SuperBowl favs

The ones that got my attention:
Doritos' "Power of the crunch" - love this. I think Pepsi-Co Corporate has got itself a good agency: Pepsi's ready to take on Coca-Cola and Doritos succeeds well with branding.
Bridgestone's "Moonmen"
Careerbuilder's "Punching a Koala" > not the actual spot title
NFL.com/superad
Hulu "Taking over the world"
GE's ecoimagination.com spots
Heineken with John Turturro
Pepsi's "Refresh Anthem"

Runner-ups:
cash4gold.com > I have an image in my head of a guy drinking a glass of cold, thought it was from this spot but my colleague recalls it in the Careerbuilder spot. Interesting confusion.

Sobe's "Lizard Lake" > everyone at our party said this was nothing out of the ordinary, but I liked it, thought it was hilarious; except for the lizard face morph at the end. again, wtf?

Pepsi's "Pepsuber" > pretty hilarious

Teleflora's "Talking Flowers"

Conan's Bud-light "Glam" spot

For a full list of official winners & losers check out the article at Ad Age, and I'm sure there are various others around the web.

Happy Monday.

stay forever young

I really like Pepsi's "every generation" spot that played during the SuperBowl. I think it puts them in the same playing field that Coke has dominated for so long but has lost...I'm sorry but their spots did nothing for me. CGI does not = ROI in branding.

For those who missed it, here's just one of Pepsi's smart moves:



I forecast that Pepsi gains big ground in the soft-drink category in 2009. I can't remember the last time that we actually believed there was better advertising then Coco-Cola. Because just like Pepsi says, "every generation refreshes the world."

I think Pepsi's refreshing the category. Go branding.

this makes me happy

because "Life's for sharing"



The fact that they used dance to reach people, in addition to the popularity of Dancing with the Stars and So You Think You Can Dance, (and isn't there another one premiering soon?) - I'm wondering what's with the trend of dancing? I know it's been around forever (Fred & Ginger), but is there something bigger going on?

Best strategic work of 09?

Last year about this time, I put together a short reel for our creative department here that included some of the best strategic work of 07. I mostly compiled them from blogs I'd read and maybe an AdAge Top 10 list, but I wanted to ask those of you who read this blog what you considered to be some of the best (planning) work of 08.

Looking forward to your input.
Thanks!

Merry Holidays

I'm sure most of you are of the generation that saw MTV at its best and then...at its most confusing brand state; so you've found other music channels to follow: pitchfork, lastfm (my latest fav), maybe Fuse. I found the following "artists wish you a merry christmas" video on Fuse today, it's nothing super special, but it reminds me that artists are brands too. Why don't ad agencies or huge holding companies produce something similar for their clients? I think it might be neat and wholesome (?) to see a video of advertisers (brands) wishing consumers Merry Christmas. Just an idea. Enjoy.

let them design

This trend caught my attention with the 1800 Tequila "Essential Artists" campaign. Now I'm watching it continue with Mountain Dew.

1800 Tequila is launching the second part of their campaign with a "Design your bottle" campaign; the winner will be featured in the 2009 campaign.

Not only does this highlight the artist in all of us, it lets us "in" a brand's world, letting us feel a part of the advertising, thus making us more receptive to it in general. I would say that campaigns like this raise consumer morale for the industry as a whole. With that in mind, we should be promoting these more. :)

Plan on.

Mac attack!

Life without walls is pretty brilliant.



Not only is PC global, it's multi-faceted, colorful, and vibrant. Mac attack initiated.

what are Bill & Jerry doing for Vista?

There's been a lot of talk about this new campaign from CP+B and what it's doing for Windows Vista...I personally don't find anything engaging about the spots: I'm not pulled in, I'm not intrigued to find out more, I don't want to talk about them - it's just another commercial in the commercial pod in-between programming.

but...

What I think is happening is the spots are encouraging those people who do have Windows Vista to talk about it. The spots are totally targeted at them, to incite them to think about WHY in fact Vista works, what they like about it, what the whole "shtick" is about. The spots incite them to think about the product and most likely they feel like they're part of an inside club which is inherently the point of any product and/or brand. To support my hypothesis: after using his laptop last night (with Vista), my boyfriend said: "I don't know what the negative hype is all about, I really like it. It's sweet."

"Seeing things differently"

The above spot is a Cannes 2008 Bronze Award winner. yay!

On "subject," it's probably something I need to make a goal to achieve: see things differently. The humdrum of the largest independent agency has made me a machine part, and now I need a bit of oil. I'm still turning over, doing my part, but I'm not shiny anymore. I miss being shiny.

Problem to be solved: Feeling confined, limited, and uninspired within an "agency structure."

