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Posts Tagged ‘Joe Calabrese’

Deutsch NY Launches ‘Mob City’ Script on Twitter for TNT ‘Adaptweetion’

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Deutsch NY and TNT are using Mob City‘s Twitter handle, @MobCityTNT, to debut the screenplay of the series’ premiere, 140 characters at a time. This will make Mob City, “the first television screenplay ever to be adapted for, and published through, Twitter.” They’ve dubbed the process “adaptweetion.”

The first tweets of the Mob City screenplay were made on Monday, with new tweets appearing every 45 minutes between 10 AM and 7 PM (and later tonight). They’ve also taken advantage of Twitter Cards to inject photo and video footage into the stream. Those late to the game can also catch up by visiting the microsite for the script, where it is presented in chronological order. This all leads to the debut of Frank Darabont‘s three week television event this tonight at 9. Deutsch NY and TNT will make their last tweet tonight at 8:30, but they’re not giving everything away. To experience the final scene, you’ll have to turn in to TNT tonight at 9 and catch the episode. The cast and crew of the show — including @frankdarabont@miloventimiglia@simonpegg@edward_burns@jonnybernthal – also added their commentary to the feed to keep things interesting.

Tweeting (almost) the entire screenplay of a debut episode is a risky move, but it’s a good way to get people talking about the show before it even airs.“Today, fans are tweeting in real time with their favorite shows, and we wanted to stoke preshow chatter by providing fans with an experience that will invite them in before the show even airs,” explains Kerry Keenan, Deutsch NY’s chief creative officer.

Clearly, TNT is betting that the writing will suck you in and make you want to watch Mob City tonight. Leaving out the final scene is an obvious necessity, as some might wonder why they’d tune in to see a premiere when they know how it ends. I’m curious to see how this plays out, and what kind of effect this social campaign has on Mob City‘s ratings tonight, if any. Head on over to mobscript.com and @MobCityTNT, and let us know your thoughts on this campaign in the comments section. And tune in to TNT tonight at 9 for the show, if you’re interested. Credits after the jump. Read more

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Holiday Season Ushers in Another Xmas Price Index from Deutsch NY, PNC


 

With Thanksgiving over (and  Hanukkah currently underway), the 2013 winter holiday season is upon us, and with it comes Deutsch NY’s annual Christmas Price Index for PNC. In case you don’t know, the Christmas Price Index shows the actual cost of all the gifts mentioned in the ubiquitous (and somewhat annoying) carol, “The Twelve Days of Christmas.”

For the Christmas Price Index’s 30th anniversary this year, Deutsch NY decided to offer up something a little different. Visitors to the PNC Christmas Price Index website will be given the opportunity to digitally build and customize their own versions of the gifts from the carol. The 3-D Gift Maker features twelve toys with customizable accessories, all designed by Invisible Creature. Visitors to the site will be given the opportunity to win “24 3-D custom designed toys over the course of 12 days.” If this sounds exciting to you, you better get started, as the contest only lasts until December 13th.

As for the actual index itself, 2013 shows a 7.7% increase from last year, with the current cost of Christmas listed as $27,393.17. That would be the cost of one verse of the song, but since the song has many repetitions the “True Cost of Christmas” (counting each repetition) comes out to $114,651.18. There’s good news for fans of partridges and/or pear trees, however: the cost of a partridge in a pear tree is now $199.99, down 2.4% from last year. So buy now. It’s not a good year to be in the market for nine ladies dancing however, as the current cost is $7552.84, up a full 20% from last year. That cash in your pocket just doesn’t buy as many pipers piping as it used to. Check out a couple of stills, along with credits,after the jump. Read more

GoDaddy Finally Moves Away from Douchebag Ads with ‘TMI’

About a year ago, GoDaddy hired Deutsch New York as their creative agency, and the world wondered whether we’d see the end of the “GoDaddy Girls” gimmick, or even the beginning of a more nuanced campaign. Instead, during this year’s Super Bowl, GoDaddy offered us Bar Rafaeli (“sexy”) making out with a red-faced man named Walter (“smart”). Danica Patrick narrated and did her best not to look embarrassed. Our op-ed contributor at the time, WWD&S co-head Harry Woods, may have captured the most accurate reaction: “The whole ugly thing once again sent us reaching for a wing bone, nacho or beer bottle cap to dig our eyes out.”

