PopSugar Unveils Full-Service Agency The Bakery

popsugar_logoWomen’s lifestyle company PopSugar has launched a “full-service, in-house team dedicated to helping advertisers reach the 18-to 39-year-old female demographic,” reports Adweek.

The agency, called The Bakery, will also enable companies to utilize PopSugar Snap, PopSugar’s native advertising technology, in order to create their own campaigns.

“Twenty-one million women visit our sites every month,” chief business officer Jen Wong told Adweek. “We want to help brands figure out what their content strategy could be.”

PopSugar decided to launch The Bakery when they realized that the vast troves of information they had on their users gave them a unique ability to target the much sought-after 18-39 female demographic. With Daily Candy recently shutting down, and both Yahoo Shine and iVillage rumored to be closing their doors soon, PopSugar felt is was the right time to share their skills.

“We see that change as an opportunity because we’re so well positioned with our distribution,” said Wong. “We have so many insights about women to create content and the opportunity to continue growing.”

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Grip Limited Raises Testicular Cancer Awareness with Ballsy Campaign


Toronto-based Grip Limited have a new campaign for Testicular Cancer Canada that’s, well, ballsy.

The agency employed risque humor to raise testicular cancer awareness and get more guys to self-examine regularly. Built around the tagline, “No one’s going to check them for you,” Grip’s two TV spots, directed by Matt Swanson, show men receiving testicular exams from unexpected sources, resulting in some pretty ridiculous (and funny) situations. In the first, and more successful spot, “Cop,” a guy is pulled over for a broken taillight. “Let me see your driver’s license,” says the cop, “….aaaand your testicles.” The humor in the spot comes from the resultant avoidance (and non-avoidance) of eye contact and awkward looks during the exam. “Mechanic” is basically the same idea, but with a mechanic in an auto body shop instead of a cop. It could just be that I viewed “Cop” first, but something about it just wasn’t as funny. Nevertheless, both spots make admirable use of humor to make a message that’s all too often forgotten memorable, an admirable accomplishment, especially when you consider the prevalence of testicular cancer.

“Testicular cancer is the most common cancer in men ages 15-29”, explained Testicular Cancer Canada founder Cheryl Perry explained . “If you try to sit these guys down and teach them something, they might tune you out. But if you make them laugh, they’ll remember what you’re saying”.

In addition to the TV spots, the integrated campaign, which is timed to coincide with Testicular Cancer Awareness Month, also features radio advertising from Pirate Toronto and an online testicular cancer “remote scanner.” As you might have guessed, the remote scanner asks dudes to place their balls on their phone screen only to display an error message telling them to check their balls themselves. Stick around for credits and “Mechanic” after the jump. continued…

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There’s a New Head of BBDO Atlanta

BBDO ATL

This morning we confirmed a changing of the guard atop the BBDO Atlanta roster.

Gill Duff, who took over as President/CEO less than two years ago, has left the agency. He will be succeeded, as of next Monday, by Drew Panayiotou.

Panayiotou himself is new to the agency world; he most recently served as SVP of US marketing at Best Buy, and his career includes stints leading in-house marketing and media buying/strategy teams at several major brands including Walt Disney, Coca-Cola, Hershey and Kodak.

He starts on the 14th, and his title will also be President/CEO.

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KBS+, O Positive Share ‘Regrets’ for BMW

“So what do you think, you gonna take it?” asks a BMW salesman in KBS+P and production company O Positive’s new spot for the BMW 3-Series. This sends the man into a reverie of past regrets, from dumping a nerdy Brooklyn Decker in high school to passing up a chance to get in on the ground floor of Twitter. The 60-second spot, directed by David Shane is certainly memorable, showing the 3-Series in the beginning of the spot and linking passing up the opportunity to own it to some pretty poor decision making skills. Spoiler alert: the guy decides to buy it. “Regrets” is well produced, paced, and acted, effectively using humor to make a lasting impression. Just one thing though: Does anyone else find nerd Brooklyn Decker hotter than runway Brooklyn Decker, or is that just me?

