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Doner

Doner Illustrates ‘Epic Fails’ for JBL

Here are a couple of spots that actually demonstrate the functionality of the product they’re promoting.

This work by Doner of Michigan, launched earlier in the week, demonstrates the many (sometimes excruciating) pains caused by old-school headphones with their freaking cords.

We write this post while wearing phones with a cord too short to allow us to sit up properly, so we get it.

Another one after the jump.

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Doner’s Latest Effort for Fiat Turns from Cute to Threatening

Doner’s latest spot promoting the Fiat starts out cute and sweet before taking a menacing turn.

The 54-second animated effort, entitled “Helpful Critters,” opens on a group of woodland critters talking up the Fiat 500′s gas mileage in a casual, conversational tone. “Do you get such crappy gas mileage, they know your name at the gas station? a bunny rabbit asks in a squeaky voice. “Why you hatin’ on the earth? With the Fiat 500, just think of the money you’d save,” adds a squirrel.

Things take a sinister turn around the midway point with the rabbit saying, “We think you should get a Fiat, if you know what’s good for you,” as her face suddenly changes from a smile to an evil glare. The critters then suggest that they know several members of the bear community and you could go missing (presumably murdered) if you don’t buy a Fiat.

It’s both reminiscent of Italian mafia stereotypes and the classic South Park episode “Woodland Critter Christmas” for its cuteness-turned-evil tone. Needless to say, threatening to murder potential customers is an odd approach for a car commercial.

Doner, Ogilvy & Mather Target Small Businesses for The UPS Store

The UPS Store agency of record, Doner, Detroit, and UPS agency of record, Ogilvy & Mather, Chicago, teamed up on a new integrated campaign promoting The UPS Store to small business owners.

Ogilvy & Mather created the television spot for the campaign, entitled “Mailbox Confessions,” while Doner handled the rest of the work. “Mailbox Confessions” will launch September 15th and includes television, online, print and radio components. The campaign’s launch next month will arrive with the brand’s image in trouble following recent revelations of data breaches at 51 of its stores. The broadcast spot, also entitled “Mailbox Confessions,” will run during prime-time programming on ABC, “Thursday Night Football” on CBS, “Notre Dame Football” on NBC, as well as cable programs.

In the 30-second spot, a group of small business owners talk up The UPS Store’s importance to their businesses in confessions to a UPS Store franchise owner, while the camera frames them behind their mailboxes. “I confess, I don’t know what I’d do without you,” says one of the business owners at the conclusion of the spot.” The approach comes across as a bit monotonous, as viewers are presented with basically the same image (business owner behind a mailbox) for the entire 30 seconds, which makes for a pretty unmemorable ad that’s easy to tune out — but The UPS Store is hoping that authenticity will make up for the lack of memorability. Read more

Bohan Advertising Lands O’Charley’s, Succeeds Doner

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230 locations across the country isn’t bad, but dining chain O’Charley’s still has something of a market share issue. On that point, the company recently held a review (previous creative lead Doner chose not to defend but will maintain the media planning and buying responsibilities).

There were three finalists, two of which were not disclosed; Nashville-based Bohan Advertising won the business, and its nearly $10 million in annual advertising revenue.

Bohan and its 74 staffers work on a diverse portfolio including Dollar General, Jos. A Bank (which is currently on another list), Pensacola CVB, Fazoli’s, and the Arnold Palmer Hospital for Children.

“In the pitch, Bohan executives distinguished themselves by capturing the tone of the brand and presenting ideas that went beyond traditional advertising, said David Ellis, VP of marketing at O’Charley’s. The new shop’s first campaign is expected in the fall.”

The fact that O’Charley’s parent company American Blue Ribbon Holdings is based in Nashville probably didn’t hurt either.

ADT Leaves Non-Secure Relationship With Arnold After Less Than a Year

adt security

It was only eight months ago when Arnold beat out some stiff competition to become security giant ADT’s chief creative AOR.

It was a big day for the agency pitching out of its Boston office, which beat TBWA\Chiat\Day in New York, McKinney in Durham, N.C. and the incumbent, Doner in Southfield, Mich. Remember that name of the incumbent…because evidently ADT did not.

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Doner Takes on Youth Homelessness for Bellefaire JCB

Today Doner launched an integrated campaign on behalf of Bellefaire JCB, “an innovative organization that provides exceptional care, education, and advocacy to enhance the emotional, physical and intellectual well-being of children, young adults and families” to raise youth homelessness awareness.

The centerpiece of that campaign is “Take A Closer Look,” a series of faceless figures set up across Greater Cleveland, each wearing a sweatshirt describing the reason for their homelessness as a way to communicate the message that homelessness is not a choice, and that young people are driven to homelessness by forces beyond their control. For example, one of the shirts reads “My dad kicked me out of the house because I’m gay,” while another says “My mother’s boyfriend hurts me.” A sticker on the floor in front of each figure further describes the situation and offers ways to help. The campaign also includes TV and radio PSAs, social media and print components. Stick around for credits after the jump. Read more

Diddy Joins Fiat Fold to the Tune of Pharrell’s ‘Happy’

Doner created a new global campaign called “Mirage” for FIAT, in promotion of their new Fiat 500L, the first four door vehicle from the automaker (which we guess is now officially Fiat Chrysler Automobiles). “Mirage” enlists the help of Diddy and Pharrell‘s hit “Happy,” which you may recall as the song from the world’s first 24-hour music video, and the soundtrack to Despicable Me 2.

