Hasta La Creative!

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?

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

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.

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.

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.

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

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

…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.

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