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Doner

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

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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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Doner Picks Up Stanley Steemer Duties

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If you haven’t heard yet, MDC-owned, Detroit-based Doner has been awarded agency of record duties for carpet cleaning staple, Stanley Steemer, which last we recall worked with Indianapolis-based Young & Laramore back in 2011 on spots such as this (the brand has also worked with agencies such as Loomis and Ron Foth Advertising in the past as well). There was no incumbent, though, on this go-around, though there was a review, and a result of winning AOR, Doner will begin work effective immediately on Stanley Steemer with the first efforts expected to launch in spring 2014.

Regarding his company’s decision, Stanley Steemer president Justin Bates says, ““Doner truly understands what is important to our business, franchise owners and customers. The agency possesses a deep understanding of how to build brands and drive response. Their retail and franchise expertise makes them the ideal agency partner to create multi-platform campaigns that will advance our leadership position and build our business.”

Here’s a Quick Statement from ADT Regarding Review

In case you didn’t hear last week, Boca Raton-based ADT Security Services has put its creative, media and digital accounts into separate reviews. The first two portions have been handled by Doner since 1999 (this spot is still airing last time we checked), while BGT and Razorfish handled the last component in recent years. Well, we’ve received a statement from an ADT spokesperson that may clarify things a bit and it goes a little something like this:

“ADT is conducting a closed marketing agency review. The focus areas for agency support include: brand strategy, creative development, media planning and buying, and digital services. As a new public company, ADT is evaluating many aspects of its business, including new and innovative ways to engage with consumers on the benefits of home and small business security and automation solutions. All current agencies have been invited to participate in the review process.”

ADT, which currently counts 6.4 million customers and has over 200 locations across the U.S. and Canada, went public in October 2012 and is listed on the NYSE as, you guessed it, ADT.

Fiat’s New Spot Shouts, ‘The Italians Are Coming!’

In Doner’s new spot for the 2014 Fiat 500L, colonial Americans are invaded by a group of red Fiat-driving Italians. To prepare, the American women strip off their bonnets and hoop skirts, revealing cleavage and cocktail dresses. A pub sign is replaced by “Club,” and teacups are shattered to make room for steaming espresso.

Sure, if the Italians invaded instead of the British, we might be less straight-laced when it comes to sex. Our government might engage in fistfights instead of filibusters. But the glamorization of Italy seems to me a boring cliche, an unfounded American fantasy that feeds itself. Because of American media, I expected to see beautiful women and smell-wafting pizza in Rome, but the actual trash-filled streets and knock-off style was less than alluring. The whole thing felt like a self-imposed tourist trap.

Like men in speedos on panoramic beaches, Fiat’s ad is slightly amusing, but I wish it had moved past our traditional perceptions of Italian “fun.” After all, it’s not hard to crack a joke at the expense of Berlusconi and his Bunga Bungas.

Credits after the jump

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Doner Cuts Staff Once Again

We hesitate to call this a recurring theme as it’s been a few months since we last reported on cuts at Doner, but by our count, this is the third time this year we’ve had to report on something like this regarding the MDC-owned agency. Anyhow, we’ve received confirmation that Doner has made staffing adjustments today. As is the norm, no specifics including approximate numbers are being divulged, but here’s a statement from an agency spokesperson that sheds a little light:

“Today, we implemented staffing changes across the agency which have impacted about two percent of our staff.  Affected employees were provided with severance and support for new employment opportunities.  While it’s never easy, we’re confident that this will enable us to best allocate our resources while continuing to effectively serve our clients and build our business.”

We’re hearing that the Detroit and Cleveland offices were those affected by the “staffing changes.”

Caruso Leaving Doner

We’ve received confirmation that Joe Caruso, who’s spent nearly 20 years at Doner and has most recently served as the MDC-owned agency’s EVP/director of integrated production, is leaving. When asked for comment, the Doner camp has told us that details on when is last day is and/or the agency’s plans for his replacement are being kept “confidential” for now. Sorry, kids. Caruso was elevated to his most recent position three years ago and prior to that, spent well over a decade serving as SVP/director of Doner’s integrated studios unit. That’s what we got for now, but we’ll keep you posted if and when we hear more.

It Looks Like Doner Landed a New ‘Colorful Fish’

Via the tips line, we received what appears to be a memo from Doner top dog Rob Strasberg that goes a little something like this:

“Great news! We’ve landed a big, colorful fish from San Francisco – Chad Ackerly.
Not only a super talent but a super good guy, Chad comes to Doner with tons of experience doing great work for all types of clients – not to mention a stellar new biz track record.
I’m super pumped and stoked and jazzed (not really sure about jazzed – but my toes are tapping) for him to start at the start of June.

Check out some of his work and his bio.

http://cargocollective.com/chadackley/

http://cargocollective.com/chadackley/Bio
Rob

Rob Strasberg
Co-CEO/ Chief Creative Officer”

We’re trying to get official confirmation from the MDC-owned, Southfield, MI-based agency, but in the meantime, Strasberg might want to get the spelling of his new hire’s name right as it’s actually Chad Ackley (yeah, we know, calling the kettle black, blah blah). Anyhow, Ackley has spent the last decade at DDB San Francisco, where he primarily served as group creative director  on several campaigns for various Clorox Company brands such as Tilex, Pine-Sol and, yes, Clorox. Ackley started out as an art director at DDB SF but was soon elevated to one of the first creative director roles at the agency. Prior to his time at DDB, Ackley spent nearly a decade as well at Leo Burnett. We’ll update if and when we find out what his new title is. 

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