Posted by Sheila Shayon on May 24, 2013 05:49 PM
Kmart is on a roll with humorous ad messaging with a follow-up to its viral "Ship My Pants" ad. The retailer released "Big Gas Savings" and the spot has already racked up nearly 1.5 million views. The campaign touts the benefits of the brand's Shop Your Way rewards program, which offers free shipping and discounts at Kmart gas pumps.
A promise of 30 cents on the gallon savings, coupled with talent and wordplay on “big gas” may signal a continuing theme for Kmart with creative produced on these two ads from DraftFCB, but rival McCann is in the mix pitching for the account going forward.
Here's a few more ads and campaigns that caught our eye this week:Continue reading...
Posted by Sheila Shayon on May 21, 2013 06:56 PM
In a brilliant move by PETA, aided and abetted by BBDO, a new ad depicts the strain of animal use for entertainment, and demonstrates quite literally the ideal way to combat the trend.
The ad depicts an ape—so tortured and confined that he’s considering suicide—being 98 percent human. He picks up a gun, places it under his chin and prepares to shoot, as the ad cuts to black with the PETA logo and web address for GreatApePledge.org, followed by a line of white type: "No real apes were used in this commercial."Continue reading...
Posted by Sheila Shayon on May 14, 2013 01:46 PM
Continuing its full-on assault to gain share in the US retail market, Kraft Foods’ Gevalia coffee is counting on spokesman “Johan” to open the java-gates as the brand tries its best to convince consumers to pick up its coffee over Starbucks.
The brand has launched a new web series, "Cup of Knowledge," as another outlet to help the brand market the results of an independent taste test commissioned by the brand, which reportedly showed that 59.7 percent of coffee drinkers preferred the taste of Gevalia's House Blend over Starbucks Breakfast Blend. This isn't the first time the brands have battled on the taste test front.
Back in February, the U.S. National Advertising Division ordered Kraft Foods to discontinue its marketing claims that Gevalia tastes like Starbucks, with marketing copy like, "New! If you like Starbucks Breakfast Blend, try this!"Continue reading...
Posted by Shirley Brady on May 14, 2013 11:03 AM
While he may not be as funny as Terry Crews for Old Spice, Nike has tapped tennis champ Roger Federer for a new campaign featuring its Nike Free Trainer 5.0 shoe and a pesky mosquito. Check out the new Crews for Old Spice campaign below.Continue reading...
Posted by Sheila Shayon on May 9, 2013 11:36 AM
Dove is not resting on its digital laurels. The latest installment in its ongoing Real Beauty and self-esteem campaign this time targets kids.
The Dove Self Esteem Project, working with Lisbon agency Torke+CC, created the Carbon Paper Ad campaign, placing an ad (and a pen) in a parenting magazine, asking adults in Portugal to write down the worst name they remembered being called as a child.
When the written page is turned, the hurtful name appears printed across the shirt of a child—through the use of secreted carbon paper—illustrating that, "Words mark children forever."Continue reading...
Posted by Sheila Shayon on May 8, 2013 11:40 AM
A bus-stop ad in Spain is making headlines worldwide. The client, the Fundación ANAR or Aid to Children and Adolescents at Risk, is running two different messages in one campaign: one aimed at adults, the other visible only to those under 4 feet 5 inches tall—the average height of a 10-year-old.
The innovative outdoor campaign shows two versions of a boy; one clear-faced, that adults see, and the other battered and bruised that's visible to kids' eyes, with a message that reads: "If somebody hurts you, phone us and we'll help you," along with a hotline number.Continue reading...
Posted by Abe Sauer on May 8, 2013 10:38 AM
In a new ad for its 2013 S7, Audi pits Star Trek's old Spock, Leonard Nimoy, against the franchise's new, upstart Spock, Zachary Quinto. Timed to coincide with the upcoming release of the second of the rebooted Star Trek series of films, the ad is being hailed as "the greatest car commercial ever."
Of course, logically, the commercial might not send the message to its target audience that Audi hopes.
While the commercial is certainly clever, is it more than stunt casting to no end? "Geeks" are certainly loving not just the concept but some of the finer details, such as Nimoy hinting to his legendary rendition of the "Ballad of Bilbo Baggins." (A detail connected to the Mercedes-driving Nimoy, by the way, that has created maybe the most positive buzz about the whole undertaking.)
As a few geeks have pointed out, Audi's ad follows the recent spot for Star Trek: The Video Game, which reunited old Kirk, William Shatner, with sparring partner and poorly-costumed alien lizard Gorn in the same sardonic, meta style.Continue reading...
Posted by Mark J. Miller on May 7, 2013 05:28 PM
For years, Apple has sold itself as the young, hip counterpart to the old fuddy duddies in the PC and mobile phone market. Now, Samsung is taking a page from the master’s book—and it's helping it gain some serious mobile market share.
When Samsung launched its Galaxy S3 last year, its "Next Big Thing" advertising took direct jabs at Apple’s iPhone and all the supposed earbud-wearing lemmings that bought the device—echoing the Apple-bashing theme of its Galaxy S II campaign. Now, as it releases its highly-anticipated Galaxy S4, it looks like the marketers at Samsung have decided to sit back on their heels and let the Apple bashing continue—and why not?
According to Ad Age, Samsung’s market share in the fourth quarter of 2012 went up to 30% from 21% in 2011. Meanwhile, Apple’s share fell from 41% to 39% in that same window.Continue reading...