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Saatchi & Saatchi

Saatchi & Saatchi NY Stages Usher Dance-Off for Honey Nut Cheerios

Saatchi & Saatchi New York staged a dance off between Usher and Buzz the Bee in its latest broadcast spot for Honey Nut Cheerios, entitled “Body Language.”

Coming on the heels of its Grumpy Cat spot, Saatchi & Saatchi New York and Honey Nut Cheerios decided to go with a human celebrity this time. Somehow Usher proves a better match for Buzz than Grumpy Cat. When Buzz tells Usher that bees communicate with dance, the two exchange moves for the remainder of the ad, finding quite a bit of common ground. The national broadcast spot is set to the new Usher tune “She Came to Give It to You” and is a fun follow-up to both the Grumpy Cat spot and last year’s effort featuring Nelly.

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Saatchi & Saatchi Takes on Octopus for Charter


Saatchi & Saatchi has a new campaign for Charter Communications, touting its high-speed Spectrum network with a series of new spots.

In the 60-second spot at the center of the campaign, a couple is inspired by a cooking show to buy a live octopus. But when faced with the prospect of actually cooking the octopus, the creature wraps its tentacle around the man’s hand and he runs for the bathroom. “It’s funny how seeing a clearer picture can lead you to see the bigger one,” the voiceover says over soft piano music, and the woman changes gear from looking up a recipe to looking for caring for a pet octopus. It’s kind of cute and funny, and certainly more memorable than most ads in the category.

Saatchi and Saatchi’s campaign also includes a couple of 30-second spots, taking on the more commonplace situations of a father helping his son with a science project and another father who can’t seem to get his infant to stop crying.

More below.

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Saatchi LA, Busta Rhymes Remix the ‘Swagger Wagon’ for Toyota

Do not adjust your monitors: Busta Rhymes is repping Toyota.

In July, we discussed the automotive industry’s desire to distance itself from the famous “Soccer Mom” demographic. The solution to that problem came, in this case, via Mr. Trevor Tahiem Smith, Jr. and the proven “white people rapping” formula:

While the video does have more than half a million views at the moment, it has yet to approach the levels of its predecessor, which earned 12.5 million clicks and qualified as a runaway success.

The spot will certainly get your attention, but various publications have offered their opinions on its merits – and you may be surprised to learn that they are, for the most part, somewhat critical.

Saatchi & Saatchi, Sydney Brings Out the ‘Bad in Dad’ for Toyota

Saatchi & Saatchi, Sydney has a new campaign for Toyota, entitled “Bad in Dad,” featuring one dad’s “bad” antics, attributed to his new Camry RZ.

Set to George Thorogood‘s ubiquitous “Bad to the Bone,” the dad is pictured using his leaf blower to blow leaves onto the neighbors yard (kind of funny), spraying his wife with a hose (cute) and embarrassing his son with the locked door trick as he picks him up from soccer practice (just plain cruel). The narrator at the end of the 45-second spot asserts that the new Camry will “bring out the bad in dad,” making the positioning of the vehicle as the motivator behind dad’s behavior explicit. While he may occasionally step over the line, the dad’s antics are mostly presented as the kind of things most of us think about doing, don’t, and then wish we had, which fits with the vehicle’s presentation as a sort of liberator. Stick around for credits after the jump. Read more

Saatchi & Saatchi Creates Dual Spots Featuring NFL Rivals for Duracell

Saatchi & Saatchi created a pair of spots for Duracell featuring NFL rivals the Seattle Seahawks and San Francisco 49ers.

Both spots carry the same message: “When the game’s on the line, the NFL trusts Duracell Quantum to power their gameday communications.” The difference is that one spot presents this from the Seahawks’ perspective (on offense), while the other examines things from the 49ers’ point of view (on defense), leaving the ultimate outcome of a game defining play up in the air. After the viral success of  Saatchi & Saatchi New York’s “Power Your Game” spot back in January, these efforts feel a bit lightweight by comparison. Still, the different views of the same play approach is at least somewhat interesting and the continued NFL partnership should appeal to football fans.

Stick around for the 49ers version after the jump. Read more

Saatchi & Saatchi NY Introduces Grumpy Cat to Buzz


Saatchi & Saatchi New York introduces Internet phenomenon Grumpy Cat to Honey Nut Cheerios in a new 30-second broadcast spot for the brand designed to appeal to younger audiences.

For the spot, entitled simply “Buzz Meets Grumpy Cat,” Saatchi & Saatchi teamed up with California-based production company Backyard and director Rob Pritts. If you count yourself among Grumpy Cat’s legions of fans, you’ll probably just be happy to see him make an appearance here. Otherwise, there’s not a lot going on beyond “Oh, you’re that Grumpy Cat,” as Buzz tries to make the feline crack a smile. His strategy consists entirely of talking about how much people like Honey Nut Cheerios.

