Wednesday, September 10, 2014
by , Wed, Sep 10, 2014

Expedia targets business travelers with "Safari." GE introduces viewers to the boy who beeps. Let's launch!

burtsbeesBurt's Bees is celebrating its 30th "BeeDay" with a live web event Sept. 17 featuring company co-founder Burt Shavitz, his beloved bees, an improv actor and a bluegrass band. Burt will be outside his home in Parkman, Maine, joined by improv actor Dan Chamberlain and bluegrass band Tumbling Bones. Burt will read birthday messages submitted by fans on Facebook and Twitter using the hashtag #burtsbeeday. All messages will be also viewable as they come in via Facebook and Twittter and birthday readings will be divided up into amusing short segments like "Greetings from our sponsors" (fruits, the sun); "Burtisms" ("What a bear does in the woods is his own business."); and bee-related trivia. Post-event, the complete, unedited video and a trimmed-down version will remain live at BurtsBeeDay.com through October 31. All fans whose entries were read will receive a video clip of Burt's reading. Baldwin&, Raleigh created the campaign.

expediaExpedia launched a new loyalty program, Expedia+Rewards, that allows travelers to earn points from every airline and hotel on every trip they take. They have my attention. Supporting the new program is "Safari," a 60-second ad that illustrates how time flies when parents travel for work. In the ad, a doting dad spends more time than he'd like as a business traveler. When he returns from a trip, he always brings her a gift: an exotic toy animal. One day, he realizes just how much time he's away from his little girl when he looks at the large collection of toy animals residing in her bedroom. Enter Expedia+Rewards. Dad redeems his points and turns his daughter's fantasy safari into a reality, when he takes her on a trip of a lifetime to see her the real-life versions of her toy giraffe, zebra and elephant in their natural habitat. See it here, created by 180LA.

fifaSports fans immerse themselves in their favorite games, and football fans dive into the global campaign for FIFA 15, a video game available Sept. 26. "Feel The Game" is 2:15 of pure adrenaline for players, as the video depicts gamers so enmeshed in each game that they can actually feel each kick, tackle,  and goal that takes place. Each action seeps into a gamer's environment, so when a player is tackled, he's thrown across  the room; when a player readies a penalty kick, a trio of gamers, and the pet goldfish, jump in unison to block the ball. It's probably the closest fans will get to feeling what Lionel Messi does on the field. Messi has a cameo in the video as an avid gamer who, not surprisingly, plays himself in the game. His impressive goal looks good in the game and in Messi's apartment. See it here, created by Wieden+Kennedy Amsterdam.

geGE has launched "The Boy Who Beeps," a sweet two-minute video that launched last week during NBC's NFL Kickoff. The gist of the video is that GE speaks the language of business, and its software can connect machines with the potential to change the way industry works. But how to depict technobabble as sweet and emotional? By introducing viewers to a boy who beeps. Even immediately out of the womb, this boy doesn't cry, he beeps. As the adorable boy grows up, he realizes his special connection with machines, like his toy spacecraft -- and even stoplights, turning a row of red lights into a sea of smooth sailing green. A great companion to have when you're running late. The boy's true gift isn't discovered until a citywide blackout occurs. He works his magic and brings power back for everyone.  But nothing beats what he does for the girl he likes. He makes a vending machine dispense her favorite snack, and when she want to stargaze, he wipes out the street lights. Very sweet. "When you speak the language of industry, the conversation can change the world," closes the video, seen here, created by BBDO New York.

Survivor TreeThe 9/11 Memorial & Museum launched a TV and social media campaign coinciding with the 13th anniversary of the 9/11 attacks. The campaign aims to drive visitors to the 9/11 Memorial & Museum which is open to the public on 9/11 for the first time. The campaign begins with an animated film, narrated by Whoopi Goldberg, called "Survivor Tree." The actual tree is truly a sight to see. Rescue workers discovered the Callery pear tree a month after 9/11. The tree was given some TLC and now stands a healthy tree as a "living reminder of how we rose from the dark. With the power of hope, there's nothing so bad that we can't overcome it." Watch the video here. Twitter users can "Donate-a-Tweet" by tweeting out messages of remembrance and donating 25 cents per character tweeted. The site integrates the user's Twitter accounts and is now live. The campaign was developed pro-bono by BBDO New York.

