Hasta La Creative!

Every weekday, we bring you the Ad Age/iSpot Hot Spots, new and trending TV commercials tracked by iSpot.tv, a company that catalogs, tags and measures activity around TV ads in real time. The New Releases here ran on TV for the first time over the Labor Day holiday weekend. The Most Engaging ads are showing sustained social heat, ranked by SpotShare scores reflecting the percent of digital activity associated with each one over the past week. See the methodology here.

Among the new releases, Sonic Drive-In offers up an incredibly cheesy commercial (literally), while GrubHub sends burritos to unwitting hungry people … but in a rather indelicate fashion. Meanwhile, Levi’s serves up a fresh 30-second cut of an energetic minute-long spot that Creativity made an Editor’s Pick in July.

As always, you can find out more about the making of the best commercials on TV at Ad Age’s Creativity.

Continue reading at AdAge.com

Here are some questions about advertising, the media and popular culture that may never be resolved.

Today we learned that copywriter/creative director David Povill has rejoined the Deutsch L.A. creative team.

You may know Povill as a copywriter behind the “Little Darth” spot whose authorship is still debated by so very many, and our contact confirms that he has returned to Los Angeles to work on the VW account, among others.

W+K’s Portland office snagged Povill in 2011 after the Super Bowl spot went viral (creative director Eric Springer, who supposedly championed the ad, also left Deutsch in late 2011), and he spent more than three years there as senior copywriter. During that period, he worked on Dodge/Chrysler, Coke, Facebook and, perhaps most notably, the Old Spice “Smellcome to Manhood” campaign.

Before landing at Deutsch for his initial one-year-plus stint, Povill wrote copy for CP+B, TBWAChiatDay, and David&Goliath. (Sources tell us that Povill bears a striking resemblance to this guy, but we can’t confirm that fact.)

Expect new campaigns this Fall.

New Career Opportunities Daily: The best jobs in media.

It’s kind of obvious why humans are obsessed with food. It’s delicious. It makes us feel good. And well, it keeps us alive.

It seems rather simple to sell food, and it is. But as with any advertising, there’s good and then there’s great—and great food-porn ads are really, really great. They make you salivate and possibly lick the screen.

The latest in mouth-watering ads comes to us from Britain’s RKCR/Y&R for Marks & Spencer. It’s laden with all the drool-inducing techniques characteristic of good food spots—close-ups, slow-motion and time-lapse shots that all blend together to a perfect medley of deliciousness. 

Take a look below at this treat guaranteed to satisfy your cravings, or amplify them.

Considerada a ferramenta que dá base ao grande sucesso de sites como o The Verge, SB Nation, Curbed e Vox, o Chorus, CMS da Vox Media, pode chegar ao mercado em breve. A notícia pode ser assustadora para o WordPress, que atualmente monopoliza o mercado, por conta das lendas de que o Chorus seria a ferramenta perfeita para gerenciar conteúdo.

Uma postagem recente sobre o ‘futuro do blog’, feita no The Verge pelo VP Editorial da Vox Lockhart Steele, dá a impressão de que o Chorus poderia nadar de braçada, já que ele concentra tanto a publicação e distribuição do conteúdo quanto moderação de comentários e interatividade social, métricas sobre produção, demanda, tráfego e acesso social, brand management e advertisement. Basicamente um combo perfeito para publicações online.

“Talvez o Chorus pudesse se tornar uma ferramenta para mais do que apenas nós, que estamos empregados na Vox Media, mas sim uma plataforma que transcenda as palavras nas formas que a Vox Media tem feito”,

tergiversa Steele, rodeando o tema e dando a entender que talvez a Vox possa transformar sua própria ferramenta em mais um produto. Afinal, se o Chorus foi um dos motivos pelos quais Ezra Klein deixou o Washington Post, por que outros jornalistas e profissionais de comunicação não teriam interesse em fazer uso dele, não é mesmo?

Em 2012, o TechCrunch fez uma matéria extensa, exaltando as benesses do Chorus em relação a outros sistemas de gerenciamento de conteúdo, e neste ano o NYT dedicou uma matéria ao CMS da Vox. Com todos esses elogios, dá mesmo vontade de testar a ferramenta. Só espero que ela não seja algo como unicórnios: míticos, mágicos e impossíveis de ter na sua empresa.

Em todo caso, é bom o WordPress ficar esperto.

Leia também:

A coragem da Vox na tentativa de um novo modelo de jornalismo ‘explicativo’

Post originalmente publicado no Brainstorm #9
Twitter | Facebook | Contato | Anuncie

RPA recently debuted a new campaign for recently-won client ARCO, following Tesoro’s purchase of ARCO from BP.

The campaign celebrates ARCO’s “top tier” designation, as its gasoline “exceeds EPA minimum detergent requirements to help clean engines and maintain optimal vehicle performance.” To highlight the benefits of treating your car right with ARCO gasoline, RPA chose to show some of the ways mistreat their vehicles in a series of four 30-second broadcast spots.

The light-hearted approach works best in “Treat” (featured above), when a woman decides “If top-tier gas at ARCO helps clean my engine, maybe I should clean the rest of my car.” She then imagines all the hard work inherent in undoing the neglect, including some pretty gross tasks, before tossing an empty coffee cup in the backseat and deciding “I’ll do that another time.”

Other spots in the campaign take a similar approach, with “Embarassing” focusing on some of the moments your car shouldn’t have to witness and “Mishap” taking on minor vehicular abuse. “Try It” changes things up, focusing instead on a couple’s misguided decision to go somewhere other than ARCO for gas. Each spot ends with the tagline, ““Your car puts up with a lot. Help protect it from harmful engine deposits. ARCO has quality TOP TIER® gas for less.” emphasizing ARCO’s quality and top tier designation. The campaign began last month with one broadcast spot and an outdoor component, and currently supports the four broadcast spots with online and radio elements, as well as a revamped website.

“We have a long history working on the ARCO brand, and appreciate the challenges of the competitive motor-fuel category,” said RPA EVP, Management Account Director Tom Kirk. “The agency’s goal is to further support ARCO’s brand positioning, and this new work focuses on ARCO’s holistic value proposition around product quality and affordability.” (more…)

New Career Opportunities Daily: The best jobs in media.

(TrendHunter.com) The obsession with technology has become commonplace; as more and more consumers opt for newfangled gadgets, the rise of flexible tech designs is removing restrictions on what’s possible with…

The makers of the highly anticipated console video game “Destiny” want you to take a tour of the moon — at least, their version of it — using Google Street View technology.

Their “Planet View” website lets viewers to take tours of the moon, Venus and Mars as well as see the planets as they exist in the world of “Destiny” — a post-apocalyptic universe in which the solar system’s planets have been colonized.

The site, created using Google’s open programming interface for Street View, is part of a much larger campaign for the would-be blockbuster franchise from Bungie, the developer known for “Halo.” MDC’s 72andSunny created Planet View along with some of the game’s live action trailers, the first of which was directed by Jon Favreau and released all the way back in May 2013.

Continue reading at AdAge.com

Intimate images of stars have quickly saturated parts of the Internet, leading to discussions of privacy and civil liberties.