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20something Invites People to Their Own Funerals in Go For Zero Campaign

20something’s new campaign for Go For Zero is gaining a lot of attention, already surpassing the one million view mark on YouTube (it was uploaded on Monday).

To call attention to the dangers of speeding, 20something had people invite their fast-driving friends or relatives to their own funeral. The speeders, of course, were unaware that they were stepping into their won funeral. Tearful friends and relatives lament losing their loved ones lost too soon, while they look on and imagine what it might be like if the funeral was for real. Heavy-handed? Perhaps. But the idea behind the stunt was that most people overlook the danger inherent in casual speeding, so they needed such a wakeup call to bring attention to the devastation their driving habits could cause. Credits after the jump. continued…

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Team One Posits Lexus F As ‘Temptation’

Team One runs through a list sins encouraged by the Lexus F performance line in their new spot, “Temptation.”

According to the 60-second spot, the Lexus F, “Provokes lust, unleashes wrath, incites envy, and elicits pride.” Absent are two of my personal favorites, sloth and gluttony, which Team One decided (understandably) don’t really do much to sell luxury performance vehicles. Greed is skipped over because they’re trying to get people to shell out a lot of money for a car here.

The spot, slickly produced by RSA, does a better job of tying the vehicle to certain sins than others. Lust is embodied by a couple making out in the rain, after which the Lexus F happens to exit a garage, not doing much to show how it “provokes lust.” Oh wait, it’s because the guy stops making out for a second to check out the Lexus F. Ugh. The rest of the sins are dealt with a bit better, with “unleashes wrath” tied not to actual anger but the car’s power, and envy and pride dealt with in more obvious ways. Perhaps most importantly, “Temptation” makes the Lexus F look good, even if its concluding line, “Temptation comes in many heart-pounding forms, but only one letter” is a bit weak. Stick around for credits after the jump. continued…

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Barton F. Graf’s ‘One Continuous Floor’ Parodies Barbarian Group’s Superdesk

barton_9000_floor.jpg

In one of the drollest video deliveries we have ever seen, Barton F. Graf 9000’s Gerry Graf and “spacial philosopher” Rose Sacktor offer a tour of the agency’s office highlighting its amazing features such as its one continuous floor, see through materials otherwise known as windows, discontinuous desks and poles that prevent the floor above from falling on your head.

Nothing like dry wit to sensationalize normality.

Saatchi & Saatchi Thailand Wins Virgin Active

Virgin Active ThailandSaatchi & Saatchi Thailand have just announced winning Virgin Active duties in Thailand, adding to the agency’s business growth momentum.

“We’re so pleased to be working with Virgin Active,” said Mark Cochrane, CEO of Saatchi & Saatchi Thailand. “They want to become the most loved fitness brand in Thailand, and with the power of Lovemarks thinking we’re really excited to be fuelling their journey. They are great people, and have a great dream.”

Virgin Active is launching their flagship location in Bangkok this month, but Saatchi & Saatchi have confidentially been working on the launch for several months prior. They will be responsible for advertising, design, branded content, PR and activation, and overseeing all social media activity. “We have really concentrated on creating a seamless launch experience for potential members that is rich with surprise and delight at every turn,” said Cochrane. “Together, we’re excited to build ‘the happily ever active movement’ and help Virgin Active become a Lovemark in Thailand.”

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Union Delivers Libretto Pizza to Instagram

LIBRETTOGRAMToronto-based agency photographed every pizza on Toronto hot-spot Pizzeria Libretto’s menu for a new social media campaign via Instagram.

