Thursday, August 04, 2011

New Ad Campaigns

from Amy at Mediapost:

Can you read my Jell-O Pudding face? Hungry eyes for Pretzel M&M's. Let's launch!

ESPNNow that football fans officially have an NFL season to watch, ESPN takes celebrating a touchdowns to a whole new level with the "Evolution of the Touchdown Dance." Anyone with a computer and a friend who forwards funny videos is all too familiar with Judson Laipply's "Evolution of Dance" and its 178 million YouTube views. Laipply does not disappoint with his brilliant rendition of memorable touchdown dances throughout the years. Before viewing, two celebratory dances immediately came to mind: Terrell Owens pulling a sharpie from his sock to autograph the ball he just scored with -- and Joe Horn retrieving his cell phone, hidden beneath the goal post, and placing a call. Both made the dance. Watch it here, created by Wieden+Kennedy New York.

Stride GumStride gum not only has flavor that lasts a ridiculously long time, it has feelings, too. An empty classroom sets the scene for a scared and lonely voice, hoping that "Johnny" returns. The voice comes from underneath Johnny's desk, and it's his piece of Stride gum that's been left behind, feeling abandoned as it remembers incidents of the past. See it here. The second ad, seen here, shows the gum readying for the end of its life... he's starting to harden up. Just when it seems like the end is near, Johnny returns, apologizes and starts chewing. JWT Puerto Rico created the ads, directed by Matt Fackrell of kaboom productions.

McDonaldsIf "Earth's Treasure," in the eyes of aliens, is $1 fountain drinks from McDonald's, then we've either got problems -- or we've hit the jackpot. A soda fountain dispenser is brought onboard an alien spaceship and described as something cherished by billions. The top alien goes straight for the Dr Pepper -- I would, too -- and sheds a layer of face to reveal a large smile. Too bad a man on his lunch break will remain parched, thanks to the missing soda dispenser. What will he wash his double cheeseburger down with? See the ad here, created by Moroch and directed by Fred Raimondi. PrimalScream Music created the music and sound design.

Jell-OJell-O Pudding launched a 3D billboard in New York City that monitors the world's mood on Twitter. The billboard, seen here, is part of the brand's current "Pudding Face" campaign and majority rules, so if more people are sad, the billboard frowns, and that frown is turned upside down if Twitter folks are happy. Created by Crispin Porter + Bogusky, the billboard pings Twitter every 7 seconds, looking for a smile emoticon or frown and adjusting the billboard's face accordingly. The billboard ties in with a Web site that launched July 13 that shows real-time happy and sad tweets. When the majority of tweets contain a frown face, Jell-O sends those with recent frown posts a link to redeem a coupon for free Jell-O pudding. Now if only they'd bring back Jell-O pudding pops. I can't be the only one missing them.

M&MsPretzel M&M'S pick the lesser of two evils in "Hungry Eyes." Salty pretzel and sweet M&M are faced with being eaten by an attractive woman or a man with a questionable combover and creepy look in his eyes. The awesome and underused song "Hungry Eyes" plays while the man gawks at the duo. Watch it here. In honor of the one-year anniversary of Pretzel M&M'S, a bloopers reel of outtakes from the ad was created. Watch it here and on M&M's Facebook page. BBDO New York created the campaign.

MitchumMitchum launched the latest TV ad for its "Love Thy Pits" campaign, showing a mom who's cool under pressure. She might be panicked on the outside, but her pits stay calm and dry. It's not every day that you pick up your son from soccer practice, drive off and then realize you have the wrong kid in your back seat, is it? "Dawson's Kid" goes home to his family and the woman's actual son is "triple seat-belted in the back seat of the less-than-pimped minivan." See it here. Mother New York created the ad, produced by Brand New School and directed by Jonathan Notaro.

Farmers InsuranceProfessor Nathaniel Burke of Farmer's Insurance, played by J.K. Simmons, hires a "Cat Burglar" for his students to observe in the hopes they in turn can help their consumers protect themselves. The burglar is strapped to a dolly, reminiscent of Hannibal Lecter in "Silence of the Lambs," but sans face mask. One student is skeptical about the burglar's talents until he turns around to find a home's contents askew on the lawn... and his own watch missing. See the ad here, created by RPA.

MichelinMichelin's fourth ad in its global campaign "The Right Tire Changes Everything" illustrates that rain can be a more-dangerous foe, especially when your tires are sub-par. A rainstorm wreaks havoc for a father and son as they maneuver slippery roads, avoiding a near-miss with another car. When it comes time to brake suddenly to avoid a fallen tree branch, the Michelin man comes to the rescue, swapping tires on the man's car and enabling him to stop before hitting the branch. The ad promotes the Primacy MXM4 tire, which touts a braking distance of up to 29 feet shorter in wet conditions. Watch the ad here, created by TBWA/Chiat/Day New York.

LazytownRandom iPad app of the week: LazyTown Entertainment, creator of the now-defunct "LazyTown" children's TV show, along with Castle Builders, launched the LazyTown BooClips iPad app. BooClips helps kids to read by using sign language interpretation, translation to different languages and an animated magnifying glass. The digital book features music and songs from the "LazyTown" TV series and allows kids or parents to narrate a story using the app's voiceover function. The app is free in the App Store.

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

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