It seems $50 million dollar marketing decisions can now be made on the basis of winning or losing a newspaper's ad popularity contest. Yes, that's right. CareerBuilder has placed its account in review because its ads did not make a top ten appearance in USA Today's Super Bowl ad poll, a tiny survey based on just a few hundred people with absolutely nothing to do with whether or not an ad affected sales.
Cramer-Krasselt President Peter Krikovich is pissed. Livid. Dumfounded. And steaming mad and tells Advertising Age he responded to CareeBuilder's opening a review based on the poll by asking, "You have to be fucking kidding me, right?" The agency has resigned the account and will not participate in the review.
While there are probably quite a few ads that make us go, "How do they do that?" the question isn't answered often enough to be worth pursuing very far.
Adland, however, posed the question about an ad for Orange entitled Belonging. Oddly enough, it was answered. Sam Akesson of Fallon London confesses, "[Belonging] took A LOT of takes, and we spent about 2 months of rehearsing to get all the choreography and movement right. Basically it involves a lot of people running and jumping into holes..."
We were like WTF until Fallon elaborated with its own version of Making the Video. Way more interesting than anything P. Diddy does behind the scenes of his hitmakers, it probably could still have used a catfight or two. But how often do you get to see people jumping into holes? Not nearly enough.
Ask at Ad-Rag confides, "Belonging doesn't use any CGI. Instead they rely on running away, jumping into holes and the camera's blind spot. I think it's neat." We do too.
In fact, we think behind-the-scenes efforts like this are a great way of building intimacy between brands, audiences and even - yes - agencies. If it worked for Nick Lachey and Jessica Simpson, it can work for us too. Creative endeavours make fertile ground for screaming, crying and potential taboo trysts, yeah?
North Carolina-based Woodbine Agency rips into the Ad Club of the Triad's annual ADDY Awards, swooping up 18 Addy's, including 11 Gold and four Silver Addys. Additionally, they won a Best in Show for the Pivotal Decisions campaign they did for Piedmont Federal (which premiered here!).
To celebrate, the formidable bunch tore into what they called "the remains of their competitors" - which they claim was just leftover roast beef but could easily be the devastated flesh of some sadly razed agency exec from elsewhere.
Woodbine has offices in Winston-Salem and Charlotte, the latter of which marks its first year in July. Check out more celebratory meat-grinding here and here.
We pride ourselves on our unsurpassed potty-mouthage, so we feel a little outdone by this new Earth Day campaign that's kind of sponsored by Greenpeace.
The naughty prints are only "kind of" sponsored by Greenpeace because Exit3a copywriter Tom Mullen admits to AdCritic they haven't told the organization about the print series yet. "It's probably not legal, but there's too much paperwork, meetings and phone calls involved to get the campaign approved in time for Earth Day," he explains. "I figure Greenpeace is too busy getting sued by conglomerates to bother suing a few people who are trying to promote the cause. They can always officially deny the vulgarity."
If fortune favours the brave, perhaps that grace extends to those disinclined to ask permission for slapping mom-fucking ads out into the open and signing it Greenpeace.
We call this the conjure-bonds-by-insulting-the-source technique. This strategy occurs on the playground all the time, except it's done in crayon and usually ends in tears or angry phone calls. We have a feeling Greenpeace will be getting a few of the latter.
Just is case you aren't by now completely sick of the Aqua Teen Hunger Force Boston Terrorism media orgasm, Brandweek scored an exclusive (did you hear that? exclusive! damn, they're good.) interview with Interference Inc. Founder Sam Ewen whose agency was behind the placement of the moonite/litebrite (or whatever the fuck you want to call them) bombs...oops...guerrilla marketing installations. There's a tease of the interview here which basically reveals nothing we didn't already know. The full interview will be published in Monday's printed Brandweek and online.
- Bayer has consolidated its $200 million media buying and planning with Initiative. Previously, OMD handled planning.
- Talent Zoo is re-introducing the Naked Career with Sally Hogshead and the first interview will be with Seth Godin will discuss the industry's need for reinvention.
- Google buys in-game ad firm Adscape. Is there anything Google isn't going to buy?
We liked Finding Nemo. Cute animation and grisly clownfish family massacre aside, every character had a flaw to overcome and a dark side to deal with. That's what turns frothy animated fun into something meaningful, slightly scary and mildly subversive.
To tell what we're sure is a painful and amusing story about their ups and downs, Little Big Brands brings together major talent like animator Alexandru Sacui and musical guru Woody Pak. The result is three full minutes of sweet little cliches - big fish in little pond, fish out of water, other fish in the sea. Where's the challenge, the struggle and the shame? Three minutes is a long time - a very long time - to watch fish without so much as a glimmer of sharkfin over the horizon.
For album "Year Zero," Nine Inch Nails sets fans on a scavenger hunt with a series of webpages predicting the future. One example is Another Version of the Truth, a picture of a seemingly gentler America. When you click and drag your mouse, the pastoral picture reveals a desolate wasteland.
The first of the sites was discovered by fans who put together a set of highlighted words on a tour shirt. After that a spiral of other sites were found with roughly the same end-of-the-world, fascist/religious theme.
The effort was orchestrated by 42 Entertainment, the mad geniuses responsible for the Halo 2 campaign that sparked a dramatic nationwide search for a princess trapped in cyberspace.
Borrell Associates reports local online video advertising will hit $5 billion or 35 percent of all local online advertising by 2012. Just in time for Lonelygirl15's baby to take center stage as the first Pampers YouTube video series. Or ill it be LiveVideo by then?
- Travelers Insurance gets its red umbrella logo back from Citigroup after a ten year effort. Huh? Who knew it was missing?
- Miller has chosen Digitas to handle its interactive work after a review during which Digitas beat out Arc Worldwide for the account which was previously held by Agency.com.
- Remo, a new product from fledgling rations company erinMedia plans to rollout a sophisticated second by second television ratings service and has files many patents to insure it's well positioned to unseat ratings king Nielsen.
- Film makers are taking their movies to the really small screen. Well, at least promotions for those movies.
- Wieden + Kennedy London is seeking four people from outside the ad world to partake in its WKSide3 program which offers three month work at the agency.
- PSFK is organizing a future of marketing conference at which the likes of George Parker (now that's funny), Peter Rojas, Elizabeth Spiers, Cunning's Floyd Hayes, Anomaly's Mike Byrne and others will chat about where the industry is going.
- JC Penny Says "Every Day Matters."
- XM Radio does the Valentine's Day card generator thing.
- Suzuki does the webisode thing. Calls it The Briefcase.