With business booming at the Verace Pizza Napoletana (VPN) approved restaurants, “there was no time or space for servers or menus to give diners the in-depth details they were looking for.” Union realized that Instagram posed the solution and created Librettogram. They photographed each pizza on the menu and cropped them into nine separate shots that re-from into indivudal pizzas in Instagram’s Grid View. When users log on to Libretto’s Instagram, they can scroll through the entire menu with a flick of their finger, and click on a picture to bring up a closer view and more detailed information. In Union’s words, “By reframing the VPN story into a format and medium our target engages with every day, we were able to deepen customers’ appreciation for what Pizzeria Libretto does and strengthen their connection to the restaurant.” Credits after the jump. continued…

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Lineveldt Assumes ECD Post at SK+G

macrlineveldtLas Vegas-based SK+G Advertising, which you may remember from the first season of The Pitch and currently works with clients including the Borgata and Andre Agassi Foundation, has landed a new creative leader in Marc Lineveldt, who joins the agency as ECD. Lineveldt joins SK+G after serving in a similar role at Atlanta-based Fitzgerald+CO. It seems SK+G spent some time in its search for a new ECD. In a statement, agency managing partner John Schadler says, “We conducted an extensive and committed search for the perfect ECD candidate who would bring a worldly point of view, honed by experience, which will enhance the company’s position, expand our opportunities for growth and reinforce our pursuit of creative excellence. Marc brings with him an impressive range of achievements and we feel the timing is optimal as we are embarking on taking our business to the next level with continued expansion and global reach.”

During his 24-year ad career, Lineveldt has also served as a co-ECD at TBWA\Hunt Lascaris in Cape Town, and has held creative positions at the likes of Y&R and Saatchi.

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Martin Williams Rebrands Mall of America

Minneapolis-based agency Martin Williams recently completed a rebranding effort for Mall of America, the nation’s largest retail complex in Bloomington, Minnesota.

“Mall of America is in the process of expanding and rebranding itself to reflect its vast and unique experience,” explained Tom Moudry, CEO and chief creative officer, Martin Williams. “We’re really excited to have been chosen to be part of this effort.”

The new television campaign focuses on the excitement possible from the array of experiences found at Mall of America, crafting two separate “best day ever” type narratives from the perspectives of visitors, while avoiding the use of the word “mall” — which we’re guessing is a key component of the rebranding campaign. Both spots are created to show a dizzying whirlwind of different experiences at Mall of America, with a short-attention span let’s cram everything in series of events that’s exhausting just to watch. The narrator has to talk really fast to even keep up. “A tiring day spending hundreds of dollars (at least) at Mall of America could get you laid” seems to be the message behind “Couple,” which ends with the line, “Who needs date night when there’s date day?” Okay, so that may be reducing things a bit, but there’s definitely the suggestion that a day at the mall cramming in countless shopping and dining experiences can spark some romance. Positioning a mall as romantic is a hard sell, to say the least, but Martin Williams does a passable job with that premise.

“Girls” meanwhile, shows Mall of America as the perfect place for a girls day out, which makes a bit more sense, although the execution comes off as a bit stereotypical. What do girls do at the mall? Get a crush on a bag; try on jeans, jeans, jeans; find some guys, ditch some guys; eat something and don’t remember what it’s called. (At times things get a bit insulting.) At least they ride the rollercoaster a couple of times for good measure. Both of the 30-second spots end with the “Always new” tagline, emphasizing the ever-evolving nature of the 4.2 million square-feet complex housing over 520 stores. Check out “Girls” below and stick around for some behind-the-scenes footage, along with credits, after the jump.
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Burger King Needs a New Global Agency

Burger King is officially conducting a global ad review after performing a bit of a two-step in recent months.

On splitting with Crispin Porter & Bogusky in 2011, the company moved on from its infamous “king” spots to work with CHI & Partners in the UK and Mother New York in the US. Earlier this year, company leaders hinted at changes in the UK after beginning and then cancelling an agency review; global now seems to be the answer.

Where will the brand go? CHI & Partners’ “We wish Burger King well as they make more global marketing arrangements” statement doesn’t sound particularly confident.

We will note, based on this recent New Zealand campaign from Colenso BBDO, that BK has not lost its desire to be weird.

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Y&R Reveals Car Fox Den

If you’ve watched Car Fax’s spots featuring their Car Fox mascot and wondered where exactly he lives and how he gets his information (who are you?), Y&R’s new Car Fax spot will leave you one very satisfied, strange individual by answering both of these questions.

