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Periera & O’Dell

Pereira & O’Dell Apologizes for Fox Sports 1′s College Football Coverage


Pereira & O’Dell, New York apologizes for Fox Sports 1′s increased coverage of college football in a new web video suggesting the ramifications of the network’s comprehensive coverage.

Opening on a woman flipping off the camera (her middle finger blurred out), the spot examines how the increased amount of college football available erodes a couple’s marriage as the husband spends all his time on the couch glued to the television. “I used to like college football. In moderation,” she says at one point. The family dog is also neglected, staring longingly at his food bowl and sadly attempting to find a partner to play fetch with. “Thank you, Fox Sports 1, for ruining a perfectly decent husband,” the woman says at the spot’s conclusion.

The 30-second broadcast spots which will air across Fox channels and paid media. The campaign also features a print component in the form of an apology letter from the network that ran in The New York Times and New York Post today as well as social media components on Twitter, Facebook, Vine and Instagram.

Print ad and credits below.

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Pereira & O’Dell New York Adds New Head of Production

Tennille TeaguePereira & O’Dell New York announced the addition of Tennille Teague as the new head of production for the agency’s New York office. Teague will oversee production for East Coast clients including Memorial Sloan Kettering, Fox Sports 1, Realtor and New Era and report to VP of Production Jeff Ferro in San Francisco.

Teague arrives at Pereira & O’Dell with over 14 years of global production experience, working with brands such as Bud Light, LG, MTV, NHL, Range Rover and Campbell’s, working with budgets ranching from $5,000 to $4 million. Prior to Pereira & O’Dell, Teague was senior content producer at Translation LLC. Before that she spent over ten years in that position at Young & Rubicam. She also “has been a contributing partner and judge with the Tribeca Film Festival, AICP, AICE and Clios award shows.”

“Tennille has tremendous production expertise and a passion for storytelling,” said Cory Berger, managing director of Pereira & O’Dell New York. “She’s a wonderful addition to the team we have in place in New York, and will be instrumental as we grow our production capabilities.”

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

Pereira & O’Dell NY Talks Accuracy for Realtor.com

Pereira & O’Dell New York have a new campaign for Realtor.com championing the site’s accuracy in home listings, thanks to “its unique, direct relationships with more than 800 multiple listing services that provide consumers with 98 percent of all for-sale properties listed in the U.S.

Entitled “Accuracy Matters” the broadcast campaign features two 30-second spots — “Mom” and “Doghouse Architects” — which will run through 2014. The spots attempt to find the humor in inaccurate real estate listing as a means of highlighting the importance of the accuracy Realtor.com provides. While the humor mostly comes across as cute rather than funny there is one slapstick moment in “Mom” worth a chuckle, and the approach at least helps differentiate Pereira & O’Dell’s work from typical real estate advertising cliches.

“Coming from a real estate family, I’ve seen my share of formulaic advertising in the category,” explains Dave Arnold, executive creative director at Pereira & O’Dell. “Our goal with ‘Accuracy Matters’ is to not only connect Realtor.com to a singular product message it can rightfully own, but to also have some fun with inaccurate listing information.”

Stay tuned for “Doghouse Architects” and credits following the jump. Read more

Here’s Your First Airbnb Spot by Pereira & O’Dell

Now that Airbnb, that controversial apartment “sharing” (read: renting) business, has grown beyond its startup roots to become a company with an estimated value greater than the entire Hyatt Corporation, it needs a little creative work to show the world what it’s all about.

Today Pereira & O’Dell provided that work in the form of the very first Airbnb spot:

We’re not sure whether the business will catch on with the public at large and we can’t imagine warming to the idea of swapping apartments with strangers, but we also can’t think of a better way to summarize Airbnb’s appeal than with a series of views from alternate windows in a “you could be here, or here, or here” montage.

Unfortunately, you may still have a tough time describing the company’s product to your grandmother.

Credits after the jump.

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Pereira & O’Dell Explains ‘Hunkvertising’ on ‘Nightline’

San Francisco-based Pereira & O’Dell were recently invited onto ABC’s Nightline for a segment exploring the recent “hunkvertising” trend, and even created a “hunkvertisement” for the show.

The five-minute segment, entitled “The Art of the ‘Hunkvertisement’” features executive creative director Jaime Robinson and Renuzit director Chris Applebaum explaining the phenomenon to Nightline reporter Nick Watt. After exploring the ins and outs of “hunkvertising” the pair, along with the rest of their team, coach Watt on how Nightline can appeal to more women, and even film a 30 second “hunkvertisement” for the program produced in-house by P&O’D.

