Today, GE has launched the online component of its Healthcare Re-Imagined campaign currently running during the Olympics. The company has published a podcast with Judy Hu, GE's global executive director of Advertising & Branding and Jen Walsh, GE's director of digital media in which Judy describes the thought process behind the campaign and Jen explains why the online medium is so important to GE's healthcare focus. In the podcast, Judy explains the company chose to go with a more serious tone in the campaign as research found humor didn't play well with healthcare topics and Jen explains the online component which includes a Yahoo page takeover February 14 and 15, videos on Webshots and AOL.com and a local language International roll out.
With the tagline "live green, go yellow" GM, today, has painted the homepage of the New York Post's online site along with other sites such as the Austin American-Statesman yellow to promote the company's E85 ethanol-fueled vehicles of which there are already 1.5 million on the road. The vehicles can run on either gasoline or the new E85 fuel. E85 fuel is 85 percent ethanol and 15 percent gasoline and is made from U.S.-grown corn and other grains. The company will introduce and promote more E85-capable vehicles mid-2006.
The yellow takeover and the ads point to a live green go yellow microsite where visitors can find out about the fuel's benefits, how it's made, what vehicles will run on it, play a Stalk Car Race game, see the TV and print ads and get live green go yellow goodies.
Retiring its 20 year old "It's everywhere you want to be," Visa will introduce a new TBWA/Chiat/Day LA-created tagline, "Life Takes Visa," during the opening ceremony of the Olympics. Interestingly, the tagline was created a few years ago by Visa's previous agency BBDO New York and was in some Latin America ads created by Leo Burnett.
Unlike Intel's new but meaningless "Leap Ahead" tagline, Visa's tagline nicely connotes you can get just about everything you need in life with a Visa card. That is, everything that costs money. A piece of plastic isn't going to help solve your marital woes but hey, we can only ask so much from a piece of plastic.
While we know there's all sorts of metaphors for human body parts and the selling of such parts, we don't seem to recall seeing a grocery store liken it's produce to body parts in quite this particular manner. In these ads, asparagus, pears, bananas and, yes, melons are compared to the various body parts one might envision when thinking about such produce.
In the works since last year, tire maker Pirelli will, in March. release The Call, a 10-minute video, created by Leo Burnett and set in the Vatican, starring John Malkovich who plays a priest and Naomi Campbell who plays the devil. Using the power stuggle between good and evil, Pirelli claims the film, directed by Antoine Fuqua, will be a metaphor for the company's "power is nothing without control" tagline. The film will be released exclusively online and receive promotion through online, print and television.
This is Hollywood-style, celebrity-powered ad is sure to give Russell Crowe plenty of ammunition to further castigate celebrities for selling out. That said, if we, as an industry want better ads, we have to tap better talent. Big names bring a sea of eyeballs and getting noticed in today's media environment is becoming an impossible task. Granted, Malkovick, though a superb actor, isn't A-list in terms of popularity and Campbell, while very popular, is no Malkovich in the acting department but together, they just might bring some notoriety and sales to Pirelli and its sleepy, commodity-like category of automotive tires.
Back in June, we noted Hilary Duff would become the face of Candie's. Perhaps because the poor girl's just not quite weighty enough to carry the role herself, Candie's has decided to add a few more celebrities to heavy up its campaign adding "Entourage" and former 'The O.C.' star Samaire Armstrong, "EuroTrip" hottie and "Ice Princess: sweetie Michelle Trachtenberg and relative newcomer Crunk & B artist Ciara. The celebs will appear in TV, print and online ads to support the roll out of the brand in Kohl's stores.
We always wondered if there actually was any bread in Wonder Bread since you can compress a slice into a ball the size of a marble but no matter, the company is launching a $10 Million campaign to introduce Wonder "made with" Whole Grain White. That "made with" phrases casues one to...uh...wonder whether just how real this new bread will be. Well, we'll give it the compression test and let you know. In the meantime, all you TV and print sales reps enjoy your slice of that $10 million. We bet it's a lot more substantial than a slice of Wonder.
Those radical exaggerators over at PETA are up to their old sensationalism again with the launch of Milk Gone Wild, a spoof on the Girls Gone Wild series which uses titillation and human udders to call attention to the apparent health hazards of drinking milk. While we have a decidedly different viewpoint than PETA does on the whole milk thing owing to our attachment, through marriage, to the realities versus fiction of dairy farming, PETA has, again, done what it does best; use sex and controversy to bring attention to its causes. With all the anti-everything campaigns PETA produces, it would be intriguing to watch a video of PETA employees deciding what to choose from the organization's cafeteria menu: lettuce, lettuce or lettuce topped with lettuce.
Clinging for it its own life at the expense of the lives of others whom it feels should perceive smoking as a glamorous activity rather than the killer it is, R.J. Reynolds in launching a fancy new brand of cigarettes called Marshall McGearty and supporting the brand with a hipster lounge in Chicago. As if completely oblivious to the past 20 years worth of research highlighting the killing qualities of cancer sticks, Larry McGearty, CD at RJR agency Gyro Worldwide told Ad Age, "No one has done this before. Nobody has tried to create romance in the industry and take it to the next level." McGearty and the other pompous soul who's name is on the brand, RJR stench guru Jerry Marshal cooked up the idea several years ago realizing many other categories of social vices had high end brands that were successful and figured why should cigarettes be left out of that game.
Oh sure, everyone should be free to choose their on manner of death but at least in American society, the whole smoking thing is over. It had it's day. It's done. Clearly, it's not a healthy thing to engage in and eradicating it from the earth wouldn't be such a bad thing. Oh wait, then everyone will want to ban alcohol, coffee and all those other pleasantly mood-altering but health challenged substances we all enjoy from time to time. That said, we just don't think this one's going to go very far. You can see two of the ads here and here.
The Hispanic Got Milk campaign which has focused on "family, love and milk" and has run for nine years has just received a quirky boot in the ass with the launch of three new spots entitled, Contortionist, Amazon Hair Goddesses and Teeth Town. All three are set to air January 30 and reinforce milk as a kind of "wonder tonic." Created by Long Beach-based Grupo Gallegos and directed by Andy Fogwill, each of the three spots uses humorous exaggeration to illustrate how milk offers various benefits, odd as they may be. The new tagline is, simply, "Drink Milk."