Jenner Love Hewitt Fights With Bra on 'American Idol' Tonight

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On Tuesday, we reported Jennifer Love Hewitt would be reprising her role as Hanes spokeswoman to promote the company's All-Over Comfort Bra. Hewitt will appear in :15 and :30 commercials as well as in print. The television commercials, breaking tonight on American Idol, feature Hewitt struggling with ill-fitting bras during a photo shoot until she she finds the perfect Hanes bra. The entire campaign will direct people to www.hanes.com/photoshoot for additional behind-the-scenes footage and commercial outtakes, an interactive "Bra Toss" game and sweepstakes for consumers, as well as a blog where consumers can vent about their biggest bra challenges.

You can see the new commercial, view the out takes, play the game, share bad bra stories and see more of Jennifer Love Hewitt in all her glory here.

by Steve Hall    Mar- 1-07    
Topic: Campaigns, Celebrity, Commercials, Good, Television



Disney Makes Better Use of Scarlett Johansson Than Reebok

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Now if ad*itive and Reebok had chosen, oh, say, Britney Spears or Lindsay Lohan instead of Scarlett Johansson for the company's new Scarlett Hearts apparel and footwear campaign which carries the headline, "I Am More Than A Cover Story," the ad might have carried more weight. While Scarlett is certainly cover story material, it's not like she captures the mind of America like some of the more famous starlets we have.

She's much better suited to the new Disney World campaign that just broke in GQ and other mags in which she appears as Cinderella along with Beyonce Knwles as Alice, Lyle Lovett as the March Hare, Oliver Platt as the Mad Hatter and David Beckham as Prince Philip.

by Steve Hall    Mar- 1-07    
Topic: Bad, Campaigns, Celebrity, Good, Magazine



Buying to Donate is (red)icu(less), Says New .org

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While we're sure retail campaigns like Gap's (red) and Kenneth Cole's Are You Putting Us On? mean well, they don't always ring sincere to the adxhausted audience they aim for.

With fingers on the pulse of a social backlash, Words Pictures Ideas and Romantic Static marry up to bring us the cynical Buy Less Crap, a pithy-prints effort pushing for less, not more, purchase-oriented donation.

In contrast to Gap's campaign, where donations are tied to purchasing (red) clothing modeled in the ads, (less) ads feature naked models with headings like (red)icu(less), meaning(less) and point(less). The website lists multiple charities where people can donate without having to purchase a heart-warming hoodie.

This isn't the first spoof on Gap's (red) but we dig the way it makes the point. While we see the benefit of turning philanthropy into its own sort of brand in a consumer culture, we can't shake the feeling there's a conflict of interest in blurring the lines between purchase and social responsibility.

by Angela Natividad    Feb-28-07    
Topic: Campaigns, Good, Online, Social, Trends and Culture



Spicy Buffalo Craving Takes Over Adrants Staff

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Promotions like the Carl's. Jr./Hardee's Spicy Buffalo conjure up major differences between Adrants editors. To start with, Hardee's for Steve is Carl's, Jr. for Angela, who is going, "WTF is Hardee's? Talk about a double-entendre!"

It also brings up the gender issue. While Steve can be sold by the buffalo wings by both the blonde (who knows our names!) and the sandwich, Angela can't help thinking, "I'm tired of sexy girls undressing to sell me shit. What happened to the Chippendale market? Doesn't Kasey Kahne want to sell me something? Jude Law? This guy?"

Come on, Carl's Jr. (or Hardee's, as applicable). The ovarian gender isn't all just eating salad over here. We have needs too. Show us some buffalo.

Hi. It's Steve. Angela, Chippendales? They wear Speedos! G Strings! Eew! Make me puke! I'll take a sexy girl undressing to sell me shit any day of the week thank you very much! And what's with the sexy image in your article here? Huh? Huh? Who's perpetuating the sex sells theme now? :-)

Steve - Speedos and male G-strings are the warrior loincloths of today. What could be hotter than a warrior in meat-slaying battle gear? Yeah, can't think of anything, can you? I rest my case.

And PS. Unconditional purchasing allegiance to the prototype Barbie blonde? So passe. I'd venture to call it Neanderthalic, but even the Geico caveman's too cool for that. >=) *Flips hair*

Oh but Angela. We men pride ourselves on our Neanderthalic simplicity. Why bother with all that overly complex emotional stuff that bogs you ladies down when a simple "Dude, we cool" and a busty blond in a bikini will do it for us every time? Simplicity, baby!

I can't beat the simplicity argument. *long pause* Man, losing to you sucks. I think I'm going to head back to my room, cry and listen to Jagged Edge's cover of "All Out Of Love" on repeat.

