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Top 5 Ads of the Week

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AMV BBDO – TENA

Lights by TENA

This week, AMV BBDO has launched a new brand platform, campaign and character for lights by incontinence products brand TENA, who wish to underline with that they are not embarrassed about “Little leaks,” and they don't want other people to be either. Incontinence is a very tricky subject when it comes to advertising of course, as it's not sexy at all, and if it's handled the wrong way it can come across as patronising and in bad taste. This new campaign, however, titled “C'est La Vie,” works because of, not in spite of its subject matter. It features a carefree protagonist, who embodies the C’est la Vie attitude to life and little leaks. Whether she's skiing, riding her swan pedalo or eating eggs in the woods, she's as nonchalant as she is when she has an “Oops moment.” It's actually surprisingly charming. The films were directed by French directors Megaforce, who bring their own Gallic charm to the spots. The campaign launches with a 40 second film to establish the C’est la Vie attitude, and two 20 second ads to show situations when a leak might happen and how effective the products really are. The campaign will run in 11 European markets from this week onwards, and spans across TV, online video, print, digital display, social and POS.

TENA are not embarrassed about leaks and they don't want other people to be either. The truth is they are way more common than most people think”

Publicis – Heineken

World Famous – More Behind the Star

Heineken has unveiled a new integrated global marketing campaign known as “There’s more behind the star,” in which consumers are invited to discover the authentic product stories that are the foundation of an iconic global brand. The new US and global led program is comprised of three new TV commercials, featuring award-winning actor, Benicio Del Toro. Launching in 70+ markets globally, the campaign focuses squarely on the beer, the brand’s rich heritage and Heineken’s unparalleled international footprint. The humorous spots see Del Toro comparing what is behind his own ‘star’ status to specific stories behind the legendary Heineken brand. The new commercials were created by Publicis Worldwide and filmed in a variety of locations in Barcelona. The spots will be released in both English and Spanish, alongside two additional pieces of short-form digital content. In all of them, Del Toto is a likeable presence with a calm, cool and collected demeanour that make him the perfect fit for the brand.

Heineken has a rich history and heritage that speaks for itself, and I’m excited to bring my talents to this global campaign” Benicio Del Toro

Droga5 – YMCA

Zoe For President

YMCA has launched the adorable Zoe for President campaign in the US in order to capitalise on the election fever that's currently gripping the nation. The lightly comedic campaign to elect a one-year-old girl as the US Commander in Chief (in 2064) highlights the potential the Y sees in all kids to grow up and change the world if they’re nurtured properly and supported along the way, through Y initiatives like childcare, academic enrichment, mentorship, college prep, job training, and more. Like all candidates, Zoe even has her own campaign website, ZoeForPresident, where users can donate to her campaign, watch videos of her stance on issues and shop for swag. When users donate to Zoe’s campaign, they are of course actually donating to their local Y and supporting the programs and services that enable kids like Zoe to thrive from childhood to old age. The Y collaborated with Droga5 New York to produce the concept. The TV spots will air on multiple networks including CNN, HLN, TNT, and TBS among others. Digitally, The Y will advertise with The New York Times, YouTube, Twitter, as well as a number of other online properties. I don't know about you, creativepoolers, but we'd definitely take Zoe over Donald Trump!

While Zoe for President is a breath of fresh air during a heated campaign cycle, every child needs support and guidance to reach their full potential” Kevin Washington, president and CEO, YMCA of the USA

Wieden+Kennedy – Booking.com

Don't Battle your Passions, Unleash Them!

Booking.com has launched a new platform to help travellers easily search and uncover the most amazing destinations tied specifically to what interests them most, in an effort to tap into their brand positioning of letting consumers unleash their passions. This new way of searching is the most comprehensive of its kind in the travel industry, perfectly matching people’s unique passions and interests with the best destination and accommodation to suit their needs, changing the face of travel search which is today constrained by search options limited only to a city or a specific hotel. To announce the release of this game changing new feature, Wieden+Kennedy Amsterdam has created a campaign that celebrates the passions we all have. Following our booking heroes as they take part in their unique interests around the globe, embracing their inner warrior in Haka, foraging for fungi in Truffles or revisiting battles from the past in Medieval reenactment. The campaign consists of three 30-second films and 20 and 15 second cut downs, which will roll out across TV and online channels. A full digital strategy will further underpin the campaign, which launched this week across the United Kingdom, Germany, France, Italy, Spain and Canada, with additional markets, such as Australia, due to roll out in coming weeks.

Booking.com is a platform for the people. It’s where travellers go to really lean into their search, to comb the globe to find the perfect place to indulge their passion” Genevieve Hoey, W+K Amsterdam Creative Director

AD OF THE WEEK: 72andSunny – Tillamook

Goodbye Big Food. Hello Real Food

On Oscar night, a night celebrating authentic film craft, farmer-owned co-op, Tillamook, together with their brand agency 72andSunny, continued the fight for authentic, real food by exposing artificial ingredient-laced, over-processed “Big Food,” with a beautiful and quirky film that debuted during the award ceremony last Sunday night. Building on an emerging consumer-led war on Big Food (a colloquial term that many have assigned to big corporations that mass produce processed food), Tillamook and 72andSunny released the “Goodbye Big Food, Hello Real Food” film to position Tillamook as a real, honest food alternative owned and run by 90+ farmer-families, not shareholders. The spot opens in a dystopian landscape of food production, and exposes the artificial ingredients in over-processed Big Food, which is characterised by artificial colours and flavours, weird, unnatural food science and mass production in assembly lines. This world is then abandoned for an honest, wholesome world of real food, featuring Tillamook’s real farmers and their cooperative business. The film was directed by famed music video director Floria Sigismondi with editorial by Jay Rabinowitz (“Requiem For A Dream”) and Chris Kursel. The professional help has resulted in a dramatic and colourful film that feels like a music video from a bygone era. To engage fans real-time during this popular cultural moment, Tillamook and 72andSunny also released a series of real-time social videos that echo the “Goodbye Big Food, Hello Real Food” message.

These films are an important chapter in Tillamook's fight for real food and we thought they deserved to be shared during a big cultural moment like The Academy Awards” John Boiler, Founder and CEO of 72andSunny

Honourable Mention: BBDO New York – GE

The World is Catching up with Owen - BrainDrone

As part of its efforts to recruit programmers and developers last year, GE (General Electric) has introduced its “What’s the Matter with Owen” campaign, which has been designed to attract tech talent by reinforcing GE’s position as a digital industrial company and focusing on how GE developers are helping to create digital solutions that solve some of the world’s most challenging problems. The campaign proved to be a massive success, generating an increase in resumé submissions that surpassed expectations, and as a result, the company has decided to launch a second phase of “Owen” work. Created by BBDO New York, the next phase includes a series of television spots that evolve Owen’s story to depict situations where recruits go out of their way to try to impress Owen to help them land a job. The campaign effectively puts a human face on a gigantic conglomerate, with the newly-minted GE employee a likeable and relatable figurehead.

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