Apr 11

W+K Portland Creates ‘Fruit Symphony’ in First Brand Campaign for Chobani

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After parting ways with creative AOR Droga5 back in March of 2015 in favor of “more in-house and project-based agency partners,” Greek yogurt brand Chobani moved on to work with Opperman Weiss on a series of campaigns including one launched less than two months following the Droga5 breakup, an effort supporting its Simply 100 line and a “No Bad Stuff” campaign centered around the 2016 Summer Olympics. Last July the brand also named Leland Maschmeyer as its first chief creative officer.

While it continues to avoid the AOR model, this past September Chobani selected Wieden + Kennedy as its new lead creative agency, and also appointed Lisa Gralnek as vice president of emerging platforms and Kwame Taylor-Hayford as managing director, head of creative technology and integrated production.

This week, W+K Portland debuted its first broadcast brand campaign for the client, centered around a 30-second spot directed by Michel Gondry (Eternal Sunshine of the Spotless Mind, Be Kind Rewind, Dave Chappelle’s Block Party). The spot features a performance of “What The World Needs Now Is Love,” the Burt Bacharach/Hal David song first popularized by Jackie DeShannon. The catch? It’s performed on instruments made of fruit by actual Chobani employees.

It’s an odd approach, to say the least. Not only does it miss a chance to better utilize its star director, it doesn’t do much to differentiate the brand along the way to its “Food Brings Us Together” tagline.

The broadcast campaign is supported by a ““Believe in Food” microsite with more info on Chobani’s ads and the profiles of the employee musicians in the spot. That could come in handy if you’re ever in need of a cover band that performs entirely with fruit-powered instruments. We just want to know what happens to a banana vibraphone once the fruit starts to rot, though.

The effort follows a product-focused campaign from W+K back in February, promoting Chobani Flip with a look at individual flavors.

Credits:
Client: Chobani
Agency: Wieden + Kennedy Portland
Campaign: “Fruit Symphony”

Creative Directors: Chris Groom, Antony Goldstein
Copywriter: Antony Goldstein
Art Director: Chris Groom
Integrated Production Director: Matt Hunnicutt
Producer: Erin Goodsell
Production Assistant: Candice Harbour
Account Director: Trish Adams
Account Supervisor: Kimmy Cunningham
Account Executive: Lindsey Warner
Business Affairs Manager: Teresa Lutz
Project Manager: Carolyn Domme

Production Company: Partizan
Director: Michel Gondry
Executive Producer: Lisa Tauscher
Line Producer: Raffi Adlan
Director of Photography: Shawn Kim

Editorial Company: Final Cut LA
Editor: Jeff Buchanan
Post Producer: Sarita D’Avignon
Post Executive Producer: Suzy Ramirez

Color / Finish Company: The Mill
Flame Lead: James Allen
Nuke: Jason Bergman
Associate Producer: Chris Lewis
Senior Producer: Chris Harlowe
Colorist: Adam Scott
Telecine Producer: Diane Valera
Titles/Graphics: Wieden+Kennedy

Composer: Jon Brion
Engineer: Eric Cadieux / Greg Koller
Song: “What the World Needs Now”
Producer: Raffi Adlan

Mix: Company Eleven
Mixer: Jeff Payne

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Apr 11

Chipotle Comeback Effort Continues with First Work from VB&P

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Chipotle has been struggling to recover from drops in sales following a series of E.coli outbreaks at some of the chain’s restaurants in 2015.

In January of 2016, Chipotle ended its relationship with PR firm Edelman. Despite selecting Vice-owned Carrot as its social media agency of record the preceding month, the chain initially avoided choosing a creative agency of record, although it did work with CAA Marketing on “A Love Story” last July. Then in October, Chipotle announced it had bitten the bullet and launched a creative review. At the beginning of the year, the chain selected Venables Bell & Partners as its creative agency of record, with VB&P reportedly beating out finalists W+K, GSD&M and mono for the role in a review that initially included as many as 20 shops.

This week VB&P debuted its first work for the brand, enlisting comedians Sam Richardson (Veep), Jillian Bell (Curb Your Enthusiasm, Workaholics) and John Mulaney (The Oh, Hello Show) for a surreal campaign set inside a Chipotle burrito, where things get “As Real As It Gets.”

The comedians each seem to take a slightly different approach to the concept. Bell initially resists the “getting real” idea, lying and embellishing information about her “Husband,” before admitting she’s actually talking about the chiropractor she has an appointment with.

Mulaney discusses topics including his childhood fear of crowds, his sweater and upcoming book, while Richardson tackles his ornithophobia, distrust of balloons and other issues. Both are interrupted and disparaged by the burrito in the process.

It’s a bit of a strange approach for a variety of reasons, as you’d think living things inside of a burrito is the last thing Chipotle would want people thinking about. Yet it’s also open-ended enough to allow for a variety of iterations going forward, even if the initial efforts fall a little flat, like a vegetable burrito without guacamole.

“We set out to avoid all the conventions of fast-food advertising,”VB&P executive creative director and partner Will McGinness told Adweek in a statement. “Using humor and a commitment to telling it like it is, we cut through the clutter of confusing claims, limited time offers or farmers holding produce and created a campaign that is very true to who they are.”

Credits:
Client: Chipotle Mexican Grill
Agency: Venables Bell + Partners

Founder/Chairman: Paul Venables
Executive Creative Director: Will McGinness
Creative Director: Tom Scharpf
Art Directors: Amanda Younger, Avery Oldfield and Mark Lawson
Copywriters: Jimmy Burton, Adam Wolinsky and Eric Boyd
Head of Strategy: Michael Davidson
Senior Brand Strategist: Jake Bayham
Director of Digital Strategy and Analytics: Jeff Burger
Group Communication Strategy Director: Gavin Jones
Director of Integrated Production: Craig Allen
Producer: Gabby Gardner
Group Brand Director: Kammie Sulaiman Dascola
Brand Manager: Mikaela Kearns
Assistant Brand Manager: Ursula Reichle
Project Manager: Madi McCallum
Director of Business Affairs: Quynh-An Phan
Business Affairs/Talent Manager: Yelena Kompaneyets
Senior Traffic Manager: Jermelia Holling
Assistant Traffic/Business Affairs Manager: Malcolm Konner

Production Company: O Positive
Director: David Shane
Director of Photography: Maryse Alberti
Executive Producer: Ralph Laucella
Producer: Ken Licata
Production Designer: Maia Javan

Editorial Company: Arcade Edit
Managing Partner: Damian Stevens
Executive Producer: Crissy DeSimone
Head of Production: Kirsten Thon-Webb
Editor: Geoff Hounsell
Editor: Nick Rondeau
Assistant Editor: Gustavo Roman
Assistant Editor: John Gallagher
Producer: Alexa Atkin

