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Posts Tagged ‘Eric Arnold’

Team One Posits Lexus F As ‘Temptation’

Team One runs through a list sins encouraged by the Lexus F performance line in their new spot, “Temptation.”

According to the 60-second spot, the Lexus F, “Provokes lust, unleashes wrath, incites envy, and elicits pride.” Absent are two of my personal favorites, sloth and gluttony, which Team One decided (understandably) don’t really do much to sell luxury performance vehicles. Greed is skipped over because they’re trying to get people to shell out a lot of money for a car here.

The spot, slickly produced by RSA, does a better job of tying the vehicle to certain sins than others. Lust is embodied by a couple making out in the rain, after which the Lexus F happens to exit a garage, not doing much to show how it “provokes lust.” Oh wait, it’s because the guy stops making out for a second to check out the Lexus F. Ugh. The rest of the sins are dealt with a bit better, with “unleashes wrath” tied not to actual anger but the car’s power, and envy and pride dealt with in more obvious ways. Perhaps most importantly, “Temptation” makes the Lexus F look good, even if its concluding line, “Temptation comes in many heart-pounding forms, but only one letter” is a bit weak. Stick around for credits after the jump. Read more

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Team One Adds New CD, ACD

Saatchi & Saatchi’s Team One division has welcomed some new creatives to its roster, namely David DeRoma and Eric Arnold, who join as CD and ACD, respectively.¬† Keith Urban lookalike DeRoma (right) arrives from Crispin Porter + Bogusky, where he spent over three years as an ACD and worked primarily on Microsoft Windows and Burger King. Prior to CP+B, DeRoma racked up tenure as a senior art director at Leo Burnett.

Arnold, meanwhile, spent the past nine years at TBWA\Chiat\Day as copywriter/senior copywriter and recently penned some of the “Before, The During, The After” work for Gatorade. He also played a part in said agency’s work for Visa, The Grammys and Infiniti.

As you probably guessed, the new Team One hires will work on Lexus as well as “any other creative opportunities they can get theirs hands on” according to the agency’s CCO, Chris Graves.

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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