Hasta La Creative!

As we inch closer to Sunday’s big game, here’s a somewhat peculiar effort marking what we’ve been told is the first Super Bowl commercial by an Israeli agency for a strictly Israeli brand.

This campaign comes from Tel-Aviv-based YehoshuaTBWA for Fattal Hotels, a hospitality chain that is quite forthcoming regarding its lack of football knowledge. The brand decided to cull its own fictional team from the Midwest — North Platte, NE, specifically — to help reach the audience during the Patriots-Seahawks matchup.

North Platte is used to basking in the Super Bowl spotlight after the Will Ferrell ads from 2011’s championship game.

The campaign targets those seeking a little post-game respite. According to the parties involved:

“We don’t know anything about American football, that’s why we’re the perfect getaway spot for football fans that want to relax their mind after a tiring season. As part of this concept, we decided to pull a small publicity stunt and choose a distant town in Nebraska that has nothing to do with the Super Bowl. Actually, it doesn’t even have a college team. Since we don’t understand anything about this sport, we created a commercial that will be broadcasted strictly in North Platte, Nebraska and stand out by wishing their local (nonexistent) team best of luck in the big game and inviting them for a vacation in Fattal Hotels Israel – a country that knows nothing about football but knows a lot about hosting and vacations.”

Agency: YEHOSHUATBWA, Tel-Aviv, Israel

VP Creative: Maya Kerman

VP Media: Nevo Carmi

Media: Naomi Gabison

Copywriters: Avihai Nizri, Alon Hadad, Tal Schweiger

Art Directors: Ofer Hajayov, Miki Hakim, Noam Laist

Jason Rezaian, the Washington Post’s Tehran correspondent, who has been incarcerated since July 22, “will be tried soon,” Iran’s state-run Islamic Republic News Agency said Wednesday.

The nonprofit agency pays performing artists when their material is heard on Internet and satellite radio services.

Le studio d’architecture Douglas & Company sort de ses carcans habituels et de son univers consacré à la création de batîments. La firme propose une série de bagues en béton intitulée Form Matters et examine à travers ce prisme le chevauchement entre l’architecture, l’art et la mode. A découvrir.

Gap, Inc. is eliminating the global CMO positions for the Gap and Banana Republic brands, effective immediately, the company said today. The role will be replaced by a head of customer experience, a new position that broadens the CMO role to include e-commerce and reports to the individual brands’ global presidents.

The move is part of a restructuring effort aimed at merging the brands’ marketing and e-commerce teams to create a unified approach that centers on the customer.

“Now’s the time to intensify our customer focus and break-through with a truly dynamic and integrated approach to building relationships with our customers,” said Jeff Kirwan, global brand president of Gap, in a statement.

Continue reading at AdAge.com

Last week sources told us that household chemical behemoth Unilever plans to launch multiple creative reviews for its various brands, and today the corporation made a big change on the AXE account.

Various trade pubs report that creative for the client, which has been with BBH for nearly a decade, will now be run by 72andSunny with the agency’s Amsterdam office playing lead.

BBH’s “Hotel,” which debuted just over a month ago, looks to be the agency’s last work for the client; sources tell Adweek and others that 72 beat out R/GA, Lowe, 180, and the incumbent for the business.

2014’s “Make Love, Not War” Super Bowl campaign marked a large shift for the brand, which previously specialized in sexually-charged ads targeted to pimple-popping teenage boys. Sources claim that the new agency will focus on re-positioning the brand, so we assume that 72andSunny’s work for the Unilever client will not resemble its stateside campaigns for Carl’s Jr.

From ECD Carlo Cavallone:

We’ve reached out to 72andSunny for more details; updates when we receive them.

When you think of air freshener, perhaps the first thing that comes to mind is that cloying smell spreading from the bathroom plug-in at Auntie Betty’s, or maybe it’s an image of that desiccated wax cone that sat above the potty in Grandma’s powder room. Droga5 New York sets out to make us rethink stereotypes about air care with its new anthem ad for Reckitt-Benckiser’s Air WIck, centered on the tag that “Home Is in the Air.”

