Hasta La Creative!

Earlier this month, Droga5 released the spot “Car Wash” as part of its “Get A Taste” campaign for Diet Coke. Now the agency is rolling out a new 30-second ad starring Taylor Swift and a whole lot of kittens.

In the spot, entitled “Kittens,” Swift is playing with a kitten when she takes a sip of Diet Coke and all of a sudden there are two kittens. She takes another sip and there’s an entire table full of kittens, and before the end of the spot the entire room is filled as the singer/songwriter is engulfed in a swarm of feline cuteness. “What if life tasted as good as Diet Coke?” says text at the end of the ad, before Swift works in a quick plug for her new album. Since everyone with a soul likes kittens, this one is sure to be a hit. Add in Swift’s star power, and a preview of a new track featured exclusively in the ad until the release of her new album on October 27th, and this is all but guaranteed millions of views.

The ad was launched online today and will make its broadcast debut this Friday. As part of the campaign, Diet Coke is also giving fans a chance to win “concert tickets and a flyaway trip for two to an upcoming performance through iHeartRadio.com, RyanSeacrest.com and other sites.” The brand is also sponsoring Swift’s co-host appearance on “On Air with Ryan Seacrest” on October 30th, the first time a celebrity co-hosts the entire program as well as the first time it is presented by a single brand. (more…)

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This past October we covered 72andSunny’s exhaustive campaign for Activision’s Call of Duty: Ghosts. Now, 72andSunny is back with a new campaign promoting Call of Duty: Ghosts‘ new downloadable content pack, Onslaught.

72andSunny’s long spot for Onslaught, entitled “CODnapped,” imagines a task force, led by a CODnapper played by Stephen Graham of Boardwalk Empire, sent out to kidnap men from such terrible duties as work, child rearing, and spending time with their significant other, so that they can be brought to a room with comfy chairs and snacks to play Call of Duty. The elaborately imagined scheme runs for over three minutes, before the rest of the spot is devoted to Onslaught gameplay. It’s kind of a clever (although ridiculous and entirely sexist) concept that highlights gamers’ desire to spend time with the new content free of any real-life distractions. And although the spot is quite dragged out, at a 4:51 run length, fans of the franchise have responded. The video was uploaded to YouTube yesterday, and has already racked up almost 400,000 views. By the time of Onslaught‘s January 28th release, it could top the one million mark. Credits after the jump. continued…

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It used to be that music video premieres from popular artists were a highly anticipated event. You know, back when MTV actually showed music videos, and before songs were streaming the second they were released. Now they’re advertisement fodder, as evidenced by Eminem’s new music video that doubles as a Call of Duty: Ghosts spot. Since August’s Call of Duty: Ghosts’ trailer featured Eminem‘s single “Survival” in the background, Slim Shady’s new single “Survival” features Call of Duty: Ghosts in the background. Tit for tat if you will.

The latest in the partnership between Activision, 72andSunny, and Eminem features projected footage from the game in the background as Eminem does his thing, in a (kind of) new song about surviving adversity. “This is survival of the fittest,” goes the songs’ chorus, doubling as a tag line for the aforementioned game, in which “the fittest” is some acne-scarred high school freshman who spends all his free time playing first person shooters while downing Doritos and energy drinks. There’s obviously some audience overlap between the popular shooter and the hip-hop vet, and this partnership takes advantage of that.

Since the launch of the new Call of Duty game is, arguably, more hotly anticipated than a new Eminem video, you may wonder why the game is featured so much in the background, but whatever the case, this is Eminem’s show. You could argue that he’s using the association with the game to sell his music at least as much as he’s helping to sell the game, so it works out pretty well for all parties involved. It’s really easy to overlook the COD footage unspooling in the background, especially since (if I’m not mistaken) the title of is never mentioned. But then that game’s fanboys will undoubtedly have remembered the song from the Call of Duty: Ghosts trailer, which may be why they’re watching the video in the first place. And anyone who can’t tell what the game in the background is probably isn’t buying the new Call of Duty in the first place.

The mix of violent gaming and explicit rapping should anger a few parents, so this video/spot has that going for it… Credits after the jump.

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