"Tastes change, fashions change, and the advertiser has to change with them." Thomas J. Barrat, aka. "the father of modern advertising".
The industry of advertising has not failed to realize the emergent customization of literally anything that surrounds us. Being one of the many social changes the digital world has brought, advertisers soon understood the benefits of tailoring their products to specific audiences. This goes in line with other customization trends that this decade of the twenty-first century has seen, such as 3D printing technologies allowing you to have a different -and brand new!- cereal bowl every day; or the striking objects and architectures that digital design has freed from the idea of 'the mass'.
Advertisers have slowly, but steadily, started to implement this new approach in a variety of ways, both virtual and analog. While predicting the future is always a slippery thing to do, one could start to see a tendency to favour all things bespoke, to the detriment of audiences understood as homogenous masses of identical individuals. This had started shyly with the television, where toys would be advertised in the middle of children’s programs, and alcoholic beverages after late-night movies. The exploitation of these customization techniques, however, has undergone a radical makeover with the arrival of the Internet and the subsequent acceptance of the digital realm. Customization of a company's advertising campaigns comes hand in hand with other public relation strategies, as a matter of fact, and is intimately related to the company's brand identity. When a PR agency embarks the task of developing developing a corporate brand identity, it will typically begin by asking just that: who are our customers? Clarifying what your audience’s needs are is a step in the right direction when it comes to bespoke advertising, based on the potential customers' specific tastes and likings, rather than blindly advertising to an obscure mass of unknown individuals.
You might have realized that the advertising in sites such as YouTube or your e-mail service provider varies according to your latest web searches or the messages you have exchanged with your contacts. Indeed, the algorithm sometimes gets things wrong, such as the day my German boyfriend sent bussi (kisses), and a bunch of adverts of Finnish bus companies (bussi) appeared in Suomi all over my web browser! If you are yet to realize about these changes, you might well have received a newspaper in the post, with your own name printed in the headline instead! University prospectuses these days are also customized to the prospective student's interests, and displaying their name on every other page. Could this be the doomsday of mass advertising?
Advertising is arguably as old as human society, and it started as a way to inform the public, ie. the audiences and potential clients, about one's own services. Never before, however, has advertising had the possibility of selecting its audiences as carefully as before. Flyers have been put up by blacksmiths and doctors alike, while stall owners at markets have sung and shouted about their products in all cities worldwide. Nowadays, more than a decade into the twenty-first century, it is more urgent than ever to utilize digital technologies in order to do something that these advertising methods did not: optimization. These methods were targeting all passers-by, without carefully selecting them in order to direct their message only to those who might have been interested in the services offered. In other words, optimized advertising means sending out one's message only to interested audiences, and thus avoiding unnecessary expenses.
Moving away from mass advertising means entering an era of optimal advertising. Thankfully, this is possible because the means are now available. All successful businesses are acutely aware of it, but not all strands of possibility have been explored. Television and cinema, not to mention newspapers, are only the grandparents to the new universes of interactive and multi-media advertising that gadgets such as tablets and smartphones have opened before us. Advertising brought to you in a silver tray.
A guest post from Fortune PR.
Photo Credit: Mackenzie King addressing an outdoor audience on his Western Tour, 1941. William Lyon Mackenzie King. Library and Archives Canada, C-068667
The Tommy Hilfiger Group, which is wholly owned by PVH Corp. (NYSE: PVH), announces its Fall 2013 global advertising campaign, cärpe-díem mañana, featuring The Hilfigers – the beloved all-American family at the heart of the brand’s marketing strategy. The new campaign finds Chloe setting off for college, and when one of the The Hilfigers’ youngest moves on campus to start her first year, the whole group of eclectic characters tags along to help her settle in. The campus is teeming with new faces as several new characters join the family shenanigans.
Now in its seventh season, The Hilfigers campaign remains the ultimate personification of the preppy heritage and irreverent spirit of the Tommy Hilfiger brand. The campaign is photographed by Craig McDean, styled by Karl Templer and creatively directed by Trey Laird of Laird + Partners.
“Collegiate traditions and the preppy, Ivy League look were some of my earliest design inspirations and the starting point for our signature style,” said Tommy Hilfiger. “It was exciting to shoot this campaign at a location that embodies our brand heritage. There’s no better setting to highlight the collegiate prep inspirations, British sartorial influences and rich Anglo fabrics of the Fall 2013 runway collections.”
For Fall 2013, a select group of bloggers were invited to the campaign shoot where they were given behind the scenes access to the collection and Fall 2013 shoot. The bloggers were styled in looks from the collection before they were photographed alongside The Hilfigers, integrating these bloggers into the campaign experience and allowing them to develop exclusive content for their websites and social media channels. The bloggers announced the campaign to their global audiences just days before the images broke in September books.
Adding a new layer to the seasonal campaign, Lisa Birnbach, author of the The Official Preppy Handbook, created spirited, individualized head-to-toe descriptions for each character’s unique style that play on brand’s preppy-with-a-twist heritage. The quintessential cast of college characters includes the “Natty Professor,” the “A-Student,” the “Bookworm,” the “Ice Queen,” the “Après Dude,” the “Professional Student,” the “Social Chair,” the “Field Tripper,” the “Alum Prez,” the “Teacher’s Pet” and the “All American.” The head-to-toe images, accompanied by Lisa’s playful depictions, will be included in multi-page inserts in select September books, outdoor advertising and on tommy.com.
“Lisa Birnbach is a true prep connoisseur and the perfect person to characterize The Hilfigers’ unique prep style,” said Tommy Hilfiger. “I’ve loved working with Lisa throughout the years and we are excited to have her prep expertise included in this campaign season.”
“The Hilfigers continue to personify the global creative vision for the brand,” said Avery Baker, Chief Marketing Officer for The Tommy Hilfiger Group. “This season we’re incorporating new content elements that celebrate the brand’s history of infusing an unexpected twist to preppy tradition. Lisa Birnbach’s playful depictions of the family’s iconic prep style add further emphasis to the youthful irreverence that has long been at the heart of the Tommy Hilfiger brand, while our global blogger partnerships celebrate the increasingly international outlook of preppy style in a way only Tommy Hilfiger has achieved. The Hilfigers campaign resonates globally with our consumers now more than ever and we are excited to continue bringing fans of the brand engaging, shoppable content each season.”
Photographed in a preppy, collegiate setting with hair by Eugene Souleiman, and makeup by Mark Carrasquillo, the campaign features a similar cast of eclectic characters from past campaigns: Jacquelyn Jablonski, Bernard Fouquet, Chloe Blackshire, Arthur Kulkov, Julia Hafstrom, Lea Sorensen, Toni Garrn, Thomas Gledhill, Kim D, Sacha M'Baye, Tidiou M'Baye, Viggo Jonasson, Jourdan Dunn, Tian Yi and two Basset Hounds named Morgan IV and V. New additions to the family this season include Sasha Luss, Cora Emmanuel, Katya Riabinkina, Benjamin Eidem, RJ King and Marlon Teixeira.
