Explain It Like I'm Eight: Viewability


Explain It Like I’m Eight is a new video series from Advertising Age that looks to bring a little clarity to our jargon-filled world. Today’s topic is viewability. Defining what constitutes a viewable ad is much more complicated than you’d think, with standards dictated by 14 pages of guidelines from the Media Rating Council and IAB. Still, marketers pay for the ads that can’t be seen. But why? Below, an explanation so simple a child can understand.

Continue reading at AdAge.com

Why YouTube Giant Fullscreen Sold to AT&T, The Chernin Group


The companies that were expected to be the digital heirs to Disney and Warner Bros. are instead becoming their digital extensions.

Six months after the largest YouTube network Maker Studios agreed to sell to Disney, Maker’s biggest rival, Fullscreen, has sold a majority stake to Otter Media, a joint venture between AT&T and The Chernin Group that is focused on internet-delivered video services.

Fullscreen and Maker Studios aren’t the only YouTube networks to cozy up to larger media companies this year. Defy Media sold a minority stake to Viacom. Machinima struck a similar deal with Warner Bros. And Big Frame was bought by fellow YouTube network AwesomenessTV, which itself was acquired by DreamWorks Animation in 2013.

Continue reading at AdAge.com

Campaign Spotlight: New Initiative for Special Olympics Aims for More Spontaneity, Less Marketing

A campaign featuring a red ball concentrates on unity, and also serves as a lead-up to next year’s Special Olympics World Games.



SapientNitro Launches ‘Move You’ for Lycra

SapientNitro has launched a new brand campaign for Lycra, its first since becoming AOR for the brand.

The global campaign, entitled “Move You,” kicked off with a broadcast spot — which has 60, 30, and 15-second variations — that broke last night in Brazil. Loosely inspired by Victorian-era photographic pioneer Eadweard Muybridge, and directed by Philippe André, the spot shows a woman in different environments encompassing a typical day. She bursts into sudden dance-like movement, with a time-lapse effect creating a trail showing the freedom of movement made possible by Lycra products. It makes for a visually compelling ad which fits with the brand’s message, even if it takes a second to pick up on when first viewing.

The print campaign, shot by acclaimed photographer Rankin, employs a similar approach. Additional aspects of the campaign include “a trade-targeted website and point of sale, followed in 2015 by consumer digital, social and innovative in-store activity.” (more…)

New Career Opportunities Daily: The best jobs in media.

Popchips and Dandelion Feel Awkward Together

You’ve almost certainly heard of baked-not-fried popchips in the past thanks to their ubiquity on shelves and the hard work of famous people like Ashton Kutcher and Katy Perry.

Yet the company wants to expand — and today it launches its first nationwide TV campaign, produced by its in-house team with the creative assistance of production-company-turned agency Dandelion and its lead creative, Kirt Gunn.

Here’s the first spot in the “popchips Way” campaign:

More after the jump.

(more…)

New Career Opportunities Daily: The best jobs in media.

Iceland's Police Have One of the World's Cutest Instagrams

What is it about law enforcement that makes it so delightful when they actually try to have fun in social media? It’s probably just enjoyable to see the softer side of people who are trained to use deadly force and deal with the bleaker aspects of society.

The Seattle police set in the bar in this regard, of course, with their fascinating and amusing Twitter account. But now, the Instagram account of the Reykjavik, Iceland, police force has been brought to our attention—and it’s a real mosaic of cute.

It’s full of fun pics of animals and kids and people on the force doing goofy things. “Police kitty in training,” says the caption on the photo above, along with the hashtag #copcat.

Sure, humanizing any police force can lead to better relations with citizens, and a safer community overall. But this is also just about being real, not taking things too seriously and delivering useful information in a more entertaining package.

More pics below. Via Demilked.



Peugeot: Dog

Resume the climb as if it wasn’t a climb.
Peugeot 508 with Hill Assist.

Advertising Agency: Y&R, São Paulo, Brazil
Executive Creative Director: Rui Branquinho
Creative Directors: Rui Branquinho, Victor Santanna
Creatives: Pedro Guerra, Kleyton Mourão, Renato Butori, Denon Oliveira

Peugeot: Kid

Resume the climb as if it wasn’t a climb.
Peugeot 508 with Hill Assist.

Advertising Agency: Y&R, São Paulo, Brazil
Executive Creative Director: Rui Branquinho
Creative Directors: Rui Branquinho, Victor Santanna
Creatives: Pedro Guerra, Kleyton Mourão, Renato Butori, Denon Oliveira

Guardian: Own the weekend

Advertising Agency: BBH, London, UK
Creative Director: Michael Russoff
Creatives: Michael Russoff, AK Parker, George Brettell
Production Company: HLA films
Director: Simon Ratigan
Producer: Olivia Chalk
Producer: Richard Skepper
DoP: Martin Hill

Lycra: Lycra moves you

Advertising Agency: SapientNitro, USA
Creative Director: Justin Barnes
Agency Producer: Stephen Worley
Client Services Director: Mike Falconer
Account Director: Naomi Hirst
Production Company: Independent Films
Director: Philippe André
Producer: Cathy Green
Director of Photography: David Ungaro
Editing: Final Cut
Post-production and visual effects: Glassworks
Music: Nouvelle Vague, “Dance With Me”
Sound production: Wave

