Kraft has found a home for Maxwell House at another roster shop: Taxi in New York.
Specs Who Front, l.-r.: partners Rebecca Matovic, Kate Rothen; chief creative officer and partner Bobby Hershfield. Rear, l.-r.: founding partners Rob Shepardson, Lenny Stern, Mark Kaminsky; partner and president Bradley Kay
Super Bowl XLVII might be 60-some hours into the books, but brands are still pushing their big-game-based initiatives via Twitter ads today.
The makeover of wild animals into twentysomething "Millanimals" in Taxi's first ad for Kraft's MiO Energy water flavoring is a bit off-putting at first. That's probably because the animated cheetah, rhino and gazelle feel more like dudes than animals when dressed, groomed and gelled. Doesn't take long, though, to get sucked into the bar they inhabit.