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Droga5

Droga5 Inspires for Under Armour

Droga5 takes Under Armour in a different direction with a new campaign called “I Will What I Want” aimed at women, starring Misty Copeland, a soloist with the American Ballet Theatre.

The spot opens with a young girl reading a rejection letter from a ballet academy over a sparse piano track as we see Copeland, poised on her taut ankles in a practice room. “…You lack the right feet, Achilles tendons, turnout, torso length and bust,” reads the girl. “You have the wrong body for ballet. And at 13, you are too old to be considered.” At this point, the soundtrack is set in motion and Copeland springs to life, twirling and gliding across the stage decked out in Under Armour. It is not until the conclusion of the 60-second spot that Copeland’s identity is revealed, her ultimate triumph over adversity implied.

Copeland, who is only the third African American soloist in the history of the American Ballet Theatre, told The New York Times “she never received a rejection letter that so starkly enumerated the reasons she was ill suited to be a ballet dancer,” but that “it accurately encapsulated the resistance she had faced throughout her career,” told from the time she was an adolescent that she had “the wrong body type” for ballet.

We see a lot of ads aim to be inspirational, but seldom do they succeed like “I Will What I Want,” which, unlike most spots with similar ambitions, doesn’t come across as forced or hokey. Coming from Under Armour, it’s an unexpected and refreshing new direction. Along with the broadcast spot, the campaign also includes digital and outdoor components, featuring Olympic skier Lindsey Vonn, tennis player Sloane Stephens and soccer player Kelley O’Hara in addition to Copeland. Stick around for credits after the jump. Read more

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Presentation Writing: Design and Delivery

Presentation Writing: Design and DeliveryLearn how to use storytelling techniques and visual content to create and deliver successful pitches and presentations! Starting August 6, Amanda Pacitti, the manager of learning at Time Inc., will teach you the best practices for presentations, from using software like Prezi and Powerpoint, to writing your script, and using images, audio, and video to drive your points. Register now! 

A Vulgar Elizabeth Hurley Stars in Droga5′s ‘If We Won’ for Newcastle

Elizabeth Hurley gets vulgar in the latest addition to Droga5′s “If We Won” campaign for Newcastle, which imagines how much better America would be if Great Britain had won the Revolutionary War.

The campaign kicked off last week, with a humorous spot featuring Stephen Merchant. Hurley’s spot borrows a bit from that one, as it devotes quite a bit of time to how many great curse words we’d have at our disposal had we remained British, something Merchant touched on in the original “If We Won.” Still, we suppose the subject doesn’t hurt from further exploration, and the video has over 300,000 views since being uploaded earlier today as people seem to be amused by seeing Hurley stringing together British expletives. Hurley’s 39-second video is just part of the wealth of material put out by Droga5 for the campaign, which also includes Zachary Quinto in a pair of spots and a second appearance from Merchant, who explains how his British accent helps him appear intelligent and get laid. If you’re wondering what American actor Zachary Quinto is doing in this campaign, you’ll just have to watch the video, along with the second Merchant spot, after the jump. Read more

Toyota Taps Droga5 to Hype Hydrogen Fuel Cell Vehicle

droga5Earlier this week, Toyota announced the consumer release of a new Hydrogen Fuel Cell vehicle in Japan, the U.S. and Europe slated for 2015. Now, AdAge reports, Toyota has chosen New York agency Droga5 for the car’s pre-launch campaign.

The move marks the first auto marketer on Droga5′s roster. Although Saatchi & Saatchi LA is Toyota’s agency of record, the company looked to other agencies for new ideas for the breakthrough vehicle. “We approached Droga5 to give us some ideas, and they came back with something that blew us out of the water, said Kimberley Gardiner, director-digital marketing strategy for Toyota Motor Sales USA. “It ended up being a full campaign pre-launch proposal.”

“The opportunity was very much in our wheelhouse,” Droga5 Creative Chairman David Droga said. “If you get a call from Toyota asking, ‘Do you want to help launch the new generation of vehicles?,’ that’s about as juicy an opportunity as you can get, so we took that very seriously, and here we are. It’s very validating to have a chance to work with a brand like this.”

Gardiner didn’t reveal any details about the campaign, but, according to AdAge,”pre-launch will begin in the coming months, rolling out initially in the U.S. in digital and non-traditional media” and will last from 12-18 months.

Droga 5 Taps Stephen Merchant in ‘If We Won’ for Newcastle

Since it’s hard to market a British beer on July 4th, Stephen Merchant implores viewers to enjoy a Newcastle while celebrating “Independence Eve” on July 3rd and imagining how great it would have been if Great Britain had won the Revolutionary War in a new online spot from Droga 5.

Entitled “If We Won,” the spot sees Merchant trying on an “incredibly convincing American accent” before asking, “Do you really still have to celebrate your emancipation from us? That’s like your girlfriend breaking up with you and then celebrating with fireworks. Every year. For 300 years.” He then goes on to list all the ways America would be better if it were still a British colony, including “better comedy, news, TV programs,”  and way better curse words.

