Kohl's Taps Martin Agency For 'Westworld'-Inspired Holiday Spot

November 06, 2018

Kohl's Taps Martin Agency For 'Westworld'-Inspired Holiday Spot

By Adrianne Pasquarelli

Some retailers are eschewing larger, anthem-style holiday spots this year and opting for more product-focused, pithy videos. Kohl's is not one of them. Like last year, the retailer is producing another cinema-level, epic commercial, this year tapping the Martin Agency to create the 30-second video.

"Last year's spot was the best we've ever done so our goal this year was to top it," says Greg Revelle, chief marketing officer at Menomonee Falls, Wisconsin-based Kohl's referencing last year's "Game of Thrones" meets "Braveheart" mash-up. Beginning Sunday, consumers will see a commercial that Kohl's said was inspired by "Westworld." It features a fictional "Mrs. Johnson" as a horseback hero who saves the day with gifts for all.

While the retailer has recently worked with Peterson Milla Hooks on fashion-related marketing, it chose Martin for brand work, a relationship that is ongoing, Revelle says. The chain will also be running promotional spots to highlight Kohl's loyalty program Kohl's Cash and merchandise.

"The real combination of the top-of-the-pyramid brand work with the mid-level value proposition and promotion work is the best [strategy to make Kohl's top of mind]," Revelle says.

Read the full story in Ad Age.

Posted By: The Martin Agency

Martin Agency Lands Top 25 Agencies List By Campaign US

November 06, 2018

To celebrate Campaign’s 50th anniversary, we’ve put together a list of the 25 most influential agencies in the US over the past five decades. America’s advertising heritage is rich and vibrant: some agencies are still going strong after more than 100 years, many have made a big splash in recent years while others, such as D’Arcy Masius Benton & Bowles, NW Ayer & Son and Wells Rich Greene, burned brightly for a time but have now been consigned to history. There is no such thing as a perfect run. Businesses have their ups and downs, talent comes and goes and the economy ebbs and flows. What follows is a list, in no particular order, that celebrates 25 standout agencies and highlights their best moments.

The Martin Agency

The Richmond, Virginia-based team is responsible for America’s much-loved (or hated, in some cases) insurance gecko. Geico has been saying “15 minutes could save you 15% or more on car insurance” for more than 20 years. It launched Geico’s “Did you know” ad series in 2013 after identifying a 93% recall of the “15%” positioning. The Martin Agency has helped Geico transform itself into a household brand through its simple yet powerful creative. A media budget of up to $1bn for some years has afforded the agency not only immense saturation but the ability to run multiple narratives at once.

It unearthed more creative gold in 2015 with Geico’s string of “Unskippable” YouTube ads. The brand’s message appears in the first five seconds, before the “skip ad” prompt, then characters freeze as the action continues around them. “You can’t skip this Geico ad because it’s already over,” the voiceover says. It was one of the most-awarded campaigns of 2015, taking home a Grand Prix in Film at Cannes for a spot in which a family at dinner freezes while a dog devours their food. Geico has been the fastest-growing insurance company in the US for more than 10 years.

The Martin Agency, founded in 1965 and later acquired by IPG in 1994, closed its New York City office last year and moved into a space shared with its parent company.

See the full list on Campaign US.

Posted By: The Martin Agency

She-I-O On SHOOT's Quarterly 2018 Top Ten Music Tracks

November 06, 2018

Quarterly 2018 Top Ten Music Tracks

Look, listen and enjoy to SHOOT's quarterly Top Ten Tracks Chart here.

#6: Martin Agency, Here Be Dragons Team On "She-I-O" Music Video For Land O'Lakes

"She-I-O" (feat. Maggie Rose)

Land O’Lakes rewrote and released a classic children’s anthem for a new generation--celebrating the 30 percent of U.S. farmers who are female, just in time for Women’s Equality Day.

Soul songstress Maggie Rose and Grammy Award-winning Warner/Chappell songwriter Liz Rose collaborated to reimagine the song “Old MacDonald Had a Farm,” introducing “She-I-O.” Some of Liz’s many songwriting credits include Taylor Swift’s “Fearless,” Little Big Town’s “Girl Crush,” Carrie Underwood’s “Cry Pretty” and Kenny Chesney’s “Better Boat.”

The release of the “She-I-O” music video--directed by Similar But Different of production house Here Be Dragons--kicks off Land O’Lakes “All together better” campaign, created by mostly female teams at The Martin Agency and Land O’Lakes that also includes :30 and :60 TV spots, print executions and custom digital content.

The initiative also debuts a three-part documentary series called In Their Words, produced by The Female Farmer Project, which chronicles the personal stories of some of these Land O’Lakes farmers. With women comprising approximately one-third of all U.S. farmers, In Their Words was created to celebrate these females and create a dialogue around the importance of their role in the food chain.

Posted By: The Martin Agency

Midas Is Repairing More Than 1,000 Donated Cars and Giving Them to Families in Need

November 06, 2018


Midas Is Repairing More Than 1,000 Donated Cars and Giving Them to Families in Need

'Project Spark' helps those who couldn't afford to stay on the road

By Minda Smiley

For some people, getting to work or school on time can be a job in itself. That’s because more than 10 million American households do not have a car, according to US Census Bureau data from 2016.

