Chucky's Back: McBride Offers 'Reassuring' Message

Blood-Spattered Viral Shows 'Massacre' at TBWA's San Fran Office

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SAN FRANCISCO (AdAge.com) -- A gruesome video showing a bloody massacre at the San Francisco offices of TBWA/Chiat/Day arrived at the offices of Creativity magazine this morning.

The "murders" in the video apparently occurred at the Omnicom Group agency office where North America Executive Creative Director Chuck McBride plans to start his own creative agency.

Advertising Age yesterday reported that Mr. McBride, one of the brains behind such lauded campaigns as "Got Milk?" while at Goodby Silverstein & Partners, Levi Strauss at Foote Cone & Belding and Nike at Wieden & Kennedy, is negotiating with Omnicom Group to back a hotshop comprising four superstar ad execs, including his former creative partner on Nike at Wieden, Hal Curtis.

Mr. McBride appears to have created this massacre in adland as a response to that story -- an innovative alternative to the standard-issue press release reassuring employees and marketer clients. The creative vacillated between explaining the video -- just an attempt to "have fun" and get rid of the anxiety about the office's future -- and flat out denying he had anything to do with it.

'That's not me'
"On the record, that is not me -- I did not make that video," Mr. McBride said. "Wow, what a resemblance. Who did that? I was away on business. The timing of it is f---ing amazing."

The short film is shot from the perspective of a visitor to the office who walks though the agency's front door and finds no one at the reception desk. Making its way through the building, the camera shows splatters of blood and bodies on the floor and over desks. The camera walks up to a desk where a man resembling Mr. McBride is sitting at a computer in blood-stained clothing, holding what appears to be a blood-filled chalice (but is, in fact, an upside-down Clio -- presumably the murder weapon). As he exhales from a cigarette, the Fifth Dimension's "Up, Up and Away" swells to the words "up, up and away in my beautiful balloon" and the actor says, "Relax. Everything's going to be OK."

Mr. McBride declined to discuss the actual status of his discussions with Omnicom and TBWA to form a shop centered on branded entertainment and, coincidentally enough, viral video.
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