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Posts Tagged ‘Paul Sincoff’

CP+B Rolls Out New Kraft Mac & Cheese Spots

CP+B have unveiled the latest in their continuing “You Know You Love It” campaign for Kraft Macaroni and Cheese. Previous work on the campaign for Kraft’s macaroni and orange goo product has included the funny, on-point “What I Did For Love” and the nostalgia-laden “Go Ninja, Go.”

The two new 30-second spots are more in the vein of the former, although not as funny or effective, relying more on cuteness than humor. In “Pregnant,” a man eats the macaroni and cheese his pregnant wife requested, claiming that they’re “all out.” As you may have guessed, this is not a smart move and the spot ends just before she claws his face off (okay, not really). “Babysitter” is similarly minded, with a babysitter who will pay the price for helping herself to a late night mac and cheese snack. Stick around for credits and “Babysitter” after the jump. Read more

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CP+B Condones Grand Theft Auto for Kraft Mac & Cheese

CP+B’s funny new spot for Kraft Macaroni & Cheese examines the desperate lengths people will go to for a bite of Kraft’s signature macaroni and cheese-like-product.

Set to Marvin Hamlisch’s “What I Did For Love,” the 45 second spot shows individuals engaging in some questionable behavior to get their hands on Kraft Mac & Cheese, ranging from the everyday sneakiness of a grandfather stealing a bite from his grandson while the family says grace, to the potentially unsanitary exploits of a man who desperately destroys his child’s macaroni picture, to the utter illegality of a woman willing to steal a Kraft Macaroni & Cheese truck. Directed by Hank Perlman, “What I Did For Love” is the latest in CP+B’s “You Know You Love It” campaign for Kraft Mac & Cheese, and is a perfect example of what the campaign is capable of. The new spot is a lot more thought through than the “Noodle Reunion” promotion we covered back in October, and while they push the irreverent humor to new heights — for Kraft Mac & Cheese it’s downright edgy — they balance the irreverence with Kraft’s standard wholesomeness to make a fun spot that works for the brand. Stick around for credits after the jump. Read more

Parents Get Feisty in New Microsoft Advert from CP+B, Roman Coppola

In CP+B’s new Roman Coppola-directed spot for Microsoft, sweet children sing in asparagus suits while their parents frantically capture every moment using their iPhones and Androids. A brawl ensues, with parents fighting for the perfect panorama, jostling one another to avoid phone photobombing, and climbing into the ceiling pipes for the ideal aerial shot. Of course, the couple with a Nokia Lumia 1020 sits calmly in the back with their superior cameraphone, knowing they got a great photo of their daughter dressed as a carrot.

This spot is in line with Microsoft’s last video, “The Wedding,” where the same scene occurs, but at a church. Both ads end, “Don’t fight. Switch.” Considering photo sharing has become one of the most important parts of owning a phone, it’s not a bad idea. Ad-wise, this spot is a great portrait of modern day life. If only an unintelligible child vegetable chorus could always soundtrack petty adult hysteria.

Credits after the jump.

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Sincoff Joins Up with CP+B

We’ve received confirmation from those in the know that Paul Sincoff, who’s spent nearly two years copywriting at Mekanism on campaigns such as this one for Method, has headed to Boulder and officially started this week as an associate creative director at Crispin Porter + Bogusky. If you recall, Sincoff was the man behind the “Ad Agency in My Mind” site during a brief stint at SVP/ACD on JetBlue among other accounts while at Mullen back in 2011. During his career, Sincoff spent a handful of years at TBWA\Chiat\Day and one as an interactive copywriter at TBWA\Tequila on a variety of past and present accounts from Playstation to Visa.

Along with Sincoff’s hire, CP+B has also promoted Ryan Nikolaidis, the man who helped lead work on the Jell-O “Jiggle It” app, to the rather unique title of associate director of physical computing.

Kids, Just Say ‘No’ to Jugs

Well, it’s definitely a rarity to see a laundry detergent ad rock this hard.

From SF-based agency Mekanism comes this latest viral spot for Method, an odd brand of laundry detergent that requires “four pumps for one sweet load.” Since being posted yesterday, the “Say No to Jugs” has already amassed nearly 90,000 YouTube plays, no doubt converting innuendo-loving guys who look like Sam Beam (the bearded guy from Iron and Wine) and the girls who love them to spray-bottle detergent.

This video follows Method’s “Clean Happy” campaign launch from last month, which used the Naked and Famous track “Young Blood” to appeal to 20-somethings seeking a hipper way to do their laundry. Detergent in jugs? What are you, my grandma? Join the “People Against Dirty” on Method’s Facebook page and view credits after the jump.

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Method Offers Vivid Vision of Clean

Lowercase cleaning supply/detergent/soap brand method launched a global brand campaign this week, which is anchored by this colorful spot from San Francisco shop, Mekanism. While we continue pulling our hair out trying to figure out who’s behind the catchy tune (one we’ve heard countless times via bar satellite feeds, jukeboxes, etc in recent months), feel free to soak in this clip that emphazies method’s anti-dirty, “Clean Happy” stance and sums up the brand’s various products in two minutes’ time. Credits after the jump.

Update: Yes, it’s Naked and Famous and their tune, “Young Blood.”

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Mullen, Paul Sincoff Part Ways

Paul Sincoff, the man behind the “Ad Agency in My Mind” blog, has left Mullen’s Boston office after just seven months. During his brief stint, Sincoff served as SVP/ACD on JetBlue among other clients. Prior to joining Mullen, Sincoff spent four years give or take as a copywriter at TBWA\Chiat\Day and one as an interactive CW at TBWA\Tequila, where he worked on accounts ranging from Activision and Playstation to Pepsi and Visa.

From what we’ve been told, Sincoff is heading to Europe for a while before returning to his West Coast stomping grounds to freelance.

Mullen ACD Starts the Perfect Agency…In His Mind

Imagine a place where you win every pitch, have all of your brilliant ideas come to life and get to handpick what brands you do work on. Everyone listens to you, your clients don’t argue and account people don’t exist. Well, one creative made that wonderful place into a reality, sort of.

Mullen SVP/ACD Paul Sincoff is the creator of “The Ad Agency in My Mind,” a blog where everything goes right and you can get Supreme Court Justice Ruth Bader Ginsburg to happily become the new spokesburrito for Taco Bell. You can even submit your own creative brief for Sincoff to do. It’s just that simple. Sincoff tells us, “It is an unconventional agency, as there are no annoying account people, no stupid shareholders, just me and my wonderful brain.”

Thanks for the laughs, Paul. And, finally, we know how W+K recruits its employees (Spoiler: Eyes in your Cheerios).

Fast-Talking Former FedEx Pitchman Returns for JetBlue

It’s been just over 30 years to the day that the world was introduced to John Moschitta, whose rapid-fire delivery in award-winning ads for FedEx as well as Micro Machines among others made him one of the most memorable pitchmen of the 80′s. Now, Mullen Boston has brought the man back as “Mr. Nonstop” in a new campaign for JetBlue. From the looks of these spots directed by Matt Aselton, time hasn’t slowed down our protagonist,  who plugs the airline’s nonstop destinations in only the special way he can. Check out credits and two more spots from the campaign after the jump.

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