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Johannes Leonardo

Johannes Leonardo Has Your Vacuuming Needs Covered

Johannes Leonardo, the fashion-savvy New York agency most recently noted for winning the Estee Lauder account, has now picked up the vacuuming business. Like, all of it.

This week TTI Floor Care chose JL as its AOR, which means that the agency will handle creative for Hoover, Dirt Devil and Oreck. The review involved at least a dozen agencies, and TTI CMO Alan Gravely told both Adweek and AdAge that he was “blown away” by the JL pitch.

Johannes Leonardo CEO Michael Duda writes that he was attracted to the new client’s “visionary aspirations and a passionate commitment to change the category”, and the agency will create unique campaigns for each of the three brands.

But will they produce anything as elaborate as last year’s Exorcist parody?

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Estée Lauder Chooses Johannes Leonardo for Global Creative Assignment

Estee LauderEstée Lauder has chosen Johannes Leonardo for global creative assignment, including both traditional and digital ads, Adweek reports.

The decision follows a creative review in which Sid Lee was also identified as a finalist, and also included McKinney in initial presentations. While global spending figures were not available, Adweek reported the brand spent around $100 million in media last year in the U.S. alone. Estée Lauder has historically opted for regional campaigns, but looks to create global campaigns going forward. While “Johannes Leonardo referred calls to the New York-based Estée Lauder,” and Estée Lauder refused to comment, Adweek sources “said that the company had told the finalists of its decision.” Johannes Leonardo will not be responsible for global media, which will remain at Omnicom Group’s OMD.

Sprite Gets Weird for ‘Obey You’ Campaign

It’s hard to remember a Sprite TV spot that didn’t feature pro/amateur athletes playing street ball and squirting liters of lemon-lime soda into their mouths after a big dunk. In fact, “Obey Your Thirst” ran as Sprite’s tagline for over a decade, and only in 2007 did the brand cut it down to “Obey” because Shepard Fairey speaks to a younger generation or something.

But, when parent company Coca-Cola tapped Johannes Leonardo to lead Sprite’s global creative duties last May, it became clear that a change was imminent. With “Obey You,” Johannes Leonardo is taking Sprite out of Rucker Park and putting it on a much stranger course. It’s become somewhat clear that the younger generation no longer idolizes professional basketball stars like they once did. That is, unless that star is Blake Griffin, and that star is being weird.

“Obey You” seems to be employing the strategy of “weird sells to 18-49.” Are the antagonistic voices in your head going to sell more Sprite than street-ballers? Or is the younger generation getting weary of the weird?

Two New Creatives Join Up with Johannes Leonardo

Mother alum Dave Tomkins (pictured right) and Scotland native Iain Nevill have joined NYC -based Johannes Leonardo as art director and copywriter, effective immediately. They will be reporting directly to co-founders Jan Jacobs and Leo Premutico.

Both come from interesting backgrounds across the Atlantic. Nevill launched Borne Magazine (a freebee mag you get at Urban and American Apparel). After starting the mag, he went on to work at S.C.P.F in Barcelona, where he worked on a bevy of brands including BMW, IKEA, & Vodafone, to name a few.

Tomkins on the other hand, seems to have a highly-awarded advertising background, coming from Clemenger BBDO Sydney, Happy Soldiers and Mother London, so at least he can hold up the team while they both get acclimated.

Congratulations to these two for getting American visas. I look forward to seeing more fresh work a la Daffy’s, from JL. No pressure, guys.