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2º Chance
A second birth, a second chance.
Advertising Agency:Artplan, Rio De Janeiro, Brazil
Chief Creative Officer:Roberto Vilhena
Creative Director:Alessandra Sadock, Ricardo Weitsman
Media Manager:Danielle Abreu
Account Director:Flávia Freire
Media
Prostate Cancer Foundation
Advertising Agency:FCB, Toronto, Canada
Chief Executive Officer:Tyler Turnbull
Co Chief Creative Officers:Jon Flannery, Jeff Hilts, Nancy Crimi-Lamanna
Art Director:Simon Tuplin
Copywriter:Peter Gardiner
Account Director:Lora Landriault
Account Executive:Olivia Selbie
Head:Judy Hamilton
Broadcast Production:Judy Hamilton
Broadcast Producer:Rea Kelly
Director Of Photography:Jorge Vasconez
Editor:Jorge Vasconez
Director:Victor Carvalho
Print Production:Victor Carvalho
Print Producer:Bruce Ellis
VP Director of Strategic Planning:Heather Segal
Digital Strategist:Shelagh Hartford
Madison Avenue was flooded with questions from clients about Facebook’s inflate-gate on Friday, after brands were alerted that the social network reported ads were being watched longer than they technically were.
Facebook had to correct how it reports on the performance of videos, because it discovered a error in the way it had been calculating consumers’ average time spent on them.
On Friday, agencies and media executives said they were hearing from clients worried the problem also impacted their wallets, leading them to pay more than they should for video ads.
180 Amsterdam launched a fall campaign for United Colors of Benetton, presenting the line as “Clothes for Humans” in a variety of comedically honest scenarios.
In “Interview,” for example, a smartly dressed woman signs off on a video chat job interview, seemingly the embodiment of professionalism. That is, until she gets up from her chair and it’s revealed that she’s not wearing pants. Hey, we’ve all been there, right?
Another spot sees another young woman who faces a “Dilemma” after dropping a snack. A third explores the awkwardness of having a photo of your parents above your bed during certain situations. The 15-second spots are running on broadcast in Italy and India, in cinemas in Italy and Mexico and online in Italy, India, Mexico, Spain, France, Germany, Greece and Portugal. There’s also a long-form “backstage” spot running online, which provides a closer look at the fall collection and the print elements of the campaign.
Have you heard that there’s a guy who wants to build a wall? And have you also heard that many in the advertising industry are less than impressed with this deep-fried human cheeto?
Most of the anti-“Guy of the Wall” work has been a little predictable (not that there’s anything wrong with that), but the upcoming International Creativity Festival El Ojo de Iberoamérica and Brazilian agency Santa Clara have a different take in a new campaign created to urge more agencies to submit their work for consideration. (The deadline is one week from today, click here.)
The wall in question is a rhetorical boundary blocking creativity by keeping “those people” away from “these people.” But it’s also a real wall that we all know will only exist in the fever dreams of people who think Alex Jones is a real fucking bright guy.
From the release:
“The International Creativity Festival El Ojo de Iberoamérica that will take place in November in Buenos Aires launched a courageous campaign for the final deadline for entries. Led by the already famed Fighting Cholita, ChinChin, the ad refers to the current threat of building a wall that separates Latin [people], diminishing the creative potential that comes with diversity. Created once more by the Brazilian agency Santa Clara, it has the direction of Adriana Montenegro, from the production house Indómita and the sound of DaHouse Audio.”
We kind of love this woman, and she makes a good point: Facebook’s founding team included many immigrants. So did Google’s. So does your agency’s creative department. But the bigger idea is that Latin people play a pretty big role in the global economy and the ad industry, so it’s a good thing to get more of them to submit their work for consideration.
Santa Clara creative director Leo Avila said:
“We were searching for something that would make the campaign explosive. Then we found the anti-latinos speech and the wall they want to build dividing Mexico from the United States. We always try for El Ojo not only to talk about advertising but we want it to be about Latin pride. So our first reason was Latin power, Latin creativity and how it transforms the world.”
Festival president Santiago Keller Sarmiento added, “With this campaign El Ojo de Iberoamérica wants to highlight the relevance of Latin talent in the world and spread it further away from its borders.”
Nice Sony Bravia campaign reference that we totally didn’t have to look up.
