Planet Fitness admits they are not a gym with two new commercials: "Hot" (above) where a group of sexy women compliment each other on how "Hot" they are.
The second spot, "Burn" (below) is a little disturbing and hard to watch as the guy explains his "Burn On." At the end of it all, Planet Fitness offers No Gymtimidation.
I get the feeling this campaign might back fire on them.
Credits: Advertising Agency: Red Tettemer + Partners, USA Chief Creative Officer: Steve Red Executive Creative Director: Steve O'Connell Creative Directors: Bryon Lomas, Todd Taylor, Joey Crawford Associate Creative Director: Clarence Bradley Art Directors: Bryon Lomas, Todd Taylor Copywriters: Joey Crawford, Clarence Bradley Producer: Joe Mosca Production Company: Biscuit Filmworks Director: Mike Maguire Director of Photography: Neil Shapiro Editor: Vic Carreno Producer: Joe Mosca Music House: Milkboy Recording Composer: Tommy Joyner Producer: Cody Cichowski
Puma introduces us to it's newest technology in running shoes with the commercial above for PUMA Mobium shoe, the running shoe that was inspired by cats, yes cats, see video below.
A cat's paws contract to provide propulsion and expand to provide cushioning. PUMA Mobium Elite's Expansion Pods, inspired by a cat's paw, adapt to your foot with every step. Welcome to Adaptive Running.
Press: PUMA Launches The Nature of Performance in 2013. PUMA Celebrates A Year Of Innovation With Groundbreaking Performance Product Introductions & New Campaign Launch 2013 signals a pioneering year for PUMA, as the global sportlifestyle brand re-energizes its performance positioning through the introduction of a new cross-category performance platform — The Nature of Performance. The Nature of Performance underpins a new creative and marketing campaign, in addition to serving as the inspiration for a collection of innovative new products in the Football, Running, Training and Fitness categories.
PUMA's Nature of Performance platform is a red thread that unifies all of PUMA's performance categories with a consistent voice, look and feel. Grounded in nature and the athlete's innate desire to perform at their best level, The Nature of Performance takes us on a journey that is at once personal and universal. Through it, we come to understand certain campaign insights:
The Nature of PUMA Football: Whether it's in your nature to be power hungry, a glutton for speed or a control freak, PUMA builds inspired products to amplify you and your team's instincts.
The Nature of PUMA Running: It's in our nature to disrupt the monotony of running. It's making a routine run feel fresh again, and it's in our nature to get you out the door.
Similar insights have been developed for PUMA Golf, PUMA Training, PUMA Fitness and PUMA Ecosphere and will feature in the creative executions for each. Created in collaboration with advertising partner Droga5, the Nature of Performance campaign for ATL and BTL features the product as hero in each treatment, with a minimalist deconstructed "set" using a simple gray background, exposed staging and technical features, and athletes in motion showcasing the 'epic moment' of athletics. Stylistically new for PUMA, the Nature of Performance creative is designed to evoke a visceral reaction and tap into our nature as performance athletes.
PUMA also partnered with video production house Juliet Zulu to develop a series of technical films and TVCs for The Nature of Performance that will roll out online, by category, beginning in February 2013.
"With The Nature of Performance, we've found our own unique voice within the performance space," said Filip Trulsson, Director of International Marketing at PUMA SE. "The platform works across all of our sport categories and offers a compelling and effective way to convey pinnacle performance PUMA products and the user experiences at its most natural state."
The Nature of Performance platform launch coincides with a series of innovative new product introductions in Spring/Summer 2013, including ground-breaking footwear and apparel styles for Running and Training.
PUMA Mobium Elite is a first generation PUMA Adaptive Running™ shoe that's built on a system of interdependent technologies that are proprietary to PUMA. The patent-pending technologies of the Mobium Bands, the Windlass Chassis and the Expansion Pods work together allowing the shoe to expand and contract as the foot naturally does through the gait cycle. PUMA has identified this new category of running — Adaptive Running — after two years of intense biomechanical research, development and testing. PUMA Mobium Elite encourages a more natural movement and efficient stride.
