PUBLICIS GROUPE ACQUIRES HAWKEYE, A DATA DRIVEN INTEGRATED DIGITAL AGENCY IN THE U.S.

In case you haven’t seen our news already, we’re excited to announce that Publicis Dallas has merged with hawkeye, to create Publicis Hawkeye, an innovative cocktail of data, creativity and technology. A copy of the full press release can be seen here.  We’re in the process of building a terrific new site, but in the meanwhile, you can check us out at publicishawkeye.com.

Publicis Groupe [Euronext Paris: FR0000130577] announces today that it has acquired Hawkeye (Ffwd Ltd and Mosaic LLC), a leading digital marketing services agency based in Dallas, Texas with deeply specialized competencies in data analytics, digital strategy, CRM and experiential marketing, to be aligned with Publicis North America, part of the Publicis Worldwide network.

Founded in 1999, Hawkeye counts a team of over 160 professionals and has offices in Charlotte, Buffalo, Minneapolis, Denver and Vail, as well as its headquarters in Dallas. Hawkeye services clients such as Cargill, Terminix, Agilent, American Airlines, BASF, Peterbilt, BestBuy, Lockheed Martin, Men’s Health and The North Face.

Hawkeye offers a range of integrated digital marketing services including data and analytics, website design and development and social and mobile marketing. 
 The agency has been awarded accolades such as DFW (Dallas-Fort Worth) Marketer of the Year, Best in Class by the Interactive Media Awards and Website Excellence by the OMMA Awards.

Hawkeye will be rebranded as Publicis Hawkeye, and will be aligned with the Publicis Dallas agency. The new entity will operate independently; uniquely positioned to deliver data based insight and creativity to clients, across multiple points of engagement. Publicis Hawkeye’s headquarters will remain in Dallas and will serve as a specialist center of excellence for all offices across Publicis North America.

Steve Dapper, Founder and Chairman of Hawkeye, was previously the Global Chairman and CEO of both Wunderman and Rapp Collins. He will lead the new entity in the same role while Sally Kennedy, CEO of Publicis Dallas, will become the CEO of Publicis Hawkeye.

Arthur Sadoun, CEO of Publicis Worldwide, stated, “We are excited to be adding Hawkeye to our agency network in the U.S., strengthening our specialized creative services driven by data in the American market. I believe that Publicis Hawkeye will be a great fit for the needs of our clients, and a very strong asset for Publicis North America and Publicis Worldwide on a global level. We share the same vision for strategy, technology and entrepreneurship.”

Susan Gianinno, Chairman of Publicis North America, stated, “Our business is being transformed by data and the insights it can inspire, as well as by new core competencies.  We will be enriched by what Hawkeye brings to our business solutions and our creative power.”

Steve Dapper added, “As the consumer’s world spins faster and faster, brands and CMOs are challenged daily to maximize the return on their marketing and business expenditures.  Hawkeye is thrilled about the potential of joining Publicis Worldwide to bring an enhanced service offering to our growing list of clients.  The convergence of data, creativity, and technology will spawn ever more powerful and extraordinary ideas that can make a difference in this chaotic brand messaging world we live in.”

About Publicis Groupe

Publicis Groupe [Euronext Paris FR0000130577, CAC 40] is one of the world’s leading communications groups. The Groupe offers a full range of services and skills: digital (DigitasLBi, Razorfish, Rosetta, VivaKi), advertising (BBH, Leo Burnett, Publicis Worldwide, Saatchi & Saatchi), public affairs, corporate communications and events (MSLGROUP), media strategy, planning and buying (Starcom MediaVest Group and ZenithOptimedia), healthcare communications with Publicis Healthcare Communications Group (PHCG) and finally, brand asset production with Prodigious. Present in 108 countries, the Groupe employs 62,000 professionals.

www.publicisgroupe.com | Twitter: @PublicisGroupe | Facebook: www.facebook.com/publicisgroupe | LinkedIn: Publicis Groupe |

YouTube: PublicisGroupe | Viva la Difference !

