Nike have just launched their new football campaign which will run from now until the end of June. The activity will be taking advantage of end of season matches/the champions league final but is really intended to leverage the European finals due to take place in Austria-Switzerland 7-29 June. The campaign has been titled "The next level" and have to say its awesome.
The ad is actually a 2 minute movie clip directed by Guy Ritchie that gives viewers the first person treatment by mixing on - pitch images with training sessions and the more glamourous life of a footballer.
The story is that a local soccer star's dreams come true when he is spotted by Arsene Wenger and selected to play with Arsenal. The ad shows our guy battle some of the world's best footballers.
Amsterdam - based agency 72andsunny are behind the edgy ad and it was created with the intention of portraying both the ugly and alluring aspects of playing professional football.
Agency co - founder Glenn Cole said of the ad "we were going to get you really close to all of the collective fantasies -- which is what would it be like to have Cristiano Ronaldo running at you full speed with the ball -- that would be f-ing scary. And how do we capture that? Who would be able to help us capture that in a way that doesn't become overly sentimental -- approachable but still has the hard edge depicting what life is at that level? Only a few directors did come to mind."
The movie is split into 30 - 40 second stings using various parts of the clip and higher profile slots have been chosen to play the full length version and the footage has been localised to suit areas like Latin America and give a more personal feel.
The campaign also lives online and on the Nike football official website. Surprising though that isn't a dedicated site for the campaign which would also have things like behind the scenes footage, outtakes & other extra bits.
There are plans to integrate mobile applications however and also to allow fans to sign up to an elite training program.
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Tags: nike football, next level, 72andsunny, euro 2008
Although Ireland have no place in the European finals this time around we must soldier on and continue to join in the fun!
And so brings us to Carlsberg's latest campaign that hopes to help us do just that!
Return2Sender is deee-lighted to announce it's involvement in Carlsberg's "Live It" campaign which has just gone live in the past few weeks. "Live It" is primarily executed online and over mobile. The brand is advertising through all traditional channels (On - Pack, TV, Outdoor, DM etc..), banner ads online and mobile advertising.
The main objective for the activity is to get consumers signing up to the promotion to receive their free Carlsberg supporters pack through the post.
Consumers can sign up by visiting the liveit.ie website or by texting LIVEIT to the shortcode provided.
Once registered consumers are given exclusive access to the Live It supporters area where they can catch latest news updates and fixtures, take the footbal quiz, watch videos (incl. retro football moments),upload their own videos of classic footballl moments and downlaod screensavers and wallpapers. A support WAP site for the campaign has also been built and will also provide latest news, fixtures & results, TV listings, retro video vault and free mobile content. The mobile site will also be advertising on 02 active using banner ads.
If you would like to sign up text LIVEIT to 51725! Or visit www.liveit.ie
Posted by lisa | Comments (3)
Tags: carlsberg, euro 2008, new campaign, return2sender
Hello there.
Cadbury have just broke their new ad for daiy milk which is the follow up to the Gorilla.. called Trucks. The second "Glass and a half full" ad was created, again, by Fallon it shows a host of airport trucks and vehicles competing in a race along a runway. The 80s power ballad from Phil Collins worked so well in Gorilla and now another classic by Queen has been enlisted for trucks.
Unfortunately for Cadbury, the ad which cost £17 million to make and aired in the UK over the weekend, has been linked heavily on blogs and video sharing sites to the recent Terminal 5 (T5) debacle at Heathrow airport. Since its opening, the Terminal has received a ream of bad press with chaos reportedly leaving thousands of travellers stranded and 15,000 bags lost.
The Airport Transport Users Council has branded the ad insensitive "bearing in mind what's happening at the moment" but Cadbury will not be pulling their ad.
View the ad below...
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Tags: cadbury, glass and a half full
A Gorilla giving Phil Collins a run for his money by drumming up a rendition of the 1981 classic "In the Air tonight" wouldn't be your conventional idea of what might sell chocolate bars. However, UK agency Fallon have (Yet Again) Challenged convention by creating a fantasic new ad featuring.. yep you guessed it.. a drumming gorilla! (If you haven't seen the ad yet click on the following link to view it here on the official web site. )
You may remember Fallon making - a - car - out - of - massive - cake project for Scoda? Yep well this time the advertiser is cadbury and the big idea is that each chocolate bar provides us all with a "moment of Joy" and we can relate this to the Gorilla as he psyches himself up for his big crescendo. As he has launches himself into his drum solo, so have you with your chocolate bar - this is the melt in your mouth moment.