In addition to innovative new product introductions, PUMA is also introducing for 2013 a unique naming and labeling concept designed to make it easy for consumers to identify which products best fit their performance needs. The PUMA CELL system consists of 14 CELL names, each of which corresponds to a specific key performance benefit — dryCELL for moisture management, visiCELL for increased visibility and powerCELL for compression, to name a few. PUMA CELL is a proprietary system the brand has developed to ensure product benefits are clearly communicated and identifiable to the consumer.
I love everything about this campaign, especially Puma Designer Raymond Horacek (video below) who quotes the great architect Antoni Gaudi, "...man does not create, he discovers" in his design process. Raymond and the PUMA Innovation Team studied the way big cats move and how the human foot changes in length, height and proportion during the running step that gave birth to Adaptive Running.
Credits: Creative Advertising Agency: Droga5 Video Production House: Juliet Zulu
Work It Kitty, a great multi-phase campaign for the Temptations cat treat full press and credits below: TEMPTATIONS TREATS LAUNCHES THE PURRFECT CAT WORKOUT: WORK IT KITTY
The cat’s out of the bag! The makers of TEMPTATIONS® treats, the irresistible snack cats love, is shaking up the feline fitness world in order to encourage Canadians to get more active with their cats. The leading Canadian cat treat brand quietly soft-launched its WORK IT KITTY™ campaign with the release of a cat workout/music video and www.workitkitty.com microsite. The WORK IT KITTY™ video is the exclusive meowzercise workout for cats and features fictional characters Kate and George— cat hotel owners and premier cat workout professionals. Reminiscent of a 1980s workout, sweatbands included, cathletes Banjo, Fritz, Harley, Pumpkin and Tom, demonstrate the hottest feline fitness moves, including ‘paw rotations’; ‘jumping box squats’; and ‘paw extensions’. “The TEMPTATIONS® All Natural treats brand wants to encourage Canadians to find simple ways to keep their cats active in a fun way,” says Brittany Compton, Senior Brand Manager, TEMPTATIONS®, Mars Canada Inc. “The WORK IT KITTY™ campaign video and microsite have generated great consumer response, and we’re thrilled that the campaign is gaining so much organic attention. The WORK IT KITTY™ campaign, created by the TEMPTATIONS® treats’ creative agency DDB Chicago, officially supports the TEMPTATIONS® All Natural treats product portfolio.
Created in partnership with Ultra Music and produced by Biscuit Filmworks, the WORK IT KITTY™ video features the song I Don’t Wanna Dance by Alex Gaudino ft. Taboo. The video was seeded out to consumers through Ultra Music’s YouTube channel and encourages viewers to visit www.workitkitty.com. The video and microsite are currently supported with public and media relations by Fleishman-Hillard Toronto, and Proximity Canada is communicating the campaign through the TEMPTATIONS® treats Canada Facebook page. The WORK IT KITTY™ campaign officially launches mid-July 2013 and targets Canadian cat owners and lovers, ages 18-49 years old. It will feature the video repurposed into a national, English and French 15 second ad by DDB Chicago that will run on a national television and pre-roll media buy co-ordinated by MediaCom. Match Ignite developed and will execute an in-store UPC collection and redemption promotion and in-store display tools as well as mass direct-to-target consumer sampling. Agency Credits: Title: WORK IT KITTY™ Client: Mars Canada Inc. TEMPTATIONS® All Natural Treats Creative Ad Agency: DDB, Chicago Production Company: Biscuit Filmworks Director: Andreas Nilsson Managing Director: Shawn Lacy Music Video Seeding: Ultra Music Public Relations: Fleishman-Hillard Toronto Media Buy: MediaCom In-Store Marketing / Direct-to-Consumer Sampling: MatchIgnite Facebook: Proximity, Canada
Advertising Agency: Ogilvy, Atlanta, USA
Creative Director: Dave Galligos
Associate Creative Director: John Teter
Copywriter: Ashley Staker
Retoucher: John Teter
Jerk. [jurk]: an exercise that involves bending then straightening the knees in order to propel a weight above the head; knees bend again when the arms straighten to catch the weight. Different. Results.
