Hasta La Creative!

After FCB won creative duties on Clorox in April of 2016, FCB West crafted a salute to klutzes this spring.

The agency’s newest efforts for the brand similarly take a look at the messes as much as the cleaning. But this time the messes seem a lot more fun.

A series of new spots claim cleaning various services is “just the beginning,” ending with the tagline, “What comes next is everything.”

“A clean kitchen is just the beginning” opens with a man cleaning a kitchen counter with a Clorox wipe. From there the counter sees all kind excitement, from model volcano science projects to fresh red snapper to a cat and more…including a bit of a surprise ending.

Other spots apply the treatment to the bathroom (gummy bears on the rim of the bathtub seems like a bad idea, no?) and the classroom (kids’ desks get all manners of gross, after all). In each case, the ad shows how Clorox allows for a care free attitude toward such surfaces, since all it takes to clean is a quick wipe.

Credits:
Lead Agency: FCB West
Chief Creative Officer: Karin Onsager-Birch
Associate Creative Director: Colin Mitchell
Senior Art Director: Juliana Ardilla
Worldwide Creative Partner: Fred Levron
Chief Strategy Officer: Simon White
Planning Director: Ryan Riley
EVP, Management Director: Cary Pierce
SVP, Management Director: Sue Redington
SVP, Management Director: Gwen Hammes
VP, Account Director: Sara Wallace
Senior Account Executive: Courtney Whiting
Account Executive: Raisa Callazo
VP, Director of Integrated Production: Elizabeth Morse
Post Producer: El Goco
Director of Business Affairs: Mary Marhula

Hispanic Market Agency: Alma
Creative Director: David Alvarez
Creative Director: Juan Camilo Valdivieso
Group Business Director: Maria Carolina Reimpell
Senior Brand Executive: Viviana Bustillo
Integrated Producer: Rafael Sanchez

Production Company: RESET
Director: Ian Pons Jewell
Executive Producer: Deannie O’Neal
Line Producer: Ahnee Boyd
Director of Photography: Mauro Chiarello

Post Production: Whitehouse
Executive Producer: Joni Williamson
Producer: Jen Mersis
Editor: Tobias Suhm
Assist Editors: Max Holste, Nick Diliberto

VFX/Online/Color: The Mill, Chicago
Producer: Natalie Ksiazek
Lead Flame Artist: Jamie Beckwith
Flame Assist: Alison Bloom
Colorists: Luke Morrison/Mikey Pehanich

Animation: Woodshop

Music: Music Orange

Sound Design: Tim Harrison – Aumeta

Mix: One Union
Engineer: Joaby Deal

Narrative, the creative and tech agency launched by Russell Simmons and Tricia Clarke-Stone in 2013, has been acquired by Will Packer Media, a newly-launched production company by Hollywood producer Will Packer (Straight Outta Compton, Girl’s Trip, Ride Along). Will Packer Media was launched with backing from Universal Pictures and Discovery Communications and will have locations in New York, Atlanta and Los Angeles.

Financial terms of the deal were not disclosed.

Going forward, Narrative will function as the branded content arm of Will Packer Media, tasked with creating “episodic scripted and unscripted series across television and digital platforms,” for brands and “consumer-facing digital destination offering short-form content for millennial audiences,” according to a press release.

Agency co-founder and CEO Tricia Clarke-Stone will join Will Packer Media as head of brand studio. Alix Baudin, formerly senior vice president, general manager of digital operations at Scripps Network, joined the company as co-founder, president and chief operating officer, tasked with overseeing day-to-day operations, digital initiatives and growth strategy.

“Will has developed a flawless reputation over the past decade for creating entertainment that crosses demographics and influences the culture at large,” Clarke-Stone said in a statement. “We are excited to join this team, and to take the knowledge, creativity, and innovation that we’ve developed at Narrative_ to even more audiences and brands.”

“Our goal is to be the leading storytelling company focused on our core demographic of New American Mainstream audiences across multiple devices and platforms,” added Baudin.

Image Credit: IMDB

While many cultures see public selfie-taking as a distracting, albeit innocent, act, Indian authorities are treating the growing trend with caution and for good reason.

According to one study, the country accounted for more than half of deaths worldwide related to taking selfies. Samsung has responded by creating a video campaign that garnered over 22 million views in the seven days through Sunday and landed atop the Viral Video Chart for the second straight week.

