James Forman Jr. examines how people, acting with the best intentions, could create a problem even more devastating than the one they were trying to solve.
du Tuesday is a ‘buy 1 movie ticket and get 1 free’ promotion that is exclusively available to cinema goers in UAE who are on/use the du telecom network. For three consecutive years, Leo Burnett Dubai have produced award-winning campaigns for the ‘du Tuesday product’ historically. However, this year required a different approach to further increase redemptions on Tuesdays and reduce churn (in a duopolistic market) of the customers.
Leo Burnett Dubai and the director duo tackled this insight through a film that has been crafted to depict the dark side of movie goers’ experiences being ruined when they are seated next to a discourteous person.
-Y&R Mexico launched this “The Only Difference” Special Olympics spot for National Siblings Day yesterday (video above).
-JWT New York and the News Literacy Project (NPL) launched a “See All The Angles” print campaign featuring a very unusual typeface.
–Danny Trejo stars in DDB New York’s “Tougher Than Tough” campaign for AARP.
-Possible appointed John West as senior vice president, experience platforms.
-Brooklyn-based experience design agency Hush hired Kristen Koeller as executive producer.
-American Resort Management’s Texas-based Epic Waters Indoor Waterpark hired Fort Worth-based BrandEra as its marketing and advertising agency of record.
-Oink Ink announced the winner of its Dead Radio ad contest. It’s very awkward!
In Acura’s new campaign, it’s hard to tell what moves faster — the car or the ads themselves. The marketer crammed roughly 50 unique images in each one of its five 30-second spots and about 25 images in each of its seven 15-second ads. Each scene shot is vertically and layered into the TV commercials by dividing the screen in three.
The colorful mishmash — which includes flashes of random images like a sci-fi superhero in a red metal suit — is aimed at giving Acura’s new 2018 TLX luxury sedan a modern, youthful feel. But the campaign, called “What a Ride,” also has a more practical goal when it comes to Acura’s media buy: The visuals are shot vertically so they are easily transferable to mobile ad formats. And Acura purposely avoided celebrities and spoken dialogue so that it can adjust the ads on the fly to adapt to market conditions. The so-called modular approach means that if, for instance, Acura wants to tout all-wheel drive in cold-weather cities, it could easily toss in that message in a quick scene without rejiggering the entire ad.
“We also can see what combination performs best over time. Or if we are hearing feedback in terms of other attributes of the car that we may not have predicted, it’s very easy for us to cut it and have that option available quickly,” said Ed Beadle, senior manager-integrated marketing at Acura. “If you are relying on the schtick of some heavy talent spot with comedy and plucky one-liners, it’s very difficult to try to adjust that messaging.”
In the wake of United Airlines’ PR nightmare of a week, trade publication PRWeek has drawn unwelcome attention for recently bestowing an honor on the carrier’s CEO Oscar Munoz. To wit:
In more innocent times — three weeks ago — PRWeek had praised Mr. Munoz thusly:
Only two months and change after having undergone a heart transplant, Oscar Munoz returned full time in March 2016 to his role as CEO of United Airlines. Since then, he has continued the unlikely turnaround of United, a feat made more extraordinary given his health crisis just six weeks after he took on the airline’s top job. An excellent leader who understands the value of PR, Munoz’s ability to connect and share with employees his vision for the airline, and get them to rally behind it, are key reasons PRWeek’s editors have named him 2017 Communicator of the Year.
Furniture retailer Ashley HomeStore has selected Empower MediaMarketing for media planning and strategy. ICON International continues to handle media buying.
Empower, an independent Cincinnati, Ohio-based agency whose clients include Famous Footwear and Gorilla Glue, will work with Ashley HomeStore on media strategy and planning across all markets. HomeStore has 700 mostly licensee-owned locations across 36 countries.
The incumbent was McCann Minneapolis. Empower CEO Jim Price said the furniture retailer takes a granular approach to media in each market, which made the two companies a natural fit. “That’s kind of been in our history, our DNA… no cookie- cutter plans, no cookie-cutter buys, everything is very customized,” he said. He added the companies fit well together culturally since both Empower and Ashley HomeStore are family-owned.
See what happens when kids steal their parents Peeps Delights!
After parting ways with creative AOR Droga5 back in March of 2015 in favor of “more in-house and project-based agency partners,” Greek yogurt brand Chobani moved on to work with Opperman Weiss on a series of campaigns including one launched less than two months following the Droga5 breakup, an effort supporting its Simply 100 line and a “No Bad Stuff” campaign centered around the 2016 Summer Olympics. Last July the brand also named Leland Maschmeyer as its first chief creative officer.
While it continues to avoid the AOR model, this past September Chobani selected Wieden + Kennedy as its new lead creative agency, and also appointed Lisa Gralnek as vice president of emerging platforms and Kwame Taylor-Hayford as managing director, head of creative technology and integrated production.
This week, W+K Portland debuted its first broadcast brand campaign for the client, centered around a 30-second spot directed by Michel Gondry (Eternal Sunshine of the Spotless Mind, Be Kind Rewind, Dave Chappelle’s Block Party). The spot features a performance of “What The World Needs Now Is Love,” the Burt Bacharach/Hal David song first popularized by Jackie DeShannon. The catch? It’s performed on instruments made of fruit by actual Chobani employees.
