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Raw and Uncut

SB Making-Of, Part Deux: Kia’s ‘One Epic Ride’

In case you missed this, here’s a nice look at what transpired during the making of David&Goliath’s “One Epic Ride” Super Bowl spot for Kia,  which by the way didn’t even make the top 10 according to the BrandBowl poll (but managed a 6.15 rating on USA Today‘s Ad Meter).  Still, it’s pretty boss to see how a huge production such as this went down and the video goes into detail from the live action shoot to visual effects creation that brought this big-budget, big game entry to life.

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Raw and Uncut: The Raw and Uncut Edition


&#151 “I heard that Big Communications, www dot bigcommunications dot com, in Ferndale, is hiring a bunch of people. They are in the pharmaceutical space so they are fairing better than most.”

&#151 “akqa ny has not won a single piece of business since the beginning of the year. they laid off their sole ‘executive producer’ (a made up role with no special responsibilities) this week. morale could not get any lower.”

&#151 “More layoffs at DDB Seattle. Two rounds since September. ___________, their most awarded CD, gone.”

&#151 “campbell ewald Detroit won the buffalo wild wings MEDIA account”

&#151 “R/GA New York has been awarded the brand assignment for a piece of business previously handled by Saatchi. Looks like R/GA’s strategy of hiring CDs with traditional ad expereince [sic] is paying off.”

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Per our spy:

“(AgencySpy) should have a contest with the biggest heap of shit agency ‘elevator speech’ [sic] This one I came across recently inspired this concept…seriously, who writes this crap??”

“We deliver Catalytic Ideas; ideas that incite consumers to action; driving sales, vitalizing brands, & creating value in myriad forms. They originate in insights that we find by digging in the space where consumer, culture, & commerce intersect. Our Path2Purchase discovery process sheds light on touch points & messaging levers that have disproportionate influence on purchase behavior. It informs strategy across the marketing mix. When it comes to media, the idea of 360 (degree) solutions strikes us as indiscriminate & financially impractical. It prizes ubiquity over selectivity.”

“Our approach &#151 Catalytic Connections &#151 identifies high engagement media with high correlation to purchase. We combine large scale buying capability ($1B placed annually) with plan craftsmanship on an intimate scale. We’re happily, fiercely independent. We answer to clients, not a holding company. We have no separate profit centers or functional silos; it’s a truly integrated model.”

(Ed’s note: we’re fairly certain that the above rant is about Doner. We typed, “We deliver Catalytic Ideas” into Google, and were brought to this AAAA page. We couldn’t find anything about this on their Web site, but we tend to trust the AAAA)

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“maybe advertising is full of egomaniacs because all the art directors think they are really painters/graphic artists and the copywriters think they are novelists/screenwriters and the account people think they are marketing experts…except that if all the above were true, none of them would actually be in advertising”

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“Yesterday morning R&R Partners Phoenix laid off 12-15 out of their staff of 24 after losing Cox Communication. This Included the entire creative department. The other offices are also having lay-offs. Vegas in the last month lost several accounts including Harrah’s, RIo [sic] Casino, Paris Casino, some of Bush [sic] Gardens and UFC.”

An e-mail has been sent to R&R requesting confirmation of these details.