Names that include punctuation are almost as cool as those who refuse it.
Headquarters: Boston, Massachusetts. With other offices in Detroit and Amsterdam. Modernista was founded in 2000 by Gary Koepke.
Current clients: Hearts On Fire, General Motors' Hummer, and Cadillac, Product Red, and Stop Handgun Violence. They have done work for the likes of Converse, MTV, Napster, Gap, and Anheuser-Busch.
Modernista! (Boston). Napster is a file-sharing program that basically allows you to download music from their online database for cheap. Cheaper than iTunes, cheap. Everyone shares their music with each other like a musical commune. This ad totally captures the purpose of Napster and portrays its edgy, anti-establishment personality. The headline line is fabulously simple, and pounds the message into your head: don't buy music, share it. Of course, the original company shut down due to copyright issues (who didn't see that coming?). Now, the service still exists but you have to pay a small monthly fee for access to the music database. All in all, the original message reigns on. Do your own thing, forget the rules, get the music you want now.
Founded in 1977, R/GA is a global ad agency that is headquartered in NYC, with other offices in San Francisco and London. It is a part of the Interpublic holding company.
It noted for its great digital and visual production capabilities.
Work: Nike+, Droid, Noke viNe, Zain Retail Experience, Ad Council's That's Not Cool.
R/GA (NYC). This is one of the many videos made for their work for Ad Council to support an initiative to make teens and parents more aware of cyper-bullying and cyper sexual-assault ("sexting"). I think this whole concept is cool because they collaborated with actually teens to create the material on the site. By providing information for kids, by kids, they made an environment that is safe, inviting, and informative. The site offers tons of info about how to know if you are being attacked, who to talk to, and how to stop it. Empowering kids through material thought up by kids. Awesome.
Where, you guessed it, they are the secret weapon.
Past Clients: Nissan, Infiniti, Jack in the Box, Carl's Jr., Taco Bell, Dyer's, Nike, Energizer, Coca-Cola, Alaska Airlines, American Express, Reebok, and ABC Networks.
They only have three clients at a time, so they can focus all of their energy on those clients only. I think that's pretty neat.
Secret Weapon Marketing (CA). This campaign goes right for the problem: people don't trust car-salesmen. It's a universal truth. So why not be honest about how awful they are and show why Honda sales-people are different? This series is cute, honest, and approachable. Making you truly feel like you can trust Hondas and the men and women who sell them. I'll have to admit, though, that I find them a bit too corny for my liking, but overall, cute concept and good message.
David&Goliath is a full-service indie agency. They have offices in Los Angeles, London, and Frankfurt. They started their own non-profit organization called the Brave Alliance. They also have their own in-house print production studio (Bullseye) and broadcast production studio (Spinach).
David&Goliath (LA). For Mammoth Ski Resort. This ad grabbed my attention because it has many of the same elements of the VW work by DDB. Small image, big white space. What's kind of ironic, is that instead of "Think Small", their tagline is "Play Big". Simplicity in my mind is always best. Also, I don't know if you have ever been to a ski resort, but they are always packed! So this simple image of a lone skier with all the room in the world to carve through is not only impressive but mouth-watering. I would love to have a whole mountain to myself. Of course, I understand that this sentiment is not the message, just wishful thinking on my part. Overall, this ad doesn't overwhelm you with detail and color and people and prices. Instead, it wraps you in a sense of beautiful isolation and makes you yearn for your turn to carve some powder.
The agency was started in a 10'x14' room above a restaurant in Venice. One of their founders wrote the movie Old School and a children's book published by Random House. They are the first agency to get a TV commercial exhibited at the Metropolitan Museum of Art. And it is only 15 years old...
Clients: 2K Video Games, Bit-O-Luv Dog Treats, CA Department of Health, Ditech, ESPN, Mylife.com, Oberto Beef Jerky, Pinky Vodka, Parrot Technologies, and Mercury Insurance. Have done work in the past for the History Channel.
Ground Zero (Los Angeles). For ESPN. This is a direct mailer that was sent out the exact same day that Boston Red Sox traded a prominent players to LA. ESPN needed to capitalize on the trade and do it immediately. This is a great example of quick-thinking in an appropriate manner. The note presents a snarky jab at Boston, fitting the sentiments of the situation dead-on. It also is easily understood, the message is delivered almost instantly. Not to mention that it is move that would definitely get press and a whole bunch of word-of-mouth. Home run.
HQ: Vancouver. With offices in British Columbia and Toronto. Yay, Canada!
They currently employ 60 people... which sounds kind of small to me, but hey, if it works.
T'was founded in 1999, by Chris Staples, Ian Grais (definitely French-Canadian), and Tom Shepansky who all used to work at DDB Vancouver.
