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World Premiere: ‘Washing Machine The Movie’

Posted on November 28th, 2017 in Taylor Herring News,Taylor Herring PR,Technology PR.

One of Britain’s most innovative and celebrated composers has created a unique original score to accompany a 66-minute family wash cycle.

Michael Nyman whose haunting work has accompanied dozens of hits and arthouse movies, including Oscar-winner The Piano has composed the soundtrack to accompany a new feature film which turns the everyday drudge of the washing machine cycle into art.

The poetic monotony of the spinning drum and sloshing water are the sole focus of ‘Washing Machine’ – a movie which will receive its world premiere at Leicester Square in London’s West End in early December.

The film chronicles the full cycle, moment by moment, of Samsung’s QuickDrive™ washing machine, in this big screen addition to the canon of slow cinema treats.

The production team captured the action with a single long shot trained on the machine to bring the full glory of the wash, rinse and spin to the screen.  Samsung believes that cinema audiences, who have in recent years become accustomed to unusual experiences such as live relays of theatre, rock concerts and opera, or simulcasts of TV premieres, will be able to break new ground with the release.         

Ivor Novello-winner Nyman, who recorded part of his soundtrack live in London surrounded by monitors featuring the wash cycle, commented: “By coincidence, this new work comes exactly 300 years after the 1717 premiere of another celebrated composition inspired by the flow of water – German-British composer George Frideric Handel’s Water Music so in some ways we have come full circle with ‘Washing Machine – The Movie’.”

The movie builds upon the ground-breaking 3 min 20 sec advert featuring a QuickDrive™ wash cycle which was broadcast during a single-shot complete ad break takeover on Gogglebox on C4 on the 24th of November.

It follows research commissioned by Samsung showing that huge numbers of people are already fascinated by the mesmeric power of watching the wash spinning, with hundreds of thousands of hours clocked up on YouTube.  Indeed, footage of full-length washing machine cycles has achieved more than THREE MILLION views.

The piano-led 66 minute soundtrack features one of Nyman’s signature minimalist compositions, driven by an explorative melody which takes the audience on a passage through the various stages of the wash cycle. The repetitive motion of the spinning drum is melodically represented through Nyman’s masterful playing, with thematic ideas developing as the wash progresses.

Nyman said: “The idea of this intrigued me when I was approached, putting a score to something so visually repetitive and prosaic. As a film composer you are frequently taking a cue from the drama on screen or interpreting it sonically, but here the challenge was to offset the mundanity and also enhance the hypnotic appeal.

“I have written a lot of music to manufacturing processes, but this is the most elaborate mechanical, mechanistic film I’ve been involved with. I’m interested in the mechanical process, the way that I create musical cycles which are based on repetition and variation and the correlation between that music and what happens in a washing machine process. I really want the music to be heard and I want the music to be loud, so I think with this project its man over machine.”

Samsung’s research which inspired the film revealed that on average, British adults will spend an average of 1,481 hours watching the washing go round and round – which adds up to the equivalent of 61 days across a lifetime.  For those who love to get lost in the hypnotic thrill of the washing machine but don’t want to waste too much of their lives, the Samsung QuickDrive is perfect because it cuts laundry time in half2, without compromising wash performance.

Mark Seaman, Head of Domestic Appliances, Samsung UK & Ireland, said: “Our film features a virtuoso performance from both man and machine. The Samsung QuickDrive gives a washing performance unlike any other so it was only fitting to turn it into an artwork in its own right. What better way to showcase the fastest washing machine we have ever made than to feature it in one of the slowest movies ever created, complete with a soundtrack from one of Britain’s most celebrated composers.”

Washing Machine – The Movie will receive a world premiere at Leicester Square’s Cineworld Theatre on the 5th December 2017. 

The film will be available to watch free of charge via YouTube from the 6th December

Taylor Herring create first TV Ad for Samsung

Posted on November 22nd, 2017 in Taylor Herring News,Taylor Herring PR.

