How’d They Do That? Remarkable British Ad Goes in Utero to ‘Film’ an Unborn Baby

If you happened to catch this PSA on television in Britain this month, you might be left wondering if it is—could it somehow possibly be?—real footage. And that's the point.

The spot, from Grey London, shows an unborn baby drifting around inside the womb in what is surely the most real-seeming in-utero footage ever. It is, however, all CGI.

"The craft and technique that Digital Domain and [Radical Media director] Chris Milk put into making the ad was amazing, and the end result looks so brilliantly life-like that we hope people will walk away from it questioning whether it's real or not," says Grey deputy executive creative director Vicki Maguire.

The ad, for the British Heart Foundation, even has the baby do the voiceover (in a child's voice). She talks about how she might inherit a heart condition from her parents.

"I wanted to create a sincere and simple piece of film, forging a deeply emotional connection with a girl who needs saving even before she is born," says Milk, who also made Arcade Fire's stunning interactive experience The Wilderness Downtown. "The story is told in a world that is familiar but still a mystery. She's invited us in because she has something to say. Something vital."

Credits below.

CREDITS
Client: British Heart Foundation
Agency: Grey, London
Creative Director: Vicki Maguire
Copywriter: Clemmie Telford
Art Director: Lex Down
Managing Partner: Sarah Jenkins
Business Director: Eve Bulley
Account Manager: Grant Paterson
Account Executive: Isaac Hickinbottom
Agency Producer: Vanessa Butcher
Creative Producer: Gemma Hose
Planner: Ruth Chadwick
Media Agency: PHD, London
Media Planner: Monica Majumdar
Production Company: @radical Media
Director: Chris Milk
Visual Effects: Digital Domain
Editor: Brian Miller
Producers: Ben Schneider, Sam Storr
Postproduction: Digital Domain
Soundtrack Composer: Vampire Weekend
Audio Postproduction: Grand Central




Times Issues Response on Abramson Pay

Arthur Sulzberger Jr., The New York Times’s publisher, denied that a disparity in Jill Abramson’s pay compared with predecessors figured in her being replaced.



Conteúdos patrocinados do NYT são tão populares quanto os conteúdos editoriais

A habilidade de contar histórias é um talento que serve bem tanto ao jornalismo quanto à publicidade. Entre uma coisa e outra, existe uma vasta zona acinzentada, em que não se sabe exatamente se o material é jornalístico (já que existe alguém patrocinando, pode haver um viés) ou propaganda com conteúdo.

Esse tipo de história não é novo, mas a sua adoção por grandes veículos é razoavelmente recente, e os primeiros resultados chamam a atenção.

Em uma apresentação em um fórum da American Associaton of Advertising Agencies, Meredith Levien, VP de propaganda do New York Times, revelou que os conteúdos patrocinados da publicação têm alcançado audiências tão boas ou melhores que os seus conteúdos editoriais. Desde janeiro deste ano, o jornal fechou parcerias com 8 anunciantes, que patrocinam conteúdos que levam sua marca ou que falam sobre algum de seus produtos ou serviços.

É o caso da matéria interativa sobre os Jogos Olímpicos de Sochi, que foi produzida em parceria com a United Airlines, e que recebeu cerca de 200 vezes mais visualizações que uma matéria editorial do mesmo nível.

Em paralelo ao caso de sucesso de propaganda nativa do NYT, o Yahoo também lança um novo modelo de anúncios em seus sites, que foram apelidados de unidades ‘in-stream’. Feitos para se misturarem ao conteúdo editorial, esses anúncios aparecerão claramente marcados como propaganda, mas podem ‘enganar’ quem passa os olhos, já que eles usam uma linguagem,  estilo de redação e design bem semelhantes aos conteúdos editoriais do site.

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Com essas estatísticas, executivos como Jonah Peretti, do BuzzFeed, ganham um reforço para a teoria de que conteúdos patrocinados não pioram o jornalismo, mas melhoram a publicidade – com uma mãozinha de quem sabe contar histórias, o material da propaganda fica mais atrativo, e retém a atenção da audiência. Para os diretores de jornais, é uma prova de que a publicação não fica ‘queimada’ com o leitor (já que, afinal de contas, eles estão ativamente consumindo conteúdo patrocinado).

