Tue, 22 Apr 2014 12:33:44 PDT
Ahh, the good old days, when men were men, women were women, the Internet didn't exist and one had to troll at a much slower pace.
According to this personals ad from 1973, found by a Redditor, there was still plenty of shenanigans happening in the hot social media of the day-aka, the newspaper.
These days, of course, men still troll their partners via newspaper personals. They just do it to their current ones, not their exes.
Thu, 24 Apr 2014 10:20:24 PDT
It's a big day in the big top of fast food, as McDonald's has given spokesclown Ronald McDonald a makeover.
With new threads designed by theater designer Ann Hould-Ward, Ronnie is now decked out in McNugget-sauce-colored cargo pants, a rugby shirt and a fancy new blazer and bowtie (designated for special occasions). Fear not, though-his perfectly coiffed Bruce-Jenner-meets-the-Bee-Gees hairdo and iconic oversized red clown shoes remain a vital part of this dude's duds.
"Customers today want to engage with brands in different ways, and Ronald will continue to evolve to be modern and relevant," says Dean Barrett, the chain's global relationship officer.
For the first time, Ron will also take an active role on McDonald's social media channels.
Heralding the possible death of the selfie movement, Ronald said in a statement, "Selfies … here I come! It's a big world and now, wherever I go and whatever I do ... I'm ready to show how fun can make great things happen."
Thu, 24 Apr 2014 09:18:28 PDT
Fifteen seconds is short for an ad, never mind a film. But Heineken and Wieden + Kennedy New York premiered just such a movie at the Tribeca Film Festival on Wednesday night-based on a fan's tweet about an evil Abraham Lincoln clone.
"They clone Abe Lincoln's DNA and name the clone president for life...except there's one problem: the clone is evil," Dennis Lazar, aka @awsommovieideas, wrote as his winning submission to the brewer's #15secondpremiere contest, which asked for fans' their wildest movie ideas. Those 115 characters (he had to leave room for the hashtag) were then crafted by a Hollywood film crew into 15 seconds of film-called Linclone.
You can check out the mini-movie below. The credits take way longer than the film itself-luckily there are some outtakes to keep things interesting.
Lazar was flown to New York and given the green carpet treatment by the Tribeca sponsor at the festival. Guests included Robert De Niro himself, who really should have played Lincoln if we're being honest.
Credits and more below.
The movie poster:
Lazar and DeNiro:
A deleted scene from the movie:
An interview with the director:
Agency: Wieden + Kennedy, New York
Executive Creative Director: Susan Hoffman
Creative Directors: Eric Steele, Erik Norin
Copywriter: Mike Vitiello
Art Director: Cory Everett
Social Strategist: Jessica Abercrombie
Brand Strategist: Kelly Lynn Wright
Senior Interactive Strategist: Tom Gibby
Community Manager: Rocio Urena
Head of Content Production: Nick Setounski
Producer: Owen Katz
Print Producer: Kristen Althoff
Broadcast Traffic Supervisor: Sonia Bisono
Studio Designer: Chris Kelsch
Account Team: Patrick Cahill, Samantha Wagner, Kristen Herrington
Business Affairs: Lisa Quintela
Project Manager: Rayna Lucier
Production Company: Jefferson Projects
Executive Producer: Chris Totushek
Director: Eric Appel
Director of Photography: Mathew Rudenberg
Production Company: Whitehouse Post
Editor: Alaster Jordan
Assistant Editor: Matt Schaff
Executive Producer: Lauren Hertzberg
Producer: Alejandra Alarcon
Original Music: The Ski Team
Postproduction Company: Carbon VFX
Lead Compositor: Matt Reilly
Smoke Artist: Joe Scaglione
AE Artist: Maxime Benjamin
Executive Producer: Frank Devlin
Colorist: Yohance Brown
Surround Mix: Sound Lounge
Engineer: Justin Kooy
Executive Producer: Harrison Nalevansky
Cast and Crew
Abraham Linclone: Robert Broski
Dr. Satterberg: Eric Satterberg
Chief Justice: Paul Gregory
1st Assistant Director: Scott Metcalfe
2nd Assistant Director: Steve Bagnara
Production Supervisor: Megan Sullivan
DIT: Scott Resnick
Gaffer: Cody Jacobs
Key Grip: Kyle Honnig
Best Boy Electric: Brandon Wilson
Best Boy Grip: Ceaser Martinez
Set Decorator: Mark Wolcott
Prop Master: Eric Berg
Sound: Bo Sundberg
Boom Operator: Danny Carpenter
VTR: Carlos Patzi
Wardrobe Assistant: Beckee Craighead
Make-up Stylist: Kat Bardot
Make-up Assistant: Becca Weber
Production Assistants: Atif Ekulona, Eric Browning, Ewa Pazera, Julio Cordero, Desire Brumfield
Craft Services: Christina Gonzalez
Thu, 24 Apr 2014 07:55:42 PDT
If you have an intense fear of drowning, this ad is not for you.
