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Posts Tagged ‘David Register’

Arnold Redefines Black Friday for Santander Bank

While in recent years many retailers have made infamous Black Friday sales into even more of a behemoth by pushing back their opening times so sales start earlier and earlier on Thanksgiving day, others, such as Costco, have gained public respect by bucking the trend. In a new campaign aimed at the most infamous shopping day of the year, Arnold Worldwide came up with a series of Black Friday alternatives for Santander Bank in an attempt to take back the “true meaning” of Thanksgiving (and make Santander look good by association).

In the above, 30-second spot, “Black Bean Soup Friday” for example, we see shots of a family rising early and piling in the car. “On…Black Friday, Tom and his kids will rise before the sun,” the voiceover informs us, “They will beat the crowds” it goes on as the car speeds along. But, in what’s designed to be a surprise, they “…pass the department stores with lines around the block,” and instead go volunteer at a local soup kitchen. “There are many ways to make the day after Thanksgiving meaningful,” the spot concludes, “How will you spend your day?”

This may seem like an unusual move for a financial institution who stands to benefit from a rush of holiday spending, but Santander claims its “family-values focused European roots run deep” and that they have a “commitment to Real Change and challenging traditional perceptions of banking.” So by taking a stab at Black Friday, in a way designed to be heartwarming, Arnold is distancing Santander from other banks, and attempting to make people think that, unlike their competitors, Santander stands for something. Other Black Friday alternatives suggested in the campaign are “Black Top Friday” (spent playing basketball with friends and family) and “Black Belt Friday” (spent watching Kung-Fu flicks). Read more

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CenturyLink Selects Arnold as Its Lead Creative Agency

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CenturyLink has named Arnold as its lead creative agency, following a review. We originally received tips about the appointment two weeks ago. At the time, no one commented on the lead, but today the agency confirmed the news to Adweek. Havas Worldwide also tweeted its congratulations to the (Havas-owned) Boston-based agency. CenturyLink spends approximately $90 million on media annually. Media buying and planning duties were not part of the review, and remain at Rochester agency Butler/Till.

Arnold’s Boston office will handle duties including digital and direct marketing, in additional to traditional advertising. Shirish Lal, chief marketing officer at CenturyLink, cited Arnold’s “strategic thinking and people” in choosing the agency over other finalists, who remain undisclosed.

“That’s the opportunity—to really build brand awareness,” said Pam Hamlin, Arnold’s global president, speaking of the lack of brand recognition for CenturyLink, despite the company’s $18.1 billion in revenue last year. “This really represents the next chapter of them as a marketer.”

Elliott Seaborn, a managing director at Arnold’s Boston office, will manage the account, while Group Creative Director David Register will be responsible for creative development. Arnold’s first work for CenturyLink is expected early next year.

Arnold Launches ‘In My Mind’s Eye’ Campaign for ADT

Arnold Worldwide’s new campaign for ADT, “In My Mind’s Eye,” launches today with the debut TV spot “Burglary.”

The new campaign marks something of a departure for ADT, whose advertising strategy has historically stressed”the value of monitored protection in emergency incidents such as theft, fire, or carbon monoxide.” “In My Mind’s Eye” and the debut spot “Burglary” instead focus on the peace of mind ADT provides its customers with their protection from everyday security concerns.

In the 30 second spot, a couple are out to dinner when the woman realizes she may or may not have remembered to lock the back door. This distracts the man, who imagines he sees a troop of burglars at the restaurant making off with their valuables. Prompted by his reverie, he locks the back door using the ADT service offered on his mobile device. “Burglary” effectively demonstrates both a key feature of ADT’s service, and the peace of mind that comes with it — answering the questions, “Why would I want this?” and “What can it do for me?” in a simple, direct way.

The shift in approach came from insights showing “that people experience worry, like a low consistent hum distracting the person when they’re away from their homes,” says David Register, EVP/group creative director, Arnold Worldwide. “”The spot demonstrates how ADT relieves that angst by putting their customer in control and back in the moment.” Expect more ADT ads in a similar vein from Arnold in the future. “Burglary” rolls out today, with “radio, direct, digital, and social media creative appearing online beginning mid-February.” Credits after the jump. Read more

Do You Really Want to Dress Up as Flo for Halloween?

Well, if you do, there’s a handy new guide created by Arnold that tells you how to dress up as who probably insane EW.com readers dubbed the greatest advertising icon of all-time. We love getting into the Halloween spirit and all (sheeit, check out my Facebook profile pic), but is a Flo costume really going to be all the rage this year? If you believe so, you can fork over $30 on Amazon and wax perky insurance saleswoman at your heart’s content. Or, you can just be a cheap bastard and click here to live vicariously through the Arnold-created campaign. Credits after the jump.

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Alas, a Date with Flo is Only But a Dream

Another day, another ad starring Progressive’s perky pitchwoman Flo, who somehow worked her way up to “advertising’s greatest icon” status earlier this year–well, at least according to Entertainment Weekly readers. In this latest installment from Arnold Worldwide, Flo actually ventures outside her sterile Progressive warehouse confines and heads to the great outdoors to enjoy a lovely day with a lucky bloke. The pair go fishing, ride ATVs and idle away by the campfire until you realize the poor sap’s just dreaming and Flo’s just being her usual saleswoman self. Hey, at least the girl got some sun, if only in fantasy. Care to weigh in as to whether Flo’s still appealing (or ever was) or has she grown tiresome at this point? Credits after the jump.

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