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Posts Tagged ‘Jonathan Cude’

McKinney Scares the Crap Out of Galeophobes for Travelocity

Last Friday, McKinney engaged in a bit of strategic “newsjacking” on behalf of client Travelocity, making the most of the phenomenon that is “Shark Week” with a bit of experiential work.

The brand promoted the “How Far Am I from Sharks Right Now” page on social media via its Wandering Gnome spokesperson, who has his own accounts and played a great supporting role in Amelie.

The page itself promotes the client’s service by asking users to enter their current location and then listing would-be vacation destinations that place them either as far away or as close(!) to the nearest shark grouping as they so choose.

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McKinney Channels Golden Girls for ESPN’s SEC Network

McKinney uses the song “Thank You For Being A Friend” (a cover of which is the theme song to the classic show Golden Girls) for a new campaign promoting the launch of ESPN’s SEC network for South Eastern Conference college sports, which launches August 14th.

The 30-second spot, “Animals,” features mascots from the conference, from Mississippi State’s “Bully” to Auburn’s “War Eagle” to Arkansas’ “Tusk.” It’s a simple approach, but between the loveable animal mascots and the Golden Girl nostalgia stoking musical selection, the spot is just plain likeable. And that’s coming from someone who couldn’t care less about college football. Stick around for credits after the jump. Read more

McKinney NY Celebrates ‘Chef Collection’ for Samsung

McKinney New York just launched a new campaign for Samsung Home Appliances, the largest integrated marketing campaign for the brand to date.

At the center of the campaign are two spots, directed by Andrew Douglas, celebrating the “Chef Collection” as an extension of the passionate home cook. The above 30-second spot, for example, highlights Samsung’s range that offers the innovation of being able to cook at two temperatures at once. In “Crock,” it is the “revolutionary Water Wall technology” in Samsung’s dishwasher that gets the spotlight. Just in case you weren’t sure that the “Chef Collection” is for serious home cooks, the voiceover is done by a man with a heavy French accent, so it must legit. In addition to the television spots, the campaign is supported by “three full-page print executions with more than 50 insertions.” We’ve got credits and “Crock” after the jump. Read more

McKinney Ruins Integrity of Battle for Mentos

McKinney continues in the wacky route with their new spot for Mentos, the 30-second “Never Surrender.”

“Never Surrender,” which marks both the first U.S. television spot for Mentos Gum and the first work for Mentos out of McKinney’s New York office, is set at an actual medieval castle and employs Monty Python and the Holy Grail-style goofiness. The hero of the ad is a happy-go-lucky soldier who is impaled by a dozen or so arrows but will not surrender until his gum loses its freshness. “You are ruining the integrity of battle!” exclaims a disgruntled enemy combatant. The spot ends by introducing the new tagline, “Long Last the Fresh.” While not quite funny, the ad does succeed at least at being memorable for its utter goofiness, and it’s easy to imagine a certain type of viewer repeating the “You are ruining the integrity of battle!” line, so the spot could work to spread awareness for Mentos’ new-ish product. Stick around for credits after the jump. Read more

McKinney Sticks it to iPad, Kindle for Samsung Galaxy Pro

McKinney just launched a new campaign for Samsung’s Galaxy Pro series called “It Can Do That.” If that sounds a lot like Apple’s “There’s An App For That” 2009 campaign for the iPhone 3G, Samsung would probably welcome the comparison. Their 60-second television spot takes on Samsung’s competitors in a very direct way.

The first spot in the campaign — also called “It Can Do That” — showcases the Galaxy Pro’s multi-functional capabilities, while disgruntled users of the iPad and Kindle ask “It can do that?” They also take on a Microsoft Surface user, making fun of the fact that his “tablet” has a keyboard, battery dock and mouse. The spot concludes with the tagline, “The Next Big Thing Is Here.” While the approach borders on being a little smarmy and self-satisfied, it certainly does make the competition look bad by pointing out situations where Samsung’s product can do things that their competitors just can’t. You just have to wonder, and this always seems to be the problem with this kind of approach, if they could have pulled this off without making Samsung users seem kind of mean about it. Stick around for credits after the jump. Read more

ESPN, McKinney Debut Suggestive ‘Take It All In’ Campaign for SEC

Today, Southeastern Conference commissioner Mike Slive and ESPN senior vice president Justin Connolly debuted a new brand campaign celebrating the planned launch of the SEC Network. Both national television spots and previews of print ads “were revealed as part of a series of SEC Network programming announcements made at a press conference prior to the SEC football championship game at the Georgia Dome, in Atlanta.” The new campaign, developed along with North Carolina agency McKinney, is called ”Take It All In,” which may or may not be a reference to butt chugging.

The campaign includes “a series of print, TV and online ads that not only focus on the overarching SEC Network, but also on each of the 14 schools of the SEC.” The full “Take It All In” campaign will roll out next year, leading into the launch of the network in August.

The debut TV spot, called ““Not Just a Casual Fan” (which, come to think of it, would have made a better campaign title), can be viewed above. It, in Justin Connolly‘s words, ”bring fans the grandeur of the SEC in a celebratory, immersive and real way.” As the title of the spot suggests, it features die-hard fans both old and young, many of them ridiculously dressed. This is a solid tactic, since these are the kind of rabid SEC fans who might shell out for the new network. It’s just too bad they didn’t think of all the implications to their tagline/campaign title. Or maybe they did. Credits after the jump. Read more

Barron Heads Back to McKinney

It appears that Walt Barron just couldn’t stay away from McKinney as he’s rejoined the now-Cheil-owned, Durham, NC agency after just eight months. During that time, Barron worked in NOLA as VP, strategy at a shop called Peter Mayer. Now back at McKinney, Barron has assumed the title of SVP, head of account planning.

In a statement, CCO Jonathan Cude says of Barron’s return, “It’s great to have one of McKinney’s favorite alums back home. Just about everything he’s touched has been honored by some of the industry’s top award shows. He’s a vocal proponent of account planning’s role in guiding and inspiring talked-about work that makes a difference for our clients.”

Barron spent nearly seven years at McKinney the first time around, moving up from account planner to eventually, VP, group strategy director for clients including Lenovo and Nationwide. Prior to McKinney, Barron worked as an account planner at Austin agency McGarrah Jessee.

 

McKinney Takes a Stand Against Amendment One

It looks like North Carolina’s controversial Amendment One, which goes up for vote Tuesday, May 8 and is aimed at banning same-sex marriage, is provoking plenty of agency reaction in the “Old North State.” We already mentioned one Winston-Salem shop’s efforts to encourage NC residents to vote against the proposed amendment, and now The Pitch stars at Durham, NC’s McKinney are getting involved in the action by launching their own initiative called “Vote Against One.”

A few staffers including McKinney CCO Jonathan Cude and GCD Ellen Steinberg have launched the “Vote Against” campaign as part of the agency’s Ten Percent program, which encourages employees to devote 10 percent of their time on projects unrelated to client business. Anyhow, the folks involved came up with a series of printable images which reflect their view that Amendment One also “steals legal protection from children, seniors and victims of domestic violence.” You can check out credits and a few larger images after the jump to get an idea and visit the Vote Against One site if interested.

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