It’s an odd approach, to say the least. Not only does it miss a chance to better utilize its star director, it doesn’t do much to differentiate the brand along the way to its “Food Brings Us Together” tagline.
The broadcast campaign is supported by a ““Believe in Food” microsite with more info on Chobani’s ads and the profiles of the employee musicians in the spot. That could come in handy if you’re ever in need of a cover band that performs entirely with fruit-powered instruments. We just want to know what happens to a banana vibraphone once the fruit starts to rot, though.
The effort follows a product-focused campaign from W+K back in February, promoting Chobani Flip with a look at individual flavors.
Credits:
Client: Chobani
Agency: Wieden + Kennedy Portland
Campaign: “Fruit Symphony”
Creative Directors: Chris Groom, Antony Goldstein
Copywriter: Antony Goldstein
Art Director: Chris Groom
Integrated Production Director: Matt Hunnicutt
Producer: Erin Goodsell
Production Assistant: Candice Harbour
Account Director: Trish Adams
Account Supervisor: Kimmy Cunningham
Account Executive: Lindsey Warner
Business Affairs Manager: Teresa Lutz
Project Manager: Carolyn Domme
Production Company: Partizan
Director: Michel Gondry
Executive Producer: Lisa Tauscher
Line Producer: Raffi Adlan
Director of Photography: Shawn Kim
Editorial Company: Final Cut LA
Editor: Jeff Buchanan
Post Producer: Sarita D’Avignon
Post Executive Producer: Suzy Ramirez
Color / Finish Company: The Mill
Flame Lead: James Allen
Nuke: Jason Bergman
Associate Producer: Chris Lewis
Senior Producer: Chris Harlowe
Colorist: Adam Scott
Telecine Producer: Diane Valera
Titles/Graphics: Wieden+Kennedy
Composer: Jon Brion
Engineer: Eric Cadieux / Greg Koller
Song: “What the World Needs Now”
Producer: Raffi Adlan
Mix: Company Eleven
Mixer: Jeff Payne
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, Progressive’s Flo does all kind of magical (and creepy) things with her “magic apron,” while comedian John Mulaney confesses things to, no kidding, a giant burrito (Jessica Wohl has the story on the campaign at Creativity). And a bunch of random consumers express their very tentative interest in driving a hybrid car by singing, of course, the “Hybrid Song” for Hyundai.
Leo Burnett has launched The Core, a new offering that brings together the group’s existing data, analytics, research, CRM and search technology capabilities with the goal of creating more personalized content for clients.
The Core, which will serve as a resource for the entire Leo Burnett Group, including Leo Burnett, Arc and Rokkan, is being led by John Lowell, former VP-product strategy at Uptake. Mr. Lowell previously co-founded Ardent with Andrew Swinand, who joined Leo Burnett North America as CEO earlier this year. Upon Mr. Swinand’s appointment, Burnett acquired Ardent and The Abundancy, two digital shops from the portfolio of Abundant Venture Partners, an accelerator network of startups and tech firms that Mr. Swinand began when he left SMG in 2011.
Ad Age discussed with Mr. Swinand exactly “The Core” is and why he believes it can provide a competitive advantage for the Leo Burnett Group in going up against other agencies and consultancies.
LEWIS Piston, a digital agency headquartered in San Diego, announced two new hires: Dave McClain is now VP, executive creative director and Louisa Moya is VP, director of client services.
Both hires bring more than 20 years of marketing industry experience to their new roles, Moya as an account director and McClain as an art director.
For those of you who don’t know, LEWIS is a London-based communications firm with 27 offices and 600 staffers across Asia, Europe and North America, according to its own LinkedIn profile. (It now has an office in Manhattan as well.)
The group acquired Piston, which was founded in 2001 and employs around 50, two years ago in an attempt to expand the services of its digital marketing wing LEWIS Pulse. “Our strategy is to have the scale in the US to handle any client campaign, and to broaden our digital service proposition,” the press release noted, citing Piston’s selling points as “strong creative, strategic media buying and deep analytics.”
Piston has accumulated a fairly wide range of clients throughout its history including Oakley, Thomson Reuters and the San Diego Chargers. The PR push behind these hires also comes after “a string of recent client wins, including The General, Astro Gaming, H-E-B, The Irvine Company, Stanford Health, Hugo Boss, and PCA Skin,” presumably attributable to the larger LEWIS organization.
Moya most recently served as a partner at AKQA San Francisco, but her career includes stints at Wunderman, Publicis London and Grey, where she held assorted account-based roles. She will now oversee client relations and support the San Diego office’s business development efforts.
We last heard from McClain when he left his gig as an SVP/ECD at Publicis’ Rosetta in L.A., but he’s had quite a bit of West Coast agency experience: he previously held CD roles at Razorfish, Team One, Deutsch, Saatchi & Saatchi and BLITZ.
“I couldn’t feel more blessed,” read the quote from LEWIS Piston SVP Mark Burr, who has a background in data marketing and PR. “Dave and Louisa bring a wealth of experience to our team. I think there is a growing trend for top talent to seek out more creative, independent, integrated agencies. Places where they can dream big in a fun environment, without some of the red tape that exists within larger holding company models. I literally cannot wait to see the amazing impact these two will have on our client campaigns and business overall.”
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