Who are we talking to: My-Myspacing, instant gratification seeking and therefore procrastinating, project-based, timesheet filling, seemingly pressed for time-Self.

What do they think now: I can't find the time to think beyond problem-solution tasks, or rather, maybe I'm not thinking anymore because I rely on "the system" to help me come up with the solution because isn't that what a system exists for? I find it hard to be myself in "the system." (is this generational or is it like this with all forms of artistic expression?)

What would we like them to think: You can incorporate the same passion for planning and idea-generating discipline that you had a year ago into the day-to-day and project-world you live in now.

What insight will help us get there: creative passion does not run well on business time or in a typical business environment.

Thoughts:

• How can I dilute the sense of "being run by the clock?"
• What more can I add to my environment to inspire random creativity?
• I need to build in idea-generating activities & made them feel like playtime in a work-world.

I have a long ways to go as a planner, still a lot to learn, and a lot of ideas to have and act upon. I need to re-visit why I am where I am and make sure I'm still drinking my own koolaid so that I remain true to the brand I've established and the brand I want to become known for. I wrote this in May 2007 after evaluating my time at the Miami Ad School: It gave me the tools to change a tired, traditional WILL DO industry into a provocatively, creative WANT TO one. Of course, a revolution is easier to do with people but...if it's just me right now, ok. Be bold.

Plan on.

Bush: A dishonest brand

Spending our money, lying to the country, killing our people. What is the Bush brand thinking?
935 false statements will solidify its demise. No brand has made a return from such nonsense. Apparently:

The statements "were part of an orchestrated campaign that effectively galvanized public opinion and, in the process, led the nation to war under decidedly false pretenses."

A+ for getting campaign results. F for casualties involved.
This brand is not favoring well with the marketplace. Expect stock to plummet; Oh wait, it already has.

2007: A Year in Advertising

Best of...
Top 10...
Top 5...
A Year-in-Review...

This is a collection of what I could find on the Internet and then a final Best of Strategy list at the end for all you plannerly types.

TIME did a pretty good summation of TV Ads from 2007:

1. Dave and Oprah Super Bowl Ad
2. Adidas: "Impossible is Nothing"
   
3. Gatorade: "Thief"
4. Dove: "Onslaught"
   
5. Applie iPhone: "Meredith"
6. American Express: "Tina Fey"
7. Coca-Cola: "Happiness Factory - the movie"
8. Dos Equis: "The Most Interesting Man in the World"
9. Doritos: "Live the Flavor" (CGC)
   
10. Nationwide Insurance: "Rollin' VIP"

Top Viral Videos by TIME are:

1. Leave Britney Alone!
2. The Landlord (Will Ferrell and daughter)
3. Miss South Carolina Teen USA
4. Hillary, 1984
5. Prison Inmates' "Thriller"
6. I Ran So Far
7. Can't Tase This (mashup)
8. Dan Rather Collar Up (really?)
9. Clark & Michael (of Superbad genius)
10. Daft Hands
    

Top 5 Viral Video Ads by MarketingVOX:

1. Cadbury - Gorilla Drummer
2. Smirnoff - Green Tea Party
3. Ray-Ban - Catch Sunglasses
4. Blendtec - Will it Blend?
5. Lynx/Axe - Bom Chicka Wah Wah

A collection of AdWeeks' Best Spots (of the month) 2007 (in no particular order and definitely pared down):

• Apple - "Tech Support" (Mac v PC)
• Coca-Cola - "Videogame"
• Rembrandt - "Kissing"
• Pepsi - "Pinball"
• Adidas - "Gilbert Arenas" (Impossible is Nothing campaign)
• BMW - "Feats"
• Starburst - "Berries & Creme"
• Absolut - "Protest"
• JC Penney - "The Heart"
• Saturn Vue - "Money"
• Yellowpages.com - "Tanning Salon"
• EBay - "Foxhunt"

These lists are by no means comprehensive when you consider the creativity in thinking and 'strategy' that the industry was blessed with this year. I would like to draw attention to some other campaigns and make a new list. The first seven are insightfully creative, the last three are strategic genius. So here it is, the 10 Best of Strategy List:

• Apple: iPhone ads
• Rembrandt "Brilliant Mouth"
• Dove "Onslaught"
• ***watch Rye Clifton's parody here
• Axe "Bom Chicka Wah Wah"
  
• Cadillac "Life. Liberty. And the Pursuit."
• EBay "Shop Victoriously"
• Doritos "Live the Flavor"
  
• Radiohead "Name Your Price" strategy for In Rainbows
• Samsung "Charging Stations"
• Simpsonized 7-Elevens
  

My valid attempt to scan as many of my favorite blogs I'm sure has failed to capture all of the memorably strategic campaigns of the year. Input is appreciated; this list is by no means complete or final. Happy New Year!

