Publicis New York debuted its latest work for Cadillac during the 89th Academy Awards telecast.
The Oscars provided the perfect stage to unveil Cadillac’s campaign to 32.9 million viewers. Under the brand’s Dare Greatly platform, a new ad, “Carry,” from Publicis New York explored Cadillac’s legacy as a symbol of American pride and the spirit of unity that brings people together in times of polarity.
As the spot’s voice-over puts so simply, “We are a nation divided.” Archival footage rolls, moving from glimpses of civil-rights demonstrations to moments of human togetherness. Imagery of Cadillacs appearing in the fabric of American history blend into moments of optimism and the American spirit at its best. The work is a powerful reminder that we, as Americans, are always greater if we only dare to carry each other forward.
The spots generated a flurry of national and advertising trade press coverage including a New York Times piece on the campaign and coverage in Adweek (“Cadillac’s Lovely Oscars Ad Offers Message of Unity for a ‘Nation Divided’”) and Forbes (“Watch Three Oscars Commercials that Will Make You Think Outside the Box”).
“Carry” is one of four ads in the brand’s latest “Only Those Who Dare Drive the World Forward” campaign for the Dare Greatly platform. The campaign employed the Publicis Groupe Power of One approach, tapping Publicis New York and Rokkan. The multiplatform campaign was also supported by digital, experiential and the microsite DareGreatly.com/forward.
Publicis New York continues its “Best Tasting Light Beer” campaign for Heineken Light with first commercial of 2017
Neil Patrick Harris is back in Publicis New York’s newest work for Heineken Light, “Hypnotize.” The spot, the beer brand’s first of 2017, is the latest in the successful “Best Tasting Light Beer” campaign, in which the award-winning actor showcases his signature wit and lighthearted humor.
In “Hypnotize,” Harris challenges the perceived impossibility of brewing a great-tasting light beer. Harris explains that Heineken Light does just that by using Cascade hops, which provide more flavor than those found in a traditional low-calorie beer. In a nod to the fact that Harris is a practicing magician off-screen, he attempts another impossibility: hypnotizing viewers with the signature green Heineken bottle. The spot closes as the camera tumbles. The cameraman has been hypnotized to sleep.
In an interview with Adweek, Harris discussed his long-running relationship with the brand and the latest spot. “One of my favorite things about working with Heineken Light is their trademark wit,” he said. “The writers are awesome in that they’ve found ways to make each campaign different and continually funny—even letting me go off the cuff and put my own spin on things. I love working on an ad campaign with a beer that can poke fun at itself.” The ad has also received coverage from The Drum and MediaPost.
Previous spots in Publicis New York’s “Best Tasting Light Beer” campaign include “Lawyer” and “Beach Cop,” which place Harris in conspicuous situations against authority figures. In May, Heineken extended its relationship with the actor for a fourth year.
“Hypnotize” is the first of three 15-second television spots and four digital spots by Publicis for Heineken in 2017. It will air across highly rated general market outlets, with presence in cable originals and live sports. Digitally, the spot will be distributed via YouTube, Hulu, Roku and other video platforms.
TORONTO, CANADA (May 21, 2014) – Publicis Canada walked away from this year’s AToMiC Awards with top honors for their Watch_Dogs Live campaign for Ubisoft, including the commercial Grand Prix award. Publicis picked up the most honors of the night, including five Gold and three Silver awards. Read More ››
NEW YORK, NY (April 30, 2015) – Publicis New York received 21 honors at the Financial Communication Society’s 21st Annual Portfolio Awards on April 30th. Publicis was recognized for work for client Citibank across digital, print, social media, event marketing and public relations for the financial services brand, which tied with Prudential for most awards won at the event.
Publicis North America and Publicis London have unveiled the first new creative campaign for Cadillac after Publicis Worldwide was named AOR for the car company in June of 2014. The teaser for the “Dare Greatly” campaign uses text from one of President Theodore Roosevelt’s most famous speeches, commonly known as “The Man in the Arena,” layered over shots of New York City streets — a nod to Cadillac’s new SoHo headquarters. The spot follows a series of unbranded outdoor ads in several major cities teasing quotes from the speech, leading up to a series of spots during the Academy Awards telecast Sunday night. Read More ››
Publicis Toronto’s latest campaign for WestJet is making stars of ordinary Canadians who go the extra mile to inspire the people around them. Customers often praise WestJet employees for going above and beyond in the name of customer service, so the Publicis Toronto team sought out other people who show the same attitude in their daily lives to feature in the “Above and Beyond” video series.
NEW YORK, NY (November 3, 2014) – Publicis Kaplan Thaler received two London International Awards recognizing Zzzzquil’s Sleepline 2.0 campaign spot “Semicolon/Mime.” The ad earned a Silver award for Radio & Audio in the Cosmetics/Toiletries/Pharmaceuticals category and a Bronze award for Radio & Audio Script Writing. London International Advertising Awards, founded in 1986 by President Barbara Levy, began with a mission to be different. LIAA was the first truly international accolade of its kind honoring advertising in the realms of film, television, print, and radio. Read More ››