John Matejczyk is executive creative director and co-founder of Muhtayzik Hoffer, which was named Advertising Age’s Small Agency of the Year in 2014. There are four days left to enter the 2015 Small Agency of the Year Awards. We asked John to give tell us what it was like. Results may vary.
A year ago we were not Advertising Age’s Small Agency of the Year.
Today, we are.
Ogilvy & Mather New York developed a new campaign for Philips Sonicare highlighting the short-term benefits of switching to an electronic toothbrush, entitled “Like You’ve Never Felt Before.”
The spot shows Sonicare users so happy that they’re dancing along with the toothbrush, which can be seen doing some moves of its own thanks to its 62,000 brush movements per minute. Based on an insight that “65% of Americans are still using manual toothbrushes, simply because they think they are good enough to get the job done and are unaware of the short-term benefits of electronic toothbrushes” the spot attempts to show the elated reactions of those making the switch, promising a clean “like you’ve never felt before” and “healthier gums in just two weeks.” As a whole the, “Like You’ve Never Felt Before” campaign is focused on convincing users of manual toothbrushes to make the switch to Philips Sonicare, highlighting short-term rather than long-term benefits. It’s hard to make dental care attention-grabbing or memorable, but the spot at least finds a creative and relevant way to show the product’s benefits.
Credits:
Senior Partner, Group Creative Director – Victoria Azarian
Senior Copywriter – Parker Sims
Copywriter – Allison Lackey
Account Management
Senior Partner, Managing Director – Spencer Osborn
Executive Group Director – Gosia Plewako, Jennifer Natuzzi
Account Supervisor – Justin Cohen
Assistant Account Executive – Kyle Hodgkins
Planning
Group Planning Director – Kirsten Miller
Senior Planner – Ned Sonnenschein
Business Affairs
Business Manager – Lisa Rosario
Production
Producer – Sarissa Karnbach
Music Production Coordinator – Karl Westman, Michael Freeman
Production: The Sweetshop
Director: Kathi Prosser
Cosmo Street – Editorial Company
Editor: Mark Potter
Assistant Editor: Jon Allen
Producer: Anne Lai
EP: Maura Woodward
Switch FX– Graphics / Visual Effects
Lead Flame Artist: Jon Magel
Flame Artist: Andrew Rea
Producer: Cara Flynn
EP: Diana Dayrit
Heard City – Audio
Audio Engineer: Keith Reynaud
Nice Shoes
Colorist: Chris Ryan
Justin Timberlake is a chamelion of sorts, a former boy-bander turned solo pop star turned comedic actor turned serious actor. And he multitasks quite nicely—and hilariously—in this 901 Sauza tequila ad. Not only does he star as an anthropomorphic lime, he came up with the concept and has a major stake in the business.
Timberlake quietly entered the alcohol category in 2009 with the launch of what was then just called 901. The name is a nod to his hometown—901 is the Memphis area code. Last year Timberlake rebranded the spirit in partnership with Sauza, and with this campaign he really takes ownership of his tequila brand.
The full three-minute spot is a classic cautionary tale, with Timberlake’s lime falling on hard times and sporting a bathrobe for his tell-all interview.
Kevin George, global CMO at Sauza parent company Beam Suntory, tells Fast Company that Timberlake pitched the idea in December. “He came in and said, ‘Here’s what I’m thinking,’ and right away we knew it was something completely different for the category,” George says. “Our meeting was literally an hour long, and in that short time we decided to make it happen. Did I have some reservations? Absolutely. But at the end of the day, we decided to figure it out and get it done. It’s been a great collaboration, but it largely comes from his idea and the tone he wanted to set for the brand.”
The campaign also includes the video below, which Timberlake tweeted out on Monday. A 30-second version of the lime spot will start airing on television on Tuesday.
Via Mashable.
En 1913, l’ingénieur-électricien Mervyn O’Gorman a réalisé de très beaux portraits de sa fille Christina au Lulworth Cove, en Angleterre. Il a utilisé la technique de l’autochrome : la première technique de coloration élaborée par les Frères Lumière, et qui consiste à exposer le cliché à une source de lumière qui passe par des plaques en verre saupoudrées de grains de fécule de pommes de terre de plusieurs couleurs et fixées par de la résine.
If you make up and drive, you may not make it.
Advertising Agency: WE, Brazil
Creative Director: Guy Costa
Art Director: Ricardo Sarno
Copywriter: Pedro Lazera
Photographer: Paulo Mancini
Production and Mock-up: Zsazsa and Carol Fantini
Make-up: Leo Zaniboni
Illustrator: Danilo Beyruth
Treatment: Silvio Vailante | Photoflow
Art Buyers: Juliana Emeric, Lívia Motta, Ana Lydia Arcas
Account: José Boralli e Vanessa Raio
Media: Fabio Rosinholi, Renato Vian, Thais Caruso, Brunno Fróes
If you make up and drive, you may not make it.
