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Droga5

Fake Love, Droga5 Send Out #MorningWin Trophies for belVita

Droga5 and experiential agency Fake Love collaborated on a recent campaign for belVita, mailing out trophies to the people behind their favorite #MorningWin tweets.

For the campaign, they selected their favorite #MorningWin tweets, then created trophies documenting the individuals performing the tasks they described with a 3D printer and mailed them out to the winners, a pretty cool way to make the leap from digital to real world engagement. When they “ran out of fake gold” they selected other contestants to receive digital trophies. Droga 5 and Fake Love also selected a group of celebrities to promote the campaign, who tweeted out their own “morning wins” and posted pics when they received their trophies. These celebrities include Mario Lopez, Timbaland, Diana Nyad, Tamera Mowry, Sean Lowe, Peter Facinelli, Sean White, Wayne Brady and Mike Epps. Check out the video above for a more thorough documentation of the campaign, and stick around for credits after the jump. Read more

Newcastle, Droga5 Parody Big Game Ads with ‘If We Made It’

Droga5 New York have a new campaign for Newcastle Brown Ale making fun of all the cheesy theatrics and excesses of typical big game advertising.

Entitled “If We Made It,” Droga5′s site for Newcastle imagines the over-the-top campaign that could have been, if Newcastle had the marketing budget of a much larger, shittier brewery. Oscar-nominated actress Anna Kendrick and former NFL receiver/current ESPN analyst Keyshawn Johnson are at the center of the campaign, which includes “trailers, storyboards, focus groups and behind-the-scenes interviews.”

The campaign features “giant robots, skateboarding cats and bikini babes that would have starred in the ad – if they made it.” Above you can view the “Teaser for the Trailer” for Newcastles would-have-been huge Super Bowl spot. It’s a much needed deflation of the self-importance surrounding big budget Super Bowl ads, parodying both the content typical of such mega productions and the trend of releasing teaser trailers for 30 second TV advertisements. Stick around after the jump for a second teaser, called “Newcastle’s Cheap Ad we made for the pricey ad we didn’t make.” The bigger pieces of the “If We Made It” campaign — the centerpiece “ad” in the campaign, as well as behind-the-scenes interviews with Kendrick and Johnson — will remain under wraps until Tuesday, so you’ll have to check back in on the ”If We Made It” website next week.

By the way, if you’re looking for a relatively inexpensive beer that’s still pretty tasty, you could do a lot worse than Newcastle. It sure beats the shit you’ll see advertised during the Super Bowl. Read more

Thanks to a Few Droga5 Folks, Your New Year’s Resolutions Now Have 100% More Kanye

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Despite having told a bunch of Canadians this his resolution for 2014 was to stop talking shit “for a long time,” Kanye West will more than likely “cheat” on his plans for the new year within the next few days or so. When I saw him in Chicago a few weeks back, Yeezy (who seems to also have a few things in common with creative directors) dedicated about 30 minutes of his famous ranting to the argument that he wasn’t, in fact, as crazy as the media would have you believe. Give the guy a microphone, a podium, or an article in a national publication, and you have no idea what he’s going to say. That’s what makes him so much fun.

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So, whilst we whittle away at our resolutions for 2014, creating numbered lists and attempting to convince ourselves of our own dedication to self-improvement and not being such drunk assholes all the time, a few creatives at Droga5 are encouraging us to put a twist of Kanye into our plans with “New Yeezy Resolutions.” Powered by a simple randomized quote generator, the microsite lets us re-live some of our favorite Kanye boasts from the past year, adding a few to our own resolutions if we feel so inclined.

For example, will you spend 2014 confident in your poor grammar? Embrace your inner Yeezy and promise yourself “I will spell the word ‘genius’ wrong.” Are you finally prepared to wholly embrace your alcoholism? Place one hand on your copy of Yeezus and recite the words, “I will be totally weird and totally honest and totally inappropriate at times.” What about some personal rebranding? Repeat after Kanye: “I will be like Nike.”

Have fun with this thing here.

Rand Heads to Droga5

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After spending the last three years at Silver + Partners, aka the agency formerly known as Amalgamated, Casey Rand has moved on to join up with Droga5. The latter agency has welcomed Rand, who co-wrote this interesting Ultimat effort and other campaigns while at S+P, as an associate creative director. During her career, Rand also spent nearly three years as a copywriter at BBDO, where she worked on HBO, AT&T and Mountain Dew among other clients.

Droga5’s New Lynx Spot is Ridiculous, But at Least it Has Ping-Pong

Droga5 Sydney has a new spot for Lynx (aka Axe in the UK and Australia/New Zealand) and it’s pretty ridiculous. Imagine the attempted suaveness of an Old Spice ad from a couple of years ago mixed with a slightly toned-down American Axe spot and you’ve got the idea.

Maybe the Axe comparison is more apt since it’s the same brand, but this ad uses words that we wouldn’t expect American pre-teens (since that’s who buys Axe) to know — words like “anarchy” and “philosopher.” Words you might get called “gay” for using in middle school. But “Show Her What You’re Made Of” has the same goal in mind: Convincing awkward pubescent and pre-pubescent boys that if they use the right male hygiene product girls will suddenly stop ignoring them and find them attractive.

