Kraft Foods, which introduced the Tassimo hot beverage machine to the U.S. in 2005, is promoting it with a series of humorous webisodes from Ogilvy & Mather/New York and Jimco/bicoastal that focus on an inept employee who has a thing for Tassimo.
“I’m trying to improve the quality of our office life,” Bob says, after yanking the company’s coffee machine from the wall, in an attempt to replace it with the Tassimo.
Bob’s Big Break, which debuted Feb. 15, is the first of two six-minute webisodes playing at Whohiredbob.com that present “an annoying but lovable character who’s focused on everything but work,” said Joseph Frydl, director of Ogilvy’s branded content and entertainment group and the executive producer of the webisodes. “The comedy unfolds as he displays his weird idiosyncrasies and love for the machine within a normal office environment.”
Jim Biederman, a successful television producer who owns Jimco, an independent production company, co-wrote, produced and directed the webisodes, which were shot in Ogilvy’s offices in New York. “The challenge was to promote the product, without it being a straight on commercial,” he said.
He said he worked closely with Kraft to get the scripts approved. The shooting took place in December, with Doug Moe, a New York actor with comedy and theater credits, playing Bob.
The webisodes were shot with a Panasonic HVX100 digital camera, “because we wanted the best possible look and resolution,” Biederman said. “In addition, we weren’t sure what kind of limitations we would have delivering for online over numerous websites and we felt the camera would deliver us a quality that would work.”
Viewers select one of two alternate endings to play for the webisodes, which is an important marketing strategy. “We had to make it more than a passive viewing experience, so we added another layer of engagement,” Frydl said.
Viewers are also asked to provide their e-mail addresses when they submit their own story which may be used in a future episode. “Asking for e-mail addresses is not an easy thing to do, so we wanted to provide original, entertaining content, which can be a valuable form of exchange. If I entertain you, it gives me permission to market to you,” he said.
The webisodes are the sole advertising being used for Tassimo now, although at one point in the webisode Bob recites some typical ad copy. “When it’s treated in that ham fisted way, it’s funny,” Frydl said. “Apart from that, there’s no current plans for traditional advertising.”
The webisodes “work well for the brand, because it has an upscale, educated target audience,” Frydl said. “The smart humor is not overly slapsticky, so it goes to the upper income target.”
The webisodes are playing exclusively at Whohiredbob.com. Short teasers that drive viewers to the site are playing at YouTube and other sites bought on a media buy at the Google AdSense network, Frydl said.
Denzel Washington, Michael J. Fox and Bono Among Presidential Medal of Freedom Recipients
In the East Room of the White House on a particularly frigid Saturday afternoon, President Joe Biden bestowed the Presidential Medal of Freedom to 19 of the most famous names in politics, sports, entertainment, civil rights, LGBTQ+ advocacy and science.
Former Secretary of State Hillary Clinton aroused a standing ovation from the crowd as she received her medal. Clinton was accompanied to the event by her husband former President Bill Clinton, daughter Chelsea Clinton and grandchildren. Democratic philanthropist George Soros and actor-director Denzel Washington were also awarded the nation's highest civilian honor in a White House ceremony.
"For the final time as president I have the honor bestowing the Medal of Freedom, our nation's highest civilian honor, on a group of extraordinary, truly extraordinary people, who gave their sacred effort, their sacred effort, to shape the culture and the cause of America," Biden said in his opening remarks.
"Let me just say to each of you, thank you, thank you, thank you for all you've done to help this country," Biden said Saturday.
Four medals were awarded posthumously. They went to George W. Romney, who served as both a Michigan governor and secretary of housing and urban development; former Attorney General and Sen. Robert F. Kennedy; Ash Carter, a former secretary of defense; and Fannie Lou Hamer, who founded the Mississippi Freedom Democratic Party and laid the groundwork for the 1965 Voting Rights Act.
Kennedy is father to Robert F. Kennedy Jr., President-elect Donald Trump's nominee for health and human services secretary. Biden said, "Bobby is one of my true political heroes. I love and I miss him dearly."
Romney is the father of former Utah Republican Sen. Mitt Romney, one of... Read More