Nice New Honda Civic Tourer Spot from Wieden+Kennedy London Highlights The Inner Beauty.

From the Honda Newsroom:
Honda finds the ‘Inner Beauty’ with TV campaign for all-new Civic Tourer

The creative team behind Honda’s recent smash-hit viral film ‘Hands’ is aiming for further success with a new TV advertising campaign to welcome the Civic Tourer into Honda dealerships across the UK.

The campaign celebrates the idea that beauty is about much more than what appears on the surface. The creative plays to the trend in design, engineering and wider society of looks being valued over substance. The viewer is taken on a journey through various objects, including a golf ball, suitcase, chest of drawers and a guitar amp, to reveal the inner beauty of each.



It then goes on to position the new Civic Tourer as another perfect example of ‘Inner Beauty’; dynamic and sporty-looking, yet under the surface there lies practicality and function. That hidden substance includes a huge, class-leading 624 litres of boot space, secret storage compartments, concealed door handles, innovative safety features and Honda’s unique ‘Magic Seats’.



‘Inner Beauty’ comes hot on the heels of the critically acclaimed ‘Hands’ film, which to date has received almost 10 million views and won two awards. Creative agency Wieden+Kennedy London has once again teamed up with directors Smith and Foulkes of Nexus Productions to create the new campaign.



Inner Beauty debuts as a 60-second spot on 3 February; followed by further 60- and 30-second spots on television and video-on-demand.

Olivia Dunn, Head of Marketing for Honda (UK) comments: “Take a first glance at the Civic Tourer and you see a great-looking car. This campaign takes the viewer beyond that first appearance to emphasise the balance between style and performance, and the incredible practicality that the car delivers. Once again the team behind ‘Hands’ has brought the message to life in a fresh, innovative and compelling way in line with Honda’s high standards and unique style.”

As with many Honda commercials of recent years, the creative idea for the new campaign was in part inspired by time spent interviewing Honda engineers. Adrian Killham, Chief Engineer for the new Civic Tourer spoke at length to the team behind ‘Inner Beauty’ about the considerable amount of time spent on the design of both the exterior and interior, and his hope that people would want to look deeper than what’s on the surface to discover what lies beneath.


above: Honda 'Hands', which won several awards, celebrates the curiosity of Honda engineers, which has led to some of the most successful Honda innovations over the past 65 years.

Scott Dungate, Creative Director at Wieden+Kennedy London, adds, “Beauty is more than just the outside. Beauty also lies inside, in how something fits together and works. We wanted to create a film that yes, showed the external beauty of the car, but also celebrated the wonder of the inside and how it works.”

To celebrate this new campaign, Honda (UK) will be running a five-day Twitter competition, launching on 3 February to coincide with the new TV adverts’ premiere. A short hypnotic loop from the ad will be Tweeted daily, each clip featuring a cleverly concealed word that relates to a great prize. Fans will need to find the hidden word and tweet it to @Honda_UK, using the hashtag #CivicTourer for the chance of win. Prizes include a camera, £743 to spend in one of the world’s most famous department stores (reflecting the car’s 74.3mpg performance) and a holiday for two. Follow @Honda_UK on Twitter for further information.



Designed and developed in Europe, the British-built Civic Tourer delivers distinctive styling, class-leading utility, advanced technology and an impressive balance between fuel economy and performance. With the lightest in class and super-frugal 1.6 i-DTEC engine, the first from Honda’s next generation Earth Dreams Technology range, the 1.6 diesel version offers low running costs with a highly competitive 74.3mpg and CO2 emissions from just 99g/km. The new Civic Tourer is the world’s first production car to feature a Rear Adaptive Damper System and features an all-new suite of innovative passive and active safety systems.

