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Mattress commercials aren’t typically known in ad land for being creative hotbeds, but an upstart Los Angeles-based agency has changed all that with a cheeky television campaign for mattress giant Sealy, Inc.

Last December, Arcana Academy opened with the North Carolina-based brand as its founding client and the following brief: launch the Optimum memory foam version of Sealy’s famous Posturepedic mattress, a product designed to compete with specialty mattress maker Tempur-Pedic.

So, the agency conceived several playful TV spots to remind viewers that mattresses are made for more than just sleeping. The tagline: “It’s better on springs. Whatever you do in bed, Sealy supports it.”

The campaign’s latest spots brim with simplicity and innuendo. In “Tester,” the camera zooms in on an actual, rump-shaped mattress tester as plunges down into a bed as coquettish French music extolling the product features plays on the soundtrack.

Similarly, “Good Neighbors” suggests much without showing anything. In the ad, mysterious noises emanating from the abode of an unseen owner of a Sealy Posturpedic begins attract several curious and irritated neighbors. What’s actually happening is never shown, so any inferences are entirely the viewers’ own.

Since Arcana Academy began working for Sealy, Optimum mattress sales have gone up. Tempur-Pedic’s stock price, meanwhile, dropped to nearly 1/3 of its value despite outspending its competitor by more than $150 million. Then, in a classic if-you-can't-beat-'em-join-'em move, Tempur-Pedic bought Sealy, Inc, forming the largest mattress consortium in the world.

Created by Arcana Academy founders and award-winning creatives Shane Hutton (ex-Modernista!) and Lee Walters (ex-Arnold Worldwide), the campaign has breathed new life into a sleepy category and attracted a more youthful, vibrant audience to the brand.

The agency is housed in a converted Victorian mansion in Los Angeles. Its offices’ Baroque interiors pay homage to its mysterious name: ‘school of secrets.’ The walls are adorned with gold leaf, esoteric antiques, strange artwork and of course, advertising trophies but underneath it all is a team that aims to give consumers a fresh perspective on familiar products.

“We started Arcana Academy because a window of opportunity had opened — the kind of window that, if it were ever to close, you would spend the rest of your life saying, ‘what would have happened had I jumped through?’ says Walters. “So we did.”

“We have no illusions about taking over the world,” adds Hutton. “We want to stay small, offer our clients highly personalized service and continue to give them more, for less, faster. If that sounds suspiciously like a promise of turning lead into gold, well, it is.”

Credits:
Title: Good Neighbors
Client: Sealy Inc.
Agency: Arcana Academy
Creative Director/Writer: Shane Hutton
Creative Director/Art Director: Lee Walters
Agency Producer: Charles Wolford
Director: Arni & Kinski
Production Company: aWHITELABELproduct
Executive Producer: Annique De Caestecker, Ellen Jacobson-Clarke, Oliver Hicks
Post Production: Cindy Chapman, Les Sorrentino, Gizmo Rivera
Editor: The Whitehouse, Los Angeles — Heidi Black
Music: The Lodge

Title: Tester
Client: Sealy Inc.
Agency: Arcana Academy
Creative Director/Writer: Shane Hutton
Creative Director/Art Director: Lee Walters
Agency Producer: Timmi Goldstein
Director:
 Blind/Greg Gunn
Production Company:
 Blind
Executive Producer:
 David Kleinman
Post Producer:
 S. Tobin Kirk
Editor:
 Justine Gerenstein
Music:
 Beacon Street Studios

So Carl's Jr. and Hardee's are launching the Jim Beam Bourbon Burger with a new commercial starring Supermodel Heidi Klum. Klum takes on the iconic role of Mrs. Robinson in the new ad for the Jim Beam Bourbon Burger, inspired by the classic coming-of-age movie The Graduate. Created by Los Angeles- and Amsterdam-based creative agency 72andSunny, the commercial, titled “Mrs. Robinson,” depicts Heidi tempting a naive younger man with this indulgent burger. The commercial will begin airing nationally on March 25, until then a behind the scenes clip is all we have.

Press via:
In yet another fast food first, Carl’s Jr.® and Hardee’s® will begin selling burgers with the distinctive taste of a branded, distilled spirit when they introduce the new Jim Beam® Bourbon Burger this week. A mature burger for mature tastes, the Jim Beam Bourbon Burger features rich and tangy sauce flavored with Jim Beam bourbon – the world’s No. 1-selling bourbon – crispy onion straws, two strips of bacon, pepper-Jack cheese, lettuce and tomato, all atop a charbroiled beef patty and served on a sesame seed bun. The Jim Beam Bourbon Burger is available now at all Hardee’s restaurants and at all Carl’s Jr. locations starting tomorrow.

“Higher-end restaurants have long served menu items flavored with branded spirits but, until now, they had yet to find their way onto fast food menus and we considered it our mission to change that,” said Brad Haley, chief marketing officer for Carl’s Jr. and Hardee’s. “The sweet, smoky flavors of Jim Beam bourbon go really well with the great taste of a charbroiled burger, and the folks at Jim Beam were just as excited about the pairing as we were. While there is no residual alcohol in the sauce, that wonderful bourbon taste remains and is enhanced by the smoky flavors of bacon, the spice of pepper-Jack cheese, the salty-crunch of crispy onion straws, and fresh lettuce and tomato. And, who better to help us promote this burger for grown-up tastes than the incomparable Heidi Klum?”

The Jim Beam Bourbon Burger is available as an entrée for $3.59 or as a combo meal with fries and a drink for $6.09 at Carl’s Jr. and $5.59 at Hardee’s. Prices may vary by location.

Supermodel Heidi Klum takes on the iconic role of Mrs. Robinson in the new commercial for the Jim Beam Bourbon Burger, inspired by the classic coming-of-age movie The Graduate. Created by Los Angeles- and Amsterdam-based creative agency 72andSunny, the commercial, titled “Mrs. Robinson,” depicts Heidi tempting a naive younger man with this indulgent burger. The commercial will begin airing nationally on March 25.

