you can bear the crap weather here today in NYC, tonight, the brand and Quirky are hosting a Sketch and Design night at the Radio Shack Concept store on 150 E. 42nd St. from 4-7. Enjoy, kids.
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Fãs de esportes costumam se divertir montando seus times dos sonhos em “fantasy games”. Para o Super Bowl deste ano, a GSD&M também resolveu embarcar nesta brincadeira, mas de uma maneira um pouquinho diferente. Agora, os fãs dos comerciais exibidos na final da NFL terão a oportunidade de montar seu “dream team” de marcas que vão anunciar no jogo do dia 2 de fevereiro, no game online Fantasy Brands.
A mecânica é bem fácil: basta escolher suas marcas favoritas, desde que elas estejam dentro de uma “verba” de US$ 100 milhões. São 5 categorias, entre elas setor automotivo, alimentos e bebidas, novatos, veteranos e um curinga. “Ganha” quem tiver as marcas mais bem avaliadas no pós-jogo.
Também é possível ganhar uns pontinhos a mais acertando as respostas de questões como “quantos bebês vão aparecer nos comerciais deste ano?” ou ainda se Miley Cyrus estará em um deles.
Post originalmente publicado no Brainstorm #9
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GSD&M has Zales’ “Let Love Shine” holiday campaign with the spot “Balloon,” featuring the surprisingly not terrible music of Lord Huron. I say “surprisingly not terrible” because of the band’s name, but the diamond store chain boasts that in 2010, it did help propel The Black Keys (not my favorite but certainly not terrible) to stardom by using their music in an ad (and newer indie darlings like Alabama Shakes in subsequent campaigns).
While jewelry commercials are sentimental by nature, this one tries not to be too cloying about it. It shows a man trudge across a snow-covered city to propose to his girlfriend by holding a bunch of balloons to get her attention and then take out the engagement ring. It’s kind of cute, even if it’s a little perplexing to not be in the same room for a proposal.
I’m not quite ready for the onslaught of holiday advertising yet, but I know what I hate, and I don’t hate this spot for Zales “Celebration” bridal collection. And that’s rare for a jewelry spot, especially one around this time of year. Credits after the jump.
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Well, there’s a little bit of doomsaying on the Spy line that needs to be broached. For instance, we received several tips about layoffs at DDB New York. What we’ve been told, from sources in the know, is that there were just a handful let go from the office. No word as to why, but while we’re on the Omnicom tip, let us tell you the layoffs that some were referring to at Austin-based GSD&M actually involved “A small reorganization involving two people..” Hope that helps for now.
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