Y&R’s new 30 second spot, “Mole” introduces the Car Fox den, which acts as the center of the Car Fox’s elaborate operation (and presumably also his home). It also introduces another animal working in conjunction with the Car Fox and his team to “dig up” accident reports (I think you can guess this one). The spot builds on a character people immediately associate with brand (thanks, puns) to promote its selling points, which makes it easier to overlook its cheesiness. Also, I’m pretty sure fox dens aren’t 100 feet underground, but whatever. Credits after the jump. continued…

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The Results of Y&R’s ‘Brand Madness’ May Surprise You

Brand MadnessIn honor of the NCAA March Madness tournament, Y&R created their own “Brand Madness” tournament using their proprietary BrandAsset Valuator database, and there are quite a few upsets.

To create the brackets, brands were seeded 1 through 16 in their respective divisions using their BrandAsset score — “their overall performance as a brand,” based on their performance in the categories of differentiation, relevance, esteem and knowledge. Once seeded, brands competed against each other one on one based on differentiation, “the leading indicator of future growth.”
Some may find the brackets’ champion a bit of a head scratcher: New Orleans (who narrowly defeated Facebook for the title). Y&R had this to say about the results: “Adults surveyed find NOLA very authentic, daring, dynamic, and energetic — attributes highly correlated with Differntiation. Facebook is strong on these metrics too, but that fractional edge put New Orleans over the top. Does that mean Americans are quitting Facebook to move to New Orleans? Probably not. But perhaps we’ll see a rise in selfies taken on Bourbon Street.”
For the full results, head on over to Y&R’s “Brand Madness” site.

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Post-Grey Mike’s Hard Lemonade Shopping for Agencies

You already knew that Mike’s Hard Lemonade dropped Grey as its agency last year–but this week brings word that the company’s shopping around on a project-by-project basis.

While Mike’s changed its logo and packaging, this 15th anniversary spot by independent Chicago agency Tris3ct leads us to think it’s not looking to tweak the message too hard:

In other strategery news, Mike’s has given up on TV altogether in the interest of facilitating that digital “two-way conversation” with its target audience.

(We’re still not quite sure who the members of that target audience might be.)

The brand has yet to pledge loyalty to any single agency, so its business is up for grabs. Here’s another Tris3ct spot from last summer promoting the “Shandy” fruit beer:

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Entrinsic Debuts ‘The Mortgage’ Film Trailers for RBC

Digital agency Entrinsic created a new campaign for RBC targeting first-time home buyers called “The Mortgage,” in which they imagine the home buying experience in three different Hollywood-genre style trailers.

Directed by Jeremiah S. Chechick (best known for National Lampoon’s Christmas Vacation), each trailer promotes a fictional film of a couple shopping for their first house, with roughly the same formula channeled into three different genres: romantic comedy, drama and horror. The results are cheesy, but not unwatchable. They certainly have the tone of the Hollywood trailer nailed. The best of the bunch is probably the horror one (featured above), which squeezes in some jokes riffing on popular horror movie tropes. It works a lot better than the drama trailer, which feels a bit forced attempting to fit home buying into a Hollywood drama style narrative.

“Analytics are always behind everything we do at Entrinsic,” said Eli Singer, founder and president of Entrinsic. “We call it ‘creative by the numbers.’ Based on the data we gather we’ll be able to augment the campaign, making it increasingly connected so that it drives strong results for the client, just like we did with RBC’s successful students initiative.”

At the end of each of the trailers, viewers can click through to RBC’s digital properties for first-time homebuyers. In addition to the three spots, the campaign also has a social media element with events on Twitter, as well as a contest giving entrants the opportunity to win $25,000 towards a mortgage downpayment. The campaign will also be supported by “integrated offline content including full page movie poster-style ads in newspapers, mock “coming soon” posts promoting the movie trailers on relevant websites and blogs, in-branch advertising, wild postings, in-cinema advertising, interactive banner ads and social content and influencer outreach.” It will run throughout the key spring homebuying season. Stick around for credits and “Romantic Comedy” after the jump. continued…

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W+K NY Navigates SportsCenter Office with Bubba Watson

In anticipation of the impending Master’s Tournament, W+K New York has launched two new spots in their long-running “This Is SportsCenter” series, starring 2012 Master’s champion Bubba Watson.