Paris agency CLM BBDO created "Sortie En Mar," or "A Trip Out to Sea," a vivid, first-person simulation of a man being accidentally thrown off his sailboat in deep water-all as a life-jacket PSA for Guy Cotten, a marine clothing brand based in France.
As the viewer, you'll be drawn in, tasked with continually scrolling your mouse or trackpad to keep the man's head above water. You will not make it very long. And if you do, it will not matter-this story ends only one way.
It's very dark but incredibly compelling, and one of the more clever instances of marketers making users perform repetitive actions online-vaguely reminiscent of endurance-based advertising like Peugeot's digital knockoff of Hands on a Hard Body a few years back (only it's infinitely less dumb).
As scare tactics go, it doesn't get much better than this. Perhaps it will even sell some high-end life jackets-or even some regular ones, too.
The teaser video is below, but visit the interactive site for the real experience.
Client: Guy Cotten
Agency: CLM BBDO
Thu, 24 Apr 2014 07:34:32 PDT
Samsung Electronics has begun a global review of its creative, digital and media business, sources said.
The South Korean company spent a whopping $14 billion worldwide on advertising and marketing in 2013, three times more than it invested in 2012, according to a Cellular News report. Of course, Samsung has a vast portfolio of products that range from cell phones and digital cameras to PCs, laptops, tablets, printers, televisions and appliances.
The creative business is currently split among agencies like Cheil, 72andSunny, Leo Burnett and McKinney, with digital handled by shops like R/GA and Razorfish. Starcom is the company's global media partner.
In December, Samsung hired S.P. Kim as its new chief marketing officer. He was previously president, CEO of Samsung Electronics Europe and has been charged with reviewing all of the company's marketing and media relationships.
Sources said the search process, covering business in 65 countries, is focused on industry holding companies and agencies have just been contacted. The process is expected to last up to three months.
The consultancy R3:JLB is managing the search, according to sources. Neither consultancy nor Samsung could immediately be reached.
Thu, 24 Apr 2014 07:26:14 PDT
Ladies, are you looking for "the perfect solution to his stinking pollution"? If so, we've got some good news: Poo-Pourri is back with another spritz of its sweet-smelling viral advertising.
The spray, made to be used before (not after) dropping a deuce, tallied a truly impressive 26.5 million views on its "Girls Don't Poop" video back in September.
This time, the brand's eloquent maven of miasma is focused on the feces of the less-fair sex: "What if there was a natural, more effective way to make sure you never have to smell his man-manure again?"
There are even multiple Poo-Pourri options for the discerning defecator: Trap-a-Crap, Royal Flush, Heavy Doody and Poo-Tonium.
It's not quite as hypnotic as the first video's seemingly ceaseless descriptions of explosive expulsions, but it's still one of the better two-minute ads you're likely to come across.
Thu, 24 Apr 2014 07:06:56 PDT
E-cigarettes are about to become a regulated product. The Food and Drug Administration is set to propose a regulatory plan Thursday that will also put some restrictions on the sale and marketing of e-cigarettes to minors.
Though the FDA stopped short of banning advertising, it does propose to prohibit sales to minors, halt the distribution of free samples and require health warnings and ingredients labels.
Following a 75-day comment period, the FDA will finalize the rules. The e-cigarette companies would have to comply with the marketing and sales restrictions almost immediately, but would have two years to submit their products for the FDA's review and approval.
"This is an important moment for consumer protection and a significant proposal that if finalized as written would bring FDA oversight to many new tobacco products," said FDA commissioner Margaret Hamburg, M.D.
The fast-growing e-cigarette business has mushroomed into a $2 billion industry, generating plenty of controversy and calls from lawmakers that the industry's marketing tactics should be regulated.
"It's like the wild, wild west," Hamburg said in an interview with Bloomberg TV. "The products are evolving with no regulatory oversight and are being marketed in ways that are very owrrisome," she said.
Depending on your point of view, e-cigarettes are either a panacea for smokers or a gateway drug. The Centers for Disease Control put out a study last year that e-cigarette use among teens has surged; more recently the agency released data showing an increase in reported poison incidents among children under 6.
