TVNewser TVSpy LostRemote SocialTimes AllFacebook FishbowlNY FishbowlDC PRNewser 10,000 Words GalleyCat UnBeige MediaJobsDaily

Mother

Mother/MPC Go Shakespearean for IKEA

When we think of IKEA, our minds immediately recall all-day outings involving hour-long bus rides to Red Hook, crowded model apartments and the endless howling of toddlers, which can only be assuaged with $1 cinnamon buns and reliable taxi services.

Mother and MPC Advertising, however, turned to the Seventeenth Century poetry of The Tempest to provide some context for this otherworldly spot highlighting the many benefits of their client’s bedding products.

Award-winning MJZ director Juan Cabral helmed the latest chapter in IKEA’s “Wonderful Everyday” campaign, which involved hanging beds from cranes for three days in Johannesburg. On the CGI component:

“MPC’s VFX team collaborated with Juan and Mother, creating detailed matte paintings, adding CG beds and embellishments and compositing elements including the NASA rocket and plume. “

We liked it, but then we’ve always been suckers for footage of dogs in awkward situations.

Partial credits and another spot in the series after the jump.

Read more

Mediabistro Course

Social Media 101

Social Media 101Get hands-on social media training in our online boot camp, Social Media 101! Starting September 4, social media and marketing experts will help you determine the social media sites that matter most to you, based on your personal and professional goals. Register before July 31 and get $50 OFF with early bird pricing. Register now! 

Working Not Working Lists Most Desirable Full-Time Gigs

wnwlogoanimated1Freelance network Working Not Working has unveiled a list of the top 46 companies its freelancers “would kill to work” for full-time, and the list includes several advertising agencies. Among the agencies Working Not Working freelancers would most like to work for are: 360i, 72andSunny, Barton F. Graf 9000, BBDO, BBH, Droga 5, Goodby Silverstein & Partners, Mother, Periera & O’Dell, Venables Bell & Partners, and Wieden+Kennedy. The list also included a wealth of design and production companies, as well as Google, HBO, Cartoon Network, Tesla, and NASA (for some reason). Stick around for the full list after the jump. Read more

Burger King to America: ‘Why Just Have It Your Way?’

have it your wayEarlier this year, the home of the Whopper slapped the advertising world with one of its own by parting ways with lead agency Mother. It was a public divorce attributed to the all-too-familiar “creative differences.”

Now something else is grilling: Burger King just announced that it has found a new home for its 40-year-slogan in the tagline cemetery. The new line is “Be your way,” because nothing could be more personal than ordering a No. 2 with a large carbonated beverage.

Witness the strategery in action after the jump.

Read more

Here’s a Brief Statement from Mother Regarding BK Loss

Mary-J.-Blige-for-Burger-King

Well, the relationship fairly briefly, but as you may heard, Burger King has parted ways with Mother New York. You might remember that said agency joined BK’s roster and became the fast-food chain’s lead agency in early 2013, in the process coming up with ads like the Mary J. Blige-starring spot that drew somewhat agreeable comments from Translation chief Steve Stoute and was also lampooned by Second City. Anyhow, here’s your succinct statement that was just sent to us from the agency:

“We were optimists going into the relationship and after a substantial test ride, it did not work out. We wish our friends at Burger King all the best.”

Veteran Mother Trio Splits for Austin to Start New Venture

mother3

Just a month after losing longtime creative Piers North to Spring Studios, Mother is watching three more veteran staffers move  on as creative director, Rob Baird, Mother & former director of new business Krystle Loyland, and co-head of strategy Seth Gaffney are heading to Austin start up their own operation. In a statement regarding the departing trio, Mother NY founding partner, Andrew Dietchman, says,  “Rob, Krystle, and Seth have made huge contributions over the years. That we’ve repaid their commitment to Mother by helping them arrive at a place where they have the confidence and skills to venture off on their own is a point of enormous pride for me and my partners.  They will forever be part of our family and we’ll always support them in any way can.”

Baird had two stints at Mother during his career, rejoining the agency from TBWA\Chiat\Day NY in summer 2010 to lead creative on Dell, Stella Artois and Coca-Cola among others. As for Loyland, the exec spent six-and-a-half years at the agency, working with clients including Tanquery/Diageo and Google while Gaffney joined in his role at Mother in 2010 after serving on the account/strategy side at the likes of W+K  and Deutsch. We’ve been told the trio’s new venture will be announced soon and will open in early 2014.

Mother, Anomaly Alums Head to TBWA\Chiat\Day NY

holmdahltbwaA little bit of staffing news for you this afternoon as TBWA\Chiat\Day NY has added to its creative department by welcoming Mother alums Erik Holmdahl and Beth Ryan, art director and copywriter, respectively, to the fold as CDs. The pair spent the last year, give or take, at Mother helping lead creative for Stella and Microsoft but spent the majority of their careers at BBH, with both working for over a half-decade at the latter agency on campaigns for the likes of Sprite, Axe and Google. Prior to BBH, Holmdahl worked at StrawberryFrog for a few years while Ryan put in the same amount of time at DDB Seattle.

