Out to Launch

by , Sep 19, 2007, 3:45 PM
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[Yellow tail] lights up. Pioneer takes seeing and hearing to another level. Vera Wang invades Kohl's. Let's launch!

Talk about a campaign to increase interest in Women's soccer. Nike launched a print and TV campaign for the Women's World Cup last week dubbing the U.S. Women's Soccer Team as "The greatest team you've never heard of." In "Masks," the team's PR Manager, hysterically played by Rainn Wilson, encourages the wearing of facemasks to increase team exposure. "When people look at your back, they'll be looking at your front," he says. Watch the ad here. PR man also appears in "Tearaway," where he pushes the team to pull a Brandi Chastain after scoring, or something equally unique. Click here to watch. Print ads describe the sacrifice it takes to rise to this athletic level and why the players do it. Click here, here, here and here to see the ads. Wieden+Kennedy Portland handled all aspects of the campaign.

Kittery Trading Post launched a TV campaign using outdoor-themed footage found online. Users had already created the footage, so the agency tracked them down for permission to use the videos. A group of friends go bass fishing over a bridge in "Kayak Fishing." The only thing that gets caught is a passing kayaker. See it here. "Hunters" waiting in the wings for their prey show off their impressive list of animal sounds in another ad. Click here to watch. A group of not-so-extreme mountain bikers place a ramp in front of a pond and accomplish nothing other than getting wet. Perhaps it's time for a canoe? Watch the ad here. The ads will run throughout the fall and winter. Rattle created the campaign and media buying was handled in-house.

Pioneer Electronics launched a global brand campaign promoting its KURO flat panel TVs. Creative uses the tagline "seeing and hearing like never before," to describe consumers' passion for home entertainment. Translated: These ads scare me. TV ads consist of a hand with eyes, a heart with an eye that comes out of a person's chest, and my personal favorite -- and by favorite, I mean the ad that scares me the most: an eyeball with a mouth where the pupil normally resides. Click here, here and here to see the ads. Print ads follow the same theme but come off less scary. Click here, here, here and here to view creative. TV spots are running on national network and cable and print ads can be seen in Esquire, GQ, Men's Vogue, and Wine Spectator. TBWA/Chiat/Day Los Angeles created the campaign and OMD handled the US media buy.

[Yellow tail] wine launched an outdoor campaign that's illuminating New York, Chicago, Boston, San Francisco, Miami and Los Angeles, among other cities, using light and motion for its "Tails, You Win" campaign. The first ad features the iconic Kit-Cat Klock with a twist: the cat's eyes and tail are moving harmoniously, but the tail is bright yellow. See it here. Another ad, "Firefly," light ups the bugs' tails. Click here to see. There's also a print version of the lighted firefly ad that will be inserted in 600,000 copies of the November issue of Real Simple, using a pull tab that sets off a battery inside the ad. A temporary tattoo will be included in 600,000 copies of the Oct. 22 issue of the New Yorker, matching creative consisting of a large back tattoo of a dragon with a glowing tail. See it here. Cramer-Krasselt / Hampel Stefanides New York created the campaign and handled the media buy.

Havaianas flip-flops launched a TV, print and outdoor campaign earlier this summer that makes me yearn for warmer weather. My feet need to be free! A TV spot begins with a day viewed through the eyes of feet. Everything is peaceful, breezy and free, until reality kicks in and viewers and their feet are torn from dreamland as a man taps his foot while waiting for the bus. "Feet dream too," concludes the ad. Watch it here. Wallscapes erected in New York featured quirky artwork and a rubber flip-flop thong placed atop the outline of a flip-flop. Click here, here and here to see the ads. Print ads are equally cheery, meshing flip-flops with flowers and candy. Click here and here to see creative. BBDO New York created the outdoor and TV ads and Almap BBDO Brazil created the print work.

Honda launched a TV, print and online campaign for the 2008 Accord targeting Gen Xers with the theme, "Beyond the Road." "Hold on Tight" by Electric Light Orchestra plays throughout each spot. An Accord drives by memories of the past in "Moments." See it here. A second ad touting the car's fuel efficiency goes green with a heavy dose of plants and wildlife. Watch it here. Things that are fast are illustrated in "Power": skiers, horses, cheetahs and locomotives. Click here to watch. All three spots premiered last week during "Monday Night Football." Print ads are running in Businessweek, Entertainment Weekly, GQ, In Style, Real Simple and Vanity Fair. RPA handled all aspects of the campaign.

Vera Wang launched a line of clothing, accessories and home items exclusively at Kohl's called Simply Vera. A TV, print and outdoor campaign bowed last week to support the brand. One TV spot features Wang describing her design philosophy while another ad plays out as a fashiony modern-day version of the "Wizard of Oz." Click here and here to see the ads. Outdoor and print follows the "Wizard of Oz" theme, running in September issues of Vogue, In Style, Elle, O, Self and Redbook. See an outdoor ad here. McCann Worldgroup created the campaign and Universal McCann handled the media buy.

Halo 3: "Believe" launched a Web site to promote the release of the final piece of the Halo trilogy on Sept. 25. The site takes users through the "Battle of Mombasa," where humans thought they were going to be entirely wiped out. The diorama is a reflection of the battle in 2052. Easter eggs and video can be found throughout the site to give further insight on the Halo 3 story. The site is supported via TV, print, cinema and online ads. AKQA created the site.


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