Scarlet faces all round

When is a TV series not a TV series? When it's a series of TVs! OK, the joke may lose something in translation, but when you dupe the likes of Lindsey Lohan, Holly Willoughby and The Feeling (yes, THE FEELING!) into brushing down their glad rags and hitting the town for the look at the next Alias-a-like tele-show and then revealing that they're actually at the launch of LG’s latest gogglebox range, the guffaws come hard and fast.

Pitched as an action-adventure US TV show directed by David Nutter (X-Files, Smallville), ‘Scarlet’ is the tale of a secret agent/model/TV star type who’s got a big secret that seems to involve explosions and car chases. Hyped for aaaages, with its new found star – Natassia Malthe – becoming a ‘sleb’ in her own right, the soon to be aired pilot was hotly tipped for greatness. Cleverly seeded media attention and striking press, digital and poster executions made sure the audience was ready for the big reveal.

All, however, was not as it seemed. As exposed in a star studded bash in Hollywood on the 28th and London on the 30th of April, Scarlet was not a new show, rather the fetchingly coloured new range of HD TVs from LG. Complimenting this, the advertising updated to reveal the true star of Scarlet. Even the trailers made better sense, with phrases like ‘I want to put her in every home in the planet’ and ‘waddya mean she’s gonna change TV forever’, seemingly innocuous on the first viewing, brought the agency’s ruse into sharp focus (snazzy HD TV pun not intended).

Speaking of the campaign, Kwan-Sup Lee, VP, Brand Marketing of LG Electronics Digital Display Company said “Brand marketing now is all about a having a ‘story’ in which a brand communicates with consumers, strengthening consumers’ emotional attachment to that brand is the key to long-term success.”


Adding to this feeling of connection with the consumer, Chan Suh, CEO of Agency.com, said, “The launch of ‘Scarlet’ is more than an integrated campaign; it is a connected campaign. It was made possible by an innovative client who saw the value in working in an unconventional way. The team of individuals and agencies worked in unison despite multiple continents, time zones and languages separating them. The result is a campaign that is truly a unique and holistic marketing solution and one-of-a-kind”.

All in all, the campaign was enormous, encompassing extensive use of PR, digital, TV and cinema advertising, print, OOH and social networking through a top-secret pre-reveal and post-reveal phase. Digital and social networking included pre-reveal (www.scarletseries.tv) and post-reveal websites (www.LGScarlet.tv), viral videos, downloads, IM icons, Facebook and MySpace presence, actor blogs and web videos, rounding out the 360-degree solution. Phew!

As intrepid reporters, The Reel were looking fresh in whistles for the UK reveal, and the event certainly did have the feel of a large-scale launch. Upon the revelation (nicely accompanied by a spot of Carmina Burana), folks around the grand hall tittered with amusement, confirming KS Lee’s theory that the twist would ‘appeal to premium seekers who will appreciate … the unconventional campaign.”

The multi-platform, multi-language, global campaign was a result of a connected agency model, led by Agency.com and partner agencies including TEQUILA\London, branded entertainment agency, Stream, and Premier public relations. Also in from the inception, London based Production Company Great Guns produced the project out their new Bangkok office. Big thanks to our pals at The Media Foundry for getting us in and cocktailed up!

NewsReel 01/05/08

As always, please send any news and press releases to sam@thereel.net and we'll do our best to include it here.

A handy ANDY GRANDY for the Master Chief
McCann Erickson and T.A.G San Francisco won the biggest prize at the 44th ANDY Awards held in New York last night. Their campaign for the launch of the eagerly anticipated third installment in Microsoft’s Halo series, featuring the mighty Master Chief, won the coveted GRANDY and $50,000 prize money. For many the highlight and keystone of the whole ‘Believe’ campaign was the beautiful diorama TV spot, as featured in September’s Reel.

To see the full list of winners, including a healthy UK contingent, click here.

