TBWA UK Group’s new chairman and chief creative officer, Peter Souter, is reuniting the award-winning creatives Walter Campbell and Sean Doyle, hiring them as creative directors at TBWA\London.
Asda is holding a review of its £10 million digital media roster.
Tassimo, the coffee-maker brand, is looking for an agency to handle a major global advertising push.
Douwe Egberts is seeking an agency for its £4 million UK above-the-line advertising account.
Kraft Foods, the Swiss-based company, is set to review its estimated £200 million European media planning and buying arrangements, including the £39 million account held by PHD in the UK.
(TrendHunter.com) The Free People September 2012 lookbook takes a different turn for the fall season. In place of the typical nature-loving imagery, the photoshoot has been captured in a bustling metropolis….
(TrendHunter.com) The photoshoot starring model Lin by Niklas Hoejlund, a photographer born and raised in Copenhagen, Denmark, is filled with seductively strong images shot in a very simplistic manner. A series of…
(TrendHunter.com) The Lumini Photography Get a Better ad campaign compares and contrasts corny stock photos with professional ones. From horrendously photoshopped images to run-of-the-mill ‘models,’ it is…
This guest post is written by Jesse Robson, a freelance writer currently working for Liberty Marketing. When he’s not at work Jesse spends most of his free time writing, following pop culture and playing with his golden doodle Max.
Commercials have certainly evolved from the time of your parents and even your parents’ parents. If you get TV Land on cable tv, you might have even caught some of the older, retro commercials interspersed between episodes of The Andy Griffith Show and I Dream of Genie.
Yes, things were certainly different back then and all you really needed was a cute mascot, an infectious jingle and an authoritative voice to move product. However, commercials and, really, marketing as a whole have evolved.
Sex sells. While not an entirely alien concept to the early television marketing of the 50s and 60s, newer generations have certainly taken it to a whole new level. Whereas before, ads would entice you to buy their hair cream by suggesting you might “get lucky with the ladies” commercials these days aren’t shy at all about not only hinting at that outcome but pretty much guaranteeing it. And the people eat it right up. Why wouldn’t they?
Buying into the bizarre. Whereas an infectious jingle would stay with you for weeks on end, a lot of companies nowadays try a different approach. Marketing bizarre imagery and admittedly disturbing notions, it is the initial shock that this form of advertising administers that is just as memorable (scarring?) as an unforgettable jingle. Who could forget the Jack Link’s beef jerky commercials where people play pranks on Sasquatch? Or those countless Skittles commercials that walk the fine line between disturbing and artistically absurd?
Commercials with canon. Probably the earliest example of this that comes to mind is the saga of the Energizer Bunny. In the mid to late 90s, the iconic Energizer Bunny was involved in everything from kidnapping attempts to intriguing espionage and he even became the target of Darth Vader and other iconic movie villains. While these commercials really didn’t push the brand or the product, they served as serialized snippets of a story involving the unforgettable mascot. You actually had to pay attention to these commercials and people were definitely watching.
Meta marketing. Ever hear of an ARG? ARG is an acronym which stands for Alternate Reality Game. The premise of an alternate reality game was to draw the consumer into a fictional world of whatever product or brand, and have that fictional world influenced by things the consumer did in the real world. One of the best examples of this was the various ARGs created around the hit television series – LOST. Viewers would watch an episode, see some kind of cryptic clue in a commercial or scene, and then go online where they would try to solve a mystery all the while being bombarded by advertising.
Streaming saleable ideas. If you thought you could escape commercials by using online streaming services, think again. Whether it’s the infinite repository known as Hulu or even Fox’s very own streaming video player, there are guaranteed to be ads spliced into the programming. Even services that aren’t blatantly associated with television – like YouTube – have implemented ads in their videos.
And those are really just a handful of the examples that illustrate a clear evolution not just in commercials but marketing methods as well. And, you can bet, as the ways we interact with and utilize technology continue to evolve, so will the advertising.
Obama campaign uses Reddit to steal some social-media momentum, but says little of actual import.
(TrendHunter.com) Michelle Mccallum for Grazia Italy August 2012 brings urban chic fashions to the streets of New York City just in time for Fashion Week. With all the favorite styles of the upcoming Autumn season,…
(TrendHunter.com) It has always been an identifier of wealth to purchase things that are one of a kind and the best of the best; with these exuberantly expensive products you get a glimpse into some of the world’…
No início do mês, o Kibe Loco estreou no YouTube uma série de humor chamada “Porta dos Fundos”.
