Cannes Lions: Common on Getting 'Authentic' Artists to Collab with Sponsors

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Yesterday, in a Digitas-run session called "Cage Fighting Comes to Cannes," Common explained what his brand is and how he gauges the value of sponsorship opps.

How do you get a respected artist to plug your product? The secret is profound and earth shattering.

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by Angela Natividad    Jun-23-10    
Topic: Brands, Celebrity, Industry Events, Opinion, Sponsorship



William Shatner for... Dell?

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Dude, yer gettin a... overexposed celebrity shilling for anything? (Ohhh, I'm sorry. We were looking for Rachael Ray. Rachael Ray.) What I meant was, a new survey out from Millward Brown claims they've developed a system to rank celebs and the brands they'd be a good fit for. While The Shat has already hawked Commodore computers in the past, the numbers say he fits best with Dell. Miley Cyrus? L'Oreal or Starbucks! Reese Witherspoon for Target. Carrie Underwood equals GUESS. Brad Pitt? Gap. Might we suggest Jon Gosselin for Massengill?

by Bill Green    Nov-17-09    
Topic: Announcements, Brands, Specialty, Sponsorship



Halo Rocks, Bruno Blocked, Crispin Aided, Bull Balled

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- Halo 3 gets its Orbital Drop on in a new trailer that's as realistic as any action flick you'll see on the screen. And, Halo 3 fans may actually get to see a movie version of their favorite game in 2012.

- Bruno ads don't get the love in Hong Kong. An outdoor company has refused to put the ads up.

- We like the guy but this is just weird. Very weird. Very very weird. All to...promote a book.

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by Steve Hall    Sep- 9-09    
Topic: Agencies, Consumer Created, Sponsorship



Crowdsourcing Creative, Ikea's Inner Creepy, 'Mad Men' Rides BMW

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- BMW to serve as exclusive sponsor of Mad Men's season 3 premier.

- Cadbury Caramilk interpretive dance. Blame Saatchi.

- Something fun and new to add to your shit-to-worry-about annals: Twitter SEO.

- "Ikea releases more inner creepy."

- Amazon crowdsources TV ad campaign (via @martindave).

- Twitter makes the AP styleguide. This is not a test.

by Angela Natividad    Jun-12-09    
Topic: Brands, Campaigns, Sponsorship



Emma Watson Brings Charm to Burberry

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Fresh out the Harry Potter franchise, Emma Watson returns to earth on behalf of Burberry, which managed to score her in full postpubescent splendour.

She's clearly not the geeky kid witch we all took her for -- although this Mary Poppins-esque carpet bag leaves us with the sense she may have a few tricks yet. Or maybe she's just hiding an oversized umbrella that conjures the east wind when she needs to make life-changing nanny trips.

Brought to us by the incomparable Jeremy Dante.

by Angela Natividad    Jun- 9-09    
Topic: Brands, Celebrity, Magazine, Poster, Sponsorship



Kid Rock, Jim Beam Let Loose for Cherry Bourbon ... and Operation Homefront.

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This June Kid Rock kicks off the Red Stag, part of a promotional partnership with Jim Beam for its new cherry-infused Bourbon.

It all goes down on the 14th, when Kid Rock serves as Grand Marshall of the NASCAR Sprint Cup's Lifelock 400 Race. Jim Beam will sponsor Kid Rock's 2009 Rock N' Rebels tour, and together, via Operation Homefront, both brands will raise funds for emergency aid, moving help, computer programs and care packages for the underprivileged nationwide.

"I've been drinking Jim Beam and singing about it my whole career, so when they approached us it was a no-brainer," said Kid Rock, who makes plen'y more sense than crazy-ass Gene Simmons did when he became the face of Dr. Pepper Cherry.

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Danica Patrick Reluctantly Lives Out Every B-Porn Fantasy. Ever.

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In its latest abuse of its sponsorship, and our eyeballs, GoDaddy sticks racer Danica Patrick in another situational porno-to-be: after pulling her over for speeding, a blonde cop -- bless her heart -- starts stripping down to show Danica she has what it takes to join her horde of URL-buying ad wenches.

Always a team player, Danica fakes it like this whole thing is mildly uncomfortable for her. The ad cuts out in typical GoDaddy fashion; you'll have to see the rest on the homepage after May 24th.

Past Patricksploitation: Danica baring beaver, Danica showers on command (complete with hot grade school teacher!), Danica confesses to enhancements.

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by Angela Natividad    May-22-09    
Topic: Brands, Campaigns, Commercials, Sponsorship, Video



Cartoons, Creators, Chali 2Na Cross Paths for Adidas

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Jurassic 5's Chali 2Na brings narrative weight and a forceful, poetic pace to "The Inner Workings of a Creator," a deconstruction of NBA Rookie of the Year Derrick Rose.

Rose is frozen in space. Sections of his body are highlighted and zoomed as 2Na describes what makes the wunderkind tick: yo-yo magic, and a Peregrine falcon, among other things. (Seriously though? Falcons don't eff around. See one take a deer.)

Note how Rose's high-top sneaks are targeted twice.* That's because this piece is for Adidas' "Impossible is Nothing" campaign, a nice transition from the Beijing Olympics subset, which was equally epic and also animated, albeit to a totally different tune.

These particular illustrations are by FreeDarko for agency 180LA. See related material at the Adidas Basketball website.

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Peugeot Goes Classic Eletronica With Bond

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To aid the launch of its 308 Coupe Cabriolet, Peugeot commissioned female electric string quartet, Bond, to arrange the classical work Four Seasons. You can check out the arrangement here. And you can see the ad here. It's really quite good. The music, that is.

by Steve Hall    May-20-09    
Topic: Brands, Good, Sponsorship, Video



Obama's Been in Office Long Enough. Time to Commoditize Him.

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How best to commemorate the trendiest American icon today? With another American icon: the Chia pet.

"Your Chia Obama is a symbol of liberty. Opportunity. Prosperity. Hope."

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by Angela Natividad    May-18-09    
Topic: Packaging, Sponsorship, Television, Worst








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