It's all for the consumer

Yesterday, a co-worker was fancying a new pair of sandals he bought online > "it was such a good deal, how could I pass it up?" The pair was a half size smaller than what he normally wears so he was apprehensive about being 100% sure of his purchase. He paced back and forth, admiring them from time to time and thinking...what to do? The "possibility to return" looming over his decision: "It's so hard to decide," he said. I tried to comfort him with the consumer community he's actively a part of: "It's not easy being a consumer."

And did you know?: Borders will accept returned magazines. Yes, really. "So, I can go home and read this magazine and then return it when I'm done?" The sales associate confirmed it was possible if the magazine was in the exact same condition that I bought it in. At home, after flipping through the magazine, I found it hard to fully enjoy the content because the "possibility to return" was looming over my head. I could get my money back! This magazine could be free! But the convenience factor chimed in: returning it takes time. Yeah, but you could get your money back!

Now, if Borders did the same type of branding spots as Sony did there would be no question. The product would be worth my money and even if it mal-functioned, and I had to inconvenience myself to return it, I wouldn't mind. Any interaction with such an awesome brand would be enjoyed. Over at Only Dead Fish, watch the teaser first and then enjoy Sony's latest addition to the Like.No.Other branding campaign.

And taking the idea of like no other into the plannersphere is Planning for Good (the link will take you to their Facebook page). The latest news from them is a listing of all the new PFG City Groups, Leaders & Participants:

• 31 city groups globally:
  
  3 groups in Asia/Oceania
  21 groups in North America
  7 groups in Europe

So start your day with a little consumer love in mind > it's not easy being them. When it comes to branding, strive to be like no other. And Planners, when it's our job to differentiate each brand by identifying a consumer need, each project should be thought of as planning for good. Because it's all for the consumer. Plan on!

on the tail of Blog Action Day

Ok, so I missed Blog Action Day, but I'm dedicating this post in its wake.

The Pixel is Mightier Than the Sword over at Get Shouty, took me to threeminds@Organic, which is where i saw this:



and it made me think of when Richard Wolffe of Newsweek asked Bush for his definition of torture:

• "QUESTION: The word torture, what's your definition?

  "BUSH: That's defined in U.S. law, and we don't torture.

  "QUESTION: Can you give me your version of it, sir?

  "BUSH: No. Whatever the law says."

[via Cliff Schecter]

The issue of Blog Action Day in its inaugural year was the environment (whose issue isn't the environment right now?). My Tail issue is that of Bush's idiocy and the issue of Torture. Errrr! I am pained to be recognized as an American in a country that condones torture as a form of interrogation. The U.S. has a prominent place in interested minds worldwide. Bush needs to get his ducks in a row on this one. The above, wonderful piece for Amnesty International could certainly be applied to Mr. B and his illegitimate definition of "security" for this leading country. Peace.

branding at its best

two spots to note for awesome branding:

Dove Onslaught



and Axe Naughty to Nice



Girl Branding and Boy Branding aren't categories yet but I think if they existed, these spots would win awards in each for their brilliance.

NYC's new tourism campaign

this is what it was like...

it's not easy being green

I subscribed some time ago to The Hartman Group's newsletter. The following is their intro to a new publication to follow the trend in sustainability:

• In 1969, the cultural icon, Kermit the frog sang, “It’s not easy being green.” Now almost 40 years later those words still ring true for most corporations interested in or involved in sustainable issues.

It's overwhelming for Americans to think about all of the sustainable hippie activities that they aren't doing/could be doing. "Green with just a touch of blush: the environmentally conscious feel guilty when they slip up," an article in USA Today Monday touched on this a bit more:

• 20% of Americans experience so-called green guilt.
  
• A Catholic priest in England is reportedly taking green confessions at environmental festivals. (potential sponsorship idea here anyone?)
• Danny Seo, an environmental lifestyle expert, sees a lot of eco-inspired guilt. "The No. 1 thing I get from everyone is I'm sorry, I have an SUV, but I have children." He notes that guilting someone can easily backfire.
• Environmentalists have a bit of a reputation for being sanctimonious.
  

When I was in Miami Ad School, my team put together a campaign for the NRDC: National Resources Defense Council. Our message was in response to this notion of guilt; we wanted to address what people actually are doing to help the environment, so we said Thank you.

• Thank you. By turning down the dimmer all the way, you've [closed the gap and] taken the first step in protecting the environment. We know you might think you are not doing enough, but know that small things like this support a healthier Earth. So keep doing the little things. The world appreciates your contribution.
  