“In the late 1700s, colonial Americans risked life and limb to fight for their freedom,” Newcastle Brown Ale Brand Director Quinn Kilbury told Adweek. “Today, we’re running the very real risk of people totally not getting the joke here, and we think that’s pretty patriotic.”

Judging from a cursory glimpse at the YouTube comments section, that was a very real risk indeed. Stick around for limited credits after the jump.  Read more

Droga5, Chobani Sued for Using the Word ‘How’

During last year’s Super Bowl, Droga5 and Chobani told us that “how matters.

How much does how matter? According to inspirational author/business consultant Dov Seidman, it matters quite a lot. Seidman, whose best-selling book bore the title How: Why How We Do Anything Means Everything, filed suit against both agency and client yesterday for “trademark and service mark infringement and unfair competition.”

He seems to think they intentionally ripped him off, and he bases his claim on this tweet, posted just before the campaign went live:

You may notice that Seidman’s company LRN retweeted the message before declaring it to be lawsuit-worthy. A little extra explanation after the jump.

Read more

Droga5 Reveals Moto E for Motorola in Style

Droga5 reveals Motorola’s new entry-level smartphone, the Moto E, in an imaginative and inventive 60-second spot.

The spot, entitled “Meet Moto E,” utilizes time lapse footage to show the phone’s durability, while also communicating a host of other features, during a three second free fall during which the phone takes a wealth of abuse. Moto E runs around $130 and, as Adweek puts it, “isn’t going to win over gadget gurus looking for power and superlative specs.” So Droga5 markets the phone as a durable option with a long-lasting battery and enough features to please the consumer who’s just looking for an everyday phone that won’t break down or break the bank. Droga5 was able to accomplish this, with help from production company 1stAveMachine, while also crafting a fun, visually impressive ad with excellent attention to detail that makes the phone look good by association. Stick around for credits and behind-the-scenes footage after the jump. Read more

Working Not Working Lists Most Desirable Full-Time Gigs

wnwlogoanimated1Freelance network Working Not Working has unveiled a list of the top 46 companies its freelancers “would kill to work” for full-time, and the list includes several advertising agencies. Among the agencies Working Not Working freelancers would most like to work for are: 360i, 72andSunny, Barton F. Graf 9000, BBDO, BBH, Droga 5, Goodby Silverstein & Partners, Mother, Periera & O’Dell, Venables Bell & Partners, and Wieden+Kennedy. The list also included a wealth of design and production companies, as well as Google, HBO, Cartoon Network, Tesla, and NASA (for some reason). Stick around for the full list after the jump. Read more

You’re No Longer on (Diet) Coke

In March a lot of people–and by “a lot of people” we mean “a bunch of journalists on Twitter who may or may not speak from personal experience”–made fun of Diet Coke’s “You’re on” tagline (though very little was said about the accompanying Droga5/Taylor Swift spot). From Gothamist:

“…there’s little doubt that Droga5, New York, who created the campaign, didn’t realize this and giggle to themselves about how clever it was.”

While the mockery was far less severe than that attached to other campaigns and probably didn’t do much to damage the product’s “brand perception” ratings, today we learned that the company took it so seriously that they decided to turn to their in-house team and start over (though Droga5 remains their AOR).

For the new, summer-ready campaign, the company returned to the tagline they’ve brought back from the dead at least three times since the early 80′s:

The spot it replaced after the jump.

Read more

We Hear: Droga5 NY Also in TripAdvisor Mix

tripadvisor1

Droga5 New York is saying “no comment” on the matter (which usually translates into anything but “no” at this point), but sources on the Spy line tell us that agency has joined the pitch for TripAdvisor, the 14-year-old travel directory/review/booking brand that launched yet another creative agency search at the beginning of this month. According to earlier reports, TA launched the review after partnering for less than a year on offline creative work with The Fantastical, a Boston-based shop formed by a a pair of Mullen alums. Along with Fantastical, TripAdvisor has also worked with Hill Holliday and Weber Shandwick on media and PR efforts, respectively, though it appears that neither agency is affected by this latest review. From what Adweek initially reported, other agencies allegedly in the TA review mix include Goodby and Leo Burnett NY. We’re checking with all and will keep you posted.

While we’re on the Droga5 tip, we’ve received from clarification from those in the know that unlike what we’ve been hearing today, there have been no formal layoffs in the NY office, just a few reductions that were performance-related.

Valdes, Droga5 Part Ways

drogasmallAfter spending barely nine months at Droga5 New York as head of interactive production, Robert Valdes has left the agency, sources confirm. Valdes, you may recall, joined David Droga & crew after a four-year stint as head of production at TBWA\Chiat\Day NY, where he worked on several projects for accounts including Absolut and Jameson. Where’s he now, you ask? Well, Valdes just so happened to join up with his fellow former Chiat NY colleague, Mark Figliulo, who launched his Figliulo&Partners shop last year. Valdes is in familiar territory at F&P, where he has assumed the role of partner/head of production.

As for Droga5, our sources tell us that the agency is planning to replace Valdes, though no timetable has been set as far as we know.

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