“The heart of The Hilfigers campaigns is all about storytelling, and this season we really tried to take it to the next level,” said Trey Laird, Laird + Partners Chief Executive and Creative Officer. “With Chloe headed off to college, the whole clan descended on campus en masse! The university setting provided the ideal backdrop for not only that perfect fall collegiate feeling, but also new characters to bring it all to life.”
Cärpe-díem mañana will break worldwide Fall 2013 as a multi-media program with an online, print, outdoor and social media presence. The advertising campaign will break in September 2013 issues starting July 23 with full print ads running globally in key fashion publications such as Vanity Fair, Vogue, InStyle, ELLE, Glamour, GQ, Men’s Health and Esquire; multi-page inserts will be featured in select issues. New York City; key European cities such as London, Paris and Milan; and top districts in Hong Kong will have outdoor campaigns. Tommy.com and the brand’s Facebook, Twitter, Instagram and YouTube channels will feature the campaign images and video. For European consumers, a new feature on tommy.com will allow fans of the brand to seamlessly shop and discover the iconic Tommy Hilfiger products, collaborations and new collections.
A radiator valve manufacturing company decides to increase they're social media visibility in hopes of growing the business. FedEx and ad agency BBDO create a great new ad highlighting both FedEx's small business expertise and why you don't hire your son Brock and his crew to be the new Social Media Strategists.
Ad Credits: Advertising Agency: BBDO, New York Production Company: Biscuit Filmworks
Here is a sneak peek into The Perrier Secret Place campaign that brilliantly combines modern day marketing strategies. We received our preview invite kit today which included the stamp to get in, and we were also given a special invite code to share with our visitors here at Great-Ads, find it and the link after the campaign Q&A's and credits below.
Perrier Secret Place Premise: If you were at a Secret and Exclusive party and you wanted to party as long as possible, you’d make sure you were as refreshed as possible. And no one can throw a party and ensure you are refreshed to party as long as you can like Perrier.
Q. Tell us about this latest digital initiative for Perrier? Perrier Secret Place puts you in the shoes of a guest who goes to a very very special evening party. A hidden place in an alley in Paris, behind a laundry mat. An evening where all guests will have the opportunity to live their craziest fantasies. And you'll have the best seat in the house to enjoy since all the characters that you see on the screen are clickable. With one click you find yourself in their skin. Living their fantasy.
Q. How did you come up with this idea? We started from the following insight: drinking Perrier during the evening party is the best way to take full advantage of all the opportunities available to you… and until the end of the night. In Secret Place, not only are you at the Ultimate Party living out the experience of the Ultimate Party Guest from the beginning, but you also live out the ultimate evening of 60 other guests who are in the apartment.
Q. And there is something to win, right? Yes. At the ultimate party, we’ve hidden a very special bottle of Perrier. 5 clues are hidden in the rooms of the apartment. They will lead you to the bottle where you are entered into a drawing to win an exclusive invitation to the wildest night of the world party in St Tropez, New Year in Sydney, Miami Art Basel, Carnival in Rio and the closing of the season Ibiza. Only the most experienced gamers will succeed, believe me... Among thousands of different scenarios during the evening, only one leads to the bottle.
Q. So, it’s a game or an interactive film? Both! This project mixes Brand Entertainment and Gaming. We produced 1 hour and 20 minutes of content that allows all users to experience a unique evening scenario. We also used digital interactivity to inject this dimension of Gaming. This involves the quest of finding the bottle and the opportunity to live the lives of all guests by clicking on them.
Q. Why Secret Place? This was inspired by the emerging phenomenon of speak easy. A party venue at the rear façade that has absolutely nothing to do with the place. This is quite in line with Perrier. Completely unexpected.
Q. How are you using social networks to amplify this experience? In partnership with the agency Buzzman, we worked on a social strategy: Become a fan on Perrier Facebook and regularly you will get tips to find clues that will lead you to the secret Perrier bottle. We'll give you a little tip. Slip into the skin of the young man who looks through the keyhole and live out his fantasy. Or play a game of "Pillow Fight" (Sounds weird, but it is Perrier!)
Q. How will the experience function on the mobile? We have specifically developed an application that runs on iPhone / Android / iPad. This is not a replication of the desktop experience but a concept designed for specifically for the mobile device. By downloading the application you enter the rooms of the Perrier apartment and you can navigate through each room. The challenge: find the Secret hidden bottle of Perrier in the apartment.
Q. What was the biggest challenge to pull off this experience? This is the most ambitious project to carry. We spent 18 months writing lots and lots of different scenarios. Produced a film in which we choreographed each scene so that it is connecting with one another when the user clicks on the characters. Sound design work has also been a real challenge. Imagine having to reproduce the sound of a bottle on a bar as many times as there are people in the room who can hear it.
Q. Where will Secret Place be launched? The experience will be available worldwide but open to 20 countries to play in the major markets for Perrier France, United States and Canada. This is the first time that Perrier launches a project of this magnitude in the United States. The challenge is enormous. Positioning is also a little different there. Much more premium. We really hope that the French touch--its audacious content-- is embraced well there.
Q. What results do you expect? There is a counter on the site that counts the number of lives that all users worldwide will live on the site. 1 life = 1 click on a character. I want to hear from Perrier that this idea made 10 million lives by the end of week five of the experience’ launch.
Q. How is this truly innovative? We believe Secret Place is truly a digital first. Not because it’s the first time you can click on something and enter into his point of view. But, the ambition was really to say: Imagine you enter in any movie theater, have the quality screenwriting and the direction of cinema but also to have permanent control over the course of the story.
Q. What kind of partner did you work with to make this type of project? Fighting Fish is our production partner based in Paris. This is the first time that we’ve made a digital experience for Perrier conducted by the French. This is an opportunity to remind the world that France is in a good position on Digital Excellence.
Beyond the fact that Fighting Fish is based in Paris, it was able to fulfill the requirements demanded by this project. The team assembled to deliver this feature was made up of an interactive-hybrid. On the team was Lawrence King, the director of the experience and who is currently working on his own film. Arnaud XXX is the production designer and there were the script writers. Franck Marchal oversaw the sound design – having conducted several reputable orchestras before working with us. Fighting Fish puts digital at the heart of its "production thinking" and Ogilvy Paris thinks the same way. This allows a real synergy between the film's producers and those who are thinking through its interactivity.