Dana Carvey & Kevin Nealon as Hans & Franz join Aaron Rodgers in the newest State Farm commercial "Trainers." Aaron Rodgers is surprised at the gym when America’s favorite fitness buffs recognize him as the “Discount Double Check Guy”. See how they pump up his workout regimen to take savings to a whole new level.
Creative Credits: Advertising Agency: DDB, Chicago, USA Chief Creative Officer: John Maxham Group Creative Directors: Barry Burdiak, John Hayes Chief Digital Officer: Joe Cianciotto Group Business Director: Penn French Group Strategy Director: Gustavo de Mello Director of Production: Diane Jackson Executive Producer: Scott Kemper Producer: Luke LiManni Production Company: Hungry Man Director: Hank Perlman Editors: Grant Gustafson, Matt Walsh, Aaron Kiser, Patrick Casey, Craig Duncan @ Cutters Finishing: Rob Churchill, Daniel Pernikoff, Michael Anderson, Derek de Board, Michael Mazur, Casey Swircz @ Filmworkers
The newest ad campaign for Nike has turned the world into the classic video game Super Mario.
The commercial features athletes jumping onto platforms, leaping into drainpipes avoiding fireballs, and leaping from building to building à la Mario.
The Nike ad entitled "Game On, World." was created to promote the Nike+ fitness tracking system—which tracks the wearer’s movement wirelessly and logs data on the app.
In Russia the Orange Fitness Gym decided to promote their gym with this new commercial. Make sure you watch the whole clip, I wont pass judgement but I will say this.....eeewwwwwwww!
In this exclusive Land Rover commercial, four parkour (PK) athletes demonstrate amazing feats of balance, fitness and gymnastics, representing the "Above & Beyond" all-terrain, go anywhere capabilities of Land Rover vehicles. Just like these four parkour traceurs, Land Rover's wheels can't be stopped by any obstacles. Credits: Advertising Agency: Y&R, New York, USA CCO: Jim Elliott GCD: Marc Sobier, Andrew McKechnie Art Director: Eduardo Quadra Copywriter: Paul Wood Exec. Director of Production: Letitia Jacobs EP: Craig Jelniker, Jessica Dierauer Assistant Producer: Abby Bralove Assistant Music Producer: Rachel Rauch Prod. Co.: Biscuit Filmworks Direction: Noam Murro Managing Director: Shawn Lacy EP: Colleen O’Donnell Head Of Production: Rachel Glaub Producer: Jay Veal Production Supervisor: Jen Berry 1st AD: Craig Pinckes Editing: Rock, Paper, Scissors VFX: MPC Sound: Heard City Music Company: Tone Farmer Music Arranger: Ray Loewy
Built — Reinvented 2012 Camry — Release date Oct. 16, 2011
Pit Stop — Reinvented 2012 Toyota Camry — Release date Oct. 24, 2011
Press and Credits: Saatchi & Saatchi LA Creates Campaign for the Reinvented 2012 Toyota Camry
“It’s Ready. Are You?” Touts Vehicle Innovation and Performance
Saatchi & Saatchi LA today announced the launch of the reinvented 2012 Camry campaign, one of the largest integrated marketing campaigns the agency has developed for Toyota Motor Sales, U.S.A., Inc. “It‟s Ready. Are You?” demonstrates how the seventh-generation model addresses changes in consumers‟ vehicle needs, expectations and driving habits through the combination of new innovations and improvements to interior and exterior vehicle styling.
