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Periera & O’Dell

Pereira & O’Dell Takes Creative Lead on Fox Sports 1

With the upcoming launch of Fox Sports’ potential ESPN rival Fox Sports 1 on August 17, the brand has chosen Pereira & O’Dell New York as lead creative agency for its 24-hour sports network. This move expands a relationship that began in the spring as P&O’D had already been working on a project basis on 1-2 assignments for Fox Sports 1. In a statement, Fox Sports EVP/head of marketing Robert Gottlieb says, “We’ve never brought in an outside creative agency on a continuous basis as we have significant in-house capabilities. With Pereira & O’Dell  we have found a great partner who  can operate as a creative think-tank as we enter the market with Fox Sports 1. We’re thrilled with their  initial work and look forward to what’s    coming down the pipeline.”

What’s coming down the pipeline includes not only work for upcoming Fox Sports 1 shows like Fox Sports Live, Fox Football Daily and Crowd Goes Wild but a big campaign supporting Super Bowl XLVIII, which will take place in New York. While Pereira & O’Dell gets down to work, its newest client is still trying to iron out deals with Time Warner Cable, DirecTV and Dish.

 

Intel, Toshiba, Pereira & O’Dell Make Alien Movie to Sell Computer Processors

About a year ago, Intel and Toshiba partnered together with the help of Pereira & O’Dell to create “The Beauty Inside,” a so-called “social movie” that paired not-quite-movie stars Topher Grace and Mary Elizabeth Winstead as two young actors who can’t believe that this is where their careers have taken them thus far. The big budget online film was apparently effective enough at whatever it was trying to do to spawn a spiritual sequel, “The Power Inside,” starring Harvey Keitel as a guy you kind of feel sorry for until you you consider that he’s still finding work at his age.

As a press release tells us, the heavily product integrated plot will consist of “An alien invasion by a race of extraterrestrial moustaches and unibrows who take over the upper lips and eyes of people around the world. The main character is Neil, who together with his friends and the help of technology discovers his inner strength to defeat the moustache and unibrow invaders called Uricks. Intel-inspired Ultrabook™ devices by Toshiba play an important role in Neil’s journey of self-discovery.” We assume “inner strength” and “Intel-inspired Ultrabook™ devices by Toshiba” are pretty interchangeable in this scenario.

Similar to its predecessor, computer processor fans every can be part of the film by interacting with the protagonist via Facebook. Users can also upload a photo of themselves, edit that photo with a moustache and unibrow, and reach self-actualization after the process is completed. Credits after the jump.

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If Bottles Could Talk: Keep America Beautiful Personifies Recycling

The press release for the new 60-second recycling spot from Keep America Beautiful, the Ad Council, and Periera & O’Dell states that the average American generates 4.4 pounds of trash per day, but only recycles 35% of that output. It’s unclear whether that means 35% of all recyclable trash is properly recycled rather than 35% of all trash, but the creators of the campaign don’t seem too concerned with stats. After all, people probably won’t respond to numbers.

Periera & O’Dell have decided to redirect the campaign with an emotional tilt, turning an empty plastic bottle into a protagonist that thinks and talks – through voice-over, thankfully. The result is a corny, yet necessary plea to viewers who should be recycling more. Credits after the jump.

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Pereira & O’Dell Reveals the Strange Lives of Scrabble Tiles

It’s always refreshing to see a TV spot that breaks the mold of how a certain type of product can be marketed. Not that I’m saying Pereira O’Dell and prodco Biscuit Filmworks’ newest campaign for Scrabble is revolutionary, but I think if we ever hear the phrase “board game ad,” most of us have an pretty set idea of what it looks like, no matter what game is being advertised.

Well, it looks like two things happened here. First, Pereira & O’Dell creatives decided to think quite far outside of the box and presented this concept to Mattel. Then, probably quite surprisingly, Mattel decided to approve a hell of a budget. Now, we have a campaign that take us away from the smiling family sitting around their dining room table and into the world of Scrabble tiles. And, if you ask them, there’s nothing quite like being “Blank.”