Another director
Another Film Company’s recent signing Martha Delap was among the winners at last week’s television BAFTAs for her direction of the nation’s favourite potty mouthed chef in Ramsay’s Kitchen Nightmares.

Tim Marshall, Another’s Managing Partner, recently said of her signing, ‘We’re very excited to be involved in introducing such a young and dynamic talent into the commercials world. Martha makes programmes that have great popular appeal; they look good, are engaging and honest. A move into commercials makes perfect sense.’

Martha’s first commercial with Another is already in the can (and on The Reel), directing the nation’s favourite diminutive mockney chef Jamie Oliver in Sainsbury’s ‘Feed Your Family for a Fiver’ campaign for AMV BBDO.

Downing Wan-da
Wanda in Paris has signed new director Michael Downing for European (excluding UK) representation. Before joining Wanda, Michael attended the American Film Institute where he made a short film called 'Fine', which won a student Oscar. He is now directing a Toyota commercial for Wanda, which will hopefully hit The Reel soon.

Epoch Films sign Collision
Epoch Films has announced the signing of established music video collective Collision for UK commercials representation. From an animation and graphics background, award-winning Collision have developed a distinctive voice through an inventive approach to filmmaking. Working in a mix of live-action and animation they’ve already worked with some top-notch indie bands including Radiohead, the Killers, Franz Ferdinand, Scissor Sisters, Editors, the Zutons, and the Bees, and they’ve just delivered the latest promo for the Young Knives. Their first work through Epoch London is a cinema and viral campaign for Mother re-launching Covent Garden called ‘Spring Renaissance’.

Some more Stinkers
Stink has signed creative and directing duo Dark Fibre. They’ve recently made waves with their ‘Stuff of Life’ spot for Amnesty International and have previously produced David LaChappelle’s glossy Oscar shortlisted film ‘Rize’ and produced and directed serious telly like ‘Living Goddess’ for More4 and ‘Zombie Town’ for Channel 4.

Blink…and they didn’t miss him.
Blink has signed Argentine director Nicolas Kasakoff for commercial representation in the UK. The ginger haired dynamo loves the idea of working with Blink, ‘As anybody who could distinguish between apples and bananas, I could easily recognise Blink as a high-class company not only in the UK but worldwide. In addition to that, their visual and narrative style seemed to be totally aligned with my way of thinking.'

Jason Studholme, Blink’s managing director, obviously enticed by his director’s fruit-recognising abilities, is also delighted with the arrangement, ‘I happened to be doing a Motorola job in Buenos Aries with Patrick Daughters which gave me the opportunity to get to know Nico. I discovered that as well as being super talented he is also a lovely person and I heard nothing but good things about him locally. The die was cast.’

Dreaming Together

It might look like that we at the Reel have a slight penchant for writing about Mr Dassler and his three stripes and some would call us biased… however the boys and girls at 180 Amsterdam have created another neat campaign that warrants a little more than a few lines of prose.

So we thought we would write another little feature on the blighters!

The new project titled ‘Dream Big’ sees the world’s biggest influential football stars mixing with the world's smallest and most inconsequential teams and continues the tradition of showcasing elite level athletes alongside real people – inspiring them to go further.

The emphasis shifting from the obvious obtuse choice of UEFA EURO 2008 to lesser known football teams is a welcome one and allows adidas to demonstrate that they care about the little people as much as they do about the big money / fanfare events.

180’s campaign aims to show us all that anyone can ‘Dream Big’ no matter their ranking, as Kaka, Messi, Gerrard and Beckham are sent out on missions to Andorra, San Marino and the Isles of Scilly. Here the mega stars set out coaching local teams whose reputations are in the doldrums and in doing so evoke the adidas mantra ‘impossible is nothing’.


180 worked with youth teams in each of the three locations to take part in what they thought was a straight forward documentary about football – and were totally unaware of the professional players involvement. The surprise element led to some charming and real moments between the players and the aspiring kids.

