Advertising Agency: Colenso BBDO, Auckland, New Zealand
Creative Chairman: Nick Worthington
Creative Director: Levi Slavin
Art Director: Beth O’Brien
Copywriter: Oriel Davis-Lyons
Producer: Caroline Wells
Senior Copywriter: Matt Lawson
Senior Account Manager: Nico Ainsworth
If “Gossip Girl” premiered today, it would be a digital-video series, according to Dawn Ostroff, former president of entertainment at The CW Television Network, which aired the teenage melodrama for six seasons starting in 2007.
Speaking at the Interactive Advertising Bureau’s annual conference Monday, Ms. Ostroff, now president of Conde Nast Entertainment, said digital video would allow the show’s creators to dive deeper into the show’s many characters with short videos that accompany the episodes. She even likened it to a video game, where viewers have control over their experience.
Ms. Ostroff helped introduce and lead the CW network in 2006. Lately, however, digital video has become a far more urgent topic for her. As president of Conde Nast Entertainment since 2011, she oversees the video content for many of the magazines Conde Nast publishes, including Vogue, Vanity Fair, Glamour, GQ and Wired. This year alone, she said, Conde Nast Entertainment has introduced more than 100 digital-video series.
Ad Age and sibling publication Modern Healthcare named the winners of the first Healthcare Marketing IMPACT Awards last week, recognizing health care’s best advertising, marketing, promotion and communication campaigns on and across all media platforms.
Among the winners: SPM Marketing & Communications was named Agency of the Year in the provider campaign category, while 2e Creative took home Agency of the Year in the supplier campaign category. LevLane of Philadelphia and Kennedy Health System/Kennedy Health Alliance, Sewell, N.J., won for best integrated campaign in the providers category. Campbell Mithun, Minneapolis, and Wellmark Blue Cross and Blue Shield, Des Moines, Iowa, were honored in the insurer category. And Weber Shandwick, Los Angeles, Initiative, New York, and their client, Covered California, won the top integrated campaign prize in the advocacy category.
Modern Healthcare and Advertising Age partnered this year to create the Healthcare Marketing IMPACT Awards. The awards honor campaigns that advance provider, insurer, supplier and advocacy group efforts to deliver high-quality, affordable and accessible healthcare; promote the health of individual patients, groups and communities; and help organizations thrive and grow in today’s rapidly changing healthcare environment.
Ogilvy & Mather New York teamed up with Miami sister shop David in a new campaign for Spotify entitled “#thatsongwhen.”
The campaign is built around the emotional impact of music and how songs become linked to certain life events and then trigger certain memories every time you heard them. In “Waterfalls,” for example, a man talks about TLC’s 90s hit and how he will always associate it with an unrequited crush from middle school whom he taped the song for. It’s a cute story, and one which many viewers will be able to relate to on some level, even if (like a lot of Spotify users) they have never actually used a cassette player.
Other spots in the campaign include a man walking out on a job he was just fired from to Whitesnake and a soundtrack to some good old-fashioned teen vandalism. Vine celebrities Vincent Marcus and Kenzie Nimmo get in on the action as well, through a campaign component on that platform. It’s a fun approach which makes a lot of sense for Spotify, and the campaign also includes a social extension via a hashtag people may actually feel compelled to use, (#thatsongwhen) since it offers a way for people to tell their own stories. The campaign just rolled out in the US and will expand to the UK and Germany, featuring localized content for each market.
“The realness of this campaign is the key point,” Adam Tucker, Ogilvy New York president, told Adweek. “We wanted to tap into the truth about music and it was really important to tap into real people and their feelings and the songs that inspire them.” (more…)
New Career Opportunities Daily: The best jobs in media.
GE has been doing a lot of poignant ads through BBDO New York lately—the dreamy fantasy world of “Childlike Imagination” (an Emmy nominee this year); the haunting dystopia of “Ideas Are Scary”; the adorably odd science fiction of “The Boy Who Beeps.”
So, obviously it was time to completely change things up—and hire Tim & Eric (aka, Tim Heidecker and Eric Wareheim) to direct a barely clothed but great-haired Jeff Goldblum in this totally bonkers fake infomercial for the GE Link lighting solutions.
It’s kind of all over the map, but the two-minute spot has lots of enjoyable over-the-top moments—particularly the peppy transitions from super-suave Goldblum to the “unremarkable nobodies” who deliver the testimonials.
A fake infomercial isn’t the route you’d typically choose for explaining new technology like GE Link. But this seems to be more of an awareness play. We’ll find out later whether it really does make everyone look like a cocky, raven-haired movie actor.
Quer que uma empresa atualize sua linha de produtos? Me peça para comprar. Dois meses depois sai tudo novo, e custando mais barato.
Deixando de lado meu #firstworldproblem, você precisa saber que a GoPro anunciou três novas cameras para ampliar seu portfolio: Hero, Hero4 Silver e a Hero4 Black.
