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Posts Tagged ‘Dan Gross’

McCann Explores Awkward ‘Conversations’ for the Brady Center to Prevent Gun Violence

McCann New York teamed up with production company Private School Entertainment to create a gun safety PSA for the Brady Center to Prevent Gun Violence entitled “Conversations.”

The 30-second spot, directed by David Kerr, was first introduced in Pittsburgh as part of a pilot project but is just now being aired nationally. It examines the kinds of awkward conversations parents have with other parents. “My son…playing…you know…” one mother awkwardly fumbles to another at the opening of the spot. Rather than finish the sentence, the ad skips to the same women engaging in other unfinished awkward conversations such as “The boys got into some of Frank’s old…magazines.” At the end of the spot a voiceover delivers the message, “Awkward conversations come with being a parent, but one might save your child’s life. Ask if there’s an unlocked gun in the house before sending your child over to play.”

The ad functions as a sort of follow up to another gun safety PSA from McCann: the sex-toy battle of “Playthings.” Not only is the style of awkward humor reminiscent of that spot, the actresses used (Iris Almario and Anna Vocino) are also the same. Interestingly, that ad was initially created for the Brady Center to Prevent Gun Violence, and filmed at the same time as “Conversations,” but the group turned it down, fearing it was too provocative. Dan Gross, president of the Brady Center, told The New York Times that the Brady Center then offered it up to another gun-safety organization, Evolve. Evolve had great success with the video, which eventually racked up over 6 million views on YouTube.  Read more

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DNA Expands ‘One Goal’ for Group Health

Independent full-service agency DNA has expanded their “One Goal” campaign for Group Health Cooperative with a series of new broadcast spots.

Deciding that healthcare advertising all looked and sounded the same, DNA took a slightly different approach with “One Goal,” emphasizing their ability to help people continue to live their lives over any specific claims as to quality of care and coverage. In the 30-second “The Wait” (featured above), for example, a couple with an already healthy-sized family waits for the results of a pregnancy test.

“It’s really a tough time to be a healthcare marketer,” explained Dan Gross, executive creative director, DNA. “The clutter in healthcare advertising is at much higher levels now due to the health insurance exchanges. This has led to consumer confusion and, in some cases, they are completely tuning out. A longstanding issue for Group Health has been the misperception that they provide limited services and specialties, so we wanted to communicate the breadth of what Group Health actually offers, and to do it in a way that avoids the warm and fuzzy clichés in this category.”

In addition to television and radio, the campaign also features outdoor/transit and a new digital landing environment at http://onegoal.ghc.org.

Delayed Response Brings LeBron McDonald’s Spot Back into Focus

Considering game 7 is tonight, let’s just call this timely. This McDonald’s commercial from Arnold featuring Stephen A. Smith and LeBron James (sort of) isn’t exactly new, but it’s taken on some belated relevance following the headbandless fourth quarter performance from King James in last night’s NBA Finals Game 6. Once you get over the fact that Stephen A. is in a commercial, and the fact that the typical ESPN #embracedebate could be replaced in this case with #embracerecedinghairlines, you’ll see that the “greatest of all time” discussion usually reserved for LeBron vs. Michael Jordan discussions has been morphed, with good spirits, into a battle between chicken nuggets and hamburgers.

In a second local spot, Stephen A. apparently used the hashtag #headbandontootight in relation to LeBron’s fondness for fatty fried chicken and accidentally struck viral marketing gold for Arnold Worldwide. Nevermind that LeBron probably hasn’t had a chicken nugget in 8 years – when the timing is right, the timing is right.

Credits after the jump.

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McDonald’s, Arnold Deliver the ‘Egg McMuffin’ of Taglines

Upon viewing the above spot from Arnold Worldwide for McDonald’s, you probably scoffed at the idea of the “Egg McMuffin of” catching on as a widespread euphemism for “the best.” Either that, or you started debating which of McDonald’s breakfast items was the best. (“I get that you’re more of a McGriddle girl, but I’m a big biscuit kind of guy myself.”) Some of us did both.

The nice shout-out to Cadillac in the spot served as a reminder that no one under 50 (maybe older) has ever referred to anything as the “Cadillac of” similar but lesser things. Hey, maybe Arnold’s trying to blow the doors wide open for America’s youth and their love of ridiculous slang. Could this silly tagline along the same lines as “the cure for the common” actually make its way into popular vernacular? Well, this Hoboken apartment listing, this popular website, and this Twitter update sent to us in the release argue that it already has. In fact, we were given statistics that say the phrase “has been tweeted over 11,000 times on Twitter and mentioned nearly 1,200 times on Facebook since the debut of the commercial on December 29, 2011.”

Still skeptical? Of course you are. But, one true measure of determining whether this was surprising success or failure is seeing if it pops up in news headlines. Perhaps, sooner than you think, we’ll see Aaron Rodgers hailed as the Egg McMuffin of quarterbacks, Facebook called the Egg McMuffin of web 2.0 IPO successes, and Mitt Romney declared the Egg McMuffin of presidential candidates at the Republican National Convention. Credits after the jump.

 

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McRib is Back, Alright!

Disclaimer: We were given the above spot from Arnold Worldwide on April 1, though were kindly asked to take it down as it was sent to us “in error” (which explains some of the older comments). As it turns out, the McRib was not quite back, as some had falsely speculated, at the time. However, now that the word is out that the McRib has, in fact, been officially resurrected as of today, we offer the TV commercial (which aired last November and was only released to media for “archiving purposes” on sites like our sibilng, AdsoftheWorld, months later) for your viewing pleasure. Party on.

The. McRib. Is. Back. Just when you thought it was gone forever, it returns, just like it does every spring (or fall or summer, depending on Mac Doh’s whims) and will continue to until the world ends or until McDonald’s merges with Subway to take over the world. And, you know what? People are going to talk about the McRib around your office. “Did you hear?” someone will ask, eyes wide with eager anticipation, McDonald’s grease-smelling sweat dripping onto your desk. “The McRib. It’s back dude. Just like the Backstreet Boys.” Indeed, it’s back.

But, before you throw over your work desk and “run” your out-of-shape self over to the nearest McRib feeding facility, we should mention that the McRib’s limited run is set to expire on Nov. 14. That gives you three whole weeks to gorge yourself on this 500-calorie combination of boneless patty, pickle slices, onions and BBQ sauce (aka McSlop), so if you want to make it all 21 days, proceed with caution. Last year’s McRib spot by Arnold Worldwide marked the end of a 16-year “hiatus” of the agency doing McRib work for the esteemed fast-food chain. It remains to be seen if the agency will get to launch America’s favorite sandwich again this time around. Credits after the jump.

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