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TBWA/Chiat Day

TBWA Celebrates a Day of Sun for Jimmy Dean

TBWA/Chiat Day, LA has a new series of online spots in their ongoing campaign promoting Jimmy Dean’s new lunch and dinner offerings.

Some wondered, when Jimmy Dean announced the move into the instant lunch/dinner market, whether the brand would retain its recognizable sun character due to its association with the morning. But the brand is leaning on its mascot as much as ever, explaining its continued presence with a new series of online spots tracking him on characters across the country and throughout the day.

In “Slow Roast Shuffle” (featured above), he’s dancing up a storm while promoting Jimmy Dean Pulled Pork. Things get over-the-top pretty quickly and his dance partner can’t exactly keep up, as TBWA/Chiat Day stretch the character into some cartoonish territory. Other spots are slightly more down-to-earth, with the sun dropping change into parking meters, giving out free lunch at baggage claim in an airport and riding off into the sunset. All the videos are hosted on a website where you can also track the sun’s progress on the “Sunniest Day,” which Jimmy Dean says was yesterday.

Despite TBWA’s best efforts, the character, so long associated with breakfast, seems a little out of place in these scenarios (and past the AM). With time we’ll see if these are just growing pains or if the character continues to feel awkward promoting meals past breakfast. Read more

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TBWA Employs Star Voices for Conservation International

TBWA Media Arts Lab has launched a star-studded campaign for Conservation International, entitled “Nature is Speaking,” which employs celebrities as elements of nature delivering the message that environmental reform is an immediate concern.

Star voices include Julia Roberts as Mother Nature, Harrison Ford as The Ocean, Kevin Spacey as The Rainforest, Edward Norton as The Soil, Penelope Cruz as Water and Robert Redford as The Redwood. The campaign debuted at SXSW Eco and rolled out yesterday on YouTube, with the Mother Nature film highlighted on www.conservation.org. That nearly two-minute video functions as the campaign’s center point and introduction. Roberts, as Mother Nature, casts aside the notion that nature is something separate from people to be used. “I don’t really need people, but people need me,” Roberts intones over footage of natural marvels (bonus points for time-lapse footage of oyster mushrooms growing). She goes on to point out how the fate of humans is linked to nature. “When I thrive, you thrive,” she says. “When I falter, you falter — or worse.” She concludes, “One way or another, your actions will determine your fate. Not mine…I am prepared to evolve, are you?” It’s a powerful message, hammering home the immediacy of the issue with emotion.

It also functions as something of a rebranding for the environmental movement. As Dr. M. Sanjayan, Conservation International’s executive vice president and senior scientist points out in a press release, “The environmental movement has missed the mark when talking about nature because it tends to present nature as something that is separate from people. By making it clear that people need nature to survive, we are turning the conversation around and making the movement relevant to entirely new audiences.”

As the campaign continues, Conservation Internation will highlight a different film each week on www.conservation.org, with an accompanying post on its Human Nature blog. Next week will focus on The Ocean (voiced by Vice Chairman of Conservation International Harrison Ford), followed by The Rainforest (voiced by Spacey) and The Soil (Norton). We’ve included Ford and Spacey’s contributions after the jump. The campaign also includes a social extension, with HP promising to donate one dollar to Conservation International, up to one million, for every use of the #NatureIsSpeaking hashtag. Read more

TBWA\Chiat\Day Sends Off Yankees Captain for Gatorade

TBWA\Chiat\Day bids adieu to Yankees captain (and regular starting shortstop since 1996) Derek Jeter in a 90-second send-off spot for Gatorade, an MLB sponsor since 1990.

While there has been no shortage of fanfare surrounding Jeter’s exit from baseball at the quickly approaching end to the season (including a somewhat excessive display at the All Star game), TBWA\Chiat\Day’s farewell for Gatorade, which Jeter collaborated on, manages to charm. Back in July (when it still looked like the Yankees had a shot at the postseason), TBWA\Chiat\Day and Gatorade roped off a few blocks before a home game in the Bronx and, in the words of Molly Carter, Gatorade’s senior director of consumer engagement, “just kind of let Jeter go.”

Jeter is seen interacting with some very surprised and excited fans, signing autographs and even dropping in to Stan’s Sports Bar. Most of the spot’s charm comes from the authentic reactions of the fans, delighted by the opportunity to meet the star player.

Jeter’s collaboration for the ad also extended to the soundtrack, with the shortstop choosing Frank Sinatra’s “My Way” as the song that summed up his career. “It was a true collaboration between Derek and Gatorade,” Carter told Adweek.

The spot breaks online today, followed by a broadcast premiere this Saturday on the YES Network and Fox, when it’s sure to make more than a few Yankees fans teary-eyed. Gatorade will follow this with a full-page ad, written by Jeter, in the New York Daily News and Sports Illustrated on Sept. 28-29. Addressed to New York, the ad will see Jeter thanking fans for their years of support, opening, “From my first at bat until my final out, you helped make me who I am.” The print ad is timed to coincide with Jeter’s final game on September 28th (unless the team makes the playoffs, which they won’t). Read more

TBWA\Chiat\Day Wins Miller Lite

MillerLiteRetro_2Twitter hashtags didn’t quite do the trick for Leo Burnett: TBWA\Chiat\Day will be creative AOR for Miller Lite.

The agency is currently referring all media inquiries to the client, but a spokesperson (and several tipsters) confirmed that the announcement happened minutes ago in its L.A. office.

This news caps off a good two-week run for TBWA, which won Airbnb and Buffalo Wild Wings earlier this month.

