A Oreo mandou muito bem este ano com Wonderfilled, campanha criada pela The Martin Agency que soube combinar música original com animações simples, mas belas. Agora, a mesma agência assina Oreo Cookie Balls, mais um videoclipe animado para marcar as festas de fim de ano.
A música natalina em ritmo de hip hop tem interpretação de Jinx, um artista pouco conhecido que conseguiu deixar a sua marca na trilha sonora.
Pra variar, marca e agência mandaram muito bem. De novo.
We’re not sure why the multiple tipsters who have hit us up about this since late last week are already giving high praise (filled with many exclamation points) to a program that has yet to even start. But whatever the case, now someone from the Spy line was nice enough to send the above video that perhaps gives us more insight into the Martin Agency Kitchen, which is the Richmond, VA agency’s brand new internship program. There’s not a whole lot of detail to go on at this point as we’ve been told that Martin is currently accepting applications for January but everything’s still in the early stages. For now, you can revel in the brief promo above as well as the hyped-up Kitchen Pitch below:
“Combine 15 overachieving prodigies from the worlds of art, copy, design, film, digital and business, give ‘em actual real-world assignments and you get The Martin Agency Kitchen. No, we won’t bore you with culinary-puns and hackneyed cooking metaphors. Although that would be kinda fun.
We’re here to throw down the gauntlet and ask you if you’re up for the challenge to blow people’s minds with the kickassest of kickass work EVER CREATED.
So are you ready to bring the pain for three months and come home with three completed projects like: a killer music video, new business, branded apps, art installations and alien-grade inventions? Then read on, amigos.”
First a message of warning: If you live in an urban area and have a late model SUV, your catalytic converter is at risk. You see, catalytic converters usually contain a small amount of precious metal (gold, platinum) that thieves will steal from your car and sell off. Late model SUVs generally have a catalytic converter that’s easy to remove, especially considering that they sit high enough off the ground for someone to access without too much trouble. Take it from me: You don’t want to walk up to your car one day to see your muffler on the ground. Get that thing welded on at a body shop.
Now to this campaign: The Martin Agency apparently found the Hamburger Helper hand busking on the street corner, and decided to offer it a job as the snarky new golden mascot at Midas. It floats around unaffected by the laws of gravity, insulting consumers about their choices of automotive repair shops.
As you can see, this new mascot is more dick than hand, going so far as to knock on consumers’ doors to tell them they are terrible people and deserve a golden slap print on their face. But, then again, what’s a more effective strategy for selling services than mocking the customers you’re trying to attract?
They say celebrity endorsements are a questionable investment, but as you can see below, they can be staggeringly successful—if the celebrity is Dikembe Mutombo and the target market is this particular baby. The Martin Agency will enjoy this. Wonder what the kid thinks of the "Hump Day" spot.
Como teria sido a sua vida se o romance com aquele cara (ou aquela garota) tivesse emplacado? Será que vocês estariam juntos até hoje, com um monte de filhos, vivendo a vida? Essa é a história narrada pela “sensação country” Kacey Musgraves (quem?) em Daydream, novo filme da campanha Wonderfilled, da Oreo.
Mais uma vez, a criação é da The Martin Agency, e apesar da narrativa ser fofa ao questionar mais um “E se…?”, é difícil não comparar com o primeiro filme da campanha, muito mais envolvente e lúdico.
Ainda assim, a combinação sensibilidade-simplicidade de Daydream conquista a gente aos poucos, seja pela identificação com a história ou pelo ritmo bacana da música, ou ainda pelo bom gosto da animação assinada pela Hue&Cry.
We’ve received confirmation that Pizza Hut is indeed reviewing its creative ad duties, which have been handled by The Martin Agency for the last three-and-a-half years. We’ve been told, though, that the Richmond, VA-based Martin will defend the account, which it beat out Gotham for at the end of 2009.
We’re trying to get a comment/statement from Yum! Brands-owned Pizza Hut, which worked with BBDO for 20 years prior to moving its account to the Martin Agency. Some of the latter’s most recent work for the chain includes this year’s “Hut Hut Hut” pre-Super Bowl push (see after the jump). No word yet if Pizza Hut’s review includes the digital and social components, which Martin also took over on two years ago, but we’ll hopefully have some clarification this afternoon.
Update: Pizza Hut has issued the statement below regarding the move. We’ve been told that the review involves just the advertising account as Martin doesn’t actually handle digital and social. Huge in fact manages e-commerce for the brand and TracyLocke is handling the latter.
