22squared Hires Matthew Zaifert as Its Newest Creative Director

Independent agency 22squared appointed Matthew Zaifert as a creative director. In the role, he will work out of 22squared’s Tampa office across the several of the agency’s key accounts, while reporting to executive creative director Kevin Botfeld

“Matthew is an extremely talented, no ego creative writer, with a breadth of big brand experience. He’s exactly the type of leader and enthusiastic storyteller we were seeking for the growth of our clients and agency,” Botfeld said in a statement. “We’re excited to welcome Matthew to the 22squared family.”

Zaifert joins 22squared from Publicis New York, where he has spent over two years as a creative director, working with brands including Wendy’s, Cadillac, and Samsung. Before Publicis he spent eight years as an associate creative director with BBDO New York, working with such brands as AT&T, Snickers, M&M’s, Footlocker, Autism Speaks, and Mountain Dew, winning several Cannes Lions for his work on Snickers and AT&T. Prior to that he served a short stint as a copywriter with mcgarrybowen.

The Atlanta headquarters of 22squared has also made several additions to its creative department in recent months since promoting John Stapleton to CCO in the same move that sent Botfeld to Florida. Albert Patton moved over from R/GA to run the team in April, and the indie shop hired Bryan Lee (formerly with BBDO Atlanta) as CD last month.

Publicis Seattle Hires New EVP, Executive Strategy Director on the T-Mobile Account

Publicis Seattle hired Jason Tarantino as executive vice president, executive strategy director on the agency’s T-Mobile account. In the new role, he will direct strategy while leading a team of seven executives and reporting directly to EVP and managing partner Melissa Nelson.

“Jason is an incredibly thoughtful strategic leader and we’re thrilled to have him on board,” Nelson said in a statement. “As a truly hybrid thinker, he’s well suited to lead our growing T-Mobile strategy team here in Seattle.”

Tarantino joins Publicis following nearly a year as a freelance strategic planner, a period during which he worked on various projects for Los Angeles-based agency Phenomenon. Prior to that he spent a year as vice president, planning director with RPA, leading strategy on Apartments.com and Intuit’s QuickBooks.

The RPA gig followed a nine month stint with TBWAMedia Arts Lab as group planning director. Tarantino previously spent a year as SVP, group planning director with The Martin Agency on the Walmart account, two years leading the planning department at R/GA’s San Francisco office, and a year with W+K as a senior strategist working with clients including Verizon, Levi’s, Electronic Arts and Target.

“It’s invigorating for me to work with a team that has done not only bold creative work, but drove results,” Tarantino said. “After all, there’s nothing better than great work that does great things. And I’m looking forward to continuing that trend by bringing a deep understanding of T-Mobile’s business together with provocative insights into people, culture and brands.”

Saatchi & Saatchi Chairman Kevin Roberts to Resign: ‘I Failed Exceptionally Fast’

Publicis announced this morning that Saatchi & Saatchi executive chairman and Publicis Groupe head coach Kevin Roberts will resign as of September 1 — ahead of his previously scheduled May 1, 2017 retirement.

Roberts had been placed on a leave of absence following a Business Insider interview in which he made controversial comments regarding gender diversity issues. He told Lara O’Reilly saying “The fucking debate is all over” and he sees no need to spend “any time” worrying about gender diversity at his agencies. He also dismissed those who spend time campaigning over the issue, taking aim at Cindy Gallop specifically as having “problems that are of her own making.”

The press release from Publicis read simply:

“Publicis Groupe announced today the resignation of Kevin Roberts Head Coach de Publicis Groupe, Executive Chairman of Saatchi & Saatchi/Fallon, Member of the Management Board. The Supervisory Board and the Chairman and CEO of Publicis Groupe took note of Kevin Robert’s decision to step down with effect from September 1st 2016, prior to his retirement date due in May 2017.”

Roberts’ PR firm released his own statement to media in which he apologized for the “upset and offence” caused by his “miscommunication on a number of points.” Here’s the statement in full: 

“Fail Fast, Fix Fast, Learn Fast” is a leadership maxim I advocate.

