Jul
27
Jun
24
DDB NY Celebrate ‘A Boy and His Dog Duck’ for IAMS
Posted in: UncategorizedDDB New York launched a new spot for Mars Petcare brand IAMS, telling the story of “A Boy and His Dog Duck.”
The spot shows a boy growing up alongside his dog, Duck, who gained the name when he couldn’t pronounce “Duke” as a toddler. Viewers see a montage of shared moments with the dog, from when it was just a puppy to intruding on a prom date, to needing encouragement to jump in the seat of the car as an elderly dog, before learning the origin story of the name. It’s an emotional approach, designed to show the supposed benefits of feeding dogs IAMS throughout different stages of life. In other words, it relies on a tried and true formula for the category rather than attempting to innovate. And we’re not sure what it says about us exactly, but we can’t hear the name “Duck” without thinking of this guy.
Apr
30
Almap BBDO Feeds The Good for Pedigree
Posted in: UncategorizedAlmap BBDO launched a global campaign entitled “Feed The Good” for Pedigree with the online documentary spot “First Days Out.”
“First Days Out” tells the inspiring story of how rescue dogs helped two former inmates rehabilitate following their release from prison. Matt, who served two years for theft in Las Vegas, found life on the outside lonely. Unable to reunite with his father, who severed ties, until he got his life in order, Jeanie provided the companionship he needed. “I feel Jeanie brought light to my future,” he said. Joey, meanwhile, served twelve years for armed robbery in Florida. While he was in prison, his mother and grandmother died and Sadie became his only family, bringing companionship to an otherwise empty home. He then got a job training dogs for adoption at the kennel. After telling both of these stories, the spot ends with the tearjerking line, “You save a dog. A dog saves you.”
“Feed The Good” marks Pedigree’s first global campaign in years, and rolls out in Australia, Brazil, New Zealand and the U.S. with broadcast, print and online ads, as well as additional markets later in the year and in 2016. It is built around the insight that dogs help bring out the inner good in people. “Studies attest how the companionship of animals transforms and improves people’s lives,” said Leonid Sudakov, chief marketing officer, Global Petcare, Mars, Inc. “By nourishing the loveable innocence in every dog, Pedigree helps feed the good they bring to the world.”
Credits:
Advertiser: Mars
Agency: AlmapBBDO
Title: First Days Out
Product: Pedigree
General Director Creation: Luiz Sanches
Executive Director Creation: Bruno Prosperi, Renato Simões
Creation Director: André Gola, Pernil
Digital Creative Director: Luciana Haguiara
Creation: Pernil, André Gola, Fabio Cerdeira, André Sallowicz, Felipe Cirino, André Leotta
Rtvc: Vera Jacinto, Ana Paula Casagrande, Diego Villas Bôas
Producer: Hungry Man
Managing Partner: Alex Mehedff
Executive Producer: Rodrigo Castello e Renata Corrêa
Direction: Ricardo Mehedff
Photography: Grant Weiss, Mike Alex and Ricardo Mehedff
Line Producer: Mariana Barbiellini
Track: Big Foote
Assembler / Editor: Ricardo Mehedff
Post-production Supervisor: Rodrigo Oliveira
Finishing: Great Studio
Color Grading: Psycho N’Look
Assistance: Fernanda Antonelli, Pedro Fragata, Samantha Kechichian and José Maria Fafe
Planning: Cintia Gonçalves, João Gabriel, Daniel Machado, Augusto Veríssimo and Marília Rodrigues
Media: Flávio de Pauw, Brian Crotty, Fábio Cruz, Juliana Melo and Carolina Pimentel
Digital Media: Kaue Cury, Livia Novaes e Rogério Beraldo
Business Director: Rodrigo Andrade
Approval: Leonid Sudakov, Marina Sachs, Oduvaldo Viana, Fernando Manoel
Apr
27
BBDO Dusseldorf Dubs Mars Minis ‘People Treats’
Posted in: UncategorizedBBDO Dusseldorf positions Mars Minis as “people treats” in a new 30-second spot entitled “Tennis.”
Based on a connection between the brands positioning of Mars Minis as “anytime treats” and the way pets are given treats as a small reward for good behavior, the ad shows a man treating his tennis companion like a dog. He pretends to throw a ball and tells him to fetch it, then asks where the ball is. The friend seems confused as to why he’s being treated like a dog, but when he’s rewarded with a Mars Mini he seems not to mind. The spot ends with the tagline, “They’re People Treats,” which brings some context to the exercise in silliness preceding it.
