Fri, 17 Apr 2015 07:43:33 PDT
Does your dream wedding include getting married via webcam? You should sign up for Ikea's newest service.
The Swedish furniture chain has launched "Wedding Online," a (somewhat) tongue-in-cheek site that lets users pick a theme and setting-beach, boat, circus, forest, rooftop-and then hold a remote virtual ceremony by live-streaming their heads (and those of their guests) on to pictures of easily assembled wedding bodies.
"It's love at it's simplest," says the launch ad. Which is true, in the same way that before the Internet, a drunken Vegas wedding with someone you just met was love at it's simplest.
Don't worry though, romance isn't dead: The spot suggests you actually sit in the same room as your fiancé and the officiator-just put your laptops between you, and spare your family and friends the trouble of an actual destination.I
t's not completely a gag. You can get married this way-for Swedish citizens, the site even supplies the proper paperwork. But mostly it's a way to show off the brand's products-you can click through items like bowls and light fixtures featured in the different settings to learn more and buy them.
If you do decide to tie the knot this way, instead of serving people real mediocre food, you can always just send them Ikea's Swedish meatball emoticons.
Fri, 17 Apr 2015 15:08:01 PDT
Parodies of Apple's "1984" continue to surface at the oddest of times-such as 4/20, America's unofficial day of marijuana appreciation.
Ben & Jerry's has created the spot below to celebrate the Brrr-ito's bold assault on the despotic repression of ... ice cream sandwiches. It's admittedly a rather odd metaphor and cultural callback, but somehow it still works.
So check out the spot, then get ready to "have one rolled for you" on Monday.
Fri, 17 Apr 2015 12:57:13 PDT
Dinosaurs, fingerless gloves, punks, skateboards, hacking and traveling back in time to try to kill Hitler. It's everything you ever loved about the '80s in one film-now including David Hasslehoff.
Kung Fury is a film that was funded on Kickstarter and is due to premiere May 28 on YouTube. The epic trailer for the film is what got the project funded, so they haven't released a new one. Instead, they've just put out a music video with David Hasselhoff who sings the lead track, "True Survivor."
And it is going to make this film #TakeHoff.
Hasslehoff is resplendent in a mullet, fingerless gloves, Converse high-tops and a custom airbrushed Kung Fury letter jacket as he saunters, shoots, splits and sings his way through the epic scenes of the film.
The synth is strong with this one, and the time is right, as millennials have come to that point in their lives when they have money and are willing to part with it for anything that reminds them of their childhoods.
Even if Harrison Ford and David Hasslehoff happen to look really old now.
Fri, 17 Apr 2015 12:51:48 PDT
According to TripAdvisor, the Henry Doorly Zoo & Aquarium in Omaha, Nebraska, is the best zoo in the United States. Situated near the Missouri River on the Nebraska-Iowa border, the zoo boasts the Lied Jungle, which is one of the world's largest indoor rainforests and features the biggest glazed geodesic dome found on this planet.
So, with apologies to Ron Burgundy, that's why TripAdvisor believes it's even better than San Diego's. But in a similar vein to how the fictional Anchorman character and his friends once found themselves in a perilous predicament with a couple of the large creatures at their Southern California zoo, Henry Doorly's marketers have a literally gorilla-sized PR issue on their hands in the Heartland.
Late Thursday evening, a YouTube user posted a video of a Silverback gorilla cracking the glass that separates a couple humongous apes from onlookers. The 12-second clip has gone viral: It has accrued nearly 1.5 million views and seems to be picking up speed. It gained 400,000 views between Noon and 3 p.m. ET today. Check it out.
OK, so hundreds of thousands more people probably know that Omaha has a serious zoo. In branding circles, that's called awareness.
But this isn't an all-news-is-good-news type of situation, said David Deal, a digital-focused marketing consultant in Chicago.
"The video makes the zoo look unsafe and scary," he remarked. "How many parents want to take their kids to a zoo where their children flee the animals? The critical question is whether the panel actually did its job by cracking instead of shattering. The zoo should quickly create a video showing just how strong the panel is. It is important that the zoo actually show, not explain."
Aaron Kwittken, CEO of public relations firm Kwittken, had a harsher verdict, criticizing the zoo for failing to go into damage control right away. At press time, the zoo hadn't issued a statement about viral video, and its Twitter account hasn't addressed the incident. (Zoo officials did, however, speak to a local TV news station.)
