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Posts Tagged ‘Brian DiLorenzo’

Commonwealth McCann, Chevy Know You Want a Truck


Commonwealth McCann has debuted a new campaign for the Chevy Colorado entitled “You Know You Want a Truck.”

In the “Focus Groups” spot above, they polled groups including “guys with bears,” “single women,” “rich housewives,” children and the elderly. The results? Truck guys are 85% more handsome, 76% more resourceful and 100 percent more likely to have an awesome pet. Other spots include the creation of “Truck Guy” deodorant and a “Trucked Out” dating profile. Each spot presents itself in a documentary style (and claims to use “real people, not actors”) but also features a playful tone that shows the brand isn’t taking things too seriously.

“The films are centered around the idea that there is an inner truck guy in everyone,” said Paul Edwards, U.S. vice president, Chevrolet marketing. “The game-changing Chevrolet Colorado will enable people to unleash their inner truckness.” Read more

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Commonwealth//McCann Wants to Play for Manchester United, Too

In case you thought that the world of football…sorry, soccer…stopped operating after Germany triumphed in Rio this summer, Commonwealth//McCann would like to correct you on behalf of client Chevrolet.

The spot, which stars eleven young people from around the world who jumped at the chance to prove their dedication to Manchester, first aired last weekend to coincide with the team’s first Premier League match.

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Commonwealth//McCann Stokes Manchester United Pride for Chevy

A new campaign from Commonwealth//McCann, Detroit for Chevrolet is allowing fans to be a part of Manchester United’s new shirt reveal.

Through a digital experience at www.chevroletfc.com “fans can be among the first to sign up and virtually wear the new shirt via their social channels.” A 60-second video stokes Manchester pride by following the history of the Manchester United shirt from the early 20th century to present day. Fans march down the street singing the “Glory, Glory, Man United” anthem. As each generation takes off their Manchester United shirt, a new group emerges, progressing in time to the modern day as the crowd makes their way to Old Trafford Stadium. Upon arrival they are joined by stars Wayne Rooney, Juan Mata, Robin van Persie and David De Gea wearing the new Chevrolet-branded jersey. Several Manchester United legends are also hidden in the crowd throughout the spot. “The History of the Manchester United Shirt” will run on both broadcast and digital channels. The effort marks the launch of Commonwealth//McCann, Detroit’s “What Do You #PlayFor?” campaign, celebrating Manchester United and soccer for Chevrolet. Stick around for credits after the jump. Read more

Commonwealth/McCann Highlight Chevy’s Tech Cred

You’re almost certainly aware that General Motors is currently suffering through a scandal created by its lack of tech savvy. Yet, even as the terrible PR is somehow increasing sales numbers for the automaker, a new spot created by Commonwealth/McCann indicates that Chevrolet wants customers to know that it’s moving on. In fact, we might say that the brand has begun “a new journey.”

This spot is ostensibly all about the 4G Wi-Fi available in new models, but in a larger sense it’s about how Chevrolet is moving forward on all cylinders and bringing its customers along for the ride.

The July 4th debut was no accident, either: as Chevy’s VP of Marketing puts it, “What better time than the Fourth of July to celebrate the new independence that Chevrolet provides”…via working Wi-Fi.

In order to reinforce this point, the team at Commonwealth/McCann Detroit adroitly make the sort of “that was then, this is now” juxtapositions that one sees in many campaigns for products with tech components.

Credits after the jump.

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Tuesday Odds and Ends

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-Commonwealth/McCann creative chairman Linus Karlsson (pictured left, above)has launched a new “strategic, action-based creative company” called MING. Joining Karlsson, who will serve as CCO/chairman of the new operation, in the leadership mix are Brian DiLorenzo, CEO; and president Tara DeVeaux, who joins from BBDO where she served as EVP/account director. MING will be based in midtown NYC and run independently though it will partner with McCann Worldgroup. As for Karlsson and DiLorenzo, the pair will continue in their current roles at Commonwealth/McCann (the latter will continue supporting global production for the agency). link

-L.A./Dallas-based sister production companies Lucky 21 and Directorz have united under the moniker Lucky 21, which will represent directors including Jeff Bednarz, The Chartrands, and Tom Ryan. link

-A Nielsen study reports there was a 43% increase to $378 million for U.S. TV soccer ad dollars in 2013 versus $266 million in 2010. link

-Leo Burnett has released its 27th annual Cannes predictions listing. link

-Speaking of Cannes, it apparently costs quite a pretty penny per person to enter according to Business Insider. link

-Bi-coastal production company Tool has added interactive  director Aramique to its roster. link

-Here’s an infographic on “the art of deceptive advertising.” link

-Digiday posts five takeaways from native advertising. link

Commonwealth/McCann Launches ‘The New Us’ Olympic Campaign for Chevy

Commonwealth/McCann Detroit is launching a new campaign for Chevrolet called “The New Us” featuring eight new spots that will run during the 2014 Sochi Olympic Games.

At the heart of the new campaign is the 60 second brand anthem “#TheNew Us,” which will debut tonight during the Opening Ceremonies. The spot “blends real-life events, news clips, and social media to show that even though the world is constantly changing, the things that matter most remain the same.” Most notably, the spot shows a gay wedding ceremony over the narration, “Like the old love, the new love starts with a kiss,” in a well-timed show of support for gay rights (Take that, Putin).

