Finally, Advertising Case Study Videos Get Their Own Award Show

Case study videos. I could watch them all day long. They’re my favorite form of media entertainment—apart from sitcoms starring Concord grapes, that is. These days, advertising case studies are so creative and well produced, they’re often more enjoyable than the crappy campaigns they show off. And dammit, they deserve an award show of their own.

Which brings us to this spoof video from Rethink Communications introducing the Caseys, honoring excellence in advertising award-show submissions. “Cannes, One Show, the Clios. These shows celebrate the very best in creativity,” the voiceover begins. “But none of them celebrate what we do best as advertising professionals—the case-study video.”

Rethink’s self-deprecating satire is right on target. Outlandish (but colorful!) infographics flash across the screen, along with footage of earnest, eager agency staffers dying to put some gold on their cold, empty mantlepieces back at home. “The countless hours of nit-picking and favors you’ve asked for will all be worth it,” the narrator says, “because now, you can win an award for that thing that won you an award.”

Some categories include Best Use of Making-Of Footage, Most Innovative Use of a Single Tweet, Most Impressive-Looking Numbers and Best Use of British—because a high-class English accent makes claims like 400 trillion campaign impressions seem plausible.

Hmm … are we sure this is parody?



Warner / Gotham: Interactive mapping

Advertising Agency: 5SEIS, Buenos Aires, Argentina
Creative Directors: Pablo Saquero, Gabriel Aufgang
Producer: Ariel Serra
Published: October 2014

Rob Lowe Has Back Hair and 'Arm-Hair Curtains'? (Watch the Newest Ads on TV)


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 yesterday. 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, Budweiser adapts its summer “Fiesta Forever” campaign for the holidays, while Anthony Anderson and Melissa Joan Hart speak to us from something called the Walmart Holiday Hub — it’s meant to look like an entertainment-news set — to promote the Walmart credit card. And DirecTV serves up another one of its slightly disturbing Rob Lowe ads, part of a continuing campaign.

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

NFL's Breast-Cancer Ad Most Memorable Commercial Among Millennials


NFL’s commercial promoting breast-cancer-awareness month was the most memorable ad among millennials in October, according to a ranking from Nielsen.

“A Crucial Catch,” in partnership with the American Cancer Society, is a campaign designed to educate and screen women across the U.S.

Nielsen Brand Effect ranks the top 10 ads among the demographic, asking a sample of viewers whether they remember ads, the brand of the ad, whether they liked the spot and whether it influenced their intent to purchase a product.

Continue reading at AdAge.com

Hexagonal Honey Spoon

Voici une longue cuillère d’acier au design élégant, idéale pour étaler ou servir le miel délicatement. Le bout est d’une forme hexagonale et s’inspire de la forme des alvéoles composant les nids d’abeilles. Un bel ustensile pensé et conçu par la designer italienne Miriam Mirri, à découvrir dans la suite.

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SapientNitro Lets You Know ‘There’s a Beer For That’ on Behalf of Britain’s Beer Alliance

SapientNitro recently debuted a new campaign for Britain’s Beer Alliance entitled “There’s a Beer for That.”

Playing on the ubiquitous (and often toyed with) Apple catchphrase “There’s an App for That,” in a broadcast spot in both 30 and 60-second iterations, the agency shows that there’s a beer for every occasion. The spot, which marks the commercial debut of director Michael Winterbottom, opens with the line “If you’re a bit partial to soups with noodles, sharing a burger with your pet labradoodle, or treating yourself to cakes and strudels, there’s a beer for that.” The ad goes on to show different groups of people, young and old, in different situations, enjoying a brew. As beer lovers, it’s hard not to get behind this one, as the message seems pretty on point — there really does seem to be a beer for just about any pairing of food and surroundings you can think of. And while the Apple reference seems a bit obvious at this point, it certainly is catchy and a quick way to make a point about beer’s versatility.

The ad broke nationally during the debut of Downton Abbey on Sunday, and is supported by an integrated campaign including digital, PR and social media elements.

“Our goal was to present an honest depiction of the incredible diversity of both people and beers found in this country,” explained Mark Hunter, executive creative director at SapientNitro. “Given his brilliant work on The Trip, there really was no one better to bring that story to life than Michael Winterbottom.” (more…)

New Career Opportunities Daily: The best jobs in media.

Concord Grapes Become Chatty Sitcom Characters in Welch's New Campaign

Is the time ripe for a sitcom starring a bunch of grapes?

