Hasta La Creative!

Goodby Silverstein & Partners pulled a fast one on fans of the Universal Pictures’ The Fast and The Furious movie franchise for client Xfinity.

Two fans were informed they would be shown an advance screening of the upcoming The Fate of the Furious, which will be released on April 14. Upon arrival, they found their seats to be a little unusual: actual cars from the set of the film. During the screening, the drivers seated next to them took things up a notch, driving off from the screening, to the participants’ apparent surprise, and onto an obstacle-filled set.
We’re not sure how unsuspecting the participants really were. “I think you’re in on this,” one fan says at one point because, well, duh. Either way, this works much better as a promotion of the movie than it does for Xfinity, as the “That’s what Gig-speed Internet feels like with Xfinity” tagline tacked on the end makes for a pretty flimsy brand tie-in.

The stunt was purportedly shot in one take by director Jeff Tremaine (Jackass, Bad Grandpa), after the crew rehearsed for days to make sure everything went right.

“You get a different kind of satisfaction than a traditional TV shoot when everything is live; there’s nothing quite like it,” GS&P associate creative director Laura Petruccelli said in a statement. “We knew the stunt had to live up to the Fast franchise. To make it as real as possible, we used the same cars from the movie driven by the same stunt drivers.”

“Fast and Furious and Gigabit Internet are all about blistering, excessive speed. This provided the perfect partnership opportunity to create the most extreme entertainment experience,” added Xfinity senior director of brand experience Sherri Davis. “Rather than trying to explain how fast Gig-speed is, we showed it, capturing two lucky customers on the most fast and furious ride of their lives.”

Credits:

Client: Comcast/Xfinity
SVP, Brand Marketing: Todd Arata
Senior Director, Brand Experience: Sherri Davis
Senior Manager, Brand Experience: Catherine Huffman
Campaign: XFINITY Fast & Furious 8 Drive-Out Cinema
Campaign Website: Facebook.com/Xfinity
Ad Agency: Goodby Silverstein & Partners
Client: Comcast – Xfinity
Title of Creative Work: XFINITY Fast & Furious 8 Drive-Out Cinema
Live Date: March 29, 2017
Creative
Co-chairman: Jeff Goodby, Rich Silverstein
Chief Creative Officer/Partner: Margaret Johnson
Creative Directors: Jeff Gillette, Jens Waernes, Jon Wolanske
Associate Creative Directors: Rohan Cooke and Laura Petruccelli
Copywriters: Laura Petruccelli and Craig Shervin
Art Directors: Rohan Cooke, Charles Lee and Louis Xinran Li
Production
Director of Broadcast Production: Tod Puckett
Executive Broadcast Producer: James Horner
Broadcast Producer: Stephanie DeNatale
Assistant Broadcast Producer: Samantha Tarde
Account Services
Managing Partner: Leslie Barrett
Group Account Director: Jason Bedecarre
Account Director: Georgia Newton
Account Manager: Perry Kayla Fox
Asst. Account Manager: Emily Kelly
Brand Strategy
Group Brand Strategy Director: John Thorpe
Brand Strategy Director: Andrew Mak
Business Affairs
Director of Business Affairs: Judy Ybarra
Business Affairs Associate Manager: Rodney Hameroff
Production Company
Production Company: HeLo
Director: Jeff Tremaine
Executive Producer/Co-Founder: Justin Moore-Lewy
Gorilla Flicks Executive Producer: Shanna Newton
Managing Director/Co-Founder: Brendan Kiernan
Executive Producer: Andrew Oppenheimer
Line Producer: Tina Nakane
Director of Photography: Wyatt Troll
Production Designer- Robb Buono
SFX Supervisor- Jim Schwalm
Stunt Coordinator- Oakley Lehman
Editorial
Cut+Run
Editor: Pete Koob
Assistant Editors: Christopher Kasper and Andy Berner
Managing Director: Michelle Eskin
Executive Producer: Deanne Mehling
Producer: Sara Stasinos
Color Grade
Company 3
Colorist: Sean Coleman
Senior Producer: Matt Moran
Online
CT-SF
Executive Producer: Melanie Bass
Producer: Felicia Libby
Flame Artists: Zac Dych and David Valencic
Sound Design
LSD
Sound Designer: Michael Anastasi
Mix
Lime
Audio Mixer: Rohan Young
Audio Assistant: Ben Tomastik
Producer: Kayla Phungglan
Executive Producer: Susie Boyajan
Graphics
Animator: Natasha Candelaria
Creative Director: Mike Landry
Executive Post Producer: John Dutton
Director of Post Production: Michael Damiani

Remember French advertising publication Influencia, which ran that surreal infobesity campaign from last year? It wants a Cannes Lion for that. But as you probably know, entries to Cannes are pricey. The Print & Publishing Lions category alone is priced at 695EUR (nearly $750) per entry, and your chances of winning improve the more categories…

Before the year even began, marketers knew the values, ideas and messages that seemed on-target in 2016 were unlikely to measure up in 2017. As the industry grapples with a world that’s rapidly changing technologically, socially and politically, fickle consumers expect brands to keep evolving to meet their latest needs and interests.

