Spoofing its own long-running “Cable Effects” TV campaign, Grey New York has released the invite video for their Cannes Lions soiree, which takes place on June 19 on the roof of the JW Marriott on the Boulevard de la Croisette. It appears that the agency has hired the same person to provide VO for the clip, where like previous efforts in the “Cable” campaign, a poor soul’s imbibing at Cannes leads to chaos. From the looks of it, the shenanigans that occur at a Grey bash are typical of what goes down every year in the French Riviera. We’re just jealous we’re not able to go, but if we were, we’d surely hope for a better evening than this guy.
Breathe Right decided to capitalize on all the attention surrounding potential Triple Crown winner California Chrome’s nasal strip, handing out 50,000 of their own nasal strips (for human use) to those attending Belmont Stakes on Saturday, and also tapping Grey New York for a new broadcast spot.
Grey New York had a very limited amount of time to put that spot together. Written last Wednesday, the spot was awarded production on Thursday, cast Friday, underwent pre-production on Sunday, was shot Monday, and edited Tuesday. The 30-second spot, entitled “The Bedtime Stakes,” will air on NBC Saturday during the race. “The Bedtime Stakes” shows a congested jockey getting ready for bed with a Breathe Right nasal strip. An announcer calls the action as he goes “into the first stretch,” “tucks back into bedpost position,” and goes in “for the final turn.” Sure, it’s more than a little cheesy, and the rushed production may show a little, but leveraging the California Chrome nasal strip controversy is a smart strategy, and, coupled with the Belmont giveaway, should at least get the brand some attention. Credits after the jump. Read more
Adweek Global Agency of the Year Grey has announced it is re-entering South Africa with immediate effect, with the acquisition of a majority stake in The Volcano Group, one of South Africa’s fastest growing independent agencies. The Volcano Group will rebrand as Grey Africa as a result of the acquisition and will focus on developing a strong local presence for Grey in South Africa as well as leading Grey’s expansion in key African markets.
Volcano’s group managing director, Paul Jackson, said he was proud to be associated with Grey, adding, “The decision to take on the exciting opportunity of re-establishing Grey in South Africa and across the continent is one that is met with great enthusiasm by both parties, and we look forward to being an integral part of the continued global success of Grey.”
David Patton, President and CEO of Grey EMEA was equally excited about the acquisition, saying, “The most important outcome of this exciting partnership is the acquisition of talent and expertise that will re-ignite our efforts in establishing a dynamic South African presence for Grey and will also allow us to truly focus on serving international clients across the African continent.”
Here’s an interesting take on the endless “how to sell men’s underwear” conundrum via ACW Grey Tel Aviv.
Disclaimer: Hailing from south of the Mason/Dixon, we are all too familiar with the effects humidity may have on our nether regions–and the Grey team made sure to remind Israeli men that it understands, too.
“Your entire body feels the way your balls feel” probably wouldn’t make for the snappiest tagline, but it did get our attention. And we appreciate the convenient egg metaphor since no one wants to see a pair of oversized testicles walking down the street (at least not anyone we know).
They didn’t really cover the itch part, though…can someone translate that into Hebrew for us?
Operating under the assumption that more people would recycle if it was fun, Coca-Cola and Grey Dhaka placed six “Happiness Arcade” machines around Dhaka, Bangladesh. The machines were operated by inserting an empty Coca-Cola bottle and played a branded version of arcade relic Pong. As some might remember (and Adweek readers noticed), DDB Stockholm made the same hypothesis regarding fun and recycling back in 2009 (dubbing it their “Fun Theory”) with their similar “Bottle Bank Arcade” campaign for Volkswagen.
“Bottle Bank Arcade” differed in that it turned recycling itself into a game: lights above bottle deposits lit up and, the faster you inserted the bottle, the more points you got. It seems like it was both more fun and a better way to promote recycling than Coca-Cola’s more branded effort, in which it appears the only type of bottle that makes the game work is a Coca-Cola bottle.
At the very least, these seem like two executions of the same idea. We’ve included DDB’s “Bottle Bank Arcade” after the jump for comparison.
Tis been some time since we’ve received a memo from Grey, but the agency’s New York CEO Michael Houston has sent out one regarding the brand’s new relationship with coffee staple, Folgers, this week. As a result of taking on assignments for the aforementioned brand as well as continuing efforts with J.M. Smuckers and Millstone, Grey has brought on ad vet Marnie Kain to lead the work. Anyhow, why steal Mr. Houston’s thunder any further. See below:
“You’ll see today that we are introducing a new coffee, Folgers, in our kitchens. It is to celebrate our newest brand assignments from the J.M. Smucker Company, Folgers and Millstone coffees.
