Aug
17
May
15
We Hear: 72andSunny Wins Project Work for Jeep
Posted in: UncategorizedWe’ve run quite a few reports regarding the FIAT Chrysler Group over the past six months or so. Some big changes did indeed affect the business: we heard rumblings about the Jeep account changing hands as early as last December, but we couldn’t quite confirm the details.
In March, however, the news finally came through: Chrysler had ended its relationship with former Jeep brand creative AOR Global Hue, which subsequently closed its Detroit office and moved all operations to Manhattan.
At the time, the organization indicated that it would follow the lead of many other clients in moving away from the traditional AOR model in order to better utilize all of the agencies in its partner network. To that point, it did not announce a formal review when seeking an agency to promote the Alfa Romeo sports car line: it simply chose Doner and The Richards Group from its roster.
Earlier this month, we heard that the client would add 72andSunny to that list in order to work on future projects for the Jeep brand. We knew that, as before, there would be no official review.
Here is the statement we eventually received:
“The Company reaches out to many agencies throughout the year as part of brand(s) initiatives. Until any potential future marketing campaign officially launches, the company does not comment on collaborative agency partner.”
Note that the statement does not say “we are not planning to work with this agency”; it effectively identifies 72 as a member of the network.
The client has worked with 72 in the past: in summer 2011 it signed the agency for work including web design and “comprehensive digital marketing strategy.”
72andSunny hasn’t commented on the rumor, and we don’t have any details regarding campaigns to come. That said, everything we’ve heard indicates that 72andSunny will play a key role in project-based work promoting the client’s 2015 models.
Apr
10
Chrysler Goes Full Game of Thrones in This Ad Voiced by Peter Dinklage
Posted in: Uncategorized
Your life might not be quite like Game of Thrones, but you can still feel like a boss power broker if you drive a Chrysler, says a new ad from the automaker.
“Kings and Queens of America,” voiced by actor Peter Dinklage, who plays Tyrion Lannister on the hit HBO show, is launching just ahead of the fifth-season premier this Sunday.
The commercial, created by Wieden + Kennedy, builds on the great American myth that wealth and power are not a birthright, but rather simply there for the taking. That may be true, insofar as Justin Bieber, the Joffrey Baratheon of our time, didn’t inherit his fortune from his dad (even if both of them invaded from the North).
The 60-second spot even sports a soundtrack that references the theme music from the Game of Thrones’ opening credits.
On screen, a series of modern-day, ostensibly self-made warriors gird themselves for battle in designer glasses, high heels and blazers, and climb on their horses … or rather, into their Chrysler 300s. (Grand Maester Ron Burgundy can offer some wisdom on how many horses it would take to equal a Chrysler engine.)The faces featured include San Antonio Spurs assistant coach Becky Hammon; Reddit co-founder Alexis Ohanian; pro poker player Phil Ivey; photographer Kwaku Alston; and Los Angeles restaurateur Caroline Styne. They, and others, will appear in 30-second spots airing later this month.
Nobody, though, is shown viscously murdering his or her father, son-in-law, wife, brother or random stranger, for that matter.
CREDITS
Client: Chrysler
Spot: “The Kings & Queens of America”
CMO, FCA Global: Olivier Francois
President and CEO, Chrysler Brand: Al Gardner
Director, Head of Global Advertising, Chrysler Dodge Jeep Ram: Marissa Hunter
Head of Advertising, Chrysler Brand: Melissa Garlick
Chrysler Brand Advertising Specialist: Danielle DePerro
Agency: Wieden + Kennedy, Portland, Ore.
Creative Directors: Aaron Allen / Kevin Jones
Copywriter : Alex Romans
Art Director: John Dwight
Broadcast Producer: Endy Hedman
Art Producer: Grace Petrenka / Amy Berriochoa
Strategic Planning: Cat Wilson / Sarah Biedak
Media/Comms Planning: Alex Barwick
Account Team: Cheryl Markley / Lani Reichenbach / Stephanie Montoya
Business Affairs: Karen Murillo
Project Management: Jane Monaghan / Annie Quach
Executive Creative Directors: Joe Staples / Mark Fitzloff
Head of Production: Ben Grylewicz
Production Company: HSI
Director: Samuel Bayer
Executive Producer: Roger Zorovich
Line Producer: William Green
Director of Photography: Samuel Bayer
Photographer: Samuel Bayer / John Clark
Editorial Company: Joint
Editor: Nicholas Davis
Assistant Editors: Kristy Faris
Post Producer: Leslie Carthy
Post Executive Producer: Patty Brebner
VFX Company: Joint
Lead Flame Artist: Katrina Salicrup
Flame Artist: David Stern
Smoke Artist: David Jahns
VFX Producer: Alex Thiesen
Songs: “Blood and Stone”
Mix Company: Joint
Mixer: Noah Woodburn
Producer: Sarah Fink
Jan
21
We Hear: Chrysler Makes Moves on Jeep Account
Posted in: UncategorizedTwo weeks ago, we responded to a series of tips about Chrysler’s Jeep brand with a post noting that GlobalHue and its sister agency, A to Si, were in contract negotiations with their shared client.
