Ammara Essa, principal system performance engineer at Verizon Communications’ Irvine office, is starring in the brand’s new national TV ad. The spot, developed by the McCann agency, is part of Verizon’s effort to empower girls to study science, technology, engineering and mathematics by showcasing career opportunities available to the “women of STEM,” the New York-based company said.
Essa said she went through two rounds of auditions before getting the part, and that she’s “proud to represent” the Orange County-based group of network engineers that “work tirelessly behind the scenes to provide the best customer experiences.”
China Market
Berkshire Hathaway HomeServices in Irvine will now advertise its residential listings on Juwai.com, a China-based real estate website that attracts about two million monthly visitors from “more than 400 cities in China and from 165 countries.”
“The Chinese [are] the leading [foreign] buyers of property in the U.S.,” Chief Executive Gino Blefari said in a statement. “Our efforts through Juwai.com, and through existing marketing agreements with The Wall Street Journal/Asia and the Mansion Global Wechat Channel, make it much easier for Chinese real estate buyers to find and shop our property listings.”
Berkshire Hathaway also launched a banner advertising campaign on Juwai.com to promote its brand, home page and listings. The deal is a “huge differentiator,” said Vice President of Marketing Kerry Donovan. “We will continue refining our global listing-syndication program to bring the most value to our domestic franchisees based on international buying activity and search patterns. Juwai.com is an important step toward our overall strategy.”
Artsy Move
Urban Decay Cosmetics LLC in Newport Beach launched a makeup collection inspired by the work of the late artist Jean-Michel Basquiat. Reproductions of his artwork adorn eyeshadow and blush boxes, which feature a small cutout in the back so they can be hung on a wall after use.
“It’s like having a gallery right in your handbag,” said brand founder Wende Zomnir, who’s “been obsessed” with Basquiat’s work. “From his informal graffiti work, to the way he mixed mediums and colors, the way he spoke out about social injustice, I can’t imagine a more perfect fit for Urban Decay.”
Urban Decay brand ambassador and actress Ruby Rose is also a fan—she has several tattoos inspired by the artist, including the recurring three-prong crown in his paintings.
Brand Boost
Boost Mobile LLC in Irvine took top honors at Ad Age’s Creativity Awards, which are designed to recognize “not only excellent work and outstanding people in the industry, but amazingly creative companies driving innovations that might not even comprise traditional advertising.”
The “Boost Your Voice” campaign, developed by the 180LA agency, documented the company’s effort to combat long lines that voters in low-income communities had to endure. The company turned its stores into polling places on Election Day and launched BoostYourVoice.com for consumers to access election information, including how to register to vote and find the nearest polling place.
Ad Age named it campaign of the year and best experiential campaign. Boost Mobile, a unit of Sprint Corp., also works with Schiefer Chopshop in Newport Beach.
Sing it Again, Sam
Fountain Valley-based Hyundai Motor America Inc. is running two consecutive 30-seconds ads to promote its IONIQ hybrid vehicle. The first commercial features a group of consumers griping—actually singing—about hybrid technology. The second shows the same group enjoying their IONIQ, with all of their fears now dissipated. Innocean Worldwide Americas in Huntington Beach, Hyundai’s agency of record, developed the campaign.
Bits & Pieces
Media giant Gannett Co. Inc. in McLean, Va., acquired Montreal-based SweetIQ Analytics Corp., which has a sales office in Irvine. … AnQi by House of AN hosted a private dinner and a runway show to celebrate the opening of Gianvito Rossi’s new boutique at South Coast Plaza in Costa Mesa. … Hyundai hired Michael Stewart as “senior group manager, corporate and marketing public relations.” He reports to Director of Communications Jim Trainor.