Clients: A&W, the British Columbia Automobile Association, Sobey's, Mr. Lube, and Science World at TELUS World of Science.
They are most famous for their work for PLAYLAND.
Rethink (Vancouver?). For Children of the Street Society's launch of Predator Watch. Copy: Attention predators: undercover officers are online. I think it's kind of ironic because we usually see ads that focus on warning children and their families of the threat of online predators, but in this campaign, the cops are warning the predators. Also, it shows cops pretending to be kids instead of the predators pretending to be kids (which they often do to lure in unsuspecting children). Once again, it is an example of turning a topic on its head and approaching it from a different angle. Not too mention that it's way creepy.
What's with the bizzare names? Now I think I'll name my agency BlueberryGrasshopper...
StrawberryFrog is a neat shop with offices in New York, Amsterdam, Mumbai, and Sao Paulo.
Clients: Stacy's, P&G Pampers, Truth North, Heineken, Scion, Asics, Liberty Mutual, Morgan Stanley, James Bond, IKEA, Sprint, GAS Jeans, Old Navy, Wal-Mart's Sam's Club, and more.
StrawberryFrog (New York?). I picked this one because I honestly have no clue why the iPad is useful. But this concept gave me a new perspective. Instead of thinking of the iPad as an extension of your home computer or your iPhone, it is its own technology, it just needs to be defined. With Pampers Hello Baby app, we see that your iPad can be a means of connecting with your family. It encourages family-bonding as well as knowledge about the person growing inside of you. It reinforces Pampers brand image of being family-oriented and innovative. It makes me really trust Pampers and feel like they truly know a lot about what they do. It also makes me realize the amazing opportunities for the iPad to explode, if only we tap into it properly.
I don't know why, but things with weather forecasts in their names always make me smile. I think if I ever make my own agency I'll name it 34 and Nippy....
Clients: Nike, Carl's Jr./Hardee's, Discovery Channel, 2K Sports, and HP.
72 and Sunny. If I am your target, make it a musical and you always win. Point 1 for Discovery Channel. But what's awesome is that they made it serious, when others try to make their musical attempts funny. Point 2. And yet, through their seriousness they make it funny. My high school theater teacher always told us when practicing improv games that if you try to force the funny, you'll fail, but if you try to play them correctly, you'll always win, because it's funny when your correctness works. Point 3. Also, they embraced the different personalities of their shows, each one sang the song how they would actually sing it. Hushed. Tongue-in-check. With drums. Each to his own tune. Point 4. And through it all, we saw the message: Discovery Channel is the place to go to find people and shows who truly love our planet. Point 5. Game, set, and match.
Once again, we have come across a rather secretive agency. I can't seem to find any relevant info about them.... however:
Clients: Stella Artois, COI 'Frank', Coca-Cola, Oasis, PG Tips (tea), Dell, Powerade, Orange, truTV, and more.
Mother (London). I love audience participation. And the audience loves it even more. That's why shows like "Who's Line is it Anyway" work out so well (aside from their hilarity). People like it when they get the chance to be a part of something. And when it comes to advertising, they are more likely to seek it out if they can interact with it and add their own personal flair to the campaign. This one for Dell kind of reminds me of the poster for ban deodorant, where the consumers were encouraged to send in what they want to "ban" and the top ones were compiled into a poster campaign. People like getting their voices out there. This one for Dell shows us just that. Not to mention that it is perfectly appropriate for the event it was coinciding with. That's the most important: audience participation that works with the campaign, not just for the sake of audience participation.
Founded in 1992 and headquartered in Montreal, Canada, there are now 5 locations in Canada, 1 in the US, and 1 in Europe. Apparently, TAXI has an approach that structured its employees into teams that each work on a different client. Strawberry Frog and SMART have adopted this process as well. Go Canada. It's always nice to hear of agencies reinventing the way things work. I guess it's kind of like each client gets their own Taxi cab that will take them where they need to go (okay, cheesy, but it will help me remember for the test).
Clients: Mini, Aviva, Blue Shield, Plan B, WestJet, Carling...
Famous for its work for VIAGRA.
TAXI (Toronto). Covenant House. This ad is cool because it catches you off guard. We are all used to the images on toy boxes, it is normal to see children enjoying a toy, but this ad puts it in a different context. It shows that altoughh we may think it's normal, homeless children consider it an unreachable ideal and would much prefer a safe place to sleep rather than a frivolous toy. The ad is great too because it catches you around Christmas time when you are already thinking about what a kid would want to see wrapped beneath the tree. Now you just feel guilty. In a good way, I guess.
Founded in Milwaukee in 1898 by Fred "Cody" Cramer and William Krasselt. They relocated to Chicago in the 80s.
Famous for their Corona Beer work. And apparently for creating "stealth disco"...
