Hasta La Creative!

Bebês, cães e gatos costumam ter presença – e audiência – garantidas no YouTube. Levando isso em conta, não deve ter sido muito difícil para os criativos da Saatchi & Saatchi de Londres terem seguido o mesmo caminho do Itaú no começo do ano passado e apostado em imagens caseiras de bebês fofuchos sendo apertados, beijados, dormindo e brincando na nova campanha da Pampers.

O filme Pampers Love, Sleep & Play é uma colagem de 15 vídeos publicados no YouTube, que mostram bebês de verdade em situações do dia a dia. Na decisão por usar conteúdo gerado por usuários pesou a oportunidade de capturar emoções e sentimentos reais de pais e bebês, o que reforça a mensagem de que para se desenvolver feliz e saudável, todo bebê precisa de amor, dormir e brincar.

Tudo isso com doses cavalares de fofurice. 🙂

Post originalmente publicado no Brainstorm #9
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Les deux artistes Manuel Urbanke et Maximilian Hoch proposent une réflexion sur la situation turque au travers de leur pièce Riot Raki, un kit constitué d’une bouteille de Raki pouvant se transformer en cocktail Molotov pendant les émeutes. Un travail esthétique et engagé à découvrir dans la suite de l’article.

Apple’s “Designed by Apple in California” dubbed a flop by many, is getting plenty of publicity. But not in the way Apple likely intended. The ad received a viewer score of 489 out of 900 based on the Ace Metric scale. This low-scoring commercial, compared to Apple’s 26 other ads this year, has created quite the buzz on Bloomberg, LA Times, Ad Age and various other sites.

Why the low score?

First, is it really a low score? The industry average is 542 making the Apple ad not far from status quo. By contrast, Apple’s most popular ads scored around 700. More importantly, Samsung’s commercials have been ranking above 600.

You might be surprised to know it wasn’t the company’s philosophy that viewers didn’t like; it was the lack of information and the sad tone to the commercial.

Apple is known for cutting edge technology. Perhaps viewers were disappointed that the commercial was focused on branding versus one of Apple’s new devices.

Why the change?

It’s a simple answer, really. If a well-known brand is losing market share to stiff competition and doesn’t have any new products to debut, what do you do? You do the branding thing in an attempt to energize your loyal fans with strong company values.

A secondary reason could be to remove any lingering bad rapport about Apple’s working conditions in China which was heavily criticized last year. Since then, the company has taken strides to move some production into the United States. This, coupled with a seemingly intentional shift in focus from manufacturing to design, is likely a major reason the brand went with “Designed by Apple in California.”

Flop or famous?

If the commercial’s goal was to draw attention away from Samsung’s new products and back to Apple, they got it. Just not in the way they intended.

Sometimes an attack on a much loved brand is exactly what is needed to energize loyal consumers. Keep in mind, low scores on ad surveys are not always indicative of consumer purchase patterns.

What are your thoughts on the commercial? Do you think this will hurt their new product launch coming up?

This guest post was written by Alicia Lawrence, content coordinator for WebpageFX and blogs in her free time at MarCom Land.

Right or wrong, the sartorial choices of female politicians have always drawn the attenion of the media and consumers — in 2008, Sarah Palin’s Kazuo Kawasaki glasses caused almost as much of a stir as she did.

The story around Wendy Davis’ red sneakers isn’t exactly the same. But Mizuno, the manufacturer of the kicks, has gotten something of a tailwind from the Texas state senator’s 13-hour filibuster over a controversial anti-abortion bill.

The sneakers Ms. Davis wore during Tuesday’s session — the $114.99 Mizuno Wave Rider 16 — have picked up attention from “reviewers” who have been taking to the shoes’ Amazon page in support of the senator’s stance. The comments have generally ranged from satirical to sarcastic.

Continue reading at AdAge.com