About Publicis Worldwide

Present in over 80 countries with 11,000 employees, Publicis Worldwide counts amongst some of its major clients AXA, BNP Paribas, Carrefour, Cartier, Citi, Coca-Cola, Haier, Hilton Honors, HP, L’Oréal, LG, Luxottica, Nestlé, Orange, P&G, Paypal, Pernod Ricard, RATP, Renault, Sanofi, Seb, Siemens, Telefonica, Total and UBS. Publicis North America, a regional operating unit of Publicis Worldwide, is comprised of Publicis USA and Publicis Canada. Publicis USA offices include New York-based Publicis Kaplan Thaler, San Francisco-based Riney, Publicis Hawkeye and Publicis Seattle.  Publicis Canada has offices in Toronto, Montréal, Calgary and Windsor.  The Publicis Worldwide mission is ‘To Help Our Clients Lead The Change.’

Contacts                                           

Publicis Groupe                                         

Peggy Nahmany                   Corporate Communications

+ 33 (0)1 44 43 72 83

Martine Hue                          Investor Relations

+ 33 (0)1 44 43 65 00

Stéphanie Constand             Investor Relations

+ 33 (0)1 44 43 74 44

Publicis North America                                        

Susan Gianinno                     President

+1 (212) 279-5518

Janice Snook                        Communications

+1 (650) 400-4448


PUBLICIS DALLAS TAPS BRAD ROSEBERRY AS CHIEF CREATIVE OFFICER

Roseberry Brings International, Award-winning, Creative Talent & Leadership to New Role 

DALLAS (November 18, 2013) – Publicis Dallas taps Brad Roseberry for the new role of chief creative officer. Most recently, Roseberry was executive creative director at TBWA\Chiat\Day in New York, charged with rebranding the Accenture global business. Before that, he was senior vice president, creative director at BBDO New York. He has worked at some of the top creative agencies in the world, most notably, Goodby Silverstein, Wieden+Kennedy Amsterdam and 180 Amsterdam.

Roseberry’s work has been recognized by nearly every major award show in the industry, including: Cannes Lions, The One Show, Clio, D&AD and Epica, where he won the prestigious Epica d’Or. His background includes developing creative solutions for some of the most successful – and iconic – brands around, including: GE, Pepsi, adidas, Sony and the California Milk Advisory Board (Got Milk?).

Sally Kennedy, CEO, Publicis Dallas, stated, “We have big plans for the agency. Adding world-class creative talent is a significant part of this. Brad honed his top-tier skills at many of the leading creative shops across the globe. I’m confident everyone will feel his positive impact immediately.”

Roseberry added, “Sally’s commitment to creating a unique environment devoted to creating world-class creative is the reason I’ve signed on. I’m excited at the prospect of leading the agency to the next level.”

Roseberry will start immediately and report directly to Kennedy.

About Publicis Dallas:

Publicis Dallas, an integrated marketing communications agency, is a part of Publicis Worldwide in the USA, the North American regional operating unit of Paris-based Publicis Worldwide, the largest global agency network within holding company, Publicis Groupe S.A. The Publicis Worldwide mission is ‘To Lead The Change’ to help our clients leap ahead. Publicis Dallas clients include: Bridgestone Americas; CiCi’s Pizza; Nestlé brands Nestlé Pure Life, Nestea and Juicy Juice; and TruGreen; among others.

# # # 

CONTACT INFORMATION: 

Sheri Davidson Smith, Publicis PR Janice Snook, Janice & Associates PR

sheri.smith@publicis-usa.com; 469.366.2493 or janicesnook@gmail.com; 650.400.4448

PUBLICIS DALLAS TAPS TYLER BECK AS SVP/DIRECTOR OF CONSUMER INSIGHTS

Beck Brings Big Brand Experience and Collaborative Leadership Skills to Agency

DALLAS (August 7, 2013)Publicis Dallas taps Tyler Beck for the new role of senior vice president/director of consumer insights, reporting directly to Sally Kennedy, CEO, Publicis Dallas. Beck brings big brand experience to the agency having worked on VISA, Samsung, GM, P&G, Starbucks, Guinness, Citibank and Unilever, among others. He will work on all Publicis Dallas clients, including recent win Bridgestone Americas, Terminix, TruGreen, CiCi’s, Nestlé Pure Life and Nestea, among others.

Kennedy stated, “Tyler’s experience speaks for itself: big brands, big results. His gift for strategic insight will bring a new depth to the brain trust of Publicis Dallas. He is the epitome of a truly collaborative leader and team player, with the skills to lead our growing strategic planning group in an exciting direction. In the new role of director of consumer insights, Tyler will curate the Publicis Dallas perspective on all things consumer-related for our growing client roster.”

