Do You Have What It Takes to Party With David & Goliath?

Agency's West Coast Shindig Aims to Test Your Fears!

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Ad Age reporters -- being the fun lot that we are -- get invites to parties all the time. But most don't ask you to sign your life away like the one for the "Brave" bash indie shop David & Goliath is throwing tonight.

The invite came in the form of a tongue-in-cheek waiver of liability, stating attendees must release David & Goliath from "potential injuries or alterations, mental or physical" that may occur as a result of the party. These include: short- and long-term liver damage, cougar attacks, lederhosen wedgies, table-tennis elbow and apparition sightings.

Our sibling pub Creativity got a shout-out on the form, as videos shot during said party are said to be property of David & Goliath, and "are subject to immediate YouTube posting,, AdCritic, as well as any other frequently visited internet site."

Too bad the bash is on the opposite coast, 'cause I would have loved to see this: more than 500 musicians, actors and creative types were invited to the agency's headquarters in El Segundo, Calif., for it, and guests will have to overcome their fears in 11 stages of bravery that include a confessional room with a lie-detector test (Fear of the Truth), a snake charmer (Fear of Snakes), a speed-dating section (Fear of Commitment) and a stage with a microphone (Fear of the Stage). Band Ozomatli is slated to perform.

So what's this all about? It's all part of a repositioning -- bravery in the face of Goliath marketing challenges -- for David & Goliath, which launched in 1999 and has grown to about 100 employees and does work for marketers like Kia Motors and Bacardi.

"We believe that everyone has a Goliath to overcome," said David Angelo, chairman and chief creative officer. "Clients are bumbling and stumbling looking for answers during these tough times," and "consumers are spending less, clients are asking for more and spending less," he said. "The normal way of going about advertising is no longer relevant."

The agency is keeping its name, but its new identity will be reflected via a new look to business cards and other agency collateral. David & Goliath is also revamping its website and is launching the Brave Foundation, that aims to -- you guessed it -- find brave organizations and people who are helping society and give them the support they need.
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