The campaign centers around six TV spots, beginning with the 30-second “Built,” which will make its national debut on October 16 during NBC's Sunday Night Football. The spot uses stunning animation and visual effects to highlight the Camry‟s new features and visually demonstrate the reinvention of Toyota‟s signature model. As the 2012 model builds around its driver, the spot touches on several of the key aspects midsize car buyers expect to get with their next car purchase.
“For nearly 30 years, Camry has been an icon of durability, quality and reliability. But with the new model, Toyota has made a serious upgrade in technology, safety, elegance, performance and flat out beauty,” said Chris Adams, executive creative director at Saatchi & Saatchi LA. “With the „Built‟ commercial, we had a lot of fun literally showing this reinvention in progress. It truly is a car built around the needs of today's drivers.”
Another 30-second TV spot, “Pit Stop,” pays homage to the Camry‟s racing heritage with Toyota NASCAR driver Kyle Busch. The ad shows how Toyota‟s excellence carries from the racetrack to the roadway by transforming the car in the speed of a pit stop to highlight the Camry's performance capabilities and intuitive mobile technology. “Pit Stop” will make its television debut on October 24.
Two additional TV commercials will roll out later this year. Further, broadcast momentum continues into next year with two spots in the Super Bowl and the Toyota Halftime Report.
The campaign also includes print ads, digital media, out-of-home boards and social media elements. Additionally, digital billboards featuring Camry imagery will run atop the Walgreens building in New York‟s Times Square to spark the public‟s interest and build intrigue for the 2012 model.
Beginning in November, consumers will have the opportunity to get behind the wheel of the 2012 Camry at over 125 events through March 2012. The Toyota Drive Center national ride and drive tour, along with activations at select Life Time Fitness locations across the country, will give the public a chance to experience the vehicle first hand.
To set the stage for the 2012 model launch, Toyota and Saatchi & Saatchi LA launched the Camry Effect website, which is designed to connect the nearly seven million Camry drivers in the United States through an intuitive, interactive, online experiencehttp://www.toyota.com/camryeffect. The Camry Effect provides past and present Camry owners a platform to share stories, moments, memories and milestones of first dates, road trips, soccer games, interviews and college days while witnessing the collective “effect”
DDB New York just launched a new global campaign, featuring supermodel Miranda Kerr, for Reebok's new Skyscape shoe...and looks looks stunning in it.
Official Press: Reebok, the fitness brand at the center of women’s footwear innovations for more than 30 years, today revealed its new campaign with international supermodel Miranda Kerr for its new shoe, Skyscape. Created using new materials and techniques for a feeling of unparalleled comfort, the international style icon kicks off a global integrated marketing campaign for the shoe, which is so comfortable, you’ll forget you have it on.
An everyday shoe for active and casual wear, Skyscape features 360 degrees of foam comfort in a fun, flirty silhouette that pairs perfectly with jeans, skirts or yoga pants. The challenge behind Skyscape was to create a stylish shoe that would keep women comfortable when they are on their feet all day running errands, meeting friends, commuting to work or going to the gym. Rather than just thinking about comfort underneath the foot, Reebok wanted the foot to be enveloped in comfort. In the research and development phase, Reebok looked to other industries for inspiration. For the pillow-like design of the sole of the shoe, the inspiration came from the home furnishings industry, while for the upper, the inspiration came from the lingerie industry – and specifically, molded foam bras.
The Skyscape upper is crafted using the same manufacturing techniques and processes as molded foam bras, but using materials that have been optimized for the stresses and strains placed on the feet all day. The seamless, 2-way stretch material creates a soft, comfortable envelope around the top and sides of the foot, while allowing for natural foot movement and breathability. The sole of the shoe resembles cloud-like pillows, and provide cushioning, comfort and flexibility for all-day comfort. The flirty lace-up silhouette comes in a broad range of colors to match any outfit or mood.