The VIA Agency’s new campaign for Welch’s mimics/spoofs the prime-time sitcom format to deliver the message that grape juice has heart health benefits, just like wine. These aren’t animated pieces of fruit or actors in purple costumes. They’re real Concord grapes, just hangin’ on the vine, making with the breezy, brand-centric banter.

According to VIA, the “Just Hangin’ ” idea “opens up huge possibilities for the development of episodic video content across our digital and social channels, and allows the brand to react and produce content quickly to maintain relevance with current events. We are essentially giving each grape a personality and a voice.”

brightcove.createExperiences();

Lead grapes Tina, Phil and Merlot (he’s French) are appealing, and the theme song’s pretty fresh. Given the sorry state of network TV, these grapes just might get picked up. Hopefully the fickle public won’t souring on the concept.

This first spot breaks nationwide later this week. Welch’s and VIA will continue the development of the grape characters in TV and digital into next year. Welch’s previous ads featured food historian and Food Network star Alton Brown.



Negative Ads Might Just Be Positive for Your Brand

If you’re in a state or a district with a hotly contested political seat at play, you’ve likely been inundated with the ever-increasing negative political advertising that we’ve now come to expect during every election cycle.

Each year, it appears that candidates are spending more of their budgets talking about why we shouldn’t elect their opponent than they do to explain why we should vote for them.

As citizens, we should be concerned about how this often vitriolic messaging is affecting our electoral process — as well as our electorate’s participation in it — but, as marketers, it would be irresponsible not to learn from it.

Continue reading at AdAge.com

Mupoca #013 – Separar o Brasil?

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As eleições acabaram, mas deixaram um ranço mal digerido sobre separatismos entre o Brasil do time A e o Brasil do time B. Nova Miami e Nova Cuba. No programa de hoje, Luiz Yassuda e Tales Cione recebem o ouvinte Fernando Barone e debatem sobre os reflexos do chorume pós-pleito. A edição ficou novamente por conta do amigo @webrossini, do @editacast.

“Mupoca era o nome da sétima nau de Pedro Álvares Cabral”

> 03m56 Comentários da Notícia da Semana?
> 10m35 Pauta principal
> 52m19 Cartinhas

Caro ouvinte: para enviar críticas, sugestões, brindes de assessoria ou propostas de compra dessa bagaça, favor enviar sua mensagem para cartinha@mupoca.com.br ou deixar seu comentário em nosso site.

Brainstorm9Post originalmente publicado no Brainstorm #9
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Assista ao trailer de “Chappie”, novo filme de Neill Blomkamp

Chappie

As inscrições no poster e no trailer não deixam dúvida. Mesmo com “Elysium”, o sul-africano Neill Blomkamp continua sendo “o diretor de ‘Distrito 9?.

Em 2015, com “Chappie” – um robô inteligente e ainda uma criança – Blomkamp terá mais uma oportunidade de mostrar que não será um diretor de um só sucesso, assim como não foi na indústria da publicidade.

O primeiro trailer de seu novo filme é promissor e emocionante. Aliás, tenho uma queda por histórias com robôs sentimentais desde o clássico da Sessão da Tarde “Um Robo? Em Curto Circuito”. “Wall-E” e “The Iron Giant”, por exemplo, moram no meu coração.

Como toda criança, Chappie sofre forte influência do mundo em que vive. Seja boa ou ruim. É o primeiro robô com capacidade de pensar e sentir, que poderia significar o próximo passo da evolução, mas que foi rejeitado pela humanidade. Quando ele é sequestrado por um gangue, é que sua história começa a mudar.

Essa sinopse poderia ser confundida com uma comédia sci-fi, mas não se engane, Blomkamp sempre tem um contexto social para inserir suas histórias.

O protagonista será dublado por Sharlto Copley, ator onipresente nos filmes do diretor. Dev Patel, Sigourney Weaver e Hugh Jackman também estão no elenco.

“Chappie” estreia no dia 6 de março de 2015 nos EUA, e em abril no Brasil.

Chappie

Brainstorm9Post originalmente publicado no Brainstorm #9
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Warner Bros. Begins Layoffs as Part of Broader Cost-Cutting Efforts

Hollywood’s largest movie and television studio will ultimately lose 1,000 jobs amid trims by its parent company, Time Warner.



Sprint Promises to Get ‘Aggressive’ with New Agency

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So Sprint had a rough quarter — it lost half a million customers over the past three months. Now the company wants investors to know that the message coming from whichever agency wins its endless creative review will be more “aggressive.”

First, all tips that we’ve received about Deutsch officially winning the account are false as of this very moment — though we do hear that the final pitch occurred on Tuesday, that Deutsch and Arnold are the last two agencies standing, and that certain readers are pulling very hard for the former.