Clients: AirTran Airways, Porsce Cars North America, Benjamin Moore, Heinz, Bombardier Recreational Products, Sealy, and Johnsonville Sausage.
C-K (Chicago). I don't know if I have said this yet, but I love anything done for Ad Council. They are all so brilliantly made, and spur me to action even if it doesn't apply to me. This one grabbed my attention because it dropped me right in the middle of a household during a disaster. I was forced to watch as they flew through the air, scrambling to find their emergency kit. And I stopped to think, what would I be trying to grab? Do I even have an emergency kit? I guess, living in Tornado Alley, I'm part of the target market and so the ad is more geared to me. But I truly think the the cinematography is a unifying force, capturing anyones attention throughout the whole commercial, target or not. And that's what's cool about this ad. It makes me feel like I'm there.
The Doner Company. Sounds like the Donner Party, thankfully no cannibalism is involved.
Founded in 1937 by Wilfred Broderick Doner (If I ever have a son I'm seriously considering naming him Borderick, now), the Doner Company holds the glorious title of being the largest independent advertising agency in the world. Wow, it beat out Dentsu and W+K? Kudos.
HQ: Detroit, MI.
Clients: Mazda, Expedia, May Department Stores, Blockbuster, Timex, Arby's, Six Flags, ADT Security Services, Cox Communications - Digital Max, Slyvan Learning Center, Great Wolf Lodge, AAA, The UPS Store, HGTV, Detroit Zoo, Serta, Hotels.com, GE, Bush Brothers and Company, DuPont, and Sherwin-Williams.
The Doner Company (Detroit?) Minute Maid fruit juice. What a great way to introduce a new spin on an old product. I don't know about you but when I think Minute Maid, I think of same-old same-old breakfast juice that has been around forever. But this ad totally changed my perspective of it and took on some of its competition as well. Most people choose caffeine over fruit in the morning, but why drink coffee or caffeine-ladened beverages when you can have all-natural energy fruit juice? The story line in the ad gives a funny and hyperbolic example of how just a little boost of energy in the morning can help you be more active - without the crash of caffeine. And it's funny, too.
Stan Richards founded The Richards Group in Dallas, Tx, in 1975 (there was a former business before then, but it got incorporated in '75). The company has annual billings of $1.25 billion. They are most famous for the Chick-Fil-A cows, the Motel 6 campaign with Tom Bodett, and the inconic Corona Ceer TV commercials set on tropical beaches.
Major clients include: Chick-Fil-A, Motel 6, Fruit of the Loom, Home Depot, Sub Zero/Wolf, Zales, and PODS.
The Richards Group (Dallas, Tx). It made me laugh. The headline is a clever way of explaining one of GameStop's services - they can help you when you get stuck. Actually, I didn't know that they offered gaming guidance until I saw this ad, and actually the concept is really cool. I like that they didn't blatantly say, "we offer help when you can't beat the Boss on level 5", according to my profs, they "wrapped it in a cheese ball".
Headquartered in London, England, it was founded in 1982 as Bartle Bogle Hegarty (say that ten times fast). BBH has 7 offices worldwide. In 1997 Leo Burnett purchased a 49% stake in BBH and now that share is owned by Publicis.
Famous for? Levi's "Launderette", "Keep Walking" for Johnnie Walker, and "The Axe (Lynx) Effect" for Unilever.
Clients: Audi, Whitbread, Levi’s, Van den Bergh Foods, Swinton, Electrolux, BBC, The Mail on Sunday, Polaroid, Dockers, Time, Johnnie Walker, Nationwide (Europe)...
BBH (NYC). LEGO! Legos were basically part of my curriculum when I was home-schooled (yes, it's true, I was...). Sometimes commercials that go for the warm-fuzzies miss terrbily and it comes off corny. But this one doesn't, it is believable and adorable. What a great way to encourage family playtime! This ad also captures the versatility of Lego building blocks. You can follow the instructions or you can make whatever you can imagine. You can play with them as a kid or as an a adult. With Legos there are no rules, only opportunities.
Ah, the great W+K. Just hearing their name makes me feel creative. Maybe it's because I'm a creative student, but I have an agency crush on this place. They are amazing.
HQ: Portland, Oregon.
Founded in 1982 by Dan Wieden and David Kennedy.
It is now one of the largest indie agencies in the world.
They have done several infamous campaigns such as the Coke Happy Factory and the Miller High Life.
What made them famous? Nike of course.
Clients: Nike, Coke, ESPN, Honda, Old Spice, Miller Brewing, P&G, and many more.
