TWCnotes.com

You Better Be "That Good"!

I was killing time in a bookstore over a recent weekend as my wife was shopping in a store nearby…(yes I could’ve gone with her, but they don’t have a coffee bar, and wifi, so it’s not too hard to figure out where her helpful but somewhat impatient husband ended up). While there, I came across a book on “branding that can lead to instant riches”…wow; it’s that easy huh? Get on Facebook, Twitter and some of the others, and you too can become the next Zuckerberg.

Man, really…I did not know that…I’ve been missing out on some serious bucks. I have to buy this book immediately or my worth as a human being will be irreparably damaged, if not destroyed.

The “Reality” of Advertising

I can remember growing up in the suburbs of Chicago and observing the lives of my parents.  It was your typical suburban couple, with a couple of kids and a modest but nice home.  After a long day of working at a job that they really were not passionate about, but “pays the bills,” they would come home, eat dinner with the family and, finally, finish off the night with the 9 o’clock news. In between segments of the news, commercials of course!  Advertisements filled the gaps between the gang crimes and how much snow fall we should expect for the upcoming week.  These spots were filled with beautiful people, who seemed to have it all.  They were living “the good life”.  We would never identify with these people.  Of course, even as a child, I knew that these were characters playing a fictional role.

Fast-forward to present day.  I am now the adult (sort of) in this equation and, my-oh-my, how things have changed. 

Facebook vs. “Facetime”

So it’s been a while since I’ve written…I always remind PR guy that I really have to feel led to write something, and that doesn’t always have a deadline attached. He told me lack of ideas usually mean lack of creative discipline. I told him that while that might be true, ones schedule might have an impact…he doesn’t agree, but I digress.

The very writing of this piece sort of makes the point my title refers to. I spent lots of years actually speaking with people on the phone about projects…many times going to their offices and discussing what was being worked on in person…this all equated to relationship building based on “facetime” (even if it was on the phone, it involved one human physically speaking with another) and it was good. I also learned a lot, because I got to ask a lot of questions in the normal ebb and flow of conversation. I probably got my company involved in a lot more projects than we otherwise would’ve by doing that.

Smarties 'Blue Cat' Stroked by Alex Ogus' Comedic Touch

"Blue Cat," the new commercial for Smarties directed by Alex Ogus and created via JWT Toronto, proves that quirky cat humor doesn't only work on the Web. As the commercial's protagonist digs into his Smarties candy, a blue cat seated on the other end of the sofa informs him that "blue is back" and orders him to eat his Smarties.

The spot has already picked up a recommendation in Marketing Magazine and a positive review in the National Post; let's hope the ASPCA has kind words for the ad as well (no blue cats were harmed in the making of this commercial).

Carrying the Torch in Poland

I have to say, you’re never more aware of your “American-ness” than when you’re overseas. Every time I go, I feel like I’m some kind of ambassador and that everything I do and say will be remembered as “how Americans act.” Of course, this is typical American arrogance, to think that anyone cares what we do or say…so you can’t win either way. I guess overall the rule should be to learn how to say thank you in the native tongue, tip well, and in general, try not to act like an asshole. Chances are it’ll probably all work out in the end.

The part of the world where I was most recently trying not to sully our national image was Poland. I was editing a new ad campaign in Warsaw, late on a Sunday night…and since I’d already made the usual getting-to-know you-chit-chat, I asked the editor, Martin, a gray-haired, elfin man, “As a creative person, how have things changed since the fall of communism in 1989?”

Want a Ride? Commercial Production Gets a Lift from Al Ruggie

I think the best way to learn a city is to get lost in it. And I mean LOST. So lost that J.J. Abrams and the island don’t even know where you are. So lost that your GPS unit starts sputtering and spontaneously combusts. So lost that you start questioning the spatiotemporal nature of magnetism and its ability to actually point North. That’s how I’ve learned the streets of Los Angeles, and every other city I’ve ever lived in.

The Russian Agencies Are Coming...Part II

Since PR Guy didn’t think my previous take on this subject was enough about the actual project we did with Lowe, Moscow, here I am finally writing Part II…which will offer some insight into this new Magnat campaign. This way, PR Guy will feel empowered to continue his “input” on my commentary, which is of course, what this is all really about!!! These spots are classic misdirect comedic pieces, where you think the story is going one way, then all of a sudden, it ends up somewhere else. Not really so much irony or even juxtaposition, just a bit like the last season of Lost…okay, maybe not that extreme, but nonetheless quite unexpected and genuinely funny.

Premium Starbucks Via Debuts in a Premium TWC Films Spot by Terry Rietta

Novelty mugs take center stage in "Know it All", the first of five new spots for Starbucks created via BBDO New York and directed by Terry Rietta of TWC Films.

The ad, for Via - Starbucks' new instant coffee product - broke today and uses mugs emblazoned with nicknames to convey how Via made its way from Know it All to Told You So in one short, but caffeinated, day.

Download HERE (right click and "Save as..." in Explorer)

TWC Films Secures New Representation for East Coast, Southeast, and London

TWC Films has secured the firm of ZanderFerreira for exclusive representation on the East Coast, and will be represented by Sarah Lange in the Southeast.

The company is repped by Stieber & Company in the Midwest, and by Where's the Boards on the West Coast.

On the international front, Georgina Poushkine is now representing TWC Films in London. Alexis Roberts represents the company in South Africa. Frank Miele and EP Jeff Snyder handle the company in the Asian market.

The TWC Films roster is comprised of directors Jonas Arnby, Trevor Cornish, David Jellison, Arni Thor Jonsson, Ken Lambert, Hans Moland, Alex Ogus, Suthon Petchsuwan, Terry Rietta, Selby, and Johan Skog.  The company is presided over by Partner/Managing Director/EP Mark Thomas and Executive Producers Mel Gragido and Jeff Snyder.

The Russian Agencies Are Coming...

We very recently finished shooting a job with our new friends from Lowe-Moscow. While that in itself is interesting, as the creative was both strong and simple, the whole process got me thinking about how things have really changed when it comes to the collaboration between production companies and Russian advertising agencies.

I have to say…well I don’t actually have to, so let’s go with “It’s been recommended” by PR guy that this piece become a “two-parter”, with part one being what I wanted to write, and part two being what he thinks I should write. Do other columnists have this issue? I suppose they do with their editors, but wait…aren’t we PR guy's client? Doesn’t that mean I get to veto his recommendations when I disagree? It's not easy being the client, I know that now. Okay, fine, here’s part one: