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Arnold Worldwide, Ad Council Launch ‘Grads of Life’ PSA

Arnold Worldwide and the Ad Council teamed up with Year Up, the Employment Pathways Project, ConPRmetidos, MENTOR: The National Mentoring Partnership, New Options Project, and Opportunity Nation for a PSA campaign entitled “Grads of Life.”

The campaign promotes alternative hiring processes and attempts to “raise awareness and change employer’s perceptions of opportunity youth” to fill the 4 million vacant positions companies in the U.S. are trying to fill. In a spot called “Pathways to Employment,” running in both 30 and 60-second versions, an employer sits down with a candidate for an interview. She touts her problem solving skills and strong work ethic, and, while he mentions her lack of a college degree, he ultimately decides she’s exactly what he’s looking for. Then, she disappears into thin air, symbolizing that because of the way in which they look for candidates, most employers never meet these type of prospective employees.

The campaign launch was backed by Hilary Clinton at the tenth annual meeting of the Clinton Global Initiative, where she said, “The Grads of Life PSA campaign is the first effort to drive employer demand for the millions of low-income young adults that are a huge source of untapped talent in our country and through GradsofLife.org employers can now access the first-ever online platform for the information, tools, and resources they need to take action today.”

Nike Does It Their Way in the Philippines

Because it’s a Friday and the usual flow of campaign pitches has slowed to a barely-discernible dribble, here’s one we found on Twitter supposedly created by BBH Singapore to promote Nike in the Philippines.

Things we liked about this ad:

  • Unusual cover of “My Way”
  • Wide variety of settings
  • Pseudo-Jordan shot at the end
  • The fact that some of these kids aren’t even wearing shoes, much less Nikes

With all due respect to The Captain and TBWA, we were also excited to see something about sports that didn’t involve Derek Jeter, Bill Simmons or Richard Sherman.

72andSunny Want You to Join the ‘Mile High Club’ with Hardee’s/Carl’s Jr.

72andSunny has a suggestive new ad for Carl’s Jr./Hardee’s to promote the chain’s new Mile High Bacon Thickburger.

The Paris Hilton-free spot, entitled “Propositioning,” begins with Israeli model and actress Bar Paly asking her boyfriend if he wants to join the “mile high club.” When he replies, “Not right now, babe,” she turns to the guy across the aisle, who happily accepts. Then proceeds to hand him a Mile High Bacon Thickburger and they both chow down, accompanied by a voiceover effectively saying “see what we did there?”

The brand has such a history of demanding overtly-sexual advertising that it would be silly to expect them to “grow up” overnight. Still, given the controversial 2012 Kate Upton spot, “Propositioning” feels relatively tame. Read more

Agency People Told Digiday Why They’re Unhappy

digiday_expandedOne week ago, Digiday posted a story asking “why are agency people so unhappy?

It’s been very popular for good reason. Here’s a relevant quote from Dan LaCivita of Firstborn:

“The people writing racist, sexist and awful comments on websites are the bottom of the barrel, and they’re employed, which means they’re making a whole bunch of other people miserable too.”

We have no idea which websites he might be referencing, but we wanted to learn more — so we decided to wade through the Digiday comments to more effectively gauge the agency world’s response to the piece.

In summary, the reasons readers gave for their own misery were:

  • Overinvolved, increasingly demanding clients
  • A focus on data/ROI over strong creative work
  • Younger employees and their various senses of entitlement

Read more

mono Introduces Honeywell’s Lyric Thermostat

mono teamed up with New York-based Hornet Studios to introduce Honeywell’s new Lyric thermostat with a new animated campaign.

In a 30-second spot, mono introduces the new smart thermostat’s geo-fencing capabilities, showing how the Lyric can use the location of your phone to determine when you’re away and go into power saving mode, and then sense when you’re coming home and return your home to your preferred temperature. To accomplish this, the animated spot presents the scenario of a man whose layover “turns into a stayover” as he’s forced to book a hotel room. This provides viewers with a good example of when Lyric’s smart features might come in handy. A 15-second spot (also animated) takes a similar approach, telling the story of a family who decide to go camping.

In addition to the broadcast spots, the campaign also includes digital, social, print and OOH properties. Like the broadcast spot, these components align “with moments when Lyric’s technology will be most useful, encouraging people to rethink the possibilities of a smart, money-saving thermostat that offers people the versatility to live their lives spontaneously.” Read more

Baldwin& Brings Burt’s Bees to TV

Durham-based agency Baldwin&, Burt’s Bees’ agency of record, is bringing the brand to television for the first time in its 30-year history with a new campaign promoting its line of flavored lip balms.

