Hasta La Creative!

TBWA/Media Arts Lab worked with musicians Elliphant, Riton and The Gaslamp Killer in its latest spot for Apple’s iPad, which debuted during the Grammy’s yesterday.

The 60-second spot, entitled “Make Music with iPad” highlights the tablet’s music-making capabilities by following the musicians as they write, record, perform, and re-mix a song called “All or Nothing.” According to Billboard, Apple and TBWA chose the musicians involved because they already use the iPad in their creative process. “I’ve been using an iPad in every single performance I’ve done since 2009,” said Will Bensussen, the producer and DJ who goes by The Gaslamp Killer. “You can only have so many big giant keyboards in your house, and it’s an extremely dynamic tool for creating music from scratch as well as spicing up music that I’ve already made.”

Apple’s iPad push comes shortly after a quarterly earnings report which saw a decrease in iPad sales compared to last year. The decision to promote the tablet’s musical capabilities recognizes core strengths of both the brand and the device, and (regardless of how you may feel about them musically) utilizing artists who already employ the iPad lends the ad a feeling of authenticity. And of course there couldn’t be a more appropriate place for the spot to debut than during NBC’s Grammy Award broadcast, even with the hefty price tag (reportedly over $2 million).

Uma das invenções que mais mudou o mundo foi a prensa tipográfica de Guttenberg, no século XV. Usada durante séculos para a impressão de livros e jornais, é inegável que a prensa foi o marco histórico que permitiu que chegássemos hoje à “era da informação”. Mas ela foi desbancada há algumas décadas pela evolução da tecnologia de impressão e pouca gente hoje conhece o trabalho artesanal de um tipógrafo, alinhando os textos letra por letra, linha por linha.

Na Austrália, o tipógrafo William Amer ainda mantém uma prensa tipográfica em perfeito estado, mantendo viva uma arte que hoje foi substituída pelos computadores. Ele é o personagem de “Portrait of a Letterpress Printer”, mini-documentário dirigido pela dupla franco-australiana Amberly e Florent.

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180 has appointed Mike Harris to the newly-created position of global chief strategy officer, responsible for overseeing strategy at 180’s Los Angeles and Amsterdam offices. He will be tasked with bringing in new business for each office individually, as well as global assignments to be handled by both offices.

Harris left his position as president of DDB San Francisco last June to become president of creative advertising services for post-production studio Deluxe Entertainment. Before that he spent seven years as executive vice president and global creative strategist at McCann Worldgroup, following an equally long stint as partner and chief strategy officer at twofifteenmccann. Prior to that, he served as chief strategy officer for TBWA/Chiat/Day and group account director for Goodby Silverstein & Partners.

180 Global CEO Michael Allen told AdAge that the agency hired Harris, in part, to fill a strategic hole left following the death of agency co-founder Alex Melvin in 2011. “Strategic thinking was one of the foundational pillars of the agency,” he said. That was Alex’s background, so it’s great to be adding someone to the global management team with that expertise.”

Heart Transplant UK is encouraging people to register on the heart donor list as part of its Valentine’s Day campaign.

As vendas de iPad não vão bem. Números da própria Apple mostram uma queda de 17% nas vendas do tablet no último ano, comparado com o período anterior, e especialistas apontam que esse número pode chegar a uma queda de 30% nas vendas em 2015. Com um cenário tão pessimista, a solução da Apple foi tentar glamourizar o dispositivo.

Em um comercial de 60 segundos exibido ontem durante o Grammy, a marca posiciona o tablet como principal ferramenta na criação, composição e gravação de músicas. No vídeo, criado pela TBWAMedia Arts Lab e gravado em um iPad, artistas como Elliphant, Riton e The Gaslamp Killer mostram seus usos do tablet da Apple em seus processos criativos e até mesmo durante as apresentações e gravações.

Com um prognóstico de vendas tão pessimista, parece que agora só o glamour salva.

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O Google+ pode ser sido um fracasso, mas alguns do serviços que fazem parte da plataforma continuam sendo muito bons, ainda que pouco conhecidos. É o caso por exemplo do Google+ Photos, serviço que anteriormente era conhecido como Picasa. O armazenamento e organização de fotos é bem interessante por lá, e a compatibilidade com o Chromecast ainda facilita a transformação da TV da sua casa em um porta-retratos digital gigante.

