Hasta La Creative!

Wieden & Kennedy London strategy chief Paul Colman is leaving the agency.

Procter & Gamble Co.’s Febreze is back in the game with “Dave,” a man whose “bleep don’t stink,” hoping to take the humor of last year’s Super Bowl spot up a notch while building on a strategy that spurred significant growth.

The 30-second ad from Grey, New York, runs in the second quarter of NBC’s Feb. 4 broadcast and follows the unusual odor-free defecator along with friends and family “awed by his fecal anomaly.” It reminds people that Dave will not be attending their Super Bowl parties, so they need Febreze to eliminate socially awkward odors.

P&G’s odor neutralizer aired its first Super Bowl ad last year in an effort to become as synonymous with pre-game stock-up store trips as beer or snacks. The strategy worked, giving Febreze its highest sales week of the year, according to North American Associate Brand Director Guerin McClure.

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Welcome to Ad Age’s Wake-Up Call, our daily roundup of advertising, marketing, media and digital-related news. You can get an audio version of this briefing on your Alexa device. Search for “Ad Age” under “Skills” in the Alexa app.

What people are talking about today

YouTube star Logan Paul is back, already. And he wants everyone to know how much he’s changed. His new video is a very serious suicide-prevention PSA that includes interviews with survivors and advocates. (Watch it above.) He’s also donating $1 million to the cause. Paul took a three-week break from YouTube after posting footage of a suicide victim hanging from a tree in a forest in Japan a video that was widely criticized, and that he apologized for and removed. His new video nothing like his usual work. It’s polished and free of sophomoric antics, and it seems to bear the stamp of an experienced PR team. It casts Paul as having had a life-changing experience that made him reflect on life; there’s a moment when he washes his hands and face, as though he’s washing away his past sins. Nearly 9 million people have watched. Many commenters are applauding his effort and saying he deserves another chance. “Thank you for taking the time to educate yourself and thank you for humbling yourself,” one person says. Some take a more cynical view.

Continue reading at AdAge.com

When most brands talk about luring younger buyers, millennials or Gen Z kids come to mind. But Lexus will settle for getting a few more fortysomethings in the fold. Aging down is one of the goals for Lexus’ Black Panther-themed Super Bowl spot starring the Marvel superhero and the new 2018 Lexus LS 500 F Sport performance sedan. An extended cut of the ad was released today.

Lexus is targeting buyers ages 45 to 55 with the new LS. That’s significantly younger than the average age of current LS buyers, which hovers in the upper 60s, according to the brand. Lexus vehicles don’t come cheapthe suggested retail price for the flagship 2018 LS 500 is $75,000 so it’s not surprising that a lot of younger folks can’t afford them. This ain’t Honda, after all.

Continue reading at AdAge.com

Conservative ministers are deliberately deceiving the UK public about Brexit, ardent remainer and Labour MP Chuka Umunna told senior ad industry figures at Lead 2018 today.

(TrendHunter.com) From sportswear made completely out of recycled materials to bike paths paved with recycled paper, these recycled material innovations show how meaningful upcycling is to brands and consumers.

Eco-…

This year’s Power 100 Next Generation includes a brand experience lead looking to create meaningful live moments.

During this year’s World Economic Forum in Davos, Philips has launched a campaign in which children question why things have to be the way they are when it comes to healthcare.

Film
Greenpeace

When we think about our New Year wishes we use to have positive ones, to change for the best or for a good future. But, if we had the wish of the opposite?

Advertising Agency:Indira, Madrid, Spain
General Creative Officer:Juanma Gómez
Creative Director:André Augusto Viana
Art Director:Miguel Hernandez
Client Services Director:Gemma Alonso
Production Company:Animal Brothers
Producer:Borja F. Doldán
Producer Coordinator:Sergio González Hernández
Director:Miguel Aguirre
DoP:Jorge Roig
Film Art Director:Raúl López
Costumes:Cristina Ximenez de Olaso
Makeup:Sara García Vázquez
Cast:Mercé Salomé
Editor:Fran Oviedo
Postproduction:Ab
Music:Oh Wonder

Film
McDonald’s

Advertising Agency:Burrell Communications, Chicago, USA
DoP:Barry Peterson
Senior Producer:John Seaton
Chief Creative Officer:Lewis Williams
Creative Director:Lewis Williams
Marketing Manager:David Ehrlich
Production Company:Durable Goods
Director:Neil Tardio
Executive Producers:Rebecca Wray, Hani Selim