Draftfcb China has produced a new twist to the gangnam-style dance craze in a new national television campaign for Nivea.


Supporting Nivea Men Moisturisation Cream, the new TVC is aimed at attracting men to moisturise their skin as the China winter arrives with the potential for frozen-dry faces. The commercial shows action that mimics the now-globally famous gangnam-style dance action, with the twist being “jiang nan style”, which means - frozen men’s style.

“The new TVC presents Nivea Men Moisturisation Cream in a fresh new light,” said Draftfcb’s ECD for Nivea Andy Chan. “The Gangnam craze remains highly popular across the nation, particularly with younger men who are our main target market with the new work.”

The new 15-second TVC will run on major channels including SMG, CCTV, HNTV, JSTV, HNPSTV and JSPSTV.

About Draftfcb
With an equal focus on creativity and accountability, Draftfcb is committed to producing brilliant ideas that change consumer behaviour. As a global, fully integrated marketing communications agency operating against a single P&L, Draftfcb provides clients with highly collaborative, channel-neutral thinking that delivers engagement and, most importantly, action. With nearly 140 years of combined expertise, Draftfcb has roots in both consumer advertising and behavioral, data-driven direct marketing. The agency’s corporate leadership team includes Howard Draft, executive chairman; Laurence Boschetto, CEO and president; Jonathan Harries, vice chairman emeritus & executive advisor, global creative; and Neil Miller, chief operating officer. The Draftfcb network spans 150 offices in 90 countries and employs nearly 9,000 people. The agency is part of the Interpublic Group of Companies (NYSE:IPG). For more information, visit www.draftfcb.com

Amid an unprecedented increase in train ridership, Amtrak has tapped Draftfcb New York as its national advertising agency of record to support the continued expansion of its customer base. Amtrak trains carried 31.2 million passengers in the fiscal year ending in September, the highest annual ridership since the railroad was formed in 1971. The nation’s intercity passenger rail operator has about 21,000 route miles in 46 states, including the District of Columbia and three Canadian provinces, with more than 300 trains a day to more than 500 destinations.

Draftfcb was awarded the business for all Amtrak services after a standard review for the advertising account. The fully integrated assignment covers traditional advertising, digital marketing, and media planning and buying as well as partnerships, promotions and industry alliance support. Arnold Worldwide Arlington, Virginia was Amtrak’s previous agency of record.

“As more consumers experience the comfort, convenience and other benefits of Amtrak train travel, we expect these numbers to continue to grow,” said David Lim, Amtrak’s Chief marketing Officer. “We are continually improving our infrastructure and equipment to meet the needs of our growing ridership and investing in multiple projects that will enhance our customers’ experience. We believe Draftfcb has the creative and strategic firepower to help us communicate these benefits, while attracting more new riders to Amtrak across the board.”

Amtrak ridership grew 3.5 percent over the past 12 months compared with the previous budget year, and ticket revenue jumped 6.8 percent to an all-time best of $2.02 billion. Ridership has increased every year but one over the past decade, and is up almost 50 percent from 2000.

A new campaign to help those numbers continue to soar is set to break in 2013. Draftfcb will support Amtrak’s extensive national long distance train services as well as the popular high-speed Acela Express and Northeast Regional services in the heavily traveled Northeast Corridor.

“The benefits of train travel are enormous,” said Jeff Tarakajian, EVP, client services at Draftfcb New York. “In addition to being a more eco-friendly mode of transportation, it’s quiet simply a much nicer and relaxing way to travel. We’re thrilled to promote these great services to travelers across the country.”

About Amtrak
Amtrak is America’s Railroad, the nation’s intercity passenger rail service and its high-speed rail operator. A record 31.2 million passengers traveled on Amtrak in FY 2012 on more than 300 daily trains – at speeds up to 150 mph (241 kph) – that connect 46 states, the District of Columbia and three Canadian Providences. Amtrak operates intercity trains in partnership with 15 states and contracts with 13 commuter rail agencies to provide a variety of services. Enjoy the journey at Amtrak.com or call 800-USA-RAIL for schedules, fares and more information. Join us on facebook.com/Amtrak and follow us at twitter.com/Amtrak.

