This was another great week for branded content. As is usually the case, the best content was not confined to a certain creative structure. In fact, we saw everything from hilarious repurposed television spots to longer-form documentaries. What did they have in common? Well, they were all extremely entertaining to watch, and they are now driving online conversations.
For Nintendo, Penelope Cruz and her sister, Monica, starred in the debut advertisement for Super Mario Brothers 2. The Cruz sisters did a great job, but not just because they are easy on the eyes. The appeal of video stemmed from the ability of the Cruz’s to look as though they were truly enjoying the game just as any of us non-celebrities would. That real life sneak peak was refreshing and fun.
Despite the NBA offseason, Foot Locker found a way to keep us engaged with some of the leagues funniest personalities. James Harden of the Oklahoma City Thunder showed us that, despite losing in the NBA Finals, he remains in good spirits. For a television ad, this really hits it out of the park. Short and humorous, it definitely is an ad that you want to share with friends.
While the television ads highlighted above were great, the next two used a little more creativity to get their message accross. To highlight the precision and consistency of Volvo’s 18-wheelers, the company hired Faith Dickey, a world-record holding tight rope walker, to walk across a line between two Volvo trucks as they speed forward towards a set of tunnels. The catch: If she doesn’t make it across before the trucks enter a tunnel, the line will snap and so will she. This video was intense and memorable.
Lastly, Puma rolled out a research based documentary that wanted to answer an age old question: Do sports fans care more about their team or their wife? The brilliance of this campaign, outside of the compelling topic area, was that the study was legitimate scientific research and the results were published online. This not only made the research more appealing, but the online availability of the study allowed viewers to engage with the content even after they finished the video. While the results showed that soccer fans (grudgingly) prefer their wife to their team, the video showcased just how difficult that decision actually was.
Until next week, enjoy the great campaigns below.
New Super Mario Bros. 2
Agency: Alerte Orange
The gorgeous Cruz sisters play the new Super Mario Bros. 2 game against each other with the loser having to dress up like Mario and go out in public.
Brand: Foot Locker
Here’s a great example of a TV spot that’s also very much content people want to watch. This hilarious spot features Oklahoma City Thunder teammates Russell Westbrook and James Harden. Both are all-stars, although Harden might be the more famous simply because of his amazing beard, which, like his gear, he likes to always keep fresh.
The Ballerina Stunt
Agency: Forsman & Bodenfors
Without a doubt, this is one of the most ridiculous stunts you’ll see.
Love or Football
In England, football (not American) is many fans’ greatest love. Puma decided to test whether or not this holds true when measured against their actual partners in life.