A fully integrated marketing campaign featuring style icon Miranda Kerr will launch the shoe, which hits retail outlets globally in March. With TV, print, retail, PR an digital components, the campaign works on all channels to demonstrate the way Skyscape feels and will have women everywhere wondering about the shoe that’s so comfortable, you’ll forget you have it on. Both the film and static elements of the campaign playfully center on this idea and were brought to life by legendary fashion photographer Gilles Bensimon, who captured the static imagery, and famed music video director Dave Myers who shot the TVC. DDB New York is the creative agency behind the campaign.
“I’m on the move all day so it’s important to have a pair of shoes that balance comfort, style and practicality,” said Miranda Kerr. “My Skyscape shoes are a wardrobe staple that come with me everywhere I go, they’re the perfect in-between shoe to wear to work, running errands or to the gym, and because they’re lightweight and compact they’re also great for travel. Skyscapes come in a range of fashionable colors so there’s a pair for every outfit!”
Martina Jahrbacher, Head of Reebok Walking, commented, “Reebok has a rich heritage in developing product especially for women and of looking outside of the footwear industry for the newest techniques, and I am proud to say that we have done it again with Skyscape. It took us more than two years to complete this shoe, as we were dedicated to creating a shoe that will perfectly support our active female consumer and, at the same time, was unlike any other shoe in the industry. At Reebok, we’re constantly looking for new ways to develop the best footwear and the innovative processes we’ve incorporated to develop Skyscape have created a shoe that you really have to try on to believe.”
Creative Credits: Ad Agency: DDB New York Campaign: “Layers Off” Client: Reebok Product: SkyScape Celebrity Spokesperson: Miranda Kerr
Chief Creative Officer: Matt Eastwood Creative Director, Art: Mariana Costa Creative Director, Copy: Julie Beasley Head of Production: Ed Zazzera Senior Producer: Heidi Baltzer Senior Business Manager: Lynda Blaney-Smith Global Business Director: Chris Tussing Management Supervisor: Damaris Marszalek Account Supervisor: Amanda Foderaro
Production Company: Radical Media Director: Dave Meyers Executive Producer: Jim Bouvet, Maya Brewster Head of Production: Frank Dituri Producer: Carla Tate
Editorial: Rock Paper Scissors Editor: Mikkel Neilsen Executive Producer: Eve Kornblum
To showcase how Kellogg’s Vector Cereal & Bars are the fuel of the ambitious and active everyday athlete, Traffik collaborated with Gavin Peacock, a Canadian extreme sports and freestyle fitness fanatic, and the man behind the epic, viral, 365 Days of Awesome videos. Along with being featured prominently in the video, Gavin helped produce, film, direct and edit the video, which highlights everyday athletes as they push through the trials of training and competing to conquer a variety of athletic activities, and ultimately ‘Taste Vectory’.
Creative Credits: Agency: Traffik Creative Direction: Troy McGuinness, Cam Boyd Art Direction: Andrei Sherwin Copywriting: Lino DiNallo Filmed and Edited by: Gavin Peacock Online & Transfer: Alter Ego Mix: Boombox
Credits: Advertising Agency: Biscuit Filmworks Chief Creative Officer: Steve Red Executive Creative Director: Steve O’Connell Creative Directors: Bryon Lomas, Todd Taylor, Joey Crawford ACD: Clarence Bradley Art Director: Bryon Lomas, Todd Taylor Copywriter: Joey Crawford, Clarence Bradley Producer: Joe Mosca Account Executive(s): Perry Morris, Elizabeth Latham Production Company: Biscuit Filmworks LA Director: Mike Maguire Director of Photography: Neil Shapiro Executive producer: Colleen O'Donnell Line Producer Scott Kaplan Editing House: Red Tettemer + Partners Editor: Vic Carreno Producer Joe Mosca Colorist: Janet Falcon, Shooters Post and Transfer Audio Engineer: Bob Schachner, Shooters Post and Transfer Music House: Milkboy Recording Composer: Tommy Joyner Producer: Cody Cichowski
Go Daddy is one of the first 2012 Super Bowl advertisers to give us a sneak peak at what they are up too. Go Daddy's Super Bowl commercials include two spots this year, "The Cloud" features Danica Patrick and The PussyCat Dolls and what seems to be some short of heavenly angel thing, which reminds me of the Axe Fallen Angel ads.