Advertising Agency: WE, Brazil
Creative Director: Guy Costa
Art Director: Ricardo Sarno
Copywriter: Pedro Lazera
Photographer: Paulo Mancini
Production and Mock-up: Zsazsa and Carol Fantini
Make-up: Leo Zaniboni
Illustrator: Danilo Beyruth
Treatment: Silvio Vailante | Photoflow
Art Buyers: Juliana Emeric, Lívia Motta, Ana Lydia Arcas
Account: José Boralli e Vanessa Raio
Media: Fabio Rosinholi, Renato Vian, Thais Caruso, Brunno Fróes
If you make up and drive, you may not make it.
Advertising Agency: WE, Brazil
Creative Director: Guy Costa
Art Director: Ricardo Sarno
Copywriter: Pedro Lazera
Photographer: Paulo Mancini
Production and Mock-up: Zsazsa and Carol Fantini
Make-up: Leo Zaniboni
Illustrator: Danilo Beyruth
Treatment: Silvio Vailante | Photoflow
Art Buyers: Juliana Emeric, Lívia Motta, Ana Lydia Arcas
Account: José Boralli e Vanessa Raio
Media: Fabio Rosinholi, Renato Vian, Thais Caruso, Brunno Fróes
Snickers created i-Voice, a bespoke voice search service that demonstrates what happens when a voice search engine is off its game.
See the work at https://lookforyourown.info
Creative Agency: AMV BBDO, London, UK
Executive Creative Directors: Adrian Rossi, Alex Grieve
Copywriter: Clark Edwards
Art Director: Thiago de Moraes
Agency Planner: Will Whalley
Agency Account team: Katy Davis, Chloe Harding, Anna Ohrling, Priscilla Boakye-Danquah
Agency Producers: Phillip Krafft, Hannah Brown, Rebecca Holt
Production Company: MediaMonks
Producers: Yentl Bresseleers, Wouter Smit
Art Production: Alison Duquette
REetoucher: Mark Deamer
What will I miss most about “Mad Men?”
The fact that each and every episode felt like it was taking a stab at perfection and every once in a while it succeeded.
One of those times is “Lost Horizon,” the show’s third-to-last episode and an exquisitely-crafted, devastating, hilarious, tear-jerking 47 minutes of TV up there with the best ever. “Lost Horizon” might be to “Mad Men” what “Ozymandias” was to “Breaking Bad,” a late episode so good not even the finale could surpass it. But in a way Matt Weiner goes one better by doing what he does without any of the trappings of Great TV Moments — deaths, births or weddings — but through the continuing transformations of characters we’ve come to know and love over seven seasons.
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, Land Rover presents a wedding day disaster-turned-adventure in which a groom decides pouring rain isn’t bad luck and takes the wedding party out in his Discovery Sport. Mountain Dew brings us a scene straight from the imagination of a young Nascar fan: Dale Earnhardt, Jr. crashes an epic paintball game in the woods while metal plays. And in a spot from Kmart, a young man and his mother steal the spotlight at a Mother’s Day dance — proving your free spiritedness and dance moves are actually both genetic. Also, Beats Audio shot to the top of the engagement column with its “Ohana” spot featuring Marcus Mariota.
As always, you can find out more about the best commercials on TV at Ad Age’s Creativity.
On the eve of Upfront Week, the annual ritual in which the broadcast nets walk advertisers through their fall schedules, CBS is prepping a sales pitch designed to demonstrate its superiority in reaching consumers of nearly every major product category.
Using data from Nielsen and Rentrak that effectively matches TV deliveries to purchasing behavior, CBS says it can show how ratings leaders like “The Big Bang Theory,” “NCIS” and “NCIS: New Orleans” reach more consumers of everything from luxury automobiles to Happy Meals than any series on ABC, NBC and Fox.
“We can now demonstrate to our clients how many consumers of their products and services watched a given show,” said CBS chief research officer Dave Poltrack. “The new analytics are really expanding the level of sophistication with which we can define the audience.”
While Subaru is not particularly known as the must luxurious automaker, the brand tries its best to put up appearances and promote the mid-class BRZ model in a new campaign from Toronto-based agency Red Urban. The campaign, targeted at the 30-35 male demographic, promotes the $27,395 BRZ by trying to showoff the BRZ’s pseudo-high-end features via both a selfie stick and some high-tailing paparazzi.
In a statement regarding the web films, which were helmed by Untitled Films director Mark Gilbert, Subaru director of marketing Geoff Craig said, “What we really wanted to show in these spots, in a tongue-in-cheek way, is that the BRZ is an attainable sports car. That’s the great thing about the BRZ. It’s a fantastic sports car that happens to cost $27,395.” If you feel like riding a Ferrari 458 Italia for at least a third of the price and a lower center of gravity, perhaps the BRZ model is just the right fit for you.
Droga5 launched a new campaign for Wisconsin sausage brand Johnsonville, the agency’s first since winning creative duties for the brand at the end of last year.