It’s kind of fun to watch Watt struggle with the concept of mixing male sexual objectification and humor in ads targeting women, which he at one point labels “bizarre” and then attempt to star (rather uncomfortably) in his own advertisement. Nightline approaches all kinds of reactions to the supposed trend, including the idea that these kinds of ads empower women, that it’s sexist to assume women need a hot guy to sell them kitchen and household items, and the crazies at One Million Moms doing what they do best (being crazy). The segment runs through a number of prototypical “hunkvertisements” in their examination of the phenomenon, notably Renuzit’s “Scent Gents,” which we’ve included after the jump. Read more

Memorial Sloan-Kettering Taps P&O’D for AOR Duties

sloankettering

After a “competitive review” (overseen by Joanne Davis of Joanne Davis Consulting, Inc.) that concluded earlier this month, 130-year-old private cancer center Memorial Sloan-Kettering has awarded creative agency of record and media AOR duties to Pereira & O’Dell New York and Media Storm, respectively. In a statement, Sloan-Kettering’s SVP/chief communications officer Avice Meehan, says, “For 130 years, Memorial Sloan Kettering has focused relentlessly on  a singular mission: discovering better treatments for cancer and improving the lives of those who are touched by cancer. Pereira & O’Dell and Media Storm showed outstanding insight into our mission during the review process. We have every confidence that our new agency partners will help us deliver compelling communications that will benefit and educate individuals and their family members in responding to a cancer diagnosis.”

The MSK win marks the first major step into the healthcare sector for P&O’D, which of course already works with clients including Skype, Intel, Airbnb and Fox Sports 1. P&O’D NY succeeds fellow Big Apple agency DiMassimo Goldstein (DIGO) on the Sloan-Kettering account and will launch new work for the center later this year. From what sources tell us, Pereira & O’Dell beat out Berlin Cameron United and SS&K in the final pitch.

P&O’D Cuts a Handful

pod_logoWell, the number’s slightly less than what we were hearing on the Spy line, but sources familiar with the matter confirm that San Francisco-based agency Pereira & O’Dell has had to cut six staffers. While we were hearing that financial issues might have played a role in the cuts, our sources tell us otherwise, saying that it was nothing more than “adjustments being made” and that no specific department was targeted. Current headcount stands at 190 at P&O’D, which has had a pretty productive last six months, from assuming lead creative duties on the Fox Sports 1 account to expanding ops in Brazil to dishing out efforts for Intel/Toshiba, Skype and its newest client, Airbnb.

Gus Johnson, Bill Raftery Are Here to Yell, Make You Feel Nauseous for FOX Sports

From Pereira & O’Dell New York comes a new spot already being hailed by SB Nation as “weird” and “gross.” Starring FOX Sports’ Big East basketball commentators Gus Johnson (who FOX has been marketing as an overly loud spaz, as though that was a good thing) and Bill Raftery (who announced he was bringing his trademark nonsensical “onions!” catchphrase from ESPN to FOX in November), the spot imagines what it would be like if this odd duo was to analyze childbirth.

In addition to SB Nation‘s glowing review, Sports Grid is boldly declaring the spot an “early contender for worst ad of the year.” But don’t just take their word for it! “Terrible commercial. A bit disturbing. Not funny,” says one YouTube commenter. “Fire the idiot who approved this commercial,” says another! Well, you know what they say: When Gus Johnson pounds a desk and causes a newborn baby to come rocketing out of his mother’s vagina, you’re bound to get a big reaction. Credits after the jump.

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Pereira & O’Dell Flies Into Birdbnb for Debut Airbnb Work

Pereira & O’Dell nabbed creative duties for Airbnb in September, and three months later, the San Fran shop is launching Birdbnb, their first campaign for the global travel renting company. To supplement Airbnb’s colorful site full of rental options, Pereira & O’Dell created a conceptual platform where artists built 50 birdhouse-sized renderings of actual listings. The finished products will be on display in Audubon Park in New Orleans December 16-22.

The official name of the campaign is “Every Traveler Deserves a Home,” and the 2:10 cut of the above video feels very homey, which is probably the best compliment I can give a travel rental commercial. The 4:30 version drags a bit, kind of like that nice older lady who rents you a room but keeps talking your ear off about topics you don’t care about (2:10 version here, FYI). She’s still kind, but you want to tell her to keep it brief, since, after all, you are the customer. However, selling this type of service does not lend itself to easy choices for advertising, and this effort finds a way to tell a story that makes travel rentals personal.

Credits bookended by some behind-the-scenes videos after the jump.

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