Out to Launch

Moms, "say yes to beautiful." Las Vegas hotel campaign takes the cake. The New York Liberty turns 10. Let's launch!

CBS launched three 30-second TV spots this week to create buzz and add more viewers to three of its popular series: "CSI: Miami," "Ghost Whisperer" and "Criminal Minds." The show "Criminal Minds" revolves around detectives solving crimes by trying to understand a criminal's psyche. "Bank" begins with a hostile man robbing a bank; then he goes soft and starts telling the hostages why he's robbing the bank. He never had nice things. He was picked on because he's skinny. "Interrogation" promotes "CSI: Miami" and shows a bikini-clad woman sitting in an interrogation room wondering why she's still being detained. The answer lies in the two-way mirror, where a gaggle of men have been watching her readjust herself. "Window" is disturbing. It shows a guy watching "Ghost Whisperer" and describing to his roommate the show's premise: that Jennifer Love Hewitt hangs out with dead people. The roommate then jumps out the window, lands on a van, and his leg twitches one last time. I would jump out the window to get away from her, not to get closer. Cliff Freeman and Partners created the campaign and Initiative handled the media buying. Click here to watch “Bank.” Click here to watch “Window.” Watch “Interrogation” here.

Caesars Palace and Paris Las Vegas, two Las Vegas hotels owned by Harrah's, have launched print branding campaigns. The ads for Caesars Palace target men with snippy lines such as "Bluff your way to a higher tax bracket" and "Walk in a man. Walk out the man." There's also an ad featuring Jerry Seinfeld promoting the new poker room; it doesn't hurt that Seinfeld is an occasional headliner at the hotel, competing with the likes of Celine Dion and Elton John. The Paris campaign uses the tagline, "Everything's Sexier in Paris" and combines romance with sex appeal. These print ads are great. One ad shows two playing cards, a jack and a queen. The jack has jumped ship and is now resting nicely with the queen, caressing her face and giving her a flower. "Cake" is my favorite ad. It shows a bride and groom wedding cake topper. But it's not your traditional wedding topper. This one shows the bride in the arms of the groom, sharing a passionate kiss. It came thisclose to being rejected by People. Consumers like the ad so much that the hotel is making replicas to sell. R&R Partners handled all aspects of the campaign.

Liberty Mutual launched a $38 million national ad campaign complete with a new tagline, "Responsibility. What's Your Policy?" on Tuesday with a 60-second spot during the season finale of NBC's "Deal or No Deal." "What Goes Around" is airing on cable and all major networks. The spot shows how something as simple as witnessing a good deed can affect other people. For instance, a woman moves a man's coffee cup away from the edge of a restaurant table; seeing this gesture, another man in turn helps someone who has fallen in the rain. Four 30-second spots highlighting home and automobile insurance launch later in the month. In addition, four print ads will run in national publications such as the New York Times, USATODAY, Time, Money, U.S.News & World Report, Sports Illustrated, The Wall Street Journal, Forbes, Fortune, The Economist, Business Insurance and CFO. Online ads are running on MSNBC.com, NYTimes.com, SI.com, ESPN.com, and Weather.com. Hill, Holliday handled all aspects of the campaign. Click here to watch the ad.

Suave launched a "beautiful" campaign, its first rebranding effort in 70 years, telling moms that they can still be beautiful and take care of the family. "Boxing" shows a beautiful, made-up mom fighting her alter ego: frumpy, "I put everyone's needs ahead of mine" mom. The plain-Jane mom takes a look at her gussied-up self and is surprised with how great she can look. "Invisible" features a mom performing various tasks over the course of a day that often render her invisible: making dinner, feeding the dog, grocery shopping, changing a diaper. "Say yes to beautiful without paying the price," concludes both ads. The ads launched at the end of May during network prime time. A coinciding print campaign features pictures of real mothers having good hair days coupled with cutesy copy such as "Sometimes mommy needs to play princess too," and "Wouldn't it be nice if those gorgeous new highlights lasted longer than your toddler's attention span?" Ads are running in People, Family Fun, Glamour, O, The Oprah Magazine, Redbook, Working Mother and Child. Ogilvy & Mather, Chicago created the campaign and MindShare handled the media buying.

WNBA team The New York Liberty is turning ten and celebrating with an outdoor campaign targeting commuters in Manhattan, Brooklyn, Long Island and New Jersey. Billboards urge parents to "Teach your daughters to defend for their Liberty," while bus signs celebrate the Liberty's 10-year anniversary and champion the team's longevity using scoreboards that say "Liberty 10. Those who thought we wouldn't last - 0." Train station posters feature tongue-in-cheek letters from the Liberty that speak directly to their audiences. One lengthy poster reads: "Dear Riders: Yes, it is real basketball. No, just ten bucks a ticket. Yes, we do play great defense. And thank you. No, this is actually our tenth anniversary season. Yes, kids do have a blast. No, adults love it too. Yes, we do play at the Garden. No, we don't know why our mascot is a dog. Yes, it is an unusually large breed..." thewatsons created the campaign and mms handled the media planning and buying.

Ads featuring talking body parts seem to be sprouting up in abundance lately; this spot for St Joseph's aspirin reminds people that taking medicine for one problem can cause other problems. "Friends" shows a heart and a stomach on stage. The heart is healthy because its owner takes aspirin, but the stomach suffers because the dosage is too high. Luckily a walk-on appearance by St. Joesph's low-dosage aspirin solves this problem. The spot is running until the end of June. Deutsch created the campaign and Universal McCann handled the media buying.

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! Sword Play Meets Foreplay In Wilkinson Sword Video

    No joke, this video is hot. "Fifty Shades of Grey" could have used a steamy sword fight scene like the one found in this video for Wilkinson Sword razors. A couple showcases impressive sword skills as they lunge for one another in a large, empty ballroom. Blood is not lost ...
  • NEW! Cox Business WiFi Forces Doctor To Wait For Patient

    Cox Business launched an amusing TV spot that turns the tables on long waits at the "Doctor's Office." A patient takes advantage of her doctor's free WiFi and works while she waits. When the doctor is ready to see her, she tells the receptionist she'll be in shortly because she's ...
  • NEW! Air Wick's Scent Decorator Lets Users Match Mood With Scent

    Match your room scent with your mood by visiting Air Wick's Scent Decorator website. Users scroll through a series of photos, ranging from pictures of family and flowers to nature settings and food. Once three pictures are selected, Air Wick determines your mood and lists the ideal Air Wick scents ...
  • 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 ...
>> Out to Launch Archives