So good. A spoof of the Dove film which leaves us with the message: "Thank God our perception of reality is distorted." Wow. I love these guys.
Go check out their website titled www.campaignagainstreallife.com - which actually brings you to TuffSheet.com, some sort of spoof site, where you can post spoofs. Bah. I wished they pushed it further a bit, but hey - it's already funny as is.
Earlier today, I was talking about Sony which started to roll down the "consumer experience" road with their marketing approach. I was hoping to see if they would act consistently on this decision.
Well, it appears they are. In concert with different recognized british art insitutions such as BALTIC, the V&A, the ENO, Sadler's Wells and the BFI, they have put together The PlayStation Season, a series of interactive artistic performance installations.
As they describe it on their site, "The PlayStation Season will create unique content that explores the PlayStation brand and its available platforms (PS2, PS3, and PSP). The contents produced across this programme of events will offer experiences beyond just being spectators, and or geographical boundaries. The content derived from these programmes of events is to be consumed and shared and passed on. In each execution there is not a static art exhibition experience. The audience will be encouraged to participate (for positive outcomes) - haha, funny they mention - in the exhibits. In many cases, audience participation is integral to the display."
This further reinforces their "Live in your world, play in ours" ideology, and their latest "play b3yond" PS3 capitalization. Check out their first installation, titled "Volume", which is made of a series of vertical light columns that interact with visitors' movements, producing a display of light, colors and sound.
Reports the CoolHunter: "The collaboration is between lighting designers United Visual Artists (UVA) and Robert Del Naja (aka 3D) of Massive Attack and his long-term co-writer Neil Davidge (as part of their music production company, one point six)."
"Feeling is what makes us human", is the message conveyed by this entertaining ad from Y&R Brands Singapore. Seems like Sony is currently focusing its marketing efforts towards brand experience. Smart move. Now let's see if they're able to render this concept intelligently :) More consumer-2-consumer activity coming up for Sony? Who knows.
You know what Zune is. You have seen, heard or even felt it one way or another. Maybe you've even bought the little thing. Or consider buying it for this upcoming Xmas (or whatever you're celebrating at that time). And you probably hate Microsoft for coming up with something that looks and sounds probably more democratic than the iPod. And you're disappointed at Apple. Because has Apple made a big mistake with their iPod marketing: they have built a sect.
First, they have gathered everyone under their "Think Different" ideology, and had them buy their product because of that ideology and all the difference it brought in the world, and the world thought that it was a good thing. And it was.
Then, they have regrouped all their activities under the appealing iTunes, so that people would be better served under one functional, low-cost, low-piracy, high-selection system-of-purchase with, of course, limited usage licenses.What? Okay, maybe. But what if...? Oh never mind. It's Apple. They're good people.
But then, they started spreading their iPod categories into different sub-categories. Which now meant you had to choose between a) just listening to music, b) music and videos, c) the low-cost, less feature Shuffle option, and d) The iPod Nano. "Ooo. I wanna change. I wanna buy a new version of my iPod", you think. "But wait. Can't I have all these things in just one gizmo? Sony is doing it, and everybody else is! It looks...different...better", say you. "No!", say the Apple Sect leaders. That's not the same!We invented difference!Don't try to change things! Think Different (tm) !
But you're already starting to feel a bit queasy. There's that cool Sony PSP, that actually offers more features than the iPod, at a lower price. There are loads or cheaper mp3 players, that actually play mp3s too. Basically, all you wanted was music, right? But also, you have cell phones with mp3 players, and now, this strange Zune thing? You want out of the sect. You want to see what's out there. But getting out of the "Sect of Thinking Differently" is hard: sect members are definitive: "iPod is the coolest". If you don't own an iPod, you're not among the cool anymore. You're not using the Best Technology Available(Apple Sect Bible, chapter3, chant 2: iPod is the best technology available) Plus, it shows you're not part of those who "think differently".
"Be-like-us. Think differently. Be-like-us. Think differently", they all chant.
