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David Povill Rejoins Deutsch L.A. as Creative Director


Today we learned that copywriter/creative director David Povill has rejoined the Deutsch L.A. creative team.

You may know Povill as the copywriter behind the “Little Darth” spot, and our contact confirms that he has returned to Los Angeles to work on the VW account, among others.

W+K’s Portland office snagged Povill in 2011 after the Super Bowl spot went viral (creative director Eric Springer, who supposedly championed the ad, also left Deutsch in late 2011), and he spent more than three years there as senior copywriter. During that period, he worked on Dodge/Chrysler, Coke, Facebook and, perhaps most notably, the Old Spice “Smellcome to Manhood” campaign.

Before landing at Deutsch for his initial one-year-plus stint, Povill wrote copy for CP+B, TBWA\Chiat\Day, and David&Goliath. (Sources tell us that Povill bears a striking resemblance to this guy, but we can’t confirm that fact.)

Expect new campaigns this Fall.

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Deutsch New York to Move Uptown

Deutsch office

In news we missed this week, R/GA isn’t the only New York agency that went shopping for real estate in recent months.

Deutsch New York, which has called the (Google-branded) building at 111 8th Avenue home since 1999, will soon be moving into new uptown digs. The agency recently signed a lease for 330 W. 34th Street, a structure owned by Vornado Realty Trust. In a related call, Vornado described the office as “the low-cost producer and not a bad place to be”, revealing that Deutsch will occupy two floors and 74,346 square feet (a smaller space than its current 134,830 square foot office) and — most importantly — that one of those two floors has a terrace.

Here’s the agency’s official statement:

“Our lease runs through 2018 at 111 8th Avenue, but when we re-upped the lease over a year and a half ago we had already been exploring new spaces and seeking out up and coming neighborhoods. That was one of the key things we were interested in—being able to explore new areas and make our mark, as we did when we moved to 111 8th Avenue in 1999. At that time the Meatpacking district was just that, and, for perspective, the Maritime Hotel was a meth addict treatment center. Our new space is on the edge of the Hudson Yards, an emerging area with character and history that is poised for growth. We’re excited about the move and will begin designing and building out the space shortly, and imagine a move sometime in 2015.”

Finally, the new office will be on the West side adjacent to Penn Station, home to New York’s only Krispy Kreme as well as both the sixth and seventh circles of Hell. So your inevitable Jeffersons reference doesn’t apply.

Deutsch LA Brings Back Ronald McDonalds for Taco Bell

Back in March, Deutsch LA used endorsements from real life Ronald McDonalds to help introduce Taco Bell’s new breakfast menu. Now, the agency has brought back the idea (which was actually recycled, intentionally or not, from an old Jack In The Box campaign), with their latest spot, “Ronalds.”

The 30-second spot features guys named Ronald McDonald sitting around a table and talking about Taco Bell’s breakfast burrito. In what amounts to yet another shot at McDonald’s (which seems to form the crux of Taco Bell’s recent strategy), a moderator asks, “Would you get a burrito from a burger place?” To which one of the Ronalds replies, “You don’t go to a sushi bar and order spaghetti.” That you could easily follow up the question with “Would you get breakfast from a taco place?” makes this seem like a bit of a misstep.

The Ronald McDonalds idea, which seemed stretched thin by the end of the last 30-second spot, now seems even more tired. It feels like it’s time for Deutsch LA to go back to the drawing board and put this idea to rest for good. Credits after the jump. Read more

Changes at Deutsch LA


Today we can confirm tips about two staffing changes at Deutsch LA: one arrival and one departure.

First, the agency signed Josh Hirsch as its new EVP/executive creative technology director.

Hirsch was CTO at Publicis Kaplan Thaler before the move, and he arrives to replace the outgoing CTO Trevor O’Brien, who left to devote himself full-time to The Experiment, a startup he co-founded.

In the new gig, Hirsch will oversee the Deutsch in-house development team responsible for redesigning the websites of clients like Taco Bell. Mediapost helpfully tells us that “His well-known creative achievement to date is his contribution to the HBO Voyeur Project while working at Big Spaceship.”

Also: friend of the site and all-around good guy Jeff Sweat, who previously served as SVP of PR and social media at Deutsch, has left to accept a job at 72andSunny. No word on Sweat’s official title in his new position at this time, though we look forward to accepting all his future pitches.

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.

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

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


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