“Pizza Hut is continually looking at fresh ways to enhance its marketing efforts and strengthen relationships and points of engagement with pizza lovers. As a result, we are conducting an advertising agency review. We are thankful for the commitment The Martin Agency has made to our business over the past 3 1/2 years and have invited them to participate in the review process. We will not disclose the other participating agencies nor additional details regarding the search.”
We’ve been yelled at all week on the Spy line about not updating what’s going on with cuts at the Martin Agency, so here you go. An agency spokesperson has confirmed that as of today, Martin’s Richmond, VA HQ has let go of 13 staffers (or two percent) of its workforce across departments.
As a result of Martin Agency’s move, the total staff count across Richmond and its NY outpost has decreased from 524 to 511. While not quite as severe as the six percent reduction last year, we’ve been told that this latest round is due to various things including clients cutting back, switching skill sets, etc. From what we’ve been told, the Martin camp is offering those affected by this week’s cuts severance, outplacement services and even an offer to pay the agency they’re interviewing with half of their first month’s salary, up to $4,000, if said agency picks them up in the next 30 days.
“Main Street Matters,” The Martin Agency’s first campaign for Benjamin Moore since winning creative/media duties for the paint brand back in February, celebrates local businesses in the US and Canada. From today until June 30, users can visit paintwhatmatters.com and vote for a town to receive a Benjamin Moore makeover. Painting and renovations will then take place in 20 cities from July until May 2014.
Brad Pitt lends his simpering voiceover (can’t help but think of his Chanel ad) and star power to Benjamin Moore’s video spot, with lines like, “Drug stores that still make milkshakes with real ice cream…matter.” The video–a slideshow of old-timey American storefronts–isn’t exactly scintillating, but of course the idea of supporting local communities hits a soft spot in my small-town girl heart. Using digital outreach to revitalize mom and pop places is a smart, noble idea. I just wish the campaign’s design sense didn’t also need a makeover.
Here is Geico's latest commercial from The Martin Agency. Uploaded on hump day, it's all about hump day. And it stars a certain mammal that hails from the Middle East and Africa. You can see where this is going. Part of the insurance company's ongoing "Happier Than" campaign. Silliness at its best. Credits below.
CREDITS Client: Geico
Agency: The Martin Agency, Richmond, Va. Chief Creative Officer: Joe Alexander Group Creative Director: Steve Bassett Creative Director: Wade Alger Creative Director, Art Director: Sean Riley Senior Copywriter: Ken Marcus Executive Broadcast Producer: Molly Souter Producer: Samantha Tucker Junior Producer: Emily Taylor Strategic Planner: Melissa Cabral Group Account Director: Chris Mumford Account Director: Liz Toms Account Supervisor Parker Collins Account Coordinator: Carter Crenshaw Project Manager: Susan Karns
Group Talent Director: Suzanne Wieringo Production Business Manager: Amy Trenz
Production Company: Hungry Man Director: Wayne McClammy Director of Photography: Tim Ives Executive Producer, Managing Partner: Kevin Byrne Producer: Nate Young Production Supervisor: Steve Ruggieri
Editorial Company: Mackenzie Cutler Editor: Ian MacKenzie Editor: Dave Koza Assistant Editor: Carmen Hu Editorial Producer: Evan Meeker Director of Operations: Biz Lunskey
Visual Effects: The Mill Executive Producer: Jo Arghiris Producer: Colin Blaney Shoot Supervisor: Tony Robins 2-D Lead Artist: Randy McEntee 2-D Artists: Tony Robins, Paul Downes, Jamin Clutcher Art Support: Rob Meade 3-D Lead Artist: Kevin Ives 3-D Artists: Billy Dangyoon Jang, Olivier Varteressian, Laurent Giaume, Justin Diamond, Sean Dooley, Joshua Merck, Hassan Taimur, Wyatt Savarese, Samuel Crees, Ross Scroble
Audio Post, Sound Design: Rainmaker Studios Engineer: Jeff McManus Music: "Happier Than" theme song by Adam Schlesinger
Principal Actors in Spot: "Ronny" – Alex Harvey "Jimmy" – Timothy Cole Musical Duo in all spots
"Hump Day" "Mike" – Michael Clark "Julie" – Lindsay Stoddart "Leslie" – Leslie Tsina "Camel VO" – Chris Sulivan Voiceover announcer: Andrew Anthony
Closing the books on a yearlong anniversary celebration double-stuffed with buzzworthy work, Oreo is now launching "Wonderfilled," a colorful new campaign celebrating sharing. The TV spots, Oreo's first from The Martin Agency since signing with the agency late last year, are infectiously catchy thanks to the custom soundtrack featuring Adam Young of Owl City fame. The premise is that passing along an Oreo could probably turn all manner of murderous beasts into kind-hearted souls. Who knew? "The ability to wonder is something we all share, but too often forget or ignore," the agency writes in its description of the campaign strategy. "Wonderfilled captures the universal human feeling that kids are naturally so good at, yet adults need to be reminded of: a sense of wonder in the world." Check out the anthem spot below, along with a shorter version and a print piece after the jump.
