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October 20, 2004
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Toyota's Wild
Ride
The
problem with so many cinema spots is that they aren't actually
made to be shown on the big screen. There are exceptions, but
a trip to the movies usually involves watching a handful of
television commercials writ large.
Not so for Saatchi & Saatchi/L.A.'s new teaser for the
Toyota Tacoma, which employs a first-person point of view to
put viewers behind the wheel as the truck, which we never see,
grinds through a variety of terrains. The spot was directed --
with the big screen in mind -- by @radical.media car shooter
and veteran race driver Jeff Zwart.
BREAKING
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Rock the Vote "If You Care
..." |
| With
the election less than two weeks away, we are awash in
get-out-and-vote public service announcements. Rock the Vote
recently unveiled two different approaches. In one campaign,
directed by Leslie Libman via Harvest Films, a star-studded
cast that includes Leonardo DiCaprio, Justin Timberlake,
Samuel L. Jackson and Benicio Del Toro urges people to vote as
"the most important thing they can do."
In another set of commercials, created by
TBWA/Chiat/Day/L.A. and directed by Joe Pytka, we see young
people talking about their plans for the future when issues
like education or the specter of a military draft stop them
short. The players look into the camera as the tagline, "It's
up to you," appears on the screen.
In
perhaps the most provocative PSA we've seen this season, we
see the owner of a diner spouting casual bigotry about gays,
African-Americans and the handicapped. "He gets to vote on
November 2nd," the super reads. "Luckily so do you." The spot,
created as a spec project by copywriter Taras Wayner and
director Josh Miller of Little Minx@RSA, is slated to air on
MTV next week, according to an RSA spokesperson.
MOVERS
John Jay,
who has headed Wieden + Kennedy/Tokyo since 1999, is returning
to the Portland office as executive creative director. In his
new role, Jay will share creative duties with Dan Wieden and
help oversea the agency's global business, with special focus
on Asia. ... In January, Johan Kramer is leaving KesselsKramer
-- the Amsterdam agency he co-founded with Erik Kessels in
1996 -- to focus exclusively on directing. Kramer is repped in
the U.S. by Chelsea Pictures. ... Recent VCU Adcenter grad
Will Dean has joined The Republik in Durham, N.C., as an art
director. ... Brett Ashy, former director of business
development at the Troika Design Group, has been named senior
vice president at PROMAX&BDA.
ON THE WEB
Wired reports on the runaway success of I Love Bees, an
"alternate-reality game" being used to promote the forthcoming
release of the videogame Halo 2. Bungie Studios, a
division of Microsoft, seems to have unearthed the holy grail
of opt-in marketing with this one. Says one game watcher, "You
kind of lose the fact that it's a big marketing campaign
because it's so well done and very gratifying in and of
itself. Whether you go out and buy Halo 2, you're going
to have a great time." Bullseye!
MORE NEWS / ARCHIVE
Get Caught in The Wire [10.18.04]
Youth Speaks Hands Teens the Mic [10.18.04]
Hires at Creature and Highway 61 [10.18.04]
Moves at FME and Bob Industries [10.15.04]
Sharp, Wieden + Kennedy Offer Way "More to See" in
Integrated Campaign [10.15.04]
AOL Members Help Build a Better Internet [10.15.04]
BK to Voters -- "Have It Your Way" [10.13.04]
Additions at Trio, Blue Rock and more [10.13.04]
FROM CREATIVITY: The Design Issue [10.13.04]
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