Studio+, the smartphone film app by Vivendi and Canal+, has been launched with an advertising campaign focused on train commuters. Two commercials, “Speed” and “Tears”, show commuters totally engrossed in their viewing experiences, so much so that other passengers are affected. In “Tears” passengers waiting on the metro stand up on seats to avoid the torrents of tears shed by those viewing ten-minute films on their phones. “Ten minutes never have moved you that way”. In “Speed” a commuter sits down to watch a ten-minute film, “Brutal”, while his train whizzes at lightning speeds through the city. “Ten minutes have never taken you so far”. Christophe Coffre, Havas Paris Chief Creative Officer, said : “We need to demonstrate that emotion and action are just as intense in the mini-series format (10 x10”). I’m very proud of these two little cinematic gems”.
Online marketplace Fiverr has launched “In Doers We Trust,” a brand advertising campaign articulating the ethos of Fiverr’s current bootstrapping entrepreneur members – heroizing them – with the goal of bringing more into the fold. The campaign, online at fiverr.com/in-doers-we-trust, positions Fiverr to seize today’s emerging zeitgeist of entrepreneurial flexibility, rapid experimentation, and doing more with less. The “In Doers We Trust” campaign is designed to push against bureaucratic overthinking, analysis-paralysis, and excessive whiteboarding. Fiverr is reaching out to both entrepreneurs and those needing their services, connecting people through a marketplace for creative and digital services, including graphic design, copywriting, voiceovers, and music and film editing. Fiverr’s mission is to democratize lean entrepreneurship by giving entrepreneurs, freelancers, small businesses and even enterprises the resources they need to get things done quickly, flexibly and fearlessly so that they can thrive in the new economy.
BUPA UK has launched “For Owning The Dance Floor”, a commercial for Bupa Health Insurance commercial promoting the “For Living” concept, helping people get the most out of everyday life. Actress Suzann McLean plays a recovered cancer patient dancing to 1967 soul classic Pain in my Heart as she realises she has beaten the disease for good. Shot in one continuous take, we witness the change that occurs within her as she leaves her illness behind and returns to the joy of the dance floor. “For Living” is about staying well and feeling your best, as well as having access to the very best care and treatment at the times when it is most needed.
Meat & Livestock Australia (MLA) has launched “Celebrate Australia”, an advertising campaign connecting the lamb barbecue with an overview of Australia’s long heritage of hospitality, following on from the celebration of diversity found in the Spring 2016 You Never Lamb Alone campaign. The Celebrate Australia with a Lamb BBQ advert opens on the pristine Australian coastline, as the nation’s first people search for the perfect spot to fire up a barbie. It doesn’t take long for other revellers to join the hosts. Every arrival, from the European settlers to the most recent of Australian migrants, is welcomed to the modern day lamb barbecue, each bringing their own dish and flavour to the celebrations. The resulting party is a truly united celebration of Australia, with indigenous Australians joined on the beach by the Dutch, British, French, German, Italian, Greek, and Serbian fleets, the boat people, the float people and even the vegans. Antarctic explorers Douglas Mawson and Ernest Shackleton work on the ice contribution. The all-inclusive barbecue has cameo appearances from Sam Kekovich, Olympian Cathy Freeman, rugby player Wendell Sailor, culinary artist Poh Ling Yeow, cricket player Adam Gilchrist and LGBTQI comedian Rhys Nicholson.
Apple has launched “Take Mine”, a commercial promoting the depth-of-field effects made possible with the portrait setting on the iPhone 7 Plus camera app. Released during TV coverage of the Golden Globe awards, the commercial features a young woman visiting her grandmother (ya ya or yia yia) in a Greek village. When she uses her iPhone 7 to take her grandmother’s portrait the effect is so pleasing that the whole village takes a shine to their new photographer, including the postman, the baker, the musician with his lavouto, the fishermen, the priest with his kitten, the barber, the shepherd with his crook, and the local children. Time and time again she uses her iPhone’s portrait mode to sharpen her subjects’ faces and blur their backgrounds. The Apple Portraits Take Mine commercial ends with a connection to Apple’s “Practically Magic” tagline. Of course, this young woman also takes into account location, posture and lighting to achieve the best results.