Visual Effects: Timber
Creative Directors/Partners: Jonah Hall, Kevin Lau
Executive Producer: Sabrina Elizondo
Head of Production: Melody Alexander
Senior Producer: Tita Poe
Associate Producer: Brack Hightchew
Lead Flame Artist: Miles Kinghorn
Flame Artists: Chris DeCristo, Tim Miller, Chris Homel, Todd Mesher
Flame Assist: Austin Lewis
Comp Artist: Michael Loney, Jason Forster, Geronimo Moralez
Animator: Zach Carnes
VFX: Jeff Willette

Color: Company 3
Colorist: Dave Hussey
Color Producer: Liza Kerlin

Final Mix: Lime Studios
Audio Mixer: Zac Fisher
Audio Assistant: Lisa Mermelstein
Executive Producer: Susie Boyajan

Music: Human
Producer: Kamela Anderson
Composers: Gordon Minette, Matthew O’Malley, and Aaron Kotler
Creative Leads: Gareth Williams and Craig DeLeon

OOH Work

Agency Founder/Chairman: Paul Venables
Executive Creative Director: Will McGinness
Creative Director: Tom Scharpf
Design Director: Cris Logan
Copywriters: Jimmy Burton, Adam Wolinsky and Sharath Varghese
Head of Strategy: Michael Davidson
Senior Brand Strategist: Jake Bayham
Director Art Production: Jacqueline Fodor
Photographer: Maren Caruso (agent: DS Reps)
Retouching: Toby Moore, Versatile Studios
Retouching/Prepress: Pacific Digital Image
Group Brand Director: Kammie Sulaiman Dascola
Brand Manager: Mikaela Kearns
Project Manager: Jennifer Zhu

Digital

Agency Founder/Chairman: Paul Venables
Executive Creative Director: Will McGinness
Creative Director: Tom Scharpf
Art Directors: Amanda Younger and Avery Oldfield
Copywriters: Jimmy Burton and Adam Wolinsky
Design Director: Cris Logan
Designer: Nicole Berman
Head of Strategy: Michael Davidson
Senior Brand Strategist: Jake Bayham
Director of Digital Strategy & Analytics: Jeff Burger
Senior Digital Producer: Sarah Betts
Social Content Producer: Kimberly Lewis
Social Content Production Generalist: Alexis Hazelwood
Social Content Designer: Paul Rice
Social Content Copywriter: Sarah Wagner
Group Brand Director: Kammie Sulaiman Dascola
Brand Manager: Mikaela Kearns
Assistant Brand Manager: Ursula Reichle
Project Managers: Madi McCallum and Jennifer Zhu
Development and Rollout: Tooth & Joe Mease Creative

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Apr 10

GS&P Expands Creative, Tech Teams with Hires From Grey London and Google Creative Lab

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Goodby Silverstein & Partners expanded its creative and tech teams with the arrival of copywriter Theo Bayani (pictured left) and art director Miguel Gonzalez (pictured right), and creative technologist Troy Lumpkin (below). 

A creative team, Bayani and Gonzalez join GS&P from Grey London. They joined Grey from DLKW Lowe in August of 2013 as senior creatives and led work on the agency’s HSBC Bank and Vodafone Ireland accounts, including working on the Cannes Lion-winning “Lift” for HSBC in 2015. Before joining Grey they spent nearly two years with DLKW Lowe, where they worked on Unilever’s Persil brand. Prior to that, Gonzalez spent over four and a half years with DDB London and Bayani spent five years with TBWALondon. 

Lumpkin joins GS&P from Google Creative Lab, where he has spent the past six months, following nearly three and a half years as partner, creative director for NSG SWAT. At GS&P, he will be tasked with overseeing an internal hacker group working on client-related projects and developing new tools and products. 

“We are so excited to welcome more award-winning talent like Theo and Miguel,” GS&P partner and chief creative officer Margaret Johnson said in a statement. “With Troy also joining us, I look forward to continuing our culture of in-house innovation, which has always been signature to GS&P.”

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Apr 10

Stephen Curry Overcomes Stresses of Success in Translation’s Latest for Kaiser Permanente

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Translation launched a new ad for healthcare provider Kaiser Permanente starring Golden State Warriors point guard Stephen Curry.

The spot focuses on mental health and the stresses of being a professional athlete. At the opening of the spot Curry hearsskeptics deliver lines like “He’s not one of the greats yet” in his head.

NBA stars overcoming doubters on the way to their goals is nothing new for advertising, but this isn’t another spot for cars or sneakers. Rather, Curry is showing that even NBA players have to find ways to deal with stress and anxiety and the importance of mental health on behalf of Kaiser Permanente. His means of finding calm is something of an unusual one: a dip in a flotation tank.

That approach allows for a visually intriguing ad, in which Curry visualizes his mental stresses and overcomes them. While it may be hard for viewers to understand the stresses of succeeding in the NBA, the correlation to dealing with everyday stress and anxiety, and the message of the importance of paying attention to mental health, still comes across, summed up in the vaguely George Clinton-esque tagline, “Train the mind. The body will follow.”

“We’re moving from being more inspirational around telling people to thrive, to acknowledging that thriving is hard and difficult,” Lawrence Montgomery, Kaiser Permanente senior director of national advertising explained to AdAge. “That’s what you see in Stephen. For the everyday man and woman, being able to relate to that, we think, is powerful.”

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Apr 10

Droga5 Promotes Sprint Unlimited with Story of Prolonged Political Argument

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After winning

Droga5 launched a new campaign for Sprint, emphasizing the network’s renewed focus on customer experience and new Sprint Unlimited program entitled “Works For Me.”

The campaign launched with a 30-second spots highlighting an over 15-year long political argument between “Brent & Uncle Phil.” At the beginning of the spot, conservative Phil says, “I love him but he’s a moron,” after which Brent explains that in 2000 he posted something online and his “crazy, right-wing uncle” commented on it. The argument continues to this day.

Divisive partisan politics might seem like an unexpected way to introduce the Sprint Unlimited offering, but there is some logic to it. The ongoing argument could waste a lot of their respective data plans, but Sprint now offers “an unlimited plan that everyone can afford,” freeing them up to bicker all they want — which works for both of them (while likely annoying the rest of their family and friends online). It’s a relatable premise, but only works if people don’t question whether they really need to waste all that time arguing with crazy relatives online in the first place.

