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Crispin Porter & Bogusky

CP+B Warns Parents on Behalf of Boys and Girls Clubs of America

This CP+B PSA for Boys and Girls Clubs of America, which received a New York Times writeup today, is a little frightening.

It’s far cry from the generally upbeat messages this group has shared in the past. If anything, it reminds us of the famous “It’s 10 PM. Do you know where your children are?” line (which was not a paid ad but was created by an on-air promoter).

The copy goes on to clarify:

“…they’re out on their own, out with nowhere to go, out with nothing to do, out all afternoon when anything can happen.”

Now we’re scared–and we always knew not to play on the train tracks or accept gifts from strangers.

CP+B CD Sue Anderson told Andrew Adam Newman that it’s all about fundraising, because parents will be more likely to give when they sense that the kids’ safety depends on their donations.

Effective! For the music snobs in our audience, we’d also like to note the excellent use of “Fratres” by our greatest living composer, Arvo Pärt. Yes, we hate superlatives too, but it’s true.

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CP+B Channels Rushmore in Best Buy Back-to-School Ad

The inspiration for CP+B’s new back-to-school ad is pretty clear: the 1998 film Rushmore by Wes Anderson (who is no stranger to advertising), which happens to be my personal favorite from the director.

Like Jason Schwartzman‘s Max Fischer character in that film, the protagonist of the 30-second “Part Time Everythingers” tackles just about every extracurricular activity imaginable, from a school play to fencing (both clear nods to Rushmore). The comparison is made even more obvious by the use of The Creation’s classic 1967 song “Making Time,” also used in the opening credits of the film (as well as its trailer).

When asked by AdFreak if the spot was a literal homage to Rushmore, a BestBuy rep seemingly side-stepped the question, saying, “Any time you’re compared to an Academy Award-nominated director, that’s a good thing. And to be honest, better to channel Wes Anderson than Wes Craven.”

While it may lack originality, the choice of homage makes perfect sense in context and, more importantly, makes for a very watchable spot. Stick around for a more complete look at Max Fischer’s extracurricular activities (set, of course, to “Making Time”) after the jump. Read more

CP+B Names New VP/Director of Invention

CPB Logo

Today CP+B named longtime staffer David Corns to the newly created role of VP/director product & brand invention.

Corns, who spent eight years in account management roles at the agency, will work under Neil Riddell, EVP/executive director, product innovation as part of the larger Product Innovation group.

The release tells us that CP+B has been “innovating products and creating new brands in-house for a number of years” in addition to its more traditional ad agency services. Some more details:

“The department collaborates with venture capitalists, operators and strategic partners to create products, brands and companies from scratch, bringing them to market with the agency owning a substantial share of the total business.”

Corns will help the group expand on those services by hiring industrial designers and other staff members and taking on new projects.

Two of the coincidentally alcoholic products Corn has worked on are Angel’s Envy bourbon and Papa’s Pilar rum. Another example of innovation in practice: Kraft Mac and Cheese for the grill.

Prior to joining CP+B, Corn held account management roles at Wieden+Kennedy and TBWA’s London offices as well as Carmichael Lynch.

Infiniti Courts Seven Agencies in Global Account Pitch

Infiniti

Infiniti Motor Co. will meet (or has already met) with seven agencies before selecting finalists to pitch for its global creative account, Adweek reports.

The meetings took place this week, and leave Infiniti “on track to complete its search by August,” according to Adweek. Infiniti’s initial request for proposal reported that the brand spends approximately $450 million annually. Among the agencies in the running are Publicis, FCB, Havas Worldwide (pitching with sister shop Arnold), Bartle Bogle Hegarty, M&C Saatchi and Crispin Porter + Bogusky, according to Adweek‘s sources. Interestingly, also pitching is Goodby, Silverstein & Partners, partnering with incumbent Omnicom agency TBWA. After the initial meetings, Infiniti will narrow the field to three or four agencies, a cut that “could come as soon as next week.” Infiniti’s RFP noted that “alternative approaches are paramount as Infiniti cannot outspend its competitors in broadcast,” and identified the U.S., China and Hong Kong as priority markets.

CP+B Taps Kevin Hart for Vitamin Water

CP+B tapped Kevin Hart for a new Vitamin Water spot entitled “Make It Big” that, unfortunately, isn’t very funny.

The 60 second spot features Hart examining the alternatives he could have taken in his career path: keeping his day job as a shoe salesman, making friends in all the right places, being someone he isn’t. His message is that success takes hard work and hustle, which requires hydration, so that’s how Vitamin Water factors into all this. Perhaps because this line of reasoning is a bit of a stretch, Hart can be seen taking a sip of Vitamin Water at various points in the spot, such as at a bad performance in front of a tough crowd, or servicing a particularly unreceptive customer as a shoe salesman, and the spot ends with the “Hydrate the Hustle” tagline. All of these scenarios fail to live up to their comedic potential, though, making this one seem like a pretty big missed opportunity. Stick around for credits after the jump. Read more

CP+B Names Jay Gelardi Digital ECD

-41CP+B announced today the hiring of Jay Gelardi as digital executive creative director.

