Famous for their durable and dependable hardware and outdoor gear, California based brand Patagonia has just started a new campaign along with Ebay and the Common Threads Initiative encouraging customers to sell their used gear on ebay so those who normally couldn’t afford the somewhat high-priced items can benefit from their no longer needed clothing. This falls in line with the entire corporate mentality that the brand has had since day one (go read “Let my people surf” – written by the founder of Patagonia and you’ll understand), not to mention is a testament to the durability of their products. Anyhow, after 9/11 I thought we all deserved to hear of a marketing campaign thats actually positive.
To learn more or to donate/sell your items on ebay visit http://www.patagonia.com/us/ebay/used-gear and take the Common Threads Pledge to reduce, repair, reuse, recycle and reinagine in an effort to help cut down the average amount of trash an Average U.S. citizen throws away each year (68 pounds of clothing!!!). Then they’ll help you list it correctly on their branded ebay page.
Here’s the latest for Corona Light by La Comunidad that’s aimed at a target group who (and i quote their press release): “If they returned from a vacation would say, ‘You can’t believe what we did,’ not where they have gone.”
Essentially this years campaign is going to be focused around trying to sway the cheap beer drinkers over to the Corona side. Key competitors for them in the US market are Keystone Light and a few random craft brews.
Meanwhile, digital shop Pereira O’Dell is also working on a supporting campaign based around your typical social media avenues…i.e. facebook. The company also claims to have some print ads lined up but when those will go live is anyone’s guess.
On the airing of this spot:
The television spot, which will appear on ESPN, NBC, Comedy Central, the sports channel Versus and on Fox Sports during some Major League Baseball games, was filmed in Tayrona Nature Park in Colombia.
Corona beer has usually been associated with beaches, which Mr. Mollá described as the brand’s “biggest asset.”
The white beaches at Tayrona are next to a tropical forest, both of which are shown in the commercial. After watching the sunset, the partygoers in the commercial unplug the sound system and pack up as if going home. But then they walk through a jungle and come out on another beach where they resume partying in the moonlight.
The agency auditioned a group of 40 men and women, then flew them to film the commercial at Tayrona. Mr. Mollá said the agency deliberately included women because “we wanted to be inclusive. Women are a big part of having a great party.”
Damn, I would have liked to been on that shoot…sounds like fun.
Credits:
Agency: La Comunidad
Chief Creative Officer: Jose Molla
Executive Creative Directors: Ricky Vior, Leo Prat
Agency Head of Production: Laurie Malaga
Account Director: Tim Rivera
Account Supervisor: Maria Van Thienen
Planning: Richard Monturo/ Carlos Arcos
Director: Paul Hunter & Dori Oskowitz
Production Company: PRETTYBIRD
Director of Photography: Mattias Montero
Executive producer: Ali Brown
Producer: Julien Lemaitre
Editorial Post-Production: Gary Knight/Peepshow Post
Music Post-Production: STIMMUNG
After being silent for 94 years Mr. Peanut, the beloved spokesperson & icon for snack nut brand Planters, is now featured in two stop-motion commercials just in time for the holiday season. Produced by BEING, USA along with Smuggler and Laika/house both spots feature Robert Downey, Jr as the voice of Mr. Peanut.
Here’s the second piece to be released in the campaign – Greeting Cards:
Advertising Agency: BEING, USA
Creative Directors: Kris Wixom, Alisa Sengel Wixom
Copywriters: Jonathan Marshall, Josh DiMarcantonio
Art Director: Eric Stevens
Senior Producer, Media Arts: David Fisher
Production Company: SMUGGLER
Partners / Executive Producers: Patrick Milling Smith, Brian Carmody
Executive Producers: Allison Kunzman, Lisa Rich
Director: Ringan Ledwidge
Producer: Sally Humphries
Production Company: LAIKA/house
Supervising Animation Director: Mark Gustafson
CD/Animation Director: Kirk Kelley
President/EP: Lourri Hammack
Producers: Colin Thacher
Director of Photography: Eric Adkins
Editor: Michael Corrigan
Music: Stimmung
Sound Design: Sound Lounge
Engineer: Phil Loeb
Asst. Engineer: Evan Mangianele
