Perrier Just Remade Its Most Famous Ad, ‘Lion,’ Three Decades Later

Almost three decades after its spot “Lion,” directed by Jean-Paul Goude, stormed the Cannes Lions festival, winning the Grand Prix in Film, Perrier has rolled out a remake of sorts—with everything on an intentionally smaller scale.

The original spot, an absolute classic from Ogilvy Paris, featured a woman and a lion fighting over a bottle of Perrier. Created in 1990, it won the top prize at Cannes the following summer.

See the spot here:

Twenty-eight years later, Ogilvy Paris is still on the Perrier account (after briefly ceding it to Publicis in the mid-1990s). And it just made a “Lion” sequel to advertise Perrier Fines Bulles—a line extension of Perrier that has a different carbonation process resulting in smaller bubbles.

And so, everything in the new spot is smaller, too. The woman is now a girl, the lion is now a cub. “Even the music, although intentionally reminiscent of its predecessor, is now smaller sounding,” Ogilvy tells us.

See the new spot here:

The new ad, like the old one, was filmed in South Africa—though by a different director, Johnny Green.

“With this new film, we pay homage to the heritage of Perrier,” Green says. “We sense moves that remind us of a similar story yet stay surprised and amazed and driven by suspense, until we’re rewarded by the iconic remake of the confrontation for the Perrier bottle … of Fines Bulles.”

Ogilvy Paris tells us the biggest challenge of the production “was to keep the strength of the idea inherent in this mythical movie, which is a true reference in France, while modernizing it, and adding more finesse, in keeping with Perrier Fines Bulles. The styling of the little girl, the re-orchestration of the original music, the calibration, all these details were thought through in updating this classic.”

Read more at Creativity-Online: http://www.adweek.com/brand-marketing/perrier-just-remade-its-most-famous-ad-lion-three-decades-later/

IHOP REMINDS DINERS ITS OMELETTES COME WITH PANCAKES

Comedic Spot From Droga5 Shows You Don’t Have to Choose

Anyone who’s eaten at IHOP, and even those who haven’t, know it’s known for pancakes. The restaurant’s name, after all, is an acronym for its original name, International House of Pancakes.

Now, after an all-you-can-eat pancake push that ended Sunday, its moving some of the focus from pancakes to omelettes.

In the DineEquity chain’s latest work from Droga5 a man and his horse come to a literal fork in the road. The wanderer contemplates which way to go to satisfy his hunger, flip flopping between pancakes and omelettes. The answer becomes clear thanks to a gentleman off to the side, who suggests going to IHOP. After all, IHOP’s many omelettes come with pancakes on the side, leaving him no need to choose between savory and sweet. And, lucky for the hungry horseman, there’s an IHOP right there.

The “Wanderer” push is the family dining chain’s second campaign from Droga5, which IHOP announced as its new creative agency of record in November. Droga5’s first work on IHOP promoted the Jan. 2-Feb. 11 $3.99 all-you-can-eat pancake deal with a spot showing airline pilots replacing much of their usual preflight chatter with the word “pancakes.”

from Creativity-Online: http://creativity-online.com/work/ihop-wanderer/53878

Nabisco snacks on Winter Olympics with TV spots, custom Twitter emojis

Mondelez International’s Nabisco kicked off a multichannel campaign for snack brands Oreo, Ritz and Chips Ahoy! for the Winter Olympics. The effort features two-time gold medalist Ted Ligety and snowboarder Chloe Kim and includes TV spots, digital banner ads on NBC, custom Twitter emojis and a social media contest via the hashtag #CantMissMoments, a press release announced.

Throughout the Games, Nabisco will debut a series of Olympics-themed videos online. The three snack brands will flaunt special Team USA packaging in the month of February, and individual Oreo cookies will be embossed with Team USA emblems. Ideas for “Cheer-Worthy Snacks” and other patriotic recipes will be available on Nabisco’s Pinterest page and Snackworks.com.

Fans can create their own #CantMissMoments by sharing photos of themselves biting into their favorite Nabisco snack, in a nod to Olympic athletes biting into their medals during award ceremonies, through #BiteToWinSweepstakes for a chance to win a $10,000 entertainment package or smaller prizes awarded each day of the Games.

Dive Insight:

As Olympics viewership continues to decline, marketers recognize that a TV ad alone isn’t likely to reach a wide audience. Nabisco understands that multichannel campaigns can be a more effective use of its Olympics ad dollars by engaging consumers on social media and positioning the marketer as a top-of-mind snack brand for shoppers as they browse the grocery store aisles.

