Morning Update: Jaguar’s new villain; JC Decaux’s largest-ever roll-out; Dos Equis’ ends Most Interesting Man; Havas wins Heathrow

Stephen Hawking Bond Villian Jaguar

Creativity Online: Professor Stephen Hawking Is Jaguar’s Latest ‘British Villain’

Jaguar’s British Villains campaign, which kicked off at the 2014 Super Bowl, has starred some distinguished British actors: Tom Hiddleston, Mark Strong, Nicholas Hoult and Ben Kingsley among them. Now, the campaign introduces a new evil mastermind, played by Professor Stephen Hawking.

Directed by Smuggler’s Tom Hooper, who helmed the original British Villains ad, the global ad promotes Jaguary’s first SUV, the F-PACE, and introduces the new theme of ‘British Intelligence’ to the campaign.

Creativity Online: Dos Equis to Swap Out the Most Interesting Man in the World

Dos Equis is replacing the actor who plays the Most Interesting Man in the World as the beer brand makes major changes to what is widely viewed as one of the best ad campaigns of the 21st century. Jonathan Goldsmith, who has played the character since the campaign launched in 2006, is making a final appearance in an ad that debuts Thursday evening.

The 77-year-old actor is shown headed for a one-way trip to Mars, leaving the impression that the character will never come back. He delivers his classic line ‘Stay Thirsty My Friends’ aboard a rocket ship, as the campaign’s familiar voiceover states that “his only regret is not knowing what regret feels like.” Before he takes off, he bids farewell to characters who have appeared with him in previous ads over the years.

JC Decaux UK metro lights

Campaign Live: JCDecaux begins ‘world’s biggest’ rollout of digital screens on London bus shelters

JCDecaux has begun what it claims is the world’s biggest rollout of digital street furniture on bus shelters across London. The French-owned outdoor giant won the Transport for London bus shelter contract from Clear Channel last year.

This week’s move is the start of what the company calls a “digital transformation” with 1,000 new screens going up in leading locations, including Covent Garden, Holborn and Knightsbridge. The bus shelters will have 84-inch, connected, dynamic HD screens which were described by JCDecaux as “the largest ever deployed at scale”, adding nearly 40 per cent to the screen size.

Ranji David - WFA

Mumbrella Asia: ASEAN marketers say PR is their worst performing agency resource, favour local shops over international players for insights

Marketers in Southeast Asia believe that public relations agencies are the weakest link in their agency supply chain, according to a study by the World Federation of Advertisers.

PR firms featured lowest in a survey in which regional and local marketers in ASEAN were asked to assess the agency disciplines that they use. Creative agencies performed slightly better than PR agencies in the study of 100 marketers whose brands spend more than US$54 billion a year.W

Heathrow Havas

Campaign Live: Heathrow picks Havas agencies for integrated ad and CRM accounts

Heathrow Airport has picked Havas Worldwide and Havas Helia for its integrated advertising and CRM business after a competitive pitch. The Havas agencies won the business after pitching against Adam & Eve/DDB, which pitched alongside Rapp; and M&C Saatchi which pitched alongside Lida.

Abbott Mead Vickers BBDO, Engine, Leo Burnett London, MullenLowe London, Ogilvy & Mather London and VCCP were involved earlier in the process, which was handled by Oystercatchers. In December Campaign revealed that Heathrow had begun a review. Saatchi Masius was the incumbent on the account. Carat has held Heathrow’s media business since 1999, having retained it in 2011.


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