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Droga5

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.

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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.

Pacquiao, Scorsese, Badu Unleash ‘Wild Rabbits’ for Hennessy

Nearly a year to the day since picking up Hennessy’s creative duties, Droga5 is unleashing a new star-studded campaign for the “very special” cognac featuring boxing phenom Manny Pacquiao, legendary film director Martin Scorsese, and the “First Lady of Neo-Soul,” Erykah Badu.

In case you didn’t know, “cognac” isn’t just a type brandy best suited for imbibing whilst on the set of a Busta Rhymes music video. In fact, Cognac is also town in France where the  beverage originates. According to the campaign’s site, “What’s Your Wild Rabbit?,” the region of western France near Cognac (where Hennessy is made) is a haven for elusive wild rabbits, around which a rich mythology has grown. According to legend, the wild rabbit is supposedly the force responsible for driving people from one success to another. This explains why, in the above spot, Pacquiao refers to “fighting the fight that really matters” as his own wild rabbit. That, or he’s hammered on Hennessy and apple juice shooters and is totally delirious.

The campaign’s site also features a collection of videos that goes behind-the-scenes of Pacquiao’s, Scorsese’s, and Badu’s “Wild Rabbit” spots. See those, as well as each celeb’s drink menu, by visiting the site here. See Erykah Badu unleash her famous hair after the jump.

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McGarryBowen Welcomes Droga5 to the Family

We’re rather enjoying this little back-and-forth between McGarryBowen and Droga5, the latter of which of course just “announced” this week that it lost its own holiday card business to the former. Well, as you can see from the Facebook pic above, the McGB camp is glad to welcome the Droga5 account to its ever-growing portfolio. Why don’t they just unite, call it McGarryDroga and get it over with.

Ha: Droga5 Loses Droga5 Holiday Card Biz to McGarryBowen

We couldn’t resist leaving you tonight with this pretty amusing “announcement” from Droga5, which states that McGarryBowen picked up the Droga5 holiday card account. Yes, in case you haven’t heard about it by now, this is the Drogas’ way of taking the piss a bit this holiday season and it’s a nice follow-up to last year’s full-page ad in the Australian that the agency took out to encourage the industry to have more fun. The “release” nicely captures the tone you’d see in any AdAge report regarding account wins and proves Droga5 has a sense of humor even after losing Bud Light to McGarryBowen.

Read it verbatim after the jump.

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Droga5 Takes Amstel Light

It didn’t take long for Heineken USA to make up its mind as to who it was tapping next to serve as agency of record for its Amstel Light brew. After just a month-long review, Droga5 has been appointed as Amstel’s new AOL, effective immediately, and is now officially 2-for-2 this week having already picked up more business from Puma.

Regarding the decision, Amstel Light VP of marketing Colin Westcott-Pitt says, “We are confident that Droga5, an agency known for its bold creativity and unconventional campaigns, is the right partner to take Amstel Light to the next level during this pivotal moment for the brand. We have a unique opportunity to leverage recent improvements in brand health and our increased emphasis on innovation to bring Amstel Light back into the spotlight, and we’re excited to get started.”

No word on who else participated in the Amstel review.

Droga5 Now De Facto AOR for Puma

A little over three years after joining forces with Puma, Droga5 has added more business from the brand in the form of its Teamsport unit, thus now making the agency the global AOR for the entire account. The appointment of Droga to Teamsport marks the end of Puma’s relationship on this account with Syrup (example of work here), which handled responsibilities for Teamsport strategy, creative direction and campaigns since the beginning of 2009.

Just don’t expect anything immediate from Droga5 for this specific new business, though, as Teamsport work from the agency isn’t expected to debut until the first quarter of 2013. In the meantime, the Drogas will be rolling out 2012 Olympics work beginning next month and starring Usain Bolt. Regarding the decision, Puma CMO Antonio Bertone says in a statement that it was time to “consolidate” brand efforts with “one strategic partner” as the brand looks beyond to the 2014 World Cup and even the 2016 Olympics.

We’ve been told that there was no review for Teamsport.

Droga5 Appoints Thompson to President

A week after its Sydney office posted an industry call-to-arms in an Aussie newspaper, Droga5 has announced that Sarah Thompson has been promoted from GM to president of the agency. Thompson joined Droga5 in 2008 from BBH, where she was head of account management.

With her move up the ladder, Thompson will allow creative chairman/agency namesake David Droga and CEO Andrew Essex to focus on other agency activities  including external opportunities, strategic partnerships and building transformative technologies. In a statement regarding Thompson, Essex says, “She has imposed her preternaturally calm but indisputable professionalism on this agency, and we are much better for it. It seemed long overdue to give her a title that actually meant something, and officially acknowledge her invaluable contribution.”

Droga5 Takes Out Full-Page Newspaper Ad in the Name of Fun


As Droga5 Sydney sees it, the ad game in 2010 wasn’t for the faint of heart. So, with a full-page ad in the Australian yesterday, Droga5 encouraged agencies worldwide to make their New Year’s resolution dedicated to having more fun.

True, the golden age of advertising depicted on Mad Men has seen its heyday, and there’s no sign of it coming back anytime soon. Perhaps inspired by Don Draper’s full-page fictional New York Times anti-smoking declaration on the show this past season, Droga5′s ad reads as an idealist’s credo for how those in the advertising business should view their work and, more importantly, themselves.

Instead of dissecting this word for word, we’ll let you decide whether or not this bold statement is just another clever marketing scheme, or if it’s a genuine call to arms. But, as the folks at Campaign Brief point out, this sort of thing doesn’t happen too often.

View a larger version of the ad after the jump or by clicking here.
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Droga5, Bing Invite You to ‘Decode’ Jay-Z’s Life & Lyrics

The decision engine from Microsoft we all know as Bing along with Droga5 are launching a multi-platform search experience and interactive game that’s tied to Jay-Z’s upcoming memoir, Decoded. If fans of the music mogul can step away from Google for a sec, they can now use Bing and decide how to find the very locations that inspired the Hova’s lyrics.

The online experience utilizes multiple facets of Bing, including Bing Maps and Bing Entertainment, to give fans full access to the stories behind Jay-Z’s songs. Over the course of a month, fans will come together as a community to compile Decoded online before it hits bookshelves.

Ads for Decoded have been placed on 600 unique traditional, nontraditional and digital advertising placements (comprised of pages from the book) in 15 cities around the world. As an added bonus, every participant will be entered into a contest for a grand prize that will send one fan to see Jay-Z and Coldplay at their Las Vegas concert on New Year’s Eve.

Decoded, which lands in stores November 16, is being released by Spiegel & Grau, an imprint of Random House Publishing Group.

More: Droga5 Moves Five

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