Hasta La Creative!

Looks can be deceiving. That’s certainly true of Masako Mizutani, Japan’s so-called “Lady of Eternal Youth,” who has resurfaced in an ad campaign for Asahi’s Asta line of of collagen powder, which contains 12 ingredients to promote young-looking skin.

Mizutani, a mom of 45 with a faultless, glowing complexion that could allow her to pass for a teenager, caused a stir in Asia a couple of years ago. Some marveled at her youthful appearance, while others wondered if it was too good be true. Here she is without makeup or lighting effects, looking pretty darn youthful.

This woman has a five-hour daily skincare regimen. She’s earned the right to be wrinkle free. I’ve got a five-hour daily junk-food regimen. I deserve the face I’ve got. Though 12 animated fairies join Mizutani in the Asahi ad, it’s very restrained by Japanese standards.

Will the campaign fuel fresh debate over the notions of age and beauty in advertising and their impact on society? Perhaps. For me, that stuff gets old after a while.

Campari America and Imbibe Media are joining forces for Negroni Week, with the goal of raising $100,000 for charities nationwide.

Somehow writer/developer Mike Lacher got his hands on what might possibly be the most annoying client feedback memo ever. No, seriously, literally ever.

In a post by Lacher titled “Client Feedback On the Creation of the Earth” published Friday on McSweeney’s Internet Tendency and presented without comment, an unnamed client offers God feedback on the creation of Earth, starting off with, “Thanks so much for the latest round of work. Really coming together. Few points of feedback” — and, you guessed it, “few” totally understates it. Over the course of 10 tedious numbered points whose tone will sound familiar to any creative, the client totally undermines God with passive-aggressive feedback that betrays an unwillingness to experiment, an utter lack of imagination and a tendency to push for boring, safe choices (e.g., “Please cut all the ‘be fruitful and multiply’ stuff. We’re a family brand and this doesn’t fit with our voice”).

Frankly, it’s a miracle — no, seriously, literally a miracle — that God didn’t resign the account right then and there.

Continue reading at AdAge.com

Today, Marriott International announced “#LoveTravels,” a collaboration between Marriott Creative Agency and photographer Braden Summers featuring LGBT celebrities like Brooklyn Nets center Jason Collins and fashion model Geena Rocero.

“#LoveTravels” is part of Marriott’s new LGBT social media and marketing campaign and seeks to “share exclusive and powerful images celebrating inclusion.” The images featured in the campaign will be displayed as building wraps at five hotels in Washington, D.C., a series of print ads in LGBT media, an online portrait gallery and display ads in cities throughout the U.S., and a social initiative encourages guests to share their own experiences using the hashtag #LoveTravels. Campaign content will be hosted at marriottlovetravels.com.

“Braden’s work so beautifully illustrates the inclusiveness and equality that we embrace,” said Kristine Friend, senior director, segment marketing. “We are committed to ensuring that all of our guests feel comfortable at all of our hotels and are proud to stay with Marriott.  #LoveTravels is a universal theme we believe is shared by all cultures and communities and truly represents our company’s philosophy and values. We also want to encourage our guests and travelers around the world to share their own journey and story through #LoveTravels @MarriottIntl.”

You can check out behind-the-scenes footage from the campaign’s photo shoots above.

New Career Opportunities Daily: The best jobs in media.

In an ingenious stunt to call attention to its digital offerings, outdoor company JCDecaux, working with BBDO Belgium, sent 53 of Belgium’s largest advertisers a framed picture of their billboards as viewable on Google Street View — and an invoice for all that free media they have received over the years.

Of course, it was made clear that JCDecaux didn’t actually expect to recoup that money (though we sincerely believe they would if they could). Rather, they simply asked the advertisers for a meeting to that the company could explain some of its newer digital technologies.

In a case study video, several big brands share their positive feelings about the campaign as well as their intention to meet with JCDecaux and here its sales pitch. As direct marketing B2B campaigns go, this one’s pretty high up on the scale of brilliance.

Acatando uma determinação da European Union Court of Justice (ECJ), o Google precisou oferecer aos usuários europeus uma ferramenta que permitisse solicitar a remoção de conteúdos que fossem considerados ‘irrelevantes, inadequados ou não mais relevantes’. A decisão judicial veio após um processo movido pelo espanhol Mario Costeja Gonzalez, que pedia a remoção de links sobre um leilão da sua atual casa, já que as informações não eram mais relevantes e invadiam a sua privacidade.

A surpresa ficou por conta do elevado número de interessados em ‘sumir’ dos resultados do Google. Logo no primeiro dia em que a ferramenta foi disponibilizada, na última sexta-feira, foram recebidos mais de 12 mil pedidos de retirada de links sobre os requerentes, de acordo com um porta-voz da empresa na Alemanha. Em horários de pico, novos pedidos chegavam a cada 20 minutos.

Isso deverá dar uma trabalheira para o Google, que irá examinar cada uma das solicitações, para averiguar se elas cumprem os requisitos determinados pela justiça. Talvez por isso a empresa não tenha informado quanto tempo levará para efetivamente remover tais links dos seus resultados de busca.

O Google vai avaliar cada uma das solicitações, para ver se elas cumprem os requisitos determinados pela justiça

A retirada dos links da busca, no entanto, não apaga o conteúdo da rede. Os textos e páginas continuarão acessíveis, mas não serão mais indexados pelo buscador.

Curiosamente, entre os primeiros interessados em remover informações sobre si mesmo do Google estavam um político que pedia a remoção de um link sobre seu comportamento profissional; um médico que requeria a retirada de uma resenha sobre seu atendimento; e um homem que tentou assassinar a própria família, que solicitava o fim dos links sobre essa notícia.

As mudanças vão ocorrer apenas nas versões europeias do Google, o que fará que elas tragam resultados bem diferentes das pesquisas feitas no Google dos EUA, por exemplo

Existem ainda muitos questionamentos sobre a efetividade de tal proposta da justiça europeia, ainda mais considerando que as mudanças vão ocorrer apenas nas versões do Google de países europeus, o que pode fazer a busca localizada trazer resultados muito diferentes das pesquisas feitas no Google norte-americano, por exemplo.

Em entrevista ao Financial Times, o CEO Larry Page demonstrou desconforto e frustração com a decisão da justiça na Europa, alegando que a medida pode causar um mau precedente, que encoraja outros países a censurarem seus cidadãos. “Essa decisão será usada por outros governos, que não são tão progressistas e avançados como os europeus, para fazer coisas ruins”, concluiu ele.

Post originalmente publicado no Brainstorm #9
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In news we missed last week, Ogilvy & Mather signed creative veteran Keith Anderson as ECD/Head of Art in its New York office.

Anderson brings a particularly extensive resume to his new role: he previously led creative for BlackBerry at AMV BBDO. Prior to his stint at that shop, Anderson spent nearly two full decades at Goodby, Silverstein & Partners, rising to the level of associate partner/director of design and–according to the press release–playing a crucial role in the agency’s transition into the digital age.

Following his New York move, Anderson will handle IBM, BlackRock and new business while reporting to Ogilvy North America CCO Steve Simpson.

New Career Opportunities Daily: The best jobs in media.