Out to Launch

by Amy Corr, Nov 21, 2007, 2:45 PM

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Orangina sprays its pulp on animals of all kinds. Stanley wants you to break things. Nike speaks to athletes who train in inclement weather. Let's launch!

Blockbuster Canada is testing your knowledge of memorable movie quotes and scenes in a TV spot promoting its "Movie Buyers Bonus" program. Needless to say, I've been watching this ad relentlessly to sharpen my skills. Thirty-five movies are referenced. Good luck. "Christmas Dinner" shows the hustle and bustle of a large family gathering together for the holidays. "They're here," "Luke, I am your father," "I'll have what she's having," "Stella," and "Say hello to my little friend," sounds so different when used in everyday conversation. I didn't catch the homage to "A Christmas Carol" initially. See if you can spot it. DDB Canada created the campaign and M2Universal handled the media buy.

Nike Pro launched a print, outdoor and interactive campaign targeting teenage athletes who train in inclement weather, focusing on how these conditions can serve as a training partner. "I am forged by the elements" focuses on athletes training in rain, snow, wind and sleet, and how these conditions can better the athletes. Print ads are running in Sports Illustrated and ESPN Magazine, outdoor ads can be found in nine major markets and online ads are running on AOL, Yahoo, MSN, ESPNU, as well as regional high school sports sites that target teen athletes. Ads feature Kyle Harrison of the U.S. Men's National Lacrosse Team; Cross Country runner Kara Goucher; Shawne Merriman of the San Diego Chargers; and soccer player Oguchi Onyewu. See the ads here, here and here. Creative reminds me of Asics' popular (in my book) print campaign entitled "My running partner," which shows athletes who run with running partners such as rain, extreme heat, their iPod, or a landmark mid-run, such as a statue. Click here to see creative. Cole & Weber United created the campaign and Wieden & Kennedy handled the media buy.

Inter-animalistic urges between a bear and doe explode in a TV spot airing in France for Orangina. A doe swinging in a forest and drinking Orangina awakens a bear's lustful feelings. The two escape to a fantasy world (Orangina bar) where interanimal dirty dancing surrounds them and the doe, a "Flashdance" fan, is doused with Orangina. But that's not all: exploding cannons of Orangina douse a bunny, a panda endures a wardrobe malfunction much like Janet Jackson's, and an octopus reveals a way to "freshly" squeeze orange juice. The spot ends with the bear and doe sharing an Orangina in the woods. L'amour! Watch the ad here. Print ads take on a pinup feel, think "Star Wars," using animals and flowers to convey Orangina's juiciness. Click here, here, here, here, here and here to see the ads. FFL Paris created the campaign and Stink, Psyop and the Mill produced the ads.

Stanley launched a line of tools called FuBar. If you've seen "Saving Private Ryan," then you know what the acronym stands for. If you don't know what FUBAR stands for, then come out from under that rock you've been living under and Google it! The company launched a Web site where four construction workers use a FuBar tool to demolish almost anything that stands in their way, from a toilet bowl, sink, armoire and piano. Each worker wears a helmet cam, so if you want to get a closer look at the destruction, you can watch the mayhem via helmet cam. Be sure to click on the bunny icon to see what happens when FuBar and bunny meet (don't worry -- it is not an ending like "Fatal Attraction"). The site also houses a TV spot featuring construction men playing an adult version of hit the piñata. Mullen created the site and TV spot and mediaHUB handled the media buy.

Butternuts Beer & Ale, a New York State microbrewery, launched a print, outdoor and online campaign to promote its affordable beer with the quirky names and logos. Paging Porkslap Pale Ale, Heinnieweisse Weisse Beer, Moo Thunder Stout and Snapperhead IPA. I told you the names were quirky. Print ads debuted regionally in Beer & Ale Street and News Long Island Press with plans for a broader launch in 2008. "Farm Fresh" reads one ad, complete with close-up images of the animals gracing the cans. The belly-slapping pigs might be my favorite. "Nice Cans" says another ad (could that have a dual meaning?) Click here and here to see creative. Ads were additionally placed above urinals urging patrons to "go to the can." Woods Witt Dealy & Sons created the campaign and media buying was handled in-house.

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