W+K (Portland). This campaign is cool because it sells you stuff without you feeling like you're being sold to. The narrator/host walks you through a worst-case scenario that gets you thinking "I've totally been there before" and then explains that although Target can't fix all your problems, they can help make them just a little better. The colors and rotating stage keep you focusing on the ad. The filming style reminds me of W+K's recent Old Spice "I'm on a horse" campaign. Very smooth transitions that are filmed in an uninterrupted sequence. Eye catching and entertaining. Brava.
The Isle of the Red Sun. Founded in 1901, Dentsu is headquartered in Minato, Tokyo, Japan. It's nearest competitor is Hakuhodo (or ADK) in the Japanese market. They have a digital shop called Dentsu Digital that is based in Brussels.
Dentsu was originally the Japan Advertising Ltd. and Telegraphic Service Co., started by Hoshiro Mitsunaga. After much evolution and several names changes, Dentsu has become on of the largest advertising agencies in the world.
95% of Dentsu's profit comes from within Japan. I would list their clients, if I could find them...
Dentsu (Tokyo). This is a interactive print ad to encourage people to support Cambodian schools, an area full of violence and poor education opportunities. The top picture is what the ad initially looks like. The reader is encouraged to scratch off the "silver bullets" to reveal crayons with the campaign message written on them. I like this because it engages the reader and makes them active participants in the campaign. Banking on innate human curiosity, the ad is worthless unless the reader takes the time to reveal the message. But, once revealed, the reader feels compelled to read it. It's basic psychology. This is a great example of how scientific knowledge can be applied to advertising. General research can help a lot. They most likely discovered that their target audience was very inquisitive and hands-on. If so, this ad hit the target.
These days many companies try to take the high road and show that they are capable of being more than money-hungry CEOs. They try to show that they care about social issues and the environment and the well-being of their consumers. Some succeed and some fail miserably. Others decide to forego the goodwill and carve a different path towards profit with crudeness and shock-value, tossing social responsibility to the side. I have dedicated this blog post to the good and and bad.
3 Socially Irresponsible Ads:
BBH (New York) for AXE. Do I really need to explain myself here? I feel like this is completely unnecessary. I hope that this was just released virally and not broadcast on public television. Alas... I am out of luck. This is the kind of crudeness I'm talking about, it is unnecessary and the product could survive without it, maybe even benefit from its absence. Shock value without substance is meaningless.
Benetton (In-House). Benetton is known for its controversial ads. This is one example of taking it too far. Highlighting the topic of the Death Penalty is a noble goal, but they haven't linked it to any sort of product message, they merely slapped their name on this poor man's life. There is no hope, no option for change. It merely shows the helplessness of the situation.
Go Daddy (In-House). I find it interesting that no advertising agency is willing to work with the Go Daddy people. That's proof they're doing somethign wrong, no matter how much the CEO says that the ads work. I can understand trying to push through clutter... but when it is during the SuperBowl, a family-viewing event, you ahve gone too far.
3 Socially Responsible Ads:
Benetton (In-House). Funny that it made both my lists. I chose this one because I think it is one of Benetton's classier attempts. It's not overly shocking, and it kind of connects to the product - we're all the same, inside and out... so everyone can where their clothing? It missed the bulls eye, but at least it landed on the target.
Hill Holiday (Boston) for Liberty Mutual. Pure and simple, this makes you feel good. It also makes you feel good about the company. This campaign was able to support a "Pay It Forward" movement while also selling their product. Social responsibility was well integrated into the campaign, making it trustworthy and believable. Good job, Liberty Mutual.
TBWA (NYC?) for PUR Water Filters. Doesn't that make you feel good? Not only are you helping out by drinking from your tap, but you are supporting a company that helps others in need. Socially responsible? Yes. Product appropriate? Yes. A feel good moment? Yes.
Clients: Target, Wyndham Hotels & Resorts, Duck Unlimited, BMW, The $100,000 Pyramid (Donny Osmond, anyone?), Wendy's, Panasonic, the NY Post, and Oxygen.
I thought this was interesting... they do the "How to Make a TV Ad" for Google TV Ads' interface. Although I question the whole "it only takes 5 steps" advice...
Now for some real stuff.
kps+p (NYC). I know it's a bit grainy, but I had to use my mac's Grab tool to get this one. This campaign was meant to empower young women and get them more involved in the deodorant-buying process. This ad was created, as the copy states, by 4,649 ban users. Through this campaign they encourage consumers to write in what they wanted to "ban", ultimately producing this ad. I think it's cool because it allows the target audience to be active in the portrayal of the product. If I were to see something that I sent in on one of the ads I would truly feel as though the people at ban actually payed attention to me, they honestly took what I said and thought about it, mulled it around their heads, and liked it enough to put it on a poster. What's great is that the things printed are pretty generic, so hundreds and thousands of women can see their message in the ad, whether or not they wrote it. It's as if ban is saying, "We can't help you to change the world, but we can keep you from sweating while you do it."
