Feature: The Experimentalist on Broadway

Through his stripped-down, radically humane approach to theater, Sam Gold has found a new dimension to a classic American play.

Minimalist German Boutiques – The Sunspel Store in Berlin Features Carefully Curated Displays (GALLERY)

(TrendHunter.com) Sunspel has always been known for its minimalist approach to clothing and that same approach is also reflected in its new store in Berlin, Germany.

Opened last spring, the new Sunspel store is…

Valvoline Gets Philosophical in Gritty Ads Aimed at DIYers and Car Buffs

Do philosophy and motor oil mix? Valvoline does its darnedest to find out in ads that fuse gritty, documentary-style car, truck and motorcycle footage with voice recordings of British philosopher Alan Watts and American author, motivational speaker and media personality Les Brown. Watts’ metaphysical musings on the nature of time and space fuel the first…

Nike – This is us (2017) :60 (Turkey)

Nike - This is us (2017) :60 (Turkey)
The execution in the opening edits of this ad amuses me, as the “pretty girl” ruins a photo with her boxer-guard, and the “fragile hands” baker is powdering to lift weights. The blond Muay kickboxer is Funda Diken Alkay??, while the weight lifter is Elvin Levinler, an actress who stays fit. It’s Esra Gökçek, a gold winning Turkish Triathlete who tells us that we look good in gold. It’s tennis player ?pek Soylu who refuses to keep quiet on the court. The turkish dance crew Dans Fabrika Dancers headed up by Çisil S?k? are the ones who laugh in public, while another actress, Dilan Çiçek Deniz steps right through a set. The VO is done by Ezgi Mola while Turkish National Basketball Team star I??l Alben is seen in one of the transitions.

So while I love the contrast between what is said and what is done, it wears thin pretty quick for me, and the Beyoncé soundtack is so predictable I gagged. On the other hand I was never a fan of celebrity advertising and this is more actress than athlete in that regard. For all I know Beyoncé might be as popular in Turkey as these actresses are right now. I much prefer the tone in What will they say about you and What girls are made of, as it seems closer to the universal insight than this execution.

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Microsoft #MakeWhatsNext" (2017) 1:00 (USA)

Microsoft #MakeWhatsNext
As part of its #MakeWhatsNext campaign, in time for International Women’s Day, Microsoft asked young girls what they would like to do when they grow up. They answered in everything from medicine to science to technology and more. Then Microsoft gave them a glimpse of the future in a VR headset. Then they pulled the plug on their dreams and told them good luck with that. Because only 6.7% of American women, and 16% globally ever graduate with STEM degrees. The girls are crestfallen but not beaten and vow to be those ones to do it because no one is going to stop them. Nor should any one stop them.
What I don’t understand from this ad is exactly who or what is preventing so many of them graduating with STEM degrees. The spot wants me to visit Make What’s Next presumably to find out. But if you go there, the site is primarily designed to get girls to learn computer science which is understandable. While I don’t doubt Microsoft’s noble intentions here, I do think throwing a negative statistic in young girls’ faces, after inspiring them, is not a great way to keep them inspired. They don’t even ask why that statistic exists. How effectively can a problem be solved without naming the root cause?
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Microsoft #MakeWhatsNext" (2017) 1:00 (USA)

Microsoft #MakeWhatsNext
As part of its #MakeWhatsNext campaign, in time for International Women’s Day, Microsoft asked young girls what they would like to do when they grow up. They answered in everything from medicine to science to technology and more. Then Microsoft gave them a glimpse of the future in a VR headset. Then they pulled the plug on their dreams and told them good luck with that. Because only 6.7% of American women, and 16% globally ever graduate with STEM degrees. The girls are crestfallen but not beaten and vow to be those ones to do it because no one is going to stop them. Nor should any one stop them.
What I don’t understand from this ad is exactly who or what is preventing so many of them graduating with STEM degrees. The spot wants me to visit Make What’s Next presumably to find out. But if you go there, the site is primarily designed to get girls to learn computer science which is understandable. While I don’t doubt Microsoft’s noble intentions here, I do think throwing a negative statistic in young girls’ faces, after inspiring them, is not a great way to keep them inspired. They don’t even ask why that statistic exists. How effectively can a problem be solved without naming the root cause?
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Ketnet: Learning to read

Video of Ketnet Dub (ENG)

Top 50 Architecture Trends in March – From Celebrity Architecture Classes to Stacked Double Houses (TOPLIST)

(TrendHunter.com) Considering the millennia of history behind architecture as a whole, it’s hard to imagine that the March 2017 architecture trends could manage to put forward completely novel shapes….

