Ogilvy Evolves Dove’s ‘Real Beauty’ Campaign
NEW YORK WPP’s Ogilvy & Mather this week launches the next phase of its “Real Beauty” campaign for Unilever’s Dove with the posting of a new Web video tied to the Dove Self-Esteem Fund. The 60-second video “Onslaught” opens with a shot of a young girl before cutting to a rapid montage of commercial images depicting beauty. The images are seen through the eyes of the schoolgirl. In the end, the video urges parents to talk to their daughters before marketers do. The launch of “Onslaught” follows the global success of “Evolution,” the Cannes Grand Prix-winning film that depicted an average-looking woman being made up and Photoshopped to become the face of a billboard ad. Each video was created by the Toronto office of Ogilvy, which declined comment.
Travelocity Sticks With Gnome In New Marketing Effort
NEW YORK Travelocity.com breaks a new series of ads this week out of McKinney featuring the Roaming Gnome as he tackles his list of “Travel Wishes.” The campaign, encouraging people to use the site to fulfill their travel dreams, consists of six 15-second spots, print and online banner ads. In one split 30-second unit breaking today, the gnome screams as he free-falls down a mountainside. The onscreen copy reveals, “Travel Wish #11, Cliff Dive in Mexico,” and the voiceover explains the site’s “Farewatcher Plus” service alerts customers when fares to their favorite places drop. In the second half of the 30-second buy, the Gnome is trapped inside the wall of an ice hotel. “Ice pick, anyone?” he asks with a muffled voice. “Travel wish #10,” reads the super, “Stay in an ice hotel.” The tagline, used since 2004, remains “You’ll never roam alone.”
Unilever to Brief Contenders On Global Ice Cream Business
NEW YORK Unilever within the next two weeks is expected to brief the three roster shops competing to handle global creative duties on its core ice cream brands, sources said. Revenue on the business is estimated at more than $20 million. IPG’s McCann Erickson handles the bulk of the business and is said to be participating along with sister shop Lowe and Omnicom’s DDB. The first round of presentations is slated for late November, and a decision is not expected before January, said sources. Unilever’s Magnum brand of ice cream is the focus of the pitch, though the winner is expected to work across several brands. The contenders, whose pitches are being led by their respective London offices, either declined comment or could not be reached.
‘Is Your Mutual Fund Funding Genocide?’ Asks Save Darfur Ad
NEW YORK The Save Darfur Coalition on Monday will launch the second phase of its campaign targeting companies such as Fidelity, Franklin Templeton, JP Morgan and Vanguard for their investments in companies that activists say contribute to genocide in the Sudan. The Washington-based nonprofit plans to unveil a 30-second spot from Jake Scott, son of Ridley Scott. In it a couple are seen in an office going over their portfolio with their investment advisor. He says that they haven’t been successful in some areas, but “You’ve made a killing in Darfur,” according to Allyn Brooks-LaSure, representative for Save Darfur. It ends with the words, “Is your mutual fund funding genocide? Visit savedarfur.org.”
$150 Mil. Monster.com Consolidates Account at MEC
NEW YORK Monster.com, the online job search service, has consolidated global media chores at roster agency Mediaedge:cia, sources said. The WPP agency, which worked for the client in some overseas markets, now adds domestic online and offline chores from IPG’s Deutsch, per sources. Maynard, Mass.-based Monster’s estimated annual global ad spend exceeds $150 million. Sources said the media account shifted to MEC without a review, based on work the agency had done for Monster in Europe. Monster tapped Omnicom’s BBDO for creative earlier this month. Agency and client officials either could not be reached or declined comment.
Sprint Nextel Snoops Around For New Boost Mobile Partner
LOS ANGELES Sprint Nextel-owned Boost Mobile is reviewing its $35 million creative, according to sources. An RFP issued in mid-September was due back last week. The client could not be immediately reached. Bill Grogan, president of the incumbent, WPP Group’s Berlin Cameron United in New York, said he was aware that agencies were being contacted but believed it was for a project only. Berlin Cameron has held the account since 2003.
McDonald’s China Gives Pre-Olympic Business to DDB
CHICAGO McDonald’s China has awarded Omnicom’s DDB China Group marketing duties for the company’s value menu and a pre-Olympics marketing assignment, according to the shop. Both assignments had previously been handled by Publicis Groupe’s Leo Burnett in China, according to sources. The agency had previously only handled digital marketing in China. Billings were undisclosed.
Terminix Confirms Review For $30 Mil. Creative Account
LOS ANGELES Terminix is reviewing its $30 million creative account, a company rep confirmed. Final presentations are this week, with a decision expected in the next two weeks, sources said. Incumbent Stone Ward, Little Rock, Ark., could not be reached. The client spent $30 million in 2006 and $20 million through July 2007, per Nielsen Monitor-Plus.
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Ogilvy Evolves Dove’s ‘Real Beauty’ Campaign