Don’t expect broadcast TV ad dollars to improve much in 2015.
That was the message from CBS Chief Research Officer David Poltrack at UBS Global Media and Communications Conference in New York on Monday.
Mr. Poltrack predicted ad revenue will remain stable, but not grow through the first-half of the New Year. He estimates advertising will be flat at the onset of 2015 and then grow 2% in the second-half.
The Brooklyn-based Vice, known for its gritty style and popularity with millennial audiences, will produce at least two low-budget films annually with Fox.
BBH London tells the story of “The Boy Who Learnt To Share” for KFC in a 60-second holiday spot for the brand.
The ad shows the selfish nature of a young boy who refuses to share. He hogs up all the snow when making snowmen with his sister, won’t share an umbrella with his mother, writes his name on all the Christmas presents and, when cast as one of the wise men in a Christmas pageant, he won’t even give a gift to the baby Jesus. When the family gets KFC he initially holds his arms around an entire bucket, declaring it for himself. But when he sees the rest of the family happily sharing the rest of the meal, he finally decides to share, offering his sister a drumstick.
The whole “learning to share” angle is not a bad approach for a heartwarming holiday spot, and the spot is mostly put together well, but there’s one problem I can’t seem to get over with this one. At no point in the ad do we see the parents actually try to teach their son to share, something he should presumably have learned at least a little about from them. Instead, the parents seem to just ignore his bad behavior as if there’s nothing they can do and let him continue to act like a little snot. Wouldn’t the boy finally learning to share mean more if they had made attempts to teach him before? Understandably the spot is attempting to show KFC as the catalyst for the revelation, but this comes across as a bit random and forced since viewers aren’t really presented a window into his motivations or given the impression that the parents have done anything to try to change the son’s behavior.
“The Boy Who Learnt To Share” is supported by a social campaign in which KFC is calling on fans to tweet using the hashtag #KFCSharesies for the chance to participate in a campaign challenge and win a prize. (more…)
New Career Opportunities Daily: The best jobs in media.
M&C Saatchi created a holiday spot called “Christmas at Home” for The Silver Line, “The only free 24 hour confidential for older people that offers friendship and support.”
The ad tells the story of an older man who wakes up on Christmas day and appears to be preparing for his family to arrive. He gets dressed and tidies up, the ad cuts to a family on the phone with relatives saying “We’ll be there soon, put the kettle on” as the man brews some tea. Then the family knocks on a door and the ad reveals that it the man’s next door neighbor receiving the visit, as he looks out the window dejected. It’s a clever way to put viewers in the man’s shoes and give an idea of the devastation he feels rather than just telling them about the cause. The ad ends with the message, “More than a million older people in the UK suffer the pain of loneliness, not just at Christmas but all year round.” While this is true, the message is likely to resonate with people all the more during the holidays.
New Career Opportunities Daily: The best jobs in media.
The Huffington Post’s new site for India — which went live Monday — will break even in its first year thanks to an upfront deal with media-buying conglomerate GroupM, said Jimmy Maymann, CEO of Huffington Post Media Group.
“It usually takes us two to three years to get to this point,” he said. HuffPost India is the company’s 13th international edition.
The Huffington Post teamed up for the English-language site with The Times of India Group, the country’s largest media company, which is written in English. It plans to cover a number of topics, including politics, media, entertainment, tech, religious and lifestyle. There are currently about 10 dedicated editorial staff members, with plans to add about another five people.
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, CoverGirl promotes Girls Who Code in its latest spot, while Apple shows the many uses for the iPad Air 2 (Share blueprints! Design a tattoo!). And Weird Al Yankovic takes a customer on a musical tour of toyland in Radio Shack’s new holiday ad. (Maureen Morrison has the story on Radio Shack’s holiday spokesman.)
As always, you can find out more about the making of the best commercials on TV at Ad Age’s Creativity.
La marque italienne de vêtements technologiques NEMEN propose un prototype de veste entièrement incrustée de lumières LED qui se transforment en véritable manteau lumineux. Une fibre optique tissée dans le matériau est alimentée par douze LEDs qui fonctionnent à l’aide de piles rechargeables. A découvrir.
The ad giant WPP expects to net sales to grow 3% next year but is witnessing scenes suggesting pressure on the marketers it counts as clients, CEO Martin Sorrell said at a conference in New York on Monday.
“Things have tightened up in the third quarter this year,” he said. U.K.-based Premier Foods, for example, asked suppliers including agencies to pay a fee for the right to serve the company, he said, calling the request “emblamatic” of businesses’ tough economic position, he said.
Clients are also asking agencies to take responsibility for any “I.P. contract breaches,” another indiciation of heightened pressure to reduce costs, he said.
Outdoor, Promo, Online
Perfetti Van Melle
To present Mentos 3, a gum with 3 layers of flavor, “A poster 3 times more surprising” shows that big surprises can be hidden in small opportunities. In this case an amateur guitar player ended in a National TV Talk Show after answering a poster looking for a guitar player.