Thu, 24 Apr 2014 05:43:40 PDT
Gloria Gaynor's disco classic "I Will Survive" gets remade as an anti-bullying anthem in this VH1 spot by Del Campo Nazca Saatchi & Saatchi in Argentina, showing tormented boys and girls singing out their plans for sweet revenge in adulthood.
Expertly staged by music-video veteran Agustin Alberdi and boasting a great cast, the ad feels kind of like a musical number from Glee in its heyday. It opens with a kid enduring the indignity of a dual swirly/pantsing: "First I was afraid, I was petrified/They flushed my head several times, exposing my behind." Other tortured middle-schoolers soon pick up the thread. One looks ahead to the day when, "Oh my power, I will abuse/I'll be the CEO, you'll be the one who shines my shoes." Another promises, "I'm gonna call you night and day/And on weekends I'll send texts/Ask you for all kinds of things, making sure you never rest."
On one level, the video is a marvel of wish-fulfillment that anyone who's ever been picked on or put down during lunch period or study hall can instantly relate to. Believing you can turn the tables feels great, and the spot hits all the right notes in that regard.
Still, the tone and message ultimately fall flat. The revenge motif, though lighthearted, seems to perpetuate the cycle of bullying, with today's victims becoming tomorrow's oppressors. Yes, it's handled with a deft touch and good humor-and the jerks in the boy's bathroom using that kid's head as a toilet scrubber certainly have it coming.
Even so, breaking the cycle and discouraging the behavior should be the goal, shouldn't it? There's really none of that here. (Contrast VH1's approach with Everynone's short film on bullying from a few years back, which really captured the complexity of the issue.)
Also, ultimately, these bullies are free to go about their brutish business. Vague threats of corporate comeuppance 20 years hence seem pretty lame when victims ripe for pantsing are available in the here and now. Meanwhile, the terrorized kids tunefully suffer and bide their time, fated to wait decades for "revenge" which, let's face it, may never come.
Bullies grow up to be bosses sometimes, and nerds aren't always management material, no matter how earnestly kids in PSAs sing to the contrary.
Spot: "I Will Survive"
Agency: Del Campo Saatchi & Saatchi
Executive Creative Directors: Maxi Itzkoff, Mariano Serkin
Creative Directors: Juan Pablo Lufrano, Ariel Serkin /Dani Minaker, Sebastian Tarazaga
Agency Producers: Andy Gulliman, Felipe Calviño, Adrian Aspani
Account Director: Ana Bogni
Production Company: Landia, Stink
Director: Agustin Alberdi
Executive Producers: Daniel Bergmann, Andy Fogwill, / Diego Robino
Producer: Nell Jordan
Director of Photography: Carlos Ritter
Post house: Electric Theatre Collective
Sound: Pure Sound
Wed, 23 Apr 2014 18:52:19 PDT
Who (From left) Sean Donovan, strategy director; Jeff Smith, chief innovation officer; Rob Holzer, co-founder and CEO; and Nancy Elder, co-founder and chief strategy officer
What Creative agency
Where New York
Societal change isn't typically the main goal of an ad agency-for most shops, it's moving the needle for clients. Then there is the rare agency whose mission is inspiring people to do good. Take Matter Unlimited, a New York creative shop that helps major consumer brands and nonprofits "find their North Star." Established in 2010 by Rob Holzer (who founded Syrup, which he sold to LBi in 2007) and Nancy Elder, the anti-agency has worked with the likes of Hewlett-Packard, the Clinton Global Initiative and TED that share in the belief that "good is profitable, and business performance is aligned with social progress." A recent project is the development of a national, integrated call-to-action campaign for Enterprise Community Partners, the largest nonprofit in the affordable housing space.
Wed, 23 Apr 2014 18:51:30 PDT
In 1983, Unilever took the wraps off of Snuggle, a new brand of fabric softener designed to take on Procter & Gamble's Downy, the unchallenged, 800-pound gorilla of the segment.
Since 1960, Downy had taught homemakers to pour a little capful of the blue liquid into the rinse cycle to bring "April freshness" to their wash. Downy ads glowed with photos of happy husbands, smiling children and lots of cute babies. Here, Unilever found a chink in Downy's armor.
Snuggle was already strong on quality and price, but its secret weapon was softer than the towels and cuter than the babies. It was, in the words of a subsequent marketing analysis of the brand, "a magical spokesbear"-Snuggle Bear, as we have known him ever since.