“‘Works for Me’ should be the desired response for any company that aspires to put its customers first, so we started there,” Droga5 executive creative director Matt Ian said in a statement. “This first ad demonstrates how Sprint would work for Brett and his uncle Phil: two exceptionally prolific political debaters. Sprint Unlimited would work for them and all the data they burn through fighting on social media. And if it works for them, I know it’ll work for me.”

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Apr 07

Ogilvy & Mather Celebrates ‘Watson at Work’ for IBM

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Ogilvy & Mather recently launched a new integrated campaign for IBM entitled “Watson at Work.”

The effort shows how Watson helps with everything from “Engineering,” “Energy” and “Security” to “Wine,” “Basketball” and “Golf.” Watson still has a thing to learn about when to keep quiet, though, if “Golf” and “Insurance” are any indication.

The newest spot in the campaign, “The Whisperer” makes its broadcast debut today during coverage of the PGA’s Masters Tournament. It shows how Watson helps aviation mechanics identify potential problems, even if the program is less helpful with the coffee maker.

The wide-ranging campaign shows the wide array of applications for IBM’s artificial intelligence, some of which are more expected than others. It may not surprise you, for, example, that the program’s analysis can help with engineering or security initiatives, but its ability to analyze satellite data to determine irrigation practices is a bit less expected.

Credits:
Creative Agency – Ogilvy & Mather
Lou Aversano – CEO Ogilvy USA
Steve Simpson – CCO North America
Liam Parker – Managing Director
Eva Augustyn – Group Planning Director
Jeff Curry – Executive Creative Director
George Tannenbaum – Executive Creative Director
Jeremy Kuhn – Executive Group Director
Steve Ford – Executive Producer
Karl Westman – Director of Music
Joanna Starling – Music Producer
Rich Wallace – Creative Director
Niels West – Creative Director
Joe Maire – Senior Producer
Sarah Pascale – Senior Producer
Soohan Han – Account Director
Nika Gokhman – Senior Planner
Dennis Kung – Senior Art Director
Greg Kissler – Senior Copywriter
Stephanie Cajucom – Senior Copywriter
Simon Woodham – Senior Art Director
Emilia Pittelli – Account Supervisor
Marisa Moody – Planner
Mina Mukherjee – Assistant Account Executive
Caity Briggs – Associate

PYTKA
Joe Pytka, Director
Gretchen Siss, Executive Producer

Friendshop, Editorial
Melissa Mapes – Managing Director/EP
Laura Shackleford – Producer
Ben Suenaga – Editor
Joe Kell – Editor
Daniel Clark – Motion Designer
Alex Pirrone – Assistant Editor
Kelly Wessel – Assistant Editor

The MILL / color grade
Sr. Producer – Natalie Westerfield
Associate Producer – Evan Bauer
Colorist – Mikey Rossiter, Josh Bohoskey
Color Assist – Nate Seymour, Zack Wilpon, Daniel Moisoff

Heard City / audio
Sasha Awn, Executive Producer
Audio Mix: Jeremy Siegel, Keith Reynaud, Eric Warzecha, Dan Flosdorf
Sound Design: Keith Reynaud

MPC / post production
Dan Sormani, Executive Producer
Nick Haynes Executive Producer
Elissa Norman, Senior Producer
Barry Gilbert, Senior Producer
Joaqui Lopez, Producer
Neela Kumuda, Producer

Ashley Bernes, VFX Supervisor
Brandon Thomas VFX Supervisor

Vadim Turchin, 3D Lead
3D Team:
Jemmy Molero
Francisco Fraga
Mike Little

Matt Tremaglio, 2D Lead

2D Team:
Marcus Wood
Alex Harding
Ruairi Twohig
Rob Walker
Giulia Bartra
Bilali Mack
Joey Deady
Steve Koenig
Mazyar Sharifian
John Shafto
Praveenkumar Samiraj
Sangeetha M
Karthi G
Kishan Katrimal
Srikanth Salla
R Vignesh
Joslin Job Mathew
Likin Ganpathy
Mohanakrishnan C
Muruganatham T

Anthony Ricciardi: AE Lead

360 – Video Partner Credits:

Production Company: Mill +
Director: Tom Basis (N.Y.) / Paul Mitchell (L.A.)
Executive Producer: Zu Al-Kadiri Producer: Tia Perkins
Director of Photography: Michael Girandola
Additional: Head of Content US – Ian Bearce
Additional: Australia VFX Supervisor- Matthew Hermans

Editorial: The Mill
Editor: Matthew Campbell + Rachel Greco (NY) / Jason Webb (LA)

VFX & Design – NY: The Mill
Executive Producer: Chris Kiser / Jeremy Moore Senior Producer: Eliana Carranza-Pitcher
Producer: Tabitha Ozturk Production Coordinator:Ashley Goodwin
Creative Director: Tom Basis 2D Lead: Lee Towndrow 3D Lead: Olivier Varteressian
2D Artists: Ryan Quinlan, Vi Nguyen, Nick Tanner, Molly Intersimone, Heather Kennedy, Alex Dreiblatt, Antoine Douadi 3D Artists: Emily Meger
Lead Senior Designer: Pierce Gibson Lead Animator: Thomas Heckel
Animation: Mikhael Vilegas, Benge Li, Vivian Kim, Bobby Ushiro, Bobby Nichols.

VFX & Design – LA: The Mill
Head of Production: Elizabeth Newman Executive Producer: Luke Colson
Senior Producer: Theresa Marth Post Producer: Brittany Gauran
Production Coordinator: Chaz Pizani
2D Lead Artist: Patrick Heinen 2D Artists: Greg Vanzyl, Tim Crabtree, Tom Van Dop

Colour: The Mill
Executive Producer, Colour: Dee Allen
Colour Producer: Natalie Westerfield
Colour Coordinator: Evan Bauer
Colourist: Mikey Rossiter
Colour Assist: Elias Nousiopoulos / Daniel Moisoff

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Apr 07

Figliulo & Partners, Virgin Atlantic Want Travelers to See ‘The Bright Side of Brexit’

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Figliulo & Partners launched a new spot for Virgin Atlantic, attempting to use the declining pound as a selling point to attract visitors to London.

Entitled “The Bright Side of Brexit,” the 60-second spot opens by attributing the decline in the U.K.’s currency to a 31-year-low to the Brexit vote and informing viewers that this could be to their benefit, should they decide to visit London. It’s set in a pub, where a traveler learns that he can get fish and chips for two dollars less, four pints for the price of three and plenty of other bargains.

Of note: A bejeweled codpiece for only $89,000!

The campaign also includes digital spots, social media content and a Virgin Atlantic Brexit Calculator the agency created which shows how much money travelers will save on a trip to London thanks to the pound’s nosedive. It’s a bit dark if you think of the implications, but given the city’s notoriety for being too expensive, it does make some sense as a selling point to convince potential travelers that now is the time to finally book that London trip. And maybe finally pick up that bejeweled codpiece you’ve always had your eye on.

