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TBWA/Chiat Day

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

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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.

We Hear: Infiniti No Longer with TBWA

*EMBARGOED* 2014 Infinti Q50

To follow up on a story Adweek posted a whole three weeks ago (we know, we know), we did receive word today that TBWA\Chiat Day will officially no longer serve as the AOR for Infiniti after more than fifteen years.

In late June we heard that a total of seven agencies were chasing the account, and two weeks later sources told Adweek that CP+B, BBH, GS&P and Anomaly were the only ones left standing.

On an interesting side note, General Motors poached Infiniti CEO Johan de Nysschen earlier this month in the middle of the review–a move that certainly disrupted the process a bit.

In other words, expect news on which agency won the business to arrive shortly.

UPDATE: The pitch is ongoing and TBWA will continue working with Infiniti through the end of this year.

TBWA/Chiat Day Taps Bret Michaels in ‘Tough Love’ for Nissan

TBWA/Chiat Day tapped reality star/former Poison singer/sole proprietor of bandana manufacturers in 2014 Bret Michaels in their latest campaign for Nissan, entitled “Tough Love.”

The centerpiece of the new campaign, which celebrates the toughness of Nissan’s line of commercial vans, is a music video of Michaels covering “Endless Love,” the schmaltzy 1981 hit written by Lionel Richie. Just what you always wanted. The video alludes to a series of six product demonstrations at Nissan’s Arizona Testing Center while Michaels belts the tune into a golden microphone. Videos of the product demonstrations, featuring Michaels, are also available, and viewers who survive the full length of the music video are prompted to choose one of them to view. As it turns out, they’re a lot easier to stomach than the music video, and not just because they’re shorter. Credits and two product demonstration videos after the jump. Read more

TBWA Explores ‘Gas Station’ Fears for Nissan Sentra

TBWA Toronto has a new spot for Nissan Sentra that explores fears of filling up, horror movie style.

The 60-second “Gas Station” opens on a man arriving at a creepy, dimly-lit gas station. Soon the station comes to life, as the man is relentlessly attacked by the gas pumps, which also do a number on his car. Eventually, another man, driving a Nissan Sentra, comes to the rescue, beckoning him to hop in. This is followed by the message, “Don’t Fear Filling Up,” and boast of the Sentra’s “Better combined fuel economy than Civic.” In a spot that spends so much time on a ridiculous fuel-fearing message, you’d think they’d focus a little more than a quick flash of text on the Sentra’s fuel economy, but instead most of the 60 seconds are spent on building up unconvincing horror atmosphere. Stick around for credits after the jump. Read more

TBWA\Media Arts Lab Spreads the Love for Apple

Apple may be moving more ads in-house, but it seems that TBWA\Media Arts Lab isn’t out of fuel just yet, as evident from their new spot for the MacBook Air.

Entitled “Stickers,” the 30-second spot illustrates MacBook Air users’ individual passions through a rapid-fire viewing of the laptop decorated with different stickers from a variety of users, followed by the tagline “The notebook people love.” It’s a bit of a return to previous strategies for TBWA and Apple, emphasizing the passionate devotion of its users. If you can’t keep up with all the different stickers featured, you can also see them individually on the “Stickers” page of the Apple website. The approach is reminiscent of Google’s recent “Play Your Heart Out” spot, as Adweek points out. But where that spot focuses on different pop culture obsessions facilitated by Google, Apple’s spot is more about how people customize their Air to make it their own. Whether this is enough of a distinction to truly differentiate the spot may come down to a matter of opinion. Feel free to weigh in with yours in the comments section.

TBWA\Toronto Forecasts Sunshine and Savings for Zealios

Trapped inside with a ghostly pallor and a wicked deadline? TBWA\Toronto and Zealios have teamed up to give you a fresh dose of Vitamin D (with a discount).

Zealios, a Berkeley, CA based line of  sunscreen products, is using the sun as a star to help the pasty set score coupons for sunscreen. With the help of a web app, users go outside in order to get 50% off Zealios Sun Barrier (client and agency figured out a fun way to create a sun activated digital coupon using ambient light sensors in mobile devices).

In addition to getting some cheap(er) sunscreen, consumers also receive a bunch of reasons why eating your lunch outside can be good for your health–as well as tips on how to stay safe while doing it.

Hint: put your shades on before aiming your iPhone at that big orb up there.

Credits after the jump.

Read more

TBWA Hunt Lascaris Encourages Youth Travel for Student Flights

TBWA Hunt Lascaris has a new campaign for Student Flights promoting youth travel with the message, “Travel Before it’s Not Fun Anymore.”

The campaign features two funny spots showing grandparents out of their element in more youth-friendly travel destinations: Bangkok and Amsterdam. In “Grandpa,” featured above, an elderly man somehow finds himself at a Thai strip club. He incredulously (and suggestively) holds a ping pong ball, while uncomfortably sizing up his surroundings. The spot manages to do a lot with a little, finding humor in its suggestive content and the perfect expression on the man’s face.

Perhaps even more effective is “Grandma,”  which manages the same accomplishment. It shows a grandmother in an Amsterdam coffee house, who is very clearly stoned out of her mind (which has probably worked wonders for her rheumatoid arthritis). The situation makes for a really funny 30-second spot, despite a complete lack of dialogue and little going on aside from the grandmother. Stick around for “Grandma” and credits after the jump. Read more

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