What's Funny About Truck Leasing? A Lot, Penske Hopes to Show in Its New Campaign

May 20, 2015

Adweek, by Kristina Monllos

Penske Truck Leasing is looking to bring a little levity to the business-to-business world with a new, digitally focused ad campaign from The Martin Agency.

The spots feature various scenarios in which Penske can help consumers or business owners out of a jam—a coffee shop trying to keep angry customers at bay because its coffee delivery never showed up, for example. The goal is to catch the attention of B2B decision makers.

"The reason we went to humor here—and these kind of hyperbolic demonstrations of the essence of Penske—is because in the B2B world, people take themselves so seriously," said Cliff Sorah, senior vp and group creative director for The Martin Agency. "They tend to have no sense of humor; it's all business. The fact of the matter is that when people consume these ads they are consuming them as consumers, and we have to get their attention."

It's Penske's first national ad campaign, and the brand is hoping to make an impression. The 30-second spots will debut next week on Bloomberg.com....

Continue to Adweek.

Posted By: The Martin Agency

The Best Business Cards in Advertising

May 21, 2015

Digiday, By Tanya Dua

Agencies get as creative with their business cards as they do with their pitch decks. After all, it’s all about making that solid first impression.

While some keep it simple, many are the sum of carefully chosen color palettes and stylistic fonts that evoke an agency’s personality — playful, bold, hip.

We rounded up some of the most creative in the field. Want yours to be included? Tweet it at us.

The Martin Agency

In 2014, the Martin Agency rebranded itself to reflect the diversity that each of its 543 employees brought to the table. Its business cards are at once consistent across the agency and individualized for each employee — every staffer gets an avatar reflective of their personality: a centaur, a biker dude, a guitar.

“It’s as much about their personal identity as their professional identity,” said a spokesperson for the agency.

The avatars were generated once each employee filled out a questionnaire on the agency’s microsite, said Chris Peel, creative director and lead designer of the rebrand. “The Mad Lib-like tool focused on how you spend your time, the things you can’t live without and other personal questions which helped the generator find the perfect design for you, resulting in an individual icon for each of our 500+ employees at the agency.”

Continue to Digiday.

Posted By: The Martin Agency

Spark Some Wonder

May 15, 2015

Wonder is everywhere around us, even in the everyday moments that we might not expect. But those moments need some kind of spark to help us see it. That’s the idea that brought Walmart and Oreo together – the world’s largest retailer and the world’s favorite cookie – to tell a story of the everyday wonders that help us live better in a hundred thousand million different ways.

Link to video.

Posted By: The Martin Agency

GEICO Takes Home 5 One Show Pencils

May 11, 2015

Over the weekend, the GEICO team took home five shiny pencils from The One Show award ceremony. After the entire "Unskippable" series won gold in the short form film category, each of the four videos was then awarded individually in the interactive categories.

Congrats to the GEICO team!

Link to full list of winners.

Posted By: The Martin Agency

US Ad of the Week: Ritz 'Life’s Rich'

April 22, 2015

22 April 2015, The Drum.

Ritz crackers are celebrated for their buttery richness in the brand’s latest spot, which has been voted by US Creative Department readers as Ad of the Week.

Called 'Life's Rich,' the spot wishes viewers to be rich with happiness instead of rolls of money rich.

It's The Martin Agency’s first for the company after winning its business last year.

In the commercial, a voice proclaims: “May you be rich. So rich, nothing is out of reach,” while a little kid reaches for a Ritz cracker covered in chocolate spread and strawberries.

The :30 second ad is the first out of the campaign, with other versions debuting next month. A print version will launch in May as well.

Continue to The Drum.

Posted By: The Martin Agency

The 5 Best Moments From This Year's AAF Hall of Fame Dinner

April 21, 2015

21 April 2015, Adweek. By Andy McMains

The annual American Advertising Federation Hall of Fame dinner this year was as earnest as it was funny, as inductees spoke as passionately about their families as their peers.

In all, eight people and one corporation (PepsiCo) were honored at the event, which took place Monday night at the Waldorf-Astoria in New York. Some 975 people attended, and the AAF raised around $2 million for college scholarships, student ad competitions and diversity initiatives.

Here are five of the best lines of the night, showing the range of jokes, insights and reflections shared by honorees:

Spike Lee, filmmaker, CEO of Spike DDB and force behind the Mars Blackmon Air Jordan ads with Michael Jordan in the late 1980s and early 1990s, said he owed his entrance into advertising to Nike agency Wieden + Kennedy and Nike's "visionary" founder Phil Knight. "People told him that having Michael Jordan as the face of your company will be detrimental to your business, to have a black man as the face of your company would be death," Lee said. "But thank god Phil Knight did not listen to those stupid motherfuckers—excuse my language."

Lee Clow, director of media arts at TBWA, thanked the ad leaders who inspired and trusted him—including George Lois, Bill Bernbach, Jay Chiat, Steve Jobs, John Wren and Jean-Marie Dru—adding that he has had an "amazingly special" advertising life. "And I'd also like to speak about real life: my wife, Eileen, [of] 45 years," Clow said. "Last couple of weeks I realized that being loved by her is all that really has mattered. So, thank you tonight."

John Adams, chairman of The Martin Agency, said he was overcome by deer ticks while clearing brush on the outer banks of North Carolina last weekend. "So, I started to pull them off, thinking about how boorish it would be to go to New York, to sit in a ballroom with these distinguished advertising people, covered with these blood-sucking parasites," Adams said. "But then I thought, wait a minute ..."

Linda Kaplan Thaler, chairman of Publicis Kaplan Thaler, had tears in her eyes when she took the stage after watching a video tribute created in her honor. The video ended with her husband, son and daughter singing the Toys 'R Us jingle ("I want to be a Toys R Us kid.") that she helped create at JWT. "First time I'm seeing this," she explained. "I'm so glad I splurged for the waterproof mascara at Duane Reade."

Chuck Porter, chairman of Crispin Porter + Bogusky, was clearly a bit freaked out by the honor of being inducted into the Hall of Fame. But rather than talk about himself, he reflected on the best ads that his agency and the industry has produced. "People—they care about being informed, being entertained, being engaged, and mostly I think they care about being inspired," Porter said. "If you remember those things from the start when you do what we do, you can do magic."

The other honorees were iHeartMedia CEO Bob Pittman, Radio One founder Catherine Hughes and actor Michael J. Fox, who received the President's Award for his contributions to advertising, including his fundraising efforts to combat Parkinson's disease.

Finally, the tribute videos for each Hall of Famer ranged from sentimental (like Clow's, which George Lois made) and straight-up congratulatory to goofy. Adams' video had fun comparing the agency leader from Virginia to America's second president:

Link to video.

Posted By: The Martin Agency