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Apr 06

Zambezi Promotes New TaylorMade Club as ‘Technically Legal’

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Zambezi launched a campaign for TaylorMade to coincide with the Masters Tournment, promoting the brand’s new M2 driver as “Technically Legal.”

The spot, shot by Mill+ director Robert Sethi, keeps things simple, without the reliance on PGA notables of the agency’s first work for the brand over two years ago. It opens with the explanation that “To be legal, a driver can displace up to 460cc’s of water,” over a shot of the M2 being dropped into a pool of water. It displaces just enough water to fall within the regulations, despite a carved-away sole leaving a “massive sweet spot.”

The implication of the tagline, of course, is that while it’s technically within the rules, the M2 is created in such a way as to give a golfer an (almost) unfair advantage. In a game of inches, where golfers grasp at any leg up they can get, it’s easy to see the appeal of such a selling point.

“Technically Legal” will make its broadcast debut during coverage of the Masters Tournament today, with support from digital, social media and print elements.

Credits:
Agency: Zambezi
Chief Creative Officer: Gavin Lester
Creative Director: Kevin Buth
Copywriter: Cody Witt
Senior Art Director: DJ Bowser
Junior Copywriter: Brandon Marick
Junior Art Director: Kate Lewkowicz
Strategist: Eric Tepe
Account Director: Gordon Gray
Chief Strategy Officer: Kristina Jenkins
Managing Director: Pete Brown
Account Executive: Carly Ayres
Project Manager: Kermit McCulloch
Head of Content Production: Alex Cohn
Senior Producer: Cindy Chapman
Head of Content Production: Alex Cohn
Account Supervisor: Michael Seide
CEO: Jean Freeman
Creative Founder: Chris Raih

Production Company: Mill+
Diredctor: Robert Sethi
Producer: Brittany Guaran
DOP: Sean Stiegemeier
Line Producer: Richard Berman
Executive Producer: Luke Colson

Post Production/VFX: The Mill
Producer: Brittany Guaran
Executive Producer: Luke Colson
Colour Producer: Diane Valera
Colourist: Gregory Reese
Colour EP: Thatcher Peterson
Flame: Glynn Tebbutt, Greg VanZyl

Edit Company: The Mill
Editor: Gabriel J. Diaz
Assistant Editor: Natalie Wozniak

Music/Sound
Music Production: Mophonics
Composer: Roberto Murguia
Audio Post Production: Blink Studios
Mix: Josh Good
Sound Design: Justing Lebens
Executive Producer: Shelley Altman
Creative Director: Stephan Altman

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Apr 06

BBDO New York, Jordan Spieth Salute Veterans for AT&T

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Last month, BBDO turned to comedian Dan Finnerty for a March Madness campaign promoting AT&T’s DirecTV service. For the latest in its “The Power of &” campaign for AT&T, which it introduced a year ago, BBDO New York gets a little more serious. 

The 30-second broadcast spot “Rise Up” features AT&T sponsored pro-golder Jordan Spieth, but the real star of the ad is veteran Saul Martinez. Martinez tells the story of how he lost his legs in combat but in the process discovered, “that I have no limits.”

Set to the Andra Day song of the same name, the inspirational “Rise Up” shows Martinez golfing with Spieth (and hitting a pretty good drive from the looks of it), concluding with the message, “AT&T is proud to salute veterans with 20,000 jobs by 2020.”

The 60-second “Salute to Service” shows Martinez handily defeating Spieth in a competition to see who can do thirty push-ups the fastest and a behind-the-scenes video further explores their day golfing together. Spieth’s third collaboration with AT&T, the timely effort, like last year’s “The Power of &” launch spot, is timed to coincide with the PGA’s Masters Tournament.

Another spot in the campaign, the 30-second “Kid” looks ahead to the evolution of AT&T’s 5G network via a young boy and his future goggles. Think self-driving cars and VR dinosaurs and you’ve got the idea.

Credits:
Agency: BBDO New York
Client: AT&T Corporate Brand
Title: “Rise Up”

Chief Creative Officer, Worldwide: David Lubars
Chief Creative Officer, New York: Greg Hahn
Executive Creative Director: Matt MacDonald
Senior Creative Director: Simon Foster
Senior Creative Director: John Lamacchia

Managing Director: Mark Cadman
Senior Director: Mark Tillinghast
Account Director: Tracy Armstrong
Account Manager: Jesse Barnett
Account Executive: Claire McFarland
Assistant Account Executive: Katarina Sipan

Group Executive Producer: Julie Collins
Executive Producer: Helene Balzarini
Executive Music Producer: Melissa Chester
Business Manager: Ashley Lipham
Integrated Talent Supervisor: Dawn McCormick

Production Company: BOB Industries
Directors: Jonathan Dayton/Valerie Faris
Director of Photography: Corey Water
Executive Producer: TK Knowles
Production Line Producer: Bart Lipton

Editor: WAX Editorial
Editor: Stephen Jess
(Covering Editor: Joe Dillingham)
Producer: Annabelle Cuthbert

Telecine: TBS/Co3
Colorist: Tom Poole
Producer: Alexandra Lubrano

VFX Studio: Framestore
Executive Creative Director: Murray Butler
VFX Supervisor: Dez Macleod-Veilleux
VFX Artist: Greg Gaskins
Producer: Sue McNamara

Mixing Studio: Heard City
Mixer: Corey Melious
Producer: Sasha Awn

Media: Hearts & Science
President, AT&T: Ralph Pardo

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Apr 05

MMB Celebrates Hardcore Boston Fans with ‘In Our Blood’ as the Bruins Move to the Playoffs

Posted in: Uncategorized

Oh hey…hockey!!

Did you guys know that the Bruins shut out the Lightning to make the Stanley Cup playoffs? Or were you too busy hating on Kendall?

Boston’s own MMB had a spot ready to go to celebrate the win, and it went live last night. This effort is unique in that it does not include any pro athletes, game footage or professional Bruins boosters.

“In Our Blood” concerns regular Joes and Janes who happen to love the puck.

Local sports fans are crazy dedicated to local sports teams. It’s an obsession that borders on the religious.

And the campaign isn’t just TV. Here’s some of the poster/OOH work.

in our blood 1

in our blood 2

in our blood 3

We haven’t heard from MMB in a while, but they’re making something of a comeback after taking longtime client Subway back from BBDO last year.

