campaigns

Campaign Watch: New Ads From Lexus, Coors Light, Toyota and more

Posted by Shirley Brady on November 4, 2014 07:14 PM

Lexus is promoting its RC 350 sport coupe and RC F performance coupe with a new campaign that "mirrors the story of the coupe itself—which was built from a blank canvas, unconstrained by existing designs and convention—and is centered on the theme of shattering limits."

Two new U.S. TV spots—"Face Off," starring actor Wes Bentley and directed by Sophie Muller and "From Road to Race Circuit" for the RC F—will be joined by a trio of spots targeting specific audience segments: "Flex Your Drive" for African Americans, "Shatter" for LGBT consumers and "Control Power," which targets Latinos. 

Other elements include a custom Lexus RC Flipboard magazine curating content from Esquire and Bon Appétit; a branded content partnership with Engadget and AOL called Your Brain on the RC F that will demonstrate "the science and technology behind the adrenaline rush associated with driving the RC F."Continue reading...

campaigns

RedRug: IKEA Remake of The Shining Halloween Ad is Not to be Missed

Posted by Shirley Brady on October 20, 2014 10:12 AM

From the wags behind the award-winning Apple-mocking "bookbook" commercial extolling their visionary print catalog, IKEA's Singapore team is back with a Halloween ad that channels Stanley Kubrick's creepy Stephen King classic, The Shining, complete with a boy on a tricycle and a play on the "redrum" motif. Watch it (if you dare) below.Continue reading...

campaigns

Canon USA Highlights Creative Collaboration With "See Impossible"

Posted by Mark J. Miller on October 7, 2014 05:14 PM

Canon U.S.A. today released a new branding campaign — "Canon See Impossible" — in a bid to inspire customers to see differently with Canon products.

As part of the companywide marketing initiative, the iconic brand is rolling out a new logo visual that incorporates the new "Canon See Impossible" tagline, accompanied by a 3-D visual of an expanding box, symbolizing (according to a press release) "the company's desire to break the boundaries of what is possible and shift the focus from Canon as being solely a manufacturer of quality digital imaging products to a Company that empowers the creative spirit within its people and customers."Continue reading...

campaigns

A Cleaner GoDaddy Woos Small Businesses With Harsh Truth Campaign

Posted by Shirley Brady on September 15, 2014 12:35 PM

Recanting for its titillating TV commercials and Super Bowl spots featuring Danica Patrick and other celebrities over the years, GoDaddy announced last year that it's cleaning up its act by losing the jiggle and innuendo in order to be taken more seriously. Losing money year-over-year and looking to go public, it faced few alternatives if it wanted to turn around its ailing business and expand its brand from Internet domain name purveyor to All Things Online for small businesses looking to stand out on the web.

Now approaching its $100 million IPO, it's continuing to mature with a new fall campaign that a press release describes as "a crisp illustration of the company’s strategic marketing shift, moving away from simple brand awareness to targeting small business owners about how GoDaddy’s products and services can make them more successful."

The first of four TV commercials (watch below) are described as using aggressive "foxhole humor" that aims for the funny bone with razor-sharp nails: "the brutal truth of what it's like to be a small business owner."Continue reading...

campaigns

Coke Zero's New Campaign Helps Kick Off College Football Season

Posted by Dale Buss on August 27, 2014 01:07 PM

Coca-Cola does seasonal marketing better than just about any brand, so it's no surprise the company is gearing up in a number of ways for the start of football season. A new campaign for Coke Zero is one of the most ambitious.

Coke Zero will attempt to tap into what it calls the "countdown culture" of college football fans as they approach the games on Saturdays with a new campaign, "Zero Means It's Game Day." Five new 15-second TV spots, each focusing on a specific day of the week, will illustrate how fan intensity builds as kickoff nears. A 30-second ad will debut during the first week of the season.

"While there's no question game day is the mountaintop, this campaign is really intended to celebrate the journey," said Andrew MicMillin, vice president of Coca-Cola Brands for North America, in a press release.Continue reading...

campaigns

Goodbye, Kitty: Japan Sends Hello Kitty into Orbit to Boost Space Program

Posted by Mark J. Miller on August 14, 2014 01:42 PM

NASA isn't the only space program in jeopardy. Japan, for one, is also trying to re-engage young minds with the fascinations of space using a tried and true method: Hello Kitty.

The iconic figure, which is celebrating its 40th birthday, has created billions of dollars in revenue for its owner, Sanrio, and Japan hopes that its internationally-recognized animated toy will drive the same kind of cultural interest for its space program. 

To get more private companies interested in using satellites, the government has invested $40 million toward the project, Reuters reports. The satellite carrying the 1.6-inch Hello Kitty figurine was fine-tuned over a couple of months of experimentation and is about the size of a garbage can.Continue reading...

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...

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