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Posts Tagged ‘Pharrell Williams’

Wing Creates Spotify ‘Playlust’ to Promote Condom Use for Lifebeat

PlaylustIn a sign that the agency is expanding beyond their Hispanic roots, Wing has created “Playlust,” a series of commercial-free Spotify playlists promoting safe sex for non-profit AIDS prevention and education program Lifebeat. The program is part of a “Sex with no ads and no HIV” initiative aimed at young adults, which sees Wing handing out information and condoms at music venues in the New York area, along with directing folks over to “Playlust.” It’s a great way to offer a service (taking the commercials out of Spotify) people will value in order to draw attention to your cause.

“A few years ago, you might do a traditional ad campaign about using condoms,” explained Favio Ucedo, chief creative officer at Wing. “But there are too many pitches and messages aimed at Millennials. You have to add value.”

The program grew out of conversations at Wing about employees’ favorite songs for the bedroom. “We knew that people already made mix tapes (for atmosphere),” said copywriter Marc Duran. “In this case, we just did it for them.”

The playlists all have suggestive names, like “Don’t Expect Breakfast,” “My Roomate Isn’t Home” and “In The Morning It’s Going To Be Awkward.” Clearly, “Playlust” comes with a sense of humor. There’s even a one song playlist entitled “Even If You’re A 1 Minute Man.” Mostly these playlist are filled with the kinds of songs you’d expect for a campaign aimed at youngsters, with the likes of Rihanna, Lana Del Rey and Pharrell Williams, to name a few (surprisingly Daft Punk’s “Get Lucky” does not make an appearance). I’m not sure what it says about me that the playlists I find most appealing are “Cougar’s Closet,” “Rock Me Tender” and “The Spooning After,” but there you have it. Stick around for a couple playlists after the jump. Read more

Mediabistro Course

Presentation Writing: Design and Delivery

Presentation Writing: Design and DeliveryLearn how to use storytelling techniques and visual content to create and deliver successful pitches and presentations! Starting August 6, Amanda Pacitti, the manager of learning at Time Inc., will teach you the best practices for presentations, from using software like Prezi and Powerpoint, to writing your script, and using images, audio, and video to drive your points. Register now! 

Spider-Man Delivers Package for Universal McCann, USPS


Universal McCann teamed up with Sony Picures, and DNA directors Marc Webb (The Amazing Spider-Man, 500 Days of Summer) and Rich Lee to create “Amazing Delivery,” a new Spider-Man themed spot for USPS designed as a tie-in promoting the May 2nd release of The Amazing Spider-Man 2.

The 30-second spot features Spider-Man slinging himself through New York City to deliver a package for a distressed Hollywood director. “Amazing Delivery” follows Spider-Man’s path through the city leading to the package’s delivery to Stan Lee at the premiere of The Amazing Spider-Man 2. The cinematic spot’s charming ending really ties everything together, and it’s evident that everyone involved was excited to work with Spider-Man’s creator, a fact corroborated by director Rich Lee, who said, “Everyone wanted Stan Lee to sign their prepro books and get a photo with Spider-Man…it was actually really sweet and fun to see everyone get so excited around those two. You could see the childlike glints in everyone’s eyes. It was awesome.”

Webb and Lee, who have collaborated in the past, based the spot on the idea that, like Spider-Man, USPS is “speedy, efficient, and there when you need it the most,” drawing on this link to expand upon the creative brief and bring the spot to life. “One of the interesting things about both Spidey and the USPS is that they are both iconic, public servants,” said Rich Lee. “They’re for the people, helping them in their own way. So there is a nice synergy there.”

Stay tuned for credits after the jump. Read more

We Are From LA Helms ‘World’s First 24-Hour Music Video’ for Pharrell

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Here’s something to amplify the TGIF feeling: We Are From LA, a directing collective from production company Iconoclast, has launched the “world’s first 24 hour long music video” for Pharrell Williams‘s new song, “Happy.”

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The song itself is simple, fun and catchy. We Are From LA’s interactive video allows users to switch between various dancers in different locations, at different times of the day and night. It’s a pretty cool concept, although it would be nice if switching between dancers was a little more fluid and seamless. The dancers in the video range from unknown actors to the very famous (Steve Carrell, Magic Johnson, Gavin DeGraw, Tyler the Creator, etc.) to Pharrell himself. Because of the nature of recording so much footage, they keep things pretty simple, which actually fits the mood of the song perfectly. Head on over to 24hoursofhappy and spend a few minutes checking it out (though we don’t recommend watching for 24 hours).

