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We approve of Old Navy’s ad revival. Their spots are funny and memorable. Props to Chandelier Creative!
Once upon a time, Old Navy commercials were generally accepted as wonderful. They were bright, colorful, kitschy, silly and instantly recognizable. But eventually, as these things go, they got old. The public moved on, while Old Navy, with its mannequins and goofy taglines, remained stuck in the 2000s.
Since the retailer split with Crispin Porter + Bogusky last summer, though, its advertising–from Chandelier Creative in New York–has experienced a bit of a revival. First, there was the Black Friday ad with the delightful Melissa McCarthy. Then, last month, it was a spot featuring comedian Debra Wilson as an overexcited TSA agent. Now, Old Navy is debuting a new campaign starring yet another female comic, national treasure Amy Poehler.
The first 30-second spot, “Meet the Pixie Pant,” has Poehler playing a wacky lawyer who interviews a potential job candidate. But rather than discussing, you know, lawyer stuff, Poehler becomes fixated on the interviewee’s outfit–a pair of skinny blue gingham pants and white T-shirt (which, cuteness notwithstanding, probably isn’t the most appropriate ensemble for an interview at a law firm)–and proceeds to ask her a bunch of bizarre questions about them. After learning that the pants were just $25 and the shirt free with purchase, Poehler gives the young woman the job and dashes out to Old Navy.
In a second, extended version of the spot, we get some more riffing from Poehler on her pants obsession (“Would it be weird if I got the same ones? And we wore them on the same day? And we went to the beach together?”), her law firm (“You know what we do here? We represent cats in criminal trials”) and the job requirements (“You do some light housekeeping? Great, because I live in a lighthouse and it’s filthy”).
Admittedly, none of this is exactly groundbreaking, and if the star were anyone but Poehler, it might even be forgettable. But Poehler, who also helped write and direct the spots, gives a deadpan performance that’s hard not to love. She’s proven capable of making average material seem much better than it actually is (season 1 of Parks and Recreation, anyone?), and she works that same magic here.
And magic is something Old Navy sorely needs.
Read more from the source: AdWeek
Some great news from one of our clients, Designkitchen. We’re excited to see what talent comes from this combo!
WPP’s Wunderman is taking its Chicago-based digital shop Designkitchen and folding it into digital agency Blast Radius.
Both Blast Radius and Designkitchen are under the Wunderman umbrella, a group within Y&R that WPP has built up primarily through acquisition over the years. Designkitchen, has a 100-hundred employee office in Chicago; it will now be called Blast Radius, giving that name a presence in Chicago. Designkitchen also has a San Francisco outpost with fewer than 20 employees, and that location will change its name to Blast Radius eventually, though the agency declined to detail when.
Sam Landers, CEO of Blast Radius “Individually, each agency has a strong reputation for delivering strategic, creative solutions for clients through brand and technology innovation,” said Sam Landers, former head of Designkitchen and now global CEO of Blast Radius. “Over time, we’ve worked on several joint clients and seen the distinct advantages of working together. Today, our clients benefit from having one of the most talented groups assembled at their fingertips.”
As head of Blast Radius, Mr. Landers is replacing Gurval Caer, who last March was named vice chairman, chief innovation and marketing officer of Wunderman. Mr. Landers was also named president of Wunderman’s brand experience division, which was created to oversee digital properties of the network globally. Blast Radius North America is overseen by managing director Robin Forbes. Designkitchen in 2012 had revenue of $23 million, according to Ad Age’s DataCenter. Blast Radius had U.S. revenue of $58 million and non-U.S. revenue of $15 million.
Clients at the combined agency now include Nike, Novartis, Starbucks, Nivea, Land Rover, HP and Motorola. WPP bought Blast Radius in October 2007, aligning Blast Radius with WPP’s Wunderman. Blast Radius, formed in 1996, has five offices in North America (Portland, Toronto, Vancouver, New York, Seattle) along with five overseas (Paris, Amsterdam, London, Shanghai and Hamburg, Germany) . Designkitchen, founded by Mr. Landers, was acquired by Wunderman in July 2008.
Read more from the source: adage.com
Here’s an example of FUN, branded content for Chevy Cruze. It was the winning entry from the “Find New Roads” campaign. Oh, and it only cost $4k!
Imagination and ingenuity can drive you almost anywhere–even to the Academy Awards telecast.
So learned Jude Chun, a South Korean independent filmmaker whose delightful minute-long winning entry in Chevrolet and Mofilm’s international Oscars competition aired during Sunday night’s gala on ABC.
The film-within-a-film, created with co-directors Eunhae Cho and Sunyoung Hwang, shows some imaginative kids making a movie of their own, called “Speed Chaser.” Chevy’s 2014 Cruze is prominently featured, in both life-size and toy-model versions.
“We started from the fact that our target audience was watching the Oscars telecast, and we wanted to make something that celebrated the magic of movies,” Chun tells AdFreak.
The clip, chosen from among 72 entries, is part of the automaker’s “Find New Roads” campaign, a mantra Chun says also captures the essence of filmmaking. “A budget of 100 millions of dollars might help, but it’s really imagination, creativity and passion that get movies made,” he says.
The film’s authenticity and heart stem from Chun’s youthful DIY experiments in moviemaking. “When I was in high school, I used to make videos with my friends,” he says. “Just silly stuff like Matrix parodies. We used office chairs as dollies, lamp stands as lighting. I used to hook up two VHS players to a TV, and press play/record/rewind to edit my movies.”
Read more from the source: AdWeek