Congratulations George! Congratulations Jim! Congratulations Steven!

In 1998, Titanic topped Star Wars as the #1 box office movie of all time. In congratulations, George Lucas bought this full-page ad inVariety, in which the Star Wars crew jumps out of the sinking ship and into the ocean of second place.

Apparently, it is a Hollywood tradition for directors who have their #1 records smashed to take out full page ads congratulating the new record-holders. When Star Wars broke Jaws‘ record, Steven Spielberg congratulated George Lucas by taking out a full-page ad with a picture of R2-D2 snagging Jaws on a fishing line.

Thereafter, E.T. beat Star Wars and held the record for a while. This was the message to Steven Spielberg from George Lucas in 1983 congratulating Spielberg for E.T passing Star Wars in the movie rental takings…

But Star Wars Special Edition reclaimed #1 in 1997. The result? Another full-page ad in which E.T. puts a crown on R2’s head…

Steven Spielberg, director of E.T., honored his friend Lucas with an advertisement in Daily Variety, the entertainment industry magazine, with a picture of E.T., the alien from the movie, putting a crown on top of R2-D2, the small robot from Star Wars.

“Dear George,” the ad read, “Congratulations for renewing the most enduring motion picture in cinema history. Your pal, Steven.”


Titanic in advertising

 Centraal Beheer

Four men transport a heavy box with precious contents to a waiting ship. The box survives lots of dangers and finally arrives safe. Unfortunately the ship is the Titanic.
Advertising Agency: DDB Needham, Netherlands
Year: 1993
Gold Lion

Der Spiegel Magazine


Advertising Agency: Springer & Jacoby
Year: 1998

Gradiente Home Theatre


Advertising Agency: Young & Rubicam, Brazil
Year: 1998

Alka Seltzer


Advertising Agency: BBDO Portugal
Year: 1998

Audi


Advertising Agency: Tandem DDB, Spain
Year: 1999

Titanic Food Festival


Advertising Agency: PSL Erickson, India
Year: 1999

Publicaciones Semana


Advertising Agency: Lowe & Partner, Colombia
Year: 1999

Canal +


Advertising Agency: Equator Belgium
Year: 2000
Shortlist

Priya Village Cinema


Advertising Agency: Contract Advertising, India
Year: 2000

Canal +


Advertising Agency: EURO RSCG BETC, France
Year: 2000

Star Channel

In a scene reminiscent of “Titanic”, the workers in an office try to fix a broken shelf.
Advertising Agency: Dentsu, Tokyo
Year: 2001

Fisherman’s Friends


Advertising Agency: Springer & Jacoby
Year: 2003

Meio & Mensagem Magazine


Advertising Agency: Neogama BBH, Sao Paulo
Year: 2003

Citroen XSara Picasso


Advertising Agency: Duezt EURO RSCG, Sao Paulo
Year: 2003

 Soken DVD

This series show the problems when you play a DVD player. It then recommends a Soken DVD player instead. The office girl talks to her friend at the elevator about the ‘Titanic’ DVD she saw yesterday. However, she isn’t speaking smoothly. Why? Because her DVD player can’t play smoothly either.
Advertising Agency: EURO RSCG Flagship, Bangkok
Year: 2004
Gold Lion

Sony Wega Home Theatre


Advertising Agency: BBDO Chile
Year: 2004

L’Equipe Sport Magazine


Advertising Agency: DDB Paris
Year: 2005

Dakino Film Festival


Advertising Agency: Lowe & Partners, Romania
Year: 2005


 Volkswagen Fox

A ship, a man, a woman. Ship sinks. Man dead. Woman alive. Watch Hollywood’s legendary blockbuster “Titanic” in 30 seconds. Short and fun. Just like the VW Fox.
Advertising Agency: DDB Dusseldorf
Year: 2006
Silver Lion

