Advertising Agency: 11:21, Rio de Janeiro, Brazil
Creative Director: Gustavo Bastos
Copywriter: Gustavo Bastos
Art Director: Leandro Barbosa
Media supervisor: Bianca Brandão
Approved By: Alex Adeodato, Rogério Schettino
Tina Fey and Amy Poehler received high praise for their performance on the show in January, and will return for the 2014 and 2015 editions.
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To encourage citizens to participate in Earth Hour 2013, the Municipality of Sofia and WWF invited the skeptical Bulgarians to be part of the global movement by turning off not just their lights, but their names! Most Bulgarian names end with the suffix “OV”, which sounds like OFF. “In the Name of Change” we invited people to change their profile names on facebook, turning the Bulgarian “-ov” into the English “-OFF”. We switched off the names of the city’s biggest streets on location, directing people to special Foursquare locations to check in to pledge their support. Sofia was OFF, changing its Cyrillic F letter into the English one. By changing one letter, a global matter turned into a very local and personal one.
Advertising Agency: Ogilvy Group, Sofia, Bulgaria
Creative Director: Anna Stilianaki
Art Directors: Ilian Iliev, Kostadin Kokalanov
Copywriter: Yordan Petkov
Published: March 2013
Your cow has the guts to do anything.
Juice Purina. Digestive Aid.
Advertising Agency: DLV BBDO, Milan, Italy
Creative Directors: Stefania Siani, Federico Pepe
Deputy Creative Directors: Valentina Amenta, Davide Fiori
Art Directors: Alberto Agabio, Paolo Austero, Luca Guarini
Copywriter: Samantha Scaloni
Illustrators: Davide Calluori, Daniele Tribi
Contact Managers: Chiara Niccolai, Gloria Leonesio
Published: September 2013
Sometimes, choosing the perfect song to set the mood can elevate a spot from good to great. That’s the case with BBH NY’s choice of Lou Reed’s “Perfect Day” in the latest ad that’s part of the ongoing “Greatness Awaits’ campaign for Playstation 4 (Sony also launched a new site to accompany the campaign here).
The song works as the perfect backdrop to the spot, conveying the feeling of a perfect day battling friends in a variety of games. Lou Reed’s classic song’s somber undertones fit perfectly with the onscreen mayhem, while the lyrics suggest that a day of slaughtering each other onscreen can in fact be a perfect day. I would have appreciated hearing the original version of the song, rather than having the actors in the spot sing it, but I guess BBH NY has decided it better underscores the theme of the effort to have the actors speaking the words directly. At any rate, the song choice is admirable and really makes the spot, which also does a pretty good job conveying the possibilities of the system without including any actual gameplay footage. It feels like a big step up from the earlier PS4 work, a more fully-realized conceptualization of the idea behind the campaign. Hopefully, the next time we see an ad for the system though, it will include some gameplay.
If you didn’t already really want a PS4 (you did) you do now. Or at least when it hits shelves Nov. 15. Credits after the jump.
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NBC Universal is making more changes, this time assigning ad sales for its flagship broadcast network to a group that also handles various cable networks, part of a series of reassignments creating ad sales divisions for entertainment, lifestyle and live programming.
The moves come after NBC Universal took the company’s wares to market in the upfront under one unified umbrella, under President-Ad Sales Linda Yaccarino, for the first time. While deals ultimately got done and the strategy was accepted by media buyers and advertisers, buyers complained that the sheer size of NBC Universal’s portfolio made the process difficult and slower than usual.
Today’s move aligns ad sales for NBC even more closely with its cable siblings. Jim Hoffman, exec VP-sales and marketing for NBC Entertainment, will now report to Dan Lovinger, who was named to lead the newly created entertainment unit within ad sales. Mr. Hoffman had previously reported to Ms. Yaccarino.
Roopak Gupta surely isn’t the only data technologist who credits a fascination with computer games for his life-long interest in computer science, but not all gamers have gone so far as to build their own digital diversions. For Mr. Gupta, VP of data at Krux, it was a handheld Tetris-like parachuting game that propelled him towards learning basic programming language.
“I was so intrigued by the parachuting game that I taught myself the basic programming language in an effort to build the game myself,” he said, reminiscing about his age-13 obsession. The game’s mission was to save people falling from helicopters.
“I think gaming in general helped me focus, concentrate and get excited about computer science. I knew the best way to achieve this at that time was to study hard and pursue a career in the sciences,” added Mr. Gupta. “The academic system in India required students in high school to pick between Commerce, Arts and Science and for me the choice was obvious.”
Advertising Agency: CMW, London, UK
Creative Director: Iain Hunter
Art Director: Dan Plotkin
Copywriter: George Leaney
Business Director: Davinia Ballin
Photographer: TBC
Director: Atul Muhotra
Producer: Paul Cooke
Editing / Post Production / Sound Design / Typography: Plastic Thumb Live Ltd
DoP: Paul Cooke
Chaque semaine depuis janvier 2004, l’European Space Agency propose de découvrir un cliché magnifique pris depuis l’espace. Des clichés réunies sous le nom « Observing the Earth » qui nous rappelle à quel point notre planète est magnifique. A découvrir dans la suite avec une sélection d’images.