When discussing with Business Insider evolving career priorities and new ways of work/life integration, I failed exceptionally fast.

My miscommunication on a number of points has caused upset and offence, and for this I am sorry.
I have inadvertently embarrassed Saatchi & Saatchi and Publicis Groupe, two companies I love and have been devoted to for almost 20 years.

I have expressed my regret and apology to the companies for the furor my remarks and language stimulated, and I extend this to colleagues, staff and clients.

So that we can all move forward, I am bringing forward my May 1, 2017, retirement from the company, and will leave the Groupe onSeptember 1, 2016.

There is a lot of learning to reflect on, and within the thousands of tweets, comments and articles there are many powerful and passionate contributions on the changing nature of the workplace, the work we do, what success really looks like, and what companies must do to provide women and men the optimal frameworks in which to flourish.

I believe that new thinking, frameworks and measures are needed to make more rapid progress on diversity in all its forms, in all professions and occupations. Hopefully, the focus on this serious and complex issue will gather momentum.

Cindy Gallop, who Roberts mentioned directly, released her own statement to Business Insider in response to the news of Roberts’ resignation. She claims Publicis could have made a greater statement to the women it employs if it had fired Roberts but says she anticipates greater change moving forward.

Gallop’s statement in full:

I’m pleased to see that Kevin Roberts has resigned, given that his comments made him non-credible as a chairman charged with inspiring, motivating and promoting into leadership the thousands of women who work for Saatchi and Saatchi Worldwide; as a coach charged with training and developing the industry leaders of the future; and a leader whom huge clients selling brands. products and services to millions of women trust with their own brand reputation, communication and sales.

However, given he was forced to resign, PublicisGroupe would have made a far greater statement to every woman working within their network, at every client brand they represent, and to the industry as a whole, if they had fired him.

I look forward to Maurice Levy and Publicis Groupe now spearheading a very dramatic seachange in the way the white male leadership of our industry welcomes women and people of color up to the leadership ranks shoulder to shoulder with them, and to seeing tangible, visible action on their part in the coming weeks. Starting with Maurice Levy attending and speaking at the 3PercentConference in NYC this Nov 3/4 (where I will also be speaking) – the perfect platform to address the female talent and creativity in our industry and demonstrate how much he values it.

Some context for the interview that led to this imbroglio: O’Reilly declined to speak to us about it directly, but we hear that a PR firm that represents Roberts as a client (but has no relation to the Saatchi or Publicis organizations) set up the meeting when Roberts happened to be in London last month.

This interview was more about promoting Roberts as a thought leader than discussing any of his work or future plans for Saatchi & Saatchi/Publicis Groupe. During the same session, O’Reilly asked him to comment on the current U.S. presidential election; he noted that Donald Trump has a simple and effective slogan and said that Hillary Clinton is “bereft of a selling line … bereft of a dream.”

There do not appear to have been any PR professionals in attendance during the interview. Otherwise someone surely would have told Roberts to either avoid the issue of gender equality altogether or to stop while he was ahead.

It’s not clear at this time whether Saatchi & Saatchi plans to name a successor.

Publicis Places Saatchi Chairman Kevin Roberts on Leave of Absence Over Diversity Comments

A quick summary of the weekend’s events surrounding Saatchi & Saatchi global chairman Kevin Roberts, in case you missed it:

On Friday, we wrote about Roberts’ London interview with Kara O’Reilly of Business Insider. In that conversation, he made some controversial statements about gender issues in advertising, essentially saying diversity in terms of male/female leadership was no longer an issue and that he doesn’t spend “any time” on such matters at his agencies. In his own words, “The fucking debate is all over.”

He went on to dismiss some who campaign on the issue, listing Cindy Gallop in particular as having “problems that are of her own making.”

Various parties seemed thoroughly unimpressed by his comments, and the situation escalated quickly.

