Jesus. It's like we just stepped back to 1999 when at Leo Burnett Technology Group we pumped out campaign after campaign touting the equity-building properties of a strong brand presence based on the four pillars of an account planner's wet dream: Vision, Mission, Essence and Position. Architecting the brand as it were.
It all usually netted in some self-important puffery akin to this new tagline from Esurance, "People when you want them. Technology when you don't." Sounds like a Peoplesoft tagline. Anyone remember them?
Anyway, the new campiagn is a play on technology versus people. There's a time for technology and there's a time for people. 1990's tagline aside, the campaign does a pretty good job illustrating that separation.
You can see it all here.
The UK's Kindred agency has launched a new skin care commercial for the British Association of Dermatologists to raise awareness of issues that can lead to skin cancer. The ad begins as if it were a lingerie ad with lingering shots of a model clad in underwear who flits about as the camera follows her.
Accompanying this visual activity is a voice over which intones such nonsense about life being full of beauty, something about seeing the small child inside you and a load of other intelligible babble. Suddenly, the bullshit is cast aside, the model sits on the bead and says, "I don't know about all that but if you really want to look after your skin then this is all you need."
In a moving and stirring new TBWA\Paris-created commercial, Amnesty International has eloquently stated its position on the death penalty and is urging the rest of us to see it their way. By metaphorically killing off the very things used to carry out the death penalty - the chair, the rifle, the noose, the saber - the cause group wants the 58 countries who still carry out the death penalty to join the 139 who don't.
Initially, TBWA Paris and director Pleix wanted to create the entire spot in camera, shooting real statues created out of wax. But in initial tests it was discovered that it was too difficult to shoot melting wax without it looking like stop-motion, so the film was almost completely done in CG except for a few live action elements.
No matter your stand on the issue, you have to admit the work is beautiful.
Granted you'd be a bit more subtle than the guy in this Zinedine Zidane-style commercial for online gambling company Bet-at-home.com, but is a head butt really necessary? I mean come on! Can't we appreciate the finer things in life without getting slapped around? It's not like the guy jumped on top of her and had his way with her in the middle of the office.
Asking people to imagine what 3D would look like if only they would run out and buy a 3D enabled BRAVIA TV, Sony is out with a new ad in Europe that looks like a 3D movie...when you take the 3D glasses off. Yea, that's right. It's all dimensionally blurry and it makes you wonder if you're not drunk and seeing double. Or triple. Or quadruple. Oh my head!
To see what it's really supposed to look like, people will have to head to their local 3D-enabled Sony Style Store.
For now, the rest of us will have to get a headache.
This is sort of like the George Takei Oh My approach McGarryBowen used to sell ter Sharp AQUOs Quattron TV. You just sort of have to believe what you're being told.
As if there weren't a care in the world regarding the world's resources some say are limited, Volkwagen Canada, with help from Toronto-based Red Urban and Montreal-based Palm + Havas, wants us all to hop in our cars and take an aimless Sunday drive.
Explaining the campaign, Volkswagen Canada Marketing and Communications Director Bruce Rosen said, "The Sunday Drive campaign re-ignites the emotional connection with the Volkswagen Brand. The new Golf Family epitomizes all the best characteristics of the Volkswagen Brand, including sleek European styling, proven affordable German engineering, eco-friendly technologies, and that they are really fun to drive. As a result of the new Golf winning 2009 World Car of the Year and the new Golf GTI winning 2010 Canadian Car of the Year, deliveries of the new Golf Family are up 165% so far over last year's pace. We wanted a marketing campaign that would live up to reputation of these cars and to the Brand, and fuel our continued sales momentum."
*pause to come up for air*
If anything, that litany should get some sort of award for cramming the most blatherfic bullshit into a single statement. Kudos to the PR person who stuck the words in Rosen's mouth.
See the new commercials here and here or below.
From the Partnership or a Drug-Free America comes this Vigilante-created anti-drug TV campaign for the group's Above the Influence effort. It's aimed at African America teens and we think it hits the mark perfectly. Coming at the issue from three different angles, the campaign addresses typical teen truisms.
From the classic "where was your brain when you did this" to the "I'm the hippest kid in school because I lead and never follow" to "making the right decision begets positive reward," the campaign succeeds by finding multiple entry points that allow the campaign to appeal to differing mindsets.
AdFreak has the the spots here, here and here.
Leo Burnett Argentina has created a wondrous new campaign for the Fiat Palio. There are no winding mountain roads. No people punching each other in the arm. No wine glass breakage. No metal ball rolling along the car's contours. No animals getting caught in the sunroof. No terrorist bombers. No hot girls spreading peanut on the hood. No rednecks slingshot from a four wheeler. No bikini clad hotties riding bicycles into the air ET-style. No sudden car crashes. And no Trunk Monkeys.
No. This time we have a seventies-era, 'fro fashioned dude rollerskating down the road while...people ride in his hair. It's the Palio Groove. And you thought there were no new ideas when it came to selling cars. See the ads below.
Dude wakes up. In a messy room. Takes a Shower. Gets dressed. Has breakfast. Spills milk. Leaves apartment. French subtitles leave us flummoxed. Girls come out of the woodwork. OK, now we know what's going on. It's an Axe commercial.
In this playful, though possibly unsanctioned, commercial for the VW Polo, we see that the car does, in fact, gets the girl. Well, sort of. And it provides a side benefit. It gives what most every guy dreams of getting when he's in a car with a delicious beauty.