“This positioning gives people the moral permission to enjoy the reasonably sized sweet whenever they like,” explained Darren Richardson, ?BBDO Düsseldorf chief creative officer. “It’s a treat and reward just for being a good person, or in this case a “good boy.”
We’re not sure how many people will make the connection to using the candy as an “anytime treat” and how many will just chortle at the ridiculousness of treating a tennis partner as a dog, but the approach certainly is memorable.
Credits:
Mars GmbH: ?Category Director: Carsten Simon
Brand Manager: Mira Grosch
BBDO Dusseldorf:
Chief Creative Officer (BBDO Group Germany): Wolfgang Schneider
Chief Creative Office (BBDO Dusseldorf): Darren Richardson
Creative Managing Directors: Kristoffer Heilemann, Sebastian Hardieck
Creative Director: Karen Walker
Senior Art Director: Tobias von Aesch
Art Director: Charlon De Graav
Copywriter: Penelope Abreu
Client Service Director: Sabine Frank
Account Director: Nadia Leytes
TV Department: Valérie Gentis (Producer), Steffen Gentis (Chief Production Officer)
Production: Twin Film GmbH, Berlin
Director: Eric Yealland ?DOP: Eric Yealland
Script: Karen Walker
Post Production: Chamaeleon Digital Vision, Dusseldorf
Apr
14
BBDO NY Introduces Perfect Portions for Sheba
Posted in: UncategorizedBBDO New York launched a new spot for Mars cat food brand Sheba entitled “Snap, Peel, Slurp, Purr.”
The spot introduces the brand’s new Perfect Portions product, which attempts to take the mess out of cat food by providing perfect portions within one container. Two containers comes strapped together, so cat owners can snap off one for each meal and not have to worry about dishing out food for their feline friend or store leftovers in the fridge. The 20-second “Snap, Peel, Slurp, Purr” illustrates the idea simply, with each word followed by a simple illustration. It opens and closes with the line “A Fresh Meal Every Peel,” driving home the idea that using the product makes meal time simple. The integrated campaign also includes supporting digital efforts, consumer sampling programs, in-store displays and PR support.
Credits:
Agency: BBDO New York Client: Mars/SHEBA® Title: “Snap, Peel, Slurp, Purr”
Creative Chief Creative Officer, Worldwide: David Lubars Chief Creative Officer, New York: Greg Hahn EVP, Executive Creative Director: Joyce Pedretti EVP, Executive Creative Director: Lauren Cohen Senior Art Director: Adam Ward Copy Writer: Joe Nelms
Production Executive Digital Producers: Eric Berg & Kristin Tomborello Digital Producer: Olivia Boutcher
Account EVP, Senior Account Director: Mark Mulhern SVP, Account Director: Sally Nathans Account Manager: Lauren Stillo Account Executive: Rachel Greenlee
Planning/Strategy SVP, Group Planning Director: Crystal Rix Senior Engagement Planner: Sean Stogner
Additional companies:
Production & Editorial Company: Decon Executive Producer: Misha Louy
Executive Producer: Ian Blain
Director/Editor: Eriq Wities
Music Composition/Final Mix: Ramon Wesselink
Line Producer: Kent Feuerring
Supervising Post Producer: Cynthia Angel
Post Producer: M. Shane Dolly
Mar
30
DDB Chicago Brings Milky Way Back to Broadcast
Posted in: UncategorizedDDB Chicago is launching the first big broadcast spot for Mars brand Milky Way in roughly five years, extending a print and digital campaign entitled “Sorry I Was Eating a Milky Way.”
The broadcast launch comes on the heels of a sizable digital push for 3 Musketeers, another Mars brand that doesn’t receive the same kind of marketing push as Snickers and M&Ms. “These are beloved brands that consumers grew up with, but they tend to forget about them,” Allison Miazga-Bedrick, Mars’ brand director for filled bars, told AdAge, referring to Milky Way and 3 Musketeers. She added that the new marketing push is intended to keep both brands relevant, particularly with a millenial audience.
The spot shows people in various professions screwing up because they’re too distracted by the Milky Way they’re eating. This ranges from a captain grounding his ship, to a lumberjack felling a tree on someone’s car, to a tattoo artist giving a man a “No Regerts” tattoo. It’s a simple, humorous approach that has been successful thus far in the print and digital campaign, which has run since 2012.
