Um chocolate cujo comercial diz que você precisa viver cada dia como se fosse único. Essa é a principal mensagem da marca de chocolate Dove, e aqui vai o cuidado para não confundir com a empresa de higiene pessoal e beleza. O vídeo mostra a vida de uma mulher compactada em 24 horas, começando com […]
> LEIA MAIS: Comercial de chocolate mostra a vida compactada em 24 horas
Sempre que alguém fala em inovação e tecnologia, um dos primeiros nomes que aparecem em nossas cabeças é o do Vale do Silício, nos Estados Unidos, certo? Para tentar atrair a atenção do mundo e buscar investimentos para projetos extremamente importantes (veja o vídeo acima que você vai entender), o Vale de Bulambuli, em Uganda, […]
> LEIA MAIS: Conheça Bulambuli Valley, o Vale do Silício de Uganda
Essa semana reunimos Fernando Duarte e Marco Tulio pra comentar os rumores do fim da seleção feminina de futebol e as polêmicas proibições do uso de burkini em praias francesas. E já que na semana passada conversamos sobre nossa dificuldade de lidar com os fracassos, essa semana discutimos sobre carreira, trabalho e do quanto estamos […]
> LEIA MAIS: Mamilos 79 – Futebol feminino, burkini e sucesso
Jaume Collet-Serra, na direção, e Blake Lively, em cena, se destacam em terror minimalista no oceano
> LEIA MAIS: “A?guas Rasas” aproveita limitações de maneira inventiva em um dos filmes mais impressionantes do ano
Hoje o Facebook anunciou que vai deixar de lado uma parte da curadoria do seu campo de Trending. A seção, a partir de agora, será mais automatizada e no lugar de exibir uma breve descrição, terá um contador de quantas pessoas estão falando sobre o tópico naquele determinado momento. Ela deve ficar bastante parecida com […]
> LEIA MAIS: Facebook vai automatizar seção de Trending e diminuir curadoria humana
O Whatsapp decidiu que agora quer usar os seus dados para melhorar a publicidade que você recebe… no Facebook. E o Google também tomou uma decisão controversa: vai se aventurar mais uma vez no mar de redes sociais inserindo “bastidores” no Youtube. Será que cola? Além disso, Rafael Silva e Rodrigo Gonzalez também comentam que […]
> LEIA MAIS: Tecnicalidade 004 – iOS vulnerável, novos termos do WhatsApp e rede social no YouTube
Muito mais que mero passatempo, video game também molda personalidades e altera destinos. Adriano Brandão e Danilo Silvestre abrem seus corações e admitem: o video game mudou suas vidas. Poderia um mero brinquedinho eletrônico definir uma profissão? Como o modo como encaramos jogos pode indicar nossas mais profundas visões de mundo? Video games podem nos ajudar a desenvolver habilidades que nem […]
> LEIA MAIS: Pouco Pixel 60 – O video game mudou a minha vida
Como rivais, a Apple e a Microsoft sempre se alfinetaram bastante nas suas propagandas. E para não perder o costume, isso aconteceu de novo em um novo anúncio da Microsoft, que você pode assistir acima e que está sendo veiculado nas TVs dos EUA. Usando uma música um pouco grudenta, a fabricante do Windows explica […]
> LEIA MAIS: Microsoft compara MacBook Air a um gato com chapéu em novo anúncio
Aconteceu ontem em Nova York a edição de 2016 do Video Music Awards, evento da MTV que premia os melhores videoclipes do ano. Para tentar atrair a atenção do público nas ruas o canal resolveu colocar no ar (não na TV, no céu mesmo) dois helicópteros que projetaram teasers da premiação. Veja acima. Enquanto um […]
> LEIA MAIS: MTV faz projeção voadora em Nova York para divulgar VMA 2016
Ovo faz mal, aponta estudo. Ovo faz bem, aponta estudo. Afinal, qual a verdade por trás do que a mídia divulga sobre os estudos científicos? Essa é a pergunta que o quadro “Desapontando Estudos” vai tentar responder no Naruhodo!, o podcast pra quem tem fome de aprender. E a estréia do quadro vai desconstruir uma […]
> LEIA MAIS: Naruhodo! #4 – A maior parte dos casos de câncer é culpa do azar?
