Sports fans haven’t had many reasons for excitement in 2020, with several keystone events canceled and seasons delayed. Even when sports like basketball have seemed on the path to returning to normal, new rounds of Covid-19 infections made each subsequent week uncertain. But for now, optimism reigns as the NFL regular season prepares to begin…
Innocean USA launched a new football-themed campaign for Hyundai, with NFL fans making some seriously questionable decisions tied to their love of the sport.
In “Choices,” a child informs his dad from the backseat that his baby brother vomited on himself. So the dad pulls over his Hyundai Santa Fe and looks in the trunk to discover the only thing he has to wipe it up is his prized Pittsburgh Steelers towel. He finds a creative, if not entirely responsible, solution.
In “Fishing Trip,” a Miami Dolphins fan’s wife tells him, “Don’t forget, we’re taking my parents out on the boat this Sunday.” Dismayed, he drives his Hyundai Elantra down to the docks and takes drastic measures, playfully set to the tune of Chirstoper Cross’ 1980 hit “Sailing.”
While the spots manage to show off a couple of each vehicle’s features, such as the Santa Fe’s Sirius XM recording feature, they suffer from their reliance on the bumbling dad/husband stereotype. Sure, the men in the spots are motivated by their love of NFL football but their actions (come on dad, no spit rag in the car?) come across as clueless and in the case of “Fishing Trip,” completely selfish. The agency did a better job of crafting a spot celebrating intense fandom in its recent “Field Goal” spot, which featured a dad exiting his house to celebrate a game-winning field goal in his car so as not to wake his sleeping baby. Still, it would be nice to see a female fan take center stage in at least one spot, especially considering women make up about 45 percent of NFL fans.
Credits:
Client: Hyundai
Chief Marketing Officer: Dean Evans
Director, Brand Marketing Communications: Paul Imhoff
Senior Group Manager, Brand Marketing & Advertising: Monique Kumpis
Agency: Innocean USA
CCO: Eric Springer
Group Creative Director: Barney Goldberg
Associate Creative Director, Art: Jose Eslinger
Associate Creative Director, Copy: Carissa Levine
VP, Group Account Director: Marisstella Marinkovic
Account Director: Bryan DiBiagio
Account Supervisor: Jene Crandall
Account Executive: Alison O’Neill
Director of Product Information: Brian Bittker
Product Information Specialist: Lawrence Chow
Senior VP, Planning and Research: Frank Striefler
VP, Planning Director: Kathleen Kindle
VP, Media Planning: Ben Gogley
Media Director: James Zayti
VP, Director of Integrated Production: Victoria Guenier
EP/ Content Production: Nicolette Spencer
Content Producer: Melissa Moore
Business Affairs Director: Ann Davis
Assoc. Business Affairs Director: Lisa Nichols
Broadcast Traffic Supervisor: Theresa Artaserse
Broadcast Traffic Manager: Valerie Neibel
Project Management Supervisor: Darin Schnitzer
Production Company: O-Positive
Director: David Shane
DP: Ottar Gunnerson
Executive Producer: Ralph Laucella
Producer: Ken Licita
Product Manager: Sameet Patadia
Is it time for football again already?? Yes, it is.
That means it’s time for a new W+K campaign promoting Bud Light’s NFL team branded cans.
The launch spot “This Is Your Can’s Year” opens with voiceover courtesy of actor Michael K. Williams (aka Omar Little), who asks,”Will this can repeat? Will this can make it back?” over shots of a hand reaching into a cooler full of ice to pull out a Bud Light can with the Broncos logo on it and a Carolina Panthers can awaiting a drinker at a tailgating party.
“Or is this your can’s year?” the voiceover adds, as someone opens a fridge full of New England Patriots cans. The spot plays up both the brand’s legacy and the legacy of individual teams with the line “You root for this can, your father roots for this can, your father’s father rooted for this can.”
