A Grumpy Tree Ornament Reconnects With Wonder in Oreo's Holiday Spot

November 16, 2015

Editor's Pick, Creativity, By Alexandra Jardine

Oreo continues its Wonderfilled campaign through The Martin Agency with a cute, and funny, holiday spot featuring a decidedly jaded tree decoration. As the cross-looking elf lies around waiting to be put on the tree, his fellow ornaments whimiscally "wonder what's inside the holidays," but he's grumpy, asking "why's December always dark" and "what's in all those presents anyways?" However, it takes an Oreo cookie to bring the magic of Christmas back and get his holiday spirit started. Grinches, take note.

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Posted By: The Martin Agency

"Unskippable" Takes Home 4 Gold LIAs

November 11, 2015

The GEICO “Unskippable” work took home 4 gold awards from LIA (formerly known as London International Advertising Awards) this week.

Judged by a jury of approximately 100 creatives from around the world, LIA was the first international accolade of its kind to honor advertising.

This year, John Mescall (Global ECD, McCann Worldgroup), led the jury in the category of TV, Cinema, and Online Film.

The “Unskippable” work was honored in 4 of the divisions within this category. The long-form “Family” spot took home gold in Humour, Banking/Financial/Insurance, and Innovative Use of TV/Cinema/Online Film, while the collection of “Unskippable” pre-roll spots won gold for overall campaign.

Continue to LIA 2015.

Posted By: The Martin Agency

Oreo Gets Into the Trend of Adult Coloring With Holiday Packaging You Can Draw On

November 09, 2015

Adweek, by Tim Nudd

If you weren't aware, coloring books for adults are enjoying a bit of a renaissance—as they offer a playful framework for both creativity and anxiety/stress reduction. And brands, of course, are picking up on the trend.

Last week, we looked at Barnes & Noble's plan to have a giant coloring session in its stores this coming Saturday. And now, Oreo is getting into the action with colorable packaging for the holidays—its inaugural foray into the e-commerce direct-to-consumer space.

Starting in mid-November, the "Wonderfilled" Mondelez brand will be offering "Colorfilled" Oreo packs for sale at a new Oreo site, shop.oreo.com. The packs will feature exclusive illustrated designs from artists Jeremyville and Timothy Goodman. You just color them in digitally—using a palette of colors as well as some bits of "seasonal flair." When you're done, the packs will be shipped to you. (They will cost $15 each.)

If you're more of a traditional kind of colorer, you can also buy blank packs that come with markers so you can physically color them in at home. Other items for sale will include T-shirts featuring the artists' designs with fabric markers for coloring.

The "Colorfilled" campaign is for the holidays only. The Martin Agency and Maya Design were among the agencies that worked on the campaign.

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Posted By: The Martin Agency

"Unskippable" Wins Shots Online Film of the Year

November 06, 2015

shots Awards Winners 2015: The Work

Published on 6th November 2015

GEICO's "Unskippable" work took home the Gold in Online Film of the Year at last night's Shots Awards ceremony in London. Winners were initially nominated by the shots editorial team before going on to be judged by a professional panel of industry experts from the global advertising community.

The Online Film of the Year category was judged by a panel of six: Murray Butler (Framestore New York), Falk Florian Eumann (Caviar Digital), Ben Liam Jones (Mustard London), PJ Pereira (Pereira & O'Dell San Francisco), Rob Pierre (Jellyfish Agency London), and Nick Turner (Razorfish).

The Silver Award went to Honda for their "The Other Side" work (W+K London), and Bronze to Harvey Nichols for "Freebies" (adam&eveDDB London).

Judge Rob Pierre commented on the innovative execution of the GEICO pre-roll -- "Great, humorous video. I felt compelled to watch it to the end. Overcomes the challenge related to skip-able ads brilliantly."

We couldn't agree more.

Posted By: The Martin Agency

Craig Robinson Reworks Christmas Songs for Walmart Shoppers in Holiday Spots

November 06, 2015

Editor's Pick: Creativity, By Alexandra Jardine.

Comedian Craig Robinson entertains Walmart shoppers with some new versions of classic Christmas songs in the retailer's holiday campaign. The first two ads communicate a money-off offer when you open a Walmart credit card, as well as Walmart's shopping app, with Robinson explaining how Walmart can help to the tune of "God Rest Ye Merry Gentlemen" and "Have Yourself a Merry Little Christmas." There are more to come, and we look forward to seeing which other tunes he has up his sleeve.

The ads are by The Martin Agency and are directed by Brian Aldrich at Furlined.

Continue to Creativity to see the work.

Posted By: The Martin Agency

The Untold Story of This Bald, Toothless Baby and Her Adorable 1993 Print Ad

November 05, 2015

Adweek, By Tim Nudd

If you were the baby girl in the 1993 print ad below—by The Martin Agency for Healthtex baby clothes—you might have had reason to be a little miffed. You just got called bald and toothless in the headline, and the copy dwelled insistently—almost insultingly!—on whether you were, in fact, not a girl but a boy. An auspicious start to a modeling career, this wasn't.

