Nike Channels Transformative Sister Magic

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Nike shoots for sporty-chic in "Be Transformed," a fresh campaign for a line of trainers called Nike Zoom Sister One +. (We half-expected lotto numbers after that, but alas there were none.)

Following the "transformational stories" of six female athletes, the AKQA effort incorporates digital, print, mobile and outdoor, with the largest of the latter 110 meters, apparently -- a wrap around Beijing International Plaza, slated to appear in early February.

Check out "Punchbag." Sorta reminds me of Adidas' Beijing Olympics campaign, except less it's less melodrama and more Heroes. See other spots at Nike Women.

Energetic stuff, and just dynamic enough -- the kinda thing you can stomach seeing on Oxygen and the Sci-Fi Channel on Manga Night. All we can say is, thank heaven the "real women" phase is over.

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by Angela Natividad    Jan-27-09    
Topic: Brands, Campaigns, Commercials, Television



Recharging Dead Voltage, Inspiring Ads, SocNet Cannibalism, Pubfatico

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- Mountain Dew brings the DEWmocracy slogan back for its new flavor, Voltage, which sadly brings to mind the vintage Volt, a green carbonated drink with a funny aftertaste. (It appeared, then disappeared, in the late '90s.) Subsite by Tribal DDB.

- On how Kaplan and Carnival open minds.

- Word on the street is MySpace wanted Facebook way back in '05. All ended much like a more recent unrequited love. Karma bites, bitch!

- Uh-oh: Publicis tries cobbling together some Enfatico-type thing for Carrefour. Squeeze your sphincters! This turd's been turned before.

- On Circuit City and its approaching demise.



MSFT: All Up in Everybody's Business, for Almost No Reason at All.

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Remember Clearification, that neurotic but sometimes-funny Vista effort featuring Demetri Martin? Microsoft revisits hipster animation and irreverent anecdota with a JWT-developed ad dubbed "Because it's everybody's business."

According to GM-Advertising Gayle Troberman at Microsoft, the "I'm a PC" campaign was about "creating a 'vibe'" to "define our brand for consumers," whereas this spot is all about "showing business people the real value they can achieve with technology."

Yeah, good luck with that. Quiksilver President/CEO Bob McKnight justifies the ad's papier mache-style surfer imagery with use of his voice; and while nothing he says is truly memorable, I recall him comparing tsunamis to business. Then some rolled-up dollar wads with sheep heads traipsed across my screen.

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by Angela Natividad    Jan-26-09    
Topic: Brands, Campaigns, Commercials, Strange, Television



Air France Plays the Sky's Seductress

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Few airlines can boast stripes different from those of any other, but Air France pimps its merits with shots that diverge from the typical relaxed business-classer gazing mildly out the window.

The copy's nothing to gawk at, a laundry list of amenities that include free Champagne in all classes, good food and big beds. But each piece is punctuated with the whimsical features of a woman, coyly guiding eyes to the Air France logo: it slips, for example out of the sharp point in her white patent leather stiletto heel, and glides like heather out of her disheveled cowlick as she naps in business class.

Slick. It lacks Virgin Atlantic's hot-whip sex appeal, but the low-key approach does Air France justice.

by Angela Natividad    Jan-26-09    
Topic: Brands, Campaigns, Magazine



Coke's Open Happiness Super Bowl Spots Get Animated

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Coke will have three commercials in the Super Bowl. One will be for Coke Zero featuring Pittsburgh Steelers safety Troy Polamalu. The other two from Wieden + Kennedy are for the broader Coke Open Hapiness campiagn and are heavily animated.

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by Steve Hall    Jan-23-09    
Topic: Brands, Campaigns, Commercials, Super Bowl 2009



Hey, Dover. Is That Your Life Savings, or Are You Just Happy to See Me?

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At Philly International this week, I found this weird ad for Delaware's department of tourism. The running theme is "keep it in your jeans!", which at first sight would appear to be the yang philosophy to Levi's recent "unbutton your beast" endeavor.

Oddly, though, the message isn't to keep your monster man-wad at bay. It's an invitation for tourists to ... save ... money.

by Angela Natividad    Jan-22-09    
Topic: Brands, Campaigns, Outdoor, Strange



Coke Brings Strange Love to Library

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OK. Let's analyze this new Coke commercial, part of the new Wieden + Kennedy-created Open Happiness campaign. Two teens. Sitting in a library. Flirting. Drawing images of Coke bottles, ice and a glass on their skin.

They touch. And there's fluid transfer! Yes, fluid transfer. Right in the middle of the library.

Strange love, indeed. Oh the multiple meanings that emanate from this!

This, along with several other spots including a new Happiness commercial, will debut tonight on American Idol. Some of these commercial will also air during the Super Bowl.

by Steve Hall    Jan-21-09    
Topic: Brands, Campaigns, Commercials, Strange, Super Bowl 2009



Diet Pepsi Brings Back Joy (Horror) of Sleepover and Recess

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Want your childhood back? Sleepovers? Recess? Courtesy of BBDO Toronto, all you have to do is grab a Diet Pepsi and reminisce. That is until, for some, the realization childhood wasn't actually so great after all slaps you upside the head.

by Steve Hall    Jan-20-09    
Topic: Brands, Campaigns, Commercials, Good



Given the Chance, Could YOU Conquer Either Finish Line?

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Hoping to take the euphemistic "special" out of "Special Olympics," TDA ADVERTISING & DESIGN/Boulder developed a print campaign that focuses on the sporting similarities between the event you watch and that other one.

"The typical perception of 'Special Olympics' is young children with Down Syndrome, playing track and field. We want to change that," said VP-Marketing Heather Hill of the 2009 Special Olympics World Winter Games. "The majority of our athletes are serious, adult competitors."

There's a brand repositioning worth throwing some weight behind.

Variants include "Slalom" and Ice Rink. If so inclined, you can also read the radio script.

by Angela Natividad    Jan-16-09    
Topic: Brands, Campaigns, Magazine, Newspaper, Promotions



Pepsi Tries Ingratiating Itself with Team Obama

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In ongoing efforts to align itself to Obama's message of hope, Pepsi worked with R/GA and Eyeblaster to launch a banner ad encouraging people to record videos for our new POTUS.

Maybe it should worry us that so many overzealous brands are falling all over themselves to clutter the Oval desk with glad tidings and unsolicited critiques.

IKEA -- freshly patriotic, despite its conspicuous Swedish roots -- is compiling a "WELCOME OBAMA!" guestbook. Facebook partnered with The New York Times to launch a Presidential Suggestion subsite. And just today, memelabs launched "Where Were You?", a consumer-generated video effort inviting people worldwide to reflect on where they were on the night of November 4.

All this in addition to Change.gov, an actual government site through which the Obama Administration already solicits your every mental meandering. We pity the armada of interns that's gonna have to sift through the Zeitgeist's stream of thought.

by Angela Natividad    Jan-16-09    
Topic: Brands, Campaigns, Online










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