The Creative Brief » Copywriting

SportChek ‘Helmet’

Dan — Mon, 30 Aug 2010 03:45:56 +0000

16 seconds of wonderful motherly rebuttal.

Chef Boyardee ‘Blankey’

Dan — Thu, 26 Aug 2010 04:09:18 +0000

This ad reminds me of my childhood blankey which I’m wrapped in right now. We get along OK, but he hates the wash and coincidentally he hates black lights. Stay away from him with the black lights. By Venables Bells & Partners. From Glossy.

Carlton Draught ‘Slo Mo’

Dan — Thu, 19 Aug 2010 13:46:11 +0000

Clemenger BBDO recognizes that everything is better in slow motion.

Even asscrack.

PAMS ‘For the Love of Food’

Dan — Thu, 19 Aug 2010 13:30:53 +0000

Simply marvelous stuff by agency Barnes Catmur & Friends and talented director Jonny Kofoed, who has some behind the scenes insight on his website. From Motionographer.

Heal the Bay ‘The Majestic Plastic Bag’

Dan — Wed, 18 Aug 2010 04:07:18 +0000

A wonderful mockumentary that follows the “treacherous” life of a plastic bag as it attempts to evade its natural predators like the the teacup Yorkie and park services. The mockumentary (VO’d by Jeremy Irons – BONUS!) was created to support the passage of AB 1998, a California bill that would ban single-use plastic bags from supermarkets, convenience stores, and other similar outlets. For more info, visit the Heal the Bay website. From The Huffington Post.

Kenny Powers & K-Swiss

Dan — Wed, 18 Aug 2010 03:44:28 +0000

Props to 72andSunny for recognizing the selling power of Kenny Powers (played by the incomparable Danny McBride) of HBO’s funny Eastbound and Down. The K-Swiss/Kenny Powers combo began with a bang; a hilarious, uncensored and crass bang hosted on Funny Or Die. After that comes some traditional broadcast commercials that, while censored and not quite the level the viral, still manage to be better than 90% of the ads out there.

As BrandFreak describes, the campaign is already making an impact. I’m glad… it’s good to see a campaign that uses bukkake as a comedic vehicle find success.

And for those of you who are unfamiliar w/Kenny Powers (first of all, punch yourself), I’ve posted some of his greatest hits at the bottom of this post. The new season premieres September 26th!

Google Search Stories

Dan — Wed, 11 Aug 2010 03:42:22 +0000

Google’s not done with the “search stories” campaign they debuted during the Super Bowl. The new spots easily run the risk of being redundant (and to a tiny extent, they are), but each retains just enough charm and slice of life to keep things fresh.

Great work by Google’s in-house agency, Google Creative Labs.

Dentyne Pure ‘Epic Rap Battle’

Dan — Mon, 26 Jul 2010 13:48:16 +0000

Rhett & Link are back in the saddle, using Dentyne Pure to fund a video rap battle.

Smarties ‘Blue Cat’

Dan — Thu, 22 Jul 2010 05:00:05 +0000

If you’re thinking, “I’m interested in how JWT Toronto creatively executes a spot for Smarties featuring a blue cat,” click on the video directly below.

If you’re thinking, “You know what Dan, a talking blue cat that has magical Smarties powers is just too conventional for me,” watch the fan-made remix below that.

Classic Rock 95.3 FM Campaign

Dan — Wed, 21 Jul 2010 04:50:53 +0000

Aussie radio station 95.3 FM honors Jimi Hendrix and Australian rock gods Bon Scott (AC/DC) and Micheal Hutchence (INXS) by keeping their music alive.

Great stuff by Three Drunk Monkeys via Ads of the World.