Good lord, the “brand rapper” is everywhere these days. In between spitting rhymes for the top MC title in Los Angeles, former Deutsch LA copywriter Jason Pickar situated himself into this clip, which was shot over the weekend. Well, safe to say that this is not quite as romantic and/or alluring as Wren’s original clip, which has garnered somewhere in the range of 30 million views since its launch. At least our dude has his rap career and copywriting resume to fall back on.
Posts Tagged ‘Jason Pickar’
We’ve covered the many adventures of Jason Pickar -aka the “Brand Rapper“–over the years, from his time landing on The Price is Right to his offer to work during Christmas in 2012. Now, the former Deutsch LA copywriter (on Dr. Pepper among others) and current LA-based freelancer, who goes by the stage name, Chozinn, is trying to take things to the next level and conquer the City of Angels via his rhyming skills. Pickar is among the top four MCs vying for the title in the “Who’s Next” contest that’s being held by L.A. station Power 106.
The contest is essentially dependent on votes (less than a week left!), and while the signup process is a little tedious (email signup is recommended over Facebook/Twitter), those who know the man or just prefer his tune to the rest can check out his profile here to help base your decision. And so, the next page in the Pickar saga turns.
Ford’s latest dive into original branded content is “Laugh Trek,” a web series starring comedians Moshe Kasher, Nick Thune, the 2014 Ford Fiesta with voice command something-or-other, and Made Man, the men’s lifestyle site from Defy Media (born from the merger of Break Media and Alloy Digital). Also, your aunt Judy may or may not have something to do with this.
Ford (who’s no stranger to the branded web series game) has made “Laugh Trek” into part road trip/part stand-up comedy competition hybrid, with this week’s episode challenging Thune and Kasher to make fun of a Korean pop song in front of Korean people. Now, to spare you from the 8-minute video, let’s just say that Kasher bombs pretty hard. The fact of the matter is that K-Pop is a pretty easy target, so spending a long amount of time making fun of something that’s mildly annoying isn’t very funny. Thune tries a different approach, pretending that the upbeat song is actually being played at a funeral and that he has been tasked with the eulogy to the deceased, a made up guy named Travis. It’s funnier, but, still, not great. As a fan of Thune, this made me a little sad.
There was a time, all the way back in April, when the Internet was outraged at actor/director Zach Braff. You see, after seeing Veronica Mars fans quickly pony up over $2 million to turn the cult 2000′s TV show into a movie, Braff figured he’d turn to the same platform, Kickstarter, to get his next film project funded.
This caused a lot of butthurt, especially on social media, where complaining is an art form of sorts. “But, @ZachBraff is a multimillionaire,” tweeted the world in unison. “Why should people be give the rich #Garden State douche their hard earned money to make a second #douchetastic film?” Comedian Tim Heidecker took the complaining to the next level, actually tweeting Zach Braff a one-page script about his douche-y idea. This was all fun for a while, but despite the Internet outrage, Braff’s Kickstarter investors already raised more than he needed for the movie, and everyone stopped caring. Well, almost everyone.
Starting today, the guys behind the website Screen Junkies (featuring that “brand rapper” former Deutsch LA copywriter dude Jason Pickar) have turned to Kickstarter competitor IndieGoGo to start “Don’t Back Zach Braff.” The campaign discourages people to donate to Zach Braff’s movie, despite it already being funded last month and everyone moving on to more important things like Angelina Jolie and the How I Met Your Mother season finale. With $10,000, Screen Junkies will take out a full-page ad in the print edition The Hollywood Reporter discouraging the people to give money to Zach Braff’s already funded project which, even if it wasn’t, would still be a waste of money, because you’d be making a media buy in The Hollywood Reporter and this isn’t 1954. With $200,000 Screen Junkies pledges to make whatever this is into even more of an exercise in futility by buying a full-page ad in (hold onto your butts) Entertainment Weekly.
Yes, of course they’re doing all of this ironically and the purpose of stopping celebs from crowdfunding their future vanity projects. After all, when has doing things solely for the sake of irony not led to great ideas? Donate here, or, you know, you could not let whatever Zach Braff or other Hollywood folks are doing have any impact on your spending habits. Credits after the jump.
Six weeks after he vowed to lend his copywriting/creative services to those in L.A. who needed it on Christmas Day, Deutsch L.A. alum and “brand rapper” Jason Pickar is back with some more antics as our old friend gives us a simple breakdown of how to land on “The Price is Right,” with video proof to boot. Yes, the creative who was recently a scribe for Dr. Pepper campaigns among others while at Deutsch did indeed make it to the stage with Drew Carey as you can see above. Pickar isn’t bullshitting us when he offers one of several tips including, “Be chipper and enthusiastic.” Welcome to the life of a freelance copywriter, ladies and gents.