Following speculation this spring that General Motors was launching a review for its GMC and Buick brands, a spokesperson confirmed today that the company has issued a creative RFP to “multiple agencies”. The review is exclusively concerned with GMC, however, and the Buick brand will not be impacted.
Both accounts currently reside with Publicis agencies Leo Burnett and DigitasLBi, which will defend in the review. According to Kantar Media, the parent company spent $269 million on measured media for the brand last year.
Leo Burnett was appointed as lead creative agency for Buick and GMC in 2007 without a review and has worked with General Motors in some capacity for over 45 years.
“Expanding the relevance of GMC brand and positioning it for continued success are key priorities,” the spokesperson said. “To support this effort, GMC is inviting multiple agencies to participate in a RFP to develop advertising strategies for the brand. Our current agencies of record, Leo Burnett and Digitas, will participate in this process. This RFP is specific to GMC and does not impact in any way the relationship between Buick, Leo Burnett and Digitas.”
GMC declined to disclose specifics about the review and the new agencies involved aside from the fact that an RFP will be issued within 30-45 days and the review is expected to conclude by the end of the year. Two to incumbent agencies deferred to the client for comment.
Sources told Adweek that Leo Burnett and Digitas were informed of the RFP last week, following the announcement by McDonald’s that it had concluded its own creative/media review by sending its creative account to DDB, thereby ending its 35-year relationship with Leo Burnett and consolidating its account with Omnicom.
Back in June, the Detroit offices of Leo Burnett and Digitas LBi merged to form a new unit called Engage M-1, dedicated to serving General Motors, while retaining separate office spaces and agency brands.
General Motors has made a few changes to its agency roster in the recent past. In February, General Motors sent creative duties for Chevrolet certified service and Chevrolet commercial vehicles to Commonwealth//McCann nearly a year after sending creative for Silverado to McCann. This year General Motors also sent PR duties on its Cadillac and Chevrolet brands to Kovert Creative and Weber Shandwick, respectively — and the Detroit News reports that the company will issue RFPs for public relations work on Buick and GMC by the end of this year.
O Itaú deu esta semana continuidade ao projeto de livros digitais no Facebook, que começou em abril com o primeiro livro usando o formato Canvas no Facebook. Dessa vez, junto com a cantora Fernanda Takai, o banco lançou um novo livro durante a Bienal do Livro em SP, intitulado “O Cabelo da Menina”. Junto com […]
> LEIA MAIS: Fernanda Takai cria livro digital, música e clipe 360º para Itaú
Last summer, Droga5 New York and Dixie asked viewers to go “#DarkForDinner” and put away devices to more fully engage friends and family over dinner. This year, the agency and brand teamed up to create “Deadzone Diners,” remotely located popup restaurants in areas with no cellphone reception.
The three locations in Los Angeles with bad service include a cave, a hillside and a federal reserve vault, with the agency setting up its popup diners at those places. Over three days in August, more than 1,000 people visited the locations for a meal and were forced to actually talk to each other, since there wasn’t enough cell service to play Pokemon Go (and there probably wouldn’t have been too many Pokestops in those places anyway, come on).
Droga5 collaborated with celebrity chef/The Chew co-host Carla Hall, who created recipse for the “Deadzone Diner” locations as well as the campaign website.
While the “Deadzone Diners” stunt was limited to Los Angeles, Droga5 creative director Devon Hong hopes the resulting video (above) and website can result in audiences rethinking how they view such areas. “Rather than being something negative we want people to start looking at these spaces as a little sanctuary for you to spend quality time with other people,” he told Adweek.
It’s something to think about the next time you’re cursing out a lack of reception.