"He was in every ad, and he was cuddly," recalled Alexis Krisay, owner of Serendipit Consulting, which specializes in mascot marketing for brands. "He cuddled the sheets, the towels and even the logo. The brand has established him, and now there's no one who doesn't recognize the Snuggle Bear."
This seems like a reasonable explanation for why these two ads-the first from 1986, the other from today-look so much alike. But lurking behind these ads is a cautionary tale. Using cute creatures to market a brand might sound simple. "But you have to be careful," Krisay said. "If you try to make it cool, the public won't respond."
Snuggle Bear was born under an auspicious star. Unilever hired Kermit Love (who later worked for Jim Henson on Sesame Street) to create him. Voiced in TV spots by Corinne Orr (who'd done all the female voices in Speed Racer), Snuggle Bear snuggled his way into the hearts of millions.
Then, in 2003, Unilever decided an update was in order. Plucked out of the laundry basket where he'd nuzzled towels for 20 years, Snuggle Bear suddenly appeared poolside in Rio, wearing Ray-Ban sunglasses and offering a towel to a lady in a wet bathing suit. The cute mascot went from being like a Care Bear to "becoming a devil-may-care bear," said The New York Times' Stuart Elliott. Even more to the point, what did Snuggle's poolside concupiscence have to do with fabric softener? "When a mascot resonates," Krisay said, "you need to stay in the realm"-and Unilever hadn't.
As this 2014 ad shows, Snuggle Bear (today owned by Sun Products) is back in that realm: cute, cuddly and happily pitching the brand's new Scent Booster Pacs. He's the same old bear many of us grew up with. And while Sun has updated him, the tweaks are subtle (his fur and snout are a little different) and, significantly, digital. These days, Snuggle Bear has over 700,000 fans on Facebook. He tweets every day, too.
Happy 31st birthday, Snuggle Bear. See you in the spin cycle.
Wed, 23 Apr 2014 16:59:26 PDT
After a pitch, Crispin Porter + Bogusky in L.A. has won creative duties for the NBA 2K franchise.
NBA 2K tapped CP+B to help launch the next edition of its video game series, NBA 2K15. The campaign is expected to roll out in September with television, digital and social media spots. The MDC Partners' agency has taken over the business from independent agency Zambezi, also based in L.A.
"Partnering with the creative minds at CP+B demonstrates our commitment to continue to growing our franchise through the delivery of world-class creative," said Alfie Brody, vp of global sports marketing for 2K, in a statement.
Media spend data for NBA 2K was not immediately available and a CP+B representative declined to provide more detail.
Wed, 23 Apr 2014 13:45:55 PDT
Most city dwellers tend to avoid eye contact with the homeless, a fact that made one advocacy group wonder: Would you recognize your own relatives if they were living on the street?
New York City Rescue Mission partnered with agency Silver + Partner for a hidden-camera stunt that filmed people as they walked past loved ones dressed to look homeless. Later, the passersby were shown video footage of themselves walking past their relatives without a second glance.
As you'd probably expect, no one recognized their family members. One woman even walked right past her mom, uncle and aunt.
The stunt doesn't lead to any emotional breakdowns or similar histrionics, which is somewhat refreshing at a time when "gotcha" videos focus so hard on over-the-top reactions and immediate life-changing self-reflection. But the unwitting participants clearly feel ashamed of their oversight.
Director Jun Diaz from production house Smuggler tells Fast Company that one person who was filmed asked not to be included in the final video "because they couldn't handle the fact that they walked by their family."
On a related website, MakeThemVisible.com, the rescue mission further humanizes the needy by sharing photographs of real homeless New Yorkers, smiling while sharing their personal passions and hobbies.
Wed, 23 Apr 2014 13:09:02 PDT
Ad agency Iris Worldwide yesterday invited clients to come to its downtown New York office to come up with marketing ideas the old-fashioned way-no Web, no email, no smartphone, no nothing. But the meeting of these minds was centered on commemorating Earth Day as much as it was to brainstorm during a digital cleanse.
Attendees included reps from Reckitt Benckiser brand Air Wick, Philips Lighting, Barclaycard and Rimmell London, and, while discussing concepts with the agency, they were charged with developing a solution for how it could make NYC a better place.
Iris shared what the crew came up with for their particular companies. It's still undecided whether the concepts will see the light of day, though Adweek readers have a chance to express their opinions on which ones are winners versus losers.
Below is a brief description of the brands' creations. Scroll past them to vote.