 Anúncios nativos aparecerão claramente marcados como propaganda, mas podem ‘enganar’ quem passa os olhos, já que usam uma linguagem,  estilo de redação e design bem semelhantes aos conteúdos editoriais.

Na outra ponta da história, os mais ferrenhos apontam que o principal problema é que a propaganda nativa quer ‘parecer’ jornalismo sem o ser, e parte desse pressuposto de se disfarçar de algo que não é. Bob Garfield, do The Guardian, elenca as publicações que já estão trabalhando com conteúdos patrocinados: The Economist, Forbes, The Atlantic, The Huffington Post, Washington Post, Time, NYT, Yahoo, antes de afirmar que o conteúdo patrocinado é uma das últimas estratégias de tentar trazer dinheiro para uma indústria que está com o pé na cova.

O professor de jornalismo Anton Harber também acredita que esse modelo baseia-se em ludibriar o leitor, na esperança de que “ele perceba nesse tipo de conteúdo a mesma credibilidade e autoridade de uma notícia”.

Diante desse cenário, eu não consigo concluir se é o jornalismo que se vende ou a publicidade que melhora. Certamente o jornalismo não será, nos próximos anos, o mesmo jornalismo que conhecemos hoje em dia, com as mesmas premissas e códigos de ética. A publicidade também dá sinais de precisar ser mais encorpada, e não uma vã historinha para boi dormir.

A única certeza que me resta, nesse quesito, é que a habilidade de contar uma boa história está cada vez mais valiosa.

Brainstorm9Post originalmente publicado no Brainstorm #9
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Ogilvy & Mather says sorry for Malala ad

Ogilvy & Mather has apologised for an ad, made by its Indian offices for a mattress brand, that used illustrations of Malala Yousafzai, the Pakistani schoolgirl who was shot by the Taliban.

Function-Oriented Abodes – The Whitehouse Park Building is Separated According to Task (GALLERY)

(TrendHunter.com) The Whitehouse Park building in Singapore is separated into three boxed sections, each of which has a specific function. This was done after the architects were faced with the challenge of building…

Creative Director Christopher Brady Leaves Mullen

This morning Christopher Brady announced his departure from Mullen after eight years in what has nearly become a traditional way: with a public Facebook post.

Brady has yet to announce where he’s headed, but for context, he spent more than eight years at the agency as group creative director. Before joining Mullen, he worked as a senior art director for Apple in Cupertino, CA for two years (one of which he spent as an employee of Wirestone LLC).

Updates as we receive them.

New Career Opportunities Daily: The best jobs in media.

On Jill Abramson and the Joyless Job of Managing/Upmanaging at the Times


A couple years ago I went to a party in Austin, Texas, during SXSW that New York Times media columnist David Carr held in his hotel room. It was low-key and very informal — Carr had filled his bathtub with ice and cans of cheap beer for his guests — and the mood among the tech-meets-media crowd (e.g., executives from Twitter and Kickstarter, reporters and editors from Wired and Mother Jones) was Austin-style chill.

New York Times Executive Editor Jill Abramson came to the party, and what struck me the most about her is that she didn’t mix. Shortly after her arrival, she planted herself on a banquette by a window where she was bracketed by two women — fellow Timesfolk, someone told me later — and the three talked only amongst themselves for the 90 minutes or so I was there.

When I had to leave for another event, I realized my backpack was trapped on the banquette behind the threesome, so I affected the universal we’re-at-a-party-so-let’s-mingle body language of sort of lingering/crouching at the edge of their group, beer in hand, without actually barging in. But they remained in a tight, three-way conversation, and though one of Abramson’s protectors glanced at me a couple of times (giving me an icy “Who the fuck are you?” look), their bubble felt so hermetically sealed that I found it difficult to even interrupt with “Excuse me, could I just grab my backpack behind you?” (Although after a few more awkward minutes, I did just that, because I really had to go.) Abramson seemed isolated by design.

