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Writing in More About Advertising, Stephen Foster says Levi's has "lightened up" with a follow up to the Wieden + Kennedy-created opus, Go Forth Braddock. That spot, if you recall, pulled the heartstrings by focusing on American despair and how that despair, so says the commercial, motivates people to work towards a goal. Idealistic is an understatement.
The agency's new work, This is a Pair of Levi's, is far from a "lightening up" of the original. In fact, it pours on the hipsterific poetics as if the entire world suddenly and collectively participated in a gigantic hand-waving, come-to-Jesus beatnik meeting of epic proportion.
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Alaska Communications is out with a beautiful new commercial, Great Alaska, that touts the state's vast size and the company's ability to connect people so it doesn't seem so vast. The commercial, created by Vitro, was shot at four frames per second with a miniaturizing filter effect applied resulting in an effect that perfectly communicates the intended strategy.
With the copy, "when you exist for the sole purpose of keeping Alaskans connected, you learn to treat small businesses like big businesses," the message of connecting people together in such an expanse is driven home.
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Just as we've all settled in for the Olympics, the NFL has decided its time to tout its Thursday Night Football and NFL.com Fantasy Football with new work from David & Goliath. The campaign, entitled Serious Fun, is just that.
In one spot, Mountain, a jolly fellow asks, "Do you like winning? How about fun and high fives? Are you into those? No talk to me about man hugs." Somehow it all leads to football, Thursday night football beginning in September.
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Before we get into this Venables Bell & Partners-created work for Sim Jim's new steakhouse strips, we have to ask, "Just what the hell are Slim Jims made of?" They don't taste like food and they certainly don't taste like steak. And reading the list of ingredients is enough to make one barf. But, like it or not, that topic is one for the food critics, not the ad critics. Onward.
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So everyone is piling on TBWA for two its most recent Apple commercials in which a Dell Dude-like character comes to the rescue of people in the midst of various computing nightmares. The piling on is well warranted for one simple reason; Apple products are supposed to be so easy to use that you rarely have to call in an Apple Genius for help.
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Saatchi & Saatchi New York is out with a new Toyota campaign breaking today during the Olympics. The campaign is called Good Move and features stories of people who made the right decisions.
One humorous spot features a guy who runs into his old college girlfriends who turns out to be a wacko. A hot wacko but still a wacko. The spot ends with him saying "I dodged a bullet there" as he gets into his Camry with his family. WHich all play nicely with the ad's tagline, "Those who choose Camry, choose well."
A second spot features a young man who, every morning, arrives at the parking lot of a company to give whomever arrives first a cup of coffee. One morning, the company founder shows up and asks what the kid is doing. The two bond as the CEO shares he use to own a Camry "or five."
Future spots will follow the same theme and center on people who make the right decisions as they go through life.
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Likening its ability to the human body's "amazing display of co-ordinated movement," Philadelphia's Independence Blue Cross, with help from Tierney, is positioning itself as the only company that can make the messy business of health insurance move with alacrity.
Shot by production Santa Monica-based Gartner in high contrast black and white, three spots feature a swimmer, a skateboarder and a hurdler performing their sport flawlessly. A fourth combines the three. SPots will air during and after the Olympics.
Television spots will be supported by radio, magazine, newspaper, billboards, transit, banners and a microsite.
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Not quite akin to seeing Kate Upton in what seems to be every single commercial aired in the last three months, Redskins quarterback Robert Griffin, within a week, has made appearances in an adidas an and, today, in a Gatorade ad.
The TBWA\Chiat\Day LA ad is routine famous athlete stuff. In this case, it's Griffin vigorously training in various scenarios with help, of course, from Gatorade.
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A new campaign from Kimberly Clark aims to open up the menopause kimono with personal stories from women going through menopause. Created by Organic, campaign also introduces five new products designed to address symptoms associated with peri-menopause and menopause.
Frank, personal stories from women going through menopause address issues and symptoms such as changes in intimacy, hot flashes and general change in lifestyle and mindset.
The campaign includes a new website which houses these stories along with in-depth, informational Q&A and product demos. The effort carries over to social media where a new Facebook page encourages engagement, a YouTube channel shares the stories and a Twitter account enables conversation.
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Nationwide is ditching its "world's greatest spokesperson in the world" funny man and will take on a more serious tone with a new spot, Anthem, featuring voice over by Julia Roberts. Kicking off on NBC during the Summer Olympics, the one minute commercial, created by McKinney, will have Roberts asking viewers to "join a different kind of insurance company."
Bolstering the television will be radio, print and online efforts fueling the increasingly crowded insurance marketplace currently dominated by Allstate, Progressive, Farmers and Geico.
Of the campaign's shift, Nationwide Chief Marketing and Strategy Officer Matthew Jauchius said, "When you have a competitor spending over a billion dollars on ads, which we do, you have to break through the clutter in a relevant way. We are going against the grain in the marketplace by taking a more sincere tone, an authentic tone...rather than just a yuk with a phone number, which seems to characterize our category today."
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