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Posts Tagged ‘Noam Murro’

BBDO NY Has Some ‘Ideas’ for GE

BBDO New York’s latest offering for GE continues to celebrate innovation, but marks a stylistic departure from the agency’s recent work.

While “What Would Happen” and “Childlike Imagination” looked at innovation with a sense of childlike wonder, “Ideas” takes a sharp sidestep, personifying those ideas and focusing on how they often emerge as “rough around the edges” but grow into something beautiful. (Unlike the earlier ads, this one is directed at young aspiring engineers and intended to run primarily online.)

In the 60-second online spot, ideas are presented as an odd-looking creature that looks like something that could have crawled out of the reject pile at Jim Henson’s workshop.

Starting from birth, we follow an idea as it has a rough time of things. Continually facing rejection, it resorts to sleeping on the streets until it is finally taken in by GE. “Ideas are scary, and messy, and fragile,” says a voiceover, “But under the proper care, they become something beautiful,” and then we see the fully-transformed idea, followed by the “Imagination at work” tagline.

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BBDO NY Celebrates Fourth of July for Guinness

BBDO New York solemnly pays tribute to servicemen in their Fourth of July spot for Guinness, entitled “Empty Chair.”

The spot, the latest U.S. installment of the brand’s “Made of More” campaign, was created in collaboration with Biscuit Filmworks and director Noam Murro. Its patriotism-stoking approach is nothing new to beer advertising, as Anomaly’s “A Hero’s Welcome” Super Bowl spot for Budweiser this year (to cite just one example) also celebrated American veterans in a somewhat cheesy fashion. How you view the ad will depend largely on your opinion of such an approach (as either a welcome homage or emotional manipulation) but the 90-second “Empty Chair” is certainly well-crafted. It opens on a bartender pouring a Guinness and leaving it at an empty table, an act she repeats many times over the course of the ad, at one point even stopping someone from taking a chair from the table. A delayed reveal at the spot’s conclusion puts everything into perspective, followed by Guinness’ “Made of More” tagline, which syncs well with the ad’s message.

It’s worth noting that between this solemn spot from Guinness and the opposite approach taken by Newcastle, the most memorable ads of the Independence Day season came from non-American brewers. Stick around for credits after the jump. Read more

BSSP Launches New Gel Liner Pen for Benefit

Sausalito, California-based agency BSSP teamed up with production company Biscuit in a new campaign launching Benefit Cosmetic’s new “They’re Real! Push-up Gel Liner Pen.”

In the 60-second spot, a diamond thief is caught by police. While in the back of the car on her way to the station she maneuvers her hands inside her cuffs, thinks about reaching for a bobby pin in her bag (which the cops have conveniently left right next to her), and instead reaches for her gel liner so she can look fab in her mugshot. There’s no indication of whether she’ll be able to take her cosmetics with her into her cell.

“The Benefit make-up brand has an edge. Its personality is a little bit feisty, so for its first-ever broadcast campaign we thought we could have fun and tell a story that connects with the Benefit consumer in a playful way,” explained Steve Mapp, creative director at BSSP.

“This spot has the feel of a cinema trailer – a true testament to the influence of director Noam Murro and a fantastic idea by BSSP,” said Hannah Malot, creative director of Benefit. “We think it will have enormous appeal around the world and will be shared and liked by our global audience through social media and word of mouth. The product is a true innovation in the marketplace.”

The spot “inspired Benefit to create a series of in-store displays, postcards and print ads that feature the jewel thief in handcuffs, applying the gel liner,” which will be available this summer. Stick around for partial credits after the jump. Read more

BBDO New York Ruins Classic Beach Boys Song for AT&T

This one’s been making the rounds for awhile, but we figured we’d add our two cents since it involves the ruining of a classic Beach Boys track. BBDO New York employs the Beach Boy’s “Wouldn’t It Be Nice” for their latest AT&T campaign. In the debut spot, “Sing Anthem” people in everyday situations randomly start singing the song as if they’re on Glee or something.

To be fair, BBDO does a passable job of connecting the song to AT&T’s message of helping “people and things speak the same language” and a good job of illustrating the point visually. But people of various walks of life (including an operatic news reporter) randomly bursting into song is a lot to swallow, and that the song is a personal favorite makes it even harder to take. The spot, which BBDO collaborated with Biscuit Filmoworks and editorial company Rock Paper Scissors to make, is part of a broader campaign that employs “Wouldn’t It Be Nice” as a theme song in each of its commericals. Thankfully, “Sing Anthem” is the only one of these to turn everyday life into a cheesy impromptu musical. Stick around for credits and “Sing Network” after the jump. Read more

Friday Odds and Ends

-Deutsch LA and director Noam Murro (with a little help from Johnny Cash) have teamed up yet again for VW, this time showing how a hungry dog is no match for the Jetta’s keyless access (above).

-Lionsgate has launched a media agency consolidation review. link

-Nike designer Darrin Crescenzi, who created brand identity for the Livestrong campaign among several other projects, has re-imagined Game of Thrones’ sigils. link

-Former Dachis Group CSO Peter Kim has joined R/GA as managing director of business transformation. link

-Ogilvy CEO Miles Young says that brands’ emphasis these days is on harnessing ‘big data’ to get more creative. link

-Wonderful: All new Kindle Fires will be stuck with “Special Offers” aka ads. link

-Stuart Elliott at The New York Times spotlights KBS+P’s recent crowdsourcing competition. link

Kia’s Super Bowl Spot: Models, Metal and Meaty Sandwiches

For the all screenshots I’d seen of a scantily-clad Adriana Lima holding a checkered racing flag, I didn’t have very high expectations for Kia’s Super Bowl spot. But, I was wrong, and David&Goliath definitely delivered on this :90 vacation to a fantasy world driven by the Optima.

