Thursday, January 06, 2011

New Ad Campaigns

Amy's back to work:

Dwyane Wade is a secret agent... and funny, too. Let's launch!

1Christmas is over, but isn't this ad a little too precious? Be thankful the Train song used throughout is "Shake Up Christmas," rather than the overused "Hey, Soul Sister." Coca-Cola launched "Snow Globe," a global TV spot that reminds viewers how important quality time with family and friends can be -- especially during the holidays. The spot begins with employees working late when they'd rather be elsewhere, and two teenagers sitting on opposite ends of a park bench. The shot pans out to Santa Claus, who's sipping a Coke and looking inside a snow globe, watching the teenagers and employees inside. Santa decides to move things along at a faster pace... so he shakes the snow globe. Coca-Cola trucks leave the warehouse, a grocer falls into a shopping cart and is directed home by Santa, a dog finds a home and the teens on the park bench kiss. And Santa didn't even need to leave the North Pole. See the ad here, created by McCann Erickson Madrid.

2Some people say hello, goodbye, or have a nice day. Then there are Alabama Crimson Tide fans. No matter what the situation -- happy, sad, awkward or casual -- the greeting is "Roll Tide." This phenomenon is the subject of ESPN's latest "It's Not Crazy, It's Sports" TV spot. Roll Tide is the ideal sentiment when giving a toast at a wedding, saying farewell to a loved one at a funeral, confronting the police officer that pulled you over, or having a manly hot tub conversation. Watch the ad here, created by Wieden+Kennedy New York.

3T-Mobile launched a pair of TV ads, directed by Spike Lee, promoting its sponsorship of the NBA. "Outta Here" stars Miami Heat guard Dwyane Wade and video he uploaded online. After getting locked inside his hotel bathroom, Wade uploads a cry for help: "Get me outta here." Basketballs fans across the country take this plea as Wade wanting a trade out of Miami. Heat fans are angry, but Rockets and Celtics fans rejoice. Steve Nash posts a follow-up video encouraging Wade to join the Phoenix Suns. By the time a housekeeper rescues Wade, he's already made the news. See it here. Two record producers create a remix of Charles Barkleys' memorable rants and raves in "Chuck's Remix." Barkley's remix is posted on YouTube, shared on Facebook and Twitter and played at parties. Wade video chats with Barkley, showing his successful dance hit, only to have Barkley shake his head in embarrassment. Watch it here, but I'm warning you: It's catchy. Publicis Seattle created the campaign.

4Dwyane Wade can be funny, but it's his secret agent persona that's hooked me. Brand Jordan launched "The Escape," part two of the brand's "Dominate Another Day" campaign, starring Wade as Agent D3, whose mission is to to bring championship rings back to Miami. Wade is captured by the evil Zen Master, and dangerously close to meeting the fate narrowly escaped by Sean Connery in "Goldfinger:" death by industrial laser. As Wade escapes snakes, ninjas and explosions, his partner in crime, Specialist H (Kevin Hart) chastises Wade for being late to his own holiday party. I love the scene where Wade says "bring it" to the ninjas and Specialist H gets mad, thinking the remark is directed toward him. See the ad here, created by Wieden+Kennedy New York

5The music makes this teaser ad for TaylorMade Golf Clubs work. Did I mention the brand borrows a "Sesame Street" song to show how its R11 driver differs from its competitors? Using the tune, "One of these things is not like the other," an assembly line of black drivers is shown. As the children's lyrics ask: "can you guess which thing is not like the other thing, before I finish this song," viewers finally see what driver stands out: the white-crowned R11 driver, available Feb. 4. Watch the ad here, created by NYCA.

6Falling rose petals raise awareness for YWCA Canada's Rose campaign, an initiative that aims to end violence against women and girls. The campaign's name comes from the rose button created after 14 young women were murdered on December 6, 1989. As roses fall outside apartment and house windows, sobering copy appears: "Half of Canadian women will experience violence in their own homes. You have the power to stop it with a single rose." The Rose Campaign works year-round to reduce violence against women. See the ad here, created by Cossette, Toronto and produced by FamilyStyle.

7The Art of Shaving, a luxury male grooming company, unveiled outdoor and print ads in 17 markets, including New York, Atlanta, Boston, Chicago, Los Angeles, and Charlotte, to boost its brand awareness. Each ad contains a different Art of Shaving brotherhood mantra, such as: "I will teach those less smooth than myself the path to smoothness" and "I will resist the urge to bring my shaving brush out at parties." See the ads here, here, here and here, created by BBDO New York.

8Keeping with male grooming, Schick Hydro launched a TV and print campaign last year that used hits to men's faces to illustrate the sheer amount of hydration received with each shave. In "Splash," a boxer's glove turns to water when hitting his opponent's face; a woman's pillow liquefies when she socks her boyfriend in the face; and a soccer ball explodes when a player heads the ball. See it here. Print ads, seen here, here and here, follow suit with stills of a hydrated boxer, soccer player and kendo sword fighter. JWT created the campaign.

9Random iPhone App of the week: Delta launched an iPhone app that allows customers to check in for flights, check their flight status, get terminal and gate info, review flight schedules, set a parking reminder and use eBoarding passes (in some cities). Fliers can also review their SkyMiles account balance. The app connects to Delta's in-flight Wi-Fi for free. AKQA created the app, available for free at the App Store.

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

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