Q. Why is Secret Place the right creative approach for Perrier now? Digital and social are playing an increasing role in Perrier's Communications strategy. They have an important, specific role: communicating the edgier, younger, hottest facet of the brand. Reaffirming that Perrier is a must have brand and product when it comes to partying and socialising. And proving, again and again, that the brand loooooves creativity, surprise and inventiveness. This is what Secret Place brilliantly does in my mind. – Benoit de Fleurian, Managing Director | Ogilvy&Mather Advertising. The digital space has opened up a new opportunity for brands. It's solved a contradiction that exists in the real world. Physically, you can't make an exclusive experience accessible to everybody. But with Secret Place, that's exactly what we've achieved. We give people the opportunity to live an experience they wouldn't normally live, but have always dreamed about. Like those exclusive parties you've always longed to be invited to. And thanks to Perrier, you can live it not once, but multiple times, through the eyes of multiple characters. This is an idea that is only possible thanks to the technology we have at our disposal today, and a bit of creative thinking. — Chris Garbutt, Chief Creative Officer | Ogilvy&Mather Paris, Group
Q. The Director is who? And why did you choose this director? Laurent King. We chose him because of his ability to manage this kind of project: half movie, half digital and interactive experience. It's really important to have this kind of new director that knows how to direct with all the constraints that a digital experience impose.
Q. Where did you shoot and tell me one challenge with organizing the shoot or a challenge that arrived at the shoot? How did you overcome the challenge? We filmed in an amazing appartement in Paris that was almost a piece of art by itself. We loved the parisian kind of architecture of it, with lovely rooms, very different to each other. It's very rare to find a place with different moods and atmosphere in it. Moreover, we were looking for a place where you can imagine secret parties happening in it. The biggest challenge was to choreograph all the action of the 60 guests. It was a real challenge because every character had a link to each other in terms of scenario.
Q. Is there a music track? The track of the experience is played live by the group called "TOYZ".
Q. Would love to hear from one of the party-go’ers at this Ultimate Party... The Host: All Secret Places have their secrets. You understand why I'll keep this one...
Credits: Secret Place, a campaign imagined by Ogilvy, produced by Fighting fish while Buzzman was in charge of the Social Media and PR strategy. Format: Digital/Brand Entertainement Chief Creative Officer: Chris Garbutt Creative Director: Frederic Levron, Thierry Chiumino Copywriter: Baptiste Clinet, Nicolas Lautier, Florian Bodet Art Director: Baptiste Clinet, Nicolas Lautier, Florian Bodet, Chris Rowson, Global Business Leader: Constance Capy Baudeau Account Supervisor: Stanislas Vert Film Producer: Diane de Bretteville Digital producer: Hugo Diaz, Cyril Duval, Sandra Petrus Production company: Fighting Fish, Olivier Dormerc, Cyril Couve de Murvil, Adrien Moisson, Benjamin Przelspolewski Sound Design: Le COMPTOIR DU SON / Franck MARCHAL & Alexandre POIRIER Film Director: Laurent King Story development: Olivier Domerc Story editor: Benjamin Bloch Production manager: Caroline Petruccelli Production designer: Arnaud Roth Director of Photography: Frédéric Martial Wetter Line Producer: Vincent RIVIER Location manager: Timothée TALANDIER Main title music: Toys Client: NWFB head of marketing and category, Muriel Koch. Sparkling Brand Director, Fabienne Bravard. Perrier International Brand Manager Armelle Roulland Social Media & ePR Strategy Buzzman: Georges Mohammed-Chérif (CEO & DC) Hubert Munyazikwiye (Head of Social Media & PR) Nicolas David (Social Media Manager)
Visit www.perriersecretplace.com and use the invite code "PE757 " enjoy the party.
Models Gina-Lisa Lohfink, Micaela Schäfer, Jordan Carver and Sandra Lang strut their stuff in a new TV and online ad campaign for German Retailer Redcoon.
The companies press: Redcoon starts with a large TV and online campaign into the Christmas shopping season with a wide-reaching TV and online ad campaign. The online retailer of electronics and books, into the Christmas shopping. Testimonials include Germany's well-known It Girls Gina-Lisa Lohfink and Micaela Schäfer. The aim of the campaign is to increase the brand awareness of redcoon.de prevail.
With a lot of humor and a large dose of self-mockery to show the It Girls Gina-Lisa Lohfink, Micaela Schäfer, Jordan Carver and Sandra Lang that redcoon.de is the online store of their choice, when it comes to electronics. Why? Because it redcoon.de at a "huge electronics selection in the network" is, namely "super cheap". For the spots the girls live together in a luxury villa, handle by the pool with tablets and smartphones and outdo each other in different spots in an effort to act as "cheap as possible", loosely based on the campaign slogan: "So much cheap There has never been, "The girls who have become famous for her curves and revealing appearances in public, take in the sites themselves and their image charming for a ride to redcoon to establish itself as the cheap electronics store on the net. "I look forward to the campaign, because it marks a new milestone in the history redcoon "says founder and CEO redcoon Reiner Heckel. "Redcoon is a pioneer in online retailing, and is among the, heavy online users' long been known as a reliable, fast, competent and effective senders of electronic goods and household appliances. Now it's time redcoon.de "to a wider audience, explains Reiner Heckel.
Broad spread on TV and online portals
The campaign seeks to brand redcoon.de be made known in Germany, according to the wide variation in TV channels and high-reach online portals. "As an Internet pure player redcoon was over a year ago a member of the Media-Saturn Group. We support redcoon you increase brand awareness. For the Christmas season starts to fight with the media coverage, as the public has come to expect from a Media-Saturn company, "says Pieter Haas, COO of Media-Saturn-Holding. planned over 2000 TV commercials are on major channels like Pro7, RTL, VOX, RTL2 and N-TV. The online marketing plan includes a mix of range and special-interest portals. Large-format advertising and website events include booked on bild.de youtube, GMX, CHIP Online or mirror online — over 90% of placements are working here with video productions. Besides television and online advertising are also social media channels such as Facebook, Twitter Youtube and very intensely involved in the media mix. Even before the filming was for a great casting action of partners bild.de Sandra Lang brought redcoon as another girl in the house. for creation and implementation of the campaign, the Serviceplan Group is responsible: the lead agency is the Service Plan Campaign. Together with plan.net and Media Plus, the agency group was convinced in the late summer and made it through a multi-stage pitch against the competition.
Glacéau vitaminwater to help young creatives #shinebright in brand’s latest campaign, by recruiting six mentors including Susie Bubble and Mikey Trapstar to help cutting edge creative talent
Glacéau vitaminwater, the original, enhanced drink, is launching a new campaign for the summer, which will offer emerging talent unrivalled opportunities to work with some of the biggest names in the entertainment and creative industries, as part of a long-term, global commitment to help young talent.