Credits:
Agency: Droga5 NY
Creative Chairman: David Droga
Chief Creative Officer: Ted Royer
Executive Creative Director: Neil Heyman
Creative Directors: Devon Hong, Tara Lawall, Jeff Scardino
Copywriter: Mietta McFarlane
Art Director: Luke Chard
Jr. Copywriter: Ted Meyer
Jr. Art Director: Tommaso Fontanella
Executive Design Director: Rob Trostle
Design Director: Rich Greco
Senior Designer: Nate Moore
UX Designer: Brett Stiller
Design Intern: Ian Plath
Chief Creation Officer: Sally-Ann Dale
Head of Interactive Production: Niklas Lindstrom
Executive Interactive Producer: Tasha Cronin
Senior Social Producer: Chris Parke
Social Producer: Gabrielle Nicoletti
Global Chief Strategy Officer: Jonny Bauer
Group Strategy Director: Elaine Purcell
Strategist: Newman Granger
Senior Communications Strategist: Delphine McKinley
Senior Data Strategist: Brad Mumbrue
Data Strategist: Remy Lupica
Executive Group Director: Brett Edgar
Account Director: Ross Gillis
Account Manager: Ashton Atlas
Associate Account Manager: Kyra Gembka
Project Managers: Nicole Spaeth, Michelle Yee
Client: Georgia-Pacific / Dixie
Senior Director, Brand Center: Shari Neumann
Senior Brand Director: Andrew Noble
Senior Brand Manager: Gary Berger
Brand Building Leader: Teresa Bossong
Senior Associate Brand Manager: Nelie Zanca
Associate Brand Manager: Diana Black
Social Media Specialist: Brooke Lujano
Production Company: Snippies
Director: Roman Luck
DOP: Roman Luck
Executive Producer: Tom Dicerbo
Producer: Shelley Maclachlan
Editorial: Snippies
Editor: Tim Hickson
Assistant Editor: Jake Birnbaum
Executive Producer: Tom Dicerbo
Producer: Shelley Maclachlan
Post Production: Snippies
Executive Producer: Tom Dicerbo
Producer: Shelley Maclachlan
Music: APM
(Song/composer/etc. to suit): Pretty Baby
Sound: Snippies
Mixer: Tim Hickson
Experiential Production Company: na collective
Executive Producer: Jim Striebich
Producer: Nicolette Coan
Photographer: Name – Rich Fury
Randy “The Macho Man” Savage left this sad mortal coil more than 5 years ago, but in June 2014 DDB reintroduced the world to his second greatest line: “Snap into a Slim Jim.”
The latest campaign advertising dried sausage comes to us from the agency’s San Francisco office and focuses on a particular ad concept: the clueless, hopeless bro.
In the first spot (which we did include in a stir post a few days ago), one sassy grandma ain’t takin’ no flack from some dude and his lame Michael Scott jokes.
The second spot “Cops” reminds us that public servants don’t have to be gracious to their colleagues or the people they serve.
Enjoy guessing what sort of gross disorder prompted that exchange.
In “Real Estate,” one incompetent bro helps another try to trick his wife.
Ugh … marriage, AMIRIGHT?!
See, this sort of bro can be trusted to screw up even the easiest task, like writing words in the sky with an airplane.
Here’s the strategy behind the campaign, as explained by the press release:
The four :30-second spots feature guys that are bogged down with the monotony and pressure of real, adult life, a feeling that the Slim Jim target can relate to. But once the men bite into a Slim Jim, they snap back to a simpler time in their life, and are reminded that Slim Jim is a great snack for guys that want to break out of a situation and just be a dude.
These spots advance a theme started by the September 2015 spot below, which “connected the work with the Slim Jim brand because it was so funny.”
For the record, not all dudes are comically incompetent at everything they try to do. But some of the ones who are eventually get famous for it!