Advertising Agency:Neogama/BBH, Sao Paulo, Brazil
Executive Creative Director: Alexandre Gama
Creative Director: Márcio Ribas
Art Director:Daniel Poletto, Fernando Patucci
Copywriter:Lígia Mendes, Bruno Godinho, Rodrigo Senra
Agency Executive Producer: Mariah Bayeux
Agency Producer:Paula Alimonda, Gabriela Baroni, Daniela Grandini
Account Director: Silvia Tommasini
Account Manager: Guilherme Nogueira
Production:Videocubo
Director:Victor Reis
Photographer: Anderson Capuan
Post Production: Diogo Dias de Andrade
Sound Studio: Loop Reclame
EVB and Victors & Spoils give “The Gift of Giving” in a holiday campaign for JCPenney which asks shoppers to give a gift to a complete stranger.
Filmed last month in JCPenney stores in Illinois and Indiana the video follows as customers are told to find someone in the store to give a gift to. That person then travels with them around the store and together they pick out a gift, with JC Penney picking up the tab. The gifts range from jeans and a jacket to a sofa and even an engagement ring as participants engage in tearful signs of appreciation and hugs. It’s designed to be a heartwarming affirmation that giving is better than receiving; in other words, the polar opposite of Harvey Nichols’ cynical “Could I Be Any Clearer?” spot from adam&eveDDB.
“The idea of having to give something to a complete stranger can be very scary,” JCPenney CMO Debra Berman told Adweek. “And it’s that vulnerability that made this experiment so real and interesting. It brought out emotions in both the giver and the receiver.”
New Career Opportunities Daily: The best jobs in media.
Facebook, at long last, finally seems to be getting the hang of the whole advertising thing.
In addition to the pleasantly whimsical “Say Better” ads, which have been rolling out in recent weeks, the social network has also been working on a cute series of tutorials called “Just In Case Studies”—which use quirky storytelling to explain how to accomplish various technical steps on the Facebook app.
Four videos have been released so far. The best of the lot is “How to Block Someone,” which shows a girl doing just that with her boyfriend after a painful breakup—though it doesn’t exactly go as planned. Like all the videos in the series, it’s quietly amusing, relatable, nicely shot and charmingly self-conscious—with a voiceover that’s just as halting as our heroine.
The tutorials, made by Facebook’s in-house creative studio The Factory, also include “How to Edit a Post,” “How to Share With Just Friends” and “How to Untag a Photo.” They’re not ads, per se—but they have the same bemused tone as the “Say Better” spots.
And that’s a good thing.
Se você também é um daqueles apaixonados pela obra de Antoine Saint-Exupéry, vai vibrar com esse trailer. Liberado hoje pela Paramount Pictures da França, o trailer de “O Pequeno Príncipe” mostra as primeiras imagens da adaptação para os cinemas desse clássico infantil.
Embalando o trailer, Lily Allen canta “Somewhere Only We Know”, do Keane. Entre os dubladores, estão nomes como Rachel McAdams, Mackenzie Foy, James Franco (raposa), Jeff Bridges (piloto), Marion Corillard (Rosa) e Benicio Del Toro (cobra), dirigidos por Mark Osborne, mesmo diretor de “Kung Fu Panda”.
A previsão de estreia nos EUA é para outubro de 2015. Ainda não se sabe quando chega aos cinemas brasileiros.
Post originalmente publicado no Brainstorm #9
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We Love Art organise un événement dans un lieu inédit. Cette soirée qu’ils décrivent eux-mêmes comme une loft party proposera une scénographie expérimentale les œuvres de 3 artistes et collectifs. Carnovsky proposera un wallpaper RGB, pendant que le Collectif Coin aménagera une installation cyclique de ballons suspendus au plafond et Pixel Carré, investira le lieu avec un lustre interactif de barres LED suspendues.
Wallpaper RGB by Carnovsky.
Installation cyclique de ballons suspendu au plafond by Collectif Coin.
Lustre interactif de barres LED suspendues by Pixel Carrée.
Plus de détails sur l’évènement We Love Art prévu ce samedi 13 Décembre 2014.
Concours Fubiz : Pour l’occasion, 5 places sont à gagner pour cette soirée.
Tirage au sort parmi les commentaires Facebook du post.
Netflix plans to seriously step up its original programming slate in the next few years.
Within five years Netflix would like to premiere a new original series or new season of an existing series every two-and-a-half weeks, Netflix Chief Content Officer Ted Sarandos at the UBS Global Media and Communications Conference in New York on Monday.
To hit that cadence, Netflix will have to increase the number of original shows on its streaming video service. Right now Netflix has 9 original series, including the forthcoming “Marco Polo” and landmark “House of Cards,” but it intends to ramp up to as many as 20, Mr. Sarandos said.