Structured Collaboration Footwear Designs – The 'Y-A FUYU HIGH' Shoes are Angular and Sharp (GALLERY)

(TrendHunter.com) The ‘Y-A FUYU HIGH’ shoes come as a very sharp, angular creation when it comes to footwear designs as a means of identifying a number of different closure methods.

Designed as a…

Nike – What will they say about you? (2017) :60 (Middle East)

Nike - What will they say about you? (2017) :60 (Middle East)
Nike’s project for or International Women’s Day tomorrow (March 8), are these three Nike films that aim to inspire more women and girls to get active.
The films are part of three campaigns that launched locally last month in the Middle East, Russia and Turkey, but resonate globally. The one objective of the different local campaign was to encourage women to leap over life’s obstacles and get active, regardless of societal, physical or cultural barriers. In the middle east, as in so many other cultures, the main obstacle is “What will they think about you?” This ad serves as a punch against that cage, who cares what they think?
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Acer Swift #daretobeSwift (2017) 1:05 (USA)

“Performance. Pushed to the limit. Nimble. Strong. It’s a delicate balance. A challenge that defies who we are. The rules. Norms. And our very past. Performance thrives on new methods. Better solutions. it embraces innovation. celebrates creativity. And gives meaning to the word “stylish.” It dares us to push harder. Look deeper. It breaks it down to millimeters. It dares us to try. And we accept the challenge. Acer Swift leading the trend in style.”
This is quite the metaphor for a hard-working but stylish computer. The dancers are quite amazing. The aesthetic is highlighted by the camera work of a Phantom High-Speed Camera. That extreme slow motion was captured at 500 frames per second.
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ARF Names New CEO Amid Growing Industry Conflict


The Advertising Research Foundation has named Scott McDonald, a longtime researcher with Conde Nast and Time Inc., to fill its vacant CEO post as the industry’s foremost research organization navigates growing conflicts over measurement and media deals.

Mr. McDonald joins the ARF at what he acknowledges is a contentious time. The group’s parents the Association of National Advertisers and 4A’s, which came together to establish the ARF in 1936 — have been fighting for two years now over the issue of how transparent media agencies are in handling marketers’ money. And the ARF’s work is at the heart of another contentious industry issue the demand by Procter & Gamble Co. that leading digital platforms such as Google and Facebook have their audience metrics verified by third-party research firms accredited by the Media Rating Council.

“I think of the ARF as the Switzerland of the industry,” or one of the few neutral places, Mr. McDonald said. Sources of information about media and marketing have become far more varied and complex in recent years, he said. “We’ve had a crisis of confidence because of that. It’s the perfect time for research to be done to make our industry more fact based.”

Continue reading at AdAge.com

Watch Last Night's New Ads From Heineken, Dell, Geico and More


Every weekday, we bring you the Ad Age/iSpot Hot Spots, new and trending TV commercials tracked by iSpot.tv, the real-time TV ad measurement company with attention analytics from 10 million smart TVs. The New Releases here ran on TV for the first time yesterday. The Most Engaging ads are ranked by digital activity (including online views and social shares) over the past week.

Among the new releases, Dell shows off the InfinityEdge dsplay of its XPS 13 2-in-1 convertible laptop, while Heineken deploys racing legend Jackie Stewart to help promote a simple message: “When you drive, never drink.” And in a Geico commercial, a moose-shaped bumper sticker on the back of an RV has a bit of an existential crisis.

Continue reading at AdAge.com

The Martin Agency Hires Megan Sheenan as Group Creative Director in New York

The Martin Agency welcomed Megan Sheenan as group creative director in its New York office.

Sheenan will report to executive creative director James Robinson, who joined the agency two years ago from twofifteenmccann, where he served as co-CCO.

The move is the latest in a series of additions which has seen The Martin Agency building its New York office over the past couple years. In addition to Robinson, the agency added a slew of new creatives in January of 2016 and Amber Guild to serve as the office’s first managing director last October.

Sheenan has spent the past several years as a New York-based freelance creative director/art director.

Earlier in her career she served as an art director with EnergyBBDO, CP+B, Saatchi & Saatchi. She then joined FCB as creative director, where she was part of the team behind the “Daily Twist” social media campaign for Oreo. In addition to Oreo, she has worked with brands including State Farm, Gatorade and The Smithsonian Institute.

