PopTent is different from traditional ad firms because it relies, not completely on its 50 employees (also in San Clemente, Sao Paolo, Chicago, and "soon New York"), but also on "up to 43,000 creators," mostly young people with digital cameras, from moonlighting wedding photographers to boutique design firms to a literal handful of fulltime job-shoppers Perry says earn over $100,000 a year from PopTent business. Perry and his team call their method "crowdsourcing."
Perry selected 31 'creators" to make concept ads promoting Dannon's new Greek-yogurt line to compete with other maybes. "The two that scored the best with Dannon were both ours," Perry says. One, by 20-something brothers Remy and Andrew Neymarc from North Jersey, in its finished version features actor John Stamos as half of a couple bickering over yogurt, will air in the Giants-Patriots game; the other ad will run later this year.
PopTent isn't the only Philly firm with a Super Bowl gig. Red Tettemer + Partners executive creative director Steve O'Connell has produced what we guess is a punchy ad featuring debt-laden developer Donald Trump, ex-NFL star Deion Sanders and Olympics champion Apolo Ohno, for Century 21 real estate sales, which is relaunching after the home-sales industry collapse.
Trump, Sanders, Ohno? "We got someone who represents smart, someone who represents bold, someone who represents speed," O'Connell told me. So which one's smart? "They all say it's them," he cracked.
Red Tettemer's clients include Dial soaps, UnderArmour sports clothes, Fox Networks. How'd they land Century 21? "We reached out to them. We started working with them at the end of 2010," said O'Connell, a founder of Stick + Move, bought by Red Tettemer two years ago (corrected). "They decided to give us a shot" as the brokerage plotted a return to TV ads. Red put together a print-TV-billboard campaign. "That went well. They decided early in 2011 to follow it up with a Super Bowl ad. The goal is to modernize them, to show them as a smart, forward thinking company."