Out to Launch
Wednesday, December 9, 2015
Emotional Christmas ads. Ignite something. Let's launch!
  • Dreams can come true, if they're realistic. Those fantasies of becoming a top-notch NBA player might be a bit too lofty. In an amusing holiday ad for Foot Locker, Russell Westbrook dishes advice to a young man. "Fly Your Own Way" promotes the Air Jordan 29 Low shoe with a slew of cameos. Watch a panel of experts that includes Jalen Rose, Dr. Phil, Sports Science host John Brenkus, Melissa Rivers and Dr. Sanjay Gupta, roughly tell the young guy that he has a snowball's chance in hell of matching Westbrook's career. But Westbrook is the eternal optimist, encouraging the guy to follow his dreams and to fly his own way. See the ad here, created by BBDO New York.

  • MTV's Staying Alive Foundation launched a NSFW campaign on World AIDS Day to get teens to think about condoms. The video speaks the language of teens by using sexting emojis having sexy-time to illustrate the importance of condoms. "Sext Life" shows potentially X-rated situations had they not been acted out by emoji pairs, like banana and donut, eggplant and peach, and pointer finger and OK sign. The pairs are then joined by a wrapped condom and the tagline: "Make foreplay a threesome. Add a condom." See it here, created by Y&R New York and directed by Angus Wall of Elastic/Pecubu Productions. The campaign also includes a condom emoji keyboard that can be downloaded at safesext.mtv.com.

  • Toys "R" Us features a single toy in its emotional Christmas ad, which leads a young boy to the gift he really wanted for Christmas: his mom. The spot begins with a father and son preparing for the holiday by making a gingerbread house, waiting in line for Santa and decorating their tree. Dad is shown shopping for a remote control vehicle, which plays a big role late in the ad. On Christmas morning, as the unwraps a non-toy gift, the remote-controlled car appears and beckons the boy to the front door, where his military-serving mother is waiting for a big hug. "May you get exactly what you wish for" closes the ad, seen here, and created by BBDO Atlanta.

  • Lenovo's Christmas ad features a tech-savvy young girl with a generous heart who helps someone less fortunate during the holiday season. In the 60-second ad, a homeless man is seen carving a dog out of wood. Handfuls of pedestrians walk past him but never pay attention to him or make eye contact, except for one young girl. The pair lock eyes and the man gives the carved dog to the young girl, whose mother quickly whisks her away. Fast-forward a few days and the homeless man is asleep on the sidewalk when the young girl returns with wrapped gifts and a tablet that projects a virtual Christmas tree onto the side of a building. The man wakes up next to the virtual tree and real presents. "Project a little joy this holiday season" closes the ad, seen here, and created by The Woo Agency.

  • Powerade launched a gritty, true-story ad as part of its "Just a Kid" campaign. "Churn" is a 60-second spot that stars Jimmy Graham, football player for the Seattle Seahawks, and portrays his rough upbringing in North Carolina. Graham was just a kid living in a state-run group home, where he was surrounded by violence and intimidation.  As viewers see Graham adjusting to this life, a voiceover tells the story of a mouse trapped in a bucket of cream. Easiest thing for the mouse would be to give up and drown, but instead he fights, turns cream to butter and gets out of a dire situation. So does Graham. As the years pass, Graham works on his physique and takes his aggression to the football field and basketball court. And look at him now. "We're all just a kid from somewhere," closes the ad, seen here, and created by Wieden+Kennedy Portland.

  • Hearts on Fire diamonds launched a 60-second spot that doesn't feature any women in wedding dresses or men on bended knee. "Ignite Something" aims to change the way consumers relate to diamond jewelry. When I first watched the ad, I thought it was advertising a car. There's a couple running in the desert, feathers from a pillow fight, dust in the air from a speeding car, a woman walking on stage, and fireworks. All the while, a voiceover encourages viewers to ignite something, whether it's an adventure, a firecracker, joy, ecstasy, glee or togetherness. There are some shots of sparkly rings, but not as many as you'd expect for a diamond ad. See it here, created by TBWA\Chiat\Day NY.

  • Ty Inc, maker of Beanie Babies, launched its first TV spot on Black Friday to promote "Peek-A-Boos," plush animals that hold a tween's mobile device. The cuddly animals are soft, cute and keep phones in place while kids play a game, watch a movie or FaceTime someone.  Perhaps they will also help with text neck? The ad follows a bunch of cute kids from the time they wake up until it's time for bed. One girl starts her day bygrabbing her phone from her nightstand; another girl has her animal and phone propped in her locker for easy texting; one boy does math problems. Interspersed between is a bunch of dancing and saying "Peek-A-Boo." See it here, created by Leo Burnett Chicago.

  • Every great quality found in any of Michelin's tires joins a large "Parade" celebrating the brand in a 60-second ad created by TBWA\Paris. Animals representing Michelin tire qualities include an octopus for its grip, a rhino for its robustness and a snake for sleek handling. There are also pillows and clouds to represent comfort, along with piggy banks and gas station pumps to celebrate fuel savings. At the front of the parade line is none other than the Michelin Man, proudly waving his "Total Performance" flag. This global campaign is running in China and Europe. See it here.

  • Random App of the week: Like coffee and surprises? Check out the launch of The Black Box from Angels' Cup, which offers java drinkers a mystery package of four coffee samples delivered to your house. The goal:educating coffee lovers and newbies about coffee from different locales and different roasting methods. Customers pay $19.99 for four 2.75-ounce "blind" coffee samples. Users taste the mystery coffee, take notes, and then enter a code into the Angels' Cup app to compare notes with the Angels' Cup "roastmaster." Once entered, customers can find out what the coffee really was and buy product directly from the roaster. Coffee can be delivered monthly, weekly, or biweekly.