At first this commercial for Temptations Tumblers cat treats by adam@eveDDB/London seemed like a brazen effort to hook viewers in by combining two of the most popular subjects on YouTube — top athletes and adorable cats. The first half of the “Time to Play Ball” Temptations commercial did look like an ad for Nike or Adidas, with not a furry paw in sight. But then the shared attributes of jocks and cats came into focus. The athletes looked steely, determined, alert and focused. Even the hairs on their neck stood at attention. The cats, presented in elegant slow motion, exhibited the same kind of single-minded concentration. Nothing distracted them from the tiny Temptations Tumblers tossed their way. The comparison came together nicely and worked. (It didn’t hurt to be able to feature cute cats and buff jocks either.)
How do you make herbs and spices tantalizing on a visual and auditory level? Asked by Schwartz Flavour Shots to create an ad that turned its seasonings into a complete sensory experience, Grey London unleashed Schwartz herbs and spices in an explosion of colors choreographed to a classical arrangement by M.J. Cole of Soho Music. Directed by Partizan’s Chris Cairns, the Schwartz Flavour Shots commercial used pyrotechnic designers to trigger 140 separate explosions of spices. Several sacks of black peppercorn, turmeric, cardamom, paprika, ginger, cumin seeds, chili and coriander were synchronized to blast off on cue to the notes and chords of Cole’s piano score. Filmed at Pinewood Studios in the UK, the commercial had to be shot in one take. The final result was an exciting visual feast.
Oh, how marketing has changed since YouTube came into being in 2005. On the whole, online commercials are more entertaining and longer in length than the 30 and 60 second spots shown on television. This video for OPI fingernail polish titled “Instinct of Color” is like viewing a mini stage performance. Sensuous and mesmerizing, this video features a dance challenge between a beautiful thoroughbred named “Lady in Black” and four talented dancers – all to promote fingernail polish. Created by DAN Paris using music “Down the Road” by French DJ’s C2C, the 2 ½ minute video ad doesn’t display the actual OPI nail polish bottles until the end and mostly shows the best-selling colors in the OPI line on the hooves of the horse and the dancers’ apparel. The commercial is without voiceover or marketing spiel. You watch it for pure enjoyment. This is the push-pull difference between TV and Internet. TV ads push their message in front of viewers by ”barging” into hit TV shows. Online advertising videos have to pull viewers to their site by offering the promise of fun and amusement. They need to give viewers a reason to seek them out and tell their friends so their message will go viral.
This is a car commercial inspired by epic themes found in Herman Melville’s 1851 classic “Moby Dick.” Told by a tormented Alaska tow truck driver, played by David Florek, the modern-day Ahab is fraught with frustration, yearning and regret over the car that kept escaping his grasp, even in an arctic blizzard. Created by San Francisco ad agency Venables Bell & Partners, the commercial spins an overblown account of trying to hook the wily Audi Quattro. Though exaggerated to mythic proportions, the tale of the tow truck driver versus the Audi Quattro is not anything like the story of Ahab’s obsessive and vengeful pursuit of Moby Dick, the great white whale that chewed off his leg and ultimately destroyed his Pequod ship and him along with it. But the comparison makes a wonderful yarn, especially when you consider that the commercial is really about Audi Quattro’s four-wheel drive system — which would really be boring if the narrator told it straight.
The weather was reportedly mild when TBWA Canada filmed this 2014 Nissan Rogue commercial in Toronto last fall, so it seems prescient that they so accurately recreated the monster blizzard that would assault the Northeast this winter. Who knows, maybe in the brutal whiteout conditions of the recent Polar Vortex, real zombie snowmen were angrily roaming about wreaking havoc. This 60-second spot, which plays like a trailer for a sci-fi thriller, was directed by Mark Zibert, with production by Sons and Daughters, post-production by The Mill, and TBWA executive creative direction by Allen Oke.
Since the Super Bowl puts most sports fans in the mood for beer, we thought we’d bring back an old beer ad favorite — The Carlton Big Ad, created by George Patterson and Partners (Young & Rubicam) of Melbourne in 2005. An epic parody of Peter Jackson’s “Lord of the Rings” battle sequence, the commercial, also filmed in New Zealand, shows men in maroon and yellow choir robes rushing and leaping across a sweeping rugged terrain, while resolutely singing new lyrics set to the medieval tune “O Fortuna” from Carl Orff’s cantata “Carmina Burana.” Although the commercial looks like it was made with a cast of thousands, it actually only used 350 people, with the crowd replication software, Massive, filling in the rest of the extras in post-production. “The Big Ad” went on to win numerous awards, and undoubtedly paid for its production costs and then some through the millions of times it has been viewed on the Internet.
This commercial for Pedigree dog food is beautiful for its pure simplicity. Shot at 1000 frames per second using a Phantom camera, the slow-motion video captures every movement and feature of each dog, from the twitch of the ears, the attentive eyes, the loose tongue, the tensed muscles and flying fur as the dog leaps for the Pedigree treat. The plain studio backdrop and lighting eliminate superfluous environmental distractions, making the dogs the sole point of focus. Viewers can’t help but marvel at what expressive and unique creatures dogs are. TBWA/Toronto made this commercial for Pedigree Petfood Canada, with film direction by Bob Purman of Imported Artists Film Company and sound by Joey Serlin at Vapor Music.
