Out to Launch

Subway line brings riders back to the Wild Wild West. Bridgestone launches largest campaign since the 80s. Gay.com "comes together." Let's launch!

PlanetOut and Gay.com launched a print and outdoor campaign yesterday in Los Angeles, New York, San Francisco, San Diego, Portland, Miami, Houston, Seattle, Dallas, Boston, Washington, D.C., Houston, and Atlanta. The campaign explores the notions of a divided nation with differing ideologies and is the first in a series of images called "Come Together," depicting gay men "uniting" while standing in front of the American flag. The images become increasingly provocative and the series ends with the men in bed together covered by an American flag. The New York ad is located on 23rd St. between 6th and 7th avenues. The campaign was created in-house.

Regal CineMedia Corporation (CineMedia), Chase, and MasterCard International have created a co-branded credit card to reward moviegoers, called the Regal Entertainment Group Platinum MasterCard card. The credit card launches this spring, and point of sale materials, national print advertising, direct mail, and online ads will support the launch. And let's not forget those pre-preview ads. "King of the World," "I'll Be Back," and "Beautiful Friendship" launch on Friday. The spots were created by Johnson & Murphy.

This next launch makes me want to get on the wrong subway for a little detour before I go to work. The inside of the shuttle train (S) to Times Square from Grand Central Terminal has been wrapped to look like the old west to promote the second season of HBO's series "Deadwood." From March 1 to March 29, New York straphangers will be transported back to 1870s Deadwood. The three-car train has been wrapped in western interior based on the show's Gem saloon complete with chandeliers, plank wood paneling, and worn leather seats. This is the first time subway cars have been wrapped for a campaign. HBO and OMD gained approval from New York Metropolitan Transit Authority (MTA) to pull this stunt off. In addition, a modern-day gold rush is taking place as thousands of gold nuggets have been scattered in Philadelphia, New York City, and will be hidden in San Francisco on March 3. Inscribed with the "Deadwood" logo and a number, gold prospectors will be able to go online to see if they've won $450 cash (equivalent to the nuggets weight in gold - brilliant!) or "Deadwood: The Complete First Season" DVD box sets.

The tag line for New Balance's latest campaign says it all: "There are two motivations in sports. Which is yours? For Love or Money?" The TV, print, outdoor, radio, and online components target 25- to 49-year-olds. The campaign launched this week with a series of teaser ads in USA Today, online, and outdoor in four key markets (Boston/Chicago/ San Francisco/Atlanta) featuring thought-provoking questions about the values in sports today. Sample questions include: Can a losing coach still be a good coach?; If no one was watching you play, would you play just as hard?; and, which teaches a player more, winning or losing? Four 30-second television spots will run in a national cable buy and local market buys in nine markets, including Boston, New York, Chicago, San Francisco, Denver, and St. Louis. The spots break March 12 and will run in heavy rotation in the March/April and September/October timeframes. "Coach" celebrates the unsung hero in the lives of amateur athletes. The "Basketball" and "Multi-sport" spots capture the energy and effort of doing drills in amateur sports. The print portion of the campaign appears in March issues of Runner's World, Men's Health, Outside, Health, Fitness, Shape, and Tennis. Boathouse developed the creative and handled the media buy and Euro RSCG 4D handled the online media components of the campaign.

Keeping with sneakers, AudioEngine provided the mix included in a campaign for RBK i Pump shoes. In "White," the motion graphic type says: "I'll hold you close. Your girl is gonna get jealous." And in "Black" the promise is: "I'll fit you snug. Like old school basketball shorts." In both ads, the pump breathes life into the inflatable shoes, giving wearers a customized fit. McGarry Bowen created the campaign.

The "World Poker Tour" Season III returns to The Travel Channel and to celebrate, Agency.com created an online campaign that allows surfers to test their skills at Texas Hold 'Em. After the hand, the banner tells players what the right moves were, so they can become more skillful players. The ads then direct users to the Travel Channel Web site, for more game playing and additional tips. The banner ads are running from February 27 to March 2 on SportsIllustrated.com, ESPN.com, AOL Games, and MTV.com.

The latest ad from wireless provider Cellular South celebrates the array of things there are to talk about when you don't have to worry about restrictions."All Around Us" features a series of dreamy vignettes over a music bed. Ranging from an abandoned shopping cart pirouetting in a empty parking lot, to a man crossing a busy intersection with a giant flower pot over his head, the scenes scream "Hello - I must call and share this with someone." The voiceover concludes, "The world is full of things to talk about. Which is why we give you the freedom to talk about all of them." The ad, which broke during Super Bowl XXXIX, is running on Fox News, CNN, ESPN, Lifetime, USA, TBS, TNT, VH1, and TLC. Cramer-Krasselt created the campaign.

Bridgestone Firestone North American Tire (BFNT) has launched an extensive campaign supporting the Bridgestone brand. BFNT launched a TV campaign for Potenza, Turanza, Dueler, and Blizzak, all products under the Bridgestone umbrella. A final spot will combine the four product families while touting the technology of Bridgestone tires. Featuring a remix of the Rosanne Cash song, "The Wheel," there are 22 versions of the commercials, comprised of 30- and 15-second spots in English, French, and Spanish. Ads will be seen throughout the year on VH1, Spike TV, MTV, The History Channel, TNT, ESPN, FX, Comedy Central, TBS, Discovery Channel, SCI FI, and USA Network. In addition, a print campaign will run in USA Today, People, Playboy, Rolling Stone, AutoWeek, Car & Driver, Motor Trend, Road & Track, Jet, Ebony, Out, and The Advocate. Grey Worldwide created the TV spots and Gish, Sherwood & Friends was the creative agency on the print campaign.

Streetwear apparel brands SouthPole and LOT29 used celebrity faces, and some famous animated characters in print campaigns for their Spring/Summer 2005 collections. Recording artists Keyshia Cole, Loon, Mobb Deep, and Tiffany Villarreal teamed up with Looney Tunes characters, aligning the brands to a youthful audience. Ads show Loon playing a game of poker with Daffy Duck and Tiffany Villarreal in a pillow fight with Tweety Bird. Print ads debut in the March issues of Cargo, ELLEgirl, Latina, Rolling Stone, The Source, Teen People, Teen Vogue, Urban Latino, VIBE, and XXL.

In Web site launches this week:

ABSOLUT WINTER has launched complete with a Texas Hold 'Em poker table. Lots of poker campaigns this week. In the parlor room, three cards are dealt facedown, along with an invitation to take a seat at the ABSOLUT HOLD 'EM table. Visitors are invited to take a seat at one of several tables to play poker (free to play, no downloads required). "Celebrate Winter" provides ideas on beating the winter cold and inevitable boredom. Activities include downloading Swedish snowflakes and a winter window screen-saver, and adding an ABSOLUT pattern to the ABSOLUT X stitch patch.

Goldmarks, a marketing services firm specializing in brand extension licensing, has enhanced its Web site. Expanded content covers a wide range of trademark licensing topics, from selecting an agency to brand license valuation. The site also features a "Links" page with synopsis and hyperlinks to other licensing related Web sites. Goldmarks provides tools and services to evaluate, plan, and develop, brand extension licensed products.

  • 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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