Out to Launch

AceHardwareI’m loving Ace Hardware’s “Find Your Soul Paint” campaign, promoting its 120-color paint line, Clark + Kensington. You have to really love a color, especially if you plan on living with it for many years. Rather than finding their soul mates, DIYers are searching for their soul paint. Needless to say, paint comes to life in the form of potential suitors, each head-to-toe in different shades of color. In the TV spot “Line Up,” a woman explains to an Ace employee her quest for the perfect shade of purple: nothing too overbearing, like her favorite college dress, but something just right. While she describes her ideal shade, the Ace worker eyes eight men in varying shades of purple. The more she talks, the smaller the line-up of shades becomes, until she’s standing face-to-face with her soul paint. See it here. The brand also created 30 online videos, found on its Facebook page that show the personas of 10 Clark+Kensington colors through mock interviews and blind dates, like riding a tandem bike, going on a picnic and sharing a milkshake. Better than watching paint dry. GSD&M created the campaign and Horizon Media New York handled the media buy.

HornbachAnother DIY ad this week comes from home improvement store Hornbach. The tagline, “no one feels it like you do” ideally portrays the emotions of a DIYer once a project takes shape. “Festival” shows a DIYer’s unsuccessful attempts at hammering a nail. His frustration level is climbing, but he remains steadfast. And then it happens -- that split second of success where hammer hits nail. In that minute window, cherubs come down from the sky and a crowd of thousands gather around to cheer on the DIYer. The ad is running in Germany, Austria, Switzerland, the Czech Republic, the Netherlands and Romania. See it here, created by HEIMAT, Berlin and directed by Martin Krejci of STINK, Berlin.

AutoTraderautoTRADER.ca, seller of new and used cars in Canada, launched a pair of TV ads to drive traffic to its revamped Web site. In “Date,” an eco-conscious woman shares her beliefs with her date. He tells her he feels the same, yet he drives a Hummer. Time to downgrade vehicles. See it here. A car of tough guys cruise the streets with their windows down and music up. When they reach a red light and pull up to a family of four riding in the same car, it’s time to sell. Watch it here. “The Most Cars In One Place” closes each ad. DDB Toronto created the campaign and OMD Canada handled the media buy.

AlzheimersThis week is Brain Awareness Week and Rethink, Vancouver created a touching PSA on behalf of the Alzheimer Society of British Columbia to raise awareness about the disease. A love story is told through a “Brain Scan.” It begins with a kiss, then marriage, childbirth, the couple dancing -- and concludes with a now-elderly couple walking hand-in-hand. The scan grows smaller and smaller until there’s nothing left to see. “Protect life’s memories,” closes the ad, seen here, and directed by Steve Gordon of Untitled Films, edited by Rooster Post Productions and animated by Hatch Studios.

DosEquisDos Equis’ “Most Interesting Man in the World” returns in two TV ads that launched last week. “Snake Dance” promotes the brand’s Ambar beer and takes place in the desert. As two women snake dance, the charismatic spokesman says: “If you don’t have a dark secret, it’s never too late to make one.” See it here. In “Sword Fight,” viewers see clips of the Most Interesting Man both young and old. He takes on two men at once in a sword fight, simultaneously wins Olympic gold and silver, draws rhinos for fun and makes monks laugh. Watch it here. Euro RSCG created the campaign, directed by Steve Miller of @radical.media.

PepsiPepsi NEXT, a drink with 60% less sugar than Pepsi-Cola, is far more exciting than a dancing "Baby."  The spot begins with a mom recording her infant son sitting on a blanket. Her husband comes home with cases of Pepsi NEXT. Once tasted, the mom records her excitement and cases of Pepsi NEXT, prompting her baby to catch her attention by doing the worm, a handstand and air guitar. No such luck. See the ad here, created by TBWA/Chiat/Day Los Angeles.

 

HomeOfficeUK’s Home Office launched “Zoe,” a powerful ad that draws attention to rape and sexual abuse among teenagers. The government-led campaign shows a teenage boy trying to prevent himself from raping a young girl. The young couple duck inside an upstairs bedroom at a house party. The girl wants to leave but the boy has other things in mind. Despite the girl saying no, the boy rapes her. As it’s happening, you see the teenage boy slamming on a glass window in an effort to make himself stop what he’s doing. “If you could see yourself, would you see rape?” closes the ad, seen here. RKCR Y&R created the campaign, directed by Yann Demange and produced by Stink.

CapitalOneCapital One launched “Battle Cry,” its latest ad starring the lovable Vikings and Alec Baldwin. The highlight is the conclusion, where Baldwin makes fun of his airplane incident. The card is offering users two miles for every dollar a consumer spent last year on their travel reward card, up to 100,000 miles. Once Baldwin gives his battle speech to the Vikings, one asks if he can play games on Baldwin’s phone. Baldwin’s response: “Not on the runway… No.” See the ad here, created by DDB Chicago.

