'Lloyd Webber of India' lights up Perfetti ad
[new york] An epic spot for Perfetti's tooth-whitening gum, Happydent, is the talk of India. Created by McCann Erickson, Mumbai, the spot "Maharaja" opens with a harried staffer arriving late at the palace and rushing to take his place. That place turns out to be in a chandelier, where the human bulbs provide illumination from their brilliant smiles after chewing Happydent gum. As the camera sweeps through the Maharaja's palace and grounds, it's clear there is no electricity in the kingdom, just servants who are placed strategically to provide light from their gleaming teeth after dusk falls. It's no coincidence that "Maharaja" looks like a beautiful period film. Prasoon Joshi, McCann's regional creative director for South and Southeast Asia, is also a leading writer of lyrics for Bollywood films who has been dubbed the "Andrew Lloyd Webber of India." -laurel wentz
Sony Ericsson seeks shop after split with BBH
[london]Sony Ericsson is looking for a new global advertising agency after splitting with its agency of six years, Bartle Bogle Hegarty.
A joint statement cited "differences of opinion regarding the future direction of the brand" as the reason for the split. Insiders said Bartle Bogle wanted to create a single-global-brand concept for the mobile-phone company and terminated the relationship because it was frustrated that Sony Ericsson wanted to move forward in a different way.
The company, which spends $50 million on media worldwide, was set up as a joint venture between Swedish company Ericsson and Japan's Sony in 2001, and Bartle Bogle was its first agency. A Sony Ericsson spokesman said: "There is no specific time frame, but we are moving quickly on this and expect to have a shortlist ready in the next few weeks."
Bartle Bogle's swan song for Sony Ericsson was penned by the agency's chairman-worldwide creative director, John Hegarty. The global commercial, called "Never Miss a Shot" features two top female tennis players-Ana Ivanovic and Daniela Hantuchova-playing a daredevil tennis match across rooftops and skyscrapers. The young women leap from building to building as a well-placed office worker captures the dramatic action on his Sony Ericsson Cyber-shot phone. The spot will run for six months and is intended to illustrate the freedom to be totally mobile and constantly in touch with the phone. Sony Ericsson sponsors the WTA tour.
McD's unveils online chats as part of China strategy
[beijing] As part of its growth strategy in mainland China, McDonald's Corp. has developed a live online chat series with the popular portal Sina and Askme.com.cn, a website launched by McDonald's in the mainland earlier this year. Consumers can interact with leading sports, entertainment and business figures.
The first one-hour episode Aug. 1 in Beijing will feature Houston Rockets basketball star and Shanghai, China, native Yao Ming, who signed a multiyear global partnership deal with McDonald's in 2004. The monthly series, called "Passion for Life," will continue until the end of this year. The second episode will feature Asian pop star Wang Leehom.
The online initiative has "no target age group," said McDonald's spokesman George Gu in Shanghai, "but I guess most [participants will be] young adults," the country's largest group of web surfers and pop-culture fans.
The program aims to provide consumer-focused education and encourage active, balanced lifestyles, but also be seen as an effort to ward off potential concerns about the nutritional content of fast food in general in China. Obesity is a growing problem in the country, but McDonald's hasn't faced criticism for contributing to unhealthful eating. In fact, McDonald's has been praised by the Chinese government and local consumers for its approach to hygiene and food safety and quality, in contrast to local food outlets in a nation rife with food-related scams and scandals.
dentsu and Opt are starting a mobile-marketing company in Japan under the brand name Moo, short for Mobile Only One, to target young women with a variety of e-commerce sites. This month Moo launched its first two mobile e-commerce sites, Moo Cosmetics and Moo Insurance. Dentsu's role is to drive user traffic to the Moo sites by placing Moo-related ads on mobile sites, and Opt will handle technology and market the sites to advertisers.