Hasta La Creative!

From Amazon’s Alexa to smart toothbrushes, connected devices are becoming a mainstay in our lives. Yet few of us recognize their ability to collect our personal information, which is unparalleled. The more personal the information marketers collect, the more targeted their messages will be.

In this kick-off episode of Ad Age’s video series The Connected Life, we sit down with two marketing technology visionaries, Shelley Palmer, CEO of the Palmer Group, and Joanna Pea-Bickley, who helped launch IBM’s iX brand as the company’s global chief creative officer, to understand how the role of marketing changes when every device is a data point.

Continue reading at AdAge.com

If you feel like every day of your life resembles the dog-in-a-burning-room “this is fine” meme, then Jose Cuervo wants you to know that nothing ever mattered in the first place, so maybe the joke is on you.

It’s been almost exactly a year since we posted on the tequila brand going to CP+B, which of course happened after McCann chose to burn it all down.

The anthem spot for the first campaign, led by CP+B L.A., reminds us that the end of the world wouldn’t be such a big deal as long as you have a pretty good casting director and some Elvis on the jukebox.

The campaign is called “Tomorrow Is Overrated,” because only tonight matters when you’re drinking tequila. Unless you go overboard and get yourself way too plastered to enjoy the moment. And we all know that happens quite often, especially when your poison is straight liquor.

Here are some more shorts elaborating on the idea that tequila helps you forget all the lame things that consume most of your time.

It’s a clever juxtaposition that screams edgy. As the copy puts it, “Tomorrow or tonight? You decide.”

We hear, though, that you don’t necessarily have to decide if you work in advertising. You can drink all day and be completely unresponsive tomorrow as long as your seniority protects your job or you came up with (read: took credit for) the one campaign that picked up all the awards in France last year.

Life rarely presents one with simple binary decisions, is what we’re saying.

CREDITS

Client: Jose Cuervo
Campaign Title: “Tomorrow is Overrated”
Spot: “Last Days”
Agency: CP+B LA
Chief Creative Officer: Kevin Jones
Creative Director: Paddy Fraser
Associate Creative Director / Art Director: Jeff Dryer
Associate Creative Director / Copywriter: Andrew Jasperson
Vp/Executive Integrated Producer: Aymi Beltramo
Integrated Producer: Jennifer Malki
Music Supervisor: Andy Hamm
Vp/Director Of Business Affairs: Rebecca Williams
Sr. Business Affairs Manager: Joanna Lee
Jr. Business Affairs Manager: Taylor Tsuji
Managing Directors: Ryan Skubic and Ivan Perez-Armendariz
Account Director: Tobey Bennett
Account Supervisor: Nina Rushing
Account Manager: Ana Boyadjian
Executive Strategy Director: Benny Thomas
Associate Strategy Director: Melissa Cabral
Project Manager: Jade Whitford
Production Company & City: Rattling Stick, Santa Monica
Director: Ringan Ledwidge
Director of Photography: Adam Arkapaw
Line Producer: Greg Haggart
Executive Producers: Joe Biggins and Jeff Shupe
Head of Production: Richard McIntosh
Editorial Company & City: Work Editorial, Culver City
Editor: Rich Orrik
Assistant Editor: Ben Foushée
Editorial Producer: Brandee Probasco
Editorial Executive Produer: Marlo Baird
Post FX Company & City: Electric Theatre Collective (ETC), Santa Monica
Post Senior Producer: Louisa Cartwright
Post Line Producer: Therese Mayer
Post Creative Director/TD: Daniel Marum
Shoot Supervisors: James Sindle, Remi Dessinges, Tommy Smith
Post Concept/DMPs: Jamie O’Hara and Mark Sullivan
2D Lead: Tommy Smith
Flame Artists: Adam Watson, Fefo De Souza, Gretchen Capatan
Nuke Artists: Kevin Jones, Dave Damant, Brendan Smith, Joseph Zaki, Krystal Chinn
CG Leads: Remi Dessignes, Corinne DeOrsay
CG Team: Steve Beck, Nate Lapinski, Arrev Chantikian, Katie Schiffer, Jared Broddle, Huisoo Lee, Ali Rizvi, Charlie Deogracias
Post Intern: Christian Olan-Geddes
Mix Company & City: Lime Studios, Santa Monica
Audio Engineer: Mark Meyuhas
Audio Assistant Engineer: Peter Lapinski
Music Company & City: Beacon Street Studios, LA
Telecine Company & City: Company 3, New York
Colorist: Tom Poole
Telecine Producer: Claire Movshon
Client Titles & Names: Mark Teasdale, President and CEO of Proximo Spirits + Daniel Mandelbaum, Group Brand Director + Joergen Boyschau, Sr. Brand Manager + Steve Doan, Brand Manager

In any given year SXSW shows us the businesses that new technology allows, CES shows us the devices that will use the tech, and Mobile World Congress projects the plumbing and infrastructure that will make both happen. If CES shows us the canvas for advertising, MWC gives us the toolkit. Mobile World Congress this year was built on the theme of the 4th industrial revolution, the idea that connectivity will be the key element that empowers business transformation and a paradigm leap in what’s possible. So what keys to marketing came out of the conference?

