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Posts Tagged ‘Katy Perry’

This Year’s Grammy TV Campaign Is Actually Pretty Great

Right about this time every year, TBWA\Chiat\Day LA debuts its TV spots for the Grammys. And, every year, they’re pretty underwhelming. A few years back, we got a swirly, graphics overload with CGI re-tellings of artists like Eminem’s life story. Last year, we got the hashtag-happy #TheWholeWorldIsListening, which aimed to put viewers into the shoes of stars like Rihanna while trying to convince them that the awards show was still in any way relevant.

This year’s first spot, “Anthem,” looked more like a VH1 commercial than anything else, and it seemed we were in for yet another year of mediocrity. But then, dare we say it, the Grammys and Chiat LA ctually surprised us. The latest spot in the Music Unleashes Us campaign, “Drive” (above), does a fantastic job of convincing viewers that they owe it to the artists who get them through times of sorrow and heartbreak to watch their performances on the Grammys.

From Pink and fun., we move to Macklemore and “Doughnut Shop,” another well-produced and compelling spot filmed outside of Inglewood’s famous Randy’s Donuts. Again, these spots excel at following through with what the campaign promises – portraying the affect that popular music has on the average TV viewer. It both ignites and unleashes, an important sentiment for the Grammys to glom onto as the show still figures out its approach to celebrating an industry that doesn’t know what to do next. One more Katy Perry-tinged spot, and credits, follow after the jump.

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Storytelling for Media Professionals

Storytelling for Media ProfessionalsStarting April 22, this in-person workshop will teach you the specific ways to incorporate storytelling into your personal and professional life. Students will examine the role of storytelling in business and put their newfound skills into practice with a series of improvisation, writing, and presentation exercises designed to help them uncover personal stories. Register now! 

Op-Ed: Miley Cyrus is a Strategic Brand Genius

mileycyrus

It’s been a while since we’ve heard from Maude Standish, co-founder and managing director of Tarot, a millennial trend forecasting and strategy development company that’s the sister company of L.A.-based agency, Mistress. Now that she’s introduced herself with her call to arms for millenials, Standish turns her focus to arguably the most talked-about celeb in the past several months and how she’s taken over in terms of branding. We should note that while we’re not in the habit of republishing/repurposing content, the original version of this was published in the blogger section of HuffPo–though Standish did us a solid and added more to the mix. Read on if you will.

Sinead O’Connor is worried about Miley. So is Elton John. So are the bearded guys of Duck Dynasty. But I’m not. Because I know that Miley is a strategic genius and that brands actually have quite a bit to learn from her. You might not like the way her tongue hangs off to the side or the fact that her nipples have become commonplace water-cooler fodder. But you can’t argue with the fact that she has captured the world’s attention and aroused a response out of the best of us.

Before her now infamous MTV Video Music Awards performance, Miley Cyrus had never had a Billboard No. 1 hit—not a single one. In fact the song “We Can’t Stop” that she performed at the VMAs rose to the No. 2 spot, but could never quite break the barrier to be a Golden # 1. Instead, the song that broke that top-spot barrier was “Wrecking Ball,” which came after her controversial performance. “Wrecking Ball” didn’t just break a personal record, she also smashed the record for most views in a single launch day, with the music video getting more than 19.3 million views in just 24 hours, beating One Direction’s previous record by more than 7 million views. Just one week later the video had been watched 36.5 million times in the U.S. alone, Miley’s VMA outfit was being called the Halloween costume of the year, and a line of twerking Miley “bobble-butts” had gone into production for the Christmas season.

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Friday Morning Stir

-Leo Burnett has appointed James Kirkham as global head of social and mobile. Holler, the Leo-owned digital content/social agency co-founded by Kirkham, will “fuel” this specific practice.

-Deutsch founder/namesake David Deutsch has passed away at 84. link

-Magna Global’s latest ad forecast predicts the global advertising market to grow by three percent this year, to $486 billion. link

-Global agency The Gate Worldwide hired Erica Martinez in the newly created role of director of strategy.

-Bi-coastal/international production company Rabbit welcomed Nancy Nina Hwang as executive producer in its L.A. office.

-Katy Perry turns superhero in L.A.-based agency Zambezi’s new digital short for Popchips (above).

Commonwealth Drives Out New Chevy Campaign During Grammys

John Cusack wants to know: “Why just go from A to B when imagination can take you everywhere?” It’s a valid question, especially coming from the guy who played Lloyd Dobler. Would  the boombox move from Say Anything exist with conventional thinking?

The tagline is the adspeak centerpiece of Commonwealth’s new Chevrolet campaign titled “Find New Roads.” The 90-second spot premiered last night alongside irresponsible tweets about Katy Perry‘s cleavage and Justin Timberlake‘s bad haircut. Chevy’s ad acts as a trailer for what’s to come, showing off the Volt, Spark, Sonic, Impala, and Stingray. There’s also a robotic pet dog and a doe interacting, which may be awkward symbolism for combining technology and nature, but we can just pretend that part doesn’t exist. The response thus far has been positive, and the ad already racked up a six-figure view count on Youtube.

It makes sense for Commonwealth to jump outside the box. The agency, which unites folks from Goodby and McCann, was born thanks to unconventional thinking from ex-GM CMO Joel Ewanick, who didn’t want to waste money on Super Bowl ad space. One could easily see “Find New Roads” debuting during last week’s game, but it didn’t have to compete with farmers and sloppy kissing noises. GM fired Ewanick last summer, but his auto agency and some of his ideas are still in play, apparently.

I guess he didn’t try the boombox move with GM’s senior leadership. Credits after the jump.

