is a french company which I consider to be very avant-garde in terms of emergent communications or consumer-driven advertising (what some call "advertising 2.0"). In 2006 they came up with a new concept they titled "BRM" or Bloggers Recommendation Management, through which they would gather influencers (bloggers are, by definition, engines of influence because they are authentic, unbiased and trusted sources of information) and provide them with exclusive opportunities to try new products, events or services, in order to hopefully have them freely blog about their experience. As a second mission, BRM encourages the blogging community and the blogging lifestyle itself, through their own personal blogging involvement.

I wasn't aware of this system, but I think the idea is fantastic. I just registered AdKrispies and can't wait to see what this is all about. Dropping my advertising hat and putting on the blogger cap, the possibility of being an "early tester" or even "early adopter" sounds great to me, simply because it makes me want to share my exclusive experience with all of you who "didn't have my chance". If brands are being generous to me and allowing me exclusive access on stuff, it's only fair deal that I be generous to them and give them a presence on my blog.

That is modern advertising thinking. Instead of involving classic media buy and creative, WebPR with blogs only costs a company a few crates of product and generates a lot of awareness -- especially if its well done and generous. It's not a new system. PR companies have done this for years with journalists and magazine editors. But seeing this applied to blogs by advertising agencies, is a new system within our industry and the effectiveness of the system proves that blogs are perceived by some as a new way to democratize communication authentically.

Traditional media hasn't lost its power to reach, of course not. But it has lost or is losing its power to convince. Using blogs as notoriety channels is a brand's modern tool of gathering faithfulness and awareness through positive word-of-mouth. It's simple logic really: When building a brand, think about who the builders really are.

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I don't know if you guys had some time to catch Sony Playstation's latest series of ads for the PS2 or PS3 game "Syphon Filter", titled "Advanced Spy Fighting Techniques". It's a hilarious parody featuring spokesperson and action hero "Agent_Kevin_78 a.k.a. Dramahawk", a kinda fat, military-obsessed 20-something kid giving us the low-down on the latest in counter-spy field ops. Great work by the folks over at TBWA/Chiat/Day L.A. and Epoch Films.

What's impressive is the shameless, blatant use of guns and aggressive military techniques depicted in there, which are now sure to spur outrage in the ranks of parents, pacifists, and people out there who think video games are already violent, let alone showing videos of kids handling guns. But Playstation has a track record for being outrageous, and I can only think these folks are the kind of people who would drop their pants and moon an entire audience of christian fundamentalists at the local mass, complete with hairy balls and whatnot. But taking in consideration the audience, let's put on our pimples for a minute and agree that there is some funny in there.

What's also impressive in these ads is that these days, you can produce video material with little budget, and still gather quite an impression -- the "authentic botched look" trend speaks. Some audiences like the authenticity more, the blunt comments and the raw feel. And if you can make a series such as this one, you don't want this on TV. This can only be on teh Internets because you won't fool any gamer by throwing this on TV and trying to give it the podcast look.

Authenticity+Trend Insight= A deadly combo. Now you know! And knowing is half the battle. Go Joe!

(Watch the 3rd one first. Yes, I'm random like that, making you do all those little annoying activities).

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TeeVee Tuesday: Lobstermen (0)

Tuesday, January 22, 2008 by , under , , ,

On a scale of 1 to 10 on my weirdometer, this clearly hits a 16. This is an ad for Discovery Channel 's latest show "Lobstermen" which everyone says sucks ass. However I do admire the production values and artisanship of Justin Harder (I'm sorry but is. that. really. your. name, and if it is, your parents have a wicked sense of humor) who directed, animated and edited this entire spot by himself. Congrats Justin.

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Machinima! The Dumb Man (0)

Wednesday, January 16, 2008 by , under ,

Happy New Year! There, I said it. Now here's a fantastic machinima novel written by Sherwood Anderson, titled "The Dumb Man". Very Edgar Allan Poe-esque, if you love the genre. I know I do. Enjoy.

The Dumb Man from Lainy Voom on Vimeo.

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