"The Henry Doorly Zoo should have commented immediately by saying that this unusual incident should never have happened," he said, "[and] that they are launching an internal investigation to better understand why and how this happened and that they are extremely grateful to the staff and first responders that contained the situation and that nobody was injured."
It's impossible to characterize the viral video as a positive awareness builder, said Stevie Archer, associate creative director at ad agency McKinney.
"It may get them a lot of publicity," Archer said, "but it certainly wouldn't make people want to go there-which would be the ultimate goal of any public attraction like this."
Lastly, it's clear that the zoo's reps were-quite reasonably-blindsided by the video. We live in an increasingly mobile and social time where anything and everything can be immediately shared. (Call it the Periscope/Meerkat Era.) So the Henry Doorly example should serve as a cautionary tale for everyone from events marketers and sports facilities to music venues and sight-seeing locales.
The development also brings to mind what happened almost a year ago at the Willis Tower in Chicago, when the laminated glass under the Skydeck cracked, sparing tourists to snap photos and shoot video of the damage. The incident was far less serious than it appeared but still led to a rapid burst of questionable publicity for the landmark.
Fri, 17 Apr 2015 12:31:27 PDT
Media spending behind STX Entertainment-Horizon Media's newest account-is likely to be relatively modest this year, as the new movie studio plans to release just two films in 2015.
The slate comprises The Gift, coming out in July, and Secret in Their Eyes, in October.
Next year, however, STX is planning more than a dozen releases-including The Free State of Jones, an American Civil War thriller. And if it keeps to that schedule, media spending could rise to more than $350 million, according to STX. Horizon landed media planning and buying responsibilities for the studio after a review that involved three other undisclosed shops.
In a statement, Oren Aviv, STX's president and chief content officer, said the company chose Horizon because it is "most in-sync with our desire to push the boundaries of what's possible today within the media landscape."
The agency will run the business out of its office in Los Angeles.
Fri, 17 Apr 2015 11:43:00 PDT
Hand out fliers about the dangers of osteoporosis pretty much anywhere and see what happens. Crumple. Toss. No one reads all those statistics. But chase those same folks with a remote-controlled wheelchair? Now you have yourself a public service campaign.
Never mind that it could spike some heart rates-why is that contraption following me?-it's for the greater good.
The prank-style awareness campaign, from FCB Health for Crouse Hospital in Syracuse, N.Y., shares some fairly alarming data: About 54 million Americans have osteoporosis or low bone density, and one in two women over age 50 will break a bone due to osteoporosis. Recovery can be brutal, or nonexistent-hence the wheelchair as the central prop.
With slightly more ominous background music, "Beware the Chair" could double as an ad for a horror flick. (Put a creepy baby in it, and you have a Thinkmodo production.) Initial reaction seems to be pretty strong, judging from the video. Or maybe those people were already trembling?
The work will get print, outdoor and heavy social media distribution via Crouse Hospital's Twitter, Instagram, Facebook and YouTube. FCB is also offering it free to hospitals and healthcare groups across the country.
Fri, 17 Apr 2015 11:34:37 PDT
Humana is reviewing its creative business, looking for an agency with the ability to reinvent the brand at a time when the health insurance category is undergoing rapid evolution.
Account revenue is estimated at $6 million.
The Louisville, Kentucky-based company began its search last month and has narrowed the field to a small list of contenders after initial meetings. The business has been handled by Rapp since 2010, when Humana consolidated the bulk of its creative and media business at units of Omnicom Group.
Humana, which spent about $80 million in measured media last year, according to Kantar Media, is expected to conclude its search in late May or early June. The process is being managed by Select Resources International in Santa Monica, Calif.
Representatives at Rapp and SRI could not immediately be reached for comment.
According to SRI's initial outreach, Humana wants an agency with digital at the core of its operations, as the insurance marketer expects to increase digital spending across its product lines. And while media planning and buying are not in play, Humana is seeking a shop that can deliver strong communications and channel planning as well as strategic advice.
Fri, 17 Apr 2015 11:24:20 PDT
Unboxing videos are a pretty big deal these days, largely because they're seen as more "honest" than commercial brand videos, with real people unpacking their shiny new gadgets from their packaging and taking them for a spin.
