Hasta La Creative!

It looks like Rebecca Black finally decided which seat to take—a seat in a Honda. The "Friday" singer just popped up in a Vine video from the automaker—part of a campaign by RPA that sends personalized Vines to Honda fans on Twitter who use the hashtag #wantnewcar.

"We were promised flying cars. I don’t see any … #wantnewcar," wrote Nick Miners. To which @Honda replied: "Hey @nickminers, we don't have those at the Honda Summer Clearance Event. But we have @MsRebeccaBlack!" In the Vine, Black suggests visiting a Honda dealer on Friday—"or whenever."

Check out more of the Honda Vines here.

Hey @nickminers, we don't have those at the Honda Summer Clearance Event. But we have @MsRebeccaBlack! http://t.co/SYKywDClZ5 #wantnewcar

— Honda (@Honda) July 15, 2013

In addition to the Vine promotion, the campaign features TV spots in which Honda dealers humorously respond to real tweets. The "Super Fan" spot replies to an actual tweet from actor Neil Patrick Harris, who asked for advice on selecting a minivan. Check out those ads, and some print work, below.

CREDITS
Client: Honda
Agency: RPA

Executive Vice President, Chief Creative Officer: Joe Baratelli
Senior Vice President, Executive Creative Director: Jason Sperling
Senior Vice President, Executive Producer, Content: Gary Paticoff
Vice President, Creative Director: Chuck Blackwell
Creative Director, Copy: Ken Pappanduros
Art Director: Ariel Shukert
Copywriter: Jen Winston
Senior Producer: Fran Wall
Production Coordinator: Grace Wang

Production Company: Recommended Media
Director: Chris Woods
Founder, CEO: Stephen Dickstein
Partners, Executive Producers: Phillip Detchmendy, Jeff Rohrer
Producer: Darrin Ball

Editing Company: The Reel Thing
Editors: Lance Pereira, Val Thrasher
Flame Artist: Moody Glasgow
Executive Producer: Doug Kleckner

Telecine: The Mill
Colorist: Adam Scott

Audio Post: Lime Studios
Mixer: Dave Wagg
Music: Wojahn Brothers

PRINT CREDITS
First insertion date: July 15, 2013

Agency: RPA
Executive Vice President, Chief Creative Officer: Joe Baratelli
Senior Vice President, Executive Creative Director: Jason Sperling
Creative Directors: Ken Pappanduros, Chuck Blackwell
Art Director: Suzie Yeranosyan
Copywriter: Jen Winston
Photographers: Civic: Joe Carlson; CR-V: Tony LaBruno; Accord: Springbox; Pilot: RPA CGi; Odyssey: Fulvio Bonavia
Art Buyer: Ginnie Assenza
Production Manager: Stephanie Speights

Ms. McCarthy, the former Playboy Playmate and actress, will fill one of the empty chairs left by the departures of Joy Behar and Elisabeth Hasselbeck.

Com 19 anos de experiência e sendo um nome conhecido no meio após chefiar a divisão de Windows da Microsoft, Julie Larson-Green assumiu o comando do setor de Xbox One. O posto, que estava a cargo de Don Mattrick, foi repaginado e dará a Larson-Green o o controle de desenvolvimento da área – o que inclui jogos, música e vídeo.

A carreira da executiva deu uma guinada em um momento turbulento para a Microsoft com a chegada do Xbox One, mas alguns jogadores não conseguiram lidar bem com o fato de Larson-Green ser uma mulher.

A reação, expressada nos comentários abaixo, ecoa algumas das críticas que povoam as caixas de comentários do trabalho de Anita Sarkeesian em sua série Tropes vs. Women. O motivo do inconformismo varia entre a suposta falta de conhecimento da nova chefe até sua incapacidade, atrelada a seu sexo, também não comprovada.

Além do ódio

Larson-Green terá de enfrentar um dos maiores desafios da marca Xbox: a chegada de uma nova geração de consoles, já marcada por disputas agressivas no mercado. De início, a estratégia anunciada pela companhia foi um videogame com sistemas de DRM bem semelhantes a um PC. O plano era mudar os métodos de empréstimo de jogos e vendas de mídias usadas, além de exigir uma constante conexão com a internet e ter um preço de lançamento mais caro que o concorrente da Sony.

Nas palavras de Mattrick, as mudanças viriam em prol de um novo ambiente para os jogadores, uma experiência que se afasta quase por completo do que vemos atualmente nos consoles. Na prática, as decisões mal aceitas pelo público fizeram com que a Microsoft revisse as suas novas políticas. Atualmente, Mattrick está ocupando o posto de CEO da Zynga, desenvolvedora de jogos sociais como “CityVille” e “FarmVille”.

O objetivo de Mattrick na Zynga, segundo Mark Pincus, fundador da empresa, é ajudar a empresa a realizar seu potencial máximo. O desempenho recente da companhia, que fechou recentemente o estúdio OMGPOP (responsável por “Draw Something”) e finalizou as atividades de algumas de suas divisões, levou o site Dorkly a criar uma carta de apresentação para Mattrick, nos moldes do humor típico do portal.

Post originalmente publicado no Brainstorm #9
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Continue reading at AdAge.com

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Continue reading at AdAge.com

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