Anyone who knows Jonathan Schoenberg, Creative Director at TDA_Boulder, knows he's a man with high creative standards. This piece, done as a joke (although it should be mandatory in any lecture) has just hit 5 million views. This is a man who knows how to go viral, and his clients know it, too. Nicely done.
Monday, July 30, 2012
The Elevator Pitch 60 Seconds to Success
It's a phrase that's been used time and again, but do you know the elements of a basic, and good, elevator pitch? Find out right here.
Tip Of The Week Giving Constructive Feedback
A new regular feature of the Advertising channel examines "How To Make Advertising Better." In this edition, the focus is on how to give feedback in a way that encourages work to get better, not to inspire apathy. Read it here.
A Handy Bunch of Words for Copywriters
Copywriters of the world, unite. You all have "go to" words and phrases that you use when crafting your copy. Would you like to share them? I've started a list of my favorites, but it's just that. A start. Leave your comments here and let's see where we can go, together.
A Perfect Beer Needs A Perfect Bar
Wonderful effects in this piece for Heineken, and some lovely attention to detail. Keep watching until the last second to see what I mean. Of course, it's easy to make something stunning on a budget this big, but it's great to see nonetheless.
What Wont You Put In Your Vagina
It's quite the shocking question, but it's in ads posted on streets for Sir Richard's Condoms; and leaving the space blank leaves it as a question that will be answered in numerous ways. A great way to get the word out about the product, and something that is quite appropriate for the subject matter. Nicely done, TDA_Boulder.
Spend the Day With Some Beautiful Losers
I'm a big fan of documentary movies, and this one is on my short list. Featuring the likes of Shepard Fairey and Spike Jonze, it's a fascinating insight into an art movement that literally came from nothing. Well worth a watch. Or two.
Freelancing FAQs What You Need To Know
Freelancing can be tricky. If it's something you do on the side, you don't want it to consumer every waking minute of your spare time. If it's your full time job, you need to figure out taxes, healthcare and a whole lot more. We get a lot of questions about freelancing here at About.com's Advertising channel. Here are the answers to the top six questions. And if you're in the mood for some career tips, read this article on assembling spec work.
New Axe Commercial Completely Drops the Ball
It's not that it's a bad ad. It's fine. Well executed, solid script, and the usual amount of tongue-in-cheek humor. It's not exactly original though, we've seen many variations on this "guide to getting the hot girl," but that's where I really stumble. Let's backtrack.
What has the Axe strategy always been? Well, it's something like:
"With Axe, hot girls want you, even if you're an average Joe."
They can't really live up to that claim, I know plenty of guys who spray Axe and have yet to bag anyone resembling the supermodels in these ads. But that's exaggerating the benefit, and that's ok.
No, the problem here is that Axe has done a complete 180 degrees with the strategy. It seems that now, Axe isn't enough. You need to be a cunning fox to get the girl. You need to work your butt off, sitting through a 7-hour play and faking tears in order to score. What? She should be sat next to our hero at a 7-hour ball game, with eyes only for him.
To be honest, this is the perfect time for a competitor to parody this spot. This poor Axe wearer has to go through hell to get the girl. Some guy should walk in 5 mins before the end, wearing Old Spice, and go home with her. Because, well, he smells like a man, he doesn't cry like a baby.
Moral - to thine own self be true.
I'd love to see the brief on this one. I have to wonder if the account planner dropped the ball, the creative team, or the client.
Formula Revealed For Judging Quality of Ads
David Droga, no less, has come up with a revolutionary way to judge ads. Forgot all the silliness about gut instinct, opinions, and all that jazz. Instead, apply the complex formula, explained here, for guaranteed results.
Well, not really. Thank goodness.
The SOPAPIPA Blackout Is Today Heres Why
Screen Grab Via Vimeo
SOPA and PIPA could destroy the Internet as we know it. There are hundreds of article out there explaining it, including this one, but this video makes a huge impact. Watch it, be afraid. Be very afraid.
Dexter MEME Not Funny Dont Do Likewise
So, with Comic Con quickly approaching, the networks are out in force trying to grab the media spotlight. Showtime's Dexter just released a series of MEMEs, like the Reddit.com MEMEs we all know and love...and boy, do they suck. Here's an article describing how and why they fell into the trap of trying to create something popular without really knowing about it.