Feb
05
Mars Bar (Finally) Brings Together Dogs, Pan Pipes and the Miami Vice Soundtrack
Posted in: Uncategorized
In case you doubted that absurdist advertising is now the go-to approach for candy companies, this new spot for Mars Bar should be a good reminder.
Created by U.K. agency AMV BBDO, “Winning” features a soulless ginger who’s trained his dog to jump, only to be outdone by the guy with a Mars Bar.
The ad hits all the typical checkpoints for a modern zany ad: funny animals, a surreal punchline that takes too long to deliver and a retro reference to the 1980s (the song is Crockett’s Theme from Miami Vice).
“Winning” isn’t a bad effort, even if it is built around an Internet term that quickly wore out its welcome four years ago.
Jan
30
Dog Flaunts Musical Skills, Miami Vice Fandom for Mars
Posted in: UncategorizedHere’s a UK-based effort from AMV BBDO to promote the Mars bar that’s very different from the agency’s “Brady Bunch” Snickers spot.
The ad, which runs under the “Winning” slogan and coincidentally premieres on Feb. 1, features dueling dogs (though one clearly outwits with the other with some deft pan-fluting that would make Ron Burgundy blush). The fact the pup performs Jan Hammer’s “Crockett’s Theme” from Miami Vice may even prompt some of us 80s kids to wax nostalgic.
The client has £10m invested in a national (U.K.) campaign that runs not just through the telly but across OOH and press. Mars, Snicks and Twix marketing director Lucy Cotterell explains the “Winning” concept:
“[The campaign] will reach 95% of the UK population and put the brand on air three times more than in 2014, in fact it will be on air effectively every other week. The theme of little everyday wins is an exciting new angle for the best-loved brand and the ad is sure to bring a smile to the faces of new and existing MARS fans.”
Where art thou, Charlie Sheen?
CREDITS
Project: Panflutes
Client name & job title: Lucy Cotterell – Mars, Snickers and Twix Marketing Director
Alison Smith – Mars Brand Director
Creative Agency: AMV BBDO Ltd
Creative Directors: Alex Grieve and Adrian Rossi
Copywriter: Dan Warner
Art Director: Andy Vasey
Agency Planner: Will Whalley
Agency Account Man: Lou Woolf, Daniel Wegrzyn
Agency Producer: Adam Walker
Media Agency: Mediacom
Media Planner: Amanda Zafiris
Production Company: Independent
Director: Gary Freedman
Production Co. Producer: Jason Kemp
Post-production Company: Josh Robinson / The Mill
Audio Post-production: Anthony Moore / Factory Studios
Music Production: Soundlounge
Editor: Adam Spivey / The Playroom
Jun
10
Help Smash a Menagerie of Talking Animals in This Interactive Skittles Ad
Posted in: Uncategorized
After years of weirdness and grotesquerie, Skittles has found its calling—breaking Grandma's knickknacks. This enjoyable interactive YouTube video from DDB Chicago features a young man who breaks a porcelain unicorn after it promises it will turn into Skittles if he does so. Naturally, the interactive part involves clicking on, and watching the guy break, a bunch of other stuff, including two frogs, two birds and a monkey. It's pretty fun, and I'm glad to see Skittles run those anarchic creative tendencies of theirs through some quality control. Credits below.
CREDITS
Client: Mars/Skittles
Agency: DDB, Chicago
Ewan Paterson: Chief Creative Officer
Mark Gross: ECD
Alex Zamiar: ACD/Art Director
Jonathan Richman: ACD/Copywriter
Will St. Clair: Exec. Producer
Jon Ellis: Exec. Digital Producer
Matt Green: Producer
Scott Terry: Production Manager
Director: Harold Einstein, Station Film
Editorial: Beast Editorial
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Mar
14
Life on Mars Animation
Posted in: UncategorizedLe designer tchèque Lukas Vojir a réalisé cette superbe vidéo d’animation sous Cinema 4D et After Effects appelée « Life On Mars ». Une création visuellement très réussie au style rétro-futuriste, qui imagine la vie sur Mars. A découvrir en images et en vidéo dans la suite de l’article.
Feb
27
Comercial de chocolate ressuscita Audrey Hepburn e causa polêmica
Posted in: UncategorizedUm novo comercial da Mars, para a sua marca de chocolates Galaxy, reascende a polêmica do uso de celebridades mortas em campanhas publicitárias.