This is an outstanding win from our longstanding partner and a tremendous vote of confidence in Grey’s work for Smucker. They have our deepest thanks as we start this exciting new chapter together.
Speaking of new beginnings, we are delighted to welcome Marnie Kain as our newest EVP on these coffee brands, that she led with distinction at Saatchi & Saatchi.
Marnie spent 17 years at Saatchi, rising to the post of EVP, Managing Director, Head of Marketing and Business Development. Along the way, she oversaw brand management for such blue-chip clients as JPMorgan/Chase, Wendy’s, JC Penney, P&G’s Dawn and Fixodent, Sunny Delight and earlier, Carnival Cruise Lines, all textbook examples of marketing innovation in her capable hands.
Most recently, Marnie was President and Founder of her own advertising and marketing solutions company, Kain & Co. An accomplished speaker on advertising and branding, she has served on the board of directors of the Advertising Club of New York and President of the Advertising Federation of Miami. And she’s found to time to give back, serving on the board of Step Up Women’s Network, a non-profit dedicated to helping deserving teens go to college and become career ready.
Please give her a warm welcome and stop by for coffee.
We have no idea how effective the spot will be in promoting gun control measures, but the emotional connection is certainly there.
Credits after the jump.
While Mike’s changed its logo and packaging, this 15th anniversary spot by independent Chicago agency Tris3ct leads us to think it’s not looking to tweak the message too hard:
In other strategery news, Mike’s has given up on TV altogether in the interest of facilitating that digital “two-way conversation” with its target audience.
(We’re still not quite sure who the members of that target audience might be.)
The brand has yet to pledge loyalty to any single agency, so its business is up for grabs. Here’s another Tris3ct spot from last summer promoting the “Shandy” fruit beer:
Grey New York is dabbling in the art world as it’s now been global ad agency for the Whitney Museum of American Art following a review. From what we’ve been told by sources, Grey beat out three other agencies in the pitch including Mother NY (Update: We’re now hearing from other sources that Mother actually declined to pitch. The saga continues). First up to bat for Grey, which is officially being dubbed “exclusive marketing partner” for the New York-based Whitney, is an integrated campaign breaking this week with the launch of the Museum’s 2014 Biennial.
In a statement regarding the agency decision, Whitney chief marketing/communications officer, Jeff Levine, says, “This is a transformational moment in the Whitney’s history and we are delighted to partner with Grey. Grey’s creativity, the strong,
clear tone of voice present in all of its work, strategic insights, integrated digital and social capabilities and global reach made Grey the ideal choice.”
In addition to the Biennial work, Grey NY will also provide marketing support for the Jeff Koons: A Retrospective exhibit that will be unveiled in late June and build brand awareness to hype the Whitney’s move to NYC’s Meatpacking District in spring of next year. The Whitney Biennial, by the way, runs through May 25 at the museum’s Madison Ave. space. Prior to Grey, the Whitney worked with the likes of Ogilvy, though there was no incumbent in this current review.
We’ve got the Grey double-whammy today as the agency, fresh off of winning the Papa John’s biz, has now also welcomed Curt Detweiler as chief creative officer of its San Francisco office. And so, thus ends Detweiler’s brief spell at Arnold SF, where he apparently landed just nine months ago to serve as EVP/ECD/managing director. Whatever the case, it appears the dust has settled on his next gig, as he now takes over as CCO of the 75-person-strong Grey SF, where he will partner with the agency’s president, Milan Martin, who joined at the end of last summer.
Detweiler’s new boss, Grey North America CEO Michael Houston, says in a statement, “Curt is going to be an outstanding partner to Milan as Grey San Francisco’s resurgence and rapid growth continues under his leadership. Curt’s creative track-record on big brands and big clients in every channel, across Europe, Asia and the United States at many of the finest agencies, underscores the aggressive plans we have for Grey on the West Coast.”
To refresh your memory of Detweiler’s resume, prior to Arnold, the creative vet spent a few years as EVP/ECD at McCann SF and served in the senior creative level at the likes of Ground Zero and TBWA\Chiat\Day New York and L.A. during his career. The Grey SF top creative post (which was ECD at the time) was previously held by Jack Fund, who left the agency last fall.