Method Leaf-Blows a Birthday Cake and Makes Other Unholy Messes in These Fun Ads

method-leaf-blower-hed-2016

“Method’s brand’s new “Fear No Mess” campaign, which might be less pithily articulated as “Make as Big a Mess as You Possibly Can,” features immaculately dressed heroes finding inventive ways to trash beautifully designed rooms in a series of TV ads. The general theme of each :15 and :30 is food fights taken to extremes.

Agencies MUH-TAY-ZIK HOF-FER and Essence created the campaign, which launched last week in Boston, Chicago and San Francisco. The brand’s marketing team is framing it as celebration of the joy of getting dirty, with a deliberately fashionable presentation meant to position Method as a lifestyle brand, a contrast to more staid marketing from environmentally friendly competitors.

Check out the full article on AdWeek and read see more about the campaign on Creativity and AdAge.


Launching the Anti-Bank in a Sea of Powerful Anti-(Actual) Banks

CHALLENGE
SoFi is a modern finance company, not a bank. They have members not customers and they operate in a fashion that is fundamentally unique to the finance category – a category that is dominated by large, traditional banks. Starting with limited awareness, we were up against some of the biggest media spenders in the world and many of these organizations already claim to be “anti-bank.” We needed to achieve mass awareness and understanding for an unknown brand’s products and unique positioning.
APPROACH
Our media plan was built around reaching scaled awareness and challenging mega banks through mass media while educating the target throughout their daily life.
SoFi’s “The Beginning of a Bankless World” phase started 2 weeks prior to the Super Bowl to generate buzz and anticipation of something larger to come.
We seeded the message in Broadcast TV, a #DontBank Promoted Trend on Twitter, digital & mobile high impact executions through Pandora, New York Times, CBS Sports and others on key dates, leveraged digital video with YouTube. We reached light TV viewers via Connected TV with YuMe and promoted content on social properties such as Facebook, Twitter & Instagram. We also took the message into the physical world by purchasing large format Outdoor in the Top 10 DMAs while projecting “The Beginning on a Bankless World” messaging onto building that were formerly banks. The message was even brought inside the banks by leveraging in-elevator placements targeting building of large Mega Banks. And finally, the messaging ran in Cinema prior to the movie “The Big Short” among others in select cities.
We then launched the brand campaign in earnest with Super Bowl 50. First ad break, C position. Forbes ranked SoFi as #1 for most viewers reached of any advertiser in the game. Comprehensive efforts surrounded the game in social with live content creation and consumer engagement.
The day following Super Bowl 50, fully integrated campaign launched. Notable elements included heavy Outdoor in the Top 10 DMAs, multiple mobile masthead takeovers on YouTube, a custom content series on Medium titled “The Future of Money”, integrations with popular sports properties such as ESPN & CBS Sports, streaming audio buys with Pandora & Spotify and integrations with podcasts such as Freakonomics, This American Life, Re/Code Decode and Bill Simmons.
The final peak of the campaign focused on Men’s NCAA Basketball with a sponsorship of the Pac-12 Men’s Basketball Tournament as well large-scale efforts in March Madness. SoFi had a presence in almost every broadcast March Madness game and a spot in all March Madness Live Streaming games.
IMPACT
Early results are strong. In total the campaign has tallied over 1.6B impressions to date. We’ve seen sharp increase in brand awareness and favorability metrics and well as a significant uptick in SoFi business metrics such as registrations and loan starts.


Launching the Anti-Bank in a Sea of Powerful Anti-(Actual) Banks


CHALLENGE

SoFi is a modern finance company, not a bank. They have members not customers and they operate in a fashion that is fundamentally unique to the finance category – a category that is dominated by large, traditional banks. Starting with limited awareness, we were up against some of the biggest media spenders in the world and many of these organizations already claim to be “anti-bank.” We needed to achieve mass awareness and understanding for an unknown brand’s products and unique positioning.

APPROACH

Our media plan was built around reaching scaled awareness and challenging mega banks through mass media while educating the target throughout their daily life.

SoFi’s “The Beginning of a Bankless World” phase started 2 weeks prior to the Super Bowl to generate buzz and anticipation of something larger to come.

We seeded the message in Broadcast TV, a #DontBank Promoted Trend on Twitter, digital & mobile high impact executions through Pandora, New York Times, CBS Sports and others on key dates, leveraged digital video with YouTube. We reached light TV viewers via Connected TV with YuMe and promoted content on social properties such as Facebook, Twitter & Instagram. We also took the message into the physical world by purchasing large format Outdoor in the Top 10 DMAs while  projecting “The Beginning on a Bankless World” messaging onto building. The message was even brought inside the banks by leveraging in-elevator placements targeting building of large Mega Banks. And finally, the messaging ran in Cinema prior to the movie “The Big Short” among others in select cities.

We then launched the brand campaign in earnest with Super Bowl 50. First ad break, C position. Forbes ranked SoFi as #1 for most viewers reached of any advertiser in the game. Comprehensive efforts surrounded the game in social with live content creation and consumer engagement.

The day following Super Bowl 50, fully integrated campaign launched. Notable elements included heavy Outdoor in the Top 10 DMAs, multiple mobile masthead takeovers on YouTube, a custom content series on Medium titled “The Future of Money”, integrations with popular sports properties such as ESPN & CBS Sports, streaming audio buys with Pandora & Spotify and integrations with podcasts such as Freakonomics, This American Life, Re/Code Decode and Bill Simmons.

The final peak of the campaign focused on Men’s NCAA Basketball with a sponsorship of the Pac-12 Men’s Basketball Tournament as well large-scale efforts in March Madness. SoFi had a presence in almost every broadcast March Madness game and a spot in all March Madness Live Streaming games.