The campaign is built around one 30-second and two 15-second ads utilizing whimsical animation to illustrate the variety of flavored lip balms from the brand. In the the 30-second spot, bees drop a tube of the brand’s original mint-flavored lip balm and a mint parachute opens. We then see grapefruit butterflies representing Burt’s pink grapefruit variety, chased by a honeycomb net on top a tube of honey-flavor. The scene unfolds to represent all of the brand’s flavored varieties, followed by the new “Uncap flavor” tagline.

“Lip balm is becoming something more like a gum product that brightens up consumers’ day,” Tad Kittredge, associate director of marketing at Burt’s Bees, explained to The New York Times. So while lip balm has traditionally been marketed to treat conditions like chapped lips,”…recently you’re starting to see a lot more of what I would call personality-driven and lifestyle-focused advertising, and we’re focused on the flavors as a way to reinforce the fun aspect of the brand,” Kittredge said.

In addition to the brand’s first television spots, which break Monday, the campaign also includes a print component, which uses similar imagery to promote the brand’s variety of flavors in full-page print ads. Read more

Friday Morning Stir

-FCB Inferno launches “#IOU” online campaign for Grant’s whiskey (video above).

-Molson Coors retains ZenithOptimedia and Kinetic to handle its UK and Ireland media account following a six-month review.

-Five reasons Cadillac’s move to New York will be good for the brand.

-Arnold Worldwide evolves agency model to include integrated approach to reaching America’s growing cross-cultural audience with additions of Christopher Campos as managing director, growth strategies and development; Marco Castro as VP, director of operations; and Hugo Castillo as VP, creative director.

-Executive producers Peter Gannon and Jessica Dierauer teamed up to launch New York-based music content company Able Baker.

-Pornhub launches a record label, is searching for an anthem.

-Sonic was named QSR Digital Brand of the Year at the Food Service Technology Conference & Showcase.

-How to dress for ten agency roles.

Geometry Signs Jon Hamm as Global CCO

Jon HammEarlier in the month we let you know that Jon Hamm would be leaving his chief creative/innovation officer position at Momentum Worldwide to move back to his hometown of London — and now we know why.

Starting in November, he will occupy the newly created role of CCO at Geometry Global in the UK just over one year after the agency came to life via the G2/Ogilvy Action merger.

Some background: Hamm assumed the global CCO role at Momentum in 2009, one year after his own agency Greenroom Digital was purchased by IPG/Momentum (clients included Sony PlayStation, Nestle, TopShop, and Twentieth Century Fox). In his own words, he moved to New York “to transform an ‘analogue’ agency” by both directing creative for clients like AmEx, Coca Cola, Nestle, Sony and by leading new divisions like Momentum Entertainment Group.

No word on the sort of work Hamm will be doing in London, though he will report directly to Geometry’s Global CEO Steve Harding.

McCann Paris Launches ‘Bra Cam’ for Nestlé Fitness

McCann Paris has a provocative new take on the breast cancer awareness PSA, launching the world’s first (according to them) “Bra Cam,” to remind women to check for breast cancer.

At the beginning of the spot, a woman fastens a hidden camera to her bra before heading out for the day in a somewhat revealing (but still plenty safe for work) outfit. The ad then brings up a counter recording each time her breasts are “checked out” over the course of the day. It’s an attention grabbing way to deliver a pretty clear message: Everyone else is checking out your breasts, so check them out yourself and self-examine regularly for breast cancer. The campaign comes complete with a social initiative asking women to post a #CheckYourSelfie, checking themselves out and inviting friends to do the same in an effort to raise breast cancer awareness and get more women to self examine regularly. Read more

Thursday Odds and Ends


-Adweek offers a virtual tour of The Barbarian Group’s offices (video above).

-Jessica Pezzullo is no longer CMO at Huge, but will continue working with the agency in a consulting role from her home in Los Angeles.

-Facebook has overtaken Google as the most important driver of referral traffic for many publishers.

-ESPN’s suspension of Bill Simmons has backfired on Twitter.

-AdAge releases annual Ad Price Chart.

-Hackers steal consumer data from sandwich chain Jimmy John’s.

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