“For Carl's Jr. and Hardee's, paying homage to this iconic movie moment is an appropriately fun and irreverent way to introduce the mature taste of bourbon to hungry guys,” said Glenn Cole, founding partner and CCO at 72andSunny. "In casting the new Mrs. Robinson, we hoped to find someone with as much savvy, sophistication and sex appeal as the original Mrs. Robinson. In Heidi Klum, we got a wildly successful producer, businesswoman, TV host and one of the most iconic supermodels of all time. Not a bad day at the office."

“The Bourbon Burger is no ordinary burger. It was truly the star of this commercial and I was proud to play the supporting role,” said Klum. “I’m not sure who had more touch-ups – me with the hair and lip gloss or the Bourbon Burger with the readjusting of the lettuce, spritzing of the tomatoes and fluffing of the bun.”

ABC promote's their Sunday night with new ad campaign, "A Taste of ABC Sunday" highlights Sunday night TV shows: “Once Upon A Time,” “Vengeance,” and “666 Park Avenue. Full press below.

NTROPIC CREATES VISUALLY ENTICING PROMO FOR ABC FALL SUNDAY NIGHT LINE-UP
Led by Ntropic’s Nate Robinson and Andrew Sinagra, the creative team at Ntropic has created a visually enticing promo for ABC’s Fall Sunday Night Line-Up entitled “A Taste of ABC Sunday.” Collaborating closely with Executive Producer Joseph Uliano of One World Productions in Los Angeles and the Entertainment Marketing Division of ABC, the team of Robinson + Sinagra directed the piece, while Ntropic created all of the visual effects for the ground-breaking promo which began airing last month with heavy rotation during the 2012 Primetime Emmy Awards.

The new ABC promo features a series of vignettes with an alluring, all-star cast showcasing the eclectic ABC Sunday Primetime line-up. All scenes featured in the new promo, directed by Robinson + Sinagra, were shot on a rigorous three-day schedule, on-set in Los Angeles. Elements were also shot in Vancouver and in the Hamptons. The creative process included a blending of live-action, motion-control, CGI animation and Flame effects. Shooting the background plates on different days from the talent meant that Ntropic needed to marry all of these elements and make it all appear seamless. The Ntropic team operated around the clock for three weeks creating flawless visual effects for the vignettes, interweaving a glimpse of ABC Sunday’s three prominent shows; “Once Upon A Time,” “Vengeance,” and “666 Park Avenue.” Spot on artistry combined with intricate visual effects, brings to life a “little taste” of magic, vengeance, and seduction.

“When I first saw this idea, it had so many challenging elements that I immediately thought of Ntropic for the VFX; and Nate and Andrew for their directing wizardry,” says Executive Producer Joseph Uliano. “Nate and I have had a very creative and ongoing relationship for over 10 years and there is no one I trust more to deliver. The final result of this project is even more proof of that.”

“We were super thrilled to work on this project with Joe Uliano and with ABC,” says Ntropic’s Nate Robinson. “In our research, we looked at literally hundreds of promos, and believed we could re-think what a promo could be. We had full support and collaboration from all the celebrity talent, which was amazing. On-set, we showed them the pre-vis so they could see what we needed them to do. I believe this project is a testament to Ntropic’s talent, aesthetic and philosophy; to be able to shoot and create this level of high-quality visual effects all within a three-week time period. We can’t wait to work with Joe and his clients at ABC again.”

Credits:
Ad Agency: Ntropics
Directed by: Nate Robinson, Andrew Sinagra
Client: ABC
Supervising Shoot Producer: Christopher O’Hara
Shoot Producer: Jabali Hicks
Senior Writer/Producer: Brenda Lau

Production Company: One World Productions, inc.
Executive Producer: Joseph Uliano
Producer: Norm Reiss
Director of Photography: Maz Makhani

Visual Effects & Post Production Company: Ntropic
Executive Producer: Jim Riche
Producer: William Lemmon
VFX Coordinator: Chelsea Miller
VFX Supervisor: Rob Hubbard
Flame Artist: Maya Bello-Korenwasser
Flame Artist: MB Emigh
CG Artist: Ricardo Zanettini
CG Artist: Johnny Diaz
CG Artist: Ariel Loza
CG Artist: James McCarthy
FX Artist: Emil Balek
FX Artist: Pasha Ivanov
Matte Painter: Vlad Binas
Matte Painter: Talon Nighshade
Colorist: Marshall Plante

Ad Agency 180 Los Angeles continue creating powerful work for the Expedia "Find Yours" ad campaign with their latest web film "Find Your Strength."

Expedia believes that every trip is unique. On this trip, cancer survivor Maggie travels to Dallas to share her story at a St. Jude Children's Research Hospital fundraiser, in hopes that attendees will donate to the cause. What she finds on her journey will stay with her for the rest of her life.

Credits:
Ad Agency: 180 Los Angeles
Client: Expedia
Executive Creative Director: William Gelner
Creative Director: Gavin Milner
Copywriter: Mike Burdick
Art Director: Mike Bokman
Head of Production/Managing Partner: Peter Cline
Producer: David Emery
Production Company: Boxer Films
Director: David Adam Roth
Director of Photography: Lawson Deming
Executive Producer: Beth George
Producer: Emile Hanton
Editorial Company: Rock Paper Scissors
Editor: Gabriel Britz
Producer: Alexandra Zickerick
Executive Producer: CL Weaver
Assistant Editor: Ko Massiah
Colorist: Bob Festa

Los Angeles-based ad agency Arcana Academy are reminding consumers that the mattress is often the scene for many familial ups and downs in “Life Before Your Eyes,” a poignant brand affinity spot for mattress giant Sealy Posturepedic.

