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Tribal Worldwide Shows ‘How to Dad’ for Peanut Butter Cheerios

Tribal Worldwide, Toronto has a new Canadian online campaign for Peanut Butter Cheerios illustrating “How to Dad.”

The father in the spot is a welcome departure from the idiotic paternal human punchlines still typical in advertising. He gives a quick, ADD style lecture on fathering while touring his house, after being awoken by his son modeling his new horse mask (which he reacts to remarkably well). The product integration is at times a bit awkward, the word “awesome” appears too many times (including twice in one sentence in the line “Because being a dad is awesome, just like new Peanut Butter Cheerios are awesome,”delivered near the spot’s conclusion) and the ending really takes the goofiness level over the top. Still, it’s nice to see dads represented this way, so we’ll chalk it up as a step in the right direction and a sign that perhaps the idiot dad stereotype is finally on its way out.

The campaign also features a Tumblr with fathering advice for those who want to step up their dad game and a #HowToDad hashtag which the brand hopes will generate discussion amongst paternal consumers. Stick around for credits after the jump. Read more

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DDB/Tribal Worldwide Amsterdam Get Bouncy in Banned TomTom Spot

How does one sell wearable technology?” is a question the ad industry will have to answer at some point in the very near future as Google Glass makes the awkward transition from a virtual “punch me” sign to what those in the field call “a conversation piece.”

Not all wearables are as in-your-face (literally) as Glass, though. Some are more strategically located.

This spot–released today for Dutch tech client TomTom with creative by DDB and Tribal Worldwide, Amsterdam–just provided us with two prominent answers to the above question…and got itself banned in the process.

We can see why, though nothing in this spot says “Dutch manufacturer of automotive navigation systems, including both stand-alone units and software for personal digital assistants and mobile telephones” to us…

We’re told that the campaign, starring a model (Alexandria Morgan) whose name we’d never encountered before today, aims to offer “a tongue-in-cheek take on the usual slow motion videos featuring women, often found on the internet” while highlighting the benefits of the company’s new workout-friendly smartwatch, complete with ”a built-in heart rate monitor that eliminates the need for an awkward, sometimes uncomfortable chest strap.”

So…success?

Credits if/when we receive them.

DDB/Tribal, KLM Head to Business Class for ‘Flat Seat’ Stunt


With a few hidden cameras in tow, airliner KLM along with DDB and Tribal Worldwide Amsterdam decided test whether travelers waiting at the gate in what we imagine is the hometown airport would go “flat or not.” /What the hell does that mean exactly? Well, if you watch above, KLM is hyping its new business class “flat seat” by installing such seats in select areas of the gate. Those who wen t  flat would ultimately win a pair of biz class tickets, like the lucky person in the clip. While we doubt we’ll be flying KLM in the near future, the chairs look pretty comfy and seeing as it’s difficult getting decent sleep on an airline to begin with thanks to the positioning, we’d be glad to see domestic airlines follow suit in adopting the contraption. In addition to the case study video, MediaMonks has also developed an online game to tying into the effort that lets you gauge whether certain unsuspecting travelers would go flat. The site’s a tad sluggish but why not give it a go if you got a few.

Care to ‘Share the Sofa’ with Champions League Stars for Heineken?

DDB and Tribal Worldwide Amsterdam have an interesting social campaign brewing for the beermeisters at Heineken.

Entitled “Share the Sofa,” the campaign invites fans to join star UEFA Champions League players on Twitter for a chat during select games. Players involved include Ruud Gullit, Ruud van Nistelrooy, Owen Hargreaves, Hernan Crespo and Fernando Morientes. Owen Hargreaves was featured recently, with his “Share the Sofa” generating 2,600 tweets and 55.6 million social impressions. Dutch star Patrick Kluivert was the most recent player to be featured, during Tuesday’s Manchester City Vs. Barcelona match.

Fans questions need not be about sports, but can range from “What’s your favorite sandwich?” to just about anything. While it’s easy to be cynical about the overcrowded social media marketing space, this seems like a fun initiative offering fans real insights into their favorite players (even if it’s just their favorite sandwich) with a unique opportunity to ask them just about anything. The initiative makes good sense for Heineken as well, offering a large part of their fan base (those looking for watery beer to guzzle during matches) a unique second screen experience they’ll associate with the brand.

Here Are a Couple of Notes on Tribal NY

joshtribalLet’s start the party by addressing Tribal Worldwide’s New York office and its relationship with eyecare brand Alcon, which a few tipsters have brought up. Here’s what we hear: sources familiar with the matter tell us that the agency-client relationship varies from year-to-year. Tribal has been working with Alcon for the past five and it looks like the partnership will continue in 2014 “and beyond”–though in what terms, we’re not sure. Tribal deferred all official comment to Alcon, which we’re checking with.

Switching Tribal topics, said agency’s NY office has also bumped up Josh McGuire and Hunter Simms to creative directors. During his career, which has basically consisted of time at Tribal NY, McGuire (pictured) moved up the ranks from art director to senior AD to his most recent post. As for Simms, the new DDB NY CD previously served as senior writer at JWT Dubai for clients including Kleenex, Band-Aid, Wendy’s, Audi, Nokia and more.

Ten European Countries Ring in 2014 with Deutsche Telekom

An estimated 1.1 billion photos and videos were shared online during festivities this New Year’s Eve, a fact celebrated by Deutsche Telekom with their “Share 2014″ video.