Established brand + established meme = eyeballs.

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Saatchi Thailand, FIFA Invite You to ‘Be the One’

Saatchi & Saatchi Thailand is capitalizing on the World Cup action by joining forces with its new client, Asian online gaming brand Garena, to hype the free EA Sports multiplayer game, FIFA Online 3. Following days of teasing last week in the form of media hijacking of Southeast Asian soccer news sites, where actual football stars mentioned in news articles were replaced with that of Thai game players, Saatchi Thailand and Garena have officially launched the campaign, “I Am the One,” via the :60 spot above.

Dubbed “Messi’s Arrival,” the clip debuted the day before the Argentinean superstar and his countrymen defeated Bosnia and Herzegovina and imagines what he experienced upon landing in Brazil through the eyes of someone who perhaps resembles your ideal gamer. Of course, Messi himself never actually appears in the spot (he’s in a million other commercials as you may have noticed, though), but it basically keeps in the line with the “I Am the One” campaign theme. Along with the spot, Saatchi Thailand is also developing content for its native audience based on results from its Live Creativity real-time social and content hub, which will follow World Cup news and social chatter as the event progresses. The agency’s ECD, Nuntawat Chaipornkaew, explains, “When Brazil scored an own goal, our content team produced an ‘interview’ with a Thai player talking about how he just wanted to score the first goal. When Spanish star Alonso lost tooth, so did our stars and even the audience. When Suerez hurt his knee, so did we.”

With the film and social components covered, the parties involved will also be launching the full website for FIFA Online 3 come tomorrow. There, an interactive version of the film will be available and allow viewers to insert their own faces into it to “be the one” and also join the world’s largest football team photo. One can only imagine how that will turn out. Credits after the jump.

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Saatchi & Saatchi London, Toyota Want You to ‘Go Fun Yourself’

Saatchi & Saatchi teamed up with Internet prankster Rahat to launch a new multichannel campaign promoting the Toyota Aygo.

Part of the “Go Fun Yourself” campaign, the debut spot features Rahat slipping into a costume that perfectly matches the seats of the Toyota Aygo, making the car appear to be driving itself. He then drives around Europe with a hidden camera documenting people’s reactions. That’s right, another hidden camera prank video. If you’re tired of these already, you might want to head elsewhere, because the 90-second “Who’s Driving” — set to the Fratelli’s track, “Chelsea Dagger,” and directed by Smuggler’s Jamie Rafn — doesn’t do a lot to distinguish itself from the pack.

The spot will launch the “Go Fun Yourself” Pan-European integrated campaign on TV, in cinemas, and online — supported by social and print components — today, in markets including the UK, France, Italy, Germany and Denmark. “Go Fun Yourself” attempts to “emphasize Aygo’s image as the playful, dynamic car of choice suited to those that don’t take themselves seriously.” Aimed at a younger audience, the campaign will comprise a series of prankster-style videos and social activity which will roll out across the year.

“Aygo is not just another car, so for the launch we wanted to do things differently,” said Stephane Rydlewski, brand & communication manager, Toyota Europe. “With ‘Go Fun Yourself’, we found the perfect way to express the true spirit of the car – fun, provocative & irreverent, without taking ourselves too seriously. We all have this fun inside, we just need to let it go. This is the magic of the new AYGO campaign.” Stick around for credits after the jump. Read more

Toyota Hopes to ‘Go Places’ With New Ad Agency Chief

tundra saatchi winner

This clever towing exhibition won S+S AME Platinum and Bronze

Saatchi & Saatchi L.A., which has been Toyota’s agency for years, went shopping for a chief creative officer for the brand–and found him rolling with Nissan.

Jason Schragger, a former creative executive with Nissan’s global marketing team, has a salty record in the world of automotive creative. According to this article in Automotive News, he has dipped his pen in the ink of Ford, Mercedez-Benz, Mini, and Mitsubishi.

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Saatchi & Saatchi NZ Creates Burning Billboard for Sealord

Saatchi & Saatchi New Zealand created a flaming billboard to launch Sealord’s new line of hot smoked salmon.

The billboard was constructed using Manuka wood branches (the same type used in Sealord’s smoked salmon), which were then set on fire to replicate Sealord’s traditional smoking process. Sealord’s billboard reads, “Smoked: Just Like Our New Manuka Salmon,” although it’s pretty hard to read through all the smoke and fire. As you might recall, this is not the first burning billboard we’ve covered, but it is the first non-steakhouse-related burning billboard we can recall, so there’s that. The campaign also includes the above online video documenting the creation of the billboard, as well as pre-rolls and digital banners.

“When we learned about the wonderful artisan techniques involved in the creation of this delicious salmon, we were inspired to try and find a way to make this process the hero,” explained Saatchi & Saatchi New Zealand executive creative director Antonio Navas. Credits after the jump. Read more

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