Taking the cheeky and avant-garde creative under the brand’s category re-defining ‘Whatever You Do In Bed, Sealy Supports It’ campaign into new emotional territory, the spot recounts the story of a family moving across the country. When they hit a bump in the road, the mattress flies off the back of their moving track and the seminal moments in lives flash before viewers’ eyes.

“People fall in love with their bedding, their pillows and even their bed frame, but ask around and you might be surprised to discover that most people aren’t sure what brand of mattress they sleep on, let alone express an emotional connection to it,” said Arcana Academy co-founder Lee Walters. “If you love your mattress, is it possible for it to love you back? This spot says, yes. Definitely.”

“Life Before Your Eyes” will debut on April 1 and air during heavy retail periods throughout May, June, July and August. In between those periods, it will act as a brand affinity spot to broaden consumers’ perceptions of Sealy Posturepedic mattresses.

Credits:
Title: Life Before Your Eyes
Client: Sealy
Agency: Arcana Academy, Los Angeles
Executive Creative Director: Shane Hutton
Executive Creative Director: Lee Walters
Art Director: Lee Walters
Art Director: Alex Esseveld
Copywriter: Shane Hutton
Copywriter: Agustin Sanchez
Executive Producer: Florence Babbitt
Agency Producer: Jessica Darke
Agency Producer: Denice Hutton
Account Executive: Elizabeth Miller
Directors: Annabel Jankel and Jackson Jankel-Morton
Production Company: Curious Pictures
Director of Photography: Martin Ahlgren
Executive Producer: Bill Reilly
Line Producer: Carol Haak
Editorial: Arcana Academy
Editor: Keith Hamm
Animation and Visual Effects Company: Big Block
Managing Director, Big Block: Kenny Solomon
Executive Producer, Big Block: Leslie Sorrentino
Producer, Big Block: Cindy Chapman
VFX Supervisor: Randall Smith
Lead/Designer: Curtis Doss
Flame Artist: Brian Schneider
Animator: Peter Sperrazza
Colorist: Bob Curreri, Cinelicious
Sound Design Company: Eleven Sound
Executive Producer, Eleven Sound: DJ Fox
Sound Engineer, Eleven Sound: Scott Burns
Music Company: Egg Music
Original Music: Brack Herfurth, Egg Music
Executive Producer, Egg Music: Eric Fawcett
via: Glossy

Scion has announced today that their lifestyle gallery and retail space on Melrose Ave. in Los Angeles, called the Scion A/V Installation, will host cult fashion label Hood By Air for a month long installation opening May 18.
"Scion's goal is to continually support influential and emerging artists with the opportunities and resources that otherwise might be unavailable to them," says Jeri Yoshizu, manager of sales promotions at Scion, "Hood By Air was a brand we felt would really embody the conceptual retail experience we set out to deliver through this gallery space."
The Scion A/V Installation is a retail and gallery environment that merges Scion product and lifestyle for the first time by offering consumers the opportunity to test-drive vehicles from the space itself. "Scion A/V Installation is a step in a more interactive direction for the retail gallery," says Yoshizu, "The focus of the space is affordable artwork, and limited edition products. Adding a test drive component moves Scion and our art initiatives closer to each other than they've ever been."
The Scion A/V Installation project will bring New York City based fashion label Hood By Air to the west coast for the brands first pop up retail installation. "The partnership between Scion and Hood By Air was a natural step for the cultural strategy we focus on," explains Jeri Yoshizu, manager of sales promotions at Scion, "Scion A/V hosted a concert in Brooklyn with A$AP Rocky. It was during an interview with the rapper that we first began the Hood By Air conversation. It became clear that this would be a perfect partnership to shed light on the work we are doing at Scion and also support these emerging talents across the music and art worlds."
The Scion A/V Hood By Air pop up exhibition, entitled "MORPH," will serve as the debut of a capsule luggage concept collection and feature three silicone art objects inspired by hiking luggage, tattooed skin and jewelry piercings as the focal point for the exhibit. On May 18th the Scion A/V Installation space will be transformed into a space reminiscent of a high school locker-room wherein the limited edition products will be sold for the duration of four weeks. Scion A/V has partnered with Hood By Air to produce an entire inventory of limited edition Hood By Air items that will sell within the space, including but not limited to the coveted Hood By Air Classics t-shirt collection in never before seen color-ways, backpacks, posters, water bottles, Emory boards, small accessories and more.
The opening reception of the Scion A/V Presents: Hood By Air "MORPH" will be held on Saturday, May 18th from 7 – 10 p.m. at the Scion A/V Installation, located at 7667 Melrose Ave, Los Angeles, CA 90036.
The Hood By Air exhibit will be present within the Scion A/V Installation space for the duration of four weeks following the opening reception and close on June 16th.
Credits: Creative Agency — Sydney Reising, New York.

Experience a action-packed, coast-to-coast race for your life, all through the eyes of Michael Bay. Get ready to race for your life. In stores November 15th
Credits:
Director by Michael Bay via The Institute, Los Angeles.

The Sevens, launched today on Secret Location’s website, is a multi-layered narrative experience will also live online at www.whatarethesevens.com and can be enjoyed on a number of levels: as a short film, an interactive game or a fully immersive mystery in which users can participate.

“The interactive film is the start of a larger narrative that we’ll continue to build on over the next year and beyond,” explains company founder James Milward. “A lot of the time the most experimental ideas we have aren’t appropriate or are too risky to hinge the success of our clients on. As a result, we built this experience as a sandbox for us to play in and experiment with ideas, techniques and technology in a way that will prove concept with real users.”

