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Posts Tagged ‘Mark Peters’

Creative Director Mark Peters Joins TBWA\Chiat\Day LA

Mark PetersToday brings news that Mark Peters has joined the LA offices of TBWA\Chiat\Day as creative director.

Peters made headlines here in 2010 when he left mcgarrybowen for Deutsch LA after a brief stint managing the Verizon account. At Deutsch, he served as SVP and played lead on Volkswagen (which recently taught our imaginary sons how to throw a baseball).

CCO Steven Butler writes, “Mark has an impressive background, and a rich history of creating inspiring, needle-moving campaigns for a slew of top-tier multinational brands”. His resume includes periods serving as art director at Ogilvy LA and Martin, and prior to joining mcgarrybowen in 2010 he handled BMW, Kohler, AT&T, Legacy and L.L. Bean as ACD at GSD&M.

In his new role, Peters will no longer be a one-client guy: he will work across accounts including Southwest Airlines, Nixon, Gatorade and NKLA (No Kill Los Angeles).

One factoid we gleaned from the release: Peters played both collegiate and professional soccer before settling into a more workaday career in the ad world.

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VW Teaches Your Son How to Throw a Baseball

It’s coming up on two years since VW and Deutsch LA’s beloved “The Force” aka “Little Darth” spot captured the hearts of America during Super Bowl XLV. While most agree that “Little Darth” was worthy of the acclaim and awards bestowed upon it, the VW/Duetsch duo has had a difficult time following it up. Last year’s “The Dog Strikes Back” fell well short of its predecessor, and perhaps this is due to an erroneous insight into what the public loved about “Little Darth.”

Yes, the Star Wars tie-in to “Little Darth” was great, but it wasn’t the reason the spot became one of the web’s biggest hits. “The Dog Strikes Back” also had a pretty blatant nod to Star Wars as well, but the spirit of “Little Darth” was lost, and the spot became more of a sequel than a standalone ad. The real reason the public loved “Little Darth” so much was because it was just so damn adorable, and judging by the above new spot for the VW Passat, this insight is now crystal clear.

What we have here is a great (and simple) slice-o-life spot, with an absolutely perfectly timed punchline that will make you giggle and then give a long “awwww.” It’s a bit surprising that VW didn’t hold the spot until this year’s Super Bowl, but I’m quite excited for what Deutsch has planned next. Credits after the jump.

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