Out to Launch

Are you ready for some football? Or the Video Music Awards, for that matter? Let's launch!

Method wants consumers to fight against dirty in its latest campaign for the cleaning products. Who can forget the company's ComeClean Web site, where users can wash away their sins--literally. "People Against Dirty" launches in September. Method's Pink Grapefruit spray is promoted in issues of Health, Parenting, Child, and MSL, and Cucumber Hand Wash ads will run in Real Simple, Domino, Self, and O, TheOprah Magazine. Two different ads launch in October: Eucalyptus + Mint Spray appears in Child, Parenting, Health and O and Lavender Wipes are promoted in Domino, Real Simple, and Body & Soul. The ads feature men and women dressed in stylish fatigues (if you look closely, you'll see veggies, rubber ducks and method bottles in the attire) with copy describing how toxic chemicals don't equate to clean (method is nontoxic and smells delicious. We have the pink grapefruit cleaner at the office.) As one of the ads states, "We're looking for a few good people like you. To fight against dirty... Embrace the new clean at" Crispin Porter + Bogusky handled all aspects of the campaign. Click here to see the Cucumber ad.Click here to see Eucalyptus + Mint.Click here to see Grapefruit. Click here to see Lavender.



It's going to take more than 2 million dark chocolate M&Ms to bring back Edvard Munch's "The Scream." The painting shows a ghostly screaming figure and can be found hanging in dorm rooms across the country. It was stolen on Aug. 22, 2004 from the Munch Museum in Oslo, Norway. The brand launched its ad campaign at New York City's Guggenheim Museum, with a print ad that places the "fun" of dark chocolate M&M'S into the dark masterpiece of Munch's "The Scream." The ad features "Red" playing hopscotch in the background of the painting, and will run from September through November in Entertainment Weekly, Family Circle, Good Housekeeping, O, The Oprah Magazine, Parenting, People, TV Guide and US Weekly. Now that dark chocolate M&Ms are a permanent fixture in packaging, they will be identified with the word "Dark" printed underneath the "m." Be on the lookout. BBDO New York created the campaign and Media Vest handled the media buying. Click here to see a larger version of the ad.

DirecTV has launched "Pep Talk," another ad promoting its DirecTV Sunday Ticket feature. The ad drops viewers directly into a huddle with the Pittsburgh Steelers and coach Bill Cowher prior to a home game. Once he addresses his players, Cowher grabs hold of the camera, telling football fans that don't live near their teams to follow them via DirecTV Sunday Ticket. Click here to watch "Pep Talk." The ad will run throughout the football season on network, national cable and syndication. Deutsch Los Angeles handled all aspects of the campaign.

It wouldn't be football season without a campaign from the NFL; the latest one consists of TV and online components. "Kilts" highlights the NFL's Youth Flag Football League "Braveheart"-style, and directs fans to sign up at the newly-launched Click here to watch "Kilts." "Pronunciation" shows a group of men on Fantasy Football draft day and spotlights one man's lack of player knowledge. Click here to watch "Pronunciation." "Rookie" shows a newbie on Fantasy Football draft day. Click here to watch ""Rookie." "Resuscitation" celebrates the return of football via a spot resembling an "ER" episode. Click here to watch "Resuscitation." The ads are running on NBC, FOX, ESPN and the NFL Network. The NFL also launched, a youth-oriented football site that offers games, contests, daily features on NFL players, and football basics for young fans and players. BBDO New York created the ads, its first work since winning a series of projects for the NFL. Atmosphere BBDO created the Web site and OMD handled the majority of the media buying and the remainder was bartered.

Happy Maddenoliday! Gamers are loyal. Madden gamers are hard-core. It seems that the yearly release of EA Sports' Madden NFL video game is a much-anticipated event. To get ready for the big day, August 22, Freestyle Interactive created a Web site where fans can send a friend a Maddenoliday card, order the game, download wallpapers, screenshots and recipes (if you want to call them that). You can also watch the TV portion of the campaign, which I'll talk about now...

The "Maddenoliday" TV spot brings gamers Christmas in August with a testosterone-laden carol extolling the praises of the game. "Call in sick and sound sincere in tackles we'll delight" is sung while cookies in the shape of gaming consoles are baking, (remove them with your football-shaped oven mitts), stocking (socks) are filled with treats and a home rooftop is decorated with tons of lights. The campaign also includes a radio and online component. Wieden + Kennedy handled all aspects of the campaign.

Can you feel it in the air? The Video Music Awards are back in New York. And MTV is sparing no expense on promotions. The show airs live tomorrow night, and a microsite was created to provide a view of life in NYC and the VMAs through the eyes of the artists and New Yorkers. Users can check out artist hot spots in NYC via an interactive VMA map and download a "Vidget" that will update a user's desktop with the latest VMA news. MTV is also giving away limited edition T-shirts featuring custom art using the lyrics from Video of the Year nominees and performers' songs including: Madonna, Christina Aguilera, Beyonce, Shakira, T.I., The Killers and Panic! at the Disco. The network is also giving away 250,000 branded VMA Metrocards (I always miss the good stuff) and dropcards good for two free downloadable songs on the VMA microsite.

Chevrolet took the term "pimp my ride" seriouslyfor the 2006 MTV Video Music Awards. A customized fleet of 60 E85 compatible SUVs will transport celebs to the awards ceremony. The partnership is an effort to educate viewers on E85 ethanol technology, reduce greenhouse gas emissions and curb dependence on fossil fuels. The interiors of the fleet include OnStar, XM Radio, CD/MP3-compatible audio systems, a Rearview camera system, Touch-screen navigation system, DVD rear-seat entertainment system with an 8-inch screen, heated first- and second-row seats and more. And the fleet will be up for sale after the awards show at Chevrolet dealerships in the New York area. I wonder how quickly they'll sell. Chevrolet also launched the Web site along with the tag line, "How would you spend your time away from the pump?" The site features uploaded consumer videos of activities they'd be doing if they weren't always at the gas station. Definitely worth a look.

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