Today, however, a source close to the account confirmed that A to Si lost the English-to-French translation business more than one month ago.
The same source tells us that the creative for Jeep may well remain with GlobalHue after current negotiations are resolved. But, as Car and Driver reported today, the client has yet to purchase a Super Bowl ad and may sit the game out — along with Ford, Audi, Hyundai, and Lincoln.
So no McConaughey musings or Dylan cameos in Super Bowl XLIX. Car and Driver wonders whether more auto brands have decided to let the cars sell themselves…or to let extended ruminations by the True Detective star rack up views online rather than during the commercial breaks on February 1st.
Updates when we receive them.
Oct
29
Chrysler Celebrates Being American by Making You Think It's German or Japanese
Posted in: Uncategorized
How do you sell American cars in 2014? By tricking people into first thinking your goods are Japanese or German.
Chrysler is launching a tongue-in-cheek campaign for its 200 model with TV ads featuring voiceovers that start in foreign languages, touting qualities commonly associated with cars built outside the U.S. Then, the narrators register faux-shock that the car cruising across the screen is, in fact, a Chrysler. Reliability and performance are now “American things,” the ads explain, in a bid to quickly to throw the brand’s past self under the bus.
Created with agency Wieden + Kennedy in Portland, Ore., the spots also feature scenery meant to cue foreign settings, like cherry blossoms and koi ponds for Japan (actually shot in Detroit) and a knockoff Autobahn for Germany (actually shot in Seattle). Chrysler is also promising a Swedish version focused on safety (filmed in San Francisco and Seattle).
They’re branded with the tagline “America’s Import,” also slapped on the Bob Dylan Super Bowl ad from earlier this year. It’s a more explicitly patriotic evolution of the “Imported from Detroit” tagline introduced by Eminem’s ad for Chrysler during the 2012 Super Bowl, and reinforced by Clint Eastwood’s halftime ad the following year.
But since it’s apparently going for a mix of laughs and puffed-up American pride, it’s really a shame there’s no Anchorman movie about to come out—then the company could ride Ron Burgundy’s coattails again.
Credits below.
CREDITS
Client: Chrysler
Project: “Ready to Take on the World”
CMO, Chrysler Group LLC & Fiat Group Automobiles, Head of Fiat Brand: Olivier
Francois
President and Chief Executive Officer (CEO), Chrysler Brand: Al Gardner
Director, Head of Global Advertising, Chrysler Dodge Jeep Ram: Marissa Hunter
Head of Advertising, Chrysler Marketing: Melissa Garlick
Chrysler Brand Advertising Specialist: Danielle DePerro
Agency: Wieden + Kennedy, Portland, Ore.
