Hasta La Creative!

Have you been watching the BBC’s Planet Earth II?

HD camera technology has made a truly ridiculous amount of progress in the 11 years since that series debuted. The footage of Brazilian lemurs and insect-hunting bats is crisper than ever.

On that note, McKinney’s latest for Sherwin-Williams launched today, and it’s a pretty unique entry among the North Carolina shop’s eight-plus years of work for the paint brand.

Sherwin-Williams was the first such company to debut color chips, and since then it has moved on to create a ColorSnap^® Visualizer app so you’ll never mismatch paints again.

In order to better showcase all those varied shades, the agency took a trip to the jungle.

This work came about with the help of New York/L.A. production company BUCK, and it doesn’t even really need the pleasantly British voice of David Attenborough to get the point across.

In related news, Sherwin-Williams is doing far better than many other businesses after suffering from recession-era shopping trends during much of McKinney’s tenure. More people are buying, renovating and decorating homes, which means good things for companies like Lowe’s, Home Depot and Sherwin-Williams despite the general collapse of brick and mortar retailers everywhere.

According to the Minneapolis Star Tribune, the company will almost certainly complete its proposed (and approved) $11.3 billion merger with chief competitor Valspar in May, pending “final regulatory approval.”

But you should really check out Planet Earth II. The climate change sections aren’t depressing enough to ruin the whole thing.

CREDITS

Chief Creative Officer: Jonathan Cude
Group Creative Directors: Jenny Nicholson, Owen Tingle
Art Director: Kathryn Moffitt
Copywriter: Jade Stoner
Agency Producer: Josh Eggleston
Group Account Director: Lisa Hughes
Account Director: Lindsley Laham
Account Supervisor: Mandy Gatton
Production Company: BUCK
Executive Creative Director / Principal: Orion Tait
Creative Director: Ben Langsfeld
Executive Producer: Anne Skopas
Producer: Kevin Hall
Music Company: Beacon Street Studios
Composer: Andrew Feltenstein, John Nau

Today the International Olympic Committee announced that Publicis Groupe will be its agency partner in promoting the 2018 Winter Games in Pyeongchang, South Korea.

According to the release, the U.K. and New York offices of Publicis (the creative agency, not the holding company) will lead the effort along with digital/creative/analytics unit POKE.

The three will develop broadcast spots, digital activations and “integrated Olympic Channel content to promote the Olympic Movement and the Olympic Values” in the lead-up to next February’s games.

In the release, IOC vp of marketing strategy and activation Melinda May said, “We’re delighted to be working with Publicis and Poke in delivering such an important campaign. We were impressed by the collaboration and dedication shown, and the deep interest and understanding of the IOC’s mission. We felt they were the best agencies to develop our campaign.”

“We’re thrilled to be working with the IOC, it’s a great privilege,” said Publicis London and POKE CEO Nick Farnhill, adding, “a global participation idea for the 2018 Olympic Winter Games is one of the most exciting projects we could be involved with.”

The size of this remit is currently unclear.

You may recall that WPP brand agency VML handled creative for the 2016 Summer Games with a little help from everyone’s favorite Dad Rock star Lenny Kravitz and director/’90s music video veteran Max Malkin.

Three months ago, the Canadian Olympic Committee named Sid Lee as its agency partner to promote Canadian athletics in the games and beyond.

After just two years, Mary Beth West is leaving the department store sector and returning to food. Ms. West, who has served as exec VP-chief customer and marketing officer at JC Penney since June of 2015, is joining the Hershey Co. as chief growth officer. Before her time as the top marketer at Plano, Texas-based JC Penney, she served as chief marketing officer at Mondelez International Inc.

A search is underway for Ms. West’s successorshe will remain with the brand until March 31. Until that time, day-to-day marketing responsibilities will be overseen by Kirk Waidelich, senior VP-sales promotion and marketing, and Sheeba Philip, VP-marketing strategy and communications.

“Mary Beth played an instrumental role in the company’s return to profitability and was a key asset to the leadership team,” read a company statement. “However, she has decided to relocate to the Northeast where she and her family will be closer to relatives and she can pursue a new opportunity with one of the world’s most iconic food brands. JC Penney is grateful for her dedication and service, and we wish her well in all future endeavors.”

Continue reading at AdAge.com

In the season six episode “To Have And To Hold” from AMC’s Mad Men, Don Draper pitched a campaign for Heinz centered around the tagline, “Pass the Heinz,” applied to images of foods that ostensibly go well with ketchup. (We maintain that putting ketchup on steak is a crime against humanity, but some may disagree.)

The client was not impressed, saying it seemed like “half an ad” and complained that the product wasn’t shown.

Now real-life advertising is imitating art. Heinz will run a version of the campaign, credited to its agency David Miami, the fictional Sterling Copper Draper Pryce, the show’s creator, Matthew Wiener, and other writers.

“Even though Don Draper created the ‘Pass the Heinz’ campaign almost 50 years ago, the communications still really work in today’s world,” Heinz brand director Nicole Kulwicki told AdFreak. “Mr. Draper really understood the one thing every Heinz fan knows, which is to never settle for the foods you love without the great taste of Heinz. What we loved about the campaign is that it doesn’t require paragraphs of copy to explain it. It features mouthwatering food images, and all that’s missing is the Heinz.”

The ads will run in print and OOH executions in New York*, beginning today and look much the same as they did on Mad Men. As it turns out, that was the biggest challenge of the effort.

“We didn’t have the files, so we had to do a photo shoot,” David CCO Anselmo Ramos explained. “It needed to look exactly the same, and that was a beautiful challenge.”

“It’s so simple. Don did a great job,” he added. “This is just 100 percent on-brand positioning. It is about never settling. You look at these beautiful shots of empty fries, or a burger, and there’s something missing. And when you say ‘Pass the Heinz,’ that’s all you need to say. You don’t need to show the product.”

So why stop there? Let’s see Peggy Olson’s pitch brought to life next (40 feet tall, in Times Square).

*Not Argentina.

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Applebee’s, which saw the resignation of its president this month as sales continue to drop, has selected Grey as its advertising agency of record for North America, an appointment that comes as the restaurant sets out to fix every aspect of its business.

The latest agency switch at Applebee’s Neighborhood Grill & Bar comes after a major food overhaul and campaign focused on hand-cut, wood-fired steaks flopped. It also follows major executive changes at the top of the country’s largest casual dining chain, which along with IHOP is owned by DineEquity Inc.

On March 1, DineEquity Chairman and CEO Julia Stewart, who was also serving as Applebee’s president, left the company after 16 years. At that time, DineEquity Chief Financial Officer Thomas Emrey announced his resignation, effective March 15. On March 9, John Cywinski, who had been Applebee’s chief marketing officer from 2001 to 2006, rejoined the chain as president of Applebee’s.

Continue reading at AdAge.com