The #shinebright campaign will be kick-started this summer, throughout Europe, by six leading cultural entrepreneurs from the worlds of fashion, music, design and media. These cultural entrepreneurs will mentor and support aspiring creatives in a series of exciting projects, all geared towards giving them a step up the creative industry ladder.
World-renowned fashion blogger, Susie Lau (of Style Bubble fame) and Mikey Trapstar (founder of legendary urban streetwear label Trapstar) will be among the first wave of cultural entrepreneurs mentoring aspiring creatives. Susie will be offering one-to-one mentoring and the chance to work with her at London Fashion Week. Mikey is offering young designers the chance to showcase their designs in a London pop-up store, offering them the inside track on launching their own fashion brand. Other opportunities include the chance to work alongside musician /architect /designer Jenny Grettve at a studio in Sweden and a photography session capturing the streets of Paris during a one-to-one photography workshop with Theo Gosselin.
The content-rich and social campaign showcases the importance of nurturing creativity and talent through an integrated approach including PR, media partnerships, sampling, social media, social advertising and OOH.
Glacéau vitaminwater is urging consumers to get involved by heading to a dedicated campaign hub, www.vitaminwatershinebright.com to find out more about the creative challenges set by each of the six mentors. The six #shinebright opportunities are open until Friday 16th August. Follow @vitaminwater_uk to find out more about the collaborations, stay up to date and get involved.
The campaign was created by luxury and lifestyle agency, atelier and social agency, holler. Both are part of the Leo Burnett Group in the UK.
Glaceau vitaminwater’s 2013 Shinebright campaign is part of a long term, global commitment to help young creative talent to be at their best. The six mentors were chosen to represent the campaign as they have a unique style and personality that reflects six of the different vitamin and mineral combinations available.
The mentors star in a photoshoot by Matt Irwin, styled by Anna Trevelyan, which is being featured on billboards in cutting edge urban spots across the UK, France, Denmark and Sweden, to catch the eyes of a discerning crowd.
Ceres is quite a strong beer and in Italy it is a brand for a young target audience. Politicians also aim for a young audience, but Italian youth consider them the most aged, corrupted and incapable in Europe. The challenge: Prove that the young Italians, even if they love a strong beer, are more responsible than those who represent them. The opportunity: Elections are getting close and everybody feels that the tables are going to turn. But an absurd bureaucratic obstacle stops thousands of Italians studying abroad from voting. The goal: Ceres Beer will bring the students' problem to the attention of everyone.The strategy: The young Italians abroad are the real heroes, and the will vote anyway. Execution: We organize symbolic elections in major European cities. Outcome: The cause of the students achieves unprecedented visibility across all media. Ceres gains invaluable awareness and becomes the most cited brand during the election weekend. Results: Thousands of students from 26 European cities joined the initiative. The protest achieved unprecedented visibility on all the national media: TV, newspapers magazines, radios, social media, news website and blogs. The operation opened a debate all around the country. #ivoteanyway became a tweet trend with more than 10.000 tweets in 10 days. For the brand: Brand search frequency on google: +470% in 10 days. Ceres was the most cited brand during the election week. People reached: 20 millions, one third of the italian population. Media investment: less than € 5,000. Credits: Advertising Agency: Bcube, Milan, Italy Executive Creative Director: Francesco Bozza Creative Director: Sergio Spaccavento, Andrea Stanich Creatives: Sergio Spaccavento, Andrea Stanch, Alessandro Sciarpelletti, Silvia Savoia Edit: Danilo Carlani, Alessio Dogana
Jeff Knapper, general manager of Budweiser Clydesdale operations, shows the baby foal the USA Today headline announcing that "Brotherhood" won the Super Bowl XLVII Ad Meter competition. Fans submitted more than 60,000 ideas via social media for naming the now-21-day-old Clydesdale, who Budweiser announced will be called "Hope." (image via: PRNewsFoto/Anheuser-Busch)
Hope just 21 days old, weighs 200 pounds and starred in an award-winning Super Bowl XLVII commercial for Budweiser seen by more than 108 million people during the broadcast and millions more online.
Last week Budweiser asked its Facebook fans and Twitter followers to send along naming suggestions. The iconic brand was awash in ideas – more than 60,000 tweets, Facebook comments, calls and direct messages. "Hope" was one of the more popular female names generated through the social media crowd-sourcing. "We were overwhelmed with the response we got," said Lori Shambro, brand director for Budweiser. "Budweiser fans suggested a lot of great names, and it was a tough decision, but we landed on Hope as the perfect name for this friendly, slightly feisty and just perfect Budweiser Clydesdale mare. Many of our fans wanted a name to reflect their optimism and spirit, which the name Hope encapsulates beautifully." Other popular names submitted included Landslide (after the Fleetwood Mac song in the commercial), Buddy, Star, Raven, Spirit and Stevie. On Super Bowl Sunday on Feb. 3, the Budweiser Clydesdales appeared in a new 60-second spot, "Brotherhood," which chronicled the bond a Clydesdale foal shares with his trainer. Brotherhood ranked No. 1 on USA Today's Ad Meter, which was based on fan voting on the USA Today website via Facebook and Twitter. Budweiser also has just released an extended version of "Brotherhood," with a running time of just under two minutes, see it below.
The commercial is the work of creative advertising agency Anomaly, USA. As powerful as the spot is, it doesn't make me want a Bud, it does however make me want a horse!
Scion and global creative agency ATTIK are literally putting the pedal to the metal in the youth-focused automotive brand's national cross-media launch campaign for the all-new, 200hp, rear-wheel drive 2013 Scion FR-S sports coupe. Today, the brand and agency executives are very proud to detail their new "Driving is Back" campaign, which is currently debuting numerous advertising placements across the country. "Scion is extremely excited about the launch of the FR-S," said Jack Hollis, Vice President, Scion. "The rear-wheel drive sports car is the brand's halo car that pound-for-pound and dollar-for-dollar, is igniting the passions of a whole new group of driving enthusiasts.
