Ogilvy & Mather U.K. Has Introduced a Totally New Approach to Creative

Ogilvy & Mather U.K. group chief creative officer Emma de la Fosse is introducing a new model for the agency called Makerspace, Campaign reports.

Get ready, because it is going to totally revolutionize the way creative agencies work, you guys! For reals this time.

Here’s the skinny: Rather than focusing on planning and research in the initial stages of the creative process, the agency will jump right in to creating a rough version of its intended approach immediately, while working within existing client budgets, aiming to complete each Makerspace project within a month. Campaign notes this could range from a pilot spot to launching social content that acts as a litmus test of public response to the work. The idea is that showing clients a tangible example of the creative approach in a meeting will result in a shared vision for strategy while allowing the campaign to reach its final stages more quickly.

Skeptical? Of course you are. But the agency is currently working with Dove, Pizza Hut and American Express on such Makerspace live briefs.

Ogilvy & Mather Group U.K. plans to adopt the Makerspace approach throughout its agencies and has set up a team to aid adoption of the strategy. Led by strategic maker Gary Bonilla, the team will be comprised of a data analyst, coder, two creative technologists, an Ogilvy PR executive and a paid media specialist from Neo@Ogilvy.

De la Fosse told Campaign the approach would result in the agency creating more work, adding, “The amount of chat that goes on in an agency is painful – it can take up to a year to make a TV commercial.”

The revolution will not be televised. Take note.

Shareability Warns of ‘The Dangers of Selfie Sticks’ for Pizza Hut

Shareability, “the first full service brand agency to focus exclusively on YouTube” launched a mock-PSA spot for Pizza Hut entitled “The Dangers of Selfie Sticks.”

The spot offers support for “egotastic specimens of visual self-obsession” and the growing threat posed to them by selfie sticks, “creating the illusion that other objects, places and even people exist.” This is worsened by the trend of selfie sticks continuing to grow in size, posing a physical danger to its users and those around them. The spot contains little overt branding, limited to a Pizza Hut delivery guy bringing two-foot-long Big Flavor Dipper pizzas to a party and the concluding line that “Pizza Hut is a supporter of those suffering from selfie stick abuse.”

“A lot of brands say they want to create shareable content but really what they want to do is make a traditional commercial go viral,” Shareability co-founder Tim Staples told Adweek. “Smart brands understand that you need to give the audience a valuable piece of content and then attach their brand in a clever and subtle way. Pizza Hut is a smart brand. The goal of this video is to start a conversation, not beat people over the head with a product message.”

Pizza Hut Takes Down Selfie Sticks in This Hilarious Ad for Its 2-Foot Pizzas

Have you taken a selfie lately? If the answer is yes, then you’re the target audience for this new over-the-top parody PSA from Pizza Hut.

The brand wants to warn you about the dangers of the selfie stick—a device that creates the unfortunate illusion for the user that (gasp!) other people, places and objects exist.

The spot is delightfully cheeky, and the spokeswoman brings the right mixture of faux-fear and faux-anger—she almost seems to be doing a homage to the former host of Unsolved Mysteries. It isn’t until the end that you realize it is, in fact, an ad.

There’s very little branding, except for the pizza delivery guy. Pizza Hut spokesman Doug Terfehr said that’s because it’s meant to be entertaining first and branded second. 

The product being advertised, the two-foot-long Big Flavor Dipper pizza, “is so big that a regular out-stretched hand just won’t do it. If you want to snap a photo of it, with you in it, you’re going to need a bigger stick,” Terfehr says. “It was a fun, lighthearted way to communicate that message.”

The spot was created by Shareability, whose cofounder, Tim Staples, adds: “A lot of brands say they want to create shareable content but really what they want to do is make a traditional commercial go viral. That type of mind-set is a recipe for almost certain failure.

“Smart brands understand that you need to give the audience a valuable piece of content and then attach their brand in a clever and subtle way. Pizza Hut is a smart brand. The goal of this video is to start a conversation, not beat people over the head with a product message.”



Tracy Locke, Rex Ryan Throw Challenge Flags for Pizza Hut

Tracy Locke tapped recently-named Buffalo Bills head coach Rex Ryan to star in its latest effort for Pizza Hut, promoting the brand’s triple-cheese covered stuffed crust.

Ryan spends the majority of the 30-second ad participating in one of his favorite activities: throwing penalty flags. The coach throws the flags in response to “incomplete” crust going wasted and generally seems angry at people’s flavorless crust choices. The ad manages to work in some crotch humor (The flag! His groin! It works on so many levels!) and a brief cameo from Tony Romo in the spot’s brief duration.