CREDITS
CAG Credits:
Jill Rahman- VP and General Manager
Jill Dexter- Brand Director
Adam Beane- Sr. Brand Manager
Kate Briganti- Director of Advertising
DDB San Francisco Creds:
Kevin Thomson- CD
Tor Kologlu- ACD
Justin Stielow- ACD
Lena Barrows- AD
Katie Johnston- CW
Mark Tobin- EP
Kristin Barbour – Group Account Director
Nancy Bernacchi – Account Director
Lindsay Hrack – Account Supervisor
Mark Rovai – Planning Director
Dummy Films
Harold Einstein- Director
Eric Linney- EP
Arcade Edit (Offline Edit)
Dave Anderson- Editor
Gavin Carroll- Producer
The Mill (VFX, Color and Online/Finish)
Alex Bader- Producer
One Union Recording (Sound Design and Mix)
Joaby Deal- Designer/Engineer
Matt Zipkin- Engineer
O Snapchat sempre foi uma rede social que esteve ligado diretamente à música, televisão, cinema e celebridades, mas sua mais recente campanha abriu um novo leque nesse universo: games. A Gatorade lançou no app o ‘Serena Match Point‘, jogo que tem uma mecânica bem simples e que permite com que você brinque com uma versão […]
> LEIA MAIS: Gatorade lança jogo em 8-bit no Snapchat
Is it time for football again already?? Yes, it is.
That means it’s time for a new W+K campaign promoting Bud Light’s NFL team branded cans.
The launch spot “This Is Your Can’s Year” opens with voiceover courtesy of actor Michael K. Williams (aka Omar Little), who asks,”Will this can repeat? Will this can make it back?” over shots of a hand reaching into a cooler full of ice to pull out a Bud Light can with the Broncos logo on it and a Carolina Panthers can awaiting a drinker at a tailgating party.
“Or is this your can’s year?” the voiceover adds, as someone opens a fridge full of New England Patriots cans. The spot plays up both the brand’s legacy and the legacy of individual teams with the line “You root for this can, your father roots for this can, your father’s father rooted for this can.”
“This Is Your Can’s Year” also manages to work in cameos from former NFL stars Bo Jackson, Justin Tuck and Tim Couch. The approach is almost a given for the brand and NFL sponsor, as cans branded with fans favorite teams is an obvious selling point for a beer long associated with football. The spot, directed by Mark Romanek, manages to work in references to a wide variety of teams in ways that speak to either the teams’ recent history or location (a man struggling to open a frozen Buffalo Bills can, for example) and the brisk pacing keeps things from getting boring. It makes its broadcast debut this Thursday during Thursday Night Football. The campaign also includes local OOH executions targeting fans of individual teams.
“Just like wearing your favorite player’s jersey or team colors is a badge of honor, so is drinking from your Bud Light team can,” Mark Goldman, senior marketing director, Bud Light, said in a statement. “Our mission with our new film was to pay tribute to the passion fans feel for their team, and capture the optimism that we all feel as NFL fans at the beginning of the season, when it truly can be your team’s year.”
“The game wouldn’t be the same for us players without the fans who put their heart and soul into game day,” added Tuck. “The Bud Light ad honors each and every one of these fans and their passion for the sport.”
That’s cool. We are just glad to report that Amy Schumer and Seth Rogen were nowhere near this spot.
Global digital agency Mirum hired Bret Otzenberger as chief technology officer, North America. In the role, Otzenberger will be leading Mirum’s North American technology team and shaping the agency’s technology delivery model out of its Minneapolis headquarters, while reporting to global chief technology officer Matt Webb.
The news follows the December 2015 resignation of Chuck Phillips, who had been CTO at Digitaria before the J. Walter Thompson organization consolidated its various digital properties to form Mirum last January.
“Bret is a rock star technologist and self-proclaimed geek at heart,” Webb said in a statement. “With his deep expertise, creativity and passion, he will develop innovative technology solutions for Mirum clients, and deepen our technology practice in North America. He joins a seasoned team that he will no doubt lead to even greater accomplishments.”
Otzenberger arrives at Mirum from Minneapolis agency Olson (which rebranded as ICF Olson in March), where he served as senior vice president, technology, leading delivery teams for both Sitecore and Open Source development. Prior to Olson he spent nearly two years as vice president of engineering for Mirum (then known as Digitaria), leading the agency’s technology practice from its Minneapolis office and building its Adobe practice. That followed over two and a half years leading the technology team at JWT’s Minneapolis office as director of technology.
