Author Archives: ghaliadawood

Lincoln’s Ad Campaign Captures “True Detective” Actor Matthew McConaughey Thinking And Driving

Matthew McConaughey, and his one-of-a-kind personality, stars in Lincoln’s “Live in Your Moment” ad campaign. The Oscar-winning “Dallas Buyers Club” actor is the perfect fit in putting the right talent in place to tell stories with an emotional appeal that is unique to Lincoln. The star behind Lincoln’s newest vehicle, embraces his weirdness as he muses about life, cars and bulls in three new spots for the Lincoln MKC. Ever since McConaughey signed on with Lincoln in late August, sales of the long-suffering brand have started to pick up. It turns out someone with a best-actor Oscar does a pretty good job at selling cars.

“McConaughey captures the essence of ‘Live in Your Moment’ in an authentic conversational manner, with most of the ads following his internal dialogue as he navigates the open road, enjoying his time behind the wheel of the MKC,” the company said in a statement.

McConaughey is an established face having a great year in the entertainment industry. The ads have a strong True Detective feel with philosophical statements on the universe with great moody visuals. The Southern drawl and the True Detective style of delivery in his vocals, is the reason his soliloquies are entertaining. McConaughey has always been a great man of stories, but sometimes he goes on in a way that leaves people unsure of what he really means.

In Lincoln’s new “Intro,” commercial, McConaughey is driving through a city nightscape and philosophizing; “Sometimes you gotta go back to actually move forward. I don’t mean going back to reminisce or chase ghosts. I mean going back to see where you came from — where y’been, how y’got here, see where you’re goin’. I know there are those who say you can’t go back. Yes, you can. You just have to look in the right place.”

What exactly is he talking about? McConaughey mimics Rust Cohle, the weirdly reflective and obtuse character the actor played on “True Detective.” But really, who would want to be alone in an MKC with him? He was just an unusually cerebral detective with a dozen bodies buried under his porch.

In another spot, McConaughey actually seems to be making fun of his True Detective persona. In that spot, he is somewhere in Texas, blocked by a bull standing on the asphalt and staring him down.

“That’s a big bull,” McConaughey drawls. “I think that’s ol’Cyrus, 1800 pounds of ‘I can do whatever the heck I want.’ I can respect that. Take the long way, huh? [McConaughey steers around him.] Thank you, Cyrus.” The standoff is absurd, and somewhat awkward. Once again, the Rust Cohle character is a pretty obscure reference, no matter how popular it was to the few million that loved it.

But, if imitation is the sincerest form of flattery, Lincoln’s ad campaign is already a smash hit. McConaughey’s ads even made it on Conan O’Brien’s TBS show. He releases a parody of Mathew McConaughey’s second Lincoln MKC TV Commercial, “I Just Like It,” in which he drawls:

“I’ve been driving a Lincoln since long before anybody paid me to drive one… Didn’t do it to make a statement. I just liked it.”

O’Brien’s team star in a voice-over from McConaughey’s portrayal of the troubled detective Rust Cohle on HBO’s True Detective, including: “I think human consciousness is a tragic misstep in evolution… The honorable thing for our species to do is stop reproducing, walk hand in hand into extinction.” The words overlaid on the commercial’s close-out scene: “The Lincoln Motor Company” — are followed by: “Walking hand-in-hand to extinction.”

The now much darker parody commercial is not how Lincoln would prefer the MKC to be marketed, but in most of the ads, they seem to star Rust Cohle instead of McConaughey. The tone of his voice and his portrayal onscreen are just so close to that character.

On her talk show, Ellen DeGeneres gives it a lighter treatment, showing a spoof of one of the ads with her photoshopped into the back seat in a spot called “Bull” featuring McConaughey sitting in his MKC face to face with a giant longhorn steer on a lonely road in Texas.

McConaughey says: “That’s a big bull.”

DeGeneres, munching on a brownie, says: “I don’t see it. Hey, you know, whatever you put in these brownies, I don’t know what they are, but boy, they are delicious.”

The ads certainly demands attention, especially to all the fans of True Detective. They will be especially entertained by the absurd way Lincoln and Matthew Mconaughey choose to showcase Rust Cohle.

Gisele Bündchen Tunes Out Negativity in the Latest “I Will What I Want” Commercial

Under Armour’s latest “I Will What I Want” campaign kicked off with an advertisement featuring ballerina Misty Copeland. The video displays the American Ballet Theater soloist dancing, as a young girls’ voice read a rejection letter to a dance program in the background. Following the previous commercial, Under Armour turned to a more familiar face: supermodel Gisele Bündchen.

For the longest time, Under Armour has been known for ultra-masculine commercials featuring football players, but the new twist aims to re-brand the athletic company as one where empowered women can shop for high-endurance and fashionable gear.