As for the strategic implications of the agency shift, we have a feeling Miller will stay on the retro path since real-life research tells us that people seem to honestly think that the beer tastes better in old-school cans.

TBWA\MAL and Apple Go Light in New iPhone Spots

In case you caught some of Apple’s super epic product launch event yesterday amidst all the Chinese translations and tech glitches, the company announced new versions of its signature product along with the much-discussed Apple Watch. Apple and its AOR TBWA\Media Arts Lab also launched a couple of new spots to promote the iPhone 6 and the slightly larger iPhone 6, which includes the “Plus” designation.

The celebrity hand models are Jimmy Fallon and Justin Timberlake. In the first spot, the two break it down in what we choose to read as a (slightly off-key) a capella tribute to the late, great Stanley Kubrick:

The second spot is more straightforward, and it’s less a collaboration than a competition. (Spoiler: JT wins.)

Read more

TBWA\Chiat\Day Serves Jimmy Dean 24/7

As The New York Times told us this weekend, Americans are eating more frozen food — and Jimmy Dean wants to move out of the freezer and onto the dinner table by expanding upon its breakfast-sausage-centered lineup.

The company’s creative AOR TBWA\Chiat\Day L.A. will help its longtime client move toward that goal with a new campaign. Here’s the first spot, which aims to dispel the crazy idea that frozen dinners lack flavor by pitting them against a fresh batch of iceberg lettuce:

We’ll have what they’re having, et cetera.

Jimmy Dean also defeats the dreaded tuna fish sandwich after the jump.

Read more

TBWA\Chiat\Day Taps Peyton Manning, Cam Newton for Gatorade

The late comedian Mitch Hedberg had a joke that went: “You don’t have to be sweating and holding a basketball to enjoy a Gatorade, you can just be a thirsty dude. Gatorade forgets about this demographic. I’m thirsty for absolutely no reason, other than the fact that liquid has not touched my lips for some time. Can I have a Gatorade too, or does that lightning bolt mean no?” Well, the brand seems to have finally issued its response to this question in a new campaign from TBWA\Chiat\Day, entitled “Sweat it to Get it,” with a resounding “No, you can not have a Gatorade, thirsty dudes.”

“Gatorade was invented to replace what athletes sweat out, Brent Anderson, executive creative director at TBWA\Chiat\Day in Los Angeles, explained to Adweek. “So the intent was to create something that might cause someone who reaches for a Gatorade to think, ‘Hold up…have I earned this?’” In other words, that lightning bolt does mean no.

In the campaign, starring Rob Belushi (son of Jim) and featuring cameos from Peyton Manning and Cam Newton (who also stars in an ongoing Under Armour campaign), customers at a gas station are told they can’t purchase Gatorade because they haven’t broken a sweat. The ads all follow the same basic formula, with Belushi as the straight man denying the customers and Manning or Newton appearing as either the manager or a fellow customer. The agency told Adweek that the ads were all “shot on location at an actual convenience store with over 15 hidden cameras” and directed by Jody Hill (Eastbound and Down). Stick around for credits and a few more spots after the jump. Read more

TBWA BEING Gets Goofy for Wheat Thins

TBWA BEING gets goofy in their latest spot for Wheat Thins, entitled “Trap Door.”

In the 15-second spot, a man explains to his wife that’s he’s created a trap door to keep anyone from stealing his Wheat Thins. Drawn to the box of Wheat Thins, he then falls through his own trap door. The spot concludes with the annoyingly shouted “Must! Have! Wheat Thins” tagline. It’s all pretty much as ridiculous as it sounds, but then that’s likely what TBWA was going for. Something about the comedic timing seems a bit off, though, and the humor falls flat. Read more

Creative Director Mark Peters Joins TBWA\Chiat\Day LA

Mark PetersToday brings news that Mark Peters has joined the LA offices of TBWA\Chiat\Day as creative director.

Peters made headlines here in 2010 when he left mcgarrybowen for Deutsch LA after a brief stint managing the Verizon account. At Deutsch, he served as SVP and played lead on Volkswagen (which recently taught our imaginary sons how to throw a baseball).

CCO Steven Butler writes, “Mark has an impressive background, and a rich history of creating inspiring, needle-moving campaigns for a slew of top-tier multinational brands”. His resume includes periods serving as art director at Ogilvy LA and Martin, and prior to joining mcgarrybowen in 2010 he handled BMW, Kohler, AT&T, Legacy and L.L. Bean as ACD at GSD&M.

In his new role, Peters will no longer be a one-client guy: he will work across accounts including Southwest Airlines, Nixon, Gatorade and NKLA (No Kill Los Angeles).

One factoid we gleaned from the release: Peters played both collegiate and professional soccer before settling into a more workaday career in the ad world.

TBWA/MAL ‘Dreams’ for Apple’s iPhone 5S

TBWA/Media Arts Lab has a new spot for Apple’s iPhone 5S entitled “Dreams.”

Set to the made-for-a-television-commercial strum of Jennifer O’Connor’s “When I Grow Up,” the spot celebrates everyday heroes like firemen, doctors, veterinarians, environmental scientists and artists. The choice of music, pacing and editing make the spot feel like a spiritual successor of sorts to the recent “Parenthood” successful spot. Like that ad, “Dreams” shows its subjects using the iPhone 5S in a variety of ways as a tool to do their job better. It’s nothing ground breaking, but it communicates its message well while showing a variety of the smart phone’s capabilities. Coming off the recent spot “Stickers” and the aforementioned “Parenthood,” “Dreams” sees TBWA/Media Arts Lab on something of a creative roll following the announcement in June that Apple would take more ads in-house.

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