Dogs Trust: Valentine’s Day
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New kinds of work require new ideas — and new ways of organizing.
Ads need to go on a diet.
More than 40% of online ads are larger than industry standards, which slows down websites and annoys users with crawling load times, according to a report from Ad Lightning, which works with publishers to monitor ad speed.
The report won’t be a shock to many publishers already grappling with the issue of “fat ads,” which is what some in the industry are calling them.
Part one of a two-part column.
Before becoming a client, I spent more than a dozen years at ad agencies around the globe, working as a brand strategist, trying my best to help our clients crack opportunity wide-open. But honestly, most of my time was spent diving in deep on dozens of pitches. That’s one of the many secrets of ad agencies: their shoulders are generally pushing against the Sisyphean boulder of new business, doing everything to win bigger and braver clients. It’s thrilling, exhausting work.
And so I knew very well the massive commitment of time and treasure I was demanding of ad agencies when, as chief creative officer at General Mills, I called a review of our creative partnerships last year.
DesiCreative
DesiCreative – Indian Advertising Creative Blog and Community (beta 1.4)
Advertised brand: KS Bakers
Advert title:life is about happiness
Translation of headline to English: Life is about happiness
Advertising Agency: JANRISE, Hyderabad , India
Creative Director: SUMANN GADDE
Art Director: Abhi, Bhaskar, Srimanth
Copywriter:Rohith Narla, Aryak Ray
Other credits : Mukesh , Tejaswi
The post KS Bakers by Janrise appeared first on DesiCreative.
Category: Beyond Madison Avenue
Summary: Early last year, Patagonia’s European marketing director Alex Weller was sitting with two creatives in the outdoor clothing company’s Amsterdam offices, bouncing around ideas for a brand campaign. As they talked tactics and scribbled suggestions, their eyes, and their conversation, kept being drawn to a few…
-The Honest Companyy launched “Honest Moments,” its first brand campaign. Launch spot “The Big One” (video above) made its broadcast debut Monday during ABC’s The Bachelor.
-The Drum explains “Why Patagonia’s off-the-wall advertising asks customers to think twice before buying its products.”
-Gyro appointed Mike Harris as chief strategy officer, technology.
-Digitas LBi,Mad Cow Films and Saddington Baynes launched a “Real View” test drive experience for Honda which the brand claims is its largest-ever content campaign in Europe.
-Independent media agency Crossmedia hired Greg Siano as managing director. He previously served as executive vice president, director of media services for IPG’s Tierney.
-Gyro director of strategy Kim Lauersdorf answers the question, “Should Brands Get Political?”
-AW360 takes “A Marketer’s Look at Clean Living.”
Buck, once the editor in chief of French Vogue, writes about her life in “The Price of Illusion.”
FCB/SIX launched a PSA campaign for Drug Free Kids Canada targeting high driving amongst teens, entitled “The Call That Comes After.”
The campaign features a customizable video which allows parents to send tailored messages to their teenage sons and daughters that amount to a take on “Don’t get high and drive.”
“The Call” depicts a scene of a group of friends sitting around and sharing a joint, with one girl informing them “I don’t smoke” when it comes around to her. Still, she gets in the car with her stoned friend (Why didn’t she insist on driving!?) en route to a party and things, predictably, go horribly wrong. That’s where the customizable aspect comes in, with the teens receiving a text from mom or dad addressed to them at the same moment that the scene depicts the character receive a text from her mom following a car crash.
Intended to start a conversation between teens and their parents about the issue, the campaign was launched following a study commissioned by Drug Free Kids Canada which found that around 25 percent of high school seniors admitted to riding in a car with a high driver. The pro-bono campaign, which achieves its customization by utilizing a combination of “IBM’s Marketing Cloud, Oracle Marketing Cloud, SMS, YouTube and an on-demand video rendering engine,” will run through June and arrives as Canada is taking steps toward legalizing cannabis for adult recreational use.
“Starting a conversation is the most important step parents can take toward helping their children make better life choices,” Drug Free Kids executive director Marc Paris said in a statement. “Education and ongoing communication are essential.”
“Research shows that parents are one of the biggest influence on their kids when it comes to drug abuse, so we took an approach of reaching out to parents directly to help get the message to their kids, with an innovative use of technology that we thought would best grab their kid’s attention,” added FCB/SIX managing director Vicki Waschkowski.
Credits:
Project: The Call That Comes After
Url: https://thecallthatcomesafter.com
Client: Drug Free Kids Canada
Executive Director: Marc Paris
Agency: FCB/SIX
Executive Creative Director: Ian Mackenzie
Associate Creative Director: Krystle Mullin
Associate Creative Director: Graham Tingle
VP, Group Account Director: Vicki Waschkowski
Account Supervisor: Shannon Harvey
Project Manager: Gillian Largey
Lead Developer: Dov Atlin
Campaign Manager: Andrew Yang
VP, Data & Technology: Jacob Ciesielski
President: Andrea Cook
Agency Producer: Kelly Cavanaugh
Media Planning: UM
Director Connection Planning: Cynthia Steele
Production Company: Circle Productions
Executive Producer: Andria Minott
Director / Cinematographer: Jesse Blight
Line Producer: Robbie McNamara
Editorial: School Editing
Editor: Lauren Horn
Exec. Producer: Sarah Brooks
Post Production: Red Lab
Executive Producer: Laurie Kerr-Jones
Producer: Pallavi Joshi
Visual Effects Artist: Andy Hunter
Colourist: Jason Zukowski
Music & Sound Design: Vapor RMW
Producer: Ted Rosnick
Casting: Shasta Lutz, Jigsaw Casting
What does it take to order a simple cup of coffee, eh?? The answer in Great Britain appears to be “a fuck of a lot.”
