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Deutsch

Celebs Band Together for an Epic Hurricane Sandy Relief PSA

Yes, Hurricane Sandy has come and gone, yet large portions of New York are still far from being rebuilt. Those in New York are aware of this, but those of us in flyover country have, let’s be real, almost completely forgotten about the destruction wrought by the storm only a few weeks ago. Sorry, but it’s true.

So, how do you get Midwest hicks like me to care about helping New York’s disaster relief efforts? Well, one winning strategy would be having a bunch of celebrities tell me that I should care. You see, I find it hard to relate to those people in the Rockaways who lost their homes and more during Hurricane Sandy. However, I love celebrities, and there’s nothing more terrible to me than seeing a movie star look really sad. Deutsch NY and the New York State Governor’s office know these things, which is why they’ve produced a cavalcade of the most New York-y New York-based celebs to tell me that they need my help. If you for one minute thought that Al Pacino and Robert De Niro wouldn’t be in this spot (shot over a weekend) after seeing the title of this post, you are a stupid person.

Joining De Niro and Pacino is this PSA for the Empire Relief Fund are people like Michael J. Fox, Whoopi Goldberg and Steve Buscemi, the last of which is a great casting decision as he always looks kind of sad. For those who need their ads cut down to 30-second bite-sized portions in order to be convinced to give money, here’s exactly that. And, for those of you who have been sufficiently convinced to donate to the cause, visit ReliefNY.org to give. Credits and another PSA after the jump.

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Another Year, Another Xmas Price Index from Deutsch NY, PNC

Ah yes, boys and girls, nothing rings in the holidays quite like PNC’s Christmas Price Index, which has become an annual tradition like repeat airings of It’s a Wonderful Life, but is actually aimed at making economics somehow digestible for both kids and adults. I don’t know about you, but just watching Trading Places in our high-school economics class did the trick.

Anyhow, this marks the third CPI that Deutsch New York has created for PNC and in case you didn’t know what it actually is, it’s a 29-year-old annual tradition that shows the current cost of one set of each of the gifts given in the holiday tune, “The Twelve Days of Christmas.” According to the campaign site, yes, the Christmas price tag has once again gone up as PNC’s CPI has risen four percent from last year to $25,431.18 (in fact, the last shift downward was in 2002).

In this year’s installment, the parties involved (along with B-Reel) have created an interactive gaming experience where visitors can find missing gifts across 12 locations from NYC to Paris to even Shirakawa-go, Japan using Google Streetview. Don’t worry, “Twelve Days” purists, characters from the Xmas carol are all included in the mix. Now, off on your animated, street-viewing, globe-trotting adventure you go. Select stills and credits after the jump.

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Deutsch NY Grabs Some GrubHub Biz

And now, a quick bit of newsy news for you. Deutsch New York has been tapped to serve as media agency of record for GrubHub, the online/mobile food ordering service that has graced our subways and subway stations here in NYC with many a quirky, cartoony ad over the last year or so. The eight-year-old Chicago-based brand chose Deutsch NY because according to a statement from its VP of marketing, Mandy Pekin, the agency’s “…proven track record in building performance-driven results makes them the perfect partner for us as we continue to introduce diners to the GrubHub brand.”

Deutsch takes over over on the GrubHub media account for Boston-based Blitz Media, which declined to participate in the RFP process.

VB&P CD Behind Google Fiber Launch Heads to Deutsch LA

If the name David Kim doesn’t ring a bell, we’ll tell you that the senior creative was one of the masterminds behind Venables Bell & Partners’ Google Fiber launch from late July. Now, after spending nearly five years at the Bay Area agency, Kim has headed down south to Deutsch LA, where he has taken over as EVP, group digital creative director on Volkswagen. The new hire essentially succeeds Jerome Austria, who left Deutsch LA in August for the freelance circuit (though he’s probably still on that “surfing vacation” as we speak).

Along with the Google Fiber work, which helped celebrate the online giant’s launch of its super-fast internet/TV service in the Kansas City area, Kim has also pitched and led  the integrated campaign for Intel’s ambitious “The Chase” while at Venables. Prior to VB&P, the creative spent a few years as an AD/ACD at TBWA’s \Tequila and worked as an interactive CD at Publicis Seattle on T-Mobile. Guess you couldn’t write his mission statement at Deutsch LA any better as he says in a statement, “I aim to be the connective tissue between technology and creative design, bridging the gap between what is possible and what has not been done yet.” Godspeed, sir.

Organic ECD Pascoe Heads to Deutsch NY

After a two-year stint at Organic, where she served as executive creative director and led teams across offices and past/present accounts including Intel, Bank of America, P&G and The Home Depot, Karyn Pascoe has moved on to Deutsch New York, where’s she’s joined up as SVP/group creative director. From what we’ve been told, Pascoe, who officially assumed her new post at Deutsch NY today, will work on a “little bit of everything” at her new employer including Microsoft, PNC and Milk.

Prior to Organic, which just had a fairly eventful summer of its own, Pascoe worked on creative efforts, whether on a project basis or not, at the likes of Razorfish, frog design, JWT and Ogilvy (clients ranged from J&J and Nestle to GE and MTV).