Beck was most recently executive director of strategy at Cheil USA in New York, where he built and ran the planning discipline at its New York and Dallas offices. Prior to Cheil, Beck was senior vice president/group behavioral planning director at BBDO NY, where he pitched and won P&G’s Future Friendly product line. Before that, he was at Lowe Worldwide NY, where he led the global Stella Artois account as well as Unilever’s Degree account as brand strategy director. Beck also spent six years at TBWA/Chiat/Day LA, where he helped turn around Nissan.

Beck stated, “I couldn’t be more excited to join Publicis Dallas as director of consumer insights. I could feel the positive energy emanating from this place from the moment I first stepped into the office. I’m looking forward to working with Sally and the leadership team to help take planning and the agency to the next level.”

About Publicis Dallas

Publicis Dallas, an integrated marketing communications agency, is a part of Publicis Worldwide in the USA, the North American regional operating unit of Paris-based Publicis Worldwide, the largest global agency network within holding company, Publicis Groupe S.A. The Publicis Worldwide mission is ‘To Lead The Change’ to help our clients leap ahead. Publicis Dallas clients include: Bridgestone Americas; CiCi’s Pizza; Nestlé brands Nestlé Pure Life, Nestea, and Juicy Juice; Simon Property Group; and ServiceMaster brands TruGreen and Terminix; among others.

# # #

CONTACT INFORMATION:

Sheri Davidson Smith, Publicis PR                                                Janice Snook, Janice & Associates PR

sheri.smith@publicis-usa.com; 469.366.2493                      or         janicesnook@gmail.com; 650.400.4448

PUBLICIS DALLAS HIRES INTERNATIONAL DIGITAL CREATIVE DIRECTOR SANTIAGO BOURGES WALDEGG

Bourges Waldegg Brings Multi-Cultural Experience & Aesthetic to All Things Digital at Agency

DALLAS (July 18, 2013)Publicis Dallas has hired Santiago Bourges Waldegg as vice president/digital creative director reporting to Shon Rathbone, executive creative director. Bourges Waldegg has worked on name brands in both the USA and Mexico, including Pepsi, Levi’s, Nissan and HP. He was most recently digital creative director at Dieste, a leading Hispanic agency headquartered in Dallas. He will work on all clients at the agency, which include recent win Bridgestone Americas, Terminix, TruGreen, CiCi’s, Nestlé Pure Life and Nestea, among others.

“Santiago brings a unique perspective and a depth of blue chip digital experience,” Rathbone said. “His passion and curiosity about the convergence of technology and culture is really great. I can’t wait to work with him.”

Bourges Waldegg’s experience bridges cultural boundaries. He was born in Mexico and worked for ARC/Leo Burnett there before transferring to the Chicago office. Subsequently, he joined Dieste in Dallas as digital creative director, working on campaigns that target the Hispanic market.

“Santiago is extremely talented and a great addition to our creative team. We also love the multi-cultural aspect of his background,” said Sally Kennedy, CEO, Publicis Dallas. “Given the changing face of America, having a senior leader with a diverse perspective is a great bonus.”

About Publicis Dallas

Publicis Dallas, an integrated marketing communications agency, is a part of Publicis Worldwide in the USA, the North American regional operating unit of Paris-based Publicis Worldwide, the largest global agency network within holding company, Publicis Groupe S.A. The Publicis Worldwide mission is ‘To Lead The Change’ to help our clients leap ahead. Publicis Dallas clients include: Bridgestone Americas; CiCi’s Pizza; Nestlé brands Nestlé Pure Life, Nestea, and Juicy Juice; Simon Property Group; and ServiceMaster brands TruGreen and Terminix; among others.

# # #

CONTACT INFORMATION:

Sheri Davidson Smith, Publicis PR

sheri.smith@publicis-usa.com; 469.366.2493

or

Janice Snook, Janice & Associates PR

janicesnook@gmail.com; 650.400.4448

Bridgestone Americas Tire Operations Announces New Agency Relationship with Publicis Dallas

NASHVILLE, Tenn. (July 1, 2013) – Bridgestone Americas Tire Operations today  announced that it has established a relationship with Publicis Dallas for the strategic and creative work on its Bridgestone brand. Publicis Dallas will focus on brand building and advertising ideas for the Bridgestone brand.