The new Civic Tourer is available to order now, arriving in dealerships in February 2014, with OTR prices starting from £20,265 for the 1.8 i-VTEC S model. For further information please visit www.honda.co.uk/civictourer

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Jeffrey Darling's Ad Campaign For South Australian Tourism. (All 3 Spots)

The third but no means final installment of the ads by KWP! for South Australian Tourism Commission (SATC) launched earlier this month. Following on from the highly successful Kangaroo Island, Let Yourself Go and Barossa, Be Consumed (both shown in this post) campaigns comes Adelaide, Breathe.

All three have been the result of a partnership between the South Australian Tourism Commission, KWP! Advertising and Moth Projects. In particular director Jeffrey Darling and KWP! creative director James Rickard.

The most recent, Adelaide. Breathe is 1:46 seconds of stunning imagery with a fabulous cover version of INXS "Never Tear Us Apart" sung by Australian singer /songwriter Emma Louise.

Adelaide Breathe:


When embarking on the third ad in the series, the group were very conscious of the fact other advertisers, particularly but not exclusively in the tourism category were not only taking note, but also beginning to emulate what they had done. It became imperative to step things up again and the team has done so with Adelaide, Breathe.

"What I was interested in is how we could create a new language and a new ground swell instead of resting on our laurels. This is where the success of the previous pieces has come from: to dictate the game, not be a follower - even if it is the swell we created." says Darling. "Above all I wanted the piece to be entertaining. An appreciation of entertainment and art seems to sit at the very core of Adelaide's soul."

Barossa. Be Consumed (Music: Nick Cave & The Bad Seeds - Red Right Hand):


Adds Rickard: "Like many cities, Adelaide is a multilayered proposition, but what sets it apart from others is its creativity, youthful entrepreneurialism and freedom that are attributes of its DNA as a freely settled colony. It is the combination of space and pace that enhances that sense of liberty."

The spot, featuring singer Emma Louise and her astronaut alter ego discovering and exploring the city and its close regions, is set to her cover version of the INXS classic, Never Tear Us Apart. The track was produced by record producer, composer and engineer Nick Launay and Midnight Oil's Jim Moginie.

Kangaroo Island, Let Yourself Go (2012):


To date the campaigns have achieved record results, along with a number of awards including the Grand Prix at Cannes Corporate Television & Media Awards, and for Cinematography at LIA Awards.

Credits for Adeliade, Breathe:
Agency: KWP! Advertising
Creative Director/Writer: James Rickard
Art Director: Michael Gagliardi
Agency Producer: Di Willson
Account Manager: Tristan Glover
Production Company: Moth Projects
Director: Jeffrey Darling
Executive Producer: Sarah Blair
Producer: Kate Sawyer
Editor: Adam Wills
Post Production: Kojo
Compositing & Colour Grading: Marty Pepper
Music: Never Tear Us Apart, INXS
Performer: Emma Louise
Producer: Nick Launay

information courtesy of campaignbrief

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Newcastle's Mega Huge Super Bowl Ad Campaign For The Mega Huge Super Bowl Ads They Didn't Make.

In a clever twist on being clever, Newcastle Ale (which is owned by Heineken) has launched a Mega Huge anti-Super Bowl Ad campaign mocking the fact that they didn't create a mega Huge Super Bowl ad campaign.  With tongue-in-cheek banners, a website and a series of videos, they manage to make fun of everything related to Super Bowl advertising through the creative process, the focus group research, the teaser/trailer/making of phenomenon, the would-be pitchmen: Anna Kendrick and Keyshawn Johnson and of course, the prohibitive cost.

