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Pizza Hut Names Deutsch LA Lead Creative Agency

pizzahutsmallPizza Hut has named Deutsch Los Angeles as its new lead creative agency, AdAge reports, taking over duties for McgarryBowen immediately. Deutsch is already lead creative agency for Pizza Hut’s Yum! Brands sister Taco Bell.

McgarryBowen won lead creative duties in a review this past September that included incumbent The Martin Agency, but now Pizza Hut has decided to change direction yet again. The Martin Agency had held the role since 2009. Pizza Hut’s move comes amidst slumping sales figures and the brand is looking to evolve its image. The company spent $247.4 million on measured media last year. Read more

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Deutsch New York, Barton F. Graf 9000 Help GoDaddy Lose Its Sex Appeal

godaddy_facebook_van_damme

New Ad Strategy: Swap Sexy for Creepy?

For a couple of years, GoDaddy made headlines for all the wrong reasons. During the Super Bowl, scantily clad B-list women and “athletes” would offer themselves up for innuendo, double entendre, and a few other Latin words.

Since June 2012, GoDaddy has attempted to stray from that image with a different advertising campaign featuring the acuity of Deutsch New YorkAccording to The New York Times, the URL storehouse will announce its plans to hire Barton F Graf 9000 as its U.S. creative AOR today. 

Here’s why… Read more

Deutsch LA Scores ECD from W+K

MattORourkeThis morning we learned that Deutsch LA signed Matthew O’Rourke as its newest Executive Creative Director.

O’Rourke has worn several hats during his decade-plus in the agency world: Copywriter at MRM; ECD at CP&B; GCD at McCann; owner of a stolen bike. In his most recent role he served as Creative Director at W+K, where he famously worked on campaigns for Old Spice, Levi’s, Sony, Powerade and Oreo.

Deutsch CCO Pete Favat says the hire is part of his agency’s efforts to build “an ‘A Class’ of creative talent across all disciplines.”

Read more

EVP/ECD Leaves Deutsch LA for Media Arts Lab

Mathias AppelbladIn dated but unreported news, Executive Vice President Mathias Appelblad recently left Deutsch LA for TBWA‘s Media Arts Labwhich has witnessed some executive-level changes as its relationship with sole client Apple shifts.

Appleblad joined Deutsch in February 2013 to assume the then-new role of EVP/Digital Executive Creative Director, creating work for Volkswagen and others. Prior to that move, he spent nearly three years as EVP/ECD at BBDO New York, where he worked on campaigns like GE’s “Ecomagination.”

Appleblad’s agency roots lie overseas with Sweden’s Forsman & Bodenfors; he joined F&B after establishing himself as an art director with various companies and worked on IKEA’s “Dream Kitchen for Everyone (no noise)“ as Interactive Creative Director.

We have no official word on his position at MAL, but we will update this post if we receive more information.

Deutsch Continues Taco Bell Breakfast Onslaught


Meet Harold and Lenny, the pair of geriatric kvetchers in Deutsch’s most recent assault on McDonald’s in their latest campaign promoting the new Taco Bell breakfast menu.

Deutsch and Taco Bell have had McDonald’s in their sights since they launched the breakfast menu with their real life Ronald McDonalds (an idea borrowed from a 2002 Jack In The Box campaign). They ratcheted things up with the 80s-referencing “Get With The Times,” which called out the McMuffin directly as being as out of touch as the spot’s Loverboy-fan protagonist. This time around, the McMuffin isn’t explicitly referenced, but the pair of old men complaining about youngsters and the new Taco Bell breakfast items appear to be eating McDonald’s signature breakfast sandwich on a park bench.

The formula is the same for the three new spots, said pair of old men complaining about young people and Taco Bell’s new breakfast offerings on a park bench across the street from a Taco Bell. This allows Deutsch to skewer McDonald’s as being for the old and out of touch while simultaneously promoting the new Taco Bell breakfast items, such as when the pair question the need for a one-handed breakfast (the A.M. Crunchwrap) — “so they can do that Tweeter thing,” one of them explains. In another spot, the pair complain about the “Morning Rave” happening at Taco Bell, despite the fact that they don’t know what a rave is. This all ties in well with the tagline, “The next generation of breakfast is here.”