 

Samsung and Channel 4 make TV history with longest ‘single shot’ ad – an uninterrupted shot of laundry wash cycle to be seen by millions

  • Longest EVER single shot ad screened on UK television1– with a takeover of an entire prime time ad break
  • ‘Slow TV’ style commercial nods to 1950’s interlude series and features nothing but unbroken footage of washing machine cycle from a single locked off camera
  • Creative inspired by new research which reveals adult Brits will spend 61 days across a lifetime ‘watching the washing’
  • Ad created to launch the Samsung’s QuickDrive™, a washing machine which cuts laundry time by HALF2 – without compromising performance
  • The ad which emphasises #LifesTooShort will be screened during Channel 4 hit Gogglebox on Friday 24th November

London, UK – Monday 20th November, 2017: TV history is to be made with the screening of a head-spinning new Samsung ad which will be the longest single shot commercial ever screened in the UK – featuring nothing but a washing machine cycle.

At three minutes and 20 seconds long, and preceded by a bespoke Channel 4 branded introduction, the advert will fill an entire ad break when it is aired during Friday night smash hit show Gogglebox on November 24.

The film, developed and directed by creative agency Taylor Herring and produced by PackHorse Productions promises to be one of the most hypnotic ads ever screened featuring a 200 second long cross section of a family wash immersed in suds as it spins through a cycle.

The ad, which marks the launch of Samsung’s new QuickDrive™ washing machine, taps into the popularity of “slow TV” which has captured a cult audience who revel in the quirky joys of watching the world pass by in real-time on their screens, basking in the full, unedited glory.

The creative – ‘QuickDrive™ Interlude’ was inspired by the golden days of the celebrated TV “interlude” series of the 1950s, which most famously featured a rotating potter’s wheel to cover for gaps in programmes or when there was some sort of technical problem. Other films, which were beloved by a generation, included a ploughman driving his horses across a field and a kitten with a ball of string.

The Samsung commercial directly references the inspiration via on screen text and 30 seconds of sepia tinged footage before fading to full colour

QuickDrive™ Interlude will launch with the hashtag #LifesTooShort to emphasise the valuable time wasted as we wait for long washing cycles to end. Newly commissioned research from Samsung reveals that the average British adult will spend 1,481 hours watching the washing spin, which adds up to 61 days across a lifetime. In that time they could learn an instrument such as piano or trumpet to Grade 5 or become fluent in a new language.

Using the latest technology, Samsung QuickDrive™ cuts laundry time by half2 without compromising on performance. It adds a new dimension to washing by not only moving clothes up and down with the churning motion of the drum, but a plate at the rear also adds a back and forth movement to wash more effectively. QuickDrive™ also includes the innovative AddWash™ feature, enabling additional items of clothing to be added during the cycle3.

Viewers of a certain age will recognise the accompanying music as the theme tune to “the gallery” on BBC1’s 70s children’s show Vision On, which featured the late TV artist Tony Hart. The track Left Bank Two, recorded by The Noveltones, was later revived for another kids’ show SMart in the Noughties and it has become something of a turn-to tongue-in-cheek soundbed to soundtrack a humdrum scene on TV.

Mark Seaman, Head of Domestic Appliances, Samsung UK & Ireland, said: “QuickDrive™ is the fastest and smartest Samsung washing machine ever made and this commercial shines a spotlight on the ‘performance’ of the machine itself to create a mesmerising spectacle where art meets technology. The advert also teases the next stage of our campaign which will see QuickDrive™’s performance taken to even bigger screens.”

Pete Clark, Agency Principal from Channel 4 Sales said: “We’re really excited to be making TV history with Samsung and building on 4 Sales’ strong track record in ad break innovation. Dedicating an entire ad break to showcasing nothing but the new QuickDrive™ in action will deliver good clean entertainment for Channel 4 viewers.”

Samsung is supporting the advert with a full PR campaign including a unique tie up with the show. GoggleBox personalities will elevate the online conversation around the advert with tweets during the commercial, seeding the content to their followers.

