Hasta La Creative!

Figliulo & Partners launched its first campaign for luxury cruise line Seabourn since being named AOR last November, entitled “Extraordinary Worlds.”

A 60-second anthem ad uses a split-screen approach to explore what Seabourn has to offer, both onboard and off.

Opening with a cresting wave and a scoop digging into gently curling ice cream, the images on each side of the screen play off each other. A cascading waterfall, for example, is shown alongside a glass of champagne being poured. Stones along the shore are paired with hot massage stones being placed on a woman’s back at the spa onboard.

The approach manages to show off the onboard luxuries of Seabourn and some the excursions the cruise line offers simultaneously. It also helps the ad stand apart from competitors, with the eye-catching comparisons of different amenitites and activities offered onboard and off.

“People don’t think in black-and-white terms,” Figliulo & Partners CEO Mark Figliulo told AdFreak. “They’re considering where to go and where to stay at the same time. That’s why we show this unique experience in those terms—the exquisite detail of the on-ship and on-shore experiences.”

It took some time, but the folks at TBWA\Chiat\Day New York have finally landed a new head of integrated production in Chad Hopenwasser, who joins the agency after spending nearly the last eight years at Crispin Porter + Bogusky. Hopenwasser essentially succeeds Robert Valdes, who left Chiat NY last spring and eventually joined up with Droga5 NY to serve as head of interactive production. But Valdes, as you may know, has recently left Droga5 to join up with old Chiat pal Mark Figliulo at the latter’s new shop, Figliulo & Partners.

As for Hopenwasser, the exec spent the last couple of years at CP+B  serving as VP/director of video production across the agency’s network, working on, among other efforts, campaigns for Xbox and the new Kraft Mac n’ Cheese work starring Vanilla Ice. Prior to his lengthy stay at CP+B, Hopenwasser spent six years at Grey New York. He will officially assume his new post at Chiat NY in mid-March and work along the agency’s ECD, Matt Ian, and report to report to office president, Robert Harwood-Matthews.

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Well, this is news to us but it appears that Judith Carr-Rodriguez has joined the executive team at Figliulo & Partners, the agency launched this past summer by former TBWA\Chiat\Day NY creative chief, Mark Figliulo. Prior to her new gig as president/founding partner at F&P, U.K. native Carr-Rodriguez spent several years at LBi, eventually serving as president of its US operations (as well as MD of the New York office) and then in the same role when the agency became MRY earlier this year. No word yet on who else has landed at Figliulo & Partners, which as you may know just landed its first notable client in Sprint. As mentioned previously, F&P will focus on broadcast efforts for the brand.

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We knew something was in the air when just the words “Matt Ian” popped up in our tips box on Saturday of all days. Well, as we alluded to in our earlier TBWA\Chiat\Day NY-related post this morning, the “big announce” is that, yes, Matt Ian, is taking over for Mark Figliulo as creative head of said agency’s New York office. As tipsters mentioned, the CCO title does not apply as of now; Ian, now in his second stint at TBWA, instead joins as executive creative director. Figliulo, who spent the last five-plus years as CCO/chairman of Chiat NY, is moving on to start his own shop.

Ian, meanwhile, joins from Deutsch L.A., where he served as EVP/group creative director on VW (recent examples include the baseball and Rubik’s Cube/racing spots). Prior to joining Deutsch, Ian worked as a senior creative at the likes of CP+B (on Microsoft Windows) and BBH New York, the latter of which he spent nine years at working on, of course, Axe as well as Johnnie Walker and Levi’s. In a statement regarding his move back to NYC, Ian says, “I wasn’t actively looking to leave Deutsch, LA or Volkswagen. But when I met Robert and talked with him about his plans for the NY office, jumping at the chance to write the next chapter of the TBWA\Chiat\Day NY story was a no-brainer.” Ian will officially join TBWA\Chiat\Day NY in August.

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