But not really, I’m not from My New Haircut. In all seriousness though, here’s an execution I will kick myself for not having come up with first. Granted, I’m a copywriter by nature –not an art director. Still, I’m glad to know I’m not the only one that calls my corkscrew “the little person”. He’s wicked cute when his arms go up and down. Now he’s apparently God. Brilliant execution. I love (almost) everything about this ad. The green sort of makes everything look polluted, not like a “fresher world” as the tag suggests. It’s less chewing gum wintergreen and more oil tank heineken barrel. Since you have to stick with Heine’s true colors, I would have suggested a different line. Something even more simple to complement this visually stunning ad: “Hallelujah”. Heineken. That’s just personal preference.
The second and third executions (I’m fairly certain they thought of these two afterwards) are fine, but trying to hard. The first execution is just too perfect. The Manhattan ad is definitely just a cop-out way of using the corkscrew again. Regardless, here they are:
DDB Paris has re-released the failsafe. The campaign so many copywriters and art directors have idolized and learned from has returned. The Van is 60, and now, the Volkswagen tradition has resurfaced. The first thing I thought of when I saw this ad was , wow, what a great idea. I mean, why not reinvent a classic? The copy is completely new and original (and perfect), but the simplicity of the layout has been recreated and brought to life in colour. The funny thing is, I wonder how many people will be exposed to this ad, and never realize that it was done before? Surely anyone in my demographic that isn’t an advertising major would have not a clue. Regardless, I don’t think this is cheating. Bringing back the classic is brilliant.
Crispin Porter + Bogusky has unleased their latest non-traditional Burger King tactic. The website WhopperVirgins takes you to different parts of Romania, Thailand, and Greenland–where villagers have never even heard of a hamburger in their lifetime. The purpose–a true virginal taste test between the Whopper and the Big Mac. While the taste test did way in favor of the Whopper, the most enjoyable part of the video was when the researchers visited the villages of the Inuits and both parties shared their cuisine. I can’t honestly say this will increase Whopper sales at all, but I must say that Inuit cuisine looked mighty tasty (especially next to the rubbery burgers). If those villagers actually liked the fast-food burgers, I can only imagine what they’d think of a real fresh angus burger hot off the grill…fun stuff as always, CP+B.
Every year, around the time we are thinking about stuffing our faces with our favourite cooked bird, the commercial world is already abuzz with sugarplums and mistletoe. Most retailers’ holiday campaigns are stately and nostalgic with just a hint of magic. One particular retailer stands out year after year with its classic campaign–the white background, the bright vibrant colours from hats, striped scarves and argyle sweaters adorned by our favourite celebs of the moment. And while I must say I rarely step foot into the Gap aside from the occasional basic v-neck t purchase, I eat up their ad campaigns more than I eat stuffing on thanksgiving. They always put a smile on my face, and this year’s “Merry Mix-It” interactive campaign is no exception. While in previous years, Gap has always been very print and TV heavy, this year they are focusing on the internet to engage the sweet spot of their target market.
Using a friendly-faced mix of celebrities such as Jon Heder (Napoleon Dynamite), Jason Biggs (American Pie), Rainn Wilson (The Office), Selma Blair, Flo-Rida and the Dixie Chicks, Gap hits the funny bone and tugs at heart-strings. Creating remixes of classic Christmas songs, you can watch Selma Blair attempt to woo Rainn Wilson, or the “Three Wise Men” perform a hilarious bell-rendition of We Three Kings, all wearing those bright gap colours we love. Check out the videos at gap.com/merrymixit. They are sure to put a smile on your face, and if you want, you can even send your own remix out to your friends.
Perhaps I’ve just got beer on the mind today, but I’ve wanted to talk about Bud Light Lime for a while. The successful product extension Bud Light launched this summer danced circles around Miller Chill and other competition. I’ve single-handedly watched Joe-Six-Pack trade in his work boots for flip flops and consume a beverage I assumed he’d avoid like the plague.
So what’s the brand positioning of Bud Light Lime? Corona for Men! The guys that wouldn’t be caught dead with the delightful Mexican cerveza in their hand somehow find the American version irresistable. And why do they like it so much? It’s tasty! Go figure. Well played Bud Light. You tapped into the meat-head market that Corona couldn’t touch with a 10-foot bottle.
