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J. Walter Thompson

JWT Reimagines Rockwell for Tylenol

JWT uses the Norman Rockwell painting “Freedom From Want” as a springboard to examine the modern American family in its spot for Tylenol launching the brand’s “For What Matters Most” campaign.

“Normal Rockwell painted America’s story for sixty-plus years,” begins Abigail Rockwell — Norman’s granddaughter — at the beginning of the ad before remarking on how “our definition of family is expanding.” The ad then asks, “What would a Norman Rockwell holiday look like today?” before answering with three families as examples. There’s the Japanese Yee Hoshida family, who view the hot pot served for dinner as metaphor of the blending of cultures and generations that go in to a modern family; the blended family Beser Carr Schneider Musich, who “happen to be four parents trying to raise our children”; and the African American Garza family, whose eyebrow ring-wearing grandmother serves up Cornish hens rather than the traditional turkey for Thanksgiving. All three families describe what makes them unique and “what matters most,” with each, of course, pointing to family. It’s all, of course, very sentimental, which is only appropriate given the Rockwell connection.

The spot saw a soft release on Thanksgiving, and JWT released a separate video for the Yee Hoshida family on Tuesday (featured after the jump). Videos for the other two families will roll out soon for the holiday season. The videos mark the launch of JWT’s “Freedom From Want” campaign for the brand, which Manoj Raghunandanan, senior director on the Tylenol business, told AdAge “presage a broader media effort in 2015.”

Raghunandanan told that publication that the campaign “reflects serving our consumers and how unique and diverse they are,” and that he didn’t worry about a conservative backlash over the ad’s depiction of a blended family which includes a lesbian couple.

“If you look at what we’ve stood for as a brand, it’s always been so much more than pain relief,” he added. “Caring for people and going beyond their pain is what makes Tylenol Tylenol.” Read more

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JWT London Gets Quiet for Canon Europe

JWT London produced this thoroughly minimalist ad for Canon Europe which foregoes any music or voiceover, instead relying completely on ambient sound as it depicts the nocturnal foraging of local deer.

The 90-second ad, entitled “Urban Deer” was shot by director Jonathan Glazer in “a London/Essex suburb near Epping Forest,” (according to Adweek) in the early hours of the morning as deer emerge from a wooded area to graze on suburban lawns. “Urban Deer” follows the deer as they graze, at one point joined by a fox and cat, before the neighborhood’s human inhabitants wake up. At the end of the spot, the tagline “Come and see” appears onscreen, before finally revealing the Canon logo and letting viewers know what is being advertised. While visually stunning and powerful in its starkness, it may be a little too minimalist for its own good. How many viewers will actually sit through the entire ad, and how many of those will realize the connection between the striking images in “Urban Deer” and Canon, the brand it is promoting? We’re guessing not that many. (Although JWT London does address this somewhat with a campaign site documenting photography techniques used to capture some of the shots in the ad.) Read more

JWT Amsterdam Gets Quiet for New Electric BMW

JWT Amsterdam has launched a broadcast campaign for BMW’s new electric BMWi3 entitled “Driving Pleasure Reinvented.”

The 30-second spot highlights some of the car’s distinctive features, such as its carbon frame and use of materials such as eucalyptus wood, through a conversation two men have over lunch. One of the men brags about the car, with one of the men asking how it drives. “Like this,” the proud BMWi3 owner says and mimes driving without making a sound. The other man makes the sound of an engine revving up, with the BMWi3 owner correcting him that no, the ride is completely quiet. The spot ends with a shot of the vehicle and the “Driving Pleasure Reinvented’ tagline, fitting for a car that breaks with expectations. Of course, JWT is banking on the quiet ride being a selling point, which may or may not be the case. Read more

JWT New York and Schick Tell Men to Pay Attention to the Hair Down There

Today in Extended Analogy news, a new full-length music video created by JWT New York for Schick warns dudes everywhere* to take better care of “the crib in [their] pants.”

“[It] added a few more inches to the place” is a bold claim, but we do find this message more believable than last year’s Gillette “Kate Upton wants you to groom everything” campaign.

Read more

JWT London Shows How Unsatisfying 25% Is For Listerine

JWT London teamed up with production company th2ng (pronounced “Thing 2,” even though the number 2 looks nothing like an “I”) and directorial team “The Queen” (Dan Lumb and Crinan Campbell) for a new spot for Listerine.

The ad is based around the idea that, since teeth only make up a quarter of your mouth, brushing only cleans 25 percent of your mouth. It opens on a man holding balloon receiving a pizza delivery. When he opens the box he finds only two slices and exclaims “25 percent!?” This opens up with concept for a series of sight gags showing how unsatisfying 25 percent is: including a mini martini, unfinished haircut, an incomplete spray tan and a punchline-less joke. It ends with the man walking in on a woman brushing her teeth and informing her she’s only cleaning 25 percent of her mouth, really hammering home the ad’s message.

The ad was filmed over the course of just two days on a crowded beach on the island of Tenerife in the Canary Islands. Despite having to conted with throngs of beachgoers, land to water shots, children and cats, the crew enjoyed the shoot.

“This was a fun and challenging shoot,” said Dan Lumb. “We were determined to hit all of the humor notes on this one, which was so contingent on comedic timing and working around the elements. With such a limited shoot time, we had to rely on the talent and preparedness of the team to make this a success. I think everybody did their part to make it come together in a hysterical way.” Read more

JWT Appoints Lucie Greene as Worldwide Director of JWTIntelligence


JWT announced today that Lucie Greene has been appointed as worldwide director of JWTIntelligence. She will be responsible for “driving JWT’s consumer insights and trends-focused initiatives, adding bench strength to the agency’s trends unit, JWTIntelligence.” She will be based out of New York and report to JWT Worldwide Planning Director Guy Murphy.

