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Archives: January 2014

McCann Erickson Launches ‘Not-So-Super’ Campaign for NY State Anti-Trafficking Coalition

McCann Erickson has launched an integrated social media campaign called Not-So-Super to raise awareness about sex trafficking for the New York State Anti-Trafficking Coalition.

“Sex trafficking is commonly perceived as something that happens far away, in other parts of the world. We are eager to try to change that perception.” said Tom Murphy, co-CCO of McCann New York. Because of this, it’s all too easy for people to dismiss the sex trafficking epidemic as something that doesn’t concern them, but it’s a very real issue much closer to home than many suspect.

McCann’s “Not-So-Super” campaign shines a light on the sex trafficking epidemic happening in New York, elsewhere in this country, and all over the world. “It is the buyers of commercial sex who drive such a high demand that girls as young as 12 are trafficked across state lines to meet it. We need to address the day in and day out demand to bankrupt this so-called business model and put an end to the buying and selling of young girls once and for all,” says Sonia Ossorio, President, National Organization for Women – New York City. So McCann is hoping their campaign can help curb the demand for commercial sex, which spikes around big events like the Super Bowl, that leads to the exploitation of women and children by pimps and sex traffickers.

At the center of the campaign is the “Not-So-Super” website and the above video, a harrowing look at the victims of sex trafficking and the increased demand placed on sex workers during the Super Bowl and other big events (accompanied by an increase in the likeliness of physical abuse at the hands of their clients and pimps/traffickers). It’s hard to watch, especially on the Friday going into Super Bowl weekend, but it’s an important message that needs to be shared and a stark reminder that some dread the impending arrival of the big game. The website also offers a telephone hotline for people who are or may know victims of sexual trafficking, and a variety of other resources. The full campaign will “span film, print, street activities, a website and twitter initiatives.” Hopefully, “Not So Super” can help make a difference for victims of sexual trafficking at one of their most vulnerable times of the year.

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Hoholick Joins Up with TBWA\Media Arts Lab

ericahoholick1A phone call has confirmed that Erica Hoholick has rejoined her old stomping grounds at TBWA\Chiat\Day Los Angeles, where she spent six years as managing director and oversaw client efforts for the likes of Sara Lee, Gatorade and Pepsi. Hoholick has spent the last three years at Ogilvy London, where she served as worldwide managing director on the agency’s Dove business. From what we’ve been told, Hoholick will take on the role of president of TBWA\Media Arts Lab beginning next week. Spies tell that a new chief strategy officer is on the way as well. During her career, Hoholick has also worked on the account side at various Saatchi & Saatchi offices as well as Y&R

180 Amsterdam Debuts Smelly ‘Gotta Run’ for ASICS

180 Amsterdam is a launching a new integrated campaign for ASICS, which continues to highlight the brand’s “Better Your Best” mantra.

The new campaign “will have an even stronger and more powerful focus on how ASICS products and technologies help athletes across the board continue to improve in their sport.” This is evident in the TV spot “Gotta Run” for ASICS: Gel. It features an obnoxiously always up athlete, running from sport to sport all day and saying “gotta run” when jetting from one place to the next, before coming home and collapsing into bed without a shower. His poor significant other removes the shoes (which must smell indescribably awful) from his feet, making the ad come full circle from the beginning, when the guy plops out of bed and right into his ASICS. It’s a bit over-the-top, but should appeal to ASICS’ athletically obsessed core audience.

180 Amsterdam’s campaign will run all year long and feature “a mix of TV and print advertisements, digital brand films, point of sale, event activation and online engagement to strengthen ASICS image as a True Sports Performance brand.” Look for the “Marathon Campaign,” “a print and film campaign that celebrates the special qualities, attributes and personality of one of the world’s most selective groups”; the “Advantage, You” tennis campaign, featuring Gael Monfils and Samantha Stosur; and the triathlon video featuring “Ironman World Champion Pete Jacobs and his wife Jaimi on location at their Noosa home” in the near future. And please, if you’re going to work out all day, remember to take a shower.

 

NFL’s Brad Smith on Super Bowl Controversy

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Super Bowl mania has officially begun. Advertisers are scrambling to make sure their ads get enough hype leading up to Sunday’s big game. And then there’s that other hype we’ve been hearing about involving comments Richard Sherman of the Seattle Seahawks made during his NFC championship post-game interview with Fox Sports’ Erin Andrews.

This morning MediabistroTV sat down with Philadelphia Eagles’ wide receiver Brad Smith, in town to promote his “Design for Brad Smith” competition, and got his take on the Sherman controversy.

We’ll have more on the “Design for Brad Smith” competition during our coverage of New York Fashion Week next week. And to watch more mediabistroTV videos, subscribe to our YouTube channel and follow us on Twitter: @mediabistroTV.

Arnold Launches ‘In My Mind’s Eye’ Campaign for ADT

Arnold Worldwide’s new campaign for ADT, “In My Mind’s Eye,” launches today with the debut TV spot “Burglary.”

