campaigns

Gap Goes Cute and Dell Goes Cool for Back to School Season Campaigns

Posted by Mark J. Miller on August 13, 2014 11:12 AM

With kids across the US trickling back to school over the next few weeks ahead of Labor Day, Gap is kicking its back-to-school campaign into high gear coming off a 2 percent sales boost in July. This year, the company is pulling out a major social effort tied to the brand's newest social presence, @GapKids

The launch of @GapKids includes a new contest, GapKids Class of 2014, that invites “parents to submit photos of their kids for the chance to be featured in a 2015 GapKids marketing campaign,” according to a company press release. All that enter will receive “a socially sharable moving image video of their child that encapsulates the GapKids aesthetic.” Gap has had a similar program, Casting Call, for the last six years, but this year's marks a much bigger investment in social media marketing.

The hope is that parents, who the National Retail Federation says will spend nearly $75 billion on back-to-school spending, will head to the @GapKids Instagram, Twitter and Pinterest channels to share and comment on parenting-related stories.Continue reading...

campaigns

Toyota Sienna #SwaggerWagon Returns for Brand's First Online Reveal

Posted by Shirley Brady on July 17, 2014 11:11 AM

Remember the hipster parents in Toyota's 2010 Sienna "Swagger Wagon" campaign? The tagline is back as a hashtag to promote the 2015 Sienna with a new crop of families with social swagger (and "absurd parent moments") in Toyota's first online reveal of a new vehicle—check it out below.Continue reading...

campaigns

P&G's New Old Spice Man is a Soccer-Playing Dancing Robot

Posted by Shirley Brady on July 14, 2014 03:09 PM

The campaign: P&G's Old Spice brand jumps on World Cup finale fever with a soccer-playing, disco-dancing robot who brings a whole new meaning to getting sand in your face. 

The pitch: "Experience the freedom of smelling like a real human man at the beach, at parties or wherever your extension cord will allow you to go, with Old Spice."

The response: This "awkward" "mandroid" is "creepy"—and no Terry Crews or Isaiah Mustafa—but "still gets the ladies."

Watch the new Old Spice Man(droid) spots below.Continue reading...

campaigns

This Fourth of July, Guinness Pours Its Heart Out to America

Posted by Shirley Brady on July 4, 2014 05:17 PM

The campaign: Not the only UK beer brand making a statement in America for Independence Day, Guinness tugs at the heartstrings with this commercial released on July 3rd. With few words but plenty of emotion, a bartender places a pint of Guinness on an empty table every night—setting up a story that demands viewers watch to the end. The emotional spot, part of its #MadeOfMore campaign, follows on the brand's acclaimed wheelchairs spot last year and also recalls its Barnes Twins 2014 Winter Olympics video.

The pitch: "The choices we make reveal our true character."

The response: Will Burns, reviewing the spot for Forbes.com, calls it a "near-perfect pour."

Watch the spot, directed by Noam Murro, below.Continue reading...

campaigns

Newcastle Brown Ale Touts July 3rd Holiday That Might Have Been

Posted by Shirley Brady on July 4, 2014 03:13 PM

The campaign: In a similar vein to Newcastle Brown Ale's tongue-in-cheek Super Bowl Mega Huge Football campaign with actress Anna Kendrick and former NFL player Keyshawn Johnson, this Fourth of July effort aims for the funnybone with two British celebrities—comedian Stephen Merchant and actress Elizabeth Hurley—and American actor Zachary Quinto of Star Trek fame. Web extras look at other ways (names, Mount Rushmore, English muffins, cabs) life might have been different.

The pitch: Newcastle makes the case that America would be better off if it had never split from Mother England in a continuation of last year's Independence Eve campaign: "Imagine how great it could have been. And imagine how much beer we could have sold. IfWeWon.com." Diluting the impact of the social marketing, there are two hashtags: #IfWeWon and #IndependenceEve. A Twitter typo in the latter likely didn't help.

The response: As with any celebrity-based effort, the brand hoped to target fans. Yet the celeb with the biggest social following didn't have the biggest pull.Continue reading...

campaigns

Chevrolet Wishes America a Happy 4G of July and Summer of Road Trips

Posted by Shirley Brady on July 4, 2014 12:24 PM

The campaign: Chevrolet is saying "Happy 4G of July" with a series of spots promoting its new line-up of 4G LTE and Wi-Fi enabled vehicles. According to GM's press release, the Chevrolet brand is rolling out the largest deployment of vehicles with built-in 4G LTE Wi-Fi in the US this summer, kicking off this Fourth of July weekend. The Connected by OnStar 4G platform, which includes a vehicle health monitor app, debuted at CES in January and will eventually bring LTE connectivity powered by AT&T to all Chevy vehicles.

The pitch: How wireless technology enhances car road trips (in Chevrolet vehicles, in this case, although GM is promoting Wi-Fi across its auto brands) with sharing, knowledge on the go, connectivity and good times: "Bring your friends along for the ride. Chevrolet, the first and only car company to bring 4G LTE Wi-Fi to cars, trucks and crossovers." The hashtag, #TheNewIndependence, extends on the automaker's broader "The New" campaign.

The launch: Timed to Fourth of July festivities across America, where Chevy is sponsoring free wireless web access at Philadelphia's fireworks event, the spots will also run on TV, in cinemas and in GoGo Wi-Fi enabled flights. In addition to spots targeting Hispanic and African American consumers, Chevrolet also will leverage the Guinness International Champions Cup match between Manchester United and Real Madrid on August 2 at Michigan Stadium.

Watch the spots below.Continue reading...

campaigns

Girl Power: P&G Hits Another Home Run with Always Campaign

Posted by Sheila Shayon on June 26, 2014 05:49 PM

Gender bias and societal expectations are skillfully addressed in Procter & Gamble’s latest stereotype-squashing video, "Like a Girl," for its Always brand of feminine products. 

At the heart of the video by Lauren Greenfield is the question, "When did doing something 'like a girl' become an insult?"

The Always campaign, which focuses on girls going through puberty, commissioned research that found that "half of girls report a drop in confidence after their first period.” "We felt strongly we needed to do something about it," Always Brand Director, Amanda Hill, told Ad Age.Continue reading...

campaigns

This Father's Day, Brands Get Weepy Over Dad

Posted by Shirley Brady on June 13, 2014 11:34 AM

Father's Day is this Sunday in much of the world, prompting brands to pay tributes to Dad. Outstanding examples include Ford's heartstring-tugging "Great Stories" about dads and cars and Chevrolet's sentimental series by MOFILM filmmakers, a continuing branded content partnership for the automaker. Check out them out below, along with other noteworthy nods to Dad (and yes, Moms are welcome too):Continue reading...

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