Hasta La Creative!

Laughlin Constable is launching its first campaign for BOD Man, Parfum de Coeur’s (PDC) popular fragrance brand for men with three new 15-second broadcast spots produced in-house.

In the ads, Laughlin Constable channels the hypersexualized approach Axe took years ago, with two of the three spots dialing up well past innuendo. In “Walk of Shame,” for example, a man walks out of an apartment complex with disheveled hair. A voiceover shares “BOD Man Tip #44?: “Never turn down the impossibly rare opportunity to double-down and turn the walk of shame into the walk of game,” as a young redheaded woman sniffs the dude and smiles at him, a sign that she’s clearly down. It’s hard to tell over the course of the ad’s 15 seconds if this is a parody of over-the-top men’s fragrance advertising or just over-the-top men’s fragrance advertising.

The other spots in the campaign take a similar tone, with one emphasizing that “What you spray on in the morning could very well determine what you take off at night,” which obviously translates to “This product will get you laid” to horny adolescent males. A third spot takes a slightly more toned-down approach, but doesn’t completely shy away from the suggestiveness. The broadcast spots will run nationally on ESPN starting today, and feature a live integration on SportsCenter. They will be supported by a large digital effort, as the campaign actually marks “a shift of more than half of the brand’s media spend into digital,” as well as social media and OOH components. (more…)

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We catch Minnesota Timberwolves All-Star Kevin Love and NBA commentator Mike Breen in medias res, driving through some nondescript green chunk of Basketballville in the latest NBA on ESPN RV spot from W+K New York.  With Breen’s steady hand at the wheel, Love turns to the passenger side window and notices a large billboard featuring his sultry face and a phone hotline called The Love Dial. They drive a bit farther and pass a second billboard. Love has no idea who’s behind this, so like any great detective, he decides to call the number. Another man picks up – it’s Love’s teammate/on-court soulmate Ricky Rubio, moonlighting as a sex-hotline entrepreneur in a dingy room that also has a video camera set-up to film something. I guess there isn’t much to do in Minnesota.

“Billboard” may not be as funny as a few of the more recent RV spots ESPN uses to promote its NBA coverage, but the clip has some edgy subject matter compared to the usually benign hijinks. The network probably won’t push the envelope any more than this, but this 30-second ad is an interesting sidestep in the NBA on ESPN commercial canon. Credits after the jump.

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Another day, another team-up between ESPN and W+K. “Inner Monologue,” the latest 30-second NBA on ESPN RV ad created by W+K New York, answers very important questions about the crew’s sleeping arrangements. Yes, some players and analysts do have to bunk up. Bulls All-Star center Joakim Noah has to sleep in the same bed as ESPN kingpin Bill Simmons, even though neither of them are happy with the situation. Noah, who stands 6’11″, probably has a better argument than Simmons, who is listed at an unconvincing 6’2″. Simmons, for all his Boston sports proclivities, is in bed with a Bull. He’s actually sleeping with the enemy. But wait…as with most of the RV spots, there’s a Jeff Van Gundy punchline. And as usual, it’s the best part of the clip. Not only is Van Gundy funny-looking, but if you’ve been following his RV escapades, whether getting stuck on the stunt double vehicle or trading glasses with Russell Westbrook, you know that JVG is also funny. And in a sports media world that is often lacking in self-deprecation and humor, the silly shtick from the NBA on ESPN panel is always nice to see. Credits after the jump.

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