Hasta La Creative!

Hill Holiday, Boston tapped Leslie Mann (Knocked Up, This Is 40, Freaks and Geeks) to voice the inner musings of a jaded mom in their latest campaign for LG appliances.

Mann voices the internal monologue of a character Adweek described as “a cross between FX’s Louie and Ibsen’s Hedda Gabler.” While that may be a slight exaggeration — the character is far more in line with Mann’s roles in Knocked Up and This Is 40 — the spots are certainly far more cynical than anything we’ve come to expect from appliance ads aimed at women, and in fact play off those happy family conventions.

In the most edgy, and, not coincidentally, most successful of these spots, Mann’s character notes that her new LG washing machine is very fast. But what’s a good quality in a washing machine is not necessarily a good quality in a husband, as the character suggestively muses. It’s this kind of honesty and portrayal of a less-than-perfect reality that makes the campaign stand out. Other spots in the campaign trade in the sexual innuendo for goofiness, and while none of them are quite as entertaining as “Too Fast” the approach still feels like a welcome departure from typical daytime TV fare, thanks largely to Mann’s comedic timing. Stick around for credits and “Hot Cookies” after the jump. continued…

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Well, guess this isn’t totally breaking news at this point but Gary Koepke, who co-founded (along with now-Hill Holliday EVP/CCO Lance Jensen) Boston’s now-defunct Modernista!, is moving up the charts at SapientNitro. Just over a year after joining the latter agency as VP/global executive creative director, Koepke is being bumped up to the big chair as he’s been appointed as chief creative officer, North America for SapientNitro. He fills a role that’s been open since Kathy Delaney left in June 2011.

Regarding taking the helm at the agency of “idea engineers,” Koepke says in a statement, “Joining SapientNitro a year ago started as an experiment and turned into a renaissance. I found in SapientNitro the disruptive spirit and focus on the future needed to truly innovate in the agency space that I thought I’d only be able to find by pursuing another start up.” Along with his new CCO role, Koepke, who has led creative on Chrysler, Fiat and Florida tourism efforts during his time at SapientNitro and remains based out of Boston, will also join the agency’s Global Creative Council. Along with his ad career, which also included helping up open W+K New York, Koepke also worked outside the industry as founding creative director for Vice and directing music videos for David Bowie and U2.

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