Early Saturday morning — after the BI post ran and we aggregated it — Publicis Groupe CEO Maurice Levy sent an email to Campaign in which he wrote: “The opinion expressed by Kevin is neither shared nor supported by myself or the Groupe. It is his own, expressed in his unique and provocative way and does not reflect the Groupe opinion or policy.”

Kat Gordon of the 3 Percent Conference then told Adweek that her group’s own research disproves Roberts’ points, stating, “I can say with complete statistical backup that Mr. Roberts is wrong about gender bias being solved in the ad world.”

12 hours later, Roberts was pushed out of his position — at least temporarily. On Saturday evening, Publicis PR sent a statement to Adweek and others about the decision, explaining how Publicis Groupe Chairman & CEO, Maurice Lévy had also sent out an internal memo distancing himself from Roberts comments and reiterating the holding company’s “no-tolerance policy towards behavior or commentary counter to the spirit of Publicis Groupe” and its commitment to diversity. Roberts’ long-term future with Publicis and Saatchi & Saatchi will ultimately be determined by the Publicis Groupe Supervisory Board. 

Adweek then reported that Saatchi & Saatchi CEO Robert Senior also released a statement disavowing Roberts’ comments. “Kevin has given what are his personal views on the subject of gender diversity. However, those views are not mine, and nor are they the position of the agency,” he said. 

“Saatchi & Saatchi is, and has always been, a meritocracy. We live and die by our people, our talent, and it makes no difference to us whether that talent is male or female,” he continued, adding that 65 percent of the agency’s staff are female, including senior leadership roles.

“However, the issue of gender diversity is not in any way over for our industry. It is live, emotive and vital for the communications business that we continue to insist that the best people, whatever their gender, are able to achieve their potential,” he added. This is what we strive for at Saatchi & Saatchi, and is what we will continue to strive for alongside all of the best agencies in our industry.”?

Mr. Roberts himself has yet to make a comment on this story.

Here’s Publicis Groupe’s full statement:

Following the comments made by Saatchi & Saatchi Executive Chairman and Publicis Groupe Head Coach, Kevin Roberts, in a recent interview with Business Insider, Publicis Groupe Chairman & CEO, Maurice Lévy addressed a statement internally to all Publicis Groupe employees to reiterate the Groupe’s no-tolerance policy towards behavior or commentary counter to the spirit of Publicis Groupe and its celebration of difference as captured in the motto Viva la Difference!

It is for the gravity of these statements that Kevin Roberts has been asked to take a leave of absence from Publicis Groupe effective immediately. As a member of The Directoire, it will ultimately be the Publicis Groupe Supervisory Board’s duty to further evaluate his standing.

Diversity & inclusion are business imperatives on which Publicis Groupe will not negotiate. While fostering a work environment that is inclusive of all talent is a collective responsibility, it is leadership’s job to nurture the career aspirations and goals of all our talent.

Promoting gender equality starts at the top and the Groupe will not tolerate anyone speaking for our organization who does not value the importance of inclusion. Publicis Groupe works very hard to champion diversity and will continue to insist that each agency’s leadership be champions of both diversity and inclusion.

Saatchi Chairman Kevin Roberts Tells Cindy Gallop ‘She’s Got Problems That Are of Her Own Making’

Saatchi & Saatchi chairman Kevin Roberts told Business Insider that the gender diversity debate is over.

The publication pointed out that all six holding company CEOs are male and that while 46.4 percent of the ad industry is female, only 11.5 percent of creative directors are (a number up from the 3 percent figure that gave The 3% Conference its name when it was created in 2010). When Business Insider suggested that the gender diversity debate continues in the industry, Roberts responded, “Not in my view.” 

The publication brought up the 11.5% figure, as well as recent discrimination lawsuits, such as the one filed against former JWT CEO and chairman Gustavo Martinez by global chief communications officer Erin Johnson or the one alleging former RAPP CEO Alexei Orlov referred to various women as “fat cows” and declined to promote a female executive because she was “too pretty” (amongst other charges).

