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Posts Tagged ‘Rachel Spiegelman’

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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Tuesday Morning Stir

-Culver City, CA-based agency Pitch promoted SVP/group account director Rachel Spiegelman to president.

-Global branding/advertising agency SelectNY has hired Anthropologie alum Fredrik Peterhoff as executive creative director in its L.A. office.

-Butler, Shine, Stern & Partners, which picked up the business for ZICO Coconut Water earlier this year, has launched an integrated campaign for the brand that emphasizes “Oomph” and includes videos (like the one above), OOH postings as well as a newly redesigned website. See the rest of the clips here.

-The founders of French agency Biborg have launched the Biborg Mobile unit, which will be “composed of a team 100% specialised in the design and implementation of display campaigns on smartphones and tablets.” Check out a promo clip here.

-Target warns that its Q1 sales and earnings will be below forecasts. link