This feels somewhat interesting, though, unless you’re working at Mother London, you can sit your ass on the bench. Here is what we’ve been told is the “Mother London tweet seat,” which lets anyone from the agency commandeer the Twitter account, pick their own themes and get free rein to tweet, and solicit keywords to ghostwrite tweets for Mother folks. Yes, if you are all out of ideas, for this week at least, the creative team of Henrik Düfke and Felipe Montt are here for you, but just hit them up in the morning since we’re on London time here.
So, you like to have weekly ragers, but you can’t afford all of the damage to your kitchen with each night of revelry? Well, IKEA has the solution for you, and you don’t even need to ask your guests to kindly leave the kitchen and go recline in the living room or something.
With the help of Mother, IKEA has built an online interactive durability test that proves their kitchen appliances don’t fall victim to even the most belligerent guests. A yellow sweater-ed man we will name Bjorn nimbly falls through a kitchen when users drag him to either the left or right of the screen, all the while showcasing IKEA’s “slam tested doors,” “steam and heat tested surfaces” and “stain tested surfaces.”
It would be wrong for IKEA kitchen customers not to encourage your party guests to spray champagne over your kitchen our or attempt to open your dishwasher while it’s running. And, even if you’re slightly worried that your neighbor might seize the opportunity to destroy your house, IKEA promises a 25-year guarantee in the FAKTUM and VÄRDE kitchens. Says Mother director of strategy Jacob Wright, “This online experience balances the need to give people the information they’re looking for with the fun, ‘twinkle in the eye,’ IKEA tone that people love in our broadcast communication. And as a result it sells very hard and builds the brand at the same time.” That reminds us, have fun building this stuff. Credits after the jump.
Mother NY, I think you need to step up the crazy. Right now, Mother London has you beat in that department.
So, what is the Wooly Actors Guild (WAG) you ask? Well, according to a monkey puppet in the above video, movie studios worldwide have been participating in “woolism,” or prejudice against furry actors. In the online spot, Monkey explains that famous wool actors are being cut out of major films and replaced by, well, people. In fact, parts of Jurassic Park, Scarface, Jaws and Notting Hill were all re-cast with human actors, perpetuating this cycle of discrimination. What does this all mean? Perhaps the answer lies in the fact that Notting Hill is included alongside classic blockbusters.
You see, while only a blip on the United States’ cultural radar, Notting Hill was a gigantic success overseas in Britain. This would imply that while we Americans probably find this WAG thing utterly confusing, the British will think this is hilarious. In fact, Monkey is a beloved commercial character in the UK, best known for being the spokespuppet for ITV Digital, a now-defunct PPV television overseas that folded after four years. While ITV Digital is now long-forgotten, Monkey’s popularity endures. Still confused?
On the WAG’s website, interested parties can sign a petition asking movie studios to give equal rights to wooly actors. Of course, this is a strange, empty gesture. However, web visitors will hopefully click on the big “SHOP” button on the site, where they can purchase Monkey and WAG merchandise. Apparently, Monkey-related merchandise was insanely popular commodity when ITV went off the air in 2002. Proceeds from this merchandise then goes to Comic Relief, a British charity that you may remember from its American spinoff, which started in the 80s.
In other words, Mother wants you to watch this viral video, remember the monkey from a failed British digital TV channel, visit the website, sign a petition and then buy stuff on the web store, which will then go to charity. Do I have this right? I don’t know, send this your friends from across the pond and see if they can make more sense out of it. Credits after the jump.
With the rise of Spotify and iTunes’ domination over the paid music industry, we were surprised to learn that online subscription service eMusic is still in operation. But, a clever new digital campaign from Mother NY titled “eMusic Investigates” brought it back to our attention, especially considering the three artists the campaign showcases are some of the best up-and-coming musicians around today.
