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Posts Tagged ‘Peter Judson’

Meineke Rebrands With Help from Pitch, Robby Novak

For their first rebranding effort in 40 years, Meineke has enlisted the help of YouTube sensation Robby Novak, better known as “Kid President.” Novak is cast as Meineke’s “Kid Mechanic” for the new campaign “Drive A Little Smarter,” developed by Pitch, which features television spots, outdoor, print and digital marketing. But the rebranding doesn’t stop there, extending even to a new logo and uniforms.

The short TV spots — “Transmission,” “Oil Change” and “General Car Care” — are simple yet effective (and propelled by music from a certain Devo member).  “Drive A Little Smarter” (which also functions as Meineke’s new tagline) seeks to educate customers on how short-term maintenance can prevent long-term issues (and thus save you money). They seem to be built around Novak’s natural charm and funny facial expressions, with an almost off-the-cuff feel. Banking on Novak’s charm and familiarity seems like a pretty safe bet, after all this is a kid who has tacked up over 20 million YouTube views. Novak doesn’t stray far from the humorous optimism he perfected with his viral YouTube work for SoulPancake, and his familiarity should work to Meineke’s advantage, keeping TV viewers in the room when they recognize “Kid President.” Child actors can go from charming to annoying pretty quickly, but it’s hard to imagine anyone hating on the winsome “Kid Mechanic.” I’m sure the comments section will prove me wrong, though. Credits and second video after the jump.  Read more

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Thursday Odds and Ends

-The Martin Agency has invested in 80amps, a Richmond-based incubator founded by Eric Martin, a co-director of the Galant Center for Entrepreneurship at UV’s McIntire School of Commerce., that focuses on building brands, products, services and the technologies that enable them.  The Martin Agency investment amount is undisclosed.

-L.A.-based indie agency Mistress, which also works with clients including Jagermeister, has been tapped to team up  with Ubisoft on a campaign launch for the latter’s  Assassin’s Creed IV:  Black Flag. The campaign is set to launch in the fall of 2013 and the game itself will be available on Oct. 29.

-D.C.-based Bully Pulpit Interactive, a full-service agency which was created by the digital folks behind Barack Obama‘s 2008 campaign, have added Lauren Miller to its roster. Check out a statement regarding Miller’s arrival  from Senator Elizabeth Warren after the jump.

-Former JWT Dubai CD Chris Robertson has joined up with El Segundo, CA-based David&Goliath as digital creative director.

-Commercial director Paul Riccio, who’s helmed spots for clients including Verizon, McDonald’s and Citibank and is on the roster at Sandwick Media, has released a Sundance short called Space Cadet (trailer above, see full short here).

-Fresh off of taking over the Maaco biz, Santa Monica-based Pitch has opened a new unit dubbed Bicep Productions, which the parties involved tell us “means full access for rush jobs, significant cost reductions against comparable outside production studios.” The leads include director/producer Kevin Berlandi, senior editor Peter Judson and motion graphics/CG designer, Terry Politis.

- San Francisco-based MUH·TAY·ZIK | HOF·FER has hired Wexley School for Girls alum Stevan Chavez as art director.

-Online music distributor TuneCore has added Tamra Lichtman, who’s worked with brands including Clorox and Evian, as its new chief marketing officer.

 

 

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Now It’s Kevin Butler’s Turn to Salute Gamers

Deutsch LA launched the next phase of its well-received “Michael” campaign for Playstation that now stars none other than the game console’s brash pitchman, Kevin Butler. After paying homage this week to people with handles like @nychus, @motherboop and @legiondragon, Butler now honors someone named DirktheDaring (above). For the next 15 days (through 11/24), we can expect daily salutes from Butler and if you head over to the Playstation Facebook page, you can get a personalized “To Michael” clip sent to you. Perhaps someone was inspired by a certain, award-winning W+K campaign? Who knows, but gaming geeks, this one’s for you. Credits after the jump.

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