Gillette, the P&G shaving brand, is running an advertising campaign tying in the May 1 release of the Marvel film, “Avengers: Age of Ultron”. Two online films, “Innovation” and “Aftermath” present four prototype fantasy razors connected with the characters of Iron Man (Repulsor 1), Thor (Gillette Thunder), Captain America (Gillette Ultrastrike), Bruce Banner/Hulk (Gillette XL Gamma). A promotional gathering at Gillette’s Boston headquarters brought in Stan Lee to meet up with Stark Industries research and development director Stew Taub as he revealed the new line, along with Gillette’s genuine Fusion ProGlide with Flexball Technology. Gillette has hung a giant “Stark Industries” sign outside their headquarters to solidify the promotional partnership.
Netflix has launched the Breaking Bad spin off, Better Call Saul, in the French market, with an on-the-ground stunt for a man who is above the law. The challenge was to bring a fresh and innovative approach to the promotion of the anticipated Netflix show in France. The agency’s way in? Introducing to the French people the main attraction of the show, Saul Goodman. Ogilvy created a huge billboard that flaunted, none other than his truly, Saul, made from the very pages of the criminal code bible he so cleverly manipulates his way around. “Rencontrez un avocat au-dessut des lois” (Meet the lawyer above the law). The agency then hired two flat-bed trucks and went mobile with Saul’s billboard around Paris, driving in front of the Parisian law enforcing judiciary systems such as the Law Faculty, State Prison, French Parliament. If Ogilvy had gotten in trouble for the stunt, it would have called Saul.
STIHL is promoting a line of outdoor power equipment in 2015, the STIHL Odyssey (2015, l’Odyssée de STIHL in France). The new 35 second film aims to demonstrate the force behind the brand’s all powerful blowers as our space hero takes an intergalactic ride all thanks to a STIHL blower. The film features the signature music from Stanley Kubrick’s “2001: A Space Odyssey”, ‘Thus Spoke Zarathusa’, composed by Richard Strauss.
The Transport Accident Commission (TAC) has “Strings”, a road safety campaign emphasizing a simple fact: How a parent drives now can strongly influence how their children drive later. The campaign is based on research that shows that children start taking in their parents’ driving behaviours at an earlier age than most people would expect. This campaign marks a different approach for TAC, as ‘Strings’ does not depict a car accident or even use actual cars. Instead, characters are portrayed on a dark stage, with puppet strings representing the influence a parent has over their child’s future driving behaviour. The campaign includes TV, OOH, print, digital, social and radio.
Nukuhiva, a store concept by Dutch media personality Floortje Dessing, specialises in fashion labels that produce their clothes with respect for mankind and nature. The store is now challenging fashion influencers to discover where their clothes came from with ‘The Traceable Coat Hanger’. Nukuhiva is partnering with Stadhshout Amsterdam to engrave coordinates of the wood’s origin, including the location of the tree, the species, and when it fell down, or was cut down. Purchasers can enter the coordinates on a dedicated Nukuhiva website (www.nukuhiva.nl/coathanger)