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Posts Tagged ‘John Patroulis’

BBH Takes ‘The Next Step’ for Johnnie Walker

While everyone is still looking back at the year in retrospect, BBH looks ahead to 2015 in “The Next Step” for Johnnie Walker.

The 60-second spot is notable for its unusual visual style, accomplished by filming in one continuous take on a moving set that took around three weeks to complete. Once filming started, it took approximately 50 takes and three days to get everything right. “It really didn’t start to come together until the final takes,” BBH Copywriter Mikio Bradley told Adweek.

The spot opens on an actor at a holiday party as the lights go out. As the actor — who happens to be named Oliver Walker — begins walking, the voiceover begins: “The first step of a new year, we’ll all take one, but where will a step take you? How high could you climb, and how far?” As the voiceover continues philosophizing, the actor continues walking through his vision 0f 2015, until he eventually finds himself back at the party where he started. “The new year begins with the next step,” concludes the voiceover, how far will it take you?” As fireworks explode overhead, the text “Here’s to 2015″ appears onscreen, followed by the “Keep Walking” tagline. In the online version, which made its debut on December 4th, this is then followed by the question, “How Will You #Keepwalking in 2015?” The broadcast version is set to run from December 22nd through early January.

While this is clearly an attempt at social engagement, BBH may as well be asking the question of Johnnie Walker. The Diageo whiskey brand is currently in the middle of a global review, with BBH defending the account, which has been with the agency since 1999. BBH vowed to “vigorously defend” in the review, and this ambitious effort certainly makes a good case for the agency as they hope to celebrate retaining the account in 2015. Read more

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BBH NY Shows Gamers How to Do a Proper Victory Dance for PS4

BBH New York enlisted dancers from the New York City Ballet for a series of ads depicting victory celebrations for PS4, an extension of the “Greatness Awaits” campaign.

Each of the six spots begins with a group of dancers performing classic ballet moves in scenery/dress meant to evoke certain styles of games (sports, space, war, etc.) before a musical change signifies a shift in style and they perform a more modern victory dance. At the end of each 30-second spot, viewers are invited to contribute to the linked social initiative, calling on gamers to submit their own victory dance on Instagram for a chance at winning a PS4. At this point, any gaming advertising that tries something different is a welcome departure, and the social initiative has the potential to lead to some fun engagement with fans. We do wish, however, that they had managed a take of “Dunk” (stick around for it after the jump) where she actually makes the shot. Read more

BBH NY Promotes EP to Head of Content Production

Kate MorrisonToday the New York offices of BBH enhanced production capabilities by promoting Kate Morrison, former Executive Producer, to Head of Content Production.

Over the past decade, Morrison has held production roles at various agencies including 180, BSSP and twofifteenmccann; her promotion arrives after spending seven months spent in the EP position and working on the PlayStation “Perfect Day” spot that won a Gold Lion at Cannes. In the newly created role, she will help lead and manage the production of all of the agency’s content.

CCO John Patroulis writes:

“Kate Morrison has made a massive mark on the work at BBH New York…like every producer here, [she] puts the quality of the work first and foremost.”

The promotion is the latest move in BBH New York’s recent expansion: earlier in the year the office hired Carey Head of Barton F. Graf 9000 as Head of Integrated Production and Technology and Art Director Marcos Kotlhar of Brazil’s AlmapBBDO to strengthen its content production offering.

Morrison will report directly to Head.

BBH NY Launches Campaign for PS4′s ‘Infamous: Second Son’

BBH New York continues its PS4 onslaught with a live-action spot at the center of their new campaign for Infamous: Second Son, the third game in the best-selling Infamous series and Sony PS4 exclusive (you might consider it Sony’s answer to TitanFall, which we reported on yesterday).

The entirely live-action (although there is some silent gameplay footage on the end screen before the Playstation logo), :75 spot “depicts a locked-down city of Seattle where the superhuman protagonist, Delsin Rowe, fights back against the oppressive Department of Unified Protection (DUP).” Rowe is depicted in the ad by a somewhat passable lookalike in his trademark red cap, trailed by the DUP. The new ad teases the kind of action players can expect from the game, while avoiding revealing anything about the story. It should draw interest from both fans of the series and newcomers.

BBH New York’s campaign rolls out with “TV advertising based on the short film,” as well as additional “complementary online advertising.” Gameplay developer Sucker Punch, meanwhile, has released a trailer showcasing gameplay features players can expect in the new game. Infamous: Second Son will be released on globally on March 21st. Stick around for credits after the jump. Read more

BBH NY Teams Up with The Corner Shop to Plug Playstation Plus

BBH New York have teamed up with production company The Corner Shop to produce this new spot promoting Sony’s new Playstation Plus network.

The 1:19 spot continues the trend of depicting gamers in real-life situations mirroring the games they’re playing, in lieu of actual gameplay. In this way, the spot shows a group of friends transition among a series of games (at one point one of the players says, “Guy’s it’s me,” but they’re no longer playing on the same team and just laugh), displaying the Playstation Plus’ “New Games Monthly” and “Next Gen Multiplayer” features simultaneously. It’s something of a spiritual successor to BBH’s lauded Perfect Day” spot from October, although it doesn’t have quite the same swagger. Credits after the jump. Read more

What Do Lou Reed and PS4 Have in Common? BBH NY Has the Answer

Sometimes, choosing the perfect song to set the mood can elevate a spot from good to great. That’s the case with BBH NY’s choice of Lou Reed’s “Perfect Day” in the latest ad that’s part of the ongoing “Greatness Awaits’ campaign for Playstation 4 (Sony also launched a new site to accompany the campaign here).

