Hasta La Creative!

The civil trial over Michael Jackson’s death might hinge on whether reasonable care was exercised in the hiring of his doctor.

In yet another freakishly wacky Old Spice commercial entitled Baby, Terry Crews can be seen marveling at how Old Spice’s new shaving gel is “newer than a fresh pair of socks” … that talk … about how Old Spice shaving gel is newer than a new jersey, newer than a new mouse, newer than a new waffle iron, newer than new solar panels … and newer than … Terry Crews’ son. Say what? Look at that baby! Freaky! And kind of funny.

The new commercial is accompanied by another equally odd commercial that has Crews climbing out of a guy’s beard in a hospital bed. Yea, we know.

All this oddity coincides with a YouTube masthead takeover today that includes an interactive version of the Baby ad and asks visitors to suggest other things that might be newer than the shaving gel. Suggestions take users to various pages based upon what they typed in.

But what we really want are a set of reaction videos like the ones that featured Isaiah Mustafa.

Taco Bell’s Chief Marketing and Innovation Officer Brian Niccol has been promoted to president of the chain. Chris Brandt, a Taco Bell marketing executive, is now the chain’s chief marketing officer.

A Taco Bell spokesman confirmed the moves, and said that Taco Bell CEO Greg Creed will remain in his post. Mr. Brandt will lead brand marketing, media and brand sponsorships, consumer insights and digital marketing.

Mr. Brandt was previously the chain’s VP-marketing. He joined Taco Bell in 2010 as senior director of marketing. He was promoted in 2012 and helped roll out the “Live mas” tagline. During his tenure, he’s overseen marketing strategy, led the launch of Doritos Locos Tacos and developed the Cantina Bell menu. Prior to joining Taco Bell, Mr. Brandt was a VP-marketing for Odwalla, a Coca-Cola brand, and launched a number of products, including protein smoothies and relaunched Odwalla bars. Before Odwalla, he worked in various brand-management roles at General Mills for brands including Betty Crocker, Nature Valley Granola Bars and Yoplait.

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BlackBerry plans to launch its BlackBerry Messenger (BBM) instant messenger service for free on the iOS and Android platforms this summer.

BIO

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Não importa quanto o tempo passe, a mística dos Beatles perdura. A banda que marcou uma época continua atraindo o interesse das novas gerações, e numa espécie de devoção cega e inabalável de quem sempre foi fã.

No Braincast 63, discutimos as razões que fazem o quarteto de Liverpool ser um dos grupos mais influentes da música, e porque a arte de John, Paul, George e Ringo deve continuar gerando muitos beatlemaníacos mundo afora, de todas as idades.

Carlos Merigo e Saulo Mileti conversam com os editores do B9 e fãs dos Beatles Amanda de Almeida e Felipe Cotta, que revelam seus motivos e opiniões sobre esses 50 anos de sucesso.

Faça o download ou dê o play abaixo:

> 0h02m40 Comentando os Comentários?
> 0h15m50 Pauta principal
> 0h57m10 Borracharia do Seu Abel
> 1h03m20 Qual é a Boa?

Recadinhos da Paróquia: Para se matricular no workshop9 “Design: origem, funcionalidade e princípios da estética” em CURITIBA, clique aqui; ou no de GOIÂNIA, clique aqui.

Críticas, elogios, sugestões para braincast@brainstorm9.com.br ou no facebook.com/brainstorm9.
Feed: feeds.feedburner.com/braincastmp3 / Adicione no iTunes

Quer ouvir no seu smartphone via stream? Baixe o app do Soundcloud.

Post originalmente publicado no Brainstorm #9
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ABC is adding 14 new shows to its schedule, shrinking mainstay “Dancing With the Stars” to one night to open Tuesdays up for a complete overhaul.

The network’s strong development slate led to the decision to condense “DWTS” to Mondays, ABC Entertainment President Paul Lee said during a conference call with press ahead of the network’s upfront presentation to ad buyers Tuesday afternoon. But fading ratings for the comeptition series undoubtedly also played a role.

With no “DWTS” results show on Tuesday, ABC is scheduling the much-hyped Joss Whedon “Avengers” spin-off “Agents of S.H.I.E.L.D.” at 8 p.m., to be followed by fellow new entries “The Goldberg’s,” “Trophy Wife” and “Lucky 7.”

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We all know what a mess digital advertising is. There are privacy concerns, ad blockers and quacks in every direction offering their innovative new solutions that are far from it.

The good news is brands can play effectively in the people’s sandbox — provided they learn to play a different game, a game with new rules.

Banner ads and YouTube videos are print and broadcast constructs, respectively. The need to push past these formats has never been more clear. But what else can we do in digital? What else should we do?

Dan Hon, an Interactive Creative Director at Wieden + Kennedy, is a champion of brands building out digital services like Nike+ Running.

A general mistake in thinking around digital advertising is that there are two binary choices: either provide utility and essentially create products; or create fluff or entertainment that reinforces a brand and relies on paid attention.

That ignores the tremendous but difficult space in the middle.

I do know what Hon means by the binary choices. I’ve laid them out for clients, and our readers here, for years. What I don’t accept is the notion that building digital services fails to fit into this simple equation. I hate to dwell in semantics, but Nike+ is also a product, and an excellent example of branded utility.

The truth is people are actively charting their own courses in digital via a plethora of mostly free and some paid tools. We are managing our real lives from a digital dashboard. It’s how we keep in touch with friends and family, pay our bills, shop, plan vacations, book travel, make dinner reservations, find dates and so on. Nike+ found a way to be useful, and that’s a fantastic thing. I would love to see this model repeated a thousand fold.

I will merely add that the brand who launches a lifestyle magazine or produces a feature film (both large scale content plays) is also finding a compelling way to be useful. Entertaining and informing people are both hugely useful.

The post Are Digital Services The New Ideal? appeared first on AdPulp.

Fox used its upfront presentation to ad buyers yesterday to argue that live ratings are no longer indicative of how many people watch shows like “New Girl” and “The Following.” ESPN used its upfront on Tuesday to suggest, essentially, that advertisers don’t need to worry about time-shifted viewing — because sports still gets audiences to watch live.

“There’s no genre performing better than sports in this fragmented, cluttered marketplace,” said Ed Erhardt, president of ESPN’s global customer marketing and sales, at the network’s event at the Best Buy Theater in Times Square.

In other highlights:

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