Hasta La Creative!

Ogilvy & Mather, Paris have launched a new campaign for Dove haircare products entitled “Love Your Curls.”

As that title suggests, the campaign is aimed at women with curly hair. The campaign is based on Dove’s research finding that only 4 out of 10 girls with curly hair think that their hair is beautiful. “Love Your Curls” begins with interviews with girls who express their dissatisfaction with their curly hair, and that they think straight hair is prettier. It’s tough to watch girls so young dissatisfied with their appearance, but Dove’s research also unearthed a more promising statistic: that curly-haired girls are seven times more likely to love their hair if the people around them do. As the text “The best way to change how they feel about their curls, is to show them how you feel about yours” comes on the screen, girls and their relatives dance through the streets celebrating their curls. They then arrive at a sort of Dove sing-a-long where a group plays and sings a tune with the repetitive chorus, “We all love our curls.”

“The Dove Hair Love Your Curls film reveals an important issue, and Dove Hair has a responsibility to take that finding and instigate positive social change,” Rob Candelino, Unilever’s vice president of marketing for haircare, told Adweek.

Critics of Dove’s marketing tactics have suggested that the brand is manipulative and preys on customers’ insecurities, and will likely take similar issue with this latest effort, but Candelino defended the ad, telling Adweek, “We are a proud leader in redefining how beauty is portrayed and celebrated, and we have been committed to helping make beauty a source of confidence, not anxiety. Building on the scale of the Dove brand, the Dove Hair Love Your Curls campaign reveals the opportunity that all women have to set a positive tone for the next generation.”

W+K Amsterdam has launched an integrated campaign for Booking.com introducing the Booking Now app.

In a series of four 30-second spots which begin airing this Sunday, W+K Amsterdam borrows a trick from “Ship My Pants,” ending each ad with the almost-expletive filled, “The right room, right booking now,” in suggestive circumstances. Each spot presents a comical scenario where immediate booking is a necessity. In “Dead Bed” it’s a grandmother offering up the bed where her husband died peacefully, while the similar “Race Car Bed” borrows a gag from Grandma’s Boy. “Karate” and “Interview” change things up, presenting a couple who are pleasantly surprised by their daughter’s performance at a karate competition and a woman who arrives for a job interview a full day early.

In addition to the broadcast spots, the campaign also includes cinema, OOH and digital activations.

Deutsch LA recently launched a new ad for Dr. Pepper, introducing “Mop Dog.”

“Mop Dog” is a Puli — a Hungarian breed that develops natural dread locks or “cords” giving it a distinct, comical appearance — who roams around in search of a home. The dog walks past an owner taking her two (more normal looking) dogs for a walk and passes two shops with mops in the window before finally being taken in by a Dr. Pepper truck driver (who Breaking Bad fans may recognize as “Krazy 8?). From there it’s straight Puli cuteness as the dog tags along. For a moment it seems the driver is going to drop the dog off at an animal shelter, but, predictably changes his mind. The spot ends with the “Always Be One of a Kind” tagline.

While the ad could hardly be accused of originality, Deutsch LA handles the canine approach as well as most with “Mop Dog.” Saccharine as it might be, it’s hard to imagine that people won’t eat this one right up (who doesn’t love Pulis?), and we wouldn’t be surprised if Dr. Pepper’s “Mop Dog” makes a reappearance.

Translation has just debuted its first work for the NBA, following being awarded the account in December.

In the new spot, entitled “Barrier Breakers,” Translation celebrates the NBA’s history of inclusiveness: from the league’s color barrier being broken in 1950; to Violet Palmer, the league’s first female ref; to Jason Collins, the first openly-gay player in the NBA. Images of these “Barrier Breakers” are set to excerpts from Martin Luther King Jr.’s famous “I Have A Dream” speech. The ad made its debut online today and will extend to broadcast during NBA games this coming Monday, Martin Luther King Day, and continue to air for five weeks.

“Barrier Breakers” seems to be Translation and the NBA’s effort to put last year’s Donald Sterling incident behind them as a dark moment in the history of a league that otherwise has many moments to celebrate. How tasteful viewers find the ad will depend largely on how they view the commercial use of the words of Martin Luther King, and whether they interpret the ad as simply designed to sell more seats or as having higher intentions.

Credits:

Title: Breaking Barriers
Client: NBA
Agency: Translation
CEO: Steve Stoute
Chief Creative Officer: John Norman
Executive Creative Director: Betsy Decker
Art Director: Matt Comer
Copywriters: Andy Ferguson, Betsy Decker
Director of Content Production/EP: Miriam Franklin
Associate Producer: Philinese Kirkwood
Account team: Tim Van Hoof, Chris Martin
Chief Strategy Officer: John Greene
Head of Brand Strategy: Tim Flood
Strategist: Lindsey Neeld
Project Manager: Matt DeSimone
Editorial Company: Cut & Run
Editor: Dayn Williams
Assistant Editor: Adam Bazadona
Post Executive Producer: Rana Martin
Post Producer: Jean Lane
Visual Effects: Sibling Rivalry
Creative Director: Matt Tragesser
Animator/Compositor: Gabe Darling
Executive Producer: Maggie Meade
Head of Production: Joanna Fillie
Post Producer: Tracey McDonough
Telecine/Conform: Company Three/Method
Colorist: Rob Sciarratta
Flame Artist: Carmen Maxcy
Audio Post: Heard City
Mixers: Phil Loeb, Evan Mangiameli
Executive Producer: Gloria Pitagorsky
Music: Trackmasters

Deutsch Inc. has big plans for 2015, according to an agency-wide internal memo that went out this afternoon.