Thankfully no eyeball gouging is necessary with GoDaddy’s latest spot. In it, a Ron Weasley-esque man is introduced to the GoDaddy team. His name and its closest iterations are already taken by his colleagues, so the team tosses around other possibilities. Anyone who’s thought about buying a domain name is familiar with this brainstorming process, and Deutsch did well personifying it. The whole thing is off-kilter and amusing, and finally we see Danica Patrick in racing gear, not heels. She’s still hot.

Here’s hoping GoDaddy continues the curve away from their signature blunt, sensationalist spots.

Credits after the jump. [Ed: Welcome back, Ella]

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New Outback Holiday Spot Doesn’t Pass The Smell Test

There are two versions of Outback’s “12 Days of Leftovers” commercial: a shorter 90-second video where talking leftover foods like Fuzzy Macaroni and A Half-Eaten Leg of Turkey sing an annoying riff on “The 12 Days of Christmas,” and  a ridiculously long version that drags for 3 minutes and 13 seconds. Christmas songs are already annoying, but with this new holiday push from Deutsch New York, you will hate them passionately.

Never before has the phrase “Congealed Creamed Corn” sounded so ugly. Also, when does macaroni turn fuzzy? Serious questions to ponder when your mind wanders during that long version.

Just a lazy effort to drum up support for a restaurant that offers low prices and the Bloomin Onion. It’s too bad, because when I think of enjoying the holidays, I used to think of Outback Steakhouse. Now, all I can see is the Slab of Slimy Ham. Credits after the jump.

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The Manning Bros Tackle Crime-Fighting During Off-Season

Wow, look what the NFL lockout has done to our pro football stars. First teased and given the snark treatment on Deadspin weeks ago (sorry for the lag, it took us some time to get credits), here’s the full trailer for Peyton and Eli Manning, much anticipated mini-series for DirecTV called “Football Cops.” The plot synopsis: “Two former pro football players who bring their unique brand of law enforcement to one of the country’s toughest neighborhoods.”

Peyton and Eli play Mike Tahoe and C.J. Hunter, respectively, and they use footballs as weapons while wearing mustaches even Cochise would find tacky. According to Deutsch NY, which is behind this send-up that was shot in Brooklyn and promotes the DirecTV NFL Sunday Ticket (here’s hoping there’s use for one), the video has tallied over 750, 000 views since its launch late last week. It’s pretty damn amusing we say, so we’re not surprised. Eli Manning’s acting chops be damned, here’s hoping for more installments of this silly crime-fighting saga. For those of you really into this, there’s a site to download wallpapers, ringtones, etc., but we even have our limits. Credits after the jump.

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Deutsch NY’s Production Dept. Undergoing Slight ‘Structure Change’

Just to rewind for a sec,  last week, Joe Calabrese officially joined Deutsch New York from JWT, where he was director of brand production and worked with clients including Rolex, JetBlue and Smirnoff. From what those familiar with the matter tell us, Calabrese happened to join at a time when Deutsch’s Big Apple branch is “changing structure” within the production department. What does that mean exactly? Well, we’ve been told that two positions have been eliminated in production (though the agency says there are still positions open in said dept.). So yes, tipsters, you were technically correct about layoffs, but from what we can tell, it’s not as major as was hinted at…yet.

Tuesday Odds and Ends

-Kraft Mac & Cheese/CP+B’s tweet-inspired spots continue to roll out. link

-JWT NY alum Joe Calabrese joined Deutsch NY as EVP, director of content production.

-SapientNitro was appointed AOR for Skoda Auto Russia.

-Big Spaceship welcomed Matthew Lipson as VP of client strategy & engagement and Becca Beacham as client engagement manager.

-Accenture’s agency search is nearing the one-year mark. link

-Comedy Central has a new EVP of marketing. link

-Someone’s crazy enough to predict that Windows Phone 7 will outsell Blackberries and iPhones by 2015. link

-W+K London’s Neil Christie calls agency billings “bullshit.” link

Huggies’ New Message: Babies are Little Terrors

JWT New York concocted this latest spot for Huggies, which shows that babies can be equal parts destructive and adorable (ok, probably more destructive). Directed by MJZ’s Fredrik Bond, the advert shows how a simple changing of diapers can result in total chaos. We can vibe with the freeze-frame aspect and music that’s fit for an episode of Boardwalk Empire in this clip, which has a clear message: Huggies turns toddlers into Chucky. Credits after the jump…

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