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The Richards Group

The Richards Group Clowns Around with the Spurs for H-E-B

The Richards Group once again teamed up with Sugar Film Production and director Chris Smith for a lighthearted series of ads starring the San Antonio Spurs.

The new ads — “Toga,” “Slogans,” “Barbie” and “Wise” follow much the same formula as last year’s campaign, employing lighthearted, self-depreciating humor. In “Toga,” Tim Duncan returns to find Tony Parker, Patty Mills, Kawhi Leonard and Manu Ginobili so enamored with H-E-B’s Greek yogurt that they’re all decked out in togas. ”Why is everyone Greek?” Duncan asks disdainfully upon seeing his teammates, before singling out Kawhi as looking particularly ridiculous. Other spots find different ways to poke fun at one or more of the Spurs players, whether its Patty Mills‘ accent in “Barbie” or Kawhi reprising a line from last year in “Slogans.” Spurs fans already know what kind of goofiness to expect from the annual campaign, and The Richards Group doesn’t disappoint.

“Working with these guys, you can really tell what makes them world champions”, said Chris Smith. “Their ability to go into a huddle, takes notes and run with them—while adding their own individual flavor—makes them a lot of fun to work with each year.” Read more

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The Richards Group Rolls Out ‘Fact or Fake’ Series for Orkin

The Richards Group has unveiled a new “Fact or Fake” series of online videos for Orkin Pest Control, the latest in their ongoing branded content campaign.

“Fact or Fake” is a series (so far two) of videos that attempt to prove or disprove commonly held views on bugs, MythBusters style. In the video, above for example, the crew attempts to answer the question, “Are Daddy Longlegs Poisonous?” Much like MythBusters, The Richards Group tries to mix scientific inquiry with goofy humor. If the results aren’t exactly funny, they are at least still entertaining — especially when you consider the typical approach for advertising pest control. Another spot in the series tackles the question of whether termites eat faster when rock music is played.

The Richards Group also recently released a series of “Top 6″ listicle videos, counting down the best bugs to eat and the most venomous insects. With both coming on the heels of the initial “Bug Wisdom” series, it’s clear The Richards Group has been quite busy for Orkin. Stick around for “Does Rock ‘n’ Roll Make Termites Eat Faster?” and credits after the jump. Read more

The Richards Group, MPC’s ‘Godzilla’ FIAT Spot Goes Viral

The Richards Group teamed up with production house MPC Creative for a new FIAT campaign featuring the King of Monsters, Godzilla.

The 45-second spot utilizes the film asset of the CG Godzilla crafted by MPC Film Warner Bros. for the Godzilla reboot (which couldn’t possibly be worse than the last attempt at rebooting the franchise) hitting theaters today, with CG of Godzilla crafted by MPC Film. In the spot, Godzilla eyes a FIAT, shoves it in his mouth and then spits it out, which prompts the “It’s a lot bigger than you think” tagline. The spot has proven a huge success, racking up over 5 million views since its debut less than 2 weeks ago. That’s not too surprising, as it’s a pretty fun tie-in that manages to balance promoting Godzilla and FIAT pretty well. Stay tuned for credits after the jump. Read more

The Richards Group Takes on Flowers for Edible Arrangements


The Richards Group debuted a new creative direction for Edible Arrangements, the originator of the “fresh” (if you’ve ever tasted their product, you know otherwise) fruit bouquet and global category leader, in their first integrated marketing campaign for the brand. The new campaign “marks an evolution from several different creative campaigns for different media to one streamlined positioning played out from storefronts to social media to broadcast to banner ads.” As you may recall, Edible Arrangements named The Richards Group their agency of record last summer.

The Richards Group’s new multi-million dollar campaign (the brand’s largest advertising campaign to date) centers around the new tagline “Pick Fruit. It’s Fresher.” with an integrated effort championing the choice of fruit over flowers. “Reaction,” the 30-second television spot featured above, typifies the approach. Various mothers’ open-mouthed reactions to flowers appear at first to be enthusiastic, but are revealed to be bored yawns. The spot debuts in advance of Mother’s Day on April 28, with both a 30-second and 15-second version.

“This advertising, across all channels, pokes a little fun at the same old gift and encourages families to celebrate mom in a fresh way. And our research shows that moms really appreciate creativity and ingenuity in gift-giving,” said Edible Arrangements’ chief marketing officer Jeff Lobb. Stick around for credits after the jump. Read more

Warner Returns to Richards Group

Well, this is news to us, but Carl Warner, who’s spent the last several years in Atlanta, first at JWT then briefly at Engauge, has returned to his old stomping grounds at Dallas-based The Richards Group, where he now serves as creative group head. We’ve been told this is actually Warner’s third stint at Richards, where he initially started in the ’80s as an art director.