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And Now, Your Top Weekly Video Miscellany

This week the internet wanted you to feel things, to reminisce and look back, but also up to the heavens. We watched Felix Baumgartner break the sound barrier, Katy Perry performed “Firework” to the accompaniment of a young girl living with autism, and the Charlie Bit My Finger kids got grown up. Coke Zero let commuters feel the excitement of being James Bond and Drambuie reminded us that the world is extraordinary. It was all touching and fun, and it was this week’s ad related videos. Enjoy as we look back at the work that’s moving us forward.

5. The new Bond flick, Skyfall, stars Daniel Craig (as usual) is upon us and Coke Zero didn’t want to miss out on the fun. To make the connection to their brand, they ran a promotion that egged vending machine customers to run like Bond to make a train, and to make it interesting the brand put some formidable barriers in the way of contestants, who had just 70 seconds to race to their destination. As one creative we know put it, “it’s offing awesome.”

4. “Owwww! Charlie bit me!” Anyone with an internet connection knows that phrase, uttered by a young boy as his toddler brother, Charlie,  gnawed playfully on his finger. The clip is one of the most famous videos on YouTube to date, and Ragu found a great way to tie it back to there core messaging – a long day of childhood calls for Ragu.

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Op-Ed: Sitting This One Out – Reminiscing About My Time with the Upfronts

We welcome back Don Seaman, manager of marketing communications for TVB, which is the non-profit trade association of America’s commercial broadcast TV industry. Now that he’s given us his Super Bowl take, the exec discusses skipping out on this year’s TV upfronts, but doesn’t hold back on reflecting. Take it away, sir.

There was a time, not so long ago, that the networks held back some surprises for some buzz to be made from the actual Upfront presentations.  The events meant something, whether it was an announcement of a surprise renewal or cancellation, a new star joining the network family, or just a major timeslot change.

These days, announcements are made to the press over the weekend.  The events are basically just a way to pay Coldplay their legally binding royalty fees for using their song all week.  You can even find clips of the new shows released in advance of the presentations.  If this trend continues, in ten years the Upfronts may just consist of a login code to get in and a Groupon free drink deal as the after party.

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Wednesday Odds and Ends

-Former Apple design director and Method co-founder Mike Abbink has returned to Wolff Olins to serve as creative director in its New York office.

-Nike is none too pleased with Reebok already selling Tim Tebow Jets jerseys. link

-Meanwhile, Houston Texans running back Arian Foster has joined the likes of Tom Brady and Cam Newton as pro athlete endorsers for Under Armour. link

-What do Katy Perry, Derrick Rose and Lionel Messi all have in common? Well, they’re still “all in” for Adidas (above).

-R/GA has teamed up with flavoring/dining brand Lawry’s to let moms “dinnertise” to their kids. link

-JetBlue insists its brand is merely “tarnished, not destroyed” following the mental collapse of one of its captains this week. link

-St. Louis-based shop Boxing Clever promoted Jim Harper to partner.

-PA-based digital creative boutique Neo-Pangea helps NatGeo herald the Titanic disaster’s 100th anniversary with a site and gaming experience. link

-If you dig this 5.9 second clip that’s part of a contest from BMW USA, feel free to “Like” on Facebook of give it a “thumbs up” on YouTube. link; link

-Just For Men is serving as the first-ever sponsor of the NHL playoff-themed “Beard-a-Thon” program. Seems like an apt choice. link

-The 4A’s teamed up with Arnold to launch a new web-based video platform aimed at young adults called Open Advertising. link

 

Tuesday Odds and Ends

-Droga5 and Bing’s Decoded campaign for Jay-Z won the Outdoor Grand Prix. link

-Barbarian Group parent Cheil won the Media Grand Prix while Network BBDO Johannesburg picked up the Radio Grand Prix. link

-The Cannes Twitter Garden has returned. link

-House arrest can’t stop Lindsay Lohan from shooting commercials (above). link

-AKQA CCO Rei Inamoto tells us why agencies should act more like tech startups. link

-New York social media agency Mr. Youth is moving to Park Ave. link

-TBWA chairman Jean-Marie Dru talks about the Cannes Creative Effectiveness Lion. link

-O&M’s sustainability practice OgilvyEarth has a revamped website. link

-ONE at Optimus signed Kipp Christiansen as executive producer.

-The ASA rejected complaints that the recent Fallon-created Cadbury ad was “racist.” link

-W+K Portland is calling all locals to visit its Farmers Market tomorrow. link

-Have you walked along NYC streets and seen these NSFW mock ads? link

 

Sid Lee Goes ‘All In’ For Adidas’s Biggest Marketing Campaign Ever

As we briefly mentioned in the Monday news roundup, Sid Lee has officially launched its new marketing campaign for Adidas, billed as the brand’s “biggest. ever.” Starring a cavalcade of sports and music figures ranging from Chicago Bulls guard (and potential MVP) Derrick Rose to Katy Perry, the TV/print/online effort bears the slogan “all adidas” and looks to be the brand’s way of establishing itself in a world where Nike still reigns supreme. If anyone can help do that, it has to be the singer of “I Kissed a Girl.” The spot above broke today and basically ties in all of the adidas spokespeople.

We’re not sure if this will write the brand’s future, but the anthemic approach doesn’t necessarily hurt (nor does the “Civilization” tune from Justice). And at the least, it shows Sid Lee can come up with something more ambitious than Star Wars tie-ins (not that there’s anything wrong with that).  We know you’re totally stoked to see some A-roll Perry footage from the effort, so check it out as well as credits after the jump. You can view much more content at the Adidas YouTube channel.

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