In the 60-second commercial, the Brazilian supermodel is seen kicking butt. Gisele appears like you’ve never seen her before. She got rid of her designer gowns, and got in touch with her athletic and fierce side. She stands with her fists wrapped like a boxer, punching a heavy bag as they do when training for a martial arts fight, and throwing powerful roundhouse kicks. She looks like she’s training for the UFC.

As Gisele remains focused on her workout, her willpower and determination fights off the negativity thrown at her from social media critics. The real-life insults are streamed on screen. Although some were supportive, many questioned why Under Armour chose her as their model. “Stick to modeling, sweetie,” reads one post. “She’s perfect,” reads another, alongside “she’s way too skinny.”

When Under Armour initially announced using Gisele in the campaign, the media replied with skepticism. A ballerina is actually an athlete, but a supermodel? Under Armour embraced the controversy showing the insanely fit supermodel, that she too can throw a good punch. In Gisele’s own interactive sub-site, where you can watch her doing several different workouts, the real comments and judgements are projected around her. After seeing the responses to the announcement that Gisele will be in the next commercial, Droga5, the creators of the ad, decided to incorporate the comments to show the strength it takes to overlook negative opinions and succeed.

“This incredibly inspirational initiative serves as a powerful reminder of all the amazing things women can do despite the pressures and criticisms we may encounter,” Bündchen said in a statement. “Having the strength to tune out negativity and remain focused on what I want gives me the will and confidence to achieve my goals.”

The commercial shows a new side of Gisele, having lived her life in the public eye since she began modeling at 16, Gisele knows what it is like to block out the noise and keep focus to achieve her own goals. To the world, most people only know her in the context of beauty and show, but she is also an incredibly athletic woman, dedicated to her practices of marital arts and yoga. The campaign previews all of the contradicting comments and concerns people like Gisele are continuously exposed to. But, with focus and determination, and tuning out the negativity, proving criticism wrong comes easy.

The commercial ends with a blank screen and, “I Will What I Want” appears as the ad’s final message. It is a statement that encourages women today to follow their dreams, regardless of the judgement they constantly face from society and the media.

Budweiser’s Heartwarming Ad Reminds You That ‘Friends are Waiting’

In celebration of Beer Responsible Day on September 19th, Anheuser-Busch the parent brand of Budweiser brings back their puppy mascot in an all-new video titled ‘Friends are Waiting’. The video echoes the same sentiments of Budweiser’s Super Bowl ad “Puppy Love,” which was the most-watched Super Bowl ad of last year. The one-minute video has taken the Internet by storm, with almost 10 million views since being uploaded merely 5 days ago. The ad encourages individuals to drink responsibly and not drive while under the influence.

“Friends are Waiting,” highlights the relationship shared between a young man, Luke, with his companion, a yellow lab referred to as “Buddy”, through a montage of the dog growing from a puppy to an adult. The ad focuses on the deep bond Luke and Buddy have, showcasing the fun times they share, and emphasizes their friendship. One night, Luke leaves with five of his own friends carrying a six-pack of Budweiser. Things take a twist when Buddy’s owner fails to return home after a night of drinking with his friends. Buddy waits anxiously throughout the night for his master’s return. We see him patiently waiting by the door, at the window and on the sofa, accompanied by the text:

“For some the wait never ended. But we can change that.”

Luke returns the following morning to a very excited Buddy jumping up ecstatically on his safe return home. Luke explains his choice to spend the night at a friend’s house after a long night of drinking, followed by the message,

“Make a plan to make it home. Your friends are counting on you.”

Budweiser appeals to the emotions of the bro code – don’t leave a bro hanging. It’s a sweet reminder to every individual going out at night and indulging in drinking, there is someone anxiously waiting on their safe arrival home. The ad is sure to have all dog-lovers teary-eyed, with this relatively novel approach to the overly familiar safe-drinking PSA. By taking a different angle on the subject, and providing an emotional approach to people’s natural love for their pets, it will be a memorable way to remind individuals to make safer choices when drinking.

“Friendship, camaraderie and enjoying great times are the heart of Budweiser’s most popular campaigns, and this video maintains that tradition but with an unexpected twist.” explained Brian Perkins, VP-Budweiser. “Budweiser is known for connecting with beer drinkers in memorable ways, and our efforts to promote responsible drinking through this video are no exception.”

