Wednesday, November 24, 2010

New Ad Campaigns

A day early due to Thanksgiving.... Here's Amy:

Canadians, stop the waste. "Like" a band by seeing them perform live. Let's launch!


1The New York Sports Club has a great sense of humor when it comes to airport security pat-downs and body scans. At least someone does. The company launched a print ad in the New York Post during the busiest travel week of the year and beyond, asking readers if airport pat-downs are the most action they're getting. If the answer is yes, we've got problems. Is that the real reason why travelers are refusing body scans? New York Sports Club wants consumers flying the friendly skies to be proud of their impending body scan or up-close-and-personal pat- down. If you're not content with either, then it's time for a gym membership. See the ad here, created by Octopus. Also check out a rejected ad from PETA, encouraging a vegan diet so airport body scans will be a thing to be proud of.

2Kent State University launched a print campaign for its WKSU Folk Festival, using the tagline, "Be Here to Hear It." The Nov. 17-20 event aimed to remind music lovers that hearing and experiencing live music trumps anything digital and downloadable. In addition to print ads, signage appeared above local Internet cafe and student lounge wall outlets where Web surfers plug in. "If your laptop dies, you can always play guitar and sing," read the sign, seen here. Five additional ads compare live music to songs heard online or via earbuds. Digital versions can't hold a candle to live performances. Headlines include: "Let your memory download the music for a change" and "Clapping your hands when you like a band is way better than clicking some Like button." See ads here, here, here, here and here, created by Marcus Thomas, Cleveland. Media buying was handled in-house.

3SELF Magazine launched a trade campaign called "iCurate My Life." Themed images, including a fit body and triple-stacked veggie burger, are juxtaposed with the magazine's core missions: "Fit is the New Fashion"; "Beauty (Inner and Outer) is the New Black"; "Health is the New Happiness" and "Food is the New Fuel." The campaign will be promoted on taxi-top billboards in New York City, and print fashion trades, like WWD. See the ads here, here, here and here, created in-house.

4BC Hydro reminds British Columbians that not wasting power is equally important as being green and conserving water. A TV spot illustrates extreme examples of waste, such as using a disposable razor once, eating one bite of an apple, leaving the water running in the kitchen sink and wrapping a sandwich in too much foil. The spot ends with a family going out and leaving a hall light on. "The most ridiculous thing about wasting power is that for some reason, we don't think it's ridiculous," says the voiceover. Well, what if I don't want a potential burglar to know that I'm not home? Solve that conundrum. Watch the ad here. DDB Vancouver created the campaign and OMD Vancouver handled the media buy.

5Random iPhone App of the week: Nike launched the Nike+ GPS App, allowing runners to visually map runs while tracking pace, distance, time and calories burned. Feedback from Paula Radcliffe and Lance Armstrong can be heard before, during and after workouts. There's a "Challenge Me" feature, pushing runners to run farther, faster, or longer than before. The app also tracks run history and wirelessly connects with to instantly save run data and share it on Twitter or Facebook. The App is available for $1.99 from the App Store.

Amy Corr is managing editor, online newsletters for MediaPost. She can be reached at

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