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Posts Tagged ‘Pete Johnson’

Arnold Gets Critical for PUR Water

PUR Water, provider of filtration systems and the like, has been looking for a new face. After being acquired by P&G in 2012 (marketing by subsidiary Kaz), PUR wanted to redefine its brand.

Creative on the account had been handled by TBWA\Chiat\Day, but the incumbent agency did not participate in the subsequent review, which ended with a win for Arnold Worldwide last December.

This week, Arnold’s ads for the new client launched, marking both the company’s first new campaign since 2008 and the first use of a TV spokesperson for a water filtration brand (store that one somewhere for trivia night).

Here, then, is Arthur Tweedie, water critic:

More spots below.

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Arnold Profiles Your Least Favorite Hipster Friend for Progressive

We all know someone like this guy. We may even be a little more like him than we care to admit.

In the latest Facebook campaign for Progressive, Arnold Worldwide looks to “break through the News Feed clutter” by throwing a harsh spotlight on “Baby Man”, a dude who resembles more than a few of our friends…in that he still doesn’t pay for his own car insurance.

In case you’re still wondering what a Facebook video campaign looks like, there’s vomit involved:

More spots after the jump.

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The ‘Yellow King’ Plugs for the Bruins

Ahh yes, its playoff time in both the NBA and NHL and Arnold Worldwide’s hometown hub is taking the reins on the latter by adding Glenn Fleshler–aka the “Yellow King” from HBO’s True Detective–to its roster. In case you didn’t know, the Bruins are rocking it in hockey this year and Fleshler plays a role in the second spot following “The Calm” up above dubbed “The Wolfpack.” As a sort of semi-casual hockey fan who’s more interested in the NBA playoffs, I can still rejoice in the intensity, etc. Check out credits after the jump.

 

 

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Arnold Worldwide Launches ‘Sinatra Select’ for Jack Daniel’s

Arnold Worldwide is behind a new 2.3 million dollar campaign for Jack Daniel’s new “Sinatra Select,” a new product rolling out in select markets in anticipation of a June release nationally. Sinatra Select is a stronger make of whiskey (90 proof to Jack Daniel’s normal 80 proof) with “more oak and spice notes.” It will be rolled out in some of Ol’ Blue Eyes’ favorite haunts: New York, Chicago, San Francisco, Miami, and Las Vegas.

At the center of the campaign is the 30-second spot, “Frank The Man,” celebrating Frank Sinatra and his favorite drink. The spot ends with Sinatra’s “That’s the nectar of the gods, baby,” quote. Jack Daniel’s in an enviable position as the preferred drink of such a historical celebrity; the new product, and Arnold’s campaign, seem like a no-brainer. As you may remember, Sinatra got a shout out in Jack Daniel’s “Legend” spot from last year, so it was only a matter of time until he got the spotlight. The media buy for “Frank The Man” includes “ABC’s Jimmy Kimmel Live and NBC’s The Tonight Show as well as cable outlets including ESPN, FX, Discovery and Comedy Central so this should reach a wide array of eyeballs as the product rolls out in its select markets.

As you might expect, the premium whiskey is a bit more glamorous than Jack Daniel’s standard offering, and the price tag ($150) is indicative of that. Sinatra Select also comes with packaging that “includes a commemorative gift box and a booklet detailing Mr. Sinatra’s history with Jack,” so folks will be paying for more than just the whiskey itself. The timing behind this campaign and product rollout is deliberate, coming in anticipation of the 100th anniversary of Ol’ Blue Eyes’ birth on Dec. 15, 1915. Credits after the jump. Read more

Arnold Launches Olympics Campaign for Carnival with ‘Bobslide Champs’

Carnival announced today that it is “the national cruise line advertiser of NBC’s telecast of the Sochi 2014 Olympic Winter Games,” with their new Olympic campaign from Arnold Worldwide.

Arnold’s campaign for Carnival launches today with the 30 second television spot, “Bobslide Champs,” which “will air on NBC, CNBC, MSNBC, NBC Sports Network and USA Network throughout the duration of the Sochi 2014 Olympic Winter Games,” and also in select cinemas across the country. The spot features a sports announcer narrating while a group of four children race down a Carnival waterslide as if they are a bobsled team. “That was a run for the ages!” he exclaims as the crew crosses the finish line. “Bobslide Champs” is expected to increase the need for Carnival employees to shout “One at a time on the slide, please!” by at least 500 percent.

The campaign is timed to coincide with “what is known as ‘wave season’ – a key window for generating cruise reservations,” which, luckily for Carnival, also comes during the Olympics this year. In addition to the television campaign, the campaign also includes “a series of contests, videos and posts on the line’s highly trafficked social channels.” Stick around for credits and the extended, 60 second version of “Bobslide Champs” after the jump. Read more

Can You Tell the Difference Between a DJ and a Financial Planner?


Arnold continues its ongoing Public Awareness Campaign for Certified Financial Planner Board of Standards, Inc. today with the release of “Can You Tell the Difference?”

The 30-second TV spot presents several people with what they think is a professional financial planner, but is actually DJ/Pirates of the Caribbean actor Azmyth Kaminski, who shed 14 years of dreadlocks to appear in the ad. Kaminski asks individuals seeking financial advice if they would trust him as their financial advisor. When they reply that they would, he reveals his true identity. The stunt was designed to highlight the importance of selecting a financial advisor with CFP certification. “Anyone can hold him or herself out to the public as a financial advisor or planner,” says CFP Board CEO Kevin Keller, CAE.  “We urge consumers to seek someone who has demonstrated competency and ethics by achieving CFP certification, the highest standard for the financial planning profession.”