CREDITS
Agency: Santa Clara
Advertiser: LatinSpots
Product: Festival El Ojo de Iberoamérica
Title: “Fuck The Wall”
Creative VP: Fernando Campos
Creative Director: Leo Avila
Creative Team: Maso Heck, André Jardim and Leo Avila
Head of Production: Priscilla Sanches
RTV Production: Karen Nakamura
Accounts: Rafael Oliveira, Beatriz Oporto Zan and Raiza Fekete
Media: Miriane Schmidt, Leonardo Nahum, Patricia Angelis, Allan Gomes
Production House: Indómita
Direction: Adriana Montenegro
Producción Ejecutiva: Militza Bedoya
Post-Production: Indómita Andres Ortiz
Sound Production House: DaHouse
Musical Producer: Lucas Mayer
Client Responsible: Santiago Keller Sarmiento
-Viral video agency Thinkmodo launched this “JerkyBot” spot for jerky brand Chef’s Cut starring Red Sox slugger David Ortiz (video above). The “autonomous, flying snack tray,” sadly, is not real.
-Digiday explains Facebook’s video metric screw-up for those who still don’t get it.
-Agency Carolyn London and Michael Vadino launched their new operation London in New York with a campaign for the Metropolitan Opera.
-Clorox CMO Eric Reynolds says, “We are too slow, and we are trying very hard to move faster.”
-The Citizens Advertising Takeover Service (CATS) has plans to replace ads with pictures of cats in Los Angeles, Atlanta, Washington D.C., Barcelona and Cape Town.
-The transparency thing is a real deal that led JP Morgan Chase to “halt its ad spend,” as the British might say.
-Norwegian Air is certainly quick to the punch.
-Finally, K-Y has released something called “duration spray,” and we clicked on it, fuck everything forever.
Sob o comando de Antoine Fuqua, refilmagem – ainda que não seja um desastre – traz o que existe de mais banal no cinema americano de grande escala
> LEIA MAIS: Sete homens, um destino e nada de novo a oferecer
So while Robert Downey Jr., Scarlett Johansson, Mark Ruffalo, Don Cheadle, Cobie Smulders and Clark Gregg, David Harbour, along with huge Hollywood names like Keegan Michael-Key, Oscar-winner Julianne Moore, and Bradley Whitford do their best choddy serious-ness to inform us how to register to vote, some non celebrities are thrown in for good measure. When the little latina lady shows up, I feel she represents how Hollywood actually see immigrants from south of the border – as a prop. While it is quite a funny version of the Hollywood elite telling us something is important, it’s difficult to take it seriously when neither candidate would change these billionaires lives very much at all and the whole thing seems to be done on a lark.
P.S. To register to vote just Google it, and you will find how to online, in person and by mail specific for the state that you are in.
With this in mind it should hopefully come as no surprise that for two years Facebook overestimated the average time viewers spent watching your ads. In its oh-so-helpful Advertiser Help Center, Facebook posted an FYI about this in an effort to be “transparent.” Basically, they overinflated the average time viewers spent watching ads, as they were only counting ads that had been viewed for more than three seconds. But they were totes going to get on that.
According to the Wall Street Journal: “Some ad agency executives who were also informed by Facebook about the change started digging deeper, prompting Facebook to give them a more detailed account, one of the people familiar with the situation said. Ad buying agency Publicis Media was told by Facebook that the earlier counting method likely overestimated average time spent watching videos by between 60% and 80%.”
Facebook was forced to come even cleaner about it. In a post today, David Fisher, VP of Business and Marketing Partnerships posted this mea culpa.
Many of you may have seen the reports about our video metric miscalculation – I want to provide further clarity on the issue.
About a month ago, we found an error in the way we calculate one of the video metrics on our dashboard – average duration of video viewed. The metric should have reflected the total time spent watching a video divided by the total number of people who played the video. But it didn’t – it reflected the total time spent watching a video divided by only the number of “views” of a video (that is, when the video was watched for three or more seconds). And so the miscalculation overstated this metric. While this is only one of the many metrics marketers look at, we take any mistake seriously.
As soon as we discovered the discrepancy, we fixed it. We informed our partners and made sure to put a notice in the product itself so that anyone who went into their dashboard could understand our error. We have also reviewed our other video metrics on the dashboard and have found that this has no impact on video numbers we have shared in the past, such as time spent watching video or the number of video views. We want our clients to know that this miscalculation has not and will not going forward have an impact on billing or how media mix models value their Facebook video investments.
But this isn’t just about this error. This is about how seriously we take our partners’ commitment to our platform, and how their investments with us wholly depend on the transparency with which we communicate. We know we can’t have true partnerships with our clients unless we are upfront and honest with them, including when we make mistakes like this one. Our clients’ trust and belief in our metrics is essential to us and we have to earn that trust. That is why we also give marketers choice by offering third-party video verification options with companies like Nielsen and Moat. We want marketers to measure video with us in the way they feel most comfortable.