So what’s a brand to do? Do you champion diversity? Sustainability? Do you also avoid controversy? How much time and resources do you devote to experimenting with new tools and platforms? And when do you decide your strategy needs a refresh?

Following popular Brand Summits in Chicago and Los Angeles last year, Ad Age is bringing together brand and agency leaders for its first Brand Summit in Detroit to better understand and surface the ways marketers are facing these challenges.

Continue reading at AdAge.com

Print, Online
Napapijri

The summer chapter of our Fall/Winter campaign based on the concept “There is Always a Journey”. Our tribe of urban explorers, leaded by three international influencers and instagram-stars, continue its journey of discovery through the most unexpected corners of the city. A journey that changes the urban space through creativity and a unique artful touch.  A journey that proudly stops on print, outdoor, social and video. 

Advertising Agency:Dude, Milan, Italy
Creative Director:Livio Basoli, Lorenzo Picchiotti
Art Director:Luca Riva
Copywriter:Nicolò Carrassi
Photographer:Carioca
Account Manager:Giulia Borina
Junior Account Executive:Marta Dolci
Executive Producer:Iván Merlo
Film Producer:Patrizia Gatto
Pho Producer:Valentina Mentasti
Film Director:Iacopo Carapelli
DoP:Karim Andreotti
Film Editor:Seba Morando
Sound Design:Matteo Milani
Color Grading:Daniel Palluca

It’s a new day in ground beef.

Late last year, we learned that 72andSunny would be parting ways with Justin Hooper and Mick DiMaria, the GCDs who had run Carl’s Jr. creative for years since their time at Santa Monica’s Mendelsohn Zien. Their tenure pre-dated the Paris Hilton days and subsequent “all cleavage all the time” strategy, but multiple parties told us the split came from a client-side desire to move away from being known as the boobs-and-burgers chain.

The brand had already begun making ads that could never be called sexist, like the ones that starred Lil Dickey and the ones that reminded us how good New York pretzels are, in a very bad way.

Now they’ve gone the rebranding route by introducing a new character named Carl Hardee Sr.*, because the real founders were named Carl and Hardee, get it? He’s less The Most Interesting Man in the World than The Only Adult in the Room.

So it was the son’s fault all along. Never mind the fact that this bro would have been like 12 when the first Paris Hilton spots debuted or that Carl’s Jr. definitely didn’t invent the drive-through.

But this is a full makeover: new logo, new packaging, new tagline, and a new ECD in Jason Norcross. He tells Adweek today that Carl’s has “never really gotten credit for their quality,” adding that Carl’s Jr. now wants to compete more directly with upscale chains like Shake Shack.

Future work will feature Mr. Hardee the Elder across platforms while also hyping new products in spots like this one.

An admirable effort overall, but it might take a bit more for the brand to move away from past campaigns. Just look at the YouTube recommendations for the video including boobs, more boobs and Nature Boy Ric Flair, woooo!

OTOH, now that would-be labor secretary and automation fan Andrew Puzder has entered retirement a little earlier than expected, maybe this really is an all-new Carl.

And no, we don’t have credits.

*On a side note, we love the fact that every single American named “Carl Hardee” lives in coastal South Carolina, because we definitely knew at least one of these dudes growing up and we would bet five Confederate flag beach towels that he ate at Hardee’s as often as we did.

Who’s in the market for a digital camera that costs $7,450 and shoots only in black and white? I know I am! To plug the pluses of the LeicaM-Monochrom (Typ 246), which boasts a high price tag and just such a creative constraint, S?o Paulo, Brazil, agency F/Nazca Saatchi & Saatchi has released “Free yourself…

Ad Age “Media Guy” columnist Simon Dumenco’s media roundup for the morning of Wednesday, March 29:

As the Trump agenda lurches forward and Obama’s legacy continues to get systematically dismantled, it’s obviously hard for the media to keep track of everything that’s going on and prioritize coverage. What’s bigger news? The rollback of environmental protections? (See No. 1, below.) Or your web browser history getting put up for sale? (See Nos. 2 and 3.) Maybe the whole Trump-Russia thing should stay front-and-center? (No. 5.) Or maybe whatever Trump tweets should drive the news cycle? (No. 6.) It’s an embarrassment of riches — or, uh, something. Anyway, let’s get started …

1. The big story on the front page of The New York Times this morning is headlined “Trump Signs Rules to Block Efforts on Aiding Climate” — reworked for the web as “Trump Signs Executive Order Unwinding Obama Climate Policies.” The money quote in the piece was delivered by Trump, who quite literally spoke to his base by addressing miners who attended the signing ceremony:

Continue reading at AdAge.com

Timothy Armoo’s faith in Snapchat is so great he’s founded an agency to help marketers use it, and now he’s spent his life-savings on their shares.

A Samsung anunciou hoje o bastante antecipado Galaxy S8, junto com um irmão maior Galaxy S8+. Os aparelhos são da linha carro-chefe da fabricante e dessa vez receberam um update considerável no seu design e um merecido upgrade na tela. A tela do aparelho tem os cantos arredondados como o Galaxy Edge e tem também […]

> LEIA MAIS: Samsung lança Galaxy S8 e Galaxy S8+