Out to Launch

Old Navy. Ann Taylor. Gap. Let's go shopping! Welcome to highlights of ad campaigns launched recently.

Pimp my deodorant? To support the launch of its Right Guard Xtreme Cool Spray, The Gillette Company launched a TV spot featuring Xzibit, rap artist and host of the MTV show "Pimp My Ride." The ads launched in movie theaters over the July 4th weekend and then on TV. In the spot, entitled "Xtreme Parachuting," Xzibit puts Right Guard Xtreme Cool Spray to the test. He hands the product to a guy and then pushes him from an airplane - without a parachute. Xzibit catches up to the guy mid-air and shows us how Right Guard Xtreme Cool Spray is working even in the most extreme situations. Xzibit leaves the guy falling to Earth with only a can of Cool Spray. Cool Spray is unsuccessful at breaking the man's fall, but it does make him irresistible to the cheerleaders who come to his aid after he survives his landing. Developed by BBDO New York, the campaign is running on MTV, Comedy Central, and throughout ESPN's X Games coverage.



In celebration of its 50th ANNiversary, Ann Taylor will unveil a multi-media campaign entitled "I AM ANN TAYLOR ... CELEBRATE 50 WOMEN. 50 YEARS," featuring print and in-store components throughout August and September. Annie Leibovitz shot the entire campaign, which features icons of the modeling industry as well as emerging names from various backgrounds to illustrate the evolution of the brand. Included in the campaign are Linda Evangelista, Cheryl Tiegs, Shalom Harlow, Karen Elson, Dayle Haddon, Dalia, Elaine Irwin Mellencamp, Beverly Johnson, and Twiggy, to name a few. The campaign also introduces a redrawn logo, and will run in September issues of W, Vanity Fair, Harper's Bazaar, Elle, O The Oprah Magazine, InStyle, and Vogue with each magazine receiving different photographs from the campaign. Vogue will run a 50-page "I AM ANN TAYLOR" insert in the New York, Los Angeles, Chicago and San Francisco editions and a two-page spread in the national edition of its September issue. In September, the campaign will run movement print spots for two weeks on the Times Square Astrovision screen.

This week, Gap unveiled "How Do You Wear It?" its fall global marketing campaign. Featuring Sarah Jessica Parker and other celebrities, the campaign commemorates the expression of individual style. Comprised of TV, print, outdoor, direct mail, online, and in-store marketing elements, the campaign breaks in September issues of InStyle, Vanity Fair, Vogue, Lucky and W. Developed by Laird+Partners, the campaign also features Jada Pinkett Smith, Jessica Alba Lenny Kravitz, New England Patriot Tom Brady, and actors Michael Vartan, Josh Duhamel and Peter Krause. A TV campaign starring Parker and Kravitz will debut during the MTV Video Music Awards on Aug. 29.

It's back to school time in Old Navy's latest campaign. "Yard Work" (the first of two ads), launched July 29 during "Entertainment Tonight" and "Must See TV" on NBC. The ad will air until Aug. 26 on ABC, CBS, NBC, Fox, UPN, WB, MTV, MTV2, VH1, Comedy Central, E!, BET, TBS, TNT, Nickelodeon, Nick at Nite, Animal Planet, and TLC, to name a few. Deutsch LA created the campaign that will see some airtime during the Olympic games.

My favorite launch this week comes from Monster. The online job site brought outdoor advertising to life - literally - with the unveiling of a billboard that featured a real painter at work. The billboard read "Billboard Painter Wanted" for the first seven days of the campaign. Monster then hired a real painter to be stationed in front of the billboard, working to complete the message, "We got this guy his job." While the painter is on break, one of three humorous signs will be posted on the billboard: "Went for more paint. Be back soon," "Went to grab some jambalaya" or "Be back bright and early." The billboard was on display in New Orleans.

TCBY, The Country's Best Yogurt, debuted an ad campaign, "The Taste That's Reshaping the Nation," to introduce its Low Carb Lovers frozen yogurt. TCBY is also challenging the country to lose one million pounds and through the ads, customers will be urged to take part in the Million Pound Challenge. The total weight loss for the country will continuously be tallied on TCBY's Web site until the one million pound goal is met. Once the goal is met, TCBY will reward the whole country with free Low Carb Lovers frozen yogurt for an entire day. The campaign first launched as a full-page color ad in USA Today with additional ads appearing in issues of Low Carb Living. Created by Arkansas-based Stone Ward, the campaign features well known landmarks including the Space Needle, the White House, the Statue of Liberty and the Grand Canyon each "reshaped" with peaks of yogurt on top.

Global Exchange and Rainforest Action Network have launched a nationwide campaign calling on Americans to declare independence from oil by demanding a fleet of zero emission cars from Ford Motor Company, the U.S. Environmental Protection Agency's worst ranked automaker in average fuel economy for the last five years. The wartime-style posters depict the Statue of Liberty struggling to 'breathe free' through a military-grade gas mask. The outdoor ads will start appearing in major U.S. auto markets. The blitz is the latest move from "Jumpstart Ford," the national grassroots campaign, to compel America's flagship automaker to chart a new course and improve its fleet-wide fuel efficiency to 50 miles per gallon by 2010 and eliminate tailpipe emissions by 2020.

In Web site launches this week:

NYC2012, the committee leading New York's bid to host the Olympic Games in 2012, relaunched its Web site. Designed by R/GA, the key feature of the site is a highly interactive map of NYC2012's X-Plan, which illustrates the bid's venue and transportation proposal and is available in nine languages: Arabic, Chinese, English, French, German, Italian, Korean, Russian, and Spanish. This allows users to explore Olympic venues by sport or location and learn more about their history, the proposed use during the games, and the post-game legacy, should New York be selected as the host for the games in 2012. New York is competing against London, Madrid, Moscow, and Paris to serve as host city for the 2012 Olympics.

The Producers Guild of America (PGA) has re-launched its New Media CouncilWeb site. The site acts as a real-time vehicle to communicate with current members, encourage new membership, network, showcase events, and increase overall awareness of the PGA New Media Council. "Advice from the Best in the Business," is a new area on the site, where each month a new media producer provides insight into their real world experiences through a mini-case history. The Web site was designed by Zentropy Partners.

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