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Ogilvy and Gawker Animate for IBM

Today we encountered an interesting extended ad for IBM from Ogilvy New York. Here it is:

The well-designed spot may be most interesting for its context: it appeared on Gawker property Gizmodo last week as part of a “sponsored content” partnership (note the IBM URL). Production is credited to Gawker’s own in-house studio.

The industry does talk a lot about “storytelling,” and this work has a far clearer, more specific narrative than most. We’re also partial to the phrase “bespoke bone-making operation.”

Now, who did what?

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Tuesday Odds and Ends

-Arnold Worldwide led this “Paint by Goya” initative on behalf of client Santander and its sponsorship of the recently-opened Francisco Goya retrospective “Goya: Order & Disorder” (video above).

-Fred Savage will be the new voice of Honda.

-The inaugural ADWKSF (Adweek San Francisco), will take place October 27-30, and will “highlight advertising’s tech, storytelling and creative aspects.”

-Mystery brand is giving away $50,000 in prizes to individuals who correctly guess its identity.

-New Ogilvy unit, OgilvyAmp, will be devoted to “data strategy and planning, analytics services and data management.”

-VML Atlanta teamed up with the Ghostbusters franchise to launch

-Digital Pulp announced the addition of UX Designer Dave Hadden.

-Old Navy turns selfies into balloon portraits in celebration of its twentieth birthday.

Laughlin Constable Gets Suggestive for BOD Man

Laughlin Constable is launching its first campaign for BOD Man, Parfum de Coeur’s (PDC) popular fragrance brand for men with three new 15-second broadcast spots produced in-house.

In the ads, Laughlin Constable channels the hypersexualized approach Axe took years ago, with two of the three spots dialing up well past innuendo. In “Walk of Shame,” for example, a man walks out of an apartment complex with disheveled hair. A voiceover shares “BOD Man Tip #44″: “Never turn down the impossibly rare opportunity to double-down and turn the walk of shame into the walk of game,” as a young redheaded woman sniffs the dude and smiles at him, a sign that she’s clearly down. It’s hard to tell over the course of the ad’s 15 seconds if this is a parody of over-the-top men’s fragrance advertising or just over-the-top men’s fragrance advertising.

The other spots in the campaign take a similar tone, with one emphasizing that “What you spray on in the morning could very well determine what you take off at night,” which obviously translates to “This product will get you laid” to horny adolescent males. A third spot takes a slightly more toned-down approach, but doesn’t completely shy away from the suggestiveness. The broadcast spots will run nationally on ESPN starting today, and feature a live integration on SportsCenter. They will be supported by a large digital effort, as the campaign actually marks “a shift of more than half of the brand’s media spend into digital,” as well as social media and OOH components. Read more

MRY West Hires New ECD, Wins Del Monte

brad cohnToday MRY named Brad Cohn ECD of its West Coast office (which is about to turn eight months old). The agency also announced that it will be social/digital AOR for top banana Del Monte.

Cohn has a more extensive agency background than most. While the release tells us that he joined MRY from McCann, where he was ECD on the HP account, his resume indicates that he left twofifteenmccann in 2012 after one year with that shop and five years as VP/ECD at McCann Worldgroup San Francisco and spent the past two and a half years working freelance.

The rest of his history reads like a who’s who of Midwestern agencies: art director/copywriter at BBDO and Doner, ACD at DDB, VP/CD at Y&R, creative director on Coors for FCB Chicago.

On Del Monte, the agency will begin handling the client’s social/digital presence this month — but the first campaign complete with activations aimed at “existing canned food consumers” will arrive in early 2015.

Said campaigns will focus on the E-word, “engagement” — and MRY will be part of a team including Starcom MediaVest Group, Saatchi X, Integer, Juniper Park, and PR Hacker.

No word on which clients Cohn will handle at MRY West, though the agency writes that the Del Monte account now leads its Bay Area office’s roster.

BBH London Brings Together Rivals for KFC

BBH London has released a new spot for KFC in the UK entitled “Fans.”

In the 90-second spot, two brothers support rival footie clubs — Stirling Albion FC and Dunfermline FC — and each attends a match with one of their parents. Both diehard fans are quite serious about the match but only one team comes out on top. But in heartwarming yet predictable fashion, KFC brings the family back together, and soon the boys are bonding over the new Colonel’s Brownie Bucket. While it may not exactly be breaking new ground, it’s a cute spot and well-executed enough to not seem over-the-top. Read more

Blind Item: They Stole Our Deck!


Here’s an agency ethics question from a reader to go along with the almost completely accurate stock photo above.

