Out to Launch

Travelers Insurance demonstrates a snowball effect. Old Navy hangs on by a wire. Intel multiplies. Let's launch!

New York City's Office of Emergency Management launched an outdoor campaign this week encouraging city dwellers to have a game plan and be prepared in case of an emergency. Roughly 3,000 subway car ads launched on Monday, along with those in bus shelters and on billboards and buses. A TV spot will launch in October. The campaign has a gritty, aged look to it; even the copy has some bite. "In case of a blackout, log on. Just not in that order." Click here to see the ad. "Why should you worry about a hurricane? It's not like you live on an island," says another ad. Click here to see it. DeVito/Verdi created the campaign, its first work for the client. Media buying was handled in-house.

Travelers Insurance has launched its third campaign under the new tag line: "Insurance. In-synch." You may recall the first two ads featured an unprepared boxer and an inventor with a great idea but bad execution. "Snowball" shows a man walking the streets of San Francisco. He trips, falls down, and anything he runs into--another couple, a table, a bride and groom, a car--gets swept up with him, creating a massive snowball effect. The spot ends with the ball breaking apart after hitting a building--presumably signifying Travelers Insurance--along with a voiceover saying, "When you have insurance that stays in-synch, you can roll with anything." Click here to watch "Snowball." The ad launched on Sept. 22 and will appear on network prime-time, early morning and network sports and Major League Baseball post-season games. On cable, the ad will run during entertainment, news and sports programs. Fallon Minneapolis created the campaign and Starlink handled the media buying.

Mountain bike front and rear suspension manufacturer Fox Racing Shox launched a toned-down print campaign this month in an effort to stand out in an action-packed category. Three full page ads, running in publications including Dirt Rag, Mountain Bike, Mountain Bike Action, Decline, and Twentysix, feature bureaucratic certificates such as a Trail Deed, a Flight Log, and a Building Permit. What does this have to do with mountain bikes? Allow me to explain. You'll need the trail deed because you'll own the trail you're riding on; the flight plan because you will be doing just that and the building permit for building a room to house your trophies. The campaigns target upper-income riders and an upper-age bracket. TDA Advertising & Design created the campaign and media buying was handled in-house.

Intel launched a massive branding campaign this week called "Multiply," which focuses on the Intel Core 2 Duo processor-based desktop and mobile PCs. Print and TV ads feature dancers and artists jamming out multi-dimensionally. Click here to watch the ad. Print ads launched earlier this month, TV and online ads launched this week and outdoor ads bow in October. TV ads are running on ABC, CBS, NBC, FOX, MTV, VH1, TBS, USA, Comedy, Bravo, Discovery and the History channel. Print ads are running in Blender, Esquire, ESPN magazine, Rolling Stone, Wired, PC World, Electronic Gamer and PC Gamer. Online ads can be found on Amazon.com, CNN.com, Gotfrag, nytimes.com, and BoingBoing. McCann Worldgroup New York created the campaign, running through the end of the year. Universal McCann handled the media planning and buying.

IKEA launched a great family spot entitled "Living Room" this month focusing on the fact that living rooms should actually be lived in and not gently viewed from afar. The ad highlights the brand's variety of sofas, pillows and bookcases, comparing it to the different types of families in the world. Click here to watch "Living Room." The ad is running through the end of the year on national cable and spot market. Deutsch created the campaign and HMI handled the media buy.

I love sites that test your response to certain stimuli. There's never a wrong answer and you can see how others scored. Martin Williams launched the Response Project for NewPage, a paper manufacturer. The site provides designers with an insight into what stimuli people respond to the most. A series of games help garner stats on what graphics, colors and patterns are popular. The Learn section let visitors view popular stimuli divided by gender, colors, age and geography, among others. The end goal of the site is to provide direct mail professionals insights for executing future campaigns.

Old Navy launched "Wire" earlier this month, following the conclusion of "Bubble." More on that in a few. Wire promotes Old Navy cargo pants and the ad shows the lengths guys will go to all in the name of love... and fashion. Click here to watch "Wire." The ad will air through the beginning of October on cable, syndication and network TV. Deutsch created the campaign and Old Navy handled the media buying.