“This Is Your Can’s Year” also manages to work in cameos from former NFL stars Bo Jackson, Justin Tuck and Tim Couch. The approach is almost a given for the brand and NFL sponsor, as cans branded with fans favorite teams is an obvious selling point for a beer long associated with football. The spot, directed by Mark Romanek, manages to work in references to a wide variety of teams in ways that speak to either the teams’ recent history or location (a man struggling to open a frozen Buffalo Bills can, for example) and the brisk pacing keeps things from getting boring. It makes its broadcast debut this Thursday during Thursday Night Football. The campaign also includes local OOH executions targeting fans of individual teams.
“Just like wearing your favorite player’s jersey or team colors is a badge of honor, so is drinking from your Bud Light team can,” Mark Goldman, senior marketing director, Bud Light, said in a statement. “Our mission with our new film was to pay tribute to the passion fans feel for their team, and capture the optimism that we all feel as NFL fans at the beginning of the season, when it truly can be your team’s year.”
“The game wouldn’t be the same for us players without the fans who put their heart and soul into game day,” added Tuck. “The Bud Light ad honors each and every one of these fans and their passion for the sport.”
That’s cool. We are just glad to report that Amy Schumer and Seth Rogen were nowhere near this spot.
Los Angeles agency Zambezi launched a new spot for Autotrader to coincide with the start of the NCAA and NFL football seasons entitled “Kick.”
“Kick” follows the agency’s installation and interactive event for the brand in Miami this summer, as well as June’s “Driven by Sport” effort. The new addition to the agency’s “Life is the Filter” campaign shares an athletic focus with that ad, but in this case tells the story of a father and his daughter/multi-sport athlete. “Kick” opens on the daughter enthusiastically kicking the back of her father’s seat from her spot behind him, as an image of an Autotrader search for a car with more legroom appears onscreen. From there she turns to karate, prompting dad to go for the wagon, soccer and finally football, as dad surprises her with her first car after she kicks a winning filed goal. The spot ends with the tagline “The only car search engine driven by you.”
“Kick” succeeds thanks to its narrative fluidity, as well as its decision to focus on a father-daughter relationship with a concluding football scene ahead of the new season. The scenes transition well with different sports accompanying different vehicles as the girl grows up from scene to scene, establishing the connection between father and daughter while also emphasizing a connection to the brand. It’s not groundbreaking, adhering to its share of category conventions, but it’s boundary pushing in its own little way and it’s easily the best Autotrader spot we’ve seen from Zambezi.
“Kick” makes its broadcast debut today during CBS’ coverage of SEC football and will also run during the network’s NFL coverage, as well as other major cable outlets, VOD and Networks.com.
Credits:
Client: Autotrader
Agency: Zambezi
Founder, Chief Executive Officer: Chris Raih
Executive Creative Director: Josh DiMarcantonio
Associate Creative Director: Ben George
Associate Creative Director: Nick Rodgers
Jr. Art Director: Paula Coral
Jr. Copywriter: Erin Meulbroek
Head of Content: Alex Cohn
Producers: Jordan Sider, Andrew Gage
Managing Director: Pete Brown
Account Director: Matt Kline
Account Supervisor: Lauren Bondell
Assistant Account Executive: James Almazan
Project Manager: Courtney Szews
Chief Strategy Officer: Kristina Jenkins
Group Strategy Director: Ryan Richards
Production Intern: Will Stiles
Production Company: Sanctuary
Director: Scott Pickett
Director of Photography: Damian Acevedo
Producer: Christopher Cho
Executive Producer: Preston Lee
Editorial: Blink Studios
Post Producers: Jordan Sider, Katrina Nahikian
Editor: Ling Ly
Assistant Editors: Sasha Perry / Paul Oh
Audio: Lime Studios
Audio Mixer: Zac Fisher
Audio Assistant: Kevin McAlpine
Executive Producer: Susie Boyajan
Color Correction: Company 3
Colorist: Sofie Borup
Producer: Clare Movshon
VFX: Arsenal
Flame Artist: Chris Noellert
Senior Producer: Pravina Sippy
Music: “Check Me Out”
Composer: Little Denise
Music Supervision: Good Ear Music
Music Supervisors: Andrew Kahn & Jackie Shuman
What’s more American than mom and apple pie? Or, as Bob Dylan asked in Jeep’s Super Bowl spot, “What’s more American than America?“
One possible answer is the National Football League.
