Honda is running “Feel More from the Ground”, a commercial celebrating the Civic’s low driving position. A young woman heads off in her red Honda Civic, cameras capturing every angle from below. We see a chasing dog, a crack in the road, the shoes of a runner, the adventurous steps taken by a pigeon, the close encounter with death experienced by an ant, a puddle turned into a splash pool, all within the frame of a dog’s observation. The super: “The closer to the road, the more you feel”.
Fanta, the Coca-Cola orange brand, is celebrating fun through “Idiots are Amazing”, an integrated advertising campaign launched in Europe. YouTube video stars, known for their idiotic and weird stunts, have been discovered and made larger than life through a suite of films showing their dedicated preparation. The champions of play are filmed training for a gymnastic giraffe stunt, diving into snow in a swimsuit, dancing in a large pair of stretched pants, wheelbarrow tricks, and drinking coffee while reading a book, sliding on the ice on the way to work in Norway. The four stunts and their build-up routines, edited into 15 second videos, are spliced together with a 90 second soundtrack worthy of a Nike inspirational anthem. Out of home and print advertisements supplement the heroic idiots with further examples of playful idiocy.
The Chinese Canadian National Council for Social Justice is running “Stop the Spread”, a campaign addressing coronavirus-related xenophobia. At the heart of the campaign are bottles of hand sanitiser labelled “Stop the Spread – of racism”. On March 3, the bottles were given out in crowded spaces in Toronto by volunteers dressed in biohazard suits, with a warning: “Ignorance has reached epidemic proportions”. The bottles drive people to the campaign website, StopTheSpread.ca. Word spread quickly around the city, province, and country, as news outlets covered the story throughout the day, and many Torontonians shared the initiative on social media.
Burger King has stepped out with a risky advertising campaign featuring a whopper burger decomposing over a month with the help of range of colourful moulds. An online video shows a Burger King Whopper deteriorating over 34 days, hosting a mix of fungi. Four print and outdoor advertisements show the moldy burger at 28 days, 32 days, 33 days and 35 days, with the super text, “The Beauty of No Artificial Preservatives”. The Moldy Whopper campaign is designed to raise awareness of the Burger King’s removal of artificial preservative from the Whopper in most European countries and in select markets in the USA. Naturally, public responses vary from the inevitable feelings of disgust through to intrigue and and affirmation for the new chemical-free status of the Whopper. The Moldy Whopper campaign was the culmination of proposals and work from David, Miami, Ingo Stockholm, Publicis Spain and Publicis Romania, with production support from Colony in Stockholm.
Volvo Trucks has launched “The Tower feat. Roger Alm”, a commercial featuring a colossal truck tower, with four new trucks stacked on top of one another. The Tower film is set in the dead of night and starts by showing the truck tower as a huge monolith glowing in the distance. As it moves forward, we see wolves in the foreground and catch a glimpse of a female driver. As the film reaches its climax, complete with smoke and lighting effects, we see that the man standing on top of the truck tower is actually Volvo Trucks’ president Roger Alm. The Tower is designed to demonstrate the power and strength of its four new vehicles, the Volvo FH, Volvo FH16, Volvo FM and Volvo FMX. The four trucks will represent about two thirds of Volvo Trucks’ deliveries in Europe.
Kitkat in the Middle East is running “Emergency Break”, a pair of of commercials featuring the voices behind Apple’s Siri and a GPS app. Phones that freeze. The KitKat Emergency Break for Technology campaign takes into account the realities faced by our devices. PCs that suddenly restart. And the dreaded rainbow wheel of death. Don’t you just hate being let down by technology? Then again, can you imagine getting over a BILLION requests… Every. Single. Week? Are we not asking too much of technology? A GPS guide has to handle the stress of sorting out a route for couple driving into the city, as they debate the merits of an Italian restaurant and a bar with friends. A group of Arabic-speaking men sit around having fun with bombarding Siri with requests, but discover that she has her limits.