Continue reading at AdAge.com

French Dad Hates His Family but Loves Football in Citröen’s New Ad

When you wake up looking like Jim Morrison and Brian Wilson's weird soccer hooligan man-baby, you've slept too long. You might want to get up, dust off the cobwebs and maybe get a friggin' haircut, ya big hippie. 

This delightfully absurd spot from French automaker Citröen and agency Les Gaulois opens with a groggy, unkempt man waking up from what appears to be a pretty satisfying Rip Van Winkle-ish snooze. He wakes up and shuffles to the window, and then we see him assemble the fragments of the years he slept through. 

Take a look below to see what happens next. 

Via Adeevee.

CREDITS

Advertising Agency: Les Gaulois, Puteaux, France
Creative Directors: Gilbert Scher, Marco Venturelli, Luca Cinquepalmi
Art Director: Marie Donnedieu
Copywriter: Ouriel Ferencz
Director: Eric Lynne




Vídeo revela a evolução dos efeitos visuais

Enquanto busca novas oportunidades de trabalho, o editor Jim Casey encontrou uma maneira interessante de divulgar suas habilidades, utilizando o YouTube. É lá, em seu canal, que ele tem inserido vídeos interessantes, com edições bem legais sobre diversos temas ligados ao entretenimento. Um dos mais recentes destaca a evolução dos efeitos visuais no cinema, desde 1878 até os dias de hoje.

O Mágico de Oz, Fantasia, Mary Poppins, O Exorcista, Super-Homem, ET, Titanic, O Planeta dos Macacos… estes e muitos outros mais estão lá, em pouco mais de 3 minutos.

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Brainstorm9Post originalmente publicado no Brainstorm #9
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Client Lunches Are Worth It, Research Shows: Real Ad Headlines from ‘Mad Men’ Era


On Sunday’s episode of Mad Men, thanks to the office’s new IBM 360, creative Stan Ginsberg lost his mind, as well as a nipple. Don Draper also reunited with his niece Stephanie and crashed a big meeting between SC+P and potential tobacco client Phillip Morris. Meanwhile, the former Mrs. Draper got belittled by hubby Henry — “Leave the thinking to me,” he said. Even though, as Betty professed, “I’m not stupid. I speak Itallian.”

But what was the real news from the ad world at the time? Find out in this edition of Throwback Thursday Ad Age Headlines, pulled from June, 1969.

More on the show and the era here.

Continue reading at AdAge.com

Mitch Blunt Editorial Illustrations

L’illustrateur Mitch Blunt basé en Allemagne s’est spécialisé dans la création de visuels très parlants, jouant avec talent sur les symboles et les choix graphiques pour des créations éditoriales, afin de compléter des articles pour The Guardian, The Times ou encore Esquire. Une sélection variée de ses œuvres est à découvrir.

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Majestic Ocean Wave Photos – Syoin Kajii’s Photos Capture the Diversity and Grandeur of Waves (GALLERY)

(TrendHunter.com) ‘Nami’ is a photo-series by Syoin Kajii, a Japanese photographer and Buddhist monk. The photos simply capture the ocean waves off Sado Island in Japan, but are intended to provoke more…

You Will Need to Pay Very Close Attention to This South African Anti-Gun PSA to Truly Understand it

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I had to watch this PSA for Gun Free South Africa twice to really get it. It’s very subtle. In an effort to turn the country into a gun-free zone or at least mitigate the fact that over 50 firearms are stolen or lost each day and that 18 people are shot everyday, the spot delivers the message, “If you’re stolen gun was there, so were you. Hand in your gun.

Created by Y&R, the spot uses a very subtle bit or choreography to put a second person on the scene. Of the approach, Y&R Group Creative Director Bibi Lotter said,”I really loved the subtlety of Tony’s (Frieze Films directorTony Baggott) treatment. He’s crafted a thoughtful piece that doesn’t accuse anyone but makes people think about what it means to own a gun.”

