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Commonwealth

JWT/Team Detroit’s Pascoe Takes Creative Reins at Commonwealth

Well, this was the tip that we received verbatim yesterday afternoon that pretty much nailed it: “gary pascoe – ECD at Team Detroit.. or was. he’s gone. Left on his own. Leading up some other DET shop.” And yes, the McCann camp has announced that Pascoe is indeed leading another Detroit shop, namely its Chevy-focused, IPG-owned unit Commonwealth. Pascoe is joining as agency as chief creative officer, North America. Most recently, the creative exec spent three-and-a-half years as ECD at JWT/Team Detroit, serving as ECD on not only various Ford accounts, but others including Sports Authority and Etch-a-Sketch.

In a statement, Linus Karlsson, chief creative officer for global brands at Commonwealth overseer McCann Worldgroup, says, “Gary is an incredible talent who is going to bring the kind of creative passion and leadership that will help define Commonwealth moving forward and build on the momentum we have seen over the last few months. He is behind some of the best work in the category and we are incredibly happy to have him join the team and help us tell the Chevrolet brand story in exciting new ways.”

While we reported about cuts last week at Commonwealth, our sources mentioned that the agency was also hiring aplenty and Pascoe is actually just one of several additions to the creative team. Along with the new CCO, the agency has also brought on Bob Guisgand, Duffy Patten and Erika Kayuk as creative directors. Prior to joining Commonwealth, Guisgand and Patten served as CD/art director and CD/copywriter, respectively, at Fallon while Kayuk, who will focus on Chevy.com, arrives from Organic.

As for Pascoe, the newly minted CCO also spent several years as a senior creative at the likes of BBDO Detroit/NYC as well as TBWA\Chiat\Day L.A., the latter of which he worked on past and present clients including Nissan, PlayStation and Taco Bell.

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Commonwealth Makes Some Cuts

Speaking of Commonwealth, sources familiar with the matter confirm what we’ve been hearing since yesterday, that the Detroit-based, Chevy-focused agency, which is now solely under McCann’s control, has had to let go of some staff. From what we’ve been told, the number of those affected is approximately 10 and among the most notable ones that have been cut are executive creative directors Andrew Reed and Larry Frey. Frey, if you didn’t know, served as creative director on the 90-second Chevy anthem spot, “Find New Roads,” from earlier this year while at Commonwealth.

Both Frey and Reed (pictured) joined Commonwealth from the Goodby Silverstein & Partners side of the now-defunct agency structure. The latter also had stints as a GCD at Razorfish and served as a freelance creative at the likes of W+K and Saatchi & Saatchi LA. Our sources tell us that this week’s Commonwealth cuts were due to the usual “making adjustments in staffing levels and capabilities across departments, realigning resources to best service the client.”

 

Commonwealth Drives Out New Chevy Campaign During Grammys

John Cusack wants to know: “Why just go from A to B when imagination can take you everywhere?” It’s a valid question, especially coming from the guy who played Lloyd Dobler. Would  the boombox move from Say Anything exist with conventional thinking?

The tagline is the adspeak centerpiece of Commonwealth’s new Chevrolet campaign titled “Find New Roads.” The 90-second spot premiered last night alongside irresponsible tweets about Katy Perry‘s cleavage and Justin Timberlake‘s bad haircut. Chevy’s ad acts as a trailer for what’s to come, showing off the Volt, Spark, Sonic, Impala, and Stingray. There’s also a robotic pet dog and a doe interacting, which may be awkward symbolism for combining technology and nature, but we can just pretend that part doesn’t exist. The response thus far has been positive, and the ad already racked up a six-figure view count on Youtube.

It makes sense for Commonwealth to jump outside the box. The agency, which unites folks from Goodby and McCann, was born thanks to unconventional thinking from ex-GM CMO Joel Ewanick, who didn’t want to waste money on Super Bowl ad space. One could easily see “Find New Roads” debuting during last week’s game, but it didn’t have to compete with farmers and sloppy kissing noises. GM fired Ewanick last summer, but his auto agency and some of his ideas are still in play, apparently.

I guess he didn’t try the boombox move with GM’s senior leadership. Credits after the jump.

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