Out to Launch

Make the penny trendy. Spitzer lets it shine. Find the rabbit. Let's launch!

Acura launched a national ad campaign this week promoting its SUV, the RDX. The SUV is tech-loaded, with Bluetooth capabilities and an MP3 auxiliary jack, and the ads target urban dwellers. TV ads were shot using computer-generated animation and are airing during top-rated TV shows such as "Lost," college football, and in movie theatres. One spot shows how the RDX connects with the road and the driver. Another ad shows a group of computers bowing down to the RDX with a voiceover stating the car is "praised by man and machine." Print ads will reach a diverse audience in publications such as Wired, Sports Illustrated, Time, Paper, Paste and Seed. Beginning Aug. 15, users can take a photo of the print RDX ads with their mobile phones, e-mail it to win@acura.com, and receive a message explaining how to get a CD containing tracks from electronic artists. Users can also enter a sweepstakes to win one of five all-expense-paid trips to Los Angeles. RPA handled all aspects of the campaign. Click here, here, here, here, and here to watch the Acura ads.

The transit ads I see for Dunkin' Donuts smoothies either make me thirsty or remind me that I really need to organize my desk. Ads demonstrate that regardless of how stressed and busy you are, there's always room for Dunkin' Donuts. One ad shows a stack of files and a gap where a smoothie once resided. Another ad shows a datebook chock full of appointments, with smoothie time penned in. My favorite ad shows an innumerable amount of reminder Post-Its®, with a gap for a smoothie in the middle. The ads are running nationally in select markets throughout the summer. Hill Holliday handled all aspects of the campaign.

The latest issue of Playboy magazine contains a first: the front cover features Hugh Hefner's girlfriends (and stars of the E! show  "The Girls Next Door." Yes, I watch it.) and the backside is both a reverse image of the cover photo and an ad for Volkswagen. The ad promotes the VW Rabbit (bunny... rabbit, get it?) and features the VW Rabbit hidden on the backside of one of the girlfriends with the headline, "The Rabbit's back. From Volkswagen." Unbeknownst to me, Playboy hides its iconic bunny logo on the magazine's cover each month. Crispin Porter + Bogusky handled all aspects of the campaign.

Virgin Mobile is on a mission to make the penny popular again. The company launched a penny texting program where consumers receive 1,000 text messages for $9.99 a month. Supporting the "Giving the power back to the penny" initiative are three TV spots, print, outdoor and online components, and even a "Total Request Live" billboard in Times Square. The first spot, "Penny Neglect," shows the decline of the penny, from currency to children's artwork, and the lengths people will go to "bring back the penny." "Loafer" amusingly shows the egregious misuse of the penny... in loafers. The pro-Lincoln crew (wearing Lincoln masks, no less) target a man's loafers to rescue the pennies inserted within. "Cornerstore" shows the Lincoln crew storming a convenience store and spreading the pennies to unsuspecting shoppers. TV ads are airing on Fuse, MTV, VH-1 and Comedy Central until Sept. 17. Print ads are running in Nylon, Fader, Vibe, Jane, Cosmo Girl, and Revolver, to name a few. Wildpostings can be found in New York, Boston and DC/Baltimore. Check out the companion Web site, Serving the Greater Good and follow the cross-country journey of a penny that's been implanted with a miniature tracking chip. Mother New York created the campaign and Starlink handled the media buying.

Wrigley's Juicy Fruit brand has launched a strange ad called "Thumb." The spot shows a teen buying the last pack of Juicy Fruit from a vending machine, much to the chagrin of his friend who also wanted the gum. The friend that lost out offers to thumb-wrestle for the gum... until he sees the size of his friend's thumb (freakishly big). The ad is running on cable networks such as Cartoon Network, Comedy Central, G4 and MTV and also on syndication through mid-September. Energy BBDO created the campaign and Mindshare handled the media buying. Click here to watch "Thumb."

Keeping with Wrigley, the company also launched two ads promoting its Orbit brand of gum. "Moneybags" begins with a trio of bank robbers attempting to make a quick getaway. The driver fumbles with the car keys and one of the robbers picks up a dye pack that explodes inside the car, turning the robbers blue... on many levels. I almost gagged watching "Refill." The minute-long spot shows a woman fresh out of lemon-lime Orbit. She makes her mouth feel dirty by licking the bottom of her shoe, eating a bagel that she dropped (cream cheese side down!) on a dirty carpet, and munching on plant dirt. Ick. The spots are running nationally on network, cable and syndication through mid-September. Energy BBDO created the campaign and Mindshare handled the media buying. Click here to watch "Money Bags."