The pair’s new boss and former BBH colleague, Matt Ian, who joined up with TBWA\C\D NY as creative chief from Deutsch LA this past summer, speaks highly (obviously) of the new hires, saying in a statement, “We hear the term ‘hybrid creative’ thrown around a lot, but I haven’t met too many who are genuinely ambidextrous. When I worked with them at BBH, I quickly came to realize that Beth and Erik are as strong digitally as they are with the traditional work. They think simply and inventively. They can give you an innovative idea for an app or a digital platform, and then turn around and hit a home run with a TV script.”

Along with the new CDs, Chiat NY has also brought on former Anomaly Toronto director of design Melatan Riden in a similar role as design director.

Piers North Parts Ways with Mother

piersnorthWhile there may have been a little confusion over names on the Spy line last night, we’ve cleared it up and have received word from sources familiar with the matter that is indeed Piers North who has left Mother New York. North spent just over a decade at the agency’s London and NY offices as a creative, specifically serving as an art director for clients including Crunch Fitness, K-Y and 10 Cane.

There’s no confirmation on this as of yet, but we’re hearing that North, who’s also an avid cyclist and perhaps fashionista, has left Mother NY for a gig downtown at production company, Spring Studios. We’re still waiting to hear back from Spring, which has worked with Target and Harper’s Bazaar and is opening up a new space in Tribeca in, yes, spring 2014. We’ll keep you posted.

IKEA Makes the Most of Small Spaces with Terrifying Doll Heads

From Mother’s UK shop comes a new two-minute spot for IKEA kicks off the new ‘Make Small Spaces Big’ campaign.

Featuring the vocals support of soul singer Elayna Boynton covering Aretha Franklin‘s “One Room Paradise,” we’re taken inside a doll house stocked to the brim with IKEA furniture. There we meet a single mom with a creepy doll head raising her similarly creepy doll-headed son, both adept at finding solutions for making their tiny house bigger.

Now, for U.S. audiences, the doll heads are a bit off-putting and hard to get over. But, once you do, you come to realize what a rarity it is that we see single parent households depicted in advertising, especially for a global brand like IKEA. Mother does a wonderful job in not only demonstrating the products’ features, but also giving the spot some emotional weight. If it was only something other than doll heads…

Take a virtual MTV Cribs-style tour of the apartment from the spot here, and view credits after the jump.

Read more

So, Who the Hell is Really Famous? Feh Tarty Wants to Know…from Moms

Yes, this is the brainchild of agency creative vet Feh Tarty, who has spent the last three years as a creative director at Mother London and has also worked at the likes of W+K and Goodby during his career. While Mother NY does its own thing with “Momtract,” we have this celeb-themed Mother’s Day effort from across the pond that includes a game called, yes,Who is Really Famous. Regarding the project, Tarty says, “Throughout my career in advertising, I’ve had the opportunity meet some famous people. But when I would share these experiences with my mom, in more cases than not, she would have no idea who a person was. I would jokingly say to friends that no one is really famous unless my mom knows who they are. So I decided to find out who actually is, according to my mom, by making a film and asking her which names or faces she [recognized].”

As the clip suggests, you are asked to select photos of at least 20 celebrities and then ask your mother whether she recognizes them. So farthe “top least famous people” on the Who Is Really Famous site are Diddy and Russell Crowe. C’mon mums, you can do better because we’re talking about royals, pop stars and others for heaven’s sake. Give it a go if you’d like with yours and play here.

 

Hmm, So Just What is Mother Up To for Mother’s Day? (Update: Now We Know)

For now, your guess is as good as ours, but apparently, a great reveal is on the way some time today from Mother, which for obvious reasons celebrates Mother’s Day (which is this Sunday, the 12th in case you forgot) as if it were Christmas. Case in point, we’ve been told that the agency is even closing shop this coming Monday so we’re assuming some Sunday revelry will be in order. We’re not sure what the hell that all entails exactly but in the meantime, see the teaser above to get a glimpse at what agency’s got in store today. We’ll update with the full reveal once we receive. We don’t know about you, but a “Momtract” kinda scares us.

Update: Well, the agency seems to have been delayed a bit, but as promised, here’s a full clip promoting Mother’s “Momtract,” which, yes, still scares us, as it’s a contract that “gives mothers back the power they woefully lost as their children aged.” Well, we do remember at a certain point in high school the folks saying that “just because you’re taller than us, doesn’t mean we can’t tell you what to do” (for real). Yep, this just refines that notion, we think. See promo below and, if you dare, draw up your own “Momtract” here:

 

NEXT PAGE >>