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Posts Tagged ‘Shannon McGlothin’

Lionel Messi Reconfigures a City for Samsung in ‘The Developer’

Question: What would a contemporary soccer-related version of “Les Miserables” look like if we replaced all the singing actors with kids and threw in the craftiest living man in cleats? Answer: This tw0-minute Leo Burnett commercial promoting Samsung’s Galaxy Note 3 and accompanying smart watch. When Lionel Messi isn’t dominating the pitch or allegedly evading taxes, he’s also rebuilding cities as an urban developer! For the kids!

From a narrative perspective, this spot is about as corny as it gets – I think it will be very tough to top the new pair of Samsung ads that show the progression of pop-culture smart watches over the years and harp on some brilliantly revealed nostalgia. But “The Developer” is enjoyable on a micro level if you don’t think about it too hard, kind of like every James Cameron movie. Messi on his suit and tie. Kids singing a cute version of Lorde’s single “Royals.” There’s even a building demolition scene if you’re into that. And if you’re not, there’s always Messi, on his suit and tie, smiling, playing soccer with kids. Everybody loves that.  Credits after the jump.

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Storytelling for Media Professionals

Storytelling for Media ProfessionalsStarting April 22, this in-person workshop will teach you the specific ways to incorporate storytelling into your personal and professional life. Students will examine the role of storytelling in business and put their newfound skills into practice with a series of improvisation, writing, and presentation exercises designed to help them uncover personal stories. Register now! 

McGlothin, Leo Burnett Part Ways

shannonleoSources familiar with the matter confirm that Shannon McGlothin, who last we recall served as EVP/global executive creative director at Leo Burnett, is no longer with the agency. No word on where McGlothin is headed to or reasons for departure, but if our memory serves us right, the creative exec last worked on this Samsung Galaxy spot. You might remember that McGlothin joined Leo’s L.A. office to head up its creative department after working at the likes of Deutsch LA and CP+B. He was also a member of Leo Burnett’s worldwide creative board. No word yet if there are plans to replace, but we’ll keep you posted.

Leo Burnett Crafts Well-Produced Head-Scratcher for Samung’s Galaxy Note 3

Leo Burnett’s “Design Your Life” campaign for the new Galaxy Note 3 and Galaxy Gear, which the agency hopes to present as “vehicles of inspiration,” kicks off with the 2:51 length “Sweet Dreams.”

“Sweet Dreams” tells the story of a young woman who wants to save her grandfather’s failing toy shop. The ad follows the woman around as she utilizes six of the phone’s distinct features, all leading to a puppet performance that presumably will help revive the shop (somehow). While “Sweet Dreams,” directed by music video veteran Paul Hunter, sets the bar very high in terms of production, direction and cinematography — Samsung and Leo Burnett go as far as to call it a “digital short film” (a bit self-congratulatory if you ask me) — the writing and overall concept are a bit of a head-scratcher. Why isn’t anyone going to the toy store, it looks awesome? Is the puppet show really going to help? The store is closed at the time of performance and the stage seems to be blocking any view of the store itself.

If you can put aside the strange and poorly realized premise, the stylization works well, and Leo Burnett does a good job of showing the phone’s features in action. Plus, what’s not to love about dancing puppets? (Although the “puppets” in question were actually real dancers converted to CGI, rather than actual marionettes.) Whether or not it works as a story (or “digital short film”), “Sweet Dreams” does a good job of showcasing Samsung’s Galaxy Note 3 and Galaxy Gear. A promising start to the campaign, hopefully next time Leo Burnett can pull off a better realized concept to fulfill the potential of their impressive production.  Read more

Leo Burnett Sets Up Creative Hub in L.A., McGlothin to Lead

Nearly 18 months after opening up shop in New York, Publicis Groupe’s Leo Burnett is turning its attention to the left coast, opening up a creative hub in Los Angeles that will solely cater to the agency’s Samsung business. Leading the bespoke Leo office is Shannon McGlothin, who you may remember joined Deutsch LA less than a year ago from CP+B. Along with his fancy new ECD title, McGlothin (pictured) has also been appointed to Leo Burnett’s Worldwide Creative Board.

While full staff count at Leo’s dedicated Samsung office has yet to be revealed, McGlothin has made his first hires in Adam Kennedy and Brandon Rochon, a Cannes Lions-winning creative team from O&M Paris (and TBWA\Paris prior to that) who will now assume the title of SVP/creative director. Together, the LBLA crew will work across 50+ markets where the Leo network is working on the Samsung brand. McGlothin’s new boss, Leo Burnett worldwide CCO Mark Tutssel, says in a statement, “With the addition of Shannon – who has passionately created game-changing communications for legendary brands – we’re investing in our future and in the opportunity to truly make Samsung an iconic brand. From the establishment of LBNY last year to this LBLA expansion, there has never been a more exciting time for us, our talent and our clients.”

With PlayStation and ‘MLB12: The Show,’ Hell Freezes Over

From the “Curse of the Billy Goat” in 1945 to the Steve Bartman incident in 2003, the Chicago Cubs are bar none the most “cursed” team in professional sports history. Even Boston’s “Curse of the Bambino” only battered around the Red Sox for a paltry 86 years. The Northsiders haven’t won a World Series in 103.

Each spring, you hear the Cubs loyal say, usually jokingly, “What if this is the year? Can you imagine what would happen to this city?” Well, Deutsch LA and director Matt Aselton are making the impossible come to life in this new spot for PlayStation and “MLB12: The Show,” which was filmed with permission from the Cubs and the help of 155 extras in Chicago last month. The city erupts from Wrigley Field to the Loop, and, wow, the Wiener’s Circle is even more insane than usual. But, almost cruelly, the fantasy abruptly ends when we’re taken inside one emotional fan’s living room.

Sorry, Cubs fans. The curse is still on. But, with new president of baseball operations Theo Epstein and manager Dale Sveum, maybe, just maybe…NAW, who are we kidding? Credits after the jump.

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Kevin Butler Takes a Moment to Salute a Real Hero

Playstation pitchman Kevin Butler tones down his snarky/silly schtick for a tick in order to honor Veteran’s Day in this latest “Hall of Play” inclusion from Deutsch LA.  Here, Butler honors a gamer (as well as all the men and women in service) who guys by the handle “TheBigIrish1138″ and happens to be stationed with the U.S. Army in Afghanistan. Yes, there is a sensitive side to the smarmy sap, who we presume will get back to his usual gamer-saluting antics shortly. Credits after the jump.

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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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Another CP+B Alum Heads to Deutsch

Just two months after Matt Ian joined the ranks at Deutsch LA to serve as EVP/group creative director, his former CP+B colleague Shannon McGlothin has followed suit. Like Ian, McGlothin has assumed the title of EVP/GCD at Deutsch and in turn, is partnering with fellow EVP/GCD Jason Elm on the Playstation and Diamond Foods accounts.

During his 20-month stint at CP+B, McGlothin, who maybe looks like Seth Green from a distance, served as creative director on the Coke Zero account. Prior to that, he spent six-plus years at Wieden + Kennedy, serving as senior art director on projects for Nike, Coca-Cola, LVMH and EA. While at W+K, McGlothin perhaps most notably was part of the creative team behind the Grand Prix-winning Livestrong campaign for Nike.

So why the move from CP+B to Deutsch LA? There are several reasons, according to a comment from McGlothin: “An impressive roster of clients, great people, fantastic opportunity, lots of positive momentum within the agency and the chance to become part of something special.”