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Posts Tagged ‘Alex Russell’

BBDO, AT&T Debut ‘Pet Turkey’ for ‘It’s Not Complicated’

BBDO’s “It’s Not Complicated”series for AT&T has been one of the most recognizable campaigns on television for a while now, offering up different variations on the “kids saying cute, funny things in a classroom discussion” theme with straight man Beck Bennett. Indeed, the campaign has been so ubiquitous and well-received that it basically landed him a spot on SNL.

The agency’s latest, Thanksgiving-themed “Pet Turkey,” while enjoyable, is not the greatest effort in the series. If you’re a fan of the approach, you’ll probably enjoy this new one; if you’re getting tired of this direction, chances are it won’t do anything to dissuade you.

“Pet Turkey” sees Bennett asking the group of kids, “What’s better on Thanksgiving?” When one boy suggests, “a pet turkey,” Bennett offers his rational take on that answer. Again, nothing new here, just more of the same approach from BBDO. Since this brand of cute funny has worked so well for them in the past, it’s understandable that they don’t see the need to change things up. But something about “Pet Turkey” makes it feel like BBDO is treading water, like the approach is finally losing steam and they need to inject “It’s Not Complicated” with some fresh ideas if they want to prolong its shelf life. Although with Bennett’s star on the rise, the campaign’s days may already be numbered.

“Pet Turkey” will debut this Sunday, November 24th and will run throughout the Thanksgiving holiday season. Credits after the jump. Read more

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JWT NY Co-CCO MacDonald Heading to BBDO

matt-macdonald

After spending the last 18 months as co-chief creative officer at JWT New York, Matt MacDonald has moved on as he’s joined up with David Lubars & Co. at BBDO to take on the role of ECD on AT&T. MacDonald joined JWT NY in spring 2012 as co-CCO alongside Ryan Kutscher (whose time at the agency came to an end earlier this year) and during his stay, he led creative on several campaigns for Macy’s including the “Yes, Virginia” holiday work as well as the “Nightlife Exchange” effort for Diageo. MacDonald is slated to officially assume his ECD post at BBDO, which we’ve been told is new as it covers all the creative duties BBDO handles  for AT&T, in January.

Along with adding MacDonald to the fold, BBDO is also shaking things up a bit in its Atlanta office as the agency is relocating New York ECD Wil Boudreau to the 404 to serve in the same role. As Atlanta ECD, a position he’ll assume next week, Boudreau, who has been with BBDO for nearly a quarter-century, will oversee the agency’s entire client roster — which includes REI and Florida Dept. of Citrus — save for AT&T (that’ll be MacDonald’s turf shortly, of course). Regarding AT&T, though,  Stephen McMennamy and Alex Russell, who specifically work on the account out of Atlanta, are now being promoted to SVPs/SCDs in said office “in recognition of the contributions they have made to that business.”

AT&T Taps More Kids for Youthful Publicity, Adds Mother’s Day Theme to ‘It’s Not Complicated’

Let’s kill two birds, shall we? AT&T must really like little kids. First, we had the Beck Bennett commercials that ran incessantly during March Madness (and still run; check out the newest Mother’s Day-themed “It’s Not Complicated” clip from BBDO after the jump). Now, the telecom giant seems to think we want more, more, more. The latest work from Dallas-based multicultural agency Sanders\Wingo shows young’ns on their mobile devices, saying things like, “In my day…our connection was so slow, we had to take turns online.”

Some viewers may find this cute, others may find it scary, but as kids become more and more comfortable with the latest technology, these types of spots should become the norm. We already have videos of babies who can swipe a page on an iPad, but can’t turn the page in a book or magazine. Regardless, kids will always have to eat the trope-filled Brussels sprout before they get to use any of these devices, and that’s how we get the thirty-second “Veggies.”

Check out the second spot, “Haircut,” the aforementioned “It’s Not Complicated” Mother’s Day effort and credits for all after the jump.

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AT&T Deceives the Masses, Creates ‘Viral Video’ to Set Up New TV Spot

Over the past week, the above YouTube video has found itself with nearly 1 million plays and embedded in a host of places, including venerated online outlets Deadspin, and Buzzfeed and, uh, NBC Sports. The first time I saw it on Deadspin, I watched it at least five times. Sure, there were commenter conversations about the validity of the video, but they were mainly about whether or not the opposing defense allowed this budding young Internet star perform a backflip over them. However, no one expected that the underlying truth behind this gridiron feat would be as sinister as this.

Yes, it was created by BBDO New York Atlanta, and you fell for it, America. You fell for AT&T’s malarkey, yes, MALARKEY. How do you feel, being fooled by a phone service provider? Will you sign up for AT&T out of shame? Better yet, how does it feel, young high school athletes of America? The viral videos of you making amazing plays will be ignored by Bob Stoops and his fellow collegiate head coaches for fear that it’s all a marketing stunt! Too bad!

In any case, BBDO is laughing all the way to the bank. They’ve succeeded where countless other agencies have failed: Make a compelling viral video on the cheap, distribute it to plethora of legitimate publications who have no idea what it actually is, and then connect it back to the brand in a touching TV spot. Even if this doesn’t make football fans drop their cell provider for AT&T, it’s a sure bet that a ton of other brands will be knocking on BBDO’s door for similar executions for the foreseeable future. Credits after the jump.

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