Hasta La Creative! Komal Bedi Sohal Copywriters Archives

Aug 04

Mashable Just Learned a Basic Rule of Twitter: Cross William Shatner at Your Own Risk

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The first rule of tweeting about William Shatner is to assume your tweet will be read by William Shatner. Which is great, unless he’s not happy with what he reads.

(Trust us, we’ve been there.)

Mashable fell into Captain Kirk’s crosshairs this afternoon after posting a tweet calling the actor a “teen girl” for asking Justin Bieber to follow him on Twitter.

Shatner’s brief Twitter conversation with Bieber was more likely tied to Shatner’s vocal involvement in the massive charity scavenger hunt GISHWES (The Greatest International Scavenger Hunt The World Has Ever Seen, hosted by Supernatural actor Misha Collins) than to some random budding bromance.

But Mashable, seemingly unaware of the context of the tweets, instead chalked it up to Canadian solidarity or guessed “he just wanted to make a bunch of teenagers jealous.” Shatner took issue with the story’s headline and tweet, calling out editor-at-large Lance Ulanoff.

Here’s how it all played out:

@justinbieber Can you follow me for a moment?

— William Shatner (@WilliamShatner) August 2, 2015

@WilliamShatner followed

— Justin Bieber (@justinbieber) August 2, 2015

@justinbieber I sent you a DM

— William Shatner (@WilliamShatner) August 2, 2015

Happy to help @WilliamShatner . I love Supernatural for #TeamShatner

— Justin Bieber (@justinbieber) August 2, 2015

Teen girl William Shatner asked Justin Bieber to follow him on Twitter: http://t.co/MKmJQkMH5L pic.twitter.com/2uUTwqC55i

— Mashable (@mashable) August 3, 2015

@LanceUlanoff!!!!!!!!!!!!!! https://t.co/uOl4CM1nCy

— William Shatner (@WilliamShatner) August 3, 2015

@WilliamShatner Do not look at me. I did NOT write that headline. I will find who did and mail them to you.

— Lance Ulanoff (@LanceUlanoff) August 3, 2015

@WilliamShatner I am mostly just muck. Never saw this, do not condone anyone calling my idol a “teen girl.”

— Lance Ulanoff (@LanceUlanoff) August 3, 2015

@LanceUlanoff It’s childish and worthy of the yellow journalism of Buzzkill or the Dailyditz!

— William Shatner (@WilliamShatner) August 3, 2015

@mashable Mr. Shatner did this for @gishwhes, an international scavenger hunt!

— Jams!DestiHellYeahs (@jammyjam25) August 3, 2015

@mashable It was for charity. Please do your research. @gishwhes @RandomActsOrg

— GishEmily (@healingmachine) August 3, 2015

@WilliamShatner The team assures me it was done with a wink and lots of love. No offense was intended.

— Lance Ulanoff (@LanceUlanoff) August 3, 2015

#TeamJudas https://t.co/qTwbWu85Tt

— William Shatner (@WilliamShatner) August 3, 2015

@WilliamShatner OKay, go ahead and send me the Red Shirt. I will take one for the team.

— Lance Ulanoff (@LanceUlanoff) August 3, 2015

Jun 02

Priceline Launches Creative Review

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Online travel site Priceline is in the early stages of a creative review, Adweek reports. The company spent over $136 million in measured media last year, according to Kantar Media.

A Priceline rep told the publication that incumbent Butler, Shine, Stern & Partners, who won the account back in 2006, is participating in the review. The rep said that despite high brand awareness from ads featuring William Shatner, the company is ” constantly looking for ways to keep the brand fresh and connect with consumers. So that’s what we’re doing.” Priceline’s rep also confirmed that Shatner, along with Big Bang Theory actress Kaley Cuoco-Sweeting remain under contract and will continue appearing in ads.

The review, which is being managed by New York’s Ark Advisors, is expected to conclude some time in September. Media buying and planning responsibilities are not included in the process and will remain at Ocean Media.

Jan 30

Priceline Knows You Can't Keep William Shatner Away From Super Bowl Sunday

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These are the voyages of Priceline’s Negotiator. His 17-year mission: To seek out the best travel deals, and boldly pitch like no man has pitched before.

William Shatner returns Sunday during NBC’s Super Bowl pregame coverage in his long-running role as spokesman for the online travel site. Kaley Cuoco-Sweeting also beams down for an appearance as the Negotiator’s daughter in this 30-second spot from Butler, Shine, Stern and Partners. On game day, it won’t leave you feeling deflated. (Or you can just enjoy it here and now. Whatever.)

After nearly two decades, the template is well established. Shats goofs around in his gloriously self-conscious style … and, well, what else do you need? In this one, he strolls through various hotel lobbies, changes hats a lot and puts some dude in a headlock. (The Gorn can commiserate.)

If any other actor indulged in such hackneyed horseplay, it’d be a travesty. But this is Shatner. As always, he serves up the ham with a succulent glaze.

May 23

Shatner Negotiates a Role as First Online College Commencement Speaker

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Red alert! William Shatner is back as Priceline's Negotiator, delivering the first "online commencement speech for online universities" in this spot from Butler, Shine, Stern & Partners.