LG Home Theater


Advertising Agency: Lowe Porta, Chile
Year: 2004

Blockbuster

We see the memorable scene where the Terminator is going to be melted in the industrial plant, everything occurs as normal, but the soundtrack we hear is “My Heart Will Go On” from Titanic. In the credits we read “Terminator or Titanic? Take Both, Tuesdays 2X1 at BlockBuster”
Advertising Agency: BBDO Guatemala
Year: 2006
Shortlist

Panasonic Veira Plasma TV


Advertising Agency: Lowe Porta, Santiago
Year: 2006
Shortlist

History Channel


Advertising Agency: Ogilvy South Africa
Year: 2006

TV Guide


Advertising Agency: Jung von Matt, Germany
Year: 2006

Hyundai


Advertising Agency: Duval Guillaume, Brussels
Year: 2006

HENKEL Loctite


Advertising Agency: DDB Milan
Year: 2007

Montex Carbon Paper


Advertising Agency: Percept H, Mumbai
Year: 2007

Utopia Groups Cinema


Advertising Agency: Duval Guillaume, Belgium
Year: 2007

McDowell’s Diet Mate Whisky


Advertising Agency: Mudra Communication, Bangalore India
Year: 2007

Spontex


Advertising Agency: TBWA Paris
Year: 2007

L’Express


Advertising Agency: Bambuck, Paris
Year: 2007

Megastar Cineplex


Advertising Agency: Ogilvy & Mather, Vietnam
Year: 2007

TAM Airlines


Advertising Agency: Young & Rubicam Sao Paulo
Year: 2008
Shortlist

Toys ‘R Us


Advertising Agency: Volcano Advertising, South Africa
Year: 2008

Cape Times


Advertising Agency: Lowe Bull
Year: 2008

Kaercher (immersion pump)


Advertising Agency: FJR Werbeagentour, Munich
Year: 2009

RIOS Illustration Studios


Advertising Agency: Artplan, Brazil
Year: 2009

Textliner Faber-Castell


Advertising Agency: Young & Rubicam Malaysia
Year: 2009

Show Off Film


Advertising Agency: Fuel Lisbon/Euro RSCG
Year: 2009

Orange Foundation


Advertising Agency: Ignitionk, Madrid
Year: 2009

Rocklets Chocolate Candies

We see the Titanic sailing over the dark waters of the Atlantic Ocean. In the crow’s nest there’s a watchman, personified by a Yellow chocolate Rocklets. Suddenly, he spots a huge iceberg and informs the other Rocklets who desperately trie to alert the Captain. As soon as he takes off to do so, a huge human hand takes it away and eats it. The Rocklet was never able to inform the ship that it is about to crash into an iceberg. Super: The beginning of the history of a Rocklets is very close to the end.
Advertising Agency: Leo Burnett Argentina
Year: 2009

Post-It


Advertising Agency: BBDO Mexico
Year: 2010

Vodafone


Advertising Agency: Scholz & Friends Duesseldorf
Year: 2010

Canal + 


Advertising Agency: BETC EURO RSCG, Paris
Year: 2010

Iffco Financial Service


Advertising Agency: Publicis India
Year: 2010

Mitsubishi


Advertising Agency: BBDO Santiago
Year: 2010


 Melody Enterteinment

The first all Arabic movie channel makes its take on ‘Titanic’.

