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!
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
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
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
Jennifer Watts, account director at Brandworks International, left, and Scott Morris, media manager at Mindshare Media MICHELLE SIU PHOTO Ad Agency Wars III is set for Wednesday in Toronto!
A year ago, Scott Morris’s typical Friday wind-down with colleagues would have involved beer, pizza and more beer.
Morris, the media manager at Mindshare Media Canada, still ushers in the weekend with members of Toronto’s advertising community. But for the past three months their fellowship has been devoted to toughening up for a charity boxing event.
Agency Wars III, which takes place at the Arcadian Court this Wednesday, will see 24 men and women from 14 local ad agencies square off to raise money for Ronald McDonald House and the National Advertising Benevolent Society.
The participants, who train with professional coaches, actually become qualified amateur boxers sanctioned by Boxing Ontario for the sold-out event.
One of the final training sessions found a broad range of ad industry employees, from art directors to CFOs and copywriters, drilling down at The Boxing Loft in the Entertainment District.
Morris, 31, had spent last Friday fine-tuning ideas for his Ford Fusion portfolio for next year. But come dusk, he was focused on his upcoming bout with Jason Kan, motion graphics designer at Teehan+Lax.
Even before stepping into the ring for their three two-minute rounds, Morris has already earned bragging rights: he’s shed 35 pounds since training began in September and can now execute at least 40 pushups and an eight-minute mile.
“I’ve never done anything like this in my life,” said Morris as he took a break from light sparring inside the Adelaide St. W. gym. “I feel good. I feel confident. I wake up everyday thinking I’m going to throw up from the nerves, but I just channel past that and stay focused.”
Abs aside, Michael Clancy has seen the long-lasting benefits of exposing his competitive industry’s desk jockeys to the even more cutthroat world of pugilism since he founded Agency Wars three years ago.
“Knowing what to do under fire is really important,” said Clancy, executive creative director for Brandworks. “If you can get into a ring, then you can walk into any boardroom in the world.
“In the ad business, taking care of your stress is really important. And boxing is a spectacular way to do that because you’re not in your head. You have to be very much aware of your body. And hitting a bag, doing that kind of strenuous work, the footwork involved, takes you out of the office and puts you into a very physical place where you do what you’re told. You don’t have to think, and you’ll be fine.”
Clancy, 62, who took out his opponent in the third round, aided by former junior featherweight champ Steve Molitor in his corner, when he fought in 2010, has been the oldest competitor to date in the event, which is taped by Fight Network for later broadcast.
“It’s kind of like a fantasy camp for boxing,” he said. “You get to walk in with your entourage, you get to pick your music and it’s televised.”
Head coach Chris “Mr. Showtime” Johnson, a 1992 Olympic medallist, finds the ad folks “very dedicated.
“They’re hungry. They want it almost to an obsessive stage,” he said. “They believe in perfection, but perfection in a sport like this does not come in three months. It’s taken me almost a lifetime.”
After a 20-minute skipping warm-up, Johnson led the group through various punch combinations, all the while pumping them up for fight night.
“If you get a chance to hit someone, hit ’em hard, because if they get the chance they’re going to hit you hard,” he exhorted.
From his ringside perch, returning announcer Jeromy Lloyd, Marketing Magazine’s online editor, has seen a fight or two stopped for split eyebrows and swollen eyes. He’ll be decked out as usual in a rented tux, but without a catchy “let’s get ready to rumble”-style tag line.
“I’m so scared of trotting on someone else’s intellectual property and getting the event sued,” he explained.
The creative team at Brandworks came up with the nickname “Da Boss (a.k.a. The Shot-caller)” for one of their fighters, Jennifer Watts, and selected their Christmas party favourite, LMFAO’s “Shots,” as her entrance music.
Now endowed with an eight-pack and the ability to do “at least 20 real pushups,” thanks to the rigorous 12-week training, the 6-foot-2 account director is pumped to face off against Mindshare media manager Christina Mirabelli.
“My strategy,” said the trash-talking Watts, 30, “is to keep her back with these long arms so she does not get near my face — and punch her in the head.”
Advertising Agency: DCS, Porto Alegre, Brazil
Creative Directors: Grace Meurer, Roberto Callage
Art Directors: João Pedro Vargas, Guilherme Possobon
Illustrator: M1
Photographer: Raul Krebs
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