If we ever thought Old Spice was past its prime, we were horribly wrong. We should have guessed they had long-term comic genius when they enlisted Bruce Campbell to help them win youngbloods with winning condescension.
The grand old deodorant brand hits us again with a spot called Armpit for its Collector's Edition. Compiled by Wieden+Kennedy, it begins and ends with the maniacal laughter of the company's "marketing president," Alex Keith.
We don't want to blow the spot for you but this print ad sums up the humor and vibe.
Armpit marketing is actually a clever idea. And good inclusion of yellow flare and exclamation points! They give the whole concept just the right amount of trying-hard! pomposity.
We love Old Spice. If we were 100 percent male back here, we'd all be Axe wearers, but boy do we love Old Spice.
Sounding very much like Morgan Freeman, the Tom Kane-intoned voice over in these new Shine Advertising-created spots (one, two) for the Madison Wisconsin Mallards baseball team (yes, we'd never heard of them either) conveys the purity of America's favorite passtime (at least the way it should be) to...opera and stamp collecting. Yes, we know. It sounds very strange but, on some odd level, it works.
This ad almost makes you work too hard but once you finally realize what message the commercial is delivering, the confusion pays off nicely. The spot promotes something that's around us all the time but is never thought of as more than an occasional annoyance. This annoyance turns out to have a very practical purpose as is revealed by the end of the spot.
After All You Need is Luvs, we can't say we're crazy about anything Saatchi at the moment.
But having seen this conspicuously similar pair of ads by MFI and IKEA, the Ad Police - an incognito force - did some following-up and found another pair of matched ads from the same two campaigns.
See IKEA's fighting couple, 2002, Crispin, Porter & Bogusky.
See MFI's fighting couple, 2007, M&C Saatchi.
Way to leave your lovemarks, guys.
Martijn over at Fresh Creation pointed us to this ad for Videotron, which sought to emphasize the HDTV experience with a crash test dummy.
We dig the voice-over and the concept, but why haven't crash test dummies been retired to the annals of old-school yet?
Some people will go to great lengths to keep their beer cold. Other people, such as the chap in this M&C Saatchi-created Fosters commercial, are simply insane. Or, he have the ability to detect, perhaps, a tenth of a degree temperature difference that might be caused by the sun walking from the bar to his beach chair. While his buddies are ogling beach beauties, this guy is acrobatically following tiny bits of shade to protect his beer from the sun.
Players in the Philadelphia Phillies dugout, like bleacher buffoons playing to the camera, act out all manner of baseball fan stupidity to drum up interest in a series of games with the Pittsburgh Pirates. Ad agency Bubble in Philadelphia created.
With the Blu-ray/HD-DVD wars well under way, it's apropos this new Fallon London-created, RSA Films-produced Sony Blu-ray commercial, Lasers, contain fighting gladiators. Shot in a working industrial chimney (a really big one) in Hungary with no natural light and illuminated only by laser beams, robotic cops and gladiators duke it out while automobiles are dropped on rain-drenched drums from atop the chimney. The commercial's plot? Your guess is as good as ours. Oh wait. Random Blu-ray-enhanced entertainment for the entertainment's sake.There. That's it.
Our incognito amigo FishNChimps shimmied us over to these ads for MFI and IKEA, which used the same basic idea (families fighting over feral female teens) to promote the homey feel of their showrooms. Saatchi & Saatchi put together the MFI piece; the IKEA one is attributed to Crispin, Porter & Bogusky.
The MFI one is a little chavvier than IKEA's, rendering it believable to the point of discomfort until the angsty teen queen storms past a showroom attendant.
MFI's is somewhat more current; IKEA's hailed from 2002.
Nothing bespeaks familiarity like a screaming match with your mom, which is why it's a wonder grocery stores don't try pushing living room sets.
We loved that "What are you ... sinking about?" ad by Berlitz, a language firm that does well when it comes to catching extra-lingual inconsistencies and showcasing them.
We haven't seen anything since, but we're thinking they held on the trigger until they could perfect something equally wry. And they succeed with not one but three new ads, the first of which is "Ken Touched This," a play on how language in pop songs gets manipulated by the eager chanteuses of non-natives - with awkward results.