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Grey

Grey NY Lands Lean Cuisine

lean-cuisine-220Nestlé brand Stouffer’s Lean Cuisine is handing off its creative business to Grey New York, following a review that also included 360i, Santo and incumbent agency JWT New York, Adweek reports. According to Kantar Media, the brand spent $30 million on measured media last year, down from $33 million in 2012.

JWT New York won creative duties on Lean Cuisine back in 2011, following its split with Havas Worldwide (then Euro RSCG) in late 2010, after over ten years with the agency. Adweek initially reported the review back in June. The review was just the latest shake up for Nestlé, which is also in the process of searching for an agency for a new corporate image effort, as well as conducting a digital review, as the company attempts to shift to a perception as a “health and wellness” company. It also follows the company’s decision to award its U.S. media and planning business to WPP’s GroupM media group last year. Both Grey New York and Nestlé declined comment to Adweek on the agency’s appointment.

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Grey, NY Launches Global Effort for Marriott

Grey, New York teamed up with production company Supply&Demand and director David Holm in its new global campaign for Marriott Hotels & Resorts, shot in Instanbul, Turkey.

Supply&Demand sent Holm to Instanbul early, to allow a week of scouting prior to awarding the job and Holm’s scouting session ended up providing much of the inspiration for the 60-second spot.

“David’s earlier work ended up becoming our style guide for the shoot,” acknowledged Creative Director Denise O’Bleness. “His images, ideas and research went as far as Marriott’s global print campaign that also uses his beautifully composed shots…”

The spot is well-shot and composed, with the beauty of Instanbul providing most of the appeal. “Let’s go somewhere brilliant” says a text overlay shortly after the opening shots of the city. “Travel is a journey” reads another message over the spot’s generic soundtrack, leading into the “Travel brilliantly” tagline.
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Tim Howard Travels (with Love) for Marriott

Today Marriott launched the extension of its earlier #LoveTravels promo campaign with the help of Grey New York on the PR side and its own creative agency behind the scenes.

#LoveTravels initially served to celebrate the D.C. area’s Capital Pride event via a “provocative portrait series” featuring Jason Collins and other gay athletes.

This extension starring newly minted football superstar Tim Howard, however, is another thing. Its first spot is less an ad than an interview:

There are more in that vein.

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Grey Appoints New CCO for Its Healthcare Group

Ben-IngersollArnold isn’t the only New York agency looking to further establish itself in the healthcare space by expanding its creative team.

This week brings news of Ben Ingersoll‘s appointment to the chief creative officer/managing partner position at ghg, or Grey Healthcare Group. Ingersoll joins Chief Engagement Officer Erin Burne (who Grey swiped from Burson-Marsteller in 2010) and Brand Strategy Director John Dietz in running the shop, effective immediately.

Ingersoll has extensive experience in the healthcare field. Before joining ghg, he spent more than a decade in creative roles at Cline Davis & Mann New York managing “several global healthcare brands across multiple therapeutic areas.”

The incoming CCO will oversee all operations for ghg’s stateside creative team while also collaborating with teams in London and Sydney in order to “unify ghg’s creative point of view.

Grey New York and the Manning Brothers Make Beautiful Music for DIRECTV

Last week, Saatchi LA and Busta Rhymes gave us an update on the “white people rapping” theme in a spot for Toyota; today Grey New York takes a more elaborate turn down the same road with some help from the Manning family and a healthy dose of auto-tune in this extended music video for client DIRECTV.

Amusingly, the subject of this cultural mashup isn’t just football…it’s fantasy football. This inaugural spot involves rainbows, waterfalls, white-guy dreadlocks, the passing of hoagies and a white-hoofed Pegasus clone with a fondness for outer space.

Most importantly, it includes a clip of Joe Namath getting a bit too close to someone’s mom. (Strangely, Namath did not bring his infamous “pimp coat” to the shoot.)

We are admitted fantasy football neophytes, but we don’t recall seeing any of this stuff on The League.

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Grey London Touts Healthy Snacking for Go Ahead

Grey London get rather fantastical in their new 30-second spot for Go Ahead, featuring wrestlers, a brass band, lots of drummer, and men with jet packs, all set to a Backstreet Boys song.

In the spot, entitled “The Most Important Snack of the Day” a woman sits at her drab office desk and takes a bite out of her Go Ahead snack bar. Immediately she is transported to a bright, fantastical world where she is hoisted up above the crazy scene below. It’s old-fashioned glitz and cheese, without a hashtag or social initiative in in sight, which is kind of refreshing. Surprisingly enough, the elaborate production for the spot was purportedly shot in only one take. Stick around for credits after the jump. Read more

Grey London Documents ’100 Years of Hair’ for Gillette

Grey London has a new spot for Gillette documenting the last one hundred years in male grooming.

