The girl has come a long way since her Dentsu Canon Crotch Shot debacle and her revealing mini-skirted fashion shoots. Yes, Maria Sharapova is all grown up now and at age 23 has decided to hang with the Evian Babies.
On signing a multi-year contract with Groupe Danone's Evian, Sharapova said, "The idea of youth as a state of mind caught my attention. I took a great pleasure in revealing my 'baby inside' while modeling for these photographs with Nathaniel Goldberg," said Sharapova. "I am a true Evian drinker and I really like this campaign as well as the idea behind it so it felt quite natural to join in."
The three-time Grand Slam champion can be seen sporting an Evian Baby shirt on the brand's Live Young Facebook page
Unicast's "What Women Want From the Web Report" (pdf) Summer 2010, which polled 516 adult women, found 95% of women plan to go online, and 62% notice and/or interact with online advertising. Women aged 18-24 use the web more than other age groups for all activities except keeping up with news - 53% vs. 67% overall.
What Women Plan To Do Online:
- 76% plan to connect with friends and family
- 67% will keep up with news
- 64% plan to shop for sales/compare prices
- 59% intend to entertain themselves (play games, listen to music or watch TV/movies)
- 48% will research travel/vacations
Leo Burnett is out with a few teaser ads for Allstate. And they're good. With a character who takes on various personas such as "the key against your side door" and "a typical teenage girl," the ads make us keenly aware of typical automotive mishaps and make us aware Allstate is there when mayhem arrives.
A third ad beautifully captures lone motorcycle crashes in slow motion...with no drivers...only to drive home the point that motorcycles don't crash alone and Allstate is there to protect not only the bike but the driver as well. Very nice work. Click "more" to see the ads.
Hmm. In a cross between an amoebae video you'd see in biology class and a Cheese Doodle, Cadbury attempts to illustrate the...um...beauty of their Flake candy bar. This wisp of tasty beauty was brought to us by Fallon London and was directed by Baillie Walsh.
Not looking her hottest - and she can look incredibly hot - Milla Jovovich is fronting a new Escada Fall and Winter campaign. Shot by Peter Lindbergh, Jovovich looks quite mannish and isn't showing off any of her better qualities.
"Who wants to win a rigged awards ceremony anyway," asks Neil Hamburger in this Lost Planet video. There's broken wine glasses. There's whining. There's profanity. There's shattered egos. There's police intervention. Yea, it's a spoof but it's not like this sort of behavior never happens at awards shows. This week being Cannes week and all...
While our Cannes Corespondent Angela Natividad is bringing you the goods from the Southern France this week, it's our job to remind you the mundane world of advertising goes on despite the fact we all seem to think Cannes is the end all, be all event of the the industry.
Now. On to the mundane. OK, we wouldn't call in mundane but it's not Cannes-quality, whatever the hell that might be. Charlotte-based BooneOakley is out with a three spot campaign for Bojangles' Restaurant. In each of the three spots it's clearly illustrated "Bo Time" is far more important than whatever you might be occupied with at the given moment. That includes getting pulled over by the cops, a marriage proposal and, yes, impending birth.
It's with pleasure today that I discovered I lied in my last piece - that depressing waiting room-looking area isn't the only spot for screening ads in Cannes this week. A real-life theatre in Level 1 of the Festival screened a bunch of body care ads this afternoon.
I'm gonna spare you more starry-eyed harping about how OLD SPICE BRINGS JOY TO ALL THE UNIVERSE. Here's other stuff that stuck out, and at the end, a reflection on Axe.
Here's the first few shortlists that have emerged from the Cannes 57th Annual International Advertising Festival:
Promotional and Activation
This is what I know about Cannes:
- It is humid, but not always sunny; often it rains in torrents, and street vendors make a nice profit selling umbrellas to unprepared visitors outside the Palais des Festivals. Be smarter than your deluded sun-thirsty colleagues: pack a spring coat and your own parapluie.
- For wifi that doesn't cost 20 euros a night, you go to a flea-bitten hotel on a side street, not a Croisette institution. I quite like Hotel Athenee, which is cheap (that's our style) and also 5 minutes walking distance from the Palais. Basic amenities are lost, but dude, we're talking about free wifi.
- If you are here for a conference, don't bother packing a swimsuit. You'll be too tired from long nights drinking to want much sun play, and anyway, private companies rent the nice parts of the beach so important people can feel thus at your expense.