We can’t seem to locate their “mean AS comments” video, though…

CREDITS

Title: “In Our Blood”
Client: Boston Bruins (NHL)
Agency: MMB
Executive Creative Director: Travis Robertson, Greg Almeida
Art Director: Travis Robertson
Copywriter: Greg Almeida, Brian Hayes
Director: Travis Robertson, Greg Almeida
Producer: Sara Ventetuolo
Editor: Max Keopke, Lost Planet
Assistant Editor: Steven San Miguel
DP: Steve Schinnerer
Line Producer: Erik Mygrant
Music/Composer: Found Objects
Sound Design/Mix: Mike Secher, Soundtrack Boston
Color: Fergus McCall, The Mill

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Apr 05

mcgarrybowen Reminds Us That ‘Anyone Can Dream’ in First Consumer Campaign for Defense Giant Northrup Grumman

Posted in: Uncategorized

Every kid wants super powers, right? Turns out nobody can deliver those abilities better than the good old Military Industrial Complex, trademark Dwight Eisenhower 1961.

Bear with us here, because this is kind of an unusual one.

“American global aerospace and defense technology company” Northrup Grumman (read: they make multi-billion dollar military aircraft) released a new campaign by longtime AOR mcgarrybowen over Final Four weekend. It’s the company’s first-ever consumer-facing recruitment effort, and it’s all about how working with defense technology can give you super powers. Or help make them a reality.

In the first spot, a young girl becomes invisible…or fantasizes about the ability to do years later while working as a successful professional who helps create stealth technology for military aircraft.

That was something different. Next, a similar play on the theme of x-ray vision. Always a big one with the kids.

So obviously, the kid in that throwback scene couldn’t really see through those metal objects. His adult self was just thinking, imagine if I could do the things I’m able to do now back then, when they would have been really valuable!

Or maybe it’s all about how the dreams of x-ray vision as a kid inspired his work on the project that made it a reality. Let’s allow the agency to explain.

From ECD Craig Cimmino:

“From putting mankind on the moon, to making a massive aircraft virtuallyundectectable, to unlocking the mysteries of Universe, when America has needed to do what has never been done before, they call Northrop Grumman. It’s exciting to work on such an inspiring brand. They blow our minds on a daily basis.”

Group managing director Steve Andercyk added, “The people at Northrop Grumman are like super heros who  develop these technologies that are helping our troops and government protect and enhance our way of life.”

What you really need to know, though, is that this is the company’s first non-B2B campaign and their first time advertising during the Final Four. But will they be able to attract talented engineers? We hear there’s a visa system for that.

 

CREDITS

Chief Creative Officer: Matthew Bull
Executive Creative Director: Craig Cimmino
Creative Directors: Soren Youngren, Michael Parrott
Managing Director of Content Production: Dante Piacenza
Executive Producer: Dan Fried
Executive Music Producer: Brett Harris
Assistant Account Executive: Fabriana Laurencuent
Executive Planning Director: Joanna Schwab
Senior Strategist: Marvin Miranda

Production Company: The Corner Shop
Director: Peter Thwaites
Managing Partner /Executive Producer:  Anna Hashmi
Head of Production:  Jessica Miller
Line Producer: Jay Shapiro
Director of Photography: Ryley Brown
Production Designer: Jeremy Hindle

Editorial Company: Arcade Edit, NY
Editor: Jeff Ferruzzo
Executive Producer: Sila Soyer
Producer: Andrew Cravotta
Asst. Editor: Andrew Balasia

Visual Effects Company: Framestore, NY
Executive Producer: Dez Macleod-Veilleux
Senior Producer:Nick Fraser
VFX Supervisor: Corrina Wilson
Shoot Supervisors: Corrina Wilson,  Adrian Hurley
Concept Design: Anthony Gibbs, Gabriel Pulecio
3D Lead: Jacob Slutksy
3D Team: Andrew Trout, Xiawei Tan, Charlotte Bae, Nicholas De La Fuente, Francisco Dias, Nico Cappucio, Jon Burke, Will Frazier, Jim Hundertmark, Steven Johnson, Stefania Cancemi, Glory Zheng, Jack Szynaka, Minji Sohn, Patrick Ross
2D Supervisor:  Corrina Wilson
2D Team: Sang Kim, Deepa Paulus, Rachel Moon, Giulia Bartra
Lead Flame: ChihCheng Peng
Digital Matte Painting: Marco Iozzi
Graphic Design / Motion Graphics: Gabriel Pulecio, David Quiray, Kai Su

Audio Post: Sonic Union
Mix Engineer: Michael Marinelli
Producer: Patrick Sullivan
Studio Director: Justine Cortale

Sound Design Company: Machine Head: A Sound Design Practice
Sound Designer:  Stephen Dewey
Executive Producer: Patty Chow Dewey

Music Company for “Backyard” commercial:

Future Perfect
Composers:  Victor Magro, John Connolly
Executive Producer:  Maxwell Gosling

Music Company for “X-Ray” commercial:

MusikV
Composer: John Luker
Producer: Walter Werzowa
Orchestrator: Paul Henning
Recorded at MusikV & Capitol Studios
Music Engineers: Austin Hagen, Charlie Paakari

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Apr 04

Hill Holliday and John Hancock Want You to Help ‘Retirement Rookie’ David Ortiz Decide What to Do Next

Posted in: Uncategorized

With the arrival of the MLB season, Hill Holliday launched a new digital camapign for John Hancock featuring former Red Sox slugger David Ortiz.

It may be the agency’s last work for the client, as John Hancock parent company Manulife launched a creative review last month and Hill Holliday is not participating.

“The Retirement Rookie” finds Ortiz with a lot of time on his hands following his retirement…and not quite sure what to do with himself. At the end of the spot, Ortiz asks viewers to comment or tweet ideas, promising some will be selected for future videos.

The spot follows early efforts featuring Ortiz that similarly wondered what he would do post-retirement, such as MullenLowe’s “David Ortiz vs. Piñatas” for JetBlue and 72andSunny’s effort for SportsCenter at Night last July which saw Ortiz considering Papi branded food products. While the approach is similar to those spots preceding his retirement, Hill Holliday’s approach is centered around asking viewers for help in figuring out how the former Red Sox star should spend his time now that he is retired, in an attempt to engage audiences on social media.

“At John Hancock, we’re committed to helping our clients plan for the road ahead,” CMO Barbara Goose, who joined John Hancock last October, said in a statement. “Whether you’re a three-time world champion or in spring training, we can help you hit a home run when it comes to your retirement goals.”

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Apr 04

VB&P Finds Some Working Class Heroes in Its First Campaign for Sheraton

Posted in: Uncategorized

It’s been almost a year since the folks over at Venables Bell & Partners won the creative review for Starwood Hotels & Resorts’ Sheraton and Westin brands.