Together with our partners at ATTIK, we are absolutely thrilled to kick-off the campaign inviting everyone to rediscover the fun of driving with the FR-S." "In this campaign, the radical new FR-S itself is first and foremost," began ATTIK co-founder and executive creative director Simon Needham. "To us, there are very few exciting cars out there that are also practical on some level… and the FR-S gets great gas mileage while maximizing performance. So naturally, our campaign demonstrates the power and handling of this amazing car – most often in the hands of drifting champ and renowned racing driver Ken Gushi, who drove the car in many of the exciting driving scenes. Across every campaign facet, our overall goals are to excite, inspire, drive people to explore the FR-S online and get them into dealerships and behind the wheel." The "Driving is Back" campaign was conceived by ATTIK's creative director Ron Lim, art director Mike Cornell and copywriter Andy Sciamanna, and its out-of-home elements are now live in 40 locations in 26 major U.S. markets. Today, the first of three: 30 spots will break… not only on young adult-targeted cable outlets where viewers are accustomed to seeing Scion ads, but also via NBCU syndication, and on NBC, Fox and every major sports network. First comes "Bringing the Sport Back to the Car," which will begin and end a three-month TV buy. Different campaign spots will appear between June 25 and August 5, and more video ads (all commercials and videos were directed by Needham) will run on the brand's social media channels and website well into September. In print, the first spreads will begin to appear mid-June in Sports Illustrated, Maxim, Motor Trend, and Men's Journal, among many others. Banner placements are also blanketing most standard and some new targets for the brand starting today. "Since the FR-S is Scion's biggest push into the sport coupe market yet, we wanted to extend our reach beyond our typical media channels," Lim explained. "This car already has a lot of buzz around it, and we are aiming to build on that excitement. Of course, television is still a powerful mass medium. We also chose mainstream automotive pubs for the first time. Our campaign is much heavier in details than usual as well. We're psyched about our specs and so are the automotive tastemakers; it was important to reach enthusiasts this time out. Andy and Mike really sold the experience of driving the FR-S." Lim also shared insights into some of the more innovative media tactics the campaign will introduce in July. "We're also using smartphone apps to invite readers to watch the FR-S in action through Digimarc codes embedded in the print. Using their smart phones, consumers will be able to peek under the hood of the FR-S and see it in action. This is a great way to feature the very emotional driving experience within a static print ad." According to Lim, Scion and ATTIK chose Digimarc technology due to its successful integration with the Sports Illustrated Swimsuit issue earlier this year, citing its track record, its powerful security features, and its ability to seamlessly present video as part of the agency's print ad, which is entitled Video Test Drive. That ad is scheduled to run in the July 9 issue of Sports Illustrated. Finally, Scion's and ATTIK's executives are also putting the finishing touches on a powerful iAd that will appear in targeted apps for the iPhone and iPad and allow viewers to view videos and explore more features of the FR-S in amazing detail. The brand and agency once again have many leading technology, creative, production and post-production partners to thank for their campaign contributions. Among those are commercial production company Blueyed Pictures, editorial company Lost Planet, CGI/VFX company Brewster Parsons, and music company Squeak E. Clean Productions. For ATTIK, additional credits include senior broadcast producer Patty Lum and senior account manager Michelle O'Hea, to name but a few. Credits:
Client: Scion Advertising Agency: ATTIK U.S. Executive Creative Director: Simon Needham Creative Director: Ron Lim Art Director: Mike Cornell Copywriter: Andy Sciamanna Sr. Broadcast Producer: Patty Lum Production Company: Blueyed Pictures Director: Simon Needham Directors of Photography: Brooks Guyere, Daniel Ardilley Executive Producer: Jamee Natella Producer: Jon Goldberg Editorial Company: Lost Planet Editor: Saar Klein Executive Producer: Gary Ward Producer: Jaclyn Paris Graphics/VFX/Finishing Company: Brewster Parsons Executive Producer: Darcy Parsons Producer: Rebekah Koerbel CG Artists: Denis Gauthier, Vonetta Taylor Music/Sound Design Company: Squeak E. Clean Productions
Nicole Kidman, Gabrielle Union, Julianne Moore, baseball legend Willie Mays and more of Hollywood’s brightest are lending their voice to Futures Without Violence’s new Respect Challenge in a new PSA ad campaign. Press:
Nicole Kidman credits her parents. America Ferrera thanks her fifth grade teacher. And Willie Mays recognizes the impact of his father. To kick-off an online campaign and contest called The Respect Challenge, the national nonprofit Futures Without Violence has produced a PSA that features top celebrities expressing their gratitude to a person who taught them a valuable life lesson — a lesson in Respect. The PSA, a key ingredient in the national Facebook campaign which launches on Monday, September 10, features responses from such VIP talent as Nicole Kidman, Ed Harris, Julianne Moore, Gabrielle Union, America Ferrera, Joe Torre, and Willie Mays. Aretha Franklin’s iconic song, “Respect,” provides the soundtrack for the video. The PSA will also be available on Facebook, futureswithoutviolence.org, giverespect.org. and YouTube. “There’s never been a better time for a national conversation about Respect,” says Esta Soler founder and president of Futures Without Violence. “Whether you’re on the political campaign trail, or just headed back to middle school, let’s stand up to bullies and remind them about Respect.” The interactive Facebook campaign, designed to celebrate everyday role models and heroes, provides an opportunity for the public to write an online thank you note, or post a thank you video about the person who taught them Respect. Two lucky entrants will earn a donation of $10,000 to a school or nonprofit organization of their choice, as well as a VIP trip to New York City to attend the Macy’s Thanksgiving Day Parade. After the initial entry period (September 10 – October 12), fans will be invited to vote on 10 finalists who have submitted a compelling written note or a video. Scheduled for an online launch on Monday, September 10, The Respect Challenge was introduced at the San Francisco Giants vs. Los Angeles Dodgers game on Sunday, September 9, when the Giants hosted their annual program, Strike Out Violence Day. Baseball legend Willie Mays, featured in the PSA, made a special appearance during the festivities. Futures Without Violence, a national nonprofit and social change organization with offices in San Francisco, Washington DC and Boston, created the campaign with the generous help of AKQA, one of the most-respected ideas and innovation agencies in the world. AKQA’s San Francisco Media team not only provided strategic consultation but secured more than $400,000 in donated online advertising space for the campaign and contest. Wildfire, a division of Google, and a leading social media marketing software provider, also volunteered their services to design and implement the Facebook application, and America Online’s in-house creative team offered their services to create compelling online banners and advertising units. Macy’s, the founding partner of the RESPECT! campaign, has a strong history of support for education and awareness programs that promote positive solutions for healthy relationships. “We hope that the positive stories generated through this campaign will remind us of the life-changing role that parents, teachers, coaches, and so many other mentors can have on shaping young lives,” said Martine Reardon, Macy’s Chief Marketing Officer.
ABOUT FUTURES WITHOUT VIOLENCE:For more than thirty years, Futures Without Violence has been working to promote healthy relationships and safe communities that are rooted in respect. Our educational programs, leadership training and public action campaigns reach parents, teachers, coaches and mentors, as well as legislators, physicians, judges and service providers who are influential in shaping the lives of young people.To learn more, please visit us at Futures Without Violence.org. ABOUT THE RESPECT CAMPAIGN:RESPECT! is a social action campaign to raise awareness and engage individuals from all walks of life in positive solutions to end and prevent violence. The RESPECT! Campaign is an initiative of Futures Without Violence, and Macy’s is the Founding National Partner.
