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KBS Celebrates Ten Years with AdoptUSKids

KBS and AdoptUSKids is celebrating the tenth anniversary of partnership between the organizations with a campaign launching today in collaboration with U.S. Department of Health and Human Services and the Ad Council.

The ads promote adoption by showing how flawed parents still have a positive impact on children’s lives. In the 30-second “Treehouse,” for example, a father attempts to build a treehouse without following instructions, which doesn’t end well. In “Skating,” a mother attempts to roller skate with her children even though she doesn’t know how to skate, with predictable results. Both spots are narrated with a song sung by two pretty goofy guys, and promote keeping siblings together implicitly by showing adopted siblings in the ads (although this might be too easy for viewers to overlook). The ads end with the familiar “You don’t have to be perfect to be a perfect parent” tagline. Both spots will be unveiled today by JooYeun Chang, associate commissioner of the Children’s Bureau, at a DC event celebrating the tenth anniversary of the National Adoption Campaign. Read more

BBH NY Shows Gamers How to Do a Proper Victory Dance for PS4

BBH New York enlisted dancers from the New York City Ballet for a series of ads depicting victory celebrations for PS4, an extension of the “Greatness Awaits” campaign.

Each of the six spots begins with a group of dancers performing classic ballet moves in scenery/dress meant to evoke certain styles of games (sports, space, war, etc.) before a musical change signifies a shift in style and they perform a more modern victory dance. At the end of each 30-second spot, viewers are invited to contribute to the linked social initiative, calling on gamers to submit their own victory dance on Instagram for a chance at winning a PS4. At this point, any gaming advertising that tries something different is a welcome departure, and the social initiative has the potential to lead to some fun engagement with fans. We do wish, however, that they had managed a take of “Dunk” (stick around for it after the jump) where she actually makes the shot. Read more

JWT Amsterdam Gets Quiet for New Electric BMW

JWT Amsterdam has launched a broadcast campaign for BMW’s new electric BMWi3 entitled “Driving Pleasure Reinvented.”

The 30-second spot highlights some of the car’s distinctive features, such as its carbon frame and use of materials such as eucalyptus wood, through a conversation two men have over lunch. One of the men brags about the car, with one of the men asking how it drives. “Like this,” the proud BMWi3 owner says and mimes driving without making a sound. The other man makes the sound of an engine revving up, with the BMWi3 owner correcting him that no, the ride is completely quiet. The spot ends with a shot of the vehicle and the “Driving Pleasure Reinvented’ tagline, fitting for a car that breaks with expectations. Of course, JWT is banking on the quiet ride being a selling point, which may or may not be the case. Read more

We Hear: Changes at Silver + Partners

silverThis morning, sources confirmed that CarMax will no longer work with New York’s Silver+Partners, the agency behind last year’s viral “Slow Clap” Super Bowl spot.

Last week another Silver client, “web development platform” provider Wix, announced that it would also be running an ad during the next Super Bowl. The company’s PR team strongly implied that Silver would not be the agency responsible for that spot:

“The ad is being made by an outside agency, but it isn’t being disclosed which one yet.”

Over the past few days, we’ve received a series of tips indicating that this change in business has resulted in some staffing shifts at the former Amalgamated, which renamed itself more than two years ago after DDB/BBDO vet Silver took over as CEO.

We’ve reached out to the agency and we left a message with Silver yesterday, but since we have yet to receive a response we cannot confirm any details regarding the changes. More than one reader tells us that multiple layoffs occurred and that creative staffers were among those affected.

Updates when we receive them.

Ogilvy & Mather Chicago Crafts ‘Hemingway in 15 Seconds’

Ogilvy & Mather Chicago created an Instagram campaign for The Ernest Hemingway Foundation of Oak Park adapting three classic Hemingway novels into 15-second videos.

The idea behind the campaign is that, while Hemingway’s novels are rightly considered modern classics, younger generations aren’t reading his work. So The Ernest Hemingway Foundation tasked Ogilvy & Mather Chicago with finding a way to stoke interest in the author, and the agency decided to use the popular Instagram platform. The videos are all fairly tongue-in-cheek, telling the entire plot of each novel — A Farewell To Arms, For Whom The Bell Tolls and The Old Man and the Sea – in a way designed to pique interest in the works.

Director Eduardo Cintron made every second count, as the videos had just 15 seconds to tell the entire plot of a novel. Sometimes the self-effacing humor risks going to far and parodying the work to the point where it undermines it, but for the most part they strike a balance between reverence and irreverence (after all, these are supposed to be fun), with each video ending by directing viewers to the The Ernest Hemingway Foundation’s site. Whether they can get kids to actually read For Whom The Bell Tolls is another story. Read more

Internal Memo Confirms Rosetta Layoffs, Promotions

Rosetta tagline

Following up on yesterday’s rumors of big staffing changes at Rosetta, we’ve acquired an internal email from Eric Healy, the former SapientNitro executive who joined the agency in February and replaced Tom Adamski (now with Razorfish) as its CEO earlier this month.

