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TBWA/Chiat Day

Apple Gets Sentimental for the Holidays

And now, an emotional holiday spot for Apple (which sources say is, yes, another TBWA\Media Arts Lab joint).

Entitled “Misunderstood,” the ad (which features Cat Power’s version of “Have Yourself a Merry Little Christmas”) follows an adolescent boy and his family through a series of holiday events. The boy always seems to be on his iPhone instead of engaging with the rest of the family, and that certainly seems to be the family’s assumption. At the end of the spot, however, it’s revealed that the whole time he was creating a holiday slideshow for his family.

The :90 effort is about as sentimental as you would expect a holiday ad from Apple to be, but benefits from the moment of relative surprise (okay, it’s not exactly a shocking moment) when the boy’s intentions are revealed. There have been plenty of holiday spots that have attempted to be funny or even controversial this year, but not all that many that go for good old-fashioned holiday sentimentality. So, even if it may be a bit overly emotional, this entry from the Cupertino, CA giant is not entirely unwelcome.

 

TBWA\Chiat\Day NY Revamps Strategy Team

tbwaslashWhen we usually hear the word “restructuring,” we figure the worst (yeah, we can be cynical/pessimists) in terms of staffing issues, but we’ve been told that is fortunately not the case at TBWA\Chiat\Day New York, which has overhauled its strategy team. The move includes a slew of new hires of Samsung alum Jared Cohen as senior digital strategist, 360i alum Nicole Hering as digital strategist and Dakota Green, ex-strategist at Woods Witt Dealy & Sons as a planner.

Omnicom-owned Chiat NY head of strategy Ed Castillo says, “We’re finding it important to install very strategic-minded people who can see the bigger brand picture, even as they may craft the tiny technicalities of tweets and pins. Getting it right in social is both an executional challenge (speed, accuracy, analytics) as well as a matter of creative finesse (voice, tone, brief alignment). We’re careful to get the right balance.”

 

Mother, Anomaly Alums Head to TBWA\Chiat\Day NY

holmdahltbwaA little bit of staffing news for you this afternoon as TBWA\Chiat\Day NY has added to its creative department by welcoming Mother alums Erik Holmdahl and Beth Ryan, art director and copywriter, respectively, to the fold as CDs. The pair spent the last year, give or take, at Mother helping lead creative for Stella and Microsoft but spent the majority of their careers at BBH, with both working for over a half-decade at the latter agency on campaigns for the likes of Sprite, Axe and Google. Prior to BBH, Holmdahl worked at StrawberryFrog for a few years while Ryan put in the same amount of time at DDB Seattle.

The pair’s new boss and former BBH colleague, Matt Ian, who joined up with TBWA\C\D NY as creative chief from Deutsch LA this past summer, speaks highly (obviously) of the new hires, saying in a statement, “We hear the term ‘hybrid creative’ thrown around a lot, but I haven’t met too many who are genuinely ambidextrous. When I worked with them at BBH, I quickly came to realize that Beth and Erik are as strong digitally as they are with the traditional work. They think simply and inventively. They can give you an innovative idea for an app or a digital platform, and then turn around and hit a home run with a TV script.”

Along with the new CDs, Chiat NY has also brought on former Anomaly Toronto director of design Melatan Riden in a similar role as design director.

Modern Day Pinocchio Unknowingly Lies About Sexual Health for AIDES

From TBWA\Paris comes a new spot for AIDES which depicts a wooden man dry-humping some girl he picked up at a bar. Titled “Woody” (because PENIS BONERZ HAHAHAHA), the spot is a reminder to girls everywhere that the dude you meet out at the club might have AIDS or Herpes or something but might not know it. Wrap that rascal, as the kids say. Rubber up! (As I say.)

As you may recall, AIDES is no stranger to provocative, weiner-laden advertising. Why just a few years ago they sent a CGI penis on vacation with the help of Goodby, Silverstein + Partners to remind us that you don’t know where that penis you’ve randomly encountered has been. It could be rubbing itself all over Aztec ruins for all you know.

On the same subject-ish, an aside: I attended a “Friendsgiving” party this past weekend where we all went around the room and said what we were thankful for. A rather intoxicated friend of mine stood up when it was his turn and announced loudly to the room, “You know, my penis has been a lot of places over the course of my life.” He then pointed to his girlfriend and said, “You’ve been the best!” Somehow, he managed not to get slapped. On that note, full super-French credits, and a making-of video, follow after the jump.

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Adidas, Dwight Howard Go One-on-One with Manila for ‘Signature Shots’

After all of the recent Derrick Rose Basketball is Everything TV play, let’s not forget that Adidas’ slim basketball holdings do include the mercurial superstar-child, Dwight Howard. TBWA\Singapore and Dwight teamed for a new international spot way east of America, where 180LA handles domestic duty. The Phillipines is thoroughly obsessed with basketball, and Howard’s Houston Rockets recently traveled to Manila for some preseason play and NBA global brand-building. Adidas wisely used the setting for some brand-building of their own. And as a result, here is the one-and-a-half minute intro video for Signature Shots.

Instead of receiving handwritten autographs from Dwight, fans were able to play him one-on-one as a machine captured their movement on the court and translated that into a unique signature that could be printed onto merchandise. I’m all for the riff on standard sit-and-sign celebrity sessions, even if some of the signatures look like seismograph scribbles, but this spot just feels underwhelming. The clip starts off with some promising B-roll footage of Manila and it’s young hoopsters.