There’s no official word as to whether Harold and Lenny are expected to make an appearance beyond this campaign, as a spokeswoman told AdAge, “Anything is possible” when asked if they will be ongoing characters. Stick around for “Morning Rave” and “Slippery Slope” after the jump. Read more

Secret Weapon CD on Deutsch McDonald’s Campaign: ‘Flattering’ but ‘Annoying’

Anyone notice that the recent Taco Bell “Ronald McDonald” spot bears a very slight resemblance to this 2002 Secret Weapon ad for Jack in the Box?

Secret Weapon founder/creative director Richard Sittig did–and he told Felix Gilette of Bloomberg Businessweek all about it today.

You know you want some key quotes after the jump.

Read more

Taco Bell Aims Directly at McD’s Again in New Deutsch Spot

Taco Bell has moved on from finding Americans named Ronald McDonald to following the smartphone “out with the old/our stuff is newer than your stuff” equation with this new spot from Deutsch.

It’s all set to the tune of “Old Macdonald” in case the references weren’t clear enough.

Read more

Deutsch L.A., Ronald McDonald Love Taco Bell Breakfast

Deutsch L.A. teamed up with production company Moxie Pictures for a new broadcast campaign promoting Taco Bell’s new breakfast menu, coming on the heels of the brand’s digital campaign from Digitas.

Directed by Errol Morris, with editing from Rock Paper Scissors, the spots collect a group of individuals all named Ronald McDonald to share their thoughts on the new Taco Bell breakfast items. The Ronald McDonalds saying they love Taco Bell approach is used across the three spots in the campaign, and necessitates a “These Ronald McDonalds are not affiliated with McDonald’s corporation and were individually selected as paid endorsers of Taco Bell Breakfast, but man, they sure did love it.” disclaimer. That’s pretty much the entire campaign, the Ronald McDonald idea, but it’s a clever one and doesn’t feel especially stretched over the course of the three 30-second spots. It probably doesn’t have all that much more life in it, though, so hopefully it’s just Deutsch’s launch idea. Stick around for the “Waffle Taco” spot and credits after the jump. Read more

Ex-DDB Design Head Pagan Heads to Deutsch NY

juancarlosddbWell, that didn’t long, either. Just a week after we reported that Juan Carlos Pagan had turned in his notice at DDB New York, where he spent the last two-and-a-half years as head of design, we’ve received word that the creative has moved over from Omnicom to IPG. Pagan has now joined up with the latter holding company’s agency, Deutsch NY, to serve in the newly created role of, yes, design director. From what we’ve been told, Pagan, who also spent time at the likes of what was G2 during his career, will assume his new role at Deutsch’s Big Apple hub next Monday, March 3.

Deutsch NY CCO and Pagan’s new boss, Kerry Keenan, says about the hiring, “I worked with Juan Carlos last year. He will be a great leader as we grow our design offering. His passion and talent for design are evident in every project he touches.”

 

Russian Flaming Billboard Today’s Ad Ripoff?

flaming billboard

It’s been awhile since we reported on a potential ad ripoff, but this one got our attention.

A restaurant in Yekaterinburg, Russia decided to promote their flame-broiled steaks with a flaming billboard. The technique is strikingly similar to a 2011 Deutsch NY campaign promoting Outback Steakhouse’s wood-fire grill cooking platform in which, “three long, brown cylinders running along the front of the billboard—symbolizing a grill—[were] ignited.” The new campaign certainly shares a lot in common with Deutsch’s work for Outback, although that campaign was significantly more badass, ending with “The flames [consuming] the billboard and the grill [falling] off, landing on a car, [resulting] in an explosion.”

It would be a much more clear case if the billboard in question were in the US, but the distant location suggests that it’s at least possible that the similarities are a mere coincidence. Did the Yekaterinburg restaurant rip off Deutsch’s campaign? We’ve provided footage of the Outback billboard below for comparison. Let us know what you think in the comments section.

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