Hasta La Creative!

Last year, coconut water maker Vita Coco decided that print ads starring Rihanna and her beachfront lifestyle weren’t quite enough to promote its key product. The brand is growing even faster than its super-hot category and currently owns 60 percent of the coconut-based market despite PepsiCo’s investment in competitors Zico and O.N.E.

Earlier this year, the company also ensured its status as a classic agency world stock character: the unreliable client. Amid plans to expand internationally, Vita Coco signed Saatchi & Saatchi as its creative AOR in September 2014. At the time, Coco’s communications director hyped this move as “the first time we’ve worked with a truly global agency,” but the relationship didn’t work out; when Saatchi’s six-month contract expired, the company announced that it would not adhere to the AOR model, choosing instead to work with multiple “agency partners” depending on its needs.

Right after that announcement, Vita Coco signed Droga5 Europe to work on “creating a UK and European campaign for the brand.”

The agency’s debut work for the client also marks the latter’s first-ever TV campaign–and while the Droga Europe win focused on UK and Europe-based campaigns, the new ad will premiere tonight on prime-time American TV.

As with so much of Droga5’s work, this ad promotes the client’s product by mocking current trends in marketing. The agency’s ire focuses on campaigns positioning various beverages as dietary/weight loss aids and effectively argues that Vita Coco doesn’t need to make such claims because its product is so simple: water from a coconut. How unhealthy could that be?

In reaching this point, Droga pokes fun at crash diets and food marketing buzzwords of the day (“super foods,” anyone?) while implying that consumers can avoid the whole mess of false claims entirely by simply sticking with RiRi’s favorite non-alcoholic beverage.

Jane Prior, EVP of global brand strategy and development, writes:

“We are excited to unveil our first ever US TV commercial. As a category leader, Vita Coco is committed to elevating the coconut water category and we’re looking forward to reaching millions of new consumers with this campaign.”

The ad will air around the world; no word on follow-ups at the moment.

Client: Vita Coco
Campaign: Stupidly Simple
Title: Get More Healthy
Launch Date: 15th June 2015
Agency: Droga5 Europe

Executive Creative Director: Nik Studzinski
Copywriter: Tom Corcoran
Art Director: Tom Bender
Producer: Rachel Amess
Head of Brand Strategy: Toto Ellis
Brand Strategist: Iona Ratcliffe
Managing Director: Nick Simons
Account Management: Yuki Yamakado

Client Vita Coco
EVP Global Brand Strategy and Development: Jane Prior
Production Company: Blink Ink
Director: Chris Bristow
Producer: Matt Marsh
Editorial: Blink Ink
Editor c/o Blink Ink
Animator c/o Blink Ink
Post Production: Blink Ink (animation/compositing)

It’s been a full century since Coca-Cola approved the Root Glass Company’s contour bottle design that would become the soft drink brand’s trademark. So, to pat themselves on the back, Coke is teaming up with Italian fashion house Trussardi for a limited-edition collection of stylish aluminum cans and glass bottles.

I hadn’t heard of Trussardi before this, mostly because I don’t have $927 to throw at a leather jacket. But they’re a pretty big deal as far as high-end fashion goes, and have Lady Gaga and Katie Holmes wearing their clothes and designer bags and stuff.

The Trussardi cans will officially be introduced to the world at Expo Milan 2015. Maybe soda bottles aren’t the best case to show off haute couture aesthetics, though, because these designs aren’t any more impressive than the specialty street art/graffiti-inspired stuff Coke has put out in the past.

Maybe if they’d used their Hawaiian shirt pants as inspiration, I’d be more impressed.

Via Design Taxi.

Le groupe français Naive New Beaters, a dévoilé le clip de son nouveau morceau « Run Away » réalisé par Romain Chassaing, et produit par Solab. La vidéo met en scène le groupe dans le rôle d’un gang atypique au rythme de la musique aux accents rap et rock.

VSA Partners Chicago launched a new campaign for Kleenex showing people helping others in emotional distress.

The campaign is based around an insight from a survey which found that half of respondents missed an opportunity to express their concern for someone, Eric Higgs, general manger-Kleenex brand, explained to AdAge. “Here’s a brand designed to provide care and uplift.”

A 30-second spot shows a group of young boys exiting a bus. One of them stays behind to console a girl who is crying. “People think boys are loud and immature and don’t care about feelings, but they’re wrong,” he tells her, and hands her a Kleenex. Although little context is provided, it appears the girl was bullied on the bus (an easily relatable situation), but whatever the reason the boy’s gesture seems to improve her mood as she exits the bus. The campaign message is summed up in the tagline, “Someone needs one.” A Spanish-language spot from LatinWorks Austin presents a similar situation, with a man providing comfort for a woman crying on a train.

