Casanova Pendrill’s newest installment of pro bono work for the National Highway Traffic Safety Administration pays homage to the evolutionary illustration “March of Progress.”
The public service ads show a sequence of images and urge parents to protect their child’s future at every stage of life—a baby in an infant carrier, a toddler strapped in a car seat, a child wearing a seatbelt—and progressing to a healthy teen.
“This campaign is not about death—it is about life, about dreams,” Elias Weinstock, chief creative officer of the Costa Mesa-based agency, said in a news release. “It is a plea to parents in the present in order to ensure our kid’s future. Although the statistics about the deaths and injuries caused by crashes are scary, we don’t want to scare parents; we want to inspire them.”
Media placements include English and Spanish radio, print, outdoor and Web banner ads.
Christie Goes to Toronto
Christie Digital Systems USA Inc. wrapped up its 15th sponsorship of the Toronto International Film Festival, held Sept. 10 to 20.
The Cypress-based visual and audio technology company provided high-definition movie projectors for several festival venues. It also co-sponsored a networking space, the Filmmakers Lounge.
The festival, which celebrated its 40th anniversary, screened the worldwide premiere of “The Martian,” starring Matt Damon and directed by Ridley Scott. It also showed “Vertigo,” an Alfred Hitchcock classic.
“As an organization that is committed to the preservation of our film heritage, the color accuracy of Christie projectors are a natural fit to be true to the axiom of ‘presenting films as they were meant to be seen,’ ” Andrei Gravelle, the festival’s senior technical manager, said in a news release. “Christie 4K projectors faithfully reproduce the color palette of digital restorations of cinema classics like Vertigo.”
Christie is a subsidiary of Japan-based Ushio Inc., a manufacturer of industrial light sources.
Destino for Latinos
Grupo Gallegos created a new ad campaign for Mitsubishi Motors North America Inc. that targets Latinos, a segment of the market that’s “important” to the Cypress-based automaker.
“We want to recognize these consumers with campaigns that resonate with them,” Francine Harsini, Mitsubishi’s senior director of marketing, said in a news release.
Titled “Destino”—which can mean “destination” or “destiny” in Spanish—the campaign features an Outlander Sport, a Lancer, and a Mirage speeding past enlarged 3-D map pins.
It “leaves viewers with the sense that you can change your destination, your destiny, and ultimately ‘Find Your Own Lane,’ ” said Sebastián Garin, the Huntington Beach-based agency’s executive creative director, referring to last year’s campaign tagline.
The idea for the new ads came from the “insight that U.S. Hispanics have large social networks that try to influence their every decision,” Garin said. “It is important for us to showcase Hispanics’ individuality and their power to create their own destiny with everyday decisions, like purchasing a new car.”
The TV spots will run on Galavision, Telemundo and Univision, while digital ads will appear on Pandora and Vevo. PHD Media in New York handled media planning.
Bits & Pieces
Hyundai Motor America Inc. in Fountain Valley hired Derrick Hatami as its vice president of national sales. Hatami’s responsibilities include “all aspects of sales and distribution of Hyundai vehicles” in the U.S., dealer relations, market representation and sales strategies. He served in a similar position at Nissan North America. … Santa Ana-based advertising agency Amusement Park hired Matt Lawler as its director of integrated communications. Lawler, who came from Interpublic Group of Cos.’ Initiative in New York, will be tasked with “[elevating] the social currency for Amusement Park and its growing client roster,” according to the agency. … Irvine-based Yogurtland is encouraging its customers to come up with the “most colorful, patterned, abstract and clever frozen yogurt monuments” and share their creations on Instagram and Snapchat for a chance to win a year of free frozen yogurt. … Newport Beach-based Accelerize Inc. hired Ewan Darby as the general manager of its London office, where he’ll oversee the company’s European operations. Darby most recently served as a senior partner for global affiliate marketing at Ogilvy New York.