Prior to joining CP+B, Gelardi was digital creative director at Sydney-based agency The Monkeys. During his time there he helped lead the agency to six “Agency of the Year” titles from awards shows and Australian advertising publications. Before The Monkeys Jay spent eight years at Agency Republic, London. He has worked with brand including IKEA, Intel, Mercedes, PlayStation, Samsung, Smirnoff and The BBC. Additionally, in 2008, Jay set up Republic Film, “a production company specializing in interactive film and animation,” and in 2011 he co-founded “a Twitter-based charitable venture that translated people’s foul-mouthed tweets into donations to good causes” called Charity Swearbox.

“The Digital ECD is a critical role at CP+B,” said Ivan Perez-Armendariz, executive vice president/chief digital officer, CP+B.  “We’re at our best when it’s filled with someone that has made the choice to live and breathe digital 100% of the time. Jay is someone who really understands that the book of advertising conventions is being rewritten almost on a daily basis. We are thrilled that he is here to help us continue to rewrite that book.”

CP+B’s recent digital work includes a partnership with NBC launching the overall digital experience for NBC’s “The Tonight Show Starring Jimmy Fallon,” as well as the digital transformation of Domino’s.

CP+B Changes A.1.’s Relationship Status with Steak

As we mentioned in Stir yesterday morning, Kraft has decided to drop the “steak” from A.1.’s title, now calling it A.1. Original Sauce. Now we have an online spot from CP+B to go along with the name change, explaining the nature of A.1.’s evolving relationship with steak.

In CP+B’s “New Friend Requests,” the Boulder-based agency imagines A.1. rethinking its commitment to steak via Facebook. We see posts of the two together, one of which contains the line “It’s just you and me forever.” But then A.1. gets new friend requests, first from pork, then from myriad other foods. This leads to the sauce changing its relationship status with steak to “It’s complicated,” citing a need to “see other foods.” Initially steak doesn’t take too kindly to this, but eventually steak and A.1. reconcile, with the spot ending with the tagline, “For almost everything. Almost.” The idea is about equal parts clever and goofy, but CP+B mostly make it work, although the spot could have benefited from a shortened run time (it clocks in at 2 minutes). Both the name change and the “For almost everything. Almost.” campaign stem from insights into diehard A1 users, who use the sauce on everything from chicken, pork, and fish to vegetables.

The “For almost everything. Almost.” campaign will also include TV spots, which debut Monday, the first from the brand in five years, in addition to digital, social, radio, out of home and in-store activations. Stick around for credits after the jump. Read more

CP+B Names Spence Kramer Global Managing Director

Spence KramerCP+B‘s Miami office has a new role and a new name to fill it: Spence Kramer, fresh off running Coca-Cola for Wieden+Kennedy, will be the agency’s new global managing director.

In his new position, Kramer will work across all eight CP+B offices from L.A. to Stockholm while also “identifying new international growth opportunities” and managing relationships with current clients.

Prior to handling Coke, Kramer headed Nike for W+K; previous positions include in-house stints with Virgin America and ESPN. In a career marked by a talent for managing massive companies’ marketing strategies, he also has extensive international experience.

In the release, Kramer writes:

“I can’t think of better people and a smarter, more forward-thinking company to join than CP+B. The best years of this agency are ahead of us.”

On a side note, he easily won our office’s unofficial “Headshot of the Week” contest.

CP+B Rolls Out New Kraft Mac & Cheese Spots

CP+B have unveiled the latest in their continuing “You Know You Love It” campaign for Kraft Macaroni and Cheese. Previous work on the campaign for Kraft’s macaroni and orange goo product has included the funny, on-point “What I Did For Love” and the nostalgia-laden “Go Ninja, Go.”

The two new 30-second spots are more in the vein of the former, although not as funny or effective, relying more on cuteness than humor. In “Pregnant,” a man eats the macaroni and cheese his pregnant wife requested, claiming that they’re “all out.” As you may have guessed, this is not a smart move and the spot ends just before she claws his face off (okay, not really). “Babysitter” is similarly minded, with a babysitter who will pay the price for helping herself to a late night mac and cheese snack. Stick around for credits and “Babysitter” after the jump. Read more

CP+B LA Names Two New Creative Directors

AlexandMike

This morning brings word that Alexandra Sann and Mike Kohlbecker, who joined CP+B Los Angeles as associate CDs in 2011 and recently collaborated on the Grey Poupon account, have dropped the A’s in their acronyms to become creative directors.

In addition to managing the aforementioned mustard, the two will now also lead creative for A.1. Sauce and Applebee’s.

This promotion follows a streak during which the two drove the creative behind “some of the LA office’s most memorable and award-winning work”. That work includes both the Poupon “Spread Good Taste” campaign–which scored wins at One Show and Cannes–and 2012′s much discussed Old Navy 90210 reunion.

Prior to joining CP+B, both Sann and Kohlbecker spent time at TBWA\Chiat\Day LA, where they worked on the Visa, “Call of Duty” and Energizer accounts; Sann also worked at TBWA\Chiat\Day NY, Amalgamated and Ogilvy NY while Kohlbecker spent three years in the CP+B Boulder office before heading out west.

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