Professional pigskin may be the United States’ most popular sport by a mile (or at least 100 yards), but it has never made a paid appearance in the Olympic Games … until now.
The NFL debuted its first Olympics ad in the opening days of this year’s games with “One Team,” created by Grey New York. The work was developed in collaboration with the NFL, the U.S. Olympic Committee and some dedicated groundskeepers.
With the start of the NFL season less than two months away, W+K New York launched a campaign promoting ESPN Fantasy Football comprised of three broadcast spots.
Each of the spots, which will run in 30, 15 and 10-second versions, feature a different commercial actor cast in a stereotypical role, such as the smooth “Trevor, the Shampoo Commercial Actor” (featured above), who viewers learn in a different spot has a bit of short fuse. While filming an ad, each of the actors decides he has to set up the Commercial Actors Fantasy League as commissioner before one of the other actors do, with each actor giving a reason one of his colleagues isn’t suited for the role. In the above spot, for example, Trevor points to Roger, the Allergy Medication Commercial Actor’s hypersensitivity. While the campaign’s self- awareness is hardly anything new, it is not without its merits. Each of the satirical advertising cliche targets are realistic enough to be readily identifiable and the premise of needing to start a league before someone else does speaks to the ease of ESPN Fantasy Football while reminding viewers to get their own leagues going.
Credits:
Agency: W+K New York
Executive Creative Directors: Jaime Robinson, David Kolbusz
Creative Directors: Brandon Henderson, Caleb Jensen
Art Director: Toliver Roebuck
Copywriter: Howard Finkelstein
Producer: Kristen Johnson
Executive Producer: Temma Shoaf
Account Team: Mike Welch, Alex Scaros, Liz Lindberg
Business Affairs Team: Sara Jagielski, Karen Crossley, Breck Henson, Sonia Bisono
PRODUCTION
Production Company: Arts and Sciences
Director: Matt Aselton
Executive Producers: Marc Marrie, Mal Ward
Line Producer: Zoe Odlum
Director of Photography: Benn Martenson
EDITORIAL
Editorial Company: Cosmo Street
Editor: Tiffany Buchard (TV), Zoe Mougin (Web)
Assistant Editor: Chrissy Doughty
Post Producer: Valerie Sachs
Post Executive Producer: Maura Woodward
VFX
VFX Company: SwitchFX
Online Editor: Jon Magel
Online Producers: Diana Dayrit, Cara Flynn
MIX
Mix Company: Sound Lounge
Mixer: Glen Landrum, Tom Jucarone
COLOR
Color Company: Company 3 NY
Colorist: Tim Massick
ANIMATION
Animation Company: Joint New York
Animator: Yui Uchida
MUSIC
Music Company: APM
The NFL is donating 30-seconds of Super Bowl ad time to run a PSA created pro bono by its agency of record, Grey, for domestic violence awareness organization No More. The leagues also covered production costs for the spot, which will run during the first quarter.
A 60-second version of the PSA was recently uploaded to No More’s YouTube channel. It depicts a woman making a 911 call disguised as a pizza order, because her attacker is in the same room as her. Initially befuddled, the officer on the other line realizes what is going on and sends an officer to help. It’s a pretty harrowing look at the hidden nature of domestic violence and should make an impression during the big game.
The NFL has been running PSAs for No More all season, following controversy related to the league’s handling of a series of domestic abuse cases. No More’s leak of this extended version of the Super Bowl ad follows on the heels of a video from advocacy group Ultraviolet which Sports Illustrated agreed to run on its website. That video criticized the league directly for its handling of domestic violence cases, going as far as to call for NFL President Roger Goodell to step down with the hashtag #GoodellMustGo.
Most tweets have a shelf life shorter than a fourth down on the goal line, but a few hundred Emmitt Smith fans will be keeping their tweets around for a good long time.
To help promote Comcast Xfinity’s live sports coverage by “re-imagining the sports autograph experience,” Goodby, Silverstein & Partners arranged a Twitter event Monday night, when the legendary running back signed printed banners made from real tweets.