But for the Galaxy S6 and Galaxy S6 edge, Samsung and ad agency McKinney did some pretty entertaining professional versions of the typically amateurish unboxing film.
The surprises are part of the fun, so we won't spoil the three videos below. Check them out:
It's a great way of messing with the form. And while the stunts and gags are certainly the high points, it's impressive how the videos actually get the product features across as well. Check out some behind-the-scenes photos from the campaign below.
Fri, 17 Apr 2015 09:34:44 PDT
We've entered an age where everyone seems to love throwing it back to the good old days.
As nostalgia becomes a big driver for brands, Adweek decided to take a look back at some old school, possibly forgotten brand mascots. Some are cute and cuddly, while others are just downright creepy.
Remember, don't Google the answers, because that's no fun for anyone. After giving it a shot, challenge your friends to see if they can do better.
Take the quiz to find out how many vintage mascots you can match with the correct brand.
Fri, 17 Apr 2015 09:31:13 PDT
As consumer interest in tea grows-four out of five U.S. consumers drink tea, according to the Tea Council of the USA-brands like PepsiCo and Unilever's Pure Leaf have a big opportunity to drive awareness. And that's what Pure Leaf is doing, with the debut of its first television spot on Monday.
The new ad, by the brand's creative shop Anomaly, is part of a push by Pure Leaf to highlight its product as "real, leaf-brewed tea" compared to competitors who add "unnecessary ingredients."
"We re-launched the Pure Leaf brand in 2012, and we've seen significant growth since then," said Linda Bethea, senior director of marketing for the Pepsi Lipton Tea Partnership. "The tea category has been growing, and we know there's a huge consumer trend for realness and authenticity, and that's exactly what Pure Leaf is offering."
That growth, according to Beverage Digest data, shows bottled and canned teas up 3.5 percent in the past year. PepsiCo, with brands like Lipton and Brisk as well as Pure Leaf, has a 40 percent share of the category, up 7.9 percent from 2013.
The Pure Leaf ad was designed to showcase how the brand grows its leaves and brews its tea through the journey of one individual leaf in 15- and 30-second spots. The campaign also includes print and digital, and the brand has a redesigned website.
Pure Leaf is also partnering with Top Chef judge Gail Simmons, who has created recipes to go along with the tea.
Check out the new spot below:
Title: Follow the Leaf
Creatives: Jane Cronk, Ben Dean
Executive Producer: Kennedy Davy
Account Director: Sacha Zivanovic
Strategist: Abby Leber
Fri, 17 Apr 2015 09:13:53 PDT
As a media agency these days, you're either under siege or flush with opportunity.
It became clear this week that Visa and Coty are searching for agencies to handle their global media, adding to a conga line that includes Unilever, SC Johnson, L'Oréal and Scotts Miracle-Gro. Collectively, those six companies spend a staggering $8.43 billion in media each year. So, again, you're either contemplating a big score or a major revenue loss depending on whether you're prospecting or defending.
OMD is defending in Visa's review but not in the Coty search, in part, sources said, because the cosmetics giant is pushing for more time to pay agencies-up to 150 days, according to the company's proposed media planning and purchasing agreement. (OMD is among three roster shops that handle Coty business around the world.) The Visa and Coty contests are expected to stretch into June.
Fri, 17 Apr 2015 08:45:44 PDT
For Groupon, it's the Bunker that keeps on bunking (but not bonking).
The Banana Bunker, that famously suggestive-looking banana holder, is back "by popular demand" on the Groupon site this week. And given the success of its hilarious Facebook thread about the product last time (click here for a recap, if you were living in a real bunker at the time), the company had to do something special to celebrate.
So, it got some of its employees to read their favorite comments from the earlier thread.
Check out the YouTube video above. The video is also posted to Facebook, of course, which means there's yet another comment thread. But Groupon is apparently not going to reply to everyone this time-just a few people (see below).
That's understandable-it's bunker-busting work.
Fri, 17 Apr 2015 08:18:38 PDT
At the height of winter, a goofy costumed dude called "Mr. Sunny," the official mascot of the Fort Lauderdale tourism, hung out at Pompano Beach and bantered in real time via satellite with people at snow-streaked bus shelters in Boston and Chicago as part of the "Hello Sunny" campaign engineered by Starmark.
