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Saatchi & Saatchi

F/Nazca Saatchi & Saatchi Gets Sentimental for Electrolux

Well, Mother’s Day may have been over two weeks ago, but apparently May is Mother’s Month now (who knew?) so technically F/Nazca Saatchi & Saatchi isn’t late to the party with their maternally sentimental spot for Electrolux, entitled “Best Mother’s Day Present.”

The 2:30 spot tells the story of a daughter leaving São Paulo for college on Mother’s Day, and the sentimental surprise she received on her flight, causing the airline to make an exception to its menu. F/Nazca Saatchi & Saatchi reverse the traditional role of mothers receiving gifts on their day, ending with the message “Because being a mom is the best Mother’s Day present.” Be warned that, if you’re the kind of person who is strongly affected by this kind of thing, the emotional spot may make you shed a few tears at work, so you just might want to wait until the week is officially over to check it out. Stick around for credits after the jump. Read more

Saatchi & Saatchi Shanghai Introduces Mutesic for VICE

Saatchi & Saatchi Shanghai is helping VICE introduce Mutesic in China. Mutesic is a mobile phone add-on that allows users to enjoy their music on any player while helping to keep them safe and aware while on the road by syncing with their GPS and lowering the volume when they approach busy intersections.

To introduce Mutesic, Saatchi & Saatchi chose to show the add-on in action. In the 1:50 video above, you can see a young man enjoying Pharell’s international hit “Happy” while walking. As he approaches a busy intersection, the music automatically decreases in volume, allowing him to hear ambient warning sounds. The spot concludes by reminding viewers that Mutesic can’t prevent all types of accidents and that “…you still need to pay attention.”

M&C Saatchi LA Taps ‘Tiger Power’ for San Diego Zoo Safari Park


Yesterday M&C Saatchi LA launched a new campaign for the San Diego Zoo Safari Park’s new Tiger Trail exhibit, opening to the public on May 24, 2014. The multimedia campaign consists of TV, print, digital, outdoor and transit, targeting the Southern California region.

All three of the TV spots in the campaign feature kids visiting the new Tiger Trail at the San Diego Zoo Safari Park and meeting a real Sumatran Tiger face to face, allowing them to tap into their own “tiger power,” which they put to unexpected use. In “Guitar Star” featured above, for example, a tween boy (with a somewhat disturbing mustache) continues rocking out at full volume even after his father pulls the plug on his amp.

“Tigers have an almost mythological connotation for their power and mystique. We wanted to show kids tapping into that to develop their confidence, their own tiger power, explained James Bray, creative director at M&C Saatchi LA.

“With the debut of this new exhibit, our guests will have a thrilling and awe-inspiring personal encounter with majestic Sumatran Tigers, and at the same time learn of the threats to this critically endangered species,” said Ted Molter, Chief Marketing Officer for San Diego Zoo Global.  “This campaign playfully asks our guests to identify with the confidence and power of tigers in the hopes that it will build greater appreciation for one of nature’s top predators.”

Stick around for “Monster Truck” and “Fireman,” along with credits, after the jump. Read more

Jan is Preggers in New Toyota Mother’s Day Spots from Saatchi & Saatchi LA


Actress Laurel Coppock, who plays Jan the receptionist in Saatchi & Saatchi LA’s long-running campaign for Toyota, recently revealed that she’s pregnant. Instead of attempting to hide the expectant mother’s pregnancy or concocting some kind of weight-gain narrative, Saatchi & Saatchi LA embraces the change in their new Mother’s Day spots for the brand.

