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Posts Tagged ‘Julie Gordon’

Monday Odds and Ends

-Africa Zero, São Paulo worked with the NBA to promote the NBA Global Games in Rio de Janeiro with some bungee basketball (video above).

-Rae Ann Ferra discusses “How To Get Ahead In Advertising” for Fast Company.

-Birmingham creative communications agency Big Communications announced today that Mark Ervin, its chief brand officer, has been named an agency partner.

-Venice, California production company Backyard announced the addition of Kevin Fitzgerald to its roster for U.S. representation.

-Non-dairy cheese company Daiya Foods has named TDA Boulder as its agency of record following a two month review.

-Digital consulting firm Omnigon has named Bora Nikolic as chief creative officer and David Nugent as chief commercial officer.

-New York-based production company and VFX studio Light of Day announced the signing of director Brian Petsos for commercial representation.

-Digital marketing agency Threshold Interactive announced the hiring of Julie Gordon as creative director.

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Meineke Rebrands With Help from Pitch, Robby Novak

For their first rebranding effort in 40 years, Meineke has enlisted the help of YouTube sensation Robby Novak, better known as “Kid President.” Novak is cast as Meineke’s “Kid Mechanic” for the new campaign “Drive A Little Smarter,” developed by Pitch, which features television spots, outdoor, print and digital marketing. But the rebranding doesn’t stop there, extending even to a new logo and uniforms.

The short TV spots — “Transmission,” “Oil Change” and “General Car Care” — are simple yet effective (and propelled by music from a certain Devo member).  “Drive A Little Smarter” (which also functions as Meineke’s new tagline) seeks to educate customers on how short-term maintenance can prevent long-term issues (and thus save you money). They seem to be built around Novak’s natural charm and funny facial expressions, with an almost off-the-cuff feel. Banking on Novak’s charm and familiarity seems like a pretty safe bet, after all this is a kid who has tacked up over 20 million YouTube views. Novak doesn’t stray far from the humorous optimism he perfected with his viral YouTube work for SoulPancake, and his familiarity should work to Meineke’s advantage, keeping TV viewers in the room when they recognize “Kid President.” Child actors can go from charming to annoying pretty quickly, but it’s hard to imagine anyone hating on the winsome “Kid Mechanic.” I’m sure the comments section will prove me wrong, though. Credits and second video after the jump.  Read more