The ad follows a recent rebrand and campaign launch from Deutsch LA, which Pizza Hut named its new lead creative agency this past July. It also comes on the heels of Host Sydney introducing a very Aussie menu offering.

While Tracy Locke executed this campaign, Deutsch participated on the social and brand strategy fronts.

Wonderful Pizza Hut Ad Shows People Being Totally Disgusted by Its New Pizza

There’s a brave niche approach in advertising where you show your audience just how much people despise your product. Laphroaig scotch has been doing this for while, turning its polarizing taste into a selling point. Now, Pizza Hut Australia is doing something similar.

The chain recently introduced a new pizza with Vegemite filling in the crust. Vegemite, of course, is the dark brown, salty yeast extract paste that Australians love and the rest of the world knows about because of a 1980 pop song.

To promote the pizza, ad agency Host Sydney went to a backpackers’ hostel, found a bunch of foreigners and got them to try it. Having clearly never tried Vegemite, their reactions range from curious to, eventually, utterly revolted—making for a hilarious and remarkably patriotic commercial.

Your move, Marmite.



Host Sydney Grosses Out Tourists for Pizza Hut

Host Sydney launched an ad promoting Pizza Hut’s new Vegemite-stuffed pizza as “Made for Australia.”

To illustrate this point, the agency first got a bunch of tourists from other countries to try the Mitey Stuffed Crust Pizza. Needless to say, they were not impressed, as grossed out guesses as to the filling ranged from “fishjam” to “petrol” to, yes, “shit.” One test subject suggests that those who enjoy this product must be “very crazy people,” and we’re kind of inclined to agree with him. Viewers at this point wondering why the hell Pizza Hut would show customers hating its new product get something of an explanation as the text “Made for Australia” appears onscreen and the ad finally shows someone who enjoys the new pie: a couple of Australian guys who suggest you could eat it for breakfast. Well, there you go…

Pizza Hut’s Swipe-to-Order Table: Cool and Useful, or Gross and Inefficient?

If you've ever thought to yourself, "Man, choosing toppings for my pizza by talking to a waiter is so tedious and annoying—I sure wish I could smash my grimy hands all over this table to accomplish this insufferable task," well, you're in luck.

Pizza Hut and Chaotic Moon Studios have teamed up to create a concept table that cuts out the terribly social process of customizing a pizza via your piehole. Instead, it allows you to design a masterpiece like you're a pizza Jedi or Tom Cruise in Minority Report. And after you're done "ordering," you can play something like "Flappy Stache" or "Dragon Academy" instead of having yet another awkward conversation with your life partner.

Via Laughing Squid.


    



Pizza Hut Sketches Art Masterpieces on Pizza Boxes Live on YouTube

Weird, but also pretty neat: On Tuesday, Pizza Hut Canada streamed live YouTube video of an illustrator sketching commenter-suggested images on pizza boxes. It's a bit reminiscent of that artist who promised to hand draw every new Twitter follower (before bailing when he realized how many people would click a button in exchange for a free picture of themselves). Pizza Hut is calling its marketing gimmick art. It's hard to imagine anyone rushing to frame the sketches and hang them on the wall. But they do include random bits of genius, like a pizza eating a man, a porcupine in a balloon factory and "Lady 'Za 'Za" wearing a dress made of pizza (instead of, say, one made of meat). There are also less appetizing sketches, like a "big slice of pizza pushing a baby slice of pizza in a stroller made of cheese." Because it wouldn't really be a pizza box—or advertising—if it weren't covered in melted goop. Now, sit back and enjoy seven and a half hours of footage from the event at the videos below. Agency: Grip Limited in Toronto.

Chicken Festival

Advertising Agency: Rasas UAE Executive Creative Director: Rani El Khatib Creative Director: S.M. Ziyad Art Directors: S.M. Ziyad, Jade David Copywriters: Kitch Velasco, Abdulrahman Khalil Account Director: Shereen Fotouh Typographer: Shajeel Rehman Account manager: Karim Ghoneim Via [AdBlogArabia]

Pizza Hut lança aplicativo para iPhone

Depois da ferramenta em Adobe Air no desktop, o Shortcut, a Pizza Hut lançou o seu próprio aplicativo para iPhone. A diferença é que, além de fazer o seu pedido de maneira rápida e prática, a idéia é tornar o processo todo mais divertido.

Na iTunes Store, as críticas negativas reclamam da falta de algumas funcionalidades em relação ao Shortcut. Através do iPhone não dá para pedir bebidas e nem aproveitar os preços promocionais das vendas casadas, mas ainda assim nunca foi tão simples pedir uma pizza.

| Via Work For Food

Brainstorm #9Post originalmente publicado no Brainstorm #9
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