Creative Directors: Aaron Allen / Kevin Jones / Michael Tabtabai
Copywriter: Smith Henderson
Copywriter (“Three Times” only): Brandon Davis
Art Director: James Moslander
Producer: Bob Wendt
Production Assistant: Julie Gursha
Interactive/Social Strategy: Sarah Biedak
Strategic Planning: Andy Lindblade
Media/Comms Planning: Alex Barwick
Account Team: Cheryl Markley / Lani Reichenbach / Jourdan Merkow
Business Affairs: Dusty Slowik
Project Management: Jane Monaghan
Executive Creative Directors: Joe Staples / Mark Fitzloff
Head of Production: Ben Grylewicz
Production Company: RESET
Director: Andrew Douglas
Executive Producer: Jeff McDougall
Line Producer: Betsy Oliver
Director of Photography: Alwin Ku?chler
Editorial Company: Joint
Editor: Matthew Hilber (“Japanese Quality” & “German Performance”) / Nicholas Davis (“Swedish Safety”)
Assistant Editors Dylan Sylwester / Kristy Faris
Post Producer Leslie Carthy
Post Executive Producer Patty Brebner
VFX (“Japanese Quality” “German Performance – Autobahn” “German Performance – Three Times” Only)
VFX Company: Joint
Flame Artist: Katrina Salicrup
Smoke Artist: Zack Jacobs
VFX Producer: Alex Thiesen
Titles/Graphics: Brad Simon – W+K Studio Designer / Peiter Hergert – W+K Motion Designer
VFX (“Swedish Safety” only)
Flame Artist: Simon Brewster / Andrew Eksner / Sarah Marikar / Katrina Salicrup
Smoke Artist: Zack Jacobs
Titles/Graphics: Brad Simon – W+K Studio Designer / Peiter Hergert – W+K Motion Designer
Song: “The Fire” – The Roots
Mix Company: Joint
Mixer: Noah Woodburn
Producer: Alex Thiesen
Aug
06
Agency Wants You to Hire Its Laid-Off Staffers, and Will Pay $5,000 If They Flop
Posted in: Uncategorized
Layoffs after client losses are a harsh reality of the ad business. But one agency leader is putting a $5,000 cash guarantee behind each of the 50 employees he has to let go because a major account left his shop.
Ignite Social Media in Cary, N.C. (which also has an office in Detroit) will have to lay off almost half of its 110-person staff this month, reports the Triangle Business Journal, as Chrysler Group shifts social media responsibilities to IPG Mediabrands following a review.
But Ignite president Jim Tobin isn’t just giving the doomed staffers letters of recommendation, or endorsements on LinkedIn. He’s vouching for them in a more impressive way—by promising to pay $5,000 to any employer who hires an ex-Ignite staffer and then has to five the person within 90 days for performance or character issues. It’s like Hyundai Assurance for agency people.
Sure, one could wonder whether the sum is really enough to cover up to three months of wages, plus the HR hassle of canning a dud hire. But it’s nice to see a guy who is dropping the axe also go above and beyond to recommend talent. Mostly, it’s a clever way to highlight the meat coming onto the market. (In that sense, it’s a little reminiscent of the time a Goodby, Silverstein & Partners alum launched “Grab Some Goodby,” a website to promote his friends when that agency had to let blood in 2012.)
And if agency churn goes the way it sometimes does, maybe Chrysler’s new social media agency will even pick up a few of the Ignite staffers.
Feb
03
Bob Dylan estrela comercial da Chrysler no Super Bowl
Posted in: UncategorizedDepois de Clint Eastwood e Eminem nos anos anteriores, a Chrysler trouxe Bob Dylan como seu porta-voz no comercial para o Super Bowl.
É o mesmo papo patriótico de sempre, se orgulhando de um carro feito na América: o novo Chrysler 200. Dylan aparece e narra frases como: “Deixe a Ásia fazer o seu smartphone. Nós construiremos o seu carro”.
Há quem ainda se assuste com um cara que foi tão contra-cultura protagonizando campanhas publicitárias, mesmo ele já tendo feito isso várias vezes. Apenas que, certamente, essa é a mais marcante delas.
>> Confira nossa seleção de comerciais do Super Bowl 48
Post originalmente publicado no Brainstorm #9
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Feb
04
Super Bowl 47: Chrysler presta tributo aos agricultores americanos com comercial fotográfico
Posted in: Uncategorized
Considerado o melhor comercial do Super Bowl 2013 – entre especialistas e audiência – “Farmer” promove a linha de veículos Ram, da Chrysler. Foi todo feito a partir de fotografias, e inspirado pelo tributo “So God Made a Farmer” na voz do radialista Paul Harvey.
O vídeo de 2 minutos de duração se transforma em um hino da zona rural norte-americana, com imagens de famílias de fazendeiros capturadas por 10 fotógrafos, incluindo William Albert Allard e Kurt Markus da National Geographic.
Seguindo a linha das campanhas “Imported From Detroit” com Eminem, e “It’s Halftime in America” com Clint Eastwood nos Super Bowl’s anteriores, a Chrysler quer reforçar o seu comprometimento com a nação norte-americana, se colocando como uma marca que ajuda na construção do futuro do país.
A criação é da Wieden + Kennedy, e fica a dúvida: Com tanto investimento em produção de belas imagens, porque não tiveram nem o trabalho de publicar o vídeo em HD no YouTube? Até tu, Brutus?