That being said, there is no website to explore or wikipedia article to peruse. However, I do have the following tidbits of knowledge:
Its headquarters was in NYC. Its clients included Quizno's, Baskin-Robbins, Mike's Hard Lemonade, Snapple, and Outpost.com.
I have decided to post a Quizno's ad, mostly because I was obsessed with it when it first came out, partially because I have a boycott on Baskin-Robbins ads - I did a campaign for Baskin-Robbins hard candy for Concepting last semester and still have a bad taste in my mouth from it (no pun intended), not to mention that the "Ice Cream and Cookie Cake" song drives me insane.
CFP (NYC). This ad is a great example of breaking through clutter. I mean, how different from Jared and his mondo pants can you get? I don't even think I know what a sponge-monkey is, but it is bizarre enough to keep my attention. And it easily gets the "any coupon works" promo into your head. Strange? Yes. A tad creepy? Yes. Effective? I think so. I sing this song whenever I eat at Quizno's and it has been years since the promo ended.
Sounds like the name of a Robo-cop. Hello, my name is Vitro Robertson, and I have come to put you back in robo-prison.
I digress.
VitroRobertson. It's headquarteres is in San Diego, but also has a major office in LA. Looking at their website, it seems that they do much more print and online work than commercials. Major clients include Taylor Guitars, Kyocera, Yamaha Watercraft, Newcastle, Intel, Pei Wei (mmm...), PF Chang's (double mmm...), and IHOP (okay, my mouth is watering). I wonder if they get free catering...
VitroRobertson (San Diego). We were shown one of Vitro's ads for Taylor Guitars in my Intro to Creativity course last spring - the personality that they created for Taylor is really inspiring, or maybe they just captured the personality it already had. What I love about this campaign is that it doesn't shy away from the fact that Taylor guitars can cost a hefty sum, instead it shows why it is worth it. As if the money it costs is nothing compared to all the grit and life and soul that comes with it. I can't play guitar to save my life, but after seeing this ad I actually felt like I was missing something, like having a Taylor would connect me with all the other Taylor-playing soul-seekers in the world.
CP+B. HQ in Miami/Boulder. No, they didn't find a way to merge the two cities together into one creative metropolis. They chose to peacefully coexist, the pacifists.
CP+B was founded in by Chuck Porter and Alex Bogusky. Mr. Crispin is probably important, too.
Famous clients include the Truth Campaign (in collaboration with Arnold Worldwide), Burger King, Domino's, Old Navy (yes, they brought those awful modelquins into the world), GAP, Best Buy, MicroSoft, Coke Zero, and Brammo Enertia electric motorcycle.
CP+B (I'm guessing either Miami or Boulder...). I'm so sick and tired of pizza delivery restaurant commercials where the founder brags about how authentic and real and down-to-earth their pizza is (I know those three adjectives are redundant, but I feel like the commercials are too, so it is quite fitting). This commercial/case study takes a similar approach, but turns it on its head. Instead of coming out and talking about how Domino's pizza is better, the head of the company comes out and tells us that no one really likes it. The presentation gets you ready to change the channel and then catches you by surprise. He then explains that there is a point in time when you can no longer ignore the masses and must make a change. Ok, I'm with you, Mr. Domino. Then, they actually show you the effort they went through to make the change. Overall, it is a very compelling ad. Mind you, they shortened this to a 30/60 second spot, but the sentiment is the same. Domino's wasn't satisfied with selling crappy pizza and actually cared enough to change our opinions.
Every time I see this agency's name I think of my hometown, McKinney, Tx. Maybe I can utilize that association and turn it into a mnemonic memory device. I'll let you know how it goes...
HQ: Durham, North Carolina. Founded in 1969 by Charles "Chick" McKinney (the reason his nickname was Chick and not Chuck is beyond me), McKinney is known as a creative powerhouse. Clients include Nike, Nationwide Insurance, Travelocity (they created the Traveling Gnome), Southern Comfort, Gold's Gym, Major League Gaming, Coldwell Banker, Partnership for a Drug-Free America, and Sherwin-Williams.
McKinney (Durham). I used to read Choose Your Own Adventure books when I was in elementary school and am so glad someone finally decided to use that concept for TV. Although I don't think I completely understand this campaign (did they play these on normal TV or was it like an in-menu ad on the TiVo?) I think that the overall concept is pretty creative. I especially love how different the alternate endings are - both are so over-the-top that I think either gender would find them humorous.
