Out to Launch

Google Maps mash-ups. Staples builds a wall. Guinness gets ready for St. Patrick's Day. Let's launch!

Tylenol has launched two ads promoting its Rapid Release Gels and Web site. "Holes" focuses on Tylenol's Rapid Release Gels, emphasizing that the holes are the cutting-edge technology behind the gels and simulates a pill dissolving in water. The ad is running through September. "Bowling Pin" goes after Tylenol's competition, Advil, Aleve and Celebrex and promotes the Tylenol Web site. With bowling pins being knocked down in the background, the spot defines the three competing drugs as NSAIDS and notes that Tylenol is not an NSAID. Those curious about what the heck an NSAID is and why it's important are encouraged to visit Tylenol.com for an explanation. The ad will run intermittently throughout the year. Both campaigns are running on Network TV, Cable and Syndication. Deutsch created the campaign and Universal McCann handled media planning.

Staples has built a great wall in its latest campaign that debuted Feb. 26. "The Wall" goes back in history to ancient China. The 30-second spot shows an Emperor on a hill with a small group of allies behind him. A large army of warriors is making their way toward the Emperor just as one of the emperor's cohorts pulls out a lacquer box that contains the infamous Easy Button. The Emperor gives the command to push the Easy Button. Within seconds, the Great Wall of China is erected, preventing the enemies from reaching the men. Unfortunately for the Emperor, the Great Wall has sprung up behind him, leaving him alone to face the enemy. Mediacom handled the media buy and McCann Erickson created the ad.

Everyone is Irish on St. Patrick's Day. Guinness has launched its latest "Brilliant!" ad to ring in the holiday. "Dance" features the Guinness Brewmasters as they channel Michael Flatley (Mr. Lord of the Dance) in honor of St. Paddy's Day. The two get so carried away step-dancing that they wind up falling through the floor and into the basement, stating, "Maybe all we need for St. Patrick's Day is our Guinness." The ad is airing on national cable networks including ESPN, USA and F/X until March 17. BBDO New York created the ad; Mediacom handled the media buying.

Now for the first Google Maps mash-up of the week. Promoting the new season of "The Sopranos," HBO teamed up with Google to take visitors on a geographic tour of highlights from season 6 (last season) of the hit show. Each of the 15 points on the map is supported by videos of scenes from each location, as well as relevant cast and plot information. The map can be explored via a timeline or by episode. The site launched on Monday and will be live indefinitely. Deep Focus created the map and handled media buying. In addition, Klipmart created an online campaign promoting the return of "The Sopranos." The units include a video promotion of the upcoming season, a video review of the last season and still photos of the main characters. Ads can be found on AOL, Yahoo, CBS Sportsline, Gamespot, MP3.com, TV.com, Defamer, Gawker, Salon, Sports Illustrated, and WWE. I was waiting for a stereotypical Italian reference and I found it in the Bada Bing banner, running exclusively on Playboy.com. The Bada Bing unit features a button that enables viewers take a small video and launch it to fill their computer screens.

Another Google Maps mash-up comes from Nike, in conjunction with AKQA. Nike launched RouteFinder, a way for runners in London to create, measure, save and share their running routes with a group of runners all over the capital. Nike's Run London site and Google Maps combination allows visitors to search the city by postcode, distance, or type of run (hilly, flat, park etc.) for routes other runners have created. Alternately, they can create a run of their own by clicking points on the map. They can even save a list of favorite routes, send them on to friends and browse the top-five routes of the season. Four hundred and fifty runners who attended all three of Nike's timed runs in the past took part in the beta test program. They were directed to a password-protected version of the feature, and invited to return feedback to help refine RouteFinder prior to launch. Check out the site here.

The Advertising Council has partnered with StareWays, a company that places ads on staircases, to promote its ongoing Obesity Prevention program. The ads can be found at Newark International Airport and encourage travelers to take small steps to get healthy. The ads fit perfectly with the campaign that draws traffic to Smallstep.gov. Visitors are directed to "Leave Your Breakfast on the Top Step" by walking up the stairs instead of using the escalator. The PSAs will run throughout the winter. McCann Erickson New York created the campaign pro bono.

This week's Web site launches include a fishy game and a talking viral campaign.

