New Ad Campaigns

Friday, September 05, 2008

New Ad Campaigns

One of my favorite emails each week is this weekly update on some of the latest ad campaigns:

LaDainian Tomlinson eats Campbell's Chunky soup. Tiger Woods walks on water. Cellulite couches. Let's launch!

CFRB 1010, a Toronto-based radio station, launched a guerilla campaign that mimics the hot issues debated on-air. Radio debates include topics such as "Don't gay couples have the right to be as miserable as straight married ones?" and "Is Toronto a world-class sports city, at losing?" The "We Need to Talk" campaign posed equally provocative questions on the streets of Toronto, including a "should panhandling be illegal" sign being held by a panhandler and an "art or vandalism" sign affixed to a wall covered in graffiti. See the elements here, here, here and here, executed by zig.

More than 400 TV characters of past and present can be found in a promotional ad campaign for the 60^th Primetime Emmy Awards. "Where TV Comes Together" is one big giant Where's Waldo. I recognized most, but not all characters represented. I scanned the back rows the closest to see how many faces I could recognize. I found two of the four "Golden Girls," Blanche and Rose, but they were next to each other. The collage premiered in People magazine's Sept. 15 issue and will also run nationally as a two-page spread in Entertainment Weekly's Sept. 26 issue. An answer key (thank you!) can be found on the Primetime Emmy's Web site. Another print ad highlights TV's favorite fashion icons, such as Jennifer Aniston, Farrah Fawcett and Joan Collins. See the ads here and here. WONGDOODY created the campaign and handled the media buy.

What do your ideas look like? According to a great TV spot from Invesco PowerShares, they are small and large versions of you. The 45-second spot follows a man inside his own brain, a circular lecture hall where his ideas on investing are transformed into little people that look just like him. Except for one grand idea of his, which resembles a giant, who should be let out. Good luck finding an exit. Watch the ad here. Euro RSCG Chicago created the campaign and handled the media buy.

EA Sports launched a series of TV spots promoting the Tiger Woods PGA Tour 09. "Walk on Water" is definitely my favorite. Dispelling an apparent game glitch that was posted on YouTube and featured Woods blessed with the ability to walk on water, the spot follows Woods in real life, as he's faced with the predicament of having his ball resting on a lily pad. No problem. He takes off his shoes, rolls up his pants, walks on water, and hits his ball, which lands in the hole. Watch it here. Woods is off his video game in "Hard Day." He quickly improves, however. See it here. The final ad, "Tucker," stars a young gamer hammering out explicit rules that his opponents must follow. Watch the ad here. Wieden+Kennedy Portland created the campaign and handled the media buy.

Campbell's Chunky soup launched a print, online and TV ad campaign starring San Diego Chargers running back LaDainian Tomlinson. And only him. This is the first time in 10 years that the company is featuring just one player in its campaign. That means the players' moms are out, too. The campaign launches today, coinciding with tonight's Giants vs. Redskins game. Creative consists of footage of Tomlinson on the field and eating Chunky soup following a hard day's work. See the TV ads here. Print ads feature close-ups of Tomlinson chowing down along with copy such as, "We put the protein in the pro." See an ad here. Young & Rubicam New York created the campaign.

If only cellulite removal was this easy... Nivea went to South Beach during Miami Fashion Week and brought along some custom-designed sofas. The furniture was displayed at an event supporting swimwear designer Shay Todd's new collection. One half of the sofa is dimpled, much like a cellulite-laden thigh; the other half is smooth and cellulite-free, every bikini wearing woman's fantasy. See a sofa here, created by TBWA/Chiat/Day New York.

Effen vodka launched an outdoor ad today in front of Wrigley Field that simply states "Break Effen Curse." Cubs fans know all too well that the ad references the infamous curse of the billy goat. As a suffering Mets fan (but not suffering as long as Cubs devotees), I feel their pain. See the ad here, which is part of the "Effen is a Five-Letter Word" campaign. Euro RSCG Chicago created the ad and MPG handled the media buy.

Acura launched a TV and print campaign promoting its luxury sports sedan, TSX. The campaign uses a new theme, "A New Generation Has Arrived," and targets Generation Y consumers. Spots are airing on network and cable programming, and trail young hipsters throughout a night on the town. See the ads here and here. Print ads, seen here and here, are running in Wired, Rolling Stone, Sports Illustrated, Dwell, Paper and Paste, and spell out the differences between old and new luxury alongside shots of young, good-looking people partying. RPA created the campaign and handled the media buy.