Headquarters: New York City, New York. Founded in 1991, Euro RSCG Worldwide has 233 offices in 75 countries in Europe, North America, Latin America, Asia Pacific, and the Middle East. It is the largest unit of Havas. It was born from a merger with Eurocom S.A. The initials represent the founders: Roux, Seguela, Cayzac, and Goudard. In 1970, Roux and Seguela established the agency that ulimately became Euro RSCG. So, I guess, it is older than I thought. Clients include Kraft Foods, Heineken USA, McDonald's, L'Oreal, Citigroup, PSA Peugeot Citroen, and Sanofi-Aventis.
BETC Euro RSCG (Paris, France). This campaign for AIGLE clothing caught me by surprise. It actually took me a while to to realize what I was looking at. The art direction here is amazing and the photography is breath-taking. Each ad in the campaign depicts people who actually look like the animals they are supposed to portray. The tag reads: For the reintroduction of man into nature. Brilliant, if you ask me. It tells me that with this brand, I can truly be one with the elements and with nature, so much so, that it doesn't even realize I'm human. There are many bad ways they could have conveyed this concept, thankfully, they found one that was right.
Not bearing as exciting a name as it's holding group, Arnold Worldwide is still a name that strikes awe and admiration in the hearts of it's onlookers. Founded as Arnold & Co in 1946 by Arnold Rosoff, Arnold Worldwide now has agencies in 6 countries around the world, with most of its revenue derived from the U.S. The agency is headquartered in Boston, MA, where it was originally founded. Notable clients include Volvo, Jack Daniel's, ESPN, McDonald's, GlaxoSmithKline International, Carnival Cruiselines, Tyson Foods, and The Hershey Company.
Arnold Worldwide (Boston). This campaign for Timberland boots is a great example of making non-traditonal ads that are appropriate and meaningful. The magazine ad comes with a detachable postcard to send to a friend to brighten their day. The postcard also contains seeds that your friend can plant to make a garden of their own. The shoe boxes have messages inside them that explain how, once the shoes are finished with the box, you can turn it into a containter to hold clothing donations. The campaign name was "Make it Better" - the idea was to position Timberland as a socially conscious company by making "a Better Ad" and a "Better Box". While other campaigns want to have a non-tradiional aspect so badly that they don't seem sincere or appropriate, this campaign successfully integrates the brand personality and message into the campaign, making it believable and trustworthy.
Go team, go! Team One Advertising is located in El Segundo (Los Angeles), CA. Clients include Lexus, Boost Mobile, Ritz-Carlton, NHL Fan network, El Segundo Police, and the LA Animal Service. I honestly cannot find any more information about it's history online, so in order to make up for the lack of background information I have decided to include two ad examples:
Team One (LA). I don't know why, but I really love commercials that make old people act like young people. It's just fun to watch and imagine what they actually were like when they were the youth of their time, they probably rocked the cigarette pant and lots of hair gel. This campaign reminds me a lot of Publicis' work for the Drink Milk campaign, where they show old people dancing. However, I feel that this campaign's use of the elderly has less of a direct connection to the product than Publicis' did. The only purpose they have for showing the oldies is to say that Boost Mobile isn't for them, but for the teens. I guess it's better than just showing a bunch of teens having fun with the assumption that the audience would attribute their lifestyles to the product (I hate that), so in that case, I give it kudos.
Team One (El Segundo). I rarely see ads for law enforcement or fire department recruitment, so I don't have much to compare this one to, but I do want to say that it makes me want to be a cop. The art direction gives it a story of its own, leaving it up to solve. The copy reads "You radio back to dispatch. He fires. You both know bullets travel faster than backup." That line sold it for me. I should drop out of school and become an El Segundo Policewoman.
HQ in NYC. Kaplan Thaler was founded in 1997, but don't be fooled by its age, they've done a lot of memorable work in their short years. I was surprised by the amount of female leadership at the agency, it is perhaps one of the few I've seen so far with a female majority in the upper leadership positions. Clients include Aflack (the Aflack duck), Herbal Essences, Continental Airlines ("Word Hard. Fly Right."), Wendy's and the Swiffer Sweeper campaigns.
Kaplan Thaler (NYC). I absolutely loved this campaign when I first saw it a while back. I always get excited when I discover which agency did my favorite ads. This ad is for Ad Council and definitely packs on the shock value, but does so in an appropriate and acceptable way. It forces you to realize that serious issues like substance abuse aren't just grown-up problems, they can start when you're young. It encourages parents to start talking to their kids before they have problems, taking a preventative stance rather than a corrective one.
Fallon Worldwide is headquartered in Minneapolis, Minnesota, and was founded in 1981 as Fallon McElligott Rice. It was named Ad Age's agency of the year in 1984. Apparently, Fallon has won more creative awards than any other agency in the world - kudos guys! Their clients include Rolling Stone, Time Magazine, MTV, BWM, Lee Jeans, PBS, United Airlines, and Amazon.com.