A Hero será a opção mais em conta entre todos os modelos, custando 130 dólares, mas que não terá as funções de Wi-Fi e Bluetooth. Em seguida vem a Hero4 Silver por 400 dólares, mas que não filma em 4K.
Porém, se você tiver 500 dólares, poderá comprar a Hero4 Black, que faz tudo o que a GoPro já inventou de melhor: Filma em 4k a 30 fps, 2.7k em 50 fps ou 1080p até 120 fps.
O vídeo acima, 100% filmado com a Hero4 Black, é pra não deixar dúvidas de qual modelo você vai querer. Eu não vou querer nenhuma, obrigado. Acabei de tirar uma Hero3 da caixa. Sou vintage agora.
Post originalmente publicado no Brainstorm #9
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A Fox tem convidado uma série de diretores famosos para que façam releituras da clássica abertura de “Os Simpsons”. Recentemente publicamos várias aqui no B9. Tem a do Sylvain Chomet, em homenagem ao Hayao Miyazaki, do Guillermo Del Toro, do Banksy, etc.
A mais nova intervenção foi feita pelo animador Don Hertzfeldt, e vem cheia de situações bizarras, conceitos malucos e delírios que farão voce babar no teclado.
E se você nunca assistiu “Rejected”, que rendeu uma indicação ao Oscar para Hertzfeldt, corrija essa falha de caráter imediatamente dando play no vídeo abaixo:
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Programmatic buying — the process of buying media using automated technology — has transformed the way marketers, agencies and publishers buy and sell digital inventory.
TV is next, with programmatic buying accounting for up to 5% of TV buying in 2015 and more rapid adoption in the coming years, according to predictions by agency executives speaking on an Advertising Week panel called “Programmatic TV, Advertising’s Next Great Frontier.” That’s up from only about 1% now.
However, TV and digital programmatic are different, moderator Dan Ackerman, AOL’s senior VP-programmatic TV, emphasized. Programmatic TV buying is not necessarily about automating the entire transaction as it often is with digital inventory. Rather, it’s better defined as buying inventory based on data derived from programmatic technology.
The Richards Group’s latest campaign clearly operates under the “less is more” mantra, with a series of minimalist 15-second ads.
The campaign leans heavily on the brand’s product itself, without any bells and whistles. In “Beastly” for example, the visuals are restricted to a bottle of Prestone with an effect to make it look bulked up at one point as the voiceover says, “It’s like Prestone started working out, got buff…beasty.” Another spot, “Patented,” touts the company’s patented cor-guard inhibitors, asking who else has them before answering its own question with “Nobody…because they’re patented,” while displaying the actual patent numbers.
It’s an unusually restrained approach that emphasizes the product’s superior corrosion protection in a way that implies there’s no need for further discussion. By keeping the message simple and not dressing it up with storytelling or impressive visuals, The Richards Group hopes to lend that message a sense of authenticity. (more…)
New Career Opportunities Daily: The best jobs in media.
Ask anyone you know how they feel about boobs, and I’m pretty sure it will be positive. Indeed, you’d have a hard time finding anyone hesitant to sing their praises.
Below is a fun series of ads from DDB Singapore timed to Breast Cancer Awareness Month in October. They’ll hit close to home for anyone who uses social media on the regular, and happens to have breasts, or knows anyone who has them (and wants them to be healthy). The familiar logos have been redesigned to anatomically pay homage to breasts and remind you to perform an exam—on yourself, or someone you care about—as frequently as you check your social feeds.
The ads, for the Breast Cancer Foundation, also point to an online petition urging social media giants Facebook, Twitter and Instagram to actually change their logos temporarily for the cause. So, check out the ads below, and consider a screening so you can live longer to keep liking and faving.
Via Design Taxi.
1% fancy. 99% beer.
Advertising Agency: Chester + Co, Halifax, Canada
Creative Director / Copywriter: Anthony Taaffe
Art Director: Rocio Ugarte
Published: September 2014
1% fancy. 99% beer.
Advertising Agency: Chester + Co, Halifax, Canada
Creative Director / Copywriter: Anthony Taaffe
Art Director: Rocio Ugarte
Published: September 2014
1% fancy. 99% beer.
Advertising Agency: Chester + Co, Halifax, Canada
Creative Director / Copywriter: Anthony Taaffe
Art Director: Rocio Ugarte
Published: September 2014
1% fancy. 99% beer.
Advertising Agency: Chester + Co, Halifax, Canada
Creative Director / Copywriter: Anthony Taaffe
Art Director: Rocio Ugarte
Published: September 2014
Don’t stop playing.
Arcadia. Videogame disc repair service.
Advertising Agency: Publimark Lowe & Partners, San José, Costa Rica
Creative Directors: Javier Zeledón, Franklin Guevara
Art Director: Juan Carlos Ramos
Copywriter: Fabio Marin
Illustrator: Gonzalo Arevalo
Published: September 2014
Don’t stop playing.
