The "First Kiss" short film for Wren was among the grand winners at a new Clio award show this week.
Peterson Milla Hooks
Wieden + Kennedy's first campaign for Gap is set to launch in September, following the retailer's hiring of the agency this week. The shop will handle global creative responsibilities—a role previously held by Ogilvy & Mather until Gap parted ways with the agency in late 2012. Gap had been working with Peterson Milla Hooks on a project basis.
Talk about "pop" music. I'm both attracted to and repelled by this "Back to Blue" campaign for Gap—by ad agency Peterson Milla Hooks—featuring Alexa Ray Joel, daughter of Billy, and Dhani Harrison, son of George, singing their fathers' songs.
So much for JCPenney’s multiple creative agency offense. Seventeen months after sprinkling its business among several shops, the struggling retailer has reverted to a more classic lead agency model with the hiring of WPP Group’s Young & Rubicam in New York. The move is return to Penney’s past practice.
Kmart is moving fast in its recently-launched review of creative agency partners, with final pitches expected to be held at the end of March, sources said. Spec creative is part of the search as the Sears Holdings unit conducts a procurement-driven process.
Michael J. Fox and Tracy Pollan represent "true love" in a holiday print ad for Gap, part of the retailer's "Love Comes in Every Shade" campaign via Peterson Milla Hooks in Minneapolis. Musician Rufus Wainwright and artistic director Jörn Weisbrodt represent "married love." In a video, rapper Nas and his dad, blues musician Olu Dara, stand for "fatherly love." According to the client, "This campaign celebrates these diverse, optimistic views on family and the many forms love can take." That's laudably inclusive, though I initially wondered if the social message isn't somewhat diluted by other elements, like happy-happy quick-cuts of fireworks, babies, puppies and, naturally, all that colorful winter clothing for sale at Gap. It's a breezy take on a serious subject, a softer sell than similar campaigns by JCPenney. Ultimately, I think Gap's easy fusion of topical issues with instantly familiar sales imagery is a virtue that helps it make a point without seeming preachy. A loose, casual fit is almost always the most comfortable. More print ads below.
IDEA: Many female-focused brands plead with busy women to take it easy. Not Athleta. The maker of fitness and lifestyle apparel targets women who always want more, out of sports and life. This mirrors the products, which claim to offer more themselves. Designed by women for women, the clothing is both high-performance and stylish, whereas most athletic wear is either/or.
What happens when you play with Barbie? Option one: You get strange looks from the other people on the subway. Option two: Your child is mildly entertained for approximately 7-10 minutes. Option three: You are suddenly whisked away to a magical world where everything is pink and shiny and full of exciting adventures just waiting to be had!
JCPenney’s split with Saatchi & Saatchi comes a month after the retailer added Peterson Milla Hooks to its creative roster and amid the company’s shift toward a multi-agency model. The merchant also hired Mother recently.