Thursday, September 4, 2008
Monday, May 12, 2008
Here comes another urinal ad, but this time, the ad IS the urinal. Har har! This latrine in Valencia, Spain is about 6 feet up in the air with a little bumper sticker reading, "Red Bull Gives You Wings" en Español. Get it? You'd have to be hopped up on 8 cases Red Bull to fly this high, or at least have enough urine pressure to aim your stream 6 feet off the ground. But honestly, who's thirsty after thinking about all that peeing?
"You have got a captive audience with little to do other than read your advert. The long dwell times—an average of 105 seconds for women and 55 seconds for men—give people plenty of time to take the information in. We have found that because of the one-to-one nature of the communication, there is high recall: up to 100% recall, and 78% prompted awareness."
Sunday, May 11, 2008
Talk about an interesting integrated campaign. To promote an upcoming burlesque show, tassled pasties were slapped on local parking meters in St Johns, Newfoundland to generate buzz for the event. Lucky for marketers, the street meters already resembled the proper anatomy. Hidden cameras caught reactions from passersby and provided enough footage for an accompanying viral video (above). Not only did the show sell out and get tons of press coverage for the stunt, every single pasty was stolen as a souvenir. And who says Canadians don't know how to have fun?
Wednesday, April 30, 2008
I came across this really intriguing slideshow created by David Armano, VP of experience design at Critical Mass, "a professional services firm with a sweet spot for creating outstanding experiences." In his view, microinteractions between consumers and brands--social media, widgets, mash-ups, etc.--are the building blocks behind the brands themselves. It sort of turns the whole top-down branding idea on its head. On some level, it goes against the basic tenet we're instilled with in the Strat Comm: brand positioning first and everything else follows.
For Armano, since technology has allowed consumers to become hyper-engaged and co-authors in their own brand experiences, these mini interactions are more important than the overall brand messaging.
“We live in a world where the little things really do matter. Each
encounter no matter how brief is a micro interaction which makes a deposit or
withdrawal from our rational and emotional subconscious. The sum of these
interactions and encounters adds up to how we feel about a particular product,
brand or service. Little things. Feelings. They influence our
everyday behaviors more than we realize.”
So what does that mean for companies? It seems as though they'll have to relinquish control over their brands, giving audience's the control over their own experiences. So are brands then just a forum for user interactivity? As Sunya stated in our JetBlue presentation, are they just a branded playground for people to communicate with one another? I think the most successful brand are just that: facilitators. Starbucks creates a welcoming cafe environment where customers can come in and relax with their friends. Apple, who even though operate on a closed-technology business model, creates a community of users who feel like they "own" a piece of their brand.
Then it not only becomes a question of interactivity, but also a question of consumer empowerment. Umair Haque of Havas Media Lab says it best:
"[The] future of communications as advantage lies in talking less, and listening more. The decision to invest in consumers is also a decision to listen to consumers – instead of talk at them."
[Via Adweek newsletter]
Monday, April 28, 2008
Oh this brightened my day. Adrants posted this funny Zyrtec ad found on a telephone pole in Boston. They ask, "Can A Sharpie Poster Push More Sales Than A Glossy Ad?" Apparently their source took the time to take down the ad and pass it around the office. Even though I suffer from horrible skin allergies, I don't think I'd really act on this if I saw it.
It kinda reminds me of the Craig's List ad the guy from Ogilvy put up for Six Flags.
Striking resemblence. no? The bangs, the flat nose, even the smile are uncanny. Except for the fact that the girl sports a stump. I can attest both of my hands and all ten fingers are still intact. Therefore, this model, as lovely as she is, is NOT me. And check out the crappy copy:
"MOM DATED WHO BEFORE DAD? CALL MOM. TALK LONGER. FIND OUT MORE."
Really now. Like this is actually going to sell home cell phone service packages? I know no Gen X, Gen Y or Millenial would be willing to shell out a hundred bucks when they can just call up Maury Povich.
In any case, when this ad splashed on my screen, I quickly jumped over to my coworker's desk to make sure this wasn't some super-duper-targeted marketing campaign. Imagine if your face popped up on every ad you come across on the web.
But if this were indeed a picture of myself, I wonder where it came from. My thoughts can't help but wander to Virgin's lawsuit from using a teenager's Flickr photo without permission for an ad campaign. Over the teen's picture, Virgin wrote, ""Dump your pen friend," and "Free text virgin to virgin" at the bottom. At least my accompanying copy isn't so condemning.
Thursday, April 24, 2008
Tuesday, April 22, 2008
The man behind the advertising blog Copyranter, best known for tearing new ones for countless ad campaigns with his searing commentary and verbal abuse, is calling it quits in favor of more productive pursuits. (You mean to say blogs aren't productive?) When a diabolical genius like like Copyranter goes belly up, one can't help but wonder if this is an omen of things to come. Is the blog world going bust? Or was he just bought out by Kenneth Cole, American Apparel, or any one of his many archnemeses?
In any case, Copyranter was one of the reasons I chose to become an ad blogger in the first place. In his memory, here are some of the top lessons I've learned from his 3 glorious years in the blogosphere:
Lesson #1: Puns Are for Wimps
And the wimp in question is designer Kenneth Cole. With a blog called "Awearness," not to mention ad copy like "We're forgetting AIDS," "Beware weapons of mass distraction," and," Help re-pair the lives of the homeless" (an ad for shoes), Cole, who does all his own copy, BTW, is a walking case of pundemonium (sorry, I couldn't help it). Save the the cutesy-ness for the clothing.
Lesson #2: Too Much T&A (&P) Can Be a Bad Thing
If you don't know what I mean by "P," check out any one of American Apparel's ads. But really, there's only so much softcore '70s porn we can take in a day. Make that a lifetime. We get it, Dov Charney. You like women and you like to f###. What does that have to do with your Fruit-of-the-Loom-on-Acid outfits?
Okay, maybe it's not textbook subliminal. Any dingbat with working pipes would see right through any of these, but the creatives don't give a crap. Not that I agree with everything Copyranter ranted about (the lemon vagina and shoe penis, for instance), but there are some notables that I wouldn't have noticed had he not noted them.