Just in time for Lent, Moroch Partners has launched a bilingual gaming site for McDonald's that promotes the Filet-O-Fish and Double Filet-O-Fish sandwiches. The goal of "Shark Bait" is to swim your Filet-O-Fish sandwich away from four hungry sharks without hitting the walls of the fish tank. The longer you hold on to the sandwich, the more sharks appear in the tank. Check out the instant replay feature. The top 50 players' scores from around the country will be displayed on the site. The site is part of a multimedia campaign that includes Spanish and English language TV and radio spots, rich media banner ads, outdoor, and point-of-purchase components.

Which side are you on? I'm leaning toward titanium. OgilvyInteractive has created a Web site promoting Lenovo's new titanium thinkpad notebook. The site offers information on the latest notebook, and an area to vote for the preferred thinkpad--black or titanium. The majority of the regions prefer titanium 6 to 1. Visitors can send customized e-mails to friends in an effort to sway them to vote for their favorite thinkpad. Choose a perky blonde, an uptight CEO, or a robot to convey your message.

Recommend (2) Print RSS
All content published by MediaPost is determined by our editors 100% in the interest of our readers ... independent of advertising, sponsorships or other considerations.
  • NEW! Benjamin Moore Throws Food On Wall To Prove Paint's Durability

    A video for Benjamin Moore takes playing with your food to another level and those involved were paid to make this fantastic mess. What fun. The 30-second video shows a group of researchers, dressed completely in white, filling oversized squirt guns with colorful foods and crayons. The squirt guns were ...
  • NEW! Miller Lite Anthem Wants You To Be You

    Miller Lite launched a 60-second brand spot called "Wonderful World" that encourages Miller Lite drinkers to be themselves. Whether you are bowling, celebrating after a baseball game or relaxing on the couch, any time is Miller time, as long as you are being yourself. There's a voiceover that tries to ...
  • Expedia Urges Travelers To Visit New Places... Alone

    Expedia launched an ad campaign encouraging travelers to step out of their comfort zone and travel to a destination they have never been before. Scrap the excuses of not having enough money or not wanting to travel alone, and Expedia will save you 20% off a trip if you book ...
  • NEW! Canadian Film Fest Campaign Pays Tribute To Overused Movie Cliches

    My favorite action movie cliche is definitely the group fight scene when the villains fight the hero one at a time rather than all at once. Additional cliches are highlighted in a two-minute cinema ad for the 2015 Canadian Film Fest. The video takes place inside the fictitious "Academy of ...
  • NEW! How Far Would You Go To Show A Client Some Love?

    You have to love this Happy 2015 video for Geometry Global Paris. The big bosses interview agency employees about their relationship with clients and the fact that France is renowned for the French kiss. Upper management combines the two, asking employees how they would feel about French-kissing a client. The ...
  • NEW! Peak Performance Opens Digital Pop-Up Shops In Remote Locations During The Magic Hour

    This campaign gives me more motivation to wake up early and go for a run. Too bad my local beach won't be one of the remote locations with a digital pop-up store. Peak Performance launched a creative campaign revolving around the Magic Hour -- just before sunrise and again before ...
  • NEW! Canadians Can Add Their Face To Samuel de Champlain's To Promote TV Series

    Samuel de Champlain was an important figure in Canadian history. He is considered the first modern cartographer of Canada and an expert mariner who crossed the Atlantic 27 times. Interestingly enough, no one knows what he looked like. A pointy-moustachioed portrait of Champlain is merely an artist's rendering. To promote ...
  • NEW! A Gun Store With History Opens In New York City

    States United to Prevent Gun Violence launched a 3:30 video that shows what happens when a gun store opens in the middle of New York City. Not your typical place to find a gun store -- and hidden cameras captured reactions of first-time gun buyers looking to purchase weapons for ...
  • Bathing Your Baby In Johnson's Gives Her #SoMuchMore

    Johnson's launched an adorable ad campaign starring a baby getting a bath. #SoMuchMore explains that the cute baby is getting more from the bath than just clean: studies show that multi-sensorial experiences aid in a baby's development. The global campaign aims to enhance rituals, including bath time, to stimulate baby's ...
  • State Farm Debuts 'Disappearing Agents'

    State Farm agents have some interesting stories to tell. Sadly, they can never finish because they are always called off to help clients tackle claims in "Disappearing Agents." When clients are in the midst of a crisis, their State Farm agent disappears from wherever she is and reappears next to ...
>> Out to Launch Archives