"Your diploma isn't just some PDF that you print out and frame," Shatner says, sporting a tasseled cap and hamming it up in his signature style for nearly two minutes. "I know that we've set the bar very high by saving travelers dolla dolla bills on Priceline.com, but I am confident that you can join me in the World Wide Web's Hall of Fame."

The ad was directed by agency creative director Steve Mapp, who tells AdFreak the spot had the perfect setup for Shatner: "The Priceline Negotiator epitomizes Internet greatness, so giving an online commencement speech to celebrate others achieving it was a no brainer, not to mention timely for graduation season. It's always best to go in with a lot of stuff for Shatner to riff off of and make his own. And sometimes its good to throw in lines that are unexpected, like 'dolla dolla bills.'"

There's also a brief Star Trek reference which, Mapp quips, "pays homage to Shatner's second most famous role."

Sure, it's just more of Bill's predictably silly schtick. But that's why he'll always be my captain. I'll never tire of watching him boldly go where he's gone before.

Mar 21

WWF, john st. Team Up to Raise Climate Change Awareness for Earth Hour

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WWF has enlisted the aid of Toronto-based john st. in a new campaign raising awareness of climate change for Earth Hour (scheduled for Saturday, March 29, from 8:30 p.m. to 9:30 p.m.), not to be confused with Earth Day on April 22nd.

For the campaign, WWF is asking people to take a moment of darkness (kind of like a moment of silence) to reflect on climate change during this year’s Earth Hour. WWF and john st. have asked people to post videos to their site about what they’ll be considering during their moment of darkness. Videos from Jason Priestley (hey, remember him?), William Shatner, and Roberta Bondar (the first female Canadian in space) were among the first uploaded to the site and should help spread engagement. In addition to the videos, the site educates people on ways to get involved, asks people to pledge their support, and calls on people to make a donation to Help Canada Go Renewable in time for Earth Hour. You can check out Priestley’s video above, and Shatner’s after the jump. Remember to turn out the lights this Earth Hour and, if you feel so inclined, head on over to the Moment of Darkness website and upload your own video concerning your thoughts on climate change. continued…

New Career Opportunities Daily: The best jobs in media.

Apr 01

William Shatner Battles the Gorn Once Again in Ad for Star Trek Video Game

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Gorn … but not forgotten! To promote a Star Trek video game launching this month, William Shatner and a guy in a lumpy lizard suit winningly reprise Captain Kirk's hand-to-claw struggle with the alien Gorn commander from the classic Trek episode "Arena." The updated battle takes place in Shats' comfy living room, where he flips his wig over the gameplay tactics of his reptilian rival. The joke here is that 46 years after their initial encounter, the combatants are, as Shatner pants at one point, "both too old for this kind of thing." Indeed, time has taken its toll. In 1967, only the Gorn was wrinkled and leathery. Today, octogenarian Shatner fits the same description. Well, OK, Bill actually looks great, his schtick is ageless, and the clip scores by deftly employing elements of the original fight's campy choreography. As dramatic Trek-like music swells, the creature hurls a couch cushion that looks about as dangerous as the polystyrene "boulder" it heaved at Kirk the first time around. Once again, Mon Cap-i-tain discombobulates the alien by smacking his palms against its earholes. When the Gorn bellows in pain, Shatner, Hollywood's quintessential ham, accuses his foe of overacting. I haven't seen "Arena" in maybe 30 years, but damn if I didn't remember the boulder-toss and ear-slap like I'd watched it yesterday! This ability to tap into our collective memory should not be underestimated. I didn't just enjoy this spot, I relished every second, as many Shatner and Trek fans will. I couldn't hit replay fast enough. There's palpable feel-good power at play here, transporting viewers to pop-culture nirvana at warp speed.

Jan 10

Priceline “realiza” sonho nerd em nova campanha

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Site especializado em oferecer bons preços em tarifas aéreas e hotéis, o Priceline é representado por um personagem misterioso, mas cheio de carisma. O Negociador, ninguém menos do que o Capitão Kirk, digo, William Shatner, teve um 2012 bastante complicado. Em janeiro, ele foi dado como morto, para depois revelar que estava vivo em agosto. Um novo filme, lançado este mês, já está causando entre os fãs: o personagem tem uma filha secreta, ninguém menos do que Penny, Penny, Penny Kaley Cuoco. Em resumo: é um sonho dos nerds realizado.

O roteiro é o de sempre: a garota é deixada pelo pai para ser criada por um monge cantonês e aprender a arte da negociação – que papai já domina. Após 20 anos, ele volta para buscá-la e ela reclama sobre ter perdido a infância. Quando o Negociador questiona a filha se ela ao menos aprendeu a difícil arte da negociação, ela mostra o que aprendeu e apresenta as novas facilidades de acesso ao Priceline. E ainda dá um recadinho do monge ao papi, em cantonês, que pode ser traduzido em “você ainda deve 5 dólares para ele”.

A campanha tem direção de Nicolas Winding Refn, com produção da Butler, Shine, Stern & Partners.