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Archives: September 2013

Here’s a Social Media Campaign for Fruitwater Starring Murder Suspect Christina Applegate

Glaceau has a new product, fruitwater, that is most likely 0-calorie sparkling fruit-flavored water. I can’t tell from this spot, but that’s my guess. Sounds like just the thing a rich  woman would use to cut her vodka, doesn’t it? It’s great that there’s definitely a customer base for this new product.

To push fruitwater onto said rich women is one of their own, Christina Applegate, best known for playing Kelly Bundy on Married… with Children and jumping ship before her NBC show, Up All Night, was canceled. According to Wikipedia, her mom also used to have a thing with Stephen Stills, so that’s something.

In order to grow fruitwater’s 4,000 or so Twitter followers to a substantial enough number to convince some brand reps that their social media is “working,” consumers are being encouraged to confess crimes and say mean things via the #sparklingtruth hashtag for a campaign from L.A.-based agency Zambezi. If your truth is good enough, fruitwater will give you a personal assistant for a week. But, of course, the only way you could know that is if you start following the account or, like me, you were sent a press release describing the contest. You gotta work for information on the incentive, you know? Credits after the jump.

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Mercedes Gets Moody, Artsy in Extended South African Ad

Warning: excessive slow-mo alert. Three-and-a-half-minutes of mood music. The latest promo for Mercedes South Africa, “Silver Slipstreams,” is meant to highlight the sleek features of the A 45 AMG, but the clip really turns into a glossy skateboarding mixtape. Where’s Jon Hamm’s throaty lullaby voice when you need it? And shouldn’t the car be in the foreground, while the skateboard is in the background? This spot is beautifully filmed, the black-and-white adding interesting texture to the visual stunts, but it all drags on like a bad middle-school video project. Editing matters. Less is more. This would be better served as magazine art.

Most Popular Stories on AgencySpy from the Last 7 Days

Friday Morning Stir

-Rokkan once again lands on our radar this week as it’s been named social AOR for healthcare brand, WellPoint.

-It took six weeks (quick for this industry), but Goodwill Industries of the Southern Piedmont, Charlotte, has named Charlotte- based BooneOakley as its first-ever AOR. Other review finalists included Lyerly Agency and Carolina Public Relations, who are also both native to Charlotte.

-In case you missed it, here’s a new spot that tipsters are saying comes from Campbell Ewald (above).

-Happy 15th birthday, Google…and oh yeah, nice makeover. link

-Twitter has signed a marketing/branding deal with the NFL. link

McGlothin, Leo Burnett Part Ways

shannonleoSources familiar with the matter confirm that Shannon McGlothin, who last we recall served as EVP/global executive creative director at Leo Burnett, is no longer with the agency. No word on where McGlothin is headed to or reasons for departure, but if our memory serves us right, the creative exec last worked on this Samsung Galaxy spot. You might remember that McGlothin joined Leo’s L.A. office to head up its creative department after working at the likes of Deutsch LA and CP+B. He was also a member of Leo Burnett’s worldwide creative board. No word yet if there are plans to replace, but we’ll keep you posted.

Advertising Jobs: Draftfcb, Mullen, Williams New York

This week, Draftfcb is hiring a senior strategic planner, while Mullen needs a creative director. Williams New York is seeking an art director/designer, and Situation Interactive is on the hunt for a digital media planner. Get the scoop on these openings and more below, and find additional just-posted gigs on Mediabistro.

Find more great advertising jobs on the AgencySpy job board. Looking to hire? Tap into our network of talented AgencySpy pros and post a risk-free job listing. For real-time openings and employment news, follow @MBJobPost.

Grey New York Plugs Features, Kills Cat for Ally in New Spots

Grey New York aims for the funny bone with two new spots for Ally Bank, but they mostly miss the mark.

The more humorous of the two spots, “Nothing Hidden,” (featured above) opens with a man asking an Ally representative if Ally really has no hidden fees on savings accounts. He mentions that he’s worried about “hidden things.” When the representative asks why, he flashes to a series of memories of his father attempting to hide the fact that he’s a crime boss. It’s not exactly laugh-inducing, but also not bad enough to induce frustration or anger. Or maybe I’m just in a good mood today.

The second spot, “New Ways,” tries harder and makes a lot less sense. A woman speaking to an Ally representative asks if it’s true that she can reach Ally 24 hours a day, but there are no branches. She tells the representative that she’s “really reluctant to try new things.” When the representative asks why, we get another series of flashbacks. Like I said, this one makes a lot less sense, and tries a little too hard to be zanily funny. (Why would anyone tell a robotic dog to drink water?) The spot is also less successful in that the Ally feature it talks about doesn’t tie in as well with the flashbacks. Plus, people like cats; they don’t want to see them die on TV.

Credits and cat-killing spot after the jump.  Read more

MUH-TAY-ZIK I HOF-FER Busts Out the Black Humor for

There are some rare death jokes on display in “17 Minutes,” the new longform ad, almost an FX brand of humor, not something you’d normally associate with a to-do-list website. An old man in a nursing home rushes to set up a farewell party after an oblivious doctor tells him he has 17 minutes to live. The man uses the collaborative features on the website to contact his friends and get the necessary party paraphernalia  It’s edgy, mildly offensive, and pretty funny. There’s also a pregnancy joke that is way too good for a commercial. There were probably safer ways to get the message across to viewers, but we always appreciate creatives who take risks. Credits after the jump.

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Progressive Talks Aprons with New Brand Extension

In their new brand extension campaign “The Thread,” Progressive asks and then answers a question you might have had watching their long-running spots starring apron-wearing sales clerk Flo: “What does an apron have to do with car insurance?”

Over dramatic piano music, the first spot of the campaign, “Everything,” poses and then answers the question, claiming an apron is “hard work,” “pride in what you do,” “not quitting until you’ve made something a little better,” and, finally, “for us, everything.” The serious spot is quite a departure from Progressive’s typically goofy advertising strategy.

The real heart of the new campaign isn’t in the television spot, but rather the “Apron Projects” highlighted at Progressive’s Thread website. These are projects by people outside of Progressive who “make progress by making things a little better.” Like Stephen Ritz, a New York-based educator who launched Green Bronx Machine, a project building green walls that grow vegetables in urban areas with a lack of healthy food options.

The new, serious strategy apparent in “Everything”  – originally a bit perplexing — makes a lot more sense in light of “Apron Projects,” which makes you wonder why they didn’t highlight this side of the campaign in the TV spot. Hopefully the follow-up to “Everything” will remedy this.

Thursday Morning Stir

-TBWA/Pulse Group alum Steve Garside has joined London-based Kitcatt Nohr Digitas as new business/PR lead.

-Tribal DDB Germany and VFX company MPC give us perhaps the best screensaver we’ve seen in ages as part of a campaign for Deutsche Telekom (above). link

-Twin Cities ad vet Jim Landry, who’s worked at the likes of Fallon, Olson and mono, has now joined Minneapolis-based shop Haberman as ACD.

-Siegelvision, the shop founded by Siegel+Gale co-founder Alan Siegel, has welcomed Hayley Berlent as chief strategy officer/managing director. link

-The ANA and 4A’s have released new guidelines for agency search. link