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Ready Set Rocket and Kenneth Cole Talk Advertising with Google Glass


The very phrase “advertising with Google Glass” may seem like a contradiction, but Kenneth Cole recently became the first brand to do just that with the help of Men’s Health magazine and New York-based digital agency Ready Set Rocket, which collaborated with Cole’s in-house creative team on a Glass-powered project to help launch its new fragrance “Mankind.”

We spoke to Ready Set Rocket co-founder and Chief Strategist Alex Lirstman and Robert Genovese, VP of integrated marketing at Kenneth Cole, to learn more about the campaign. (Genovese has also worked in the agency world as a media planner at Wieden+Kennedy and associate media director at MPG.)

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Monday Odds and Ends

-M&C SaatchI London imagines the “#CouldBeTrue” story of Ballantine’s Whisky (video above).

-San Francisco-based agency  Odysseus Arms have launched Hack The Election, a site aimed at getting millenials to help back the Clean Power Plan.

-R/GA announced the ten startup companies selected for the 2015 R/GA Accelerator class.

-UNO’s Pizzeria & Grill announced the selection of AMP Agency as its agency of record.

-Production company Sandwick announced the additions of Tommaso Bertè and Paolo Borgato to its directorial roster for U.S. representation.

- Full-service cultural branding firm LatinWorks has been tapped to launch Montejo, Anheuser-Busch’s first Mexican beer, in the U.S. market.

-Nestle revives “last Rolo” line in new online campaign.

-Adweek explores the story behind Sriracha’s iconic rooster logo.

adam&eveDDB, UK Slows Things Down for YouTube

adam&eveDDB, UK enlists the aid of The Slow Mo Guys in a new online ad in support of YouTube, directed by Jack Driscoll, released in both 30 and 60-second iterations.

Since, in recent years YouTube has seen some fierce competition in a market they seemed to solely dominate for a long period (namely Vine), using one of its most popular channels to promote the service makes a lot of sense. It also helps that the schtick The Slow Mo Guys employ is pretty handily explained in under 30-seconds but engaging enough to capture people’s attention. The Guys also tout YouTube as an interactive community by showing how they take suggestions for their show. This format works well for YouTube, allowing its stars to champion the format while also gaining free exposure.

Staffing Changes at Y&R, Hawthorne Direct, And More


Ronny Northrop is now ECD at Y&R California. Northrop, who will report to CCO Mimi Cook in the agency’s San Francisco office, previously spent extended stints as a copywriter at CP+B and creative director at GS&P. Before joining Y&R, he spent time freelancing for 72andSunny, Butler, Shine, Stern & Partners and others. While Northrop’s resume indicates that he joined Y&R in February, AdAge mentioned the change for the first time today.

Hawthorne Direct promoted John Pucci to the position of Chief Marketing & Creative Officer. Pucci, who joined the agency in 2011, has served as SVP/CCO since 2013; in his new role he will oversee all “marketing, publicity and promotional activities.” Prior to joining Hawthorne, Pucci served as ECD at Havas Edge in Hollywood, and his recent agency history includes SVP/ECD stints at Publicis and RAPP. Earlier in his career, he worked as art director at Saatchi & Saatchi, held the GCD position at DDB LA, and served as a partner at TracyLocke.

He has also worked in-house for organizations as varied as Walt Disney World, E! Networks and Mattel.

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Ant Farm Teases Call of Duty: Advanced Warfare Release for Activision

With the release of Activision’s Call of Duty: Advanced Warfare coming up on November 4th, Ant Farm has released a 60-second gameplay trailer, the last piece in the long advertising onslaught for the game, which kicked off with a reveal trailer starring Kevin Spacey (who voices a character in the game) back in May. 

Lines from Spacey’s in-game character hold together the trailer, along with gameplay footage and quotes from advanced reviews of the title, such as Forbes‘ “…transcends the line between game and film…” The spot highlights the changes from previous iterations in the franchise, touting a more important plot and improved multiplayer while putting the game’s improved graphics on display. Fans of the franchise have probably already put in their pre-orders but emphasizing the changes in the franchise could bring some newcomers on board.

“We’ve been partners with Activision on the Call of Duty franchise from its infancy, and over the years we’ve had the fantastic opportunity to see it grow to become the massive pop culture phenomenon it is today,” said Rob Troy, chief creative officer at Ant Farm. “This year, the graphics and the multiplayer aspects of Advanced Warfare took a huge leap forward, so the creative aspects behind this campaign needed to pay homage to that.” Read more

Tom Brady Returns, With His Dog, For M&C Saatchi, UGG

M&C Saatchi brings back Tom Brady, this time along with his dog, for its third installment of its fall global marketing campaign for UGG Australia.

