Did you know advertising professionals love Helvetica, foreign films, bourbon, pornography and muting TV commercials? OK, you probably did know all that, but kudos to Lowe Roche for compiling a bunch of these agency lifestyle stats (specific to Canada, but mostly universal) into one video meant to appeal to all its industry peers. "We wanted to be 100 percent sure our Agency of the Year video was a success," the narrator explains at the conclusion, "so we put everything in it that ad people like." Credits below.
The fur flew, painfully, in Lowe Roche's recent street promo for Toronto's Fuzz Wax Bar. A guy almost completely covered in wax strips walked around town and invited people to tear them from his skin. Cartoon smiley or frowny faces on the strips indicated the level of pain the guy would feel. They were also emblazoned with copy such as "From bear arms to bare arms" and "We'll take the monkey of your back," along with the salon's slogan, "So good, it hurts." Yeee-ouch! Each strip could be redeemed for a 25 percent discount at Fuzz Wax. (Personally, I'd want to keep mine as a hairy, sweat-stained waxvertising souvenir.) Last year, the zany madcaps at Lowe Roche photographed a local dealership's Porsches in people's driveways to create ads targeting those very homes. That was clever, but this body-hair stunt was less creepy and provided an oddly memorable product demo. Congrats to the agency for pulling it off. More photos and credits below.
Canadian ad agency Lowe Roche and its Toronto car client Pfaff Auto, last seen orchestrating a sneaky/cool direct mail piece for Porsche, are back with another buzzy project. This time, it's a virtual race for a real Audi A4. Contestants can sign up for the race at PfaffTweetRace.com. The first 10 contestants to add 2,500 new Twitter followers will each win a key. One of those keys will unlock the door to the 2013 Audi—the winner gets a year's free lease on the car and a tuning package worth $5,000, courtesy of Pfaff Auto. The 10 key holders will be invited to a gala event at Pfaff Auto, where the winner of the new car will be revealed. "We wanted to engage true car enthusiasts with a contest that was fun and challenging, with a premium prize, in keeping with both our target and the dealership itself," says Sean Ohlenkamp, digital creative director at Lowe Roche. "The simplicity of Twitter as a social media channel appealed to us. We knew we could make the platform work in an interesting way, and increase Pfaff's digital presence at the same time." If you're interested, you'd better hurry. The race began this morning at 8 a.m. EST. But don't worry—the current leader appears to have added just two new followers. (Oh, and it's open only to Ontario residents 25 and over.) Posters and credits after the jump.
Usually, when someone sneaks up to a rich guy's house and drives off with a Porsche, it's a reason to call the police. This time, it might be a reason to call an auto dealership. In a clever spin on direct mail for Toronto's Pfaff Automotive, Canadian agency Lowe Roche photographed one of the dealership's Porsches in the driveways of affluent homes, then used each image to create an ad left at the home where it was shot. The headline: "It's closer than you think." The result, according to the agency's case study video below, was a 32 percent response rate to a site where recipients could schedule a test drive. Direct mail is typically about hitting as many people as possible for as low a cost as possible, but this creative idea shows that for luxury brands, a smaller effort can sometimes go a long way. Credits after the jump.
With everyone now reading on Kindles and Nooks and iPads and whatever else, non-virtual books have lots of time to perfect their dance moves. That's according to this video, made by Sean Ohlenkamp, associate creative director at Lowe Roche in Toronto, and his wife.
Here's a disgusting but cool out-of-home ad: Warner Bros. Pictures Canada hired microbiologists and immunologists to create a one-of-a-kind billboard made of growing bacteria in an abandoned storefront window in Toronto—to promote Steven Soderbergh's movie Contagion. On Aug.