Eliot Spitzer is tugging at my heartstrings. Is it election time? Spitzer launched a 30-second spot called "Let it Shine" highlighting the New York gubernatorial candidate's priorities: smaller classes and safer schools. The ads show kids doing what they do best: playing and acting like kids. The campaign was created in-house and Crew Cuts handled the editing.

Ziff Davis Game Group has launched a trio of sites for all you gamers. MyCheats.com is a game help site created for and by the gaming community. Think of it as a gamers' version of Wikipedia; users are rated so the best content and contributors are at the top of a search. Gazerk.com is a vertical search engine built specifically to find videogaming content. You can thank me later... And GameVideos.com features user-submitted videos related to gaming culture.

Recommend (1) Print RSS
  • NEW! 'Got Milk' Ads Return, With A Look At Your Future Self

    I'm so happy the "Got Milk" tagline is back for the California Milk Processor Board. Two ads give kids a look at their future selves, depending on whether they drink milk throughout their childhood. "Champion" begins with a young girl drinking juice at the grocery store. She's approached by a ...
  • Coca-Cola Launches 'Lyric' Bottles In China

    Since I can never find a Coca-Cola bottle with my name on it, I'm rather enjoying this campaign for the brand that launched over the summer in China. The brand created "Lyric bottles," adding song lyrics from China's most famous and best loved songs to bottle packaging. Bottles allow users ...
  • Golf Channel Redesigns App

    Random iPhone App of the week: Fore! Golf Channel has revamped its mobile app, adding additional content from the GolfChannel.com website and a more user-friendly homepage. The photo gallery was also revamped, with larger photos and more videos. Content is built around the Golf Central news blog, including scoring, leaderboards ...
  • Sears Launches Back-To-School Campaign, #BacktoWha

    Sears launched #BacktoWha, a back-to-school campaign created by Olson, its first work for the brand. The effort consists of a series of online videos highlighting Sears' fashion offerings for kids heading back to school. In one video, a girl decked out in the latest stylish gear walks through gym class, ...
  • Consumers Must Sweat To Get Gatorade... Says Peyton Manning

    Gatorade went all "Candid Camera" on a series of unsuspecting convenience store shoppers who wanted to buy the sports drink. Customers were told by a store clerk that they couldn't buy Gatorade unless they put a little sweat in it: just some jumping jacks or a run around the store. ...
  • NEW! Nike, Foot Locker And Kevin Durant #searchforthebaddest European Player

    Nike, Foot Locker and NBA star Kevin Durant are on a mission to find the baddest basketball player in Europe: a challenging job, when football (soccer) is such a dominant presence. "Be The Baddest" is a 60-second video starring Durant as he describes the naysayers he encountered prior to becoming ...
  • NEW! Kia Hamsters Have One-Track Minds In Ad For Electric Car, Kia Soul EV

    The beloved Kia Hamsters show their scientific sides in "Fully Charged," a TV spot that launched during Sunday's MTV VMAs. We also learn what the hamsters are thinking about each time they run inside their hamster wheels. The ad promotes Kia's first electric car, the Soul EV. It also marks ...
  • NEW! Face Your Fears And Raise Money For The Canadian Cancer Society

    The Canadian Cancer Society wants you to step out of your comfort zone and do something that truly scares you, and at the same time raise money for a good cause. It could be something minute like shaving off your beard, or something drastic like jumping from a plane. No ...
  • NEW! Indian Motorcycle May Cause Sudden Bursts Of Daydreaming

    Motorcycle ad or Viagra spot? I wasn't sure when I first viewed the commercial for Indian Motorcycle's 2015 Indian Roadmaster. It's a beautiful touring bike and it stops one man dead in his tracks when he spots one parked outside a diner. The man drops his bag of leftovers and ...
  • NEW! Expedia Gives Travelers An Incentive To Posting Throwback Thursday Pics

    Now of this campaign doesn't motivate you to post an embarrassing throwback Thursday pic, I don't know what will. Expedia launched a fun social media campaign called #ThrowMeBack. People that post a favorite picture on Instagram or Twitter from the past might be chosen by Expedia to return to the ...
>> Out to Launch Archives