Arnold Redefines Black Friday for Santander Bank

While in recent years many retailers have made infamous Black Friday sales into even more of a behemoth by pushing back their opening times so sales start earlier and earlier on Thanksgiving day, others, such as Costco, have gained public respect by bucking the trend. In a new campaign aimed at the most infamous shopping day of the year, Arnold Worldwide came up with a series of Black Friday alternatives for Santander Bank in an attempt to take back the “true meaning” of Thanksgiving (and make Santander look good by association).

In the above, 30-second spot, “Black Bean Soup Friday” for example, we see shots of a family rising early and piling in the car. “On…Black Friday, Tom and his kids will rise before the sun,” the voiceover informs us, “They will beat the crowds” it goes on as the car speeds along. But, in what’s designed to be a surprise, they “…pass the department stores with lines around the block,” and instead go volunteer at a local soup kitchen. “There are many ways to make the day after Thanksgiving meaningful,” the spot concludes, “How will you spend your day?”

This may seem like an unusual move for a financial institution who stands to benefit from a rush of holiday spending, but Santander claims its “family-values focused European roots run deep” and that they have a “commitment to Real Change and challenging traditional perceptions of banking.” So by taking a stab at Black Friday, in a way designed to be heartwarming, Arnold is distancing Santander from other banks, and attempting to make people think that, unlike their competitors, Santander stands for something. Other Black Friday alternatives suggested in the campaign are “Black Top Friday” (spent playing basketball with friends and family) and “Black Belt Friday” (spent watching Kung-Fu flicks). (more…)

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Arnold Worldwide Celebrates ‘The Few and Far Between’ for Jack Daniel’s

Arnold Worldwide is launching a new multimedia campaign for Jack Daniel’s entitled “The Few and Far Between,” which celebrates, “the quirky stories told by the proprietors, bouncers, barflys and patrons who frequent…fine establishments and questionable joints.” Or, in other words, drinking stories. The brand avoids accusations of promoting excess with the disclaimer, “You can’t tell a story you don’t remember. Please drink responsibly.”

In addition to short videos, the website hosting the campaign also features “tales of whiskey, revelry and mischief” in the form of written stories, audio and mixed media. You can take a look at a teaser video above, and head to the campaign site for the full experience. The launch features thirty bar stories gathered from around the country, but the brand plans to release even more later this year as part of this massive digital campaign and has also partnered with Vice Media for a user-generated photo contest. (more…)

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The ‘Yellow King’ Plugs for the Bruins

Ahh yes, its playoff time in both the NBA and NHL and Arnold Worldwide’s hometown hub is taking the reins on the latter by adding Glenn Fleshler–aka the “Yellow King” from HBO’s True Detective–to its roster. In case you didn’t know, the Bruins are rocking it in hockey this year and Fleshler plays a role in the second spot following “The Calm” up above dubbed “The Wolfpack.” As a sort of semi-casual hockey fan who’s more interested in the NBA playoffs, I can still rejoice in the intensity, etc. Check out credits after the jump.

 

 

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Arnold Worldwide Launches ‘Sinatra Select’ for Jack Daniel’s

Arnold Worldwide is behind a new 2.3 million dollar campaign for Jack Daniel’s new “Sinatra Select,” a new product rolling out in select markets in anticipation of a June release nationally. Sinatra Select is a stronger make of whiskey (90 proof to Jack Daniel’s normal 80 proof) with “more oak and spice notes.” It will be rolled out in some of Ol’ Blue Eyes’ favorite haunts: New York, Chicago, San Francisco, Miami, and Las Vegas.

At the center of the campaign is the 30-second spot, “Frank The Man,” celebrating Frank Sinatra and his favorite drink. The spot ends with Sinatra’s “That’s the nectar of the gods, baby,” quote. Jack Daniel’s in an enviable position as the preferred drink of such a historical celebrity; the new product, and Arnold’s campaign, seem like a no-brainer. As you may remember, Sinatra got a shout out in Jack Daniel’s “Legend” spot from last year, so it was only a matter of time until he got the spotlight. The media buy for “Frank The Man” includes “ABC’s Jimmy Kimmel Live and NBC’s The Tonight Show as well as cable outlets including ESPN, FX, Discovery and Comedy Central so this should reach a wide array of eyeballs as the product rolls out in its select markets.

