Out To Launch

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Apple launched a pair of TV spots last weekend, highlighting the countless things one can do on an iPad. In “Alive,” users can mindlessly play a drum set and look at high fashion or learn something new by examining the anatomy of a heart or a shipwreck at the bottom of the ocean. See it here. The word wild can mean many things in the next ad, seen here. It might mean reading an Oscar Wilde book, watching a dinosaur movie or a musical performance by The Black Keys. The words together shows friends playing a game of air hockey, chatting via FaceTime, and the synergy between an iPad and iPad Mini. TBWA\Media Arts Lab created the campaign.

A morning run in the French Quarter between a man and a pigeon seems like a fruitless effort. Until the viewer realizes the man is racing a homing pigeon in a pair of ASICS GEL-Kayano 19 running shoes. You know that running route will never be the same. The runner does a decent job keeping up with the pigeon and avoiding any collisions with those on ground level. The spot ends with the man meeting his winged friend on a rooftop. He puts the pigeon in its cage and releases another pigeon because his workout isn’t done yet. “Nothing But Next,” closes the ad, seen here and created by VITRO.

Valege, a French lingerie company, launched a series of NSFW Valentine’s Day spots promoting its line of push-up bras. The CG ads feature two, um, boobs, waiting to be reunited, courtesy of Valenge. The first spot shows right boob waiting for left boob to disembark a plane. The next ad, right boob waits for her ship to come in, with left boob on board. The final ad is a playful game-show theme of lost and found, reuniting the pair in front of a live studio audience. See them all here, created by Marcel Paris and Publicis Espana and directed by JACK of Wanda Productions.

Kate Upton nabbed the cover of the Sports Illustrated Swimsuit Edition for the second year in a row, but did you know someone holds the record for most years on the back cover? For the past five years, Miss Green M&M has graced the back cover -- and, like Kate Upton, is showing some skin this year in a photo shoot on Antarctica. At least she won’t melt… See it here, created by BBDO New York.

Scrabble launched a fun print campaign that’s a continuation of its “Letters and People” global initiative, which assigns personality characteristics to Scrabble tiles. Each ad shows a body with a Scrabble lettered-head, looking for the next letter to create a word that’s listed in a tile rack at the bottom right of creative. The letter “R” awaits for “I” at an airport, while a sheriff (“S”) looks for “U” as he nails up a wanted poster. See them here and here. In the final two ads, a hitchhiker looks for his companion and a bodybuilder with the letter “M” easily finds his companion letter “I,” for it’s a tattoo on his arm he wishes he’d never gotten. See them here and here, created by Pereira & O’Dell.

Where in the world is Matt Lauer? He’s at home, playing hide-and-seek with his daughter in an ad for the Ad Council’s Fatherhood Involvement initiative. The PSA follows Lauer as he hides behind a potted plant, a painting, curtains and a large load of laundry, among other obvious spots. The spot ends with a little girl, running throughout the house, looking for her dad. See it here, created by Campbell Ewald.

A tall masked man walks into a convenience store. What would you do? Probably cower in an aisle, like the folks in this ad. When the masked man reaches the cashier, the cashier says: “I don’t want any trouble.” Neither does the masked man, who quietly pays for his items and then hops in a convertible, with the top down in the dead of winter. “You know, you forgot to take your mask off,” the driver says, as police sirens can be heard in the background. The spot promotes the Volkswagen Beetle convertible that’s male-friendly and great for all seasons. Watch it here, created by Deutsch LA and directed by Noam Murro.

Hyundai launched an adorable ad for its 2013 Santa Fe Sport Edition that’s heavy on family bonding. Just don’t tell Mom about any of it. A father takes his kids to a scary movie, allows them to eat dessert for lunch, toilet papers a house and brings them to a rock concert, each time saying to his kids: “Don’t tell Mom.” The spot ends with the eldest son going skydiving with his mother and her stating: “Don’t tell Dad.” Watch it here, created by Innocean.

Random iPhone App of the week: Martian Ranch & Vineyard launched a Biodynamic Calendar app for the iPhone and iPad. Biodynamics is a method of farming that emphasizes the farm as a whole system. The app allows users to track days for sowing, pruning, and harvesting a wide variety of crops, including vegetables and fruits grown in vineyards. The app also lists “Fruit Days,” or the ideal days to open certain bottles of wine. There’s also an opt-in newsletter to be notified of specific fruit days. The app, created by Geyrhalter Wine Group is available for free in the App Store.

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1 comment on "Out To Launch".

1. Eric Hyman from The Partnership
   

   commented on: February 20, 2013 at 4:32 p.m.
   Regarding the Velage lingerie ads, this seems to be drawn from a line in Woody Allen's early film, Everything you ever wanted to know about sex* But were afraid to ask, when, trying to capture a giant single breast on the loose, Woody makes a giant bra. And when asked why there are two cups, he remarks that if I know my ___ they usually travel in pairs.

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