Air Wick (Reckitt Benckiser)
How can Air Wick create a fragrant oasis wherever you are in NYC? A three-part answer: 1. a pop-up location that generates donations to the National Park Foundation (one of Air Wick's key partners in the U.S.); 2. by taking over subway cars with scent, sound and sight to bring national parks "to life"; and 3. crowdsourcing community projects and engaging New Yorkers in creating "an oasis" in their city.
How can Philips bring the power of light to NYC? Again, three answers: 1. By harnessing human energy such subway foot-traffic, bikes and gyms to donate power to areas that need better light like inner-city schools; 2. enhancing mood with through secret light gardens? 3. by providing LED bulb packaging for when New Yorkers move apartments so they can take their investment bulbs with them and benefit from their long life.
Rimmel London (part of Coty)
How can Rimmel London help make Gotham more beautiful? This brand had four ideas: 1. By partnering with eco-centric company Bionic Yarn to create makeup bags from recycled product packaging; 2. by developing wish trees around the city; 3. by injecting color in NYC through soy paint packets on bikes; and 4. by asking people to use bikes and explore new places in the city by following the beautiful color tracks.
How can Barclaycard bring about spontaneous acts of collaboration in NYC? By revolutionizing the way small businesses can collaborate and encourage consumers to shop local while inspiring random acts of kindness from individuals throughout the city.
Wed, 23 Apr 2014 12:36:20 PDT
The New Jersey State Lottery has issued a request for proposals in a review of its creative and media business.
The advertising budget-including media spend and agency fees-is projected at $22 million in the state's next fiscal year, which begins July 1.
The Lottery will hold separate pitches for the creative and media assignments, according to Bill Murray, vp and general counsel for Northstar New Jersey Lottery Group, the outside firm that the state hired last year to help manage the Lottery. The contract for each of those assignments will span three years, with two one-year options for renewal, Murray said.
Brushfire, the Cedar Knolls, N.J.-based agency that has handled both sides of the business for close to a decade, is expected to defend. The Lottery plans to complete its search by June.
N.J. Lottery's current ad campaign uses the tagline, "Give your dreams a chance."
New Jersey's search comes amid a parallel review of New York State's lottery business, which also began this month. DDB is the longtime incumbent on that account, with media spending approaching $50 million a year.
The N.J. Lottery RFP-an exhaustive 73-page document-spells out the state's marketing needs, the baseline requirements for participating in the review, the selection criteria and the steps in the process. Among the key decision-makers are Murray and Kevin Gordon, director of advertising and marketing communications at Northstar.
Wed, 23 Apr 2014 11:57:56 PDT
Humans generally consider themselves to be better than pigeons in all ways, significant or not. But are we, really?
JetBlue's "Air on the Side of Humanity" campaign from Mullen, which launched last fall in Boston and is now rolling out to New York and Florida markets, suggests we're actually quite pigeon-like ourselves-at least, those of us who don't fly JetBlue are.
Indeed, much like the humble pigeon, who flies in crowded spaces, gets crumbs for snacks and is generally ignored and/or despised, we tend to be unappreciated when we take to the skies aboard other airlines.
Along with the TV work, JetBlue has been running a new Web series from Funny or Die that extends this notion of pigeon-on-human empathy. Called "Shoo's Bird's Eye View," the series stars a pigeon named Shoo who watches humans go about their business-and wryly remarks on how odd people can be.
The idea is that, through his comical observations, we might come to see the errors of our ways-like flying those airlines that don't have JetBlue in their name.
"The idea of bringing these two brands together, JetBlue and Funny or Die, was really appealing from the start," says Tim Vaccarino, executive creative director at Mullen. "Both have great sensibilities and a unique perspective on things. A way of getting right at the truth in a smart humorous way."
He added: "The use of the pigeon POV was a conscious one. It allowed us a unique perspective on humans and all their quirks. It let us show things we humans do every day but may overlook or ignore. Through Shoo's simple yet comical observations, the hope is people will wake up and change bad behavior. Such as the behavior of accepting a substandard level of customer service when we travel, for example. Just a thought."
The "Air on the Side of Human Campaign" has also included custom homepage takeovers, branded Spotify playlists, an interactive mobile rich media game and lifelike Pigeon Props riding atop taxi cabs.
Wed, 23 Apr 2014 10:18:47 PDT
Imagine if bees could stop humans from killing them by hijacking pesticide sprinklers, putting up banners and picketing grocery stores. That would be the bee's knees.
