Out to Launch

The Night Agency continues its trend of racy ads. American Airlines and Sharp unveil branding campaigns. Let's launch!

LG Mobile Phones has launched its largest advertising push since debuting in the United States in 1998. Ads are running in movie theaters, in magazines (including Cargo, Lucky, Entertainment Weekly, Premiere and Rolling Stone), and on TV. Beginning this fall, the TV ads will be seen in New York and Los Angeles during primetime television, on such networks as Comedy Central, Fox, MTV, NBC, and the WB. Ads will run during "American Idol," "Smallville," "Survivor," and "That 70's Show." The campaign targets 18- to 24-year-old consumers and accentuates LG's trademark sleek, clamshell phones, positioning them as fashion accessories. The campaign was created by BrandBuzz.

Sharp Electronics Corporation has launched its largest brand campaign in company history. Targeted to sports, entertainment, and design and technology enthusiasts, the campaign launched Sept. 12 on NFL on Fox, CBS' "60 Minutes," and ESPN. Created by the Amsterdam, New York, and Tokyo offices of Wieden + Kennedy, the campaign consists of five TV commercials and magazine ads. Based on the theme, "More to See," the campaign's premise is that television is today's most powerful storytelling device, and Sharp helps people experience and see more of the world by delivering superior color, detail, and sound. Three more ads are set to launch in mid-October on Major League Baseball post-season and National Football League telecasts and both network and cable primetime entertainment and news programs. Online ads will run on Yahoo!, MSN, ESPN, Cnet, and SportsLine.com.

A four-part NOVA miniseries entitled "Origins" is airing Sept. 28 & 29 on PBS. The miniseries investigates new clues from the frontiers of science. Throughout the four episodes, astrophysicist Neil deGrasse Tyson guides viewers on a cosmic journey from the beginning of time to the far reaches of the universe - in search of the recipes for life. To support the launch, print ads are running in The New Yorker, Sports Illustrated and The Week. Online ads appear on NYTimes, Yahoo!, and Atom Shockwave. And my personal favorite aspect of the campaign is the heat-activated coffee sleeves (on my coffee cup this morning!), and day-glo posters. When hot, the sleeves reveal a planet that says, "The beginning is near. 9/28/04 8PM." The coffee sleeves are running in New York, Los Angeles, San Francisco, Chicago, and Portland, Ore. Olson & Company created the campaign.

The envelope is being pushed in this next ad. Night Agency created an ad for Laser Cosmetica that is sure to get people's attention. Looking for a humorous way to express the positive aspects of laser hair removal and serve as an icebreaker to the traditionally antiseptic world of medical marketing, the agency came up with this: a woman and a strategically placed cat. The ads are running in NY Magazine, NY Post, Village Voice, Allure, Time Out, and The Daily News.

Allstate launched a TV ad on Sept.18 during ABC and ESPN broadcasts of college football as part of its "Our Stand" campaign. "Number One" features actor Dennis Haysbert, but this time he's set in a football atmosphere that humorously plays up the notion that football fans are often united in the stadium, but divided in the parking lots after the game -- which can lead to unsafe driving conditions and accidents. The ad reminds consumers that exercising some patience could save them money with an Allstate Safe Driver Discount. Radio, print, and online components also play a role in Allstate's college football marketing campaign.

American Airlines unveiled a new brand campaign, along with a new tag line, "We know why you fly." The campaign is built around American's nearly eight decades of flying passengers around the world, and also on American's historic strengths -- including its global network, which every day flies more than 200,000 people to 250 cities in more than 40 countries. The campaign includes TV, radio, print, and online ads in both English and Spanish. The ads will appear nationally and in key local markets. The ads, featuring both customers and employees, were created by TM Advertising.

Lee Jeans launched its teaser campaign online, in the form of a blog. The blog, written by "90-Foot Babe," has garnered a fair amount of traffic since launching, due to the fact that there is a phone number, complete with message, on the ads and flyers that are being distributed around major metro areas. Fallon Worldwide created the TV campaign for Lee Jeans, and lookandfeel New Media developed the online pieces.

