Santa Ana-based Ingram Micro Inc. is collaborating with Cisco Systems Inc. to promote “Fly Higher—a Partner Program with Altitude” service.
Fly Higher, through targeted content, helps Ingram Micro’s resellers either sell Cisco products; get into new markets within Cisco; or for experienced Cisco resellers, expand their current business footprint.
Agency Ingram Micro, Ingram Micro’s in-house ad shop, has launched an animated video that follows a paper airplane as it passes above neighborhoods, set to playful harmonica-inspired tunes.
“We wanted to brand all the good things we do, all the value propositions that we provide to our partners under a single brand,” said Tim Dick, Ingram Micro’s senior director of Cisco global vendor management. “Also internally within Ingram Micro, (we wanted) to make it easy for our teams to go and tell (the) Ingram Micro/Cisco value story and look for opportunities (to) take advantage of where it makes sense for them and the business they are trying to develop.”
The video is posted on Ingram Micro’s YouTube channel and on its social media sites, such as Facebook and Twitter.
Ingram Micro is the world’s largest distributor of computers, software and other technology products and has operations around the globe. The company, which operates on razor-thin margins, posted revenue of $10.4 billion in the recently ended quarter.
Yamaha Trio
Cypress-based Yamaha Motor Corp. USA launched three TV ads, a first assignment for its Costa Mesa-based ad team, GearShift Advertising and ymarketing, which took over from Marshall Advertising in February.
The video spots are loaded with action footage of new products. Quotes, such as, “There is no substitute for hard work,” and “Nobody ever drowned in sweat,” are superimposed onto footage of laborers, hunters and farmworkers using the ad for the 2015 Viking VI EPS, a six-person off-road vehicle.
A similar concept is employed in the video for the 2015 Yamaha YZ450F and YZ250F dirt bike models that’s peppered with endorsements from motosports reviewers.
The 2015 Yamaha FZ-07 sport bike video, which looks like it was shot along Ortega Highway and other spots around Orange County. It features the “Yamaha revs your heart” slogan under a redesigned logo.
The Business Journal estimates Yamaha’s annual marketing budget to be between $10 million and $20 million.
Fresh Look
Juice producer Perricone Farms in Newport Beach updated its brand identity, which now “captures the fresh squeezed” nature of its products.
The change was part of its “ongoing commitment to evolve our business to keep in step with our customers’ needs and market changes,” according to the company.
“We felt it was a good time to refresh our brand,” Joe Perricone, son of the late founder Sam Perricone, said in a news release. “The update of our packaging brings a look that retains our family values and culture.”
Perricone Farms also launched The Juice Bar and Table, the company’s Web portal.
Wookiee Ads
Vans Inc. released behind-the-scenes footage from its Star Wars-themed commercial filmed at the Huntington Beach skate park in April.
The seven-minute video was narrated by director Christian Jacobs, who also wrote and directed “Yo Gabba Gabba,” a popular Nickelodeon series for kids.
Several skateboarding legends star in the ad for the Cypress-based shoe and apparel company, including Christian Hosoi and Jeff Grosso, as well as Steve Caballero, who dons a Wookiee costume for the occasion.
“As far as I know, this is (the) first time a Wookiee has ever done a Smith Grind,” Jacobs said, referring to the skating maneuver as film crews taped Caballero skateboarding in the bowl.
The video can be seen on the brand’s offthewall.tv website and its YouTube channel. No word yet when the commercial will hit the airwaves.
Bits & Pieces
Huntington Beach-based InnoceanUSA hired Kathleen Kindle as planning director for its Hyundai Motor America account. Kindle comes from Siegel + Gale in Los Angeles. … DevicePharm, an Irvine-based marketing agency, hired Rick Andersen as its new managing director. … Grupo Gallegos in Huntington Beach promoted its creative director, Juan Oubina, to the executive creative director position. … Skiver Advertising in Newport Beach hired an account executive, Eric Gulino.
