Mcgarrybowen Navigates Airport Obstacles for United

United agency of record mcgarrybowen launched a spot for the airline ahead of the 2016 Rio Olympics next Friday entitled “One Journey. Two Teams.”

The two teams in question? Team USA and Team United, naturally. As it turns out, Team USA does flight check in a little differently. The Olympic squad jumps over security gates, does backflips along railings, rows along moving sidewalks, and even pole vaults right onto the flight.

Set to a Brazilian take on United’s theme song, Gershwin’s “Rhapsody in Blue,” and a voiceover from Matt Damon, the spot is meant as a lighthearted and fun reminder of the airline’s status as an Olympic sponsor, concluding with the message, “United for over 35 years.” The format also allows mcgarrybowen to squeeze in appearances from Olympic athletes including swimmer Missy Franklin, volleyball player Kerri Walsh Jennings and soccer player Carli Anne Lloyd. The spot was filmed on a 787 Dreamliner in L.A., with the athletes all performing their own stunts related to their respective sports.

“Our 2016 Olympics advertising was a great way to engage and showcase our employees and our partnership with Team USA,”  United managing director of marketing and product development Mark Krolick told Adweek. “The United team works incredibly hard year round to transport U.S. Olympians and Olympic hopefuls to training, competitions and the Olympics and this campaign demonstrates that in an upbeat, fun and optimistic way.”

Agency: mcgarrybowen
Client: United Airlines
Title: “One Journey, Two Teams”
Managing Director, Executive Creative Director: Haydn Morris
Group Creative Director: David DiRienz
Group Creative Director: Erik Izo
Managing Director, Content Production: Dante Piacenza
Managing Director, Global Music Production: Jerry Krenach
Executive Producer: Stacy Kay
Group Managing Director: Jamie Ross
Account Director: Joey Ziarko
Account Supervisor: Kayla Friedman
Athletes: Simone Biles, Kerri Walsh Jennings, Carli Lloyd, Missy Franklin, Ashton Eaton, Logan Dooley, Dartanyon Crockett
Production Company: Pulse Films
Director: Michael Haussman
President of Commercials: Kira Carstensen
Executive Producer: Hillary Rogers
Producer: Linda Masse
Director of Photography: Paul Cameron
Editor: Jon Grover
Executive Producer: Raná Martin
Producer: Ellese Jobin
Visual Effects: Framestore
Audio Engineer: Michael Marineli
Audio Studio: Sonic Union
Composition: “Rhapsody In Blue” by George Gershwin
Arrangement and Production: Yessian Music
Arranger: Dan Zank
Record and Mix Engineer: Gerard Smerek
Partner/CCO: Brian Yessian
VO Talent: Matt Damon

mcgarrybowen Celebrates Body Positivity for JCPenney with ‘Here I Am’

mcgarrybowen, which was appointed as creative agency of record for JCPenney last October, launched a new online spot for the brand entitled “Here I Am.”

Featuring singer/songwriter Mary Lambert, style blogger and designer Gabi Fresh, writer Jes Baker, designer Ashley Nell Tipton and yoga practitioner Valerie Sagun, the spot celebrates body positivity for women of all body types. “Could my life be better if I were thinner?” Baker asks at the beginning of the spot, answering the question with the line, “No, but it would be better if I wasn’t treated so poorly because I’m not,” which functions as a kind of thesis for the spot. The lengthy ad includes Lambert explaining that a family member discouraged her from pursuing a career in music because of her body type and the other women in the spot adding their own struggles with how others have treated them before they came to accept and celebrate themselves for who they are. 

This kind of approach may seem familiar, as so-called “Femvertising” has taken off in recent years. Dove’s ongoing “Real Beauty” campaign has been mining a similar tactic for years. A recent effort last October from creative content agency Evidently asked girls what they would choose if they could “Change One Thing” to highlight the problems adolescent girls have with self-image and confidence and promote the Dove Self-Esteem Project. Leo Burnett, meanwhile, redefined “Like A Girl” for Always, continuing the approach with “Unstoppable” last year.

