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Gillette and Proximity Spain Celebrate Puberty with an Ode to Teenage Moustaches

Gillette and Proximity Spain recently released a spot that takes on one of the most awkward times in any person’s life, puberty. They released a spot which celebrates puberty with an ode to teenage moustaches. The very charming spot turns a very sensitive time full of insecurity in a young boys life to a time of acceptance and celebration.

About the Spot that Celebrates Teenage Moustaches

The Gillette 60-second spot starts with sad and dejected teenage schoolboys being teased for their scruffy and scanty beginnings of facial hair on their upper lips. They try to endure the teasing classmates, eventually the gain confidence and embrace their scanty and scruffy teenage moustaches. The schoolboys even belt out a song as they embrace their moustaches. It culminates with several of the boys standing on chairs or tables, proudly belting the words “a moustache” amid peers and teachers. With the spot, Gillette and Proximity Spain are shifting the focus to young men, and to the years when ideas of masculinity are first being formed. Beyond the video campaign, Gillette and Proximity Spain will be promoting the campaign through other means. The shaving brand will be donating $1 million per year for the next three years to nonprofit organizations. Some of these organizations include the Boys & Girls Clubs of America. They are doing this to support broader efforts to promote a new cultural understanding of masculinity. The shaving brand will also be partnering with primary and secondary schools in Spain to launch a debate program for 14- to 16-year-old boys that it hopes will “help young men to accept themselves as they are and break through any barrier preventing them from being themselves.” https://www.youtube.com/watch?v=QvEpsufk8eU

Proximity Spain Speaks on the Campaign

Eva Santos, the chief creative officer for Proximity Worldwide spoke about the campaign. “It was always part of the global strategy we developed for Gillette in the Spanish market, based on encouraging men to find their own voice out of the stereotypes about imposed masculinity,” she said. “Within that strategy, it was always about approaching preteens, as it is a key stage in shaping masculinity.” She talked about how puberty sees the beginnings of masculinity, and that is where they have found an insight never before addressed in advertising: peach fuzz, a visible symbol of a whole series of changes that come with puberty can create a complex for young men. Read the full article

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This Ikea Ad about the Bond between 2 Dogs Is Powerfully Moving

Hope you have a box of tissues nearby because Ikea’s latest ad is powerfully moving. The ad will bring down the waterworks and have you grabbing for a box of tissues. Ikea Greece recently released a new ad about the bond between 2 dogs. The spot is one of the most emotional ads we have seen lately.

This Ikea Ad about the Bond between 2 Dogs Is Powerfully Moving

Ogilvy Greece created this tear-jerking ad for Ikea Greece.  The ad, which is just 90 seconds manages to tell a powerful story that would take you through an emotional rollercoaster. If you are a dog lover then this ad would have you wailing. The ad tells the story of a dog who’s adopted by a loving family. That’s great right? Well, the catch is that he has to leave his best friend behind.  We see the dog try to adjust to its new home without his best friend. We also see his best friend try to adjust to life without him. The whole story plays out in a very emotional and tear-jerking way. The soundtrack of the ad is “(Where Do I Begin?) Love Story,” originally featured as an instrumental for the 1970 movie Love Story and recorded with lyrics shortly after by Andy Williams. According to Ogilvy Greece, they plan to continue to run the campaign over the coming months. They plan to show other scenarios in which an Ikea-furnished home is the setting for unexpected experiences. https://www.youtube.com/watch?v=sTuZfejD2Fc  

Ogilvy Speaks about the Campaign

According to the agency, audiences in Greece have responded quickly and passionately to the ad.  The agency stated that from the very first hours of the campaign, they received a lot of positive reviews on social media. They stated the positive reception was overwhelming. Ogilvy stated that people are writing emotional comments filled with love and enthusiasm.

Ikea Speaks on the Campaign

Ada Gianneskis Communication manager at Ikea Greece spoke about the campaign. She stated that the Ikea home environment is the perfect setting for such a story to unfold. She expressed her joy that the story was able to engage and move so many viewers, making their message travel far more than what they could have imagined. Read the full article

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Ads We Love: For Vaccine Week UNICEF Urges Parents to Childproof their Children with New Campaign

For vaccine week UNICEF recently started a new campaign. The campaign features a 60-second animated film, animated social media posts, and static and animated posters. The whole campaign is aimed at sensitizing parents about vaccination, they do this by urging parents to childproof their children. The vaccine week campaign for UNICEF was created by the Santa Monica-based creative agency RPA.

