Hasta La Creative!

I'll admit to not seeing the twist ending coming in this evocative new spot by BBH London for fruit-drink brand Robinsons. You could quibble with the end lines, perhaps—and here's why—but that's overthinking it. It's an extremely sweet ad, expertly shot by the directing duo of Si & Ad at Academy Films. The commercial breaks Saturday in the U.K. during Britain's Got Talent and will run in 30- and 60-second executions. Credits below.

CREDITS
Client: Robinsons
Agency: BBH, London

BBH Creative Team: Matt Moreland, Chris Clarke, Sarah Hardcastle, Elliot Shiels
BBH Creative Directors: Hamish Pinnell, Justin Moore
BBH Producer: Glenn Paton
BBH Strategic Business Leads: John Harrison, Becky Russell 
BBH Strategist: Lilli English
BBH Team Director: Alex Monger

Production Company: Academy Films
Director: Si & Ad
Executive Producer: Lizie Gower
Producer: Dom Thomas
Director of Photography: Barry Ackroyd
Postproduction: The Mill
Editor, Editing House: Joe Guest @ Final Cut
Sound: Nick Angell

Zurich Insurance Group has awarded Interpublic Group of Cos. its integrated global marketing account after a holding company review.

The pitch was led by McCann Worldgroup, and a team composed of resources from McCann Erickson, MRM and UM will lead all advertising, media and digital duties for Zurich going forward. Publicis Groupe — the incumbent — and WPP were among the contenders. Given WPP has been so successful at selling through its “team” model to large global marketers, it’s surprising that it didn’t emerge on top in this review.

Michael Roth, chairman-CEO at Interpublic Group, said in a statement: “We are honored to be selected by Zurich and to have the opportunity to contribute to their business in a meaningful way globally. This kind of integrated model is one that we have championed at our company, and it’s a model that’s tailor made for a company like Zurich.”

Continue reading at AdAge.com

Adrants draws our attention to this odd campaign by True&Co, an online bra outfitter. True&Co is trying to reclaim the pejorative acronym MILF. Specifically, they'd like to turn "Mom I'd like to f–k" into "Mom I'd love to fit'—as in, fit for a bra. You see, they have the same setup as Warby Parker. They send you five bras to try on at home, you send back what you don't want. Presumably, this means you get the perfect fit. And, during this promotion, you also get a free MILF temporary tattoo!

"Mommy, what does MILF mean?" "Um. That's how you spell milk." "Cool! Can I have a tattoo, too?" At this point, it's best for True&Co to just apologize, act contrite and enjoy the attention. The company did offer this explanation on its website: "The term brings to mind pervy frat boys but who says they should own an acronym? … We think there's nothing objectifying about a woman owning her sexuality. We'd be proud to be considered a MILF (Mom I'd Love to Fit)."

Now, I'll admit, there are moms out there who would like to be considered MILFs, but the weirdest part about this whole thing is the art direction. It's all adorable pictures of moms with their kids, and True&Co even wants you to send in your cute pics for its Mother's Day contest and online gallery. The truth? Even if you are sex positive and proud of your smoking-hot MILF status, you probably don't want to involve the kids.

A bunch more images below.

With Twitter having landed its biggest ad deal yet with Starcom MediaVest Group, it’s no longer too early to begin wondering how the platform will make money with Vine, its hugely popular app that allows users to Tweet six-second videos.

Launched with a tailwind of media buzz, Vine skyrocketed to No. 1 on the Apple App Store. It’s the subject of numerous “how to” articles (including this one) for brands and users struggling with how to incorporate Vine’s functionality into their daily lives. All this in only three months.

Vine is interesting for advertising because it sits at the intersection of three areas of great potential — video, mobile and advertising. Vine could prove a huge win for Twitter if it can crack the mobile-advertising nut. The massive user base and traffic that Twitter and other social media have built and extended into the mobile sphere are already starting to threaten the early mobile-advertising pioneers.

Continue reading at AdAge.com

Hoje li a notícia de que a caça ilegal matou o último rinoceronte existente em Moçambique. Não só lá, mas a espécie está sendo dizimada no mundo todo.

Não é coincidência que, pouco antes, a TBWA\Hunt Lascaris tenha nos enviado essa ótima ação para chamar atenção para o problema, e tentar salvar os 29 mil animais que restaram no planeta. 75% deles estão na África do Sul.

Rinocerontes são caçados pelo valor de seu chifre, que pode custar até 60 mil dólares por quilo no mercado negro. Na Ásia, principalmente na China (sempre nesse país medieval), acredita-se que o chifre tem propriedades medicinais, usado para a cura do câncer e como tônico de vitalidade.

A ideia da agência foi criar algo que pudesse ultrapassar fronteiras, despistando qualquer censura, e assim atingir diretamente o público asiático. O velho e simpático selo foi transformado em mídia e distribuído em formato de poster.

A campanha pedia para que, qualquer pessoa que fosse enviar alguma correspondência para China, Vietnã ou Tailândia, o fizesse com esses selos, levando consigo uma mensagem destinada a conscientizar quem compra, já que a única maneira de acabar com a matança de rinocerontes é diminuindo a demanda. Um marketing direto de baixo custo e impactante.

Post originalmente publicado no Brainstorm #9
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