Samsung, Money Mart, Verizon and Other Items of Interest
Timely tidbits from the worlds of marketing, media, entertainment and tech.
Tech
Samsung Says: 'Unfold Your Moment'
Samsung puts life's brief but indispensible moments in the picture, hyping its latest Galaxy phones. "We found that, despite all of the catastrophizing narratives out there, young people actually want to feel more connected to the people around them," says Francesco Grandi, CCO of Ogilvy Canada, which led creative development. "They want technology to work better, and almost get out of the way faster. That’s why our work shows how you can get a bit closer to those close to you—if only for a moment."
Finance
Money Mart Checks In With Silly Scenarios
Hard Work Club packs silliness and sight gags into fresh spots for Money Mart, hyping the company's installment loans, cash advance and other services. "Our aim is to drive effectiveness by being distinct, to look unlike anyone else in the financial services category," says agency ECD Meghan Kraemer. "We wanted to craft a stylized and unique brand world, to really challenge how Canadians thought."
Telecom
Hear Me Now: Verizon Refreshes Brand
There's something old and something new at Verizon these days. The telecom giant is reviving its "Can You Hear Me Now?" line (for one ad, at least) while sprucing up its brand identity. Mike Morgan, a real Verizon engineer, plays the "Test Guy" in Ogilvy N.Y.'s commercial below. But a stylized letter "V" is the real star.
Music
Bud Light x Post Malone = 'A Night in Nashville'
First, Beyoncé went country. Now, Post Malone's got a C&W-flavored album in the works. And he's teamed up with Bud Light for an intimate one-night-only Nashville event on July 16 to preview tunes from the release.
Grocery
Ben & Jerry's Challenges Fans: 'Make Some Motherchunkin' Change!'
Can ice cream nudge folks toward social activism? Ben & Jerry's, well known for its commitment to progressive causes, sure thinks so. "We want to inspire everyday people who want to drive meaningful progress in their communities to take action," says Doug Cameron, creative and strategy chief at DCX, which developed the campaign. Video, billboards and social media are in the mix.
Lottery
Minnesota Lottery Floats Jaws-Themed Commercial
The client goes back in the water for a Jaws tribute from the Betty agency. Every year, as summer approaches, brands of all stripes pay homage to the 1975 blockbuster. Here, we get riffs on the shark flick's iconic music and beach panic scenes. The work touts a new scratch game.
Grocery
'Savor the Start,' Says Purely Elizabeth
Small choices—like picking Purely Elizabeth cereals and granola for breakfast—can yield surprisingly big outcomes. Such is the stuff of fresh work from TDA Boulder. "While many brands focus on the end results, Purely Elizabeth’s new campaign shifts the focus to the power of beginnings in a fun and memorable way," says agency creative director Maru Bernal.
Financial
PNC, Scott Dixon Put Boredom Before Brilliance
IndyCar racing's so darn boring these days! Not really. But six-time champ Scott Dixon stars in the first installment of PNC Bank's "Boring Before Brilliance" doc-style video series. "Society is all about celebrating brilliance: the wins, the success, the fame. But millions of boring moments are what make the brilliant ones possible," says James Bray, ECD at Arnold Worldwide. "Working in collaboration with DLP Media, we were able to capture these fascinating nuances on film. And for Scott Dixon, speed is definitely in the details."
Sports
Caitlin Clark Reflects for ESPN x State Farm
Everyone's fave hoops star gazes into a mirror and receives encouragement from her much younger self in a campaign that also features Kamilla Cardoso and Kiki Rice. The work from Zambezi's FIN Studios plugs Full Court Press, an ESPN+ series about the three athletes, which State Farm sponsors. Aimee Hoffman directed.
Apparel
SAXX Returns With a New Bag of Tricks
The Canadian underwear brand slings more ballsy humor via Quality Meats. The work seeks to generate bounce in the U.S. "The goal is to make more guys, and those who love them, question their underwear habits, and realize that both they, and their balls, deserve better," says brand marketing VP Shawna Olsten.
Gaming
Toyota Dealers Hit the Road With 8-Bit Video Game
Seeking to up its game with nostalgia-obsessed twentysomething consumers, the Northern California Toyota Dealers and agency H/L have introduced a throwback 8-bit experience. "The game touches on GenZ and Millennials' interests in nostalgia, traveling, and the stunning NorCal landscape, connecting with young buyers’ lifestyles," the association says.
Finance
Blackstone's All About 'Making the Connection'
In stylish commercials that eschew data-center cliches, asset management firm Blackstone illustrates how spotting broader trends helps it identify connections that bolster the enterprise. Goodby Silverstein & Partners, Man vs Machine, FundamentalCo and Bully Pulpit developed the campaign.
Music
Luke Grimes Stars for Carhartt
Apparel maker Carhartt explores the work ethic and global rise of actor/singer Luke Grimes in a 5-minute film called "Setting the Stage." Anomaly and Stept Studios collaborated on the project. "When I thought about doing a collaboration with a brand, Carhartt was the first company that came to mind because of what they're about and who it's for," Grimes says in press materials. "I grew up in Dayton, Ohio, and one of the first jobs I ever had was working concrete. I still have this blue-collar way of approaching things—the get-it-done attitude and taking pride in what you do."
Telecom
Swedish Phone Company Vimla and BBDO Bring the 'Good Vibrations'
Sweden's Vimla tries to shake up the phone category in '90s-style ads from BBDO Nordics. "Vimla wanted to create a visual world that incorporate the brand's good vibrations and relaxed approach," says agency art director Isaac Bonnier. "We opted for a concept that could stand on its own without a lot of text or voiceovers. The films speak for themselves. It felt important for us to create something that really stands out."