Review The Pitch Episode 2 Waste Management
Did you watch episode 2 of AMC's The Pitch? It's certainly more entertaining than Mad Men, but then again, every season has its ups and downs. Anyway, this time SK+G went up against The Ad Store for the Waste Management account. The usual drama came with it, and of course, an ending that people either loved or hated. Chime in, how are you enjoying this series?
The Ad Contrarian Hammers It Home
I read The Ad Contrarian regularly. Bob Hoffman is one of the funniest, sharpest and most commonsensical ad people writing about the industry today. Now, Bob looks back on 2011 for a complete year of BS. The movie comment tickled me most.
Banner Blindness Can You Overcome It
Yes, and no. We all skip past hundreds, perhaps thousands, of banner ads every day. But believe it or not, we do take in some of what we see. Realistically, many banners will be ignored, but if you do it right, your online presence can still have a big impact. Read more here.
Truth Lies and Advertising via McDonalds
Have to applaud this piece by McDonald's, which finally explains to the average punter why the food you buy looks nothing like the food in the beautiful ads. I remember my first food photo shoot, which involved cooking the fried eggs under the lights of the cameras, and browning the sausages without ever cooking them through. We also pushed all the cream from the middle of the cake to the outside, making it look much more full. Is it lying? To some extent, yes. You are not buying the actual product in the shot. You may be buying the same ingredients, but if this same technique were applied to cars or houses, lawyers would be involved. Still, great viral piece.
An Oldie But Goldie Helvetica 2007
If you haven't seen the movie Helvetica, you should rectify this immediately. It's a fascinating look at the birth and life of a typeface that is loved by most (and hated by a select few). Check out the review here, then find a copy and enjoy it.
Use The Deadline To Your Advantage
You'll hear creative people complain about the deadline constantly. In fact, as a creative myself, I'm guilty of it too. But something I have learned over the years is that a looming deadline can be just the motivation you need to create killer work. And some of the world's best copywriters agree. Read more about it here.
Terrific Home Made Spot for Doritos
The Doritos "Crash the SuperBowl 2012" promotion got a lot of interest. This is a killer entry, and it made me laugh. But it also has the product at the center, which is great. I wonder why Doritos said no, it's way better than the 5 finalists.
Being Bold Always Pays Off Always
I've talked before about the importance of bravery in advertising. I can't stress it enough. If you're boring, middle-of-the-road, conventional, or a mix of all three, you may as well flush your money down the toilet. Along comes DollarShaveClub.com to prove that being bold pays off. The ad is excellent, done on a shoestring budget and performed perfectly deadpan. The site has been inundated, crashing several times due to the overload of visitors. And the ad went uber-viral. This is how to do it folks. Think big, especially on a small budget.
Oh, and the tagline. Don't ever change it. Brilliant.
Review of AMCs The Pitch Subway
Although the show doesn't officially air until 9/8c tonight, it has been available for a few weeks via On Demand and AMC's website. So, I watched it, and have a full (and frank) review of the first episode. SPOILER ALERT - I reveal a lot about the show, so if you're waiting until tonight, look away!
More Creative Challenges For Your Brain
I've set challenges in the past. These new exercices go a little further, and as you will no doubt be reading this on a Monday morning, doing them could be even trickier. Try them out, share them with your colleagues, and see what shakes loose.
Dont Forget Why You Do This
I see people shaking their heads, wondering what's happening in a meeting. I hear people complain. I hear weird jargon. I see and hear a lot of animosity. Just remember, something drew you to this profession, it's a great one, and it can always be better.
How Well Do You Know Stella
One of my favorite lagers (I generally prefer dark beers) is Stella Artois. It's crisp, refreshing and comes with one of the best ad campaigns ever produced for an alcoholic beverage. Perhaps only Carlsberg's "Probably The Best Lager In The World" tops it. I'm talking about the Stella Artois - Reassuringly Expensive campaign that was brought to life by Lowe Howard-Spink in the early eighties. Get to know the history, right here.
You Can Handle The Truth
Advertising has been bending the truth for decades. These days, it's gone way beyond exaggerating the benefit, and is more akin to out and out lying. But the sad fact is, your products and services hold everything you need to make a stellar campaign. And that magic ingredient is the truth. Find it, extract it, play with it, and your customers will thank you for it. It worked for Bill Bernbach, it can work for you.