The “Samsung Cares for a Safe India” spot shows a bloodied man lying face-down on the pavement. Next to him, a cracked phone shows a selfie of him biking. “The moments you hold so dear can disappear with one silly selfie,” the onscreen text warns. The country’s Minister for Road Transport and Highways then pleads Indians to use their mobile phones responsibly.

Continue reading at AdAge.com

Category: Beyond Madison Avenue
Summary: While search and discovery sound similar – and they are – they are also two distinct concepts in marketing.

The first is more established – and more familiar: a consumer uses a search engine like Google, YouTube or Amazon and the platform in question uses indexes of data to retrieve answers.

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Interpublic Group saw a 1.7% drop in second-quarter revenue from the period a year earlier, with a relatively flat organic revenue increase of 0.4%, but CEO Michael Roth said he was still confident that the agency holding company will hit its organic growth target for the year.

“Our agencies and our people remain best-in-class and our recent mid-year business reviews indicate that our operators have a range of opportunities in the second half of the year that make the lower range of our 3-4% annual organic revenue growth target achievable,” Roth said on this morning’s conference call. “Our new business pipeline remains solid, and we are fully competitive when opportunities do arise.”

Roth added that in order to deliver 3% or better organic revenue growth for the year, the holding company’s agencies will not solely rely on winning new business, but also focus on its existing client roster and top 20 clients.

Continue reading at AdAge.com

Every weekday, we bring you the Ad Age/iSpot Hot Spots, new TV commercials tracked by iSpot.tv, the real-time TV ad measurement company with attention and conversion analytics from 10 million smart TVs. The ads here ran on national TV for the first time yesterday.

A few highlights: Apple teases its collaboration with The Rock (Creativity has the backstory: “Dwayne ‘The Rock’ Johnson’s Latest Blockbuster Is a Film From Apple”). A guy named Gary plays hooky from work — and burnishes his bad-boy rep — thanks to Geico. And Hyundai drivers find a way to enjoy, yes, a traffic jam.

Continue reading at AdAge.com

While many cultures see public selfie-taking as a distracting, albeit innocent, act, Indian authorities are treating the growing trend with caution and for good reason.

According to one study, the country accounted for more than half of deaths worldwide related to taking selfies. Samsung has responded by creating a video campaign that garnered over 22 million views in the seven days through Sunday and landed atop the Viral Video Chart for the second straight week.

The “Samsung Cares for a Safe India” spot shows a bloodied man lying face-down on the pavement. Next to him, a cracked phone shows a selfie of him biking. “The moments you hold so dear can disappear with one silly selfie,” the onscreen text warns. The country’s Minister for Road Transport and Highways then pleads Indians to use their mobile phones responsibly.

Continue reading at AdAge.com

Chipotle Mexican Grill Inc., reeling from a recent norovirus outbreak, is ready to move on with a new menu item it sees as a savior: queso.

After an operational test in New York, Chipotle plans to offer queso — its most requested item — in more than 350 restaurants in Central and Southern California and Colorado beginning Aug. 1. If successful, queso could roll out to Chipotle restaurants nationwide as early as mid-September, Chief Marketing and Development Officer Mark Crumpacker said on a call Tuesday afternoon.

Chipotle also said its first national TV commercials had to be tweaked to hit the right tone. It plans to run new ads starting in mid-September more focused on “appetite appeal.”

Continue reading at AdAge.com

Procter & Gamble Co. reports fiscal fourth-quarter earnings Thursday under a huge cloud of industry gloom and a fight by Trian Partners’ Nelson Peltz for a board seat. The world’s biggest advertiser badly needs a strong showing in its final quarter before an October shareholder vote.

Yet, with the exception of Unilever, key competitors have reported awful results. Kimberly-Clark Corp., Johnson & Johnson (Consumer) and RB (Reckitt Benckiser) all reported organic sales declines and Colgate-Palmolive Co. was flat. Even their unit volumes were down. RB blamed the global hacker attack in late June for carving two percentage points off global sales for the quarter. Other players have had no better explanation for why people are scrimping on things like toilet paper and toothpaste in places that aren’t even having recessions.

So what does all that mean for what we can expect from P&G’s final fiscal-year report on Thursday?

Continue reading at AdAge.com