PRNewser FishbowlNY FishbowlDC GalleyCat TVNewser TVSpy LostRemote SocialTimes

Posts Tagged ‘Tommy Means’

We Hear: The North Face Business in Review

The North Face is making a big push to expand its brand. At the end of October, the company launched a new campaign called “Your Land,” its most expensive marketing effort to date; now a source tells us that it might have opened an agency review as well.

First, the spot created by Mekanism (with web experience designed by Colorado’s Factory Design Labs), which will make its TV debut during this week’s edition of Sunday Night Football:

For the record, we really hope the surfer in this spot wasn’t trying to bring his board on the L train at rush hour.

We know that North Face chose Factory Design Labs as its AOR in 2007 and that Mekanism took over the TV portion of the account recently, hence the credits on this new campaign (which has earned coverage in Fast Company, The New York Times, and other pubs).

A source tells us that, as part of this new initiative — which sees the company increasing its marketing spend by 50 percent – the rest of The North Face business is currently in review.

We’ve yet to receive confirmation or information about which agencies might be involved. Updates when they come in and credits for the ad above after the jump via Adhugger.

Read more

Mediabistro Course

Copywriting: Creative Ad Writing

Copywriting: Creative Ad WritingWork with a freelance copywriter to build your advertising portfolio and land more copywriting jobs! Starting January 12, Kim Taylor will teach you how to make a complete ad using graphics and photos, write strong headlines and body copy for various advertising media, work from a creative brief, and jumpstart your ad portfolio. Register now!

Mekanism Takes on Life’s Messy Moments for Method

Mekanism has just launched a new campaign for San Francisco-based shop, Method, “the premier disruptor of the home care category,” featuring a “romantic comedy-style series of TV and online ads, content and social media programs” which will run from March 24 – June 7.

The ads tell the story of Charles and Francine, two opposites who, over the course of the spots, meet, fall in love, and have a baby. Mekanism and Method buck conventions a bit by making Francine the messy one and Charles clean (even if they feel the need to point out that he’s “pretty neat for a guy”). In the first of the spots, the 30-second “They Meet,” Charles finds Francine asleep on his toilet after a night of partying, and Charles wonders how to break the ice. From there, their domestic tale evolves with a series of relatable messes marking milestones in their lives. While not laugh out loud funny, the spots have a pleasant kind of light humor and are quite watchable. The voice over by a man with a strong French accent definitely helps things along, especially in the 15 second “Super Pregnant” where viewers are treated to hearing the words “super pregnant” in said French accent.

“Our story is about opposites attracted to one another,” said Tommy Means, Mekanism founder and executive creative director. “Francine is charming, stylish, impulsive and a bit of a mess not unlike Audrey Hepburn in Breakfast at Tiffany’s. Charles on the other hand is clean and orderly. Telling the Method story through the eyes of this odd couple falling for each other is something everyone can relate to.”

Method is also partnering with digital agency Essence to develop and execute its media plan, which marks Method’s first significant foray into online advertising. Stick around for “Easy” after the jump. Read more

Kids, Just Say ‘No’ to Jugs

Well, it’s definitely a rarity to see a laundry detergent ad rock this hard.

From SF-based agency Mekanism comes this latest viral spot for Method, an odd brand of laundry detergent that requires “four pumps for one sweet load.” Since being posted yesterday, the “Say No to Jugs” has already amassed nearly 90,000 YouTube plays, no doubt converting innuendo-loving guys who look like Sam Beam (the bearded guy from Iron and Wine) and the girls who love them to spray-bottle detergent.

This video follows Method’s “Clean Happy” campaign launch from last month, which used the Naked and Famous track “Young Blood” to appeal to 20-somethings seeking a hipper way to do their laundry. Detergent in jugs? What are you, my grandma? Join the “People Against Dirty” on Method’s Facebook page and view credits after the jump.

Read more

Method Offers Vivid Vision of Clean

Lowercase cleaning supply/detergent/soap brand method launched a global brand campaign this week, which is anchored by this colorful spot from San Francisco shop, Mekanism. While we continue pulling our hair out trying to figure out who’s behind the catchy tune (one we’ve heard countless times via bar satellite feeds, jukeboxes, etc in recent months), feel free to soak in this clip that emphazies method’s anti-dirty, “Clean Happy” stance and sums up the brand’s various products in two minutes’ time. Credits after the jump.

Update: Yes, it’s Naked and Famous and their tune, “Young Blood.”

Read more

Friday Odds and Ends

-Rich Silverstein, PJ Pereira and Tommy Means are among those that will converge at SF Egotist’s ONCE roundtable (above). link

-Cars.com bails from ESPN’s next Penn State telecast. link

-The Watsons “reinvents the cheese wheel” with a new app for Whole Foods. link

-Whitehouse Post Chicago promoted Tim Warmanen to editor.

-So, where will Kevin Roberts go next? link

-JetBlue honors Veterans Day. Now can they honor their own policy about wait times on the tarmac? link

-What the hell is a “soap shuttle interface?” Maybe this will explain. link; link