Most recently, as mentioned, Warner had a seven-month stint at Engauge after spending nearly six years at JWT ATL, where he last served as co-president/ECD before the latter agency parted ways with him in summer 2011. No word yet on what Warner’s current title exactly entails or what accounts he’s “head” of, but last we heard from Richards Group, of course, was when the Texas stalwart put out the Ram “God Made a Farmer” Super Bowl spot this year.

Fruit of the Loom Indeed Launches Review

Well, looks like tipsters from Friday were onto something as it appears that Fruit of the Loom is indeed looking for some fresh agency perspective after partnering for a dozen years with Dallas-based Richards Group, which handled both creative and media for the Bowling Green, KY brand. We’ve been told by sources that RFPs were already sent out the week before last, though we’ve yet to receive confirmation on this from the company, which we reached out to a couple of times this morning. Here’s one of Richards’ more notable campaigns for FotL (the latest one’s here) if you’d like to remember the good times.

The Dodge Ram Abides

With a famous voice like that, “Sam Elliot narration” is almost a commercial concept in and of itself. It carries with it the immediate association of anything having to do with cowboys, and the Richards Group is leaning hard on the ethos of the old West with a big new campaign for the Dodge Ram, which has been utilizing Elliot’s voice since 2006.

In order to separate the Ram as a brand on its own apart from Dodge (which has used the vocal talents of Dexter‘s Michael C. Hall for a somewhat bizarre W+K-helmed campaign for Caravan), the Chrysler Group is avoiding using the Dodge name at all in these spots. CEO of Ram Fred Diaz explains the approach in a statement, saying, “There’s a distinct separation between what Dodge means and what Ram means.” It’s an interesting strategy, considering the brand’s biggest competitor (the F-150) certainly doesn’t stray from its Ford branding.

So, is this lavishly produced spot the kind of advertising that’s going to let Ram stand on its own feet? Before you answer that, consider another Sam Elliot-narrated vignette, this time concerning actual guts and glory (I still tear up when I watch that).

Reality In Auto Advertising: The “Hyundai Assurance Program”

Hyundai’s new campaigns is brilliant. The premise is relevant for millions of Americans. You see, under the “Hyundai Assurance Program” if you lose your job within a year after buying one of their vehicles, you can return it. Not kidding. The rules are simple: customers stricken by misfortune outside of their control, such as becoming disabled or getting laid off. Customers must also have made at least two payments on the car already.

This is the first car ad in years that has actually caught my attention. Mostly because of the message, but also because the spot is easy to digest, simple and actually gives you a reason to buy the vehicle. Nice work. Maybe Mazda and Doner should take some notes.

More: “<a href="It’s All About Who You Know: AethnaHealth Shifts Media Account To Digitas

First on AgencySpy: The Richards Group to Retain $50 Million Home Depot Account

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Update: A source has provided AgencySpy with a copy of the e-mail GSD&M President Duff Stewart sent to staff about his agency’s loss. See it, after the jump.

After weeks of deliberation, Home Depot has chosen to maintain its relationship with incumbent agency, The Richards Group, according to a source close to the matter.

The Richards Group is a Dallas, Texas based agency.

More:GSD&M Out, Richards Group to Retain Home Depot

Read more

The Richards Group: Home Depot, Yogurt And Fat Ass Paychecks

Home Depot has narrowed down the contenders for the $580 creative account to Hill, Holliday, JWT, GSD&M Idea City in Austin, Texas, and the incumbent, independent The Richards Group in Dallas.

Meanwhile, The Richards Group aka The Firm has just landed frozen yogurt retailer, Red Mango. The PR folks penned a little blurb for Stan Richards’ that reads:

“Consumers in Los Angeles and New York – and other cities lucky enough to have Red Mango so far – have really come to enjoy this all-natural, nonfat, all-day dessert, and we’re excited to partner with them to introduce this popular yogurt to the rest of the country.”

Look at them go – already selling, already positioning. The Firm doesn’t muck around. They’re all business and so very old school (suits and ties went out the door in the past two years) with an insular culture full of rules like mandatory sign-ins via computer at 8:30 a.m. every day. Miss the time deadline and expect to be fired. That said, the pay is apparently outstanding, like you know…big time cash-o-la. The company website reads: “Very deep, very stable. That’s how we describe our staff.” It’s an old boys club with a few female players. For those who can hack The Firm, the rewards include a fat pay check and company ski/fishing trips making the issue of retention a non-starter.

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