Hasta La Creative!

É certo que muitas pessoas vão discordar, especialmente os devotos fiéis do bacon, mas porcos são amigos, não comida. Pelo menos é o que defende o Farm Sanctuary em seu novo comercial “Pigs Are Friends, Not Food”, criado pela One/x agency.

A animação em stop-motion retrata um porquinho jogando video-game, primeiro com um macaco, depois com uma criança. A narradora explica quem, em estudos realizados em universidades, foi constatado que os porcos aprendem a controlar o joystick tão rápido quanto macacos e mais rápido do que uma criança de três anos.

O interessante deste comercial é que segue um caminho diferente dos tradicionais filmes relacionados aos direitos dos animais, tanto na pegada mais fofa quanto na mensagem em si. Mas, mesmo com o discurso bacana, tenho dúvidas de que os comedores de bacon se lembrarão dele quando estiverem devorando pedaços dos pobres porquinhos…

Post originalmente publicado no Brainstorm #9
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A Danish travel agency wants the country's people to do the patriotic thing by getting out of town and getting busy.

A wry new campaign from Spies puts an unusually clever twist on using sex to sell, highlighting the country's fast-declining birth rate and packing in fun statistics and scientific claims to support what seems like an obvious fact—that people are more likely to copulate while on vacation.

It's opportunistic in the best possible way—rewarding for viewers, with at least the illusion of being genuinely concerned. For those of you who are serious about procreating, the brand even offers an "ovulation calendar" to help plan trips on a schedule that would improve your odds. Anyone who proves they succeeded could win three years' worth of baby supplies.

There have been similar campaigns in the past—notably, the hilarious baby-making anthem by Mentos in Singapore (also a country with a declining birth rate). Hell, even NPR has run ads encouraging baby making.

The Danish would be more creepy if it weren't so funny and practical at the same time. And while advertising certainly doesn't need any more puns-as-taglines or juvenile jokes, it's hard to be bothered by one that so perfectly fits the message: "Do it for Denmark."

Ritz, the Mondelez-owned biscuit brand, is readying a grand return to TV, it’s first in 30 years, as the company launches a series of products for the baked snack brand.

The final deadline to enter the Wave Festival, a leading ad festival for Latin America that includes the U.S. Hispanic market and Puerto Rico for the second year, has been extended.

Entries are due by April 10, 2014 for the Wave. U.S. Hispanic work that broke between Jan. 1, 2013 and April 1, 2014 is eligible.

Advertising Age is partnering with the Wave, held April 15 and 16 in Rio de Janeiro. The regional Wave Festival is organized by Meio & Mensagem, Brazil’s top advertising and marketing publication and events organizer, and Ad Age’s longtime editorial partner in Brazil.

Continue reading at AdAge.com

Transparency, particularly on pricing and remuneration, was one of the key factors in this morning’s insider perspective on L’Oréal’s £135 million media review, the biggest media pitch in the past three years.

There’s been a lot of agency talk about expanding pay-for-performance agreements, but Peet’s Coffee & Tea and its new digital shop Razorfish are putting their money where their mouths are with a compensation plan 100% reliant on Peet’s bottom line in e-commerce.

The coffee retailer, which is backed by private equity, has named Razorfish, the Publicis Groupe digital giant, to handle its growing but small e-commerce business after an informal search for an e-commerce agency of record.

Under the terms of the assignment, Razorfish will provide services in exchange for a share of Peet’s e-commerce profits. That’s a departure from the typical arrangement, in which agencies charge fees based on the full-time employees on the account, and more traditional performance-based compensation schemes, in which which agencies sometimes get bonuses tied to marketing-specific results or even sales.

Continue reading at AdAge.com

Mark D’Arcy, director of global creative solutions at Facebook, says platforms themselves are not “interesting” and argues data can be an “annoyance”.

Just after he retired from the KGB, but well before he was leader of Russia or involved in a tense global standoff over Ukraine, Vladimir Putin played a role in helping Procter & Gamble Co. sell soap.

Mr. Putin, then deputy mayor of St. Petersburg, was part of a government leadership team that helped P&G get a foothold in Russia, which has since grown into a business that Bernstein Research estimates at $3.4 billion, or 4% of the company’s global sales.

In his 2012 book “Russian Tide,” former P&G Chairman-CEO John Pepper recounts meetings with Mr. Putin during 1992 visits to Russia as he was working to open the market for P&G and other U.S. businesses. Mr. Pepper was part of a group sponsored by the Center for Strategic and International Studies, founded by David Abshire, who was a member of P&G’s board. Mr. Pepper’s son David — then just out of Yale and now a candidate for Ohio attorney general — was employed with CSIS at the time.

Continue reading at AdAge.com

It’s unlikely that the 2014 midterm elections are going to blow away any ad spending records, with the exception of one. Some say this will be the first time that Super PACs outspend actual campaigns.

According to Kantar Media, from Jan. 1 to March 25, the Koch brothers-backed Americans for Prosperity aired 14,624 spots in nine Senate races and the pro-Democrat Senate Majority PAC has aired 6,061 spots in six of those races. Elizabeth Wilner, senior VP at Kantar Media Ad Intelligence, said “exponentially more” Super PAC money will be spent this year and for the first time Super PACs will outspend campaigns.

Much of the Super PAC money will be spent on ads attacking — and somewhat less money will be spent defending — the Affordable Care Act.

Continue reading at AdAge.com

Arcadia Group, owned by tycoon Sir Philip Green, is to make its first move into the Indian market through a partnership with ecommerce platform Jabong.