Between this and the new video for Bob Dylan‘s classic “Like A Rolling Stone,” it seems the age of fine-tuned interactive music video has arrived. Credits after the jump. Read more

Could the New Myspace Really Be Cool? We’re Almost Convinced

I’m sitting in Salt Lake City Airport, shocked at the number of people wearing flip flops, and I want nothing more than to be in Myspace’s fun room of young, beautiful artists grabbing at one another amidst fluorescent confetti. Their instruments and skateboards may be breakable but they are not. They smash faces and tangle limbs and fall on the floor, but this video gives us the sense that these fiery singers, models, DJs, and rappers will never flame out.

After Justin Timberlake’s reboot, can the same be said for Myspace (capital S begone)? We weren’t sure the social network could drag itself away from obsolescence, but this spot seems to be doing just that, and with a bang. If Myspace is a room filled with the likes of DIIV, Iggy Azalea, Pharrell Williams, Sky Ferreira and Schoolboy Q, then it is anything but irrelevant. If you don’t know those names, you better learn them. And check out the new Myspace while you’re at it; it seems to be the cool thing to do.

Credits and MySpace announce note after the jump.

Read more

Monday Odds and Ends

-Jaime Prieto, currently Y&R EMEA president/CEO, is returning to Ogilvy to serve as director of global brand management. link

-W+K just launched the new recruitment site for next year’s Wieden+Kennedy12 class. link

-Speaking of Ogilvy, the officially launched its “cross-cultural marketing practice,” OgilvyCULTURE. link

-PSFK has launched an original video series about the media buying business. link

-Hip-hop’s a safe haven for old jingles. link

-Those of you interested in both ink and saving the world might want to check out the Social Tattoo Project. link

-Meet Pharrell Williams, liqueur purveyor. link

-Media Storm hired G2 and MECi/GroupM Direct alum Jose Diaz as associate managing director, strategic planning.

-Green Dot Films signed director Claire Thomas for commercial representation.

Tuesday Odds and Ends

-Chuck Porter will continue serving as chairman of the 4A’s, which announced its 2011-12 board of directors. link

-Colle+McVoy president/CEO Christine Fruechte talks about how biking can help a company’s bottom line. link

-L.A. agency/prodco Stun Creative launched a print unit, Buster INK, and hired former Fox TV SVP/design Michael Vamosy as its lead and ECD.

-NBC has retained the right to broadcast the Olympics through 2020 and some folks are already calling it a “big gamble.” link

-Black Enterprise named Burrell as its 2011 Advertising Agency of the Year. link

-Richards Group alum Everett Wilder was promoted to principal/GCD at Dallas-based shop, Firehouse.

-Optimus production arm ONE at Optimus added Jim Matlosz and Ryan Bosworth as directors.

-Jessica Biel, Pharrell Williams and director Darren Aronofsky team up for a Revlon spot (above) from DDCD & Partners. link

-Speaking of Revlon, Y&R London and Taxi NY will now share the brand’s global creative business. link

 

The Soundtrack of Converse

For Converse’s new “Connectivity” campaign they’ve turned to some music artists to help them reach out to their target. Pharrell Williams, who produced the song; R&B Pop/New Wave/Multi-Genred artist Santogold; and Julian Casablancas, lead singer of The Strokes, created the song “My Drive Thru”. The artists were given the freedom to create something cool and they ran with it. It seems like Converse is trying to reach out to and inspire an audience in hopes of subliminally selling them an idea.

What’s smart about this kind of ad it that is can run as both an ad and a music video. So it reaches beyond just selling something and falls nicely into its place in pop culture. It promotes both the brand and the music artist. So it’s dual purposed and somehow seems less selfish than most ads. And in a time like this, where the music industry is struggling, there are certainly no shortage of musicians willing to jump on board with efforts like this.

I’ve said before that I think music can’t be the only great thing about your campaign. But I think that Converse is a well established brand with a good product and this idea illustrates how fresh and hip the brand really is.