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New Pizza Hut Campaign Challenges Italians to Taste Sriracha

The new Pizza Hut campaign doesn’t include full credits from AOR Deutsch LA.

But the spots, which earned coverage in both Adweek and The New York Times this week, mark a change in direction for the newly rebranded company.

First, a trip to the town of Boring, Maryland with your favorite announcer Dick Vitale:

After the jump: a visit to Bland and somewhere in Italy.

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We Hear: Deutsch LA Set to Win Sprint

sprint logo

We hear that the battle is over and that Deutsch LA is in final negotiations regarding the Sprint account, though nothing is official at this moment.

Multiple sources told us over the past few weeks that the final two agencies were Arnold and Deutsch, and this morning Arnold sent an internal memo to staff confirming that it had not won the business.

We knew as early as October via multiple tipsters that the group of five agencies competing for the business had narrowed to two and that the final round of the review would pit Deutsch CCO Pete Favat against Arnold global president Pam Hamlin, with whom he worked closely during his 13 years at the latter agency.

Sprint never confirmed any of this, though its new CEO/president Maurcelo Claure didn’t hesitate to tell all interested media outlets that the company would cancel its “Framily” plan in the interest of increasingly “simple” and “aggressive” messaging.

If true, this would be the latest, biggest win for Deutsch’s West Coast team, which won Pizza Hut over the summer before the company announced its new, Sriracha-flavored identity. Deutsch has also made multiple staffing changes in recent months, hiring ECDs from W+K as well as a new CTO.

Internal memo from Hamlin after the jump.

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Sherwin-Williams Confirms Deutsch NY Win


On Monday we reported that Deutsch New York had won a portion of the Sherwin-Williams account, and yesterday the company confirmed the news with a press release. Specifically, Deutsch won the Diversified Brands Division of S-W and will “assume all marketing responsibilities, including media planning and buying, for the portfolio of brands.”

The brands involved include Minwax, Krylon, Purdy, Thompson’s WaterSeal, Dutch Boy, Pratt & Lambert, Dupli-Color, and others.

From Crain’s Cleveland, a Sherwin spokesperson said that the account, which had previously been handled by multiple agencies, went to Deutsch so the client can “‘align portfolio brands’ and ‘drive efficiencies of the portfolio.’”

While the company did not disclose billings on the account, The Wall Street Journal recently reported that its Q3 sales totals rose by 11 percent thanks to acquisitions and sales growth. No word on when to expect new work.

Deutsch LA Introduces ‘Randomly Chosen One’ for Taco Bell

Deutsch LA introduces Taco Bell to Destiny in a new ad promoting the chain’s PS4 Destiny bundle sweepstakes with its Quesarito Big Box.

In the spot, a small guy enjoying a Quesarito Big Box is thrown into the world of Destiny, where a commanding officer refers to him as “The Chosen One” and expect him to lead the vanguard. “I’m from New Jersey, I don’t know what he’s talking about,” the guy says after explaining (in a perhaps too obvious line) that he won bought a Quesarito Big Box and won a PS4. “The Chosen One” manages a blunder near the end of the spot that may make his leader second guess his notions that he’ll lead them to victory, leading into an explanation of the promotion, which runs until November 19th. The spot makes sure to mention that there’s “a winner about every 15 minutes,” a claim that may sound pretty convincing to young viewers with a hankering for some Taco Bell and PS4. Read more

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.

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