It's all good. What would Adrants be with out fair and balanced coverage? Oh wait. Fair and balanced? We don't do that? That wouldn't be any fun. And we like fun so we're just going to keep writing about politically incorrect, thong-clad hotties who hate gun control, love suicide, hate PETA (but love to appear nude in their ads), like sex with midgets, think ads that make men look stupid are cool, like to make fun of fast food workers and think kids who get fat at McDonald's is because of their own stupidity and not that or marketers.

by Angela Natividad    Feb-28-07    
Topic: Brands, Campaigns, Good, Online



Sharpies Cuts Through Crap, Gets to Point

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Sometimes a well-written, polite letter just doesn't cut it. It certain times, what's needed is the purest, most unfiltered expression of thought and what better devive to transfer that blunt thought to a piece of paper than a big 'ol sharpie. In a new Brand Buzz-created campaign, that's exactly the message. There's no need to waste time with fancy words when you can quickly scrawl out your thoughts with a Sharpie.

A collection of :15's broke February 19 on national cable and print will hit March issues of Better Homes & Garden, Family Fun, Parents, People, Sports Illustrated, Martha Stewart Living, Redbook and Oprah.

See the ads here, here, here and here.

by Steve Hall    Feb-27-07    
Topic: Cable, Campaigns, Commercials, Good, Magazine



Jennifer Love Hewitt Struggles to Find Bra That Fits For Hanes

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If you're a fan of Jennifer Love Hewitt and watch her CBS Ghost Whisperer show on Friday night, you know she loves to wear some of the oddest fashion as well as tease us with her cleavage. In fact, she's always loved the attention paid to her chest and has said, "My breasts have a career of their own. I just accept them as a great accessory to every outfit."

Her breasts are now a featured accessory for Hanes' new Hanes All-Over Comfort Bra with Comfort Straps, a product women of her shape can appreciate. Hewitt has appeared in Hanes campaigns before and been featured in our own spoof story but this one, created by Martin Agency, is, as the press release states, "targeted at women who have specified a need for a bra that offers no-slip straps and no pinching or sliding."

more »

by Steve Hall    Feb-27-07    
Topic: Campaigns, Celebrity, Magazine, Television



Sexual Fantasies And Orgiastic Exclamations Warn of AIDS

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Shalmor Avnon Amichay / Y&R has created a new campaign for the Israeli AIDS Task Force which seeks to remind us AIDS is still out there doing its thing killing, to date, 25 million people. After seeing one of the spots in the campaign, Oh My God, the next time you say "Oh my God" during a certain activity, you might be reminded of a less than desirable association between that exclamation and the orgiastic intensity you meant to associate with it.

The second spot, Fantasy, asks you to envision your favorite sexual fantasy; a threesome, by candle light, a quickie in the morning, with a virgin, as part of an orgy, from behind...all while assaulting you with images of death in the form of gravestones. Hmm. Another association we'd rather leave behind. But, we won't because we know the message is important.

by Steve Hall    Feb-26-07    
Topic: Campaigns, Commercials, Good



College Co-Eds Appropriate in Da Club, in a Hallway

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Sinless, who by now we suspect spends an unusual amount of time trolling The Fame Game, shares a very white rendition of 50 Cent's In Da Club. Bad rapping and emo glasses aside, we couldn't stop staring at the tassle swinging helplessly from one side of the headliner's hoodie. We are easily mesmerized by little details like that.

"White men can't rap..." our Fame Game-loving friend observes almost wistfully, and even if that's so, they can sure trumpet and clap hands in a cramped space quite decently. When we do our song-and-dance, we normally need a wide berth.

by Angela Natividad    Feb-26-07    
Topic: Bad, Campaigns, Consumer Created, Online



Poker Gets Serious. Loses Sex, Bootie, Streakers, Cows, Lingerie

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Here's a refreshingly new approach to online poker advertising. Rather than strangely dressed booth babes, sex-laced silliness, strippers with surprise endings, politically stylized bootie, potentially removed fingers, branded streakers (1, 2), lingerie-clad pillow fighters and painted cows, we have serious poker players actually playing serious poker. Who knew? Full Tilt Poker knows and, in a new campaign created by WongDoody, it leaves all the silliness behind.

Rather than treat poker as some sort of game for retards (can't wait to see who emails me on that slur), the campaign elevates the game to what it is: a game of strategy, intelligence, intensity and skill. The eight television spots in the campaign were directed by filmmaker Errol Morris who helmed The Thin Blue Line and Fog of War. A supporting print campaign accompanies the television effort.

by Steve Hall    Feb-26-07    
Topic: Campaigns, Commercials, Good, Magazine, Television



Miller Lite FedEx's DirecTV to M&M With T-Mobile Call to Burt Reynolds

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Some celebrities do their thing, have their day and then quietly disappear. Not Burt Reynolds. After his Deliverance and Smokey and the Bandit days, there were his Boogie Nights days. Over 150 movie and TV appearances since he began his career. Now, perhaps tired of acting for ego-maniacal, self-centered, Hollywood directors, Burt turned to ego-maniacal, self-centered, New York advertising agencies popping up in FedX ads, DirecTV ads, Miller Lite ads, Kodak ads, T-Mobile ads and now M&M's BecomeAnMM campaign spotted by Copyranter in the March issue of InStyle. Surely Depends is next.

by Steve Hall    Feb-22-07    
Topic: Campaigns, Celebrity










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