Out to Launch

Eight-foot pushpins take over Seattle. Jeeps are built for fun. Whole Foods promotes its in-house brand of products. Let's launch!

Who taught you how to drive? My instructor was a 20-something hottie named Jeff. OK, back to reality. BMW of North America launched a print and online campaign promoting its Performance Driving School in Spartanburg, South Carolina. Creative features a shady set of people, reminiscent of the characters that taught you how to drive. The campaign encourages drivers to realize that time -- and driving techniques -- have changed since their first driving lesson, prompting them to visit The site features videos of nine oddball characters that capture the ways people may have been taught to drive, such as Grandpa's take on driving a car: "It's just like driving a submarine -- except the car isn't packed with torpedoes." Visitors can send email postcards with video to friends, letting them know about their suspect driving skills. The campaign will appear in the August issues of Roundel, Autoweek and Road and Track, and in print and online versions of The Onion. Click here, here, here, here and here to see print and online ads. GSD&M handled created the campaign and handled the media buy.



Ever stick a pushpin in a map to mark off the countries and states you've visited? Microsoft Live Search Maps has brought this concept to life in Seattle. The Pushpin Project highlights Seattle's most beloved boutiques, bars, restaurants and one-of-a-kind businesses. The project launched last week in the form of four bright red, 8 foot x 4 foot inflatable pushpins affixed to the actual locations of B&O Espresso, Mama's Kitchen, OkOk Gallery and Ballard Sip & Ship. In the upcoming weeks, additional Seattle locations will receive the giant pushpin treatment, and companies that feel they are worthy of pushpin status can visit and submit a request for consideration. Visitors to the site can take a virtual tour online or print out the collection of featured locations, follow the map and detailed directions, and visit each in person. Click here, here, here and here to see the giant pushpins. Wexley School for Girls created this wonderful campaign.

Whole Foods Market launched a summer campaign to promote its private-label 365 Everyday Value line of products. Continuing with its "More of the good stuff. For less than you think," campaign, the 12-week run highlights more than 36 low-cost items. Copy contains humorous lines such as "Frozen peas just $1.29. L, M, N and O are green with envy," and "We do the salsa for $2.99. You do the cha cha for free." Click here, here, here and here to see the ads. Creative aims to position Whole Foods Market as more than an expensive produce, meat, cheese and gourmet store. The campaign is running in local commuter newspapers, such as am New York, on New Jersey Transit bus sides and station posters and wild postings throughout New York. The watsons created the campaign and Star Media handled the media planning and buying.

Jeep launched phase one of a brand campaign this week using the tag line, "Have fun out there. Jeep." Outdoor and online teaser ads position the brand as a car that brings you to fun activities, while also schlepping your outdoor gear to said destination. "Fun Wheels" shows items such as a soccer ball, picnic basket camping tent, fishing lure, kayak, snowboard, surfboard and inner tube on wheels. Click here, here, here, here, here, here, here and here to see the ads. There's even a Web site chock full of pictures of Jeeps posted by their proud owners. The next phase of the campaign begins later this month and focuses on the heritage of Jeep, manufactured in Toledo, Ohio. Click here to see a print ad, running in GQ, Maxim, National Geographic and Fortune, to name a few. Cutwater created the campaign and PHD handled the media buy.

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