McDonaldsMcDonald's launched "Champions of Happy," a Happy Meal-focused campaign designed to make nutrition fun for kids. It involves two things I usually don’t think of when nutrition comes to mind: McDonald’s and a goat. The ad tells the story of a young boy with a pet goat that eats anything in sight. The boy takes him along to McDonald’s in an effort to feed him a nutritious meal that includes apples and chocolate milk. Watch it here, created by Leo Burnett, Chicago.

 

RedkenRandom iPad app of the week: Firstborn created StyleStation for Redken. StyleStation serves as a tool for Redken hair color professionals that offers practical information like how to choose and mix colors to achieve clients' desired looks, a digital swatch book, and timer settings to keep track mid-process. There’s also a LookBook section where stylists can store and share albums with clients, and a "Breakroom" that serves as a stylists' social media network to share ideas, techniques and pictures. The app is available for free in the App Store

Recommend (3) Print RSS
1 comment about "Out to Launch".
  1. Ronald Stack from Zavee LLC , March 14, 2012 at 6:14 p.m.
    You forgot to mention how great the writing and acting are in "Line Up", especially the customer. The acting also makes the autotrader spots - perfect casting. Next to these the Pepsi spot is just embarrassing: "It's going viral!" Please. And leave the babies to E-Trade. At least they know what an idea looks like.
  • NEW! Bissell Employee Eats Off Subway Floor To Prove Product Efficiency

    Bissell employee Ravi Dalchand is a shoe-in for employee of the year. Hopefully his prize includes a round of vaccinations. To prove how efficient the Bissell Symphony All-in-One Vacuum and Steam Mop cleans floors, Dalchand, senior brand manager of Bissell Canada, cleaned up a section of a subway platform and ...
  • NEW! Drinking In The Dark Promotes Tim Horton's New Dark Roast

    Dining in complete darkness has always intrigued me -- but what about heading to your local coffee shop only to find it shrouded in complete darkness? Would you even attempt to go in? This was the conundrum facing regulars at the Tim Hortons in L'ile-Perrot, Quebec. The entire building, logo ...
  • NEW! 'Got Milk' Ads Return, With A Look At Your Future Self

    I'm so happy the "Got Milk" tagline is back for the California Milk Processor Board. Two ads give kids a look at their future selves, depending on whether they drink milk throughout their childhood. "Champion" begins with a young girl drinking juice at the grocery store. She's approached by a ...
  • Coca-Cola Launches 'Lyric' Bottles In China

    Since I can never find a Coca-Cola bottle with my name on it, I'm rather enjoying this campaign for the brand that launched over the summer in China. The brand created "Lyric bottles," adding song lyrics from China's most famous and best loved songs to bottle packaging. Bottles allow users ...
  • Golf Channel Redesigns App

    Random iPhone App of the week: Fore! Golf Channel has revamped its mobile app, adding additional content from the GolfChannel.com website and a more user-friendly homepage. The photo gallery was also revamped, with larger photos and more videos. Content is built around the Golf Central news blog, including scoring, leaderboards ...
  • Consumers Must Sweat To Get Gatorade... Says Peyton Manning

    Gatorade went all "Candid Camera" on a series of unsuspecting convenience store shoppers who wanted to buy the sports drink. Customers were told by a store clerk that they couldn't buy Gatorade unless they put a little sweat in it: just some jumping jacks or a run around the store. ...
  • Sears Launches Back-To-School Campaign, #BacktoWha

    Sears has launched #BacktoWha, a back-to-school campaign created by Olson, its first work for the brand. The effort consists of a series of online videos highlighting Sears' fashion offerings for kids heading back to school. In one video, a girl decked out in the latest stylish gear walks through gym class, ...
  • NEW! Nike, Foot Locker And Kevin Durant #searchforthebaddest European Player

    Nike, Foot Locker and NBA star Kevin Durant are on a mission to find the baddest basketball player in Europe: a challenging job, when football (soccer) is such a dominant presence. "Be The Baddest" is a 60-second video starring Durant as he describes the naysayers he encountered prior to becoming ...
  • NEW! Kia Hamsters Have One-Track Minds In Ad For Electric Car, Kia Soul EV

    The beloved Kia Hamsters show their scientific sides in "Fully Charged," a TV spot that launched during Sunday's MTV VMAs. We also learn what the hamsters are thinking about each time they run inside their hamster wheels. The ad promotes Kia's first electric car, the Soul EV. It also marks ...
  • NEW! Face Your Fears And Raise Money For The Canadian Cancer Society

    The Canadian Cancer Society wants you to step out of your comfort zone and do something that truly scares you, and at the same time raise money for a good cause. It could be something minute like shaving off your beard, or something drastic like jumping from a plane. No ...
>> Out to Launch Archives