regencybeautyRegency Beauty Institute launched a quirky online video to encourage young people to pursue a career in the beauty industry, showing the creativity and artistry required. The animated video follows a young woman who has the gift of doing hair. It all begins in a treehouse, as a young girl styles her friend's hair. The girl has a dream to become a stylist, even though she's discouraged to follow that career path. The young woman can't be stopped and moves to the city to follow her dream. She becomes a success in a place where her talent is embraced by creative friends like architects, sculptors and chefs. See "Beauty Grew All Around" here, created by Colle+McVoy.

pottyappRandom iPhone App of the week: Kids, it's potty time. Kimberly Clarks' Pull-Ups launched an app that helps kids with the potty training process. The "Time to Potty" mobile app uses a "smart potty" timer that lets parents know when it's time to go and gets kids excited to take potty breaks. A customized reward system unlocks different Disney Character Celebrations when a child's Pull-Ups training pant is scanned when they attempt to use the toilet. Kids can unlock songs, videos puzzles and coloring books. With all this entertainment, who would everwant to leave the potty? Parents receive weekly emails charting their child's progress, along with coupons for Pull-Ups. Organic created the free app. Download it here.

nationwideEven Peyton Manning can't avoid getting an advertising jingle stuck in his head. Manning stars in the latest ad for Nationwide that debuts the brand's new logo, which includes the letter "N" and an eagle. Throughout "Jingle," Manning incorporates the jingle into his everyday life. The jingle becomes part of his "Omaha" plays during practice -- and when he sits in an ice bath and eats a chicken parm sandwich, Manning sings his own tune to the jingle. Watch the ad here, created by Ogilvy & Mather New York.

rosettastoneRosetta Stone has launched a 60-second ad that targets Millennials by illustrating the advantages of learning a new language. "Create a Smaller World" depicts what the world would look like if everyone learned one new language. Strangers would become friends, sharing ideas, stories and unique dining arrangements. The world would be happier and smaller, given the new connections made. Watch the ad here, created by Energy BBDO and directed by Young Replicant from Pulse Films.

geicoThe latest "Did you Know" ad from Geico features the resurrection of the Ickey Shuffle, made popular by former NFLer Ickey Woods. The ad launched during last week's NFL kickoff game and stars a dentist unaware of Geico's knack for helping drivers to save on car insurance. When the patient schools his doctor, telling him that everyone knows about Geico, the dentist describes how football legend Ickey Woods will celebrate almost any event in life -- even buying cold cuts at the supermarket. When Woods' number is called, he screams with excitement and performs his famous shuffle. He also spikes an order of cold cuts, which is odd, since his number was just called -- unless he spiked some prepackaged deli meat. Food for thought. Watch it here, created by The Martin Agency. In addition, GEICO will be launching IckeyFY.com, a YouTube integration dedicated to celebrating and sharing life's most special moments with videos from Ickey Woods.

scienceworldadAn ad for Science World  is "Positively Painful" for viewers to watch, given what life deals the main character in a matter of seconds. The ad for a children's science museum was banned from airing on Canadian television due to violent content, such as a man getting kicked in the groin. Not what you'd typically expect from a children's museum ad. And that's only one of the man's dismal encounters. When the man opens his door to begin his day, he's hit in the face by the morning newspaper, steps on a rusty nail, is bit by the neighborhood dog and then kicked in the groin. I'd promptly turn back around, but our happy camper keeps on truckin', even after he's hit by a flaming arrow from a Renaissance Fair and hit by a bus. "Optimists feel less pain," closes the ad, seen here. Imagine what else one could learn at Science World? Rethink created the campaign.

landroverAre you the adventurous type, not content with having both feet on the ground? If so, this contest from Land Rover and Virgin Galactic is up your alley... er, galaxy? As part of its global partnership with Virgin Galactic, Land Rover globally launched its Discovery Sport vehicle with a contest offering a pretty epic prize: a trip to space for the winner and three of his or her friends. A series of teaser ads features Bear Grylls, Sir Richard Branson, Virginia McKenna and Ranulf Fiennes describing their love of adventure and discovering the unknown. One 90-second spot has the four adventurers together, driving in a Land Rover Discovery Sport en route to Spaceport America, where the Virgin Galactic plane is housed. See it here. The final video in the roundup doesn't mention the space contest or brand ambassadors, but gives viewers a closer look at the Discovery Sport vehicle as it drives to the airplane hangar. Watch it here. The Brooklyn Brothers created the campaign.

gilletteSure, Gillette's new Flexball razor can play a piano, but does it leave users with a smooth nick-free shave? The brand's agency, Grey New York, partnered with production company First Avenue Machine, rented out the Hammerstein Ballroom and built a rig that hooked 88 Flexball razors to a baby grand piano. Composer Son Lux wrote an original score which he played on the customized piano. It sounded flawless, but hey, what do I know about piano-playing razors? Watch it here.