California Milk Showers With a Cow

As a Wisconsin man, the “Happy Cows Come From California” campaign has always irked me. What, California, are you suggesting OUR cows aren’t happy? Sure, they might be a little fatter, a little more lethargic, and may or may not experience what some would deem “alcoholism,” but does that mean they’re sad? NO! At least they aren’t smug little overly vain California cows, with their hybrid cars and over-sized sunglasses.

Well, apparently no one else believed this silly “happiness” claim, as the California Milk Advisory Board seems to have dropped their completely untrue tagline in this new spot from Deutsch LA. Instead, the CMAB cares not about cows’ feelings, but rather focuses on how a cow and its milk function as part of your nuclear family. As we can see, cows enjoy singing off-key renditions of Cher Lloyd’s “Swagger Jagger” under the helm of director Fred “Kevin from The Wonder Years” Savage. Yes, it’s a bit more in-your-face that Deutsch’s introduction to the “Make Up Part of Your Family” campaign. But, if there’s one way to convince your Californian family to drink milk, you might as well do it with shrill noises that your kids will absolutely love. Credits after the jump.

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Deutsch LA Aims to Bridge Gap Between Marketers, Agencies on the Fast, Cheap with ‘Inventioni.st’

 


Deutsch LA partner/chief digital officer Winston Binch and a handful of his crew are back at it again, following up efforts such as “High Rollaz” and “30 Days to Beta” with “Inventioni.st,” which the agency claims will offer marketers digital products and strategy in “5-day sprints, prototypes in 45 days, full products in six months.” If you happen to have at least $10K to spare, Deutsch LA says it will work with CMOs and startups alike to launch new products. Binch tells us, “Remarkable products are the best ads, but it’s not always easy for marketers to build them. Inventioni.st can help businesses create great digital products and services in as painless and effective a way as possible.”

If you’re so inclined for something reportedly “painless,” you can check out what inspired this particular lab, its own work including the projects mentioned above, what makes it tick and a list of “startups of the week.”

Star of Deutsch LA’s Talent Retention Clip No Longer at Deutsch LA

Yes tipsters, we do agree that there is some irony in the fact that Rob Goldenberg, a VP/ACD at Deutsch LA, is out at the agency. Why the irony? Because Goldenberg starred in one of those promo videos back in June (above) that were created in-house by the agency to promote its Cannes Lions panel on agency retention dubbed “Ending the Agency Talent Rotisserie.” Anyhow, we won’t try to harp much more, but according to sources familiar with the matter, Goldenberg, who spent four-and-a-half-years at Deutsch LA, was cut due to overstaffing on the HTC account (perhaps due to the smartphone brand’s Mother move from earlier this year?). During his time at the agency, he also worked as an ACD on Dr. Pepper.

In more positive Deutsch LA-related news, we’ll kill two birds and tell you that Max Page, aka Mini Darth from VW’s “The Force” spot that of course was created by the agency, is being honored by the AAF at its Advertising Hall of Achievement induction ceremony on November 13 in NYC. Page, who went through open-heart surgery this summer, is getting a special nod from the AAF for his charitable work on behalf of children’s hospitals. Good on ya, kid.

 

Live Out Loud Encourages LGBT Professionals to ‘Gay It Forward’, Reminds Us of That Awful ‘Pay It Forward’ Movie

From Deutsch NY comes “The Homecoming Project,” a new campaign for non-profit Live Out Loud that encourages LGBT professionals to mentor and empower LGBT youth.

Using the tagline “Gay It Forward,” which is a pun on the phrase “pay it forward”–which in turn became the title of an overwrought 2000 movie in which then-young star Haley Joel Osment attempts to trick people into doing good deeds before he (thankfully) gets stabbed to death–the campaign depicts gay and lesbian professionals returning to their high schools to describe their struggles growing up in a not-so-friendly world. Apparently, the rampant homophobia these individuals had to overcome has not only influenced them to become strong, confident, and charitable adults, it’s also given them quite a penchant for drawing colorful pictures on chalkboards.

Similar to the incredibly popular “It Gets Better” campaign started by sex columnist Dan Savage, “The Homecoming Project” also seems to be of the mindset that good role models are an incredibly important tool in helping young people struggling to come to terms with their homosexuality. The campaign will also feature a print and outdoor component coming to a New York City kiosk near you. For more on this initiative, visit Live Out Loud’s website here.

Deutsch LA’s ‘Brand Rapper’ Raps About ’30 Days 2 Beta’

Deutsch LA has certainly bombarded our radar this week, and this time around, we turn our attention to “30 Days 2 Beta.” If you can’t recall what that is, the aforementioned project, which was spearheaded by Deutsch LA partner, chief digital officer Winston Binch, concerned the building of the agency’s new web, mobile and tablet platform in a matter of, yes, 30 days. Now, to reflect on the success of the launch, Deutsch LA needn’t look any further than within to find a case study spokesman in Jason Pickar, a copywriter at the agency who you might also know as the “Brand Rapper” (he’s no Grandmaster B, though). Enjoy the infomercial-inspired vid above.

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