To get women to make heart healthy choices and reduce their risk of heart disease and stroke, Becel and The Heart and Stroke Foundation invited moms to what they thought was a regular school play. Instead, each kid read their mom a personal, heartfelt letter explaining how well she takes care of them. Moms were then asked to take care of themselves too. Developed by DDB Canada's Toronto office, the integrated campaign encourages women to take better care of their health. Full press below.
Toronto, January 24, 2013 — Heart disease and stroke is a leading cause of death for women in Canada1, yet 80 per cent of the risks can be reduced through lifestyle changes. To encourage women to prioritize their own well-being, Becel® recently launched a heartwarming integrated advertising campaign encouraging moms to take action and take better care of their health.
Becel® is the founding sponsor of the Heart and Stroke Foundation’s The Heart Truth™ campaign, which calls on women to put their own health first by assessing their risk for heart disease and stroke, talking to their doctor, and making heart healthy lifestyle choices in order to enjoy a long and healthy life with their loved ones.
“Heart disease and stroke take one in three Canadian women before their time2, resulting in too many children losing their mothers,” says Margaret McKellar, senior marketing manager – Spreads Canada. “Becel wants to drive home the relevance of heart disease and stroke with women and provide them with the tools necessary to make positive changes in their lives.”
With moms more likely to listen to their children than a marketing message, Becel® enlisted the help of elementary school students of an Ottawa public school to surprise their moms by reading aloud heartfelt letters explaining, in their own words, how well their mothers take care of them. The emotional live event created in partnership with the Heart and Stroke Foundation, was filmed for the campaign.
“Women put too much pressure on themselves and sometimes are so focused on the health and happiness of their family that their own health is sacrificed,” says Denise Rossetto, mother of twins and creative director at DDB Canada. “If a woman doesn’t look after herself, she may not be around for her family.”
Developed by DDB Canada’s Toronto office, the national integrated campaign, includes English and French versions of the spot “Love Letters,” an online video, entitled “It’s OK Mom” that people can personalize to encourage a mom and share with their social networks, and digital advertising, which is being supported with public relations and a blogger outreach program. To learn heart healthy tips, get a behind-the-scenes look of the commercial and read the children’s love letters, consumers can visit the campaign site: Becel.ca/EncourageAMom.
The campaign is the result of collaboration between Becel’s agency partners, with DDB Canada’s Toronto office responsible for the strategy, mass, digital and social executions, working closely with DDB Canada Montreal (French adaptation), Edelman (public relations and social media), Mindshare (media), Integrated (shopper marketing) and Ariad Communications (eblast), in partnership with Sapient who is responsible for Becel.ca.
The “Love Letters” TV spot launched on January 21, 2013, followed by cinema and digital campaign elements in market the first week in February for Heart Month.
DDB Canada has partnered with Unilever Canada as Becel’s agency of record since 2009.
The Women’s Interlink Foundation (WIF) has launched an initiative whereby scarves made by vulnerable young Bengali women will be sold in the UK through Topshop, with all the profits going back to the women. The charity’s Key To Freedom initiative, which is supported by HRH the Duke of York, provides women in West Bengal in India who have been exposed to domestic abuse, and in most cases trafficked into the sex trade, with skills to earn an income. The initiative is supported by a point-of-sale, digital and social media campaign by Mother. Each Bengali woman signs a swing tag attached to the hand-printed scarf she has created which carries the call to action “Share how you wear your scarf at Keytofreedom.org” — encouraging people who buy the garment to submit pictures of themselves wearing it. These images will form the basis of the brand’s social presence and provide content for its Facebook page at Facebook.com/KeyToFreedom. Key To Freedom branded scarves will go on sale in Topshop in London, New York, Las Vegas, LA, Hong Kong and Melbourne on July 16th. WIF provides accommodation in safe houses for the women where they are taught sewing and textile printing. The Indian printed designs available Topshop are an example of the garments the women hope to produce to help them become economically independent. Kieran Bradshaw, strategist at Mother, said: “We have a great set-up with WIF, a beautiful product and now a great brand, so this initial launch is just the starting point in being able provide an income for the girls and to build a sustainable social enterprise model. “
Credits: Creative Advertising Agency: Mother, London Art Director, Copywriter, Planner, and Agency Producer: Mother
Tiësto, the Dutch DJ is the latest famous face to appear in the advertising campaign for Acer, encouraging people to explore beyond their limits.
The musician, voted #1 DJ by Rolling Stone Magazine appears in a new online film for the brand which breaks globally on 3 May.
In the spot, created by Mother, we are introduced to Tiësto’s assistant Vernon who shares his boss’s love of music and uses his Acer Aspire P3 both for work and exploring life beyond his day job.
Vernon organises Tiësto’s schedule on his Ultrabook™, but in his free time he uses it for DJing, to the annoyance of everyone but his boss.
Vernon’s DJ skills come in handy when Tiësto gets trapped inside a zorb during a live gig and he is called in to take over the decks. Not only does he save the day with his Acer Aspire P3, but he also gets the girl, in this case the model, Poppy Delevigne.
All media across Europe was planned and purchased by DWA, the Acer agency of record for EMEA media buying. The mix includes a heavy investment across online media with a significant focus on delivering rich ad interaction, video plays, social sharing and mobile distribution. Chris Bagnall, DWA’s Managing Director Acer Client Services said “this campaign evolves the explore beyond limits Acer brand promise and takes it to a new level for 2013. We are making full use of an online environment to engage people through a variety of different platforms, formats and targeting techniques”.
Credits Creative Agency: Mother Art Director: Mother Copywriter: Mother Planner: Mother Agency Producer: Mother Director: Traktor Production Company: Traktor Producer: Rani Melendez Editor: Rich Orrick Post-Production: MPC VFX: MPC VFX Producer: Julie Evans VFX Supervisor: Kamen Markov Grade: George K Audio Post-Production: 750MPH DoP: Ben Seresin Media Agency: DWA
The highly anticipated 2013 Subaru BRZ rear-wheel-drive sports coupe makes its debut in Canada with the launch of a new campaign ‘Scorched,’ and car aficionados and passionate drivers will agree, car porn has never looked so good.
Developed by DDB Canada’s Toronto office, the national campaign features a 60-second online film, ‘Scorched,’ shot with Phantom camera technology, creating extreme slow-motion shots. The suspenseful story unfolds inside a garage where an unknown source of heat melts everything in its path. Amplified by a dubstep track, “Execute” by Excision, the final shot reveals the heat source to be the Subaru BRZ emerging out of a drift, demonstrating that the BRZ handles as incredibly as it looks.