As part of this change, the company is concluding its relationship with The Richards Group as the strategic and creative agency for the Bridgestone brand but will continue its relationship with Haymaker, the sports marketing arm of The Richards Group.

“We have enjoyed a strong and effective relationship with The Richards Group over the past seven years, and we thank them for their support of our team and our brand,” said Philip Dobbs, Chief Marketing Officer, Bridgestone Americas Tire Operations. “Sports marketing is an important part of our brand building strategy, and we are pleased that Haymaker will continue to support us in this area. Overall, we believe this team has the right combination of strategy, creativity, commitment and service to excite our customers and further deepen their relationship with our Bridgestone brand.”

About Bridgestone Americas Tire Operations:
Nashville, Tenn.-based Bridgestone Americas Tire Operations (BATO) is a business unit of Bridgestone Americas, Inc., whose parent company, Bridgestone Corporation, is the world’s largest tire and rubber company. Reporting into the BATO business unit are the company’s Latin American tire operations; the U.S. and Canadian consumer tire businesses; the U.S. and Canadian commercial tire businesses; and Bridgestone Retail Operations, LLC, which operates the largest network of company-owned automotive service providers in the world. BATO develops, manufactures and markets Bridgestone, Firestone and associate brand tires. The business unit is focused on retail, wholesale and original equipment markets, supplying passenger, light truck, commercial vehicle, off road, motorcycle, agricultural and other tires to its customers in the Americas. In addition, through its Bridgestone Commercial Solutions Group, retreading customers have access to industry-leading research and development, manufacturing, marketing and sales expertise, providing them with a total tire solution.

###

BRIDGESTONE AMERICAS TIRE OPERATIONS
Contact: Media Center
877-201-2373

As seen in the news: http://adage.com/article/agency-news/bridgestone-names-publicis-dallas-creative-agency/242943/

A Bird Fungus Nearly Killed This Dallas Ad Woman So She Made A Campaign To Warn Others About It

Ever heard of Histoplasmosis?

Neither had Publicis creative director Julia Melle when the disease almost killed her several years ago.

That is why she and her colleagues at Publicis’s Dallas office created a print campaign that creates awareness of the rare illness, along with an educational website.

“There are very few moments in this business where you feel like you can put your talents to use for the good of others,” said Melle. “This is a moment, where my experience with this terrible disease that took half my right lung can be leveraged to educate patients and doctors everywhere.”

Histoplasmosis is caused by contact with bird droppings that leads to fungal infection in the lungs, bloodstream and eyes. It kills more than 800 people in America each year, yet due to its obscurity, the disease is often misdiagnosed.

In the campaign, bronchioles of the lungs, veins of the heart and capillaries surrounding the eye are rendered in watercolor to resemble the branches of a trees where birds reside. The beautifully crafted images are paired with the headline: “Birds infest more than trees.”

Holli Burlison Joins Publicis Dallas as VP/Associate Director of Integrated Production

http://www.prnewswire.com/news-releases/holli-burlison-joins-publicis-dallas-as-vpassociate-director-of-integrated-production-175266171.html

DALLAS (Oct. 22, 2012) – Publicis Dallas, an integrated marketing communications agency, announces seasoned art buyer Holli Burlison joins as vice president/associate director of integrated production. Burlison brings more than 20 years of specialized expertise in art buying, talent negotiation and production management with major agencies in New York and Dallas to the growing office. Burlison earned a stellar reputation for art buying with large agencies in New York, including JWT, BBDO, Kirshenbaum Bond & Partners, and Ogilvy & Mather. Most recently, Burlison served as creative services and agency integration manager for TM Advertising in Dallas. “Holli has a great eye for talent, whether it’s a photographer or a developer. She sees composition and light like an art director and she understands how to leverage technology,” said Shon Rathbone, EVP and executive creative director, Publicis Dallas. “Whatever the medium, Holli uses the details of execution to amplify the creative idea. Her broad experience will help us elevate our work across the board.”

About Publicis Dallas Publicis Dallas, an integrated marketing communications agency, is a part of Publicis Worldwide in the USA, the North American regional operating unit of Paris-based Publicis Worldwide, the largest global agency network within holding company, Publicis Groupe S.A. The Publicis Worldwide mission is ‘To Lead The Change’ to help our clients leap ahead. Publicis Dallas clients include: CiCi’s Pizza, GSK, Nestlé brands Nestlé Pure Life and Juicy Juice, Simon Property Group, and ServiceMaster brands TruGreen and Terminix, among others.

