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Posts Tagged ‘Brent Anderson’

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

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TBWA L.A. Names Stephen Butler Chief Creative Officer

tbwalogoAfter reportedly searching to fill the role outside the agency, TBWA\Chiat\Day L.A. has instead filled the chief creative officer position from within, Adweek reports, turning to Stephen Butler, formerly an executive creative director. Fabio Costa and Brent Anderson were also promoted to executive creative director positions, working under Butler.

Butler joined the agency in July 2013, following a stint as a creative partner at Mother in London, where he worked with brands like Coca-Cola, Ikea, Motorola and the London 2012 Olympics. He also served time as a creative director Bartle Bogle Hegarty, also in London, where he worked with Levi’s. In his new role, Butler will manage a department working with Gatorade, Adidas, Southwest Airlines and Energizer.

“Clients want to work with him, agencies want him on their team,” director of media arts Lee Clow said of Butler. “His brave, groundbreaking and unforgettable ideas will help push our creative boundaries.”

Norman, Chiat LA Parting Ways (Updated, with Norman Note)

johnnormanWell, perhaps this is old news by now, but it does appear that John Norman is leaving his chief creative office position at TBWA\Chiat\Day LA after barely 18 months at the helm. Here’s one tip we received a few hours ago that may provide some clarification (and according to sources in the know, is legit): “John Norman will be leaving his post as Chief Creative Officer of TBWA\Chiat\Day Los Angeles. John’s last day with the agency will be March 31 and until then he will be working with our Executive Creative Directors, Brent Anderson, Stephen Butler and Fabio Costa, to transition leadership across all our accounts.”

According to Adweek, BBH London partner/deputy ECD David Kobulsz is in talks to co-lead Chiat LA  with Butler following Norman’s official departure. Speaking of Norman, the departing CCO joined TBWA\Chiat\Day LA after serving in the same role for two-and-a-half years at The Martin Agency. Prior to Martin, he held senior creative positions at the likes of W+K and Goodby.

As for the Chiat LA ECD team, Anderson has been with the agency for nearly nine years, Butler joined last summer after serving as creative partner at Mother while Costa worked with Norman at Martin before joining up with TBWA C\D LA as global GCD just after the CCO’s arrival.

Update: After the jump, you can read the brief note Norman sent to his TBWA\Chiat\Day LA colleagues earlier this afternoon that somewhat reveals his future plans, which have something to do with a certain founder of Translation.

Update 2: Yes, as has been reported, Norman will assume the role of CCO at Translation, a role we recall was last occupied by Chris Cereda, who eventually joined up with Scratch/Viacom Media Networks.

 

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TBWA\Chiat\Day LA Celebrates Peyton with ’51 And Counting’ for Gatorade

TBWA/Chiat Day celebrates Peyton Manning breaking the NFL single-season touchdown record with an inspirational campaign for Gatorade.

At the heart of the new campaign is the thirty second spot, “51 And Counting.” The simple spot shows photos of Peyton unleashing each of his 51 touchdown passes, set to inspirational narration about ignoring those who tell you what you can’t do. It’s a timely response to Manning’s record-breaking season, and the association with Peyton is sure to win Gatorade some points with fans. That TBWA/Chiat Day couldn’t follow up the last photo with footage of the record breaking pass being completed is something of a letdown, but I imagine logistical/legal concerns are to blame. The campaign also includes a celebratory print ad in Sports Illustrated, congratulating Manning on winning the Sportsman of the Year award “by painting a picture of what it means to win from within using only words and Manning’s number, 18.” Stay tuned for the print ad, and credits, after the jump. Read more

Jenkins Takes Global Creative Role on Gatorade at Chiat LA

Jayanta Jenkins, who you may remember as our “Hot Ad (W0)Man of the Day” at some point in 2008, has been promoted to global creative director on TBWA\Chiat\Day LA’s much-lauded Gatorade account. Last we remember, Jenkins was the creative director on the “G” spot from April featuring Serena Williams and Kevin Durant. His underlings will be Brent Anderson and Steve Howard, who were promoted from CDs to GCDs on the global and U.S. Gatorade account.

Jenkins joined Chiat LA after spending seven years as a senior AD at Wieden + Kennedy, where he worked on campaigns starring LeBron James as well as other Nike work. Prior to that, he served as an art director for nearly four years at the Martin Agency. As for new GCD Howard, he co-created the award-winning “Replay” work for Gatorade and worked on Nissan and Visa along with Anderson.

TBWA\Chiat\Day LA also hired Almap BBDO alums Renato Fernandez and Gustavo Sarkis as ACDs on Gatorade. Chiat LA’s CCO Rob Schwartz speaks from the heart of the appointments/promotions in a statement, saying,  “Brent, Steve and Jay are three of the smartest and most modern creatives in the business. Brent and Steve’s work, in particular on Gatorade Replay, is one of the most awarded ideas ever. Their passion and ideas for Gatorade and TBWA will continue to keep us on the cutting edge. It’s a testament to the bench strength of TBWA\Chiat\Day Los Angeles when the people we’d typically search the world for are right here in Los Angeles.”