Out to Launch
Wednesday, August 5, 2015
Dog food tested on wolves. Acne is temporary, like a mother's nagging. Let's launch!
  • Hispanic Democrats for Trump, a Boulder-based advocacy group, launched a 30-second spot that will run in Denver and New York markets on Aug. 6 during Jon Stewart's final night hosting "The Daily Show." "Thank you, Mr. Trump" features three Hispanic presenters thanking Trump for his recent comments -- as each one is a step closer to putting a Democrat in the White House. The ad drives viewers to HispanicDemocratsForTrump.org, where visitors learn that the ad and advocacy group was created by agency TDA_Boulder. "We're not a political party; we are something even more objectionable, we are an advertising agency. An advertising agency with some ethics and good intentions, and we don't like bullies... This video is our unified stand on behalf of our co-workers, peers, friends and family members who are Hispanic. We're offended by Mr. Trump's assertions concerning Hispanic members of our community." See the ad here.

  • Brooke Shields and Constantine Maroulis successfully turn up the cheese factor in "As the Room Turns," a soap opera parody for La-Z-Boy. Playing off the outlandish story lines typically found in soap operas, Shields and Maroulis play a husband and wife with big drama and stylish furniture. Fresh off a face transplant, Maroulis surprises his wife, who is sitting on a new, La-Z-Boy sofa. Maroulis scoffs at Shields when she tells him the sofa is La-Z-Boy; she attempts to slap him and he grabs her wrist. She tries to slap him again and the other wrist is grabbed. "Touch my new face with your mouth," says Maroulis. See it here, created by RPA and directed by Fred Savage.

  • Merrick Backcountry, dubbed an "ancestral" dog food line from Merrick Pet Care, launched an online video where the pet food was tested -- but not by dogs. No, the brand went a step further and performed a taste test using dog's ancestors, wolves, as subjects. The taste test took place in the Colorado Rockies with two bowls of dog food and infrared cameras. The wolves devoured the Merrick dog food. If I was a wild animal, I don't think I'd be picky. The spot ends with a wolf howling next to the Merrick bowl and the tagline: "Wolf-tested. Dog-approved." Talk about timing. See it here. TDA_Boulder created the campaign.

  • Nestle's Lean Cuisine is continuing its rebranding campaign with the first of a series of online videos that celebrate phenomenal women. The first person highlighted is a young maternity nurse from Boston, who rides motorcycles, works the night shift and knits. Whatever she does, she goes all in. She also stocks the hospital freezer with Lean Cuisines for quick nourishment so she can get back to more important things, like helping expectant moms safely deliver their babies. The video ends with a call for additional nominees, so if you know a badass, phenomenal woman, Lean Cuisine wants you to nominate her. See the video here, created by Grey New York.

  • Clearasil wants teens to know that acne sucks, but it's temporary, like your mother's nagging. "Let's Be Clear" takes a more realistic approach to discussing acne. Rather than tell teens that everything is OK, it tells teens that Clearasil can relate to this uncomfortable time, but stresses that it will get better. The debut ad, "Interruption," begins with a teen with a ginormous zit. His Clearasil cleanser tells him to hang tight and be patient, for the zit will be gone in time. The cleanser goes a step further, telling the boy his mom won't always walk in on him during inopportune times, like when he's watching porn on his computer, making out in his car, helping his wife in Lamaze class or giving a killer presentation. See it here, created by Droga5.

  • I had an L.L. Bean backpack back in the day, and it lasted for an eternity. The brand launched a back-to-school campaign highlighting just how durable the company's backpacks can be, because kids will undoubtedly put their backpacks through the ringer. In the ad, kids use their backpacks as bases in a baseball game and drag, drop and shove their backpacks in school. And don't forget playing tug-o-war with the family dog. The backpack will take it all and then some. The spot, seen here, is airing on The Weather Channel. Erwin Penland created the campaign.