For the past four years, Secret Location has produced several experimental interactive experiences, including Rookie Blue: Interrogation Room, Stanfield’s Guy At Home and Endgame Interactive, which won an International Digital Emmy® in 2012. The Sevens begins with a phone call and contains three puzzles for viewers to solve. In a suburban home, a young girl named Julie is confronted with a series of mysterious symbols that, once arranged in a particular order, unlock a phone number and passcode. If users solve the puzzles and dial the number, they are taken deeper into the story’s narrative by being given a chance to solve one final puzzle in order to reveal an alternative ending.

“The nature of the story is that it keeps drawing you in further and further, making you more vulnerable. It’s the classic Alice In Wonderland rabbit hole scenario,” says Pietro Gagliano, creative director and partner at Secret Location. “We want people to feel shaken up by how deeply immersive the experience feels at the end.” The idea evolved from Secret Location’s portfolio launch four years ago. Set up as a Choose Your Own Adventure-type narrative, the site drove 120,000 people through the portfolio in the first three months. Incidentally, the designers posted a phone number on the bottom of the site for potential clients to call but visitors assumed it was part of the game. “We received nearly 100,000 phone calls in the first six months,” says Gagliano. “Suffice it to say, it was annoying but it did give us an idea and proved that people would call if we asked them to – or even if we didn’t ask them to.”

The team began brainstorming and writing The Sevens in November 2011 with writer/filmmaker José Avelino Gilles Corbett Lourenço and production began in February 2012. Now that it’s live, the creative team intends to grow the story, add new characters and create related content that can live on other sites, such as YouTube. Secret Location has already rolled out several real world elements connected to The Sevens. In tandem with the site launch, cryptic posters featuring characters from the film and chalk stencils of the mysterious symbols and the URL have begun appearing in select cities across North America, including Toronto, New York and Los Angeles. “We’d love to keep adding elements to this narrative,” says Gagliano. “That’s why we created an open invitation at the end of the experience for the user to contribute ideas.” “This is really not the end,” adds Milward. “It’s just the beginning of a growing story eco-system and mythology that we’re creating around The Sevens.”

About Secret Location: Secret Location is an Emmy® Award-winning interactive agency that launches products and solves problems through storytelling for brands, broadcasters and producers. Just four years old, the company is a three-time Webby Awards honoree, was shortlisted for a 2011 Cannes Lion and is a Gemini, AToMiC, Creativity International, CASSIES and Marketing Awards winner. Secret Location is based in Toronto, Canada, and is led by President/Executive Producer James Milward. http://www.thesecretlocation.com/

Credits:
Created by Secret Location
Executive Producer: James Milward
Creative Director & Lead Designer: Pietro Gagliano
Technical Director: Ryan Andal
Project Manager: Ashlee Lougheed
Art Director: Stefan Grambart
Graphic Designer: Kai Salminen
Editing & Motion Graphics: Steve Miller
Assistant Editor: Michael Kazanowski
Web Developers: Gino Fazari, Michael Phan, Paul Stodolak
Music & Sound Design: Lodewijk Vos & Joseph Murray
Cast– In Order of Appearance
Dad: David Straus
Julie: Elle McFeeters
Dog: Pearl
Mom: Jennifer Fullerton
Written By: José Avelino Gilles Corbett Lourenço & Secret Location
Directed By: José Avelino Gilles Corbett Lourenço
Director of Photography: Henry Less
Assistant Director: Billy Shand
Line Producer: Luke Bryant
Assistant Camera: Nick Giordano
Gaffer: Dave Lewis
Art Director: Michael Leach
Set DResser: Dylan Jackson
Sound Recordist: Edward Senkowski
Hair & Makeup: Margot Keith
Wardrobe Stylist: Sarah Millman
Production Assistant: Derek Modesto
Contributors:
Adam Drake
Adam Park
Ann Marie Donnelly
CJ Hervey
Graham Budd
Jenn Hartnoll
Jory Krüspe
Josh Manricks
Kathryn Rawson
Noora Abu Eitah
Sabrina Saccoccio

Translation has unveiled the second chapter of its ongoing brand campaign for Champs Sports with “Game Loves an Audience,” a dynamic new marketing program for the back-to-school season. Seizing on the pins-and-needles feeling of anticipation that comes along with every new school year, “Game Loves an Audience” is all about looking good, and wanting everyone to see it. The campaign reinforces Champs’ well-established “We Know Game” tagline with three :30 spots, daily content for Champs Sports’ social media channels, digital banners, and a custom digital hub.

“The first day back to school is more than just a day,” notes Translation CCO John Norman, “it’s the red carpet moment of the school year. It’s a reunion, a chance to try something new, and a special moment to stand out. It’s the perfect time for a brand like Champs Sports to help you show off your game with new kicks, stylish tees, and a fresh look.”

“Translation, through its new brand work, has done an exemplary job of expanding on the idea of ‘We Know Game’,” explains Champs Sports Director of Marketing Scott Burton. “We’re showing that ‘Game’ is as much about athletic skill as it is about swagger and confidence in all other arenas. Moreover, the work is done through the lens of a high school athlete, making the impact and its meaning to our consumers relevant during this time of year when students are going back-to-school.”