Way back in September, the company’s new President/CEO Maurcelo Claure said that the “Framily” was dead and that the strategy moving forward was a full reset with pivot: “…it’s always going to be simple” because “you are going to buy a phone…because of pricing.”

Now it seems he’s changed his tone slightly.

(more…)

New Career Opportunities Daily: The best jobs in media.

McDonald’s Not Using the Tagline That Everyone Hated

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…because they’re using different taglines that everyone will still hate. Maybe.

Seems that one of our commenters was right and that the company did NOT want its revised sort-of-tagline leaked last week. “Lovin’ Beats Hatin’” won’t be McD’s official slogan.

In fact — according to Businessweek – the company has “no plans to use the phrase even informally on social media,” so it may never invade your brain again.

Still, McDonald’s has definitely filed trademark claims for two phrases that are…not too different. They are:

  • Lovin’ > Hatin’
  • Lovin’ Is Greater Than Hatin’

So while “Lovin’ Beats Hatin’” will not be the bold, quoted line for the brand’s next Super Bowl spot, it certainly looks like McD’s will shame someone for being such a hater (though, of course, there’s no guarantee that these phrases will appear in the campaign, either).

We ask: why drop the hatin’ into the equation anyway? Feeling defensive, McDonald’s? And who were the “people familiar with the matter” who leaked that original phrase to The Wall Street Journal?

Surely they don’t work at Leo Burnett…

New Career Opportunities Daily: The best jobs in media.

Yamaha 2015 YZF-R1: We R1

Advertising Agency: DLVBBDO, Milan, Italy
Executive creative directors: Stefania Siani, Federico Pepe
Creative directors: Pasquale Frezza, Nicola Cellemme, Chiaria Niccolai
Service director: Chiaria Niccolai
Account: Cristina Pontello, Neli Mechenska
Director / Editor: Luigi Pane
Music: Franky B and The Cryptic Monkeys

Hollard Insurance and Investments: Mystic Marie

Advertising Agency: M&C Saatchi Abel, Cape Town, South Africa
Creative Director: Gordon Ray
Art Director: Ntobeko Ximba
Copywriter: Kayli Vee Levitan
Agency Producer: Bronwyn Henry
Director: Peter Pohosky
Producer: Anco Henning
Production Company: Plank Films
Post Production: Upstairs Post-production
Music: Hey Papa Legend – Ross McDonald
Editor: Kobus Loots
Online Editor: Charmaine Greyling
Published: November 2014

Road Safety Association of Indonesia: Pedestrians

Pull Over before it’s over.

Creative Director / Copywriter: Apip Fajar Siddiq
Art Director: Dimas Agung
Illustrators: Yanuar Nazir, Afid Ridwan
Published: October 2014

Road Safety Association of Indonesia: Road workers

Pull Over before it’s over.

Creative Director / Copywriter: Apip Fajar Siddiq
Art Director: Dimas Agung
Illustrators: Yanuar Nazir, Afid Ridwan
Published: October 2014

Road Safety Association of Indonesia: Cyclist

Pull Over before it’s over.

Creative Director / Copywriter: Apip Fajar Siddiq
Art Director: Dimas Agung
Illustrators: Yanuar Nazir, Afid Ridwan
Published: October 2014

Time Inc. Willing to Sell Assets That 'Make No Sense'


Time Inc. will test paywalls on its magazine websites next year and finish a review of its portfolio that could result in the sale of certain titles, Chairman-CEO Joe Ripp said during a call Tuesday to explain the company’s third-quarter results.

“We are in the process of looking at everything we have and trying to figure out, is there ways for us to make them more valuable than they are today?” Mr. Ripp said. “And if not, does selling them or enhancing them or investing them or partnering them with other people make them more valuable to our shareholders?”

“While we’re not commenting on any one particular asset, we’re willing to sell those things that make no sense for the portfolio and invest in those that do,” he added.

Continue reading at AdAge.com

Temples Photography

A travers sa série « Temples », l’artiste français Thomas Jorion a voulu retranscrire la perte des repères spatio-temporels dans des lieux abandonnés où tout se fige. Depuis dix ans et toujours à l’argentique, ce photographe est à la recherche d’édifices étranges dont l’accès est souvent interdit et qu’il capture avec leur lumière naturelle.

Radius.

Déjà vu.

Splendore.

Gally.

Velum.

Blednik.

Exposition du 6 au 29 novembre à la Galerie INSULA (hors les murs), 19 rue Guénégaud – Paris 6e.

Blednik
5-Velum
4-Gally
3-Splendore
2-DEJA VU
1-Radius