The new spots continue in the same vein as previous “Jan” commercials, this time with mothers seeking safe vehicles for their children. In one of the spots, a couple explain that they need a quiet ride because their baby is a light sleeper, only to wake him from their excitement over Toyota’s sales event. It’s the kind of safe, family-friendly approach you’d expect for Toyota, especially for Mother’s Day. Another spot, “Spelling Bee” features a family with a young Spelling Bee finalist, which plays out just as predictably. Stick around for credits and “Spelling Bee” after the jump. Read more

Miller Cuts Ties with Saatchi & Saatchi NY

millercoorsMillerCoors is cutting their ties with Saatchi & Saatchi New York, lead agency on Miller Lite since early 2012, Ad Age reports. Saatchi & Saatchi New York was also lead agency on the newly launched Miller Fortune, an extension of the Miller brand with higher alcohol content. Earlier this year MillerCoors moved a significant portion of the Miller Lite account to a collection of WPP agencies, who played a major role in Miller Lite’s latest campaign. The move also follows a long-term sales decline for the brand.

“We appreciate the efforts and professionalism from [Saatchi & Saatchi New York CEO] Brent Smart and his team behind our brands,” Pete Marino, MillerCoors VP-communications, said in a statement to Ad Age. “Any immediate needs for Miller Lite and Miller Fortune will be handled by other roster agencies, though we have a lot of current work to draw from that we recently debuted at our sales and marketing conference. We have no timetable for the longer term, and will take our time making decisions that strategically make sense for both brands.”

Saatchi & Saatchi Belgrade Helps Solve Case of Murdered Journalist

In December, Saatchi & Saatchi Belgrade launched a provocative campaign called “Chronicles of Threats” for Serbian Commission for the Investigation of Murders of Journalists and Office of the OSCE’s Representative on Freedom of the Media.

The campaign featured a threatening letter in one of the country’s most widely circulated newspapers, with an accompanying video on the news outlet’s website, intended to shake public indifference to violence against journalists and rally “media outlets and journalists to document real and threatened acts of violence towards editorial staff, writers and photographers.”

“Chronicles of Threats” succeeded in getting the public’s attention. Thousands called the police in response to the threat, and soon it was featured on the news. When the stunt was revealed, it sparked debate about the kind of threats journalists receive daily. But the campaign also led to the reopening of three cases of murdered journalists, and in one case — Slavko Curuvija, “the most influential independent journalist reporting during the Milosevic regime,” who was murdered 15 years ago — to the arrest of the perpetrators of the crime.

Saatchi & Saatchi Belgrade’s executive creative director Veljko Golubovic commented: “I think the “Chronicles of Threats” campaign is a great example of true power of modern communications. Even one simple idea can move mountains and push the whole society forward. What was impossible yesterday is today’s reality. Our idea was initiation of the chain reaction that led to solving a murder case. And more than that it changed the way people feel and think about journalists.” Stick around for credits after the jump. Read more

Saatchi & Saatchi Thailand Wins Virgin Active

Virgin Active ThailandSaatchi & Saatchi Thailand have just announced winning Virgin Active duties in Thailand, adding to the agency’s business growth momentum.

“We’re so pleased to be working with Virgin Active,” said Mark Cochrane, CEO of Saatchi & Saatchi Thailand. “They want to become the most loved fitness brand in Thailand, and with the power of Lovemarks thinking we’re really excited to be fuelling their journey. They are great people, and have a great dream.”

Virgin Active is launching their flagship location in Bangkok this month, but Saatchi & Saatchi have confidentially been working on the launch for several months prior. They will be responsible for advertising, design, branded content, PR and activation, and overseeing all social media activity. “We have really concentrated on creating a seamless launch experience for potential members that is rich with surprise and delight at every turn,” said Cochrane. “Together, we’re excited to build ‘the happily ever active movement’ and help Virgin Active become a Lovemark in Thailand.”

McGarrah Jessee Hires Joel Clement from Saatchi & Saatchi

Joel_Clement-office-thumb-350x508-124220Joel Clement’s search for a stateside agency is over. Today McGarrah Jessee announced that Clement, who most recently served as executive creative director at Saatchi & Saatchi Thailand, will join the Austin firm to “focus primarily on writing.”

