Orbit's roaming mouth is bit of a clean freak
Two campaigns with disembodied mouths in one week—what were the chances? First, we had Virgin Mobile's gabby gum-flappers. Now, Wrigley's Orbit gum sends a faceless mouth cruising around a neighborhood in this 90-second stop-motion video (posted below) by graffiti artist Goons and ad agency EVB. Unlike most taggers, Goons's work consists of temporary paper creations that "appear," guerrilla-style, on Chicago streets every now and then. Hey, we've all got time to kill, right? Folks can "clean" away the artwork if they so choose, so I guess there are some synergies with the brand's familiar commercial message. The clip was directed by Partizan's Ace Norton, who used handheld still cameras to tell the story of a civic-minded mouth that cleans a dilapidated house. The brand presence is kept to a minimum (just an end logo). And the soundtrack, "Keep It Clean" by Camera Obscura, is catchy. Best of all, tired brand platitudes like "Dirty mouth? Clean it up" never pass these particular lips.
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Published on November 18, 2009 | Permalink
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EVB positions ballet for the next generation
True or false: In our postmodern, high-tech age, ballet is more relevant than ever. It's a trick question—ballet was never relevant. Which brings us to EVB's photo mash-up campaign for San Francisco's Smuin Ballet. Posters, transit cards and print ads work hard to spice up the company's offering. We get a dancer in denim jammin' on guitar (whoa, he's like Jimi Hendrix!), a ballerina in sexy lingerie (whoa, she's like Britney Spears!) and other "hot" images designed, I guess, to make ballet seem more accessible to a modern audience. (It helps that Smuin's performance style merges classical ballet with contemporary dance.) The problem is, no matter how progressive the promotion or actual program, it's still ballet: guys in scandalously close-fitting tights and divas masquerading as swans. Don't even get me started on opera. —Posted by David Gianatasio |
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Published on May 4, 2009 | Permalink
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EVB puts up its own 'Elf Yourself' Google ad
Back to the "Elf Yourself" thing for a moment. EVB and Toy New York actually have a good relationship, I'm told. While both agencies want credit for their part in bringing OfficeMax's "Elf Yourself" to life, they get along just fine. EVB CEO Daniel Stein told me that Toy recently referred a potential client to EVB. They should be able to commiserate now that both got the boot from the Elf campaign this year after JibJab offered to do it for free. Still, EVB is getting into the Google ad game, after a Toy ad claimed sole credit for the endeavor. On Wednesday, a search on "elf yourself" yielded an EVB listing on top of Toy's ad. I went to check if BBDO and Big Spaceship are dueling for HBO "Voyeur" credit through Google ads. It turns out Big Spaceship's case study on "Voyeur" is the top natural search result. BBDO doesn't show up. The ads? Well, they're, um, not about advertising. |
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Published on November 20, 2008 | Permalink
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Anyone else want credit for 'Elf Yourself'?
We all know how touchy ad people can be over getting credit for their ideas. I see it all the time as a reporter. Of course, it's harder to figure out who "created" campaigns nowadays, particularly in digital, where execution is so critical. (See the Big Spaceship-BBDO Cannes kerfuffle.) A while back, in a short profile of EVB, I wrote a single sentence citing the digital shop's success with OfficeMax's "Elf Yourself" campaign. Toy New York, EVB's partner in the effort, got very upset. The project was concepted by Toy and built by EVB, and the two shops had agreed to split credit down the middle, I was told. Fair enough. I ran a clarification. Today, though, I came across a Google ad that makes an interesting case that Toy was the sole creator of "Elf Yourself." I guess Google is the next battleground for the fight to own the idea. —Posted by Brian Morrissey |
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Published on November 13, 2008 | Permalink
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Levi's wants it both ways, and it's working!
Levi's artsy, monochrome Cutwater campaign celebrates the "average woman," comfortable with herself and her Levi's jeans. Meanwhile, the brand's sophomoric EVB-produced viral effort urges the gruffer sex to "Unbutton your beast," as if we needed the added provocation. My first thought: Oh, those denim jerks, they're trying to have it both ways. My revised opinion: Those button-fly geniuses, they're trying to have it both ways—and succeeding! Both campaigns are perfectly tailored (ha!) to their respective audiences: empowering and sympathetic for the ladies, disposable and "naughty" for the gents. The ads aimed at women are cinematic, for the sex that insists on schlepping out to the movies on Friday nights. The work targeting men lives on the Web, because that's where we watch our porn. I mean, where we check out movie schedules to plan fun Friday nights for our significant others. What's more, both campaigns have received their share of mainstream and trade-press attention, touting the Levi's brand well beyond the paid-media investment. So, kudos, Levi's! Too bad the economy's shot and soon no one will be able to afford jeans. Now, if you'll excuse me, I've got to go unbutton ... I mean, buy some movie tickets for the weekend. (Phew, nice save!) —Posted by David Gianatasio |
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Published on October 8, 2008 | Permalink
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Kodak viral makes you feel like a superhero
Let's face it, agencies develop calling cards. Crispin loves the hidden camera. Barbarian still gets asked for another Subservient Chicken. EVB is no different. It gained deserved kudos for "Elf Yourself," the runaway viral hit for OfficeMax, created with Toy New York. EVB has done some cool work for brands like Adidas and Levi's, but inevitably some clients want their own elf. Kodak now has its own. The concept of "Make Me Super" is pretty similar to "Elf Yourself." You upload your picture (or a friend's) onto an animated character, then send along the ensuing video. (Here's mine.) I have to say, even though EVB's been to this well before, "Make Me Super" is pretty catchy and fun. Visitors can buy their superheroes emblazoned on mugs, mousepads and other paraphernalia. It would be cool to be able to upload one's own superhero clip to Facebook, or use friends' profile photos there to create one. —Posted by Brian Morrissey |
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Published on September 23, 2008 | Permalink
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