Hasta La Creative!

Deutsch, New Yorkteamed up with The Ad Council to create a PSA campaign for FEMA, in time for National Preparedness Month, reminding families to have a plan in the event of a disaster.

Since, according to FEMA, 50 percent of families have not discussed an emergency plan in the event of a disaster, the organization wanted to stress what a difference having a plan can make when such an event occurs. So the broadcast and digital PSA at the center of the campaign (released in both 30-second and 60-second formats) attempts to illustrate this through a harsh depiction of two families dealing with a disaster. One of the families, who presumably designated the shelter as a meeting place, huddle together, visibly shaken up but glad to have each other. They overhear another couple, who stress out over their missing child, powerless to do anything to locate him. It’s tough to watch, but that’s intentional, as it drives home the point that you don’t want to be the second family should anything go wrong. The spot ends by directing viewers to Ready.gov and www.Listo.gov where they can find resources for developing their own emergency plan. The campaign also includes radio and print components. (more…)

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About a year ago, GoDaddy hired Deutsch New York as their creative agency, and the world wondered whether we’d see the end of the “GoDaddy Girls” gimmick, or even the beginning of a more nuanced campaign. Instead, during this year’s Super Bowl, GoDaddy offered us Bar Rafaeli (“sexy”) making out with a red-faced man named Walter (“smart”). Danica Patrick narrated and did her best not to look embarrassed. Our op-ed contributor at the time, WWD&S co-head Harry Woods, may have captured the most accurate reaction: “The whole ugly thing once again sent us reaching for a wing bone, nacho or beer bottle cap to dig our eyes out.”

Thankfully no eyeball gouging is necessary with GoDaddy’s latest spot. In it, a Ron Weasley-esque man is introduced to the GoDaddy team. His name and its closest iterations are already taken by his colleagues, so the team tosses around other possibilities. Anyone who’s thought about buying a domain name is familiar with this brainstorming process, and Deutsch did well personifying it. The whole thing is off-kilter and amusing, and finally we see Danica Patrick in racing gear, not heels. She’s still hot.

Here’s hoping GoDaddy continues the curve away from their signature blunt, sensationalist spots.

Credits after the jump. [Ed: Welcome back, Ella]

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New Career Opportunities Daily: The best jobs in media.