We’ve seen the Bay Area agency’s first work for Westin, which aimed at business travelers looking to maintain their health and productivity regimens under the “Let’s Rise” tag. The new Sheraton work, though, focuses on reaching those who travel with a bit more baggage (in the good way!).

The theme of this campaign is “Go Beyond,” as in “even the lowliest Sheraton employees will go beyond the requirements of their jobs to serve you, customer.”

Case in point: this very British-looking man.

The copy reads, “What drove this fully uniformed associate to dive in and propel his way to the deep?”

It wasn’t the promise of a bonus, readers. And it didn’t involve any potential “The Night Manager”-style adventures with balding, international men of mystery.

There’s a behind the scenes video for this campaign, but you really need to check out the print executions first to get all the variations on the “Go Beyond” theme.

go beyond 1

go beyond 2

go beyond 3

Now here’s some making-of action.

That was indeed a wrap on advertising imitating life. But we didn’t see any Venables people in that short…

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Apr 03

BBDO Toronto Sees Through ‘Hunger Vision’ for Snickers

Posted in: Uncategorized

BBDO Toronto launched a new iteration on the long-running “You’re Not You When You’re Hungry” Snickers campaign centered around a 30-second spot entitled “Hunger Vision,” which features an appearance by Toronto Raptors point guard Cory Joseph.

Two friends are watching the Raptors game when one of them says, “You look just like Cory Joseph,” much to his buddy’s befuddlement. So he (temporarily appearing as Joseph) hands his friend a Snickers saying, “you get a little confused when you’re hungry.”

It turns out his friend didn’t look so much like Joseph after all.

The campaign also includes a series of OOH ads featuring the “S” in Snickers marking the divide between terms like “Furious” and “Smiling” and “Clueless” and “Smart.” Both approaches mark a clear continuation of the “You’re Not You When You’re Hungry” approach, without the meta aspect of BBDO New York’s “live” Super Bowl effort for the brand and subsequent follow-up.sn_ba_cluelessmart_rgb_0sn_ba_furiousmiling_rgb
Credits:
Agency: BBDO Toronto
Executive Creative Director: Todd Mackie, Denise Rossetto
Senior Art Director: Mike Schonberger
Senior Copywriter: Matt Hubbard
Account Director: Rachel Selwood
Account Supervisor: Jamie Faltl
Agency Producer: Beatrice Bodogh
Production: Partners Film Co
Directors: Ben Hurst, Dave Thomas
Director of Photography: Mikhail Petrenko
Producer: Kellyann Murphy
Editing: Saints Editorial
Editor: Robin Haman
Transfer: Alter Ego
Online Editor: Eric Perrella
Music: Ricochet Audio
Audio Production Manager: Mike Rosnick

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Mar 31

BBDO, Michel Gondry Reunite for Dreamy FedEx Spot

Posted in: Uncategorized

BBDO and Bjork superfan Michel Gondry last teamed up in the fall to create a Bacardi spot tracking the movements of some button-up bros and Jersey Girls on one night in Manhattan.

Now the Eternal Sunshine of the Spotless Mind guy is back in the director’s chair for a very different client: FedEx.

You’ll recognize his familiar style, though. The ad—very appropriately titled “Dream”—begins with an Island of Misfit Toys-style scene that amounts to a fantasy version of what happens at FedEx while you sleep.

That wasn’t quite magical, but it did include a bit more of the indie “whimsy” than your average shipping company spot.

And we get why Gondry chose to focus on kids for this one. As the protagonist of his best movie put it, “Adults are, like, this mess of sadness and phobias.”

CREDITS

Agency: BBDO New York
Client: FedEx
Title: Dream

Chief Creative Officer, Worldwide: David Lubars
Chief Creative Officer, New York: Greg Hahn
Executive Creative Director: Gianfranco Arena
Executive Creative Director: Peter Kain
Senior Creative Director: Tom Kraemer
Creative Director: Dan Kenneally

Director of Integrated Production: David Rolfe
Group Executive Producer: Amy Wertheimer
Senior Content Producer: Sofia Doktori

Director of Music: Rani Vaz

Director of Business Affairs: Bernadette Naughten
Business Affairs Manager: Kathy Bannon

Group Planning Director: Sangeet Pillai
Senior Communications Planner: Nicole Landesman

Senior Account Director: Kathryn Brown
Account Director: Daniel Langlitz
Account Manager: Alexandra Dobush
Account Executive: Taylor Baird
Project Manager: Noreen Masih

Production Company: Partizan
Director: Michel Gondry
Director of Photography: Shawn Kim
Producer: Raffi Adlan

Edit House: Exile
Editor: Eric Zumbrunnen
Assistant Editor: Christopher Fetsch
Head of Production: Melanie Gagliano
Executive Producer: Sasha Hirschfeld

VFX: Method Studios
Executive Producer: Stuart Robinson
VFX Supervisor: Doug Luka
CG Supervisor: Ivan Guerrero
Flame Artist: Chris Hunt
Senior VFX Producer: Bennett Lieber

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Mar 30

Mistress Goes ‘Electric’ in Latest Effort for Discover Los Angeles

Posted in: Uncategorized

Los Angeles independent agency Mistress continues the campaign it launched last month for Discover Los Angeles, the city’s official destination marketing organization, with the 30-second spot, “Electric.”

As with past efforts “Magic” and “Chill,” the one word titled spot aims to evoke the feelings and emotions of the city. “Electric” depicts a sunny day on Venice Beachand all the possibilities therein, as a parade of bikers show off.
We’re not sure what those plumes of colorful smoke are all about, but that skateboarder certainly gets some hangtime. “Electric” isvery much in the same vein as the campaign’s previous efforts, although mining a much different mood than the tranquil “Chill.” It certainly makes La La Land seem pretty appealing, particularly as we’re still months away from beach weather here on the East Coast.

Credits:
Client: Discover Los Angeles
Agency: Mistress
Director: Floria Sigismondi
Production Company: Believe Media
Executive Producer: Jannie McInnes
Executive Producer: Liz Silver
Executive Producer: Luke Thorton
Head Of Production: Vitaly Koshman
Director Of Photography: Starr Whitesides
1St AD: Freddie Childress
Production Designer: Kristen Vallow
Stylist: Marjan Malakpour
Hair: Pamela Neal
Makeup: Mynxii White

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Mar 30

Team One Introduces Lexus LC’s ‘Lane Valet’

Posted in: Uncategorized

Team One launched a spot for the 2018 Lexus LC, entitled “Lane Valet.”