1) The World Of 5G

What’s interesting about new technology isn’t the human needs it reflects, but the behaviors it enables. 2G allowed the world to speak and text to each other and created new currencies like M-PESA in Kenya. 3G created a world where we could access any piece of information, anywhere and any time, and where we shared our feelings, locations and photos near instantly. 4G allowed livestreaming, creating an age where anyone anywhere could become a content maker and video consumption on the phone proliferated.

Continue reading at AdAge.com

Ad Age “Media Guy” columnist Simon Dumenco’s media roundup for the morning of Monday, March 6:

It was an eventful weekend! Per usual, President Trump tweeted something outrageous — in fact, something so outrageous that it’s been completely dominating the news cycle (see No. 1) … which is arguably very useful for the Trump White House, because it’s diverting some attention from, you know, other stuff (see, for instance, No. 6). Anyway, let’s get started …

1. New York’s Daily News offered up a single-word main headline on its Sunday front page — and then did it again today:

Continue reading at AdAge.com

In any given year SXSW shows us the businesses that new technology allows, CES shows us the devices that will use the tech, and Mobile World Congress projects the plumbing and infrastructure that will make both happen. If CES shows us the canvas for advertising, MWC gives us the toolkit. Mobile World Congress this year was built on the theme of the 4th industrial revolution, the idea that connectivity will be the key element that empowers business transformation and a paradigm leap in what’s possible. So what keys to marketing came out of the conference?

1) The World Of 5G

What’s interesting about new technology isn’t the human needs it reflects, but the behaviors it enables. 2G allowed the world to speak and text to each other and created new currencies like M-PESA in Kenya. 3G created a world where we could access any piece of information, anywhere and any time, and where we shared our feelings, locations and photos near instantly. 4G allowed livestreaming, creating an age where anyone anywhere could become a content maker and video consumption on the phone proliferated.

Continue reading at AdAge.com

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 over the weekend. The Most Engaging ads are ranked by digital activity (including online views and social shares) over the past week.

Among the new releases, Apple serves up another one of its lightly humorous ads showcasing the iPad Pro’s capabilities — this time it has an exhausted student using the tablet for state-of-the-art note-taking — while Walmart shows a rather lively kids’ surprise party (all the party supplies were bought from the big-box retailer, of course); speaking of surprises, the ad uses a House of Pain song as the soundtrack.

And in an epic, darkly funny spot, Jose Cuervo sort of welcomes the apocalypse; Creativity’s Ann-Christine Diaz has the backstory on the new campaign.

Continue reading at AdAge.com

Alaskan rock band Portugal The Man just released its long-awaited music video for the single “Feel It Still.” And with help from Wieden + Kennedy, it’s made the experience a lot bigger than ear candy: It’s a social justice tool. Directed by Ian Schwartz and fourclops ::) via Prettybird, the video is packed with Easter…

FCB Chicago has hired John Regan and Tor Lemhag of Leo Burnett as the newest members of its creative team.

The two come from Leo Burnett Chicago, and they’re best known for their work on the Art Institute of Chicago campaign “Van Gogh Airbnb,” which scored coverage well outside the trade press and won 20 Cannes Lions as well as shiny objects from pretty much every other advertising awards show last year.

“John and Tor are known for incredible creative work that goes far beyond the expected. Their talent, humility and diverse creative passions are perfectly aligned with the creative culture we are building at FCB Chicago,” said CCO Liz Taylor, adding, “We look forward to seeing the new ideas they will bring to our clients’ brands.”

Three of the four creative leads on the Airbnb project have left Leo Burnett in recent months. ACD Mike Costello, who co-led the work along with Pete Lefebvre, went to GS&P last October.

Regan and Tor (website here) worked together at LB for more than two years, collaborating on such campaigns as AllState’s Social Savvy Burglar and United Healthcare’s Ways In.

Tor worked as a copywriter at Åkestam Holst in his native Sweden before moving stateside to work at BBDO and TBWAMedia Arts Lab; Regan held various positions at entities in New York and Chicago and founded his own firm, Destroy Designs.

These are the most recent hires for the FCB Windy City office, which named 8 new creatives last month after winning the Academy Sports business.