It’s Friday night. You and three of your friends are broke, out of booze and drugs and have only an Internet connection to occupy you. What’s the first word that comes to mind? Pringles (of course).
“Pringles Home Party” is a new digital effort from Grey Argentina, G2 and Fahrenheit 451 that seeks to associate Pringles with virtual raves that take place in your apartment. Through logging onto the microsite through Facebook, four people can have access to exclusive tracks from 12 of the world’s biggest DJs (all of which you’ve more than likely never heard of). Then, while you and your friends are dancing to tracks from people like Deep Mariano Feat. L O´Clock (see?), your laptop will take photos of you, which you can post to Facebook under an album probably named “Popping, no Stopping.” As Grey Argentina CD Diego Rubio puts it, “Our consumers are digital natives. They live, develop and relate to each other on Internet, and so they expect brands to know how to speak to them with their codes. This was central to us when we carried out the latest digital actions, which were designed to show that this was a digital native brand.”
Meanwhile, over in Europe, Pringles is rocking out in a whole different way via your iPhone. Home party credits after the jump.
After serving for well over three years as creative agency for Famous Footwear, Campbell Mithun has announced that it’s declined to participate in the brand’s account review. The Minneapolis agency, which has its share of social media-loving interns, signed on as creative agency for the retailer back in January 2008 (Madison-based shop Hiebing previously handled the account) and subsequently worked on back-to-school projects as well as the “Make Today Famous” platform in 2009. CM’s CEO Steve Wehrenberg says in a statement, “We appreciate the invitation to participate, but realize that, moving forward, this partnership no longer serves our mutual business interests.”
Campbell Mithun’s contract with Famous Footwear runs out in August but before then, the agency will complete its seventh and final execution for the brand, which is a back-to-school 2011 effort.
Well, it’s been a glorious run, but alas, all good things must come to an end. Here is your last campaign critique from Arnold’s Roger Baldacci, who decided that a Gillette viral was the fitting way to bow out. Take your bow, sir.
It’s only fitting that my final review for AgencySpy is for a viral stunt video. A bunch of guys with far too much free time use 3,000 liters of paint to spray Roger Federer’s face on a field before they spray 1,000 liters of foam on him and “shave” him with lawnmowers. Sometimes I feel like I’ve fallen asleep in the dim backroom of a focus group facility and woken up with candy stuck to my cheek in a strange new advertising world. Like the guy in 28 Days Later who was horrified to find London inhabited by speedy flesh starved zombies. But in my nightmare/reality, these waves and waves of zombies don’t want to eat you, they’re just desperate for you to “like” them on Facebook and/or give them YouTube hits. Ok, frankly, I’m losing myself here in this analogy.
The point is, this Gillette stunt has no point. I’ve said this before, but imagine if the brilliant, creative, problem-solving minds in this business actually set out to solve real life problems instead of finding ways to create “viral” videos? What happened to a real idea? Leveraging true consumer insight? Or just something simple and charming? Last I checked, the VW “Darth Vader” spot got 40 million hits on YouTube. Sure, running on the Super Bowl no doubt helped goose those numbers, but still. At any rate, that is moot. The order of the day is to do things in a large, public way, show how you did it and be sure to capture enthralled spectators watching your epic, pointless stunt. So I leave you with a couple of suggestions (if they haven’t already been done)—I only ask that you give me a slash for the award show entries.
Jell-O: Create the world’s largest pool and fill it with strawberry flavored Jell-O then have one of those Acapulco, banana-hammock wearing cliff divers plunge into it from 125 feet.
Tide: Have a group of people sneak into the royal chapel of the Cathedral of Saint John the Baptist in Turin and have them use those little Tide sticks to clean the Shroud of Turin. This would be faked, but it would look real. There would be much speculation, blogging, news coverage and debate.
Well, that’s all I’ve got for now. It’s late and I’ve got an 8:10 flight to Miami tomorrow. All I can tell you is that me and 1,000 other people are about to take the flash mob to a whole new level. Look for me on YouTube soon. Thanks for reading.
Though Toms also makes shoes for men (including a leather wedding edition of the slip-on sneaker), this spot is all about cute girls in tight pants, who are generally the demographic you see wearing Toms for biking around their urban environments. Really, this spot is a cool, well-executed idea that showcases the product in an interesting way. And, much to the delight of the hipsters who will rock Toms for their summer music festival pilgrimages, the charitable shoe company is outfitting its models with American Apparel clothing.
We always love when dumb tips such as this fall into our inbox that read, “Ocean Spray guy is a perv.” Hey, besides, when was the last time we heard from Ocean Spray. Oh yeah, right. Anyhow, this chap’s gaze has apparently caused a storm on Reddit (then again, what hasn’t?). Anyhow, just thought we’d give you your amusing image of the day and a piece of the very insightful thread below. But, we have to wonder what the hell has Jamie Kennedy‘s career come to?
So, numerous tips have flooded in since yesterday regarding the state of Kansas City-based Nicholson Kovac, which has worked with the likes of 3M and FedEx and doesn’t believe in “taking political prisoners,” is shutting down shop this week. We put in a call with the agency, then were transferred to an administrative official who would not comment on the matter and were ultimately told that agency namesake Pete Kovac was “off-site” and got his voicemail. From what spies are telling us, clients have already been notified. We’ll keep you posted if we hear more about the matter.
Well, here’s a tale of a Creative Circus grad made good, we suppose. Mike Brooks, who went to the school from 2000-2004, has joined the roster of Doner as creative director. We’re still awaiting word on what accounts he’s working on, but prior to Doner, Brooks (dressed here like one of Tony Soprano’s goons) worked at McCann Erickson’s Birmingham, MI office as an ACD across all media and spent three years as an art director at Organic before that.
Update: Brooks started this week and will be working on various agency accounts in Doner’s HQ.