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Posts Tagged ‘Aaron Griffiths’

Arnold NY Gets Sensitive for Unilever’s Simple

Arnold New York has a new campaign for Unilever’s brand Simple, the leading “perfume and color-free” skin care brand in the UK for over 40 years which launched in the US back in 2012.

Evolving from the idea that all skin can be sensitive, especially with the impact of cold, heat, wind, and city pollution, the campaign takes an approach to match its product’s name. Arnold dramatizes the idea by projecting images of possible triggers for sensitive skin (UV rays, stress, pollution, etc.) directly onto skin. It’s a straightforward but visually interesting approach that attempts to demonstrate that “the best way to fight the harshness is through the kindness of Simple.” Whether it can help Arnold build the brand into a powerhouse this side of the Atlantic remains to be seen. Credits after the jump. Read more

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Arnold Worldwide Introduces Brushing Chews for Milk-Bone

Arnold Worldwide has a new campaign launching the new Brushing Chews for Milk-Bone, which feature “a patented shape that has been developed over the past three years, earning them the trusted Veterinary Oral Health Council’s (VOHC) seal of approval.”

To introduce the new product, Arnold keeps it simple, telling the story of a man and his dog (Ted and Rudy), and explaining how their new Milk-Bone Brushing Biscuit is designed to work as well as a toothbrush to keep dogs’ teeth clean. Because no one wants to brush their dog’s teeth, this is a pretty effective selling point. Ted and Rudy’s story extends beyond the broadcast spot above to a series of online videos, all set against the red backdrop matching Milk-Bone’s packaging, and following roughly the same formula. The campaign strategy is based on the insight that “The more you care for your dog, the happier and healthier he’ll be.” Ted and Rudy’s relationship is intended to to be “funny and adorable” but arrives at something closer to “hokey, but kind of cute.”

“They’re very much a classic comedy duo, with Rudy being the straight man and Ted as the accidental comedian,” explains Arnold creative director Tristan Kincaid. “We put them on a bright red background to give them a simple but visually striking stage for them to tell their stories.”

The campaign also includes social elements, with each of the six online videos (which act as pre-roll video assets on sites including Hulu, AOL, Discovery, TubeMogul and Yahoo) featuring an end card driving traffic to Milk-Bone’s Facebook page. Future social posts will also include Instagram and Twitter. Stick around for credits and a pair of online spots after the jump. Read more

Griffiths, ArnoldNYC Part Ways

aaronarnoldWe’ve received confirmation that Aaron Griffiths, who’s spent the last two years at ArnoldNYC, where he served as chief creative officer for clients including St. Ives, has parted ways with the agency. In a statement, Arnold camp says, “We appreciate the creative vision Aaron brought to the agency and his many contributions. We wish him much success in his new endeavor and look forward to opportunities to work again in the future.” From what we’ve been told by sources familiar with the matter, the CCO transition period will take some time and while ArnoldNYC evaluates, no decision is to made as of right now. To recall, Griffiths partnered with the likes of John Staffen as co-CCO before taking over as sole CCO last year.

Arnold Taps Grace Helbig for New St. Ives Campaign

Arnold Worldwide tapped actress/comedian Grace Helbig, who recently starred in the film Camp Takota, for a 1:47 ad.

The long form ad sees Helbig extolling the virtues of St. Ives’ new “Fresh Hydration Lotion Spray” — which was just released on February 25th — with her brand of manic humor. St. Ives’ new spot plays off the inherent ridiculousness of lotion ads, amping things up to 11 and letting Gerbig riff of that and generally run around like a lunatic. After using the spray, Helbig is whisked away to the magic “land of St. Ives,” a sort of tropical paradise. She tracks down a waterfall made out of lotion, at which time the apparent psychedelic effects of the spray wear off and she’s transported back to her house.

