Ogilvy’s ‘Real Beauty’ Captures Grand Effie
NEW YORK Ogilvy & Mather’s “Campaign for Real Beauty” for Unilever’s Dove won the top prize at the 38th annual Effie Awards show last week. Print, Web, outdoor and TV ads feature images of full-bodied women in stark contrast to the thin models that typically populate ads in the category. Ogilvy’s Chicago office led the effort. Other Grand Effie finalists were DDB New York’s “Bathroom Moments” campaign for Georgia-Pacific’s Angel Soft; Leo Burnett Detroit’s Apprentice content deal for the Pontiac Solstice launch; BBDO Atlanta and New York’s “Raising the Bar” work for Cingular Wireless; Fallon Minneapolis’ “Showerhead” ads for Holiday Inn Express; and Cramer-Krasselt Chicago’s “Working With Monkeys” effort for CareerBuilder.com. Among holding companies, Omnicom shops won the most Effies (31), followed by Publicis agencies (23) and WPP units (17). Independent agencies claimed 23 Effies. Publicis’ Leo Burnett won the most Effies (16) and the most golds (six), followed by WPP’s Ogilvy with five golds.
Disney Taps Leibovitz to Make ‘Dreams Come True’
CHICAGO Disney Parks and Resorts will launch its first global ad campaign to back a promotion in which it attempts to make attendees’ wildest dreams come true. Themed “When dreams come true,” the push connects all of the company’s parks, from its Disneyland and Disney World resorts in the U.S. to attractions in Paris, Tokyo and Hong Kong. The ads, created by Publicis’ Leo Burnett in Chicago, independent mcgarrybowen in New York and Disney’s in-house team, will employ directors Tarsem, Leslie Dektor and Annie Leibovitz, who will shoot both a celebrity-based print campaign and a filmed spot. The client spent $170 million on domestic ads last year, per Nielsen Monitor-Plus. In a Burnett spot breaking in early October, children morph their realities into dreams from Disney movies. Three children jumping on a bed magically begin to fly like Peter Pan; a little girl opens the door to her house to find a pumpkin stagecoach awaiting a la Cinderella; and a boy imagines he’s flying on Dumbo. “There is a place where nothing is as it seems, where the ordinary is extraordinary. And once upon a time happens once upon a day,” says a voiceover. “Come live your dream.” The campaign follows Disneyland’s 50th anniversary promotion, which is ending in September, said Michael Mendenhall, evp of global marketing at Disney Destinations. The campaign is part of the broader “Year of Million Dreams” promotion, in which Disney employees will reward one-of-a-kind experiences to park attendees. Experiences include spending a night inside Cinderella’s Castle, traveling to each Disney resort around the world to serve as grand marshal in a Disney parade and admission to special parties at the resorts. The promotion kicks off on Oct. 6 with one family getting each park to itself.
LG Consolidates N.A. Creative At BrandBuzz After Review
NEW YORK WPP’s BrandBuzz has successfully defended U.S. creative duties on LG Electronics and added duties in Canada and Mexico that will be handled by sister shop Young & Rubicam. Last week’s win adds about $10 million in billings to BrandBuzz’s existing business, said sources. Total billings are estimated at $50 million. LG’s decision came after a review in which Omnicom’s Merkley + Partners was the other finalist [Adweek, June 5]. LG also is reviewing North American media duties, and a decision on that is expected in about a week, a client representative said. The rep declined to disclose contenders; WPP’s Mediaedge:cia is the U.S. incumbent. Separately, the Englewood Cliffs, N.J., client awarded online marketing duties to New York independent Xtential, also after a review. Previously, that assignment was handled in-house.
Richards, 21st Century Part Ways Over ‘Creative Differences’
LOS ANGELES Less than a month after winning the business in a review, The Richards Group and 21st Century Insurance are parting ways. “We will not be working with them,” said Stan Richards, principal and creative director at the independent Dallas agency, who cited “creative differences” but declined to elaborate. Executives at 21st Century in Woodland Hills, Calif., could not be reached for comment. A review of creative chores on the client’s $25 million account recently concluded with Richards emerging victorious [Adweek Online, May 10]. The consulting company that led the process, Select Resources International of Santa Monica, Calif., characterized the client as “difficult” in the RFI sent to shops. Other contenders were undisclosed. The review was called following the client’s stint with IPG’s Dailey & Associates, West Hollywood, Calif. That relationship lasted less than one year. Agency relationships with 21st Century have been short-lived recently, with president and CEO Bruce Marlow conducting talks with various shops and testing work in the last two years, according to sources. Last year the company hired former Charles Schwab marketer Rob Klapper as CMO. It is not yet clear whether the client will hold another review.
Avaya Selects Saatchi & Saatchi For Global Assignment
NEW YORK Saatchi & Saatchi has landed international creative duties on Avaya after a review, the Publicis agency confirmed. The telecom’s previous global lead agency, IPG’s McCann Erickson, did not defend. Estimated billings are $40-50 million. Saatchi’s assignment is broader than McCann’s had been. It includes advertising—both corporate image and product specific—customer relationship management efforts, and promotional and event marketing. In the U.S., major media spending on the brand has declined in the past three years, from nearly $30 million in 2003 to about $20 million in 2004 and less than $10 million last year, per Nielsen Monitor-Plus.
Verizon Puts $40 Mil. Hispanic Ad Account in Review
NEW YORK Verizon Wireless has confirmed that it is considering four agencies for its domestic Hispanic ad account. The company spent close to $40 million in Spanish-language measured media in ’05 and $15 million in the first four months of ’06, per TNS Media Intelligence. Incumbent GlobalHue, a multicultural shop with offices in Detroit, Los Angeles and New York, is defending the account. Sources said that Viva Partnership of Miami, Zubi Advertising in Coral Gables, Fla., and Casanova Pendrill in Costa Mesa, Calif., are being considered as finalists. Verizon Wireless would not comment specifically about the review, and calls to the contenders were not returned.
H&M Signs Madonna To Model Fall Fashions
NEW YORK The Material Girl will try on some new threads when she slips into clothes from H&M as the face of the fall campaign for the Swedish retailer. The international effort, created in-house, will launch in August and run through the fall in magazines and on billboards. The client spent $10 million in U.S. measured media last year, per TNS Media Intelligence. Madonna is in the middle of a much-hyped American tour. H&M will supply a complete off stage wardrobe for the star and her touring troupe, including her band, dancers and stage crew. Designer Jean-Paul Gaultier will dress her while she is onstage. In addition, H&M is designing a Madonna tracksuit that will be available in stores in August. “Madonna picked out people she works with all the time to be in the campaign with her to show the diversity and personal styles, that anyone can dress in H&M,” said client rep Jennifer Ugliaro.
Ogilvy’s ‘Real Beauty’ Captures Grand Effie