Morning Update: Old Spice’s new Legendary Man; Cadbury’s Gorilla almost didn’t happen; Taco Bell coy on Superbowl campaign

Creativity: Move Over Mustafa: Old Spice Introduces ‘Legendary Man’

Launching its new Hardest Working Collection line of anti-perspirants and body washes, Old Spice introduces a new character – the Legendary Man – and has a great time spoofing pretentious fragrance ads.

With the tagline ‘Legendary Protection for Legendary Men,” the ads, by W&K Portland and directed by Steve Rogers of Biscuit and Revolver, show the character achieving ridiculous feats, such as playing tennis – with two rackets, blindfolded (with sunglasses on top) and on the back of a whale.


Taco Bell's redacted Superbowl letter

Taco Bell’s redacted Superbowl letter


AdWeek: Taco Bell Announces Its Super Bowl Return With an Amusingly Redacted Press Release

Taco Bell said Thursday that it is returning to the Super Bowl for the first time since 2013 with a 30-second spot in the first quarter of the Feb. 7 game. The ad will unveil one of Taco Bell’s “biggest product launches to date”, the fast-food chain said.

But good luck getting much more info from the press release, which has been heavily – and comically – redacted. So many key details have been blacked out that you can probably just go ahead and play Mad Libs with it.

The Guardian: ‘I was basically told: you are never showing this’ – how we made Cadbury’s Gorilla ad

The idea of a gorilla sitting in an empty rehearsal studio, playing the drums to Phil Collins’s 1981 hit In the Air Tonight came to Argentinian director Juan Cabral fully-formed. However, he wasn’t thinking about chocolate at the time; he was on the set of another advert, shooting the breeze with members of the crew while they waited for the rain to clear so they could get their shot. The discussion turned to the greatest drum solos of all time and … bingo.

“We finished the shoot and I got back to the hotel and wrote down a paragraph. The next day I wrote it fully, all the camera moves and everything,” Cabral recalls. He talked to colleagues about turning the idea into a short film. But before that could happen, Cadbury approached Fallon London, where Cabral was creative director, with an unusual brief.

Oculus hangar

Digiday: Agencies enroll staffers in virtual reality crash courses

Virtual reality is undoubtedly hot. The Oculus Rift went on pre-sale yesterday just as the who’s who of brand nerds converge at the Consumer Electronics Show in Las Vegas this week. Strapping on a pair of goggles is the “swipe right” of 2016. Agencies, never known for sitting out the next cool thing, are scrambling to get staffers up to date, holding workshops, breaking out headsets at happy hour and even reorganizing departments.

Framestore, the production and creative studio that has long been one of the frontrunners in VR production, has begun holding workshops for its agency partners, for example. Classes cover everything from the basics of a VR production and the hardware required to how to tell a compelling story in the medium and how to measure the KPI or ROI of a VR project. One helpful module: how to say no to clients that want a VR project just for the sake of it.

LinkedIn topics for 2016

Ad Contrarian: The 14 Things Every LinkedIn Article Will Be About In 2016

As you probably know, LinkedIn is the dreariest, most humourless repository of business commentary mankind has ever produced.

It is a venue for people without the slightest talent for business writing to shoot their mouths off and be taken seriously by other dimwits who are either looking for work or looking for something to do when they ought to be looking for work.

To start the year off right, and as a service to my readers, I’m going to summarise for you everything will appear in LinkedIn in 2016.


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