The message is a nice one and the approach fits the brand well enough. But the spot just seems to drag on, even by the somewhat loose standards of online ads. Without editing to bring down the runtime, it feels at times like viewers are hearing the same thing repeated, albeit in slightly different ways, throughout the spot, diminishing its impact. Even allowing for the five different women featured in the ad, it seems like it would have been easy enough to shave off a significant chunk of time and still leave enough room for each to get sufficient time onscreen.

Advertising Agency: mcgarrybowen, New York City, USA
Chief Creative Officer: Matthew Bull
Executive Creative Directors: James Cheung, Cliff Skeete
Art Directors: Simon Woodham, Paula Figueroa, Erik Jansen
Copywriters: Danny Wantz, Anna Xiques, Jessica Zalaznick
Director of Content Production/Executive Producer: Paisley McCaffery
Associate Producer: Lauren Lampasi
Managing Director, Integrated Production: Dante Piacenza
Managing Director of Music Production: Jerry Krenach
Executive Music Producer: Jarrett Mason
Music Licensing Supervisor: Kaylyn Keane
Director, Talent Services: Sue Ayson
Business Manager: Marie Sawicki
Account Managing Director: Alaina Lovera
Account Supervisor: Ali Napier
Production Company: Missing Pieces
Director: Tucker Walsh
Editor: Liz Deegan / Missing Pieces
Editor: Steve Bell / Cutters

Chase Ends Its Relationship with mcgarrybowen

mcgarrybowen Presents ‘Sophisticated Snacking’ for Lunchables

Even Malcolm McDowell Can't Make Microwave Tacos Sophisticated In These Ridiculous Lunchables Ads

Advertising that makes fun of advertising is all the rage these days — and now thespian Malcolm McDowell has joined talents like Ewen McGregor, Ricky Gervais, and Anna Kendrick in essentially mocking the whole process, and their participation in it.

The veteran actor stars in two new spots for Lunchables, created by agency Mcgarrybowen and directed by Wayne McClammy (recently featured as one of Adweek’s ten Creative 100 directors). In both videos, McDowell is dressed like Steve Buscemi from his “how do you do, fellow kids” 30 Rock cameo, attempting to relate to today’s hip young people as he teaches them how to prepare Lunchables Walking Tacos.

Given his career has taken him from A Clockwork Orange to Entourage and Metalocalypse, his latest role — launched with more commercials from mcgarrybowen and McClammy this spring — might be a bit of an eyebrow-raiser. Maybe he had gambling debts no one knew about?

Then again, the ill fit is also the point. While no one as photogenic as the people in these ads — least of all McDowell — will ever actually eat a Lunchables Walking Taco, the videos are great. It’s clear that McClammy and McDowell are having tremendous fun with the material, which is all you need to make the basic concept work.

And really, is it fair to say that McDowell is slumming it here? He was in a Slipknot video, after all. That not to mention he broke the advertising seal back in 2013, starring alongside James Earl Jones in dramatic readings for Sprint — McDowell’s first commercials ever.


Client: Kraft Foods
Advertising Agency: mcgarrybowen?
Chief Creative Officer: Ned Crowley?
Group Creative Directors: Todd Brusnighan, Doug Behm?
Director of Content Production: Steve Ross?
Agency Producer: Mike Dahl?
Account Managing Director: Kate Burke?
Account Director: Ellen Cohen

Production Company: Hungry Man?
Director: Wayne McClammy?
Executive Producer: Mino Jarjoura

Editorial Company: Cutters
?Editor: Grant Gustafson

Visual Effects Company: Flavor
Final Color: Nice Shoes
?Colorist: Ron Sudul

Final Mix Company: Another Country?
Mixer: David Gerbosi

Mcgarrybowen Targets Foodies for Triscuit

Mcgarrybowen Chicago teamed up with five small food companies in its “Makers of More” campaign for Triscuit, which celebrates craft and simplicity.

