Le collectif artistique Mentalgassi basé à Berlin multiplie les interventions et transformations urbaines en Europe. Pour preuve, ces derniers ont récemment participé au Getxo Photo 2012 Festival en Espagne. Des nouvelles créations toujours réussies à découvrir avec une sélection de leurs travaux dans la suite.
Go Daddy is adding supermodel Bar Refaeli to its stable of adver-girls. Refaeli will appear, along with Danica Patrick, in one of two Super Bowl commercials to be aired this year. Go Daddy has advertised in the Super Bowl for eight years.
The ad, called Perfect Match, is being shot in LA today by Deutsch New York. Deutsch was hired earlier this year as part of the brand’s shift away from a straight sex-sells approach to one that includes aspects of the brand’s actual services. Two recent ads highlight the substance behind and the sexiness in front the brand.
Of her partnerships with Go Daddy, Refaeli said, “The opportunity to be in a Super Bowl commercial is thrilling and to partner with Go Daddy is something I just couldn’t resist. I feel like the ‘Perfect Match’ commercial is a chance to be in an iconic Super Bowl spot that not only leaves people talking, but shows everyone what Go Daddy is really about.”
We liked the recent work from Deutsch and we imagine (hope) Deutsch will continue in the same vein.
“American Idol” will begin its 12th season Jan. 16 heavy with hopes that tension between new judges Mariah Carey and Nicki Minaj will reverse, or at least arrest, the show’s eroding ratings for Fox.
The entertainment press has done its part to set up some drama, reporting that Ms. Carey hung up on producers when told she’d be co-judging with the more theatrical Ms. Minaj and posting video of the two in a screaming match. Even if the purported duel draws viewers for the network, however, what will it do to the divas’ own businesses and brands? Here are four things each performer ought to keep in mind:
Not all publicity is good. If there can be only one cautionary tale in post-millennial pop culture, thy name must be Britney Spears. The years since her well-publicized 2007 meltdown have found her healthy-ish but visibly anxious and uncomfortable whenever cameras are around. On the new platform of Fox’s other signing competition, “The X Factor,” pre-taped audition episodes portrayed a surprisingly thoughtful and critical Spears, but that looked liked creative editing once when the live portion of the season began. She had almost nothing to say, and producers reversed one of her first live eliminations (13-year-old standout Diamond White) without explanation the following week. Her one opportunity to promote a new music video turned into a punch line after she cringed her way through host Mario Lopez’s introduction. Her reported $15 million paycheck seemed increasingly preposterous considering her failure to deliver a ratings bump, and already rumors are rampant that she’s been dumped from the show. All in all, a new dent in the Britney Spears brand.
Candy and snacks giant Mondelez International will consolidate U.S. media-planning and -buying duties with Publicis Groupe’s MediaVest, while giving Aegis Group more international strategic responsibilities.
MediaVest has long handled planning and buying for snack brands — which include Ritz, Oreo, and Wheat Thins — as well as TV and print buying for gum and candy brands, including Trident and Stride. The shop will now assume planning for the gum and candy brands, as well as digital buying. That work had previously been with Horizon Media, which is being cut from the Mondelez roster.
In an interview with Ad Age, B. Bonin Bough, VP of global media and consumer engagement at Mondelez, said Horizon “has been an amazing partner and we are very grateful for what they’ve done for the gum and candy category for us within the U.S.” He added: “It was just a decision from the U.S. region to consolidate that within MediaVest.”
(TrendHunter.com) These breakout luggage pieces update the way tourists go about their travels. Companies such as Samsonite and Sky Way Luggage have recognized the growing need for couture design, durability and…
Creating an advertisement with a shelf life of a few seconds is seemingly antithetical to a brand’s typical goal of making a lasting impression on consumers. But with the growing popularity of Snapchat — a mobile app that allows users to send photo messages that self-destruct after a period of 10 seconds or less — brands have begun trying to find ways to take advantage of users’ desire to share short-term visual messages.
“It’s just kind of where our users are going at the moment,” Adam Britten, community manager for New York City frozen yogurt chain 16 Handles, said. “A lot of our social-media fans are teenagers and we noticed on Facebook and Twitter that they were using it. We figured, ‘Why not?’ and we gave this a chance.”