Y&R had originally conceptualized the spot as a first-person shooter, but Tony rather suggested filming the PSA in a single, continuous take and using choreography to introduce the second person. It works quite well. But you have to notice the subtlety.

McCain Attacks Google and Yahoo in Hearing on Malicious Online Ads


Sen. John McCain took aim at Google and Yahoo this morning during a Senate hearing on malicious online advertising, stating the companies “have a responsibility to help protect consumers from the potential harmful effects of the advertisements they deliver.” The Arizona Republican also indicated the responses of the online ad giants during the hearing will compel him to push harder for legislation protecting consumers against malicious ads.

A Senate report published in conjunction with this morning’s Permanent Subcommittee on Investigations hearing suggested ad industry self-regulatory efforts to prevent ads that disseminate viruses and enable cyber attacks are insufficient.

“The consumer is the one party involved in online advertising who is both simultaneously least capable of taking security precautions and forced to bear the vast majority of the cost when security fails. For the future such a model is untenable,” said Mr. McCain.

Continue reading at AdAge.com

Sky Bet hires Mcgarrybowen

Mcgarrybowen has picked up the advertising account for BSkyB’s gambling service, Sky Bet.

Grey Re-Enters South Africa with Acquisition of The Volcano Group

Adweek Global Agency of the Year Grey has announced it is re-entering South Africa with immediate effect, with the acquisition of a majority stake in The Volcano Group, one of South Africa’s fastest growing independent agencies. The Volcano Group will rebrand as Grey Africa as a result of the acquisition and will focus on developing a strong local presence for Grey in South Africa as well as leading Grey’s expansion in key African markets.

Volcano’s group managing director, Paul Jackson, said he was proud to be associated with Grey, adding, “The decision to take on the exciting opportunity of re-establishing Grey in South Africa and across the continent is one that is met with great enthusiasm by both parties, and we look forward to being an integral part of the continued global success of Grey.”

David Patton, President and CEO of Grey EMEA was equally excited about the acquisition, saying, “The most important outcome of this exciting partnership is the acquisition of talent and expertise that will re-ignite our efforts in establishing a dynamic South African presence for Grey and will also allow us to truly focus on serving international clients across the African continent.”

New Career Opportunities Daily: The best jobs in media.

Shit! It’s already done / Pas si renversant?

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Cliquer ici pour voir la vidéo.

THE ORIGINAL? 
Philips Milk – 2011
« Highly Effective Laxative »
Source : Adsoftheworld
Agency : Ogilvy (Venezuela)
LESS ORIGINAL
Hepar Mineral Water – 2014
« The joy of a good transit » (La joie d’un bon transit)
Source : YouTube
Agency : Marcel, Paris (France)

Coca-Cola Takes on Beauty Category With Nail-Polish Launch


Coca-Cola has teamed up with OPI on a collection of nail polish inspired by its beverages. The collection, just the latest licensing deal for the brand, was promoted with a manicure event in midtown Manhattan this week.

The beverage giant’s branded products generate more than $1 billion in retail sales annually. And since 2009, Coca-Cola has more than doubled both its licensing revenue and profit. “It’s a very profitable business for us,” said Kate Dwyer, Coca-Cola’s group director worldwide licensing.

Continue reading at AdAge.com

Microsoft and Nokia celebrate corporate union with visually striking book for staff

Ask someone to imagine the corporate ‘literature’ handed out to staff for the merger of two technology groups and they would be forgiven for picturing a pamphlet using dull, jargon-ridden copy accompanied with stock-library imagery. But Microsoft’s acquisition of Nokia has resulted in something far from conventional.

Water Life Drinkable Book

Chaque année, 3,4 millions de personnes meurent à cause des maladies contenues dans de l’eau contaminée. Avec cette initiative Water is Life, chaque livre imprimé utilise un filtre spécial qui permet d’éradiquer la quasi-totalité des bactéries dangereuses présentes, et permet ainsi d’obtenir de l’eau potable.

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