The way they go about doing this seems strange, at least to this American viewer. Droga5 gets a handsome man in a suit to talk about “men” and “boys” (he repeats both these words ad-nauseum in the opening 20 seconds alone) as we see shots of boys attempting to act manly and men acting like boys. Then enter a hot woman (walking in slow motion, of course), prompting said man to discuss what it is women want: boys and men “at the same time, in the same body.” For some reason I find this description (and this whole spot really) kind of creepy.

On the bright side, “Show Her What You’re Made Of” has ping-pong in it. Who doesn’t love ping-pong, right? Plus, this acts as a concession of what the advertised product actually does: keeps you from smelling like balls when you get all sweaty.

William Morris Acquires Minority Stake in Droga5

Jeez, what started out as a slow morning turned into quite a busy afternoon. A friend tipped us on this a couple of days ago and after a few inquiries, we’ve now received clarification/confirmation on the matter from Droga5 itself. No, David Droga did not sell his whole operation to talent agency William Morris Endeavor for something well into the nine figures (some are reporting less than half of what we heard), but the latter has indeed acquired a minority stake in Droga5. In a statement, Droga himself says, “Droga5 has always endeavored to be the most influential creative agency in the business, with ideas that move our clients and our industry forward. This partnership will exponentially accelerate our ability to realize that ambition.”

Despite the minority stake acquisition, the management of Droga5’s agency operations will not change according to the parties involved. Terms of the transaction were not disclosed.

Adding to the mix, might as well throw in the statements from WME’s head honchos Ari Emanuel and Patrick Whitesell, who say, “Droga5 is best-in-class across the board—from its management to its creative output. Through this investment, we will be able to join the best artists and storytellers from all verticals, and we look forward to creating new opportunities for our collective clients.”

Saatchi NY VP Gonda Heading to Droga5

We’ll try to make this quick, but yes, Droga5 NY confirms that Daniel Gonda will be joining the agency, effective July 1, as group account director. The inquisitive-looking Gonda has spent nearly the last three years as VP/management director at Saatchi & Saatchi’s New York hub. Prior to said Publicis Groupe-owned agency, the exec had fairly lengthy, familiar stints on the account side at the likes of JWT, Euro RSCG and TAXI. Gonda’s hiring comes on the heels of Droga5 nabbing TBWA\Chiat\Day NY alum Robert Valdes as its head of interactive production. We’re checking to see what the former’s position exactly entails at camp Droga. Should have an update shortly. Update: Gonda will be overseeing Droga5′s Coke Zero and Newcastle Brown Ale accounts.

Valdes Quietly Lands at Droga5

Well, this tidbit flew under the radar, but thanks to a heads up from tipsters, it appears that Robert Valdes, who recently TBWA\Chiat\Day New York, has indeed joined Droga5 NY as head of interactive production. We’re following up with the latter agency to get some more details on his arrival. As we reported over a month ago, Valdes was leaving TBWA C\D NY, where he spent nearly four years as its head of production, for a “new opportunity.” During his time at Chiat NY and TBWA network, Being, the production vet worked on several projects for Absolut and Jameson among other accounts. Prior to TBWA, Valdes spent three years as an executive producer at CP+B. We’ll fill in the blanks when we can.

Update: Droga5 confirms that Valdes has joined the agency as head of interactive production, which is a newly created position. His first day is today.

Adults-Only Marshmallows Will Make You Scream Out in Ecstasy

From Droga5′s Sydney office and post-production studio Afterparty comes a new TV spot that makes Pascall Chocs Mallow Bites look like naked, writhing bodies. In fact, according to the press release we got about this, director Paul Goldman “shot the entire spot using live action bodies prior to the animated marshmallow recreation. Afterparty used motion capture technologies to translate this action to the animated marshmallow that Goldman envisioned for the spot.” So, that sounds like his must have been pretty fun to shoot, huh?

Pascall Chocs Mallow Bites are so sexy that, upon eating one, you will apparently feel compelled to scream out your partner’s/assembly line co-worker’s name in elation. And, when you yell “Roger” in an Australian accent, it kind of sounds like you’re yelling “blowjob” to an American who’s watching this on his computer, which is unsettling but somewhat intriguing. Yep, definitely not for kids–just for adults battling insomnia and obesity, hoping to catch reruns of 90′s Real Sex episodes at 3 a.m. on HBO. (Sorry, looks like it’s just another encore showing of Ratatouille.)

The spot is currently running in Australia, where it targets middle-aged women before it makes its way onto FOX’s annual countdown of “banned” foreign ads. Enjoy the tender sounds of Boyz II Men’s 1994 R&B hit “I’ll Make Love to You,” and view credits for the brave men and women who finally made adults-only marshmallows a reality after the jump.

Read more

Barbarian Strategy Exec Splits for Droga5

Just 18 months after joining the Barbarian Group in what was then the newly created role of group director of strategy, Chet Gulland is heading back to his old stomping grounds at Droga5. During his quick stay with the Barbarian brood, Gulland led the agency’s planning group on accounts including Google, GE, Samsung and Quaker. Here’s a statement from TBG below:

“Yes, our friend Chet is leaving for Droga.

When he came here, it was the start of TBG taking strategic planning super seriously as a discipline and has resulted in a pretty stellar team of folks. It has also meant bigger mandates from bigger clients.
With his departure, we’re doubling down on the planning department and are currently talking to some of the sharpest thinkers in the market.
We’ll get you next time Droga, next time.”

Prior to his first stint at Droga5, Gulland held a senior strategist post at Anomaly.

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