“Perhaps more than any other event, the Winter Games represents the global values that unite us,” explained Tim Mahoney, ‎chief marketing officer, Global Chevrolet and Global GM Marketing Operations. “In this context, we saw an opportunity to extend the Find New Roads story by showing how Chevrolet is helping consumers try new things and break new ground.”

For the social media aspect of the campaign, Chevrolet is asking consumers, “What’s #TheNew to you?” (which is kind of awkwardly phrased, no?) and encouraging them to share their own stories.

The other television spots in the campaign highlight how new technologies in select Chevy models improve consumers’ lives. One of these spots, “The New Family” for the Chevy Traverse, contains a refreshing mix of unorthodox families (including multiple gay couples) with the positive message, “While what it means to be a family hasn’t changed, what a family looks like has.” It’s a genuinely nice message, and a great way to show solidarity with American LGBT athletes competing in the games. You can check out “The New Family” below, along with “The New World” for Chevy Cruze and campaign credits after the jump.
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Commonwealth Drives Out New Chevy Campaign During Grammys

John Cusack wants to know: “Why just go from A to B when imagination can take you everywhere?” It’s a valid question, especially coming from the guy who played Lloyd Dobler. Would  the boombox move from Say Anything exist with conventional thinking?

The tagline is the adspeak centerpiece of Commonwealth’s new Chevrolet campaign titled “Find New Roads.” The 90-second spot premiered last night alongside irresponsible tweets about Katy Perry‘s cleavage and Justin Timberlake‘s bad haircut. Chevy’s ad acts as a trailer for what’s to come, showing off the Volt, Spark, Sonic, Impala, and Stingray. There’s also a robotic pet dog and a doe interacting, which may be awkward symbolism for combining technology and nature, but we can just pretend that part doesn’t exist. The response thus far has been positive, and the ad already racked up a six-figure view count on Youtube.

It makes sense for Commonwealth to jump outside the box. The agency, which unites folks from Goodby and McCann, was born thanks to unconventional thinking from ex-GM CMO Joel Ewanick, who didn’t want to waste money on Super Bowl ad space. One could easily see “Find New Roads” debuting during last week’s game, but it didn’t have to compete with farmers and sloppy kissing noises. GM fired Ewanick last summer, but his auto agency and some of his ideas are still in play, apparently.

I guess he didn’t try the boombox move with GM’s senior leadership. Credits after the jump.

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Sundance Horror Short Shows Off Nikon D800

Instead of churning out a typical camera advertisement, Nikon and McCann put the former’s product–the new D800 Digital SLR–to the test by producing Broken Night, a 10-minute short film capable of displaying its advanced cinematic capabilities. Don’t worry if you’re not a camera geek. The project is meant to appeal to professionals on a technical level, but the film’s story stands on its own legs. Sundance, in fact, selected it for the festival’s 2013 U.S. Narrative Short Film Competition.

Personally, I’m not a fan of horror movies, but this is more cerebral and gothic than a blood-and-guts flick. Oscar nominee Guillermo Arriaga (Babel) wrote and directed the short, and Oscar winner/Steven Spielberg‘s go-to DP Janusz Kaminski (Schindler’s ListSaving Private Ryan) provided the cinematography.

If you’re fed up with the crap currently playing in theaters and reeling from the post-Super Bowl ad hangover, Broken Night is for you. Credits after the jump.

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And Finally, Your ADC Advertising/Integrated Juries

We promise to keep this short, but since you were all clamoring for it, we might as well give you the rundown of the Advertising and Integrated juries for the 91st Annual ADC Awards. You have already received notice that Natalie Lam and 72andSunny’s John Boiler were jury chairs for Interactive and Advertising, respectively, but after the jump, you can check out the full jury roster for the latter category as well as Integrated. We’re sure there are some names you might recognize (Ian & Scott–ok, we’ve now been told that the former of the dynamic duo is not able to participate, Faris, etc.)

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ADC (Already) Announces 91st Awards Jury Chairs

Though we’re still several months away from the next ADC Awards, the hype machine is already in motion as the organizers have announced the jury chairs for the 2012 event, which will take place some time in May (exact date TBD).

Creatives types from the agency, design and production worlds comprise the jury chair selections, though the ADC is adding some new touches to the 91st Awards show. For the first time, the Club is appointing a separate jury chair for the Motion category and there will also be a a separate jury chair and jury dedicated specifically to Integrated. The 2012 online call for entries will be open shortly, with deadlines set for February. Here’s your full jury chair list complete with some recognizable names below:

Advertising: John Boiler, president, 72andSunny, Los Angeles, CA
DesignArem Duplessis, design director, The New York Times Magazine, New York, NY
PhotographyKieran Antill, creative director, senior vice president, Leo Burnett, New York, NY
IllustrationRodrigo Corral, creative director, Farrar, Straus and Giroux; founder, Rodrigo Corral Design, New York, NY
InteractiveNatalie Lam (pictured), executive creative director, McCann Erickson, New York, NY
IntegratedBrian DiLorenzo, chief production officer, McCann Erickson, New York, NY
MotionAndre Stringer, director, creative director, founder, Shilo, New York, NY

 

 

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