Gogglebox currently attracts an average overnight audience of 2.8 million viewers per episode and a 14.4% share of the viewing audience on Fridays from 9-10pm.

Greggs release Advent Calendar. Merry Greggsmas!

Posted on November 13th, 2017 in Taylor Herring News.

  • Greggs will bring festive cheer for fans with its first ever advent calendar!
  • Daily treats from the menu can be redeemed every day in the countdown to Christmas Day
  • Calendar features Greggs-themed pictures behind each door and a gift card on 24th Dec

Download: Pictures free for editorial use from here

NEWS! Food-on-the-go retailer Greggs are set to release a treat-filled limited-edition advent calendar, billed as  ‘the ultimate Christmas gift for every Greggs fan’.

Each door reveals a tear-off token that can be taken into Greggs’ shops and exchanged for a different treat every day from its Christmas and wider menu, including the Festive Bake, flavoured lattes, sweet mince pie and a sausage roll (of course).

On Christmas Eve, a £5 gift card sits behind door 24 – but for some lucky customers they will find a surprise £25 gift card.

A limited number of the calendars will go on sale in selected Greggs’ shops across the UK from Monday 20th November until stocks last, priced at £24 (RRP).

The cover image features the much-loved Festive Bake in a cheery Santa Claus themed bag and bears the jolly greeting ‘Merry Greggsmas.’

Each door reveals a festive scene with a uniquely Greggs twist, such as kissing a Festive Bake under the mistletoe, a Christmas tree adorned with mini gingerbread tree biscuits and shepherds paying a nativity homage to a sausage roll in a manger.

A Greggs spokesperson said; “Novelty advent calendars have been around for years, so we thought it was time to take the concept up a notch. Fans won’t be disappointed by what’s behind the doors – there’s a delicious Greggs gift to enjoy every day of the December advent season, from sausage rolls to Christmas sandwiches and of course our infamous Festive Bake. It’s the perfect Christmas gift for every Greggs fan.”

Worth between £36-£60, the advent calendar vouchers can be redeemed in shops from 1st December up to and including 24th December 2017. Gift cards are valid for up to 12 months.

Catholic nuns open restaurant to promote new show ‘Bad Habits, Holy Orders’

Posted on October 17th, 2017 in Taylor Herring News,Uncategorized.

Channel 5 is opening the doors to convent life by launching ‘NUNdos’- a brand new, soulful soup pop-up in Shoreditch, London.

The activation is the world’s first nun-powered eatery promising ‘food for the soul’ where diners will be invited to break bread and reflect on modern life over a hot lunch cooked and served by the Daughters of Divine Charity from Swaffham and Chesterfield convents.

The NUNdos’ pop-up will raise awareness of ground breaking new series Bad Habits, Holy Orders which airs on Channel 5 on Thursday 19th October at 10pm.

The series follows five selfie-obsessed young women as they swap hedonism for a life of humility, by living in a working convent in East Anglia for four weeks under the guidance of the sisters. The series was made by Crackit Productions and ordered by Commissioning Editor – Factual, Guy Davies.

Visitors to ‘NUNdos’ will find themselves transported to a spiritual haven where they will be encouraged to relax, slow down and take stock of their lives over a bowl of hearty chicken or wholesome lentil soup.

To help wash away any unsavoury thoughts of Instagramming their food, diners will be encouraged to drop their phones in the amnesty collection bin and adheres NUNdos’ easy to follow restaurant rules (thou shalt not covet thy neighbour’s food etc).

Customers have the opportunity to order ‘Mother Superior’s Chicken Broth’ or ‘Wholesome Lentil Soup’, and will be encouraged to take part in life affirming exercises and soul-searching activities. As guests discourse with fellow diners or settle in to chat with the sisters about daily life, millennial malaise will be under the spotlight.

For dessert, the nuns will serve a takeaway treat as a reminder to diners to nourish the soul beyond the walls of NUNdos.

