Hasta La Creative!

Since few would argue that the commercials were more interesting than the game last night, chances are you saw RPA’s “Hugfest” spot, featuring Bruce Willis and SNL-alum/Portlandia star Fred Armisen.

The simple, straightforward spot features Willis urging viewers to hug those around them that they care about — “the people that matter to you, matter to us” — as a way of emphasizing Honda’s commitment to safety. Armisen then appears and hugs Willis for the duration of the 60 second spot.

“Our simple, yet engaging, big-game spot is intended to highlight not only Honda’s deep concern for the safety of our customers, but the actual industry-leading crash test results that back up our commitment,” explained Mike Accavitti, senior vice president of auto operations at American Honda Motor Co., Inc.

The campaign extends beyond the big game spot, with a large social media component utilizing the hashtag #hugfest. During the Super Bowl, Honda posted “real-time video reactions from Willis about events such as penalties, fumbles and referee calls on the brand’s @Honda Twitter feed.” Immediately after the spot aired, Honda encouraged viewers to send virtual hugs (actually Willis hugging the camera) to loved ones who they couldn’t be near during the big game. Today, Honda is collecting hugs via Twitter by asking people “to send a picture or Vine of their hug with the hash tag #hugfest.” Bruce Willis will then respond with a “meme appraisal of the hug.” Additionally, Honda will have a homepage takeovers at MSN and ESPN, where a 30-second spot “How to Hug” video featuring Willis and Armisen will greet visitors to the sites. You can view “How to Hug,” along with credits after the jump. continued…

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What happens when the self-importance of a major celebrity combines with the inherent ridiculousness of a cologne ad? For the answer, just watch agency KSB+P and production company Sibling Rivalry’s spot for Jay Z‘s new cologne — excuse me, fragrance for men — Gold Jay Z.

“This is Jay Z‘s signature fragrance, so we wanted to capture the power and style of the man but also the sensuality of the fragrance at the same time,” explains kbs+ co-CCO Izzy DeBellis, presumably with a straight face. “We needed to find the right balance of personality and product to make it all work, since it’s easy for anything associated with him to be dominated by the mere mention of Jay Z‘s name.”

Apparently it’s impossible to talk about a “fragrance” without sounding completely pompous. Entirely too self-serious SiblingRivalry creative director Joe Wright says, “The agency and client were as excited as we to produce something that is part art film, part brand launch. It gave us plenty of room to experiment.”

So what is this “art film” promoting Jay Z‘s new fragrance? Well, it’s basically gold paint being dumped on model Heidy De La Rosa, while she holds long poses, interspersed with shots of the blinged-out cologne bottle designed by Jacob The Jeweler. Not exactly experimental. Of course they didn’t just dump gold paint on the model: ”a specialty rig altered the lighting, which responded to the glittery liquid, and appears to morph in density and luminosity as it covers De La Rosa.” So there’s that. The 30-second spot was supposedly edited to “reflect the art of the music video,” but, to me at least, it just looks like another perfume ad. Credits after the jump. continued…

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