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Keith Rose

W+K NY Gets Super ‘Normal’ for Gap

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As an agency denizen, you’ve no doubt embraced the notion of “normcore”…right?

It’s hard to believe that a t-shirt and jeans combo somehow amounts to a fashion statement, but the new Fall campaign from Gap speaks volumes on how the world will dress in 2014 (outside of pitch meetings, at least).

Wieden+Kennedy won the account without a review back in March, and this first campaign features print and (yet-to-be-released) TV spots with big stars like Anjelica Huston and Elisabeth Moss “Dress[ing] Normal” in a nod to clothes that resemble a uniform without trying too hard.

Since Gap’s strengths always concerned the basics, getting back to them seems like a good idea for the brand. Some alternate taglines on that theme for your review after the jump…

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New Nine West Campaign Has Many Stomping Their Feet

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With so much buzz surrounding Under Armour’s latest Droga5 campaign featuring ballerina Misty Copeland, Lindsey Vonn and other noted badassses chanting  the rallying cry of “I will what I want”, Nine West’s Fall campaign presents a particularly striking contrast.

In one corner, Under Armour tries to lure Lululemon fans with a  ”be whoever you want to be despite the odds” message while Nine West goes for something that doesn’t feel quite as…what’s the word…empowering.

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Everyone Apparently Puzzled by That Trivago Guy

Nice to know that we’re not the only ones who thought this was an odd casting choice.


Check out Slate’s treatise on the Trivago guy that had us scratching our heads on first sight.

Trivago is a travel-focused search engine based in Germany — and somehow, former soap opera star Tim Williams ended up as their hype man for the series of spots (not created by current AOR Noah) aimed to launch the service in the U.S. We can’t be sure whether this campaign has helped establish the company stateside, but it has certainly received a lot of media coverage via journalists as perplexed as we are.

Slate describes this dude of steely countenance as “a sallow avatar of middle-aged masculinity” while suggesting that fellow bros use his nickname as a new kind of put-down.

We just  found him kind of…off-putting.

EP Travis Quinn Out at BBH New York

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Some news out of BBH today on the production side: we hear that Travis Quinn, Executive Art Producer and longtime staffer, is leaving the agency.

Quinn has run art production at the agency for several years, managing shoots for clients like Playstation, Axe, and Cole Haan.  His departure follows the arrival of Carey Head, who was hired away from Barton F. Graf  9000 to oversee production in May. BBH also recently made more changes to its production department by promoting Executive Producer Kate Morrison to Head of Content Production. It seems the agency is following the lead of departments across the globe by ramping up its integrated offerings on the production front.

No official word on where he or his colorful pants are  headed or whether BBH’s New York office has plans to replace him. Quinn finishes his tour of duty at the end of this month.

Updates as we receive them.

ECD Toombs Out at Anomaly

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Is there a creative shakeup going on at Anomaly NY?

Today we can confirm that ECD Ian Toombs, a longtime staffer who played a lead role on accounts like Converse (relevant spots here), is no longer with the agency.

Toombs worked at the MDC-owned shop (which boasts clients like Budweiser, American Express, Converse, Dick’s Sporting Goods and Google, among others) for several years, moving from art director to CD and then ECD; The New York Times reported on his promotion just over a year ago.

His departure follows the arrival of ECD Eric Segal, who Anomaly hired away from Grey in May; plans at the time held that Segal would partner with Toombs starting this month. Today, Toombs’ name no longer appears on the agency’s website, and his LinkedIn profile is a bit of a blank slate.

No official word on where he’s headed or whether Anomaly’s New York office has plans to replace him.

Updates as we receive them.

Thinking Small with Nike Free and Publicis Uruguay

The folks at Nike know that good things often come in small(er) packages.

This spot from Publicis Impetu, Uruguay shows how travel-friendly and flexible the Nike Free 5.0 shoe really is by using a little hands-on DIY craftsmanship to showcase a smaller, greener box that for those “most flexible shoe ever” kicks.

If pod hotels can inspire endless trend stories, then sneaker boxes can downsize too…and now wearers will have fewer excuses for not bringing their sneakers along on a trip.

It’s true that these boxes will only come with certain “special editions” of the Free 5.0, but then it’s the concept that counts, right?

Agency: Publicis Impetu, Montevideo, Uruguay

Executive Creative Directors: Esteban Barreiro, Mario Taglioretti

Art Director: Diego Besenzoni

Copywriter: Federico Cibils

Account Director: María José Caponi

Account Manager: Mauricio Minchilli

Producer: Metrópolis Films

Surf’s Up for Samsung and 72andSunny


They had us at that cover of “Absolute Beginners.”

But check out the rest of this spot, entitled “Every Day is Day One” from 72andSunny Amsterdam and Samsung. Directed by Mark Malloy, this ode to all things surfing stars an even mix of seasoned pros like Kelly Slater and new surfers facing the waves for the very first time.

Created to promote Samsung’s sponsorship of the Association of Surfing Professionals World Tour, the campaign was filmed in Iceland, Fiji, India, and New York with each location channelling the peaceful yet powerful pull of the sea. We would have loved to have been a PA on the shoot (which couldn’t be better suited to a summer Friday).

…and we’ve got your credits after the jump.

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Anomaly Has a Moment with Dick’s Sporting Goods


Everyone loves sports ads celebrating unknown heroes, and Anomaly’s latest effort for Dick’s Sporting Goods is a suspense-filled nod to every young athlete’s moment of truth–be it courtside, trackside, or curbside.

Entitled “The Moment”, the :60 spot has all the fast cuts and chest pounding moments we’ve come to expect from the PA-based retailer (along with the requisite over-the-top orchestration). With back-to-school days on the horizon, it’s sure to strike a chord with soccer/football/basketball moms and dads in need of some fresh gear for that future superstar.

Click through for the credits…

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Venables Bell and Reebok Serve Up a Side of Bacon for the 2014 CrossFit Games

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If you thought bacon was merely the provenance of artisanal hipsters and long past the food du jour, the fellows at Venables Bell & Partners, USA found a new way for client Reebok to reach pig heaven.

Since we tend to eat our bacon more for fun and less for sport, we were intrigued to learn that bacon is also a key snack for those on the Paleo Diet, which counts hardcore members of the  CrossFit community as disciples. We all know how great bacon tastes, but did you know CrossFit types post bacon-inspired selfies and memes touting its salty goodness as they put themselves through punishing workouts?

In honor of the impending CrossFit Games, Reebok thought it would be a fun idea to serve up some “Reebok Bacon” to the cult of CrossFit and the fans that cheer them on in the stands.

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Hispanic Agency Orcí Fits with Honda

We’ve always appreciated the Honda Fit’s “little car that could” vibe, and this new campaign from Orcí, Honda’s AOR for the U.S. Hispanic market, goes the distance in touting the versatility of the subcompact. The work, entitled “#UnBuenFit (A Good Fit”)  spreads the word about the all-new 2015 Honda Fit with TV spots starring comedian Felipe Esparza, the winner of NBC’s Last Coming Standing in 2010 and star of his own stand-up special on Showtime.

The bilingual campaign targets Hispanic Millennials while introducing the model to the US Hispanic market for the first time.

Credits, Spanish version and quotes from Orcí’s CEO after the jump.

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