IMDb adota “F-Rating” para sinalizar filmes com forte presença feminina

Além de mostrar a nota de um filme de acordo com as críticas, o IMDb anunciou esta semana que vai incluir uma nova classificação. Chamada “F-Rating“, essa categoria vai exibir filmes que são feministas. A classificação foi criada baseado no “Teste de Bechdel” para filmes. Esse teste originalmente era uma brincadeira de uma tirinha da […]

> LEIA MAIS: IMDb adota “F-Rating” para sinalizar filmes com forte presença feminina

Twitter Hears Advertisers: 'We Want to Buy Like We Do on TV'


Twitter is now offering some advertisers guarantees on video ads, a step of maturation for the company that makes its ad product similar to a TV-style buy.

Twitter has been working closely with Dentsu Aegis Network to develop its first guaranteed ad product, which lets brands order a set amount of pre-roll video ads with certainty that they get seen by a target group of consumers.

The pre-roll video ads are counted according to Media Ratings Council standards and the results are confirmed by third parties like Integral Ad Science. Integral is among the third-party measurement companies used by advertisers to independently verify data from platforms like Twitter, Facebook and YouTube.

Continue reading at AdAge.com

Simulmedia Partners With LiveRamp for Easier TV-to-Digital Attribution


Through a new partnership with linear TV ad platform Simulmedia and offline-to-digital data connector LiveRamp, advertisers can tie their TV advertising to online measurement more seamlessly.

Brands including Home Depot, Choice Hotels, Go Daddy and Zycam run TV campaigns with Simulmedia, which combines TV viewing behavior with transactional credit card data to target TV audiences on a household level and directly measure whether those ads led to actual purchases. Many of the company’s clients also have worked with Acxiom-owned LiveRamp to turn their offline CRM, loyalty and other proprietary data into information that can be used to target their audiences in digital media, and measure whether their TV spots prompted people to take actions online.

“Clients would like it to be faster and easier more automated,” said Simulmedia CEO Dave Morgan. “Most of them have a data relationship already with LiveRamp so they already have a lot of segments there.”

Continue reading at AdAge.com

Soylent Gets an AI Spokeswoman Courtesy of W&K Tech Shop Lodge


Soylent, the meal-replacement brand designed to eliminate the hassles of regular eating, is getting a (fictional) artificially intelligent spokeswoman in its first work from Wieden & Kennedy’s tech-focused Lodge group.

The character, Trish, will appear to run a virtual store on Soylent’s website and play a part in a mix of broadcast, digital, social and other marketing as the brand sets out to broaden its consumer base, according to the company.

Still, the company is not abandoning its tech-savvy followers. Trish has a Bitcoin-based store, Soy Route, on the dark web, where Soylent aims to sell rare products including mystery-flavor Soylent, a beef-flavor kit and golden Soylent signed by the CEO. Trish is also set to make an appearance at the upcoming SXSW Conference.

Continue reading at AdAge.com

Netflix Made Instructions for How to Use Its Shows’ Stars as Personal Trainers

For those who’ve always wanted to work out with help from Terry Crews or the Queen of England, the world is about to get a lot more benevolent. Last week Netflix released a guide that teaches viewers how to create their own personal trainers, using the voices of characters from its shows. There are 14…

Moe's Southwest Grill "Putting microwaves in their place" (2017) 1:00 (USA)

For a while there Moe’s Southwest Grill focused on food porn. But not just any kind of food porn. Willy Wonka-style food porn. The kind that creates waterfalls of lime juice. Then they started getting even more creative, by making a guitar our of tortilla chips.
Now they’ve outdone themselves, in a super aggro spot that denounces microwaves. “Microwaves have their place,” the ad tells us. “Just not in our restaurants.” To make this abundantly clear to any and all viewers, they underscore the point by dragging a microwave from the back of a trunk ( I like to imagine they stole it) and loading it into a helicopter and flying way high up and dropping the damn thing from a great height until it lands and breaks in a million little pieces. As fi that weren’t enough, they added a little cherry on top to prove their food is fresh and never frozen– by blowing up a freezer. Man, this must have been one hell of a shoot day. There’s a twelve year old inside of me that’s hella jealous.
I have to hand it to Moe’s. While other brands tout freshness by showing a chef’s knife slicing through onions, they actually went ahead and did something creative. Kudos to them.

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