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Posts Tagged ‘David Povill’

W+K Offers Cute Take on Modern Romance for Facebook

W+K crafted a cute little 30-second broadcast spot for Facebook taking on the subject of modern romance in a promotion of Facebook Messenger.

Entitled “Say Love You Better,” the spot shows a young couple attempting to bridge a long distance to communicate their love for each other. Beginning with a simple “I miss u” message, the spot uses the couple trying to find better ways to say “I love you” as a means to demonstrate the different ways Messenger lets you communicate: audio, photos, video, various emoji, etc. The couple, initially separated on opposite ends of the screen, fly towards each other and embrace, symbolizing how Messenger helped bring them together, ending with the “Say love you better” tagline. It’s an effective way to deliver the message, and perhaps rebuild the reputation of Facebook’s often-maligned mobile service (without addressing any of the criticism).

The campaign will also include OOH elements, a first for Facebook, with billboards in Los Angeles and Chicago rolling out next month.

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CCO Eric Springer Out at FCB/West

Springer-Headshot_lowrez-300x200 (1)Today we can confirm that Eric Springer is no longer serving as chief creative officer at FCB/West.

Springer, who like former Deutsch colleague David Povill gained attention thanks to his work on the VW Super Bowl spot from 2011, left that agency’s LA office to serve as CCO at Culver City shop Pitch back in January 2012. After spending approximately one year there, he was hired by FBC/West (then DraftFCB West) to fill the EVP/CCO role.

During the one year and nine months he spent at FCB, Springer produced work for clients like Taco Bell, Levi’s and Nabi, maker of child-friendly tablets.

We have no word on the reasons for his departure or his future plans; we only know that, in the words of an agency spokesperson, “a search for his successor is underway.”

David Povill Rejoins Deutsch L.A. as Creative Director

Deutsch

Today we learned that copywriter/creative director David Povill has rejoined the Deutsch L.A. creative team.

You may know Povill as the copywriter behind the “Little Darth” spot, and our contact confirms that he has returned to Los Angeles to work on the VW account, among others.

W+K’s Portland office snagged Povill in 2011 after the Super Bowl spot went viral (creative director Eric Springer, who supposedly championed the ad, also left Deutsch in late 2011), and he spent more than three years there as senior copywriter. During that period, he worked on Dodge/Chrysler, Coke, Facebook and, perhaps most notably, the Old Spice “Smellcome to Manhood” campaign.

Before landing at Deutsch for his initial one-year-plus stint, Povill wrote copy for CP+B, TBWA\Chiat\Day, and David&Goliath. (Sources tell us that Povill bears a striking resemblance to this guy, but we can’t confirm that fact.)

Expect new campaigns this Fall.

Creative Force Behind ‘The Force’ Heads to Pitch (Updated)

It looks like VW’s “The Force” has compelled rival agencies to pluck more than one creative from the Deutsch LA team who was behind the award-winning Super Bowl spot. Following in the footsteps of the campaign’s senior copywriter David Povill, who left Deutsch for W+K last April, EVP/group creative director/copywriter Eric Springer has now also jumped ship to join Santa Monica’s Pitch as chief creative officer. Springer spent a dozen years at Deutsch and from the looks of it, he will oversee, among other things, Pitch’s now-expanded duties on the Burger King account (the agency won BK’s youth/family AOR duties, if you recall, back in summer 2010).  During his career, Springer has worked at the likes TBWA\Chiat\Day, DDB and Hal Riney.

Besides “The Force,” Springer also worked on “Black Beetle” for VW and served as a GCD on HTC and Cici’s Pizza efforts during his later years at Deutsch. Now at Pitch, as one can expect, the new CCO will be in charge of overseeing creative work, helping lead new business development efforts and recruiting staff.

Update: So, Springer sent us a note on what attracted him to Pitch. Read on after the jump, verbatim.

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DiPiazza Dips from Deutsch LA, Heads Back to SF

After 18 months spent as VP/associate creative director at Deutsch LA, Jim DiPiazza (left) has headed back to the Bay Area to take on the ECD post at San Francisco shop Swirl, which has worked with brands including eBay, Jamba Juice as well as the San Francisco Giants.

During his stint at Deutsch LA, DiPiazza was one of a handful of creative leads on the Volkswagen business, helping the agency land the account (as well as HTC) and eventually serving as ACD/copywriter on the Black Beetle Super Bowl campaign that supported the launch of the redesigned 2012 VW Beetle. Before Deutsch, DiPiazza, whose mantra is “I hate advertising. I prefer entertainment that sells,” worked as an ACD at FCB San Francisco before moving on to creative director posts at McCann New York and David & Goliath.

DiPiazza’s departure follows that of another notable Volkswagen creative, senior copywriter David Povill, who worked on “The Force” and headed to W+K in April.

Update: Joining DiPiazza at Swirl is John Berg, who stepped down from his president/CEO post at Y&R West in March and is now signing on with his new agency as managing partner.

‘Little Darth’ Copywriter Headed to W+K

Sources familiar with the matter tell us that David Povill, who served as senior copywriter at Deutsch LA for the last year and most notably authored Volkswagen’s “The Force” Super Bowl spot, is headed to Wieden + Kennedy. We’re checking with W+K to see what Povill’s exact post is (and yes, which office) but during his short time at Deutsch, Povill also served as senior CW on other VW spots including “Split Second.” Povill also held copywriter posts at David&Goliath, TBWA\Chiat\Day LA and CP+B during his career.