This latest phase of Arnold’s ongoing campaign includes print and banner ads in addition to the television spot, as well as sponsorship messages on National Public Radio and a retooled CFP Board website. Stick around for credits after the jump. Read more

Arnold Launches ‘In My Mind’s Eye’ Campaign for ADT

Arnold Worldwide’s new campaign for ADT, “In My Mind’s Eye,” launches today with the debut TV spot “Burglary.”

The new campaign marks something of a departure for ADT, whose advertising strategy has historically stressed”the value of monitored protection in emergency incidents such as theft, fire, or carbon monoxide.” “In My Mind’s Eye” and the debut spot “Burglary” instead focus on the peace of mind ADT provides its customers with their protection from everyday security concerns.

In the 30 second spot, a couple are out to dinner when the woman realizes she may or may not have remembered to lock the back door. This distracts the man, who imagines he sees a troop of burglars at the restaurant making off with their valuables. Prompted by his reverie, he locks the back door using the ADT service offered on his mobile device. “Burglary” effectively demonstrates both a key feature of ADT’s service, and the peace of mind that comes with it — answering the questions, “Why would I want this?” and “What can it do for me?” in a simple, direct way.

The shift in approach came from insights showing “that people experience worry, like a low consistent hum distracting the person when they’re away from their homes,” says David Register, EVP/group creative director, Arnold Worldwide. “”The spot demonstrates how ADT relieves that angst by putting their customer in control and back in the moment.” Expect more ADT ads in a similar vein from Arnold in the future. “Burglary” rolls out today, with “radio, direct, digital, and social media creative appearing online beginning mid-February.” Credits after the jump. Read more

Here’s a Quick Update on a Few Arnold Creatives

johnkearseAnd now, in more staffing news, we have received word from sources in the know that Arnold Worldwide and a couple of creative staffers have parted ways, mainly John Kearse and Rob Kottkamp, who we’ve been told are joining up with Mullen within the next couple of weeks. During his eight-year stint at Arnold, Kottkamp moved up the ranks from art director to senior AD to his most recent role as SVP/creative director, working on, among other things, under Pete Johnson on Carnival. Johnson remains executive creative director on said account. As for Kearse, the creative has spent nearly a decade at Arnold, helping lead creative on truth and Santander among other accounts. No word yet on SVP/creative director Mike Howard, but we’re hearing a change to freelance status at Arnold is in the works.

Carnival Highlights Past Guests’ Photos, Videos in Arnold’s ’24 Hours Onboard’

Carnival Cruise Lines is launching a new 25 million dollar campaign, “Moments That Matter,” with agency Arnold Worldwide. The fall campaign will extend across broadcast, radio, digital and direct mail from September through December. For the first spot in this campaign, Carnival sourced material directly from their customers through social media.

The :60 spot, “24 Hours Onboard” features content chosen from over 30,000 pictures and videos submitted by past guests on Carnival’s cruises, including one dude who publicly proposed on a Carnival Cruise (yikes). “24 Hours Onboard,” which will debut on major network primetime Monday, September 23rd, appeals to viewers’ sentimentality, and employing pictures and videos sourced directly from past customers adds a personal element that could help convince viewers to book their next vacation with Carnival. As Arnold Executive Creative Director Pete Johnson puts it, “We found those looking to book a cruise are much more likely to listen to recommendations from previous cruisers.” So filling a commercial with vacation memories from enthusiastic fans of Carnival makes a lot of sense.

This isn’t a spot that will blow anyone away with its creativity or execution, but it doesn’t have to. It appeals to the type of people who line their walls with photos from family vacations, or, in other words, Carnival’s target audience. Read more

Here’s Robert LePlae’s Memo to Staff Regarding Favat’s Move

Unfortunately, we were at the airport yesterday morning awaiting the flight back home (sans laptop, still trying to stay off grid) when multiple tips poured in about Pete Favat leaving Arnold. Where to, we didn’t know at the time, but alas, the news broke as we were somewhere above the Midwest that the 14-year Arnold vet did indeed leave the Havas-owned agency to assume the CCO post at Deutsch L.A. Wading through the Favat-related tips this morning, we came across one which is basically Arnold global CEO Robert LePlae‘s memo to staff regarding the move and the appointment of Wade Devers and Pete Johnson as lead creative partners of Boston ops. It’s nothing shocking or anything you haven’t really read in the other trades, but if you want something verbatim from the inside, read on after the jump.

“All,

I am reaching out to let you know that after many years with Arnold, Pete Favat will be leaving the agency.

With a long held ambition to live on the west coast and new opportunities for his family, Pete has accepted a position in Los Angeles.  This is a desire that Pete has harbored for many years, and one he now has an opportunity to fulfill.

There is a plan prepared plan for this evolution.  Earlier this year we elevated Wade Devers to Executive Creative Director in Boston.  Wade is a brilliant craftsman, long-time leader at Arnold, and responsible for much of the best work that comes out of the agency.

Pete Johnson will partner with Wade as Executive Creative Directors.  He joined Arnold last year as one of the leading digital creative and content talents in the country.  It was a coupe for Arnold to get him, he’s delivered on all of our expectations, and we have a high degree of confidence in his talent, and ability to lead.

Wade and Pete Johnson bring a rich combination of conceptual ability, digital creative expertise, craftsmanship and design to the roles.  The increasing demands of creative leaders in recent years require this broad collective skill set, and we’re fortunate to have it readily in place.

I share this news with mixed emotions because of our genuine fondness for Pete Favat, and the many contributions he’s made. At the same time, there’s a talent evolution going on in our business, and we’re feeling quite good about the ability of our creative choices to drive this new direction for Arnold Boston.

Please join me in wishing Pete Favat the best in his new life, congratulating Wade and Pete Johnson in their new roles, and the great energy and success that can come with new leadership.

RLP”

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