The campaign also includes a partnership with Facebook’s Creative Shop & Studio and real-time marketing shop Vimby, as well as digital billboards, online ads and in-store marketing. Although the agency sat out this campaign, JWT continues to work with Kleenex.

Adult children raised by single mothers wish their moms a happy Father’s Day in this interesting, unconventional take on the holiday by Deutsch L.A. for Georgia Pacific’s Angel Soft bathroom tissue.

The two-and-a-half-minute video presents various men and women who speak directly into the camera, thanking their moms for being both mothers and fathers in their lives. “She did it all, as though she was two people,” one subject says. The others echo this sentiment, explaining how their moms combined softness and strength, tying back to the brand’s new tagline, “Be soft, be strong,” which is introduced here.

Quite a few of these folks get choked up, but that’s de rigueur for the “gratitude advertising” category, and the tears are balanced by some lighter moments. (One guy recalls his mom teaching him to defend himself on the playground: “She was like, ‘When you punch, you put your knuckle out and you just go for it.’ I don’t even know if that’s a thing.”)

Sure, this is another attempt to yank viewers’ heartstrings, but the novel concept and no-frills presentation really carry the day. The subjects simply tell their stories, and there are no “dramatic appearances” by the moms, or clichéd hug sessions, so the spot feels less contrived than others in the genre. Another plus: The ad honors moms and dads by implicitly acknowledging the importance of the latter.

All that said, the work, from my perspective, has a basic conceptual flaw. While well-meaning, it could be be construed as trading in gender stereotypes. Some might find the suggestion of one parent typically being “soft” and the other “strong” kind of regressive. (Gee, I wonder which is supposed to be which?)

Don’t men and women—raising kids alone or together, or childless, for that matter—usually combine both traits to varying degrees?

CREDITS
Client: Angel Soft
Chief Marketing Officer: Douwe Bergsma
Senior Vice President & General Manager, Bath Tissue: Vivek Joshi
Senior Marketing Director, Brand Center: Shari Neumann
Senior Brand Director: Joe Stempien
Senior Brand Manager: Todd Wingfield
Brand Manager: Melissa Blunte

Agency: Deutsch L.A.

Creative Credits:
Chief Creative Officer, North America: Pete Favat
Executive Creative Director:: Karen Costello
Executive Creative Director: Juan Oubina
Associate Creative Director: Melissa Langston-Wood
Associate Creative Director:: Jorge Ortega:
Director of Integrated Production: Vic Palumbo
Executive Integrated Producer: Rachel Seitel
Integrated Producer: Win Bates
Associate Integrated Producer: Justin Polk
Music Director: Dave Rocco

Account Management Credits:
Group Account Director:: Erik Petersen
Group Account Director:: Montse Barrena
Account Director:: Megan Prince:
Account Director:: Lauren Pollare
Account Executive:: Melanie Faessler
Assistant Account Executive : Bianca Brittain

Account Planning:
Chief Strategic Officer: Colin Drummond
Executive Planning Director:: Jeffrey Blish
Group Planning Director:: Thas Naseemuddeen
Account Planner:: Eva Cantor
Digital Strategist : Janet Shih

Business Affairs/Traffic:
Director of Integrated Business Affairs:: Abilino Guillermo:
Senior Business Affairs Manager:: Terry Miglin:
Director or Broadcast Traffic:: Carie Bonillo
Broadcast Traffic Coordinator:: Anna Brito

Executives:
CEO, North America:: Mike Sheldon
President, Los Angeles: Kim Getty

Production Company: Steelhead
Director: Eric Kaufman
Executive Producer: Ted Markovic
Producer: Matt Johnson
Line Producer: Melissa Verdugo

Editorial Company: Steelhead
Editor: Morgan Griswold
Executive Producer: Ted Markovic
Producer: Simone Gurren

Post Facility: Company 3
Executive Producer: Rhubie Jovanov
Senior Colorist: Stefan Sonnenfeld

Post/VFX: Steelhead
Executive Producer: Ted Markovic
Broadcast Motion Design Director: Jason Porter

Music by: Elias Arts
Track Title: Father’s Day
ECD: Vincenzo LoRusso
CD: Michael Goldstein
EP: Vicki Ordeshook
Head of Production: Katie Overcash

Audio Post Company: Steelhead
Executive Producer: Ted Markovic
Mixer: Chase Butters

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