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Posts Tagged ‘Vic Palumbo’

Deutsch L.A., Ronald McDonald Love Taco Bell Breakfast

Deutsch L.A. teamed up with production company Moxie Pictures for a new broadcast campaign promoting Taco Bell’s new breakfast menu, coming on the heels of the brand’s digital campaign from Digitas.

Directed by Errol Morris, with editing from Rock Paper Scissors, the spots collect a group of individuals all named Ronald McDonald to share their thoughts on the new Taco Bell breakfast items. The Ronald McDonalds saying they love Taco Bell approach is used across the three spots in the campaign, and necessitates a “These Ronald McDonalds are not affiliated with McDonald’s corporation and were individually selected as paid endorsers of Taco Bell Breakfast, but man, they sure did love it.” disclaimer. That’s pretty much the entire campaign, the Ronald McDonald idea, but it’s a clever one and doesn’t feel especially stretched over the course of the three 30-second spots. It probably doesn’t have all that much more life in it, though, so hopefully it’s just Deutsch’s launch idea. Stick around for the “Waffle Taco” spot and credits after the jump. Read more

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Lorraine Bracco Brings Her Signature Rasp to Deutsch’s Holiday Netflix Spot

Lorraine Bracco (she of The Sopranos and Goodfellas fame, of course) lends her familiar voice to Deutsch LA’s new holiday spot for Netflix, and predictably, makes the ad work.

In the spot, “Tree Topper,” Bracco voices the part of the smiling porcelain tree topper that has been part of the McDermott family for 34 years. Through the tree topper we see the wild antics of the McDermott boys, as well as Christmas cooking failures and Uncle Luther’s fake snow. Despite the occasional difficulties living with the McDermott family, Bracco’s tree topper enjoys when the family curls up to enjoy watching something on Netflix.

It’s not the most original of concepts, but Bracco makes it work. Her voice is not only recognizable, but dramatic and expressive. This helps make the idea of a sentient tree topper seem less ridiculous, and even imbues the character with emotion and personality. It helps make the spot not seem overly sentimental, and her delivery of the spots’ final line really brings out just the right amount of curmudgeon from Bracco’s character. While celebrity voice acting is so often an afterthought used as an easy cash-in, Deutsch LA hits the mark by casting Bracco for “Tree Topper.” Hopefully other agencies are taking notes. Credits after the jump. Read more

Volkswagen Swims with Sharks for a Week


Discovery’s annual Shark Week extravaganza not only confirms that viewers go crazy for underwater creatures that can rip them into a thousand pieces, but that brands will use just about any tangential connection to a popular theme to try and wring out that extra dollar. Take the fat, colorful Tide billboard above the Lincoln Tunnel that I came across yesterday: “We get the blood out, too.” That’s one way to do it.

Volkswagen and Deutsch are going all in as well, bringing cars and sharks a lot closer than they’ve ever been before, a true sharknado of brand association if there ever was one. The VW campaign is loaded on social media, mainly focusing on sharable videos through Instagram and Vine. VW created a Beetle convertible that will be used as an underwater cage hooked up to cameras for the remainder of the week, hoping to conquer a chunk of the digital space floating around with these exclusive videos. Credits after the jump.

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And Now, a First Kiss That Smells Like Doritos from Taco Bell

We all remember our awkward first kiss stories, full of nervousness and rapid heartbeats. Based on “First Kiss,” the new 30-second ad in the Taco Bell Live Mas campaign that came through the tips line, we can now add sticky fingers and spicy breath to the list of uncomfortable descriptors.

Mixing Doritos Locos Tacos and kisses may not seem like the best idea, but this spot might strike the right cord for those who value some teenage sentimentality and John Hughes movies. Associating Taco Bell with cuteness is a tough trick to pull off, you know, with the greasy smells and penchant for attracting drunk college guys as a significant customer base, but Deutsch LA and director Zach Math found a way to pull it off. Taco Bell seems to have tapped the right nerve with Doritos Locos Tacos: the product helped create 15,000 new jobs. Maybe the company can use the profits to provide complimentary mouthwash with any purchase, so young lovers who want to make out in Taco Bell parking lots can have pleasant memories.

Credits after the jump.

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VW Teaches Your Son How to Throw a Baseball

It’s coming up on two years since VW and Deutsch LA’s beloved “The Force” aka “Little Darth” spot captured the hearts of America during Super Bowl XLV. While most agree that “Little Darth” was worthy of the acclaim and awards bestowed upon it, the VW/Duetsch duo has had a difficult time following it up. Last year’s “The Dog Strikes Back” fell well short of its predecessor, and perhaps this is due to an erroneous insight into what the public loved about “Little Darth.”

Yes, the Star Wars tie-in to “Little Darth” was great, but it wasn’t the reason the spot became one of the web’s biggest hits. “The Dog Strikes Back” also had a pretty blatant nod to Star Wars as well, but the spirit of “Little Darth” was lost, and the spot became more of a sequel than a standalone ad. The real reason the public loved “Little Darth” so much was because it was just so damn adorable, and judging by the above new spot for the VW Passat, this insight is now crystal clear.