San Marino is one of the lowest ranked teams in Europe and is treated to a coaching visit from Kaka, Xabi Alonso and Robin Van Persie. The second location in the series sees adidas stars sharing their knowledge in the world's smallest football competition. Just two teams make up the isle of Scilly league and the young players there could use some outside help. Much to the surprise of locals and young players alike a few world renowned players turn up to lend a hand and give some valuable insight.

In the third location a bunch of talented Juniors from Andorra set off on a road trip of a lifetime to the Spanish capital of Madrid. Uber-pro help arrives in the form of Jose Mourinho (tickled by the idea of helping the 179th ranked country in the world) who involves them in a special coaching session with the future of Andorran football before sending the boys off on their journey. They are joined by Lionel Messi, David Villa, Lukas Podlski and Arjen Robben, and the journey of a lifetime climaxes in a packed Santiago Bernabeu Stadium.

Another great example of a fearless idea executed with charm and polish subtly fortified by great direction from Johan Kramer, Marco Grandia and Richard Bullock respectively … Sports brands take note!

NewsReel 24/04/08

Big ideas can make anyone feel small
Craig Davis, JWT’s Worldwide Chief Creative Officer and this year’s Cannes Film & Press Lions Jury President has been brought down to size for the festival’s 2008 viral campaign.



Students get offered a toon up
NickToons have teamed up with Skillset and launched a competition to offer student animators the chance to have their work broadcast on the digital channel and a paid summer internship at the channel’s London offices. The competition offers undergraduates a unique opportunity to get a head-start in the industry and is open to students at the seven Skillset accredited animation and television production universities: Ravensbourne College of Design and Communication; Arts Institute Bournemouth; University for the Creative Arts, Farnham; Bournemouth University; Glamorgan University; University of Wales, Newport and the University of Teesside.

Tracey Cleland, Creative Manager of NickToons said of the competition, ‘This is a huge opening for every aspiring animator and a fantastic opportunity for us to work with the new wave of UK talent - we can't wait to watch the entries.'…and neither can we.

To enter, students must submit an idea for a funny 30-second animated short. Up to 80 will be selected to enter a professional pitching and treatment process at Nickelodeon that will take them through the key stages of animation development to final delivery and broadcast on NickToons.

For more information contact Skillset's Sarah Afzal

Wanda-ful news
Wanda Productions Paris have signed Benjamin Ducroz for European (excluding UK) and Asian representation. You can view the RMIT Media Arts graduate’s work in the Studiowanda section of their website.

Allain is drawn to Draw
The director of the new Ting Tings video, David Allain, has been signed to Draw Pictures. David learnt his trade by working as a camera trainee on commercials, operating video playback on 'Layer Cake', and researching and storyboarding for directors including Vaughan Arnell and Daniel Wolfe. His other credits include videos for the Cooper Temple Clause, Lethal B and GoodBooks.

Wieden + Kennedy Amsterdam get their (New) man

Lee Newman has joined Wieden+Kennedy Amsterdam as its new managing director. Dave Luhr, chief operating officer at W + K is, for one, very pleased with the agency’s new recruit, saying, ‘Lee is a rare agency leader. He is intelligent, motivating and, most importantly, creative. His agency and account experience speak of his excellence.’ Newman is leaving Texas-based GSD&M to go to Amsterdam and joins the recently returned Jeff Kling in a new-look leadership team.

There's no place like foam

Yes, it's here, the next big Sony ad from Fallon has arrived. Causing a sense of anticipation not seen in adland since Anthony Head and Sharon Maughan gulped down the dregs from their last Nescafe together, Fallon have moved on from Bravia and turned their hand to Sony's digital imaging range. The result, 'Foam City', is an epic spot with a rare combination of originality, scope and fun. Directed by Simon Ratigan, the spot features 200 genuine Miami residents, who were invited to the foam-filled downtown area of Miami. If the chance to play in 460-million litres of foam pumped from the especially built world's largest foam machine wasn't enough, the Miami-ites were given Sony's range of Cyber-shot digital cameras, Handycams and DSLR cameras to record every minute and capture every foam-filled crevice (of the Miami streets that is).


