Smirnoff and JWT learn how the whole wide world likes to party

By Todd Wasserman on Mon Nov 22 2010

While the digital age has made the world seem smaller than ever, global culture remains endlessly diverse. To celebrate that diversity, and to expose different cities to other's local nightlife scenes and cultures, Smirnoff and JWT New York have created the Smirnoff Nightlife Exchange. Fourteen cities around the globe have spent the past few weeks swapping ideas about what makes their nightlife unique. On Nov. 27, all will be unveiled when parties take place simultaneously in cities as far-reaching as Sydney, New Delhi, Buenos Aires and Miami (which is swapping nightlife experiences with London). Artists including N.E.R.D., Bonde do Role, Spoek Mathambo, Boys Noize, Los Amigos Invisibles, King Britt and Zane Lowe (himself the curator for the U.K.) will play at parties throughout the world. Fans can hit the "Like" button on Smirnoff's U.S. Facebook page for an invitation to the Miami event.

Cardboard shelters get a lot fancier in homelessness installation

By Todd Wasserman on Wed Nov 10 2010


Those watching this year's Veteran's Day Parade in New York City will see a curious sight: a fully furnished apartment made of cardboard at the parade's end point on Fifth Avenue between 58th and 60th Streets. What gives? A program developed by JWT with Rubenstein Associates, a PR class from New York University and two teams of students from the Fashion Institute of Technology aims to draw donations to a New York non-profit called Services for the UnderServed (SUS). The idea is that potential donors can see items like microwaves, beds and lamps that help homeless people get back on their feet through the program. Direct donations to the organization can be made online through Anyone can make a $10 donation via mobile phone by texting "SUS" to 20222.

Stride gum wants you to change your entire life around right now

By Elaine Wong on Fri Aug 27 2010


Leave it to the folks at Stride gum to come up with an idea like this. The Kraft Foods brand today launched a Facebook application that lets consumers "Change your flavor, change your life." It promotes its new flavor-changing Stride Shift gum by showing what life would be like if you actually had a piece. (Who woulda thunk flavor-changing gum was possible?) Facebook users can select from one of four characters—an ostrich jockey, a fortune teller, an adventure traveler and a rodeo clown—and insert themselves in said situation. The site explains: "Our powerful life-changing software will update your Facebook photos with a gallery full of pictures and stories that'll dupe your friends into thinking you've transformed into an entirely new you overnight." We can sort of pass for a fortune teller, are horrendous as a clown, high as an adventure traveler and a-OK as an ostrich jockey. All of them are quite an evolution from marketing blogger. We'll have to see if our friends are fooled. JWT New York created the app.

Cottonelle vowing to recall defective toilet paper that rolls 'under'

Posted on Thu Apr 22 2010


In January, Kimberly-Clark's Cottonelle launched a contest asking consumers whether toilet paper should roll over or under. Well, the debate was settled by Oscar time, with people in the national poll choosing "over." Now, the brand is back with the next step in the campaign to keep the conversation going. It's promising a "recall" of any bath tissue that doesn't roll over. The campaign, created by JWT London (but running in the U.S. and Canada), includes TV and outdoor ads that show the company "recalling any toilet paper which doesn't roll over." Cottonelle brand manager John Stanwood says: "We wanted to counter the theory that all toilet paper is the same and come up with an idea that was eye-catching, compelling and light-hearted." This, of course, doesn't mean that retailers are pulling any TP that mysteriously rolls "under" from their shelves. That would be silly.

—Posted by Elaine Wong

Stride's mystery flavor not all that appetizing on April Fool's Day

Posted on Thu Apr 1 2010

It's April Fool's Day, and the stunts are coming fast and furious. First, there was Google's somewhat lame "Topeka" gag, then Ben & Jerry's "Virtual Ice Cream." Now, Cadbury Adams's Stride gum is offering its own hijinks via its Facebook site. Some 600,000 fans on the site got a sneak peak of its new mystery flavor, called Mega Mystery. For the uninitiated, Stride and agency JWT began teasing the flavor last month with TV ads that showed a guy who was just about to reveal what the gum tasted like only to get attacked by a hoard of ostriches. (Happens all the time, I suppose.) Today, Stride offered several taste comparisons. In one vid, Mega Mystery "may or may not" taste like the smell of puppies. In another, it tastes like poppin' a wheelie. Finally, it tastes like the Internet. Funny, that's probably what Ben & Jerry's Virtual Ice Cream tastes like, too. In reality, though, we all know it tastes like Topeka.