Five spots highlight The Jam Stand (featured above), Savannah Bee Company, McClure’s Pickles, Olympia Provisions and Wondermade. In each of the ads, the entrepreneurs behind the companies share their story, a product they claim was created with Triscuit in mind and share a tasty recipe created using a Triscuit cracker as its base. The approach makes a lot of sense, as each of the company’s products share Triscuit’s minimalist mindset and the recipes, which make use of jam, honey, pickles, sausages and marshmallows, are inventive (and look pretty tasty). With brands like Triscuit looking to find a place in a changing environment, where consumers want more adventurous options than just cheese and crackers, presenting the item as a kind of blank canvas, with some suggestions for how to use it, may get those who otherwise might look past the brand take notice.

Staffing Cuts at mcgarrybowen New York

mcgarrybowen logo 2

mcgarrybowen made a series of layoffs in its New York office today.

The agency’s statement:

“Our clients’ businesses are constantly evolving, and we, as their agency partner, must be well positioned to meet those needs. As such, we made staffing adjustments in our New York office today to right size our team.”

According to a spokesperson, these cuts affected less than 10 percent of total staff in Manhattan–and while we have no information on the reason for the move at this moment, the agency tells us that it had nothing to do with its ongoing work for Verizon.

Verizon did make quite a few changes to its agency roster in the months leading up to its $4.4 billion acquisition of AOL: the telecoms giant signed W+K in January, followed by shifting more of its sponsorship/entertainment work to Momentum Worldwide, and began reviewing its “digital agency support.” This translated to a loss for several of its agency partners; in April, CMO Joe Saracino of Erwin Penland (himself a former Verizon employee) discussed a series of layoffs that followed a change in that agency’s relationship with the client.

mcgarrybowen CMO Brandon Cooke, however, is quick to dispel misconceptions regarding the account. He writes:

“The rumor that we no longer work with Verizon or will no longer work with them is absolutely not true. We continue to work with Verizon as their wireless network creative agency and have not been informed otherwise.”

No word on when Verizon will release its newest campaign.

Zambezi Appoints New ECD, CSO

Zambezi announced the appointments of Josh DiMarcantonio as executive creative director and Kristina Jenkins in the newly created role of chief strategy officer.

DiMarcantonio fills a vacancy left by the departure of co-founder/ECD Brian Ford, which we confirmed in January; Ford is now a freelance creative director, copywriter and director working in the Los Angeles area.

DiMarcantonio joins the agency from 180LA, where he spent the last nine months as a creative director working on Expedia and Adidas. That followed a stint in the same role at Deutsch LA beginning in March of 2013, during which time he worked with Taco Bell. Prior to Deutsch LA, he was a creative executive with CAA Marketing for almost two years, working with clients such as Chipotle, Coca-Cola and Diageo. Before that he spent over a year and a half as an associate creative director with TBWAChiatDay, working on accounts such as Planters, Skittles, What Thins and Twix. That followed nearly four years as a senior copywriter for W+K, working with clients including ESPN and Nike.

KJ_portrait_960x1027Jenkins joins the agency from mcgarrybowen, where she most recently served as culture intelligence officer after periods as a group planning director and director of cultural planning. While with mcgarrybowen she worked with clients including  Disney, 7UP, Verizon Innovations, Reebok, Kraft and Mondelez.

She also played an important role in the agency’s Honda Europe CR-V, United, Sears and Reebok new business wins and led trend intelligence, including millenial-themed content.

UPDATE: Tim Scott Departs mcgarrybowen

mcgarry logo

Tim Scott, international CEO and president of mcgarrybowen Chicago, is departing the agency for an undisclosed client-side marketing position, AdAge reports.