The spot continues the theme of the Patriots quarterback enjoying his time off the field. Entitled “Down Time,” the 60-second spot opens with Brady walking in slow motion (filmed in black and white), set to serious music. “This is what it all comes down to; this is what all the hard work is for,” Brady says, “The long days, the extra hours, all for moments like these.” Brady then plays with his dog, Lua, while wearing the “Munro” boot from UGG for Men’s Fall collection.

Those who were critical of UGG’s previous Brady-starring ads will find plenty to complain of here with the self-seriousness of “Down Time.” Meanwhile, the Patriots QB can still do no wrong in the eyes of his most ardent admirers. Whether or not he can convince Boston sports bros to lace up UGG boots, though, is another question. Read more

Partners & Spade Launches ‘Values Matter’ for Whole Foods

New York-based Partners & Spade handled the creative for Whole Foods’ first-ever national brand campaign, entitled “Values Matter.”

The campaign focuses on the sustainability and fair trade practices of the grocery chain, summing up the brand’s philosophy with “To us, value is inseparable from values.” That line is likely also meant to defend the brand from its image as being unaffordable (as exemplified by the oft-repeated reference to the chain as “Whole Paycheck”), explaining to viewers that Whole Foods views “value” in the big picture, while implying a cheapness to the “value” offered by most grocery stores, who don’t place the same emphasis on quality and sustainability. The ad ends with the tagline, “America’s Healthiest Grocery Store,” a title the chain earned in Health magazine.

Other ads in the campaign — such as “Beef” and “Produce” — have a more specific focus. Broadcast spots will air during prime time shows such as Modern FamilyScandal and The VoiceThe Tonight Show Starring Jimmy Fallon, Jimmy Kimmel Live, and Saturday Night Live, and during World Series and NFL games. Media buying and planning was handle by Austin-based GSD&M.

“Not everyone knows what makes Whole Foods Market different from other grocers, or the fact that no other retailer has standards as demanding or as transparent as ours,” said Jeannine D’Addario, Whole Foods Market’s new global vice president of communications. This campaign will distinguish what makes our brand special, our food different and our quality superior.” Read more

Beats Celebrates LeBron’s Homecoming

Beats by Dre in collaboration with R/GA Los Angeles celebrates LeBron James‘ much discussed return to the Cleveland Cavaliers in a new campaign entitled “Re-Established 2014.”

The campaign is centered around a 2:15 ad crafted as a sort of love letter to James’ hometown of Akron, Ohio. The spot intersperses shots of the city, including signs in churches and movie theaters celebrating his return, with a shirtless James working out in an auditorium named after him at St. Vincent-St. Mary, the high school he attended in Akron, set to Hozier’s “Tale Me to the Church.” James wears Beats earbuds while working out, the only real nod to the brand in the spot. To add to the emotional impact, the voiceover is read by Gloria James, LeBron’s mother. “This is the city that raised you,” she says, “I’m so proud of you. Welcome home, son.”

Given James’ star status and the emotional tone of the ad, it was bound to attract attention. So it shouldn’t come as a surprise that the video has already received over four million YouTube views since its debut two days ago. Expect that number to balloon by the time the NBA season kicks off next Tuesday. Other, shorter supporting spots in the campaign highlight different aspects of Akron, LeBron’s upbringing and homecoming.  Read more

Monday Morning Stir

-Sky Austria and Fox promoted the new season of The Walking Dead by scaring people with a digital billboard at a Vienna bus stop (video above).

-Adweek publishes list of 50 “most influential buyers, sellers and marketers.”

-CMOs are held more accountable for ROI but lack the resources to execute, new Leapfrog Marketing Institute study finds.

-DigiDay talks with Jeff Goodby about his life in advertising.

-New Facebook Q&A tool lets marketers hold real-time chats with celebrities.

-Fox and Sony Playstation are first brands to give out one hour of free listening with new Sponsored Listening Pandora ads.

-Hyundai UK has appointed Collective London as its lead digital agency.

-Sales of cleaning supplies are up due to Ebola scare.

Advertising Jobs: Magnani Caruso Dutton, ICED Media, Rain

This week, Magnani Caruso Dutton is hiring an account director, while ICED Media needs a project manager. Rain is seeking an associate producer, and Petrol Advertising is on the hunt for a social media associate. Get the scoop on these openings and more below, and find additional just-posted gigs on Mediabistro.


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