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BFG9000

Barton F. Graf 9000 Creates Somber Mini-Doc for the Esquire Mentor Project

Last month, we posted on 72andSunny’s irreverent take on men becoming mentors, best embodied by the tagline “F*ck off, I’m helping.

Today, Barton F. Graf 9000 gave us the polar opposite of that effort in the second of three campaigns created in partnership with Esquire magazine, also known as the “must-read” glossy for ad creatives everywhere. It’s a very different, very serious effort.

Two names come to mind: Errol Morris and Philip Glass.

Fairly dramatic departure from the agency’s most recent work, no?

Read more

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Barton F. Graf 9000′s New ‘Clash of Clans’ Spots Are Already Viral

Barton F. Graf 9000 has two new spots for Supercell’s massively successful Clash of Clans game, and each of the 30-second videos have already racked up over six million views on YouTube since being uploaded yesterday.

While last year’s spot from the agency took a broader approach, this year Barton F. Graf 9000 chose to spotlight a single character, the wizard. In “Preparation” we get a view into what the wizard does to psyche himself up for a day of fireball throwing, as well as a look at his explosive hair. In “Magic” he takes a break in the midst of fighting to pull a rabbit from his hat, but things are soon back to normal.

The new spots will break on television this weekend, according to Adweek, which should rack the view count up even higher. At this rate, it won’t be long until the ads eclipse last year’s 60-second spot’s 22 million views. The broadcast and digital spots will be further supported by an out of home component. Read more

GoDaddy Grows Up

Internet domain clearinghouse and noted soft-core Super Bowl commercial creator GoDaddy recently announced that that it has “matured.” In fact, in a recent Adweek interview, the company announced it would stop making those questionable advertisements.

“We’ve evolved,” CMO Barb Rechterman said in a statement. “Our new brand of Super Bowl commercials will make it crystal clear what we do and who we stand for. We may be changing our approach, but as we’ve always said, we don’t care what the critics think. We are all about our customers.”

GoDaddy recently appointed Barton F. Graf 9000 (BFG9000) as its AOR after a stint with Deutsch, and now the brand is growing up. Sort of.

They have not outgrown Danica Patrick, who stars in this ad called “Air Wrench.” The goal of the company’s semi-rebranding is to target small businesses. From CMO Barb Rechterman:

“This commercial marks another milestone in our brand evolution. The ad definitely uses humor, as our past campaigns have, but this new campaign is not solely about driving brand awareness — it promotes more than domain names by plugging Website Builder.”

The “Air Wrench” commercial will run during broadcasts of NASCAR races and other sporting events on ESPN this summer. GoDaddy will also use social media to promote the spot. The budget was undisclosed.

Note: BGF9000 was not involved in this campaign.