Scott’s departure follows last month’s hiring of Simon Pearce as president of its New York office and chief client officer, succeeding Tom Sewell, who held the position since May of 2014 (and continues on at the agency in an innovation role). The agency stated that it will begin a search for a new Chicago president, who will also assume chief client officer responsibilities. Laurel Flatt, group managing director, will act as interim general manager of the office until the search is completed. Gordon Bowen, chairman and chief creative officer of mcgarrybowen, will temporarily assume Scott’s international CEO role.

Scott arrived at mcgarrybowen back in 2009 as a managing director, just two years after the opening of the agency’s Chicago office, following a stint at DDB Chicago as a global business director.

The full statement from Bowen:

“I am grateful and proud of the work Tim has done to build our brand, first in Chicago and then around the world. He is a dear friend, trusted leader, and mentor to many. We are very grateful for his contributions, and we wish him a lifetime of luck and success in his future endeavors.”

The news seems to confirm a tip we received weeks ago about changes coming to macgarrybowen’s international leadership (assuming there aren’t more on the way).

Update: Land O’Lakes announced that Scott will be joining the company as senior vice president and chief marketing officer, responsible for overseeing B2C and B2B branding and marketing strategy, effective April 22nd.

mcgarrybowen Launches ‘Masters’ for Chase

mcgarrybowen launched an extension of Chase’s “So You Can” campaign this week entitled “Masters,” designed to highlight its consumer banking products.

In the 60-second anthem ad (above), featuring Serena Williams, fencing champion Tim Morehouse and The Rockettes, mcgarrybowen contrasts the years these individuals took honing their craft with the seconds it takes to the moments it takes to pay bills at, depositing checks at Chase ATMs and transferring funds using the bank’s mobile app. There’s also a 90-second online spot profiling The Rockettes, including what goes into each performance and the years of intense dance training it took the performers to get where they are. Since the dancers only get one day off a week, using Chase’s consumer banking products help them multitask and pay their bills backstage. A 30-second spot, recycling some of the footage from the anthem ad, takes a look at Chase’s role in Morehouse’s routine. We don’t recommend his method of receipt retrieval, however, as it would likely get you thrown out of most bank locations. The ads are supported by social media, sponsorship and in-branch efforts.


Agency: mcgarrybowen, New York

Chief Creative Officer: Mark Koelfgen

Executive Creative Director: Ahmer Kalam

Creative Director: Malaika Danovitz

Sr. Art Director: Kevin Gladwin

Managing Director Content Production: Dante Piacenza

Sr. Producer: Stacy Kay

Sr. Music Producer: Jean Scofield

Executive Planning Director: Tata Sato

Managing Director: Andrea Huemmer

Account Director: Alex Ciociola

Account Supervisor: Max Lemberger

Account Executive: Kelly Malacarne


Production Company: Smuggler

Director: Brian Beletic

Producer: Erin Wile

Director of Photography: Bradford Young


Editor: Biff Butler @ Rock Paper Scissors

VFX: The Mill

Audio: Sonic Union

mcgarrybowen Travels the ‘Endless Road’ for Honda CR-V

It seems that Honda’s diesel CR-V brings out the best of mcgarrybowen London’s visual instincts.

The agency follows up its 2013 Cannes Gold Lion-winning, M.C. Escher-esque spot for the model (dubbed “Illusions”) by taking us on an infinite loop to promote the automaker’s 2015 edition with an ad called “Endless Road.” In a literal manifestation of the title, the new model traverses an infinite road like a runner on a track, with Bernard Hermann’s “Twisted Nerve” (remember Kill Bill Vol. 1?) providing the soundtrack.

Along with mcgarrybowen, digital production company MediaMonks and director Chris Palmer of Gorgeous played key roles in the campaign, which emphasizes the CR-V’s performance capabilities in illustrating how “the road to better never ends.”

While it’s not as visually stimulating as Honda efforts from the past couple of years, the tone, style and narrative serve the “Endless Road” quite well. You can check out a behind-the-scenes clip below and watch a literally infinite version on the CR-V’s dedicated YouTube site.

It beats your average screensaver.

