This morning we learned that Deutsch LA signed Matthew O’Rourke as its newest Executive Creative Director.
O’Rourke has worn several hats during his decade-plus in the agency world: Copywriter at MRM; ECD at CP&B; GCD at McCann; owner of a stolen bike. In his most recent role he served as Creative Director at W+K, where he famously worked on campaigns for Old Spice, Levi’s, Sony, Powerade and Oreo. On the many awards he’s won, O’Rourke writes:
Since few would argue that the commercials were more interesting than the game last night, chances are you saw RPA’s “Hugfest” spot, featuring Bruce Willis and SNL-alum/Portlandia star Fred Armisen.
The simple, straightforward spot features Willis urging viewers to hug those around them that they care about — “the people that matter to you, matter to us” — as a way of emphasizing Honda’s commitment to safety. Armisen then appears and hugs Willis for the duration of the 60 second spot.
“Our simple, yet engaging, big-game spot is intended to highlight not only Honda’s deep concern for the safety of our customers, but the actual industry-leading crash test results that back up our commitment,” explained Mike Accavitti, senior vice president of auto operations at American Honda Motor Co., Inc.
The campaign extends beyond the big game spot, with a large social media component utilizing the hashtag #hugfest. During the Super Bowl, Honda posted “real-time video reactions from Willis about events such as penalties, fumbles and referee calls on the brand’s @Honda Twitter feed.” Immediately after the spot aired, Honda encouraged viewers to send virtual hugs (actually Willis hugging the camera) to loved ones who they couldn’t be near during the big game. Today, Honda is collecting hugs via Twitter by asking people “to send a picture or Vine of their hug with the hash tag #hugfest.” Bruce Willis will then respond with a “meme appraisal of the hug.” Additionally, Honda will have a homepage takeovers at MSN and ESPN, where a 30-second spot “How to Hug” video featuring Willis and Armisen will greet visitors to the sites. You can view “How to Hug,” along with credits after the jump. continued…
Here’s what we got from a seemingly deleted Facebook status update from David Kim, who joined Deutsch LA as a group creative director merely 10 months ago. From what we’ve been told, this is what Kim posted: “LA’s in my blood but SF’s got my heart. #farewellDLA #lookingforaplacetoliveinSF.” Kim joined Deutsch LA as group digital creative director last year on Volkswagen, essentially taking over for Jerome Austria after spending a few years working at Venables Bell & Partners, helping the Bay Area agency launch Google Fiber and Intel’s “The Chase” in the process.
From what sources tell us, Kim and family just missed the San Francisco area hence the departure, which we hear was amicable. During his career, Kim also served as an interactive CD at Publicis Seattle on T-Mobile and served as a designer at TBWA\ unit \Tequila. No word yet on his next move, but we’ll keep you posted.
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Here’s what we got from a seemingly deleted Facebook status update from 