However, all of the vibrant colors and sounds of the city are soon replaced by action shots of machines printing the movement signatures and Dwight playing one-on-one. Rather than wash out all of the sensory details with some techno track, Adidas and TBWA would’ve been wiser to let Manila create its own soundtrack. Watching a printer spit out signed memorabilia is just time wasted. There was a missed opportunity here to create a commercial worthy of Manila’s love for basketball. There will be more opportunities in the future, but Adidas will have to wait. Credits after the jump.

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TBWA Continues Ad Blitz for Nissan Note with Fun ‘Ghost Train’ Spot

“Anticipate the unexpected with Safety Shield technologies,” says a narrator in Paris-based TBWA\G1’s spot “Ghost Train” for the Nissan Note. Normally such an announcement would come as a somber reminder of what could go wrong without the aid of such technology, usually following the car stopping short of a child who has run into the street (or something along those lines). We’ve all seen those ads. But TBWA\G1 went a different route with “Ghost Train,” attempting to make a utilitarian technology seem fun.

In the work above, a couple takes their car into a kind of drive-in haunted house, which is a thing that really should exist. The driver is alerted by the Safety Shield technology before a series of the haunted house’s robotic ghosts and ghouls approach the car. They seem to be having a lot of fun, and the high-tech looking baddies are some good eye-candy. It’s an entertaining little 46-second spot (although the Franz Ferdinand song featured was a little annoying). Nothing mind-blowing, but I’ll take a little low-key Halloween fun to start my Monday. Credits after the jump.  Read more

TBWA, Tool Craft Passion Genome Campaign Extension for Nissan

nissangenome

TBWA\Chiat\Day LA and Tool have created a neat social extension of the TVC from a couple of months ago to promote the Nissan 2014 Versa Note.

The Passion Genome site allows users to “see the passions they share with their friends illustrated in a Passion Portrait, a personalized, interactive visualization of themselves.” How does that work exactly? Well, basically you link your Facebook account to the site so it can analyze your info and you choose a photo to represent yourself. It didn’t work so well for me, but then I don’t have any decent portrait shots on Facebook (my profile pic is currently a sloth astronaut).

Nissan seems very excited about the project as Jon Brancheau, VP/marketing for the automaker’s North American ops, says in a statement,”The Passion Genome displays passions and connections in an extraordinary and fascinating way, and we at Nissan can’t wait to see how it resonates with everyone who explores it.” The project was inspired by the idea that the 2014 Versa Note has a “sculpted, modern look” that “reflects the active lives of its target buyers.” That may be a bit of a stretch, but that’s no matter. People will share this on Facebook and spread awareness for Nissan. Especially because if you share your Passion Portrait on Facebook or Twitter (using the #PassionPortrait hashtag) you could win one of eight $1,000 gift cards from Amazon.com and have your portrait featured on PassionGenome.com. Go try it for yourself, and feel free to link to your Passion Portrait in the comments section. Credits after the jump.  Read more

Diaz, Evans Out at TBWA\Chiat\Day LA

chinchatbwaSo, here’s what we got on this one. We’ve received confirmation from sources familiar with the matter that Ricardo Diaz, who spent over six years at the agency serving as director/creative technology, working with clients such as Nissan, Infiniti, Gatorade, Visa and Pepsi, and nine-year TBWA bet Chincha Evans, are no longer with the agency. As for Evens, she held the post as director of digital operations most recently at TBWA\Digital Arts Network but also served on the digital production side at the likes of \Tequila within the agency network. No word if there are plans to replace, but from what tipsters tell us, the pair parted ways with the agency yesterday.

TBWA/NEBOKO Combines Video with 3D Animation in ‘de Optimist’ for Delta Lloyd

TBWA/NEBOKO put together a technically ambitious spot for Dutch company Delta Lloyd.

For the spot, supporting the simple concept of a boy negotiating the dangers of the ocean on a small boat — “a metaphor for someone’s financial life, in which insurance company Delta Lloyd helps to respond alert to changes” — TBWA/NEBOKO seamlessly combined video with 3D computer images to create a convincing world. (It’s the Life of Pi of advertising guys!)

Shot in eight days in Almere, Heiloo and Texel by director Lieven van Baelen, with 3D animation added post-production, TBWA/NEBOKP clearly threw everything they had into this one. They even hired Olympic sailor Pieter-Jan Postma to give private lessons to the actor playing the boy in the spot. How’s that for attention to detail?

Since the technically difficult process is, arguably, the most interesting thing about “de Optimist,” it stands to reason that “Making of de Optimist” is well worth a look. Check it out, with credits, after the jump.

And feel free to give me Dutch lessons in the comment section. There’s some voice-over at the end of “de Optimist,” but I have no idea what they’re saying.

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Why Are We Getting So Many Tips About This?

lancetbwaWell, let’s just cleanse from the constant campaign stuff as of late and focus on something agency-wise for a sec, shall we? Well, this is not what we were looking for, but to appease all the tipsters who have informed us about this, yes, sources have confirmed that Catherine Lance, a ten-year TBWA\Chiat\Day LA vet, has resigned from the agency this week. Lance last served as budget director (yes, budget director) at Chiat LA. But according to the sometimes hyperbolic Spy line, her departure is a “HUGE loss for the agency since she has been there for 10yrs and pretty much ran the finance dept.”

From what we’ve heard, Lance led operations and finances for TBWA\C\D’s PepsiCo business but is now leaving and joining small digital start up shop to run their finances . Alright gang, hope that alleviates things, thanks as always for the heads up.

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