They've seen it all over at J&R Music World

"Hey, gang, I've got a great idea! Let's get all our friends together and film some 'quirky' commercials for J&R Music & Computer World! My brother's a manager there, and he'll let us film after closing time. Oh, oh! My roommate plays air guitar. He is sooo funny. I mean, he sucks at it, right? When we're drunk, it totally just cracks us up!" Judging by this J&R ad from Toy New York, that was part of the strategy session for this first major TV campaign in the New York retailer's 37-year history. See five of the ads here. The good news: Since this is the brand's first such initiative, by definition it's the best J&R TV effort so far. Alas, it is also J&R's worst campaign ever. They should have at least set the guy's guitar on fire. It worked for Jimi Hendrix.

—Posted by David Gianatasio

Published on January 8, 2009 | Permalink | Comments (12)
Filed under Gianatasio, J&R, Toy

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.

—Posted by Brian Morrissey

Published on November 20, 2008 | Permalink | Comments (1)
Filed under EVB, Morrissey, Toy

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

Published on November 13, 2008 | Permalink | Comments (36)
Filed under Controversy, EVB, Morrissey, Toy

Flatulence is a good thing at Extended Stay

You heard it here first: Extended Stay Hotels gives its patrons horrible gas. Well, you actually heard it here second, because the chain demonstrates the gastrointestinal impact of its facilities very clearly in the above spot by Toy New York. They say the rampant farting is a byproduct of maximum comfort, but anyone who can shut a door with his flatulence should see a doctor, or at least someone who owns a circus. And is this something they want to broadcast, anyway? Think how the girl who licks Extended Stay's rooms clean must feel.

—Posted by David Kiefaber

Published on September 22, 2008 | Permalink | Comments (5)
Filed under Extended Stay Hotels, Hospitality, Kiefaber, Toy