A novidade nesse sentido é que o Google adquiriu o app Odysee, focado em fazer backups de fotos e vídeos de dispositivos iOS e Android mantendo a alta qualidade das imagens, bem como um facilitador do compartilhamento entre diferentes usuários.

A expectativa é que o Google use a tecnologia da Odysee para tornar o Google+ Photos ainda melhor, quem sabe até com um app próprio.

Como parte da aquisição, os apps foram removidos da App Store e da Google Play, e o serviço deve ser encerrado até dia 23 de fevereiro. Após isso, espera-se que as funcionalidades do app passem a ser integradas ao Google+ Photos. A equipe do Odysee também deverá ser integrada ao time do Google+ em breve.

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Ogilvy takes a look back at American Express’ past in a new spot entitled “Retrospective,” which promotes the brand’s introduction of Apple Pay. The 30-second spot ran last night during AMC’s premiere of The Walking Dead and will also run during the NBA All Star Game on TNT next week.

“Retrospective” takes the form of a clip show, featuring past American Express ads, before finally looking ahead to Apple Pay integration at the conclusion of the ad. Among the memorable moments from the brand’s advertising history are appearances from Jerry Seinfeld, Jim Henson, Jesse Owens and Tina Fey. When the spot finally makes the transition to a man using Apple Pay at a store, it is accompanied by the message, “American Express’ timeless safety and security are now available on Apple Pay.”

With competitors like Chase, MasterCard and Capitol One all touting Apple Pay integration for months, it was only a matter of time before American Express joined the party. Allison Silver, vice president, marketing marketing at American Express explained to AdAge that the delay was due to the brand focusing efforts late last year on Small Business Saturday. “We thought it made more sense to stagger those messages,” she said, adding, “Apple Pay is certainly a priority message for us this year.”

Rag & Bone designers David Neville and Marcus Wainwright opted to eschew the usual runway show and instead showcase their fall 2015 collection with a short film. Why? Because “runway shows don’t resonate with the regular guy,” Wainwright told WWD. 

They wanted to make something memorable, so they tapped Mikhail Baryshnikov, 67, and Lil Buck, 26, to model and dance in the ad, directed by Georgie Greville.

While the pairing itself is attention-grabbing, what makes this choice masterful is the way the film is edited. The duo’s movements are paused, repeated and slowed down, hitting the beats of Venetian Snares’ “Ongyilkos Vasarnap” in a way that beautifully highlights the brand’s specific design strengths.

Check out the three minute spot below.

Anomaly Amsterdam hired Lars Jorgensen and Martin Peters Ginsborg for the new roles of partners, executive creative directors, on the back of the agency’s global Johnnie Walker win at the end of last year. The pair, who will join Anomaly this month, both hail from Denmark and have been freelancers for the past three years after teaming up at Grey New York. They have worked closely with Anomaly on several campaigns including a 2013 Super Bowl spot for Budweiser Black Crown. They have previous experience working on alcohol brands, including Captain Morgan and Grey Goose. Hazelle Klonhammer, partner at CEO at Anomaly Amsterdam, told Creativity: “We’ve had our eye on these two for a couple of years. They perfectly fit our model and we’re confident that they will add even more momentum to the agency, as we grow.”

Continue reading at AdAge.com

Omnicom’s 180 has named Mike Harris its global chief strategy officer.

In the newly created role, Mr. Harris will oversee strategy for 180’s offices in Los angeles and Amsterdam. Mr. Harris will be tasked with bringing in new business for each office, but part of his job will be to bring the two offices together to attract more global assignments. Though each office handles international work on their own, they only share HP as a global client.

The agency in the last couple years has grown significantly, with 180LA’s revenue in 2014 up 20%, while headcount was up 40%. Account wins for 180 last year include growing the HP business, Mitsubishi, PlayStation, Qatar Airways, and DHL. The agency’s portfolio includes work include Pepsi, Expedia, The Academy of Motion Picture Arts and Sciences, Boost Mobile and Replay Jeans.

Continue reading at AdAge.com