The shelters were decked out like beach cabanas, complete with heat lamps, which probably saved the bikini-clad models on hand from hypothermia.
"The brutal wrath of Mother Nature-record-breaking snowfall and arctic temperatures in both Chicago and Boston-motivated us to deliver a little warmth and sunshine to our northern friends," says Starmark CMO Lisa Hoffman-Linero. "It's all about a positive brand experience. At the right, sometimes unexpected, place. At exactly the right time."
This is the latest in a series of bus-shelter advertising stunts, and they've really run the gamut. PepsiMAX staged an alien apocalypse, Duracell encouraged commuters to join hands to activate battery-powered heaters, and a charity in Norway learned if people would lend their coats to a freezing child.
Those efforts were innovative and memorable. Alas-and here comes the pun-Mr. Sunny leaves me a little cold. He's like a dimmer version of Jimmy Dean's sun. (Now that dude's chill!) Still, catching some rays inside a bus shelter beats pouring rain any day.
Fri, 17 Apr 2015 06:25:04 PDT
Fiat Chrysler likes to use attention-grabbing music to woo consumers, most notably in its Super Bowl spots. Now the company is taking that tactic one step further with the launch of a music-driven marketing campaign for the new Jeep Renegade.
The brand has partnered with Interscope Records and built a campaign around Brooklyn-based band X Ambassadors' song "Renegades." While developing Jeep's new campaign, Fiat Chrysler chief marketing officer Olivier Francois asked Interscope Records for a song that might complement the brand's new marketing.
"Olivier came forward and challenged us to deliver a song for him that had the theme and the spirit of the new Jeep launch," said Steve Berman, vice chairman of A&M Records at Interscope Geffen. Coincidentally, X Ambassadors were working on a song that had similar themes to what Francois was looking for. "Sometimes you just get lucky in the timing of how things works. ['Renegades'] was a piece of art they [X Ambassadors] were already recording."
The first 60-second spot in the campaign breaks today, though a similar spot centered around the band broke on March 29 during the iHeartMusic Awards. Additional 30-second spots by Jeep's agency The Richards Group will be released later this spring.
"If you look at the words of this song, if I had given an agency that brief, they would not have cracked a better script than X Ambassadors did," said Francois. "The script of the song is totally on brief, it's spot on. The music is a smash, the hook is super catchy. But what really made me feel that [the song] was the campaign was the way they speak of the millennials being the modern renegades. The genius here is that you tie the name of the car, which is 'Renegade' to the mindset of the target, which is the millennial target."
The brand also created a microsite, which allows consumers to watch spots featuring the band and explore the Jeep Renegade.
The song was co-written by producer Alex da Kid, who runs KIDinaKorner, a division of Interscope. He noted that the band and the brand considered how to market the message in a way that would be "authentic and organic" to everyone involved.
Check out the new spot below:
Thu, 16 Apr 2015 21:00:01 PDT
Here's everything you need to know about the 24 hours in advertising, in case you blinked.