Creative Credits:  
Brand/Client: Champs Sports
Campaign Title: Champs Sports Back to School Campaign
Spot Title: “Joy Ride,” “First Period,” “Practice”
Launch Date: August 2014

Agency: Translation
Chief Executive Officer: Steve Stoute
Chief Creative Officer: John Norman
President: Nils Peyron
Executive Creative Director: Jay Berry
Executive Creative Director: Marc d’Avignon
Creative Director: Mat Jerrett
Associate Creative Director, Copywriter: Matt Herman
Associate Creative Director, Art Director: Matthew McFerrin
Art Director: Adam Chang
Copywriter: Greg Dyer
Art Director: Allison Bulow
Copywriter: Jameson Rossi
Director of Content Production: Miriam Franklin
Producer: Carole McCarty
Assistant Producer: Monica Johnson
Head of Brand Strategy: Tim Flood
Strategist: Shon Mogharabi
Music Supervision: Nick Pacelli
VP Account Director: Daniel Mize
Account Supervisor: Patrice Caracci
Account Executive: Steven Molinari
Asst. Account Executive: Jackson Brodie

Production Company: @radical.media, Los Angeles
Director: Michael Lawrence
Director of Photography: Alex Disenhof
Executive Producer: Donna Portaro
Line Producer: Scott Cunningham

Editorial Company: Cut + Run NYC
Editor: Dayn Williams
Assistant Editor: Katie Pehowski
Post Executive Producer: Rana Martin
Post Producer (“Joy Ride,” “First Period”): Olivia Chiu
Post Producer (“Practice”): Ellen Lavery

Telecine Company: CO3 NYC
Colorist: Damien Vandercruyssen
Producer: Katie Andrews
Assistant Colorist: Matt Paul

On line: Cut + Run
Flame Artist: Joseph Grosso
Assistant: Matt Dolven
Producer: Julia Williams

Audio Post: Heard City
Mixer: Evan Mangiamele
Executive Producer: Gloria Pitagorsky
Producer: Katie Flynn

Music by: Elias Arts
Creative Director: Greg Grifith
Producer: Matt Phenix

In Mother's first TV and web campaign for Castello Cheese, we are introduced to the Marquis de Castello, a man with a passion for cheese, women and wild parties. Set in a lavish castle, the spot is set in the 18th Century with a modern twist. Each cheese brings a different mood to the party at the House of Castello seducing the revelers until dawn.
Everyone is talking about the Marquis de Castello®...
Take a deeper look inside the House of Castello®, an adventurous world of decadence and extraordinary cheeses.
This is the world where Castello® was created. From rich and feisty Creamy Blue to the invigorating and full-bodied Herrgård®, from the fiery and experimental Black Pepper Halo to the seductive Creamy White.
Credits:
Client: Castello Cheese
Spot Title: "Marquis De Castello"
Ad Agency: Mother London
Production Company: RSA London
Director: Jonas Akerlund
DP: Tim Bret-Day
Producer: Scott Horan
Editorial Company: Fresh Editorial/Los Angeles, CA
Editor: Richard Cooperman
Executive Producer: Sean DeVeaux
Post Production: The Moving Picture Company, London
Sound Production: Siren, London
Music Production: Massive Music, Amsterdam

Nicole Kidman, Gabrielle Union, Julianne Moore, baseball legend Willie Mays and more of Hollywood’s brightest are lending their voice to Futures Without Violence’s new Respect Challenge in a new PSA ad campaign.
Press:

Nicole Kidman credits her parents. America Ferrera thanks her fifth grade teacher. And Willie Mays recognizes the impact of his father. To kick-off an online campaign and contest called The Respect Challenge, the national nonprofit Futures Without Violence has produced a PSA that features top celebrities expressing their gratitude to a person who taught them a valuable life lesson — a lesson in Respect.
The PSA, a key ingredient in the national Facebook campaign which launches on Monday, September 10, features responses from such VIP talent as Nicole Kidman, Ed Harris, Julianne Moore, Gabrielle Union, America Ferrera, Joe Torre, and Willie Mays. Aretha Franklin’s iconic song, “Respect,” provides the soundtrack for the video. The PSA will also be available on Facebook, futureswithoutviolence.org, giverespect.org. and YouTube.
“There’s never been a better time for a national conversation about Respect,” says Esta Soler founder and president of Futures Without Violence. “Whether you’re on the political campaign trail, or just headed back to middle school, let’s stand up to bullies and remind them about Respect.”
The interactive Facebook campaign, designed to celebrate everyday role models and heroes, provides an opportunity for the public to write an online thank you note, or post a thank you video about the person who taught them Respect. Two lucky entrants will earn a donation of $10,000 to a school or nonprofit organization of their choice, as well as a VIP trip to New York City to attend the Macy’s Thanksgiving Day Parade. After the initial entry period (September 10 – October 12), fans will be invited to vote on 10 finalists who have submitted a compelling written note or a video.
Scheduled for an online launch on Monday, September 10, The Respect Challenge was introduced at the San Francisco Giants vs. Los Angeles Dodgers game on Sunday, September 9, when the Giants hosted their annual program, Strike Out Violence Day. Baseball legend Willie Mays, featured in the PSA, made a special appearance during the festivities.
Futures Without Violence, a national nonprofit and social change organization with offices in San Francisco, Washington DC and Boston, created the campaign with the generous help of AKQA, one of the most-respected ideas and innovation agencies in the world. AKQA’s San Francisco Media team not only provided strategic consultation but secured more than $400,000 in donated online advertising space for the campaign and contest.
Wildfire, a division of Google, and a leading social media marketing software provider, also volunteered their services to design and implement the Facebook application, and America Online’s in-house creative team offered their services to create compelling online banners and advertising units.
Macy’s, the founding partner of the RESPECT! campaign, has a strong history of support for education and awareness programs that promote positive solutions for healthy relationships.
“We hope that the positive stories generated through this campaign will remind us of the life-changing role that parents, teachers, coaches, and so many other mentors can have on shaping young lives,” said Martine Reardon, Macy’s Chief Marketing Officer.

ABOUT FUTURES WITHOUT VIOLENCE:For more than thirty years, Futures Without Violence has been working to promote healthy relationships and safe communities that are rooted in respect. Our educational programs, leadership training and public action campaigns reach parents, teachers, coaches and mentors, as well as legislators, physicians, judges and service providers who are influential in shaping the lives of young people.To learn more, please visit us at Futures Without Violence.org.
ABOUT THE RESPECT CAMPAIGN:RESPECT! is a social action campaign to raise awareness and engage individuals from all walks of life in positive solutions to end and prevent violence. The RESPECT! Campaign is an initiative of Futures Without Violence, and Macy’s is the Founding National Partner.