“The Subaru BRZ is a hot car, with a great deal of excitement already surrounding its release,” says Todd Mackie, creative director, DDB Canada. “We wanted to create a visual story to mirror that anticipation while captivating both existing fans and reaching new ones.”
Print, online, ambient, social media, public relations and targeted blogger outreach round out the campaign; each highlighting the sizzling sports coupe. Selectmedia and bloggers also got the opportunity to feed their gear head inside by attending the ‘Scorched’ shoot, to get a rare, behind-the-scenes peek at the Subaru BRZ in action.
“This is Subaru’s first rear-wheel drive sports coupe and with limited quantities available in Canada this year, it’s the most highly anticipated launch in the category,” says Geoff Craig, director of marketing, Subaru Canada. “We challenged DDB to accelerate the buzz and launch the BRZ with creative that’s just as hot as the car.”
A hologram lenticular in The Grid and attention-grabbing creative in national newspapers and magazines reveals the BRZ burning through the pages. Similarly, online advertising burns up computer screens and tablets to unveil the hot new sports car.
The Subaru BRZ turned heads at the 2012 Montreal Grand Prix (June 8-10), with an ambient street-art installation produced by DDB Public Relations. The BRZ was showcased as part of an eye-popping, movie-style set featuring a burnt mailbox, singed bike rack, melted street lamp and a massive 32’ heat-blasted brick wall. The result was a surreal replica of a Montreal street corner that appeared to have been utterly “scorched” by the hot new sports car.
To enhance the installation DDB Public Relations engagedCanadian NFC tech firm, TAPmeTAGS Inc. to provide NFC enabled tags as part of a test-pilot program to encourage consumer interaction onsite. Singed wild postings surrounding the installation encouraged passersby to “tap or snap” using their NFC phones. This directed consumers to a dedicated BRZ landing page where they could learn more about the vehicle, view images and book a test drive.
The Montreal ambient installation is the first of a series, with more coming to major cities across Canada this summer.
Credits: Advertising Agency: DDB, Toronto, Canada Creative Directors: Denise Rossetto, Todd Mackie Associate Creative Directors: Paul Riss, Adam Bailey Copywriter: Adam Bailey Art Director: Paul Riss Agency Producer: Ken Rodger Account Team: Michael Davidson, Peter Brough, Julia Morris Media Company: OMD Production Company: Radke Director: Common Good Common Good Creative Directors: Eric Makila, Jamie Webster, Jordan Clarke Executive Producers Common Good: Marie-Pierre Touré, Stefanie Kouverianos Executive Producer Radke: Miriana DiQuinzio Line Producer:Dwight Phipps Director of Photography:Chris Mably Editorial: Ross Birchall, Bijou Editorial VFX: Common Good VFX Supervisor: Alex Avram Post-Production: Alter Ego Colourist: Erin Whipp / Alter Ego Online Editor: Darren Achim Music: “Execute” by Excision
Moms Demand Action has launched a new ad campaign to drive support for new and stronger gun laws in America in the aftermath of the massacre at Sandy Hook Elementary School in 2012. The video, "How many more rounds?," is an emotive depiction of the damage caused by gun violence. An AR-15 assault weapon is fired in slow motion with each discharged shell casing representing a major shooting in America. The video ends with the message, "How many more rounds are we going to let this go on for?" along with a phone number to the Congress switchboard. Story via: SUSAN KRASHINSKY | The Globe and Mail — Shell casings from a black AR-15 rifle spin in slow-motion flight. Each one is labelled with the name of a school or a city where a mass shooting has taken place: Columbine; Carson City; Virginia Tech; Aurora and Minneapolis and Brookfield and Newtown. This new television ad wades into the debate over gun legislation in the United States at a crucial time, as the Senate prepares to vote Thursday on President Barack Obama’s proposals to stem gun violence. But the agency behind it is located in Canada.
Grey Canada has been working with a newly formed group seeking to brand itself as the Mothers Against Drunk Driving of the gun debate: Moms Demand Action for Gun Sense in America. The partnership came about after chief creative officer Patrick Scissons, on vacation south of the border over Christmas, saw a news segment with Shannon Watts, the founder of the group that at the time was called One Million Moms for Gun Control. Mr. Scissons was moved to reach out to Ms. Watts and ask whether she needed help with the cause. From that conversation, Grey landed on the pitch list for agencies and then secured the account to do pro bono advertising work – something nearly every agency does for a select portfolio of causes. The group’s first television campaign will launch on networks such as CNN and MSNBC and in smaller markets as the group’s members lobby for time on local stations. Ms. Watts says she was inspired by the MADD brand. “It really changed the culture and the perceptions around driving while intoxicated,” she said. “There’s an important role moms play in touching the emotions of America.” As the group gained traction, Grey did a number of smaller promotions, including one involving a typically Canadian perspective. Noting that the popular candy Kinder Surprise Eggs are banned in the U.S. – because of the alleged choking hazard – the Canadian advertising team worked up an Easter campaign sending eggs to Anderson Cooper and other news personalities. The point was that there are more limits on Kinder eggs in the U.S. than there are on the purchase of assault rifles. The group’s influence has been growing, which Ms. Watts attributes to the power of social media. Since it was launched in December, it now has roughly 90,000 members in 90 chapters across the U.S. On March 28, some members were invited to the White House to stand on stage while the President spoke about gun legislation. The new ad is darker than the Easter campaign – the images of shell casings are accompanied by audio of 9-1-1 calls, news reports and solemn presidential addresses about shooting incidents, and the voices of parents whose children have been killed. The organization’s goals include background checks for gun purchases, a ban on assault weapons, and the tracking and regulation of ammunition sales in large quantities. It is funded by the members and by online donations. The gun debate is not only a focus for the Canadian office of Grey Group, which is a multinational firm; in a meeting last fall, Mr. Scissons and Tor Myhren, chief creative officer and president of Grey New York, discussed it as an issue deserving consideration. For agencies, these types of free public service announcements are a creative opportunity as well. “You talk about agencies really wanting to do breakthrough work, work that strikes a chord emotionally and really motivates public opinion, the public service space is obviously the greatest area for that,” Mr. Scissons said. “Any profile it brings the agency based on the success of that work is great. But on a personal standpoint, feeling a connection and being passionate about the cause, it’s infectious within a shop.”
Credits: “Parfaitement Trop” (which translates to “Perfectly Too Much”). The Oxymoron “Parfaitement trop” represents the perfect dose of intensity one feels when riding a Harley-Davidson motorcycle.
