The Kindest

The Kindest Cut

Sure, branded entertainment is increasingly blurring the lines between advertising and entertainment, but are screenings of directors’ cuts of ads really necessary? J. Walter Thompson today will screen the “director’s cut” of their holiday Diamond Trading Company ad, which breaks Thanksgiving Day. The spot shows a couple in London’s Trafalgar Square, where the man tells his wife he’d marry her all over again. Then the woman spots her parents and sister in the crowd, and the man bends down and gives her a diamond ring. The “director’s cut” adds 20 seconds of the couple, notes director Stephen Daldry (Billy Elliot). “It just gives it a little more breathing space between the characters,” he says. “In the extra 20 seconds you warm to the characters.”

New Journalism

When Todd Lamb, a former art director at Goodby, Silverstein & Partners in San Francisco, joined Mother last week, he cut short a burgeoning writing career. Contributing to Larry Flynt’s skateboarding magazine, Big Brother, among others, he described turning his apartment into a “cozy cave” (painting the walls pink and turning up the heat) and “moving in with a homosexual couple in San Francisco to see what would happen,” he says. “I was just ready to do something kind of experimental and get some of the ideas brewing in my head for awhile out of my system.” The articles were part of the reason Mother hired him, according to partner Linus Karlsson. “Personality is key for us,” he says.

In Brief

The International Advertising Festival said last week it was recasting its Titanium Lion award. Campaigns are now eligible that use at least three communication channels, both traditional and nontraditional. Also, the award will now be given in four different categories, based on media budget. … DDB was the most awarded network in the world and Almap BBDO in Sao Paulo, Brazil, was the most awarded agency in the world in 2004, according to the Gunn Report, out last week.