The agency has debuted a surprisingly moving, poetic film that takes viewers through every nook and cranny of a household. The camera zooms and twirls in and out through various rooms, drifting across the kids’ craft table, sweeping past a sleeping son’s mouth, swirling along with a ceiling fan and even making its way into radiator vents, where it encounters lost action figures and a spider. A folksy guitar tune plays as a V.O. reflects on the little things that make a house a home.

The “Home Is in the Air” campaign first manifested last year, with the touching holiday film that brought “home” to a soldier during the holidays in the form of candles that reproduced familiar scents from his household.

Continue reading at AdAge.com

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The Super Bowl debut from fresh produce brand Avocados from Mexico stars two hall-of-fame ex-football pros who talk babysitting payment etiquette along with a rhino crouched in some sort of prehistoric dustbowl.

Continuing in this year’s pre-Big Game teaser trend, Avocados (with the creative help of Austin, TX agency GSD&M) brings lauded NFL alums Doug Flutie and Jerry Rice out of retirement to discuss an odd subject.

While other teasers give the audience an inkling of what’s to come, we’re not sure what to expect following this 30-second clip emblazoned with #FirstDraftEver. It’s a bold move from a burgeoning brand targeting its core guac-flavored market during the biggest game of the year.

Here are your credits:

Chief Creative Officer: Jay Russell

President: Marianne Malina

Creative Director: Tom Hamling

Creative Director: Tim Eger

Sr. Copywriter: Leigh Browne

Sr. Art Director: Jon Williamson
Director of Production: Jack Epsteen

Account Director: Sabia Siddiqi, Norah Rudyk

Account Supervisor: Elizabeth Perez

Business Affairs Manager: Linda Nhan

Chief Strategist: Andrew Teagle

Strategist: Katie Fitzgerald

Studio Art: David Fawcett, Summer Ortiz, Marcus Davis

Project Manager: Marlo Gil, Alicia Ross

Sr. Art Producer: Shannon McMillan

Production Company: Biscuit Filmworks

Director: Matt Dilmore

Director of Photography: Darko Suvak

Managing Director: Shawn Lacy

Executive Producer: Colleen O’Donnell

Line Producer: Carr Donald

Editorial: Cut + Run

Editor: Jay Nelson

Producer: Remy Foxx

Managing Director: Michelle Eskin

Executive Producer: Carr Schilling

Music/Sound Design: Robot Repair

Composer/Sound Designer: Doug Darnell

Visual Effects: A52

Effects Supervisor: Andy Barrios

Executive Producer: Kim Christensen

Producer: Heather Johann

Mix: Eleven Sound

Mixer: Jeff Payne

Digital Extensions:
Chief Creative Officer: Jay Russell

President: Marianne Malina

Creative Director: Tom Hamling

Creative Director: Tim Eger

Sr. Copywriter: Barrett Michael

Sr. Art Director: Chris Carlberg

Product Strategy Director: Rye Clifton
Director of Production: Jack Epsteen

Executive Producer: Paul Gallardo

Associate Producer: Spencer Gilliam

Account Director: Sabia Siddiqi, Norah Rudyk

Account Supervisor: Elizabeth Perez

Business Affairs Manager: Linda Nhan

Director of Social Media: Janice Suter

Sr. Social Media Manager: Chelsea Davis

Digital Media Director: Daniel Leal

Designer: Greg Thomas

UX Lead: Victor Solares

Director in House Production: Agathe Fay
Production Company: Biscuit Filmworks

Director: Matt Dilmore

Director of Photography: Darko Suvak

Managing Director: Shawn Lacy

Executive Producer: Colleen O’Donnell

Line Producer: Carr Donald

Editorial: Cut + Run

Editor: David Beerman

Producer: Remy Foxx

Managing Director: Michelle Eskin

Executive Producer: Carr Schilling

Music: Asche and Spencer

Visual Effects: A52

Effects Supervisor: Andy Barrios

Executive Producer: Kim Christensen

Producer: Heather Johann
Graphics: King and Country

Creative Director: Efrain Montañez

Designer: David Perry

Animator: Henry Castleton

Executive Producer: Jerry Torgerson

Associate Producer: Seth Gantman

Mix: Juice Studios

Mixer: Bob Gremore