About UNICEF’s Animated Film for Vaccine Week

For Vaccine Week, UNICEF released a 60-second animated filmed titled “Dangers.” The film was illustrated and animated by LOBO director Mateus de Paula Santos of Sao Paulo, Brazil. He used a combination of 2-D and 3-D animation to create the film. The animated film is very relatable and shows us how by nature kids can be very danger prone. It illustrates how little kids are like daredevils, constantly putting themselves in situations that can cause serious harm. The film drives the message that though we can’t prevent all the dangers kids get into, we can prevent dangers from getting into the kids. It urges parents to childproof their children with vaccines. UNICEF and their creative agency plan to translate the film into 20 languages for global distribution. Some of these languages include French, Spanish, Arabic, Chinese, Russian, Ukrainian, Hindi, Urdu, Tagalog and Romanian. They will also promote the film on Facebook, Instagram and Twitter with paid posts. The paid posts will be translated into multiple languages which include English, Spanish, French and Arabic. This would help the message for Vaccine week reach parents worldwide. According to Jason Sperling, chief of creative development for RPA, the format of the video is a perfect fit both for speaking to parents and parents-to-be. It also adds a lightheartedness to a collection of dangerous situations.

Video of UNICEF's Danger

About UNICEF’s Campaign for Vaccine Week

Like it said earlier, the campaign features a film, animated social media post and static and animated posters. The campaign’s static and animated posters feature six additional interpretations of kids facing danger.  They are depicted in aspirational roles and have obvious antagonists.  Like, one poster features a kid as an astronaut with an oversized arm administering the vaccine. Each kid in the poster represents a range of ethnicities, this reflects the global nature of the campaign. Every poster was created by different illustrators, they include Laurene Boglio, Alex Fine, Geo Law, Jean-Pierre Le Roux, Melanie Matthews and Eric Nyquist. Sperling spoke about animating the still posters, he stated that they bring the illustrations to life. While also making it more magical in social media channels. He explained that arm featured in each poster acts as a barrier for protection that grows around the child as the metaphorical danger closes in. Sperling also explained that the campaign for Vaccine Week is meant to promote vaccinations against all diseases. The campaign’s animated and static posters are being distributed to UNICEF country offices and national committees worldwide.

More about the UNICEF Campaign for Vaccine Week

To better promote the campaign and encourage greater reach, they are partnering with the World Health Organization (they are the official sponsors of Vaccine Week). Gavi, the Vaccine Alliance and the Bill & Melinda Gates Foundation, which will contribute one dollar to UNICEF this month for every like or share of social media posts that use the hashtag #VaccinesWork, up to $1 million. Read the full article

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Hotels.com Tackles Travel Envy and Coins the Word ‘Hate-Like’ for Its Latest Campaign

Hotel.com recently launched a new campaign which tackles travel envy. The new campaign which was created with the creative agency CPB features the brand’s Captain Obvious. One of the spots for the campaign even features Lil Jon. The campaign drives the message that people shouldn’t just ‘hate-like’ people travel post. Instead, it encourages them to book their own Instagram worthy trips.

About Hotels.com Latest Campaign

The campaign which has the tagline ‘ Be there. Do that. Get Rewarded’, was launched in US UK. With the campaign, the brand is trying to poke some fun at the social truth surrounding travel envy. They not only poke fun at it, but they also offer people a solution to their travel envy with their reward scheme. The campaign plays off the social truth that though we tap like when we see other people’s exotic and romantic travel vacations. We are secretly jealous or envious when we see the post but we still tap like. Hotels.com perfectly coined a word for this observation, the word is hate-like. Each spot in the campaign encourages people to not hate-like the post but to instead seek these types of vacations for themselves. There are about 4 spots released for the campaign. In the spots we see Captain Obvious, pointing out the obvious while encouraging people to book a vacation and get rewards with Hotels.com. In the ‘Romance’ commercial, we see a woman in a bath, she tells her unseen significant other, after viewing a romantic beach photo, that romance isn’t dead. The shot then expands and we see her SO on the toilet next to her. Captain Obvious comes into the room to also point out that romance is dead in their relationship. He then suggests they don’t just hate-like the post but they should liven things up. He suggests they take their own trip. Lil Jon is also featured in one of the spots which is also hate-like themed.

Video of Hotels.com #Romance

Video of Hotels.com #Dream

Hotels.com and CPB Speak about the Campaign

Mike Wolfe, senior director of global creative at Hotels.com spoke about the campaign. He talked about how travel today happens on social media and how everyone seems to be doing it for the gram. He stated that rather than let the hate-like post get you down, with their brand you can be there. CPB’s Quinn Katherman the creative director also spoke about the campaign. She talked about how rather than selling the idea of a vacation to people, they decided to tap into the truth of what's keeping them from vacationing. They decided to tap into something that's emotionally true like how miserable it is to not be on vacation. Especially when it feels like everyone in your social feed is on some amazing trip. To help bring the hate-like campaign to life, they will be partnering with Comedy Central and the Bravo Housewives, plus social actions, content and experiences. Read the full article