When will people learn. If you don't like something and you want it to go away, don't say anything. Certainly don't make comments you know will get picked up by every major publication in the world thereby destroying the strategy you set out to accomplish. Obviously when Television Council research Director Melissa Caldwell's Mom said "If you don't have anything nice to say, don't say anything at all," Melissa wasn't listening. Nope. She had to go open her big mouth to complain about the Car's Jr. Paris Hilton commercial saying, "This commercial is basically soft-core porn It's inappropriate for television." If Caldwell didn't realize that comment would get every media outlet, including this one to, once again, wag our tongues and drooling even more publicity all over Miss Hilton and Carl's Jr., well, then, she needs to go to her room until she can say something nice.
To help Melissa's cause so that we all know what we're not supposed to see, here's another link to the "soft-core porn" commercial.
That's Hot! Too Hot
Maximizing publicity like Tom Cruise trotting out Katie Holmes, Carl's Jr. reports the website, which hosts its new ad in which Paris Hilton appears washing a Bentley and chomping on Carl's Jr.'s Spicy BBQ Burger in a stringy black swimsuit, crashed for four hours today due to the hormonal onslaught of male eyeballs ogling the soap covered heiress as she has virtual sex with the Bentley.
Commenting on the crash, Carl's Jr. EVP of Marketing Brad Haley said, "It was a mixed blessing. It turned out that Paris was too hot for our servers." well put, Brad, but are you sure you didn't just ask your IT guys to turn off the servers for a while to...oh...create this publicity stunt?
Working with New York agency Pedone & Partners, Hornet director JJ & Maithy created a nostalgic (yet well timed to this summer's Steve Martin and Beyonce Knowles Pink Panther movie release) Pink Panther-themed commercial for Sweet 'N Low that captures the panther doing his thing until he runs out of pink. Of course, Sweet 'N Low is there to fill the guy back up so he can go on with his highjinks. See it here
This week's Ad Age TV Spots of the Week highlights two, among others, great commercial. The first, for Levis and part of their Uncomplicated campaign features the insanity of metrosexualism and how a nice pair of 501's can bring one back to reality. The second, for the Michael J. Fox Foundation, features Fox in a commercial that appears to be falling apart until Fox utters, "With your help, we can make it stop." Very effective.
Working with Lowe, New York City-based creative shop, Psyop, developed a commercial, called "Bubble Girl," for Aero Chocolate that used live action shots of a woman eating chocolate to create this animated bubble-fest set to the beat of a Henry Mancini score.
Opening against a creamy, parchment-colored background, a growing number of the milk chocolate bubbles appear to the staccato beat of the score. Comprising all sizes and shades of brown, a random cluster of bubbles begins to form a familiar shape: a woman eating a piece of chocolate. In concert with lush string music, the woman's bubbly profile turns to face the camera, her eyes closed in chocolate-induced bliss.
Catering to the ever dwindling attention span and capitalizing on its name, One Second breath freshener has placed a once second commercial during every commercial break on every TV station in Belgium yesterday. The ad shows a woman placing the gel on her tongue followed, quickly, of course, by a shot of the product. Other versions of the ad are set to launch in France, the U.K. and the Netherlands. The ad was created by Antwerp-based Duval Guillaume.
Here's a strange little commercial for Heineken which has a video game character getting chased around the real world while carrying around a new, small can of Heineken.
This visually interesting ad, which mixes live action with animation, for the Peugeot 1007 follows a guy through his day as he bypasses life's obstacles such as an over crowded elevator, a long newsstand line, a rain storm, and a traffic jam. All to show how powerfully enabling a little car like the Peugeot 1007 can be.
Clearly a sign the GoDaddy-like, too-hot-for-TV, banned commercial strategy to milk press has jumped the shark, Motts has aired a spot for its Clamato juice featuring, simply, the brand's logo, official sounding text indicating the ad was deemed too racy for broadcast and a plea to visit the Mott's Clamato juice website to, surprise, view the commercial. A tipster points out, humorously, when attempting to view the video, all one sees is "Error 509 Bandwidth limit exceeded." Apparently, the spot's too hot for the web too.
Previously thought to be too hot for TV, the Carl's Jr. commercial, featuring Paris Hilton in a revealing bathing suit, lasciviously slathering soap suds on the side of a Bentley with a big ass BBQ Six Dollar Burger to the tune of "I Love Paris in Springtime," will air nationally tomorrow night on Entertainment Tonight followed by local placement in Western states. To maximize the PR quotient of this too-hot-but-maybe-not-that-hot strategy, the company plans to release a racier, 60 second version of the spot on its website as well.
Likely to be far more popular than her recent movie, House of Wax, the ad promises to be "appealing to our demographic," said CKE Restaurants Inc. President and CEO Andrew Puzder.
UPDATE: The full spot can be viewed here.