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Posts Tagged ‘Aaron Starkman’

Rethink Uses Bromancevertising to Sell Sh***y Canadian Beer

Rethink takes bromancevertising to the next level with their follow up to “The Beer Fridge” for Molson, the second most viewed commercial online in Canada in 2013.

“The Beer Fridge – Project Indonesia” is a 2:45 ode to Canada, hockey, beer, and, above all, bromance. Two friends decide to surprise a third friend who moved to the Gili Islands in Indonesia years ago. That there are no motorized vehicles in the Gili Islands makes the trek a bit of a challenge. The friends come packed with a satellite so their buddy can watch Team Canada in the 2014 Olympic Games and a red fridge full of Molson (which was obviously not easy to transport). When the three friends finally reunite, it’s actually quite a touching moment. This is probably the most bromantic ad you’ll see this year, and a refreshing angle from Rethink.

Molson released the Internet spot today, with a full-length TV version slated for the Canadian World Junior Hockey Tournament, where it will essentially take up entire commercial breaks. Clearly, Molson believes in this spot. Additionally, a 30 second version of the ad is set to debut on December 26th. Credits after the jump. Read more

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Molson Resurrects ‘I Am Canadian’ Slogan via Traveling Beer Fridge

 

Let’s begin yet another hot, muggy day in NYC with an item related to something that’s pretty much always refreshing, especially during this time of year: beer. A decade after moving on from its “I Am Canadian” slogan, Molson has decided to reinstill some native pride, bringing back the mantra via a traveling beer fridge that can only be opened by, what else, a Canadian passport. In its effort to keep it real and spread the word throughout the globe, Molson’s fridge (by the way, nice touch on the bottles), which was concocted by Canadian agency Rethink, has made its way from London to the White Cliffs of Dover to Brussels. While we’re reminded to renew our own U.S. passport, check out the beer fridge spot above and a making of clip along with credits after the jump.

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Thursday Odds and Ends

-Maribeth Phillips and John Sexton joined as EP and interactive CD of Definition 6′s New York office, respectively.

-JWT New York and Chelsea director Liz Von Hoene collaborated on a new campaign for Lean Cuisine (above). link

-Verizon’s iPhone sales seem to be doing well. link

-Photogs, please try to avoid the naked man cameo in a kids’ clothing catalog. link

-Our old pal from DDB, Alex Delanghe, joined up with MDC Partners as VP, corporate communications. Katie Kempner, meanwhile, will focus on CP+B.

-In other Crispin news, agency alum Aaron Starkman signed on as partner/CD at Rethink Toronto. link

-Move over Mercedes, BMW is taking over the U.S. luxury car crown. link

-Do you have your Facebook business card? link

 

CP+B Makes Leadership Moves in Toronto

CP+B has undergone a bit of a management makeover in its Toronto office as Subtej Nijjar, or “Sub” as he’s known, has been promoted to president. Nijjar (right) has spent the last year as VP, director of cultural & business insights at CP+B Toronto, though his time there dates back six years when he joined what was then zig Ideas as strategic planner. During the last few years, Nijjar has taken the lead on a variety of CP+B’s North American accounts including Best Buy and Domino’s and played a role in helping the agency win the Under Armour basketball biz.

Along with the Sub bump, CP+B Toronto VP/CD Michael Murray has now been named executive creative director. Murray has spent the last three years as creative director on accounts ranging from Virgin Mobile/Radio to IKEA. Prior to rejoining CP+B Toronto in 2008, Murray served as a senior copywriter at TAXI for two years.

Meanwhile, CP+B Toronto is losing two notable higher-ups including CEO Shelley Brown and ECD Aaron Starkman (who Murray is replacing). Brown was appointed CEO just 18 months ago after spending nearly eight years as president. No word yet on why they’re leaving exactly (though Chuck Porter says in a statement that “We remain great admirers and friends of them both”), but now, the entire CP+B network will be led by one CEO, which of course is Andrew Keller.

 

Meet Howie Mandel, Comedian, Talent Show Host, Breast Cancer Crusader

So, the Crispin Porter + Bogusky camp swears that this photo-op was not staged and that noted germaphobe Howie Mandel just happened to be taking a stroll along the streets of Toronto when he stumbled upon the topless women you see above. Whatever the case, this past Monday, Mandel encountered an effort from CP+B Toronto to raise awareness for Rethink Breast Cancer and its 10th annual fundraising event.

Crispin’s Canadian branch decided that advertising on women’s breasts might be the ideal medium to promote the event called “Boobyball,” which will take place in Toronto and Calgary on Oct. 14 and Nov. 9, respectively, and will include “cake, cocktails and cleavage.” Sounds like every stereotypical frat guy’s bachelor party, but whatever the case, it is for a good cause and Mandel did tweet out the, um, OOH effort to his 280,000 followers. We can’t snark on that. Click here for more info on the event and peep credits after the jump.

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