Rich Turner, Senior Director, Comms, Viacom International Media Networks UK said: “Bad Habits, Holy Orders tackles the issue of millennials finding purpose and direction in a fast-paced, image-conscious, social media-obsessed world, with inspiring results. What better way to bring the show’s themes to life than teaming up with the Daughters of Divine Charity to bring a little spiritual sparkle to the streets of Shoreditch. Channel 5 has undergone a content evolution and this activation underlines our determination to get under the skin of our programming, opening up new conversations, broadening our audience and ultimately building reputation.”

Channel 5’s comms team worked with award-winning creative agency Taylor Herring to create NUNdos. Claire Wigington, Senior PR Manager, Channel 5 is overseeing the comms campaign for Bad Habits, Holy Orders.

The marketing campaign, overseen by Chris Aylott, Senior Director, Marketing, Channel 5 and Ross Cleal, Senior Brand Marketing Manager, Channel 5, featured partnerships designed to be more immersive than traditional media formats to drive conversation.

Partnering with Spotify to create The Hedoniser, the campaign encouraged users to determine the level of naughtiness of their music tastes, as well as offering them a bespoke playlist based on their preferences. The trailer for the show was shown while the results loaded and users had the opportunity to share their “naughty score” across Facebook and Twitter.

The marketing campaign also saw a partnership with Metro during launch week to take over the Commuter Confessions Box within the paper, encouraging readers to share their most private confessions with the nation, supported with press advertising promoting the show.

A partnership with Mail Online saw the creation of a social media film, asking people from across the country a series of questions to see where they ranked on the moral barometer from Saintly to Sinner. This activity ran across their website, social media channels and was supported with digital display and a homepage takeover on the day of launch.

 

 Bad Habits, Holy Orders airs on Channel 5 on Thursday 19th October at 10pm

Nundos. Nuns open Shoreditch restaurant offering ‘food for the soul’

Posted on October 6th, 2017 in Taylor Herring News.

Channel 5 is opening the doors to convent life by launching ‘NUNdos’- a brand new, soulful soup pop-up in Shoreditch, London.

The activation is the world’s first nun-powered eatery promising ‘food for the soul’ where diners will be invited to break bread and reflect on modern life over a hot lunch cooked and served by the Daughters of Divine Charity from Swaffham and Chesterfield convents.

Visitors to ‘NUNdos’ will find themselves transported to a spiritual haven where they will be encouraged to relax, slow down and take stock of their lives over a bowl of hearty chicken or wholesome lentil soup.

To help wash away any unsavoury thoughts of Instagramming their food, diners will be encouraged to drop their phones in the amnesty collection bin and follow NUNdos easy to follow restaurant rules (thou shalt not covet thy neighbour’s food etc).

 Customers have the opportunity to order ‘Mother Superior’s Chicken Broth’ or ‘Wholesome Lentil Soup’, and will be encouraged to take part in life affirming exercises and soul-searching activities. As guests discourse with fellow diners or settle in to chat with the sisters about daily life, millennial malaise will be under the spotlight.

 For dessert, the nuns will serve a takeaway treat as a reminder to diners to nourish the soul beyond the walls of NUNdos.

 

NUNdos: Food for the Soul

Where: White Rabbit, Dereham Pl, London EC2A 3HJ

When: Tuesday 17th – Thursday 19th October 2017

Tuesday – 11.30am – 8.00pm

Wed and Thurs – 11.30am – 3.00pm

NUNDOS is totally free of charge. Demand is expected to be high and whilst pre-booking is not available, people can pre-register their interest via [email protected] where a limited number of pre-assigned dining slots will be allocated

 Bad Habits: Holy Orders is a ground breaking new series that follows five selfie-obsessed young women as they swap hedonism for a life of humility, by living in a working convent in East Anglia for four weeks under the guidance of the sisters.

 The show breaks new ground as it is the first time that the Daughters of Divine Charity have allowed filming.

 Bad Habits: Holy Orders airs on Channel 5 on Thursday 19th October at 10pm