According to Wikipedia (not the best source, I know, but I found this tidbit interesting) Fallon was responsible for one of the largest ad campaign failures ever for their McDonald's Arch Deluxe campaign.
Fallon Worldwide. I laughed out loud when I read this ad for Equinox fitness. It speaks a brutally honest truth - the best way to be healthy and stay fit is to get out there and exercise. The tag line echoes the message: "It's not fitness. It's life." The brand personality is seamlessly portrayed in this simple ad: Equinox is for people who want to be healthy for life, not for their next beach outing. It isn't a matter of wanting to exercise, it is a matter of needing to exercise to live right.
Home of red apples and thick black pencils. Leo Burnett started his agency in Chicago in 1935, one of the few agencies that started and survived during the Great Depression. His first major clients were Kellog's and Proctor & Gamble - pretty good for the Depression if you ask me. Current clients include McDonald's, Coca-Cola, Walt Disney, Marlboro, Kellog's, Visa, Wrigley's, Allstate Insurance and Hallmark. The agency is responsible for many cultural icons like the Jolly Green Giant.
Leo Burnett (Mumbai, India). This campaign makes me reassess my view of highlighters. I actually do not use highlighters on a regular basis, because they make my notes too distracting. However, I really like how this campaign shows their utility in a new light (no pun intended), making it more profound. Apparently, although all the images I found were too small to read, the highlighted text changes the story on the parchment. It compares highlighters to the highlights of history. In all, I feel like this campaign took the highlighter from the dull school supply section and brought it up to the world of the writers and theorists.
Headquarters: New York City, New York. In viewing their site, I came across the phrase "Lovemark" which they defined as "a product, service or entity that inspires loyalty beyond reason". It seems that this is their mantra and they have tried to stay true to it throughout all of their campaigns. Founded by brothers Maurice and Charles Saatchi in 1970, S&S has grown into a global advertising giant. Former employees include Sir Martin Sorrell and Tim Bell. In its glory days, S&S was known as the creative agency of London, boasting famous accounts such as Silk Cut cigarettes, British Airways, and work for the Conservative Party (Margaret Thatcher). The Saatchi brothers got ousted in 1995 (which sucks if you ask me) and the agency was later acquired by Publicis in 2000. S&S then went through some dark ages, receiving a lot of criticism for several campaigns including Dr. Martins and Wendy's. In 2007, S&S formed a new business alliance with Fallon.
Saatchi & Saatchi (Malaysia). This is for Amnesty Internationa's Annual Letter Writing Campaign that encourages people to write letters of protest to release political prisoners. This ad is cool because it shows how something as small as a pen can be used as a powerful weapon to affect political change. You probably can't tell, but the ink inside the pen is actually a bunch a prisoners. The prisoners are released as the ink is, symbolizing how writing one letter can help free political prisoners. I like how empowering this ad is. The bold colors really pack a punch. It reminds me of old World War II propaganda - bright colors, pure message, startling content.
Can't tell you who did this one. But I feel that even though it's creators aren't on The List, it is still relevant.
The agency, not the Groupe. Well, kind of the Groupe... but we'll get to that in due time. Headquartered in Paris, France, Publicis was established in 1926 by the founder of modern French advertising, Marcel Bleustein-Blanchet, Publicis is a worldwide advertising bohemoth. After a a world war, some major French account wins, and a company fire, Maurice Levy was named successor and took over the company. Publicis acquired more and more companies, and lost partnerships on their way (True North) to near global advertising domination. Now it boasts agencies in more than 60 countries worldwide. It's impressive list of clientele includes Coca-Cola, Nestle, HP, Whirlpool, Zurich, L'Oreal, and Becks. And to think it all started out with Marcel whose father complained had left him "to go and sell hot air."
Publicis (Brussels). True. This ad speaks to the health benefits of drinking milk without you realizing it. Yes, I was just told that I need to start thinking about the future of my bones and drink more milk, but was I aware of it? Nope, and that's the beauty. What's more is that it effortlessly conveyed that message without boring me with the details.
The following is a Got Milk? ad that I feel tries to do what the Publicis ad did, but paled in comparison:
Goodby (San Francisco). Perhaps it works because it is targeting a different audience? All I know is that its message is the same... but relied on slap-stick humor instead of a clever, thought-provoking concept.