“Lane Valet was conceived by top Lexus engineers who understand the importance of safe and steady driving conditions,” Lexus general manager, product and consumer marketing Brian Bolain said in a statement. “An appropriate vehicle speed without excessive braking offers optimal fuel efficiency, better traffic flow and decreased driver frustration. We’re just trying to give everyone the best possible driving experience.”

The spot shows a man cruising down the highway in his Lexus LC when he’s confronted with a driver camped out in the left lane going well below the speed of traffic. No problem, he just presses the car’s “Lane Valet” button and the slowpoke is moved over so that the Lexus driver can pass.

As the Lexus driver waves and passes, fine print reads “Imaginary technology. Do not attempt. Duh.”

“Team One loves problem-solving advertising messages, and Lane Valet is a contemporary solution to a known and relatable challenge,” Team One group creative director Craig Crawford said in a statement. “Broadcast placements show a commitment to innovation, and when you want to make a great car commercial you go to a great car director like Tim Damon.”

“Lane Valet” will make its broadcast debut this Saturday (which, of course, is April Fools’ Day) during CBS’ coverage of game 2 of the NCAA Men’s Final Four, on Comedy Central and during an encore presentation of Saturday Night Live on NBC.

Credits:
Team One Credits
Chris Graves, Chief Creative Officer
Craig Crawford, Group Creative Director
Jon Ruppel, Creative Director
Tyler Doupe, Creative Director
Brian Doyle, Associate Creative Director
Laura Schluckebier. Project Manager
Brooke Bauer, Lexus.com Project Manager
Pilar Leff, Senior Producer
Laura Cray, Associate Producer
Robin Watkins, Management Supervisor
Kellen Laker, Account Executive
Gayle Tomita-Oswald, Account Director
Bryan Cook, Executive Content Producer
Gina Grosso, Associate Director of Multimedia
Kevin Warnecke, Associate Producer
Sergio Maggi, Editor
Rob Johnston, Motion Graphics Manager
Rebecca Foster, Group Media Director
Julie Scher, Associate Media Director
Rachel Bensimon, Media Planner
Meg Seiler, SVP, Director of Public Relations
Daphne Dobbs, PR Account Director
Kat Kirsch, PR Management Supervisor
Elizabeth Held, PR Senior Account Executive
Jessica Solorzano, Business Affairs Manager
Sophia Foroudastan, Digital Strategist
Corey McKinney, Manager, Product Insights

Production Company: Square Planet Media
Tim Damon, Director/Owner
Kendra Wester, Executive Producer
John Urso, Comptroller

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Mar 29

Man Forced to Make ‘The Decision’ in Venables Bell & Partners’ Latest for Audi

Posted in: Uncategorized

Venables Bell & Partners followed up its Super Bowl spot for Audi tackling the gender pay gap issue a little over a month ago with the testosterone-fueled “Monster” in support of the Audi S5. Now the agency is back to promote the new Audi Q5 SUV with “The Decision.”

The spot raises the question of what to do in a situation where you must choose between your safety and driving a flashy SUV.

A man is being placed in a witness protection program, given a new identity, home and bank account. But driving a “perfectly inconspicuous SUV” is a step too far for him, so he decides to risk his life by driving a Q5 instead.

That’s…a pretty dumb move, dude. Plus, the guy clearly is using the car’s GPS, making him easily trackable.

As an audience are we supposed to identify with the guy’s need to show off or is it just supposed to show how addictive it is to drive the Q5?

At any rate, it’s a pretty roundabout way to promote the powerful SUV, which a press release describes as a “progressive vehicle that literally leaves the competition in the dust – with a 2.0-liter TFSI engine that can propel you from 0 to 60 mph in just 5.9 seconds.”

That all sounds pretty impressive, so why isn’t that a more clear selling point in the ad?

“The Decision” makes its broadcast debut April 1 during coverage of the NCAA Finals.

Credits:
AGENCY: Venables Bell & Partners
FOUNDER, CHAIRMAN: Paul Venables
EXECUTIVE CREATIVE DIRECTOR: Will McGinness
CREATIVE DIRECTOR: Justin Moore
SENIOR ART DIRECTOR: Rich North
COPYWRITER: Rus Chao
DIRECTOR OF INTEGRATED PRODUCTION: Craig Allen
SENIOR PRODUCER: Brian Stanley
HEAD OF BRAND MANAGEMENT: David Corns
GROUP BRAND DIRECTOR: Chris Bergen
BRAND SUPERVISOR: Justin Wang
BRAND MANAGER: Abu Ngauja
BRAND MANAGER: Hope Stadulis
GROUP STRATEGY DIRECTOR: Tonia Lowe
DIRECTOR OF BUSINESS AFFAIRS: Quynh-An Phan
PROJECT MANAGER: Leah Murphy

PRODUCTION COMPANY: MJZ
DIRECTOR: Dante Ariola
EXECUTIVE PRODUCER: Eriks Krumins
PRESIDENT: David Zander
HEAD OF PRODUCTION: Janet Nowosad
PRODUCER: Natalie Hill

EDITING COMPANY: Final Cut
EDITOR: Rick Russell
ASSISTANT EDITOR: Dillon Stoneburner
EXECUTIVE PRODUCERS: Suzy Ramirez, Eric McCasline
PRODUCER: Barbara Healy

MUSIC COMPANY: Human
MUSIC COMPOSER: Matthew O’Malley
CREATIVE DIRECTOR: Craig DeLeon
PRODUCER: Kamela Anderson

SOUND DESIGN: Therapy Studios
SOUND DESIGNER: Eddie Kim
ASSISTANT SOUND DESIGNER: Dillon Cahill
EXECUTIVE PRODUCER: Allegra Bartlett

FINAL MIX: LIME Studios
MIX: Loren Silber
ASSISTANT MIXER: Lisa Mermelstein
EXECUTIVE PRODUCER: Susie Boyajan
ASSOCIATE PRODUCER: Kayla Phungglan

VFX STUDIO: Electric Theatre Collective
CREATIVE DIRECTOR: Adam Watson
VFX SUPERVISORS: Adam Watson, Thomas H Smith III
2D ARTISTS: Thomas H Smith III, Brendan Smith, Krystal Chinn, Nick Hiegel, Fefo De Souza
2D ASSIST: Gretchen Capatan, James Aguilar
CG ARTIST: Corinne DeOrsay
AFX: Ken Pelletier
EP: Kate Hitchings
VFX PRODUCER: Catherine Yi

COLOR SERVICES: Company 3
COLORIST: Stefan Sonnenfeld
SENIOR PRODUCER: Katie Andrews

MOTION GRAPHICS: VB&P Lumberyard

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Mar 29

GS&P Surprises Fast & The Furious Fans with ‘Drive Out Cinema’ for Xfinity

Posted in: Uncategorized

Goodby Silverstein & Partners pulled a fast one on fans of the Universal Pictures’ The Fast and The Furious movie franchise for client Xfinity.