# # #

CONTACT INFORMATION: Sheri Davidson Smith, Publicis PR

sheri.smith@publicis-usa.com; 469.366.2493

Publicis Dallas Adds VP Allison Cox to Growing Nestlé Beverage Account Management Team

DALLAS (Aug. 1, 2012)Publicis Dallas, an integrated marketing communications agency, announces the talent addition of Allison Cox as vice president, management supervisor. As an experienced leader and brand strategist known for building major global, domestic and regional consumer packaged goods (CPG) brands worldwide, Cox brings holistic thought leadership to the Publicis Dallas Nestlé beverage account management team.

Most recently, Cox operated her own consulting business, leading brand strategy, consumer engagement and campaign execution work for Borden Milk, Lay’s, Doritos and Cheetos. Her career also includes work with pi global in London, where she led brand strategy and package design efforts for several P&G and Reckitt Benckiser brands, including Pringles, Olay, Pantene, Head & Shoulders, Nurofen and Bonjela. During her time with UK-based The Brand Union, she directed strategic branding, brand architecture, package design and corporate social responsibility work for SABMiller in Europe, Russia and Latin America.

In the United States, Cox’s experience includes work with a number of CPG brands, including Bumble Bee Tuna and Kimberly Clark’s Huggies, Kleenex and Scott Tissue. While at Price-Weber, she led the Brown-Forman spirits, wines and channel marketing accounts, creating award-winning advertising and sales promotion work for several brands, including Jack Daniel’s, Finlandia Vodka, Korbel Champagne, Southern Comfort and Fetzer Wines.

Sally Kennedy, CEO of Publicis Dallas, stated, “Allison is the ideal fit for our expanding Nestlé beverage team. Her impressive track record as a brand strategist for top CPG brands is just what we are looking for as we effectively guide our clients through market-changing opportunities.”

About Publicis Dallas

Publicis Dallas, an integrated marketing communications agency, is a part of Publicis Worldwide in the USA, the North American regional operating unit of Paris-based Publicis Worldwide, the largest global agency network within holding company, Publicis Groupe S.A. The Publicis Worldwide mission is ‘To Lead The Change’ to help our clients leap ahead. Publicis Dallas clients include: CiCi’s Pizza, GSK, Nestlé brands Nestlé Pure Life and Juicy Juice, Simon Property Group, and ServiceMaster brands TruGreen and Terminix, among others.

# # #

CONTACT INFORMATION:

Sheri Davidson Smith, Publicis PR

sheri.smith@publicis-usa.com; 469.366.2493

 

TruGreen Promotes Customized Lawn Care With Humorous Ad Campaign: “You Might Have a Plan”

Ad Agency Publicis Dallas Taps Professional Comedians including Penn & Teller Adding Humor and Wit to TV Spots Satirizing Unsuccessful, Homespun Lawn Care Plans

DALLAS and MEMPHIS, Tenn. — March 12, 2012 — TruGreen, the nation’s largest professional lawn care service provider, today launched a new national ad campaign incorporating humor and wit to convey the hazards of do-it-yourself and makeshift plans to grow a healthy lawn.

Themed “You Might Have a Plan,” the integrated ad campaign taps professional comedians, including Penn & Teller, to portray the potential dangers of thinking you have a plan, versus actually having a professional, customized lawn care plan from TruGreen. The new ad campaign was created by TruGreen agency of record, Publicis Dallas.

According to Brad Cumings, TruGreen’s chief marketing officer, homeowners realize that no two lawns are alike. A lawn care approach that works in one part of the country doesn’t necessarily work somewhere else.

“As the leader in lawn care, we believe everyone should get the most out of their yard,” Cumings said. “TruGreen offers customized lawn care designed specifically to meet your lawn’s needs throughout the year based on climate, grass type, soil condition and usage. And we back it up with our Healthy Lawn Guarantee.”

The TruGreen Healthy Lawn Planincludes protection against lawn pests, the use of a time-release formula to gradually feed important nutrients to the lawn, and ongoing customized lawn care.