Agency: mcgarrybowen, London
Executive Creative Directors: Angus Macadam, Paul Jordan
Creative Team: Charlotte Watmough, Holly Fallows
Planner: Michael McCourt
Agency Producer: Sian Parker
Business Director: Alice Tendler
Film Production: Gorgeous
Director: Chris Palmer
Executive Producer: Rupert Smythe
Editor: Scot Crane
Postproduction: Glassworks; FaTiBoo
Flame: Lewis Saunders
Creative Director (3-D): Jordi Bares @ Glassworks
Colorist: Seamus O’Kane @ The Mill
Digital Production: MediaMonks
Executive Producer: Wouter Smit
Producer: Rodrigo Alberini
Creative Directors: Jon Biggs, Alex Danklof
Project Manager: Sylvia van der Leen
Audio Production: Munzie Thind @ Grand Central
Music: Twisted Nerve Main Theme
Composer, Arranger: Bernard Herrmann

Simon Pearce Joins mcgarrybowen New York as President

Simon-Pearce-hed-2015Simon Pearce is joining mcgarrybowen New York as president, effective April 17th,  Adweek reports. He will take over for Tom Sewell, who has held the position since last May, and will continue working at the agency, handling innovations responsibilities in a role that does not yet have a title. Pearce, meanwhile, will also assume the role of chief client officer, a newly created position at the agency.

“Chief client officer is a new title to us, and we want to deploy it more deeply at mcgarrybowen,” explained Brandon Cooke, the agency’s global chief marketing officer. “It’s really important to our DNA.”

Pearce arrives from Omnicom/BBDO, where he most recently served executive vice president, worldwide business lead on Hewlett Packard. Prior to that, Pearce served as managing director for Ogilvy & Mather New York, working on accounts such as Gap, IKEA and UPS. His resume includes executive roles at Wieden+Kennedy, Young & Rubicam and McCann Erickson. He has worked with clients including Nike, Mars, American Express, Miller Coors, Time Warner Cable and Unilever.

mcgarrybowen Bows Out of Sears Review

sears logo 2

The agency’s official position is “no comment,” but today an AdAge report and a source close to the matter tell us that mcgarrybowen has resigned the Sears account rather than participate in a pending creative review.

Three years after its last full review, the client began making some agency moves back in early 2014 by sending its KCD or Kenmore Craftsman Diehard work from Y&R to Havas Chicago.

Y&R lost the client’s primary creative account to mcgarrybowen in May 2011 after 18 years; prior to that move, Sears made headlines in the industry for demanding ownership of “all creative work done by agencies pitching for the brand” no matter who won the account. We have no word on whether that’s still the case. Back in 2011, Adam Wohl (who is, appropriately, now an ECD at mcgarrybowen) made a video mocking the above request — but that video has since been set to “private.”

Last November, sources told Adweek that the company had begun reaching out to every major holding company, but today’s AdAge report claims that Sears recently placed the review on hold due to internal complications. What might those be? The company will announce its earnings for the latest quarter on Thursday, and yesterday The Motley Fool noted that Sears “is losing an estimated $7 million a day” despite closing some 200 stores in 2014; the writer wonders whether the chain will exist in its current form one year from now. (We should also note that Sears Holdings owns Kmart, which has been with FCB since 2007.)

We reached out to Sears corporate for more information on the review, but representatives have yet to respond.

mcgarrybowen’s most recent work for the soon-to-be-former client is December’s #MoreToYou holiday shopping campaign.

'Shit Girls Say' Returns for One More Episode, and It's a Hair Commercial

Those of you who’ve been pining for another episode of Shit Girls Say are in luck: Graydon Sheppard and Kyle Humphrey’s amusing web series, based on the popular Twitter account, just did a spot for haircare brand Aussie—in the same style as their unbranded videos.

Sheppard directed the ad and is also the star, donning a wig and narrating common hair woes. (We’re told mcgarrybowen was the agency.)