Two fans were informed they would be shown an advance screening of the upcoming The Fate of the Furious, which will be released on April 14. Upon arrival, they found their seats to be a little unusual: actual cars from the set of the film. During the screening, the drivers seated next to them took things up a notch, driving off from the screening, to the participants’ apparent surprise, and onto an obstacle-filled set.
We’re not sure how unsuspecting the participants really were. “I think you’re in on this,” one fan says at one point because, well, duh. Either way, this works much better as a promotion of the movie than it does for Xfinity, as the “That’s what Gig-speed Internet feels like with Xfinity” tagline tacked on the end makes for a pretty flimsy brand tie-in.

The stunt was purportedly shot in one take by director Jeff Tremaine (Jackass, Bad Grandpa), after the crew rehearsed for days to make sure everything went right.

“You get a different kind of satisfaction than a traditional TV shoot when everything is live; there’s nothing quite like it,” GS&P associate creative director Laura Petruccelli said in a statement. “We knew the stunt had to live up to the Fast franchise. To make it as real as possible, we used the same cars from the movie driven by the same stunt drivers.”

“Fast and Furious and Gigabit Internet are all about blistering, excessive speed. This provided the perfect partnership opportunity to create the most extreme entertainment experience,” added Xfinity senior director of brand experience Sherri Davis. “Rather than trying to explain how fast Gig-speed is, we showed it, capturing two lucky customers on the most fast and furious ride of their lives.”

Credits:

Client: Comcast/Xfinity
SVP, Brand Marketing: Todd Arata
Senior Director, Brand Experience: Sherri Davis
Senior Manager, Brand Experience: Catherine Huffman
Campaign: XFINITY Fast & Furious 8 Drive-Out Cinema
Campaign Website: Facebook.com/Xfinity
Ad Agency: Goodby Silverstein & Partners
Client: Comcast – Xfinity
Title of Creative Work: XFINITY Fast & Furious 8 Drive-Out Cinema
Live Date: March 29, 2017
Creative
Co-chairman: Jeff Goodby, Rich Silverstein
Chief Creative Officer/Partner: Margaret Johnson
Creative Directors: Jeff Gillette, Jens Waernes, Jon Wolanske
Associate Creative Directors: Rohan Cooke and Laura Petruccelli
Copywriters: Laura Petruccelli and Craig Shervin
Art Directors: Rohan Cooke, Charles Lee and Louis Xinran Li
Production
Director of Broadcast Production: Tod Puckett
Executive Broadcast Producer: James Horner
Broadcast Producer: Stephanie DeNatale
Assistant Broadcast Producer: Samantha Tarde
Account Services
Managing Partner: Leslie Barrett
Group Account Director: Jason Bedecarre
Account Director: Georgia Newton
Account Manager: Perry Kayla Fox
Asst. Account Manager: Emily Kelly
Brand Strategy
Group Brand Strategy Director: John Thorpe
Brand Strategy Director: Andrew Mak
Business Affairs
Director of Business Affairs: Judy Ybarra
Business Affairs Associate Manager: Rodney Hameroff
Production Company
Production Company: HeLo
Director: Jeff Tremaine
Executive Producer/Co-Founder: Justin Moore-Lewy
Gorilla Flicks Executive Producer: Shanna Newton
Managing Director/Co-Founder: Brendan Kiernan
Executive Producer: Andrew Oppenheimer
Line Producer: Tina Nakane
Director of Photography: Wyatt Troll
Production Designer- Robb Buono
SFX Supervisor- Jim Schwalm
Stunt Coordinator- Oakley Lehman
Editorial
Cut+Run
Editor: Pete Koob
Assistant Editors: Christopher Kasper and Andy Berner
Managing Director: Michelle Eskin
Executive Producer: Deanne Mehling
Producer: Sara Stasinos
Color Grade
Company 3
Colorist: Sean Coleman
Senior Producer: Matt Moran
Online
CT-SF
Executive Producer: Melanie Bass
Producer: Felicia Libby
Flame Artists: Zac Dych and David Valencic
Sound Design
LSD
Sound Designer: Michael Anastasi
Mix
Lime
Audio Mixer: Rohan Young
Audio Assistant: Ben Tomastik
Producer: Kayla Phungglan
Executive Producer: Susie Boyajan
Graphics
Animator: Natasha Candelaria
Creative Director: Mike Landry
Executive Post Producer: John Dutton
Director of Post Production: Michael Damiani

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Mar 29

72andSunny Would Like You to Meet the New, Improved, Cleavage-Free Carl’s Jr.

Posted in: Uncategorized

It’s a new day in ground beef.

Late last year, we learned that 72andSunny would be parting ways with Justin Hooper and Mick DiMaria, the GCDs who had run Carl’s Jr. creative for years since their time at Santa Monica’s Mendelsohn Zien. Their tenure pre-dated the Paris Hilton days and subsequent “all cleavage all the time” strategy, but multiple parties told us the split came from a client-side desire to move away from being known as the boobs-and-burgers chain.

The brand had already begun making ads that could never be called sexist, like the ones that starred Lil Dickey and the ones that reminded us how good New York pretzels are, in a very bad way.

Now they’ve gone the rebranding route by introducing a new character named Carl Hardee Sr.*, because the real founders were named Carl and Hardee, get it? He’s less The Most Interesting Man in the World than The Only Adult in the Room.

So it was the son’s fault all along. Never mind the fact that this bro would have been like 12 when the first Paris Hilton spots debuted or that Carl’s Jr. definitely didn’t invent the drive-through.

But this is a full makeover: new logo, new packaging, new tagline, and a new ECD in Jason Norcross. He tells Adweek today that Carl’s has “never really gotten credit for their quality,” adding that Carl’s Jr. now wants to compete more directly with upscale chains like Shake Shack.

Future work will feature Mr. Hardee the Elder across platforms while also hyping new products in spots like this one.

An admirable effort overall, but it might take a bit more for the brand to move away from past campaigns. Just look at the YouTube recommendations for the video including boobs, more boobs and Nature Boy Ric Flair, woooo!

carl hardee sr

OTOH, now that would-be labor secretary and automation fan Andrew Puzder has entered retirement a little earlier than expected, maybe this really is an all-new Carl.

And no, we don’t have credits.

*On a side note, we love the fact that every single American named “Carl Hardee” lives in coastal South Carolina, because we definitely knew at least one of these dudes growing up and we would bet five Confederate flag beach towels that he ate at Hardee’s as often as we did.

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