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Archives: January 2013

Here’s Today’s Quickfire Super Bowl Ad Q+A, this Time with Wing CCO, Renata Florio

Ask and ye shall receive as our Super Bowl-related agency inquiries keep pouring in. Our latest quick Q+A is with Renata Florio, who’s spent the last 18 months serving as chief creative officer at Grey Group unit, Wing. Prior to her current gig, the Brazilian native served as ECD at StrawberryFrog Sao Paulo. Anyhow, let’s talk Super Bowl, shall we?

Though plenty have already been revealed, what ads are you most excited about and/or looking forward to this Super Bowl?

I’m most looking forward to watching the Coke Chase follow up. I have seen the Coke Chase online, so I’m very curious about the follow-up spot that will run right after the game, showing who won the competition according to the Facebook fans’ choice.

Is the ever-increasing Super Bowl ad cost really worth what’s now $4 million a spot?

When it comes to a memorable opportunity as the Super Bowl break, there’s no expensive/not expensive discussion. It’s all about heart value, mind share and a recall that can last forever. The Super Bowl is such an important “catwalk” of the TV advertising business that’s it’s worth every cent.

How important are the digital tie-ins to the TV spots, i.e. mobile and social, is value increasing?

You can’t talk Super Bowl today without planning Social Media engagement. People already say “Have you seen on Facebook the Super Bowl ad that Coke will show in the actual Super Bowl?” It’s a weird sentence but a true and exciting reality. Super Bowl begins online now.

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Tuesday Morning Stir

-Taco Bell, which just released its Deutsch L.A.-created Super Bowl XLVII ad dubbed “Viva Young” as part of its ongoing “Live Mas” campaign (above), will follow up perhaps its most popular menu item ever, the Doritos Locos Tacos, with yes, Cool Ranch Doritos Locos Tacos. link

-Meanwhile, here’s Kia Motors’ teaser for its “Space Babies” Super Bowl spot. link

-Apple has unveiled its 128 GB iPad, which will hit shelves on Feb. 5 and range from $799-$929 in price. link

-Pinfluencer, Pinterest’s enterprise marketing and analytics platform, is celebrating its first birthday by unveiling image recognition technology. link

-New York-based consultancy Brand Keys has unveiled its 11th annual “Super Bowl Engagement Survey.” link

-Google/DoubleClick alum Assaf Alster joined technology/creative advertising platform Medialets as VP of operations.

 

Op-Ed: To Excel at Super Bowl Advertising, Watch ‘Game of Thrones’

The closer we get to Super Bowl XLVII this Sunday, the more frequent the agency output it seems. Our latest entry comes from Camilo La Cruz (@akaJuanSmith on the Twitter), a six-year RAPP vet who currently serves as EVP, director of experience & innovation design at the agency. As his headline tells us, Cruz cites a certain fantasy novel series-turned-hit HBO show as one that could provide the ideal inspiration for those choosing to advertise during the Big Game. Take it away, sir.

The Super Bowl continues to prove its value to marketers who understand how to make the most of a rich digital landscape. The most sophisticated advertisers know that they are dealing with a changed television environment where increasingly complex narratives are extended by several layers of interactive and social experiences.

Take Game of Thrones, the HBO series with a cult following and one of the most effective digital ecosystems on television. The show offers the typical multi-layered narrative that is signature of 21st century TV. It also offers fans a few important apertures that are relevant to marketers seeking the highest return for their Super Bowl dollars.

Today’s successful TV shows offer a great benchmark for Super Bowl marketers and an opportunity to reflect on the importance of the proper digital ecosystem alongside the potential cost of opportunity of business as usual. In this sense, to craft a powerful Super Bowl experience, consider the following paths:

#1 – Plot Your Engagement Bell Curve

Consider the Super Bowl as the highest point in an experience that begins and ends weeks, if not months, prior and after the big day. To drive maximum viewership between seasons HBO has been releasing and improving platforms like HBO Connect where fans of shows like Game of Thrones come together around anything from an unstructured social conversation to orchestrated live discussions with cast and creators of the show.

One example of this line of thinking is Coke’s social gaming experience created for this year’s Super Bowl. At the center of the experience is a spot called “Mirage” that has multiple possible endings. Coke fans can decide which ending appears on the big game by voting and engaging on a series of activities that will be progressively unlocked as the event nears. This last part being a key point of differentiation versus other brands who have typically relied on contests, voting, and other submission-driven experiences with no link to a bigger narrative.

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David&Goliath, Mirage Split After Less than Six Months

Well, we suppose this is the nature of the beast at times. After awarding agency of record duties  to El Segundo, CA-based David&Goliath just last August, MGM Resorts’ Mirage Hotel and Casino has quickly changed course, moving its ad duties over to San Diego-based Experiences for Mankind (EFM). In a statement, a D&G spokesperson says, “After a few months, we both realized that their needs and our expertise were not the right match. We wish them well and will continue to service our other MGM clients, [New York-New York] and Monte Carlo as we have for the past 5 years.”

From what sources tell us, seeing as EFM’s focus in on PR and design (though it dubs itself a “cross-media” operation), said agency is the better fit for the Mirage, the Vegas Strip institution that has worked in the past with the likes of B&P Advertising and GSD&M. As for the EFM decision, Mirage VP of marketing advertising and marketing Traci Preus says in a statement, “The contract was awarded to EFM based on their proven strategic brand expertise, organizational detail, creativity and focus. EFM’s creative and analytics testing and reporting strengths allow us to focus, align and execute our key strategic priorities, increase share of voice and improve The Mirage brand awareness.”

