After kicking off its 'Same Power, Different Attitude' campaign with a few friendly dictators, Powershop and DoubleFish then moved into fictional territory with ads featuring Jaws, Daleks, Darth Vader and Frankenstein. A cease and desist letter from LucasFilm moved the campaign back in the direction of well-known humans, such as a free-lovin' Margaret Thatcher. And now the brand has either bravely or foolishly taken things in a much more controversial direction with a new ad that wouldn't be out of place on a St Matthew in the City billboard and features Pope Benedict XVI presiding over a same sex marriage. We predict fire and brimstone Powershop's way cometh. And, if we're lucky, maybe even @pontifex's first Tweet.
Marketing, advertising & media intelligence
Mountain Dew has been banging the practice makes perfect drum for a few years as part of its long-running “to get to easy you have to go through hard” campaign. And now, along with Garage TV—the rebranded Juice TV—it's calling on athletes to submit clips of themselves getting extreeeeeeeme for a weekly half-hour TV show called Easy is hard.