The bubble has not burst in Old Navy's ad promoting its inexpensive jeans. Teens stop traffic and latch on to a bubble that's taking them... to get their "fash' on." Click here to watch "Bubble." The ad ran on network, cable and syndication through the beginning of September. Deutsch created the campaign and media buying was handled in house.

Recommend (1) 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! Apartments.com Launches $100 Million Campaign With Jeff Goldblum As Eccentric Futurist

    Apartments.com has launched a trippy ad campaign starring Jeff Goldblum as Brad Bellflower, an eccentric Silicon Valley maverick behind the revamped Apartments.com site. New features include custom search filters, photos, video walk-throughs and detailed neighborhood information. Bellflower dresses only in black and puts on a black-and-white presentation that describes the new ...
  • NEW! National Council on Alcoholism & Drug Abuse Crafts Country Song On Heroin Addiction

    Many country music songs are sad, dark and depressing; the same goes for a country-sounding song for the National Council on Alcoholism & Drug Abuse that describes the awful effects of heroin addiction. A 60-second TV spot, "That's How," shows a teenage boy who steals his mother's pain pills. When ...
  • NEW! Truth's Latest Anti-Smoking Campaign Is A Catchy Music Video Called 'Left Swipe Dat'

    The latest anti-smoking campaign from the truth is a long-form music video and 60-second TV spot educating young people on one disadvantage to smoking: less dates. The video capitalizes on the rise of social media and dating apps that use the "left swipe" motion as a way to deem someone ...
  • NEW! Former Smokers Turn Tables On Grim Reaper In Anti-Smoking Campaign

    A print campaign for the Utah Department of Health's Anti-Tobacco initiative shows former smokers turning the tables on the grim reaper. Each ad shows a former smoker, even one with an oxygen tank, placing the grim reaper in various defensive take-down poses, like a chokehold. Each ad reads: "Get your ...
  • Mike's Hard Lemonade Launches Animated Spot That Chronicles Company History

    Mike's Hard Lemonade launched an animated TV spot that tells the story of the brand's inception. It was founded back in 1999, so I feel old at the start. The company came to life in Mike's garage and took the beer category by storm. The company prides itself on only ...
  • Blake Griffin Channels His Inner 'Fighter Pilot' In Kia Optima Ad

    Blake Griffin believes he can fly... in a Kia Optima. The NBA star is passionate off the basketball court, playing an overzealous action hero in an upcoming blockbuster movie. Rather than fly in a jet, Griffin prefers to fly in his Kia Optima, causing the director's ulcer to flare. With ...
  • McDonald's Celebrates 60 Years In Germany With Homage Ad To 'The Sunshine Clown'

    Russian clown Oleg Popov, also known as "the Sunshine Clown," is the perfect example of someone who made his work his play and his play his work. McDonald's celebrates its 60th anniversary in Germany with a 1:30 ad that pays tribute to Popov, who still performs at the young age ...
  • Blake Griffin Does More Than Dunk In Brand Jordan Ad

    Wieden+Kennedy Amsterdam launched a 30-second black-and-white ad starring NBA star Blake Griffin. Running in Italy and France, the spot promotes the latest Jordan brand collection available at Foot Locker stores throughout Europe. Griffin rises above any negative comments from those who doubt his talents, closing the ad with a slam-dunk. ...
  • NEW! Colorado Dept. Of Health Launches First Retail Marijuana Educational Campaign

    The Colorado Department of Public Health and Environment launched its first TV spot educating Colorado residents on the rules of retail marijuana. "Good To Know" is a light-hearted, animated, 60-second ad that focuses on the state's laws as they apply to retail marijuana. Users must be 21 and older, and ...
  • NEW! What Would You Do For a Bowl Of KRAFT Mac & Cheese?

    KRAFT Mac & Cheese launched a trio of ads for its ongoing "You Know You Love it" campaign. "Young at Heart" stars the adorable Estelle Harris as a grandmother who chooses to sit at the kids' table so she can eat macaroni and cheese. Harris steals her granddaughter's seat, forcing ...
>> Out to Launch Archives