The #SignMyTweet hashtag was used more than 3,100 times, according to Goodby reps, and about 400 were signed. The printouts will be mailed to the fans.
The highlight was definitely Smith’s signing of a marriage proposal, which (thankfully for all involved) ended in a yes:
@XFINITYSports @papasmurf2014 Oh there was no question! She definitely said yes!
— Dawn Littke (@Mama_Smurf_85) November 25, 2014
(Sure, we could skeptically note that her account is brand new and therefore the whole thing could be fake, but it’s not unreasonable to think she would have created a Twitter account after Emmitt signed his name across a tweet about her.)
A few other highlights:
Favorite @EmmittSmith22 #SignMyTweet moments 4) @JustJaymess establishing his candidacy for ‘Brother of the Year’ pic.twitter.com/tJRusgzAFk
— XFINITY Sports (@XFINITYSports) November 26, 2014
PROBABLY THE LUCKIEST DAY OF MY LIFE LOL JUST WON AN EMMITT SMITH AUTOGRAPHED TWEET #SignMyTweet @EmmittSmith22 pic.twitter.com/hi19oljLL3
— Cam’Ron Perkins (@DREAMCHASER_336) November 25, 2014
It’s on! Signing Tweets for the next 2hr with @XFINITYSports Tweet us with #SignMyTweet & I could sign yours! http://t.co/tHeeNqU1zI #ad
— Emmitt Smith (@EmmittSmith22) November 25, 2014
Despite the league’s high-profile problems with domestic violence, millions of women nonetheless love the NFL. They make up some 46 percent of NFL fans, and they’re a major target for apparel makers—both the NFL itself and sporting goods chains.
Now, Dick’s Sporting Goods, which keeps a running tally on its website of the top NFL jerseys (based on store and online sales), turns its attention to women—with a map of the U.S. showing the best-selling jerseys among female buyers in each state.
Here is the map. Click to enlarge.
It would be a nice to have a men’s map to compare, but there isn’t one (yet). However, Dick’s does have a few interesting data points to add:
• Three quarterbacks each claimed the top spot in four states—Russell Wilson of the Seahawks (Washington, New Mexico, Nevada, Idaho), Tom Brady of the Patriots (Massachusetts, New Hampshire, Rhode Island, Wyoming) and Drew Brees of the Saints (Alabama, Louisiana, Mississippi, Vermont).
• The top-selling female jersey overall is Colts QB Andrew Luck.
• Women aren’t as hot on Johnny Manziel as guys are. The Cleveland Browns QB ranks No. 1 in Ohio, but he’s only No. 13 among women nationwide (with around 2 percent of jersey sales) compared to No. 2 among men (with nearly 6 percent of sales).
• Dallas Cowboys quarterback Tony Romo is No. 1 in Alaska but not in Texas.
• Cam Newton of the Carolina Pathers isn’t on the map, but was the runner-up in North Carolina, South Carolina, Alabama and Washington, D.C.
• Three rookies lead their respective states: Blake Bortles of the Jaguars in Florida, Sammy Watkins of the Bills in New York, and Manziel in Ohio.
• More women’s jerseys were sold in Washington than any other state.
Nearly two dozen current and former National Football League stars appear in powerful new PSAs condemning domestic violence and sexual abuse.
They look straight into the camera as they say “No more” to excuses and rationalizations that perpetuate the problem. These include “Boys will be boys,” “He just has a temper,” “Why doesn’t she just leave?” and “She was asking for it.”
New York Giants quarterback Eli Manning bookends a 60-second clip, which also features league exec Troy Vincent and Pittsburgh Steelers star William Gay, both of whom have suffered abuse tragedies in their lives. The work was developed by Y&R and produced by Viacom and the Joyful Heart Foundation. The latter’s founder and president, actress Mariska Hargitay, was among the spots’ directors.
“This is a monumental step toward change,” Hargitay tells USA Today. “If badass NFL heroes are coming forward to talk about these issues, I guarantee you it is going to give inspiration and permission to young boys to step up in a new way. Love in a new way, protect in a new way, and to be a man in a new way.”