Edward de Bono [Maltese physician, psychologist, and author] once told me there is no point in being brilliant at the wrong thing — the fucking debate is all over,” Roberts said. “This is a diverse world, we are in a world where we need, like we’ve never needed before, integration, collaboration, connectivity, and creativity … this will be reflected in the way the Groupe is.”

Publicis Groupe employs around 50 percent women, Saatchi & Saatchi around 65 percent.

When asked specifically about women like Cindy Gallop calling attention to ongoing gender issues in the industry, Roberts said, “I think she’s got problems that are of her own making. I think she’s making up a lot of the stuff to create a profile, and to take applause, and to get on a soap[box].”

Gallop responded by saying, “The best response to that is to throw it open to the industry, and ask the women and men of the ad industry, all around the world, to tweet at @krconnect to let him know whether they think I’m ‘making it all up’.”

Gallop has since tweeted about Roberts’ interview with a series of statements, including quoting a Facebook post from William Charnock, who said, “‘Issue is all over’ feels like a Donald Trump-ism – dismissive, insensitive, inaccurate.”

Plenty of other ad folks, meanwhile, have taken up Gallop’s call to tweet a piece of their mind at Roberts.

TM Advertising Names Publicis Alum Tyler Beck as Chief Strategy Officer

Dallas-based agency TM Advertising hired Tyler Beck as chief strategy officer. He will be tasked with leading the agency’s planning department and heading up strategic initiatives across the client roster while partnering with agency leadership on new business efforts and driving continued growth.

Beck arrives at TM Advertising from Publicis Dallas, where he has served as senior vice president and director of consumer insights for the past three years. While with Publicis, he helped pitch and win new business including Capital One, 24 Hour Fitness and Delta Dental.

Prior to joining Publicis, he was executive director of strategy for Cheil Worldwide, working with clients including Samsung, Hankook Tire and MiMedia. Before Cheil, he spent three years with BBDO New York as SVP and group behavioral planning director, playing an instrumental role in winning the P&G’s Future Friendly line of environmentally sustainable products while also working with Starbucks, New Balance, Guinness, Monster.com and The Economist. He also spent nearly a year and a half as brand strategy director with Lowe Worldwide New York, where he was lead planner for Unilever’s Degree brand in North America, and six years as a planning director with TBWAChiatDay Los Angeles.

“We couldn’t be more thrilled to have Tyler join us,” said TM Advertising CEO Becca Weigman in a statement. “His insights based approach to planning, proven leadership and diverse experience make him the perfect fit with TM.”

“This is a great time to be joining TM as chief strategy officer,” added Beck. “I’m excited to partner with Becca and Lisa at such a pivotal time to help push the agency to the next level. I’m confident that my strategic leadership will help in this endeavor.”

Ferrara & Company Names Former Publicis New York CEO as President, Chief Client Officer

Ferrara & Company hired former Publicis New York chief and 35-year industry veteran Joe McCarthy as its new president and chief client officer.

“We’re thrilled to have Joe join the team and share his vision and expertise to helping our clients continue to grow their business,” said Ferrara & Company president and CEO Art Ferrara in a statement. “His industry knowledge, leadership and drive for success will create an even stronger operation.”

The Princeton, New Jersey agency specializes in serving retail “challenger brands,” and its roster includes such clients as Arm & Hammer, Allegra, Heinz and the New Jersey Lottery. Atlanta-based PureRED Integrated Marketing acquired Ferrara for an undisclosed sum last summer, and the shop currently employs between 50 and 200 according to its LinkedIn page.

“I firmly understand and believe in the power of creativity to drive clients’ business. It’s what I believe in my heart,” said McCarthy in the press release. The same release credits him with helping to facilitate double-digit growth at Publicis during the height of the Great Recession by signing new clients such as Hilton Worldwide, Merck, TGI Friday’s, AXA and Lens Crafters.

PureRED CEO Michael Minasi said, “Joe’s varied background and his impressive list of creative credentials will be an asset to PureRED as we continue our growth trajectory,” citing McCarthy’s “breadth of experience, ranging from top leadership at one the industry’s biggest agencies to client leadership at some of the world’s most powerful brands.”