Arcadia. Videogame disc repair service.
Advertising Agency: Publimark Lowe & Partners, San José, Costa Rica
Creative Directors: Javier Zeledón, Franklin Guevara
Art Director: Juan Carlos Ramos
Copywriter: Fabio Marin
Illustrator: Gonzalo Arevalo
Published: September 2014
CVS wants you to take a deep breath. That’s why they took a deep breath and stopped selling cigarettes. And are expanding their minute clinic.
Muitas empresas de tecnologia estão acostumadas a promover hackatons, maratonas de programação em que a equipe é convidada a imaginar um produto e produzir um protótipo. Foi a partir de um desses hackatons, ocorrido dentro da Secret, empresa homônima ao app de segredos que chegou a ser proibido no Brasil, que surgiu a ideia do Ping. Trata-se de um aplicativo simples que é ativado assim que o seu celular é travado. Nesses momentos, ele vai buscar por assuntos que você tenha marcado como interesse – quem sabe os filmes do momento, ou as pesquisas que são tendência nos últimos dias – e te notificar na tela do celular.
Visualmente, o Ping é super simples. A tela com fundo preto te convida a clicar em um ponto que fica localizado no canto superior direito, e ao arrastá-lo, é como se você estivesse removendo uma película da tela do smartphone.
Acessar o app, contudo, é um tanto inútil – ele não oferece conteúdos assim que você abre, mas sim quando ele bem entende, ou quando as informações aparecem. Segundo os desenvolvedores, a intenção era ser minimalista e não atormentar os usuários com muitas atualizações diárias.
Considerando que vivemos na sociedade da informação, é interessante que um app se disponha a fazer essa curadoria por você e avisá-lo apenas quando houver algo importante. Contudo, acredito que boa parte de nós já tenhamos estabelecido quais são nossos principais canais de notícias, e não precisamos de um app como esse para sabermos, por exemplo, quais são os melhores filmes da semana.
A longo prazo, o Ping pode se tornar uma variante do Yo – de acordo com definições prévias do usuário, ele poderia mostrar, por exemplo, a notícia mais lida do seu site favorito, ou alguma que esteja sendo bastante comentada. Do jeito que se estrutura hoje, o Ping parece apenas uma ideia que está esperando a movimentação dos usuários para se transformar em algo maior (que foi basicamente o que aconteceu com o Yo).
Para quem quiser experimentar, o Ping está disponível para iOS e promete uma versão Android para breve.
Post originalmente publicado no Brainstorm #9
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Recentemente, um clipe da Hilary Duff quase transformou o celular da Amazon em personagem principal. O exagero foi notado por muita gente, mas já pensou se, dentro de alguns anos, pudessem trocar aquele aparelho por um outro, mais atual?
É isso que a agência MirriAd está propondo: basicamente fazer um photoshop de propagandas antigas e transformá-las em opções mais atuais. O mais bizarro? A Universal está interessada nisso para ‘atualizar’ seus videoclipes antigos.
Isso faz certo sentido considerando a enorme audiência que alguns hits do passado ainda mantém, como é o caso de “Girls Just Want to Have Fun”, de Cyndi Lauper, que coleciona mais de 80 milhões de visualizações, ou da canção-meme “Never Gonna Give You Up”, de Rick Astley, que hoje conta com mais de 90 milhões de visualizações. Esses vídeos poderiam receber uma publicidade mais condizente com os produtos que são sucesso hoje, focando na audiência que os assiste agora, no YouTube.
O problema, como comicamente ressaltou Colbert em seu show, é que cada vez menos os artistas vão saber o que estarão divulgando ao produzir o material, podendo inclusive levar ao planejamento de diversos espaços em chroma key na gravação, pensados para abrigar a publicidade que melhor convier. Claro que a crítica de Colbert é exagerada, mas será que não vai atrapalhar até a estética de uma produção alterar o tipo de propaganda que figura ali, criando uma assincronia entre o visual dos artistas/atores e o tipo de anúncio que é feito ao redor dele?
Em sua defesa, a Universal alega que vai se certificar de que os artistas e as marcas tenham interesses mútuos. No entanto, a gente bem sabe que a essa reciprocidade pode muito bem ser apenas monetária. Ou seja, não é impossível que os videoclipes antigos ganhem uma nova “funilaria” em breve.
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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 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, Google serves up another spot showing off the capabilities of the Google app — this time it comes in handy for making a nature-loving road trip more fun — while 2K Games promotes the Oct. 7 release of NBA 2K15 in a spot starring Kevin Durant. And KFC once again pushes the concept of couchgating — which is just like tailgating, but a lot less work (you stay home and eat KFC on your couch while watching the game).
As always, you can find out more about the making of the best commercials on TV at Ad Age’s Creativity.
This is site is run by Sascha Endlicher, M.A., during ungodly late night hours. Wanna know more about him? Connect via Social Media by jumping to about.me/sascha.endlicher.
