Ford Motor Co. is employing the “don’t choose, take both” theme in its latest U.S. campaign titled “AND not OR.” The new cross-channel push, which is set to roll out in April, is designed to promote Ford’s EcoBoost engine family that is positioned as an alternative to many eco-vehicles by other auto brands on the market. The promotion takes on the common misconception that owners of the “green” cars have to choose one thing from two important ones—the ads say that there should be no bargains when it comes to comfort and performance. The campaign will include humorous prints, TV commercials, followed by social media and digital promotions.
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The digital music-streaming service Spotify has launched a U.S. campaign to reach a broader audience. The new “For Music” promotion, developed by Droga5, includes two commercials on TV and in the digital space. The first 30-second ad aired during NBC’s season premiere “The Voice” on March 25, and the extended version arrived on the same day during other shows. The service’s first-ever campaign will also include display and video ads to be launched on major online platforms such as Yahoo, AOL and Viacom networks.
Gillette is focusing on women’s preferences towards chest hair styles in the brand’s new U.S. campaign for the Fusion ProGlide Styler. The promotion taglined “What Women Want” highlights three most common men’s below-the-neck grooming and briefly explains how to create them using the trimmer-razor hybrid, released in 2012 as a result of collaboration between Gillette and Braun. The promotion includes the “Get the Look Women Want” commercial by BBDO New York, which is already available on the brand’s YouTube channel. The push launches broadly across print, TV and online starting April 1.
Coke Zero is launching a new U.S. campaign, revolving around the NCAA men’s basketball tournament. The brand, which was created as a male-targeted diet version of Coca-Cola, is highlighting this “men” twist in the new advertising effort, developed by Droga5. The tagline of the new campaign, “It’s Not Your Fault,” plays around the men’s right to be in the game, even when they are at work.
Old Spice is pushing a wolf theme further with the introduction of a new spokescharacter, Mr. Wolfdog. The new ambassador of the brand is promoting the Wild Collection, which was introduced by two ‘wild’ commercials in the USA earlier this year. To reveal the best of the beast in each male consumer and advertise the wild scents line, P&G’s brand has tapped the animal with human features.
To celebrate the launch of the updated sleek, long-neck Heineken bottle in the U.S., the brand has released a new 1:30 commercial entitled “Deja Vu” starring a Heineken “Man of the World” as he travels around the globe and experiences similar moments in different countries. The new advert, which comes in line with the “Open Your World” campaign, is part of a new advertising push, “Arrive Big,” launching on the U.S. market in late March.