In the alphabet soup of agency monikers (BBDO, DDB, TBWA et al), one that’s seemingly hidden in the creative broth is DGWB. But SHOOT was prompted to dive in and look into the Santa Ana, Calif.-based ad shop on the basis of two recent humorous ScreenWork entries: Frys.com’s “Pod” directed by Simon West of Zoo Film, Hollywood, which earned Top Spot of the Week distinction (11/10) and The Orange County Post’s “Romeo and Juliet” helmed by Michael Chaves of Backyard, Venice, Calif., which was included in “The Best Work You May Never See” gallery (9/1).
In “Pod,” a gamer is seated on the couch, transfixed on a video game. He tells his roommate, who’s just come home from work, that a package came for him. The roomie doesn’t look too pleased that the box–a delivery order from Frys.com (the online site of retailer Fry’s Electronics)–has been opened, but a smile comes to his face when he looks at the contents. He then exits out of sight into the adjoining room. Suddenly all the power goes out and a bright light flashes. An instant later the power returns and the gamer gets off the couch to see what the heck happened. He’s stunned to find no sign of his roommate–just a spinning swivel chair in the center of a technological labyrinth. “Steve,” he says sheepishly, sensing that his roommate is somewhere no longer of this world. Turns out the component from Frys.com was the missing piece to a time travel machine.
“Pod” is part of a three-spot campaign that taps into the “geek” culture. “The twist is that usually the comedy in these kind of ads is done at the expense of the geeks,” observed Jon Gothold, DGWB partner/executive creative director. “Our goal was to go the opposite direction and show how smart these tech heads are. The campaign was creatively grounded in our research which found that there’s sort of a Fry’s cult. Among the geek elite, a trip to the Western states isn’t complete without a stop-off at a Fry’s store. We wanted to appeal to these people so that they know that they can now nationally access Fry’s through Frys.com.”
The marketplace response has been decidedly positive. Right after the commercials debuted during the telecast of a Fry’s-sponsored PGA golf tournament last month, they were posted by tech heads on YouTube. Next “geek” blog sites emerged and the viral dynamic was on for the Fry’s content.
The work represented the first major high-profile national ad campaign for Fry’s. “We had about 30 days to create and produce the spots,” related Gothold. “Fortunately Simon West believed in the work and we collaborated well together.” Gothold added that the silver lining to such a tight turnaround was that “we didn’t have enough time to second guess ourselves. You go with your instincts as to what is right.”
For DGWB–a nearly 19-year-old shop headed by Gothold, agency president Mike Weisman and general manager Mandi Dossin–what’s right is independence. The agency cofounders got to know one another at Reiser Williams deYoung, an agency that was acquired by Ayer back in the 1980s. “That experience made us realize we didn’t want to be owned by a multinational company,” recalled Gothold, who much prefers DGWB’s entrepreneurial spirit, which enables the agency to be more creatively nimble and responsive to its clients.
Apple and Google Face UK Investigation Into Mobile Browser Dominance
Apple and Google aren't giving consumers a genuine choice of mobile web browsers, a British watchdog said Friday in a report that recommends they face an investigation under new U.K. digital rules taking effect next year.
The Competition and Markets Authority took aim at Apple, saying the iPhone maker's tactics hold back innovation by stopping rivals from giving users new features like faster webpage loading. Apple does this by restricting progressive web apps, which don't need to be downloaded from an app store and aren't subject to app store commissions, the report said.
"This technology is not able to fully take off on iOS devices," the watchdog said in a provisional report on its investigation into mobile browsers that it opened after an initial study concluded that Apple and Google effectively have a chokehold on "mobile ecosystems."
The CMA's report also found that Apple and Google manipulate the choices given to mobile phone users to make their own browsers "the clearest or easiest option."
And it said that the a revenue-sharing deal between the two U.S. Big Tech companies "significantly reduces their financial incentives" to compete in mobile browsers on Apple's iOS operating system for iPhones.
Both companies said they will "engage constructively" with the CMA.
Apple said it disagreed with the findings and said it was concerned that the recommendations would undermine user privacy and security.
Google said the openness of its Android mobile operating system "has helped to expand choice, reduce prices and democratize access to smartphones and apps" and that it's "committed to open platforms that empower consumers."
It's the latest move by regulators on both sides of the Atlantic to crack down on the... Read More