Goodman Fielder in New Zealand is running “What Do You Bring?”, a new brand platform for the iconic Vogel’s bread, celebrating the uniqueness of Kiwis, and of the bread they love. The idea centres around the true life stories of eight Kiwis that all bring something special to the table. None of them had met and all of them were kept in the dark about the project, not knowing anything about what they were doing and what they were there. Only knowing they were doing a commercial with Vogel’s, and they would tell their individual stories. On July 1, the group was seated at a table together, broke bread and told each other their personal stories. As they did so, the group came together in laughter and respect, connecting with each other in the unique way Kiwis do. It’s a simple but powerful observation, and celebration of the fabric of this modern New Zealand. The campaign includes a three minute launch spot, 60 and second edits, online content at vogels.co.nz/what-do-you-bring, outdoor, POS, social, and digital advertising.
IKEA UK’s latest advertising campaign features Lion Man, a symbol of the importance of relaxing and recharging in one’s living room so we can go on to do great things. Based on the fact that lions spend up to 18 hours a day at rest, the campaign follows the story of a Lion Man as he recharges in his living room before springing to life and revealing himself to be a father in costume preparing for his child’s party. The IKEA Lion Man campaign aims to highlight the importance of recharging our bodies and minds and inspire people to relax more, by celebrating the living room as the one room in the home where we can unashamedly rest and relax. The online film connects viewers with the Wonderful Everyday site ikea.co.uk/wonderfuleveryday .
The Ad Council’s “We Are America” commercial, part of the Love has no labels campaign, is one of the nominations for Most Outstanding Commercial at this year’s Emmy Awards. Launched for Independence Day 2016, the We Are America ad featured American professional wrestler, rapper, actor and reality television show host John Cena reflecting on patriotism and love of country. Having invited his viewers to close their eyes and imagine the typical American, he proceeds to walk through the streets, providing statistics on the exceptions to the white male stereotype with representatives of these groups appearing in the background. The commercial celebrates love and acceptance of all communities regardless of race, religion, gender, sexual orientation, age and ability. The commercial was supported by a wide-ranging digital campaign, including an opportunity for people to submit photos to demonstrate the diversity that makes up America.
Squarespace commercial “Calling John Malkovich” is one of the nominations for Most Outstanding Commercial at this year’s Emmy Awards. The Super Bowl commercial is a continuation of the Squarespace campaign in which John Malkovich sets out to establish an online fashion design business. Things get tricky when he discovers that a namesake has already got the domain name, johnmalkovich.com, to host the ultimate fishing site. “Who is John Malkovich” shows John’s discovery of the competitor and the drafting of an expletive-filled email. There’s a reference to the film, “Being John Malkovich”. And then, “Calling John Malkovich”, with a 30 second Super Bowl commercial and a 50 second director’s cut, we get the sense that John Malkovich and the owner of JohnMalkovich both have a temper that’s hard to control. The campaign is online at squarespace.com/john, with the message, “Search for your domain and grab it before someone else does. The domain name johnmalkovich.com, has been with John since 2004, when it promoted the online performance art site johnmalkovich.org, the menswear collection site johnmalkovichcollection.com and design agency site mrsmudd.info. But the Squarespace connection has been live since January 2017, as seen on our earlier post, John Malkovich on Squarespace.
“Fans of Love”, the Ad Council Love Cam commercial launched on Valentine’s Day 2017, has been nominated for Most Outstanding Commercial in the Emmy Awards. The Fans of Love commercial, part of the Love Has No Labels advertising campaign, began as a live stunt at the 2017 NFL Pro Bowl in Orlando in January, taking the kiss cam game feature, the jumbotron, to a new level. The unbiased camera centred on a range of people, celebrating many forms of love – friendships, families and romantic relationships – across race, religion, gender, sexuality, ability and age.