—Posted by Todd Wasserman

Danish garage-door company making the most of Toyota's woes

Posted on Thu Feb 25 2010


Earlier this week, BrandFreak determined that an Audi video which seemed to be poking fun at Toyota's troubles was, in fact, an old video that had been reconstituted for that purpose. But there's no way that Dansk Port Teknik, a garage-door manufacturer in Denmark, is not having a laugh at the Japanese car maker's expense (with help from JWT Copenhagen). This ad is not only mean but is funnier than anything that U.S. comics have been able to churn out. Via Ads of the World.

—Posted by Todd Wasserman

New Yorkers more subdued than usual in HSBC's soapbox clips

Posted on Tue Aug 18 2009

We mentioned HSBC's soapbox outdoor/experiential event when it was held in New York last month. Now, footage from the event has been cut into videos. The idea of the event was to literally give New Yorkers a platform for their views—on work, family, technology and, in the video shown here, immigration. The "Different values" campaign, by JWT in New York and London, acknowledges that "we all look at things from different angles," and by hearing each other out, "we can all make the world a better place." The consumers' views on immigration, an often ugly topic, aren't exactly controversial—but this is an ad, so what do you expect? In the jobs video, one woman says, "There are only two kinds of jobs worth having: a job that you love, or a job that lets you do the things you love." In this economy? Any job might be worth cherishing, no?

—Posted by Elaine Wong

Cottonelle slathers Aloe and E on your face, hand, legs and bum

Posted on Mon Aug 3 2009

Just how much softer can toilet paper get? A lot softer, according to researchers at Kimberly-Clark. The maker of Huggies and Kleenex has rolled out an improved Cottonelle bath tissue made with Aloe and Vitamin E. Plus, for those of you who like a clean bottom on the go, there's the new Cottonelle SoothingClean flushable moist wipes, which is also "silky smooth and soft," the company says. The ad shown here, now running, via JWT, London, opens with "the world's top skin expert" (a dog) bounding into the Cottonelle Institute (a space-age structure built into the side of a remote island) to check on the comfort level of his patients. "Two thirds of women have sensitive skin. Maybe you're one of them," the voiceover says. Take home lesson: "Be kind to your behind," as the spot says.

—Posted by Elaine Wong

Schick Quattro for Women getting very good at this topiary thing

Posted on Wed Jun 17 2009


What is it with all these "trimming the hair down there" ads lately? Oh, bikini season, right! Gillette was as frank as can be with its video on "How to shave the groin." Schick, with help from JWT, is being a bit more subtle, going the metaphor route with its Quattro line of women's TrimStyle razors. AdFreak posted the TV commercial earlier. Perhaps it's just us—or the eerie background music—but are the ever-morphing bushes in that ad simply creepy or what? And if you still didn't get the picture, try this print ad. That should explain everything.

—Posted by Elaine Wong

Stride gum lasts long enough to be passed through generations

Posted on Fri May 8 2009

Here's a heartwarming scene from the folks at JWT Puerto Rico and Stride gum that, it should be noted, is completely in Spanish. A boy is going away to college, but before he departs, the father has something to impart. It's an heirloom that was passed down from his father to him. What is it? Well, before you start recalling Christopher Walken's "gold watch" speech from Pulp Fiction, remember this an ad for Stride gum. The object in question turns out to be a piece of gum that all the men in the family have been chewing for decades. (Never mind that Stride only came out three years ago—maybe this is some kind of Lost thing where someone time-traveled and gave Grandpa the gum.) The boy takes the gum, starts to chew it and seems appreciative. Scoff if you will, but this is kind of a touching moment. One question, though: How does Stride get away with this? It's making an obviously false claim about the gum for comedic effect, but it's still false, right? Isn't this, in a way, sort of like what Powerade has done in its Gatorade comparison ads? Chew on that for a while.

—Posted by Todd Wasserman



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