Out to Launch

What constitutes a proper breakfast? Broadband joins the world of TV in a Primetime Emmy promotion. Annie Wilkes can't live without DirecTV. Let's launch!

Bridgestone created three spots for the Super Bowl. Two ran. Here's the ad that didn't make the cut, but would have been a fine addition to the mix. It's now running in theatres. A homeless dog roaming the streets for food goes on the ride of his life, courtesy of a lone Bridgestone tire, in "Lucky Dog." The pooch narrowly escapes a traffic jam, eludes other street dogs that are chasing him, and lands smack dab in the middle of a Salumeria (an Italian delicatessen), which is locked up for the night. Surrounded by bountiful amounts of meat, the dog licks his lips, imaging what a hearty meal he'll be having. See the ad here. The Richards Group Dallas created the campaign and handled the media buy.



You're gonna make it after all! The Academy of Television Arts & Sciences launched a print, online and outdoor campaign informing content creators that original content distributed over broadband is now eligible for the Primetime Emmy Awards. "Welcoming Broadband to the World of Television" runs through April, and modernizes black-and-white images of beloved Emmy Award-nominated shows of the past, such as "I Dream of Jeannie," "Bonanza," "All in the Family" and "The Mary Tyler Moore Show." Archie Bunker owns a laptop? Mary Richards surfs the Web? Believe it. See the ads here, here, and here that are running in Variety, Hollywood Reporter and Television Week, among others. WONGDOODY created the campaign and handled the media buy.

DIRECTV has two TV spots currently running. One I love, the other, not so much. The older of the two ads features the gang from "Scooby-Doo." Since I'm a big fan of Fred, Velma, Daphne and Shaggy, I expected to like this ad but didn't. Maybe it's because I associate the characters with my childhood. Who knows. Watch the ad here. I love the latest spot, however, which stars Kathy Bates in her Oscar-winning performance as Annie Wilkes in "Misery." She thinks watching anything but DIRECTV is painful. Watch it here. Deutsch Los Angeles created the campaign and Deutsch New York handled the media buy.

Nike bowed its latest TV spot for the Jordan Brand, promoting the launch of the Air Jordan XXIII Shoe. "Look me in the eyes" is the second of a four-part series of ads for the brand. The spot uses motivating words from voiceover Michael Jordan as close-ups of human eyes are shown. Kids and adults, both famous and non-famous, can be seen throughout. "I won't let myself finish where I began... Look me in the eyes. I have something more important than courage. I have patience. I will become what I know I am," concludes the ad, seen here. Wieden+Kennedy New York created the campaign and handled the media buy.

Last year, Burger King played a joke on consumers, using hidden cameras to gauge people's reactions when hearing that the Whopper was discontinued. People panicked, and BK had plenty of undercover footage and customer feedback for a series of TV ads and a Web site to properly explain its "Whopper Deprivation" campaign. Check out reactions here, here, here, here and here. Now, BK is schooling the British on the difference between a proper and improper breakfast with a print campaign introducing its breakfast offerings. A faux publication called "Improper Magazine" was inserted in issues of Nuts and Zoo magazines. The fake mag begins with pictures of people eating improper breakfasts such as cereal, breakfast bars, pancakes and pizza. Some offenders even have their eyes covered by a black strip ala Glamour magazine's dos and don'ts page. See the magazine here, here, here and here. In addition to the mag insert, newspaper ads called People for Proper Metro Strips ran throughout December, illustrating the proper way to shake hands and wear trousers, alongside a coupon for a BK sandwich. See the ads here, here, here and here. Crispin Porter + Bogusky created the campaign and Initiative Media London handled the media buying.

The American Institute of Architects launched a print and online campaign in an effort to make all buildings carbon-neutral by 2030. Print ads from the "Walk the Walk" campaign are running in issues of Dwell, Black Enterprise, Modern Healthcare, Governing, Builder Magazine and Developer. Creative features a green boot print with AIA and its logo found in the imprint. See the ad here. Online ads can be found on Architectural Record, Building Design and Construction, Buildings, Architecture Week, the Sundance Channel and Giant Ideas created the campaign and handled the media buy.

Assume the Zen-like position. American Airlines launched a TV spot focusing on its international business class amenities. The campaign supports the airline's Flagship Experience, which includes a seat that reclines completely flat and includes a duvet. A duvet! Watch the ad here, which launched Sunday during the Academy Awards. The ad drives viewers to a new microsite that will be supported by print and direct mail elements. TM Advertising handled both creative and media chores.

Nike launched a Web site promoting Kobe Bryant's Zoom Kobe III shoe. A quick video shows Bryant, clad in his new shoes and "one move ahead" of his competitors. Visitors can see what he sees on the court, watch an interview with Bryant and learn more about the shoe. AKQASan Francisco created the site.
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