This hurts and shames you. And it makes your parting from the iPod sect the harder. Seeing they have gained back ground on your disappointment, the Apple Sect leaders try an even stronger solution. A solution that worked great back in 1998: color. They market an iPod with backlitcolor screens.
"Everybody will want one!", they say. They have this cool ad featuring people dancing with their color iPods, producing wild streams of color. "Color is freedom!", "Color is difference!", "everyone should go for color!" The "Sect of Thinking Differently" chants louder.
Old trick. You've heard it all before: looks arent' everything, it's what's inside that counts. You want a product that lets you discover what difference is. You want a product that doesn't constrain you, but allows you to break boundaries. And you don't want to be the property of a brand image anymore. You want your freedom.
Zune has heard you. And to prove you they understand, they decided to democratize their marketing: they're not proposing a distinctive brand image or communication, but simply gave power to the people. Zune is a lot of things: it's not one thing. Zune is a tool of discovery.
With Zune Arts, they propel this fresh idea to the iPod universe, which stands befuddled.
Most people will say "Damn Microsoft! We think your product might actually be cool! But we hate you! WE WANT TO HATE YOU! Must...resist...Zune... ".
And so a new PC vs Mac epic has begun. But maybe this time, the "light" side is not who you think it is anymore. Unless you're thinking differently.
Here are a few of Zune's latest commercials. Enjoy.
Montreal Agency Diesel is getting a facelift. Or a rebirth. You may now behold Sid Lee commercial creativy (tm).
Commercial creativity. Now that sounds like a very bright and very intelligent notion, if you stop and consider it for a moment. Creativity applied to all levels of the commercial structure. A creative approach to commerce. Whichever way you look at it, there's definitely a fresh sound to this proposition. The basic act of commerce in itself implies an exchange, a conversation between a seller, and a potential buyer. But it also implies conversations between buyers, in consideration of the general "marketplace", in the forecast of their act of buying. This sounds a lot like a medieval town fair? It is. It has always been. The problem is that, for awhile, the advertising industry sort of lost touch with that notion. With the uprising of new mediums (internet, guerilla and street events alike) and new media sources, the industry is coming to realize the power of word-of-mouth marketing, and is trying to make use of it - but then, few are the agencies who successfully gathered the many creative marketing activities generating word-of-mouth, and joined them together as one.precise.notion. With its "Commercial Creativity", Sid Lee just entered this very small, and very exclusive club.
Sid Lee produced a (publicly available) manifesto titled "Building Strong Brands by Leveraging Conversational Capital", which is actually a dictat about the commercial power of word-of-mouth, as the result of many communicationally creative activities around a brand. It also defines how the notion of commercial creativity begins at the root of one's commercial activity: building "strong" products before building strong brands. "SIDLEE believes that word-of-mouth marketing begins long before any communication efforts can be considered; it actually originates at the product and experience-inception phase of the process", says Sid Lee in its manifesto. Wow. We've all seen it coming, now somebody actually did something about it. First. First, because you can be sure there will be nexts. Soon.
In addition to its new proposition, Sid Lee is also building the Sid Lee Collective, a creative laboratory or incubator or sorts - destined to promote Sid Lee's many experimental creative projects in their development of their Commercial Creativity (tm) notion.
In parallel to the worldwide scene, I think our Montreal advertising industry was in dire need of being conscientised to the new word-of-mouth marketing reality, and the concretisation of such a modern approach by one of our own agencies. This will provoke a huge snowball, folks, I'm telling you.
Finally, the big day is here. At last, many store campers who have been out in the wild, unhospitable streets of many North American cities will get their magic toy-toy: The Playstation 3. You can't do anything but be amazed at how powerful video games have become on the entertainment market, since only 20 years : an exponential uprising that's actually beating Hollywood, and rivaling the adult film industry - (sadly) two of the biggest luxury good consumer hogs.
Sony reportedly put on a big show in San Francisco, with a series of events leading to the first sale at midnight sharp, PST. From Gamespot: "At 8:15 p.m., a San Francisco Police Department SUV pulled up in front of the store on the partially blocked Fourth Street, sirens blaring. An officer jumped out, ostensibly due to a noise complaint, and ordered the DJ outside to stop spinning old-school hip-hop at high volume. Once the beats had receded, two SFPD motorcycle patrolmen pulled up Minna Street, followed by a trio of black SUVs. The PS3 cometh!
