When Zig/Toronto was shooting its Canadian TV campaign for Lavalife, which focused on the different kinds of men who are available on the dating network, one of the actors, a native Spanish speaker, couldn’t pronounce the word ‘orgasm.’ “He couldn’t say the word and we have 25 seconds of him trying to say it, so we used it as a viral video on YouTube,” said Martin Beauvais, Zig’s creative director.
“Funny Lavalife Outakes,” the piece that resulted from the shoot, is one of two videos playing online for the campaign. The other is “Guys in Groups,” a short :15 piece, which is much more conventional. The YouTube video features close-ups of the actor trying to pronounce the word, with hand motions from the director, trying to urge him to say it correctly.
“It was a normal TV shoot and we got so much material that we can put some of it online and some of it on TV and do different versions,” Beauvais said. “It’s tailor made for the mediums, so we can make sure we get the message across.”
The actor is one from a mix of men who promote the idea that there are three types of men available at Lavalife for relationships, casual dating and intimate encounters. While the TV ads offer group shots of the guys who represent each group, the viral video focuses on one of the actors, with a pronunciation problem.
“Virally, you have to corrupt a little and not tell a straight story,” said Brian Lee Hughes, the OPC/Toronto director. “The Latin lover hadn’t gotten all of his English together, so it was a behind-the-scenes outtake that made for a great viral video.”
Hughes shot the piece on film with a 16mm camera in a Toronto hotel.
The experience was a high point in commercial filmmaking for Hughes. “You shoot and that’s why you shoot. You get those nuggets of something unplanned and it can turn people on,” he said.
Lavalife’s new Canadian campaign includes TV, print and out of home transit ads. This is the first time the campaign has had an online component, Beauvais said. The campaign runs nationally in Canada through December, with media bought by Mindshare.
FCB Stays Atop The One Club’s Year-End Global Creative Rankings
FCB ended the year repeating its top positions in The One Club for Creativity’s Global Creative Rankings, with FCB New York again crowned Global Agency of the Year and FCB Global finishing as Agency Network of the Year for 2024.
The annual worldwide benchmark report is a comprehensive ranking of agencies, brands, countries, and individuals based on points earned from winning entries in The One Club’s eight global, regional, and local awards shows: The One Show 2024, ADC 103rd Annual Awards, Type Directors Club TDC70 competition, Art Directors Club of Europe ADCE Awards 2024, ONE Asia Creative Awards 2024, and The One Club Denver, San Diego, and Miami chapter 2024 awards programs.
“The Global Creative Rankings is the industry’s most comprehensive and transparent ranking,” said Kevin Swanepoel, CEO, The One Club. “There are no secret weightings in calculating the rankings, and unlike others, it’s not hidden behind a paywall. As the industry’s foremost nonprofit organization for the global creative community, The One Club is in a unique position to provide this free, definitive measure for global creative excellence to everyone in the industry.”
Highlights of the Global Creative Rankings 2024 are below.
Global Agency Rankings
FCB New York
Rethink Toronto
McCann New York
TBWAMedia Arts Lab Los Angeles
Serviceplan Germany Munich
Dentsu Inc. Tokyo
FCB Chicago
Marcel Paris
VML New York
Ogilvy PR New York, Publicis Conseil Paris (tie)
Independent Agency Rankings
Rethink Toronto
Serviceplan Germany Munich
Wieden+Kennedy Portland
Brand-Side Agency... Read More