The NFL, plagued by scandals involving Ray Rice, Adrian Peterson and others, is donating $3 million a week in air time for the PSAs. The player spots broke during last week’s Thursday Night Football telecast on CBS. “No More” spots featuring celebrities like Courteney Cox, Amy Poehler and Ice-T last broke a month ago.
The campaign’s plain talk is compelling, and so is its stark visual style. Against a plain white background, the players establish an instant connection with viewers. That makes it hard to look away when the subjects challenge us to face tough issues and do the right thing.
If watching Drew Brees talk to a hyper-awkward robot for six minutes is your kind of thing, then Old Spice has an ad for you.
The New Orleans Saints quarterback keeps his cool during “4th and Touchdown,” a fictional sports news show hosted by Old Spice’s new mascot, who in the recent past has been doing well with human women, despite his total lack of social skills.
Absent that context, the moral now seems to be that viewers should act like Drew Brees, not like a hyper-awkward robot, which is pretty sound advice regardless. Even if the robot claims to have great hair thanks to Old Spice, he’s not the most reliable narrator.
The pair’s antics range from fairly grating to pretty amusing, with some sharp writing and and a lot of waiting between the high points (see: roughly 4:15, Brees pretending to be a brass instrument). In a way, the finale rewards your patience, though may not be quite enough to compensate (perhaps a shorter edit would be in order?).
Anyway, the whole thing deserves credit for trying to send up the tradition of senseless televised sports coverage, even if the pass doesn’t quite connect. That robot does a solid impression of a smug anchor.
And if you do like it, stay tuned for more. The brand is promising appearances from Kansas City Chiefs running back Jamaal Charles, Cincinnati Bengals wide receiver A.J. Green and Seattle Seahawks defensive back Earl Thomas.
A same-sex couple locked in an embrace (or is it a tackle?) smash through their home in slow-motion in a surprisingly inclusive spot for DirecTV’s NFL Sunday Ticket.
These guys have a “friendly rivalry.” One roots for the New York Giants, and the other for the Dallas Cowboys. At first, viewers might think it’s just a moment of roughhousing between friends, but they eventually make it clear by saying that, while they may argue sometimes, “we’re just like any couple.”
Despite the nod to the Cowboys, the ad from Grey New York was almost certainly filmed before the team signed Michael Sam, the first openly gay player to be drafted into the National Football League. The spot broke last Thursday during the NFL’s first regular-season game between the Green Bay Packers and the Seattle Seahawks.
Sports has factored into several pro-LGBT ads lately. To protest Russia’s anti-gay laws ahead of the 2014 Winter Olympics in Sochi, a Canadian equal rights group created a PSA that claimed, “The games have always been a little gay,” a reference to the visual association one might make concerning the two-man luge. While applauding the spot’s good intentions, some felt the humor reinforced stereotypes. Norwegian apparel firm XXL took a different tack with its mini-epic Olympic commercial with a lesbian twist .
Some commenters have disparaged the “little yippity dog” in the DirecTV spot as a homosexual cliche, but it otherwise has received a pretty warm response from LGBT advocates. The ad scores because it levels the playing field and presents its themes in the same loud, goofy and accessible style as the client’s other “Most Powerful Fan” commercials. Here, sports fandom becomes a fun, credible metaphor for inclusiveness. DirecTV called the right play.
Via The Advocate.
It’s no secret that Marshawn Lynch loves Skittles. And now, the brand’s real-life No. 1 fan is helping to kick off its official NFL sponsorship by showing how he (probably not in real life) works out with the candies.
The spot below, from Olson Engage—the first in a series of NFL-related Skittles marketing—claims that Skittles make game day “awesomer.”
Lynch, 28, whom Skittles honored last year with a special-edition “Seattle mix,” has known this for years. As his mother told Seahawks.com a couple of years ago: “When Marshawn was 12 or 13, we’d go to his games and I’d always have little candies in my purse,” she says.
“Before the game, I would say, ‘Here Marshawn, come and get you power pellets.’ I would give him a handful of Skittles and say, ‘Eat ’em up, baby. They’re going to make you run fast and they’re going to make you play good.’ “
Football season is upon us. Almost…
Green Bay comes to Seattle next Thursday to open the NFL season.