Following the Pizza Hut and Sprint wins, the year begins with several big staffing changes at the agency, most prominent among them being the appointment of LA CEO Mike Sheldon to the position of North American CEO and the departure of Donny Deutsch, who has been “a non-active Chairman for the past several years.”

Deutsch LA is the big winner in the new arrangement, which also sees CCO Pete Favat promoted to chief creative for the entire North American organization.

COO Kim Getty will assume the presidency of the West Coast office while LA-based SVP/Director of Business Development Jeff White will be North American EVP/CMO.

The biggest surprise in the announcement may be the fact that very little will change at the agency’s New York office.

Here’s the note from current North American CEO Linda Sawyer, who will soon replace Deutsch as chairman:

Deutschers –

I am pleased to share with you some exciting news about the future of Deutsch. I am announcing our succession plans and appointing Mike Sheldon as North American CEO overseeing both the LA and NY offices. Mike will report to me as I take on the role of Chairman. Donny, who has been a non-active Chairman for the past several years, becomes Chairman Emeritus. He will formally end his relationship with the agency at the end of March 2015 as he begins work on his recently announced new USA Network show.

Those of you who have had the pleasure to work with Mike know he has a big heart and big brains to match. Under Mike’s 17-year run, the LA office has grown from a handful of people to what is now the largest agency on the West Coast. He has built strong client relationships, has an innate ability to attract top-tier talent, land new business and to foster our culture. Beyond Mike’s business skills, you’ll find a down to earth guy who is the epitome of a fearless leader. It will be exciting to see how Mike helps write the next chapter of our agency.

New York will continue to be run under the strong leadership of Val DiFebo, CEO, and her management team. Val’s tenaciousness and unstoppable passion has made her a true force at the agency. She is an inspiring leader focused on influencing client’s business results through creative solutions.

Additionally, Mike and I are making a few other changes. To help grow both offices we have tapped Winston Binch as Chief Digital Officer North America, and Pete Favat as Chief Creative Officer North America. They will work hand-in-hand with both offices to maximize talent, share best practices and sharpen the tools in our toolbox.

Winston is a highly respected digital leader in our business. Since joining four years ago he has built a team of 190 digital specialists. As a result, digital is now

35% of the LA office’s revenue. Pete has been with LA for just over a year. In that time he has attracted top-tier talent, helped the office win eight pieces of new business, and bought home eight Lion’s from Cannes.

Mike and I are also happy to announce that current Partner, Chief Operating Officer Kim Getty is being appointed President, Deutsch LA. Over the years Kim has been responsible for helping manage LA’s fast-paced growth. Under her ambitious and get-it-done leadership, Kim has nurtured a world-class department of entrepreneurial thinkers and expanded services in experiential, public relations, and multicultural marketing.

And finally, SVP, Director of Business Development in LA, Jeff White, is being promoted to EVP, Chief Marketing Officer, North America. Deutsch LA has had some banner years, and working with the vast talent in both offices, Jeff will help generate even more new business for Deutsch.

Donny’s legacy, along with his father David’s, will be an enduring part of who we are. Every one of us will continue to make them proud. The Deutsch brand has always been dynamic, passionate and progressive. This leadership team, along with the strong and talented teams we have in NY and LA are going to be an unstoppable force in this industry.

Next Wednesday, January 21st, Val will be arranging an agency meeting in the afternoon to introduce you to Mike, and hopefully Winston, Pete and Jeff will join. It will be a nice opportunity for everyone to have a chance to connect with one another. More details to follow on this.

Please join me in congratulating Mike and the entire team of executives. 2015 is going to be a landmark year for us.

McCann New York launched a new digital campaign for Jose Cuervo today, promoting the limited edition Jose Cuervo Especial Gold and Silver bottles the brand is releasing in celebration of its 220th anniversary.

The animated 30-second spot, called “The Blacksmith,” shows a blacksmith hammering away to create the gold and silver bottles of Cuervo Especial. Brooding music matches the dark animation, which fit the Dia de los Muertos inspired artwork on the bottles, an homage to Jose Cuervo’s Mexican roots. In support of the video, the brand’s Instagram feed has been slowly revealing details about the new bottles since January 11th. Animated GIFS on Jose Cuervo’s social channels will follow today’s video release.