In Web site launches this week:

Enlighten has re-launched Audi of America's Web site. The home page was redesigned with a large rich media presence and an interactive model selector that offers consumers product selection assistance along with MSRP pricing. Model pages are anchored around 60-second overview movies with full motion video and audio. Each of the 11 new movies employs extensive running footage, voice over, animations, and a custom soundtrack to tell the story of the Audi model line-up. In an example of guided selling, the movies prompt consumers to take the next step by configuring their own car, browsing the image gallery, or taking an in-depth look at features and specs.

For those New Yorkers seeking inner peace and relaxation, Revolution Yoga has launched. The site is the online presence for a yoga studio located in Manhattan's East Village. Eight classes a week are offered for beginners through advanced students. The site has a schedule and directions, and offers a Yoga Resources section with recommended books, magazines, and Web sites.

  • NEW! Favourite Child Detector Determines Whom Mom And Dad Love More

    This test should be required for every kid who felt forced to accept a friend request from Mom and Dad. It's time to see which child they favor more. To promote the new season of "Modern Family" on Prime TV in New Zealand, FCB New Zealand created the Favourite Child ...
  • NEW! Paris Hilton Makes Cameo In Latest Sexy Carl's Jr. Ad

    Time flies. Can you believe that it's been nine years since the infamous Carl's Jr. and Hardee's ad with Paris Hilton, a dirty Bentley and an oversized hamburger? Carl's Jr. and Hardee's have created a Texas-sized version of the ad, starring the company's latest #sexyspokesburgereater, Sports Illustrated swimsuit model, and Texas ...
  • NEW! Nun Has Dirty Habit Exposed In Ad For Tide

    A nun sees the light when confronted with a "Dirty Little Habit." Why do the other nuns walk away when approached by this nun with a dirty habit. Does her attire look dirty? No, but it smells dirty. Turns out, all the nuns were wearing dirty, smelly habits because the ...
  • NEW! Heineken, Fred Armisen Offer New Yorkers 'Routine Interruptions'

    Here's a fun reason to step out of your comfort zone, when you are in the company of a group of friends. Not sure if I'd do this one alone. Heineken, with help from Fred Armisen, launched "Routine Interruptions," the brand's latest phase of its Cities of the World campaign. ...
  • GE Launches Digital Campaign Highlighting Advances In Technology

    GE launched a series of documentary-style videos that highlight how advances in GE technology affect people around the world. In the first video, we follow a doctor in Japan who makes house calls to island residents on his jet ski. He brings ultrasound equipment with him that's small enough to ...
  • Bush's Baked Beans Launches 'Bean Dash' App

    Random iPhone App of the week: Bush's Baked Beans created "Bush's Bean Dash," an app that allows players to help Jay avoid obstacles while collecting beans and ingredients for the entire line of Bush's Baked Bean flavors. Jay's beloved dog Duke will offer advice and clues along the journey. I ...
  • Edward Jones Launches Recruitment Campaign

    Edward Jones launched an online recruitment campaign that encourages potential employees to "make more than just a living." An online video, "Notes of Thanks," targets professionals with five to eight years of experience by showcasing a more personal side to a career: the relationships forged between financial adviser and client. ...
  • Donate Your Voice To Girls Silenced By Sex Traffickers

    The Canadian Women's Foundation launched a TV campaign that gives a voice to young girls forced into sex trafficking, while educating Canadians that this problem is happening in their country. The first spot shows an older man telling the story of a young girl who was approached by a modeling ...
  • NEW! An Ad Campaign Paid For In BBQ

    How can anyone, except vegetarians, refuse meat as a currency? Montana's Cookhouse & Bar offered its best of BBQ sampler, consisting of BBQ ribs, sausages, chicken, brisket, and shrimp, to various businesses in Toronto as currency for various services and items. You might be surprised at how much the actor -- ...
  • NEW! Benjamin Moore Interviews Faux Family Living Inside Two-Story Bouncy House

    Benjamin Moore launched a funny mockumentary, featuring a family in unique living quarters, to promote its Regal Select REVIVE paint for vinyl siding. A charming but fictitious family, the Hopsons, opts for a two-story bouncy house because all their neighbors' houses have vinyl siding that can't be painted, according to ...
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