Another Harvey Nichols Sale Gem
In the past, they've shown women with huge bruises, mannequins cowering in fear, and clothing stretched beyond reason. Now, they've gone one step further. And you know what...I like it. In a world filled with awful sale ads and leaflets, this is clean, very bold, and does not fail to capture your attention. Being brave pays off again.
Grammer Dont Mean A Thing
Nope, it sure don't. Or doesn't. Or whatever else I want to say to break a few rules. Or all of them. Grammar is fine and dandy for English lit, but when it comes to advertising it is just not required. All that's important is getting the message across, as this article outlines. Do yourself a favor. Forget trying to impress the English. The consumer is far more important.
The Chav Tranquilizer Slightly NSFW
I like it when brands interact with customers and consumers. I like it even more when it's really funny, like this spot for Paddy Power. I can think of a number of occasions when this would come in handy. Oh, and in case you're wondering, a CHAV is described here. Basically, English white trash.
And only very slightly, it's just a brief buttock shot, and she's wearing underwear.
Doing Nothing is Doing Something
Oh yeah? Well, if you're an account person, maybe not so much. But creative people, who are tasked with inventing new and fabulous forms of advertising, need the break to let their subconscious minds go to work. It's not claptrap or new-age silliness, it's probably the most important step in the creative process. Read more here.
Failure IS An Option Always
If you know W&K well, you know about Fail Harder. It's not a tagline or a motto, it's a way of life for the staff of on of the world's greatest ad agencies. So before being crippled by fear, either because your deadline is upon you, or you have self doubt, read this. Then sit back and relax.
Taglines That Lost The Plot
We all know that language is a tricky business. Things get lost in translation all the time. Sometimes it's tragic. Usually it's funny. Check out this list of "lost in translation" examples, featuring some very big brands.
Hire People Better Than You
Much better, if possible. There have been books written on the subject, and writers like Luke Sullivan and David Ogilvy all agree, you need to hire people more talented than you are. But, people don't follow that advice. Why? Because they're scared those people will replace them. Well, if you're no good, sure. But trust me, if you're no good, you won't last too long anyway. Read more on why hiring uber-talented people is essential for the success of your agency.
Whats a Focus Group
There's an article coming, very soon, that explains the positive and negative effects of focus groups. If you're a typical creative you'll hate the very mention of them, but they do serve a purpose. Find out more right here.
Try Ignoring This Scary
When the Japanese aren't scaring the crap out of us in the movies, they're doing it with their advertising. Case in point, this phenomenal piece of street art that brings the Ring right into the front seat of your Honda. Check out the video, too.
Great Viral From LG
Nicely done. Wait for it...
And read this for more on unconventional advertising methods and techniques.
Screen grab via YouTube
Great People In Advertising
No, not me. I wish. Alas, I'm, not even close to being on the runner-up list. The people I'm talking about made an enormous difference to the ad industry, and we're all doing our jobs better because of them. Or at least, I hope we are. Check them out, and tell me who should be on the next list...because there will be one.
Ridley Scotts Commercials
You know him as the director of Alien, Blade Runner and Gladiator. But before, and during, his career in movies, he also did some incredible commercials. Check them out here.
Watch And Learn
I've been reviewing great documentary movies that I believe everyone in our industry should see. Of course, there are hundreds out there, and there are only enough hours in the day. However, these 6 docs are absolutely awesome and well worth your time. RedBox being what it is, you'll most likely have to buy them, or maybe add them to your Netflix queue.
Guitar PeeRo
There aren't many people in our business who haven't tried their hand at Guitar Hero. But how many of you guys have tried playing it with, well, your "urinal skills?" This stunt for the Brazilian version of Billboard magazine gives you the chance. If you want to play Ina Garda Da Vida, you better drink a lot before hand. Great guerilla stunt nonetheless.
Use Research Appropriately
When is a good time to use research? When you need answers and insights to create a god advertising campaign. When is a bad time to use research? When you want to judge the creativity and effectiveness of a campaign that has yet to be launched. Read more here.
RIP Adam Yauch
Adam Yauch of The Beastie Boys has died today at the way-too-young age of 47. He'd been in treatment for cancer since 2009, but the cancer won. And the music industry has lost one of the greats. Here's a link to a video that made me smile every time it was played in my college days, and every time I watch it. Sabotage.
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