Advertising Agency: Cart1er, Canada Creative director: Donald Samson Creative: André Paradis, Simon Rivest, Daniel Beaumont, Benoit Pellé Strategic development: Stéfanie Forcier, Benoit Cartier, Jean-Claude M. Kikongi Client services: Nassim Assadi, Marie-Noël Hade Social media: Jean-Claude Kikongi, Stéphane Pelichet Media: Vizeum, Oliver Poissant / Espresso média, Yannick Manuri Agency producer: Élyse Bleau Production house: Les Enfants – Céline Ceillier Director: Ivan Grbovic Web production: Alt Post-production: Vision Globale Sound: Boogie / underground
Olive oil advertising just got a whole lot sexier with Bertolli's new social media ad push introducing Alfredo Caldo-Freddo, the barely dressed naughty Italian chef.
The 3-minute commercial uses Mr. Caldo-Freddo, the multi-talented chef to teach us the right way to use olive oil and the not so sexy man to show us the wrong ways.
Despite some negative feedback, the ad and Bertolli's new spokesman is being very well received by many women much like the recent (and still this girls favorite sexy chef) Kraft's Zesty Italian Dressing Guy.
Credits: Creative Ad Agency: MJW Advertising, Australia Creative Director: Marrianne Little Strategy Director: Scott Davis Account Director: Lucy Cunningham Production: Jungleboys Director: Alethea Jones
Serve Marketing has once again partnered with the Coalition for Children, Youth and Families to bring attention to the need of foster care families in Wisconsin. They worked with foster parents, foster children, college students and the surrounding communities to create the "Shelter From the Storm" campaign. A follow-up to last year's Silver Anvil nominated "Turn A Life Around" handstand campaign, umbrella flashmobs across the state will occur throughout the month of May (Foster Care Awareness month). These bright yellow umbrellas symbolize the safe haven that a foster family can provide to a child in need.
Billboards and a televised PSA direct viewers to FosterParentsRock.org, where information about becoming a foster parent is available. Through traditional and social media outreach, Serve was able to garner the attention of communities to join the events and support the cause. At these events, potential foster care parents were able to interact with other foster families to learn more about this unique parenting challenge and erase the negative stigmas that surround foster care.
"These kids’ lives are like being caught in a virtual storm every day," explains the campaign’s creator, Gary Mueller. "That’s why we chose to use iconic yellow umbrellas as the metaphor for foster parenting and what it means to these children. That when you become a foster parent, you’re literally giving kids shelter from the storm."
"Our end goal in this campaign is to change the stigma about what it means to be a foster parent," Colleen Ellingson, CEO of the Coalition for Children, Youth and Families, says. "By getting out there, being visible in the community and giving passerby the opportunity to talk to real foster families, we hope to inspire people to make a difference in a child’s life and be their support system."
Credits: Created by Serve Marketing — an all-volunteer, nonprofit advertising agency. Print Credits Art Director: Scott Krahn Creative Director: Gary Mueller Copywriter: Gary Mueller Photographer: Nick Collura Photo Retoucher: Anthony Giacomino Producer: Terri Burmester
PSA Credits Director: Rob Fischer Exec Producer: Sue Karpfinger Editor: Dave Kuhnen Audio: Peter Batchhelder, Independent Studios
O2 has released a campaign to support its new brand position. The company wants its brand to be associated with positivity and unchecked enthusiasm in a bid to get consumers to embrace new technology. The first ad breaks online today ahead of a TV and cinema release on 6 July. The spot shows a cat that stops being aloof and adopts dog-like characteristics. The ad will be supported by social media, outdoor and in-store executions. The ad was created by VCCP. It was written by Nathaniel White and Ben Daly, and directed by Keith Schofield through Caviar.
Credits: Creative Advertising Agency: VCCP Director: Keith Schofield Production Company: Caviar Producer: Shirley O'Connor, Caviar Agency producer: Catherine Long Copywriters: Nathaniel White, Ben Daly Executive creative director: Darren Bailes Editor: Patric Ryan, Marshall Street Editors Sound: Factory Animation & SFX: Bevis Jones. MPC TK: George K. MPC via:
Budweiser has launched its first-ever Twitter account – www.twitter.com/budweiser. The account went live last night.
The iconic brand marked the occasion with another "first" involving the Budweiser Clydesdales – tweeting the first photo of a member of the elite "Budweiser Clydesdales Class of 2013," a beautiful 150-pound baby born the morning of Jan. 16. It was the brand's first-ever Tweet.
Using #clydesdales, Budweiser also is asking Twitter followers of @Budweiser and Facebook friends to help name the young equine star, who will be seen by an estimated 110+ million viewers next Sunday during Super Bowl XLVII.
"This newest member of the Budweiser Clydesdale family was 7 days old on the day this part of the Super Bowl commercial was filmed," said Jeff Knapper, general manager of Clydesdale operations. "A star was truly born on Jan. 16." More than 30 baby Clydesdales are expected to be born this year at the 300-acre Warm Springs Ranch, the state-of-the-art breeding facility for the Budweiser Clydesdales in Boonville, Mo.
On Super Bowl Sunday on Feb. 3, the Budweiser Clydesdales will appear in a new 60-second spot, "Brotherhood," which chronicles the bond a Clydesdale foal shares with his trainer. Partially shot at Warm Springs Ranch, "Brotherhood" will take the Clydesdales advertising into new territory by providing a new level of access to their early years.
This is the Clydesdale's 23rd Super Bowl spot since first appearing in a big game spot in 1986.
In addition to the baby foal born this month that will appear in the spot, other young Clydesdales, including an 8-month-old and a 2-year-old, will be featured, in addition to a full hitch of eight adult horses. Budweiser's Twitter channel debuts after the social media platform introduced age verification, allowing the beer to restrict its tweets to users 21 and older.
2013 A MILESTONE YEAR The Clydesdales celebrate a major milestone in 2013 – the 80th anniversary of their association with Anheuser-Busch. The Budweiser Clydesdales have been an integral part of Anheuser-Busch's heritage since April 7, 1933, and their strength and majesty symbolize Budweiser quality as well as integrity, achievement, success, perfection and team spirit. They were formally introduced to celebrate the repeal of Prohibition for beer. "The symbol has become synonymous with Budweiser — the quality that goes into the beer, as well as the time, energy and passion we put into taking care of the horses," Knapper said.
How is the baby Clydesdale featured in the commercial doing? Both mother, 7-year-old Darla, and baby are doing well, reports John Soto, supervisor of the breeding operations at Warm Springs Ranch in mid-Missouri. "We have had two foals born so far this year and they're both doing very well," Soto said.
"We take great pride in each and every one of our horses, and Warm Springs Ranch is a great home," Knapper said. "The Budweiser Clydesdales are the envy of the equine world. We treat them like royalty, and they are among the best-cared-for animals in the world."
Anheuser-Busch has about 200 Clydesdales in its herd, with about half of them at Warm Springs Ranch in Cooper County.
