Out to Launch

Nivea-coated lips are kissable. Rudi's bread is baked with love. Volkswagen Routan causes population spike. Let's launch!

Harley-Davidson launched a second print ad in its "Screw It. Let's Ride" campaign, running in USA Today and the back cover of Sports Illustrated. The brand recently celebrated its 105th anniversary in Milwaukee hosting several hundred thousand riders. "America, please don't buy a Harley because it gets 50 MPG," begins the ad, seen here. "History has shaped this tank, not the whims of foreign oil... Let's chase sunsets whether gas is 6 bucks or 6 red cents," continues the ad, making countless references to the current price of gas. Check out the first ad from the campaign, here. Carmichael Lynch created the campaign and handled the media buy.



Rok Vegas, a new nightclub at the New York-New York Hotel & Casino, launched an outdoor and print campaign in Las Vegas that encourages having a good time by rocking certain body parts off. Euphemisms for boobs, butts and balls are used, in picture form, to illustrate the club's high energy and sexy edge. My favorite execution, "Rok your knockers off," shows two door knockers rather than the word. See the ads here, here, here, here, here and here. David&Goliath created the campaign and media buying was handled in-house.

Citigroup launched a TV campaign called "Golf Partnership" that stars golfers Nick Faldo and Paul Azinger. Scenes of Faldo and Azinger, the European and American Ryder Cup team captains, competing are interspersed with copy like "rivalry never sleeps, dedication never sleeps, teamwork never sleeps," and concludes with, "Citi never sleeps." See the ad here, running on NBC, ESPN and the Golf Channel, to name a few. Publicis New York created the campaign and Mediaedge:cia handled the media buy.

NIVEALip Care wants you to be kissed, and kissed often, so it's giving you the tools to make your mouth kissable. The $30 million TV, print and online campaign "Kiss and Be Kissed" begins with three 15-second spots featuring music by Duffy. A fear of falling multiple stories can't keep a guy away from his lady, who's standing on an adjacent balcony. After a brief kiss with each standing on their own balconies, the man leaps onto her balcony for more kisses. See the ad here. "First Kiss" is sweet. A couple shares their first kiss at the end of a date. When they part ways, a split screen shows the two sighing and smiling on opposite sides of a closed door. Watch it here. "Hideaway," my least favorite, features a couple sneaking in between a rack of coats to kiss, unbeknownst to the coat checker. TBWA/Chiat/Day New York created the campaign and OMD handled the media buy.

"Have a baby for love, not for German engineering," says actress/humanitarian Brooke Shields in one ad for Volkswagen Routan. Additional ads follow Shields as she confronts pregnant women and their husbands as they shop for minivans, namely the Routan. Shields describes a growing epidemic: women are getting pregnant so they can buy the Routan. "Don't put a baby in your belly just to put German engineering in your driveway," might be my favorite line uttered by Shields. Her interventions are quite amusing, especially the reactions of the caught-off-guard married couples. See the ads here, here, here, here and here. Print ads, seen here, also urge people to have babies for love and launch in the October issues of Everyday with Rachael Ray, Health and Cookie. If you aren't in baby overload yet, visit the Routan Web site and create your own Routan baby using the Routan Babymaker3000. Crispin Porter + Bogusky created the campaign andMediacom handled the media buy.

Rudi's Organic Bakery is made from healthy ingredients, unlike Prairie Morning Bread, a faux brand that's advertised throughout the majority of a TV ad. The employees at Prairie Morning Bread are a little over-enthusiastic about their jobs, claiming that their bread is baked with love and made from high-fructose love syrup. I was especially scared of the woman who kisses and cradles her loaf of bread as one would a little baby. A voiceover chimes in and informs viewers, "What's in your bread might surprise you. At Rudi's we think there's a better way to bake bread." See the ad here, running on cable networks including Bravo, Lifetime, Oxygen, TLC, The Food Network, Travel Channel and HGTV. TDA Advertising & Design created the campaign and handled the media buy.

Crocs launched a great Web site called Cities By Foot that gives travelers to New Orleans, San Francisco, Denver, Las Vegas, Aspen and Vail a guide to more than 70 shops, restaurants, boutiques and historic destinations. The catch, of course, is that travelers are encouraged to walk the cities in Crocs. Good luck with that. The site uses videos, each about three minutes long, complete with an on-camera host who guides viewers through each city by interviewing local business owners and offering insight into each neighborhood. Red Robot created the site.

Apple launched "Paint," a TV spot debuting iPod Nano's makeover. Nano's colors are bright, it's back to being long and thin, and video can be viewed lengthwise or widthwise. As always, the spot uses a catchy tune that's sure to crack the iTunes top 100 downloaded song list. For those curious, the artist is Chairlift and the song is called "Bruises." Nanos bleed their respective colors and display album covers that match them. See the ad here, created by TBWA/Media Arts Lab.

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