Advertising Agency: Leo Burnett Cairo
Year: 2010
Bronze Lion

Ford KA


Advertising Agency: Bassat Ogilvy Group, Madrid
Year: 2011

Washin Bifocal Glasses


Advertising Agency: Grey Tokyo
Year: 2011

Listerine


Advertising Agency: JWT Mumbai
Year: 2011

Braun Silk-Epil


Advertising Agency: Impact BBDO, UAE
Year: 2011


Harry Potter in advertising

Playstation 3/Blue Ray

Marani Eyewear

Crisol Bookstore

Harry Potter at PVR Cinema

ODEL Department Store – Harry Potter Promotion


 Promotion done at the Department Store ODEL, for the release of the new Harry Potter book. The spoon was magically moving in the cup on its own.
This simple yet innovative deployment immediately captured the public’s attention. A captured video was posted on youtube and became one of the top 40 most linked videos of that week, resulting in 53,880 views, as well as newspaper and TV coverage.
With an investment of merely Rs.2,000 (USD20), the campaign generated a total of Rs.100,000 (USD1,000) in Advertising Value Equivalent (AVE). The entire stock of 150 books was completely sold out in hours, generating a total revenue of Rs.412,500 (USD4,125). The Return on Investment for this project mounted up to 256 times.
ODEL, Colombo’s premier department store, had to compete with all the major bookstores who were frantically promoting pre-bookings for the much-anticipated “Harry Potter and the Deathly Hallows”.
We wanted to bring a bit of Harry Potter Magic to ODEL. Shoppers at Odel’s in–store eateries were amazed to witness a self-stirring cup of coffee. Beside it lay a mock copy of the “Deathly Hallows” carrying the message, “Book your copy right now for a deposit of Rs.500.”

McDonald’s

Videomarathon 2003 – Reality sucks

BED Club – Drag Show

Electronic Arts – Harry Potter and the Order of the Phoenix


LT Libreria Tecnica

Fundacìon Par

Suzuki Motorcycles School

Odyssey Multimedia Center – Harry Potter and The Deathly Hallows

Super Glue

Harry Potter BlueRay Collection – Promotion


The objective of the promotion
To advertise the arrival of the Harry Potter saga in high definition at Livraria Cultura.
The Idea
We’ve recreated one of the most famous passages in the saga – the passage through platform 9-3/4, using a technology called fogscreen. We’ve projected over a smokescreen the wall of the platform. So, people could cross the “brick wall” as if they were wizards.
Results
By it’s innovativeness, it was an important attraction in the store, taking customers directly to the movie’s shelf, prompting an interaction with consumers, enjoyment for all ages, hundreds of spontaneous mentions in blogs about advertising, innovation, the series fan clubs among others, in Brazil as well as abroad. It allowed a “magic” experience for consumers, bringing them close to the series reality.

Titanic Magazine – Harry Potter Dies Promotion


The objective was to create a low budget promotion reinforcing the Titanic’s image as Germany’s number one satire magazine while generating new subscribers. On 27.10.2007, the very day when the last Harry Potter book was finally released with much ceremony, the Titanic, in true kill-joy spirit, revealed on various advertising mediums around the book’s point of purchase (pedestrian zones and book stores) that Harry would supposedly die on page 652, thereby eliciting the very strong reactions that a magazine of its nature is meant to.
What better way to promote Germany`s No. 1 satire magazine, famous for eliciting both malicious joy and laughter in equal measures, by creating a promotion that would do just that. The response was overwhelming: after the promotion the number of subscribers increased by 2,3 %. And the following edition of the Titanic magazine was sold out so the print run had to be increased by 5 %.
For the consumers this promotion was confirmation that Titanic is the best, therefore meanest satire magazine in Germany.

IMax

Red Peppers Audio Boks

Terramycin Plus Ointment

Beloura Shopping Center

Harry Potter at The Sun Theatre – Ambient

Seventy MM – Online Book


Mike Hutcheson’s book

Coca-Cola Cinema Ticket




Coca-Cola wanted to invite some executives from important Spanish companies and their families to the Première of the latest Harry Potter film. We were asked to create an invitation for that event that could fit in a A5 envelope.
Harry Potter is a film based on the power of magic so we came up with the idea of a blank card, with no text. A magic card. So in order to read the text you had to use a trick. The magic trick was rubbing the surface with a wet cloth. But of course the text would disappear again after a while.
No response was expected in any way by this action. However Coca-Cola got a lot of congratulations calls.

Kinokuniya Bookstores – Harry Potter mounth


Winnie the Pooh teaser trailer: How do you spell adventure?