Here is the full campaign (thus far) followed by the press release:

The banner:


Their Facebook Page cover photo:


Their website home page:


The 9 funny videos below are shown in the order in which they were released:

1,. The Ad Newcastle made to prepare you for the ad they didn't make:


2. Newcastle's Cheap Ad they made for the pricey ad they didn't make:


3. The Teaser for the Trailer for Newcastle's Mega Huge Football Game Ad.
It's so epic, they made a trailer for the trailer:


4. The Official Stock Footage Trailer for the Mega Huge Football Game Ad they didn't make:


5. Newcastle's Mega Huge Football Ad Focus group:


6. Actual focus groups react to the Mega Football Ad they didn't make:


7. Keyshawn Johnson: Behind The Scenes of the Mega Huge Football Ad they almost made:


8. Anna Kendrick: Behind The Scenes of the Mega Huge Football Ad they almost made:


9 IT'S OFFICIAL: Real Focus Groups gave Newcastle's Mega Huge Football Game Ad a Mega Huge Score:


A 10th video is expected soon:


The Press Release:

Newcastle Brown Ale taps Anna Kendrick and Keyshawn Johnson to star in the greatest Big Game ad never made

Actress and singer Anna Kendrick has racked up an impressive string of triumphs: Oscar, Golden Globe and Screen Actors Guild nominations for her performance in “Up in the Air;” a starring role in the hit film “Pitch Perfect;” and most recently with her 2013 triple-platinum single, “Cups.” But she will never get the chance to play what might have been her greatest role yet: the lead in an epic, Big Game spot for Newcastle Brown Ale.

It’s too bad Newcastle doesn’t believe in spending millions on a Mega Huge Football Game ad because it would have been amazing. Instead, Kendrick and football legend Keyshawn Johnson are taking center stage in a tongue-in-cheek marketing effort dubbed “If We Made It” that pokes fun at the ridiculous excess, overused schtick and over-the-top antics found in traditional Big Game commercials.

Newcastle may not be making the ad, but fortunately fans will be able to see all the trailers, storyboards, focus groups and behind-the-scenes interviews with Kendrick and Johnson at www.IfWeMadeIt.com. There also will be fresh content posted in real-time on the day of the Big Game.

“We think the formula for creating the most epic Big Game commercial of all time is pretty simple, but when it comes down to it, we’d rather have people drink our beer while watching other companies’ ads,“ said Charles van Es, senior brand director for Newcastle Brown Ale. “And to be honest, we don’t really have the money or permission to advertise on the game either.”

What did the world miss when Newcastle decided to keep its focus on making great beer instead of spending millions on making outlandish ads? Giant robots, beach babes and crazy celebrity cameos – as well as Kendrick starring as Hot Party Girl #1 and Johnson voicing a skateboarding cat.

“It’s a shame Newcastle didn’t have the budget to actually produce and air this ad. I was really looking forward to a huge paycheck for doing no real work at all,” said Anna Kendrick. “Indie cred from award-winning films is great and all, but I can’t buy a new car with indie cred.”

“Newcastle asked me to be in its Big Game ad, and I wish they would’ve made it, because I truly believe it would’ve been the greatest football-related thing I’ve ever done,” said Keyshawn Johnson. “For years, I’ve dreamed of voicing a skateboard-riding cat in a beer commercial, and thanks to Newcastle, I nearly achieved that oddly specific goal.”

Fans can join in on the fun at www.IfWeMadeIt.com or by following Newcastle on Facebook and Twitter, where they’ll find a variety of humorous content related to the astonishing Big Game ad that would have blown the world’s mind – everything except the ad, of course.

The program was created in partnership with Droga5 and is part of Newcastle’s long-running “No Bollocks” campaign, which takes a lighthearted, no-nonsense, honest approach to marketing by shining a light on the silly, stale and sometimes deceptive clichés often found in beer advertising.

www.IfWeMadeIt.com

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A Very Moving Olympics Ad You'll Probably Never See, But Ought To.

This simple but powerful minute long Olympics commercial created by BBDO New York for their client Guinness Beer, illustrates the power of words. Visually, hardy anything is happening - a slow push-in on a still black and white photograph of biathelete Tracy Barnes and her twin sister Lanny. But coupled with the supers that appear, it tells an inspiring story of perseverance and sacrifice. You see, Tracy gave up her place on the U.S. Olympic Team to her sister after Lanny was too sick to compete in some of the qualifying trials.