Experimenting with the potential marketing uses of an emerging social platform can be challenging because they are typically not mature enough for advertising. Snapchat and Facebook’s rival app, Poke, have the added risk of being perceived as overtly sexual messaging services. Still, the sheer popularity of Snapchat and Facebook Poke has begun attracting marketers.
A la demande de l’agence belge Canada Gent, l’artste Kevin Devroo nous propose de découvrir un travail typographique de toute beauté. Alliant avec talent lettres et matériaux, le rendu de ce projet appelé « Iconic » rend hommage au design avec des créations 3D du plus bel effet. A découvrir en images dans la suite.
Publicis Healthcare Communications Group is undertaking a major reorganization to better manage client needs as the health-care industry is jolted by technological and policy changes. One big goal is to bring creative and media closer together to help work get into market faster.
As part of the move, creative shops under the Publicis Healthcare umbrella will all add media hubs and media executives at local agencies that don’t already have media capabilities. In addition, a central media hub called Publicis Health Media. The structure will be led by Matt McNally, exec VP and chief global media officer for Digitas and Razorfish Health.
Mr. McNally’s title will now be president of the group and he’ll be charged with overseeing media strategy, planning, buying, content distribution and search across all PHCG agency brands worldwide.
It seems everyone will be in Las Vegas next week for CES, NMX and Affiliate Summit. If you’re there for Affiliate Summit, you will want to check out the Affiliate Nation Mega Party sponsored by Clickbooth, CPAWay and MaxBounty. The party will take place Monday, January 14 from 10PM until 2AM at The Venetian’s Tao nightclub.
It will be open bar all night and Chingy will headline the entertainment for the evening. In past years, Clickbooth parties have always been great including their most recent event at ad:tech New York.
RSVP here.
(TrendHunter.com) It takes a special kind of mind to be able to come up with a great concept for an invention out of thin air, but as these inventions trends show, 2012 was a year full of this kind of innovation. The…
Headed to Las Vegas for CES next week? Ad Age is hosting a series of events designed to put some context around the technology on display, all with you in mind: the marketer. RSVP to Ad Age events here. For the Smart Home breakfast panel Jan. 9, send an email to adageces@adage.com.
(TrendHunter.com) The creative gadget trends seen on Trend Hunter during 2012 were unlike anything we’d seen before. In the past, the majority of gadgets released were made to enhance existing ones, such as…
Samsung got a lot of attention, not to mention video views, for its funny send up of the Apple iPhone faithful in its Galaxy ads in 2012. But humor and celebrity users like LeBron James weren’t enough to unseat Apple as the most effective mobile phone advertiser in 2012, according to ad effectiveness research firm Ace Metrix.
Samsung did win the hard-fought tech category overall — which includes PCs, tablets, phones and TVs — by producing numerous high-quality spots for its myriad products.
“It’s one thing to create a great ad. It’s another to do a consistent good job over 45 or 50 executions,” Ace Metrix CEO Peter Daboll said.
Le groupe suédois Shout Out Louds a sorti récemment leur dernier single « Blue Ice » sous la forme d’un disque de glace. Avec 10 exemplaires limités à gagner en s’adressant à Merge Records, cette initiative très réussie et insolite appelée Blue Ice Record Project est à découvrir en vidéo dans la suite.
As you may have realized, we’re somewhat partial to the sex-sells approach to advertising here at Adrants. That said, there are limits and there are matters of taste. Writing on Venture Beat, Jolie O’Dell brings to our attention a promotional email she was sent by voice-control company Voco touting their booth at next week’s CES in Las Vegas.
Next to a pair of disembodied legs, the ad urges the reader to “Play with my V-Spot. Another image of a woman’s red-lipped open mouth carries the headline, “Because oral is better.”
Created by Dirk Marketing, the ads shamelessly tie the the product to a woman’s vagina and the act of giving a blow job. O’Dell, a classy and refined woman if ever there was one – something you immediately realize once you meet her – eloquently castigates Voco for it’s seemingly out of touch approach to marketing.