The evangelicals at JesusTattoo.org are drawing predictably polarized responses for billboards around Lubbock, Texas, that show Christ covered in tattoos (reading "outcast," "jealous" and "addicted," among other things) and a provocative online video (below) that casts the Messiah as a basement tattoo artist. The campaign is a very broad modern metaphor for the Christian idea of Jesus suffering for the sins of others so they might be saved. (It's also the second coming in recent months of Christ as a hipster. Good lord!)
In the video, Jesus changes his customers' negative tattoos into positive ones. For example, a middle-aged man with "depressed" tattooed on his wrist (heavy symbolism for potential suicide) leaves with the word "confident" there instead. At day's end, when he's finally alone, an exhausted Christ removes his shirt, and we see his body covered with the negative phrases he removed from his customers. "Jesus's love is transformative," explains a spokesperson for JesusTattoo.org. "No matter what you've been marked with, faith in Him and love for others will transform us."
Critics, including older Texans interviewed about the billboards by Austin station KEYE-TV, blast the concept as "derogatory" and "blasphemous," though younger Texans have reacted in a more positive way. Since teens and young adults generally love tattoos, the generational divide isn't surprising. The campaign is certainly spreading the word, with the clip's YouTube views—130,000 in about two weeks—ascending since press coverage began in earnest a few days ago.
Personally, I find the premise quite moving, and as valid an updating of New Testament themes as Jesus Christ Superstar was a few generations ago. That said, the tattoo concept works better in the video than on the billboards. The latter, glimpsed briefly from passing cars, can easily be misinterpreted, while the six-minute video affords time for explanation and contemplation. Still, it's not entirely successful, at times threading the needle between artistic license and unintentional goofiness, particularly in the awkward overkill of the closing narration ("Tell Him … that you want Him to be your friend!") and the fact that the actor in some shots resembles Geico's caveman or a freaky Jim Morrison.
I kept praying Zombie Boy would show up and give the Savior a real challenge … and maybe trigger Armageddon right on the spot. Of course, some lost souls are beyond redemption.
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Omnicom CEO John Wren on Tuesday — while speaking to shareholders and analysts about the company’s third quarter results — said its merger with Publicis Groupe is on track to close in early 2014.
“It is going well,” Mr. Wren said, noting that the approval process — whereby regulators in different markets are scrutinizing any antitrust issues — is underway in more than 40 countries. So far, South Korea and South Africa are the only markets to rubber-stamp the deal. “As we clear major hurdles, as we go through this, we will inform the public” Mr. Wren said.
“There’s an integration process that [Publicis Groupe CEO Maurice Levy] and I and our management team have agreed to,” which is focused on “the most sensible, profitable, thing to do in the priority we should act once the deal is approved.” Mr. Wren added that the two companies are preparing to meet to discuss those integration plans this month (a reference to the news Ad Age broke of a quiet gathering of key leaders from Publicis and Omnicom that will take place at the Four Seasons hotel in Miami).
É muito legal quando determinadas marcas conseguem sair do lugar-comum de seus mercados e se apresentar de uma maneira diferente para o público. Não tem muito tempo que mostramos dois bons exemplos disso por aqui, o da Oral-B e o da Luvs. Agora, a Virgin Active – que se posiciona como um “clube de saúde” e não uma academia de ginástica – aumenta esta lista com Live Happily Ever Active, filme criado pela M&C Saatchi Abel de Cape Town.
A ideia é simples: mostrar como a atividade física é capaz de transformar a vida de alguém, não importa a idade. O que se vende, neste filme, é a ideia da prática de exercícios, e não a anuidade da Virgin Active.
Ao meu ver este é o grande mérito deste comercial: não vemos o ambiente chato da academia (ou do clube de saúde, que seja), não vemos nenhum instrutor gritando, menos ainda marombeiros de plantão. Vemos pessoas se divertindo, dando um rolê de bicicleta, fazendo novas amizades e mostrando que a qualidade de vida é muito mais do que malhar sem parar.
Post originalmente publicado no Brainstorm #9
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The commercials are hard hitting, beating up Google for everything from invasive ads in Gmail to sharing data with app developers to placing paid results on its search page. Google, the ads claim, is “Scroogling” its users, or exploiting their private data to maximize advertising profits.
And just like ruthless political attack ads, you can go nearly the full length of these without a clue as to whom is behind them. Only at the end does Microsoft identify itself. “For honest search results, try Bing,” the narrator might say, sometimes waiting until the final two seconds to do so.
The Scroogled ads, negative to the core, are a rarity for consumer tech. Even the mean-spirited “I’m a Mac, I’m a PC” variety featured a product comparison at least. But while the tactics may be ugly, the ads are working, according to two ad effectiveness firms, and research commissioned by Microsoft, which finds the ads are tarnishing Google’s image in the eyes of viewers and putting Microsoft products — including underdogs such as Bing — into the consideration set.
