Morning Update: Water is Life’s newest ad features girl who cannot cry; Brands out in force for Star Wars Day

This is our Morning Update, rounding up international media and marketing news from while you were sleeping.

Creativity-Online: Water is Life’s Newest Commercial Features a Girl Who Literally Cannot Cry

DDB New York and Water is Life launches a commercial — a follow up to last year’s “Kenya Bucket List” — that shows just how tough life is without drinkable water. Moving from the realization that dehydration causes the body to not produce tears, the agency tells the (fictional) tale of a girl born in the slums of India. Through the commercial, her life, and all its gut-wrenching sadness, is shown. She was born into brothel, sorts trash in a landfill, is forced to marry underage. But throughout all this, she cannot express how sad she is, because she cannot cry.”

john-wilhelm-nutella-hed-2014AdWeek: Creative Father Photoshops His Kids Into Surreal Scenes of Charm and Wonder

“As someone whose Facebook feed is roughly 70 percent pictures of people’s kids, I feel comfortable saying they get boring after a while. Luckily, digital artist John Wilhelm is around to shake things up.

He made a whole series of manipulated photos in which his three daughters go about their everyday routines—like presenting flowers to huge bison, gnawing down trees, working as coal-smudged engine drivers and battling cephalopods in the bathtub. Some of the images look more natural than others, but they all have a weird storybook quality to them that’s a welcome relief from the Instagram/Pinterest-induced sameness I’ve been seeing.”

AdAge: Intel Taps New CMO

“Intel has tapped Steven Fund as its new chief marketer.

Mr. Fund was most recently senior VP-global marketing at Staples. In that role he created the company’s global marketing center of excellence, in addition to restructuring the company’s approach to agencies. During his almost four years at Staples, the office-products retailer also worked to reposition itself, introducing the tagline and campaign “Make More Happen” in January.”

Campaign: Royal London “we’re so yesterday” by VCCP

“Royal London, the life insurance and pensions mutual, is releasing a brand campaign created by VCCP. The TV spot breaks on 3 May duringBritain’s Got Talent. It is fronted by a time-travelling narrator called Roy, who explains the value of Royal London’s policies to the medieval characters he encounters before the action switches to the present day. The message is that Royal London treats its customers with the values of yesterday. The work, which will be supported by digital, outdoor and press activity, was written by Chris Birch, art directed by Jonny Parker and directed by Nathan Price through Park Pictures.”

star warsAdWeek: Brands Are Out in Force With Intergalactic Tributes for Star Wars Day

“A long time ago in a brand galaxy far, far away…

May the Fourth be with you. Perhaps news of the cast of the newest installment in the Star Wars saga sitting down for a table read is getting nerds super excited, or maybe it’s that there’s really no political or religious connotation to this “holiday,” but brand participation in Star Wars Day was hard to miss on Sunday. “

Campaign: Norwegian Air hires M&C Saatchi

“The account will be led by the agency’s Stockholm office, with strong support from London. The move ends the airline’s previous seven-year relationship with the Norwegian agency, Kitchen.

The low-cost airline has big ambitions and is led by the chief executive, Bjørn Kjos, who The Wall Street Journal has called “Scandinavia’s answer to Richard Branson”.”


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