Buzzing on Adweek:
Moms use the latest slang for Hefty campaign
Hefty's new ads feature three moms using some of the latest slang, from "bae" to "turnt," for its "Party Hard Moms" campaign. (Adweek)
Tumblr rolls out a new ad format
Tumblr's new ad format, the Sponsored Day ad, lets brands run an ad for 24-hours at the top of a user's Tumblr page. Nike was the first to test it out. (Adweek)
Uber partners with HBO Now to deliver a throne
HBO Now is celebrating the return of Game of Thrones with Uber driving the show's Iron Throne to users across New York City. (Adweek)
Quiznos mashes up Star Wars and Entourage
Quiznos launched a parody ad online Thursday, cleverly mashing up Entourage and Star Wars just in time for the kickoff of the Star Wars Celebration in Anaheim, Calif. (Adweek)
A guide to the NewFronts and Upfronts
Take a look at Adweek's guide to the 2015-16 Upfronts and NewFronts, featuring our coverage on past events and dates for upcoming events. (Adweek)
Instagram and Tinder collide in new campaign
Tinder's new campaign introduces a new feature that will allow users to link their Instagram accounts to their Tinder profiles. (Adweek)
Around the Web:
Netflix stock soars with more subscribers
Netflix reported that its streaming service has more than 62 million subscribers worldwide, which propelled the stock to a record high. (Bloomberg)
Etsy opens at $31 a share
Etsy finally went public on Thursday, and the company's shares opened 94 percent above the initial public offering, up from $16 to $31. (CNN Money)
Hollywood makes a big virtual reality push
As virtual reality devices begin to enter the mainstream market, Hollywood is working to create material that consumers can actually enjoy on these devices. (The Wall Street Journal)
Ben & Jerry's ventures into beer
Ben & Jerry's announced its latest flavor, but it's not ice cream. The brand is partnering with the New Belgium Brewery to produce a Salted Caramel Brownie Brown Ale. (CNN)
Pure Leaf launches its first TV spot
PepsiCo and Unilever-owned tea brand Pure Leaf has its first TV spot, which follows the journey of a single leaf and shows how the product is made. (Pure Leaf/YouTube)
JWT hires new planning chief
JWT New York hired Matt Baker as the agency's new head of planning. Baker joins from Anomaly. (Adweek)
Visa launches global media review
Visa launched a review of its global media planning and buying accounts. (Adweek)
Thu, 16 Apr 2015 20:45:01 PDT
Mike Farah, president of production at Funny or Die (winner of last year's Originator award for Between Two Ferns with Zach Galifianakis w/President Barack Obama), knows a thing or two about how hard it can be to produce great content. His discerning eye is one reason he is serving as the jury chair for this year's Adweek Watch Awards. And it's in that spirit that Farah shared his thoughts on how to find and make video that resonates with consumers. (Hint: a lot of it has to do with the people you surround yourself with.)
Enter the Adweek Watch Awards-accepting entries now
Adweek: What are three essential ingredients to content that will connect with viewers?
Farah: Something that manages to be funny, unexpected and still accessible puts any content in the best position possible to connect with viewers.
Adweek: Where do you look for inspiration in developing video content?
Farah: It's all about the people. I love working with people who are ambitious, have a similar sensibility as me and aren't afraid to do the work. Ideas and people need to work side by side. If either part is missing from the equation, it's over before it starts.
Adweek: Who's the biggest influence on your work, and why?
Farah: There's no one single largest influencer. It's a mix of the things I found funny as a kid (and still do) and the people I get to work with now that don't settle and consistently challenge themselves to do new things.
Thu, 16 Apr 2015 11:25:35 PDT
Emoji product placement on Twitter just advanced a few light years today, as the social network-in partnership with Disney and Lucasfilm-unveiled Star Wars emojis at the Star Wars Celebration in Anaheim, Calif.
There are three emojis to start: C-3PO, a Stormtrooper and BB-8-a new droid introduced in November in the first teaser trailer for Star Wars: Episode VII-The Force Awakens. It's the BB-8 emoji, of course, that's the best marketing for the upcoming film-to be released Dec. 18-as Twitter users who haven't been following the movie's news wonder who the hell the cute little bot is.
As Twitter explains, the characters won't show up in your emoji keyboards. You have to use the hashtags #C3PO, #Stormtrooper or #BB8 on Twitter.com or in Twitter's mobile app (not in third-party apps). More characters are on the way, Twitter adds, "including iconic legacy characters and a handful of new characters from #TheForceAwakens."
UPDATE: And here's the new trailer for the film:
Thu, 16 Apr 2015 10:39:23 PDT
Live from New York … it's Jason Sudeikis.
The former Saturday Night Live cast member appears in "The Tourists," a 45-second video from BBDO promoting AT&T's sponsorship of the Tribeca Film Festival, which runs through April 26 (and features three movies starring Sudeikis).
In the clip, the actor encounters two out-of-towners who start "directing" him, Hollywood style, as one of them captures the moment with a smartphone. The tagline is: "There's a film lover in all of us."
Ah yes, mobile technology turns us all into would-be auteurs, roving the streets in search of a scene that just might go viral. Celebs, of course, make great subjects, and they're usually glad to do a few takes when fans whip out recording devices.
Oddly, though, the spot tacitly acknowledges that much of today's compelling content isn't made by professional filmmakers or entered in festivals. Increasingly, it's being created by average folks when opportunities arise-and distributed online, with a few clicks as the price of admission.