What happens when a man is accidentally given access to the sweetest of sweet dreams? He enters a world of super models, Mötley Crüe, giant sandwiches, fire, rhinoceros rodeos, MMA fighting (featuring a cameo from Chuck Lidell) and, of course, fast cars. But, even a perfect world can’t stand in the way of this hero and his significant other. With his Optima, he breaks into his lady’s dream, “rescuing” her from a white horse-riding hunk who looks dull compared to our protagonist. It’s the kind of “manly” everyman story that beer brands somehow continue to fail at telling with each new ad campaign.

Going into the Super Bowl, the majority of hype is undoubtedly surrounding VW’s sequel to last year’s “The Force” and Honda’s homage to Ferris Bueller’s Day Off. After the big game, we hope to see Kia and D&G receive due credit for producing a commercial better than those from their more talked-about competitors. Credits after the jump.

Update: For a play-by-play on how this spot came to life, see D&G copywriter Justin Bajan’s blog post on Adpulp.

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Wednesday Odds and Ends

-SapientNitro tries to explain yesterday’s ridiculous “Idea Engineer” video. link

-Do we really need a “catvertising” fight? link

-Here are more end of year kudos, this time from MEDIA. link

-MediaVest alum Courtenay Harry signed on as senior partner, planning director at MEC North America and will work on the Pepperidge Farm account.

-Grey NY and director Noam Murro (busy man) continue to freeze time for DirecTV (above). link

-SolutionSet MediaWhiz Partnership welcomed Jeremy Leonard as SVP of strategy and operations of its MediaWhiz division.

-It looks like Facebook has withstood the great porn image attack of November 2011. link

-Starbucks says no bathrooms for you to the NYC public. link

-A New York-based lingerie brand’s new ads are, um, rather peculiar. link

 

 

 

 

The New Droid RAZR is Very Precious Cargo

As the folks at McGarryBowen promised, their launch spot for Verizon/Motorola’s new and improved Droid RAZR was unveiled last night, and as you can see above, it’s basically an action flick condensed into 60 seconds. With director Noam Murro once again at the helm (he also was responsible for the “Slice” teaser as well as last year’s “Expedition“), this clip dubbed “Payload” shows what lengths one will go to in order to obtain the RAZR, with high-speed chases, bombs and all.

Sure, it’s not the flip RAZR phone we once remember using (and breaking on a few occasions), but hey, we can at least be appreciative that Motorola rekindled some nostalgia. Whether this spot, which was shot on the streets on San Francisco, will entice iPhone converts like yours truly go back to RAZR after all these years, though, remains up in the air. But we’re always suckers for action sequences such as these. The Droid RAZR hits shelves tomorrow, by the way. Credits after the jump.

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The Motorola RAZR: Droid Redux

If you watched football yesterday (which, considering all of the close games that were decided by a final drive, you probably should have), you undoubtedly saw the above Verizon spot for the new Motorola RAZR. “Wait, ‘new’ Motorola RAZR?” you might have asked yourself with a mouth full of beer and nachos. “Wasn’t that the phone I gave to that teenage scenester in exchange for a cigarette when the iPhone debuted like four years ago?”

Yes, Motorola’s latest product is turning back the clock a few years. If you can remember the days when the original Motorola RAZR debuted in early 2004, you’ll recall it was a mighty simpler time for cellphones. “Back in those days,” you’ll fondly tell your children, “a phone’s merit was decided by its slim portability, not the quality of escort service it could find you at last call.” Hell, even ask AgencySpy editor Kiran Aditham, and he’ll probably relate the fond memories he had with his Motorola RAZR, before the bespectacled turtlenecked modern-day Edison at Apple HQ created a product that immediately rendered Kiran and his mobile device of choice uncool.

But, as Motorola made known last month, the company is debuting a new, sleek phone that they’re calling the RAZR in homage to the company’s successful old model, one capable of running the new Android “Ice Cream Sandwich” OS debuting at the beginning of next year. As the new “Android king” is debuting for Verizon, the wireless providers’ AOR Mcgarrybowen was charged with making the above ad, which we’re being told is a “teaser” to a launch spot that will be unveiled this Wednesday on prime-time TV. So, dear readers, what say you? Is a phone chopping everything in its path in half going to garner the necessary buzz to challenge the iPhone? Will it at least get current Android users to switch phones? Credits after the jump.

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Heineken Indicates When Handlebar Moustaches are Appropriate

“The Handlebar Moustache” is Heineken’s and W+K NY’s sequel to “The Snakeskin Jacket,” and like its predecessor, it takes a look a when certain bold fashion statements are appropriate. Of course, the handlebar moustache has become a hipster facial-hair fixture over the past few years, and Heineken has definitely been appealing to young 20-something urbanites since W+K Amsterdam’s “The Entrance” was released at the beginning of the year. Hell, they were even the official beer sponsor of Pitchfork Music Festival in Chicago this past weekend, and plenty of Heineken Lite cups were devoured by indie rock snobs who indifferently listened to the offensive hate-rapping of OFWGKTA.

But, as has been the case with all of Heineken’s spots from 2011, we get memorable characters, a playful sense of humor and eye-popping cinematography. While “Snakeskin Jacket” was mostly about where not to wear your odd fashion of choice, “Handlebar Moustache” is about how awesome you could look entering into an early 1900s bare knuckle boxing match (and how a victory could snag you the dream girl). With Pabst Blue Ribbon on the brink of “selling out,” this brand has the foresight to target a market looking for an iconic beer of choice to rally behind, choosing to emphasize style over blue-collar credibility. Thus far, W+K is delivering in a big way. Credits after the jump.

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