about the author

Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has lived and worked in New York, London, San Francisco, Amsterdam, Copenhagen and Stockholm.

Comments (5)

  • tsb3esg's picture

    So, let me get this straight - they paid 3MM to promote the 450k they want to spend on refurbishing fields?
    I think it's a great idea (and great campaign) in itself, but those amounts are of course totally out of whack.

    Feb 02, 2009
  • Neaner's picture

    450k? That's ridiculous! Where did you get the number?

    Feb 02, 2009
  • caffeinegoddess's picture

    No matter how you slice it, they spent a hellova lot of money to promote this charitable cause - I think that's a bit screwed up.

    Neaner - looks like tsb3esg got the amount from the "official rules" for the promotion - "Thirty (30) Grand Prizes – An Athletic Field Makeover in Sponsor’s discretion based upon consultation with field makeover experts and consistent with Kellogg’s Worldwide Marketing and Communications Guidelines and the Council of Better Business Bureau’s Children’s Food and Beverage Initiative (ARV – not to exceed $15,000 ea. field makeover). Total ARV of all prizes – not to exceed $450,000."

    Feb 02, 2009
  • Hygge's picture

    And than they splashed another ridiculous amount on Robert Duvall.

    What is it with these Big Dump Agencies always going for an expensive VO when one with a normal fee would do a better job. Just so that the copywriter can say "Oh, I worked with this guy". Shame on you. And sahem on the client for excepting this shit.

    Feb 02, 2009
  • Neo's picture

    Stupid in fifteen ways.

    Feb 03, 2009