Gravity Road – Mikado
Office Workers go WILD With Mikado
First off, we have a new TV, VOD and social media campaign that has been created by Gravity Road for Mondelēz International biscuit brand, Mikado, and is the first for the brand to be launched since 2012. The 20 second spot shows a typical office at peak ‘slump’ time, and begins with an uninspired worker called Vanessa, who changes remarkably when she and her co-workers start tucking into a box of Mikado and release their “Inner quirks.” Cue warbling, shirt ripping and even a bit of smooching as everyone becomes lost in their own “Mikado moment,” which ends as soon as Vanessa finishes her sticks and snaps out of her own blissful moment. It's surreal and short, which is a surprisingly powerful combination. To support the ad and drive more consumer engagement, the campaign also includes a host of online content, including extended character profiles and behind the scenes mockumentary interviews. Clever targeting on paid media will also ensure the content reaches bored office workers alike, precisely at the (rather specific) 2.16pm lull. A quirky campaign that suits the product wonderfully. I'm a fan.
“Mikado is a quirky snack in need of a quirky ad execution. Set against the 2.16pm afternoon slump, the snack unleashes the quirk within the office workers, each finding their own usual way of eating Mikado” Gravity Road Founding Partner, Mark Boyd
iris – Domino's Pizza
So Tasty The Mouth Boggles!
This month the UK’s largest pizza brand is trying to show us how it's pizzas make people feel, with a delightfully goofy new campaign from iris. The integrated campaign, born out of social research, rides the wave of the nation's fascination with face swapping technology, and uses it to dramatise the elation experienced when a freshly baked Domino’s pizza arrives at your front door. I've never been that glad to receive a pizza myself, but I understand the sentiment and the effects used in the spot are genuinely hilarious, just the right side of tacky. Apparently, the acrobatic mouth movements were decided upon after iris conducted bespoke social research to find out the main emotions that comes from Domino’s pizza. The response arrived via gifs, snaps, pics and emojis, many of which were used as a basis for the goofy faces pulled in the film. In addition to creating the ad, VOD and a radio spot as part of the campaign, iris has also developed a digital and social strategy, and for the first time launches a Giphy channel to help fans describe for themselves how Domino’s makes them feel with the power of the GIF! These GIFs will include elements of the TVC, as well as 40 other ecstatic GIFs, from flying pizza to Domino’s loving cats. Sounds to me like a creative idea that utilises social media in a way that doesn't feel forced.
“The social elements of this campaign both support and drive the message, but in a way which doesn’t feel like advertising. We’re giving pizza fans experiences they’ll want to spend time with and resources to make their time online more fun” Hannah Beesley, Social Director at iris
AMV BBDO – Doritos
Pool Party
The spectacularly named Roar Uthaug from Great Guns (who has recently been attached to develop and helm the Tomb Raider movie reboot for Warner Bros) directs the latest campaign for Doritos, which was created by AMV BBDO, and continues the #ForTheBold brand tagline. Shot in Cape Town, the film follows three geeky backpackers, who after a case of mistaken identity get whisked away in a limousine to a mega mansion where a bonkers pool party is in full swing. The twist is that the Doritos are supposed to give them the confidence and the boldness to adapt to the situation and embrace the epic chain of events that unfurls. It's a hair away from making Doritos appear like some kind of bizarre, hipster drug, but the personalities of the nerdy leads holds it all together, and the climax of the film brings everything crashing down, as the house’s owner, (a doppelgänger of the lead lad), arrives home unamused. Plus, it's got a definite 'Inbetweeners' vibe to it, which I dig.
“We wanted to make the whole film engaging, bold but over all fun. Casting the right three guys was the key for me and I couldn’t be happier with the performances they gave us” Roar Uthaug
WCRS – McCoy's
When Flavour Calls
McCoy’s is back on UK TV screens with some new creative work from WCRS, positioning itself as a brand that’s famous for delivering on flavour. To deliver strong cut through and get McCoy’s on consumers’ shopping lists, a heavyweight and targeted £3 million marketing campaign is being put behind the launch, including an all-new TV spot called “When Flavour Calls,” which actually goes so far as to literally personify the concept of flavour. As well as the heavyweight above the line campaign, McCoy’s will be driving further visibility in-store and in-depot via a raft of eye-catching display solutions. High-impact outdoor advertising describing McCoy’s’ flavour experience will also be unveiled on six sheets nationwide from April 10th. The campaign builds on momentum of the brand’s recent product upgrade which is designed to give shoppers an even stronger flavour and an even better texture across the entire McCoy’s range. It's a simple ad that works because of the conviction of the voice on the other end of the phone (which sounds remarkably like Peter Serafinowicz, but probably isn't) and the established tone the brand has always gone for.
“We're really excited about relaunching the McCoy's brand under this simple proposition; that for people who want flavour in their lives, there's only one brand for them” Billy Faithfull, ECD at WCRS
R/GA London – Rexona
Play Rexona Qualifying
R/GA London has announced its new collaboration with Unilever’s global deodorant brand, Rexona, on its new integrated campaign called “Rexona Qualifying.” Bringing to life Rexona’s Official Partnership with Williams Racing, R/GA London has produced an integrated campaign ranging from TV spots, an online mobile game, interactive out of home installations, and online video content around the brands sponsorship with the racing team. The agency was also responsible for driving the awareness of this partnership in Australia as Rexona releases its first antiperspirant deodorant created in partnership with Williams Racing. Rexona Qualifying ties in with the launch of the Rexona Men, Williams Racing Special Edition, an antiperspirant deodorant activated directly by movement. With this in mind, R/GA London created one of the first mobile games that truly gets you moving. Launching live on the Rexona Qualifying website, the interactive online mobile game is based upon a genuine Formula One training process; the Batak machine. Not limited to just the game, R/GA London produced a fully integrated campaign, including a TV spot featuring both Williams Racing drivers, Felipe Massa and Valtteri Bottas playing slaps; a game anyone who grew up in a British state school will be more than familiar with (I still wear the scars with pride). The agency has also developed further interactive digital executions such as a full suite of mobile and display assets, interactive out of home installations that see members of the public given the opportunity to high-five Bottas, and bespoke online video content.
“This pioneering digital execution coupled with the use of impactful and enticing traditional media, drives the knowledge of the partnership between Rexona and Williams Racing to the targeted market and beyond” Iestyn Keyes, Unilever Client Services Director at R/GA London
Honourable Mention: Jelly London – Ministry of Stories
There Once Was Someone Who Had A Certain Story
A short one here that I found particularly charming, but missed out on the top 5 spot because I'm not 100% sure if it technically qualifies as a traditional ad spot. Every year, Radley Yeldar supports communities and charitable organisations they believe in, and this year they have aligned with the Ministry of Stories, one of their neighbouring communities in East London, to launch a new, regular giving campaign. The Ministry of Stories is an imaginative space that supports and inspires young people to write. They run innovative storytelling and writing workshops in disadvantaged areas and provide a publishing platform for young writers so their voices and stories are heard. Partnering with RY and the MoS, the campaign was brought to life by Jelly London Director Mr Kaplin and Creative Producer One Small Pixel, who worked together to help bring their story to life through animation. It's a charming tale of a character who lives in a world full of stories and is looking for help to get their own voice heard. To make sure that this simple but universal story had wide appeal they adopted a very straight forward, stripped back approach to the narrative, to fit alongside Mr Kaplin’s beautifully designed 3D style. A simple, elegant film that steers mercifully clear of emotional manipulation. Enjoy!
Benjamin Hiorns is a freelance writer and struggling musician from the dark heart of Kidderminster in the UK.
