When you see the logo, you know it’s funny.
Advertising Agency: Grey, Buenos Aires, Argentina
Chief Creative Officer: Lucas Panizza
Creative Directors: Hernan Kritzer, Lisandro Cardozo
Copywriter: Daniel Arango
Art Directors: Carlos Mendez, Ariel Chiesa
Illustrator: Carlos Baragli
Account Supervisor: Florencia Pereyra
When you see the logo, you know it’s funny.
Advertising Agency: Grey, Buenos Aires, Argentina
Chief Creative Officer: Lucas Panizza
Creative Directors: Hernan Kritzer, Lisandro Cardozo
Copywriter: Daniel Arango
Art Directors: Carlos Mendez, Ariel Chiesa
Illustrator: Carlos Baragli
Account Supervisor: Florencia Pereyra
Don’t rely on something just because it fits.
Advertising Agency: AlmapBBDO, São Paulo, Brazil
Chief Creative Officer: Marcello Serpa
Executive Creative Director: Luiz Sanches
Creative Directors: Marcos Medeiros, André Kassu, Bruno Prosperi, Renato Simões
Copywriter: Daniel Oksenberg
Art Director: Andre Nassar
Photographer: Hugo Treu
Illustrator: 6b Estudio
Art Buyers: Teresa Setti, Paula Feijo
Account Supervisors: Gustavo Burnier, Filipe Bartholomeu, Christiano Bock, Caio Henrique, Sabrina Peralta
Advertiser’s Supervisors: Daniel Morroni, Cecília Bianchi
Planners: Cintia Gonçalves, Sergio Katz
Don’t rely on something just because it fits.
Advertising Agency: AlmapBBDO, São Paulo, Brazil
Chief Creative Officer: Marcello Serpa
Executive Creative Director: Luiz Sanches
Creative Directors: Marcos Medeiros, André Kassu, Bruno Prosperi, Renato Simões
Copywriter: Daniel Oksenberg
Art Director: Andre Nassar
Photographer: Hugo Treu
Illustrator: 6b Estudio
Art Buyers: Teresa Setti, Paula Feijo
Account Supervisors: Gustavo Burnier, Filipe Bartholomeu, Christiano Bock, Caio Henrique, Sabrina Peralta
Advertiser’s Supervisors: Daniel Morroni, Cecília Bianchi
Planners: Cintia Gonçalves, Sergio Katz
Wine’s reputation as a social drink is being taken literally by Tesco, the U.K.’s biggest supermarket chain, which is launching a “socially created” wine selected and designed by Tesco’s social-media community.
The wine, which will be made with grapes from South Africa, will also help the Enaleni Community to build a sustainable future by using grapes from the region.
The first step was inviting wine bloggers and members of Tesco’s social-media community to a wine- tasting event June 26, where they were given a choice of five wines to judge. The three red and two white wines are all made with different grapes picked by the Enaleni community. The community grows grapes but has never been able to afford to produce and market its own products, and until now has had to sell all its fruit to local wine producers.
Kid proof.
Advertising Agency: JWT, Shanghai, China
Executive Creative Directors: Yang Yeo, Elvis Chau
Creative Director: Rojana Chuasakul
Copywriter: Jun Qian
Art Directors: Komson Yamshuen, Visionary Bangkok
Illustrator: Visionary Bangkok
Art Buyers: Liza Law, Isaac Xu
Account Supervisor: Dana Ho
Production House / Retouching: Visionary
Designer: Komson Yamshuen / Visionary
Kid proof.
Advertising Agency: JWT, Shanghai, China
Executive Creative Directors: Yang Yeo, Elvis Chau
Creative Director: Rojana Chuasakul
Copywriter: Jun Qian
Art Directors: Komson Yamshuen, Visionary Bangkok
Illustrator: Visionary Bangkok
Art Buyers: Liza Law, Isaac Xu
Account Supervisor: Dana Ho
Production House / Retouching: Visionary
Designer: Komson Yamshuen / Visionary
Like many people, I was impressed watching Texas state Senator Wendy Davis attempt a 13-hour filibuster of an anti-choice law. She couldn’t sit, eat, drink, or even lean on anything for support as she spoke. So it’s no surprise that the Mizuno Women’s Wave Rider sneakers she wore have gained a bit of attention, as evidenced by the many satirical reviews on Amazon.
Over at Digiday, Giselle Abramovich suggests that Mizuno is “missing out on a real-time marketing opportunity.” They might be. It’s also the right call for the company.
For its part, the company issued a statement on its blog that’s pitch perfect — acknowledging the performance of its shoes while not choosing sides in the most contentious issue of modern American society.
Here’s the last paragraph of that statement:
As you do, we love talking about running and introducing new consumers to our quality product. However, this conversation did not start out as a running conversation, thus we have limited our engagement to date. We are fortunate to have benefitted from this conversation and do appreciate Ms. Davis selecting our quality athletic footwear for her “endurance” event; however we do not have a corporate position related to the topic she presented.
