Hasta La Creative!

Movie night is becoming even more effortless, thanks to the Blockbuster Box from Pizza Hut and Ogilvy & Mather Group Hong Kong.

The project, which allowed consumers to project short films from pizza boxes, generated buzz from gadget enthusiasts, marketers and, of course, pizza lovers. After the success of an April pilot in Hong Kong, Pizza Hut tested the Blockbuster Box in two additional Asian markets.

Reed Collins, chief creative officer for Ogilvy & Mather Hong Kong, said the client brief for the promotion was simple: Bring innovation to life in a way that would catch consumers’ attention and get them talking.

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Return on investment has become an obsession for many marketers. Now some can check it as often as they check the time or anything else on their Apple Watch-and get instant notifications when things aren’t going according to plan.

Analytics firm Marketing Evolution has developed an app for the Apple Watch that allows 24/7 monitoring and alerts triggered by everything it tracks, from profits driven by marketing to the weather in Denver. The firm began beta-testing it last month with 10 clients and expects to make it widely available by year-end, said CEO Rex Briggs.

“We wanted to show brand health the same way you might follow your personal health,” he said-and for many people these days, that means a wearable device. The Watch app connects to what Marketing Evolution calls its ROI Brain computer system. It can be set to deliver an alert if data monitoring suggests a media plan or sales are coming up short, he said, “so you can quickly intervene to get the business back on track.”

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During the Oscars, PetSmart and Christopher Guest launched a pretty excellent campaign themed around Best in Show. Now, they’re back with more.

The new material from GSD&M is particularly reminiscent of Parker Posey and Michael Hitchcock as Meg and Hamilton Swan, who, in the movie, love J. Crew (and other clothing catalogs). But the man and woman in this latest ad, “The Avant Guardians,” are more haute, if equally insane, describing themselves, and their dog, as “fashion forward.”

That’s to say, in keeping with the Best in Show tradition, they ridiculously project all kinds of human qualities on their coddled shih tzu, Ford (presumably a nod to Tom Ford). And because it’s Guest-directed, the delivery is awkward in a perfect kind of way, with the actors ping-ponging between nonchalant and over the top, making crazy eyes and stammering out too-enthusiastic punch lines.

It almost makes it easy to forget that it’s a sales pitch. Then again, that’s pretty easy to do when you’re basically just copying a classic … even if by inbreeding.

CREDITS
Client: PetSmart
VP Marketing Communications: Shane McCall
Director, Traditional Creative: Valerie Lederer
Assoc. Creative Manager, Traditional Creative: Tara Niederhaus
Dir., Marketing Strategy and Nat’l Promotions: Debbie Beisswanger
Creative Manager- Store Environment: Chris Windsor
Project Manager, Salon Strategy: Megan Mouser
Titles: “The Avant Guardians” :15/:30; “Nooks and Crannies” 2:18
Agency: GSD&M
Group Creative Director/Art Director: Scott Brewer
Group Creative Director/Writer: Ryan Carroll
Assoc. Creative Director/Art Director: Ross Aboud
Assoc. Creative Director/Writer: Kevin Dunleavy
Art Director: Morgan McDonald
Writer: Scott Chalkley
Agency Producer: Abigail Hinojosa
Associate Agency Producer: Adriane Weist
Business Manager: Lindsay Wakabayashi
SVP/Managing Director: Scott Moore
Account Director: Sabia Sidiqi
Account Supervisor: Ben Creasey
Account Manager: Nadia Elias
Production Company: GO
Director: Christopher Guest
Managing Director: Gary Rose
Executive Producer: Adam Bloom
Executive Producer: Catherine Finkenstaedt
Line Producer: Mark Hyatt
DP: Kristian Kachikis
Editorial: Mackenzie Cutler
Editor: Gavin Cutler

Le photographe londonien, Paul Murphy, dans sa série « A New York Taxi Ride », nous offre un voyage dans les rues de New York à travers la vitre du taxi qu’il a emprunté. Sa technique offre donc un cadre original aux clichés, emprunts de scènes de rue prises sur le vif, nous donnant l’impression de faire partie du voyage.

José Bernabé, un designer basé en Hollande dont nous avons déjà parlé pour ses différents projets d’alphabets, a imaginé des posters et des citations graphiques pour son fils Raúl, âgé de 3 mois. Quand il grandira, il lira ses posters comme des conseils avisés pour bien commencer sa vie.

Behance.
Facebook.

Parmi les magnifiques clichés du photographe Trynidada, nous avons sélectionné une série d’images très singulières capturées à l’aide d’un Iphone. Leur point commun : un oiseau dont on distingue la silhouette survolant le brouillard, au-dessus des buildings ou d’une forêt inquiétante. À découvrir.

Commissionnés par ADAC Reisemagazin, les photographes hollandais Adrian Woods et Gidi van Maarseveen ont imaginé une série de photographies gourmandes baptisée « Snacks in Amsterdam ». Aux teintes acidulées et « pop », ils ont mis en lumière les différents « snacks » qu’il est possible de déguster lors d’un séjour à Amsterdam.

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, Olympic Gold Medalist Allyson Felix is so fast that she competes with a rocket in a spot for Nike. Geico borrows ZZ Top’s “La Grange” for a motorcycle insurance spot. And Jack Link’s brings back its Sasquatch character, this time at a wedding, where a couple pushes him face-first into a wedding cake. Sasquatch doesn’t find the joke very funny and retaliates. When will they learn that you can’t mess with Sasquatch?

As always, you can find out more about the best commercials on TV at Ad Age’s Creativity.

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