As you might expect, the premium whiskey is a bit more glamorous than Jack Daniel’s standard offering, and the price tag ($150) is indicative of that. Sinatra Select also comes with packaging that “includes a commemorative gift box and a booklet detailing Mr. Sinatra’s history with Jack,” so folks will be paying for more than just the whiskey itself. The timing behind this campaign and product rollout is deliberate, coming in anticipation of the 100th anniversary of Ol’ Blue Eyes’ birth on Dec. 15, 1915. Credits after the jump. continued…

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Arnold Launches Olympics Campaign for Carnival with ‘Bobslide Champs’

Carnival announced today that it is “the national cruise line advertiser of NBC’s telecast of the Sochi 2014 Olympic Winter Games,” with their new Olympic campaign from Arnold Worldwide.

Arnold’s campaign for Carnival launches today with the 30 second television spot, “Bobslide Champs,” which “will air on NBC, CNBC, MSNBC, NBC Sports Network and USA Network throughout the duration of the Sochi 2014 Olympic Winter Games,” and also in select cinemas across the country. The spot features a sports announcer narrating while a group of four children race down a Carnival waterslide as if they are a bobsled team. “That was a run for the ages!” he exclaims as the crew crosses the finish line. “Bobslide Champs” is expected to increase the need for Carnival employees to shout “One at a time on the slide, please!” by at least 500 percent.

The campaign is timed to coincide with “what is known as ‘wave season’ – a key window for generating cruise reservations,” which, luckily for Carnival, also comes during the Olympics this year. In addition to the television campaign, the campaign also includes “a series of contests, videos and posts on the line’s highly trafficked social channels.” Stick around for credits and the extended, 60 second version of “Bobslide Champs” after the jump. continued…

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Can You Tell the Difference Between a DJ and a Financial Planner?


Arnold continues its ongoing Public Awareness Campaign for Certified Financial Planner Board of Standards, Inc. today with the release of “Can You Tell the Difference?”

The 30-second TV spot presents several people with what they think is a professional financial planner, but is actually DJ/Pirates of the Caribbean actor Azmyth Kaminski, who shed 14 years of dreadlocks to appear in the ad. Kaminski asks individuals seeking financial advice if they would trust him as their financial advisor. When they reply that they would, he reveals his true identity. The stunt was designed to highlight the importance of selecting a financial advisor with CFP certification. “Anyone can hold him or herself out to the public as a financial advisor or planner,” says CFP Board CEO Kevin Keller, CAE.  “We urge consumers to seek someone who has demonstrated competency and ethics by achieving CFP certification, the highest standard for the financial planning profession.”

This latest phase of Arnold’s ongoing campaign includes print and banner ads in addition to the television spot, as well as sponsorship messages on National Public Radio and a retooled CFP Board website. Stick around for credits after the jump. continued…

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Arnold Launches ‘In My Mind’s Eye’ Campaign for ADT

Arnold Worldwide’s new campaign for ADT, “In My Mind’s Eye,” launches today with the debut TV spot “Burglary.”

The new campaign marks something of a departure for ADT, whose advertising strategy has historically stressed”the value of monitored protection in emergency incidents such as theft, fire, or carbon monoxide.” “In My Mind’s Eye” and the debut spot “Burglary” instead focus on the peace of mind ADT provides its customers with their protection from everyday security concerns.

In the 30 second spot, a couple are out to dinner when the woman realizes she may or may not have remembered to lock the back door. This distracts the man, who imagines he sees a troop of burglars at the restaurant making off with their valuables. Prompted by his reverie, he locks the back door using the ADT service offered on his mobile device. “Burglary” effectively demonstrates both a key feature of ADT’s service, and the peace of mind that comes with it — answering the questions, “Why would I want this?” and “What can it do for me?” in a simple, direct way.