This actually happened a few days ago, but we figured a good warming of the cockles was in order to kick off yet another work week. If you haven’t heard, Martin Agency president Mike Hughes has been battling cancer for some time now and began documenting what he’s going through under hospice care via his blog, “Unfinished Thinking (and now there’s a sister blog as well). Well, weeks after his writing commenced, his agency, led by chief creative officer Joe Alexander, sent some love back his way via the tribute site, “We All Love Mike.”
Well, the fond reciprocation has continued as of last week as Alexander sent this note to Hughes that perhaps provides a glimpse into their relationship and perhaps the culture at Martin: ”Last year, I approached the St. Paul School Board about a scholarship in my dad’s name. He was a lifelong educator in St. Paul and really felt teaching was his “calling.” They loved the idea and I’m happy to say we have a first winner. It’s an annual award that will be given to a minority male graduating senior who has committed to majoring in education in college. Just thrilled about this. Wanted to share with you because I know how much you love this kind of stuff – and yeah – I love impressing you, too. That never gets old. Love you, Joe”
As one tipster says, “How many President-CCO relationships in advertising include promoting one’s charitable work, smiley face emoticons and telling each other I love you? Not enough.” Can’t say we disagree.
Hey, the Pillsbury Doughboy appears in The Martin Agency's latest "Happier Than … " commercial for Geico. I thought he'd done so a while back, but it turns out that was Eddie Money. Eddie's tunes are so poppin' fresh. In the new spot, the Doughboy giggles his way through an airport security check, illustrating that people who save money by switching to Geico are "Happier than the Pillsbury Doughboy on his way to a baking convention." It's a better commercial crossover than most—less strained, for example, than Mr. Clean and the Target bull's-eye pooch shilling for Xerox. Too bad Geico's gecko wasn't on hand to fight Doughboy to the death to determine which ad mascot is best. I guess that's something I'll only enjoy in dreams. Go on, smack him, gecko … bite his doughy ass!
CREDITS Client: Geico Spot: "Doughboy"
Agency: The Martin Agency, Richmond, Va. Chief Creative Officer Joe Alexander Senior Vice President, Group Creative Director: Steve Bassett Vice Presicent, Creative Director: Wade Alger Senior Vice President, Art Director, Creative Director: Sean Riley Senior Copywriter: Ken Marcus Vice President, Agency Executive Broadcast Producer: Molly Souter Agency Producer: Samantha Tucker Agency Junior Producer: Emily Taylor Strategic Planner: Melissa Cabral Account Team: Chris Mumford, Brad Higdon, Parker Collins, Carter Crenshaw, Susan Karns
Group Talent Director: Suzanne Wieringo Production Business Manager: Amy Trenz
Production Company: Hungry Man Director: Wayne McClammy Director of Photography: Tim Ives Executive Producer, Managing Partner: Kevin Byrne Producer: Nate Young Production Supervisor: Steve Ruggieri
Editorial Company: Makenzie Cutler Editor: Ian MacKenzie Editor: Dave Koza Assistant Editor: Carmen Hu Editorial Producer: Evan Meeker Director of Operations: Biz Lunskey
Visual Effects: The Mill Executive Producer: Jo Arghiris Producer: Colin Blaney Shoot Supervisor: Tony Robins 2-D Lead Artist: Randy McEntee 2-D Artists: Tony Robins, Paul Downes, Jamin Clutcher Art Support: Rob Meade 3-D Lead Artist: Kevin Ives 3-D Artists: Billy Dangyoon Jang, Olivier Varteressian, Laurent Giaume, Justin Diamond, Sean Dooley, Joshua Merck, Hassan Taimur, Wyatt Savarese, Samuel Crees, Ross Scroble Matte Painter: Can Y. Sanalan Colorist: Fergus McCall Doughboy Animation: Topix Creative Director: Steven Hollman Senior Producer: Christina Lord
Audio Post, Sound Design: Rainmaker Studios Engineer: Jeff McManus Music: "Happier Than" theme song by Adam Schlesinger
What?!? Is that the Pillsbury Doughboy being used in a non-Pillsbury advertisement? Is that even legal? This is a big deal! Wait, is it a big deal? I mean, it’s not like they’re competitors of Geico’s. You can’t insure your car with baking products and you can’t bake with car insurance. Wait, can you? No…no, you can’t. Yet.