The video, entitled “100 Years of Hair,” features the new “Gillette BODY, the brand’s first razor built for the terrain of the male body.” It takes the viewer on a journey through the myriad (and often regrettable) styles of decades past, such as the “Pepe Le Pew” mustache, handle bar. clean-shaved greaser, unkempt sixties, and the soul patch. At the spot’s conclusion the man  breaks out the Gillette BODY to shave his chest, displaying Gillette’s latest change to male grooming (which is sure to catch on with competitive swimmers everywhere). Stay with us after the credits for a behind-the-scenes video. Read more

Grey Asks ‘Why Are Women Always Apologizing?’ for Pantene

Last year, Pantene made waves with their “Labels” ad from BBDO Guerrero in Manila, which explored how men and women are labeled differently for the same behavior. “Labels” gained over 46 million views and plenty of attention outside its home country of the Philippines. Now, Grey has issued a new campaign that acts as something of a spiritual successor for the brand, which continues to explore gender norms. This time, Grey asks, “Why are women always apologizing?” which appears onscreen during the spots’ opening moments to prepare viewers for what’s to come.

Viewers are presented with women apologizing in a variety of scenarios, starting with a woman at work diminishing her own argument by asking, “Sorry, can I ask a stupid question?” Another woman apologizes when a man sits down next to her and encroaches on her space; a mother apologizes for handing off her baby to the father when he returns home from work; a woman says “Sorry, you go first” when a man interrupts her. Following these scenarios a new message appears on screen: “Don’t be sorry. Be strong and shine.” The ad then doubles back on the women from the initial scenarios, who are now presented as assertive and unapologetic. Unfortunately, the message is compromised when several of the women say “Sorry not sorry,” which is still sort of an apology. Maybe Grey just wanted to jump on the bandwagon of the popular hashtag (and Naya Rivera song) or prove that Pantene is hip to Internet culture, but it seriously undermines the impact of “Not Sorry.”

As Adweek reports, Pantene is supporting the campaign with the Shine Strong Fund, “which seeks to educate and enable women to overcome bias and societal expectations as well as celebrate strong women.” The Shine Strong Fund will collaborate with the American Association of University Women, to underwrite monetary grants and help women in college gain access to influential leaders. It’s a nice initiative, and a good way for Pantene to really get behind their recent campaigns. Stick around for credits after the jump. Read more

Grey Unveils ‘Will It Or Won’t It’ for Nexcare

Grey has a new digital campaign for 3M Company brand Nexcare introducing unexpected product tester Nexcare Nana.

“Will It Or Won’t It” is a series of three 30-second videos that follow the fearless Nexcare Nana as she conducts extreme product tests displaying Nexcare’s ability to stay on and keep out dirt, water, and germs. In “Nana vs. Dirt,” the highlight of the series (featured above), a dump truck dumps a pile of dirt on Nana, who emerges to reveal that her Nexcare bandage is not only still on but also free of dirt. In the other spots, Nexcare Nana takes on a water hose and a dumpster. Each ends with a “No grandmas were hurt in the making of this video” disclaimer. The campaign also includes a “Tough as Nana” consumer engagement program celebrating the Nexcare Nana persona and allowing consumers to “nominate the special people in their lives that are as daring, tough and resilient as Nexcare Nana” for a chance to win “one of three trips inspired by Nexcare Nana’s pursuit of adventure including swimming with sharks, skydiving or a racecar driving experience.” Stick around for “Nana vs. Water” and credits following the jump. Read more

Grey Acquires Majority Stake in Peru’s Biggest Agency

Advertising-Grey-Group

WPP’s Grey Group has expanded its Latin American presence by acquiring a majority stake in Circus, the largest independent agency in Peru.

Circus, a full-service shop that includes multiple subsidiaries and a second agency called Carne, will be absorbed into existing Grey Peru operations under the Circus Grey heading. The newly formed entity will employ 200 people and serve clients including Procter & Gamble and Latin American names like Grupo Credito, Grupo Falabella, Claro and San Fernando.

Grey Latin America President/CEO Alain Groenendaal writes:

“This merger will give Grey a stronghold in one of Latin America’s most dynamic economies and our network, will in turn, empower Circus to serve Grey’s multinational clients on a regional scale.”

Here’s a nugget from the press release: according to the 2013 Effies, “Circus is the third most effective agency office in the world.”

We’ve got some commentary from Results International, the group that advised WPP on the deal, after the jump in case you’re interested.

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