  • Every day is a holiday, and Aug. 16 is National Bratwurst Day, or "Bratsgiving." To celebrate, Johnsonville sausage launched a music video and Bratwurst song, "The Ballad of Bratsgiving." The video is two minutes of cheesy sausage lyrics, positioned like those Time Life Music ads of yesteryear, encouraging folks to join together on Bratsgiving to share Bratwursts with people they love and people they might not know very well. I love the added touch of adding a phone number at the end of the video. You know I called it. Watch the video here. The campaign doesn't end with the video. Johnsonville wants fans to pen the third verse of "The Ballad of Bratsgiving" and submit it on Johnsonville.com or the brand's Facebook page. The winning submission will be recorded and added to the end of the final song. Hopefully, the winner also receives a year's worth of bratwurst and a recommendation for a local cardiologist. Droga5 created the campaign.

  • Natural curves are on display in the latest Carl's Jr. and Hardee's ad, promoting its Mushroom & Swiss All-Natural Burger. The ad budget was minimal; rather than spending dough on models like Charlotte McKinney, Kate Upton and Kim Kardashian, it's mushrooms that receive VIP treatment. "Natural Beauties" shows off a curvacious body that one might initially mistake for a woman's physique. In reality, the curves belong to the mushrooms found atop Carl's Jr. and Hardee's all-natural beef patty. Watch it here, created by 72andSunny.

  • To celebrate National Hot Dog Day, Oscar Mayer introduced a new vehicle to its Wienermobile fleet. The Wiener Rover is an all-terrain hot dog on heavy-duty wheels that carries hot dogs to hungry fans across the country. Take that, Mars Rover. I wonder when the Wiener Rover will be available for sale? The vehicle is a remote-controlled and battery-powered version of the larger Wienermobile. The Wiener Rover is 23 inches tall and 43 inches long and holds up to eight hot dogs PLUS condiments. It goes 20 mph with ease on dirt roads, grass and rocks. Anyone else hungry? The Wiener Rover will made its debut in New York City on July 23. New Yorkers should pay close attention to the Oscar Mayer Twitter handle (@OscarMayer) to find the Wiener Rover and get a free Oscar Mayer hot dog. After that, the Rover will travel to additional cities to give away a summertime staple. Watch a video of the Wiener Rover in action here, created by 360i.

  • Apartments.com launched a contest on its website in which the finalists -- 12 in all -- will compete to receive free rent for life. Only one winner for that. Contestants must write a review of their apartment on the company's website to enter.  Supporting the campaign is a TV campaign starring Jeff Goldblum as Brad Bellflower, the quirky Silicon Valley maverick and futurist behind Apartments.com. In "Rentless Future," a man, more than 200 years old, describes how he won free rent for life from Apartments.com and, thanks to advances to modern medicine, he's still living large and rent-free. See it here. "Contest" is just 15 seconds of Goldblum's character describing the contest and wondering whether the company is really offering such a large prize offering. Watch it here. RPA created the campaign.

  • It's campaigns like this that make me feel like a technological cavewoman. In today's digital world, it's rare to see anyone pay or carry cash. So how can pedestrians tip a talented street musician when they have no cash on hand? Visa is experimenting with its mobile payment platform as a tipping device. The company provided street musicians in New York with digital payment terminals that accept tips from people electronically. Much like the passerby at the end of the video, my mind was blown. Check out #StreetTaps here.

  • Venables Bell & Partners created a series of TV and online videos for Conoco and 76 in which cars are the biggest secrets-holders -- so they need to be treated well.  In "Smoothie," a husband begrudgingly goes on a health kick with his wife. She hands him a green smoothie as he leaves for work and he drives off, opens the glove compartment, and dunks mini doughnuts in his healthy drink. See it here. Two pals go shopping in "Long Goodbye." The passenger had such a great time that she doesn't want to exit the car. Her pal plays along -- but once the friend is inside her apartment complex, the driver can drop the act and feel relieved that the day is over. Watch it here. A working mom tells her husband she's stuck in traffic in "Working Late." Dad's running on fumes while his wife, not really stuck in traffic, reads the latest celebrity gossip in the office parking lot. See it here. Carpooling friends take the "longcut" to work, and still make it to the office on time. It's antics from "The Hangover" before work. The co-workers hit an amusement park, watch roller derby and play a high-stakes game of mahjong, all before 9 a.m. Watch it here. In "Monologue," one man thinks about how life has changed for each friend who participated in the longcut. His inner monologue is actually spoken out loud, though, making the driver slightly uncomfortable. See it here.