Out to Launch
Wednesday, February 15, 2017
By Amy Corr, Wed, Feb 15, 2017
  • J. Walter Thompson Atlanta launched a pair of TV spots for SCANA Energy starring a family of bears moving to the suburbs. Why hibernate when SCANA Energy prices are inexpensive? What will the neighbors think?

    In "New Neighbors," we see a friendly papa bear describing the advantages of moving his family to the suburbs. When his neighbors return from a shopping trip, he waves emphatically, which, to humans, looks like a raging bear, ready to pounce. When the couple drop everything and run inside, the bear remarks they're "going for a run."

    "Grillin'" shows the bears cooking fish, rather than eating them raw. A friendly invite for the neighbors is more traumatic for the couple, cowering at the front door.

  • Random App of the week:Playboy Enterprises, for the first time ever, has made the magazine available to subscribers in the iTunes App and Google Play stores. Users can select one of two subscription models: a 30-day subscription for $2.99, or a one-year subscription for $19.99.

    The Playboy magazine app joins other mobile app offerings from Playboy, including Playboy NOW, a companion piece of Playboy.com and Playboy Classic, which features articles, interviews, safe-for-work galleries, and jokes and cartoons from the company's archive.

  • Forget the sex talk; nothing makes people more uncomfortable than a discussion about finances. Northwestern Mutual partnered with SoulPancake to create "The Talk," a 3:30 video of families who talk about EVERYTHING, accept finances. The future is uncertain, so financial stability is an important topic that's taboo to most.

    A mother and daughter are so close that Mom knows all the details of her child's love life. But finances? Mom doesn't want to burden or stress her daughter, so the topic is never discussed. But that's changed by the end of the video, a transformation that takes place for the other families profiled, each of whom leaves more comfortable with financial talk.

  • Here's an interesting campaign from BETC London for C&G baby club. The brand released what its calls the first song scientifically tested to make babies happy.

    "‘The Happy Song" was created by child and music psychologists Caspar Addyman and Lauren Stewart, along with musician Imogen Heap. The song encourages happiness and laughter for babies aged 6-24 months. One thousand British parents helped C&G baby club create the song.

    The two-minute song is available on Spotify and SoundCloud and features catchy lyrics and noises kids love -- think animal sounds, sneezing and laughter.

  • When you see the name Dic Dickerson, you might think adult film star, not an agency managing director. Dickerson works for Toronto-based agency The Garden, which created an interesting client recruitment video showcasing a new tool for prospective clients.

    "The Garden Gnome" is created on an as-needed basis via 3D printer. When you press the gnome, it sends an actual email to Dickerson using chip technology. No WiFi or Bluetooth connection needed.

    The agency serves as a project-based company, having completed more than 150 projects in its two-years, as opposed to agency of record partnerships.

    Supporting the gnome is a 90-second video, complete with porn music, a strategically placed gnome and a scantily clad Dickerson.

  • Athletes take the rules of sports seriously. Not only that, teammates are loyal and respectful to one another, along with their opponents. This begs the question: Why isn't the world fair and respectful all the time?

    Nike launched "Equality," a 90-second video that encourages people to take the loyalty, fairness and respect found on sporting courts and fields off the field and into real life.

    The black-and-white ad shows the lines of a basketball court, tennis court and soccer field. Within these boundaries, players are judges by their actions. It doesn't matter what you look like or what religion you practice; players have their teammates' backs.

    The ad features LeBron James, Serena Williams, Kevin Durant, Megan Rapinoe, Dalilah Muhammad, Gabby Douglas and Victor Cruz spray painting court lines on city streets, cars and buildings in an effort to keep respect and equality in all aspects of life.

    "Equality" also features Michael B. Jordan, who voices the ad, along with Alicia Keys, singing Sam Cooke's "A Change Is Gonna Come."

    "The ball should bounce the same for everyone. Worth should outshine color. If we can be equals here, we can be equals everywhere," closes the video, created by Wieden+Kennedy Portland and directed by Melina Matsoukas.

  • Nothing says "I love you" more than sharing a cup filled with caffeine, high fructose corn syrup and phosphoric acid with the person you love. Burger King France launched "The Valentine's Cup," available through Valentine's Day.

    The cup has a lid with TWO straw holes, so lovers can eat their flame-broiled burgers while their love burns... or their heartburns? Afterwards, maybe a good movie, say "Lady and the Tramp"?

    Buzzman and Productman created the campaign.

  • Green Mountain Coffee is more than a great-tasting coffee. The company pays careful attention to the sourcing and roasting process -- and the brand wants to give consumers an inside look with "Packed With Goodness." The campaign was shot in Colombia, on a coffee farm that Keurig Green Mountain works with, and is Fair Trade Certified. No actors were used for filming; the farmers and their adorable dogs are real.

    In "Sourcing," Green Mountain brings viewers to Colombia to see how and where fair trade coffee is grown. When a farmer is paid a fair price, he's able to reinvest back into his community. And the rest of us get great coffee, so it's a win-win.

    "Roasting" brings consumers to Vermont, where a Green Mountain roaster tests and tastes different flavors. Where do weekend taste-testers apply? Havas New York created the campaign.

  • Milka launched "First Tastes," a European digital campaign that aims to evokes a touching childhood memory of tasting Milka chocolate for the first time.

    The 45-second ad shows kids and adults trying various types of foods for the first time and capturing their unpleasant reactions. There's the grandmother trying Pop Rocks, a baby tasting a lemon, a man eating a hot pepper and a woman tasting her first oyster. The reactions range from panic, disgust and too tart!

    "some first tastes are more tender than others," says the ad. The spot ends with a young girl tasting her first square of Milka chocolate. It's smooth, creamy and delicious, leaving a large smile on the little girl's face.

    The ad, created by Buzzman, launched in France and will slowly debut in Italy, Czech Republic, Poland, Slovakia, The Netherlands, Spain, Belgium, Austria, Germany, Slovenia and Croatia.