Unfortunately, as Ad Age reports, the ad must be pulled soon to comply with U.S. Olympic Committee rules that generally prohibit marketers who are not official sponsors from featuring Olympic competitors, according to Guinness (Diageo-owned Guinness is not an Olympic sponsor but competing brand Budweiser is an official Team USA sponsor).

That said, Guinness wanted to take advantage of the short window it had to feature the ad by making a one-day media buy (today January 28th), including TV, YouTube and print ads in daily newspapers.

So, like I said, you may not catch this tv ad but it's worth watching. Which is exactly why I've posted it here:



CREDITS
Client: Guinness
Spot: "Barnes Sisters"

Agency: BBDO, New York
Chief Creative Officer, Worldwide: David Lubars
Chief Creative Officer, New York: Greg Hahn
Executive Creative Director: Tom Darbyshire
Associate Creative Director, Copywriter: Jon Yasgur
Associate Creative Director, Art Director: Jim Cancelliere

Director of Integrated Production: Dave Rolfe
Producer: Whitney Collins

Editorial, Animation: My Active Driveway
Creative Director: Steve Choo

Music: Andrew Knox Music
Music Producer: Loren Parkins

Guinness

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Car Max Super Bowl "Slow Clap" Ad is Well Done... And Then Done Again With Puppies!

Car Max has released a nice new spot that will air in the upcoming Super Bowl. Then, as a bonus, they then went ahead and recreated it with puppies - claiming that if the Super Bowl has a "puppy version" then why not their ad?



The premise is the same for the two versions: A customer leaves the Car Max lot and during his drive home receives the "slow clap" from everyone he passes. Even the cupid in a front lawn fountain breaks into the sarcastic applause. To add a little pop culture cameo, actor Sean Astin appears in the commercial referencing his role in the 1993 sports tearjerker 'Rudy'.

The Car Max "Slow Clap" spot that airs during the game will only be 30 seconds, but here's the extended version:


As if creating an entertaining spot for the Superbowl weren't enough of a challenge, they then went ahead and recreated it with puppies:

Slow Bark - CarMax "Puppy Version" of Big Game Commercial 2014:


A few more frame comparisons for you- because I had fun making them:




A shout out to Mashable for bringing this to my attention.

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A Driveable Truck Made Of Ice Makes For One Cool Product Demo.

Here's a product demonstration that will leave you cold...  -49°C to be accurate. Canadian automotive parts retailer and manufacturer, Canadian Tire, constructed a completely drivable truck made of ice on the frame of a Chevrolet 2500HD to test the limitations of their MotoMaster Eliminator AGM battery. The truck was then used in a Canadian television commercial (shown at the end of this post).



They froze this battery to -49°C (-52° Farneheit) , then used it to start up the ice truck built out of more than 11,000 lbs of ice.





The project had numerous challenges. To put 14,000 pounds of ice on a regular truck frame, it had to be welded rigid because if it moves even a fraction of an inch it will crack the ice. And while your ice cubes at home may have a white center because of the air trapped inside, they had to remove all that air so the blocks were crystal clear.




The Canadian Tire Ice Truck even has an ice engraved vanity plate:



And an ice sculpted rear view mirror with an Ice Pine Tree Air Freshener hanging from it:


And ice sculpted side-view mirrors:


More pics:




The television commercial that aired in Canada:


And a look Behind The Scenes:


The tools that went into constructing the Canadian Tire Ice Truck:


Once it was all said and done, the ice truck had to be melted, which required a blow torch:


And here's an artsy time-lapse video (in reverse) of the ice truck....
Melt Video of the Canadian Tire Ice Truck (Extended):


Learn about the car batteries here

information courtesy of Canadian Tire;

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Poetic TV Ads For Visa and Apple Borrow From Dead Legends.

Two new spots, both of whom quote deceased legends in their copy - Visa quoting Amelia Earhart and Apple double quoting (from the movie "Dead Poet's Society" in which there is a quote from Walt Whitman) - have recently broken on American television. Beautiful and inspiring cinematography accompany the goose-bump inducing copy in both spots.

