Out to Launch
I’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.
Another 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.
autoTRADER.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.
This 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.
Dos 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.
Pepsi 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.
UK’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.
Capital 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.
McDonald'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.
Random 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.