Sudeikis "prepped" for his role a few years back when he and his fiancee, Olivia Wilde, made news-and I use the term loosely and with extreme irony-by helping some real tourists in NYC find their way.
Now we know he can take directions as well as give them.
Agency: BBDO New York
Chief Creative Officers: David Lubars (worldwide), Greg Hahn (N.Y.)
Executive Creative Director: Matt MacDonald
Senior Creative Directors: John LaMacchia, Simon Foster
Associate Creative Director: Geoff Proud
Senior Art Director: Will Holmes
Group Executive Producer: Julie Collins
Executive Producer: Alex Gianni
Producer: Gillian Burkley
Managing Director: Mark Cadman
Senior Director: Brian Nienhaus
Account Director: Gail Curtis
Account Executive: Sigourney Hudson-Clemons
Production Company: O-Positive
Director: Brian Billow
Director of Photography: Joe Zizzo
Executive Producers: Ralph Laucella, Marc Grill
Producer: J.D. Davison
Editing House: Mackenzie Cutler
Producer: Sasha Hirshfeld
Editor: Ryan Steele
Assistant Editor: Jean Taylor
Color Correction: Company 3
Colorist: Tim Masick
Visual Effects: Schmigital
Flame Artist: Jim Hayhow
Flame Assistant: Joseph Miller
Thu, 16 Apr 2015 10:39:10 PDT
In a move that in retrospect seemed inevitable, Tinder has partnered with Instagram. The dating app's latest update allows users to link to their Instagram profiles. The last 34 Instagram photos pop up when you do, making it that much easier-or harder, depending on your level of cynicism-for users to swipe right.
To introduce the partnership, Magna Carta, the production company behind many of Tinder's ads, made a dream-like 60-second spot that uses a POV technique to show how access to someone's Instagram gives possible suitors a better idea of who might be a match.
"We wanted to explore the format of Instagram as a sort of social diary, co-written by your friends and family," Maximilian Guen, founder of Magna Carta, tells AdFreak. "By treating the camera as a character, we had a lot of room for playful intimacy. I wanted audiences to be right there with Our Girl-to meet her, to fall for her."
It helps that 25-year-old Elle's Instagram features shots of her in a bikini, a lovably scruffy dog and champagne, all with the backdrop of Los Angeles' cotton-candy skies.
Creative, Production Company: MagnaCarta.tv
Executive Producer: Maximilian Guen
Marking Director, Tinder: Josh Metz
Director, Editing: Matthew K. Firpo
Producer: Miranda Hill
Cinematographer: Jake Saner, Partos
Assistant Camera: Dan Marino
Art Director: Michael Gray
Sound Mix: Luciano Vignola
Visual Effects: Matt Lincoln
Associate Producer: Rosanna Bach
Song: "Get Gone" by White Arrows
Featuring: Clancy McLain, Jamie Eysenbach, Chloe Dworkin
Thu, 16 Apr 2015 09:05:30 PDT
Amid changes in its top marketing ranks, Visa has launched a global review of its media planning and buying.
Earlier this week, Antonio Lucio, Visa's chief brand officer, said he was leaving the company to become chief marketing officer for HP Inc., the personal computer and printer company that Hewlett-Packard is spinning off later this year. (The media review began before his exit announcement, sources said.)
Lucio's departure follows that of Kevin Burke, chief marketing officer of core products, who led global and country marketing for consumer and commercial products until leaving in December. Burke, who has not been replaced, moved to payments register service Square as head of customer acquisition.
Visa spends more than $200 million globally on media each year, according to sources. In the U.S. alone last year, media spending exceeded $110 million, according to Kantar Media.
"As is the practice throughout our industry, we undertake regular agency reviews, and periodically decide to open parts of our portfolio to other firms to present their capabilities," said a Visa representative. "We have decided to conduct an RFP for a global media agency partner and welcome the participation of our current agency and others in this process."
In the company's last review, in 2008, OMD prevailed when it added Latin America and parts of Europe to its existing responsibility for the U.S. and Asia. OMD is expected to defend the business now up for grabs.
In the previous search, four holding companies put forth agencies: Omnicom, WPP Group, Publicis Groupe and Aegis.