The new campaign marks something of a departure for ADT, whose advertising strategy has historically stressed”the value of monitored protection in emergency incidents such as theft, fire, or carbon monoxide.” “In My Mind’s Eye” and the debut spot “Burglary” instead focus on the peace of mind ADT provides its customers with their protection from everyday security concerns.

In the 30 second spot, a couple are out to dinner when the woman realizes she may or may not have remembered to lock the back door. This distracts the man, who imagines he sees a troop of burglars at the restaurant making off with their valuables. Prompted by his reverie, he locks the back door using the ADT service offered on his mobile device. “Burglary” effectively demonstrates both a key feature of ADT’s service, and the peace of mind that comes with it — answering the questions, “Why would I want this?” and “What can it do for me?” in a simple, direct way.

The shift in approach came from insights showing “that people experience worry, like a low consistent hum distracting the person when they’re away from their homes,” says David Register, EVP/group creative director, Arnold Worldwide. “”The spot demonstrates how ADT relieves that angst by putting their customer in control and back in the moment.” Expect more ADT ads in a similar vein from Arnold in the future. “Burglary” rolls out today, with “radio, direct, digital, and social media creative appearing online beginning mid-February.” Credits after the jump. Read more

Budweiser Gets Serious with ‘A Hero’s Welcome’ from Anomaly

Budweiser decided to get serious this year with their patriotic “A Hero’s Welcome” commercial from agency Anomaly.

The 60 second spot documents the homecoming of a single soldier, welcomed (with Budweiser as a sponsor) back from Afghanistan by the entire town of Winter Park, Florida. Winter Park’s celebration included “a full ticker tape parade, complete with marching bands, antique military vehicles, the VFW motorcycle club and an appearance by the world-famous Budweiser Clydesdales.” The 24 year-old Lt. Chuck Nadd, who was just happy to be reunited with his girlfriend, Shannon Cantwell, seemed genuinely surprised and touched.

If all that’s not enough to get you emotional, there’s the 5 minute behind-the-scenes documentary which features members of the Winter Park VFW who helped make the homecoming happen. Several of the veterans talk about their own experiences returning home from war, which were decidedly less pleasant than the welcome Nadd received, and how it really means a lot to feel appreciated. They get pretty emotional, as it clearly means a lot to them to help a fellow serviceman receive the homecoming that would have meant so much to them. Stick around for the behind-the-scenes footage after the jump, if you’re not worried about a case of the onions at work. Read more

Skip School And You’ll Explode, Warns Australian PSA

Production company Henry & Aaron are behind this (intentionally) over-the-top public service announcement for the Learn for Life Foundation.

In the spot, some youngsters who skip out on school (we learn later) for a day frolicking at the beach suddenly start exploding, body bits flying everywhere. The message “This is what happens when you slack off” ends the spot, suggesting that skipping school dramatically increases your risk of spontaneous combustion.

Co-creator Henry Inglis told Uproxx that the spot he created with partner Aaron McCann was “about contradicting standard advertisements – it’s a bit of a f*ck you to advertising in general…It’s playing on those idealised commercials of people breaking free from their confines.” Set Yourself Free” also seems to be a self-conscious play on the historically anything-but-self-conscious ridiculousness of PSAs. Although “Set Yourself Free” is kind of funny, we have to wonder if the whole thing is just too ridiculous to get its message across — especially since, before they start blowing up, everyone seems to be having a really good time.

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Pitch Promotes Wells to CCO, Brings in Fellow Chiat LA Alum Clegg as GCD

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Fresh off of nabbing general market ad duties from Mother NY for Burger King earlier this month, Culver City, CA-based agency Pitch has made some moves within its creative department. Most notably, the agency has promoted Xanthe Wells, most recently executive creative director, to the role of chief creative officer. Wells (pictured above) joined Pitch as ECD in early 2013 after spending over seven years at TBWA\Chiat\Day L.A., where she worked with clients ranging from Kraft to Pepsi. The new CCO replaces Eric Springer, who left Pitch for the top creative gig at Draftfcb last year.

Along with the Wells promotion, Pitch has also welcomed aboard fellow Chiat LA alum Gage Clegg, who, along with his significant other, Becca Morton, parted ways with the latter agency last spring (but subsequently stayed on as GCD). Clegg joins up with Pitch as group creative director.

Your Brand’s Logo Could Be Used to Blur Out Digital Streaker’s Wang


Looking for an alternative to a multi-million dollar Super Bowl ad? Enter “Digital Streaker,” a site which launched this past Wednesday, offering brands the opportunity to upload their logo and place it in front of a streaker’s schmeckel. Once you upload your logo, you simply select a site for the digital streaker to run naked across, and then you’ll receive a unique link to the site featuring your logo blurring out digital streaker’s man bits.

Don’t have a logo in mind but want to participate in this bit of Internet mishigas anyway? That’s cool, Digital Streaker also gives you the option to blur out his putz with a cat face, a dolphin, a shuttlecock, pancakes, Kim Jong-un, or a bowling trophy. You can also choose between cheerleader streaker, feathered boa wearing streaker, luchador streaker, and horse mask streaker. I went with luchador streaker with a cat wang, which I sent on over to the official Scientology website.

Digital Streaker Scientology

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