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.

Recommend (1) Print RSS
  • NEW! Doctors Without Borders Launches #ToughDecisions Campaign

    TBWA\Hunt\Lascaris in Johannesburg launched a serious campaign for Medecins Sans Frontieres/ Doctors Without Borders, called #ToughDecisions. The objective is to encourage more South Africans to be more aware of medical humanitarian work and how they can help save lives by supporting MSF with donations. The #ToughDecisions TV spot places viewers ...
  • Slim Jim Revamps Its Website

    I haven't had a Slim Jim in ages, but the name brings back fond childhood memories -- and the remembrance that the product makes a decent convenience-store impulse buy. The brand has redesigned its web site, SlimJim.com, with quick snippets of content, targeting 18-29-year-old men. Created by Trisect, the site ...
  • Kmart Promotes Pay-In-Store Offering With Homage To Popular '80s Video

    Do you remember the '80s music video for Bonnie Tyler's "Total Eclipse of the Heart?" It was "Eyes Wide Shut" before that movie even existed. Kmart is paying homage to that memorable video while promoting its Pay In Store program, through which consumers can reserve items online and then pay ...
  • Woman Wearing Bra Camera Tallies Number Of Times Her Breasts Are Checked Out -- For A Good Cause

    McCann Paris and Nestle Cereals brand, FITNESS, equipped a woman with a "Bra Cam" to help fight breast cancer and illustrate the importance of regular self-examinations. As the woman walked through town, rode an elevator and went shopping, her chest was constantly checked out by men, women, children -- and ...
  • Wet N Wild Beauty Launches App That Lets Users Copy An Expensive Beauty Look On The Cheap

    Random App of the week: Those of us on a beauty budget are going to love "Steal This Look," an app from Wet n Wild Beauty. The free app allows users to steal an expensive look from a friend or beauty magazine by finding the less expensive equivalent color in ...
  • NEW! 'Friendly Competition' Awaits Two Gamers In Latest PlayStation Ad

    The latest ad from PlayStation's "Greatness Awaits" campaign turns opponents on a basketball court into friends in the gaming realm. "Friendly Competition" debuted during Sunday Night Football's San Francisco 49ers vs. Denver Broncos game and features two pals playing basketball. The real-life experience takes a gamer twist, with each competitor ...
  • NEW! Monopoly Millionaires' Club Game Is 'Making More And More Millionaires'

    David&Goliath has partnered with Scientific Games to create a national lottery campaign to launch the Monopoly Millionaires' Club Game. This is the first time all lottery jurisdictions chose to run one national campaign rather than local marketing efforts for a specific game. The campaign will run in 23 states in 2014 ...
  • NEW! New York-New York Hotel & Casino, Southwest Airlines 'Spread The Luck' On Flight To Vegas

    If only every flight was this much fun. The New York-New York Hotel & Casino in Las Vegas teamed up with Southwest Airlines to give passengers a flight to remember. Here's the skinny. The Wright Amendment, a federal law governing traffic at Dallas Love Field airport, expired this week, which ...
  • NEW! What Happens In Vegas, Stays In Vegas, Never To Become Water Cooler Gossip

    How do you stop water cooler gossip before it starts? This is the challenge facing one man in an ad for visiting Las Vegas. Can't he go away for an epic weekend without being hounded by his co-workers first thing Monday morning? The latest "What happens here, stays here" spot ...
  • After All The Dirt, Drool and Dings, Treat Your Car Well By Selecting ARCO Gas

    ARCO gas has launched a trio of TV ads encouraging drivers to treat their cars well by selecting a top-tier gas for cheap. In "Treat," a woman decides to clean her car from top to bottom after she filled up with ARCO. She scrubs the car inside and out, and ...
>> Out to Launch Archives