Reader’s former agency colleague has since moved on to a bigger gig as a consultant overseas. Good enough — but when this colleague shared the notes someone took from a recent presentation on the old social media, reader noticed that:

“…the presentation contained content that was lifted, word-for-word, from the old agency’s deck.”

Reader knows this because reader has a copy of the deck to which he/she refers from time to time…for reference, not as a source for new “thought leadership.”

The question: should reader call out former colleague or just sit in silent judgment of an industry professional swiping someone else’s work and calling it their own?

MOFILM Adds Latest Chapter to ‘Greatness Awaits’ for Playstation

Playstation teamed up with MOFILM for the latest installment in the ongoing “Greatness Awaits” campaign promoting the PS4, which debuted during Sunday Night Football’s San Francisco 49ers vs. Denver Broncos’ game.

While last year’s installment from BBH New York at least felt like it tweaked the formula a little bit, the latest iteration of “Greatness Awaits” struggles to differentiate itself from its past. The 60-second “Friendly Competition” opens with two buddies throwing it down on the basketball court. “What do you got?” asks one friend. “I’ve got Kevin Durant,” the other replies, and morphs into the gaming version of the NBA star. From here, the friends find themselves thrown into a series of games in a now very familiar formula, set to Daft Punk’s “Contact,” ending with Destiny and the “Greatness Awaits” tagline. Maybe it’s just that it’s been used so much, both in and out of this particular campaign, but the approach now feels somewhat stale and “Friendly Competition” does little to expand upon or revitalize it. Read more

Staffing Changes at Twist Image, Omelet and More

twist imageToronto digital marketing agency Twist Image signed Jon Finkelstein as its new ECD. Finklestein, who most recently served as SVP/ECD at the BBDO “sibling agency” Proximity Canada, replaces Virginia Magaletta, who held the position for more than six years.

Prior to joining Proximity, Finklestein spent nine years as a partner and creative lead at Toronto’s Grip Limited; he also served as CD at henderson bas after starting his career as ACD at ICD and Ogilvy, where he worked on IBM, Amex and Kodak.

You may recall that Twist Image sold to WPP in May; at the time, President Mitch Joel described the move as “a bigger bet.”

“Branding, marketing and entertainment company” Omelet — which recently named  Shannon McGlothinformer director of Leo Burnett’s Samsung shop, as its GCD — promoted partner Mike Wallen to the newly created position of Chief Content Officer. Wallen, who the release credits with bringing in Walmart and Red Bull, joined the agency in 2011 and will continue to run its “branded content division” Omelet Studio in addition to promoting an upcoming feature film about “ex-LA gang leaders turned street saviors” (their words). He previously served as partner and EVP of content & development.

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David&Goliath Gets Chaotic for VIZIO

David&Goliath is launching a new campaign for VIZIO, championing the brand’s P-Series Ultra HD TV, which has four times higher resolution than standard HD.

The campaign debuts tomorrow with the broadcast spot “Fallen Tree.” In the 30-second ad, a family is so captivated by their P-Series Ultra HD TV that they fail to realize a fallen tree has crashed through their window, even as a rescue team arrives. “With four times the resolution, nothing is more captivating,” says the voiceover at the spot’s conclusion. While it may not be the most innovative approach, it showcases the P-Series Ultra HD TV well and is flexible enough for a number of future variations on the theme.

A second spot, “Turkey Dinner” follows in the same formula, with a pair of dogs devouring a turkey dinner while their owners are too captivated watching football to notice. “Turkey Dinner” and a third spot, entitled “Pillow Fight” will roll out in the coming months, with all three ads airing on national cable. Read more

MUH-TAY-ZIK | HOF-FER Shares ‘DubTales’ for Golden State Warriors

MUH-TAY-ZIK | HOF-FER has a new campaign for the Golden State Warriors entitled “DubTales.”

The Dubs is a nickname given to the club by fans, and the first installment in the “DubTales” campaign involves an obsessive fan/food truck owner talking up Stephen Curry. He boasts of Curry’s Herculean accomplishments such as, “the arc on his shot is so big, it fits two of each animal on Earth,” and “He makes it rain so much they’re asking him to end the California drought.” The campaign also invites fans to write their own “DubTales” to be featured on Golden State Warriors social channels, merchandise and even during games.

“In the last few years The Golden State Warriors have gone from a team that usually missed the playoffs to a contender with stars famous throughout the world,” said John Matejczyk, co-founder and executive creative director, MUH-TAY-ZIK | HOF-FER. “When you get that big, your highlights become the stuff of legend. #DubTales exaggerates and pushes those legends to incredible places.”

The campaign launched on October 13th to stoke excitement for the upcoming NBA season. New spots will continue to roll out throughout the season. Read more