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...

campaigns

Heineken Thinks Global, Acts Local in New Campaign

Posted by Mark J. Miller on May 12, 2014 10:49 AM

Heineken is boosting its global profile by going local in its new marketing campaign, "Cities of the World." 

Six limited-edition bottles, each featuring different cities including New York, Shanghai, Berlin, Amsterdam, London and Rio de Janeiro, will be produced to coincide with the campaign's "local activity in more than 100 countries, starting with the US," and will be available globally. 

The campaign's two-minute ad is the seventh installment of the brand's "The Legend" series and follows a man on his adventure to find the woman of his dreams in a mysterious city.Continue reading...

campaigns

Lean In, Girl Scouts Recuit Heavy Hitters for Female Empowerment Campaign

Posted by Sheila Shayon on March 11, 2014 05:42 PM

Despite pursuing some questionable partnerships lately, the Girl Scouts of America seem to be back on track after teaming up with Sheryl Sandberg's Lean In to promote a public service campaign to encourage leadership and achievement in girls. 

The service organizations are hitting the road—and the airwaves—to push its "Ban Bossy" campaign, a message in line with Sandberg's Lean In movement that encourages women to pursue their personal and professional goals. 

“Starting at a surprisingly young age, girls are discouraged from leading. When a little boy asserts himself, he is called a 'leader.' Yet when a little girl does the same, she risks being branded 'bossy'—a precursor to words like 'aggressive,' 'angry' and 'too ambitious' that are often used to describe strong female leaders," a press release for the campaign states. “It's no wonder that by middle school, girls are less interested in leadership roles than boys, a trend that continues into adulthood and reduces the ranks of women at the top of organizations everywhere.”Continue reading...

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