It is safe to say anticipation is rising across the American football loving land.
The 45th season of Monday Night Football kicks off on ESPN with a doubleheader on Monday, September 8 – New York Giants at Detroit Lions (7 p.m. ET) and San Diego Chargers at Arizona Cardinals (10:15 p.m. ET).
ESPN’s 17-game regular season prime time schedule in 2014 will feature all 12 playoff teams from 2013, including both the defending Super Bowl champion Seattle Seahawks and AFC champion Denver Broncos. ESPN will also televise the Pro Bowl and, for the first time, a NFL Wild Card playoff game.
Agency: Wieden + Kennedy/New York
The post No Other Night Is Monday Night appeared first on AdPulp.
The freakiness of fandom is on display in this new “Copter Caper” from Y&R/New York and Campbell’s Chunky soups.
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As a Seahawks fan, I love that the team and Richard Sherman is getting this kind of prime time commercial coverage. As a fan of soups, the chunky cheese, beer and bacon soup featured in the spot also sounds pretty enticing. Ergo, this is clearly six points for the Campbell’s Chunky brand.
The post Today on TV: Mama Sherman and the Legion of Super Fans appeared first on AdPulp.
Atende pelo nome de LA Kiss o mais novo empreendimento da banda Kiss que nada tem a ver com música, mas sim com futebol americano. E para apresentar seu novo time, digo, “bebê”, Paul Stanley e Gene Simmons foram parar na sala de parto de um hospital para fazer um parto rock n’roll.
O filme tem um certo gosto duvidoso, e por isso deve ser assistido sem grandes expectativas do ponto de vista publicitário. Ao mesmo tempo, é mais uma investida genial do Kiss, provavelmente uma das bandas mais empreendedoras do mundo da música.
Se veremos o LA Kiss no Super Bowl algum dia? Em se tratando do Kiss, tudo é possível…
Post originalmente publicado no Brainstorm #9
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Check out this promo for Kevin Costner’s new movie, 3 Days to Kill, reimagined in a dream sequence to star Pro Bowl NFL wide receivers Dez Bryant, Michael Crabtree and Alshon Jeffery.
The somewhat silly setup has them imagining themselves as action stars in the movie, but the surprise is that they actually might have been amazing in it. I would watch a movie staring these dudes over 3 Days to Kill anyday.
The stunts were choreographed by Action Factory and led by Eric Linden to mimic actual football plays. In order to capture it all, agency Portal A mounted a Steadicam on a Segway, but even at full speed they couldn't keep up with the athletes, so they had to force them to slow down.
At the end of the spot, you can also glimpse SportsCenter's Stan Verrett, who interrupts their dream with a fatty, fatty pizza and sack of takeout that these guys probably never would allow themselves to eat.
In a charming aside, director Kai Hasson tells us that between takes the players amused themselves by playing Madden 2014 … as themselves.
CREDITS
Client: Relativity Sports
Agency: Portal A
Director: Kai Hasson
Executive Producers: Adam Alcabes, Nate Houghteling, Zach Blume
Director of Photography: Alex Jacobs
Senior Producer: Finley Wise
Producer: David Johnson
Stunt Coordinator: Eric Linden
First Assistant Director: Jeff Sabin-Matsumoto
Second Unit Director: Jonny Zeller
Editor: Sari Tracht
Assistant Editor: Jake Keller
Production Designer: Mike Mestes
Visual Effects: Cinesaurus
Photographer: Greg Balkin
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Com o fim de mais uma temporada do campeonato de futebol americano, o canal esportivo beIN Sports decidiu propor a seu público que mude o jogo, sem necessariamente abrir mão do futebol, acompanhando os campeonatos de futebol que estão prestes a começar, mas do outro tipo, lá fora conhecido como soccer.
Criada pela TBWA\Chiat\Day de Nova York, a campanha ?????????u???# mostra de uma forma inteligente e divertida o que estas duas modalidades têm em comum, aproximando um pouco mais os fãs.
A produção é da Variable, com direção de Jonathan Bregel.
Post originalmente publicado no Brainstorm #9
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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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