Greenpeace has conjured up just such a scenario in its latest ad, "Greenbees," aimed at raising awareness of the global colony-collapse epidemic threatening honeybee populations. In this spot, tiny hive-minded bee protesters hang signs with messages like "Honey You Sprayed the Kids" and "No Bees, No Future." (Unlike BBDO's Grand Prix-winning World Wildlife Fund campaign, these bugs are all computer-generated.)
According to Greenpeace's related website, sos-bees.org, "Bees and other pollinating insects play an essential role in ecosystems. A third of all our food depends on their pollination. A world without pollinators would be devastating for food production."
All they are saying is it's really gonna sting unless we "give bees a chance."
Creative Director, Copywriter: Daniel Bird
Art Director: Jaroslav Mrazek
Production Company: Savage
Executive Producer: Klara Kralickova
Producer: Vojta Ruzicka
Director of Photography: Martin Matiasek
Postproduction: Progressive FX
Producers: Jan Rybar, Jirka Mika
Computer Graphics, Visual Effects Supervisor: Jan Rybar
Animation: Peter Harakaly, Jakub Sporek
Computer Graphics Modelling: Frantisek Stepanek, Martin Frodl, Hynek Pakosta,
Textures: Martin Konecny
Lighting Artist: Frantisek Stepanek
Grading, Compositing: Radek Svoboda
Additional Compositing: Pavel Vicik, Peter Orlicky
Wed, 23 Apr 2014 08:43:09 PDT
To promote its new summer line, H&M partnered with supermodel Gisele Bundchen to create a song that will be sold online as a Unicef fundraiser. Unfortunately, the song is really, really bad.
It's a cover of Blondie's 1978 hit "Heart of Glass," orchestrated this time around by French producer Bob Sinclar. The single debuted on Good Morning America this week and is set to be released on Ultra Records, with the royalties going to Unicef.
In the accompanying music video, Bundchen sings (with plenty of autotune backing) and dances in various pieces from H&M's new swimsuit collection. As you might expect, the swimsuits look great, especially on Gisele.
But then there's the song itself, which is rather painful. I hate saying that because, you know, they're donating to Unicef and all, but surely they could have picked a different track? Or a different talent?
Normally I would just suggest muting the video and queuing up a better song, but it's the iTunes downloads that actually send dollar bills Unicef's way. So hopefully, for the kids, you disagree with me completely and think this track is amazing.
Wed, 23 Apr 2014 08:28:00 PDT
Sam Thielman on the drama, comedy and dramedy that has turned his head so far.
Wed, 23 Apr 2014 08:15:50 PDT
Apple, the company that remade the music business, is often at its best in its TV commercials when it grabs a good soundtrack and just rocks out. The prime example, of course, was the iPod campaign, in which Apple celebrated its game-changing device from the very beginning with glorious ads that made instant successes of songs-and all but acted as a playlist for the culture.
The new 90-second iPhone 5S ad, which broke Tuesday night on (not coincidentally) NBC's singing competition The Voice, has a bit of that same spirit. It uses a reworked version of "Gigantic" by the Pixies-the band's first single from way back in 1988-to show how the iPhone and its apps can integrate into musical performances and the recording process (and do some other neat things, too).
The first 45 seconds are devoted entirely to music, beginning with a guy plugging in his electric guitar on a subway platform-with an iPhone strapped to it, handling some audio effects. Soon after, another guy begins the famous bass line of "Gigantic" on an upright bass, and the ad's (mostly female) cast of characters-from student drummers to performance artists-embark on an infectious rendition of the song. (Note the sly reference to the iPod silhouettes at the 0:34 mark.)
Later, we see the iPhone in non-musical capacities, too-it is pitched as everything from a simple video recorder to an image translator, a heartrate monitor and even a rocket launcher. The opportunities are gigantic, the spot seems to say, and will certainly make you feel big, big love for the device.
And not just for the device-for yourself. The end line here is, "You're more powerful than you think," which is an interesting choice. I didn't really get a message of empowerment from the ad, but that's clearly what Apple wants you to take from it-and is even willing to mimic Dove to do so. (The famous end line on "Real Beauty Sketches" was, "You are more beautiful than you think.")
The ending fits into Apple's recent trend of borrowing from others. But at least it's borrowing from itself here, too. And whatever the provenance of the lyrics, if it's empowerment they're after, they could do a lot worse than this particular Kim Deal song.
Wed, 23 Apr 2014 07:43:24 PDT
After just 15 months, Wieden + Kennedy's Colleen DeCourcy has earned her "horns."
