Out to Launch

BostonBruinsThe Boston Bruins launched “The Bear and the Gang,” a video campaign starring The Bear, Head Coach Claude Julien and players Zdeno Chara, Patrice Bergeron, Johnny Boychuk, Andrew Ference, Brad Marchand and Adam McQuaid, among others. The videos have an ‘80s sitcom-esque vibe to them, meaning they’re a hoot. The intro video showcases the series “characters” as cheesy sitcom music plays. When the Bear was shown vacuuming, I immediately had a vision of the opening theme to “Who’s the Boss,” when Tony Danza is vacuuming with glee. Watch it here. In “Video Games,” The Bear and Marchand find it hard to play video games when actual commentators critique their every play. See it here. Coach Julien interrupts “Date Night” between the Bear and a Bruins cheerleader by showing the pair his invisible dog leash. I had one of these as a kid. Remember the leash that made it appear you were walking a dog but you weren’t? Good times. Arnold Worldwide created the campaign.

ESPNsportsNew York Yankees second baseman, Robinson Cano is a germ spreader with a solid immune system in ESPN’s latest “This is SportsCenter” campaign. There are two versions of the ad, one in English and one in Spanish, a first for the brand. The Spanish version debuts today on ESPN Deportes, and the English version launches tonight during “Baseball Tonight.” "Handshakes" takes place in ESPN headquarters. There’s a cold epidemic going around the office, and no anchor can figure why. Is it the building’s ventilation? No. It’s Cano, who greets every person with a funky handshake. There is no Purelling in-between, hence the outbreak. Watch the English version here and the Spanish version here, created by Wieden+Kennedy New York.


California LotteryLady Luck pulls no punches in an ad for the California Lottery’s newest game, California Lottery Black: She prefers slapping. Lady Luck walks through her apartment and towards pictures of people hanging on strings. She sets her sight on one man’s face and saunters off, bringing good to everyone that crosses her path. A woman reading at a dark bus stop receives light, and a man who bowled a gutter ball inexplicably bowls a strike. When Lady Luck finds her man in question scratching a California Lottery Black game, she slaps him across the face and walks off. The man looks at his ticket to discover that he’s won big. Watch the ad here, created by David&Goliath and directed by The Argentines.


NavyThe latest spot in Old Navy’s Funnovations Inc. campaign stars Mayim Bialik and Joe Lawrence from “Blossom.” I feel like it’s 1991 again, especially when Joey (as he was called in ’91) utters his famous line: “Whoa.” Blossom serves as chief floral officer in charge of the “Bee Bots” that shower dresses with bold colors. Watch it here. Previous Funnovations Inc. ads allowed users to participate in a jeanvestment and buy jeans at a low price and created jeans for all shapes and sizes, including trapezoid-shaped bodies. See the ads here and here. I’m still partial to the softer side of Mr. T, who makes T-shirts fitted and soft. Watch it here. CP+B created the campaign, directed by Jonathan Notaro and Robert Bisi of Brand New School.


Red Tomato PizzaLoyal customers of Red Tomato Pizza received a magic magnet that allows them to order their favorite pizza with the push of a button. This could be dangerous for my waistline. Once the magnet was received, users simply activated the device using Bluetooth technology. Then whenever the need for pizza came, a simple push of the refrigerator magnet sent the order in. Users can go online and change their usual pizza order at any time. TBWARAAD Dubai created the campaign.


ArmaniRihanna is a restless sleeper, is partial to rotary phones, and packs lightly in a video for Emporio Armani Underwear and Armani Jeans. In the black-and-white video, there’s a rotary phone off the hook and Rihanna is tossing and turning in bed. She hangs up the phone, continues to toss and turn, looks at a Polaroid of a bathroom sink and mirror, turns up the steam and finds a note on the mirror: airport 6:00. Rihanna puts on a pair of jeans, a jacket, but no shirt, and leaves for the airport. Or does she? The video ends and she’s still in bed. See the video here, directed by Jordan Scott of RSA and edited by Cut + Run’s Dayn Williams.


Cole HaanCole Haan launched a print and outdoor campaign in New York called “Subway Stories.” Running in New York magazine, Interview Magazine, the New York Times and inside subways cars, the ads showcase Cole Haan shoes and accessories that are capable of conquering the “concrete jungle where dreams are made."  Each ad highlights a subway line and quirky copy. Do you take the Q train? Does your commute sound like this? “Doors open. Eyes meet. Heart stops. Today is the first time I’ve prayed for a train delay.” See ads here and here, created by BBH New York.