By tapping into the tradition of athletes biting their Olympic medals and encouraging consumers to do the same with their Oreo cookie or Ritz cracker, Nabisco is letting fans create their own shareable moments and feel like they’re part of the action, seemingly making a direct play for millennials who are more likely to share everyday events with friends on social media.

Sweepstakes are another way to drive social media engagement around a brand’s efforts. The campaign encourages fans to purchase the snack brands and interact with them on social media with a brand- and contest-specific hashtag that serve as a hub for relevant user-generated content online. The sweepstakes, Pinterest recipes and other social media-based efforts in this campaign serve as connective tissue to bridge the company’s online efforts around #CantMissMoments and the real world to encourage sales of Nabisco’s limited-edition snack packages.

Most sports fans still get excited about Team USA, despite not always tuning in to the games. Sports fans are more likely to live stream the specific events they want to see or search for interviews, highlights or other content surrounding their favorite sports and athletes. Featuring Olympians and their trials and triumphs in marketing campaigns has been a decades-long strategy for many major brands to connect with consumers. For example, Protcer & Gamble brand Head & Shoulders this year is featuring openly gay U.S. freeskier Gus Kenworthy in a series of videos highlighting his personal journey, as well as digital and in-store events.

from Marketing Dive: https://www.marketingdive.com/news/nabisco-snacks-on-winter-olympics-with-tv-spots-custom-twitter-emojis/516809/

 

Absolut Bares It All in Humorous Transparency Campaign

Absolut is leading the way for transparency with a new campaign that proves that it really is ‘the vodka with nothing to hide.’ The Åhus, Sweden-based distiller has created a short film that takes viewers on a revealing journey to discover Absolut Vodka’s CO2 neutral distillation process and sustainable ethos.

The film, which features employees from The Absolut Company in the buff, humorously pays homage to classic employee induction videos and highlights its sustainable, progressive approach to creating vodka. In an age where true brand transparency is becoming imperative, Absolut felt it was important to put everything on display and show viewers exactly what modern vodka crafting looks like. But rest assured, the nudity is used as a metaphor for the company’s transparent production process — employees at the distillery are normally found fully clothed.

Absolut says that quality and sustainability are key to its CO2 neutral distillation process, and the distiller has its hand in every step of the production process. In addition to owning and controlling the production facilities in which Absolut Vodka is produced, as well as the transportation chain, the company sources its wheat from 338 local farms (where each farmer is known by name). Absolut bottles are also made with more than 40 percent recycled glass and manufactured at the nearest glassworks in Limmared.

Read more at Sustainable Brands:  http://www.sustainablebrands.com/news_and_views/marketing_comms/sustainable_brands/absolut_bares_it_all_humorous_transparency_campaig

How Diet Coke turned a social video into a Super Bowl spot

The process of making a Super Bowl ad often entails the deployment whiz-bang special effects honed with weeks of editing and fine-tuning. Not so for Diet Coke, which this year converted what was originally supposed to be a quick social media video into its 30-second in-game TV ad.

The spot, by Anomaly Los Angeles, shows actress Hayley Magnus extolling the virtues of Diet Coke’s new Twisted Mango flavor with a little dance. The video was originally meant to be part of a portfolio of tweetable videos for the brand’s new “Because I can” campaign that touts Diet Coke’s new flavor lineup that comes in slim cans.

Magnus improvised the scene while filming in intense heat in east Los Angeles, says Danielle Henry, group director of integrated marketing content for Coca-Cola North America. It was filmed in one take and directed by Paul Feig, whose credits include the “Ghostbusters” reboot and creating the TV series “Freaks and Geeks.”

The brand liked the video so much that it became its Super Bowl ad. The spot marks the first time Diet Coke has run an ad in the game since 1997.

“This little teeny tiny snackable peice of social content ended up being one of the best pieces of content that we have in the campaign because it’s one of the things that best showcases the attitude of Diet Coke’s ‘because I can’—-that being do whatever makes you happy no matter what anyone else thinks,” Henry says.

Magnus is among a larger cast of up-and-coming actors that Diet Coke put in the broader campaign, which debuted in late January. The approach contrasts with the brand’s prior strategy of plucking big-name celebrities and pop stars, like Taylor Swift. Magnus herself plays the character Simone on the Australian TV series “Wrong Girl.”

from Ad Age: http://adage.com/article/special-report-super-bowl/diet-coke-s-super-bowl-ad-filmed/312246/