Sports and beer were meant for each other. If you watch beer commercials, that’s the impression you get. The beer- sports fan theme is an advertising cliché. Unfortunately, most of the ads are so interchangeably similar that one brand name on a beer bottle could be photoshopped out and replaced with another and no one would know the difference. Most of these commercials feature attractive, young people with bottles of beer in their hands, yucking it up in a crowded sports bar. When you’ve seen one beer-in-bar commercial, you’ve seen them all. Which brings us to the Carlsberg Fan Academy spot, created by Fold 7 agency in London. Like most videos that go viral, this one has a story line that holds your attention and is fun to watch. It’s a comedy sketch, with actors not models, and the brand message for Carlsberg comes through strong, but doesn’t stomp over the entertainment value. The viewers’ delight in getting amusement from an ad, makes them feel good about the brand and want to retweet it to share with friends.
Clocking in at two minutes, this Honda commercial would be a very expensive ad buy on prime-time TV, but thanks to the accessibility of YouTube and Vimeo, audiences are seeking it out online. The Honda “Hands” ad starts with a cog, just like its award-winning Cog commercial (see July 24 post below). This time Honda teamed with Wieden + Kennedy London to “celebrate the curiosity of Honda engineers” who have made Honda the world’s largest engine manufacturer and racing company since it was founded in 1948. Through “slight of hand” and brilliant animation, the cog morphs into a dazzling array of products, from motorcycles and jet planes to solar-powered cars and robots. The making of this video, directed by Smith & Foulkes and Nexus Productions, is a technological feat in itself. For brands that think they don’t have the budget for such an ambitious production, consider this: Is it better to do something middle-of-the-road and run it on prime time TV or to create something awesomely original that people will “google” to see on their own. If it is good, it will go viral.
The new Philips Sonicare commercial presents the history of mankind as told through a manual toothbrush. The spot poses the question: With so much advanced technology available, why do most people still clean their teeth using the same “stick with bristles” method devised more than 5,000 year ago? Then to make sure viewers understand just how long that is, ad agency Ogilvy & Mather and director Jonathan Notaro of Brand New School show an actor in appropriate attire and backdrop brushing his teeth for 5,000 years, transitioning from caveman to modern-day city dweller. Shot on location in Budapest, including at a Victorian train station and on studio lots, the film is elaborately propped, with toothbrush man zooming effortlessly along, shedding costumes and environments as he goes.This was made possible by tying him to a dolly and dragging it through the various period-specific sets, while the wardrobe was changed using green-screen animation on mannequins.
Starbucks in the UK found a novel way to promote its discount latte special, available only on Mondays until February 18. London-based ad agency AMV BBDO created a stop-motion video to tout other great events that happened on a Monday, citing Neil Armstrong’s first walk on the moon, the first chiming of Big Ben, the first performance of Shakespeare’s Macbeth as examples. The entire commercial was produced in-house at Brand New School, using items from Starbucks for props. Coffee cups, napkins, wooden stir sticks, straws and corrugated java jackets serve as stand-ins for super heroes, landmarks and Macbeth’s three witches hunkered around a cauldron stirring up “toil and trouble.” The charm of the animation is its playful homemade quality. The only question is did someone at AMV dream up the idea on a Monday?
De Lijn, the public bus company run by the Flemish government in Belgium, has launched a new ad campaign showing that it is smarter to take the bus or tram than travel alone. The concept for these commercials came from Duval Guillaume Modem in Antwerp, and the 3-D production was done by CC (Creative Conspiracy). Don’t know if there is safety in numbers by taking a bus in Belgium, but in the U.S., it’s crowded and a good way to get elbowed by strangers and attacked by psychopaths. Still, the ad is memorable and cute.
This fun TV commercial, which won a 2011 One Club gold pencil award in the Broadcast Design single category, was created by BBDO Dusseldorf for Braun’s Satin Hair 5 Multistyler curler. The “hairmoticons” ad, set to the tune of Leroy Anderson’s “Typewriter,” suggest that users can curl their hair in whatever style suits their mood. The animation is by VCC. Cute.
This looks like a high-school science project, but it is really a commercial for Asics new Gel-Blur 33 athletic shoes, which Asics claims offers lightweight, cushioned comfort to all 33 joints in the foot. To illustrate the tagline “Gravity, Meet Your Archenemy,” Southern California-based creative agency, Vitro USA, strung multi-colored ping pong balls on fishing lines and pumped compressed air into a glass chamber, causing the balls to rise into the shape of an Asics 33 shoe and float in space. As with some of the amazing 3-D projection mapping videos now coming out, the behind-the-scenes making of this commercial needs to be seen to appreciate the feat achieved.
This animated video on climate change comes from the WWF Brazil. It’s part of a trilogy titled “Pense de Novo,” or “Think Again.” Without voiceover or text, the 30-second video shows how humans have managed to pollute the planet. As we commemorate Earth Day on Friday, it is something to think about…again.