 

Other Post

Tom and Jerry in advertising

Peanuts in advertising


Volkswagen Fox/Short but Fun – Complete Case History



A robbery. A burger. A dance contest. An overdose. A shot in the head. A robbery. Watch Hollywood’s legendary blockbuster “Pulp Fiction” in 30 seconds. Short and fun. Just like the VW Fox.

A ship, a man, a woman. Ship sinks. Man dead. Woman alive. Watch Hollywood’s legendary blockbuster “Titanic” in 30 seconds. Short and fun. Just like the VW Fox.

Vacant hotel. Lonesome family, sick father. Psychic power. Bloody ending. Watch Hollywood’s legendary blockbuster “Shining” in 30 seconds. Short and fun. Just like the VW Fox.

A great white shark. Lots of dead people. A bunch of fearless men. A dead shark. Watch Hollywood’s legendary blockbuster “Jaws” in 30 seconds. Short and fun. Just like the VW Fox.

An obsessed girl. A priest. An expulsion. A dead priest. Watch Hollywood’s legendary blockbuster “The Exorcist” in 30 seconds. Short and fun. Just like the VW Fox.

A space ship. An alien. A nightmare. One survivor.
Watch Hollywood’s legendary blockbuster “Alien” in 30 seconds. Short and fun. Just like the VW Fox.

A princess. A dark lord. A Jedi. A death-star. A battle. A happy end. Watch Hollywood’s legendary blockbuster “Starwars” in 30 seconds. Short and fun. Just like the VW Fox.

CASE HISTORY
Question: What do one German mini-car, six Hollywood blockbusters and a fast-talking cast of cartoon bunnies have in common? Answer: They all figured prominently in a wildly original and successful TV advertising campaign that last year earned a Gold World Medal in the International Awards Group’s 2006 Advertising and Marketing Effectiveness (AME) Awards.
The mini-car in question is the Volkswagen Fox, a sporty compact car aimed at youthful, first-time car buyers. The ad campaign, created for Volkswagen AG by DDB Düsseldorf and built around the tagline “Short but Fun,” featured 30-second, animated versions of six international film hits, including Titanic, Jaws and Pulp Fiction. And the bunnies? They took the place of the films’ human characters, adding an element of the outrageously hip to the spots that captivated German audiences during the campaign’s brief, four-day run.
The AME Awards committee, comprised of a multi-cultural and international cross-section of top marketing executives, recognizes integrated marketing campaigns that are fresh, creative and above all, successful.  Campaigns that demonstrate innovative problem solving, and that achieve specific business goals using well-crafted concepts, inspired marketing strategies and an effective combination of traditional and/or alternative media tactics.

Volkswagen’s “Short but Fun” campaign met all these criteria, achieving extraordinary, measurable results for the German car manufacturer that exceeded its campaign objectives and proved it could capture an audience of very critical media users on a very tight production and media budget.

A Clear Objective
Volkswagen introduced the Fox in the spring of 2005 into the price-driven mini-car segment. Despite Volkswagen’s premium image and the Fox being slightly higher priced than the competition, it soon became the market leader.
The launch campaign emphasized the idea that in opting for economy, buyers would not have to compromise quality and reliability. This notion appealed to buyers at all levels, however the next phase of communication would need to sharpen the Fox’s profile among its main target audience: youthful, first time car buyers between the ages of 18-25.

A Moving Target Audience
While highly desirable, this group is the hardest to reach through traditional advertising methods. They have grown up being bombarded by messaging from multiple communication channels and have a very short attention span. If content does not grab them immediately, they turn elsewhere.  DDB faced a formidable challenge in coming up with a strategy to capture their attention and motivate them to action.