We tried to bridge the gap between thinking that what you're doing isn't enough and realizing/being aware of what you are doing is appreciated (that's where close the gap came in). It would be a first for a company to spend a lot of money on a campaign to thank people, but we agreed that acknowledgment of efforts in the environmental arena should be rewarded in the efforts to accentuate their importance. :)

The USA article provided some web resources for more info:

• Carbon Fund
  
• Native Energy
  
• Care2 > a social networking site dedicated to social change and action: recommended
  
• Grist

"Right now, green is trendy. We want it to become second nature, like it is to put on a seat belt. Word. Green on!

What are Windorphins?

I don't know what the campaign's presence is outside of New York, but for those of you in the city, I'm sure you've seen the colorful characters on the subways by now. These characters are called Windorphins.

They're like endorphins only they don't come from exercise, they come from eBay-ercise. Weird, right? The campaign itself (all print for what I've seen) makes no mention of eBay. Subway passengers can sit in front of the campaign for 30+ minutes but unless they're active consumers (enter % of active v passive consumers here) they won't follow up at home to actually see where windorphins.com takes them. And further more, in a city of distractions everywhere, New York is not really the place to try and firmly cement curiosity and hope that it peaks hours later when you're in front of your computer.

Random guy Frank is an avid eBay user in NY. He brings his laptop to a wifi area and peruses it consistently while he does other things: drinking beer, having a conversation, talking on the phone. He is familiar with the campaign: "oh yeah, I've seen those in the subway, they're cute." I asked Frank if he knew they were associated with eBay: "No. Really? Weird." There you go client/advertiser/whoever you are. Yay creatives but where's the communications planning?

I did a little web research and this is what I found:
Objective: increase brand fun factor
Tactics: make your own windorphin chracter at ebay.com
Results: increased awareness for Windorphins, connection to eBay is up for discussion

Consumer Behavior: windorph mania here Windorph

the customer's NOT always right

A MAS friend (thanks LB!) called today with the news: Sprint Dumps Customers. What?!?! In a period where customer-service is coming under the brand microscope, Sprint has decided to say: this relationship isn't working for me.

On one hand, I agree that a brand engaging in customer-service is half of the relationship. It's interesting to think about: What if customers had certain obligations to a brand/product, more than just pure love and loyalty? Sprint is putting it's feelings on the line sort of like a person saying, hey this isn't fair and I'm not putting up with it anymore.

On the other hand, what is Sprint thinking?!?!? In a period where most people would still mark "true" when asked if the customer's always right, Sprint has said it's not playing this game anymore. What are the rules of the new game? And if we wanted to, how do we play?

I think Sprint is taking a huge leap of faith. I'm also curious to know what Goodby added to this conversation...it won the business earlier this year with "Sprint Ahead." Maybe Sprint thinks it can get farther ahead without the excess baggage (true) but does it know where it's going?

and interesting conversation to keep your ears open for...

generational marketing

Eleven 7-Elevens (weird) have been Simpsonsized in the U.S. to resemble the show's staple location Kwik-E-Mart. Customers can find Duff Beer, Buzz Cola, and KrustyOs cereal on the shelves. These will no doubt be collector's items and will represent this awesome campaign for years to come. F'n brilliant TracyLocke!

i'm calling it generational for the reason that this will speak to Simpsons' fans all over the board. I grew up watching the Simpsons when it first hit network television, back when I was in highschool (8 years ago). This promotion intrigues me, brings me back to the brand and even raises an affinity for 7-Eleven. And on top of it all, it's just an f'n cool experience that people will want to get themselves to, not to mention all of the free press the movie will get. (when i posted this, Google returns 780,000 sites) Can we say viral splendorific?

Matt Rand, an Associate Creative Director with TracyLocke, calls it a natural creative idea. i completely agree and hope to see more of these campaigns in the future. An AP article calls it an example of "marketers making life imitate art." cool! now where can i find one of these renovated stores...DOH! none in NY!

politics & advertising

Happy 4th of July! As we come together today to watch fireworks and all the rah rah that comes with being an American, let's pay tribute to another day soon approaching >>>>>>>>>>>
get ready to rally your political troops around one of the following up & coming stars:

Barack Obama
Hillary Clinton
John Edwards
Rudolph Guillani
John McCain
Mitt Romney

what will their messages be? how will they get their information to the people? how will their brand position them in the run for the 2008 Presidential Campaign? In the digital realm of Google and YouTube, how big of a role will User Generated Politics play? things to think about while i keep blogging...

and just for kicks, if you want to spend some money on useless but funny crap, buy it here and support Bush's Last Day with buttons, stickers and lots more!!!