The three videos in the campaign are positioned as scientific experiments that seek the meaning and impact behind each artist’s latest work. For example, the above short investigates indie folk singer/songwriter Porcelain Raft’s latest album, Strange Weekend, and whether or not the Italian-born artist’s musical interpretation of a bizarre weekend in New York causes bizarre reactions from passerby when played on right around the corner from the iconic Bowery Ballroom. As it turns out, dance parties and heavy makeout sessions occur.
Meanwhile, Grammy award-winning neo-soul crooner Esperanza Spalding is aiming for a decidedly “bigger” sound on her latest album, Radio Music Society. Accordingly, eMusic wanted to see if her new style would still please her fans that are used to listening to Spalding in more intimate settings. The above video plays Spalding’s new single, “Radio Music,” for fans in increasingly smaller places, starting in an empty room and ending in a wacky party that takes place in a full-size bed. See if Frankie Rose‘s new space-themed album, Interstellar, holds up when played to a rocket scientist, twin alien abductees, and a chimp after the jump.
It looks like eight years at Mother NY was long enough for Allon Tatarka, who has left the agency to give it a go as a freelancer. The copywriter initially joined Mother from Fallon (as did his partner-in crime/art director Rob Baird) in the spring of 2004 . Tatarka subsequently worked on a host of campaigns for Virgin Mobile (one of the most recent was “Manufacturing Sparah”) as well as Spike TV, Dell, Target and Sour Patch Kids (you might remember this Method Man/SPK music video from last fall).
Tatarka spent seven years in all at Fallon prior to joining Mother, first in the Minneapolis base and then the now-defunct New York office. We’ve been told his last day at Mother was March 9. His former cohort Baird, if you remember, rejoined the agency in June 2010 after a stint at TBWA\Chiat\Day NY.
We’ve been hearing about it since the morn, and now we know it to be true. Following a review that started at the end of 2011, Mother has landed the gig as global agency for smartphone manufacturer HTC. If you remember, HTC picked Deutsch LA to handle North American creative, media and digital nearly three years ago (here’s a reminder of said agency’s first work for the brand back in the fall of ’09).
The story goes, though, that rather than work with regional agencies on campaigns, HTC decided to look for a “single global brand idea.” Deutsch was in fact involved in the final pitch as was Saatchi & Saatchi’s American and Asian regional agencies, but Mother won out.
HTC’s VP, global marketing Greg Fisher says in a statement, “‘We have very big plans for 2012, and beyond, to drive the HTC brand consistently and with impact globally. We needed to find a creative partner to take this journey with us and to create a breakthrough global campaign framework we can extend across the world. A partner who understands our brand and who can transform the way we connect with our consumers. The partner is Mother and we are very excited at what the future will bring with them.”
Since Mother had already picked up the HTC EMEA account last August, the transition shouldn’t be too much of a shock to the system. As expected, the agency will handle traditional advertising, digital and retail for the brand.
Update: OK, now we’re just confused. Here’s an update from the HTC camp:
“HTC is in fact working with Mother London on an exciting new global campaign that will start launching around the world in a future campaign. They’ve served as the creative lead for this project. However, no changes are being made to their current creative agencies of record, including Deutsch LA. They’ve been a long-standing, valued agency for HTC and intend to maintain the relationship for the North America business.”
We’ll look into this more tomorrow.
Update 2: Ok, now we’re a little clearer. Sources familiar with the matter tell us that Mother’s role regards an upcoming global “campaign framework” for HTC. Deutsch LA still remains the North American AOR, global digital AOR and will be supporting this effort while Mother will lead it. The work will be initially coming out of Mother’s London office, though no timetable has been set as to when it will officially launch.
After 18 months at Mother, Angelina Vieira Barocas has been named a partner at the agency’s New York office, joining Andrew Deitchman, Paul Malmstrom, Tom Webster, Michael Ian Kaye andPernilla Ammann. Barocas, a Six Flags and Bugaboo alum if you remember, joined Mother in August 2010 as managing director in NY. As far as agency experience goes, Barocas spent 10 years on the account side at W+K. Mother co-founder/partner Malmstrom sums it up best in a statement, saying, “Tough like leather, warm like the Portuguese sun. Angie has just the right touch to steer this unruly organism where it both wants and needs to be.”
