Hasta La Creative!

DAVID Miami hired Jon Carlaw as director of strategic planning, responsible for executing creative media and communication strategies for clients including Coca-Cola, Kraft-Heinz and Burger King.

Carlaw joins the agency full-time after spending a year and a half as freelance strategy director, working with agencies including Johannes Leonardo, McKinney, Preacher and Noble People, in addition to DAVID. Prior to that he spent nearly nine years with W+K Portland as a communications strategy and associate media director, working with clients including Coca-Cola, Target, Chrysler/Dodge, Electronic Arts and Ubisoft. Before joining W+K he spent a little over two years as a media supervisor with CP+B Miami, where he focused on the agency’s MINI Cooper account, helping to establish the brand in the U.S. and winning a Cannes Titanium Lion. He has also held media positions at Intermark Group, FCB Chicago and Ogilvy & Mather.

“Jon brings with him deep expertise and powerful insights for brand building and communications planning, which is why he’s perfect for DAVID and our clients,” said DAVID Miami co-founder and CCO Anselmo Ramos. “We’re so happy to have him part of the team.”

David introduces Heinz’s “new, better-tasting yellow mustard” with a campaign entitled “Ketchup’s Got A New Mustard.”

“Our Yellow Mustard launch is unprecedented for Heinz and for the mustard category,” said Eduardo Luz, president of Heinz North America, in a statement. “Heinz is America’s Favorite Ketchup, and we’re aiming to become America’s favorite mustard, too. We want people to love their yellow mustard as much as they love our ketchup.”

The new campaign is built around a 30-second spot, “Backyard BBQ,” which personifies the Heinz’s redesigned mustard as Ketchup’s new mains squeeze. He brings her to a backyard barbecue and everything is going great until his ex-mustard shows up. Ketchup’s ex-mustard is less than happy about his new relationship, and he adds insult to injury when he tells his new girlfriend that she has better taste. “For years, Heinz Ketchup has been with the wrong mustard. Well not anymore,” says the voiceover at the conclusion of the spot, followed by the tagline. While the approach highlights the reinvention of the product in an obvious way, some might think it goes a bit far in making the past version of the product (and, by extension, Heinz) look bad. Apart from highlighting its upside-down squeeze bottle design and claiming it’s “better tasting,” there’s also not much of an explanation as to how the new recipe (which the press release describes as utilizing “stone-ground mustard seeds and a secret blend of spices and vinegar” for “a perfect balance of flavor and tang”) is different from the old one.

Credits:

Agency: David                                                                                                                                                                                                                                                                     SVP, ECD: Anselmo Ramos                                                                                                                                                                                                                                      Associate Creative Director (AD): Tony Kalathara                                                                                                                                                                                            Associate Creative Director (CW): Russell Dodson                                                                                                                                                                                                Planner: Paul Ramirez                                                                                                                                                                                                                                                          Dir. of Integrated Production: Veronica Beach                                                                                                                                                                                                               Sr. Producer: Yamaris Leon                                                                                                                                                                                                                                         Digital Producer: Yamaris Leon                                                                                                                                                                                                                            Managing Director: Paulo Fogaca                                                                                                                                                                                                                             Account Director: Carlos Rangel                                                                                                                                                                                                                                 Studio Production Artist: Carlos Panza Lange                                                                                                                                                                                                        Business Affairs Manager: Libby Fine

Production Company: Biscuit Filmworks                                                                                                                                                                                          Director: Jeff Lowe                                                                                                                                                                                                                                                                DP: Darko Suvak                                                                                                                                                                                                                                                        Executive Producer: Colleen O’Donnell                                                                                                                                                                                                                 Producer: Kali Niemann                                                                                                                                                                                                                                         Production Mgr.: Amanda Amann                                                                                                                                                                                                                            Casting Agent: Alyson Horn

Animations/Graphics Co: Jogger                                                                                                                                                                                                                       Flame Lead: David Parker                                                                                                                                                                                                                                       Producer: Lynne Mannino

How gay does this Whopper look to you?

See, that was a trick question: packaging aside, it looks and tastes exactly like every other Whopper.

On that point, here’s the spot promoting it from DAVID, which premiered today:

This ties quite nicely into the brand’s new (contentious) “Be Your Way” tagline…

(more…)

New Career Opportunities Daily: The best jobs in media.

Today Burger King dropped the first spot by its new global AOR, WPP agency David.

As a faux “where are they now” covering the CP+B original’s fall from fame and return to viral advertising, it’s about as meta as you would expect.

It’s also more than a little “Rocky”: there’s an Italian trainer; there’s an instrumental montage; there’s at least one raw egg; there’s Screech as a costumed Mexican chicken fighter.

The campaign isn’t as interactive as its predecessor; while the rollout included a series of missing person-style print ads, viewers can’t tell this chicken what to do (and yes, we know the responses were pre-recorded in 2004).

The big question, given the spot’s very open-ended conclusion and the fact that BK CMO Eric Hischorn told USA Today that “[The Chicken] will stick around going forward”: where will the sequel go?

continued…

New Career Opportunities Daily: The best jobs in media.

Todo mundo diz que Natal é tempo de compartilhar, mas isso geralmente não vale para a fila do táxi. Que o digam os passageiros de Congonhas.

Em Roma, a Coca-Cola resolveu testar a boa vontade das pessoas. Ofereceu um táxi de Natal pelas ruas da cidade, que indicava através do painel luminoso qual era o destino do passageiro que estava dentro do carro.

Já que era o mesmo caminho, qual o problema de compartilhar?

A criação é da DAVID.

Post originalmente publicado no Brainstorm #9
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Présenté comme son projet de fin d’études à Forsbergs School of Design & Advertising à Stockholm, ce projet David Rinman appelé « Match Beat » est une nouvelle expérience, permettant de créer une interaction visuelle et sonore avec la table de ping pong. Il permet aux joueurs de contrôler la musique et l’aspect visuel en jouant.

Ele voltou.

: )

Post originalmente publicado no Brainstorm #9
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