We sincerely apologize for the issues this has created for our clients. This error should not stand in the way of our ultimate goal, which is to do what’s in the best interest of our partners and their business growth. We can only be successful if we’re providing clients with the tools to drive their business forward, and we’ll continue to deliver on that promise.
So they recently discovered an error that’s been going on for two years and they’re real sorry about it. Sure they are.
What’s amazing to me isn’t just how smarmy Facebook is by thinking if they renaming their metric it will be a whole new thing, but also how brazen they are in refusing to accept any sort of culpability, distancing itself from any sort of responsibility by directing advertisers to third party verification companies like Nielsen and Moat.
The Wall Street Journal mentions Publicis sending out an irate note about this, with a line that reads: “This once again illuminates the absolute need to have 3rd party tagging and verification on Facebook’s platform. Two years of reporting inflated performance numbers is unacceptable.”
Unacceptable, yes. But you are buying the lie that Facebook, like Google, is too big to police and manage itself, and therefore must be held accountable by someone else. Someone else you have to pay in order to make the big machine work. In other words, you haven’t learned anything.
But with Facebook replacing “Average Duration of Video Viewed,” which only counted views of three seconds or longer with “Average watch time,” to count videos watched of any duration, they could potentially be sweating bullets now. For how many advertisers and media companies will sink millions into Facebook once they realize average watch time of their ads is just long enough to hit skip or pause? I guess advertising and media buying companies will get really upset when that happens another two years from now. But that’s long enough for Facebook to bilk some more cash out of the gullible. And long enough to rename its metric again.
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The Ad Age Presidential Campaign Ad Scorecard is sponsored by The Trade Desk
Editor’s note: Here’s the 32nd installment of the 2016 Presidential Campaign Ad Scorecard. The chart below represents a collaboration between the Ad Age Datacenter — specifically, Kevin Brown, Bradley Johnson and Catherine Wolf — and Kantar Media’s Campaign Media Analysis Group (CMAG), together with Ad Age Digital Content Producer Chen Wu. Some context from Simon Dumenco follows. –Ken Wheaton
ICYMI, a Trump campaign ad appeared during Hillary Clinton’s appearance on Funny or Die’s “Between Two Ferns With Zach Galifianakis” — all for the sake of comedy. The ad was there as a sight gag, so that Clinton could object and then Galifianakis could explain that Trump “paid me in steaks.”
Hillary Clinton’s campaign on Friday announced endorsements from more than 40 business leaders, including some longtime Democratic donors, as she tries to emphasize her economic credentials going into her first face-to-face debate with Republican Donald Trump next week.
The list, which is heavy on executives in technology and entertainment, includes Sprint Chief Executive Officer Marcelo Claure, YouTube CEO Susan Wojcicki, and billionaire venture capitalist Vinod Khosla, a co-founder of Sun Microsystems. In June, the Clinton team released a list of more than 50 business leaders — including a handful of Republicans — who were backing her over Trump.
“We’re fortunate a growing number of business leaders recognize Hillary Clinton is the right candidate for the economy,” Clinton campaign chairman John Podesta said in a statement provided to Bloomberg ahead of the list’s formal release. “Donald Trump’s plan would balloon the debt while costing jobs — setting our economy back and leaving the middle class out in the cold.”
After three nights of somewhat encouraging numbers, the opening week of the 2016-17 broadcast TV season hit a wall on Thursday, as two new series garnered very little in the way of sampling and a host of returning shows suffered significant ratings erosion compared to last fall.
But for CBS’s presentation of “Thursday Night Football” and ABC’s long-running “Grey’s Anatomy” (if the show were a human being, it would be eligible to apply for a drivers license three years from now), Thursday night was ugly.
According to Nielsen live-plus-same-day data, ABC took the biggest hit, as its primetime ratings plummeted 41% versus the year-ago night. With “Scandal” delayed to accommodate star Kerry Washington’s pregnancy, the network’s all-ShondaLand lineup was disrupted by an interloper of sorts in producer Josh Berman’s new 9 p.m. series “Notorious.” TGIT enthusiasts didn’t cotton to the legal drama, as it drew just 5.39 million viewers and a 1.1 rating in the adults 18-to-49 demo, marking ABC’s lowest-rated series premiere since last season’s “Wicked City” bombed in the Tuesday 10 p.m. slot.
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