Pure bliss or pure madness? Since the ad aired agencies, advertisers, consumers and now us have been positively raving about the ad online giving their 2 cents on the hidden meanings behind the kooky creative. Who knows why consumers love it so much but they definitely do as the ad has been viewed over 500,000 times on youtube and a select few have set up a facebook group dedicated to the Gorilla called.... We love the Cadbury's drumming Gorilla. The group already has 329 members.
The Gorilla in the ad is of course not a real, live animal but an actor called Garon Michael who has played the part of a gorilla in "Congo", "Instinct" and "Planet of the Apes".
The ad is part of Cadbury's new campaign to promote that their chocolate is a "glass and a half full" of milk and The good news is that this is the first in a run of "Glass and a half full" productions from the agency. So, we are likely to see more off beat advertising coming out for the campaign. On a Return 2 Sender note, we are facilitating the Irish leg of the campaign with a text to win on-pack promotion. The promotion features on all 8 Square cadbury chocolate bars and is running for a month and a half. To win a prize and a half ,every day and a half consumers text in the last 4 digits of their barcode to shortcode 53799. Prizes include a round the world trip and lonely planet guide book, a trip to the London Eye and a digital camera, overnight trip to the K Club and a Golf Bag. See packs in store for more details.
UPDATE: Just came across an official interview with Laurence Green one of the Fallon Partners. Check it out here.
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It's full steam ahead for Coke this summer with their Europe - wide on - pack promotion. Coca Cola have joined up with iTunes to give away 2 Billion iTunes tracks all summer long. For the promotion consumers will text in from bottles to either win an iTune every 60 secs or an iPod every hour and we are proudly announcing that Return2Sender will be providing support for Ireland and Northern Ireland.
The soft drink's manufacturer are putting a great deal of weight behind the campaign with full digital support and integrated TV ads. The brand have enlisted british act Faithless who have produced their new song "I never stop" exclusively. The track will feature in ads and you can download it directly from the site here.
The Song accompanies the video animation that also features in the ads. The elaborate animation entitled "Mr. Neant Changes the world" follows the journey of it's feature character for the itunes campaign, Mr. Neant (meaning mr.non existent), who transforms all the negative and nasty interactions he encounters along his "journey" into positive ones and has the most optimistic outlook on life. An altruistic move on from "coke side of life" if you like.
A very special "collectors" bottle has also been created that has a day and night mode. During the day the bottle appears pink, silver and purple shades and in the night it glows in the dark as the alluminium use UV Ink so the bottle can be seen in clubs etc.. The special edition bottle is the result of a collaboration from artists all over the worls and will only be available in the most exclusive bars and nightclubs in Europe.
A much integrated campaign.. me like!
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This isn't essentially a mobile related story but well worth the post anyway as its a bit of banter!
So, initially when we saw the guerilla effort by Tayto to get in on the election action I have to say it all seemed like a contrived viral push but we are taking back those words after seeing Mr. Tayto's party political broadcast this week - hilarious. The first half of the 1 minute spot starts out quite seriously with picturesque footage from the west of Ireland and then moving over the green fields with Mr. Tayto's Manifesto" is brought to the fore - " The whole in the ozone layer? - we'll look into it". The second half moves right into obscurity starting with the cheesiest backing track that I reckon came straight from a Dubliners back catalogue - "Mr. Tayto, Mr. Tayto.. the snack that has the nack for havin the craic!" and shows Mr. Tayto canvassing all around the capital with Frank Kelly (A.k.a Fr Jack Hackett).
I think the best thing about this ad is that it just catches you completely off guard when it starts with the sincere celtic music and then it's just really very funny. What's even funnier is the response and attention this is getting online as people look for some light relief from all the election madness - "Sure he'd probably do a better job then those muppets currently do"!
Further to the ad, Paddy power have given official odds at 5000/1 that Mr. Tayto will win the election (Irishblogs)! I'm only surprised that those behind the drive havent received a fine for littering given the amount of posters they've put up around the place! There is also an official website here featuring a blog, link to download "The Roosters" official song and instructions of how you can "get involved" (queue viral) including an area to print off Mr.Tayto campaign posters for yourself.
Chemistry are the agency behind the creative with Mediagroup handling PR for the campaign. The whole thing really is a no brainer and when you think about it, why hasn't anyone else seized the same opportunity to play on the general election like this? Lucky for Tayto I guess... Well will he get your vote?
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