While mass transit and the rise of ridesharing apps like Uber and Lyft have made it easy for some—particularly city dwellers—to forgo owning an automobile, others simply cannot afford to have one. This can often mean hours spent agonizing over how to get from point A to point B, something many of us take for granted.

That’s why automotive service chain Midas is partnering with 1-800-Charity Cars, a nonprofit that donates vehicles to struggling families. Through an initiative dubbed “Project Spark,” Midas has vowed to provide repairs—including parts and labors—for vehicles donated through the charity. According to the brand, the nationwide initiative will help more than 1,000 families, veterans and first responders across the country.

The project has already kicked off in Philadelphia, where three families were recently surprised with donated cars. Together with The Martin Agency, Midas has created a campaign that tells the stories of these families and why they are each deserving of a car to call their own.

One video features a man named Dorsey, who lost his job a few years ago and whose wife is a breast cancer survivor. Because of their recent struggles, the pair and their two kids couldn’t afford to repair their car when it broke down. His family was gifted a 2008 Buick Lucerne by 1-800-Charity Cars and Midas to help them get back on their feet.

Another features Jasmine, a single mother who works two jobs and spends up to five hours a day on a bus to get around. She is given a 2011 Ford Escape to help provide a better life for her kids.

A third film tells the story of Tim, a veteran who spends his time bringing awareness to and raising funds for families of fallen officers. After losing everything in a house fire in 2013, his family couldn’t afford to keep their car. His family received a repaired 2007 Honda Accord along with new car seats.

“It isn’t every day in advertising that you get to make an immediate impact in someone’s life,” said Deric Nance, associate creative director at The Martin Agency. “And our client sees this as more than just ‘corporate responsibility.’ It’s a complete shift on how Midas sees themselves in the world.”

“Project Spark was created to honor Midas’ heritage of being a good neighbor and to always be a touch better,” added Brian LePorin, vice president of marketing at Midas. “By providing necessary repairs such as a set of new tires, an inspection or an oil change on donated vehicles, Project Spark lets Midas help others by doing what it does best: fix cars.”

Read the full story in Adweek.

Posted By: The Martin Agency

Nick Offerman and Megan Mullally Play ‘Slingers’

November 06, 2018

Nick Offerman and Megan Mullally Play ‘Slingers’ in Hilarious Sling TV Spots

This is the married couple's first ad campaign together

By Sara Jerde

Nick Offerman and Megan Mullally are on the prowl for more “slingers.”

The real-life married couple turned up the heat for a new, hilarious campaign to promote Sling TV.

In one of the two spots for the live TV streaming service, which rolled out today, Mullally tells viewers how “mommy and daddy keep it fresh” (spoiler: they watch TV on Sling).

Mullally, the Emmy-winning star of Will and Grace and Nick Offerman, of Parks and Recreation fame, have been married for 15 years.

While they frequently work on projects together, including their new book, The Greatest Love Story Ever Told, this is their first ad campaign as a couple. Sling TV said they were subscribers before signing in to the campaign.

Mullally and Offerman’s spots are an extension of Sling TV’s “We Are Slingers” campaign, which began in March.

“Nick and Megan were the perfect choice to play the Sling couple. They certainly embraced the cheeky, provocative nature of the ‘Slinging lifestyle,’ which was refreshing in today’s overly-cautious media landscape,” said Sean Riley, creative director at The Martin Agency, Sling TV’s agency.

Sling TV service starts at $25 per month and includes access to networksthat range from CNN to Food Network and Cartoon Network.

Read the full article in Adweek.

Posted By: The Martin Agency

New OpenTable Feature Will Facilitate Meet-Cutes for Solo Diners

November 06, 2018

New OpenTable Feature Will Facilitate Meet-Cutes for Solo Diners

The OpenSeat program, which allows diners to share an open seat at their table with a stranger, will launch in Virginia.


If you're deeply introverted, you may want to avoid reading this altogether, because this is your nightmare. OpenTable, the restaurant reservations website, has partnered with Virginia Tourism to launch a new program called OpenSeat that will pair solo diners with other solo diners who are, for whatever reason, interested in meeting someone new.

More than 30 restaurants across Virginia will participate in the program, which works like this: Solo diners making reservations on OpenTable can book their table at a participating restaurant and write "OpenSeat" in the notes section. When they arrive to eat, if another party has also put "OpenSeat" in the notes section, they will be seated at the same table. Participants will also receive a complimentary appetizer, which is not an insignificant perk.

“To paraphrase William Butler Yeats, there are no strangers, only friends we haven’t yet met,” said Caroline Potter, OpenTable’s Chief Dining Officer, in a statement. “And what better way to get to know people in the community than by sharing a delicious meal in a welcoming setting. We look forward to hearing about the connections made around the table through this program.”

Participating restaurants include some of the state's best, including Mermaid Winery in Norfolk, Little Saint in Richmond, and RockSalt in Charlottesville.

We imagine that if the Virginia program is successful, it could roll out to other states. Tinder, watch out.

If you're less interested in meeting new people and more interested in sitting quietly at your favorite seat with a book in hand, you may be more interested in another new-ish feature from OpenTable, which allows you to book your favorite seat in advance.

For a list of participating restaurants and a bit more information on the program, see here.

Read the full story on Food & Wine.

Posted By: The Martin Agency