Hasta La Creative!

Less than two months after announcing its creative review to AdAge, Marshall’s chose Leo Burnett as digital/creative AOR.

On the win, the client’s VP of Marketing Louisa Milligan says:

“With Leo Burnett’s experience with some of America’s most well-known brands, we are excited to begin this partnership to communicate the Marshalls brand story.”

Leo Burnett North America CEO Rich Stoddart added:

“We’re thrilled to partner with Marshalls and look forward to creating work that communicates their value and impacts their bottom line.”

The account had been with Austin’s GSD&M since that agency won it away from Hill Holliday back in 2008; Hill subsequently held the digital portion of the business until 2011. GSD&M did not participate in the review and, when the move was first announced, cited its “very successful relationship with the Marshalls’ team over the past seven years.”

The client is not completely new to the Burnett organization: in 2013, its Hispanic wing Lapiz won the business on the strength of its “first ever in-depth Latino shopper study.”

The Massachusetts-based Marshall’s, which was acquired in 1995 and now forms the Marmaxx Group along with T.J. Maxx, calls itself “the largest off-price retailer of apparel and home fashions in the U.S.”; the company spent $141 million on measured media in 2014.

The account will be run out of the agency’s Chicago office.

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, there’s a funny spot from Sabra (which is cute enough that it’s almost successful in distracting from the brand’s listeria outbreak last month), and PetSmart gives a woman and her dog the star treatment, even if they only have a total of 17 social media followers.

Kohl’s releases “Americana Summer,” another spot from its feel-good series, just in time for Memorial Day Weekend. This time, people are barbecuing, dancing, eating snow cones and sunbathing while wearing Kohl’s summer fashions.

Continue reading at AdAge.com

Sur son compte Instagram, Aurélie Cerise publie des photographies colorées et minimalistes. Elle se met en scène ou joue avec des objets du quotidien, ou encore des éléments en papier qu’elle fabrique elle-même. Un petit monde acidulé et haut en couleurs proche de l’enfance.

Long Story Short #07 : Aurely Cerise par Orange

Some Twitter users lashed out in sometimes profanity-laced replies that exhort the president, who is using @POTUS, to kill himself and worse.

Grey New York launched a new spot with a slightly different direction for longtime client Olive Garden, entitled “Home.”

The idea of family has long been at the center of Olive Garden’s advertising, but so has neverending shots of the their pasta, salad and breadsticks. Grey New York bucks the trend by using home video footage to create a montage around the concept of family, set to an amateur cover of Edward Sharpe and the Magnetic Zeros “Home” for the 60-second spot. Clearly aiming for the heartstrings, the ad comes across as cute and more genuine than the brand has in the past. “Home” ends with what appears to be shots of real families enjoying a moment at the restaurant, followed by the “We’re all family here” tagline. It’s nothing revelatory, but it’s also just enough of a departure for the brand to be memorable and stand out from all the poor attempts at food porn.

Credits:

Client: Olive Garden
Spot: “Home”
Agency: Grey NY
Worldwide Chief Creative Officer: Tor Myhren
Chief Creative Officer: Andreas Dahlqvist
Chief Marketing Officer: Jane Reiss
President, Grey Activation/PR: Amy Tunick
Executive Creative Director: Ari Halper
Executive Creative Director: Stephen Krauss
Executive Creative Director: Jan Egan
Executive Creative Director: Ron Castillo
Creative Director: Brad Mancuso
Creative Director: Susan LaScala Wood
Art Director: Jonathan Hsu
Copywriter: Gail Barlow & Paul Elicker
VP Executive Producers (Agency): Seth Gorenstein & Adam Seely
SVP Account Director: Nadine Falco
VP Account Directors: Christina Pantina & Jamie Shiembob
Strategy: Dominic Hanley
Editor (person & company): Cindy Nielsen & Charlie Cusamano, Vision Post
Assistant Casting Director: Brian Safuto
EVP Director of Music (Agency): Josh Rabinowitz
VP Director of Music Licensing (Agency): Amy Rosen
Project Manager: Jasmine Mangana

TBWALondon teamed up with renowned photographer/director Rankin (John Rankin Waddell) and several other directors — including Vicky Lawton, Trisha Ward and David Allain — to create “X” for London lingerie and sex toy retailer Coco de Mer.

In the agency’s own words, the spot, “immerses the viewer in the deepest desires of the erotic imagination, showing a roller-coaster ride of images, from seemingly banal everyday moments to evocative images of Coco de Mer lingerie and sex toys.” So what does that translate to exactly? Two and a half minutes of quick cuts of nudity, sexually suggestive images (some including Coco de Mer products), other more random images that make no sense whatsoever, and flashes of text. The result is somewhat disorienting, and possibly seizure inducing to susceptible viewers. In other words, it tries very hard to be edgy and arty, while mixing in some Coco de Mer products and the brand’s logo at the end. The spot will run online and in cinemas in the UK.

Rankin told Adweek “X” was “definitely the best thing that I have done in film. … It has layers of meaning, and to get that in advertising is rare,” adding, “Doing something like this is about creating an experience. We’re putting it on a different level. Putting it on a level with enjoying a film. People call it content marketing, but it’s just about making something people want to watch.”

TBWALondon’s Joseph Campbell, who, along with Rankin, “provided the creative vision for the film,” said, “The erotic doesn’t get the same overt attention as everything else on the cultural menu, so we created a film to surprise, excite and most importantly, encourage people to delve that little bit deeper into their fantasies—to reignite that connection.”