While there’s certainly nothing wrong with a bit of tongue and cheek humor or light sexual innuendo in advertising once in a while, Voco’s approach is akin to 6th grade boy’s room bathroom humor – youthfully eager but sorely lacking the grace of intellectual wisdom and wit that comes with age.
Tying Voco’s approach to advertising with the lack of women in the technology sector, the beat she has covered for years at Mashable, ReadWriteWeb and, now, VentureBeat, O’Dell writes, “Voco, I regret to inform you that I will be unable to visit your CES booth this year. I moreover regret that I will never review, recommend, or use your products, no matter how interesting and innovative they are. I most deeply regret that you don’t have enough respect for me to put yourself on my level and look at the world and your ads through my or anyone else’s eyes.”
While a brand such as Voco may file this work under innocuous marketing silliness or dub O’Dell’s reaction the rantings of a writer with a thorn in her side, when a journalist with O’Dell’s clout and stature in the technology space calls for a boycott of the brand at the largest tech trade show in the world, Voco might want to take heed and respond in some manner. Sadly, that doesn’t appear to be the case as the brand’s last tweet was back in August 21.
O’Dell’s article has had hundreds of Likes and Retweets along with hundreds of comments to the article itself. However, as is always the case, there are plenty who are calling this an over-reaction or a tempest in a tea cup.
One could argue that this is simply an ad targeting a predominantly male audience which uses the allure of sex (something pretty much everyone loves and can relate to) to raise awareness. One could also argue any form of advertising that ties a sexual act performed upon or by a woman to a product (other than a sex toy) devalues the product and the brand’s potential customer base.
With an ad like this, the important question on must ask oneself is “does the ad objectify women or does it simply identify with a natural act in which all humans engage?”
So let’s break it down. At last count, most woman enjoy (pardon our bluntness) having their V-Spot or vagina played with. At last count, most men enjoy (pardon our bluntness) having their hard ons orally stimulated. It would seem the Voco ad is simply tying pleasurable sexual acts that all humans love to their product line.
On the other hand, the ad isn’t showing a man’s finger (or tongue) going at a “V-Spot.” In both visuals, the ad clearly focuses on the female. Why? We’re not sure we have the answer but ask yourself this: why do most porn flicks (or regular flicks for that matter) focus heavily on the female versus the male? Why is the woman shown predominantly and the man rarely seen?
Wait. We may have the answer. Most viewers of porn-related material are predominantly (yes, we know the stats are a few years old) by men. Which, one could conclude, is why some advertising aimed at men includes sexually-charged imagery. Hey, we’re no scientist but it would seem obvious that if men enjoy looking at sexually-charged images of women more-so than women enjoy looking at sexually-charged images of men, then it seems entirely logical for a brand targeting men to consider using sexual imagery in its advertising.
That said, there is a fine line of consideration (and intellect not found in the 6th grade boy’s bathroom) that must take place when considering the use of sexual imagery in advertising. A marketer must be sure they leverage the humorous and positive aspects of sexual innuendo rather than more prurient and neanderthal version.
This Voco ad may, indeed, simply be a tempest in a teacup. But, for us, anything that sparks an intelligent conversation about the role of sex, sexual imagery, sexual innuendo and its relationship to how brands and consumers are portrayed is a worthy discussion in our book.
Voici « To The Wonder », le prochain film du réalisateur Terrence Malick. Ce drame, prévu pour l’été 2013, mettra en scène Olga Kurylenko ainsi que l’acteur Ben Affleck, mari tourmenté par une amie d’enfance jouée par Rachel McAdams. Une bande-annonce visuellement superbe à découvrir en HD dans la suite de l’article.
Joanna Manning-Cooper, the head of PR and media at the London 2012 Olympics, is joining the organisation tasked with running the 2015 Rugby World Cup in England, in the top marketing and communications role.
Omnicom’s group vice-chairman and CEO of Asia-Pacific, India, Middle East and Africa (APIMA), Tim Love, intends to retire at the end of the first quarter, reports Campaign Asia.
‘Celebrity Big Brother’ returned to Channel 5 with a peak audience of 4.3 million viewers last night, beating last year’s show but still smaller than the audience that watched the first series on the channel in 2011.
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