In the first spot, Watson, whose “miracle” shot to get out of a difficult lie helped him win the Master’s, finds himself in another tricky situation in ESPN’s Bristol, Connecticut office, with the Stanford Cardinal mascot blocking their way. Watson and caddy Ted Scott try to decide how to proceed, when SportsCenter anchor Kevin Negandhi shows them the way without really thinking about it. The spot delivers the kind of fun goofiness we’ve come to expect from the “This Is SportsCenter” series and shouldn’t disappoint, especially for fans of Watson.

The 15-second “Pencils” is a little more straightforward, but no less fun, with Watson’s incessant sharpening of scorecard pencils posing a distraction for anchor Jay Harris. First and second round play of the Masters at Augusta National Golf Club will be televised on ESPN from 3-7:30 on Thursday and Friday, April 10-11. Stick around to view “Pencils” and credits after the jump. continued…

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i.d.e.a. Appoints Two New VPs

IDEAlogoSan Diego’s i.d.e.a. has a couple of announcements to (almost) coincide with its second anniversary last month: in addition to three-digit growth numbers, the agency announced two new VP-level hires.

New media VP Michaela Krams joins i.d.e.a. after spending the last 11 years as VP and brand group director at Horizon Media, where she led the Jack in the Box account. Before that she worked on retail, travel and entertainment accounts at both Carat and ICG.

VP of reputation Julie Messing-Paea brings a particularly colorful history to her new role: in addition to time spent as head of PR at event-planning agency Advanstar Communications, working on the CBS marketing team, and contracting for clients like FOX, E!, Equinox and Radio Disney, she was also director of PR and marketing at Flynt Management Group; the press release describes her role as that of “personal publicist”, press manager and speechwriter to one Larry C. Flynt.

Yes, that guy.

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FCB West Scores Ghirardelli

fcbThe agency review went well for the former draftFCB, which will now handle the integrated ads account for the U.S. division of Swiss sweets-maker Lindt & Sprüngli.

The review began with more than a dozen agencies–and while we can’t confirm the tip that Butler was runner-up, the press release tells us, via Ghirardelli marketing VP Vicki Isip, that the brand chose FCB for both its location and its history with consumer products brands like Del Monte and Kikkoman.

This win comes less than a month after the name change, the merger of L.A. and San Francisco offices into FCB West, and the barely-knew-ye departure of ECD Michael Bryce.

Expect a new campaign next year.

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M&C Saatchi Stockholm Launch ‘Stockholm Is Your Canvas’ for Stockholm Art Week

Stockholm Is Your CanvasM&C Saatchi Stockholm has launched “Stockholm Is Your Canvas,” an initiative for Stockholm Art Week allowing visitors to canvas.stockholmartweek.com to submit their art and have it displayed on a digital billboard in Stureplan, Stockholm (if they’re a Swedish resident).

Visitors to the site simply upload their picture or video, select a 30 second time slot during the festival — which began April 1st and runs until April 6th — and their art will be displayed on the impressive digital billboard passed by over 450,000 people a day. My first impression was that this was open to any online visitors, but it is in fact limited to those with Swedish cell numbers. If you’re interested (and have a Swedish cell number) all you need to do is visit the site, provide your name, title of your art, city and said Swedish cell number, pick a desired time and submit your work in a 16:9 aspect ratio, with a maximum file size of 50 MB. This is a pretty cool way to get people involved with Stockholm Art Week, even if it’s kind of a shame that visitors to the country (or those who would get a thrill from their art being displayed on the billboard even if they can’t see it) can’t submit.

Update: We received the following note from M&C Saatchi: “The campaign is really for all people on the planet. Not only good looking Swedes. :) We have removed the confusion with phone number now.”

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