Or was it?

Sage Coy rolled with it, in any case (whether or not she could actually roll over at such an age). And she and her family have nothing but fond memories of the experience—as evidenced by the fact that Sage's father, Bill Coy, recently contacted The Martin Agency, 22 years later, to reminisce about it.

"An advertising friend sent me the ad recently and said it had won some award years ago. So, I Googled the ad, and The Martin Agency came up," he tells AdFreak. "I saw that they had an office in New York City, and Sage was playing cello there, on tour with the Portland Cello Project. And I thought the man who did the ad might like to come and see her."

That man was none other than Joe Alexander. In 1993, he was a copywriter in just his third year at the Richmond, Va., shop. He has since risen, of course, to become the decorated agency's chief creative officer.

He remembers the campaign well.

"At the time, nobody was writing long copy about baby clothes," he says. "The category was all about showing cute kids with some fluffy headline. We knew that parents, and especially moms, love to read everything when they are pregnant. They can't get enough information. So my partner, Jelly Helm, and I just embraced it and tried to find truths every parent could relate to. I think we ended up writing 30 ads in this campaign over five years or so.

"We had this great insight overall for the campaign—the first baby clothes for parents. Meaning, Heathtex was the rare brand of baby clothes in 1993 that made it really easy to dress your baby: snaps, elastic waistbands, washable fabrics, big neck openings and really cute stuff. I was personally in the throes of having 6-, 3- and 1-year-old girls, so I was writing from a strong, truthful POV. The funny thing is: I always thought Sage was a boy."

She wasn't, but that was the point of the ad—to reassure parents that Healthtex would help their boys look like boys, and girls look like girls. (This was long before anyone looked down on gender labeling.) "That's why we always make it easy," Alexander's copy explained, "for your infant to look the only way he or she is supposed to look: cute."

Alexander says Sage was chosen as the model simply because "she was bald and she was amazingly photogenic." But Bill Coy admits that the modeling agency that the family had been working with did have specific orders—to find a girl who looked like a boy.

"The Wehmann Agency in Minneapolis called and asked if Sage was still bald. Yes, she was!" Bill recalls. "But as new parents of a little girl who had to tape a bow on her head because people loved our 'little boy,' we were a bit put off. Then they said it was just what they were looking for. So, game on!"

Sage's mom, Andrien Thomas—a former model herself—took Sage to the shoot and says everything went swimmingly. Funnily enough, Sage actually wasn't toothless at the time. She had a front tooth, which made for an adorable smirk—but that would have sunk the headline, so a different shot was used.

And what a memorable ad it became.

"Everybody thinks their children are cute, but when we saw her in print, she almost didn't look real," Bill says. "It was both pages inside the cover of Parents magazine and started what we think was a very successful little modeling career."

Indeed, Sage would go on to appear in a slew of ads and other projects. She did print work for brands like Target, Kohler and Kohl's. Her first commercial was for the "Virginia Is for Families" campaign. (Her big line was, "Are we there yet?") She also appeared in the 2005 film North Country, sharing scenes with Charlize Theron and Woody Harrelson.

Her biggest advertising moment was a brief appearance on the grandest stage of all—the Super Bowl—in one of the most beloved ads ever to air on the game. She's the farm girl sitting on the pile of hay at the 0:17 mark of Mullen's 1999 Monster.com spot. Her speaking line doubles as the name of the ad: "When I grow up…"

Now in her 20s, Sage is a musician. She has been touring with the Portland Cello Project, a collective of cello players in Portland, Ore. But seeing her old Healthtex ad today brings her right back to that whole other life.

"I would have to say it's a cute ad. Look at those big baby cheeks!" she says. "I'm definitely hit by a wave of nostalgia when I see this now—it's been quite a while since I did any acting or commercial work. It reminds me of a really unique time in my life, as this ad opened the door for all of the print work and acting that I had the opportunity to do growing up.

"I'm also reminded of how lovely my parents are," she adds. "They have always been very supportive of my interests, challenged me, but never pushed me to be involved in projects that I didn't want to be a part of. That's incredibly important, especially since I crawled into the industry at such a young age."

The ad brings Joe Alexander back, too. In fact, he included it in The Martin Agency's just-released coffee-table book celebrating its 50th anniversary and all the great advertising it's done in that time.

"I've always felt this ad was one of the iconic ads in our history," he says. "The headline and Sage's look—I mean, you can never lose with a cute baby, right? It's amazing to see how Sage has grown into such a cool person. That just adds to the iconic status of the ad, for me."

He adds: "Thanks, Bill, for reaching out. And Sage, I'm sorry I called you bald and toothless and took advantage of you just to sell some onesies. I'm glad it didn't hold you back."

Continue to Adweek.

Posted By: The Martin Agency