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Posts Tagged ‘Oliver Fuselier’

RPA, Tool Share Terrible Parenting for Newport Beach Film Festival

RPA teamed up with production company tool for a new campaign celebrating Newport Beach Film Festival’s 15th anniversary entitled “15 Years Under the Influence.”

The centerpiece of the campaign is a short film called “Bedtime Story.” In the two and a half minute video, directed by Tom Routson, a daughter asks her father to read her a story before bed. The father begins a story about “a beautiful princess who lived in a magical castle far, far away,” but soon finds himself bored with the story and strays from the narrative, deciding that the princess is not actually a princess but a “beautiful operating system” (referencing Spike Jonze’s Her). From there his story bounces all over the place, referencing memorable moments in independent film from the last 20 years or so, with a rather gory ending. Somehow, through all this his daughter manages to fall asleep, making the display of truly awful parenting seem almost sweet. In addition to its home online, the film will screen during this year’s festival in Newport Beach, which will take place from April 24th-May 1st. Stick around for credits after the jump. Read more

Mediabistro Course

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! 

Wednesday Morning Stir

 

-Bi-coastal production company Tool has bumped up senior executive producer, Oliver Fuselier, who has been with the prodco since 2011, to the role of managing director. link

-The folks at IAB have promoted SVP/general counsel Mike Zaneis to the fancier title of EVP/general counsel.

-Culver City, CA-based indie agency The Woo has welcomed a few new hires including Doug Finelli  as VP/group creative director, Jeff Heath as creative director, Mike Rose as media director, and Scott Hieatt as director of interactive.

-Former Microsoft exec Kevin McCabe has joined the San Francisco branch of direct/sales automation firm, iSocket, as VP of business development.

-Tribal Worldwide has appointed Alistair Beattie as president of Europe, Middle East & Africa. Beattie will work out of the agency network’s Amsterdam office.

-Well, Brooklyn-based creative/design studio HUSH created an installation for Nike and this year’s Super Bowl that’s way more exciting than the actual game itself (above). link

New Lowe Campbell Ewald Campaign Marks Beginning of the End for ‘Got Milk?’

Lowe Campbell Ewald marks the end of an era today, with their campaign for Milk Processor Education Program (MilkPEP) offering up a new tagline that shifts away from the iconic “Got Milk?” line that seems like it’s been around forever.

Although the “Got Milk?” tagline will still be used in some markets, such as California (where the processors are reportedly still with Goodby), the campaign is largely fazing out the popular tagline in favor of “Milk Life” — which may or may not be inspired by “Thug Life.” Lowe Campbell Ewald’s multi-million dollar integrated campaign focuses on milk’s health benefits (fitting the new tagline), most notably as a strong source of protein.

“Got Milk has very high awareness,” Sal Taibi, president at Lowe Cambell Ewald, New York told AdAge, “But we have a new strategy. We have a new message and we just felt we needed a new approach.”

At the heart of the “Milk Life” campaign is the new anthem spot featured above, which “spotlights everyday moments of accomplishment, achievement and enjoyment, showing milk with the latest in graphic and animation technology to bring to life how families who include milk’s protein at breakfast make the most of their day.” The obviously high-budget visuals are impressive enough, and the spot is fairly well put-together, but I’ve got to say I really miss the milk mustaches. In addition to the 30 second anthem spot, the campaign also includes “print, TV and digital advertising, consumer and retail promotions, public relations and social media” — presumably also devoid of milk mustaches. The “Milk Life” campaign also marks the first work to come out of Lowe Campbell Ewald’s recently opened New York office. Stick around for credits after the jump, and let us know what you think of the new direction in the comments section. Read more

Macklemore, Ryan Lewis Bring Grammy Life to NYC Bus

Most likely, this video of Macklemore and his Jazzy Jeff shadow Ryan Lewis is a staged marketing effort from TBWA\Chiat\Day LA to promote the 56th Grammy Awards. The two musicians hop on a New York City bus with a boombox and start performing an impromptu concert full of Macklemore’s signature exuberance and corny hand movements. The riders on the bus start dancing and feeling the music – the bus driver even starts clapping on (probably fake) closed circuit footage.

I’d probably react the same way if Macklemore came on the crosstown bus. But you know how I know it’s not real? Because if anyone came on NYC public transportation with a boombox and started making noise, there will undoubtedly be at least two people who hate it and tell them to shut it off before they turn into depressed and sarcastic versions of the Hulk.

But whether it is real or not, the question everyone wants to know is: where is Ray Dalton? Credits after the jump.

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Draftfcb LA Continues Full-Court Press for Nabi

Just two weeks ago, we were covering the first wave of Nabi spots from Draftfcb, a pair of 30-second ads that favorably compared kid-friendly Nabi tablets to Kindle devices a la Microsoft vs. Apple. Our Erik Oster found them to be informational and appealing. However, these two new spots, “Fear Not Question” and “Swagger,” drop the comparison technique for an unconvincing plea for Nabi to be a lifestyle brand.

“Fear No Question” presents the Nabi brand as classroom-friendly, going right after a parent’s sense of idealistic learning, so in turn, that parent will go right for his/her wallet. It’s a boring and safe play that may have worked out if Draftfcb hadn’t already launched the Kindle attacks that are much more memorable.

