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Posts Tagged ‘Tom Routson’

RPA, Tool Share Terrible Parenting for Newport Beach Film Festival

RPA teamed up with production company tool for a new campaign celebrating Newport Beach Film Festival’s 15th anniversary entitled “15 Years Under the Influence.”

The centerpiece of the campaign is a short film called “Bedtime Story.” In the two and a half minute video, directed by Tom Routson, a daughter asks her father to read her a story before bed. The father begins a story about “a beautiful princess who lived in a magical castle far, far away,” but soon finds himself bored with the story and strays from the narrative, deciding that the princess is not actually a princess but a “beautiful operating system” (referencing Spike Jonze’s Her). From there his story bounces all over the place, referencing memorable moments in independent film from the last 20 years or so, with a rather gory ending. Somehow, through all this his daughter manages to fall asleep, making the display of truly awful parenting seem almost sweet. In addition to its home online, the film will screen during this year’s festival in Newport Beach, which will take place from April 24th-May 1st. Stick around for credits after the jump. Read more

Mediabistro Course

Presentation Writing: Design and Delivery

Presentation Writing: Design and DeliveryLearn how to use storytelling techniques and visual content to create and deliver successful pitches and presentations! Starting August 6, Amanda Pacitti, the manager of learning at Time Inc., will teach you the best practices for presentations, from using software like Prezi and Powerpoint, to writing your script, and using images, audio, and video to drive your points. Register now! 

Draftfcb LA Continues Full-Court Press for Nabi

Just two weeks ago, we were covering the first wave of Nabi spots from Draftfcb, a pair of 30-second ads that favorably compared kid-friendly Nabi tablets to Kindle devices a la Microsoft vs. Apple. Our Erik Oster found them to be informational and appealing. However, these two new spots, “Fear Not Question” and “Swagger,” drop the comparison technique for an unconvincing plea for Nabi to be a lifestyle brand.

“Fear No Question” presents the Nabi brand as classroom-friendly, going right after a parent’s sense of idealistic learning, so in turn, that parent will go right for his/her wallet. It’s a boring and safe play that may have worked out if Draftfcb hadn’t already launched the Kindle attacks that are much more memorable.

“Swagger” goes straight after the kids. Promoting Nabi headphones – think Beats for kids – the spot shows a little kid walking down a school hallway in slow-motion as he gives headnods to his friends and long stares to the girl he probably has a crush on. This is more Fubu than Fuhu. This is also just a bad commercial, corny and overdone, even for a children’s market. The tagline of “Everyone Needs a Theme Song” actually has a nice ring to it, but the visual execution is too silly. The clip almost plays like a mocking comedy skit of itself.

At 30 seconds, both ads are easy to watch and easy to forget. ”Swagger” and credits after the jump.

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Sears’ Diehard Batteries Will Survive the Zombie Apocalypse

Including a narrative is usually a good way for a commercial to hook the audience with creativity, but this Y&R Midwest zombie spot for Sears actually overdoes the narrative focus to the point where the  brand association is almost negligible. We know, zombies are popular, but it seems like the creatives put more time into the character development of the actors than organically integrating the product. Somebody really enjoys The Walking Dead.

The setup: a girl and a guy running from zombies try to escape in separate cars. The guy’s car won’t start, but the girl’s car has a Diehard battery that is still kicking even after the apocalypse, which is conceptually clever. But, the 70-second running time is too long for the two-second insert shot of a Diehard battery at the very end. If the first 35 seconds of the ad were cut, the relevant story points would still be in tact. There’s also a #SurviveZombies for brand engagement, but if you want or need a reliable car battery, you probably don’t care about hashtags or zombies. Credits after jump.

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Monday Morning Stir

-Was a Target CMO split the beginning of the end for the brand’s relationship with W+K? link

-Someone’s taken issue with a Vonage ad that aired during this past weekend’s NFL coverage (above). link

-Director Tom Routson has returned to bi-coastal prodco Tool after a one-year stint at Moxie. link

-The Dodge Dart is making a comeback. link

-Former Y&R Chicago CMO/head of Sears account Jim Reath, who joined McKinney nearly two years ago as VP/group account director, has expanded his role at the latter agency by assuming the title of director of retail and shopper marketing.

 

 

Wednesday Odds and Ends

-BMB India racked up a handful of account wins including Leela Gurgaon, Della Adventure, India’s largest Adventure Park in Lonavala and She Comfort Sanitary pads.

-Yeah Yeah Yeahs frontwoman Karen O models for Absolut (above).

-Beer commercials: Not stupid. link

-Bicoastal/London prodco Moxie signed director Tom Routson for global commercial representation.

-Trent Reznor‘s journey from NIN to Academy Award nominee, thanks to a little movie about Facebook. link

-Did you know Chicago Advertising Federation’s 29th Annual Career Day is this Friday? link

-Hey, let’s play M&M’s “Space Heroes,” shall we? link

-Netflix beat out Apple in customer brand loyalty, at least according to one study. link

-Proximity Worldwide chief innovation officer Simon Bond will serve as keynote speaker at Dubai Lynx. link