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Posts Tagged ‘James Bray’

M&C Saatchi Launches ‘This Is UGG’ Featuring Tom Brady


M&C Saatchi is launching UGG’s first-ever global marketing campaign, entitled “This Is UGG,” which enlists the help of veteran brand ambassador Tom Brady in the brand’s latest effort to change its perception as the official fuzzy boot of Starbucks-toting girls everywhere.

Launching today, the campaign focuses on life’s smaller moments, centered around the 60-second spot “Time Out.” In the spot, Brady shares the message that in life you only get so many time outs and you need to make them count, because you can’t back pocket them or carry them over to another day. Tom’s voiceover plays out over a scene of him driving to play golf with his father, a pastime the two have shared since Tom was old enough to play. Another spot, featuring Brady and his mother, is set to follow in October, with a third entitled “Down Time” arriving in December.

“For the new UGG for Men campaign, we started with this premise: small moments can carry as much weight as the big moments,” explained Nancy Mamann, vice president of marketing for UGG Australia. “We conceptualized the spots to capture authentic moments that relate to men across the world. For Tom Brady in particular, we explored his life off the field, along with more personal settings, to show some of the moments that he considers meaningful.”

Whether that will convince men to rush out and buy UGG remains to be seen. Stick around for behind-the-scenes footage after the jump. Read more

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M&C Saatchi LA Taps ‘Tiger Power’ for San Diego Zoo Safari Park


Yesterday M&C Saatchi LA launched a new campaign for the San Diego Zoo Safari Park’s new Tiger Trail exhibit, opening to the public on May 24, 2014. The multimedia campaign consists of TV, print, digital, outdoor and transit, targeting the Southern California region.

All three of the TV spots in the campaign feature kids visiting the new Tiger Trail at the San Diego Zoo Safari Park and meeting a real Sumatran Tiger face to face, allowing them to tap into their own “tiger power,” which they put to unexpected use. In “Guitar Star” featured above, for example, a tween boy (with a somewhat disturbing mustache) continues rocking out at full volume even after his father pulls the plug on his amp.

“Tigers have an almost mythological connotation for their power and mystique. We wanted to show kids tapping into that to develop their confidence, their own tiger power, explained James Bray, creative director at M&C Saatchi LA.

“With the debut of this new exhibit, our guests will have a thrilling and awe-inspiring personal encounter with majestic Sumatran Tigers, and at the same time learn of the threats to this critically endangered species,” said Ted Molter, Chief Marketing Officer for San Diego Zoo Global.  “This campaign playfully asks our guests to identify with the confidence and power of tigers in the hopes that it will build greater appreciation for one of nature’s top predators.”

Stick around for “Monster Truck” and “Fireman,” along with credits, after the jump. Read more

Tom Brady is Apparently Everywhere for UGG

With the NFL regular season almost upon us, M&C Saatchi LA couldn’t have picked a better time to roll out its new fall campaign for UGG Australia’s UGG for Men line starring one of the league’s top QB’s, Tom Brady. Like many of you, we initially snickered when it was announced that Brady was appointed as a spokesman for UGG and it only added more fuel for New England Patriots haters out there (and they are legion, it seems).

But, we must say the campaign from M&C isn’t half-bad, though we’re more captivated by a time-lapse video (below) of the creation of the giant “Tom Wall” here in NYC (nice soundtrack, too). As for the actual spot (above), Brady fulfills a kid’s dream by playing an invisible game of football with him and others–or so we’re led to believe–in the middle of an airport. Hey, it could happen…as long as you take your shoes off first. Check out credits and behind-the-scenes clip for “Invisible Game” after the jump.

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M&C Saatchi Tries to Redeem Three-O Vodka

Suffice to say, we were none too pleased with Three Olives’ first foray into TV advertising nearly two years ago. But, hey, we’re always up for a good redemption tale and now that NYC boutique Agent16 is out of the picture, Three-O parent company Proximo and its new AOR for the brand, M&C Saatchi, are giving it another go with a $10 million TV campaign (same cost as the old one).

Animation supplants the lame sight gags from years past in this latest effort, which features a handful of spots all inspired by the old “so and so walks into a bar” setup for a joke. It’s no laugh riot by any means, but the “Sugar Daddies” ad above already has us chuckling more than we were back in 2009. The visual presentation come to us courtesy of artist/illustrator Ant Blades out of the U.K., who helps make this campaign stand out–well, at least when it comes to the cluttered vodka field. But is it more fun than beer robots and dance parties, though? While we ponder this, check out two more spots from the campaign, which will also include print and social media (of course) tie-ins, as well as credits after the jump.

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M&C Saatchi Adds New CD

We honestly can’t remember the last time we covered a creative hire at M&C Saatchi, but said agency is letting us know that it’s brought on James Bray as a creative director (from the look of his headshot, he appears just as shell-shocked as we are). Bray joins from Goodby, Silverstein & Partners, where he was a creative on the Sprint “Firsts” campaign and worked on other GS&P accounts including the NBA, Netflix and Adobe.

The reason for Bray’s hire? According to a statement from M&C Saatchi CEO Huw Griffith, “James’ award-winning work expands and elevates our agency’s creative profile,” said Griffith. “His style is directly in line with our ‘Brutal Simplicity’ mantra.” Damn, they stole the name of my high-school punk rock band.

Anyhow, as for brief background, Bray began his career at DDB, where he produced work for Hershey’s and the NY Lottery, before moving to Fallon to serve as copywriter for clients such as Holiday Inn, BMW and Travelers. In his new post, the CD will be based in M&C’s Los Angeles office and work on accounts including Epson, New Mexico Tourism Department and Crystal Cruises.