“Lucie’s experience is a strong complement to JWT’s longstanding and highly respected trends unit. She will deepen our understanding of cultural shifts and drive innovation possibilities for our client brands,” said Murphy in a press release.

Greene joins JWT from LS:N Global, the forecasting division of London-based trends consultancy The Future Laboratory, where she led a team of researchers that forecast trends for clients such as Nike, Google, Marks & Spencer, H&M, Estée Lauder and Westfield. She also presented for organizations including Estée Lauder, Virgin, Rolls-Royce, and Ralph Lauren on trends, and led strategic content partnerships with Retail Week Live and Cosmetic Executive Women. Prior to joining The Future Laboratory, Greene was a regular contributor to The Financial Times, Women’s Wear Daily, Vogue UK, Elle Decor UK and The Telegraph, while working with clients such as Richemont Group, LVMH and Space NK on branded content projects. Read more

Adam Kerj Named CCO at JWT New York

Adam KerjJust over two months after the announcement that Jeff Benjamin would be transitioning out of his role atop JWT North America’s creative department, the agency has named a new CCO for its New York office.

Adam Kerj joins the agency after serving in the same role for headline-winner 360i (which, coincidentally, just announced the appointment of its own new CCO). Kerj joined the digital shop in May 2012 and recently told Digiday that “there is no such thing as creative genius” while using the same headshot you see here.

The new chief creative spent a decade of his career at Saatchi & Saatchi’s Stockholm office, which he co-founded; prior to that period, he worked in creative positions at Leo Burnett’s Chicago and Denmark locations as well as TBWA Sweden.

Kerj is replacing Matt MacDonald, whose position has been empty since he left last November to help run the AT&T account under BBDO’s David Lubars.

He will report to worldwide CCO Matt Eastwood, and the release tells us that he will work on Macy’s, Johnson & Johnson, Puma, Vonage and Royal Caribbean (among other clients). Eastwood went all out on the quote as well:

“Adam is the ultimate modern communicator. He has achieved sweeping success as a digital pioneer, but has a background rooted in traditional advertising. He is an exceptional creative, a brilliant leader and a great human being. A true global citizen, he has lived and worked around the world, and we are thrilled to have him join our flagship New York office.”

Anyone have anything to add?

JWT Tells Snacking ‘Love Story’ for Stouffer’s Mac Cups

JWT launched a campaign for Stouffer’s new Mac Cups, a snack-sized version of the brand’s classic mac and cheese line.

Mac Cups were launched with the revelation that Americans now eat snacks at meal times 40 percent of the time, and are often no longer following the three meals a day pattern. As Tom Moe, the director of marketing at Stouffer’s, told The New York Times:

“This notion of eating five meals a day, where consumers are grazing throughout the day depending on their need, has opened up a complete new territory.”

So, JWT’s 15-second stop-motion animated spot fits with this strategy. Mac Cups are presented as a tempting snack to eat any time, dancing around to Supertramp’s “Give A Little Bit” and at one point hiding behind the toaster. The interspersed footage of the mac and cheese touting its “real aged cheddar” doesn’t necessarily endear us to the product itself, though.

JWT Canada Conducts ‘Dark Experiment’ for Tim Hortons

In order to launch its new dark roast, Tim Hortons teamed up with JWT Canada to put the new blend to the test.

Using black-out material, the agency wrapped a L’Île-Perrot, Quebec store, blocking out any sort of natural light. Customers were then led to a service counter, where they taste-tested the new dark roast. After tasting the new blend, with their senses supposedly heightened by the darkness,  and voicing their opinions, the lights were turned on and customers were told about the new blend and their role in the experiment. The results were (of course) filmed for the above digital spot.

“When you have a great product, the best way to launch it is to prove tt,” explains Brent Choi, JWT Canada’s chief creative and integration officer, “so we found a way to put the new #TimsDark Roast to the ultimate taste test.” Stick around for credits after the jump. Read more

JWT Launches ‘Forever Faster’ for Puma

JWT has launched the new “Forever Faster” brand platform for Puma, starting with the new anthem ad “Calling All Troublemakers.”

With the stated mission “to become the Fastest Sport Brand in the World,” Puma tapped the world’s fastest man, Usain Bolt, and a host of other star athletes for a global multimedia campaign. Alongside Bolt in the 60-second “Calling All Troublemakers” are soccer icons Mario Balotelli, Sergio Agüero, Marta Vieira da Silva; golfers Rickie Fowler and Lexi Thompson; and the Scuderia Ferrari Formula One team. The athletes were chosen for their individuality in “both performance and personality,” and the spot does have a bit of a mischievous streak to it. But Puma sees “Forever Faster” as more than a campaign tagline — it’s also a company motto representing the desire to “quickly identify product designs and innovation, trends and style and bring them into the marketplace in a more dynamic manner.”

“Forever Faster is about Puma making a statement as a brand and reminding people that we are and will continue to be the fastest sports brand in the world,” explains Adam Petrick, global marketing director at Puma. “We’ve always been known as a brand that takes risks and that’s not going to change, Forever Faster clearly represents that. This is going to change the way we approach product design and innovation as well as how we market our brand.” Stick around for limited credits after the jump. Read more