>> Confira nossa seleção de comerciais do Super Bowl 47
Post originalmente publicado no Brainstorm #9
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Jul
30
Os 20 anúncios mais vistos de todos os tempos no YouTube
Posted in: Uncategorized
A AdWeek publicou um ranking mostrando quais são os 20 anúncios mais vistos de todos os tempos no YouTube. Entre muitas novidades, chama a atenção um clássico de quase 30 anos estrelado por Michael Jackson. Vale lembrar que a qualidade de alguns vídeos não é das melhores, já que são bem antigos.
1. Angry Birds: Trailer – 74 milhões de views
2. Evian: Roller Babies – 58 milhões de views
3. Volkswagen: The Force – 54 milhões de views
4. Pepsi: Pepsi Generation – 44 milhões de views
5. Old Spice: The Man Your Man Could Smell Like – 42 milhões de views
6. Pepsi: Kung-Fu – 37 milhões de views
7. T-Mobile: Dance – 35 milhões de views
8. Axe: Billions – 35 milhões de views
9. World of Warcraft: Chuck Norris – 31 milhões de views
10. T-Mobile: Royal Wedding – 26 milhões de views
11. DC Shoes: Ken Block’s Gymkhana Five – 24 milhões de views
12. Modern Warfare 3: The Vet & the Noob – 22 milhões de views
13. M&Ms: Just My Shell – 21 milhões de views
14. Nike: My Time Is Now – 20 milhões de views
15. Acura: Transactions – 18 milhões de views
16. Kia: Dancing Hamsters – 18 milhões de views
17. Samsung: Extreme Sheep Art – 17 milhões de views
18. Honda: Matthew’s Day Off – 16 milhões de views
19. Chrysler: Born of Fire – 15 milhões de views
20. Dove: Evolution – 15 milhões de views
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Jul
10
Dodge Dart: O processo criativo básico para desenvolver um carro
Posted in: Uncategorized
O Dodge Dart é o primeiro carro criado em conjunto pela Chrysler e Fiat, e aqui ambas mostram como funciona o processo criativo de um automóvel revolucionário.
Parte verdade, parte ficção, mas a “rotina” serve para qualquer um que trabalha com criatividade. “Pense. Tome café. Jogue fora. Comece de novo. Mais café.”.
O filme mostra o carro, suas características em detalhes, utiliza celebridade e destaca até o preço, porém, tudo isso sem ser sacal.
A criação da Wieden+Kennedy utiliza como trilha “No Church in the Wild,” do Jay-Z e Kanye West.
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Mar
30
Chrysler: O segundo tempo da campanha “Halftime in America”
Posted in: UncategorizedContinuando de onde Clint Eastwood parou no intervalo do Super Bowl, a Chrysler voltou para o segundo tempo da sua campanha.
São quarto histórias, cada uma com seu personagem e abordando um modelo de carro. Em comum aquele tom esperançoso de que dias melhores estão por vir e uma frase do texto do “Halftime in America” encerrando o filme.
Eu gostei. Criação da Wieden & Kennedy, Portland.
Post originalmente publicado no Brainstorm #9
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Feb
06
Super Bowl 46: Clint Eastwood narra o orgulho americano contra a crise em comercial da Chrysler
Posted in: Uncategorized
Trocando Eminem por Clint Eastwood, a Chrysler segue a linha do orgulho americano em suas campanhas para o Super Bowl.
Clint narra a força do país para sair da crise, e diz que agora os EUA está no intervalo do jogo, com todo o segundo tempo pela frente.
Um discurso que faz sentido, se considerarmos que o contribuinte americano ainda está pagando pela caridade financeira que o governo deu para a indústria automobilística.
A criação é da Wieden + Kennedy.
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May
03
Chrysler – Paper City
Posted in: UncategorizedUn shooting intéressant grâce au travail et à la collaboration entre Lukasz Murgrabia et Pawel Nolbert. L’univers a été construit entièrement en papier, pour ces visuels destinés au construsteur Chrysler. Les éléments de la ville ont été ensuite modélisés sous 3DS Max.
Previously on Fubiz
Jun
09
Are you ready for a name change, I mean, “rebranding”?