DeCourcy, the global co-executive creative director at the agency, is now also a partner, joining a select group of 11 that includes co-founder Dan Wieden, president Dave Luhr and Susan Hoffman, ecd of the Portland, Ore. headquarters.
Each partner has an equity stake in the independent agency and helps shape its priorities. DeCourcy becomes the quickest to make partner since then-global interactive ecd Ian Tait in 2011. Tait exited for Google in 2012, but returned this month as co-ecd of Wieden's London office.
DeCourcy left Socialistic, a social media marketing agency she launched with the backing of Havas, to join Wieden in January 2013. Since then, she and fellow global co-ecd Mark Fitzloff have recruited top talent and set up a group inside the Portland creative department that applies technology to brand problems. The group, known as The Lodge, is seen as a model for the agency's other seven offices.
''Colleen DeCourcy, in a matter of months, has firmly integrated our existing digital talent, added more and enhanced their expertise," said Wieden, who's also global chairman. "This accomplished while trotting around the W+K global network with David Luhr and Mark Fitzloff. Trust me: she's the real deal."
Before Socialistic, DeCourcy held top creative roles at TBWA, JWT and Organic. And while she had plenty of authority at bigger shops like TBWA, where she was global chief digital officer, Wieden gave her a partner, ensuring that she wouldn't become typecast (and isolated) as the "digital chick," as she had before. Also, Fitzloff himself represented an opportunity to learn more about the craft of traditional brand building. Beyond all that, though, DeCourcy simply enjoys the agency's no-nonsense approach.
"There's no theory of anything. That means jack shit in this place," DeCourcy said. "You make stuff or you don't. What you do makes other people's work better or it doesn't. So, really it wasn't about territory, decks, procedures or getting collusion."
Asked about her goals moving forward, DeCourcy paused for a moment and replied: "We are in this place where we're kind of questioning what's going on with the industry. It's not about getting more digital. It's not about getting more social. It's not about solving problems. It's just, when did this industry get so boring?"
She added: "Whatever it means to break the dishes in this building and the other seven buildings that are attached across the world is really our agenda for the next year."
Wed, 23 Apr 2014 06:54:01 PDT
84 square feet, 305 possessions.
The New York Times uses that tally in a Home & Garden story to sum up the day-to-day existence of Dee Williams of Olympia, Wash.
Williams, 51, runs Portland Alternative Dwellings, which builds small houses for people seeking to simplify their lives. That issue is literally close to her heart. Williams began downsizing after suffering a heart attack a decade ago. She sold her three-bedroom dwelling and lives in a "micro-house" the size of a large garden shed, which she built on a trailer and parked in the backyard of a traditional home owned by two close friends.
"I started seeing 'congestive heart failure' in my health records," Williams recalls. "If you look it up online, your life expectancy is typically one to five years. The notion of paying a 30-year mortgage didn't make sense." Choosing a simpler life "gave me a chance to live close to my friends and be happy with the time that I have." She recently published a memoir, The Big Tiny, about her experiences.
Her 305 possessions include a mattress, quilt, propane burner and laptop. She's got clothes and some simple furniture, and a jewelry collection-four pieces in all (no rings). In my cluttered apartment, I might have that many possessions just in my immediate line of sight.
Williams' story isn't so much about about eschewing capitalist culture as it is about finding a community and lifestyle that fit her needs … and about discovering the things in life that really matter.
In some ways, as her home shrank, her world expanded. She came to rely on her neighbors-using their homes to take showers and bake pies, since her tiny house has no running water or oven. The backyard became a community unto itself, a vibrant social hub with different generations interacting in ways they'd never have done if she hadn't moved in. (Hmm … I've never even met the people who live next door.)
Williams gave up a lot, but gained so much more. "I started to feel that I belonged," she says. "It gave me a chance to live close to my friends and be happy with the time that I have."
Maybe those numbers, 84 and 305, are beside the point. Shouldn't life be measured in terms of fullness and satisfaction? After all, every life, no matter how fully lived or zealously guarded, is just a rental. Carpe diem.
Wed, 23 Apr 2014 06:24:53 PDT
You've probably never wondered whether Ken Block is better at playing soccer in a car than Neymar is at playing soccer not in a car.
Yet, in the run-up to the World Cup in June, Castrol presents Footkhana-a mashup of football (aka, soccer) and gymkhana (aka, course-based stunt driving). In other words, you get to watch the racing star spin donuts around the soccer player while the soccer player juggles the ball. Then you get to see how the two pare up against each other in a shootout.