The impressively moustachioed Ratigan, who's previous work includes Vodafone 'Raining Time', and 'Inflatable Animals' for Orange - a spot that must have gone a long way in bagging him this one - said, 'A lot of my work to date has focused on people’s honest experiences and emotions. Having the citizens of Miami involved, with their free spirited nature and willingness to interact with this new and exciting environment, without any guidance other than to go and explore, has been a wonderful experience. The final ad will show natural, real life emotions and reactions to a city full of foam.'

Mikah Martin-Cruz, General Manager, Marketing Communications, Sony Uk, said of the ad, 'We wanted this to be a magical event where people would be able to have a truly unique photographic experience, where they could actually take images like no other.'

From the images on the website it looks like their aim was achieved and a great time was had by all; the end result isn't too shoddy either!

NewsReel 17/04/08

Nava joins Therapy
Jake Nava is to be represented in the UK by Therapy Films. The honey magnet director, who has had the pleasure of working with the likes of Kylie, Beyonce, Britney, Kate Moss, Naomi Campbell, Jessica Alba and Halle Berry, is excited to be joining Therapy as they start in a new direction after recent re-structuring. He said, 'It seems like a perfect time to join. I'm absolutely committed to the UK market and looking forward to getting my teeth into strong creative boards.' Although based in London Nava is also represented by Annoymous Content in Los Angeles and UTA and Brillstein Entertainment Partners for features.

All Films complete double signing
Masters of the movie trailer remix, Addictive TV, have been signed to All Films who hope to apply their talents to commercials. All Films' Managing Director Ron Redel said, 'We are delighted to be working with Addictive TV, I'm always on the lookout for different ways to approach commercials, we are thrilled to have discovered their exceptional and original work.' He continued, 'They've developed a unique and highly finessed style of audio/video mixing and remixing which could be applied to a whole new wave of commercial projects.' Addictive have recently completed a Paramount commissioned dance remix viral for 'Iron Man' but they first came to our attention with their bullet ridden remix for 'Shoot 'Em Up'.



All have also re-signed Brian Baderman after a two-year split. The maverick director of the darkly comic Phones4U ads achieved great success in that series with his brave casting of members of the public in key roles, and MD Ron Redel is glad to have him back, 'We got over the split - when you work together for ten years it's like a marriage. There wasn't any bad feeling but it was a big change. I like doing the sort of work he does...I've always argued it's not mad, it's not crazy, it's such cleverly put together stuff that it's just funny. Underneath it all there's something human, there's charm.' Reel subscribers can click here to view the excellent Baderman directed Phones 4 U ads.

Absolutely fabulous motion graphics
After seven years at MPC, Ric Comline has joined Absolute to head up their new dedicated motion graphics department. Having worked on Ridley Scott's 'Kingdom of Heaven' and Tim Burton's 'Corpse Bride' Comline has certainly got the pedigree, and Absolute's MD David Smith thinks they've got the right man,'We’re growing so much that it made sense to start a dedicated motion graphics department. We’ve just been waiting to find someone with the right skills and personality. Ric is extremely talented so we feel very lucky that he’s joining the team.' His first major project is to design the motion graphics for George Michael's forthcoming tour.

The Guild of Commercial Filmmakers
The Melbourne based production company have signed Derek Richards to their burgeoning roster and one of their young directors, Matt Kamen, received a bronze award for Best New Director at Adfest in Thailand.


As always, send any news and press releases to sam@thereel.net.

Vegemount

We know nothing about where this little clip has come from, but the owners of Vegemite need to get this artist on their payroll.



Mmmmm, toasty.