EFM’s responsibilities for Mirage include both traditional and digital, with the first consumer branding campaign for the latter expected to launch in spring of this year.

Monday Odds and Ends

-Robin Williams and Bobcat Goldthwait take Joe Pesci‘s place in BBDO New York’s latest spot for Snickers.

-IPG-owned GolinHarris promoted Judy Johnson, a 16-year vet at the agency, to newly created position of president of the Western Region.

-You’ve probably seen this aplenty by now, but we think David Ma and Nick Hugh Schmidt deserve a shout-out for their site, the “Creative Confessional.” link

-Tool and Under Armour have launched a site that determines if you can “Out Ray” Ray Lewis. link

-L.A.-based commercial production company trio films added comedy director Russell Bates to its roster.

-Former Comcast/NBCU EVP Beth Ellard joined the Ad Council as executive vice-president of media.

-San Francisco-based shop Heat has beaten out a few “other agencies” to nab a marketing campaign assignment for La Crema Winery. The campaign is expected to launch in May and will include digital, print, experiential, POS and trade development.

-FYI, the Art Directors Club has extended its deadline for all its 92nd Annual Awards advertising entries to this Friday, Feb. 1 at 11:59 PM EST. link

-Former Rock Paper Scissors editor Staci LeVan joined the roster of Cut+Run’s Austin office.

And Now, a Quick Big Fuel Update

Well, this was news to us when it first hit the Spy line today, but we’ve received confirmation that just before the new year, Publicis Groupe-owned Big Fuel welcomed a new SVP/executive creative director in Jon Resnik, who joins the agency after spending 18 months as ECD at Dachis Group. We’ve been told this is a newly created position filled by Resnik, a former screenwriter/producer who jumped into the agency world nearly 10 years ago when he joined up with Avrett Free Ginsberg as a senior copywriter. In subsequent years, the new Big Fuel ECD held senior creative positions at the likes of G2 and Schematic.

Along with Resnik’s hiring, spies are telling us that some cuts have been made at Big Fuel and from what we’re hearing from sources, there has been some fluid talent movement with the agency that’s just part of the transition of it being integrated into Starcom MediaVest Group.

Ex-Deutsch L.A. Copywriter/’Brand Rapper’ Tells Us How to Get on ‘The Price is Right’

Six weeks after he vowed to lend his copywriting/creative services to those in L.A. who needed it on Christmas Day, Deutsch L.A. alum and “brand rapper” Jason Pickar is back with some more antics as our old friend gives us a simple breakdown of how to land on “The Price is Right,” with video proof to boot. Yes, the creative who was recently a scribe for Dr. Pepper campaigns among others while at Deutsch did indeed make it to the stage with Drew Carey as you can see above. Pickar isn’t bullshitting us when he offers one of several tips including, “Be chipper and enthusiastic.” Welcome to the life of a freelance copywriter, ladies and gents.

Ravens, 49ers, and the Commercials that Define Them

 

We spend the weeks before the Super Bowl watching loops of highlights and anticipating how popular brands will use their four-million-dollar ad slots, but rarely do we do both at the same time. However, this year is special. After we’ve trampled on all obvious storylines—the retirement of Ray Lewis, Harbaugh genetics, Kaepernicking, etc.—the real clue to Super Bowl XLVII may come down to a pair of Visa commercials from five months ago.

Visa launched their NFL Fan Offers campaign in the fall, giving football fiends the chance to win prizes like Super Bowl tickets or a hangout session with John Madden. To promote the program, Visa ran two significant commercials: one for the Baltimore Ravens, and one for the San Francisco 49ers. With respect to DVR, you may be vaguely aware of NFL Fan Offers, because FOX and CBS ran the commercials so many times each Sunday that I was almost ready to petition for the “Can You Hear Me Now?” guy to come back in their place.

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We Hear: Cuts at Zimmerman?

Suddenly, Zimmerman’s been all up in our radar as we’ve now received a handful of tips that the Omnicom-owned, Fort Lauderdale-based agency cut some staff last week. When we inquired, Zimmerman offer the ol’ “no comment” on the matter, though spies are saying that approximately 25 staffers were let go. If true, the news comes just days after we reported that the agency’s EVP/chief growth officer Ryan Linder was out (and joined Doner this month). We’re hearing some fellow EVPs have been affected by last week’s alleged cuts, and if we’re able to extract any further info from the Zimmerman camp, we’ll let you know.

 

Audi’s Super Bowl Spot: Let’s Get Some Ass at Prom!

Audi and VB+P are traditionally all about appealing to consumers’ inner-adolescent with their Super Bowl ads. Remember when vampires were a big deal? Audi remembered, so they put vampires in their Super Bowl spot last year. However, as the Twilight film series has ended, Audi and VB+P are telling a bit more of a timeless story with this year’s installment, “Prom (Worth It).”

We open on a classic American pastime, a young lad about to go to prom who, judging by his lack of date, is a loser. His dad, in a surprising move, allows him to take his sleek Audi A6 to the big dance. This isn’t the only unrealistic part of the spot, as the boy ends up making out with his crush and getting a shiner from her boyfriend. It’s not exactly the kind of bold move I support, especially as the boy doesn’t seem to ask permission from his female victim. But, according to Audi, who cares? He took what he wanted, and was rewarded. There’s nothing more American than that.

The campaign, which uses the #BraveryWins hashtag, doesn’t seem to be targeting suburban high-schoolers like the protagonist in “Prom,” and instead aims at fathers who are fearful that their spawn may never get any action. In any case, it’s cute enough to be a crowd-pleaser, but I hesitate to think that this will be one of the Super Bowl’s most talked-about ads. Credits after the jump.

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