Samsung's “The Interns” sees two interns at an advertising agency attempt to save a floundering client meeting with a genius idea of their own.
Tasked with the challenge of promoting Samsung’s new Galaxy Tab S9, BBH USA decided to poke fun at the creative process—and itself—in a new campaign.
“The Interns” sees two interns at an advertising agency attempt to save a floundering client meeting with a genius idea of their own.
The accompanying spot chronicles two interns as they sweep into a conference room at the end of a pitch meeting to scavenge the catered lunch. The interns then get the idea to create the best campaign themselves to promote the new Galaxy tablet.
The full ad sees the interns spend nearly three minutes combing through the tablet's newest features and finding ways to showcase them, from a horror movie that highlights the tablet's ability to show true blacks to a superhero comic where the hero can read the tablet in bright sunlight.
“The Interns” is the first piece to air in the “See Great. Be Great.” campaign for Samsung’s Galaxy Tab S9 series. The campaign is running across social channels alongside a more product-focused 30-second spot and additional creative to go live in the coming weeks.
Ogilvy appointed Keka Morelle as the new chief creative officer for its Latin America team. She will join the agency in September. Morelle, who has been chief creative officer of Wunderman Thompson Brazil since 2019, is replacing Jessica Apellániz. Apellániz joined Wieden+Kennedy in January to help lead its Mexico office.
Spotify on Thursday became the first digital audio platform to be integrated directly into WPP’s products, such as its Choreograph insights platform.
Also read: WPP cuts revenue guidance
The global strategic partnership will allow WPP to help its clients use data from “aggregated listening patterns” to inform creative and digital audio advertising strategies. Spotify currently has more than 550 million monthly listeners from 184 markets, according to Brian Berner, global head of advertising Sales at Spotify.
Related: Audio ads outperform video for attention and brand recall
“In the fast-evolving media and entertainment landscape, audio streaming has become an integral part of everyday life,” said Stephen Pretorius, chief technology officer at the holding company, in a statement. “At WPP, we recognize the power of audio as a critical component of marketing.”
As part of the partnership, the two companies will also release thought leadership and training programs for WPP employees that focus on digital audio creativity using Spotify’s ad products.
My/Mochi Ice Cream, the largest producer of mochi ice cream, has named independent agency Terri & Sandy as its lead creative and strategic agency. Earlier this year, the Los Angeles-based frozen snack brand brought on veteran Mondelēz executive Brigette Wolf as chief marketing officer.
My/Mochi plans to expand beyond ice cream into other mochi-based snacks, but its marketing and branding needed a “reboot” with a creative agency with experience in the consumer packaged goods space, the company said.
Look back: How My/Mo Mochi Ice Cream is expanding its reach
“Terri & Sandy checks all of the boxes and more on what it takes to establish My/Mochi as an even larger player in frozen snacks and grow with us in our expansion into new products and platforms,” Wolf said in a statement. “I love that the agency is founded by two impressive women (Terri Meyer & Sandy Greenberg), as well as the energy of the team and passion they have for food.”
The agency initially will be tasked with refreshing all My/Mochi digital and social content to drive sales, awareness and engagement. It will also work alongside My/Mochi’s agency partners to build out an integrated marketing campaign. (My/Mochi previously did not have a creative lead.)
My/Mochi’s media account is handled by New York-based 26DotTwo and public relations is led by Food Future Strategies. The brand also engaged Fortnight Collective earlier this year for a brand voice assignment which resulted in the new platform, “Joyfully Chill.”
Atlanta-based agency Hothouse has appointed Brandon Rochon as its first-ever executive VP, head of creative. He joins from Los Angeles-based agency Kastner & Partners, where he served as CEO and chief creative officer and led creative for the agency’s Red Bull account.
“It is our role to teach brands how to act in an age of culture,” Rochon said. “Hothouse’s entertainment marketing heritage means the agency is ideally suited to help brands unlock those authentic connections.”
Some of Hothouse’s major clients include InterContinental Hotels Group, Interface, Deloitte, Cox Automotive, and Cort Furniture.
David Miami promoted Mariana D'Aprile (previously a group account director) and Joana Plautz (previously an associate creativity director) to head of account and creative director, respectively. Plautz’s role is new, while D’Aprile is replacing Carolina Vieira, who is now a managing director at David Miami.
We Are Social launched a new office in Jakarta, Indonesia. Its inaugural clients include local telecommunications company Ofon, goat milk brand Etawalin and health tech startup Klikdokter.
Global creative network Iris promoted Mike Giger to managing director of its San Francisco office from head of client services.
