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 andPernilla 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.”
While we’re on the awards tip, might as well get this out of the way. Apparently, the One Club is feeling quite whimsical at the moment, which explains the theme of their 2012 One Show Call for Entries campaign. Yes, as you see above, everything’s “ONEderful” in the world of the One Show, which will take place the week of May 7, 2012 in NYC. It looks like the halcion kicked in judging by the ONEderful campaign poster above, which was created by D.C.-based Design Army. The deadline for all One Club award shows, as you can see, is January 31 (anyone want to bet we’ll see a deadline extension soon?). You can enter here.
As for your jury list, familiar names like Eric Silver, Steve Simpson, Jeff Benjamin and Will McGinness are all included. Peep it in full after the jump.
You know what’s a real thug-ass candy? Sour Patch Kids, that’s what. Know how I know? Because Method Man, the 40-year-old rapper and actor of Wu-Tang Clan and How High fame, made a music video co-starring Sour Patch Kids running around his crib and messing around in his recording studio. If you don’t think teens and young adults can connect with this sort of product/celebrity placement on an emotional level, well, you just don’t get it.
From Mother NY comes the greatest Method Man-related collaboration since he teamed up with Mary J. Blige for the 1995 hit, “I’ll Be There for You/You’re All I Need to Get By.” This new track from Meth, “World Gone Sour (The Lost Kids),” will also be featured in a new Sour Patch Kids video game. However there’s no word as of now as to whether or not it will be featured on Method Man’s new album, The Crystal Meth, expected to be released this year after a string of delays.
To be perfectly honest, I’m amazed that Mother NY got a rap legend like Method Man to be the new spokesperson for this Kraft Foods candy brand, and I applaud Method Man for doing something more child-friendly as his focus is shifting from being a hardened representative of East Coast rap to being a family man. But, as has happened with names like Ice Cube, the target audience for this campaign doesn’t remember 36 Chambers or the impact that album had on the pop music landscape.
So, it’s kind of bittersweet that today’s youth might only think of Method Man as “that Sour Patch Kids guy,” as they probably already think of Ice Cube as “that TBS sitcom guy” or Dr. Dre as “that Dr. Pepper guy.” Admittedly, I saw Ray Charles play live before he passed away, and though I had heard of his impact on music (which was obviously much more significant than any of the aforementioned rappers) and in some way understood it, it was hard not to think of him as “that guy from the Pepsi commercials.” But, at the end of the day, maybe that’s alright. At least a new generation of consumers will know the stars of yesteryear in some way. Credits after the jump.
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.
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 Deez‘ music 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.
Meet Sarah, a thin leggy blonde and her new dashing, confused beau, Spencer. With their powers combined, they become “Sparah,” Hollywood’s newest celebrity couple. Isn’t this exactly how you’ve always imagined celebrity couples are formed? A talent agent introduces the pair, goes over (in Spencer’s case) cringe-worthy wardrobe malfunctions and hands them the keys to a new SUV and a mansion?
In this case, Virgin Mobile’s latest campaign with Mother NY will actually make Spencer and Sarah into L.A.’s newest “it” couple over the next six months. That’s right, this sociological experiment will actually take place right before our eyes. “Sparah” will appear in commercials, at store openings and public events like Virgin’s Freefest. Celeb obsessed fans can even monitor Sparah’s rise to fame on Virgin’s Facebook page. Confused how this will play out? As the pair’s talent agent (who we’ll hopefully see more of) says, “That’s a tweet. Tweet that shit.” Credits after the jump.
For only $25 a month, Virgin Mobile along with the the new LG Optimus V offers unlimited data and web giving you access to email, Twitter, Flickr, Foursquare, etc.. As you will see, it can be both a blessing and a curse. If you have a crazy Valentine stalker as depicted in this campaign, everything mentioned above can be used as a tool to follow your every move.
This creepy/comedic effort marks the next phase of the “Crazy Life” campaign created by Mother, which if you remember won back the Virgin Mobile business last summer. Tom Kuntz handles directing duties for these spots, which we know are just a tad untimely, but better late than never. View one more spot and credits after the jump.
It looks like Paul Malmstrom has lost his other half for the time being as his longtime partner-in-crime at Mother NY/fellow Swede Linus Karlsson (pictured) is leaving the agency immediately for what we’ve been told is an “undisclosed location.” We can only assume he’s vying for a gig on Survivor, but all joking aside, Mother NY’s co-founding partner Malmstrom offers this somber comment: “I’ve worked with Linus for 20 years, since our early days back in Sweden. He’s a longtime friend, and we congratulate him on this new move. We will miss Linus, but we’ve built a strong, multi-disciplinary creative leadership team that is centered around our independent, unique way of thinking and the creative we continue to bring to every agency client.”
Fellow founding partner Robert Saville adds, “The industry always seems to turn to Mother when they’re looking for creative leadership,If only we could get a recruiting fee. Kidding aside, we wish Linus success in whatever role he pursues. He’ll always be a part of our history, as well as a friend.” We’re still trying to gather the reasons for Karlsson’s departure, but from what our source says, it was “incredibly sudden” and he’s yet to announce where he’s headed just yet.
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.
Dell has created its Frankenstein version of a PC/iPad/Droid hybrid and named it the Streak “pocket tablet.”
So who ya gonna call to deal with this monster? Why, Mother of course. In this spot, the agency, which we can presume has had a better relationship with the computer brand, than say, Enfatico, has created a a nice story of a man and woman trying to find each other using the tablet while the people around them are also seen using the different functions of the device during their search.
Yes, I know, another darn cell phone. It’ll never end. This one looks a tad bulky, not iPad bulky – more like an “is that a pocket tablet or are you just happy to see me” bulky. View credits after the jump.