McCarthy joins Ferrara & Company from New York design firm Collins, where he served as president beginning in 2013. Before that, he spent four years (2008-2012) as CEO of Publicis New York.

After beginning his agency career with a 13-year stint at Saatchi & Saatchi New York, he left the agency to go client-side as vice president of worldwide advertising at Nike 1993. He then spent three years there before leaving to found his own brand strategy and creative consultancy, The McCarthy Company, whose clients included Boston Beer Company (Sam Adams), j.crew and Leo Burnett.

After subsequently co-founding McCarthy Mambro Bertino (MMB) in 2001, he joined Johnson & Johnson as vice president of global advertising in 2005 and held that position for three years before leaving to join Publicis.

Why Heineken Put This Ridiculously Long Hashtag on Hundreds of Billboards in Milan

Here’s a fun if punishing way to get people to think about the ingredients in your beer.

Heineken, the official beer of the UEFA Champions League, with help from Publicis Italy, put up hundreds of outdoor ads around Milan recently featuring a gargantuan 100-character hashtag (that’s the most allowed by Twitter). People were encouraged to share the hashtag in social for a chance to win tickets for the UCL Final.

read more

Publicis Worldwide Promotes Bruno Bertelli to Global CCO

Publicis Worldwide promoted Bruno Bertelli to fill the newly created position of global chief creative officer, Campaign reports.

Bertelli most recently served as Publicis Worldwide Western Europe executive creative director and CEO of its Italian branch, where he has spent more than a dozen years. He has also overseen global creative on the agency’s Heineken account for nearly a year, following his role in helping the agency secure the brand without a review last June after it parted ways with W+K. In the new role, he will lead Publicis Worldwide’s global creative board (which is responsible for upholding the agency’s creative standards throughout the Publicis network) while continuing his role as Publicis Italy CEO and working alongside ECD Cristiana Boccassini.

Bertelli arrived there as an executive creative director in December of 2010 and was promoted to CEO of the agency four years later; he became ECD of Western Europe late last year. Earlier agency roles include three years with JWT as a creative director.

“Bruno is an exceptional creative leader who has the ability to inspire and the capacity to tackle major client challenges successfully,” Publicis CEO Arthur Sadoun said in a statement. “His commitment to lead the change and his outstanding global client work is testament to this and the business we are building.”

“Bruno is a prolific talent and over the years has built an agency whose value is recognized globally,” added Publicis Communications creative chairman Mark Tutssel. “He has excellent experience and a reputation for maintaining and acquiring great talent. This, alongside ensuring there is a strong connection between the multiple regions and the wider Publicis Communications network, will be pivotal.”

Chris Foster Joins Publicis as Senior Vice President, Global Clients

Samsung Adds Deutsch to Agency Roster

Joel McHale Mouths Off for T-Mobile

Joel McHale Chooses Wisely for T-Mobile

Publicis Worldwide Has a New Logo

new publicis

Publicis Worldwide today unveiled a new official logo designed to resemble a sign that its founder created for the front door of his Paris office way back in 1927(!).

The new Publicis Worldwide logo is based on the sign on the door of founder Marcel Bleustein-Blanchet’s first office. pic.twitter.com/0CEO8YIW5L

— Publicis N. America (@PublicisNA) June 11, 2015

From the blog post explaining the new look:

“The new Publicis Worldwide identity borrows from the past but intentionally incorporates modern characteristics including symmetry and simplicity, while maintaining the iconic Lion head of Publicis Worldwide. The refreshed design will see the network take a step in distinguishing its branding from that of the holding company, Publicis Groupe, headed up by Chairman & CEO Maurice Lévy.”

As noted in the post, the classic Publicis Groupe lion remains as regal as ever.

We still have no official word on the current status of what was once called Publicis Kaplan Thaler, though all signs point to the agency merging into Publicis North America/New York. For example, its former Twitter feed now leads here:

pkt tweets

…and its former web address takes us to an error page adorned with the same design and color as the new logo.