“I can’t it wet!” he complains. “This looks stupid.” “Does this look dumb?”

Aussie recently conducted a #hairprobs survey, which found:

• Women run late an average of one day per week due to hair drama.
• One third of moms (35 percent) say their hair requires more time than their kids in the morning.
• 40 percent of women under 40 cried at least once over their hair in the past six months.
• Nearly a quarter (23 percent) of women under age 40 think that while having sex, a partner ruining their hair would be worse than a partner who can’t perform.
• Seven percent of women admit to avoiding getting intimate altogether to preserve their hairstyle.
• Women spend 20 minutes per day on their hair, translating to a full work week each year.

If you think most of these stats are hard to believe, I’m with you. Who are these people?

Stats aside, the video itself is fun—relatable and entertaining. It ends with Aussie encouraging women to #DitchtheDrama and their complex hair routines (with a shampoo plus conditioner combo product and a dry shampoo) in exchange for “fully living life.”

Which also means not crying over your hair or thinking about it during sex, probably.

Matter Unlimited Adds New Account Managing Director, CD


Strategic and creative agency Matter Unlimited announced the additions of Alexandra Gordon as account managing director and Jake Kahana as creative director, design.

Gordon will be responsible for leading management, developing client relationships and overseeing the internal account team. She joins Matter Unlimited from mcgarrybowen, where she spent approximately the last three years as an account managing director and led several integrated campaigns for Marriott International. Prior to mcgarrybowen, Gordon spent over two years serving as an account director at DDB Sydney, where she worked on the McDonald’s Australia account. Prior to that she served as an account manager for M&C Saatchi.

As creative director, Kahana will manage creative output for all client work, acting as creative lead. He joins Matter Unlimited following over a decade as a freelance art director and designer. During this time his clients included Microsoft, Nestle, Unicef, HBO and President Bill Clinton. He has also worked as an art director for Deutsch LA, a lead designer at 72andSunny and an instructor at Otis College of Art and Design.

“I couldn’t be more thrilled to have these two rock stars joining the Matter Unlimited team,” said Rob Holzer, founder and CEO, Matter Unlimited, in a statement. “They both bring just the right mix of experience and passion to use their skills for positive social impact that make them perfect for our mission and the important work ahead of us.”

mcgarrybowen Names First CCO

Mark KIn news we missed, mcgarrybowen followed the debut of its first work for new client Intel and staffing changes at its New York and San Francisco offices by announcing the appointment of its first CCO: New York MD/ECD Mark Koelfgen.

The agency did not send out a release, choosing instead to confirm Koelfgen’s promotion at its town hall event on Friday.

mcgarrybowen hired Koelfgen directly from GSD&M, where he served as ACD, in 2005; prior to joining GSD&M, he worked as an ACD at Deutsch New York after beginning his copywriting career at DDB/Tracy Locke in Dallas. mcgarrybowen hired Koelfgen as a creative director, and he worked on the Reebok and Brahma beer accounts before being promoted to the MD/ECD position in the agency’s New York office in 2009.

Koelfgen’s accomplishments during his tenure at mcgarrybowen include the successful launch of Verizon’s Droid brand, which led to the agency’s subsequent victory in the Verizon Mobile pitch (a pitch on which he was lead creative).

The agency says that they picked him after searching for candidates both internally and externally. As a member of the New York leadership team, the new CCO will work closely with mbNY President Tom Sewell and Global CSO Jennifer Zimmerman while reporting directly to co-founder Gordon Bowen (who currently oversees global creative strategy).

In addition to Verizon, Koelfgen’s portfolio includes work for Pepsi, AT&T, Microsoft, American Airlines, IKEA, Snapple and more.

New Career Opportunities Daily: The best jobs in media.

Jim Parsons Stars in McGarryBowen’s First Efforts for Intel

Ubiquitous Big Bang Theory actor Jim Parsons stars in Intel’s new holiday campaign, the first work from agency McGarryBowen since being named agency of record in October.

