For once there's a good reason to have bouncy breasts in a campaign, as these guys sell sports bras, and the creatives wasted no time seizing the opportunity. Check out shockabsorber.co.uk's bounce-o-meter, to understand how much better their sports bra is compared to regular bras.
Wear a proper running bra.
Now, as I'm in their target market I must say it was a mighty effective way to demonstrate the product advantage as I could only squirm and whisper "ouch" while looking at the bra-less version. But I suspect this will actually entertain those clearly not in the target market. ;)
In 1985 the tagline "Gevalia. NÀr du fÄr ovÀntat besök" (When you get unexpected visitors) took the market research truth Gevalia found to a brand new world where submarines surfaced in floors, bath tubs inhabited by nude women fell through apartment ceilings, and giant boats made port on tiny islands like the very first poster depicted. That image was made extra surreal when a real ship was stranded on an island in BrÄviken, only a spit away from someone's summer house just a few weeks later.
The tagline is back after an eight-year hiatus - the Gevalia campaign so familiar to Swedes - and this is the first time in eight years that we see another "OvÀntat besök". Shot by Axel Laubscher, produced by Social Club, and created by Ogilvy Stockholm, (media agency Starcom web agency Gimlet) - this ad is being aired exclusively Aftonbladet.se today - and of course, on Adland.
The Gevalia campaign "NÀr du fÄr ovÀntat besök" evolved from posters and cinema ads in 1995 to ad installations - or what we now might call Ambient/Guerrilla advertising - where buses crashed into night clubs, and subway cars erupted from the underground onto Stureplan in the center of Stockholm (which we previously spoke to Miami advertising about)
Steve Stein of Cutters may not be a college professor, but he certainly knows what it's like to deliver a dry lecture. Serving as director and editor of four new spots for herestobeer.com, Stein captures people offering professional insight regarding everything from tax preparation to the best way to examine a man's testicles.
"We took a run and gun approach," said Stein, who also helped conceive the spots. "The first one was really a test, a simple locked-off shot, using available light. The client and agency liked how it turned out, so we used that as the template for the campaign."
"It was a fine line not to make them obviously funny, because they need to feel real," Stein noted. "In the end they were really all just very simple testimonials."
Maybe so. But even before the real jokes hit, Stein was sure to cast subjects that provided for a little amusement such as a "Doctor" who considers removal of underpants a critical part of routine examination. "It may not be something that requires years of med school," Stein mused, "but if you think about it, the underwear has to come off, doesn't it?"
So, all the action is down in Cannes. Stockholm agency Grey are marching about looking like clones, all dressed in grey suits with the words "Grey" - in Grey of course - on their backs. The Young Creatives' Competition has been sorted, the Media Lions and Direct as well - their grand prix reinvents movie sponsorship for Christal beer in a clever fashion. Rumors about who will win press and poster tomorrow....
Don't forget the YoungGuns New Scientist Creative Brief. Because YoungGuns creates opportunities for young creatives, the brief is separate to the Awards and is free to enter.
Creative Brief entries are judged by the 2003 YoungGuns Jury, and the deadline for entries is 30 September. The winning entrant will win US$1,000; and the work will be printed in the 2003 YoungGuns Annual and in New Scientist Magazine.
Trouble is brewing for the Mic Mac Mall in Dartmouth, Nova Scotia as their cheeky facebook background, a.k.a back to school campaign insinuates that school-aged girls only ever think about fashion, and never grades. Or you know, they're making a media-venue-appropriate ad-joke while touting fall fashions to students. Take your pick.
Seems most of the internet has picked 'women's academic merit is too serious to be joked about' and Mic Mac Mall are currently catching hell on twitter. Their explanation of the campaign hasn't gone down well either;
The campaign's intent was to correlate school subjects to shopping & our strong social media presence in a humorous & light hearted manner.
â Mic Mac Mall (@micmacmall) August 20, 2013