Um dos vídeos, intitulado “Fast Food”, tira sarro, sem rodeios, do atendimento da rede de restaurantes Spoleto. O humorista Fábio Porchat faz aquilo que todo “chef” da franquia faz: Se transforma em um talibã pressionando pela rápida escolha dos ingredientes.
Seria motivo suficiente para o desespero de departamentos de marketing, agências, escritórios de relações públicas, e claro, apelo ao departamento jurídico.
Segundo conta o próprio blog, não foi isso o que aconteceu. Os donos do Spoleto entraram em contato e resolveram patrocinar o vídeo.
“E mais: pediram (pediram!) para que o título do vídeo mudasse para “Spoleto” e ainda encomendaram uma continuação.”
Raramente uma marca entra dessa forma em uma brincadeira, transformando a crítica em algo positivo. Mas o Spoleto vai além com a continuação, e pede para que os consumidores “denunciem” se forem mal atendidos. O melhor: A continuação (abaixo) é mais engraçada do que o original.
É como o caso da Samsung que contei mais cedo. Quando uma marca desce do salto nas mídias sociais e trata as pessoas de igual pra igual, é capaz de ser falada e lembrada do jeito certo.
Post originalmente publicado no Brainstorm #9
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“Passive smoking is not as passive as you think.”
Advertising Agency: Noble Advertising, Dubai, UAE
Art Director: Bijoy Valiya Purayil
Copywriter: Nikhil
Photographer: Nasir Rauf
Advertising Agency: The Martin Agency, USA
Executive Creative Director: Joe Alexander
Creative Director / Copywriter: Mike Lear
Associate Creative Director / Art Director: Dustin Artz
Senior Art Producer: Cindy Hicks
Executive Print Producer: Jenny Schoenherr
Senior Strategic Planner: Kevin Rothermel
Senior Account Executive: Stephanie Shaw
Account Executive: Beau Brown
Photographer: Todd Wright
Creative Imaging: Alice Blue
A Sony também aposta num mundo analógico, mas imersivo, para promover sua tablet Xperia.
Em um filme sem cortes, num único take, três diferentes cenários mostram as principais características: acessar internet, jogar e assistir.
A criação é da McCann New York, com produção da Partizan.
![Wes Anderson criou e dirigiu nova campanha da Sony para o Xperia [Teaser]](http://www.brainstorm9.com.br/wp-content/uploads/2012/03/wesde-190x103.jpg "Wes Anderson criou e dirigiu nova campanha da Sony para o Xperia [Teaser]"){kind=small}
Post originalmente publicado no Brainstorm #9
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Talvez você não se lembre da história do Dragão e do Canguru envolvendo a Samsung em maio desse ano, mas eu refresco sua memória: Shane Bennet é um fã canadense dos produtos marca, e antes mesmo do lançamento, ele queria ganhar um Galaxy S III.
Para tentar convencer a Samsung disso, Shane enviou um desenho como presente. Um dragão. Eles não podiam dar o smartphone, mas como agradecimento a marca desenhou um canguru andando de monociclo.
A troca de simpatias viralizou, fez bem para a Samsung e Shane acabou pelo menos com a promessa de ser convidado para a festa de lançamento do Galaxy S III. O tempo passou, o mundo das mídias sociais esqueceu e esse se tornaria mais um case sobre relacionamento na internet.
Porém, a história ganhou mais um capítulo com final feliz essa semana. Shane Bennet recebeu, enfim, seu desejado smartphone de presente, e customizado com o desenho do dragão.
Muito bem Samsung. Jogou o jogo como ninguém. O problema pra marca é se a moda pega. Dar celular em troca de desenho não vai ajuda-los a pagar 1 bilhão para a Apple.
/dica do @marcos__freitas
Post originalmente publicado no Brainstorm #9
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(TrendHunter.com) Showcasing epitomized technology and architecture, the Russian Pavilion at the Venice Architecture Biennale is a marvel.
QR codes are used to entirely cover the top floor of the Russian Pavilion….
Twitter has made another move to govern its ecosystem, announcing "certified products" badges for developers who play by its rules.
Poster campaign for a hamburger restaurant chain called American Style.
Advertising Agency: Brandenburg, 101 Reykjavik, Iceland
Creative Directors: Hrafn Gunnarsson, Gulli Adalsteinsson
Art Director: Hrafn Gunnarsson
Illustrator: Doddi
This is site is run by Sascha Endlicher, M.A., during ungodly late night hours. Wanna know more about him? Connect via Social Media by jumping to about.me/sascha.endlicher.
