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Posts Tagged ‘Sarah Patterson’

TBWA\Chiat\Day Sends Off Yankees Captain for Gatorade

TBWA\Chiat\Day bids adieu to Yankees captain (and regular starting shortstop since 1996) Derek Jeter in a 90-second send-off spot for Gatorade, an MLB sponsor since 1990.

While there has been no shortage of fanfare surrounding Jeter’s exit from baseball at the quickly approaching end to the season (including a somewhat excessive display at the All Star game), TBWA\Chiat\Day’s farewell for Gatorade, which Jeter collaborated on, manages to charm. Back in July (when it still looked like the Yankees had a shot at the postseason), TBWA\Chiat\Day and Gatorade roped off a few blocks before a home game in the Bronx and, in the words of Molly Carter, Gatorade’s senior director of consumer engagement, “just kind of let Jeter go.”

Jeter is seen interacting with some very surprised and excited fans, signing autographs and even dropping in to Stan’s Sports Bar. Most of the spot’s charm comes from the authentic reactions of the fans, delighted by the opportunity to meet the star player.

Jeter’s collaboration for the ad also extended to the soundtrack, with the shortstop choosing Frank Sinatra’s “My Way” as the song that summed up his career. “It was a true collaboration between Derek and Gatorade,” Carter told Adweek.

The spot breaks online today, followed by a broadcast premiere this Saturday on the YES Network and Fox, when it’s sure to make more than a few Yankees fans teary-eyed. Gatorade will follow this with a full-page ad, written by Jeter, in the New York Daily News and Sports Illustrated on Sept. 28-29. Addressed to New York, the ad will see Jeter thanking fans for their years of support, opening, “From my first at bat until my final out, you helped make me who I am.” The print ad is timed to coincide with Jeter’s final game on September 28th (unless the team makes the playoffs, which they won’t). Read more

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Grammys Remind You That ‘The Whole World is Listening,’ But No Pressure or Anything

For the sixth consecutive year, TBWA\Chiat\Day L.A. is behind the ad campaign for CBS’ telecast of the Grammys, which airs on Feb. 10.

The new campaign, titled “#TheWorldIsListening” (because all campaigns require hashtags now), continues on the The Recording Academy’s quest to highlight somewhat younger musicians than in years past. Starting in 2011, when the Grammys shocked the country by bestowing the coveted Album of the Year award on Canadian indie band Arcade Fire, the awards show has benefited immensely in TV ratings by targeting a younger audience. That’s probably why in the first 60-second spot, “Anthem,” we get narration by Rihanna Cat Power and cameos from Skrillex, Taylor Swift, and the newly christened Snoop Lion.

Of the trio of new spots, the real winner is the above 30-second piece featuring blues-rock duo The Black Keys with narration by New Orleans blues legend, Dr. John. The Black Keys’ newest album, El Camino, is nominated for the prestigious Album of the Year award this time around. Considering it’s probably the Black Keys’ worst (as Arcade Fire’s worst, The Suburbs took home the award in 2011), it’s my odds-on-favorite to win big in 2013.

The campaign also features a web component dubbed the Grammy Amplifier, a something that a statement from Chiat says “has the potential to become a new platform for social musical discovery.” Watch one more spot starring Rihanna and view credits after the jump.

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Chiat\Day LA Gets to the Heart of ‘G’…We Think

With a little help from the Godfather of Soul James Brown and a handful of athletes including Kevin Durant and Serena Williams, TBWA\Chiat\Day LA continues to push the philosophy and product line of Gatorade’s “G.” The agency once again resorts to the three-phase motif of “The Before, The During, The After” and shows that within the sugary energy drink spokesperson lies the heart of a badass. Camp G tells us that this latest campaign “metaphorically examines the story inside the athletes.” Whatever the case, at least they’ve made some strides since 2009. Credits after the jump…

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