Budweiser worked with ad agency Momentum Worldwide as creative consultants for the commercial, using the hashtag #FriendsAreWaiting, in an effort to spread the word. The message has touched beer and dog lovers in all the right ways, with Twitter fans spreading the message.

one fan wrote, while another expressed his view,

Anheuser-Busch really hits the spot with this strong and meaningful message on responsible driving. By using the dog to come home to, instead of the played out wife and kids scenario, the ad has a stronger appeal to younger and more adventurous drinkers in the target age group of 21-29. Budweiser has dedicated their campaigns to promote the word of conscientious drinking and driving. The video is captioned with a heartwarming message;

“Next time you go out, be sure to make a plan to get home safely. Your friends are counting on you. Enjoy Budweiser responsibly. #FriendsAreWaiting.”

Does Coca-Cola Exploit Workers with ‘Hello Happiness’ Campaign?

“Hello Happiness,”a video posted by Coca-Cola in May, features migrant labourers in Dubai trading their bottle caps for three precious minutes on the phone with their loved ones back home. The video can easily be mistaken for a serious documentary. It opens up with south-asian workers lined up at predawn waiting for the van to come and take them to work. The video continues by showing us their working conditions, their work clothes, their sleeping arrangements, men crowded on the floor of a small room during mealtime. All being migrant labourers from countries such as India and Pakistan who came to Dubai in search for a brighter future.

As the video progresses, the men begin to tell us that they love and miss their families, and wish they could hear their voices more often. We later learn that these workers make merely six dollars per day, and it costs nearly a dollar per minute to call home, making phone calls quite rare. This is were Coca-Cola provides their help and connects people across countries, and provides them with a few minutes of happiness.

In March, Coca-Cola installed five special phone booths in Dubai labor camps that accepted Coca-Cola bottle caps instead of coins. More than forty thousand people made calls using the machines, 134,484 minutes of calls were logged. In April, after the machines were up for about a month, the company took them down.

The humble gesture by Coca-Cola has left the workers extremely happy. You begin to see their happiness visually in the video, the screen begins to brighten up and the workers explain how delighted both them and their families back home are since they can now contact their loved ones more often.

“The Hello Happiness initiative pays tribute to the hard work and efforts of these labourers and serves as a gesture of goodwill and appreciation,” the company said.

The video has been viewed 2,796,367 times, and has received close to 15,000 likes. But, more than 4,000 people have given it a thumbs down. Most of the comments on YouTube praised the marketing campaign as creative, innovative and charitable. “A brilliant marketing idea that give back and continues to promote itself, naturally,” one user wrote. But others criticized the company for exploiting the labourers, and forcing them to buy a bottle of Coke to use the phone. “This isn’t charitable in any way. Just plain marketing,” another user wrote. “It would have been charitable if they made them call for free or used any bottle cap.”

Users began to question the phone booth campaign. Is Coca-Cola helping to minimize the troubles of migrant workers in poor working conditions, or are they adding to the exploitation of migrant workers in the Middle East and Asia? Coca-Cola is not only using low income workers to advertise their product, but they are also forcing them to buy a soft drink themselves at nearly a tenth of their typical daily wages. The ad also normalizes and glorifies the hardship faced by migrant workers.

Although the criticism is understandable, Coca-Cola’s initial intention behind this product is to directly associate the company with happiness with the desire to help the community and make Dubai a better place to live in by supporting though, hard-working migrants. A simple phone call can transform a lonely day into an exciting experience. “Hello Happiness” has impacted many lives by adding a spark of happiness to each one of them!

Video of the Week: Ikea’s Bookbook

Screen Shot 2014-09-09 at 11.54.22 AMIkea recently released a must-see ad; a parody of Apple’s Macbook adverts. The ad is timed perfectly with the close launch of Apple’s new Iphone, making it a brilliant satirical piece on Apple and their over-the-top tech commercials. Jorgen Eghammer, the “chief design guru” introduces the ad by mimicking Apple’s promotional style,

“Once in a while, something comes along that changes the way we live, a device so simple and intuitive, using it feels almost familiar.”

The ad then goes on to “introduce the 2015 Ikea catalog. It’s not a digital book or an e-book. It’s a bookbook.”

The two and half minute ad is purposely shot against a white background, similar to Apple’s product demos. Eghammer begins to describe the bookbook’s features with exaggerated enthusiasm, some of which are “eternal” battery life, easy bookmarking by simply bending the corner of the page, and “no lag” when turning the page. This form of marketing reminds viewers of the simplicity of a regular book by introducing it as a new form of technology. By using technical terms similar to most technology based adverts, the feel of a new form of technology is given, making the bookbook not exactly the same as a book. Although the advertisement is about a catalog, it can almost be a sort of homage to all books. Today, we are so caught up with being up to date with technology; we almost forget how simple life could be.

This clever new ad is hilarious, the jokes are simple, easy to follow, and you really need to appreciate them for yourself. Mocking is sometimes seen as flattery, what has been working so well for Apple, is now working just as well for Ikea. It almost makes you want to go out and buy yourself a bookbook. And on the plus side, you don’t even have to build the catalog yourself!