Sony puts on a big show for the PS3's "arrival." Download on Gamespot.
The three SUVs screeched to a halt in near unison, blocking the width of Fourth Street. A dozen-odd security guards in crisp suits piled out, talking into palm-held microphones like those used by the US Secret Service. But while they looked like the president's bodyguards, the phalanx of agents weren't protecting a head of state. Instead they fanned out to protect the arrival of a large silver semi truck, which pulled up inside the protected perimeter.
And you can guess what's in there. That was only the start of what I think will be the biggest premiere of any tech gadget launched since the telephone.
Down below you will see two delicious TV spots in the christmas tale spirit for Fido, a cellphone service here in Canada. Of course with no supers and the awesome production values, there's no way anyone could ever remember what the commercial was exactly advertising. But heeeeey Fido - who cares about the message if you're lookin' good! This is not advertising, folks, this is Hollywood. Here, brands are like cheap starlettes: if you can't say anything brilliant, better make sure you look real good.
Well this morning, this got me started. Are you ready for a very interesting marketing tale? Here we go. From a media point of view, the measure of advertising efficiency with classic notions like reach and frequency is a reality that I believe is nowadays incomplete. "But frequent, mass exposure of a cool TV ad is good for the brand!" Sure, but how effective is it for the product? And at what price? Does the mere spiritual notion of brand power really have any value anymore? How powerful is the message anymore, compared to the medium? In the current 21st century media context, in addition to reach and frequency of a broadcasted TV advertisement, you should also be able to measure consumer-to-consumer interaction. Your TV message should indeed not be just a message, an end in itself: it should become a medium: atradable advertisting product. Conversation currency. Something people can share, like here on blogs, by emails, newsletters, anything to get the ad moving from person to person, and generating conversation, or exchange. Simple exposure is nothing. Talked about exposure, is everything.
The mere fact that I'm posting these Fido ads on AdKrispies is a better thing for the Fido brand, than just me, looking at them on TV. Because I'm talking about them with you, and generating a broader exchange about Fido. Because I generate viewership of the brand's ad, from a free medium. And because I just generate interest about the brand! So why not make a good communication strategy a better (and cheaper) one, by concentrating media efforts on the internet, this wonderful exchange tool? Are we not there yet? Do media strategists think nothing is built in order to effectively reach a precise target audience, in a precise country, for TV ads put on the internet? And maybe spark more effective results than their estimated GRPs which cost millions to buy, for half the exposure the internet can get? Hey, if your ad is real creative and looks good, it will be seen. If you can find a way to help people share it, it will be shared. If you think it's not that interesting and people won't really share it, well from the start, why pay thousands to even have an ad made?
Which brings us back to what sparked my plug, the "hollywood star" comparison: So you're a brand and you don't have anything brilliant to say. You then make sure you look real good.
But unlike a hollywood star, you should also make sure everybody can come to you, take you out and get to know you personally.
Hey, I'm just thinking out loud.
These short, entertaining movies were thought of by BOS advertising here in Montreal, and produced by the most excellent Jet Films production house.French version available only. So sorry for the rest of you.
Pancrom is a digital studio in Brazil that deals with printing, color correction and retouching services. The copy reads: "Color faithfulness only at Pancrom". You couldn't possibly have more vivid art direction, and a more vivid message. Great concept, agency unknown. Credits please! (Thanks, TwentyFour!)