The official press release: SCOTTSDALE, Ariz.–(BUSINESS WIRE)– Super Bowl 2012 will mark a product milestone for Go Daddy. The world’s largest provider of Web hosting, domain name registrations and net-new SSL Certificates is known for its edgy ads with smokin’ hot Go Daddy Girls, but for the first time ever, Go Daddy is using one of its two edgy new Super Bowl commercials to specifically reference its cloud-based offerings.
Go Daddy has long delivered services “in the cloud” – providing individuals and businesses more efficient and less expensive online options. Now, it’s taking its product marketing to Super Bowl viewers with fun references to Go Daddy’s innovative offerings such as 4th Generation Hosting, known as 4GH.
The 30-second ad is called The Cloud. It features Go Daddy Girl Danica Patrick and the new Pussycat Dolls, along with several core product references in a “divine” setting. The Cloud is also Go Daddy’s most ambitious production in the company’s eight-year Super Bowl history. The storyline includes a revealing moment and an extravagant set design.
“How can we produce a Super Bowl ad that’s fun, edgy, slightly inappropriate and also speak to cloud-based products?” asked Go Daddy CEO and Founder Bob Parsons. “Like only Go Daddy can … trust me, it’ll be as GoDaddy-esque as ever. Danica will surpass her most revealing Go Daddy moment, from back in 2008 when she gave us the big unzip!”
Danica recently ranked the Internet’s Most Searched Athlete and she’s also a sort of Super Bowl staple. By most observers’ count, Danica has been in more Super Bowl ads than any other celebrity, and with this year’s campaign, she will have 11 big game ads on her resume, all with Go Daddy Productions.
“Doing Go Daddy’s Super Bowl commercials is always interesting, but this year’s are epic,” Danica said. “The commercials are very funny – there’s physical humor, and in The Cloud there’s a big-time dance routine. Yes, I dance. And I’ll say this, the dance sequence is as GoDaddy-esque as it gets!”
Go Daddy’s other 2012 Super Bowl ad also features Danica, along with her Go Daddy Girl colleague and fitness guru Jillian Michaels. Like Danica, Jillian is a strong woman and successful entrepreneur.
“I like the way Bob and Go Daddy portray women as strong and successful,” Jillian said. “Yes, the commercials are edgy and hot … but the Go Daddy Girls always have the last laugh, they are the ones in control. A lot of people don’t realize this, but Bob’s executive staff is made up of more women than men.”
The 30-second ad featuring Jillian and Danica is designed to bring massive consumer attention to the.CO domain, the Internet’s most popular new domain name extension. While Go Daddy is working to keep the specifics of the storyline under wraps for now, it has said the ad features a stunning international supermodel whose world-class body drew this comment from Jillian on-set: “If I made a DVD about how to get a body like hers, I’d be a gazillionaire.”
.CO Internet S.A.S. CEO Juan Diego Calle makes a cameo appearance in the Internet-only version of the commercial, along with Bob Parsons. “Not only was filming the Super Bowl ad a fun way to spend a work day, we know it will help take dot-CO to the next level – driving more business and boosting brand awareness,” said Calle. “Last year’s Super Bowl ad helped us to finish our first year with more than one million dot-CO domain names registered by people in more than 200 countries – and made dot-CO the hottest new Web address in the world!”
Go Daddy partnered with.CO Internet for the first time in the 2011 Super Bowl with great success. As for its cloud-based products and services, Go Daddy has been in the cloud since before the term was coined. Not surprisingly though, most people have more awareness of Go Daddy’s commercial campaigns … that may change with this year’s advertising leap into the cloud.
For the Pussycat Dolls, featured prominently in The Cloud’s outrageous dance scene, 2012 marks their first-ever Super Bowl commercial and serves as the unofficial launch of the new Pussycat Dolls.