The 90-second spot “was a tight and successful collaboration between Deutsche Telekom’s two roster agencies: Saatchi & Saatchi and DDB Tribal.” The agencies used crowdsourcing in ten European countries — Germany, Poland, Hungary, Czech Republic, Slovakia, Austria, Netherlands, Croatia, Montenegro and Macedonia — to compile some highlights of European’s New Year’s Eve celebrations. There are plenty of fireworks, people drinking, 2014 glasses, smooches, and dancing. But there’s also a little girl waking up an old man (possibly her grandfather) sleeping in a chair by blowing a party blower in his face — which is a good enough reason to give this one a view. The spot ends with the fitting #Share2014 hashtag and “Life is for Sharing” tagline.

The idea was to tap into people’s feelings of hope and excitement for 2014 “and use it to welcome a whole new year of sharing”, explains Jason Romeyko, Saatchi & Saatchi European creative director Deutsche Telekom. Links to the video on YouTube are being promoted via social media platforms in the ten participating countries. We expect lots of people will check it out to see if their footage made it. You can view “Share 2014″ above — it’s a perfect way to stoke your excitement for the new year while nursing that second day hangover.

Tribal Worldwide, Volkswagen Reinvent Driving Music with ‘Play The Road’

Tribal DDB–sorry, Tribal Worldwide as it’s now known–collaborated with Volkswagen, electronic vets Underworld, production company B-Reel and director Anders Hallberg to create “Play The Road,” a 2:47 video showing the Volkswagen Golf GTI turned into a musical instrument by a new iPhone app.

The video, filmed over two nights in London, shows precision driver Thomas Wulff utilizing the new app to create new music, recorded by Underworld but “controlled by the speed and steering of the car itself.” It’s a cool idea, and while the music created isn’t exactly mind blowing, it really does seem to sync with the driving experience well. Of course, having a precision driver like Wulff showing your car off doesn’t hurt either. At the end of the long spot, Volkswagen plays on their usual “Drivers Wanted” tag, changing it to “Musicians Wanted.” So far, the iPhone app used in the ad has not been made commercially available. Although Volkswagen UK was offering visitors to their Facebook page a chance to win the opportunity to experience the app , the competition now appears to be closed.

If you’d like to learn more about “Play The Road” and how it was developed, Tribal worked with director Ed Sayers to create “”How We Reinvented Driving Music.” It’s an interesting look at the new technology, and those involved with creating it. Be forewarned though, it may just make you want the app more. We’ve included it, along with credits, after the jump.  Read more

Tribal Worldwide Crafts 8-Bit Game for UNICEF’s World Toilet Day Campaign

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Have you thought about your toilet today? November 19th is World Toilet Day, and Tribal Worldwide chose today to a launch a new campaign for UNICEF called “Access Denied,” which seeks to draw attention to the lack of clean toilets worldwide. While you probably take your home or office bathroom for granted, 36% of the world’s population lives without access to a clean toilet and around one billion people worldwide must defecate out in the open.

To draw attention to this overlooked problem, Tribal Worldwide created a series of posters (examples above and below), a website, and, our favorite message-spreading tool, an 8-bit game. That’s right, to illustrate to an audience who has no idea what it’s like to find a clean, safe place to relieve themselves, Tribal Worldwide created an 8-bit game called Toilet Trek. The game in no way makes light of the issue, as during the course of the game, players are bombarded with obstacles paralleling those of individuals without ready access to a clean toilet. Players are also periodically given facts and information about the problem while advancing to new obstacles within the game. It’s a clever touch, as people who may otherwise gloss over the posters or website can be drawn in with a fun little game that is also educational.

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The game is difficult enough to take a few minutes, during which time players can learn how toilet access is linked to issues of sanitation, disease, privacy, and increased risk of sexual assault. Toilet Trek is also available on the iPhone 4 and iPhone 5s, with an Android version coming soon. If you have a few minutes, give it a shot, it’s pretty fun and you may just learn something about the plights of those for whom a clean toilet is often just out of reach. And the next time you sit down on your porcelain throne, be grateful. Credits after the jump.  Read more

Tribal NY, Friedman Part Ways

sethfriedmanSources familiar with the matter confirm that Tribal New York (which dropped the “DDB” part earlier this year) has parted ways with Seth Friedman, whose official title has been managing director partner, though his focus was strictly on leading new business efforts. From what sources say, Tribal NY doesn’t have a plan to replace Friedman, whose new biz responsibilities will now be handled by the agency’s executive team. No word yet on reasons for his departure, but Friedman had been with Tribal NY for three years, initially joining the office as head of planning before moving up to his MD/head of new biz position.

Prior to joining Tribal, Friedman spent three years as planning director at sibling DDB New York, leading strategic efforts for clients like H&R Block, Merck and P&G. During his career, the now-ex Tribal NY MD also worked on the account side at the likes of Mad Dogs & Englishmen and Deutsch.

Hiscox Reactor Spins Out Generic LinkedIn Animations

The Hiscox Reactor? Gee, that sounds fancy. Sounds like something a character from The Big Bang Theory would reference. It turns out that it’s not all that fancy, save for some elegant animation reminiscent of a Rube Goldberg machine courtesy of Tribal Worldwide NY. The gist: users log in to their Linkedin accounts and can follow a whirling red ball that moves through customized graphics revealing education and work history.

The experience is personalized in the way that asking a Magic 8 Ball a question is personalized. A finite number of combinations and animations have little use after the first watch. However, if you feel like watching the red ball spin – and it is a Friday, so why not? – the chain reaction may make you think about your winding career path that has taken many turns and dips. It didn’t for me, but it might for you. And it might make you want to purchase small business insurance from Hiscox, which is actually important. Or it just might make you wonder why a company would spend money on a custom animation gimmick that lacks value. Credits after the jump.

Read more

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