The song works as the perfect backdrop to the spot, conveying the feeling of a perfect day battling friends in a variety of games. Lou Reed’s classic song’s somber undertones fit perfectly with the onscreen mayhem, while the lyrics suggest that a day of slaughtering each other onscreen can in fact be a perfect day. I would have appreciated hearing the original version of the song, rather than having the actors in the spot sing it, but I guess BBH NY has decided it better underscores the theme of the effort to have the actors speaking the words directly. At any rate, the song choice is admirable and really makes the spot, which also does a pretty good job conveying the possibilities of the system without including any actual gameplay footage. It feels like a big step up from the earlier PS4 work, a more fully-realized conceptualization of the idea behind the campaign. Hopefully, the next time we see an ad for the system though, it will include some gameplay.

If you didn’t already really want a PS4 (you did) you do now. Or at least when it  hits shelves Nov. 15. Credits after the jump.

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Here’s a PlayStation Ad for Winning Stuff Seen in a Different PlayStation Ad

During the NBA Finals last month, PlayStation debuted a new mini-film from BBH NY titled “Greatness Awaits” which featured a wide array of game characters and a whimsical narrator talking sternly to the camera (much like in this 2009 spot BBH NY did for Johnnie Walker). With over 5 million YouTube plays, the big budget ad was hailed as a mild success, falling somewhere between “Hedgehog Reacts to Fart” and “One Direction Crash Barbie’s Party! 1D Dolls Party All Night! OMG !.::Original Video::.

To the untrained eye, it would appear that the spot’s success was owed to its subtle nods to some of PlayStation’s biggest titles paired with the sort of over-the-top visual effects that gamers subsist upon. However, any true gamer knows that the ad’s success is owed predominantly to the elaborate costuming employed, causing PlayStation to make a second ad in order to offer the costumes as prizes of some sort. Yes, it’s an ad for an ad, or “Adception” if you will.

Anyway, gamers can bid of the costumes from the spot using trophy points or something that they earn by being good at video games. Then everyone will play dress-up and have a great time. Learn more at bidforgreatness.com and view credits after the jump.

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BBH Labs Head Unveils A-Z Guide for ‘Contemporary Creatives’

Not sure if you’ve peeped this epic effort just yet, but in case you haven’t, Tim Nolan, former JWT New York creative director and current head of BBH Labs/interactive GCD at BBH New York, has spearheaded a book project called The ABCs of Contemporary Creatives. As mentioned, Nolan, along with partner/Droga5 creative Jen Lu, have unleashed an alphabetical guide of sorts to the creative industry, complete with visual accompaniments for each letter from a roster of designer/illustrators repped by New York-based talent management agency, Bernstein & Andriulli.

This is not a snapshot, mind you, but a tome (ok, maybe not Ten Commandments-esque). It’ll take a few minutes of your time at least to scroll down and not only check out forewords from the likes of BBH CCO John Patroulis, but an elemental A-Z breakdown of what defines contemporary creativity, at least in Nolan’s mind. Some folks on the Spy line (perhaps haters, if you will) call it “advertising douchebaggery,” but being from the outside looking in, we can totally appreciate the effort.

BBH Finally Finds New North American CEO

It took six months and change, but BBH has finally selected a new CEO for North America in Patrick Lafferty, who joins said agency after spending two-and-a-half years at McCann and the last 18 months as its North American COO. Lafferty replaces Greg Andersen, who was one of those affected by BBH’s major “restructuring” last fall. Lafferty, who will officially assume his CEO title at BBH this summer and based out of its New York office, rounds out a leadership team that includes CCO John Patroulis, CSO Sarah Watson and chairman, Emma Cookson.

Lafferty’s soon-to-be boss, BBH Group CEO Gwyn Jones, says in a statement, “Patrick has a really calm authority and such a rich body of experience. He has seen and done a lot both within and beyond our industry – embracing client side, media ownership and the military. We have great strategic and creative strength in the business, and I think Pat will bring outstanding leadership to that offering. On top of all that – I think he is just a great person.”

As you’d expect, Lafferty, who was, yes, a former platoon leader/company commander in the U.S. Army, will be tasked with running both BBH New York, which of course handles Axe and now Playstation, and L.A., which services clients including Red Bull. During his career, the exec has also worked on the account side at Leo Burnett and as CMO at Travel Channel.

BBH NY Office is Apparently Flooded with Fashionistas

Pardon us as we attempt to slowly shake off our post-July 4 haze (like we assume many of you are doing as well), but we had no idea that BBH New York has had a Tumblr site called “Working It At Work” for quite a while now. Yep, things are starting off sluggish today, but anyways, for WIAW basically looks like a fashion blog featuring images of staff that are not quite on the Blue Steel level of ads you’d see in GQ, Esquire or Details. But, hey, at least many of them look sharper than we ever would on a Tuesday. Now, we’re just waiting for incoming CCO John Patroulis to strike a pose.

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