Because I’m a bit of a sad bastard mess this Friday afternoon, this “Lonely Q” spot struck a nerve with me. Let’s just say, I’ve never before sympathized with the letter Q for any reason. But, things seem to work out for him, and maybe all it takes to get back on your feet is the ability to sit down, meditate over a friendly game of Scrabble, and remember how to be yourself. But, then again, I’m probably reading into this a little too much.

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Pereira & O’Dell, Muscle Milk Part Ways

We have received confirmation from sources familiar with the matter that San Francisco shop Pereira & O’Dell and Muscle Milk’s three-plus-year relationship has come to an end. P&O’D initially beat out five rival agencies for Muscle Milk, which is housed under the CytoSport umbrella and joined said agency’s roster that at the time included LEGO, University of Phoenix and Popchips. Here’s one of the more memorable moments to refresh your memory and, oh yeah, this too.

Siegel Splits from Pereira & O’Dell

Not sure if the name Lindsay Siegel rings a bell, but just to refresh your memory, the young lady signed on with Pereira O’Dell last September as its first-ever creative technologist. Anyhow, we’ve now received official word that Siegel, a designer/programmer, Goodby alum and former 7×7 “Hot 20 Under 40″ finalist, has left her full-time gig at P&O’D and moved to Arizona. While she’s still freelancing for said agency, spies note that Siegel has started up her own branding/development firm called Stoke Interactive.

Corona Commemorates Facebook Milestone via Bottle Caps

From what we’ve been told, San Francisco shop Pereira & O’Dell was behind this effort for Corona, which gives an ambitious “Thank You” for hitting the one-million Facebook fan mark. A little acid-jazz gets us in the mood as the agency and the Grupo Modelo brew condenses 12 painstaking hours of work into a nice, 75-second piece. Now, who’s ready for happy hour?

University of Phoenix Ready to Review

The University of Phoenix has confirmed that it’s  ready to review its creative account and expects to issue an RFP for national advertising work later this month. Since the end of 2008, the Apollo Group-owned higher learning institution has worked with San Francisco shop Pereira & O’Dell, which beat out the likes of Mullen, Arnold and EVB for UofP’s AOR duties at the time.

We’ve been told by an Apollo/University of Phoenix spokesperson that P&O’D has been invited to participate in the review, though some spies are whispering that the agency will not defend the account. We’ll keep you posted as things develop.

Goodby Alum Siegel Joins Pereira & O’Dell

We’ve received word that Lindsay Siegel has officially joined Pereira & O’Dell as the San Francisco shop’s first-ever creative technologist. Siegel, who tells us she is “super stoked” about her new gig, most recently worked at a rather familiar, fellow Bay Area operation named Goodby, Silverstein & Partners (until last month), where she spent just over three years as an interactive developer and worked on campaigns for the NBA, HP and Sprint.

While news like this would normally be considered Odds/Ends material, this designer/programmer and 7×7 “Hot 20 Under 40″ finalist has a pretty intriguing backstory that definitely got our attention. Siegel started her new job at P&O’D today and as creative technologist, she will be working across agency accounts.

YouTube Thanks Intel, Toshiba for ‘Inside’

Late last month, Toshiba, Intel and agency Pereira & O’Dell joined forces to create the purported first social media film, Inside. Users were tasked with banding together to help save Emmy Rossum‘s character, Christina Perasso, escape her captors using social media. Given that the online film was honed by Disturbia director D.J Caruso, it’s surprising to see that Inside‘s dark tone would produce such a emotional outpouring of gratitude from fans.

As one Periera & O’Dell employee told us, the agency was shocked to see fans independently take to YouTube to express their thanks. “I am floored as I have NEVER in my career seen anything like this,” the employee tells us. “I’ve asked the whole team ‘What is this? They did this themselves?’” It looks like, somehow, a spooky interactive mystery has been turned into a story about online teamwork and togetherness. The full pieced-together film will debut next week here.

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