Bud Light, the mega brand and leader of the American light beers has rolled out one of my favourite beer campaigns this past summer. Sure, it’s not outrageous, hilarious or amazingly creative–but it’s the brand positioning that tells me the folks at Bud Light might actually be “real men of genius”.
The first time I saw a Bud Light billboard this summer, I was thoroughly impressed. The headline boasted that with Bud Light, “the difference is drinkability”. Drinkability. I want to meet the genius that came up with that one. Who ever thought you could brand a beer as going down easy and get away with it? The headline might as well say “THE BEER YOU CAN CHUG!” or “YOU CAN THROW BACK SIX OR SEVEN NO PROB!” But drinkability is saying just that, only eloquently, and that’s why it’s genius.
So It’s not really news to anyone, the green wave has taken over our cars, our cleaning products, and heck even eco-friendly clothes aren’t just for hippies anymore. For many struggling brands, green positioning has been a saving grace. But with the trend becoming more and more saturated in the market, not just any product or service can get credibility from slapping the green giant on their brand.
Last night, I was sitting with a few friends in my neighborhood pub when a group of Boston Pedicab drivers came in for a pint. Now, I spent the majority of my summer in New York, but it’s putting it lightly to say I’ve noticed these guys around. These guys are everywhere, and they love to heckle. But who cares–they’re cute right? Plus, they’re GREEN! That’s right, the newest positioning of Boston Pedicabs is the green way to travel. I mean, it’s true, they are eco-friendly. The only thing they forgot is that their presence on the road hardly takes your bricks and mortar taxi-cabs off the streets and into the parking garages. Still, everywhere I go, I’m told to go green. I’m starting to get a bit sick of it. Wonder if the pedicabbers would like us to still go green in December? Pull out your parkas pedicabbers! “Faneuil Hall Pedi! And cycle on it!”
It appears that some brands are catching on. Social media is the future of marketing, and some companies are actually noticing this. With the rise of web 2.0, the “strangers of the web” are becoming the new pundits of brands and technology. Think about it. Who do you trust more? That actor on the commercial that says their restaurant has the best food ever? Or those thirty-one negative reviews on Yelp! from random strangers that tell you to avoid it at all costs? The truth is that nine times out of ten, we’ll believe perfect strangers over advertising. And thanks to the birth of social media, that information is right at our fingertips.
Twitter has started a revolution. In 140 characters or less, I’m supposed to tell the world how I am feeling at a split second in time. Well guess how many brand rants appear. Some savvy companies have caught onto this. Brands like Comcast and Southwest airlines are acutally monitoring Twitter posts which include their brand name. Suddenly, Twitter is the new customer service hotline. Disgruntled customers are getting responses from their Twitter posts straight from the company. It makes good sense though. Companies now have information available to them instantly on how customers feel about their brand. And the smart ones will take advantage of this straight away.
So here’s the long-anticipated second installment of the Microsoft Windows campaign from Crispin-Porter Bogusky. I was flying home this past June, reading my issue of Fast Company, which asked the burning question “Can this guy (Bogusky) make Microsoft look cool?”, and all I could think was “God, let’s hope so.” Well, the verdict was in after the first circus-of-a-commercial was released, and the answer is, well–no.
After viewing this second ad, which oh-so-obviously combats Mac’s long-running successful “I’m a Mac–I’m a PC” campaign, I’ve got some mixed feelings. I’ll give them props for trying. It’s heart-warming, kitchy, but quite frankly, expected.
What I really don’t understand at all is where the link between these two ads lies? Bill Gates’s face? Please. I was hoping for a clever campaign from our “King” agency, but all I’ve seen are two one-offs. And that first ad was a one-off that I had to watch a dozen times just to attempt to see the point.
Show me some extendability Crispin Porter-Bogusky, and then maybe we’ll talk. Until then, I have no desire to eat my computer.
Welcome prospective, religious, and fictitious readers of my blog. It’s finally here, and I’m excited about it. So what is brandalous! exactly? Yes, it’s the words brand and scandalous combined, but it’s so much more. Here is where I talk about new brands, cult brands, struggling brands, and everything branding. A solid brand is what makes great advertising–so here is where I’ll post my opinions on brands, write about news in the branding world, and talk about some fantastic advertising.
I’ll let the blog shape itself. Who knows, brandalous! might just turn out to be about cheese.
Enjoy!