Lycra: Moves you, 1

Advertising Agency: SapientNitro, USA
Photographer: Rankin
Creative Director: Justin Barnes
Client Services Director: Mike Falconer
Account Director: Naomi Hirst
Art Buyer: Sophie Hinds
Post-Production: PICS Picture and Imaging Consultants

Lycra: Moves you, 2

Advertising Agency: SapientNitro, USA
Photographer: Rankin
Creative Director: Justin Barnes
Client Services Director: Mike Falconer
Account Director: Naomi Hirst
Art Buyer: Sophie Hinds
Post-Production: PICS Picture and Imaging Consultants

Lycra: Moves you, 3

Advertising Agency: SapientNitro, USA
Photographer: Rankin
Creative Director: Justin Barnes
Client Services Director: Mike Falconer
Account Director: Naomi Hirst
Art Buyer: Sophie Hinds
Post-Production: PICS Picture and Imaging Consultants

Lycra: Moves you, 4

Advertising Agency: SapientNitro, USA
Photographer: Rankin
Creative Director: Justin Barnes
Client Services Director: Mike Falconer
Account Director: Naomi Hirst
Art Buyer: Sophie Hinds
Post-Production: PICS Picture and Imaging Consultants

PODS – Don't Like – (2014) :30 (USA)

Call center workers dispense advice on moving, storage and some of life’s most ticklish problems in a clever new campaign directed by STORY’s Jeff France for PODS and The Richards Group.

Country: 

Commercials: 

Pound and Grain creates multi-platform campaign for Gentle Fawn

Gentle Fawn is a Vancouver-based women’s clothing company that has been around for ten years. They used to sell exclusively to distributors. Now they’re selling direct-to-consumer. To mark this change, Vancouver-based digital shop Pound And Grain gave Gentle Fawn a revamp, with an improved website and e-commerce experience, not to mention a social media and content marketing plans.

Adland: 

Phillips viaja no tempo para falar sobre iluminação

A pergunta “Quantos anos se leva para mudar uma lâmpada?”, feita pela Phillips não tem nada a ver com a durabilidade do produto, mas sim a longevidade de uma tecnologia que pouco – ou praticamente nada – mudou ao longo de um século. Isso até o lançamento da Phillips Hue, uma lâmpada que vai além da função de iluminar para ajudar a criar diferentes ambientes.

Com criação da Iris e produção da Unit9, o filme tem direção de Martin Stirling – também responsável pelo contundente In Reverse.

O bacana deste comercial é ver o cenário e o comportamento da família mudando de acordo com as décadas, cada uma delas destacando algum dos marcos pelo qual ela é lembrada. Vale o play.

phillips phillips1 phillips2

Brainstorm9Post originalmente publicado no Brainstorm #9
Twitter | Facebook | Contato | Anuncie

Intertidal Cinema

79k

Can we continue to exist within an infrastructure that seeks to not only resist, but nullify natural forces? How might we approach increasingly fragile sites in a way that challenges the inherited attitude of conquering nature as though it were an opponent? Can the temporary spaces that occur naturally in the environment provide us with a new way in which design can operate? continue

Airline Hires Bikini-Clad Models For Photoshoot Then Denies It All Saying Photoshoot Was 'Unofficial'

vietJet.jpg

Well now here’s some of the usual marketing double talk that just goes to show we really haven’t progressed very far past the days when we all lived in caves. VietJet Air, which hired a bunch of bikini-clad models from modeling agency Venus for a photoshoot, is now denying the photos are official.

A spokesperson said the “uncensored” photos were “leaked from a test shooting under a contract between VietJet Air and Venus and are not the official promotional photos of VietJet Air.”

Which begs the question, why did VietAir hire the models for the photoshoot in the first place? Just for fun? Right. No. They’ve done it before. It’s there thing. And now that everyone’s upset, they’re just denying the whole thing.

And come one, in this day and age when everyone has a phone and Instagram, there ain’t no secrets anymore. Many of the models posted pictures from the shoot which occurred last week and now the airline is trying to clean up the mess. Good luck with that.

The airline went on to stick its foot further in its mouth saying,”We are sorry for the incident and are enacting necessary measures to prevent these ugly and unofficial photos from spreading.”

Here are some photos from the shoot:

vietjet_stairs.jpg

vietjet_sparklers.jpg

And author and flight attendant Heather Poole took to Twitter and Mashable to share her dismay:

And let’s remember, this practice isn’t only occurring in overseas countries that haven’t yet progressed to the point where objectification of women is a thing of the past. It’s happening right here in America courtesy of Ryanair and other airlines.

ColensoBBDO Channels Gary Wright's 'Dream Weaver' For Cosmically Awesome Grocery Store Ad

new_world_grocery_cream_weaver.jpg

There’s a new trend in town. Well, at least Down Under. Yea. Weird grocery store ads. Likely, you’ve seen the latest oddities from Aldi in Australia. Now we’ve got new ads from ColensoBBDO for a supermarket chain called New World.

In an ad entitled Dreaming of Yams, a man and a woman talking in the break room at work agree to have dinner together. The woman says she’s a vegetarian. They guy has no idea what that is. Until he enters the weird world of the produce section at New World where walking is optional, the veggies talk and Gary Wright’s awesome 1975 hit, Dream Weaver, soothes. Apparently, it’s all enough to convert our man into a vegetarian.

A second ad, The Smell of Success, isn’t nearly as fun which doesn’t mean it’s bad. It centers on a real estate agency who goes a bit overboard with baked goods and how they can improve the likelihood a home will sell.

Both beat the usual boredom of price and item. We like this trend.