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Posts Tagged ‘Danielle Peretz’

Macklemore, Ryan Lewis Bring Grammy Life to NYC Bus

Most likely, this video of Macklemore and his Jazzy Jeff shadow Ryan Lewis is a staged marketing effort from TBWA\Chiat\Day LA to promote the 56th Grammy Awards. The two musicians hop on a New York City bus with a boombox and start performing an impromptu concert full of Macklemore’s signature exuberance and corny hand movements. The riders on the bus start dancing and feeling the music – the bus driver even starts clapping on (probably fake) closed circuit footage.

I’d probably react the same way if Macklemore came on the crosstown bus. But you know how I know it’s not real? Because if anyone came on NYC public transportation with a boombox and started making noise, there will undoubtedly be at least two people who hate it and tell them to shut it off before they turn into depressed and sarcastic versions of the Hulk.

But whether it is real or not, the question everyone wants to know is: where is Ray Dalton? Credits after the jump.

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Pereira & O’Dell Flies Into Birdbnb for Debut Airbnb Work

Pereira & O’Dell nabbed creative duties for Airbnb in September, and three months later, the San Fran shop is launching Birdbnb, their first campaign for the global travel renting company. To supplement Airbnb’s colorful site full of rental options, Pereira & O’Dell created a conceptual platform where artists built 50 birdhouse-sized renderings of actual listings. The finished products will be on display in Audubon Park in New Orleans December 16-22.

The official name of the campaign is “Every Traveler Deserves a Home,” and the 2:10 cut of the above video feels very homey, which is probably the best compliment I can give a travel rental commercial. The 4:30 version drags a bit, kind of like that nice older lady who rents you a room but keeps talking your ear off about topics you don’t care about (2:10 version here, FYI). She’s still kind, but you want to tell her to keep it brief, since, after all, you are the customer. However, selling this type of service does not lend itself to easy choices for advertising, and this effort finds a way to tell a story that makes travel rentals personal.

Credits bookended by some behind-the-scenes videos after the jump.

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Draftfcb LA Continues Full-Court Press for Nabi

Just two weeks ago, we were covering the first wave of Nabi spots from Draftfcb, a pair of 30-second ads that favorably compared kid-friendly Nabi tablets to Kindle devices a la Microsoft vs. Apple. Our Erik Oster found them to be informational and appealing. However, these two new spots, “Fear Not Question” and “Swagger,” drop the comparison technique for an unconvincing plea for Nabi to be a lifestyle brand.

“Fear No Question” presents the Nabi brand as classroom-friendly, going right after a parent’s sense of idealistic learning, so in turn, that parent will go right for his/her wallet. It’s a boring and safe play that may have worked out if Draftfcb hadn’t already launched the Kindle attacks that are much more memorable.

“Swagger” goes straight after the kids. Promoting Nabi headphones – think Beats for kids – the spot shows a little kid walking down a school hallway in slow-motion as he gives headnods to his friends and long stares to the girl he probably has a crush on. This is more Fubu than Fuhu. This is also just a bad commercial, corny and overdone, even for a children’s market. The tagline of “Everyone Needs a Theme Song” actually has a nice ring to it, but the visual execution is too silly. The clip almost plays like a mocking comedy skit of itself.

At 30 seconds, both ads are easy to watch and easy to forget. ”Swagger” and credits after the jump.

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Martin, Benjamin Moore Scare the Crap Out of Contractors

Some good Halloween fun for you today…

Martin Agency client Benjamin Moore, and Tool director Jason Zada wanted to show that their Ultra Spec 500 paint goes on quick to get the project finished when you need it most — like when you’re scared shitless.

So they gave a group of painters a nightmare assignment: painting a wall in a “haunted” hotel. Upon arrival, the painters are told that “Years ago people with mental diseases were kept here for a period of time.” Once they start working, Benjamin Moore starts making all kinds of spooky things happen: strange noises, a rocking chair moving on its own, a chandelier rocking back and forth. “I don’t fool with no ghosts,” says one perturbed contractor.