Last month, Sainsbury’s unveiled a high-budget holiday ad created by agency AMV BBDO commemorating the famous “Christmas Truce” of World War I. Unfortunately for the brand, it didn’t find the reception it was looking for, with many in the British public finding the ad distasteful or even hypocritical (Sainsbury’s is planning to knock down a Bristol rugby stadium built in honor of World War I veterans to make way for one of its stores).
So now the brand has completely reversed course with an online holiday ad from Gravity Road entitled “Dads Pull Out Surprise Dubstep Dance for Christmas.” Whereas the “Christmas Truce” spot was clearly labored over with a large production budget, this effort was shot with a handheld camera in an attempt to seem like a homemade video. And while the previous ad was serious and somber, this effort couldn’t be more goofy and lighthearted. As the title implies, the spot sees some dads pull out a surprise dance routine. That the dads do so while wearing jumpers (sweaters as they’re known here in the states) seems an attempt to cash in on this year’s craze for the “ugly sweater.” Their dance is performed to a re-mixed version of Tchaikovsky’s “Dance of the Sugar Plum Fairy” from The Nutcracker.
“The piece was always designed as a piece of content that would live on Facebook primarily,” Pete Conolly, creative director at Gravity Road, told Digiday.
Since being uploaded around a week ago, the video has racked up over a million views on Facebook and YouTube, with at least one fan calling for it to be shown on television. The ad is unlikely to generate the same kind of backlash as Sainsbury’s previous effort, as its hard to get too offended over Christmas sweaters.
New Career Opportunities Daily: The best jobs in media.
Depuis des années, la photographe californienne Camille Seaman se déplace dans les régions polaires et capture les effets secondaires de la fonte des glaces. Les animaux sont les premières victimes de ce phénomène, en atteste cette série de clichés bouleversants.
Back in 1986, an outfit in Houston called American Discount Stamps figured out a legal way to connect advertising to U.S. postage stamps. Or at least its founder thought he did.
The company bought first-class stamps directly from the Postal Service for the going rate of 22 each. It then placed the stamps on the upper right corner of 2-by-3-inch adhesive-backed labels, leaving the rest of the space open for advertising, according to a story in The New York Times over 25 years ago.
American Discount Stamps sold the label to consumers in packages of 10 for $1.70 — or a nickel discount from what the USPS sold them for. Consumers attached the entire label, containing both the stamp and the ad message, on an envelope, which was delivered just like any other mailing, the Times reported.
Mike’s HardLemonade Co. has appointed Sanjiv Gajiwala VP-marketing. For three years, he served as senior director of marketing activation for Mike’s Hard Lemonade. In this new role, he will join the U.S. executive leadership team to oversee brand commercialization, shopper marketing, content creation and brand activation. Before joining Mike’s Hard Lemonade, Mr. Gajiwala was senior director of interactive marketing for Northstar Lottery Group. He has a bachelor’s degree from George Washington University and an MBA from Pepperdine University.
Tim Castree has been named managing director-North America at Videology, an online video ad platform. In this role, he will work on the firm’s strategy for providing cross-screen media technology solutions for advertisers and agencies. Before this, Mr. Castree was chief operating officer at MediaVest U.S, where he led client accounts including Coca-Cola and Microsoft.
Mark Pinsent has been promoted to managing director of digital marketing agency Metia’s London office. He joined Metia last year as social and content lead. Previously, he held social and content roles at Weber Shandwick and Shine Communications.
A Three Olives vodka campaign features the classic song “Werewolves of London” sung by a popular YouTube singer, Masha.
W+K finds a unique and amusing way to call for entries to the 2015 Andy Award in a new campaign featuring a a member of a bomb squad, neurosurgeon and firefighter all discussing a career that takes real courage: advertising. Each spot ends with the tagline, “Where only the bravest get rewarded.”
In “Neurosurgeon” the discussion happens during brain surgery, as the surgeon in question asks, “How do you know when you sell an idea to a client that the idea is actually going to work?” He asks for the scalpel and then continues, “It’s like its one big conceptual umbrella and then what do you do with that?” He goes on with his hypothetical scenario, in which the client kills the idea in favor of a brand manifesto with “hard hitting VO,” he sighs. “And then wait ’til AgencySpy gets it,” the surgeon ads. “It’s brutal.”
In the other spots a firefighter marvels at the difficulty of balancing TV, digital and social, and the bomb squad member trembles at the thought of having to “come up with a groundbreaking social media campaign in a week.” Obviously the point of the ads is to point out that advertisers aren’t doing anything as courageous or important as saving lives, knocking down the self-importance of award shows a peg or two in the process. The videos are supported by display and social media ads depicting big name creatives like Gerry Graf, Susan Hoffman, Jeff Benjamin and Dan Wieden being congratulated by firefighters, astronauts, surgeons and the like. Stick around for “Hurt Locker” and “Firefighter” after the jump. (more…)
New Career Opportunities Daily: The best jobs in media.
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