OgilvyEntertainment Press Review is a collection of the latest client, branded entertainment, and industry news.
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September 23rd, 2013
Michel Gondry Makes Sweet NFL Muscle Music for Gillette AdAge 09.18.13 Gillette is getting a little artsy. The brand has tapped Oscar-winning director Michel Gondry (“Eternal Sunshine of the Spotless Mind,” “Be Kind, Rewind”) — known for his off-kilter, innovative storytelling — to direct its latest project, “Training Tracks.” The music video, one of the marketers’ last efforts from BBDO, New York, stars Denver Broncos cornerbacks Champ Bailey and Kayvon Webster, Cincinnati Bengals running backs Gio Bernard and BenJarvus Green-Ellis and former Notre Dame offensive guard Mike Golic Jr. training in the gym.
Virgin Mobile Wants to Blink You into Ad Oblivion brandchannel 09.18.13 In its latest ad campaign, “Retrain Your Brain,” Virgin Mobile has been encouraging consumers to “take control” of their phone plans. In other words, ditch whatever you’ve got and move to the one of Virgin’s lower-priced, no-contract plans. To help consumers get that feeling of control back, Virgin has launched a new ad that straddles the line of creepy and completely cool. “BlinkWashing,” released on YouTube, allows the viewer to switch through different Virgin Mobile ads simply by blinking. The futuristic technology utilizes a viewer’s computer camera to detect the minute movements.
Ford Refreshes Fiesta Movement with Cross-Promotional Competition brandchannel 09.17.13 Ford has learned a lot about social media marketing since launching the Fiesta Movement with 100 bloggers in 2009. Now the brand is applying all of that to its latest social iteration, “The Rider Challenge,” an online reality-competition show that Ford is sponsoring with Live Nation Entertainment to help launch the 2014 Fiesta subcompact. This time, though, Ford is asking its new crop of 100 bloggers and other “agents” to glean more insights from actual Ford customers and other consumers about the new Fiesta and then echo some of those throughout the bloggers’ own sites.
Lexus to Air Live Ads, Fueled by Social Suggestions, During NBC’s ‘Late Night’ AdAge 09.18.13 Lexus plans to air a series of live commercials during NBC’s “Late Night With Jimmy Fallon” capitalizing on social media to draw viewers’ involvement in real time. Every Thursday night from Thursday through Oct. 10, improvisational comedians will use an early commercial break in “Late Night” to call for ad concepts, which viewers can submit through social media with a #LexusIS hashtag.
Gap Goes Back to TV for ‘Back to Blue’ Campaign brandchannel 09.16.13 Following a four-year hiatus, Gap is returning to TV to tout its latest campaign—called Back To Blue—with two videos, underscoring the brand’s recent turnaround. Gap sales have steadily risen for six consecutive quarters, placing it in the best performance leaderboard position for an apparel company in the Standard & Poor 500 Retailing Index this year.
OMD’s Final Front Brings Together Brands and New Original Content AdWeek 09.16.13 They came, they saw, they bid. Nearly 40 blue-chip advertisers—among them PepsiCo, FedEx, State Farm, Toys R Us, Intel and JCPenney—snapped up original ideas during a recent first-of-its-kind event that put content producers in front of deep-pocketed marketers in an auction-style format.