PKT oops

Publicis Indonesia Celebrates ‘Urban Hero’ for Garnier Men

Publicis Indonesia launched a new spot promoting L’Oreal Garnier Men featuring actor Joe Taslim (Fast & Furious 6, The Raid Redemption) squaring off in a parkour battle against a motor cyclist played by Pasha of the band Ungu.

For the 60-second spot, entitled “Urban Hero,” Publicis Indonesia teamed up with Seven Sunday Films and director iClaudius. The ad promotes L’Oreal Garnier Men’s face wash as an antidote to damaged skin caused by exposure to sun and pollution with an action-packed parkour sequence. It connects Taslim’s performance with the product, with each championed as an “Urban Hero” for overcoming difficult obstacles. The connection is tenuous at best, provided by voiceover touting the product’s benefits and the winner of the parkour contest receiving the product as a reward, and plays more as a rationale for a spot with Taslim’s star power. The video is hosted on a campaign site, which includes a behind the scenes look at the making of the ad, maps of the race and product info.

“We loved working with Seven SundayFilms — they were professional, organized and nothing was left undone,” said Publicis Indonesia CEO Ben Lightfoot, in a statement. They were a great source for outside experiences and talent, bringing a new and unique understanding of Indonesian advertising while maintaining international quality production.”


Client: L’Oreal, Garnier Indonesia
Agency:Publicis Indonesia
Director: iClaudius
DOP: Sven Lippold
Production Company: Seven Sunday Films
Executive Producers: Rodney & Ajeng Vincent

We Hear: PKT Rebrands as Publicis New York?

publicis NA

This week we hear that Publicis Kaplan Thaler, born when Kaplan Thaler and Publicis New York merged in 2012, has nearly completed its rebranding and will soon go by either Publicis North America or its original name.

We don’t have much in the way of details because Publicis has not responded to our queries. The rumor has been floating around for some time, though. In late 2014, we received a series of tips claiming that the agency’s three offices would consolidate into the location at 1675 Broadway, that an official name change would follow, and that staffing shakeups were in the works.

The last part turned out to be accurate: three weeks after that post ran, President and CCO Rob Feakins stepped down. He has not yet been replaced, and Publicis never directly responded to questions about the rest of the story.

The best evidence we have to indicate that the renaming rumor is true: on PKT’s official Publicis homepage, the “click to learn more” link (as well as the original pkt.com URL) now leads right back to Publicis NA. The official Publicis North America Twitter account has also begun using the #PublicisNewYork tag again for the first time since late 2012, right after the initial merger.

All signs indicate that the office–whatever its official name–will continue to be “the U.S. flagship agency for the Publicis worldwide network,” which recently won Cadillac.

Tether Poaches Two CDs from Publicis

Seattle-based independent creative agency Tether rounded out its creative leadership team with the additions of Hart Rusen as advertising creative director and Bill Allen as interactive creative director. Both join the agency from Publicis Seattle.

Rusen spent six years at Publics Seattle as a senior vice president and group creative director, working with clients including T-Mobile, KEXP and the Seattle Symphony. Prior to joining Publicis in May of 2009 he spent over four years as an associate creative director at Goodby, Silverstein & Partners, where his clients included Doritos, Cheetos, Hyundai, Budweiser, HP and Comcast. The San Diego State University grad has also worked with Cole & Weber, Moffatt/Rosenthal and R/West.

Allen spent over four years with Publicis Seattle as a creative director, during which time his clients included T-Mobile, KEXP, Les Schwab and the Experience Music Project. Prior to joining Publicis he spent around two years as interactive director with BooneOakley, working with clients such as Bojangles, Mizuno USA, and the Charlotte Bobcats. That followed a stint of almost three years as an associate creative director at 22squared, with clients such as Florida’s Natural, Buffalo Wild Wings and Lincoln Financial Group.

