Out to Launch

Beware of ghosts. First Community Bank thinks UnBig. Do any women own an iPhone? Let's launch!

1% For The Planet, a company that encourages other companies to donate 1% of their sales to environmental causes, launched a print campaign pleading that endangered animals start helping themselves. "If the dolphins are so smart, they should start a small business and save themselves," begins one tongue-in-cheek ad. My favorite ad targets the California condor. "Problem: The California condor is going extinct. Solution: The California condor should have more sex." Click here, here and here to see the ads that are running in November issues of Spin, National Geographic, Outside, Backcountry and Surfing. TDA Advertising & Design created the campaign and media buying was handled in-house.



The New York Zoos and Aquarium created a Web site that allows visitors to transform themselves into any animal, or combination of animals, of their choice. I went aquatic with my "amymal," making myself part jellyfish and part octopus. The site also educates as the user creates, by throwing out facts about each animal that's added to your Avatar creation. The final product can be emailed to a friend. Deutsch New York created the site.

Chevrolet launched a massive print, TV and online campaign to promote the 2008 Chevrolet Malibu. If you've visited any online portals or automotive or sports Web sites today, you can't help but see a Malibu ad. Check out, MSN, and to see digital creative. TV ads, running on prime-time network and cable television and during MLB playoffs, depict the Malibu as a car that can't be ignored. The first ad features a jogger crossing the street and running into a parked car. A 15-second version of the ad shows her persistence as she tries unsuccessfully to run through the car. "Soon, there will be a car you can't ignore," says the voiceover. A group of bank robbers assume their heist is unsuccessful in another ad. The police surround them, but quickly run past the getaway car toward the bank, allowing a clean exit for the crooks. Print ads keep with the "I cannot be ignored theme," except one ad that says: "Fall in love with a new Chevy instead of reminiscing about an old one." Is this a swipe at the TV and print ads Chevy launched earlier this year that used song lyrics from actual songs that referenced Chevy vehicles? See the ads here and here. Campbell-Ewald created the campaign and GM Planworks handled the media buy.

Do women own iPhones? I can't tell from the latest set of ads, where only men gush about the device. One man loves the visual voicemail, although he chooses to skip the 4-minute message from the guy that owes him money. That would be the one I skip to. Maybe that's the estrogen talking. Watch it here. An iPhone came to the rescue in another ad, when a man used it to find the name of his girlfriend's boss' fiancé. The guy in the final ad can ditch the man bag he used to carry his plethora of techie devices for his one and only iPhone. TBWA/Chiat/Day created the campaign and OMD handled the media buy.

Beware of pasty white ghosts this Halloween, and people in costumes, too. That's the gist of Corona's Halloween-themed ad, "Ghost." Tan, hard bodies are relaxing on the beach with their Coronas when the music takes on an eerie tone. A shadowed figure looms above the bodies and is revealed as... a pale, ghostly white man. "Beware of Ghosts. Happy Halloween," concludes the ad. "Ghost" will run until Halloween on major networks including ABC, FOX, NBC and CBS. Cramer-Krasselt created the campaign and handled the media buy.

First Community Bank in Mobile, Ala. launched its latest TV and print campaign that competes with large regional banks by touting the benefits of being UnBig. TV ads describe the benefits of smaller banking without even using the full thirty seconds of ad time. The last ten seconds of one ad show painful vacation highlights. See the ad here. Print ads look more like entertainment for kids than bank ads; the righthand corner of each ad contains copy describing why smaller is so much better, while the remaining areas are devoted to coloring, a crossword puzzle, or connecting the dots. Click here, here, here and here to see creative. Sullivan-St.Clair created the campaign and handled the media buy.

Shimano, manufacturer of biking and fishing accessories, launched a "Fly" print campaign in the October issue of Decline magazine. Creative promotes the company's XT braking system and depicts extreme bikers mid-air and riding down a steep dirt hill. "The power to stop. The confidence to fly," reads one ad. Looks like the ability to stop encourages faster movement. View creative here and here. Crispin Porter + Bogusky created the campaign and handled the media buying.

Timberland launched a new boot that's made from organic and recycled materials, and went so far as to make its media campaign environmentally conscious as well. The campaign for Earthkeepers boots focuses on Boston and Providence and offsets the carbon dioxide emissions associated with the commercial airtime of the campaign with wind power from the Jiminy Peak Mountain Resort wind project in western Massachusetts. Outdoor ads will be repurposed into reusable tote bags to be sold at Timberland retail stores. Hard-core. In one ad, a man walks across a field as a massive wall of rain approaches. The rain and man meet at a halfway point, and then the man adjusts his Timberland hood and walks into the storm as it continues on its path. See the ad here. Outdoor ads position Earthkeepers boots alongside recycled materials like rubber and plastic that are found in the boots. Click here, here and here to see creative. The campaign will run through mid-December. Arnold created the campaign and mediaHUB handled the planning and buying.

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