Credits:

McCann

Chief Creative Officers: Thomas Murphy / Sean Bryan

Executive Creative Director: Mat Bisher

Creative Director: Jason Ashlock

Senior Copywriter: Nick DiLallo

Senior Art Director: Ryan Quigley

Chief Production Officer: Nathy Aviram

Senior Producer: Jessica Coccaro

Music Producer: Mike Ladman

Account: Lauren LaValle / Christopher Jeyes / Rachel Heiss

Production

Animation Company: Elastic

Director: Andy Hall

Executive Producer: Jenn Sofio Hall

Music & Sound Design: Q Department

Mix Studio: Sonic Union

Engineer: Fernando Ascani

McCann New York enlisted gay couple Kordale and Kaleb Lewis — who became Instagram celebrities after posting this photo documenting their morning routine fixing their daughters’ hair before school — and family for a new spot for Nikon.

The two-minute plus video takes a closer look at Kordale Lewis, Kaleb and their children, as the couple discusses their morning routine, parenting and their unexpected rise to Internet stardom. It’s part of McCann’s “Generation Image” campaign for Nikon, which launched in November, celebrating the ubiquity and importance of images to millenials. In addition to rocking a Nikon camera in the spot, the couple also says that “A picture is worth so much more than a thousand words,” and given the Lewis’ success it’s hard to argue otherwise. Nikon may be the first brand to capitalize on the Lewis’ fame and endearing personalities, but it’s hard to imagine they’ll be the last.

Credits:

Client: Nikon

Agency: McCann NY
Tom Murphy, Co-Chief Creative Officer
Sean Bryan, Co-Chief Creative Officer
Larry Platt, Executive Creative Director
Thomas Sullivan, Group Creative Director
Cameron Fleming, Associate Creative Director
Calvin Lyte, Associate Creative Director
George Katz, Design Director
David Mashburn, Design Director
Kathy Love, Executive Producer
Jory Sutton and Chandler Simms, Integrated Producers
Ryan Fitzsimons, Production Coordinator
Eric David Johnson, Executive Music Producer
Mike Ladman, Music Producer

Account:
Kevin Scher, Group Managing Director; Dana McCullough; Account Director; Daniella Rey, Account Director; Danielle Jimenez, Assistant Account Executive

Strategy:
Steve Zaroff, Chief Strategy Officer; Julien Delatte, Group Strategy Director; Michele Kim, Strategist

Production
Director: Douglas Gautraud
Production Co: Coverdale, Inc.
DP: Luca Fantini

Editorial: The Whitehouse
Editor: Paul LaCalanra
Assistant Editor: David Rothstadt

Color Correction: Fergus McCall at The Mill
Sound Engineer/Mix: Tom Goldblatt @ Audio Engine

Music Company: South Music

Goodby Silverstein & Partners launched a new campaign for Cisco Systems, touting the Internet of Everything, entitled “Building Tomorrow Today.”

In “The Last Traffic Jam,” the agency imagines a recreation of a traffic jam in a museum presented as the “scourge of 20th century city life.” Near the conclusion of the spot, the voiceover assures viewers, “…one day soon, we’ll see the last one ever,” since “Cisco is building The Internet of Everything for connected cities today that will confine the traffic jam to yesterday.”

It’s an intriguing approach. After all, who wouldn’t want to see the traffic jam turn into a museum relic? Other ads in the campaign will reportedly follow a similar approach, presenting “last” scenarios (including “the last product recall,” according to Campaign). It will be interesting to see where Goodby Silverstein & Partners takes the idea next.

Credits:

Agency Walton Isaacson (rather than the brand’s usual agency, Team One) crafted a 30-second Super Bowl spot promoting the Lexus NX, entitled “Make Some Noise.”

The spot employs a Stomp-like approach, building a soundtrack from sounds made by the vehicle, such as a beep from the car unlocking, the sunroof opening and the sound of the engine revving. Highly stylized shots of the vehicle, interspersed with dancers, accompany the sounds until a voiceover announces, “Go beyond utility: introducing the Lexus first-ever NX Turbo and Hybrid from Lexus. Be seen. Be heard. Make some noise.”

“Make Some Noise” will run during the first half of the Super Bowl, making Lexus one of only a few automakers advertising during this year’s game, along with Toyota, Nissan and Mercedes-Benz. General Motors, Volkswagen and Lincoln will be conspicuously absent. Lexus last ran a Super Bowl ad in 2012, promoting the 2013 Lexus GS.

Credits:

Digital agency POSSIBLE announced today that it has been named global digital agency for Shell, following a competitive review which included four other agencies. Efforts for Shell, beginning with corporate brand work, will be led by POSSIBLE’s London office. A “major launch” is expected from the agency some time in early 2015.

Shell is trying to present itself as an energy company with an “ongoing commitment to meet global energy demand in a responsible way,” despite a track record that suggests otherwise (to put it mildly). This past October, Lego ended its longtime partnership with Shell following a successful Greenpeace campaign. So repairing Shell’s image will be no small task. Still, in a press release POSSIBLE Global CEO Shane Atchison referred to the company as “the ideal client, both innovative in their approach to energy and global client reach and scale.”

“We selected POSSIBLE because they are a forward looking agency partner that can collaborate with us on new ways to reach our customer audience,” said Malena Cutuli, global dead of brand communications and capability at Shell. “They are uniquely positioned to help us engage in this fast moving, socially connected global world that we live in with offices worldwide and core strength in the digital space.”