This holiday season, Mother London is opting for something a little less “merry” and little more supernatural.
100 blank t-shirts were sent to LA-based psychic Lucinda Clare, a seer whose work has led her to crime-solving positions at U.S. police departments and the infamous Scotland Yard. Clare has (apparently) foretold the destinies of the t-shirts’ eventual wearers, with her predictions somehow displayed on the shirts once the wearers receive them. For the steep price of £100 (or approximately $156), those anxious about what 2012 has in store can purchase one of the shirts by number here, with 100% of proceeds being donated to Age UK, the UK’s largest charity for elderly people.
Before you decide your fortune is worth $156.00, there are some catches. First, the t-shirt must be selected only by number, as there is no size or color guide. If it doesn’t fit, does that mean it’s not meant for you? Second, if you order this thing before Friday, December 16, the shirt will arrive with an exclusive audio recording of Clare going in-depth about your individual fortune. Third, according to the announce, “A warning, though. One T-shirt is unavailable for sale. Miss Clare has refused to say what she saw when predicting this garment.” Finally, of course, there’s always that chance that fortune-telling isn’t, you know, “real.” But, if you’re too embarrassed to admit that you actually believe in this stuff, you can always tell your friends and co-workers you did it for charity, right?
After spending nearly two years together, Mother New York and Brooklyn-based Cumberland Packing Corp., which is responsible for Sweet ‘N Low among several other products, have “mutually agreed” to call it quits. Back in January 2010, Mother beat out the likes of Lowe, Dentsu America, Doner and Gotham for the Cumberland AOR duties. During their brief relationship (well, if two years sounds brief to you), Mother worked on everything from advertising to package design for the brand.
Of course, with a preemptive PR strike such as this, all the pleasantries come out, with Cumberland CEO Steven Eisenstadt saying in a statement, “Mother employs some of the kindest and most talented people I know. We will miss working with them and will always hold them in the highest regard.” No word on whether Cumberland’s launching a review in the immediate future, but from what sources familiar with the matter tell us, there were differing views on the direction the business should go. Prior to Mother, fellow New York shop Pedone handled the account.
In late August, Jeff Goodby and GM’s global marketing chief Joel Ewanick had a scuffle over GS+P’s consistency with work for Chevy, with each man using Automotive News as their platform of choice. With many in Detroit predicting a J. Lo and P. Diddy-sized breakup, word broke that Chevy was awarding Mother a project , one that GM’s director of product and brand communications Pat Morrissey assured the press was a “one-off digital assignment.” Goodby responded to the news in Adweek saying simply, “I’m fine and open about having other good agencies like Mother work on the business.” That bring us to today, where everything’s well and good in the Motor City, right?
Today, Mother unveiled the digital assignment for Chevy’s Centennial Celebration, “The Road We’re On.” Awash in images of rural Americana, the campaign’s website features an interactive map where users can see Chevy’s history unfold through the eyes of drivers in towns that Chevy’s presence has greatly impacted. Starting Nov. 3, visitors to the site can also “pinpoint” their own locations on the map, sharing their stories and experiences with Chevrolet.
Included on the campaign’s website are a series of short films created by Mother that visit locations that are integral parts of Chevy’s 100-year history. The first stop is Bridgeville, PA, a town of about 5,000 located about eight miles southwest of Pittsburgh. Bridgeville is home to Colussy Chevrolet, one of the country’s oldest dealerships of the brand and a place that Bridgeville’s population evidently feels a sense of pride in. With consumers currently asking Chrysler why Detroit actually means Brampton, Ontario, could this feel-good, red white & blue tribute to Chevy win over those looking to buy American? Credits after the jump.