The Toyota Tacoma has earned quite a reputation among pickup trucks, which is quite a feat in a market that has been traditionally dominated by American brands like Ford, GMC, Dodge, and Chevrolet. And because competition is stiff in the segment, manufacturers often craft ads trying to convince consumers that their truck as the strongest and most durable currently available. While they all use words like “tough” and “rugged” to describe their vehicles, Toyota goes that extra mile in their most recent Tacoma commercial to bring those words to life. The ad provides a humorous twist to the theme of durability in what is sure to be one of the most memorable automobile commercials of the year.
Set on a beach below a steep and rocky cliff, the commercial’s opening shot is of four young adults taking a joyride through the sand. Made to appear as if viewers are witnessing a home video, the truck’s passengers hoot and holler while their Tacoma kicks sand high into the air. The scene abrubtly ends as if someone began taping over the home video and cuts to a young woman, presumably the truck owner’s girlfriend, who begins to air her frustrations about “Mike” and his “precious four-by-four, hang-out-all-day with your stupid friends truck.”

She continues her rant making fun of Mike for describing the truck as “totally sick,” and her extreme jealousy is more than apparent to viewers. It immediately becomes clear she is going to teach Mike a lesson by showing him what she really thinks of his Tacoma. At this point, viewers are sympathizing with the young woman and probably thinking of their own significant others’ prized possessions. This sympathy turns to shock, however, when at the end of the girlfriend’s rant, she turns away from the camera towards the top of the cliff and yells “push it!”
The 2012 Tacoma bounces and flips over boulders and outcroppings, at one point somersaulting repeatedly down the hill, and the whole time the girlfriend is wildly screaming her approval. A few seconds later, when the truck makes it to the bottom of the hill, it miraculously lands right side up and seems undamaged by its rocky decent. The girlfriend screams “Noooo!” and the commercial ends with these words on the screen, “Tacoma Double Cab: Toyota Get the Feeling.”
Obviously the commercial is a hyperbole, no pickup truck would survive such a fall unscathed. However, with it’s comedic exaggeration, Toyota has created a vivid image in the mind of the consumer. The message that the Tacoma is the toughest, most durable truck available comes across loud and clear.
This guest post was provided by Brittany Larson of Toyota of Turnersville.

Credits:
Ad Agency: Saatchi & Saatchi, Los Angeles

Diet Dr Pepper sizzles for Summer in it's racy new ad featuring Josh Button.

Credits:
Agency: Deutsch LA
Production: -
Country: United States of America
Director: Craig Brett
Director: Erick Mangali
Chief Creative Officer: Mark Hunter
Creative Director: Xavier Teo
Group Creative Director: Brett Craig
Art Director: Anthony Dimino
Producer: J. Patrick McElroy
Associate CD / Art Director: Erick Mangali
Associate CD / Copywriter: Chris DiNinno
Associate CD / Copywriter: Lehr E. Ryan
Executive Producer: Ashley Hydrick
Executive Producer: Lisa K. Johnson
Executive Producer: David Glean
Group Account Director: David Dreyer
Account Director: Helen Murray
DoP: greig fraser
Visual Effects: Arsenal FX
Post production: Arsenal FX
Editing Company: Spot Welders
Editor: Patrick Murphree
Chief Executive Officer: Mike Sheldon
Designer: Andrew Schreiber
Post Production Producer: Pravina Sippy
Director of Creative: Shaun Nichols
Brand Manager â Diet Dr Pepper: Angela Snellings
Director of Marketing: Leslie Vesper
SVP, Director of Brand Marketing and Sponsorships: Jaxie Alt
SVP, Marketing: Andrew Springate
EVP, Marketing: Jim Trebilcock
Advertising Manager: Sharon Leath
Director of Integrated Production: Vic Palumbo
Director of Content Production: Victoria Guenier
Ken Rongey: Senior Business Affairs Manager
Senior Producer: Carolina Wallace
Post Facility — COLOR ONLY:
Company 3, Santa Monica, CA
Colorist: Dave Hussey
VFX Supervisor/Design: Lauren Mayer-Beug
Flame: Mark Leiss and Terry Silberman
Music/Composer:
Elias Arts, Santa Monica, CA
Creative Director-Dave Gold
Executive Producer-Ann Haugen
Composer-David Wittman
Producer-Kiki Martinez
Audio Post Company: Play Studios, Los Angeles, CA
Mixer: John Bolen
Executive Producer: Lauren Cascio
Post: Mnemonic and End Tag
CD/Product Director: Trevor Shephard
DP: Tom Lazarevich
Live Action Producer: Christy Lindgren
Post Producer: Sabrina Elizondo
Nuke Compositors: John Weckworth, Forbes Hill, Jon Lorenz, Ned Wilson, Thomas Horne
3D Artist: Forbes Hill, Cody Smith CD
Additional Deutsch Credits:
Andrew DuBois, Account Supervisor
Kate DeMallie, Assistant Account Executive
Jeffrey Blish, Chief Strategic Officer
Aileen Russell, Group Planning Director
Abilino Guillermo: Director of Integrated Business Affairs

In fact, Dr Pepper was the first major brand to partner with ESPN and the new College Football Playoff, and the first two ads featuring Larry launched this opening weekend to introduce this “One of a Kind Season” to college football fans everywhere.

In “Meet Larry,” - airing nationally and online - Larry shows viewers his excitement after having seen all there is to see when it comes to college football, until now. The one thing he hasn’t seen? A college football playoff. And that is why Larry is declaring this season the first and only one that counts.

Larry gets closer to the action in “Larry on the Field,” which launches nationally in a couple weeks. He screams, he laughs and he chats up the players as he uses his role as a Dr Pepper vendor to get on the sidelines. His genuine excitement is likely to touch any true college football fanatic.

