Unbeknownst to most sports fans was a completely different Super Bowl competition being played out on the sidelines. Sponsored by Intuit, maker of QuickBooks, TurboTax, Intuit and Quicken software, the contest drew 15,000 small business contenders who vied for the chance to win a free 30-second spot during the big game last weekend.
And the Intuit winner was GoldieBlox, a startup that offers construction toys strictly for little girls. A Kickstarter-funded project, GoldieBlox was founded by Debbie Sterling, a Stanford-graduate engineer who was disturbed to learn that 89% of all engineers in America were men. Taking a walk through a toy store, Sterling noted that the “blue aisle” was lined with construction toys and chemistry sets, while the “pink aisle” had lots of princesses and dolls. Sterling vowed to redecorate the “pink aisle” with construction toys to send little girls the message that they could pursue a career in science, engineering, technology ad math too. San Francisco-based Sterling developed an interactive storybook series with a companion construction kit. The book’s heroine is a girl named Goldie who likes to invent mechanical things and seeks the assistance of the young reader to build them using pieces from the project kit.
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Origami (which means “to fold” + “paper” in Japanese) is one of the oldest and humblest art forms around, dating back thousands of years, and stop-motion 3-D animation is one of the newest and most technologically advanced art forms. It’s interesting that the two mediums have found each other and it was love at first sight. As time-consuming and difficult as some origami forms are to fold by hand, paper as a construction material is sturdy but flexible, buildable at a small scale, and relatively cheap. In the case of this video ad for Hamburg’s charitable lottery, Deutsche Fernsehlotterie, a whole village with inhabitants and vehicles were brought to life out of paper. Hamburg-based agency, Zum Goldenen Hirschen spearheaded this ad, with Hans-Christoph Schultheiss directing.
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Motel 6 chose an interesting way to tell consumers that they’ve been around for a half century. They “time traveled” both the station wagon and the family of four inside through the decades by morphing them into the latest styles. For those who are baffled about how Motel 6 got its name, here’s the story. The motel chain was founded in 1962 by two building contractors in Santa Barbara, California, who figured out how to offer bargain rates by calculating out the cost of land, construction and ongoing maintenance. By cutting out any frills, they decided they could offer rooms at $6 a night and still make a profit – hence, the name Motel 6. Of course, inflation and other factors have caused room rates to go up multifold over the past 50 years, but relative to other hotels, it is still considered affordable to penny-pinching families.
This commercial was made by Dallas ad agency, The Richards Group, which has been running Motel 6 ad campaigns since the 1980s. They were the ones who came up with Motel 6’s famous tagline “We’ll leave the light on for you.” The Richards Group teamed with the production firm King and Country (K&C), which made the 30-second spot from start to finish – production, direction, editorial, animation and VFX – completely inhouse. Rick Gledhill directed for K&C.