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.”

GoDaddy - Related

#BadMarketing: Why we hate the new “Related” video by

Last week, GoDaddy launched a couple of new commercials. These new videos, titled “Stick It” and “Related”, were created by New York creative agency Barton F. Graf 9000. As you may know, GoDaddy is always trying to be funny and offbeat. Their previous commercials have featured geeks, attractive women (Israeli top-model Bar Rafaeli was one of them) and even Jean-Claude Van Damme. So it’s clear that GoDaddy likes to make memorable commercials.

In the first commercial, Stick It, the newly signed agency created testimonial-style advertisements with a twist. It starts out where a woman tells us about how she bought a domain and built her website – all with She’s so happy to have built her website by herself that she tells anyone who didn’t believe in her to stick it. Husband, teacher, neighbour, grandmother and even a passed relative, everyone has to stick it! Easy, not too risky, but funny.

Let’s focus now our thought on the commercial named “Related” which has something even more particular for us.

We start like the other video: A redheaded businesswoman shows us how easy it is to build a website through Thanks to these tools, she “look[s] so professional” and she finally gets her “first customer who isn’t related to [her]”.

The awkward part starts here. Her victory dance consists of sexual moves like pumping the air with her arms and humping her pelvis forward. As if that wasn’t awkward enough for her customer (and us), you can also see that everyone from her (entirely redheaded) family is just as happy as they are all making the same move.

We agree with Barb Rechterman, GoDaddy Chief Marketing Officer, when she says that “[her] brand has always been edgy”, but why on earth would you make such an unclassy commercial like this one? The name of the video, the family and the vulgar move sounds like a bad joke where the family seems to be even more related that they should be (i.e. consanguinity).

Whether you like it or not, they succeed. People are talking about it, and they will definitely remember it. But I don’t think this will help GoDaddy. Where the “Stick It” commercial is based on one’s feeling of accomplishment, this one is based on nothing. Who makes such a move when they’re happy? Drunk frat boys are the only ones I can think of, so would a businesswoman would do that in front of her customer? Wasn’t it easier to just jump on the counter and have her family burst in with balloons and confetti?

It is bold, but also silly. People will remember it but not for good reasons. That’s why it belongs in the #BadMarketing category!

Fun Friday Post – Our Favourite Scottish Referendum Memes

In case you live under a rock, or were perhaps hiding out somewhere in the depths of the Scottish highlands (debatable), Scotland held a referendum yesterday to determine whether the country should separate from the United Kingdom. In the end, the result was no separation. The result also produced some pretty excellent Scottish referendum memes. So without further ado, here are some of our faves:

Brendan Sera-Shriar: while a lot of the Scots were saying “aye or die”, now there’s a lot of angry Scots who are very angry for the referendum not going their way.

Aye or Die

Angry Scottish people

Brendan Tully Walsh: look, David Cameron has acted like a snivelling twit to the Scottish people about this whole issue. They’d better stick to their promises though!

Snivelling David Cameron

Leila Nathaniel: Batman is doing the talking points just like Facebook does – by slapping people in the face and yelling loudly!

Batman votes yes

Moniba Ali: the end result for Scotland, as best portrayed by Grumpy Cat.

no freedom

Drew Everett: Pretty much how the “Better Together” campaign went.

freedom or a mystery box


Josh Camire: Natural enemies, or just really angry people?

Scots - natural enemies

Paula Washington: If Scotland did separate, is that how they would join the European Union? Seems like a really bad way to get invited…

Scotland wants to join EU


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!

Fun Friday Post – The Horsemen of the Non-Apocalypse

In honour of Montreal comicon this weekend, we decided to create ourselves in the image of some popular comic canon. We decided to play on the comicon theme by turning ourselves into marketing and advertising superheroes, using the forces of on-point strategy and unequivocal execution. With that, we present to you our version of the Justice League, the Horsemen of the Non-Apocalypse:

The Partners:

Brendan Sera-Shriar AKA Grumpy Beard
You wouldn’t like him when he’s angry, but give him some scrum cake and you’ll see what a great guy he is!

digi as grumpy beardBrendan Tully Walsh AKA Green Lantern
He doesn’t need a lantern to save lives and keep marketing fun – all he needs is his guitar!

tully as green lanternStaff:

Moniba Ali AKA Spiderwoman
Moniba weaves secure webs of code that trap clicks like nobody’s business.

moniba as spidermanLeila Nathaniel AKA Elektra
The only thing mercenary about me is my use of time and resources!

leila as elektraDrew Everret AKA Batman
He’s the sales and marketing guy Horse & Cart deserves (which is to say – awesome!)

drew as batmanJosh Camire AKA The Monarch
Ruler of the butterflies, his designs sting like a bee (as in, they are venomously legit).josh as the monarchPaula Washington AKA Catwoman
Strategic like a cat, Paula’s got your back in terms of marketing strategy!paula as catwoman Lisa Temes AKA Wonder Woman
She may not have an invisible airplane, but Lisa’s designs hone in on our clients’ needs as though she had ensnared them with Wonder Woman’s Lasso of Truth.lisa as wonder womanInterns:

Maxime Le Noë AKA The Spirit
The Spirit is a vigilante that the cops like and admire, not to mention he’s a true gentleman, pretty great qualities for an intern to have!   max as the spiritArmando Bajares AKA Atom Ant
“Up and at ‘em Atom Ant” Armando is fast, strong and seems pretty invulnerable too!

armando as atom antGhalia Dawood as Supergirl
As Superman’s protégé, Supergirl can’t fight crime openly until Superman deems her ready – which is exactly why Ghalia is interning with us to learn more about keeping marketing fun!

ghalia as super girl…And that’s all folks! See you there!

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!