“Swagger” goes straight after the kids. Promoting Nabi headphones – think Beats for kids – the spot shows a little kid walking down a school hallway in slow-motion as he gives headnods to his friends and long stares to the girl he probably has a crush on. This is more Fubu than Fuhu. This is also just a bad commercial, corny and overdone, even for a children’s market. The tagline of “Everyone Needs a Theme Song” actually has a nice ring to it, but the visual execution is too silly. The clip almost plays like a mocking comedy skit of itself.

At 30 seconds, both ads are easy to watch and easy to forget. ”Swagger” and credits after the jump.

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Sears’ Diehard Batteries Will Survive the Zombie Apocalypse

Including a narrative is usually a good way for a commercial to hook the audience with creativity, but this Y&R Midwest zombie spot for Sears actually overdoes the narrative focus to the point where the  brand association is almost negligible. We know, zombies are popular, but it seems like the creatives put more time into the character development of the actors than organically integrating the product. Somebody really enjoys The Walking Dead.

The setup: a girl and a guy running from zombies try to escape in separate cars. The guy’s car won’t start, but the girl’s car has a Diehard battery that is still kicking even after the apocalypse, which is conceptually clever. But, the 70-second running time is too long for the two-second insert shot of a Diehard battery at the very end. If the first 35 seconds of the ad were cut, the relevant story points would still be in tact. There’s also a #SurviveZombies for brand engagement, but if you want or need a reliable car battery, you probably don’t care about hashtags or zombies. Credits after jump.

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Taco Bell is Excited About Cool Ranch Doritos Locos Tacos, Therefore You Must Be, Too

Hey, did you know that Taco Bell’s Doritos Locos tacos now come in a Cool Ranch variety? Of course you did, and you and your 20-something-year-old friends are probably celebrating in a parking lot or pool hall right now according to this spot from DraftFCB. “By golly, what a wonderful new offering,” you thought to yourself. “I should throw a Doritos bag containing a taco to my similarly aged friend across town. That is what I shall do.” And then you did.

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GoDaddy Finally Moves Away from Douchebag Ads with ‘TMI’

About a year ago, GoDaddy hired Deutsch New York as their creative agency, and the world wondered whether we’d see the end of the “GoDaddy Girls” gimmick, or even the beginning of a more nuanced campaign. Instead, during this year’s Super Bowl, GoDaddy offered us Bar Rafaeli (“sexy”) making out with a red-faced man named Walter (“smart”). Danica Patrick narrated and did her best not to look embarrassed. Our op-ed contributor at the time, WWD&S co-head Harry Woods, may have captured the most accurate reaction: “The whole ugly thing once again sent us reaching for a wing bone, nacho or beer bottle cap to dig our eyes out.”

Thankfully no eyeball gouging is necessary with GoDaddy’s latest spot. In it, a Ron Weasley-esque man is introduced to the GoDaddy team. His name and its closest iterations are already taken by his colleagues, so the team tosses around other possibilities. Anyone who’s thought about buying a domain name is familiar with this brainstorming process, and Deutsch did well personifying it. The whole thing is off-kilter and amusing, and finally we see Danica Patrick in racing gear, not heels. She’s still hot.

Here’s hoping GoDaddy continues the curve away from their signature blunt, sensationalist spots.

Credits after the jump. [Ed: Welcome back, Ella]

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Let’s Wind Down the Day with a Brutal Film Festival Promo from RPA & Tool, Shall We?

As the opening moments states, viewer discretion is advised with this lengthy promo from RPA and Tool, who for the fourth year in a row are teaming up to hype the Newport Beach Film Festival. If you haven’t seen Corbin’s Bernsen‘s epic, award-winning (ok, not really) The Dentist saga or better yet The Marathon Man, consider this clip called “Mandible” the Cliff’s Notes version.

Again, this is not for the squeamish (though as a horror fan it’s not all that shocking; as a guy who’s got a dentist appointment next week, that’s another story), but in a statement regarding “Mandible,” RPA creative director Scott McDonald says, “We wanted to demonstrate the power of film by taking audiences to a heightened state of emotion and then pulling them back to reality, reminding them that they’re watching particles of light on a screen.” Perhaps what we’re seeing is how RPA felt during the recent Honda review, but who knows, they came out of it pretty OK and so will you. The Newport Beach Film Festival begins April 25 and runs through May 2. Enjoy the show, kids. Credits after the jump.

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Yes, There is Now a Facebook App that Will Tell You Which of Your Friends Have the Flu

If you’ve ever needed a medically motivated excuse for blacklisting your Facebook friends, Help Remedies and agency Tool are here with a web app that will tell you which of your contacts is afflicted with illness this flu season. Let the public shaming commence!

The Facebook app, fittingly named “Help My Friend Gave me the Flu,” marks interactive director/clothing designer James Cooper‘s first project for Tool, who lured Cooper away from JWT in October. Of the app Cooper says, “Most Facebook ideas are all about gaining friends and keeping in touch  - Help My Friend Gave me the Flu – is the opposite. It works out who you should avoid!” In other words, should you come down with the flu, you will lose Facebook friends at a similar rate in which you lose vacation days. But, this is what you get for telling people you’re sick in order to cultivate sympathy “Likes,” I guess.

Regarding his debut for Tool, Cooper tells us, “‘I really like simple ideas that are based on a truth. I think when people get sick the first thing they do is look to blame someone, then they dick around on Facebook. So, we were thinking, combine the two. Also, I quite like the idea of a site that is supposed to be all about making new friends and reaching out to people actually telling you who you should avoid. Or maybe that’s just me.”

For more information on the app, visit Tool’s website or access the app on Facebook here. Credits after the jump.

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