“With Mirum’s focus on innovation and business transformation, we have been looking for a North American CTO who can lead us to make what’s next. Bret is the ideal person to take this on,” said Mirum global and North American CEO Dan Khabie. “I am thrilled to welcome him back to Mirum as we continue to bolster our North American leadership.”
“I believe agencies must stay ahead of the technological curve, and create innovative solutions that have never been implemented before,” added Otzenberger. “I’m excited to return to Mirum at a time when the agency is strengthening its leadership and its momentum in the digital space. We’re poised to deliver the best creative solutions possible with technology-enabling, seamless user interactions.”
A few weeks ago, Epsilon turned some heads in the agency world by winning creative AOR duties for Del Monte.
This was significant because Epsilon has long been considered a Deloitte-style data-focused marketing company and/or consultancy. Chief creative officer and Leo Burnett veteran John Immesoete emphasized that point in the following quote for Adweek:
“Data shows us things that other agencies can’t see—consumers, buying patterns, unique insights—and we’re able to bring clients like Del Monte big creative ideas to capitalize on our unique perspective.”
He added, “We’re different than any other agency out there, which is why we’re starting to get a lot of notice” — and now the newly christened agency has a new chief executive officer.
CEO Andy Frawley has left Epsilon after nearly 7 years, and his responsibilities will now be handled by company veteran Bryan Kennedy.
The news marks the latest in a series of changes made by Epsilon since it acquired ad tech company Conversant in 2014 for a whopping $2.3 billion dollars. At that point Frawley effectively assumed Kennedy’s role as CEO of Epsilon while the latter executive oversaw the Conversant portion of the business (though Frawley still reported to him). Earlier this year, the company also parted with Mark Modesto, president of retail/consumer packaged goods and client services who had formerly led the Chicago offices of FCB.
This development is not directly related to the creative agency world, but it is significant primarily because, as mentioned in the headline, Epsilon plans to continue aggressively competing against creative agencies in pitches by highlighting its tech and data capabilities.
We interviewed Frawley one month ago for an Adweek piece about Dentsu Aegis acquiring the performance marketing company Merkle, and he told us that the move marked Dentsu’s attempt to compete directly with Sir Martin Sorrell and WPP on the data front (to the chagrin of certain creatives). Regarding Epsilon’s plans moving forward, he said: “[We] went in the other direction by buying ad agencies. I think there’s a convergence of traditional holding companies wanting to have better data.”
Moving forward, Epsilon will continue to use that data as a tool to help it stand out from traditional creative agencies in pitches.
Frawley has launched his own Boston-based consultancy AJ Frawley & Associates to help clients “navigate the intersection of MarTech, AdTech and Customer Experience.”
GSD&M revives the “Wanna Get Away” concept/tagline it developed for Southwest Airlines in 1998 and ran with for about a decade in its new campaign for the airline.
The 30-second “Secret Identity” reintroduces the concept via an undercover organized crime informant giving a live interview. He makes sure his face isn’t seen by the camera by remaining in the dark, but things go predictably and embarrassingly awry.
The formula still works thanks to its flexibility and relatability. Some of the same creatives who contributed to the original campaign helped with the revival, which seems ripe for plenty of new executions. “Wanna Get Away” never compltely went way, though. As Adweek points out, the brand has used the line to promote its lowest fares even in recent years and “#WannaGetAway” has been used in conjunction with the brand on social media. It’s almost a wonder it took them this long to officially bring it back as a tagline driving its advertising, given its inherent possibilities. The new spot is certainly more memorable than last April’s “Garage Band.”
“It’s an idea with a ton of brand equity,” Lara Bridger, GSD&M group creative director told Adweek. “Most people will think it never left. The idea is based in a human truth—wanna-get-away moments—so there’s really no wrong time for this campaign. What’s really great about bringing back ‘Wanna Get Away’ now is that we can truly embrace the social element.”
