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...

campaigns

7Up Free Crafts Quirky Global Campaign Starring Guerrilla Creators

Posted by Mark J. Miller on November 25, 2014 12:27 PM

If millennials had been born at a different time, they may have been known as the DIY Generation. Generation Y is all about accessing their inner grandmas and creating their own crafty masterpieces—and PepsiCo's 7UP Free is urging them to tap into that non-conformist spirit.

The PepsiCo-owned 7UP Free's new branding campaign, "Feels Good to Be You," is hoping to channel that quirky DIY creativity on a global scale.

It has kicked off with a spot being broadcast in the UK and Ireland that features Magda Sayeg, a textile artist from Austin, TX, and the self-described "mother of yarn bombing."

On behalf of 7UP, Sayeg and her pals in the Knitta collective head to a public square in Chile to make things a little more colorful, covering a fountain, pavement, benches, trees, a guitar, a skateboard, a tire swing—pretty much everything in sight—with their multicolored yarn-stitched creations (while enjoying 7Up Free, of course).Continue reading...

campaigns

British Holiday Ads 2014: Don't Go to War Against a Penguin

Posted by Abe Sauer on November 19, 2014 04:01 PM

War, what is it good for? Absolutely nothing—except pulling at the heartstrings, perhaps.

During this most lucrative retail holiday of the year, a pitched battle is underway by UK brands looking to wrench hearts and wring a few pounds out of shoppers.

Sides have been taken by bystanders (like PETA) while newspapers' op-ed pages are weighing in on the gentlemanliness of the contest.

The winner—by a flipper—turns out to be this year's first mover waddler in the annual battle that is British holiday advertising.Continue reading...

campaigns

Coca-Cola Brings Back Holiday Truck Campaign to UK

Posted by Shirley Brady on November 7, 2014 07:05 PM

Coca-Cola is bringing back its iconic truck, which will be crossing the UK in a festive tour through November and December's holiday season. Check out its related "Give a little happiness" ad campaign in the UK, which will have local-language variations across Europe, below.Continue reading...

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...

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