Publicis has acquired a 100 percent stake in luxury advertising agency AR New York, the holding company announced today. Terms of the deal were not disclosed.
AR New York
This week, we discovered that, yes, ordering Internet service can be easier than body-waxing Sasquatch, some people will eat candy that comes from another person's sweaty armpit, and how scary a drunk parent can seem to a child.
This is better from Smartwater. The Glacéau water brand has used Jennifer Aniston for some time—finally they've produced a piece of content together that feels somewhat fresh. Once again, the premise isn't revolutionary—the video, from ad agency AR New York, purports to show "jennifer aniston security tapes" from cameras around her house. But it gives the actress room to be funny—and she can be very funny—without having to wedge herself into an overcrowded scene like the previous spot, in which Keenan Cahill, Paul "Bear" Vasquez, dancing babies and other Internet stars tried to help her make the video go viral. (Her print ads have been pretty blah as well, although anything with Aniston topless will do well in spite of itself.) In the new clip, the faux-pregnant Aniston—she's expecting triplets!—is upstaged only by the dark-curly-haired Aniston at the end. It all just feels less manufactured overall, and much more entertaining as a result. Director Alek Keshishian shot the spot during a single-day shoot in Malibu. "Addressing all the tabloid rumors felt like a compelling and humorous idea," he says. "Because Aniston was brave enough to go for it, I was especially careful to make sure she always felt part of the creative process. After all, this was her life we were poking fun at. … We focused on the most prominent rumors out there, and took them to their most logically absurd conclusion. Sensational celebrity gossip is so ubiquitous, and addressing it in a humorous way felt like a perfect vehicle to get multiple views for Smartwater while creating a sense of empathy for both Aniston and the brand." Credits below the spot.