The brand does just that with its #WannaGetAwayIsland contest in collaboration with Home Away, which invites people to share their own “#WannaGetAway” moments on social media for a chance to win a free trip to an island off the coast of Belize, among other prizes. Additionally, the campaign includes a CBS Sports component with fans sharing their embarassing “Wanna Get Away Football Moments.”
Credits:
Client: Southwest Airlines
Spot Title: “Secret Identity”
Agency: GSD&M
Chief Creative Officer: Jay Russell
Group Creative Directors: Scott Brewer, Ryan Carroll, Lara Bridger, Rafa Serrano
Art Directors: James Hoke, Gus Solis
Writers: Rusty Broome, Laura Canzano
Director of Production: Jack Epsteen
Executive Producer: Marianne Newton
Senior Producer: Alison Wagner
Account Service: Shawn Mackoff, Amy Lyon, Amy Rodgers, Meredith Nagel, Ana Leen
Marketplace Planning: Jennifer Billiot
Business Affairs Manager: Desiree Townsend
Project Manager: Elizabeth Stelling
Production Company: O Positive
Director: Brian Billow
EP: Ralph Laucella
Producer: Devon Clark
DP: Mauro Fiore
Editor: Jay Nelson/Cut+Run
Assistant Editor: Nick Kondylas
EP: Bebe Baldwin
Stylist: Laura Eckert
Music: Hum
Memphis, Tennessee-based holding company Eastport Holdings has acquired indie creative agency BFG Communications for an undisclosed sum after several months of negotiations.
The agency, which is based in Hilton Head, South Carolina with offices in Atlanta and New York City, is the latest property to be purchased by Eastport. That company defines itself as “a network of agencies and media businesses,” and it most recently bought Pittsburgh’s MARC USA last November, also for an undisclosed sum.
BFG (Beverage Food Group) president and CEO Kevin Meany, who founded the agency in 1995 after taking a break from his Ph.D studies, tells us that Eastport is not quite as hands-on as other holding companies. From the release:
“Unlike the massive advertising holding companies, or Ad Cartels, who answer to Wall Street rather than their clients, Eastport is a privately-held company with a unique business model. Its approach is to acquire successful and growing agencies and let them continue to operate independently. Decision-making and control remain at the agency level, so each agency can continue doing what made it a success.”
BFG’s client list currently includes Coca-Cola, Mello Yello and the X Factor, among others. The shop was formerly marketing agency of record for Camel/R.J. Reynolds before that business went to Havas, which subsequently launched a separate unit with its own Chicago office to service the client.
“[The acquisition] sets the stage for our next generation of leaders,” Meany said of a deal that became official last Thursday. Eastport Holdings has not responded to multiple requests for comment.
Before the deal went through, BFG had already begun collaborating with some of Eastport’s other roster shops, which include Asher Agency, SBC Advertising, digital operation Yellow7 and Miami-based Hispanic agency MARCA.
Eastport’s properties also include Chicago’s Ten35, which rose from would-be multicultural holding company Commonground/MGS. That operation shuttered last December over a financial dispute and currently faces a class action lawsuit filed the following week by the managing director of its Miami operations on behalf of 100 employees, who allege that the agency’s rapid shutdown violated the WARN act by failing to give at least 60 days notice when terminating a significant number of staffers. Agency principle Amhad Islam spoke to Lewis Lazare before the suit was filed but did not clarify what had led his operation to shut down.
It’s not clear exactly when Eastport acquired Ten35, but the company filed to trademark the agency’s name last month. Ten35 currently serves as MillerCoors’ multicultural agency of record and has for some time.
Meany says that the Eastport deal will not lead to any staffing or account changes at BFG for the foreseeable future and that the agency’s three offices will continue to operate as they had before.
This is site is run by Sascha Endlicher, M.A., during ungodly late night hours. Wanna know more about him? Connect via Social Media by jumping to about.me/sascha.endlicher.
