Ungar Group ‘Defies Logic’

NEW YORK The agency self-promotion conversation continues this week with independent the Ungar Group, a six-person agency based in Chicago, which works for clients such as Master Lock and the Robert Bosch Tool.

To recap: We wrote about StrawberryFrog’s efforts here here After the story ran, The Gate Worldwide reached out with the news that an ad it ran a few years ago was being used as the basis for a book, set for release early next year.

For its part, Ungar Group just wrapped a three-month run of its “Noticed” commercial on local Chicago broadcast and cable TV. In the black-and-white spot what appears to be the transparent ghost of Jesus Christ rises from the ocean and walks across the water. He then pauses and clasps his hands heavenwards before wandering off camera. It ends with the tagline, “Want to be noticed? Defy logic.”

Ungar Group began running spots about itself in 2001, said Tom Ungar, president and creative director, and has done about 10 total.

“We tell people you have to develop something for your own brand, and we apply that to ourselves,” said Ungar. “This is what you need to be doing to increase traffic, or increase brand awareness.”

The agency has also run spots that address a specific person while trying to win a company’s business, as it did with Coca-Cola and Procter & Gamble in 2001. “We did get in to see people at Procter & Gamble and it’s been an ongoing thing to return,” Ungar said.

Ungar plans on airing a new commercial before the end of the year. Asked how much business the ads have brought in, he replied, “The ads have directly brought in five clients since 2001.”

Tell us your agency’s self-promotion story. Send an e-mail with links to videos, pictures, PDFs, etc., of your work to creative@adweek.com.