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Grey

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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Grey Draws from DirecTV Formula for Cannes Party Invite Clip

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.

Grey NY Takes on ‘Bedtime Stakes’ for Breathe Right

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

Grey Re-Enters South Africa with Acquisition of The Volcano Group

greylogoAdweek 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.”

ACW Grey Tel Aviv Feels Your Balls

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?

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Does Grey Dhaka’s ‘Happiness Arcade’ Seem Familiar?

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.

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Here’s the Memo Regarding Grey, Folgers and a New EVP Hire

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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.

Michael”

Grey New York Gun Control Spot Doesn’t Pull Any Punches

Grey New York has released the sequel to its award-winning spot for States United to Prevent Gun Violence, and its subdued pastel color scheme belies a very disturbing–if predictable–conclusion.

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.

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