KIAMichelle Wie shows stuffy hunters how to let loose in an ad for the 2012 Kia Soul. Not only is Wie a great golfer, she’s got great aim for hitting clay pigeons with a golf ball. Once Wie departs the course, the three older hunters start dancing… poorly. See the ad here, created by David&Goliath and directed by Albert Kodagolian of Bueno Films.


TrunkMonkeyAppRandom iPhone App of the week: Suburban Auto Group launched the Trunk MonkeyWingman App, in honor of its primate spokesanimal, the TrunkMonkey. The primate is a smooth talker and ready to improve a user’s dating life. The monkey offers dating tips based on your Facebook profile and allows users to sift through cheesy pick-up lines or add their own to the collection. Here are a few gems: “You know what they say about guys with opposable thumbs…” and “Somebody call animal control. I just spotted a fox.” For shy folks, the Trunk Monkey will hypnotize someone into loving them. Just tell the Trunk Monkey Wingman whether you want a fling, wedding ring or a gorilla hug. R/West created the app, available for free in the App Store.

Recommend (2) Print RSS
All content published by MediaPost is determined by our editors 100% in the interest of our readers ... independent of advertising, sponsorships or other considerations.
  • NEW! Grab The Tissues When Watching iFolor's Christmas Ad

    A picture is worth a lifetime of memories in this tear-jerker ad for iFolor, a site that turns memories into photo books. In "Grace," a woman, played by actress Helen Ryan, visits her husband at a nursing home. The man suffers from dementia, so Grace made a lovely picture book ...
  • NEW! Omelet Agency Names Fruit, Clementeenies, Creates Branding For Store Launch

    As a clementine fan, I can see this must have been one fun campaign. Clementeenies, a new brand of clementines, is launching in the U.S. by way of Morocco. Omelet teamed up with Dandrea Produce, a family-owned business from New Jersey, to help name the fruit, create the branding and ...
  • NEW! Planet Fitness Ad, 'Battle Gym,' Likens Typical Gyms To 'Hunger Games' Scenario

    Planet Fitness launched an in-theater spot that coincided with the launch of "The Hunger Games: Mockingjay -- Part 2." The 90-second spot, "Battle Gym," likens a typical gym setting to a scenario in "The Hunger Games," where only the strong survive. An average woman enters the gym only to hear ...
  • NEW! Coach Brand Loyalist Gets Fresh With Santa In Christmas Ad

    Talk about a brand loyalist. Coach launches a 60-second Christmas ad where things don't end well for Santa Claus, but one naughty woman gets what she wants: a Coach Swagger bag. It's the day after Christmas and Santa's relaxing at home with milk and cookies when there's a knock at ...
  • Sparks & Honey Launches App That Matches Pop Culture Stories With Current Trends

    Random iPhone App of the week: Sparks & Honey launched n2, an app that curates a list of cultural daily trends, along with insights from Sparks & Honey's cultural intelligence system. Now, Next delivers up to five stories of the day (now) matched to trends that are transforming culture (next). ...
  • NEW! Stove Top Introduces Artisanal Hipster Pilgrim

    Stove Top stuffing launched a social media campaign targeting the demographic every brand vies for: Millennials. The brand spokesman is the Artisanal Hipster Pilgrim, a millennial himself who believes the notion of eating stuffing only on Thanksgiving is ludicrous. The first video, "Off the Menu," features the Artisanal Hipster Pilgrim ...
  • NEW! Christmas Ornaments Come To Life In New York Lottery's Holiday Campaign

    When the Christmas ornaments start talking, it's time to put down the eggnog. The New York Lottery launched a 30-second TV spot to promote its four new Holiday Scratch-Off games. A man decorating his Christmas tree says aloud to himself that he wishes for a wonderful holiday. The newly hung ...
  • NEW! Move Over, Snuggie; Fruit Of The Loom Creates Professional Sweat Suits

    Who doesn't want to look professional and comfortable at the same time? Fruit of the Loom has heard your rallying cries and created the Professionals Collection, a line of sweat suits that readies men for the boardroom and living room sofa. A digital and social media campaign promotes the fleece ...
  • NEW! Southern Comfort Launches Wacky Music Video Starring Danny McBride

    Southern Comfort launched a music video for its first-ever song, "SHOTTASoCo." The video for the outrageously catchy tune stars Danny McBride as a man who travels the globe to have a drink with his lady. You could say that he soars. An animated version of McBride takes to the skies ...
  • NEW! MapQuest Rebrands, Launches New Ad Campaign

    MapQuest can't solve all your problems, but it can help you navigate to happier times faster. The company launched a rebranding campaign with a pair of TV ads targeting a younger demographic. Each ad takes a light-hearted route and navigates a user out of traffic or toward a fun adventure. ...
>> Out to Launch Archives