The first spot for the holiday campaign (featured above) breaks Monday, and the campaign will run for six weeks as the other ads gradually roll out. In it Parsons plays himself, running amok a restricted access area at Intel and gawking at Intel’s RealSense technology, until he is eventually thrown out by a security guard who tells him not to talk about anything he saw. Parsons’ broadcast spots will be backed by a social media campaign featuring companion videos and photos.

“The decision to approach this in a comedic way was one that intrigued me from the beginning,” Gordon Bowen, chairman and chief creative officer of McGarryBowen, told The New York Times. The campaign “is really just the beginning,” Bowen added. “It sets us up for a campaign that tells you there’s a new Intel that is bringing things to market that will surprise and delight you.”

New Career Opportunities Daily: The best jobs in media.

Staffing Cuts at mcgarrybowen New York and Chicago

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We just confirmed a series of tips we received today regarding staffing changes/reductions at mcgarrybowen‘s offices in New York and Chicago.

Much of the recent news for the agency has been positive: earlier this month it won the Intel account and debuted campaigns for Verizon and Courtyard by Marriott, among others.

As of today, however, at least two dozen employees are no longer with the agency. Here’s the official statement:

“As our clients’ marketing and business needs continue to evolve rapidly, so too must we. Today we realigned our North American teams, which resulted in a staff reduction of less than 4 percent in our New York and Chicago offices.”

Tipsters held that the total number dismissed was less than 10 in Chicago and up to 30 in New York; the 4 percent quote seems to confirm the overall total if not the estimates for each office.

mcgarrybowen has seen some major changes over the past six months: Tom Sewell took over the presidency in May before the agency lost Pizza Hut to Deutsch LA, and today brought news that parent company Dentsu Aegis had purchased the London-based mobile specialty agency Fetch Media, which will work with the other agencies on its roster.

But as of this moment, we have no word on the reason behind the realignment or the departments affected.

New Career Opportunities Daily: The best jobs in media.

James Franco Is Saved From Certain Death by a Quick-Thinking Droid Turbo

The new Droid Turbo is so fast that when James Franco falls off the roof at a party, he can use the Motorola phone to find the nearest safe landing, calculate the best route there and text his date to meet him at the bottom—all before he crashes through an awning into a dumpster and dusts himself off.

So says this Verizon ad from mcgarrybowen, which features James Franco because James Franco is a cool guy everybody knows. He’s great with the ladies, too. The whole reason he goes over the edge in the first place is to rescue the red scarf of a damsel, because that’s the kind of guy James Franco is. He succeeds, obviously. If you get a Droid Turbo like James Franco, you’ll be great with the ladies, too.

That is unless maybe you’re the James Franco who’s married to novelist Gary Shteyngart. Or the James Franco who’s lobbying for a movie starring James Franco to get an Oscar. Or the James Franco who’s getting punched in the face, or directing a jeans commercial, or talking about how great it is be James Franco in an ad for Motorola rival Samsung’s Galaxy tablet.

Or, if you’re the kind of James Franco who’s not into selling out, you could be the James Franco who posts an Instagram of yourself holding an iPhone 6 the same day your Motorola campaign launches. Oops.

McGarryBowen Presents ‘The Fall with James Franco’ for Droid Turbo

McGarryBowen New York is launching a new broadcast spot for the Droid Turbo entitled “The Fall with James Franco.”

In the spot, James Franco is on a rooftop balcony attempting to help a lady friend retrieve a red scarf when he slips and falls. Most of the ad actually takes place with Franco in midair, in slow-motion, as he uses the phone to tell his friend to meet him downstairs and find a safe landing. He safely lands in a dumpster and then charges his phone in a restaurant, as the spot plugs the Droid Turbo’s ability to charge in fifteen minutes. It’s a pretty ridiculous way to get to this plug, so much so that it might actually detract from the message — even if it makes for a somewhat memorable spot.

New Career Opportunities Daily: The best jobs in media.