I’ve been a fan of The Onion for as far back as I care to remember, so I’m always glad to see them expanding their comedic empire. Their in-house creative agency/studio Onion Labs is responsible (along with Barbarian Group, who put together the website) for a new campaign for Jim Beam’s “The Olds” whiskeys (Old Crow, Old Overholt and Old Grand-Dad). Onion Labs emphasizes the old aspect, presenting “The Olds” as a group of rambunctious, terminally youth-like men with a combined age of 422.
In the spot for Old Crow (featured after the jump), Crow is introduced as “the rare ladies man who is also a man’s man,” not the most original of premises. Sounds a little like the Dos Equis spots, to be honest. I guess the whole “women want him, men want to be him” thing is a pretty standard formula for selling alcohol, really. The execution works pretty well here, however. Crow gets chased offstage after singing about a sexy robot. Clearly the spot doesn’t take itself too seriously. The highlight is probably the woman who claims her father sent her away to boarding school, at the age of 37, to keep her away from Old Crow.
The “Meet Old Overholt” spot (featured above) works better. Old Overholt shares his life’s code: “Don’t be a delicate, lazy, pillow-soft, mamby-pamby, non-sweat-breaking, do just enough to get by, ‘Oh, we better call a plumber to come fix it,’ ‘Can I have a salad with the dressing on the side’ fancy-pants wimp.” Overholt, we learn, had this phrase tattooed on his chest, “at the tail end of the Industrial Revolution.” It’s worth a good chuckle as a kind of self-conscious satire of typical liquor ad machismo (more clearly so than “Meet Old Crow”), and should do well by the brand. (To be honest, I’d never heard of Old Overholt before. So I guess the spot succeeded at making me aware of its existence at least.)
The Old Grand-Dad video is forthcoming, which is a little disappointing since that’s the one I remember drinking in college. But I guess I’ll just have to check back to see when it comes out.
In addition to the video content, Onion Studios worked on the social media campaign which encompasses both Facebook and three Twitter accounts (@MeetOldGrandDad, @MeetOldCrow and @MeetOldOverholt). Check out “Meet Old Crow” after the jump. continued…
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Coca-Cola va proposer l’installation d’ici 2015 plus de 2 000 Containers, afin de vendre et d’aider les populations privées d’eau potable. Proposant un système de purification d’eau, un accès à l’électricité, et des produits de leur marque, le groupe souhaite à terme distribuer 500 millions de litres d’eau chaque année.
In a quick shout-out to the motherland, a few sources have been telling us this week that Publicis Groupe is on the verge of announcing the acquisition of majority stakes in Beehive Communications and Law & Kenneth, which are both headquartered in Mumbai but have offices throughout India. Both Beehive and L&W have been operating for a decade give or take and are full-service agencies. From what we’ve been told by tipsters, this is part of Publicis Groupe’s “aggressive investment plan” in India. Perhaps they’re on to something.
Late last year, the holding company acquired digital agency iStrat and brand marketing consultancy MarketGate. Then this past April, Publicis bought up acquired ecommerce technology services provider Neev and launched Razorfish in India, creating a new entity called Neev Razorfish in the process. Are Beehive and L&W next? Well, we’ve been told an announcement could come at any time this week. We’ve put in inquiries to all parties (there is that time difference thing, you know) and are awaiting word. We’ll keep you posted.
New Career Opportunities Daily: The best jobs in media.
Fãs de arte irão apreciar o aplicativo Touch Van Gogh para tablets – criado pelo Van Gogh Museum em Amsterdã, em parceria com IJsfontein – que deixa o usuário descobrir o que está por trás das pinturas de Van Gogh.
Como um detetive, usuários podem desvendar mistérios por trás das pinturas de Van Gogh, e aprender mais sobre seu trabalho e suas técnicas.
Com o toque dos dedos, é possível remover digitalmente as camadas das pinturas, e descobrir cada detalhe, cores, elementos de composição, até chegar na cena original.
Assim, o aplicativo permite que o usuário desconstrua a cena que inspirou o artista, veja rascunhos e cores originais antes da restauração e até encontre detalhes escondidos na parte de trás da tela.
Por enquanto, são 3 pinturas disponíveis: The Bedroom, Daubigny’s Garden e View From Theo’s Apartament. Porém a proposta é lançar mais 12 nos próximos 24 meses.
Touch Van Gogh está disponível de graça via iTunes Store e Google Play.
Post originalmente publicado no Brainstorm #9
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Facebook is launching a new retargeting tool that will allow retailers to show ads to people who’ve visited their websites or mobile apps.
The targeting feature, “website and mobile app custom audiences,” is distinct from Facebook’s FBX ad exchange and won’t include demand-side platforms like Turn, AdRoll and Triggit that have made retargeting to Facebook users via FBX a pillar of their business.
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