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Posts Tagged ‘Todd Tilford’

DFCB, Kmart Continue to Make Puns, Offer ‘Big Gas Savings’

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.

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Flannery Moves On Up to ECD at DFCB Chicago

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.

 

Cox Sitcom Short on Situations, Comedy

There can only be one Phil Dunphy. And as much as Draftfcb would like you to pretend Paul Hattery is the second-coming of TV’s ultimate patriarchal dweeb, it’s not even close.

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.

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Chicken + Football + Couches = Couchgating

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.

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Kmart, DraftFCB Create a Haunting, Visually-Stunning Halloween Spot

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.

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Draftfcb ECD Teddy Brown Changes Offices

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.”

DFCB Chicago Promotes Roy, Loses Stock

Draftfcb’s Chicago hub has elevated EVP, group management director Rahul Roy to the role of director of account management. Roy, who has been with the agency for eight-and-a-half years, will take over for Marty Stock, who is leaving to join up with the new WPP group dedicated to MillerCoors. From what we’re hearing, Stock has been tapped to serve as president of said WPP group. We’ve obtained a memo that Draftfcb Chicago CCO Todd Tilford and president Michael Fassnacht sent to staff this morning concerning the news. Read below and the rest after the jump.

To: Draftfcb Chicago

From: Michael Fassnacht and Todd Tilford
Re:          Congratulations, Rahul
Date:       June 5, 2012

I’m pleased to announce that Rahul Roy, EVP, group management director, has been named the Director of Account Management for the agency. In his new role, Rahul will be a member of the agency’s executive committee, and will further elevate our account management standards, our unwavering focus on the work and goals for growth.

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Chris Ford Resurfaces at Draftfcb SF

Remember Chris Ford, whose last stint as an ECD at Ogilvy Sydney lasted just under a year? Well, the creative exec has now landed back in San Francisco to take on the chief creative officer role at Draft San Francisco. Ford, who officially assumes his title at Draft on August 29, will lead the creative departments in both San Fran and the agency’s Seattle office. As mentioned, it’s a homecoming for Ford, who, before heading down under to join O&M, spent 11 years at Goodby and worked his way up from senior copywriter to GCD, working on accounts including Comcast, TiVo and Saturn in the process.

During his career, Ford had other stints in the Bay Area at JWT and Wolfe/Doyle and spent time on the East Coast as an ACD at TBWA\Chiat\Day. In a statement, Draftfcb’s North American ECD Tom O’Keefe says, “Chris is exactly what this office needs right now. Under the watchful eye of leaders like Colin McRae, Tony Vazquez and Julie Scelzo San Francisco has done great work recently – we can’t wait to see how far they’ll go now with Chris at the helm.”

FYI, Todd Tilford, who was announced as Draftfcb Chicago’s CCO a few weeks back, officially started yesterday.

Tilford Named CCO at Draftfcb Chicago

Draftfcb NY CCO Darren Moran now has a counterpart in Chicago as the agency’s announced that Todd Tilford will take on the same title in the Windy City. Tilford arrives from Grey New York, where he was an ECD and led creative on DirecTV (most recently the “Gym” work), NFL and Ketel One among other accounts.

Tilford (left), who will assume his CCO role at Draft in early August, made his name known in the industry in the early ’90s as founder/creative director of Dallas-based Pyro, which operated initially as The Richards Group’s innovation lab. After that, he led all design work at BBDO New York and eventually started and ran his own creative consultancy. Tilford replaces Rob Sherlock, who we reported back in March was transitioning into an international role at Draftfcb.

Regarding Tilford’s hire, Draftfcb North American ECD Tom O’Keefe says in a statement, “Todd’s arrival represents a new creative era for Chicago. He has a well-earned reputation as a creative visionary who works extremely well in any discipline. He has been both a writer and a design director. He has led digital departments, created brand content, and has developed and marketed his own products.”

The Russian Returns for DirecTV, Guns Blazing

Ask and ye shall receive we suppose. The Russian oligarch (played by actor Tim Murphy) returns, thick accent, opulence and all in a follow-up to Grey New York’s well-received campaign from last year for DirecTV. Now that the introductions to the man and his mini-giraffe are out of the way, the theme this time around revolves around staying fit, in only the bizarre way our protagonist knows how. The line of choice here: “No pain, no pain.”

Credits after the jump…

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