Like the Blair Witch, Old Navy, in a new campaign, scares the crap out of a poor girl, enjoying a campfire with her boyfriend, with the ominous fear the sight of a school desk generates during back to school season. In another spot, Old Navy, like Jaws did in the seventies, freaks the fark out of a swimmer with a locker that bobs up behind him. As interesting commercial go, these are two of the best. Created by Deutsch, produced by Biscuit Filmworks/Reginald Pike and directed by the Perlorian Brothers, AdJab reports the ads will launch August 1.
Kosher.com has launched a little promotional cartoon, created by Dan Meth, which does a great job clearly explaining the Kosher.com offering. From mentioning the foods they carry by name and showing them to explaining where they came from to telling you how can buy them, Kosher.com makes it clear they are they place to go to when Kosher food is what's for dinner. It's not rocket science but, unfortunately, too many commercials try to be and fail. This one doesn't and, pleasantly, succeeds.
The verdict is in. No one likes the new Lee Iacocca/Jason Alexander Chrysler commercial. Well, at least no one in the ad industry that is a member of the Adrants discussion group. Even so, wondering whether bringing Iacocca back was effective, one member did an informal survey of people under 40 and found none knew who that old, gray-haired guy sitting behind the desk was. When told it was Lee Iacocca, the man who saved Chrysler from extinction, many replied, "Oh, whatever."
Again, we question the wisdom of trying to recreate a previous success. Whether it be an idea-less Hollywood remake or an attempt at mirroring the cult-like success of a previous ad campaign, rarely, if ever, does the follow up come anywhere near the success of the first effort. Having Alexander approach Iacocca from behind as he did many times the back of Steinbrenner in Seinfeld is simply layering another has been success on top of another. Iacocca should have said no to this. Alexander should have said no. Those who came up with the idea for this should have said no. In spite of these failures occurring over and over and over, it never seems to register with those who insist upon borrowing from past successes (think Hilltop/Chilltop) instead of creating something original.
Australian brewer Carlton Draught, a division of Foster's, has created and amazingly different, brilliantly funny beer ad, called "It's A Big Ad," that, while poking fun at the beer ad category, and advertising in general, gets its message across quite effectively. If anything, it gets points for just being different.
The ad was filmed in New Zealand and produced in Australia by Plaza Films. Sydney-based Animal Logic, the company that worked on the Matrix movies, did the special effects. The agency was George Patterson Partners.
Just as producers did for a poster promoting Kelly Clarkson's movie, "From Justin to Kelly," the GAP has decided Joss Stone's butt wasn't big enough and edited big butt doubles into her recent GAP commercial. Stone took it all in stride, telling the SUN, "Apparently, I need a J-Lo bum or something."
Adrants readers Steven Hirst points us to this new commercial, billed as unreleased and called "Ouch!", for Xbox which pits an ex-girlfriend and an ex-boyfriend against each other in increasingly ridiculous stunts to make the other jealous. Thankfully, Xbox Live is there to offer a healthier form of combat. The ad is served from a site that asks a few questions about the spot, asks viewers what's the most painful thing they've done and collects contact info for entry into a drawing for prizes that include an Xbox consoles with video camera and games, a Samsung TV and a Samsung MP3 player.
It's a nice tie in between the notion of X's fighting and Xbox's ability to provide a platform for the fight. Clearly, someone at LAVA Communications, the agency that created the piece, wrote a creative brief that plainly illustrated the product benefit.
Lee Iacocca, who uttered Chrysler's tagline, "If you can find a better car, buy it," in 61 commercials during his reign as turnaround CEO for the troubled car company, is returning as pitchman in a set of new commercials. The deal calls for Iacocca to appear, initially, in three spots with compensation in the form of a Chrysler donation to Iacocca's diabetes research foundation along with $1 for every Chrysler, Dodge and Jeep sold for the rest of the year.
AdJab points to a new Paris Hilton ad bonanza. This time, she's gone international and is hawking GoYellow, a German online yellow pages service. In the commercial, Paris primps and frolics on her bed as only Paris can while adjusting her yellow boy panties, eating a red apple and waiting for the delivery boy to arrrive
Even better than the commercial is Paris's bubble-headed "performance at the press conference which you can view here.
Cheesy Chilltop Chillers
We knew this was coming though is it just us or does anyone else think CP + B's re-creation of the classic Coke Hilltop commercial, Chilltop, is a pretentious ball of cheesiness? We most certainly love CP + B and, granted, they aren't the one doing the singing but this is really bad. Apparently, there was something OK about a bunch of semi-hippie types banding together to save the world in 1971 but it just doesn't ring true in today's ironically post-ironic, cynically jaded culture. Perhaps we just can't get past white guys trying to sound black. Or ads that throw in the token black. Or the token cutie who whose sole purpose it to look cute, bat her eyelashes and start another fan blog.
Oh, don't listen to us. Come to think of it, the 1971 version is slathered with Whiz loads of cheese too. That said, remakes of anything, especially those referred to as "classic," are rarely a good thing.
An ad, which ran earlier this month in Japan for cosmetics company Mandom, had a Chimpanzee with an afro wig/dreadlocks affixed to its head imitating a few black people as they wiped sweat from their brows with a Mandom facial wipe. Of course, the ad generated complaints and Mandom issued an apology but this article examines the very different viewpoint Japan, as well as Germany, has regarding minority races. It's not pretty.