Jul
29
Jun
12
RTO+P, Sarah Harbaugh Seek to ‘Stop Dad Pants’ for Dockers
Posted in: UncategorizedRed Tettemer O’Connell + Partners has a new campaign for Dockers centered around a call to “Stop Dad Pants.”
The new campaign, launched in anticipation of Father’s Day, includes two new spots — “Stop Dad Pants” and “Locker Room” — approaching the dad pants dilemma from different perspectives. In “Stop Dad Pants,” Sarah Harbaugh (wife of San Francisco 49ers head coach Jim Harbaugh, who also appears in the ad) offers a PSA-style plea to men everywhere to end the “shapeless, pleated tragedy that too many men find themselves in every day.” Sarah shares that she understands the issue, as Jim was afflicted by dad pants for years. The second half of the spot deals with how Dockers has the dad pants antidote. “Locker Room” features a similarly tongue-in-cheek, dad-humor driven motivational speech from former NFL coach Jon Gruden, who implores men to “make this dad thing look good.” Both spots end by directing viewers to Dockers.com/StopDadPants.
The campaign also features a social component, built around the #StopDadPants hashtag. Dockers fans who use the hashtag on Twitter or Instagram accompanied by photos of themselves in Dockers will be entered for a chance to win a trip to San Francisco and a pair of tickets to a 49ers game at Levi’s Stadium. Stick around for credits after the jump. continued…
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Dec
05
BBDO NY, Champs Sports Help Kids Hack Their Wish Lists into Their Parents’ Browsers
Posted in: UncategorizedBBDO NY’s new holiday campaign for Champs Sports helps kids hack their wish lists into their parents’ browsers, through fake viral videos and a browser extension that turns all banner ads into ads for their wish list. The campaign is a mix of sneaky and clever, and kids whose wish lists are full of Champs merchandise should be happy about this one.
The 56 second video promoting the campaign (see above) features Jon Gruden, who introduces himself as a “football coach, TV personality, and overall tough guy.” Gruden always gets what he wants for Christmas, because all he really wants are pork rinds. He appeals to kids to make sure their parents see their wish list via “Hard Hinting,” so they don’t end up getting a clarinet, instead of the Jordan Retro 1 they asked for. (Hey, what’s wrong with the clarinet?) Gruden then goes on to describe Champs Sports’ two methods of Hard Hinting: viral video hacks and banner ad takeovers.
Although Champs Sports does have products for girls, this ad is clearly aimed squarely at the young male, sports fan market (the only audience that doesn’t find Jon Gruden overwhelmingly obnoxious). You have to wonder a little bit about targeting such a specific demographic, but then I suppose that audience accounts for a lot of Champs’ business this time of year. It just might have made sense to do so in a way that wasn’t so alienating to everybody else. While the hacking your wishlist to get your parents attention schtick is pretty clever (and I’m sure kids will appreciate it), I imagine a few parents will feel it crosses the line. And they’re the ones ultimately doing the shopping, right?
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