Summer Sex Sell|
Marketer: Coca-Cola Co.
Brand: Diet Coke
Agency: Foote Cone & Belding, New York
Fresh from the set of 'Van Helsing,' swimsuited actress Kate Beckinsale sashays along a poolside lined with chaise lounges of ogling males. She holds a can of Diet Coke oh so close to her hip; its tab is popped to emit a spurt of bubbles. 'Tingle. It's a Diet Coke thing,' says the tagline.
Marketer: Dairy Queen
Brand: Flame Thrower Burgers
Agency: True Grey, New York
As competitors like Burger King and Wendy's prance around in search of effective advertising strategies, Dairy Queen has stomped into the ring with a flame thrower. In ads that dare you to forget them, the chain's hot sauce burgers behave like small napalm bombs, setting the mouth as well as the surrounding office on fire. Next time you have an urge for a spicy burger, who you gonna remember? Some orange-haired dweeb in a clown suit or this fire breathing executive with a taste for jalapeno?
Chicklets' Dirty Words|
Marketer: Cadbury Adams USA
Title: "Dirty Words"
Agency: Deustch, New York
How about this for marketing strategy: Let's associate each of our fruit flavors with a dirty word. Using the presentation tactic of '5 Words That Sound Dirty But Aren't,' Chiclets gets to say 'anus,' 'cock,' 'poo-poo,' and 'cum' on TV. This spot is our leading candidate for the AdAge.com Grammar School Potty Humor Advertising Award. Donny Deustch and the Cadbury Adams executives must be real proud of this one.
Marketer: Energy Star
Brand: Energy Star
Title: "Mark & Suzanne/Microwave"
Agency: Foote Cone & Belding, New York
Energy Star is a U.S. EPA program that sets product standards for energy efficiency and the reduction of greenhouse gases. Although it has existed since 1992, it's one of those boring bureaucratic operations that don't generate much media heat. Now, however, Foote Cone & Belding is trying to raise Energy Star's profile with a series of ads that veer sharply into the bizarrely funny to make their point.
Marketer: Kellogg Company
Brand: Apple Jacks
Agency: Leo Burnett, Chicago
These two spots are part of a what could be called a cereal serial: intertwining TV commercials and a mystery-solving Web site. They pull children into an online video game-like environment that has the look and feel of a Hollywood movie yet allows participants to take a direct part in the action. The real star of the show, of course, is Kellogg's Apple Jacks.
Ear Wax Hair Cream |
So, when is the last time you watched an ad in which ear wax was rubbed into the hair as a grooming lotion? Shrek and his sidekick donkey are at it again in this 'Shrek 2' tie-in. Using the disgusting idea, this Dial spot aims to crank up your germ paranoia with its ominous tagline, 'You're not as clean as you think you are.' Keep that in mind next time you get the urge to rub yourself with glob of green goo found deep in some ogre's swamp.
Marketer: SCA Hygiene Products
Brand: Libresse Body Form pads
Agency: Bartle Bogle Hegarty
SCA Hygiene Products of Sweden and Bartle Bogle Hegarty have teamed up to offer the world a feminine hygiene ad with sex appeal. Here, we watch a woman rip her dress apart in an elevator as she turns herself into a sultry temptress. What's all this got to do with controlling menstrual flow? Good question.
WEEK'S MOST REMEMBERED SPOT|
Title: "Playmates 2"
Agency: Element 79 Partners, Chicago
Following up on the 2003 'Playmates' Gatorade ad, considered the company's most successful ad, is this Playmates 2 spot that aired in the final episode of 'Friends.' It features the anyboy hero, Jimmy, playing driveway basketball with the NBA's Yao Ming, Jason Kidd, Vince Carter and the WNBA's Lisa Leslie. This spot received the highest consumer recall score for the period of April 4 to May 9 in the bi-weekly Intermedia Advertising Group survey.