What we have here is a great (and simple) slice-o-life spot, with an absolutely perfectly timed punchline that will make you giggle and then give a long “awwww.” It’s a bit surprising that VW didn’t hold the spot until this year’s Super Bowl, but I’m quite excited for what Deutsch has planned next. Credits after the jump.

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Dr. Pepper, Deutsch LA Continue Advocating Individuality, Now with Slice of Life Approach

Alas, there are no “T-shirt uniforms” to hammer home the message of individuality in this latest Dr. Pepper campaign from Deutsch LA, which is now eschewing grandiose productions and blockbuster cross-promotions to instead focus on real people, real stories. The above spot, dubbed “One in a Billion” (title track courtesy of the Vinyl Hearts), should give you the basic gist of how the agency’s ongoing “Always One of a Kind” campaign for the soda brand is evolving.

The heartwarming, human interest angle is one that’s been tread on aplenty, but it’s a somewhat interesting detour considering that at the end of the day, all agency and client are doing are selling soda. Will it take this year? Who knows, but in the meantime, check out out two specific stories, one focusing on a model-turned-boxer and the other a mother of five/roller derby queen along with credits after the jump.

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PlayStation Vita Brings ‘Assassin’s Creed’ to Life on the Subway

From Deutsch LA comes the above spot for PlayStation Vita, Sony’s latest portable gaming console that, at the lofty price tag of $250, is selling slower than Dreamcast, Sega’s final console before it dropped out of the console-making business completely.

Yes, PlayStation’s pricing model has gotten itself in some financial trouble over the last few years. While PlayStation built up its reputation for having the best video game titles and competitive technology since the release of its first console in 1995, the company got a little greedy with the release of PS3 and PlayStation Vita. Both of these systems are what most gaming experts would agree are the most technologically capable in their respective console categories, but six years after its release, Sony is still refusing to drop the price on the PS3 under $250. Meanwhile, in spite of the Vita’s sluggish sales since it debuted on the international market earlier this year, Sony is still not dropping its price tag. For you to truly understand the above spot for the Assassin’s Creed 3 bundle pack for Vita, you need to understand the position that Deutsch is in.

Unlike the campaign for the PSP, PlayStation’s earlier handheld platform that was marketed to casual gamers, Deutsch is aiming to hit the video game fanatics that are willing to shell out $250 in exchange for constant stimulation at all times. Look at it this way, thieves are probably more likely to rob iPhones on the subway these days instead of foreign-looking, clunky devices. Add to that the promise of a violent murder during your morning commute, and perhaps Sony can move some Vitas during the holiday season without lowering the price. Credits after the jump.

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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 Slaps Partner Title on Palumbo

Now that yours truly is finally back in New York (and still jetlagged), let’s try to get back into normal mode, shall we? If you don’t recognize the name Vic Palumbo, the Deutsch LA EVP, director of integrated production most recently co-conspired on the web app/game called “High Rollaz” and has played a key role in several efforts for VW (“The Force” and most recently, “Fast vs. Fast”) as well as Playstation and California Milk Advisory Board. Anyhow, it appears that the production head’s hard work over the past three years at Deutsch LA has paid off as the agency has named him a partner (by our count, that makes six in all in LA).

Prior to Deutsch, Palumbo spent nearly five years as director of production at Fallon, working with clients ranging from BMW to Travelers. But rather than rain down the rest of Palumbo’s resume on you, we’ll tell you that perhaps his most notable production stint prior to Deutsch was at W+K Portland, where he spent six years and was behind projects including the Emmy-winning “Move” for Nike.

California Cows Join the Modern Family in Deutsch LA Spot

If you take the time and money to buy organic milk, you have a low-level fondness for cows. You hope they get to eat grass and see sunlight. Those who go to the farmer’s market and ask, “So, are these happy cows?” have a higher allegiance to the gentle beasts.

In their latest campaign, the California Milk Advisory Board wants dairy consumers to take the next step by inviting cows into their homes. “Make us part of your family,” they moo.

But actually they don’t moo. The cows in this campaign are talking California cows, and in the first TV spot, we’re introduced to a teenage gossip cow whose monologue is filled with words like “supes” and “bt-dubs” (meaning super and by the way, respectively). It’s hard to nail teen-talk without seeming contrived and stale, but this cow does a decent job. I’d have to consult my 14-year-old cousin to be sure, but I think this speech matches many middle-school convos. It should, considering the spot is directed by Fred Savage, Wonder Years star and now director and producer for shows like Hannah Montana and Modern Family.

The spot airs this week, accompanied by a making-of video. Though our commentator straddles the line between sensitive dad-type and creative director-stoner, the incredible mechanics he showcases make up for his dazed tone.

Credits and making-of after the jump.

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