Alas, there are no “T-shirt uniforms” to hammer home the message of individuality in this latest Dr. Pepper campaign from Deutsch LA, which is now eschewing grandiose productions and blockbuster cross-promotions to instead focus on real people, real stories. The above spot, dubbed “One in a Billion” (title track courtesy of the Vinyl Hearts), should give you the basic gist of how the agency’s ongoing “Always One of a Kind” campaign for the soda brand is evolving.
The heartwarming, human interest angle is one that’s been tread on aplenty, but it’s a somewhat interesting detour considering that at the end of the day, all agency and client are doing are selling soda. Will it take this year? Who knows, but in the meantime, check out out two specific stories, one focusing on a model-turned-boxer and the other a mother of five/roller derby queen along with credits after the jump.
Though the Craiglist ad above has since been flagged for removal (at least on our end), the offer itself from Jason Pickar has not. You might remember Pickar from his days as the “brand rapper” at Deutsch L.A., where he spent nearly three years as a copywriter, working on campaigns for Dr. Pepper and losing his beard in the process. Now on the freelance circuit, Pickar is willing to do what most of us won’t: Work on Christmas Day. Yes, his ad begins with the headline, “Don’t be a Scrooge; hire a Jew this Christmas (LA – or wherever you are). Since his Craiglist post is down on our end and we wouldn’t want have you lovely readers squint, here’s the copy:
“Need ideation on a day dedicated to a deity? Unfortunately, Christ can’t control copy catastrophes. If only there was a way to bring in a freelancer with no guilt whatsoever! Finally, there’s a solution. Read this call to action and go to jasonpickar.com to see if Jason Pickar is right for your holiday advertising needs. Also available for charity events, comedy shows, hip hop performances, non-union background word, clueless “before” in an informercial or Young Santa at your holiday party…”
Since the Craigslist ad is still not working for us, best to consult the portfolio link posted above if interested in Pickar, who also counts copywriting stints at Tribal DDB and MRM on his resume. Good luck, sir.
Deutsch LA has certainly bombarded our radar this week, and this time around, we turn our attention to “30 Days 2 Beta.” If you can’t recall what that is, the aforementioned project, which was spearheaded by Deutsch LA partner, chief digital officer Winston Binch, concerned the building of the agency’s new web, mobile and tablet platform in a matter of, yes, 30 days. Now, to reflect on the success of the launch, Deutsch LA needn’t look any further than within to find a case study spokesman in Jason Pickar, a copywriter at the agency who you might also know as the “Brand Rapper” (he’s no Grandmaster B, though). Enjoy the infomercial-inspired vid above.
From Deutsch LA comes the above TV spot for Dr. Pepper, set to debut during the BCS National Championship game tonight. As college football fans know, it’s a funny coincidence that tonight’s game will be anything but “one of a kind,” as the two teams playing already met once before in the regular season (with LSU beating Alabama 9-6 in overtime).
As you’ll notice, “Always One of a Kind” is veering quite a bit away from the “controversial” nature of recent work for Dr. Pepper 10, which is, by the way, “not for women.” For the brand’s full calorie-d product, Deutsch is taking a more inclusive approach. See, Dr. Pepper classic isn’t just for women. It’s for proud cougars who wear their identity on t-shirts. It’s also apparently for control freaks, momma’s boys and canine wingmen, all of whom look quite dashing in red. And, in case you’re wondering, the “I’m a Pepper” shirt that shows up at the end is an homage to a 1970s TV campaign of the same name.
The obvious complaint is that the “one of a kind” individuals in the spot are all wearing the same t-shirt, an observation that skeptical millennials are sure to point out upon seeing the ad. Well, Dr. Pepper has them covered, because viewers can actually purchase customized “I’m a (declaration)” shirts from Dr. Pepper’s website. I wonder if “I’m a Coke loyalist” or “I’d like to teach the world to sing” will fly with the powers that be. Also, for you social media devotees, Dr. Pepper’s promoted #ImA hashtag is currently trending nationwide on Twitter. Credits, and an animated new spot from Deutsch (this time for Diet Dr. Pepper) follow after the jump.
The young lad you see above is one Jason Pickar, currently a copywriter at Deutsch LA who you may remember as the “brand rapper” and one of the scribes at Tribal DDB on a variety of Philips work (Bodygroom “Manalogues” and “Second Puberty,” for example). Anyhow, Pickar, who’s worked on a variety of accounts at Deutsch’s Los Angeles digs, shows us how dramatic and amusing a beard-shaving can be. We have to say that it’s fairly more eloquent than Euro RSCG’s mustache-themed effort. Yes, it’s only Wednesday.
NEXT PAGE >>