Dr Pepper will also be releasing additional spots featuring Larry as this “One of a Kind” season unfolds, where he will discuss relevant topics such as the Selection Committee and the new National Championship trophy presented by Dr Pepper.

The campaign was helmed by Caviar Content’s Emmy-nominated Jonathan Krisel, director and co-creator of the hit IFC series, Portlandia.

Creative Credits:  
Ad Agency: Deutsch LA
Chief Executive Officer: Michael Sheldon
Chief Creative Officer: Pete Favat
EVP, Executive Creative Director: Brett Craig
Creative Director, (Writer): Ryan Lehr
Creative Director, (Art Director): Erick Mangali
Copywriter: Trey Tyler
Art Director: Michael Delahaut
Director of Integrated Production: Vic Palumbo
VP/Executive Producer: Lisa K. Johnson
Senior Integrated Producer: Molly Tait
Production Company: Caviar, Los Angeles CA

The Dog Strikes Back, extended version of the Volkswagen 2012 Super Bowl commercial, the sporty, all-new 2012 Volkswagen Beetle inspires Bolt the dog to get in shape, and a few Star Wars superstar's make a surprise appearance.

Credits:
Advertising Agency: Deutsch, Los Angeles, USA
Chief Creative Officer: Mark Hunter

Group Creative Directors: Michael Kadin, Matt Ian
Associate Creative Director / Copywriter: Brian Freidrich
Associate Creative Director / Art Director: Mark Peters
Director of Integrated Production: Vic Palumbo, Victoria Guenier
Senior Producer: Jim Haight
Associate Producer: Marina Korzon
Prod. Co.: Park Pictures
Director: Lance Acord
Exec. Producer: Jackie Kelman Bisbee
Exec. Producer: Mary Ann Marino
Line Producer: Pat Frazier
Editorial: Union Editorial
Editor: James Haygood
Assistant Editor: Dylan Firshein
Exec. Producer: Michael Raimondi
Senior Producer: Joe Ross
Post Facility: CO3
Colorist: Stefan Sonnenfeld
VFX: A52
Producer: Megan Meloth
VFX Supervisor: Patrick Murphy
Sound Design: 740 Sound Design
Music: James Brown "Get Up Off of That Thing”
Music/Original Score: Elias Arts
Audio Post: Lime Studios
Mixer/Owner: Mark Meyuhas
Assistant Mixer: Matt Miller
Producer: Jessica Locke

Just when you thought you've seen it all, dating site Zoosk and it's creative ad agency Camp+King release this spot simply entitled "Frog Kiss." The ad is just that, a young lady who seems be desperate to find her Prince Charming hopes that engaging a long passionate kiss with the frog will help. Ya, we found it to be pretty sick too.

Credits:
Ad Agency: Camp + King
Chief Creative Officer: Roger Camp
Creative Directors: Rikesh Lal / Adam Koppel
Art Directors: Dan Korn
Copywriters: Kyle Davis
Production Company and City: Go Film. Los Angeles
Director: Jeff Tomsic
Executive Producer: Gary Rose/ Catherine Finkensteadt
Producer: P.J. Sodaski
Director of Photogrphy: Steven Calitri
Post Production City: Umlaut Films. San Francisco
Editorial Company and City: Umlaut Films. San Francisco
Editor: Doug Cox
Music Company and City: Dragon Licks. New York
Executive Music Producer: Dave Curtin
Song used/band: "The Search Is Over" by Survivor
Sound Design Company & City: One Union Recording Studios. San Francisco
Sound Designer: Joaby Deal
Account Service Supervisor: Emily Forsyth
Assistant Manager: Grace Lazarus
Planner: Anne Tway
Additional Credits:
Colorist/Effects Supervisor: Ivan Miller
Executive Producer (Editorial Company): Gina Locurcio
Production Designer (Production Company): Anthony Pizza
Production Manager (Production Company): Matt Oehlberg
PRODUCER(s) TO BE CREDITED IN CREATIVITY: David Verhoef

First Nacho Cheese, then Cool Ranch. What's next? The answer's more obvious than you think, especially if you happen to be surrounded by fire.

Credits:
Client: Taco Bell
Spot: "The World's Most Hottest Idea"

Agency: Deutsch, Los Angeles
Group Creative Director: Brett Craig
Creative Director: Jason Karley
Creative Director: Josh DiMarcantonio
Senior Art Director: Gordy Sang
Senior Copywriter: Brian Siedband
Director of Integrated Production: Vic Palumbo
Executive Producer: Paul Roy
Senior Producer: Mila Davis
Music Supervisor: Dave Rocco

Production Company: Arts & Sciences
Director: Matt Aselton
Director of Photography: Nigel Bluck
Executive Producer: Marc Marrie
Managing Director: Mal Ward
Line Producer: Scott Kaplan
1st A.D.: Craig Pinckes

Editorial Company: Cut and Run
Editor: Jay Nelson
Assistant Editors: Luke McIntosh and Sean Stender
Senior Producer: Amburr Faris
Executive Producer: Carr Schilling

Post Facility: MPC
Colorist: Ricky Gausis

Visual effects Company: Method
VFX and Online Artist: Jason Frank
VFX Assistant Artists: Patrick Vollkommer
Creative Director: Claus Hansen
Producer: Stephanie Alllis
Music/Composer: Massive Music (Music Festival scene only)
AFM Stock Music (Airbrushing scene only)

Sound Designer Company: 740 Sound Design LA, CA
Sound Designer: Rommel Mollina
Assoc Producer: Jeff Martin
Executive Producer: Scott Ganary

Audio Post Company: Lime Studios, Santa Monica, CA
Mixer: Rohan Young
Assistant: Patrick Navarre
Executive Producer: Jessica Locke

