Pencil pushers proselytize for big screen ads

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If you're anyone who's anyone in the creative community, you've no doubt received the viral e-mail featuring Euro RSCG's Jeff Kling doing odd things with his One Show pencil (you can check out the first two installments at At first we thought it was just another part of the award-season silliness. But the text at the end read "Fame Awaits You. May 2007," so we figured it was our duty to see what could be so special about next year's One Show that they have to promote it already. Oddly, though, our usual sources at The One Club seemed to come down with a severe case of invisibility. And Kling himself gave us the weirdest "no comment" we've ever received. Luckily, Cliff Marks, president-sales and marketing at National CineMedia, was kind enough to fill us in on the details of "The Larger Than Life" effort.

The viral is in support of a new non-broadcast award category for The One Show involving, you guessed it, in-cinema advertising. The concept seems pretty cool. Interested entrants will submit real storyboards for real product ads designed to take advantage of the big screen. Storyboards will be judged by the '07 One Show jury, and National CineMedia will award the winner with the production services of RSA Films and a free four-week flight "in approximately 425 theaters on 4,200 movie screens." (That will probably impress marketers much more than a Pencil would.)

"We believe the creative guys can make a difference," said Marks, who explains that while the cinema screen is a great medium and that good work done right for the big screen is very effective, "We also know that when you run a really bad ad in theaters, consumers hate them."

Consider the contest an attempt to get the creative folk engaged and possibly turn them into cheerleaders ("This Crest campaign would make so much more sense as a 90-second cinema spot").

Kling isn't the only one getting whacky with his pencil, though. Other "big-name" creatives will be participating in the virals, but even Marks wouldn't divulge that information. He did, however, tell us that print work aimed at marketers will be running in trades starting next week. That effort will include Hewlett-Packard's Scott Berg, PHD's Steve Grubbs, MPG's Charlie Rutman and Microsoft's Xbox marketer, Bill Nielsen.

'I do' in Iceland

Frequent AdAges helper monkey Brooke Capps rubbed elbows with Mediaedge:cia elite recently in Budir, Iceland. Luke Simmonds, director of trading in Europe, Middle East and Eastern Africa, Michael Jones, CEO-Latin America, and Jan Simons, senior account manager of business development, were in attendance for the fairytale-like wedding of Tetyana Bisyk (executive assistant to Executive Chairman Charles Courtier) and Tom Denford, who was recently hired away from Mediaedge, London, to JWT in New York. The four-day fete involved much fish and wine, dancing and remedial glacier exploration. While the London media scene is sad to lose Denford to the other side of the pond, they are confident they will gain him back in a few years' time-particularly if the real decision-maker in the family has anything to do with it.

Big Apple's big hitters

The New York Magazine issue hitting newsstands this week takes a look at the city's "Influentials" and they've bothered to do a section on advertising. Adages, for some reason, wasn't on the list. Making the cut? Group M CEO Irwin Gotlieb, Omnicom CEO John Wren, R/GA CEO Bob Greenberg, Google VP-Ad Sales Tim Armstrong, Radical Media CEO Jon Kamen and Linus Karlsson and Paul Malmstrom (aka The Swedes) over at Mother, New York. Gotlieb, we learn, "has hinted that [the networks] need to sit, beg and roll over." They give Greenberg the bright idea of turning the moon-the moon!-into a billboard (and they also bring up that Paula Abdul/Gene Kelly Diet Coke spot, which shouldn't otherwise be mentioned in polite company). And we got a kick out of the description of Mother as "the mammal that makes the dinosaurs tremble hardest." That would make Karlsson and Malmstrom the first Swedes since the Vikings to make folks tremble.

Contributing: Brooke Capps

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