Visa Olympics "Flying"
This lovely and inspiring spot is the first major work from BBDO since the agency, which lost Visa as a client in 2005, won back the lead creative duties from TBWA Chiat/Day in September, 2012.

The commercial celebrates Sarah Hendrickson and the Olympic debut of Women's Ski Jumping with the words of a great woman who loved to fly.



The social media segment will use the hashtag #everywhere; a sample post for the Visa Facebook page, referring to the Hendrickson spot, reads: "That's her #everywhere. Imagine yours." They further encourage you to "Get inspired with more athlete content at visa.tumblr.com."

Apple, iPad Air "Your Verse"
With a voiceover by Robin Williams taken directly from the movie "Dead Poet's Society", this one and a half minute spot from TBWA\Media Arts Lab combines the features and use of the iPad with stunning imagery and ends with "The powerful play goes on, but you may contribute a verse. What will your verse be?" asks the campaign.



They then encourage you to share your own "verse" at http://www.apple.com/your-verse/

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Harvey Nichols Hilariously Markets Christmas Shopping To The Selfish This Season.

They say it's better to give than to receive, but not at the marketing department in Harvey Nichols. Their new hilarious holiday campaign, ‘Sorry, I Spent It On Myself’ offers a range of ‘Ultra Low Net Worth’ (ULNW) gifts for those customers who understand that a little something for their nearest and dearest means a bigger something for themselves.


above: The tongue-in-cheek product range designed for the campaign includes mundane items like toothpicks, canned goods and gravel

The Harvey Nichols Christmas Commercials:
The campaign began with a teaser / preview of the new ULNW collection:



The above teaser was followed up with the commercial shown below in which, scene by scene, we begin to discover that in each case the suspiciously well-dressed gift-giver appears to have spent more time and money on themselves at Harvey Nichols, than on their loved ones, instead offering a present from the Harvey Nichols ULNW Gift Collection:



‘At this time of year it can be all too easy to get caught up in the spirit of giving. We hope that our new ‘Sorry, I Spent It On Myself’ Gift Collection will provide our customers with low-cost gifting options for others that will allow them to spoil themselves that little bit more this Christmas.’ said Julia Bowe, the Group Press & Marketing Director of Harvey Nichols

The full Harvey Nichols ‘Sorry, I Spent It On Myself’ Gift Collection
With a varied and competitively priced selection, there’s something for everyone; a Plastic Door Stop for Mum; Non-Swiss Biro Pen for Dad; and nothing quite says Merry Christmas like a packet of Authentic Lincolnshire Gravel.




The ‘Sorry, I Spent It On Myself’ Gift Collection became available in store and online starting Wednesday, November 27th. Sadly all online versions of these items are already sold out:

- Christmas Lunch in a Tin (with most of the trimmings)
- Non-Swiss Biro Pen, 81p
- Real Plastic Door Stop, £1.43
- Elastic Band Gift Set, £1
- Authentic Lincolnshire Gravel, £1.61
- Metal Plated Paper Clips, 99p
- See-Through Glass Salt Cellar, £1.73
- Sink Plug (Water Resistant), £1.13
- Multi-Bristled Toothbrush, 95p
- Toothpicks (100% Wood), 47p
- Genuine Wire Sponge, 96p

"This Christmas, a little something for them means a bigger something for you"
If you visit their special website, you will find, in addition to the commercial, a little slide show comparing the ULNW gifts side by side with something you could splurge on for yourself:



They also offer a free downloadable no frills "Sorry, I spent it on myself" Christmas card:

download the card here

Make your wish list here

 #SpentItOnMyself

Credits:
client: Harvey Nichols
Advertising Agency: adam&eve DDB, London, UK
Creative Directors: Richard Brim, Daniel Fisher
Published: November 2013

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