It does feel a bit like it's just riding the coattails of DC Shoes' wild success with the first five Ken Block Gymkhana videos (three of which are among the 20 most-shared ads ever posted online) and a sixth one promoting video game franchise Need for Speed). The soccer tie-in adds enough of a twist, though, to keep it from getting stale. And beyond the obvious excess of motor revving noises, a couple of unexpected moments make up for the length.
Now all we need is Curlkhana. Ken Block vs. the Canadian curling team.
Tue, 22 Apr 2014 19:36:10 PDT
They may be our neighbors to the north, but Canadians' smartphone habits show that they are different from Americans in more than just their abiding love of the French language, hockey and snow.
Infographic: Carlos Monteiro
Tue, 22 Apr 2014 14:19:09 PDT
Pitney Bowes' selection of DigitasLBi as the company's digital agency represents just the beginning of the company's effort to consolidate its agency relationships.
Where it has worked with tens of agencies, the Stamford, Conn.-based company plans to continue restructuring its marketing agency partnerships throughout the year, according to Bill Borrelle, Pitney Bowes' svp of brand strategy and integrated marketing communications. Borrelle, who came on board in October from Mcgarrybowen, headed up the extensive search process for an agency without using a consultant.
"The company has changed faster than the perceptions of Pitney Bowes," Borrelle told Adweek. "We have evolved and we want the world to understand us better. We needed a global agency partner that would help us think as one global company."
The first work from Publicis Groupe's DigitasLBi is scheduled for the fall. In 2013 the company spent $658,000 on media, down significantly from 2012's $1 million spend, according to Kantar. Borrelle explained that the company would likely increase its spending again.
The company also tapped global branding agency FutureBrand in January to work on Pitney's brand foundation. But Borrelle declined to identify any of the agencies it plans to cut loose.
Tue, 22 Apr 2014 12:14:28 PDT
GetInsured, a nine-year-old health insurance online retailer, gathered social media numbers for the various buzzy moments that have transpired around the Affordable Care Act (a.k.a., Obamacare) during the last several months.
Mountain View, Calif.-based GetInsured sells healthcare packages for Obamacare-era providers like Oscar as well as longstanding names such as Humana, Anthem, Aetna and Coventry. So, its concerns are much more about the color of money than blue or red politics. And with that in mind, the Web company's findings represent the progressive and status quo sides of the healthcare debate.
GetInsured pulled social stats from Facebook, Twitter, YouTube, LinkedIn and YouTube and provided them exclusively to Adweek.
Here are the six most viral moments in Obamacare marketing, per GetInsured's research.
1. Thickety humor. President Barack Obama appeared on comedian Zach Galifinakis' "Between Two Ferns." The online program drew cheers from the political left, while garnering jeers from the conservative right. Regardless of viewpoint, it proved to be a show-stopper.
• Total social shares: 344,835
• 21 million video views
2. Lost in translation. On his late-night show, ABC's Jimmy Kimmel asked people on the street: ACA or Obamacare, which do you like better? People had strong opinions, while hilariously lacking knowledge on the subject at hand.
• Total social shares: 326,041
• 3.9 million video views
3. About the check. During February, Gator's Dockside diners found a 1 percent Affordable Care Act surcharge on their lunch and dinner tabs. The eatery's owners were not fans of Obamacare, and the story caught the attention of mainstream media and social channels.
• Total social shares: 44,509
4. Monster mash. Conservative activist group Generation Opportunity created its "Creepy Uncle Sam" videos, designed to discourage millennials from signing up for Obamacare. The ads debuted in September, with Uncle Sam menacingly appearing during a young woman's pap smear, with the message: "Don't let the government play doctor."
• Total social shares: 32,254
• 2.2 million video views
5. The Doge Meme. The U.S. Department of Health and Human Services borrowed from an Internet phenomenon, called "Doge," in an effort to enlist more consumers in Obamacare. The meme, featuring the picture of a dog with captions indicating he thinks in broken English, was borrowed by HHS in the below photo and posted to the agency's Facebook page.
• Total social shares: 5,795
6. Brosurance, huh? Okee dokee. In October, nonprofits ProgressNow Colorado and Colorado Consumer Health Initiative partnered to create the hashtag #brosurance with promos featuring dudes doing keg stands as well as the copy, "Not having health insurance is crazier." The campaign, dubbed Got Insurance?, also featured a riff on the Ryan Gosling "Hey Girl" meme for women with a "Let's Get Physical" ad: "OMG, hope he's as easy to get as this birth control." Comedy Central's The Daily Show with Jon Stewart mocked the bad ads.
• Total social shares: 5,664