Resident Evil 6 Cries for help – scary trailer

Video

I’ve posted previously on the power of the game franchises. Here’s a corker from Brothers & Sisters in London – as they say:

We’ve made a proper scary advert. 20 watches and it’s still chilling the bones

Few can compete with Resident Evil.

The movies and games are guaranteed to sell by virtue of the strength and quality of the franchise.

Most studios would bite off their right arm for this sort of selling power.

As we near the release of Resident Evil 6, this quietly terrifying trailer is hitting cinema screens (not to mention the viral overload).

It is brilliant in it’s understated and chilling simplicity and in the way it portrays the point we have reached in the story.

Production values are top class, but like any horror genre, it’s what you don’t see that scares you senseless…and it also looks like the game.

Here’s what they say in the pre-order blurb:

Resident Evil 6 is the dramatic and horrific fear inducing blockbuster entertainment experience of 2012, delivered by The Godfather of Survival Horror.

• 4 closely interwoven scenarios each with their own protagonists and challenges, come together in Resident Evil to reveal the truth about a global bio terrorist attack
• Experience the horror of Resident Evil 6 from three different perspectives. Feel the intense fear as Leon investigates the President’s murder; the horrific action as Chris fights in China and the tension as Jake escapes from Eastern Europe.
• Team up and share the horror of Resident Evil 6 with online co-op action for up to 4 players
• Face unpredictable enemies in Resident Evil 6. Zombies that run, jump and wield weapons plus the deadly J’avo that, when hit mutate into any number of hideous forms.
• Check online stats, progression and compare to friends on the free residentevil.net service

 

‘Like’ on Facebook
http://www.facebook.com/residentevil

Follow on Twitter
http://twitter.com/#!/RE_games

Sports Bet CommBank parody TV ad

Video

It was bound to happen given the earnest nature of the initial Toni Collette effort.

A bit cheeky, but fun for a tactical moment.

The bank is now investigating whether the parody breaches its intellectual property rights. You would not want to get into a legal battle with these billionaire bankers.

Clearly Commbank spotted this parody very quickly, unlike it’s appalling and “unapproved” Backpack Bomb hoax ad that aired on-line for the Olympics.

The parody has now been removed courtesy of Commbank.

Status Quo Coles TV ad – Prices are Down, Down, they’re staying down!

Video

Coles Supermarkets logo.

Every bit of me says I should lambast this work.

Here we have the legends (Grandfathers…) of Rock, the mighty Status Quo, reworking their 1975 hit, ‘Down, deeper and down’, to include Coles’ ‘Down, down, prices are down’.

Quo’s original track was the inspiration behind the supermarket’s grating, but memorable tune introduced last year.

But before I drift off into dismissive hyperbole about the demise of the once great ad industry, a few salient thoughts:

  1. There is a lot of tongue in cheek in this one.
  2. Quo were the inspiration for the tune anyway.
  3. The band seem to be having fun – no doubt acutely aware of the ease of making money from Coles.

The overall impression isn’t therefore that this is a credible Rock band selling out, it’s more a case of here are some ageing Rockers having a laugh at the expense of Coles.

At the same time it delivers the message and as a nod to the original tune is a bit of fun (if a bit of a cringe at the same time). This should appeal to a lot of the mass market and get the tune lazer etched into everyone’s subconscious.

Red guitars on sale in-store apparently.

Funny for a moment, but I only hope we don’t have to endure the joke too often on our screens!

Here are the boys doing their bit:

P&G “Mom” Olympics TV ad

Video

Here is a US ad that has over 4 million views on YouTube.

Many will have participated in the website by sending “Mom” a message of thanks at: http://www.facebook.com/thankyoumom

It was mentioned by BBH’s John Hegarty at Cannes this year in his light-hearted session with Dan Wieden.

Being a fan of BBH, I keep an eye on his comments from Cannes and particularly liked his blunt assessment of much of the work he sees.

This P&G ad is treading familiar, but tricky emotive ground. The old “mom got me here through her dedication to supporting my sport” and presumably cleaning the kit with P&G product. It has been done before in relation to cleaning products, but this certainly isn’t about getting the grime out of the muddy shorts and sweatshirt sort of stuff.

Getting the emotional tone right in an ad is a very hard thing to do.

There was a brilliant P&G Pampers ad that got it right for parents.

On this P&G Olympics ad Hegarty said in conversation with Dan:

“If I had been passed that script and read it I might have vomited. The vomit factor was high if you got it wrong, but you really made it work.
“You have to make sure that the emotions are relevant. It really could have backfired on this.”

Yet again John reverts to the basic principle of relevance to prove the point.

The relevance of this ad to the journey, people and products is there and it is a truly inspiring ad for that reason. Consumers are savvy enough to recognise P&G’s involvement in this journey without seeing too many tubs and tumble dryers.

When I was lucky enough to work at BBH, John said that all advertising strategy needed to be “relevant, interesting and motivating”. I’ve stuck by this and found it to be the best test of a creative idea.

Clearly Hegarty still believes in the basics.

Hyundai New Generation i30 “Free Yourself” – “I want to break free” with Queen TV ad

Video

Here’s something that doesn’t demand too much thought.

Hyundai are pitching freedom.

Maybe not that unique when it comes to cars, but nice to see a more creative execution rather than the happy family / cafe couple that we usually get bored by.

Innocean creative director Scott Lambert  said that the ad represented a departure from Hyundai’s traditionally “sophisticated, clean style of commercial for a more emotive feel”, with more colour and tone than the brand usually employs.

The rights to the music cost “around $200,000″ – so we might be seeing more of this…and at least at that cost the music is central to the creative idea. The supercut editing is nicely done and you get a look at the car and features – the sun-roof, radio etc. All done in a way that entertains and communicates.

A bit more real and a lot more noticeable.

NRL Mothers Day TV ad

Video

The NRL needs to strike a balance between depicting a tough contact sport which attracts the core fan and attracting families.

The traditional “rock” approach will always work and I think that this “ode to mums” presents a nice truth behind the game. Rather than presenting saintly heroes (who invariably let you down…), this shows blokes who play rugby talking about their mums. It’s all about a balanced view.

It might help the rejectors to reassess the brand and mum’s and sons will feel the emotion.

A good tactical use of air-time and nicely produced given that we aren’t dealing with actors!

Nike – Human Chain

Vodpod videos no longer available.

Clever and different stuff from Nike. As always selling a message in the medium.

Client: Nike
Title: Human Chain

Agency: Wieden+Kennedy, Portland
Creative Directors: Alberto Ponte & Jeff Williams
Copywriter: Jason Bagley
Art Director: Ryan O’Rourke