Call For Submissions: Agency Of The Year.

It's the time of year when the editors of MEDIA and OMMA magazine begin considering candidates for their annual Agency of the Year awards, so if you've got any organizations -- or people -- you want to nominate for the following categories, please send them to joe@mediapost.com.

MEDIA Agency of the Year
OMMA Digital Agency of the Year
Agency Holding Company of the Year
Social Agency of the Year
Search Agency of the Year
Mobile Agency of the Year
Creative Agency of the Year
Client of the Year
Supplier of the Year
Executive of the Year

GEGE is a problem-solver, no matter how rough an idea may be. That's the gist of "Ideas," a 60-second online video illustrating GE's knack for taking a tough, misunderstood concept and turning it into something beautiful. The video begins with the birth of an idea, and this idea has a face only its creator can love. As the idea grows, it's beaten down by passersby and comes across as a hot mess. The idea goes from business to business, hoping to sell itself as the next big creation. Sadly, the idea only sees rejection and constant door slams, until it crosses paths with a GE employee. The man escorts the idea into GE's headquarters and with proper care it becomes a blooming success. The video will be posted across all of GE's social channels from Facebook and Twitter to LinkedIn and Tumblr. Watch "Ideas" here, created by BBDO New York and directed by Noam Murro.

mortalcombatThis is definitely the most violent video game ad I've ever seen. Warner Bros. Interactive Entertainment launched a trailer for Mortal Kombat X, available for purchase in 2015. The trailer is set to Wiz Khalifa's song, "Can't Be Stopped," and introduces the campaign's "Who's Next" platform. Mortal Kombat X gives players the ability to choose from multiple variations of each character, like Scorpion and Sub-Zero, along with adding new challengers representing both good and evil. The brutal fight in the trailer takes place in a cold, dark forest. Two men engage in heavy hand-to-hand combat, using tree branches and fire as weapons. Not only do you hear the sound of bones breaking, but then you actually see it happening. The spot ends with one man standing, and the loser's head affixed to a tree with a sword. Watch it here, created by AKQA.

dishThree successful college football players who flopped in the NFL poke fun at themselves in an ad for DISH. The brand's anywhere app allows fans to watch live college football anywhere on any device, like on a mobile phone in a diner. As one fan eats and watches a game, diners Matt Leinart and Heath Shuler yearn to relive their glory days. Brian Bosworth walks in and begs:"Take me with you." See "Going Back To College" here, created by Havas WW Chicago.

uggsUGG Australia launched "This Is UGG," a global brand marketing campaign starring Tom Brady. The first ad, "Time Out," is a sweet spot that illustrates how the small moments in life are actually the big, important ones. Brady cherishes time with his father, bonding over a game of golf. Wearing UGG for Men "Leighton" boots on the course, Brady explains:  "Truth is, you only get so many time-outs. That's why I don't like to back-pocket them, especially off the field. No matter how many I need, or how complicated things seem, it's not like you can carry them to the next game, or the next day. You can't recreate them, or bargain for more, you just have to actually take the time out to enjoy them." Watch it here, created by M&C Saatchi, Los Angeles and directed by Brendan Malloy.

bwwRandom iPhone App of the week: Buffalo Wild Wings launched GameBreak, a football app that can be played in-restaurant, online or on mobile devices. The app serves as a destination for users to access sports content (beginning with the NFL season, but extending to more sports throughout the year), track their fantasy performances and create leagues to challenge their friends. Users can earn points each time they play to win weekly and season-long prizes based on their performance. GameBreak Live is played in-restaurant and asks players questions about live sporting events in real time. Pro-Football Salary Cap Challenge is a fantasy football-style weekly game where users create a roster of eight pro-football players within a predetermined virtual budget. Pro-Football Pick'em Challenge is a traditional pick'em game designed to test a user’s skill in correctly selecting the winner of each pro-football weekly match-up. Weekly prizes -- including Buffalo Wild Wings gift cards and two season-long prize packs valued at $2,000 -- will be awarded to players who stay on top of the leader board. Download the free app here.