Hasta La Creative!

After a wobbly upfront that saw buyers commit the fewest advance dollars to broadcast TV since the 2010-11 bazaar, network execs are cautiously optimistic that an improving scatter market will go a long way toward making up for the summer shortfall.

According to Standard Media Index data, broadcast scatter volume improved 54% in July, and while that uplift was partly a function of the demand for inventory in and around Fox’s coverage of the 2015 Women’s World Cup, there are signs of organic growth. (For the uninitiated, “scatter” refers to the unguaranteed buys made outside of the upfront, which accounts for roughly 20%-to-25% of the networks’ overall dollar volume.)

Speaking to investors earlier this month, CBS Corp. President-CEO Les Moonves said the company’s flagship network was reaping the benefits of a growing scatter market. “Right now, we’re seeing the scatter ad market accelerate rapidly in the third quarter with double-digit gains in pricing,” Mr. Moonves said. “We see that extending beyond Q3 and are confident that the strength and stability of our lineup will lead to increases throughout the season.”

Continue reading at AdAge.com

Procter & Gamble Co. has consolidated global creative duties for Secret deodorant with Wieden & Kennedy, giving the shop a substantial foothold beyond its Old Spice account and corporate Olympics work.

The move is part of P&G’s broader agency consolidation effort, designed to cut $500 million annually from the company’s budget for agency and production costs, said spokeswoman Tressie Rose.

“This will give us one agency that has a core expertise in our antiperspirant and deodorant business,” Ms. Rose said. The move includes digital and other creative duties on Secret, but doesn’t encompass media responsibilities as Wieden’s longtime Old Spice assignment has included, Ms. Rose said. Starcom Mediavest Group continues to handle Secret media and Devries continues to handle public relations for the brand. Citizen handles PR on Old Spice.

Continue reading at AdAge.com

(TrendHunter.com) Philadelphia-based pet photographer Andrew Marttila has captured an intriguing macro look at his feline subjects with these zoomed in portraits of vivid cat eye photography.

The portfolio features…

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Last year’s Madden Season promo, featuring Kevin Hart and Dave Franco, was a hit with fans and award show judges alike, which left the bar pretty high for this year’s follow-up.

Now the wait is over, as EA Sports has released the bizarrely over-the-top 5-minute clip starring Franco (again) alongside NFL stars like Rob Gronkowski, Antonio Brown and Julio Jones.

Produced by San Francisco agency Heat, the epic video for Madden 16 is a sprawling homage to 1980s action movies, replete with haircuts and wardrobe choices that are regrettable to the point of being admirable.

Don’t like football? Don’t worry, there’s not much of it in this ad. You can just sit back and enjoy the pure insanity.

CREDITS

Agency: Heat
Client: EA Sports
Chairman/Executive Creative Director: Steve Stone
Creative Directors: Anna Rowland and Warren Cockrel
Senior Art Director: Nichole Geddes
Producer: Jonathan Matthews
Director of Content Production: Brian Coate
Director of Client Service: Aaron Lang
Account Director: JT Pierce
Account Supervisor: Julia Wu
Assistant Account Manager: Rachel Majors
Business Affairs: Julie Petruzzo

Advertiser: Electronic Arts
CMO: Chris Bruzzo
SVP Marketing: Todd Sitrin
VP Global Creative: Dana Marineau
Senior Director, Global Creative: Dustin Shekell
Senior Manager, Global Creative: Jessica English
VP Marketing: Anthony Stevenson
Senior Director Product Marketing: Joshua Rabenovets

Production Company: Hungry Man
Executive Producer: Mino Jarjoura
Director/Writer: Wayne McClammy
Director of Photography: Bryan Newman
Line Producer: Dave Bernstein
Production Designer: Laura Fox
Stunt Coordinator: Vlad Tevolski
First AD: Brian Stevens

Editorial Company: Rock Paper Scissors
Executive Producer: Angela Dorian
Producer: Helena Lee
Editor: Christjan Jordan
Assistant Editor: Pieter Vijoen

Postproduction: MPC
Creative Director: Paul O’Shea
Visual Effects Supervisors: Benji Davidson and Zach Tucker
Compositors: Gizmo Rivera, Brian Williams, Ben Persons
Animation Lead: Stew Burris
Lighting Lead: Corinne DeOrsay
Colorist: Ricky Gausis
Executive Producer: Elexis Stearn
Producer: Brian Friel

Music: Beacon Street Studios
Composers: Andrew Feltenstein & John Nau
EP/Head of Production: Leslie DiLullo
Sound Design and Mix: 740 Sound
Executive Producer: Scott Ganary
Producer: Jeff Martin
Engineer: Chris Pinkston
ADR: Stephen Dickson, Larry Winer
Sound Design: Chris Pinkston, Eric Marks and Rob Marshall