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Crispin Porter & Bogusky

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.

CP+B Partners with 2K for NBA 2K Franchise

CP+BCP+B announced today that has partnered with 2K to launch the next edition of their long-running  basketball simulation video game franchise, NBA 2K. Santa Monica-based CP+B LA won creative duties following a competitive pitch process and will roll out an integrated marketing campaign starting in September for the next iteration of the franchise, NBA 2K15. The campaign will include TV, digital, social media and more.

NBA 2K continues to break new ground in interactive entertainment and culture, and has even bigger plans for the future,” said Mason Reed, EVP/Managing Director, CP+B LA. “We couldn’t be more excited to help them along the journey.”

You may recall that the account previously belonged to Zambezi, which ran this “Michael Jordan Uncensored” series last year.

CP+B Boulder Names Ralph Watson CCO

Ralph_WatsonCrispin Porter & Bogusky Boulder have announced the appointment of Ralph Watson as the office’s new chief creative officer, AdAge reports.

After the departure of worldwide chief creative officer Rob Reilly in December, CP+B “announced a new, decentralized model that gave its offices in various cities more autonomy.” Watson joins the agency from BBDO, where he led the Bud Light account. Before that he was at Goodby Detroit, where he oversaw Chevrolet. The industry veteran has also spent time with Leonard/Monahan, Team One, Arnold and Saatchi & Saatchi New York. He has created award-winning work for clients such as Miller High Life, Fruit by the Foot, and AT&T.

Japanese Vitamin Water Spot Is So Much More New York Than You

Vitamin Water is obviously a CP&B client, but we have very little info for this slightly insane Japanese spot other than the fact that one Himanshu Kumar, aka “Heems” of Dat Racist, wrote the music and that DIESEL artistic director Nicola Formichetti may have provided something resembling creative.

Heems tweeted it out to the world yesterday before proclaiming himself the new, less recognizable Bill Murray. Not sure we agree…

Google translate isn’t helping much, but we’ll go with it anyway: how often do you see an ad repping the theater/restaurant you kept telling everyone you wanted to check out last year if only it weren’t a 65-minute subway ride away? We did glean this nugget from the translator:

“The flavor deployment bright colors, you can enjoy to choose what you like to suit lifestyle and mood, the condition of their own throughout the day.”

Accurate.

The key question: is this submission stranger than the 2012 CP&B spot after the jump?

Read more

Hey, Bob Winter Has Landed a New Gig as Well

Bob-Winter-headshot-720x405

Yes, word is out that Bob Winter, former Y&R (what was then Chicago) CCO who left for Crispin Porter + Bogusky in late 2012, has found a new gig at VSA Partners. Winter, who helped create the Bud Light “Real Men of Genius” campaign while at DDB and led wins on Dave & Buster’s and Famous Footwear during his stint at Y&R, will now take on the role of partner/executive creative director at VSA, which houses offices in its homebase of Chicago as well as Detroit and NYC.

In a statement, said agency’s CEO, Dana Arnett, says, “The addition of this world-class marketing talent just continues to advance VSA’s legacy of designing powerful, human-centered experiences across channels that are realized to the highest creative and strategic standards. When those dots are effectively connected, clients and consumers always benefit.”

As mentioned before, during his career, Winter also served as a creative director at Goodby and an SVP/CD at Leo Burnett.

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