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Posts Tagged ‘Bryan Rowles’

LeBron Kicks Back with Family, Friends for Samsung Galaxy

We are now in the season of LeBron James commercials. He’s like Victor Cruz, only taller, better, richer, and not a Time Warner Cable lackey. If you happened to watch the opening night of the NBA season, you saw three different LeBron endorsements, including a new two-minute Samsung spot (:60 version with just the family after the jump) that gives viewers a glimpse into the family life of the best basketball player in the world.

If you care about such things, you may remember last year’s Samsung/LBJ launch, which also premiered on opening night as the Miami Heat were getting their first set of rings. That 2012 spot was more about LeBron and his friends ruling Miami in barber shops and ice cream trucks. This year’s version is all about LeBron and his family: his sons hanging out in the pool or on a driveway basketball court as his wife films from a Samsung Galaxy. ”The Next Big Thing is Here” flashes on the screen as LeBron’s son celebrates after swishing a jump shot. We get it, but it’s still fairly interesting to let two little boys take some of the spotlight away from the real star.

The spot is an easy watch, a relaxing tone that rubs off on the viewer. Life is good for LeBron, and even though I typically prefer product-focused ads to lifestyle ads, when the spokesman is one of the most famous people on the planet, customers may take notice. Smiles all around and credits after the jump.

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Mediabistro Course

Storytelling for Media Professionals

Storytelling for Media ProfessionalsStarting April 22, this in-person workshop will teach you the specific ways to incorporate storytelling into your personal and professional life. Students will examine the role of storytelling in business and put their newfound skills into practice with a series of improvisation, writing, and presentation exercises designed to help them uncover personal stories. Register now! 

Benetton Reaches Out to the Young & Jobless with ‘Unemployee of the Year’

Remember when United Colors of Benetton released photos of world leaders making out? Barack Obama kissing Hu Jintao, Angela Merkel smooching Sarkozy. Now, building on their initial controversial success, the brand has launched a second ‘UnHATE’ campaign: This time, they want us to vote for the “Unemployee of the Year.”

The Benetton Group’s center for research on communications, FABRICA, has once again partnered with 72andsunny Amsterdam to highlight high numbers of unemployed youth in today’s world. It’s both a campaign and a contest. Jobless people ages 18 to 29 can be a part of the campaign by telling Benetton about their “non-work experience” and then submitting a project. On October 30, 100 of those people will be awarded €5,000 to fund their passion project.

“Benetton is a brand with a point of view: today we call attention to the legacy that previous generations have left this one, and we reflect on the difficulties that people under 30 experience when trying to enter the job market,” says Benetton Group’s worldwide communications director Gianluca Pastore.

It’s emotional, certainly. The Unemployee of the Year site is laden with young, beautiful people, their bright eyes brimming with potential. They’ve trained, they’ve applied for jobs, and presumably they’ve been denied again and again. Of course they should be given their dreams.

And, like distant relatives at Thanksgiving, some people will respond to this campaign with predictable skepticism: “Maybe these kids didn’t try hard enough,” they’ll say. “Did they do internships in college?”

What do you think: is Benetton just trawling for emotional material and coddling these (momentarily) lagging 20-somethings? Or are they providing a much-needed financial platform for struggling young leaders to make out-of-the-box contributions?

Credits after the jump.

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Hill & Worthington: Your New ‘Call of Duty’ Action Heroes

Three months after snagging Call of Duty duties from TBWA\Chiat\Day LA, 72andSunny has rolled out its new work for the Activision franchise, which from the looks of it, doesn’t drift too far from the gonzo, celebrity-driven approach employed by Chiat for Black Ops. But instead of Jimmy Kimmel and Kobe Bryant, this time we have Avatar‘s Sam Worthington and a slimmed-down, unlikely hero in Jonah Hill, who play vet and noob, respectively, as well as Superman himself, Dwight Howard. The spot, directed by Peter Berg and featuring the rather appropriate “Shoot to Thrill” from AC/DC, is just as over-the-top as the game play itself and dominated commercial breaks during yesterday’s NFL coverage. It’s something Michael Bay would surely approve of, but where does 72andSunny’s Call of Duty debut rank when it comes to video game ad of the year? Modern Warfare 3, by the way, hits shelves tomorrow.

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72andSunny Promotes First Two Creatives to Partners

It took seven years, which seems like an eternity these days as far as agency tenure goes, but 72andSunny ( Fiat USA’s new AOR) has promoted stalwarts and the agency’s first two creative hires in Jason Norcross and Bryan Rowles (pictured) to partners (their specialties lie in copywriting and design, respectively).

The pair has worked as creative directors at MDC-owned 72andSunny and were responsible for campaigns including “Next Level” for Nike. Their next effort for Activision, dubbed “Skylanders,” is expected to break in October. 72andSunny founder John Boiler says, “They helped build this place brick by brick. Including them as partners is a recognition of their contribution and a platform for them to keep taking 72andSunny to new heights.”