Out to Launch

by Amy Corr, Apr 4, 2012, 3:58 PM

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The 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.

New 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.

 

Lady 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.

 

The 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.

 

Loyal 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.

 

Rihanna 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 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.

 

Michelle 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.

 

Random 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.

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