About Draftfcb
With an equal focus on creativity and accountability, Draftfcb is committed to producing brilliant ideas that change consumer behavior. As a global, fully integrated marketing communications agency operating against a single P&L, Draftfcb provides clients with highly collaborative, channel-neutral thinking that delivers engagement and, most importantly, action. With nearly 140 years of combined expertise, Draftfcb has roots in both consumer advertising and behavioral, data-driven direct marketing. The agency’s corporate leadership team includes Howard Draft, executive chairman; Laurence Boschetto, CEO and president; Jonathan Harries, vice chairman emeritus & executive advisor, global creative; and Neil Miller, chief operating officer. The Draftfcb network spans 150 offices in 90 countries and employs nearly 9,000 people. The agency is part of the Interpublic Group of Companies (NYSE:IPG). For more information, visit www.draftfcb.com.

Draftfcb China has launched a national brand communications campaign to promote eBay Style Xiu, the country’s newest mass-fashion lifestyle buying platform.

eBay Style Xiu (ebay.xiu.com), which formally launched this month, is a fully localised buying experience for the Chinesemarket, which brings eBay’s best global inventory to Chinese consumers. The platform makes available 500,000 items via 5,000 brands, delivering Chinese consumers access to the largest online selection of fashion and apparel from around the world in a simple and easy shopping experience.

Draftfcb was appointed to build a national communications campaign for the new platform and is using an array of digital channels supported by press advertising to drive awareness of eBay Style Xiu and the capabilities of the new platform.

In addition to offering a comprehensive range of fashion and lifestyle products, the new platform also offers people interactive elements so they can talk to their friends, read some inspiring stories about people and study hints and tips on how people can make the most of their personalities.

“The eBay Style Xiu platform provides people with a comprehensive global shopping environment, but also offers people relevant and personalized information that can apply in their daily lives to complement their fashion interests,” said Draftfcb Greater China Chairman and CEO, Pully Chau.

The Draftfcb campaign is targeting fashion trend setters and followers across China.

Included in the digital communications Draftfcb is using for the campaign are a major website, banners, mobile, social media and public relations.

About Draftfcb
With an equal focus on creativity and accountability, Draftfcb is committed to producing brilliant ideas that change consumer behaviour. As a global, fully integrated marketing communications agency operating against a single P&L, Draftfcb provides clients with highly collaborative, channel-neutral thinking that delivers engagement and, most importantly, action. With nearly 140 years of combined expertise, Draftfcb has roots in both consumer advertising and behavioral, data-driven direct marketing. The agency’s corporate leadership team includes Howard Draft, executive chairman; Laurence Boschetto, CEO and president; Jonathan Harries, vice chairman emeritus & executive advisor, global creative; and Neil Miller, chief operating officer. The Draftfcb network spans 150 offices in 90 countries and employs nearly 9,000 people. The agency is part of the Interpublic Group of Companies (NYSE:IPG). For more information, visit www.draftfcb.com

The new television commercial from Draftfcb Cape Town for South African icon, Klipdrift Export, highlights that the Distell brand has as much appeal and zest for life today as it had when it was launched over 70 years ago.

Featuring rugby ‘rock star’ Schalk Burger, a lanky look-alike and a group of unwitting Australians, it was devised by the creative team of executive creative director Mike Barnwell, creative director Doug Larter, Anthony de Klerk, Jason Wiltshire and Chris de Villiers. It was directed by Slim of Egg Films.

Neels, the iconic stalwart of many previous ads, is behind the counter when the Australians enter the bar and mistake a tall, fair-haired young man for Schalk Burger. Encouraged by Neels, he plays along, lapping up the adoration, posing for photographs, and teaching the Sheilas how to scrum, when he’s not signing ‘his’ name on their taut and toned tummies, that is!

The raucous good times suddenly halt when the real Schalk enters the bar, looking like thunder. The two tall men eyeball each other for several long seconds before Schalk, having overheard Neels ask if the group was ready for another drink, breaks the silence: ‘Make it a double’. And the revelry continues.

“Synonymous with the word ‘brandy’ in the heart of the South African consumer, Klipdrift will be found wherever South African’s are imparting their unique flavour of generosity and hospitality. In this ad, they may be deceiving the Australians but the manner and tone in which they do so is without malice,” said Barnwell.

“In fact, it’s almost a rite of passage, of acceptance into the Klipdrift family. By the end of the spot, there’s no doubt that the Aussies feel right at home, underscoring the brand’s pay-off line: Make yourself at home.”