In short, a large-scale executive-level shakeup did indeed occur this week, and the agency’s creative lead was not the only party who has, in the memo’s words, “decided to leave.” Departing executives include:

The note also includes news of multiple promotions. Most prominently, North American CCO Alex Mahernia will become Rosetta’s new Global CCO.

We’ve included the full email after the jump.

Read more

Cheil UK Launches First-Ever UK Christmas Effort for Samsung

Cheil UK has launched the first-ever UK Christmas campaign for Samsung, with two 30-second broadcast spots entitled “Christmas Round Ours” and “All Wrapped Up Early.”

Both spots employ a sentimental mood, celebrating the holiday. In “Christmas Round Ours,” the voiceover celebrates Christmas as the holiday where “You gather round turkeys, and ducks…or you’re glued to the box, and you wouldn’t miss it for the world,” over footage of families gathered together for the holiday. “All Wrapped Up Early” takes a similar approach, as a couple watches footage of their daughter at a holiday recital, ending by positioning Samsung as helping you handle the stresses of the season and getting everything “wrapped up early.” Both ads channel the kind of warmth typical of UK Christmas advertising while positioning Samsung as helping to keep everything together during the holidays, whether it’s getting your shopping done or video chatting with distant relatives.

Both ads go live via social media today with “All Wrapped Up Early” making its broadcast premiere tomorrow during ITV’s “I’m a Celebrity: Get Me Out of Here,” while “Christmas Round Ours” will debut on Monday.

“Samsung’s first Christmas campaign was an exciting opportunity,” said Logan Wilmont, executive creative director at Cheil UK. “It allowed us to show how Samsung’s technologies are part of the very fabric of Christmas in Britain today. Whether it’s TV’s or tablets, smart phones or smart watches, they are as much as part of the British Christmas as mince pies and Morecombe and Wise.” Read more

MMB Teams Up with Aggressive for Subway Holiday Push

MMB teamed up with production company Aggressive for a new holiday campaign for Subway employing a mix of methods in three different spots.

The animated 30-second “Winter Wonderland,” introduces Subway’s holiday “Customer Appreciation” event, which sees the fast food sandwich chain offering two of its most longstanding offerings — the meatball marinara and coldcut combo — for a reduced price. “Winter Wonderland” keeps the holiday vibe low-key, with the music and background animation celebrating the season in general rather than a specific winter holiday in particular. Two 15-second spots take a similarly laid-back approach, but swap out the animation for live action spots with appearances by NFL stars Justin Tuck and Robert Griffin III in “Famous Fans” and the brand’s longtime spokesman in “Jared.” There’s nothing particularly memorable here, as MMB and Aggressive seem to rely on the deal speaking to fans of the brand without any unnecessary bells and whistles. Read more

Secret Weapon Marketing Gets Animated for SoCal Honda Dealers

On the heels of the nostalgia-stoking “Happy Honda Days” national campaign from RPA, Secret Weapon Marketing is releasing a similarly nostalgic regional campaign for SoCal Honda Dealers.

Whereas RPA’s effort pines for the holiday toys of yesteryear, Secret Weapon Marketing uses claymation to evoke the 1964 television special Rudolph the Red-Nosed Reindeer while championing the Helpful Honda Guys. In “All Dressed In Blue,” the animation is set to a rhyming song as the Helpful Honda Guys help a polar bear family build an igloo, cook up an Italian staple for a yeti and help a short elf gain confidence. “Sleigh Wash” foregoes the song but documents a similar “Random Act of Helpfulness,” as the Honda crew wash Santa’s sleigh.

In addition the broadcast spots breaking today, the campaign will be supported by “digital executions, a bloopers reel of all the Happy Honda characters that will be shared through social media; and an innovative take-over footprint at the LA Auto Show.” Read more

PP+K Takes Bright House Networks to its ‘First Dance’

Tampa agency PP+K is launching a new campaign for Bright House Networks with a 60-second broadcast spot entitled “First Dance.”

The spot follows the story of a young boy as he learns to dance and attempts to win over a crush, getting help from Bright House Networks products and services along the way. Opening with the boy stealing a glance at his crush, the spot shows him learning to dance and concludes with him at his first dance, crossing over from the boys side of the auditorium to girls (anyone who has ever been to a middle school dance is familiar with this gender divide) to ask his crush for a dance.

“A boy figuring out how to impress a girl is a timeless story,” explains Paul Prato, creative director at PP+K. “What’s different is that technology is now so intuitive and integrated into our lives that it creates new means to fulfill this type of personal journey.”

The spot, which broke yesterday, was a collaboration with Serial Pictures, shot on location in Los Angeles by director Matt Bieler and then completed at PP+K’s Tampa office by its internal production house. It marks the beginning of what will be an ongoing campaign for Bright House Networks, entitled “Connecting Friends,” which aims to “pursue common themes that truly matter in people’s lives: love, learning, self-improvement, family and friendship.” Additional spots will being airing early next year. Read more