The shift in approach came from insights showing “that people experience worry, like a low consistent hum distracting the person when they’re away from their homes,” says David Register, EVP/group creative director, Arnold Worldwide. “”The spot demonstrates how ADT relieves that angst by putting their customer in control and back in the moment.” Expect more ADT ads in a similar vein from Arnold in the future. “Burglary” rolls out today, with “radio, direct, digital, and social media creative appearing online beginning mid-February.” Credits after the jump. continued…

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Here’s Robert LePlae’s Memo to Staff Regarding Favat’s Move

Unfortunately, we were at the airport yesterday morning awaiting the flight back home (sans laptop, still trying to stay off grid) when multiple tips poured in about Pete Favat leaving Arnold. Where to, we didn’t know at the time, but alas, the news broke as we were somewhere above the Midwest that the 14-year Arnold vet did indeed leave the Havas-owned agency to assume the CCO post at Deutsch L.A. Wading through the Favat-related tips this morning, we came across one which is basically Arnold global CEO Robert LePlae‘s memo to staff regarding the move and the appointment of Wade Devers and Pete Johnson as lead creative partners of Boston ops. It’s nothing shocking or anything you haven’t really read in the other trades, but if you want something verbatim from the inside, read on after the jump.

“All,

I am reaching out to let you know that after many years with Arnold, Pete Favat will be leaving the agency.

With a long held ambition to live on the west coast and new opportunities for his family, Pete has accepted a position in Los Angeles.  This is a desire that Pete has harbored for many years, and one he now has an opportunity to fulfill.

There is a plan prepared plan for this evolution.  Earlier this year we elevated Wade Devers to Executive Creative Director in Boston.  Wade is a brilliant craftsman, long-time leader at Arnold, and responsible for much of the best work that comes out of the agency.

Pete Johnson will partner with Wade as Executive Creative Directors.  He joined Arnold last year as one of the leading digital creative and content talents in the country.  It was a coupe for Arnold to get him, he’s delivered on all of our expectations, and we have a high degree of confidence in his talent, and ability to lead.

Wade and Pete Johnson bring a rich combination of conceptual ability, digital creative expertise, craftsmanship and design to the roles.  The increasing demands of creative leaders in recent years require this broad collective skill set, and we’re fortunate to have it readily in place.

I share this news with mixed emotions because of our genuine fondness for Pete Favat, and the many contributions he’s made. At the same time, there’s a talent evolution going on in our business, and we’re feeling quite good about the ability of our creative choices to drive this new direction for Arnold Boston.

Please join me in wishing Pete Favat the best in his new life, congratulating Wade and Pete Johnson in their new roles, and the great energy and success that can come with new leadership.

RLP”

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Arnold, Jack Daniel’s Bring Back King Bee, This Time with a Swarm

Jack Daniel’s Tennessee Honey Whiskey has been repped by King Bee for a while now, with the insect always fiercely flying, always backed by rock and roll. In the latest spot, King Bee is followed by his swarm, representing the followers the brand has gained in the last year.

Pre-released on Twitter and Facebook, “Swarm” amassed over 10 million impressions before launching on TV. Though it was apparently carefully calibrated to get the right lighting and “a gritty feeling” (essential for any American whiskey brand), the spot’s not exactly rife with excitement or engagement. It works for exactly 30 seconds, though, and with the accompanying copywriting- “Like any good night out, things get interesting when there’s a swarm.” and “Fly straight. Drink responsibly,” King Bee and his crew get get an A for effort.

Credits after the jump

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Gentleman Jack Returns to TV via Secret ‘Order’

According to the parties involved, specifically Arnold Worldwide and Jack Daniel’s, the spot above marks the first one in a quarter-century for the latter spirits brand’s Gentleman Jack rare premium whiskey line. The focal point of the campaign is what agency and brand are dubbing “The Order of the Gentleman,” which sounds like a more refined version of the Stonecutters or the secret society/motley crew assembled by Jagermeister and Mistress. The spot itself called “Secret Meetings,” which debuted during last night’s premiere of Anthony Bourdain‘s new CNN show, Parts Unknown, stars apparent “Order of the Gentleman” member Titus Welliver, who among other things has appeared in all three Ben Affleck-directed movies in recent years.

As we’ve been told, the somewhat mysterious clip above is just the beginning of a campaign that will roll out over the next few months and includes online components among other things. Indulge your urbane self further if you care to here. Credits after the jump.

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