End Tag Mnemonic: Method Studios-Santa Monica, CA
Executive Producer: Robert Owens

Additional Deutsch Credits:
Chief Executive Officer: Mike Sheldon
Account Management Credits:
Group Account Director: Walter Smith
Account Directors: Amanda Rantuccio
Account Directors: Christi Johnson
Account Supervisor: Steve Scutellaro
Account Executive: McKenna Pickett
Account Planners:
Chief Strategic Officer: Jeffrey Blish
Group Planning Director: Christian Cocker
Traffic/Business Affairs:
Director of Business Affairs: Abilino Guillermo
Senior Business Affairs Manager: Ken Rongey
Business Affairs Manager: Nestor Gandia
Director or Broadcast Traffic: Carie Bonillo
Broadcast Traffic Manager: Sarah Brennan

California lifestyle brand RVCA took the women of their Advocate & ANP initiatives out East for a week of #BABESinMTK. RVCA is pleased to share the teaser to the short film (below) featuring the female members of the brands Advocate & ANP* programs who were brought to the East Coast for a seven day stint in Montauk. The assembly of RVCA Women's Advocates who were flown in from California, Hawaii, Los Angeles, San Francisco, and Vancouver, Canada included photographer Ashley Barker, model Mahina Alexadner, artist Michelle Blade, artist Kylea Borges, model Ashley Smith, and artist Nina Long. The extended version of the short documentary film will debut on RVCA.COM on August 28th, 2014.

The roster of fine artists (Blade, Borges, Long ), models (Smith, Alexander), and photographer (Barker) bunkered down in Montauk for a week of creativity and collaboration amongst the inspiring women who each play a role within the RVCA family.

The itinerary, which was more of a bucket list than a working schedule, speaks to the nature of the trip and lends itself to Tenore’s ideology about giving back to those who lend their talents to the brand. Aside from lounging poolside at the house, activities for the week included lessons in the art of fishing, sailing, surfing, and horseback riding. A day at a spa was followed by the one thing that felt a little like work: Advocate Barker shot her fellow Advocate's Smith & Alexander for the brands Summer 15 campaigns.

Ad agency Deutsch New York, is filming the one of 2 GoDaddy 2013 Super Bowl ads this week, GoDaddy also announced that one spot will feature supermodel Bar Refaeli with return GoDaddy girl, Danica Patrick, ironically in a spot entitled "Perfect Match".
Story via USA Today: Sexy Super Bowl ads may emit a tad less sizzle this go-round — but two will feature knock-out supermodels.

Go Daddy, historically the Super Bowl's raciest advertiser, on Friday will name supermodel Bar Refaeli as its newest Super Bowl-bound Go Daddy girl.

She was ranked No. 1 on Maxim's Hot 100 for 2012. The move comes just weeks after Mercedes-Benz announced that supermodel Kate Upton will star in its game spot.

Both models are former Sports Illustrated swimsuit issue cover girls.

But neither of the hotter-than-hot models will appear in racy attire. In fact, both will appear in formal dresses — as plans are right now. Even as Super Bowl marketers are reaching out to the world's most beautiful models, some appear to be evolving away from ultra-racy imagery.

"It's about intrigue and desire," says Noreen Jenny Laffey, president of Celebrity Endorsement Network, which links celebrities with marketers. "It's not what you see; it's what you don't see — but you know is there."

For Go Daddy, it's also an attempt to soften its image. "The new sexy at Go Daddy is all about the customer," says Barb Rechterman, chief marketing officer.

This will be Refaeli's first Super Bowl spot. The Israeli native, who has dated actor Leonardo DiCaprio on and off, will star with veteran race car driver Danica Patrick in the 30-second ad.

Refaeli, 27, who was the cover model for the 2009 Sports Illustrated swimsuit issue, says she has no hesitation about linking up with an advertiser whose brand image has been built and tarnished by its often-racy Super Bowl commercials.

"I am a model who is well known for her body and feminine image," she says. "I'm not here to make people think I'm the next Einstein."

The ad, to be filmed next week in Los Angeles, also features Patrick, who will star in her record 11th and 12th Super Bowl spots for Go Daddy.

Go Daddy won't reveal detailed contents of the spot, called "The Perfect Match." But the two will likely discuss why helping customers is the new meaning of sexy at Go Daddy.

While Refaeli's outfit in the commercial is still undecided, it will be a cocktail dress or something very formal, says Rechterman. "We're not thinking bikinis or anything like that," she says. "You might say we've come up in the world."

Dr Pepper Snapple Group is trying to reach Latinos through music they love. For example, Tiësto isn’t Hispanic, but our research found that he’s by far the most popular electronic dance music artist among our Latino audiences.

The spot was shot in a hillside village in Valparaiso, Chile, in part because the setting spoke to many Latinos’ memories of visiting their families. Our crew completely rewired the village to light up in the ad, and built a performance space that it later donated to the village as a park. They slept in the streets and used the bathrooms in the villagers’ homes.

When Chileans heard about about the concert Tiësto was giving, they came from all over Valparaiso to hear him. He played for three consecutive nights from dusk to dawn, performing even when the cameras weren’t rolling.

Creative Credits:
Advertising Agency: Deutsch LA
Chief Creative Officer: Pete Favat
Executive Creative Director: Brett Craig
Integrated Creative Director: Xavier Teo
ACD, Art Director: Erick Mangali
ACD, Copywriter: Ryan Lehr
Copywriter: Armando Samuels
Director of Integrated Production: Vic Palumbo
VP/Executive Producer: Lisa K. Johnson
Senior Business Affairs Manager: Jill Durand
Production Company: Smuggler, Los Angeles, California
Editorial Company: Union Editorial / Circus, Santa Monica, CA
Post: The Mill, Santa Monica, CA
Music: Tiesto ft. Iconopop “All It Takes (Let’s Go)”