T.A.G. San Francisco. Other than that it is located in San Francisco and is part of McCann Worldwide there is very little information about it online. I'm sure it's either because it is relatively new or it's uber awesome... or possibly both. Similar to Cutwater SF, this spin-off agency specializes in high-quality, high-budget video work. Their clients include Playstation, Zune, Adidas, Xbox, and Fox Sports. I really wanted to post their ad for Xbox's Viva Pinata merely because it is hysterical, but I decided to post the following because I feel that it better displays how large-scale T.A.G.'s stuff truly is:
T.A.G. (San Francsco). This isn't an ad for Xbox Live. It's an ad for the Xbox Live experience. How better to visualize the thrill of competing against fellow players around the world than by putting it in a more familiar context? The water balloon fight illustrates Xbox's message simply and brilliantly, showing how Xbox Live is more than a game, it is an interaction. The sheer size of this production is astounding to me. Hundreds of water balloons, scores of extras, I can't imagine how long it took to film this spot, let alone how many takes. This is just one example of how T.A.G. operates on a larger scale than the everyday agency.
Campbell Campbell Campbell. Mithun Mithun Mithun. I just discovered they do the Hefty ads....
CM was founded in 1933 by Ralph Campbell and Ray Mithun and it is headquartered in Minneapolis, MN. It was purchased by Saatchi&Saatchi in 1986. Some examples of their past work include "Where's the cream filling" for Hostess, "What would you do for a Klondike bar?" for Unilever, "The incredible, edible egg" for the American Egg Board, and "The bold look of Kohler" for Kohler. They do or have done work for Land-O-Lakes, Kmart, General Mills, Famous Footwear, Buger King, Popeyes, and Partnership For a Drug-Free America among others. They did a Super Bowl commercial for H&R Block involving a Willie Nelsen advice doll that became a hit.
Campbell Mithun (Minneapolis). Speaking of banking. Here's an ad for National City. It's not the best ad I've seen for financial services, but I like it because it makes you feel like you can trust them. I need only to read the headline to understand what kind of company National City is and what kind of services they offer. Instantly I know whether or not I think I can trust them with my money, and I think that I can. I am always impressed by ads whose headlines do all those things in such a small space. Being a copywriter, it shows me what to work towards - concise and clever headlines that both introduce the problem and offer a solution.
Mullen. Not mullet, Mullen. Mullen was founded in 1970 and grew to be the 22nd largest agency in the US - that's pretty big! Headquartered in Boston, MA (like our friends at Hill Holiday), some of their clients include Ask.com, Computer Sciences Corporation, Embarq, Four Seasons Hotels and Resorts,General Motors, Highmark, HSBC, LaQuinta Inns & Suites, LendingTree, MassMutual, Match.com, Orbitz, Panera Bread, Stop & Shop and Giant Supermarkets, The Stanley Works, SunTrust, U.S. Department of Defense. They are very well known for their "When I grow up" Super Bowl commercial for Monster.com.
Mullen (Boston). Ok, you can't tell me this isn't funny. Now, I'm not a Hockey fan, but this campaign still makes me feel like I can point out a Bruins fan when I see one - they are die-hard dedicated. And that's what makes this campaign so great, yes it pokes a little fun at the hockey-fan cliches, but it celebrates their devotion to the team and love of the sport. They could have done a Nike-esque video montage of inspirational hockey footage, but I don't think that would have grasped the essence of these fans at all. This ad says it all without the fluff - there are fans and then their are fans. I know which one I'd want to be.
I had a friend named Deutsch once. He was pretty cool. So is this agency. Not only was it founded in 1989 by Donny Deutsch, but it is also headquartered in both LA and NYC. It's major clients include Olympus, DirecTV, PlayStation, T.G.I. Friday's, Sports Authority, Ikea, Saturn, Under Armour, and Snapple. It is also the agency responsible for one of my favorite Superbowl Ads this year: the VW Punch Dub commercial. That said, overall, Deutsch is good in my book. I just wish they'd have a name that was easier to spell - "i" before "e" doesn't help when there is a "u" involved...
Deutsch (LA). I actually hadn't seen Snapple's new ad campaign till I visited Deutch's site. I've known about their new claim of having "better stuff", but I never understood it till now. I like this ad because it kind of mocks its competitors by basically showing that they don't really have anything better or bigger or shinier or flashier, they just have good tea, honest to goodness. It gives them a very business-next-door personality, like the old grandfather who works next door to your mom's bagel shop who always has a knock-knock joke to tell you and you laugh even though you've heard it a thousand times. It's funny. It's cute. It's better stuff.
Hill Holiday. Founded in 1968. Headquartered in Boston, MA. Some famous clients include: Anheuser-Busch, Dunkin' Donuts, Bank of America, Liberty Mutual, Chili's, AOL, Novartis, John Hancock Insurance, CVS/pharmacy, and Verizon Wireless.
Hill Holiday (Boston). This ad is part of the Boston Police Crime-stoppers campaign. It reminds me a bit of DraftFCB's flag campaign in that it takes a universal and quite common object that we see everyday and changes its meaning. I like the message it conveys as well - you don't have to be a cop to catch a criminal.
