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Posts Tagged ‘Julie Scelzo’

FCB West, MJZ Tell Levi’s Fans to Get Personal (But Not Boring)

The latest spot for Levi’s, created by FCB West/The House Worldwide and MJZ, imagines a personal relationship between each pair of denim pants and its owner.

Every pair tells a story, see…and all the jeans ask of you, consumer, is that you keep things interesting.

The pants-as-lifestyle-accessory theme marks a shift from the Wieden+Kennedy “Go Forth” campaign, which turned existential with the help of one Charles Bukowski.

You may recall that Levi’s announced an agency change back in February, and we can expect more in the vein of this spot to come. Yesterday Fast Company called the effort “more inclusive, and more mainstream”, and FCB CCO Eric Springer emphasized the break from the W+K aesthetic, saying:

“The first step was to get the brand voice back and make everyone know it’s their brand once again…It’s not a comeback tour. It’s a forever tour.”

The company’s own CMO emphasized the social components that will (hopefully) involve lots of people documenting the shared journey of themselves and their jeans.

Three words, then: User. Generated. Content.

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FCB SF Gets Suggestive for Trulia

FCB San Francisco gets a bit suggestive in their latest spot for online residential real estate site Trulia.

The 30-second spot, “Shower” shows a couple deciding whether or not they want to make an offer on a house. Said couple is in the bathroom admiring the tub when the woman makes a push for them to submit an offer. The guy isn’t so sure, but she reminds him that he was crazy about the garage, and also that the mortgage is the same as their rent. She adds that it’s in a great school district, which is important because they’re going to “start making babies,” and then adds “Let’s do it.” The guy, understandably mistakes her meaning and points out that the owner is right in the other room. It all feels a little forced, as if FCB wanted to break out of the usual real estate advertising rut but wasn’t quite sure how to go about it. The claustrophobic spot (feeling like you’re in a bathroom with two other people doesn’t exactly make for a pleasant viewing experience) also doesn’t do much to differentiate Trulia from the competition. “Shower” ends with the “That’s your moment of Trulia” tagline and an announcement of a $50,000 giveaway. Stick around for credits after the jump. Read more

Dockers Laments the Death of Phone Booths

Draftfcb San Francisco’s ongoing, testosterone-laden “Wear the Pants” campaign for Dockers continues, this time raising the question of how our superheroes will be able to change into their duds once the last phone booth bites the dust. Wait, hasn’t this happened already? Anyhow, agency and brand come up with the most logical conclusion by the end, though we imagine our superheroes, if they existed, would be a bit more fashion-forward by this point. Credits after the jump.

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Chris Ford Resurfaces at Draftfcb SF

Remember Chris Ford, whose last stint as an ECD at Ogilvy Sydney lasted just under a year? Well, the creative exec has now landed back in San Francisco to take on the chief creative officer role at Draft San Francisco. Ford, who officially assumes his title at Draft on August 29, will lead the creative departments in both San Fran and the agency’s Seattle office. As mentioned, it’s a homecoming for Ford, who, before heading down under to join O&M, spent 11 years at Goodby and worked his way up from senior copywriter to GCD, working on accounts including Comcast, TiVo and Saturn in the process.

During his career, Ford had other stints in the Bay Area at JWT and Wolfe/Doyle and spent time on the East Coast as an ACD at TBWA\Chiat\Day. In a statement, Draftfcb’s North American ECD Tom O’Keefe says, “Chris is exactly what this office needs right now. Under the watchful eye of leaders like Colin McRae, Tony Vazquez and Julie Scelzo San Francisco has done great work recently – we can’t wait to see how far they’ll go now with Chris at the helm.”

FYI, Todd Tilford, who was announced as Draftfcb Chicago’s CCO a few weeks back, officially started yesterday.