Coolz0r will probably kill me for taking two of his post ideas onto AdKrispies, but I couldn't pass by this excellent ad for Time Magazine without the need for comment (see below):
This "cover" campaign has been a long runner advertising platform for Time, and it's not hard to find out why: two words and a picture are enough to raise questions. With such an ad, Time magazine doesn't define itself as a source of information on current events, it defines itself as THE source of information to find out the TRUTH. "Know WHY". There could be a thousand reasons why, all of which could be biased by many outstanding factors. There could be a thousand other realities claiming their right to be the TRUTH. But the core idea behind Time magazine's positioning is not to present you current events in a general, cover-everything-objectively-making-sure-we-inform-well, greyish manner. Time takes position behind one aspect of an event. And Time presents the TRUTH on that aspect. Bold and highly debatable approach? Yes. Powerful marketing? Yes. Both are what Time magazine was built upon: communicate powerful facts that generate powerful debate.
Seth Godin is a reknowned speaker. He was called "the Ultimate Entrepreneur for the Information Age" by Business Week. He has written quite a few bestsellers as well, among others: Purple Cow, a book about how companies can transform themselves by becoming more remarkable, and Unleashing The IdeaVirus, which is about proving that consumer-to-consumer (or word-of-mouth) interactions provide the best form of marketing for a brand or product.
Seth Godin brings refreshment and innovative solutions to the rapidly decaying world of advertising, marketing and branding. What's more, he has this innate talent at presenting such solutions in vivid terms, entertaining examples and easy-to-understand metaphors. He is the living example of intelligent mass-communication.
Every business offering a product or service should read his books. Every agency creative or exec should have one of these babies resting on their office shelves. It will change the way you see communications as a whole.
Before you run to your local library, here's a video titled "All Marketers Are Liars", featuring Seth's presentation to Google. Also, check out Seth's blog on TypePad.
From Biz-Community: "Five months after being awarded the prestigious BMW advertising account, fledgling creative hotshop Ireland/Davenport launched its first TV commercial for the brand on 15 May 2006. Shot in the Netherlands using the moving sculptures of world-renowned artist Theo Jansen, the commercial, entitled "Kinetic Sculptures", forms part of a broader campaign which serves to highlight BMW's market leadership in the fields of technology and innovation."
Did you know that menstruation exists also in the male species ? Yes, friends. It does. I swear. If it didn't, why would they even call it "MENstruation"? Hello. If only women had it, it would be called "womanstruation", this cries for logic. Lots of men actually experience it, and suffer secludedly, crying in shame in the silence of their homes.
It's called "Cyclical Non-Uterine Dysmenorrhea" or CNUD. The gassy feeling, the tummy hurting, the pouty feeling, the weewee shrinking, the abandonment of regular activites such as drinking beer on poker night, washing your car, or playing with your tools. You think you have it? Don't know where to look for answers?
Among others on the site, you will find the most hilarious videos ever made for this absolutely ridiculous illness. I don't know who is behind Men With Cramps, or why it's even there, but I heard they even ran ads in the local Washington paper for men with "CNUD" looking to participate in a study. The point is: These guys had the whole web fooled.
This is not a joke. It's a real class in the school of "How Do To Real Working Viral" 101.
And not without reason: The whole writing is subtly off. If you lacked attention, or read a paragraph in "Z", you would think this is for real. The TV documentaries are just brilliantly odd and hilarious. Watch them all. For your comfort, I've added a few of them on the AdKrispies site, but you have to see the main "Men With Cramps" website, for the rest of the best. It's worth your time.
I don't know if this is a teaser for something else, but I'm impatiently waiting.
Send us your stuff ! AdKrispies will be delighted to present your agency's ads with full credit, because it is thanks to people like you that we're able to keep going. Whether you're from Guatemala, America, Canada, CentralAmerica, SouthAmerica, España, or a country that doesn't finish in "a", WE WANT TO SEE YOUR STUFF. YOUR ADS. YOUR IDEAS. EnvÃenos sus anuncios. Schicken Sie uns Ihre Werbungen. Emita-nos seus comerciais. Envoyez-nous vos pubs ! (Thank GOD for Altavista).
Simple and inspired guerilla campaign for this rock n' roll radio station in Oslo. Two stickers on a rock and BAM! It's becomes a speaker. Powerful. (Thanks, Marketing Alternatif!)
I'm a freelancer and free thinker in the field of marketing and communications, trying to continually expand the known universe in my little mind -- and yours.
