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JWT Canada Conducts ‘Dark Experiment’ for Tim Hortons

In order to launch its new dark roast, Tim Hortons teamed up with JWT Canada to put the new blend to the test.

Using black-out material, the agency wrapped a L’Île-Perrot, Quebec store, blocking out any sort of natural light. Customers were then led to a service counter, where they taste-tested the new dark roast. After tasting the new blend, with their senses supposedly heightened by the darkness,  and voicing their opinions, the lights were turned on and customers were told about the new blend and their role in the experiment. The results were (of course) filmed for the above digital spot.

“When you have a great product, the best way to launch it is to prove tt,” explains Brent Choi, JWT Canada’s chief creative and integration officer, “so we found a way to put the new #TimsDark Roast to the ultimate taste test.” Stick around for credits after the jump. Read more

TBWA\Chiat\Day Taps Peyton Manning, Cam Newton for Gatorade

The late comedian Mitch Hedberg had a joke that went: “You don’t have to be sweating and holding a basketball to enjoy a Gatorade, you can just be a thirsty dude. Gatorade forgets about this demographic. I’m thirsty for absolutely no reason, other than the fact that liquid has not touched my lips for some time. Can I have a Gatorade too, or does that lightning bolt mean no?” Well, the brand seems to have finally issued its response to this question in a new campaign from TBWA\Chiat\Day, entitled “Sweat it to Get it,” with a resounding “No, you can not have a Gatorade, thirsty dudes.”

“Gatorade was invented to replace what athletes sweat out, Brent Anderson, executive creative director at TBWA\Chiat\Day in Los Angeles, explained to Adweek. “So the intent was to create something that might cause someone who reaches for a Gatorade to think, ‘Hold up…have I earned this?’” In other words, that lightning bolt does mean no.

In the campaign, starring Rob Belushi (son of Jim) and featuring cameos from Peyton Manning and Cam Newton (who also stars in an ongoing Under Armour campaign), customers at a gas station are told they can’t purchase Gatorade because they haven’t broken a sweat. The ads all follow the same basic formula, with Belushi as the straight man denying the customers and Manning or Newton appearing as either the manager or a fellow customer. The agency told Adweek that the ads were all “shot on location at an actual convenience store with over 15 hidden cameras” and directed by Jody Hill (Eastbound and Down). Stick around for credits and a few more spots after the jump. Read more

Made Movement Signs CP+B’s Kate Higgins As Partner

MadeMovement_Logo_HeaderImage_905

Three CP+B executives made news in March 2012 when they split from the agency to start their own shop, Made Movement.

Today we learned that another longtime Crispin exec has become Made’s newest partner.

Kate Higgins, who most recently served as VP/Account Director at CP+B leading the Hotels.com account (she previously ran Old Navy and the GAP), officially joins Made Movement today as partner/Chief Client Officer.

During her six-plus years with CP+B, she worked with additional Made partners Graham Furlong (CSO) and Scott Prindle (CDO) on Windows and other accounts.

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Rooster CCO Takes Leave Amid Possible Boycott Over Transphobia

Yes, everyone has the right to an opinion. Many of them, in fact. And yet, the airing of those opinions in public may have adverse effects on one’s career. Who knew?!

Gavin McInnes, chief creative officer of Rooster in New York, has been asked to take “an indefinite leave of absence” following the publication of a post he wrote on transphobia — or fear of transgender people — and how it is, of course, the most “natural” thing in all the world.

Although the post is still available online in various places, the fact that this is what happens when you click on the main link to Thought Catalog hints at the problem behind McInnes’ post:

CCO Rooster Tumblr Post

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Former Leo Burnett L.A. Leader Lands at Omelet

Shannon MCToday boutique Los Angeles creative shop Omelet announced the signing of Shannon McGlothin — a longtime creative who has spent time at several prominent agencies — as its group creative director.

We last posted on McGlothin nearly a year ago when he parted ways with Leo Burnett, which hired him in 2012 to run a new L.A. hub created, MAL-style, to cater solely to the Samsung business (he also served on Burnett’s worldwide creative board before going freelance).

Over the past decade, McGlothin played visible roles at several major agencies, spending 2004-2010 with W+K before moving to ACD/GCD roles at CP+B and Deutsch L.A., respectively.

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Kevin Hart Takes on Dave Franco in Madden NFL 15 for Heat, EA Sports

Heat, San Francisco taps Kevin Hart and Dave Franco (James’ brother) to star in a new online spot for EA Sports’ Madden NFL 15.

The spot, which also sees guest appearances from Portland Trail Blazers star Damian Lillard and Epic Meal Time co-creator Harley Morenstein, sees Hart go to great lengths to get Franco to take him on at Madden NFL 15. Hart’s incessant challenges of Franco degenerate into destruction of property over the course of the over three minute spot. It all starts out with one epic slap, before (for some reason) going musical, as Hart continues to challenge Franco to take him on in Madden NFL 15. That decision is questionable, to say the least, making it a bit of a challenge to get through the overly long spot. Things are at their most entertaining when Hart is directly baiting Franco, free of musical interjection. Stick around for credits after the jump. Read more

Y&R NY Taps Richard Sherman for Campbell’s


Y&R New York taps star Seahawks cornerback Richard Sherman to be the 19th NFL player in the long-running “Mama’s Boy” campaign for Campbell’s Chunky soups. Sherman’s mother is featured in the ad as well.

The spot continues the “Mama’s Boy” tradition of goofiness. In this case, a fan painted all in blue and a helicopter factor in to the 60-second spot, which ends with a tender moment between Sherman and his mother. “Mama’s Boy” first ran all the way back in 1997 with Reggie White and his mother, and returned in 2012 following a four year hiatus. Sherman’s spot marks the first time in years that a player’s real mother was cast in place of an actress. The spot’s producers chose to cast a real fans in the spot as well, including superfan Tim Froemke, who appears in the spot with his entire body painted blue, using Skype for auditions. Stick around for credits after the jump. Read more

Monday Morning Stir

-A look at the creators of the Bacardi graphic novel (video above). link

-AKQA collaborated with Nike to create a reactive LED basketball court in Shanghai. link

-Why consumers don’t click on mobile ads. link

-Tumblr to start scanning photos for details about brand affiliation. link

-Havas Media and Weve study finds mobile has “completely changed the boundaries” of what is socially acceptable. link

-PepsiCo launches Naked coconut water, taking on Vita Coco and Coca Cola’s Zico brand. link

-Braun campaign from Barefoot Proximity, starring Russell Wilson, seeks to revive P&G brand. link

-Pop-up ad inventor apologizes. link

Most Popular Posts from the Past 7 Days

Friday Odds and Ends


-SKYY Vodka launched the latest spot in its “West of Expected Series” created by Venables Bell & Partners (above).

-Deutsch LA, R/GA LA and Innocean wrapped up their pitches for smartphone case maker Mophie this week.

-Brown-Foreman, maker of liquors like Jack Daniels and Southern Comfort, just launched a media agency review.

-Zach Pentel, Director of Digital Strategy for BBDO NY, has left the agency. Rebecca Nadillo will now lead its strategy efforts.

-Randy Duax, former VP of executive recruitment at WPP New York, will be moving to Singapore to oversee recruiting in that country as well as Shanghai, Tokyo and Sydney. Does this move portend WPP’s further expansion into the Asia Pacific region?

-Edward Stojakovic joined FCB Chicago as vice president, director of user experience planning.

-Business Insider posted its “36 Most Creative Women in Advertising Right Now” list this week. But you already knew that, didn’t you?

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