Febreze doesn't want you to stink up the bathroom on Super Bowl Sunday.
Another surprising newcomer joined the Super Bowl advertiser list. It's A 10 Haircare has purchased a 30-second Super Bowl ad, to air in the third quarter, for the first time ever.
There's a grown man loitering outside the women's room, but he's no creep. He's a single dad waiting for his young daughter. And a few years later, that same guy is getting a different bathroom door slammed in his face because his teenage offspring is "becoming a woman" but absolutely doesn't want to chat with him about it. A new campaign from Angel Soft intends to "uncover the insightful little moments that we can all appreciate but that you don't see much in advertising," says Karen Costello, executive creative director at Deutsch, the brand's agency.
It's a new year! And Secret's "Stress Test" is back, this time with a scenario that's all too familiar for agencies, marketers and entrepreneurs. Two ads, directed by Gia Coppola at The Directors Bureau, feature Ash and Emma, whom we meet as they step into an elevator, preparing for a pitch. This plays out in a rapid-fire Q&A, laced with tension, determination and a clear expectation of some sexist pushback:
To tell the origin story of Harry's, the shaving subscription service, co-founders Jeff Raider and Andy Katz-Mayfield will show you their baby pictures and their boxer shorts. It's their way of explaining how a couple of self-professed regular guys went through puberty, sprouted their first facial hair, felt ripped off by the cost of grooming products, launched a company and angered Big Razor in the process (as in, fielded threats to have their pants sued off). New York-based Harry's, which has used only digital and social media marketing since its founding in 2013, kicks off its first national TV campaign next week. The move follows the debut this summer of a next-generation razor and its first retail deal with Target. The documentary-style ad, from agency Partners & Spade and directors Supermarche, launches this week across YouTube, Hulu and various digital media. It stars Harry's workers, including the baritone-voiced employee No. 2 (Jon Goldmann, director of brand engagement) who serves as its narrator, and its clean-shaven co-CEOs.
Hey, Dollar Shave Club, what's the big idea? In the brand's latest kooky commercials, razors grow to fantastic proportions. They're roughly the size of compact cars—and sold, appropriately enough, in automobile dealership settings.
It merits studying how many kids (and adults) cried this weekend because Santa forgot to pack batteries to go with the drone, or those creepy Hatchimals. We hate batteries. More than that, we hate that little "Batteries not included" disclaimer, which is printed so small on otherwise-seductive packaging that even if you wanted to read it while stumbling through the obstacle course that is holiday shopping, it would take five minutes to find. That's five minutes off your whole life. Recognizing that its core product is the source of so much chagrin, Duracell did the best it could this year—short of totally transforming its business and ridding us of the need for AA's altogether. It launched Duracell Express, an on-demand delivery service for forgetful parents and mythological gift-givers alike.
Many are looking for some sweetness today. Ben & Jerry's is pretty good at that. Following the surprising—and for many, worrying—results of the U.S. presidential election, have a look at the brand's "One Sweet World," a soft-serve story (from agency Nice and Serious) about a troubled town called Coneville. In Coneville, angry lemons have gathered to support a divisive member of their kind. His leafy toupée is swept, not so artfully, to the side. (Subtle.) Things take a turn for the worse when a single cherry, clutching a sign that reads "We taste sweeter together," attracts notice in the hostile crowd.
Becoming a woman is hard. There's that whole awkward adolescence, then the long canyon of negotiating space—with men, in careers, with other women. It takes a while to know who you are, to figure out whether you like high heels or not, hair long or short, red lipstick or something less aggressive.