Commentary

Out to Launch

Among this week’s campaign highlights: Microsoft Windows XP Tablet PC, A “buzzing” ad for UBI jeans, Absolut Vanilia, and Viva Las Vegas.

Microsoft Windows XP Tablet PC, debuted a print and online advertising campaign, created by McCann-Erickson SF. The campaign is a first for the Tablet PC, which hit stores last November. Looking to position themselves as the replacement for notebook computers, the ads aim to reach mobile information workers, and will run through June. One of the four interstitial campaigns, to appear on MSN, weather.com, NY Times, and CBS MarketWatch.com, will feature a virtual pen annotating on the homepage screen, “The Future Is Here" followed by a quickly drawn smiley face and an arrow moving across the screen to a banner ad stating “It’s the PC, evolved."

When you and your Tablet PC are on your way to work, CareerBuilder will be reaching you. Its new campaign, created by Cramer-Krasselt- Chicago, is called “Smarter Way" and is comprised of TV, radio, print, outdoor, and newspaper campaigns. Looking to leverage themselves as the smart way to find a job, Careerbuilder is looking to reach the job seeker when they are most likely to think about finding a new job (in the morning as they prepare for work, during their commute and even while at work).

On MTV, you’ll find a buzzing ad for UBI jeans from Ubiquitous Industries. The :60 spot, called “Blood Hunt", follows the point of view of a mosquito buzzing through its final moments of life. The spot opens on the lower torso of a man wiping his hands on his UBI jeans, with the wail of a crying newborn heard in the room. Fast forward a bit, and the woman who’s just given birth shrieks as the mosquito buzzes towards her newborn. As the Doctor slaps the baby’s behind, he sends the mosquito into the leg of the new father standing by in his UBI jeans. He squashes the mosquito as the camera reveals that the man in the opening shot was the jeans-clad dad wiping blood off onto his UBI’s. The obscure spot draws upon European-style content rather than mainstream American spots.

On a lighter note, LendingTree has launched a new TV campaign, to drive traffic to new offerings available on their website www.lendingtree.com. The commercial, entitled “Father/Son", was created by Mullen and highlights their new online real estate capabilities, thereby positioning themselves as a one-stop shop for resources relating to buying, selling and financing their home.

Website-based campaigns include:

Absolut Vodka is launching their newest vodka flavor (the first in 4 years), strictly online. Called Absolut Vanilia (yes, that’s how its spelled), viewers can find a bevy of entertainment, music, film and online tools at www.absolut.com. Highlights include narrative films, a drink fashion section, where users can email drink recipes to their friends, an area to view previous Absolut ad campaigns, and even a pick up line generator.

Squeaky Wheel Media has created a website for SoBe beverages www.sobebev.com which highlights "Team Lizard", a group of athletes ranging from skydivers, skateboarders, alpine skiers, snowboarders, and other adrenaline junkies who are sponsored by SoBe. The site will provide fans with the schedules, statistics, biographies, pictures, and videos of all Team Lizard members- named for the twin lizards on the label of SoBe's bottle.

The Las Vegas Convention and Visitors Authority (LVCVA), in conjunction with R&R Partners and Critical Mass have redesigned their website www.vegasfreedom.com to offer directories for lodging, entertainment and attractions, along with interactive features and imaginative animation to intrigue, entertain and entice the leisure traveler.

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