Putting the “New England” in New England Honda

NEHD Accord 2018 New Logo

There are a lot of megabrands who do a phenomenal job marketing themselves to a national, even global audience. The challenges occur when these same brands try to connect with consumers on a more local level. Anyone who lives in the Boston market has seen evidence of this: the baked bean references, Tea Party jokes, and of the course obligatory “pahk the cahh” headline. In some ways it is no different when you see a famous Hollywood actor butcher the local dialect. It is anything but genuine and fails to make a connection with the local audience. Not to mention it just sounds godawful.  Read more

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Real Talk with Cambridge Savings Bank.

Last spring, we sat down on a nice couch. It belonged to Lisa Rodericks, the CMO at Cambridge Savings Bank, and we were there to talk about the evolution of her brand campaign, Always You – an idea that’s all about treating every customer like they’re the only customer. Lisa is cool, very down-to-earth. She told us that she wanted a campaign that felt very real, while telling us in a way that felt, well… very real.

Her team at CSB was doing a lot of things that other banks weren’t. So one by one, Lisa listed them, arguing “Who does that?” And she was right. They had taken the time to develop products and practices that were unique – which, if you know the banking industry, is not easy.

So, we came back to her with an idea that stemmed from that first conversation:

Who does that? We do that.

It was a campaign that embraced the fact that people would be skeptical of a community bank making these claims, and used their disbelief to create simple conversations that helped us put those misconceptions to bed. Here’s a few of the new spots which started airing last month.

These were a lot of fun to make. And it’s always nice to hear that customers are writing in to tell the bank things like, “Great ad. Maybe the first bank ad I’ve ever liked.”

I give a lot of credit to Lisa and her entire team for sharing a vision for where their brand could and should go. And for trusting us to deliver on the idea – which really benefitted from some great casting, great producing and directing from Jonathan Bekemier & Red Tree, editing from Peel & Eat, and sonic landscaping from Mike Letourneau at Soundtrack.

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How do you take your coffee? How about with a little common sense.

Few things are more entrenched and personal than the pleasures of the daily coffee ritual. For some it might entail taking that first long sip. Or enjoying the rich aroma and initial caffeine rush. For others, however, it might involve idling eleven cars deep at a drive-thru. Or tossing a full cup in the trash because it bears no resemblance to what you just ordered. It might even include overpaying for these privileges, and then lining up to do it all over again the next morning. Read more

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Teaming up Against Alzheimer’s: A True Labor of Love.

Over 5 million Americans are afflicted by it today.

Within the next eight years, it is projected 44% more people will suffer from the disease annually.

It is the only leading cause of death in the U.S. without a cure, and without even a way to slow its progression.

It is Alzheimer’s disease. It is horrible to the people who suffer from it. It’s devastating to their families. And something needs to be done. Read more

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New Work for Cumberland Farms

We recently worked with Funny Or Die to create some branded content for Cumberland Farms. There’s a pretty simple formula for these things; start with a meat stick joke and write a treatment around it. Voila, you’ve got yourself a funny digital short that proves Cumberland Farms is the perfect place to get coffee, snacks, and tasered. Read more

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