Inspired Creative Strategy
“We developed a very creative positioning for the VW Fox: short but fun,” said DDB’s Luis Ramirez.  That’s the message we wanted to communicate: a small car that is fun to drive and does not cost a fortune.  The ideal car for young people.”
The ‘Short but fun” positioning also was developed to differentiate the Fox from its competitors’ cliché lifestyle advertising, which implies that one need only drive a certain car to be more active, attractive and popular. Rather, the ‘Short but fun” messaging conveyed that driving a Fox provides a concentrated, intense form of fun that doesn’t depend on others’ approval; the type of enjoyment that young, upwardly mobile people seek.
In order to illustrate this concept, the agency teamed with artist Jennifer Shiman, whose 30-second, animated versions of cinema classics – starring floppy-eared versions of Hollywood’s A-list – were sure to stop young, media-savvy consumers in their tracks.
“To get this target group excited about the Fox, we created a funny communication platform: http://www.shortbutfun.com,” said Ramirez. “There, site visitors could find a variety of short and fun content, including short films. So we were looking for endlessly long films, told in a very short time.  When we discovered the movies of Jennifer Shiman on the Internet, we realized that they perfectly matched our positioning and had to part of our platform.  We contacted her and discussed a potential cooperation.  She was very excited to work with us. We had to animate and cut the films created by Jennifer so that they matched with the already shot Fox ending. The result: six crazy films, loved by everybody.”
An interesting note: though the commercials appeared only in Germany, they were run in English, in order to speak pointedly to the young target audience.

Innovative Media Strategy
In order to keep media costs down, DDB decided to air the commercials for only four days and make the Internet the main communication channel. This was a risky decision, however the concepts and creative were so strong that DDB felt that viewers would flock to the Fox’s microsite to see more. To ensure that the campaign reached the maximum number of desired audience members, the agency chose a very targeted media strategy, running the commercials on music channels such as MTV, and choosing weekend spots during entertainment shows rather than mid-week spots between shows.
Once on the “Short but fun” web site, viewers could watch all the commercials as movie streams. In order to engage the viewers further, they were asked to rate each commercial. In addition, a banner ad with a link to the Fox product web page was prominently positioned on the home page so that users could learn more about the Fox.

Dazzling Results
The primary, direct communication objective of the “Short but fun” campaign was to generate 20,000 visits to the shortbutfun.com homepage. Within only four days, over 31,000 visits were counted, exceeding the original goal by 56 percent.
The agency also projected the campaign would generate 2,000 email addresses and increase traffic to the Fox product web page by 10 percent.  After four days, over 8,000 users provided their addresses in order to receive more information, and the number of visitors to the web page increased by 37 percent.
Further, qualitative research indicated high recall and positive reactions among viewers, demonstrating that the campaign did indeed achieve its objective of raising the Fox’s profile among young, first time car buyers.

Advertising Agency: DDB Dusseldorf
Creative Director: Jennifer Shinan/Eric Schoeffler
Copywriter: Tim Jacobs
Art Director: Jennifer Shiman/Christian Brenner
Production Company: Angry Alien Productions, Los Angeles
Director: Jennifer Shinan


Soken – Soken DVD Ca-ca-ca-campaign

In 2003, The Gunn Report acclaimed Soken DVD campaign as the third of the most awarded commercial in the world (35 awards).

KILL BILL KILL BILL
This series show the problems when you play a DVD player. It then recommends a Soken DVD player instead. The officer man talks to his colleague about the ‘Kill Bill’ DVD. When he is speaking, he is repeating himself again and again. Why? Because his DVD player doesn’t play smoothly.

X…X…X
The Junior Visualiser talks to his co-worker about a Japanese porn DVD. When he is speaking, he freezes up. Why? Because his DVD player is frozen.

TITITITANIC
The office girl talks to her friend at the elevator about the ‘Titanic’ DVD she saw yesterday. However, she isn’t speaking smoothly. Why? Because her DVD player can’t play smoothly either.

Advertising agency: Euro RSCG Flagship, Thailand
Creative Director: Chukiat Jaroensuk/Passapol Limpisirisan/Wiboon Leepakpreeda
Copywriter: Sittichai Okkararojkij/Passapol Limpisirisan
Art Director: Nimit Songsri/Wiboon Leepakpreeda
Production Company: Matching Studio, Bangkok
Director: Suthon Petchsuwan