Hasta La Creative!

On Sunday, February 2nd, M&M’S character Yellow will win a victory for sidekicks everywhere, finally starring in his own Super Bowl ad, created by BBDO NY. Mars Chocolate North America announced today that “M&M’S will debut a new 30-second commercial in the first half of Super Bowl XLVIII about M&M’S® Peanut, with Yellow taking the lead role in the Big Game for the first time.”

“It’s about time we remind the world how irresistible M&M’S Peanut really is,” said Seth Klugherz, senior director, M&M’S Chocolate Candies, adding the fun fact that  “Each M&M’S Peanut is literally 1 in 100 – meaning we have to sort through 100 different peanuts, just to find one that’s lucky enough to make its way into a bag of M&M’S Peanut.” This makes me wonder: where do all the reject peanuts go?

The Super Bowl spot is the latest in M&M’s “Year of Peanut” campaign, “a yearlong effort to showcase the irresistibility of M&M’S Peanut” that kicked off “with a star-studded event on New Year’s Eve in Atlanta.” M&M’s integrated “Year of Peanut” campaign will continue following the Super Bowl, with “multiple English and Spanish television, print and digital ads, in-store displays, consumer promotions, public relations and social media.”

As you can see for yourself above, BBDO’s Super Bowl teaser doesn’t give a whole lot away. You’ll have to keep your eyes peeled during the first half of the Super Bowl for Yellow’s moment in the spotlight, as the 30 second ad itself will remain a secret until the big game.

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Nem precisou chegar fevereiro para o Super Bowl dominar as notícias, inclusive aqui, no B9. Enquanto os teasers dão algumas pistas do que devemos esperar no próximo dia 2, a marca de cervejas Newcastle Brown Ale sai na frente e cria o melhor teaser do Super Bowl para um comercial que, na verdade, não será exibido durante a final da NFL.

A bem da verdade, o comercial não será nem produzido. Pelo menos não da maneira como a marca e a agência Droga5 imaginaram. Tudo por conta de um pequeno detalhe: eles simplesmente não têm verbas milionárias para investir em um evento deste porte. Na verdade, eles não podem nem usar o nome do evento, ao qual se referem usando asteriscos – o que faz com que pareça um palavrão.

Sob o título If We Made It (que ganhou até um hotsite), o filme teria direito a todos os ingredientes “clássicos” do Super Bowl e um pouco mais que isso: animais – com destaque para macacos, tubarões, cães e gatinhos, histórias de amizade, garotas de biquíni lutando com robôs gigantes, aliens e tudo mais o que for possível (e impossível) de imaginar. Afinal, o comercial não será mesmo produzido…

Post originalmente publicado no Brainstorm #9
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Playtime is about to be powered by veggies.

At least that’s the messaging for Subway’s biggest children’s marketing campaign yet, which will launch in early February. News of the campaign comes in conjunction with Subway’s announcement that it is joining Partnership for a Healthier America, which is backed by First Lady Michelle Obama.

As part of its PHA commitment, Subway will launch a series of campaigns focused on increasing fruit and vegetable consumption among kids; set and implement new marketing standards to kids; and improve its kids menu offerings.

Continue reading at AdAge.com

Matt Yglesias is leaving Slate to join Mr. Klein, a departing Washington Post analyst at Wonkblog, for a project that has not yet been announced.

Toyota Motor Corp. kept its crown as the world’s biggest automaker while falling just short of becoming the first carmaker to sell more than 10 million vehicles in a single year.

Toyota predicted it would breach the 10-million milestone this year, with sales of 10.32 million in calendar year 2014. That forecast represents a 4% increase over the 9.98 million cars it sold in calendar year 2013, the company said today.

Last year, Toyota’s tally rose 2% to top the 9.71 million sold by General Motors. Volkswagen AG gave a rounded figure of 9.7 million units, but the German carmaker won’t give detailed results until March 13. It presumably finished third in the 2013 sales race.

Continue reading at AdAge.com

Em 2012, a produção do filme Dinheiro Sujo teve de fazer uma pausa forçada em função do Furacão Sandy. Sem ter muito o que fazer, Bryan Cranston – protagonista do longa-metragem – lançou um desafio entre os jovens assistentes de produção, para que eles criassem um roteiro para um curta. O melhor seria filmado no tempo livre da equipe. E foi assim que começou o tal do “bloqueio de escritor” do título.

Writer’s Block é o nome do roteiro/curta escolhido. Criada por Brandon Polaco, a trama gira em torno de um escritor que simplesmente não consegue ir além das primeiras linhas de seu texto. A partir daí, é uma jornada para tentar conseguir um pouco de inspiração para superar o tal bloqueio. Para quem assiste, é difícil não ficar com aquela sensação de já ter visto esta história antes.

Ao meu ver, a história mais legal não é – nem de perto – a do filme, mas sim como ele foi feito. Do momento em que a equipe fica presa no hotel por conta do furacão, até o ator de sucesso que resolve agitar a molecada para que eles criassem algo… Às vezes a realidade é bem melhor do que a ficção…

Post originalmente publicado no Brainstorm #9
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As celebrity Super Bowl endorsers go, Stephen Colbert is somewhat unique because he's actually funny. He's amusing even in the few seconds of the teaser below for his Wonderful Pistachios ad airing on the Feb. 2 game. (These teasers, as we've learned lately, are not always terribly enjoyable.)

Just to be safe, though, the brand has also rolled out several minutes of a behind-the-scenes Colbert Q&A, also posted below. He doesn't reveal much about the ad, but does say: "I'm in it three times, and one of me is edible." Judging by the teaser, he may also have a co-star in the finished spot. But just who is that squawking off-camera beast?

The author of a parody Twitter account with more than 600,000 followers has a tell-all book in the works about the excesses and greed of Wall Street.