“At Tether clients benefit from teams that understand how brand strategy and design, immersive digital experiences and ad campaigns can build on each other to foster growth,” explained Rusen. “Brand affinity requires  more than great advertising; it takes a solid brand foundation that compels consumers to feel joy, and ideally spread positive word, with every engagement.”

The Trick Copy on These Clever Ads Shows Another Side to Homelessness

Here’s a clever outdoor campaign from Publicis London for the homelessness charity Depaul that manages to tell two different stories with the same copy.

The ads are being placed on corners, with text on each side. If you read only the left side, the copy is all about the negative ideas people have about giving up a spare room to a homeless youth. But reading them in full, the ads actually argue for the benefits of volunteering.

“There’s another side to the story,” says the tagline.

Click the images below to enlarge.

Conceptually, the campaign is quite similar to BBDO New York’s award-winning ads for BBC America back in 2007. Those ads, also placed around corners, showed two sides of the same photo, with the tagline: “See both sides of the story.”

The clever use of text differentiates this new effort, though it will always be likened to the BBC work. See more from the campaign, plus credits, below.

Client: Depaul
Agency: Publicis London
Executive Creative Director: Andy Bird
Creative Director: Paul Mason
Art Director: Dan Kennard
Copywriter: Ben Smith
Head of Art and Design: Andy Breese
Designer: Dave Stansfield
Photographer: Mark Wesley
Account Manager: Tom Froggett
Head of Operations: Debbie Burke
Agency Producers: Steve McFarlane, Ed Page, Greg Collier
Art Buyers: Sarah Clifford, Claire Lillis

T-Mobile Unveils ‘Pets Unleashed’

T-Mobile launched an online ad for April Fool’s Day, presumably from agency of record Publicis, entitled “Pets Unleashed.”

In the ad, the wireless “uncarrier” presumes to let you “add your cat, dog, ferret, turtle or, heck, your alpaca” to your family plan for just $5 a month. After introducing the offer, the spot claims “Your carrier hates puppies. So #@$% them and switch to T-Mobile.” They then extend the joke by claiming to offer new pet-friendly apps, like Fetch Freedom, FitPet and Pet Tinder. At one point, a horse even appears to be watching zebra porn (accompanied by the small text: “Zebra porn not included. Consult stable manager for appropriate use.”) In addition to the goofy spot, there’s also a fake press release on T-Mobile’s site, and a “Pets Unleashed” page, proving the brand went all-in on the gag.

This Beautiful PSA From Spain About Embracing Life Keeps You Guessing Until the End

A new Spanish PSA from Publicis wants you love life, and not ruin it entirely.

Hang picture frames, go running through the woods, get a tattoo, play rugby or hang out on a mattress somewhere. There’s plenty to keep you occupied—and away from darker choices—says the ad, which in some ways recalls the vibe of Puma’s “After Hours Athlete” and Levi’s “Go Forth” work.

The moralistic kicker, necessary as it may be, doesn’t seem ideal—and could turn teenagers off. Also, the spot might miscalculate just how many free hours kids can have to waste. But hopefully the message gets through anyways.

Directors: Marc Corominas, Lorena Medina
Client: FAD
Agency: Publicis
DOP: Oriol Vila
Art Director: Oian Arteta
Wardrobe: Ana Morera
Makeup: Oona Napier
Head of Production: Marta Antón
Head of Postproduction: Tamara Díaz
Assistant Director: Israel Marco
Production Team: Carles Pequerul, Ángela Puig-Pey, David Bello, María Asensio, Ana Terrero, Andrià Nebot, Eli Apezteguia, Sivila Arimany
Camera and Photography Team: Agnes Corbera (DOP assistant), Sergio Santana (Camera Assistant), Pablo Lagos (Camera Assistant), Moncho Bartroli (Electrics Head)
Warbrobe Team: Andrea Pi Sunyer (Assistant Wardrobe)
Art Team: Alexandra Jordana (Art Assistant), Cristina Hontiyuelo (Props), Anna Auquer (Props)
Rental Cars: Quadis
Travel Agency: IEST
Postproduction Coordination: Metropolitana