Ford, which is sponsoring the singer's summer tour, has aligned itself with Kelly Clarkson and is using her new song, Go, in a JWT Detroit-created :60. The campaign marks the switch from the company's old tagline. "Built for the road ahead" to the new and relatively meaningless tagline, "Bold moves."
There ought to be a rule for taglines. They ought to actually mean something and not be so bland they can be slapped on any brand interchangeably. "Bold moves"? I mean WTF? Are we talking about Bold detergent moving stains out of a shirt? OK, maybe Ford is makming some bold moves here but this tagline is about as descriptive as Intel's lame switch to "Leap Ahead" which sounds like some descriptor for a kangaroo daylight savings time convention. Seems Ford and JWT caught the boardroom brand blather disease.
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The recent Crispin Porter + Bogusky-created Volkwagen Jetta ads in which two Jettas are involved in real accidents filmed in one shot with stunt drivers are reported to have generated positive results. The ads, which began April 10 and carry the tagline "Safe Happens," have, according to Volkswagen as reported in USA Today, increased online dealer quote requests by 58 percent and increased brochure requests though call centers 37 percent and 56 percent through the web. Results happen. Now, maybe, we can all give CP+B a break and realize they do actually create good work. View the ads here and here.
So there's a series of really weird ads up on Flickr for fashion label Raoul. The ads are spec work done by students in an advertising class in Singapore. As Flickr user skaplan explains, "some of my friends in Singapore asked some of the exchange kids to be white people in their concept ads they made for class." Hmm. While the ads are refreshingly un ad-like, this one in particular really makes one wonder what they were thinking when they created it. Then again, these are college students and they aren't all hung up on corporate culture that constrains creativity.
Sometimes we all have those days when we wake up late and nothing we can do gets us back on schedule. Since the news never stops, all we can do is play catch up so here, machine gun style, is what happening today in the world of advertising.
GM has launched a new blog that, unlike its FastLane Blog, will be written by GM employees from all levels and approach topics from a grass roots level.
7Up, without saying so, is eluding to health in a new commercial that has cans standing in for fruit and vegetables.
Cricket Cola is has sent a cease and desist letter to Coke asking the company to stop using the tagline "happiness in a bottle" which Cricket Cola has used for some time.
The second part of the Montana Meth project is even grosser than the first, again, showing the disgusting effect of the drug.
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AdFreak points to a new ad from Planned Parenthood Golden Gate which gleefully marries power tools, hot guys, hot girls, sexual innuendo and condoms in its latest effort to encourage suiting up prior to having sex. While we think it's right on message and effective is speaking a language its target audience understands, other uppity folk don't. The spot is airing on MTV this week.
The future of the American Legacy Foundation's Truth campaign could be in jeopardy following a Delaware Supreme Court case next Wednesday, April 26 during which Lorillard Tobacco Company will appeal an earlier ruling which found the American Legacy Foundation Truth campaign did not, as Lorillard claimed it did, vilify the tobacco company. If Lorillard wins, the tone of the campaign may have to change dramatically and Lorillard has asked the approximately $1.5 billion in money provided by manufacturers to American Legacy Foundation be returned to an escrow account making it, the organization claims, impossible to continue with its anti-smoking efforts.
The American Legacy Foundation claims the Truth campaign is crucial to maintaining and lowering youth smoking. The Foundation claims the campaign aided the decline in youth smoking 22 percent from 2000 to 2002 resulting in 300,000 teens choosing not to smoke in 2002. There are simple truths here. Every human knows this. Smoking is bad. If a person wants to smoke, they can make that choice. But cigarette makers should not be able to stifle organizations that are trying to provide information that helps a person decide whether or not they will take up smoking. That's just wrong.
To accompany the new "America Runs on Dunkin'" re-branding campaign Dunkin' Donuts has launched the D Stop, a customer loyalty/entertainment type micro-site. Created by Captains of Industry in Watertown, MA, the D Stop features a various content, including a live action film, an animated short, video e-cards, a "Dunkin' Diagnosis" quiz, and a downloadable order form to somehow make getting your morning fix easier. The D Stop also gives Dunkin' customers a place to go to find out more about the Rechargeable Dunkin' Donuts Card, as well as a chance to win a $100 Dunkin' Donuts Card everyday until 5/11/06. OK, then.
In a last swan song, Group Health Incorporated, this week, launched its last ad campaign before merging with HIP. The campaign, created by Munn Rabot and directed by Rupert Wainwright (The Fog, Stigmata), celebrates GHI physicians, 600 of whom are listed by New York Magazine as the best the city has to offer. The three spots show the surgeons as regular people interacting with individuals who are there should they ever be needed. Hey, it's better than fake doctors in white lab coats. See the three spots here.
To help drum up awareness for the Hartford's Camp Courant, a free camp for kids from the city, Adams & Knight Advertising developed a pro-bono print campaign which is running in the Hartford Courant, space donated b y the paper. It's your basic feel good campaign and with all the trashing we all seem to love to do around here, let's just be happy for this one. See all the ads here.
Duval Guillaume has created a new set of commercials in Scandinavia for Schweppes which sophistication and politeness to new levels. One one commercial, a bar fight becomes a gentlemanly exchange and a football team become wise beyond their stereotype. The campaign, which will run in Sweden, Norway, Denmark and Switzerland, works to position the new Schweppes Fruit Flavors as a grown up fruit drink. You can see two of the spot here and here.
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