Hasta La Creative!

As of Thursday, patrons of Dunkin’ Donuts could step into the shops and behold a small miracle–racks and racks of those dizzyingly colorful donuts, all of them chemical free. After much work, the donut chain finally gave the boot to artificial coloring (though some limited-edition donuts may still contain it). “Eliminating artificial dyes from our…

Culligan is moving beyond its Culligan Man roots with a new ad campaign, tagline and branding aimed at attracting younger homeowners for their water needs. The Rosemont, Illinois-based water filtration provider will debut a 30-second spot starring Cary Elwes in a “Princess Bride”-themed message at Sunday’s Golden Globes award show. This is Culligan’s first national campaign in more than half-a-century, and also its first work from Fallon, which it named agency-of-record last summer.

In the new spot, Elwes gives a nod to his role as Westley in the 31-year-old cult-classic “Princess Bride” as he performs fatherly duties for his young daughter, giving her noodles, drawing a bath and making ice cubes. He utters, “As you wish,” after each demand. At the end of the commercial, Elwes extols the virtues of his Culligan-filtrated water to a neighbor, who exclaims, “Inconceivable!”

“Water’s hot and Culligan has great awareness, but research showed the newer generation of homeowners don’t have the same awareness of everything we do as a brand,” explains Larry Holzman, senior VP of Culligan North American Franchise. The new work introduces the tagline, “You Could Give Your People Culligan Water.” The company is also promoting its name as Culligan Water, rather than just Culligan. While the Culligan Man, which was first developed as an advertising vehicle in the late-50s, some two decades after the company was founded, may still be used by individual franchise dealers, the national campaign will focus on the new messaging.

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Brand and experience design firm Collins made a series of nine hires across its New York and San Francisco offices, which Collins attributed to the company’s recent growth.

“Collins is growing. We’re expanding our East and West Coast presence with the appointment of nine new, remarkable people, all from exemplary organizations,” Collins chief creative officer and co-founder Brian Collins said in a statement. “And we continue to seek stellar men and women to work across everything we’re doing with our clients, from Spotify, Coca-Cola and Chubb to Target to Dropbox to the Muppets at the Museum of Moving Image. It’s an exciting time for our company.”

Claire Morris (pictured) was appointed as managing director, based out of Collins’ New York office. She joins Collins following a little over two years as vice president, group account director for 360i and a brief stint as director of client services for SET Creative. She arrives at Collins with over two decades of experience at agencies including Ogilvy, Havas and Y&R.

Emily Morris joins the New York office as senior business director. She arrives at Collins from BBDO New York, where she spent nearly three years and most recently served as senior vice president, account director on Visa. Prior to joining BBDO as an account director on Belvedere Vodka and American Red Cross, she spent a little over a year as an account director for TBWAChiatDay L.A., working on the Pepsi account.

Director of development Amir Ouki joins Collins’ New York office from ForUSAll in San Francisco, where he spent the last year and a half as business development lead.

Also joining the New York office are business managers Katie Persichilli, Dorothy Smith and Taylor Holland and associate designer Sanuk Kim. Presichilli and Smith both arrive from Mother New York, while Holland was most recently at Droga5. Kim previously worked at Vice, Mother and Hinterland.

Karin Soukup joins Collins’ San Francisco office as brand experience designer, following a period as freelance design director. Prior to that she spent two and a half years as design lead for IDEO. Sydney Roberts was also appointed as the office manager for the San Francisco office.