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...

campaigns

Campaign Watch: Castrol, Pepsi, Old Navy, Xbox One and more

Posted by Shirley Brady on June 5, 2014 01:01 PM

Castrol's new stunt video goes viral and racks up more than 5 million views.

Below, Australia's Creative Fuel conference spoofs creatives, creatively, and more:Continue reading...

campaigns

Indeed Hires Its Own Users to Staff New Brand Campaign

Posted by Sheila Shayon on June 2, 2014 11:12 AM

In what has become one of the most competitive and crowded fields, Indeed has found a way to stand out among the growing pool of job-hunting sites including Monster, CareerBuilder, LinkedIn and SimplyHired. The Texas-based company last week launched a new campaign in the UK—and soon in the US—that taps the millions of job seekers on its site to fill acting and production positions for the the campaign, the company's first big marketing spend since it launched in 2004.

The campaign's theme, "How the world works," helps cast a broad net across job seekers and employers from all industries, with media ranging from the TV commercial to print campaigns and even coffee wraps.  

“The campaign celebrates the role of every job, and how Indeed helps millions of job seekers and employers find the right fit," Mary Ellen Duggan, VP Corporate Marketing at Indeed, told brandchannel. "All of the creative elements within the campaign tell the story of how diverse jobs combine to make a something work. Whether it’s creating the perfect line of code, the perfect presentation, or the perfect cup of coffee, the world needs smart, talented and motivated people to take on life’s daily challenges and opportunities."Continue reading...

campaigns

Vodafone Has the Last Word in 'First' Campaign to Save Ancient Language

Posted by Mark J. Miller on May 20, 2014 07:10 PM

Telecom companies survive when people talk to one another. Vodafone went the extra mile in its effort to encourage communication in one particular part of the world: a village in Mexico where the last two speakers of a dying language, Ayapaneco, live.

The problem, as the UK's Campaign Live reports, was that the last two speakers, both men in their 70s, hadn't spoken to each other in years due to a rift about the language itself. Their silence and fallout would mean the end of Ayapaneco and another piece of Mexican history lost; but Vodafone wouldn't let that happen. 

The brand and local villagers teamed up to build a school in town and dispatched Stanford University linguistic anthropologist Professor James A. Fox to speak with the men and fill them in on their cultural responsibility to pass on the language. The entire effort was documented in a short film as part of the Vodafone Firsts campaign across 10 markets.Continue reading...

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