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Posts Tagged ‘Troy Scarlott’

Thursday Odds and Ends

-PSFK is going print. link

-Here’s another inclusion from BBDO Toronto’s latest, ongoing Skittles “Touch” campaign (above).

-Bi-coastal indie agency Ignited promoted Jordan Atlas and Troy Scarlott to SVP/ECDs.

-In honor of World Water Day (which happens to be today), DDB New York is helping make New York’s dirtiest water drinkable. link; link

-While we’re on the topic, care to pledge your next birthday for clean water? link

-TBWA/W+K alum Nathalie Le Régent-Hausman joined New York agency Gate Worldwide as director of business development.

-Here are three ways Instagram is promoting big brands. link

-Coca-Cola is now capitalizing on the Jeremy Lin hype by running Chinese courtside ads at Madison Square Garden. link

 

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Op-Ed: How to Work in Advertising and Still Enjoy the Super Bowl Party

While we’ve made it an annual tradition to post contributions from industry folks following the Super Bowl, we decided this time to get some thoughts in the days leading up to the game. Throughout this week, we’ll post some commentary from your peers on various Super Bowl-related topics. Hey, since it’s advertising’s big day, too, why not build some hype? First up to bat are Troy Scarlott and Jordan Atlas, SVP/ECDs at Ignited. Take it away, sirs.

With advertising’s big day rapidly approaching, a tremendous amount of discussion is underway about what to expect from the upcoming Super Bowl ads. Most of the talk seems to have fallen around the following topics; Does releasing your spot prior to the big day help to ignite more interest and awareness, or does it only serve to undercut the value that an audience gets from first seeing it on Sunday?

Appearances from GoDaddy, KIA and H&M will help fuel the ongoing debate about whether or not sex sells (our two cents: Sex doesn’t sell. It titillates, for sure, but unless you can recreate that same racy subject matter within the last ten feet of the purchase funnel, you will most likely be left taking a cold shower when it comes to sales. Finally, does the proliferation of :60 commercials signal the return of storytelling? Again, our two cents says that while storytelling at times has been MIA or at least difficult to track down, it never really went away and thus can’t be returning. More time should only be bought if more time is needed to enhance the idea. Put another way, you don’t need more time to tell a good story, you just need a good story.

The focus of most of this discussion is on what the general population will see, feel and ultimately do with the ads shown during the big game. While this is certainly an important group of people, it occurred to us that there is a smaller, but no less significant, segment of our population that tends to go unrepresented on Super Bowl Sunday. We are of course talking about that elusive demographic affectionately known as “The Lone Advertising Professional Stuck at the Super Bowl Party Watching The Ads With a Group of Non-Advertising Professionals.”

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Meet Robert Roberto Roberto, the ‘World’s Greatest Referee’

Ignited launched a new series of web spots for Konami’s new sports video game, Pro Evolution Soccer 2012. The self-proclaimed “most realistic depiction of the game” has its work cut out for itself, competing in a space long ruled over by EA’s popular FIFA series. So, in order to set PES 12 apart from its competition, Ignited created Robert Roberto Roberto, the “world’s greatest referee.” As a “Robert” myself, I approve of the name selection.

Roberto’s job is not done on the field, as the soccer ref feels compelled to give people red and yellow cards whenever he sees fit and in whatever environment a “foul” is committed. This apparently includes people trying to cheat the 10 items or less line at the grocery store. Maybe it’s just the white beard or being referred to as “the world’s greatest” person in his chosen profession, but Roberto certainly has a Dos Equis “Most Interesting Man in the World” vibe, doesn’t he? In any case, Roberto takes his refereeing job seriously, which Ignited seems to favor over showing little to no PES 12 game play in these spots. Watch two more spots below and view credits after the jump. (Really? Only a yellow card for a nut punch?)

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