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campaigns

Gillette Venus Updates 'She's Got It' as Girl Power Anthem

Posted by Shirley Brady on January 6, 2015 11:35 AM

Gillette Venus And TV commercial 2015

Procter & Gamble's Gillette Venus line of shaving products is rewriting its classic "Venus: She's Got It" brand anthem with a new song that encourages women to embrace the "and" in "brand" and take a stand.

Rebooted as a female empowerment song by New York songwriter Leah Siegel, it's being promoted by Gillette in the Venus brand's new "Use Your And" campaign:Continue reading...

campaigns

McDonald's Refreshes 'I'm Lovin' It' in US Campaign

Posted by Shirley Brady on January 2, 2015 05:04 PM

McDonald's Lovin' packaging

It turns out McDonald's isn't dropping its iconic "I'm lovin' it" tagline in the US after all.

In fact, it's embracing it with a new ad campaign that starts rolling out this weekend, along with new in-store, point of sale, packaging and social messaging. It's all a bid to reinforce that it's listening to customers—and wants them to love its food as much as the company does.

Tasked with boosting sales and customer engagement, McDonald’s USA Chief Marketing Officer Deborah Wahl is kicking off the new year with a new marketing platform and brand vision that's based on the belief that "a little more lovin’ can change a lot."Continue reading...

campaigns

AXE Promotes White Label Line With James Bond-Like Panache

Posted by Shirley Brady on December 22, 2014 11:36 AM

As noted here earlier this month, Unilever's AXE brand is launching a premium line—called White Label—in North America with a proprietary dry spray antiperspirant technology that it's also rolling out to its Super Bowl-ready Dove Men+Care brand and Degree brand, all under the hashtag: #TryDry.

The first series of AXE White Label ads were just released, featuring dashing hotel workers with Bond-like secret skills, with the tagline "How You Feel Says It All." They're not so much laugh-out-loud funny as (fittingly) bearing a dry wit; check them out below. Continue reading...

campaigns

Priceless Surprises: MasterCard Trots Out Gwen Stefani, Apple Pay, Airborne 'Annie'

Posted by Shirley Brady on December 8, 2014 05:14 PM

MasterCard today kicks off a new campaign featuring Gwen Stefani promoting #PricelessSuprises, its year-end holiday campaign, to cardholders.

The surprises range from concert tickets to golf experiences to a chance to meet the singer/fashion designer, with Apple Pay getting a shout-out in the new TV commercial.

The spot (directed by Sophie Muller of Wondros) features Stefani's new song, "Spark The Fire," which also featured in a Fiat spot at the recent American Music Awards.Continue reading...

campaigns

Tongue in Chic: Motorola's Winking Moto 360 Smartwatch Campaign

Posted by Dale Buss on December 5, 2014 11:14 AM

This is an especially good time for Motorola to launch a new campaign for its Moto 360 smart watch that hit the market in September.

In a creative bid to stand out from the competition and the year-end holiday advertising glut, Motorola spoofs the approach taken by so many bespoke luxury brands in wooing holiday shoppers to salivate over the possibilities for making a very high-end impression.Continue reading...

campaigns

Explore Together: Durex Tests Bi-Media Ad for Mobile/TV Synchronized Viewing

Posted by Shirley Brady on November 27, 2014 03:45 PM

Last month Honda tested an interactive dual-narrative ad campaign to promote its "Type R" model at Halloween, inviting viewers to toggle between two versions of the same narrative with the click of a button.

Now Durex is ready to launch what it's calling the world’s first synchronized dual-screen ad, where users in the UK can experience another side to a TV commercial story by pointing the Durex Explore mobile app at the screen.

According to The Drum, the aim of the brand's "Explore Together" campaign is to capture what the characters get up to in private, and direct viewers to the just-relaunched Durex website. Continue reading...

campaigns

Weight Watchers President: 'Hard Part' Campaign 'is Going to Set Us Apart'

Posted by Dale Buss on November 26, 2014 01:31 PM

Weight Watchers has been struggling with the business just as many dieters struggle with their weight. But just in time for the holidays, the iconic weight-loss brand is placing a big new bet on doing something different in the category with a big new advertising campaign.

With TV ads and other advertising breaking this week under the theme "Help with the Hard Part," Weight Watchers is doing two things that seem unprecedented in the industry: Talking honestly about the guilt and shame that often are associated not only with diets but with eating in general these days.

It's highlighting this idea and its brand just in time for what many people regard as the most joyous eating season of the year instead of waiting, as is traditional in the industry, to break a new campaign in January.

"It's going to set us apart," Lesya Lysyj, president of Weight Watchers North America, told brandchannel. "There has been a category norm, and no one has broken it until now."Continue reading...

campaigns

Mr. Clean, the Original Liquid Muscle, Has a Slick #BreakTheInternet Spot

Posted by Shirley Brady on November 25, 2014 02:02 PM

Move over, Kim Kardashian.

P&G's Mr. Clean brand has received almost 3.4 million Facebook views for the brand's "break the Internet" campaign spoofing Kimye's oiled-up "Break the Internet" photo.

The sexy commercial, posted on Facebook on Nov. 19, went viral as a sponsored post on Facebook.

The come-on: "I’ve heard power can be sexy. If that’s true, then I think my 2.5x more powerful Liquid Muscle might just be the world’s sexiest cleaner ever."

Watch the (mildly dirty) spot below.Continue reading...

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