The campaign presents a series of quirky families, along with the new tagline, “We don’t make sausage. We make family. And sausage.” Among the oddball characters in the ads are “a handsome, kind-hearted drifter who wandered in years ago and stayed for all the yummy sausage” posing as a grandmother. In another spot, parents attempt to get their man-child to move out of the house with a fake newspaper article about the Johnsonville factory burning down. Another spot highlights a mobster neighbor, while in another one a group is brought together by Johnsonville saugage and feels like a family, even if one of them misread the email. While the humor never quite lands, it’s still a memorable take on the category. After the spot-on hilariousness of Droga5’s “Designed to be Forgotten” campaign for Quilted Northern, though, it can’t help but pale in comparison.
The goal of the campaign, timed to coincide with the unofficial beginning of grilling season, was to “translate the emotional connection and passion our consumers have for our brand and from grilling brats, and build awareness for Johnsonville beyond brats,” Fabian Pereira, vice president of marketing for Johnsonville, told Adweek.
“We needed an idea that could just as easily talk about making pasta with Italian sausage or brunch with breakfast sausage,” explained Scott Bell, group creative director of Droga5. “That’s how we landed on the idea that when you’re sharing Johnsonville, you’re family. It doesn’t matter if you’re sharing brats at a tailgate or sharing a meal at Sunday night dinner, that act of sharing sausage forges a bond…Homer Simpson said it best when he said [in “Lisa The Vegetarian,” the fifth episode of the seventh season], ‘You don’t make friends with salad.’ We think he’d agree that you can do better than just make friends with sausage. You can make family.”
Credits:
Client: Johnsonville
Vice President, Marketing: Fabian Pereira
Group Marketing Director: Jim Mueller
Group Marketing Director: Ryan Pociask
Agency: Droga5 NY
Creative Chairman: David Droga
Chief Creative Officer: Ted Royer
Group Creative Director: Scott Bell
Senior Copywriter: Ryan Raab
Senior Art Director: Dan Kenneally
Chief Creation Officer: Sally-Ann Dale
Head of Broadcast Production: Ben Davies
Executive Broadcast Producer: Jesse Brihn
Global Chief Strategy Officer: Jonny Bauer
Group Strategy Director: Aaron Wiggan
Senior Strategist: Nick Maschmeyer
Senior Strategist: Candice Chen
Communications Strategy Director: Brian Nguyen
Group Account Director: Dan Gonda
Account Director: Chris Einhauser
Account Manager: Kate Tyler Monroe
Production Company (Live Action Shoot): Arts & Sciences
Director: Matt Aselton
DOP: Corey Walter
Executive Producer: Marc Marrie
Managing Director: Mal Ward
Producer: Zoe Odlum
Production Company (Food Shoot): Schrom
Director: Michael Schrom
DOP: Michael Schrom
Executive Producer: Carl Sturges
Production Supervisor: Andrew Greenberg
Food Stylist: Rick Ellis
Editorial: Mackenzie Cutler
Editor (Family Favors, Misunderstood, Grandma): Ian Mackenzie
Editor (Stay At Home Son): Nick Divers
Assistant Editor: Mike Leuis
Executive Producer: Sasha Hirschfeld
Producer: Biz Lynskey
Postproduction: The Mill
Executive Producer: Jeremy Moore
Producer: Andrew Hamill
Lead Flame Artist: Ilia Mokhtareizadeh
Flame Artist: Brandon Danowski
Flame Artist: Emily Bloom
Sound: Mackenzie Cutler
Mixer: Sam Shaffer, Marc Healy
Le 28 avril 2015, l’alpiniste français Alain Robert, aussi connu sous le nom de « Spiderman », a escaladé les 210 mètres de la tour Montparnasse à Paris, drapeau du Népal à la main pour marquer son soutien au pays suite au séisme du 25 avril. Une belle initiative qui restera gravée dans les mémoires, à découvrir à travers les images de Gonzalo Fuentes pour Reuters.
Advertising Agency: FCB Lisboa, Portugal
Copywriter: Viton Araújo
Art Director: Eduardo Tavares
Creative Directors: Edson Athayde, Luis Silva Dias
Published: April 2015
Immediate pain relief.
Advertising Agency: Grey, Madrid, Spain
Chief Creative Director: Enric Nello
Creative Supervisor: Tontcho Ponsoda Llopis
Art Directors: Tontcho Ponsoda Llopis, Nacho Capelo
Copywriter: Álvaro Montes
Illustrator: Bakea
Published: April 2015
Immediate pain relief.
Advertising Agency: Grey, Madrid, Spain
Chief Creative Director: Enric Nello
Creative Supervisor: Tontcho Ponsoda Llopis
Art Directors: Tontcho Ponsoda Llopis, Nacho Capelo
Copywriter: Álvaro Montes
Illustrator: Bakea
Published: April 2015
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