“Consumers and local providers can concoct some extreme tactics in their desire to have the best lawn on the block,” said Shon Rathbone, executive vice president/executive creative director, Publicis Dallas. “But good intentions can backfire as the new TruGreen campaign humorously depicts. America will have a laugh, while getting well-informed about the benefits of a professional, customized lawn care solution from TruGreen.”

Four television commercials (view ads at links) support the humorous campaign:

In “Fake Grass,” the scene opens to a nice suburban neighborhood where all the lawns are green, except one. In that yard, we see a guy who, in an attempt to cover his horrible-looking grass, has rolled out synthetic turf and is on his knees with a staple gun stapling it down. SFX: staple gun pops. He finishes and looks out to admire his yard of synthetic grass when he notices a hump in the middle. SFX: MEOW! A look of panic comes over his face as he realizes he’s trapped the family cat under the fake grass. VO: “You might have a plan, but is it a customized plan?”

The integrated campaign spans national cable (e.g., HGTV, USA Network, TNT, Food Network, Travel Channel), local TV, local traffic radio, direct mail, national digital display, public relations and print collateral.

Print headlines include:

  • “Your lawn is about to wake from months of sleep. It’s going to be hungry.”
  • “Your lawn is about to enter a race. It’s grass vs. weeds.”
  • “Your lawn isn’t the only thing in full bloom. Bugs and weeds are trying to take ground.”

Terminix Stops Pests Before They Become a Monster Problem in Integrated Campaign

Source: http://www.prnewswire.com/news-releases/terminix-stops-pests-before-they-become-a-monster-problem-in-integrated-campaign-141436633.html

Publicis Dallas Extends Successful “Seeing Is Believing” Ad Campaign with New TV, DM, Radio and Digital Elements

DALLAS and MEMPHIS, Tenn., March 5, 2012 /PRNewswire/ – Terminix, one of the nation’s largest pest-control providers, announced the extension of its highly successful “Seeing Is Believing” integrated ad campaign, with new TV, DM, radio and digital elements. The campaign launches this week with a new 30-second TV commercial entitled “Egg” created by Publicis Dallashttp://www.youtube.com/watch?v=W5ispCE9oUM

The TV spot brings to bold, cinematic life both the havoc and danger, pests — in this instance termites — can inflict on homeowners. Created in 100 percent Computer-Generated Imagery (CGI), the pests appear monster-like, depicting a visual metaphor for the real dangers pests present.

Brad Cumings, chief marketing officer, Terminix, stated, “When pests attack a home, they become a monster problem. Terminix wants to help homeowners understand the importance of being proactive and gaining control over the health of their home. Using monsters to communicate that fact is a very powerful way to convey our message.”

Shon Rathbone, EVP & executive creative director, Publicis Dallas, stated, “For 2012, we needed to build on the success of the Terminix campaign with new monsters that would recapture the imagination of consumers. Like a good movie sequel, we gave the idea a fresh twist with new characters that remind consumers something terrible might be hiding in the shadows of their homes.”

Publicis Dallas will continue to run the creative elements from the 2011 campaign, including the much-touted “Flying Monster” commercial. http://www.youtube.com/watch?v=IRGT5I4n9Tg

Terminix gives consumers the power to protect their home and family so they don’t have to deal with a pest or termite invasion that can lead to health risks or costly damage. This campaign emphasizes the real destruction termites can cause and the harmful diseases that pests can carry. Termites attack one in 30 homes in the U.S., causing an average of $8,184 in damage, and cockroaches can carry 33 types of bacteria, including staph, strep and E. coli.

“Egg” Commercial Description: The first 2012 TV commercial in this campaign opens in a crawlspace under a house that is littered with eggs. Slowly one of the eggs begins to hatch. The spot cuts inside the house to show a monster crashing up through the living room floor, disrupting a serene home environment. The monster tears through the wood floor demolishing everything in its path. Over the action the announcer delivers the message, “They attack one in 30 homes across the U.S. and can cause thousands of dollars in damage.” As the monster crawls out of the hole in the floor, the spot zooms in to show termites eating the wood. To reemphasize the destruction caused by termites, a super appears: “Termites are Monsters.” The idea is simple. You’d think something that destroyed your home or made you sick would be this huge terrifying creature. But in reality it’s a tiny cockroach or termite. The commercial is entirely CGI technology.