Posted in: Uncategorized
Apparently, companies that have screwed up across the U.S are. They think all you have to do is change your name and you’ve rebranded. The following companies have recently “rebranded” or changed their name to disconnect themselves from previous stigma. Yup, pretty much just a name change no internal changes at all.
I can’t help but to wonder, if it looks like a duck, quacks like a duck, but calls itself a rhinoceros–is it still a duck? Hmmm…
Recent Name Change Bandits:
– GMAC Bank, the auto financing company connected with Chrysler and General Motors renamed its online bank, Ally Bank.
Do I here a quack? I think I do.
– AIG was renamed AIU Holdings, but The New York Times reveals execs rethought name change and are working on a new one.
Good call guys, maybe you can change the company beneath the name while you’re at it…thinkin’ I see some webbed feet still sticking out.
– CompUSA and Circuit City were both bought and had name changeroos by online electronics retailer TigerDirect.com.
Will these duckies bring consumers relevance this time around or continue to waddle their way back into the stale electronic age?
What do you think?
——–
Jinean Robinson is a CCIO (Chief Creative Infections Officer) who has been in the communications industry for over 8 years, specializing in creative strategy and implementation, 360 branding communications, and brand development. Join her at http://twitter.com/germllc or her firm’s website at http://germonline.com/
May
08
Not Feeling Screwed? You Should Be.
Posted in: UncategorizedBest Week Ever
Late last week, Chrysler filed Chapter 11 bankruptcy, and Omnicom’s BBDO Detroit was listed as the second-highest unsecured creditor, with some $58+ million in outstanding invoices. Most of the dollars are believed to be for spot TV buys placed when Chrysler opted to dump it’s national advertising to save money. The Chapter 11 filing gives the carmaker time to restructure under government protection from creditors. So, while Chrysler does NOT have to pay their creditors at the moment, they will still receive cash infusions from Uncle Sam. Now that is what I call the American Dream!
Like a spoiled child whose parents are too weak to say the word, “NO,” Chrysler now finds that they are in great shape: safe from creditors and still receiving their billion dollar allowance. Chrysler, of course, is not celebrating…or are they? The automobile company may not be dancing, but they are acting as if they’ve got America by the short hairs. Sadly, with backing from Obama, they do. Thus it’s no surprise that Chrysler is launching a national, prime-time TV, newspaper, and digital campaign set to hit the public on May 11th, 2009. The tagline for the campaign is, “We’re building a new car company. Come see what we’re building for you.” This move back to the national advertising arena must mean Chrysler does not need to worry about reducing expenses anymore. Whew!
What Do You Mean You Want The Money?
Well, no, that’s not the truth. The real story is that Chrysler does not intend to repay dollars borrowed from private interests prior
to government intervention. The private “investors” are unlikely sources; the University of Kentucky, Kraft Foods’ retirement fund, the Bill and Melinda Gates Foundation, pension funds, and teachers’ credit unions. The Obama administration is not going to let that happen, and has even berated the companies that were willing to bet on a loser (Chrysler) as “a small group of speculators” who “endanger Chrysler’s future by refusing to sacrifice like everyone else.” This, despite fact that the terms of the agreement state that lenders would be repaid first should bankruptcy became a reality.
The Final Straw
In a last “screw” you from the government and Chrysler, it is now being reported that taxpayers will never see a single dollar of the billions lent to Chrysler. From Monday’s bankruptcy hearings:
“They’re offering financing with a low likelihood of being repaid,” said Robert Manzo, an executive director for Capstone Advisory Group LLC, according to the Associated Press. As part of its Chapter 11 reorganization, Manzo wrote Chrysler expects the U.S. Treasury to forgive a $4 billion bridge loan the automaker received during the Bush administration, a $300 million fee on that loan, and the $3.2 billion in financing the Obama administration approved last week to help the company stay afloat while it is in bankruptcy.
CNN did confirm that the Obama Whitehouse stated that it did not expect Chrysler to repay the money. It’s interesting, but Bernie Madhoff went to prison for less than this.
Jeff Louis: Strategic Media Planner, Project Manager, and New Business Coordinator. His passion is writing, contributing to BMA as well as freelancing. He’d love to hear from you: linkedin.com/in/jefflouis or twitter.com/jlo0312..Jeff Louis: Strategic Media Planner, Project Manager, and New Business Coordinator. His passion is writing, contributing to BMA as well as freelancing. He’d love to hear from you: linkedin.com/in/jefflouis or twitter.com/jlo0312.
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