This summer Clement announced his plans to leave the agency after eight years, eight months of which he spent as ECD and regional creative director for Saatchi & Saatchi’s Asia operations.

In the release, he clarifies that he “had a pretty specific ideal in mind” when planning his repatriation and that he “found it all at McGarrah Jessee.”

Read more

Saatchi & Saatchi NY Delivers Poignant Story for Walmart

Saatchi & Saatchi NY are helping Walmart in their bid to get you to please not hate them, delivering a an emotionally effective (some may say emotionally manipulative, given how Walmart treats their own employees) online spot for their “Work is a Beautiful Thing” campaign telling the story of Patrick.

Patrick introduces himself by saying, “When I was born the doctor said I had a condition that affected every part of me, from my body to my brain.” His whole life, Patrick is treated differently: sent to a different school, put on a different team, talked to “a different way.” But Patrick doesn’t let his disability stand in his way, as his fierce determination to be independent leads him to learn how to drive, to learn to walk again when his condition causes him to lose feeling in his legs, and to get a job at a local factory where he’s part of a team.

“My whole life, people have been telling me I have a learning disability,” Patrick says in a line turning that phrase on its head, “I guess they’re right, because I’ve never learned how to give up.” This great line is followed by the “Work is a beautiful thing” tagline and Walmart’s message: “It’s why we’re committed to the American factory, and all the people who work there.”

As you’ve probably gathered, it’s impossible not to like Patrick, so Saatchi & Saatchi hopes that by aligning Walmart with him, it’s a little harder for people to hate Walmart, too. Patrick’s poignant story is already making waves on YouTube, where it’s garnered over 600,000 views in five days. If it wasn’t for people’s reluctance to have anything to do with WalMart (let’s say this was an ad for Target, for example) that figure would probably be even higher. As is, Saatchi & Saatchi NY did a fine job here, with a conversation changer that just may get a few people to rethink their views on the retail giant, and which stands as great work regardless. Credits after the jump. Read more

Saatchi & Saatchi Italy Launches CoorDown Campaign for World Down Syndrome Day

For the third consecutive year, Saatchi & Saatchi is launching a campaign for CoorDown in celebration of World Down Syndrome Day, which will occur on March 21st. The theme for this year’s World Down Syndrome Day is “the right to happiness and well-being of people with Down syndrome,” with the goal being to “promote a culture of diversity and true integration into society, especially in the worlds of school and work.”

Saatchi & Saatchi’s campaign was inspired by an email that an pregnant mother, expecting a child with Down’s syndrome, sent to CoorDown. “What kind of life will my child have?” the mother asks.

To respond to the expectant mother, and others like her, Saatchi & Saatchi filmed responses from 15 individuals with Down syndrome from across Europe, in their native languages. Through the CoorDown YouTube channel this group replies to the mother’s question, answering that her son can expect a happy life, just like theirs. “He’ll be able to hug you,” says one man; “He’ll be able to talk and tell you he loves you,” promises another girl. They explain that the woman can expect her son to go to school, and later get a job and be able to take her out to dinner on his salary. “Sometimes it will be difficult. Very difficult. Almost impossible.” the group admits, “But isn’t it like that for all mothers?” It’s a really touching video, and a perfect encapsulation of this year’s World Down Syndrome Day theme.

This year, CoorDown Onlus — Coordinator of the National Association of people with Down syndrome — will lead “an international project which includes ten associations from nine different countries: Italy, France, Spain, Croatia, Germany, England, Russia, United States and New Zealand.” The “Dear Future Mom” also has a social component, built around the official hashtag #DearFutureMom.

As mentioned, the campaign marks the third consecutive year Saatchi & Saatchi has teamed up with CoorDown. Their previous two campaigns met with tremendous success, including 11 Lions at the last two Cannes International Festivals of Creativity and a Grand Prix at ADCE. Stick around for credits after the jump. Read more

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