What we have here is an ad-crossover of sorts, which, if you think about it, wouldn’t be that surprising if brands weren’t so super protective of their copyrighted material. You’d think that someone would learn a lesson from Who Framed Roger Rabbit? about that joys of allowing your brands to interact with others. So it’s refreshing to see Pillsbury play ball with Geico and The Martin Agency for a joke about the giggly little Pillsbury Doughboy getting the pat-down from the TSA on his way to a baking convention. Man, that little guy really loves being touched, huh? Credits after the jump.
A poorly frosted cake is a tragedy in The Martin Agency's new ad for Cool Whip. "Mistreated Cakes," which breaks today and pushes Cool Whip Frosting, plays out like a PSA on behalf of the "millions of innocent cakes [that are] mangled, mistreated and hurt" by rival frostings, which just aren't as smooth. Images of sloppy cakes give way to a shot of a supermarket freezer full of Cool Whip Frosting, as a plaintive male voice explains, "There is something you can do." After a lush close-up of Cool Whip Frosting being spread on a chocolate cake, the ad shifts back to a sad sack of a birthday cake just as one of its candles topples over. "Please help," implores the voice, amid sparse piano notes. "Cool Whip Frosting. Together, we can change the way cakes are frosted." Martin senior copywriter Bob Meagher said the mock-PSA approach stemmed from a simple idea: What if a cake had feelings? To get the mood right, Meagher and senior art director Pat Wittich watched old PSAs and, yes, baked a cake. The ad, which targets moms whose families bond over dessert, will run through May during shows such as Food Network's Cupcake Wars and ABC's Grey's Anatomy, according to Marjani Coffey, brand manager on Cool Whip at Kraft Foods.
Advertising Agency: The Martin Agency, Richmond, USA
Creative Directors: John Boone, David Oakey
Art Director: John Boone
Copywriter: David Oakey
Photographer: Mike Carrol
Producer: Tony Goes
Advertising Agency: The Martin Agency, Richmond, USA
Creative Directors: John Boone, David Oakey
Art Director: John Boone
Copywriter: David Oakey
Photographer: Mike Carrol
Producer: Tony Goes
Advertising Agency: The Martin Agency, Richmond, USA
Creative Directors: John Boone, David Oakey
Art Director: John Boone
Copywriter: David Oakey
Photographer: Mike Carrol
Producer: Tony Goes
The greatest stories in the world. Now in D.C.
Where the news comes to life.
Advertising Agency: The Martin Agency, USA
Creative Director: Joe Alexander
Art Directors: Amy Elkin, Mark Brye, David Grindon
Copywriter: Kevin Dunleavy
Photographer: Various
Art Buyer: Julie Sanders
Print producer: Jenny Schoenherr
Published: April 2008
Ali topples a legend. Now in D.C.
Where the news comes to life.
Advertising Agency: The Martin Agency, USA
Creative Director: Joe Alexander
Art Directors: Amy Elkin, Mark Brye, David Grindon
Copywriter: Kevin Dunleavy
Photographer: Various
Art Buyer: Julie Sanders
Print producer: Jenny Schoenherr
Published: April 2008
Allies storm the beach at Normandy. Now in D.C.
Where the news comes to life.
Advertising Agency: The Martin Agency, USA
Creative Director: Joe Alexander
Art Directors: Amy Elkin, Mark Brye, David Grindon
Copywriter: Kevin Dunleavy
Photographer: Various
Art Buyer: Julie Sanders
Print producer: Jenny Schoenherr
Published: April 2008
This is site is run by Sascha Endlicher, M.A., during ungodly late night hours. Wanna know more about him? Connect via Social Media by jumping to about.me/sascha.endlicher.
Post originalmente publicado no Brainstorm #9
We’ve received confirmation that Pizza Hut is indeed reviewing its creative ad duties, which have been handled by The Martin Agency for the last three-and-a-half years. We’ve been told, though, that the Richmond, VA-based Martin will defend the account, which it beat out Gotham for at the end of 2009.
This actually happened a few days ago, but we figured a good warming of the cockles was in order to kick off yet another work week. If you haven’t heard, Martin Agency president 
