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Posts Tagged ‘Leo Scott’

Commonwealth/McCann Launches ‘The New Us’ Olympic Campaign for Chevy

Commonwealth/McCann Detroit is launching a new campaign for Chevrolet called “The New Us” featuring eight new spots that will run during the 2014 Sochi Olympic Games.

At the heart of the new campaign is the 60 second brand anthem “#TheNew Us,” which will debut tonight during the Opening Ceremonies. The spot “blends real-life events, news clips, and social media to show that even though the world is constantly changing, the things that matter most remain the same.” Most notably, the spot shows a gay wedding ceremony over the narration, “Like the old love, the new love starts with a kiss,” in a well-timed show of support for gay rights (Take that, Putin).

“Perhaps more than any other event, the Winter Games represents the global values that unite us,” explained Tim Mahoney, ‎chief marketing officer, Global Chevrolet and Global GM Marketing Operations. “In this context, we saw an opportunity to extend the Find New Roads story by showing how Chevrolet is helping consumers try new things and break new ground.”

For the social media aspect of the campaign, Chevrolet is asking consumers, “What’s #TheNew to you?” (which is kind of awkwardly phrased, no?) and encouraging them to share their own stories.

The other television spots in the campaign highlight how new technologies in select Chevy models improve consumers’ lives. One of these spots, “The New Family” for the Chevy Traverse, contains a refreshing mix of unorthodox families (including multiple gay couples) with the positive message, “While what it means to be a family hasn’t changed, what a family looks like has.” It’s a genuinely nice message, and a great way to show solidarity with American LGBT athletes competing in the games. You can check out “The New Family” below, along with “The New World” for Chevy Cruze and campaign credits after the jump.
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Tuesday Odds and Ends

-It took nearly two months to take shape, but yes, Goodby alums Rick Condos and Hunter Hindman‘s next venture is a Bay Area shop called Argonaut, which is being backed by Project: Worldwide. link

-Social@Ogilvy is partnering with media-rich app/site platform Chute for an incentivized photo contest at SXSW. link

-Cramer-Krasselt’s ongoing “Find Your Beach” campaign for Corona Extra continues evolving beyond the beach (above).

-Nike and Nokia are among the first two brands to make use of R/GA London’s new digital lab. link

-Mary Knox, former managing director at New York-based creative editorial boutique, Red Car, has taken on the same role at the NYC office of VFX/design company, Smoke & Mirrors.

-Momentum has been named AOR for SSM Health Care Network – St Louis. As you can imagine, the AOR duties including strategy, branding, advertising, events and activation will handled out of Momentum’s local office. Sources familiar with the matter add that there was a review process that took approximately three months and that Momentum is succeeding St. Louis-based Dovetail on the SSM biz.

-Commercials editor Leo Scott has joined bi-coastal/Detroit-based Spot Welders for representation in the US.

-Santa Monica-based prodco Superlounge added director Peter Kagan to its roster. link