Agora foi a vez de Audrey Hepburn ser desenterrada para fins promocionais. 20 anos após sua morte, a atriz viaja de ônibus pela Costa Amalfitana na década de 1950, enquanto tira um chocolate de sua bolsa e observa um homem na rua. Como trilha, “Moon River” referencia “Bonequinha de Luxo”.
A autorização do uso da imagem foi dada pelos filhos de Hepburn, Sean Ferrer e Luca Dotti, que afirmaram que a mãe ficaria orgulhosa do novo papel, já que “sempre foi fã de chocolates“.
Marcas como GM, Nike, Citroën e até a Volkswagen aqui no Brasil, também já recorreram aos mortos para fazer campanhas. Uma pesquisa da Forbes estima que celebridades falecidas arrecadaram mais de 500 milhões de dólares em publicidade no último ano.
A opinião pública não parece ser muito fã desses fantasmas coloridos, já que tais campanhas quase sempre enfrentam críticas e estranheza. Definitivamente, o direito de imagem e legado de personalidades também tem prazo de validade.
Post originalmente publicado no Brainstorm #9
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Jan
14
M&M’s: A vingança de Ms. Brown
Posted in: UncategorizedAh, as mulheres… Elas sabem ser vingativas, principalmente se são feitas de chocolate como a elegante Ms. Brown, estrela da mais nova campanha de M&M’s produzida pela BBDO NY. No filme, uma amiga adverte Ms. Brown que uma convidada de cabelos vermelhos está louca para conhecer a anfitriã da festa, mas que ela deve ficar atenta ao fato de que a ruiva é uma devoradora de chocolates.
E como é que Ms. Brown se livra da ruiva? Apresentando-a para o M&M’s vermelho, é claro.
Se você não sabe porque ela se vingaria do amigo vermelho, talvez o anúncio do Super Bowl do ano passado explique…
Post originalmente publicado no Brainstorm #9
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Dec
18
Gale from the Red Planet
Posted in: UncategorizedEcholab, un studio spécialisé dans le sound design, a imaginé avec le studio de motion-design Korb ce que donnerait la diffusion du son et l’impact sur la planète Mars. Le résultat est tout simplement hallucinant, aussi bien sur le plan visuel que sonore. A découvrir en images dans la suite.
Aug
06
Oreo presta homenagem ao pouso da Curiosity em Marte
Posted in: Uncategorized
Com um simples e simpático tweet, a Mars Inc. (sacou?) aproveita o pouso Curiosity em Marte: “Viemos em paz. Com biscoitos Oreo”.
Eles avisam que o recheio vermelho ainda não existe, mas a NASA já pode ficar despreocupada em caso de encontrar algum alienígena insatisfeito com a “invasão”.
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Mar
31
Sony and Thinker Roll Out FeliCa-Based Digital Signage Applications
Posted in: Uncategorized
FeliCa-Based Digital Signage Applications can jack up their deployment channel partner to three with news that Mars Snackfood U.S. has joined the two companies (Sony and Thinker Inc.) in the development and implementation of a FeliCa-based digital signage and delivery portal solution for trade shows.
“Thinker’s iACCESS(R) interactive touchscreen digital media portals with intelligent navigation technology combined with Sony FeliCa’s contactless transactional capabilities can encapsulate disperse technologies and offer an integral real time user experience, while seamlessly delivering a record of that experience to the relevant distributor,” said Tim Lindner, director of strategic business development for Sony FeliCa America.
“By leveraging FeliCa technology in a trade show digital signage application, we are able to enrich the user experience with client centric multiple migration paths to data of interest presented in a visually dynamic way,” said Denise Mraz, president of Thinker Inc. “Our EventACCESS connects any registration and lead retrieval to FeliCa-enabled digital signage, messaging and reporting, and phase II will extend to the complete product offering and in several languages.”
“A typical trade show scenario included us explaining, showing, making a lot of notes, taking surveys, sorting leads and mailing tons of literature with follow up sales calls,” explained Vinnie Rinaldo, customer events director for Mars Snackfood U.S. “The MarsAllACCESS digital application will provide a comfortable level of immersion for trade show attendees to shop and consider information in a non-intrusive manner, and our personnel can now focus on relationship building.”
(Source) Press
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