“Mirage” is (as you might have guessed) set in the desert. Two lost travelers searching for rescue see Diddy drive by in a Fiat, but dismiss the sighting as a mirage. When they then stumble on Diddy‘s REVOLT soiree, they again dismiss the vision as a mirage, with one of the travelers pointing to the new Fiat 500L and saying, “The Fiat over there has four doors. Fiat only makes small cars, it’s not real.” The line draws attention to the misconception that Fiat only builds small cars as a way of introducing the new Fiat 500L, further cemented by the tagline, “Unbelievably Big” (which is sure to elicit snickers and/or “That’s what she said” jokes from certain corners of the ad community). In the spot, Diddy once again proves himself a much more talented comedic actor than rapper (for further evidence, see Made or Get Him to the Greek), delivering the spot’s punchline (which I won’t reveal here) with great timing.

Doner’s global campaign will roll out this Thursday, with the TV spot running both nationally and internationally, and will also include online components. Stick around for credits after the jump. Read more

JCPenney Jingles with the Public For USO Charity

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Since Black Friday fever is subsiding for a bit until the Christmas rush kicks back up, we can stop paying attention to Kmart’s Jingle Balls commercial and focus instead on brand philanthropy. Now that JCPenney signed a few free agents – Doner, EVB, Victors & Spoils – to take over their creative duties, the department store is headlining “Jingle Mingle” a collaborative musical project tied to USO holiday donations. It appears that EVB and Victors & Spoils took the reins on this one, and the Boulder-based team was led by Noah Clark and Steve Babcock.

There’s some vanilla exposition on the campaign’s site from country singer Blake Shelton, which is almost worth watching just to hear him say “Santa Pipes.” That’s not a phrase. But users can record their own versions of Silent Night” before a big televised rendition on December 19 meant to raise the spirits of US troops. There’s also a monetary donation for each submission that’s ultimately capped at $100,000. It’s for a good cause. It lets people sing without bothering strangers with bah humbug looks on their faces. And nobody has to stand in a line at 3 AM for a new Xbox. Happy holidays and Santa Pipes to all.

Ex-Doner Vet DeCerchio Resurfaces, Launches New Agency, Inks First Client

decerchioWell, here’s a name we haven’t heard in quite a well. Five-and-a-half years after stepping down from his vice-chairman/CCO post at Doner (and four-and-a-half since demanding a $55 million payout from Doner over 10 years, an issue that was later settled for an undisclosed amount), John DeCerchio has reemerged, launching a new boutique shop in Detroit suburb Bloomfield Hills called Industri LLC. Crains Detroit Business reports that DeCerchio, who spent 34 years in all at MDC-owned Doner and was eventually succeeded by now-co-CEO/CCO Rob Strasberg, has already booked $1 million in billings at Industri for 2013 and has welcomed sports/entertainment decals brand Fathead as its first client.

In a statement, Fathead director of advertising Jake Mahoney says, “We’ve had a lot of Fathead commercial ideas presented to us through the years, and most don’t quite fit for one reason or another. But when Industri showed the ‘press conference’ concept to us, we knew immediately that they had nailed it. You can peep the realized press conference concept that won Fathead over below:

Doner, Miguel Cabrera Take the Road Well-Traveled (to Greatness) for Chrysler

If there’s one thing that Detroit has going for it right now, it’s the Tigers. And if there’s one thing the Tigers always have going for them, it’s the super-dependable Miguel Cabrera, arguably the best hitter in baseball. So, if you’re a Detroit car company, just slap Miguel Cabrera in an ad and you’ve got a winner, right?

Doner (which will inevitably be mocked as “boner” in the comments section) has tapped Cabrera’s talents for their latest spot for Chrysler. Alternating between shots of Cabrera, aspiring young baseball players training, and the Chrysler Town & Country while talking about how there’s “one road to greatness” and there are “no shortcuts” whether “you’re trying to become the world’s greatest player or build the world’s greatest car” the spot pretty much sticks to a well-trodden formula. Ending with the irritatingly nonsensical “Imported From Detroit” tagline, and the better thought out #NoShortcuts hashtag, the spot certainly feels familiar.

There’s really nothing new about Doner’s approach, but as a baseball fan, the spot works for me. The background music sounds like it was taken from a “serious sports spot” stockpile somewhere and the “work hard to achieve greatness” message is certainly nothing new for Chrysler. But Miguel Cabrera isn’t just a great baseball player, he’s a seriously likable one, no matter what team you root for, with a truly photogenic swing. So despite the tired tropes of the spot, I can’t find it irritating (except for that tagline). The hometown appeal is obvious, but having people associate your product with Cabrera is a good thing, no matter where they’re from. But please Doner, work on a new tagline. Credits after the jump.

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