Deutsch NY, Ad Council Team Up for FEMA PSA

Deutsch, New Yorkteamed up with The Ad Council to create a PSA campaign for FEMA, in time for National Preparedness Month, reminding families to have a plan in the event of a disaster.

Since, according to FEMA, 50 percent of families have not discussed an emergency plan in the event of a disaster, the organization wanted to stress what a difference having a plan can make when such an event occurs. So the broadcast and digital PSA at the center of the campaign (released in both 30-second and 60-second formats) attempts to illustrate this through a harsh depiction of two families dealing with a disaster. One of the families, who presumably designated the shelter as a meeting place, huddle together, visibly shaken up but glad to have each other. They overhear another couple, who stress out over their missing child, powerless to do anything to locate him. It’s tough to watch, but that’s intentional, as it drives home the point that you don’t want to be the second family should anything go wrong. The spot ends by directing viewers to Ready.gov and www.Listo.gov where they can find resources for developing their own emergency plan. The campaign also includes radio and print components. (more…)

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Nike Taps LeBron, Piqué, Bradley Cooper’s Voice for ‘Just Do It’ 25th Anniversary

At this point, Nike and AOR W+K are just showing off. Their latest spot, “Possibilities,” is a fat, splashy kick-off to the 25th anniversary of its ubiquitous slogan, “Just Do It.” These type of Nike ads have always had a mythical quality, compared to other sports brands – like certain BBDO Foot Locker commercials – that are solid and funny. Nike is serious. W+K Portland is serious. Nike, Inc. is set to earn $25 billion in revenue this year, meaning we must be serious, too, when it comes to our purchases.

Being serious does not preclude Nike from a certain playfulness if you look hard enough. For “Possibilities,” the lightness comes from some Bradley Cooper voiceover that makes the viewer want to just do it, even though said viewer knows he/she can’t do it as well as professional athletes. That’s where stars like footballer Gerard Piqué and basketballer LeBron James come in, cameos that are almost taking the money out of your wallet before you know it.

For LeBron, the unofficial king of the summer, Nike has been creatively pumping out his spots for a few years now. This one may be a joint venture, but he subtly dominates the end with some clever winking done in the form of a fake dunk content. LeBron has never entered the NBA dunk contest. Maybe this is a hint for 2014? Or maybe it’s just smart marketing? Plenty of possibilities to choose from.

Credits after the jump.

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