The prank reaches its climax when the lights go out and a woman dressed as a ghost emerges, screaming. Predictably, the contractors freak out before the elaborate hoax is revealed. Their reactions are pretty priceless, and you’ve got to appreciate a prank like this in October. That the painting job was never finished does take away from the spot’s supposed intention, although most people probably won’t notice. There’s more horror-styled fun at Benjamin Moore’s “Scary Good Job” website, where contractors (or just people who need a lot of paint?) can enter to win a 500-gallon supply of Ultra Spec 500.

You can check out the “Testimonials” video after the jump, in which painters share their own horror stories of “nightmare” jobs. Credits follow. Read more

Sears’ Diehard Batteries Will Survive the Zombie Apocalypse

Including a narrative is usually a good way for a commercial to hook the audience with creativity, but this Y&R Midwest zombie spot for Sears actually overdoes the narrative focus to the point where the  brand association is almost negligible. We know, zombies are popular, but it seems like the creatives put more time into the character development of the actors than organically integrating the product. Somebody really enjoys The Walking Dead.

The setup: a girl and a guy running from zombies try to escape in separate cars. The guy’s car won’t start, but the girl’s car has a Diehard battery that is still kicking even after the apocalypse, which is conceptually clever. But, the 70-second running time is too long for the two-second insert shot of a Diehard battery at the very end. If the first 35 seconds of the ad were cut, the relevant story points would still be in tact. There’s also a #SurviveZombies for brand engagement, but if you want or need a reliable car battery, you probably don’t care about hashtags or zombies. Credits after jump.

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GoDaddy Finally Moves Away from Douchebag Ads with ‘TMI’

About a year ago, GoDaddy hired Deutsch New York as their creative agency, and the world wondered whether we’d see the end of the “GoDaddy Girls” gimmick, or even the beginning of a more nuanced campaign. Instead, during this year’s Super Bowl, GoDaddy offered us Bar Rafaeli (“sexy”) making out with a red-faced man named Walter (“smart”). Danica Patrick narrated and did her best not to look embarrassed. Our op-ed contributor at the time, WWD&S co-head Harry Woods, may have captured the most accurate reaction: “The whole ugly thing once again sent us reaching for a wing bone, nacho or beer bottle cap to dig our eyes out.”

Thankfully no eyeball gouging is necessary with GoDaddy’s latest spot. In it, a Ron Weasley-esque man is introduced to the GoDaddy team. His name and its closest iterations are already taken by his colleagues, so the team tosses around other possibilities. Anyone who’s thought about buying a domain name is familiar with this brainstorming process, and Deutsch did well personifying it. The whole thing is off-kilter and amusing, and finally we see Danica Patrick in racing gear, not heels. She’s still hot.

Here’s hoping GoDaddy continues the curve away from their signature blunt, sensationalist spots.

Credits after the jump. [Ed: Welcome back, Ella]

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Tuesday Morning Stir

 

-Bi-coastal prodco Tool has welcomed Anonymous Content alum Danielle Peretz as its newest executive producer. link

-Former McGarryBowen New York head of mobile/emerging technology Spiro Mifsud has joined Tribal Worldwide as head of technology. Mifsud will work out of the latter’s NY office.

-McCann Buenos Aires joined Sony Argentina’s agency roster and will handle creative efforts in non-traditional media for the local market including the development of UX platforms.

-Denver-based company RuMe, which sells reusable tote bags, iPhone cases and other lifestyle products, has appointed Minneapolis digital agency space150 as its AOR for brand strategy, PR and media.

-Leo Burnett London shows us what it’s like to be a fish in a new spot for Kellogg’s Rice Krispies Multi-Grain Shapes (above).

-Dentsu-owned, New York-based digital shop Firstborn has nabbed digital strategy and content duties for Morgans Hotel Group, which owns properties including the Mondrian chain and the Delano. link

Chiat\Day LA Gets to the Heart of ‘G’…We Think

With a little help from the Godfather of Soul James Brown and a handful of athletes including Kevin Durant and Serena Williams, TBWA\Chiat\Day LA continues to push the philosophy and product line of Gatorade’s “G.” The agency once again resorts to the three-phase motif of “The Before, The During, The After” and shows that within the sugary energy drink spokesperson lies the heart of a badass. Camp G tells us that this latest campaign “metaphorically examines the story inside the athletes.” Whatever the case, at least they’ve made some strides since 2009. Credits after the jump…

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