IMPACT

Early results are strong. In total the campaign has tallied over 1.6B impressions to date. We’ve seen sharp increase in brand awareness and favorability metrics and well as a significant uptick in SoFi business metrics such as registrations and loan starts.


The Wi-Fi-Jack

2N3A0958

If you’ve ever been to an auto show you’d know that the Wi-Fi is weak and in short supply. Together with Audi, we used this to our advantage at the New York International Auto Show by poking fun at BMW and proving that the A4 is vastly superior to the 328i.

Employing a team of technicians, we created 10 of the most powerful free networks at the show. One name at a time, we laid out how the A4 beats the BMW. From performance and handling to technology, each network name was a cheeky reminder of how good the new A4 is.

While BMW wasn’t a fan of the idea, the internet was. The story was shared more than 7000 times on Mashable, was featured on Adweek, Adage and SlashGear, and was named Creativity’s ‘pick of the day’. Your move BMW.


Look here: We have new faces at M/H

output_EvgIzQ

Jeremy Diessner comes to M/H as associate creative director. He is a Minnesota native (our third in the office) who grew up skiing at a small hill called Buck Hill and eventually moved to Colorado and skied more.  It’s basically the plot from Aspen Extreme. Other likes include his children and sandwiches. Grievances include exact change, when people say “it is what it is”, and pouring coffee into the trash at coffee shops. “You can’t just pour hot coffee into garbage.  It’s gross.” Dually noted, Jeremy.

Cristina Haithcock comes to M/H as a project manager fresh off an 8-year stint at Swirl. She is a Bay Area native, but you should also know that she’s a first generation American and 100% Italian (that’s where her feisty side comes into play). On the weekends she loves heading up to Napa or watching the Raiders during football season.

Katie Edson is joining the account team as Account Supervisor on AAA. Before M/H, Katie was at Riney working on the Purina Beneful and Stanford Health Care accounts. Prior to SF, she was at Team One in sunny LA working on Lexus. She’s pretty proud of the fact that she can quote Mrs. Doubtfire and Home Alone beginning to end. When Katie’s not busy searching for the city’s best macaroni and cheese, she can be found watching live music, hiking or dancing. 

Crystal Chou joins us from a slew of large agencies, including Team Detroit, Universal McCann, OMD, and most recently, Optimedia. She brings extensive media strategy experience having worked on several high profile clients including Ford, Sony Pictures, Infiniti and Nintendo. Outside of work Crystal loves doing yoga, traveling, and, most importantly, cuddling with her dog Chloe who also resembles a real-life teddy bear.

Kelleen Peckham joins the team as a senior brand strategist. She previously worked at BBDO down the street, and before that at Arnold Worldwide in Boston (BAH-STON), and before that at RPA in LA. Kelleen is a Bay Area native whose dog’s name is Dodger (he comes in peace!). She loves making two things from scratch at home: CAKE and BEER (We’re hoping she also loves to share.)

Adam Arber was raised amongst the dark satanic mills of Hebden Bridge, England. After moving down to London, he worked at some of the best agencies, including BBH, St Lukes, CHI&Partners, and Leagas Delaney. During that time he also started two creative businesses that did rather well on the world wide web – Roadkill Toys (macabre plush animals) and Guandong Enterprises (mistake mugs for the Royal Wedding of Prince Harry and Kate Middleton). Then Adam journeyed to the promised land. Stopping briefly at CHI Chicago, before coming to M/H as associate creative director. He thinks it’s the best move he’s ever made.

Welcome to the team, ya lookers!


MUH-TAY-ZIK | HOF-FER Launches ‘Tested on Humans’ for OXO

4425ec56-d2db-4bb4-b09b-0f50dcb33409

“Integrated agency MUH-TAY-ZIK | HOF-FER launched a new campaign for household goods brand OXO entitled “Tested on Humans.” The campaign, which marks OXO’s largest advertising initiative since 1996, launched today in the Boston and San Francisco markets and will feature OOH, audio, influencer, and paid social components supporting the digital ads.”

Check out the full article on AdWeek’s Agency Spy.

“Developed with ad agency MUH-TAY-ZIK | HOF-FER, the “Tested on Humans” campaign highlights the intentionality behind the product design. The ads feature imagery of real people and a tone evoking scientific research and data. Collectively, the campaign reinforces OXO’s “promise of quality, authenticity, and distinctiveness” and tries to creatively differentiate Oxo within the household goods industry.”

For more on the campaign from Media Post, SFEgotist, and LBB Online click here.


AgencySpy Covers Latest Desk.com ‘Opportunities’

MUH-TAY-ZIK | HOF-FER launched a new 30-second spot for Desk.com showing how the service turns consumer interaction into an opportunity to provide great customer service. The agency takes that idea to humorous lengths as it shows employees of a small business perhaps a little too excited to deal with consumer complaints. At one point one employee excitedly yells, “This lady wants us to burn in hell because she hasn’t gotten her package yet!” which gives a pretty good indication of the tone of the spot.

Click to view the full article on AdWeek’s AgencySpy.

Desk.com Opportunities Commercial


Cannes Radar: MUH-TAY-ZIK | HOF-FER

The creative and strategy agency leaders take time out in Cannes for this Q&A from La Croisette. John Matejczyk, Co-founder/executive creative director, and Matt Hofherr, co-founder/director of strategy, at San Francisco agency MUH-TAY-ZIK | HOF-FER reaveal what’s on their creative radar.

Click to view full article on Shots.

John Matejczyk and Matt Hofherr

 


shots Cannes Contenders: Other Sections Pt. 2

“The number of entries entered into the Cannes Lions International Festival of Creativity continues to grow with more work than ever to dig through and break down, but we’ve done it and the result is 20 campaigns in contention for metalware this week.”

Click here to view the full article on Shots!

 

Spoiler Button