Whether or not you like the new St. Ives spot, which Helbig describes as “wonderfully stupid,” will depend in large part on how you feel about Helbig’s brand of humor. Her fans, who must make up a sizable portion of the video’s 100,000-plus views, will undoubtedly find the spot endearing (and just may purchase the product on her recommendation), while those who find Helbig’s personality grating won’t find anything to enjoy here. As the YouTube views indicate, the spot is certainly getting some eyes on it. Helbig has also garnered attention for the new product by mentioning it on her YouTube series, and even posting a behind-the-scenes video on her channel that has garnered more views than the ad itself. Stick around for that behind-the-scenes video, along with credits, after the jump. Read more

Ex-Rosetta CCO Scheiner Lands at Arnold

garyscheiner1Well, it’s been some time since we’ve heard the name Gary Scheiner, but a phone call has confirmed that the former Rosetta chief creative officer is now working at ArnoldNYC. From what tipsters tell us, since parting ways with Rosetta last spring, Scheiner has actually been consulting with Arnold since last summer. Now, though, we’re hearing he’s assumed an official role at the agency as EVP/GCD, overseeing healthcare biz while reporting to Aaron Griffiths and president Corey Mitchell. We’re trying to confirm everything, but one spy tells us that Arnold is not allowed to broadcast Scheiner’s move up due to a previous clause “but to the agency and clients, he is EVP, GCD, and is great.”

Prior to his five years at Rosetta, Scheiner served as an ECD at the likes of Draftfcb and TBWA\Chiat\Day.

ArnoldNYC Co-CCO Staffen Assumes Global CD Role

It looks like ArnoldNYC co-chief creative officer Aaron Griffiths will be flying solo moving forward as we’ve received confirmation that his partner-in-crime at the agency, co-CCO John Staffen (pictured), has been promoted to global creative director on the Hershey’s and Kohler accounts. Griffiths partnered up with Staffen (who remains based in NYC) last May after spending just over a year as a creative director at TBWA\Chiat\Day New York on Vonage and Michelin among other accounts.

Staffen, meanwhile, has spent nearly a decade at ArnoldNYC, which he joined as chief creative officer in early 2004 after logging nearly twenty years as an art director-turned-creative director at DDB NY, where he worked with clients including the New York Lottery.

TBWA\Chiat\Day NY Has a New Creative Director, MD

Former Ogilvy New York ECD Aaron Griffiths, who you may remember from the CGI-enhanced Fanta spot as of late, has joined up with TBWA\Chiat\Day NY as a creative director. Now at Chiat NY, Griffiths will be be responsible for the Vonage and Michelin among other accounts. During his five years at Ogilvy, Griffiths worked on other accounts besides Fanta including IBM (worldwide CD for that) and Kodak.

Joining him at Chiat NY is Andy Nathan, who is taking on the role of managing director after spending well over three years as VP/group account director at CP+B and was partly responsible for the “I Am a PC” campaign. Nathan’s resume also includes account roles  at BBH, DDB and a partner/management supervisor role at Ogilvy.

 

Fanta Drops Dancers, Adds CGI City

Though the “Want a Fanta” dancers of yesteryear are absent in a new round of spots from Ogilvy NY and those VFX/animation whizzes at Psyop, Fanta is still being billed as some sort of liquid ecstasy substitute in the company’s latest push to get hip kids with headphones to start ingesting orange soda.

The above spot, “Bounce,” is one of four new ads that, according to what the people involved tell us, introduce a new group of pop-culture savvy characters with an addiction to dancing and caffeine-free carbonated beverages. “In ‘Orange Vision’ we feature a new girl Maud, who just completely steals the show in our minds,” the agency says. “When we started designing her, (experimental R&B singer) Janelle Monae came up a lot for style and personality reference. Her energy is infectious and we really wanted that to come across in Maud as well.”

As crisp as this CGI hipster-laden city looks, we wonder if it will ever match the infectious/annoying beat of that catchy oldie but goody, “Want a Fanta? Dontcha want a?” Now that’s in your head, isn’t it? You’re welcome.  Credits follow after the jump.

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McGinness to Serve as ADC Interactive Jury Chair

The Art Directors Club continues its promotional tour-de-force for its 90th annual awards show by announcing that Will McGinness (who bears a striking resemblance to my old pal, Nick Parish) will serve as jury chair for the Interactive portion of the event. You may remember McGinness from such agencies as Goodby (seven years spent) and Arnold (where he worked on the VW account), but now the creative is a CD at SF-based Venables Bell & Partners, which he joined in September of last year. McGinness will spearhead a jury that includes the likes of Arnold Boston CCO Pete Favat and Goodby CDO Mike Geiger. Read full jury list after the jump and as a reminder, the submission deadline for the Interactive category is Jan. 28.

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