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Posts Tagged ‘Michael Ian Kaye’

Mother NY Appoints Sixth Partner

After 18 months at Mother, Angelina Vieira Barocas has been named a partner at the agency’s New York office, joining Andrew Deitchman, Paul Malmstrom, Tom Webster, Michael Ian Kaye and Pernilla Ammann. Barocas, a Six Flags and Bugaboo alum if you remember, joined Mother in August 2010 as managing director in NY. As far as agency experience goes, Barocas spent 10 years on the account side at W+K. Mother co-founder/partner Malmstrom sums it up best in a statement, saying, “Tough like leather, warm like the Portuguese sun. Angie has just the right touch to steer this unruly organism where it both wants and needs to be.”

 

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Mitchum Keeps Bad Parents Cool

What do you do if your product lacks an eye-catching design and has an old man’s name? Make up for it with nifty visuals and pretty young people in your television spots.

Mother NY’s and production company Brand New School’s “Love Thy Pits” campaign for Mitchum deodorant has, among other things, set clogs on fire and caused some to cry “ripoff” due to some similarities to recent Old Spice work. But, as this installment is one of a several new spots using the same fast-talking narration and colorful, well art-directed video graphics, Mitchum’s parent company Revlon’s attempts at attracting a younger market share must be paying off.

So, young millennial soccer mom, don’t sweat accidentally kidnapping a neighbor’s kid. Credits after the jump.

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Mitchum Sets Clogs on Fire

Armpits are gross. When they sweat, they get grosser. And, if you’re a hairy dude, armpits can really be, well, the pits. They’re not exactly the kind of place you want a loved one or significant other to spend a lot of time.

This television new spot for Mitchum Advanced Control deodorant is part of Mother’s new campaign for the brand called “Love Thy Pits.” Maybe’s it’s because I have a penchant for listening to annoying pop music, but this spot immediately reminded me of Darwin Deezmusic video for his song, “Radar Detector.” Do not click on that link if you are scared of having a trashy, nonsensical hippie get in your head for the rest of the day. What can we say about “Love Thy Pits?” Well, it looks like Mitchum is targeting young hipster professionals who are more frightened of sweating all over their dress shirts than proving their manliness. Credits after the jump.

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In The Raw, Mother NY Provide Recipes for Life’s Little Tragedies

Before we get any further, no, I don’t know if sugar “in the raw” is in any way healthier or better than the stuff you sprinkle in your coffee at Starbucks every morning. Really, if I had to guess, I’d assume it’s sort of like natural tobacco cigarettes versus Marlboro Reds. Yeah, it’ll still kill you in large quantities, it probably isn’t ingested as easily, but you buy it because you don’t like the idea of weird, synthetic chemicals being part of your regular diet.

Designing a campaign for a company like In the Raw must be pretty difficult. I mean, what is there to say about sugar and sweetener that hasn’t already been said? What is there to be said about your product that isn’t already in your brand name? Well, Mother found a way to take a new approach with their “It’s Only Natural Campaign,” which according to CDs Bobby Hershfield and Michael Ian Kaye incorporate “human truths and how the product and food in general play a role in daily situations.”

Yeah, it’s an awful lot of copy for one page, but ad placement in women’s fitness, entertainment and lifestyle publications should keep consumers reading, if at least for the fully functioning recipies. If you spouse leaves you, you’re baking something for a loved one, or you’re just trying to save money for one day to see how it feels, sugar and stevia extract “in the raw” will have you covered.

Credits and fuller ads after the jump.

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