Opinion

The week in review: ‘Burger King digitally raped my face’ | Singapore agency co-founder jailed | Arcade sells to Publicis | BBH global boss exits | Puma launches massive APAC ad blitz | MAS rebrand would be ‘superficial’

Mumbrella Asia logoIn a week in which a controversial Singapore-made ad for Burger King came back to haunt the brand five years after it almost broke the internet, the co-founder of a Singapore social media agency went to prison, M&C Saatchi extended its reach in India, Bite was swallowed by Text100 and Bite boss David Ketchum is to leave, BBH got a new global boss, and Puma launched a huge global campaign that featured footballing bad boy Mario Balotelli in a hot tub with bikinied women.

Story of the week

Burger King 'Blow job ad'In a YouTube video entitled, ‘Burger King digitally-raped my face’, the model who featured in the ‘Blow job ad’ from 2009 claims that a photo of her was sourced online and she had not agreed to how it was used in the ad, which depicted an open-mouthed woman about to eat a BK Super Seven Incher and the words, “It’ll blow your mind away.”

Quotes of the week

Malaysia AirlinesThe boss of the Malaysia office of M&C Saatchi, Lara Hussein, gave her view on a speculated brand overhaul and name change for Malaysia Airlines in the wake of the MH17 and MH370 tragedies.

I don’t think re-branding is the answer. To change the name, image or logo would appear to be superficial and not trigger any change in perception.

Xiaxue's post about cuppingTop Singapore beauty and gossip blogger Xiaxue gave her motive for rejecting Slim Couture, a slimming treatment which involves covering the body with cup-shaped suckers, as a client, who then threatened to sue her and brand-blog firm Nuffnang for the negative post that followed after the deal was broken.

In the end I rejected the ad as the treatment… Well let’s just say it literally sucked.

The model who apparently appeared unwittingly in Burger King‘s controversial 2009 ‘Blow job ad’ posted a YouTube video of what she thought of the company:

…with no due regard to me as a person, profited off reducing me to an orifice for their penis sludge; publicly humiliating me in the process.

Neal Moore, the co-founder of content agency Click2View, expressed the frustration many in the production business feel in their dealing with clients, tweeting:

Today I was asked if I could change someone’s accent in post. And then I wanted to kill myself.

Darren Woolley, in an opinion piece about which job in an advertising agency – planning, creative, digital, account management or media – gives you the most value for the client, he said:

The hidden value in the ad agency is in the media department. They are paid comparatively less than their creative and digital agency colleagues, but they have the ability to deliver significant real and strategic value to the advertiser through their management of the media budget.

Bharad RameshBharad Ramesh, who left Vivaki to go it alone with his own media consultancy venture, said:

More than half the money spent on digital gets taken away before it reaches its destination, and there is a need to clarify this value chain.

Best work

Ad for Nanu

Image from Nanu ad

Nanu. You get free calls to any device, anywhere in the world using this app. You just have to listen to an “unintrusive short advert” instead of a dialling tone. Unlike conventional voice apps, the brand says, Nanu provides all calls “completely for free”, including calls to non-Nanu users such as landlines. Campaign by BBH.

The last of Edelman’s ‘Words of a generation‘ series. A look at Indians born in the mid-seventies, when India was opening up to the world. Perhaps the best is on the idea of love, and what it now means to modern India.

Nestlé. A video with animated babies rapping about how breastfeeding is healthy. Cute or creepy? Definitely memorable.

StarHub campaign for local businesses to celebrate National Day this weekend. A designer from fashion brand Depressed said of Singaporeans’ apparently reputation for not being creative, “How can robots pull off something like this?”

Puma. Sporting rebels lounge in a hot tub with bikinied ladies for the sportswear brand’s global rebrand campaign. Italian football bad boy Mario Balotelli gets a yellow card after seemingly injuring another player. Usain Bolt narrates with the words “Obedience will be discouraged”.

…and here’s some of the outdoor work in APAC, which included a ‘Fastest graffiti’ stunt in Taipei.

Fastest Graffitti Stunt

Wotifcom. Welcome to Wotifia, somewhere in Australia.

Just say knowFirst marijuana ad in the New York Times. For Leafly with its ‘Just say know’ campaign.

Worst ad

Best-read stories on Mumbrella

  1. Singapore slimming brand threatens to sue Nuffnang over stinging post by celeb blogger
  2. Calvin Soh co-launches mobile app Time Travellr to ‘democratise history’ in Singapore
  3. UOB pitches creative in Singapore

Good week for…

Arcade. The Singapore-based creative agency sold a minority stake to Publicis Worldwide. The four and half year-old agency, which has offices in Shanghai, Jakarta and Tokyo as well as Singapore, is to stay in its offices and retains its name.

M&C Saatchi February's Gopal Krishnan, Anjali Nayar, Nirmal Pulickal

M&C Saatchi February’s Gopal Krishnan, Anjali Nayar, Nirmal Pulickal

M&C Saatchi. The London-based ad agency bought a minority stake in an independent agency in Delhi called February, founded by Gopal Krishnan, formerly a business head at Rediffusion Y&R, and Nirmal Pulickal, ex-ECD of DDB Mudra Delhi, and merged into it its existing operations to form M&C Saatchi February. The name February was taken from the month the company was founded.

The Futures Company. WPP’s strategic insight and planning consultancy opened a Shanghai office, adding to a APAC presence in Singapore.

Catcha Group. The digital media group hired a seriously talented CEO in Mark Britt, the former boss of the digital division of Nine Entertainment, who is to move from Sydney to Kuala Lumpur to take the job.

Bad week for…

DSPG. The co-founder of Singapore social media and PR agency went to jail for defrauding a former student out of S$4,000 during his time as a teacher three years ago, and was also fined for stealing a few hundred dollars’ worth of stuff from a shopping centre in Little India. The agency, led by Mae Chong, the other co-founder, is to carry on, but for the meantime has deleted its Facebook pages, the LinkedIn profiles of the co-founders, and its client list from its website.

Audi and Chrysler. The automakers were both accused of “monopoly behaviour” by the authorities in China.

Burger King. The brand will have wanted to have forgotten about that ‘blow job ad’ from 2009. But it came back to haunt it via a protest video from a model who says she did not give her permission for the manner in which the image was used.

Miko Quiogue, associate CD at creative hot shop DM9. He was snapped at the Philippine 4As annual awards texting while the rest of his team were celebrating winning Agency of the Year.

DM9 winners

Prediction for next week

So which APAC marketing campaign will emerge the winner at the APPIES in Singapore? Last year, ‘It’s more fun in the Philippines’ tourism campaign, the ‘Apology press conference’ by Snickers Japan and Thailand’s ‘kid smoker’ were among the gold winners. This year, among the most talked-about finalists are BBDO Singapore’s ‘The world’s smoothest launch’ campaign for Guinness, ‘MySmartEye’ for StarHub by DDB Singapore, ‘World Under Water’, also by BBDO Singapore for charity Carbon Story, and ‘Women Against Labels’ for Pantene by BBDO Guerrero Manila.

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