INDUSTRY NEWS & VIEWS

EXPERT INSIGHTS

Coming up with the Big Idea

Gerry Graf, Founder and Creative Director at BFG9000, discusses producing work that wins awards and makes other people jealous.

• Ad of the Day: Shock Top
  Rest assured: If the world does come to a dramatic, fiery end in 2012, it won't stop advertisers from hawking their wares. Extinction-level events have become a popular theme for brands lately, and the Anheuser-Busch InBev-owned Shock Top beer is the latest to dive in with a new spot from 72andsunny. How do the end times look? A stereotypically slick pitchman strolls through the urban wreckage holding a bottle of the wheat beer, nonchalant about the mayhem unfolding around him. As meteors crater the street behind him, he toasts a Mayan prophet and shrugs off the end of mankind. "You don't care. You're out there doing all the things you always wanted to do." One cell-phone snapshot of a cranky, sharp-fanged alien lizard later, the pitchman is down at a post-apocalyptic block party, suggesting you make your last brew a Shock Top. urging viewers to drive a Silverado pickup truck—not a Ford—if they hope to live through the apocalypse. Both came well after Lynx advised survivalist bachelors to use its "Final Edition" body spray to lure hordes of scantily clad women to a handcrafted wooden bro-ark to ensure their safety from the flood (and the future of the species). In other words, steel yourself for more apocalyptic spots, if not the apocalypse itself. Whatever happens, it's pretty clear that the salesmen will last at least as long as the cockroaches.
• Toyota and Microsoft Advertising Bring their Appetite for Life to the Deep South
  Inspiration can come from lots of places, but none may be as simple as sharing a meal with friends, family or even strangers. Food brings people together no matter their cultures or walk of life. Often food is a direct representation of the wonderful people who grow, cultivate and make it. Recognizing this, Microsoft Advertising and Toyota have returned for a third season of MSN’s hit series, “Appetite for Life” this time turning to America’s Deep South – a region that is known for its lively people, great food, and culinary contributions. Unfortunately, recent natural disasters have created difficult economic circumstances for the region but, with the help of host Andrew Zimmern, Microsoft Advertising and Toyota will lend a hand to restaurant owners and citizens directly affected. While visiting different cities in Alabama, Georgia, Louisiana, Mississippi and Tennessee, Zimmern brings both fun and culinary experiences to communities in an effort to raise funds for community rebuilding programs. These programs include the Chattanooga Area Food Bank, Food Bank of Northeast Georgia, and Meals on Wheels Atlanta, among others. In addition to delivering over 4,000 meals throughout the show’s efforts to date, Microsoft Advertising and Toyota have pledged $10,000 to Feeding America and offer viewers the opportunity to donate throughout the series at http://appetiteforlife.msn.com. To date, donations including the pledge from Microsoft Advertising and Toyota have totaled to over $37,000! In 20+ episodes consisting of fundraiser derbies and tailgate parties, Zimmern visits 16 spirited cities, all representing the heart and hospitality of the South, in hopes to bring awareness and much needed financial support to the region. Experience and learn from these great cities while watching unique, exciting activities including a Jambalaya cook off, charity cooking classes, car races at a local speedway and more! Zimmern will take you on a ride as you explore the great food of America’s Deep South. We invite you to join us on this road trip built for good and to check out the episodes on MSN.
• Cablevision Selects Finalists in Optimum Creative Review
  Four agencies have advanced to the final round of Cablevision’s search for an agency to craft image ads for its Optimum brand. This week, Cablevision executives will brief the shops. Final presentations are slated for late March. The assignment is new and will complement product-specific ads from current lead agency Gardner Nelson + Partners in New York. Account revenue is estimated at $2 million. Gardner Nelson is among the remaining contenders. The others are Vitro in San Diego and New York agencies Amalgamated and Mother. The cable company’s review committee includes Kristin Dolan, a senior evp and wife of CEO James Dolan; evp of marketing Jon Hargis; and vp of marketing and advertising Joe Leonard. In its initial request for information distributed by Cablevision to interested agencies, the company cited the “existing heat of the competition” and a need to “find our voice” as reasons for the search. Optimum’s digital TV, Internet access and digital phone offerings compete with the likes of Verizon and DirectTV. The company’s media business is not in play and remains in-house. Hasan + Co. in Raleigh, N.C. is managing the search. Hasan did not return calls and the Bethpage, N.Y.-based Cablevision declined to comment.
• Google Could Bring Back Wearable Computers, But What About The Data?
  Android-based operating system glasses with a 3G or 4G data connection might be on the list of must-haves for techies by some time midyear. Reports put Google behind the project, but it's unclear whether Motorola Mobility patents contribute to the hardware device or the exploratory focus. Will these devices give online advertising another screen or expand the ability to collect data?