Dove Men+Care is kicking off its first ever “fatherhood” campaign to highlight things that really matter for men. The new effort dubbed “Real Moments” focuses on the joy of being a great father, not a great baseball player, big boss or a hunk. The new emotional campaign, targeting male consumers aged 25-54, is launching in the USA this week.
celebrity marketing
Adidas is energizing its global community by launching a new movement dedicated to the world famous socker player, Lionel «Leo» Messi. With the campaign, launched on March 1, the brand brings its fans together to celebrate the athlete, who is the also an adidas’s ambassador. The new effort aims to promote the Messi Collection range that includes the latest shoe, adizero f50 Messi boot inspired by Leo’s style.
Italian fashion giant Gucci has teamed with a roster of female celebrities to launch a new global campaign, Chime For Change, aiming to empower women across the globe. Beyoncé Knowles, Salma Hayek and Frida Giannini, Gucci’s creative director, have become the ambassadors of the new initiative, announced at the TEDxWomen luncheon yesterday, February 28. The effort is designed to inspire girls and women in different parts of the world to be bold, strong and enthusiastic about claiming their right for a better life.
Miss Dior is spreading the spring and feminine spirit with its latest “La Vie En Rose” advert. It is the second time Sofia Coppola and Hollywood A-lister Natalie Portman have collaborated on a commercial for the perfume brand, with the first spot launched back in 2011. To highlight the sweet and romantic atmosphere, the ad features a plethora of white, cream, red and pink roses just everywhere.
Jim Beam has tapped Leonardo DiCaprio for an advert, which is airing exclusively in Japan. Surprisingly enough, the brand has not engaged the Hollywood A-lister in a massive campaign—the highest paid actor in 2011 stars in a simple (and a bit odd) short commercial. In the ad, which is just 17 seconds long, Mr. DiCaprio first appears as a sculptor and then turns into a magician.
BlackBerry has finally started the “Keep Moving Projects” cultural influencer program, which was announced at the launch of new Blackberry products earlier this year. The brand’s creative director Alicia Keys along with Robert Rodriguez and Neil Gaiman are inviting the global audience to work with them on a series of projects, which require creative vision and desire to leave a mark. Alicia’s and Neil’s projects have already been launched, while Robert’s one is yet to come.
Google has lent its homepage to promote a movie—the upcoming comedy film “The Internship” got a huge marketing support from the web giant, which placed the announcement of the Google+Hangout with the film’s co-stars Vince Vaughn and Owen Wilson right beneath the search box on its main page, Google.com. The movie tells a story of two laid-off forty-something men, who are interns at a successful internet company (apparently Google), where their managers are in their 20s.
Diet Pepsi celebrates Valentine’s Day with a new U.S. ad, titled “Come On,” created by TBWA/Chiat/Day and starring Sofia Vergara. In the spot the actress is sitting in a café and seems to be flirting with a handsome guy at the next table—as it turns out, she is snapping her eyes not at him, but at a can of Diet Coke, which is behind the guy. The humorous ad, which was launched ahead of the holiday, is a new spot in the series of ads within the “Love Every Sip” campaign, announced in late 2012.