If you were a fan of Draftcb’s almost-expletive filled “Ship My Pants” spot for Kmart, (which we covered back in April) you might be glad to learn that the agency has just released a holiday follow-up, “Ship My Trousers,” which hopes to recapture the viral success (over 20 million views) of that spot. Draftcb’s sequel follows the formula of the original very, very closely. In fact, “Ship My Trousers” uses the same actors, and most of the same lines, as the original “Ship My Pants” spot. It’s pretty much the same ad, just adapted for characters from Charles Dickens’ A Christmas Carol. If you enjoyed the original “Ship My Pants,” chances are you’ll find the sequel amusing as well. If you didn’t, you probably won’t want to bother watching “Ship My Trousers” above. Personally, while I don’t understand what characters from A Christmas Carol are doing shopping at Kmart, the “I just shipped my bed” guy’s delivery just about makes up for it. Idea for next time: hire the actor who played Clay Davis on The Wire to say “sheeeip.” Credits after the jump. Read more
Posts Tagged ‘Todd Tilford’
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You may have read about the controversy surrounding Draftcb Chicago’s new Joe Boxer spot for Kmart, “Show Your Joe.” If you actually watch the spot (featured above) and have any sense, you may wonder what all the fuss is about. Kmart, of course, is no stranger to controversial advertising: a recent Kmart spot featured Satan and Genghis Khan, and their “Ship My Pants” spot is still our favorite of the bunch.
“Show Your Joe” opens with a group of tuxedo-wearing men behind a curtain, ringing bells. After a few seconds the curtain is whisked away to reveal the men clad in only boxer shorts from the waist down, and they begin playing “Jingle Bells” by shaking their hips. Presumably the, uh, bells, are tucked away somewhere in those boxers. The men perform the chorus of the song…and that’s it. To be clear: there’s nothing all that risque about the execution — the camera is panned way out and these dudes are in boxers, okay? No junk visible. Repeat: no junk visible.
The holiday effort is a little juvenile perhaps, but offensive? Hardly. The most offensive thing about it may be that it’s not all that funny. Either the cries to arms are coming from those who feel this ad violates the “sanctity of Christmas” (you can see these people riding around in cars with “Put the Christ back in Christmas” bumper stickers and complaining about government handouts), or they are the typically hypocritical complaints that arise from anything remotely provocative associated with male body parts. Overtly sexualizing women in every single women’s underwear ad ever? That’s okay. Suggesting that a group of guys are playing “Jingle Bells” with parts tucked away in their boxers, away from view? Congratulations, you’ve just awakened the seven horses of the apocalypse.
Kmart has reportedly refused to pull the ad, despite a long list of complaints on their Facebook page (although a quick glance at the page while writing this turned up at least as many comments supporting the ad). Good for them. If anything, the controversy will just call more attention to the spot, Kmart and Joe Boxer. Let us know what you think about the so-called controversy surrounding “Show Your Joe” in the comments section. Credits after the jump. Read more
-The Eurobest crew has announced its final 2013 jury presidents. link
-Estee Lauder celebrates “The Beauty of Night” with the help of Brooklyn-based design shop, HUSH. link
-Olympics protests be damned, Saatchi & Saatchi’s New Directors Showcase is being shown for the first time in Moscow (trailer above). link
-Pierre Conte has been appointed as CEO of GroupM France.
As noted above, we’ve just obtained the memo from sources regarding a changing of the guards on the business development side at Draftfcb Chicago. After spending a decade at said agency, most recently serving as VP/biz dev director, Jamie McGarry is moving on. Taking over in the role of what is now SVP/group management director, new business development will be 15-year DFCB vet Sue Redington. You can read the full memo from Draft Chicago president Michael Fassnacht, CCO Todd Tilford and Redington’s direct boss, group management director Mark Bellissimo to staff after the jump. As for McGarry, sources say that she is headed to O’Keefe Reinhard & Paul, which was launched in Chicago earlier this year by fellow Draftfcb alums Tom O’Keefe and Nick Paul as well as ex-Amazon exec Matt Reinhard. Anyhow, read on if you so choose.
When DraftFCB and Kmart released their spot “Ship My Pants” last month, it was lauded far and wide as shot of adrenaline for both the retail brand and the Chicago office of the agency. Sure, it was silly, considering the spot’s entire charm rested on the fact that “ship” can sound like “shit,” but it was still a funny and delightfully unexpected execution for brand not known for taking risks.
After “Ship My Pants” racked up a whopping 17 million+ YouTube views, it would be foolish to switch up a formula that’s proven itself on such a grand scale. So, we now have “Big Gas Savings,” a new spot which tries to recreate the lightning-in-a-bottle success of its predecessor. Now first off, it lacks the unexpectedness of “Ship My Pants,” not to mention that “gas” and “ass” is a bit further of a reach than “ship” and “shit.” And, of course, “shit” is a far funnier word than “ass.” Also, advertising discounts on gas might not be the best way to get people into your store. In other words, no, this doesn’t live up to “Ship My Pants,” but really could it?
