Director Rodrigo Garcia Saiz of Los Angeles-based Central Films North pushes a healthy dose of testosterone on men who have less-than-macho tendencies. Doing the pushing is Sylvester Stallone of Rocky fame who urges the gents to “Watch more boxing” for sponsor Tecate out of agency Nómades, Mexico. The campaign includes the :45 “Elevator” that finds a slender young man taking a seductive selfie in an elevator before being caught by the unimpressed and tuxedo-clad Stallone. He breaks his painful silent stare by firmly stating, “You need to watch more boxing,” continuing his deliberate gaze as the young man’s cell phone erupts in a pop song ringtone. The spot closes with the winning punch of a boxing bout followed by Stallone holding court in the ring with the “We Are Boxing” super and the Tecate logo.
The campaign also includes spots that show Stallone interrupting other less-than-masculine moments, including “Shower,” that finds a young man belting a soprano tune in the shower, “Snow,” that shows a young man bundling up for a snow storm in a number of feminine winter accessories and “Video Club,” that shows a young man browsing the romantic comedy section in the rental store.
The Nómades team included creative director Pablo Battle, art director Mauricio Ponce, and head of production/producer Monica del Moral.
Ramsey Nickell was the DP. Jorge Hernandez edited via Central Films.
WONGDOODY Establishes Women in Advertising Scholarship
Ad agency WONGDOODY has unveiled its new Women in Advertising Scholarship, a $5,000 prize toward tuition for exceptional women pursuing advertising careers in a creative capacity. The scholarship will be awarded twice per year, once in the summer and once in the winter, to women who are currently enrolled in undergraduate or portfolio school.
WONGDOODY’s Women in Advertising Scholarship reaffirms its commitment to seeing women succeed in advertising, and expands that commitment beyond agency walls. The scholarship will empower promising candidates to further their education as they work toward an advertising career.
“Women are a huge part of WONGDOODY’s culture and success, and we’ve always worked to bring diversity to our creative process because it brings a wider, more relevant range of thinking,” said Pam Fujimoto, executive creative director, WONGDOODY. “But we know our industry as a whole has room for improvement. This scholarship is meant to help promising female creatives move closer to a career, to help bring a bit more balance to advertising.”
WONGDOODY’s staff is 54% female, with women comprising 43% of the executive team and 25% of the creative department. Women lead every department at the agency from account services, operations, and digital/print/video production, to human resources, office management, accounting, and creative. Additionally, the agency’s executive team is 29% minority and the creative department is 17% minority.
WONGDOODY is accepting applications for the Women in Advertising scholarship now through June 15. For more information and an application form, visit: http://www.wongdoody.com/scholarships.
People on the Move…
KBS (kirshenbaum bond senecal + partners) has named Jennifer Hohman as global chief marketing officer. Hohman will lead new business development and global marketing for KBS, reporting to Guy Hayward, global CEO of KBS, and Ed Brojerdi, CEO of KBS New York. Hohman joins KBS from IPG with more than 20 years of experience leading marketing strategy for world-class brands and new business development for top marketing organizations. Hohman began her tenure at UM as EVP of global business development, then becoming EVP of North American business development of Mediabrands before her most recent position heading up global accounts. KBS has offices in New York, Los Angeles, London, Montreal, Toronto and Shanghai….Gave Lindo, formerly deputy director of business and rights at CBC, has been named executive director of the Toronto-based ReelWorld Film Festival and ReelWorld Foundation. At CBC, Lindo was responsible for negotiating and structuring deals with distributors and independent producers of original scripted programs such as The Book of Negroes, Schitt’s Creek, and Murdoch Mysteries as well as feature films such as Midnight’s Children and Breakaway. He was also the lead business executive responsible for overseeing all aspects of CBC’s Children’s and Youth division.
While at CBC, Lindo also served as chair of CBC’s Inclusion and Diversity Advisory Committee for Independent Productions and was a member of the national steering committee. ReelWorld Film Festival screens dramas, documentaries, shorts and music videos by emerging and establishing artists who view the world from a variety of perspectives. Founded in 2001 by actress Tonya Williams, ReelWorld Foundation helps racially diverse talent cultivate their artistry and exercise their entrepreneurial spirit. In addition to slating films that answer audience demands to include more than 50% Canadian content, the ReelWorld Film Festival is among the leaders in offering professional development activities for talent who are focussed on lifelong arts careers….