“At the same time, our characters and the choice of bar and music – while distinctly South African – were selected to reflect the fact that Klipdrift appeals to a wide range of consumers, from the traditional salt of the earth, as demonstrated by the first ‘Met Eish’ ads, to the young and ambitious,” added Larter.

“The common thread, however, is the honesty and integrity of the brand, and of the people who drink it. This not only gives the brand timeless appeal, it ensures its relevance to South Africans of all ages and races who share its values,” he said.

‘Mistaken Identify’ is currently flighting on national television but you can view the ad here: http://www.youtube.com/watch?v=w1UJcNciFho.

Client credits:
Client: Distell Klipdrift Export
Marketing Director: Karl Schutte

Agency credits:
Creative agency: Draftfcb Cape Town
Key account management: Marius Schreuder
Executive creative director: Mike Barnwell
Creative director: Doug Larter
Art director: Anthony de Klerk
Copywriter: Jason Wiltshire & Chris de Villiers
Strategic planner: Jacques van der Merwe
TV production: Caz Friedman
Production company: Egg Films
Production company director: Slim
Editor: Ricky Boyd (Deliverance)

About Draftfcb
With an equal focus on creativity and accountability, Draftfcb is committed to producing brilliant ideas that change consumer behaviour. As a global, fully integrated marketing communications agency operating against a single P&L, Draftfcb provides clients with highly collaborative, channel-neutral thinking that delivers engagement and, most importantly, action. With nearly 140 years of combined expertise, Draftfcb has roots in both consumer advertising and behavioral, data-driven direct marketing. The agency’s corporate leadership team includes Howard Draft, executive chairman; Laurence Boschetto, CEO and president; Jonathan Harries, vice chairman emeritus & executive advisor, global creative; and Neil Miller, chief operating officer. The Draftfcb network spans 150 offices in 90 countries and employs nearly 9,000 people. The agency is part of the Interpublic Group of Companies (NYSE:IPG). For more information, visit www.draftfcb.com

Draftfcb is pleased to announce that Graham Johnson has been appointed director, digital operations, in New York. Johnson will report to Linda Wu, chief operating officer, Draftfcb, and will work closely with all our agency disciplines to advance our digital capabilities.

Johnson has nearly 15 years of operational, digital, and programming experience for online and multimedia companies. Recently, as chief operating officer of Heavy, a leading online men’s destination site, Johnson oversaw operational and fiscal growth. He led product and technology groups in building publishing platforms, and introduced new strategies to editorial and social media marketing teams.

Prior to Heavy, Johnson was executive producer of digital at MTV where he developed and oversaw the creation of MTV Overdrive, the first broadband video platform for Viacom. As head of interactive programming and an executive producer at Fuse TV, Johnson created a daily, live studio show that integrated feedback from the audience via the website in real time. He also managed the interactive campaigns for notable record labels and artists including Madonna and the Flaming Lips, and worked in tandem with advertising agencies including Arnold Worldwide and Ogilvy & Mather.

Johnson started his career in the late ‘90s as an account manager at Agency.com. Sprint and Nike were among the brands that benefited under his guidance. He helped the phone giant introduce DSL service and led Nike’s redesign of a multi-lingual site for the Brazilian National Football team. At Rare Medium, Graham helped XM Satellite Radio build its consumer site from the ground up, helping to launch a new company in a new industry.

“Graham’s work is exceptional and we are thrilled to add his digital know-how and expertise to our team,” Wu said.

About Draftfcb
With an equal focus on creativity and accountability, Draftfcb is committed to producing brilliant ideas that change consumer behavior. As a global, fully integrated marketing communications agency operating against a single P&L, Draftfcb provides clients with highly collaborative, channel-neutral thinking that delivers engagement and, most importantly, action. With nearly 140 years of combined expertise, Draftfcb has roots in both consumer advertising and behavioral, data-driven direct marketing. The agency’s corporate leadership team includes Howard Draft, executive chairman; Laurence Boschetto, CEO and president; Jonathan Harries, vice chairman emeritus & executive advisor, global creative; and Neil Miller, chief operating officer. The Draftfcb network spans 150 offices in 90 countries and employs nearly 9,000 people. The agency is part of the Interpublic Group of Companies (NYSE:IPG). For more information, visit www.draftfcb.com.