Leo Burnett London made use of our overly fussy cultural moment to “gently lampoon urban hipster coffee culture” in a new McDonald’s campaign that might as well run with the tagline “We Have The Beans.”
This reminds us of that time we spent more than two weeks in Italy, and the coffee we had when we got back home was the best thing ever.
And yeah, we totally don’t get why everyone has to order some weird pumpkin latte mini-shot espresso topped with cinnamon spice or whatever. A simple coffee will suffice.
Creative director Matt Lee said, “We’re reminding people that if you’re simply after a great tasting cup of coffee, without the fuss, then McDonald’s is the place for you. If you prefer an artisanal Amazonian blend, served with a rumour of yak’s milk in a reclaimed jam jar, then you might want to go somewhere else.”
LOL, but then when has McDonald’s ever been known for its coffee?
Also kind of odd that an ad decrying hipsters picked Madness for its backing track. Maybe even the basic bros in London fall for that old-school ska flavor.
CREDITS
Creative Director: Matt Lee and Pete Hayes
Art Director: Matt Lee and Pete Hayes
Copywriter: Matt Lee and Pete Hayes
Account Directors
Simon Hewitt – Board Account Director
Sam Houlston – Account Director
Emily Reed – Senior Account Manager
Gracie Smith – Account Executive
Agency Producer: David Riley
Director: Tony Barry
Production Co: Knucklehead
Producer: Sara Cummins
Havas Chicago tackles the everyday racism of a typical agency workplace with its #BlackAtWork “jobstacle course” for Black History Month.
“I love reading these articles about how white and old the industry is, and the industry itself acknowledges and talks about the problem versus actually changing and activating on the kind of issues we have,” Havas Chicago chief creative officer Jason Peterson told Adweek. “In my point of view, America is multicultural, so if you’re an agency that doesn’t have or isn’t made up of a multicultural point of view, there’s no way you can do your job properly.”
So Peterson turned to art director Jason LaFlore and other creatives in Chicago to come up with a Black History Month project that would “show our point of view and not be passive and have a real active positioning.”
The initiative addresses not the overt racism of, say, an agency CEO comparing black people and Guatemalans to monkeys, but rather the subtler forms of racism which nonetheless make navigating the workplace environment an added challenge for black employees. Located in the lobby of Havas Chicago’s building, the obstacle course is meant to make it clear how subtle forms of racism can make the job more difficult while also addressing the lack of diversity in the advertising industry (and the connection between the latter and the prevalence of the former). The obstacle course will remain up for the remainder of the month.
Phrases showing the kind of passive and not-so-passive racism black employees might face like “That’s so ghetto,” “Can you teach me to Dougie?” and “You don’t sound black” force visitors to dodge out of their path in one exhibit. (Side note: remember this?)
A “Beam of Perception,” meanwhile, challenges participants to walk a fine line on a balance beam between “Angry” and “Lazy” without falling over.
Now imagine doing that every day.
“If you’re too nonchalant about your job, you’re automatically seen as lazy,” LaFlore told Adweek. “If you’re too passionate about your job, you might be seen as the angry black man or the angry black woman.”
Every weekday, we bring you the Ad Age/iSpot Hot Spots, new and trending TV commercials tracked by iSpot.tv, the real-time TV ad measurement company with attention analytics from 10 million+ smart TVs. The New Releases here ran on TV for the first time yesterday. The Most Engaging ads are ranked by digital activity (including online views and social shares) over the past week.
Among the new releases, Expedia presents a striking shot of a geisha quietly riding in a Tokyo cab as a way of illustrating a tagline: “It’s our little differences that can make a world of difference.” Tropicana want you to “Bring out your best you” (by drinking Tropicana orange juice, of course) in a gently comedic spot that involves a realtor accidentally breaking into a house (the wrong house). And Henry’s Hard Soda introduces a grape-flavored variation to its lineup with a tagline, “Live hard,” that it quickly revises to “Live hard-ish.”
72andSunny launched the latest in its long-running anti-smoking campaign for truth, this time telling tobacco companies to “#StopProfiling” in a new 30-second spot.
The ad opens with correspondent Amanda Seales sharing that a recent study found that low income neighborhoods are more likely to have tobacco retailers near schools than other neighborhoods. She adds that tobacco companies took their case to keep advertising tobacco near schools to the Supreme Court, referring to a 2001 case. “It’s not a coincidence,” she says near the spot’s conclusion, “it’s profiling.”
The new effort manages to raise an issue with tobacco companies that young viewers may not have considered. That’s a welcome departure from the painful attempt to be hip we saw with “#Squadless” last summer and a more compelling argument than last year’s “#CATmageddon.” By concluding with a call for viewers to “call it out” with the hashtag “#StopProfiling” the spot also manages to invite engagement and spread the message beyond viewers who see the ad. It’s certainly a step in the right direction for the campaign and hopefully one 72andSunny can build on going forward.