Kmart was left with two options here when it became clear that they had to stick to an execution they knew would bring in viewers. The first, which they went with, was to use a different swear word. The second, which may have worked better, was to continue going with “shit” and come up with new jokes. This isn’t to say that “Big Gas Savings,” isn’t better than 90 percent of ads out there. In fact, it’s still a very enjoyable watch. It’s impossible to hit it out of the park with every swing, and a single sure isn’t anything to be ashamed of. Credits after the jump.
Well, as those in know are telling us, a few tipsters may have received some mixed signals. Jon Flannery is NOT replacing Draftfcb Chicago CCO Todd Tilford but instead has been promoted from EVP/group creative director to EVP/executive creative director and will still report to the latter exec. Tilford in fact offers a statement with a little reveal, saying, “Jon is an exceptional strategic thinker and creative talent, and he knows how to engineer a collaborative environment where great work happens. We are in the process of turning the Chicago office into an open source creation studio, and Jon will play a critical role in making it happen. The path we are taking is going to be a an exciting one.”
Flannery has been with DFCB Chicago for over four years and was promoted, according to the agency, as a result of his work with clients including Kmart (he led creative on the recent viral hit for the brand, “Ship Your Pants”), Dow Chemical and The Shelter Pet Project. Prior to Draftfcb, the Chicago agency vet spent seven years as a senior creative at Element 79 (which was folded into Omnicom sibling DDB Chicago last fall), where he worked on Gatorade among other clients. Prior to E79, Flannery spent nearly a decade at Leo Burnett.
Paul Hattery is the main attraction in Cox Communication’s unique commercial/sitcom campaign Home with the Hatterys–a fake show about a family of four struggling with slow download speeds and other telecom-related hijinks. The original spot (above) was supposed to run as a one-off commercial, but after a positive reception, Cox and Draftfcb turned the idea into an ad sitcom with one-minute “episodes.”
The initial premise holds some value, straddling the parody v. pastiche boundary for a mockumentary like Modern Family. But, with 11 episodes, there are only so many DSL gags you can sit through before the humor dries up. Stale writing does in Paul’s character; he’s just a shallow sketch of Dunphy, mostly a consequence of one-minute clips that rely on soft one-liners. Although, when he drills his wife in the face with a dodgeball, you might crack a smile.
Interesting side note: The Home with the Hatterys opening credits play for 20 seconds even though the episodes last a minute; the Modern Family credit sequence plays for 10 seconds, and the episodes run for 22 minutes. There’s probably a more efficient way for Draftfcb to use their time. Credits after the jump.
Couchgating isn’t a word, and the idea that friends join together to sit on couches and eat mystery meat chicken on football Sundays has been around for quite some time. However, anachronism aside, KFC’s new “Couchgating” spot is worth a watch. Draftfcb Chicago produced the ad, which shows a few gridiron junkies talking smack about why more people need to sit on their lazy asses eating crispy strips.
Is KFC food disgusting? Yes. Will it lead to an early death? Probably, depending on genetics. But, the dialogue in the commercial is completely irrelevant. Draftfcb created a successful ad because of two things: slow zooms and an NFL Films soundtrack. I could listen to that music for hours regardless of what’s on the screen. All that’s missing is some John Facenda or Harry Kalas voiceover. If we could see Terry Bradshaw throwing a wobbly Super Bowl touchdown and then chomping on some Yobogoya, that would be even better.
Although going for two might take on an entirely new meaning… Credits after the jump.
It’s always wonderful when brands (and agencies) totally surprise you. That’s the way I felt upon viewing Kmart’s and DraftFCB Chicago’s “Halloween Costume Challenge,” a dark, Matrix-esque new seasonal spot starring dancer Monternez “Monty” Rezel of America’s Got Talent.
In the parking lot of a Kmart store on Chicago’s northwest side (the Addison and Kimball location for those familiar), Rezel set a Guinness World Record by going through 150 costume changes in just over six hours filming this spot. Set to David Condos‘ song “Like Wolves,” the spot freezes Rezel in midair during his dance, with a circle of cameras capturing his moves in 360-degree glory.
For those social mediaites out there (we know you’re out there), the live-stream of the event garnered 148 mentions, 33 retweets and 453,000 impressions. Alright, so those metrics aren’t that amazing (because I wasn’t invited and no one watches live-streams unless someone is breaking the speed of sound), but the end product is. And, really, when you have a spot this good, that’s all that matters. Credits after the jump.
Posting two Draftfcb-related items in one day is purely coincidental, we assure you. Anyhow, we’ve received confirmation that Teddy Brown, who’s spent the last eight-and-a-half years in Draft’s Orange County office, where he served as ECD across accounts including Taco Bell, is moving to the agency’s Chicago hub. Brown is joining up with Draftfcb Chicago as SVP/group creative director and will help lead the shop’s more notable accounts including USPS, Del Monte and Kraft.
During his lengthy stay in the OC, Brown helped lead creative, as noted, on all Taco Bell work, including this year’s “Live Mas” repositioning and “Operation: Alaska” effort. From what we’ve been told, lead creative on the Yum Brands chain’s account remains in the hands of Draftfcb North American ECD, who is also leading a search for Brown’s successor. Regarding his new SVP/GCD, Draftfcb Chicago CCO Todd Tilford says, “Teddy is an outstanding creative with a truly integrated marketing philosophy, a true professional, and a great human being.”
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