This is a perfect example of why real-time marketing might be better left to PR people than social media firms or ad folks. Anyone who would advise Mizuno to rush to capitalize on this particular incident with real-time marketing would be committing malpractice, if there is such a thing in our industry.
The Wave Rider is currently the top-selling women’s athletic shoe on Amazon. So it’s true the extra attention they’ve received has had an incremental effect on sales. But, had Mizuno decided to endorse Senator Davis or her positions, it would’ve been deadly to the brand.
Mizuno would have found itself caught in the crossfire of protests, phone calls, numerous social media blogs and press articles. Some might be positive, a lot would be negative, but none of it would be worth whatever additional sales and notoriety lift the brand might receive. (It should be noted that Mizuno Running’s American headquarters is located in a suburb of Atlanta. Having lived in that area, I’m willing to bet many of its employees simply don’t agree with Senator Davis’ politics. That fact alone means the company’s reticence is justified.)
Some brands have established and well-known ethical belief systems. Even fewer are built on principles that manifest themselves in political issues. Mizuno isn’t either of these. They’re not Chick-fil-A or Ben & Jerry’s. They didn’t ask for the attention they’re now receiving. They’re smart to simply acknowledge the events and the attention as a testament to the quality of their product. Which in the end keeps them focused on the business of making performance sneakers.
Not everything related to a brand, when it’s in the news, is worthy of exploitation. Some topical items can be used to a brand’s advantage, but determining those requires judgment and experience. Let’s hope all the new preachers of the real-time marketing gospel are able to show restraint at the right moments the way Mizuno did.
This blog is about marketing. If you have a comment related to real-time marketing, please feel free to weigh in. Other comments will be deleted.
The post Mizuno Wisely Runs Away From Real-Time Marketing appeared first on AdPulp.
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“Portal Shopping in the week of the environment.
Workshops on the preservation of the environment.”
Advertising Agency: Crispim+Veiga, Goiânia, Brazil
Creative Directors: Mariana Paiva, Dorinha Crispim
Art Director / Illustrator: Diogo Arruda
Copywriter: Mariana Paiva
Advertising Agency: BBH, London, United Kingdom
Creative Director: Pablo Marques
Art Director: Szymon Rose
Art Buyer: Andy Maw
Set Designer: Sarah Parker
Production: Still Productions
“I went down to my garden.”
Advertising Agency: Studio SC City, São Paulo, Brazil
Creative Director / Art Director: Ilson Igreja
Copywriter: Rose Ferraz
Photographer: Sergio Coimbra
Manager / Retoucher: Washington Borges
Authentic product guaranteed.
argos.cn. The leading digital retailer from the UK.
Advertising Agency: Y&R, Beijing, China
Executive Creative Directors: Marcus Rebeschini, Nils Andersson
Creative Directors: Ronnie Wu, Donghai Liu
Art Directors: Somjai Satjatham, Lo Weng Heng, Ronnie Wu, Nils Andersson
Copywriters: Gao Han, Donghai Liu, Nils Andersson
Illustrators: Lo Weng Heng, Andy Yang
Account Service: Charles Sampson, Shelby Lee
Photographer: Teo Studio
Props Master: Rei Bo
Retoucher: Bruce Xie / Magic Cube
Production: Kirby Ho
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The president and C.E.O. of the National Audubon Society describes his career journey, which included many years at The San Jose Mercury News.
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O entretenimento está cheio de product placement, seja no cinema, televisão, games e até mesmo música. Convivemos com isso há tanto tempo, que se tornou uma prática não apenas tolerável, mas natural. As marcas, muitas vezes, colaboram com o senso de realidade e inserem o cotidiano do espectador dentro do filme.
Claro, estou falando de product placement bem feito, o que infelizmente não é a regra. Não existe um padrão para a inclusão de marcas em uma história. Pode ser uma simples aparição ou menção subjetiva pelos personagens, ou o sonho dourado dos anunciantes: ver seu produto fazendo parte do contexto da trama. Não é novidade que muitos roteiros são escritos e adaptados pensando em contratos de publicidade, incluindo até aprovação do cliente. Se os grandes blockbusters já são criatividade encomendada, incluir propaganda é o menor dos problemas. Porém, tudo isso custa mais caro, obviamente.
Ford, Apple, Coca-Cola, Chevrolet e Mercedes-Benz, na ordem, são as cinco empresas que mais investem no formato, mas vamos pensar em números: Em 2012, os 34 filmes que atingiram o primeiro lugar nas bilheterias americanas somam 397 marcas ou produtos identificáveis. Uma média de 11,7 product placements por título.
Filmes de fantasia ou de época, como “O Hobbit”, por exemplo, não podem contar com isso, mas são compensados por comédias e thrillers de ação. A comédia “Ted”, de Seth McFarlane, mostrou nada menos do que 38 marcas. É até pouco comparado aos 71 produtos que fizeram ponta em “Transformers: O Lado Oculto da Lua” em 2011.
397 marcas apareceram nos filmes líderes de bilheteria em 2012
Com tanta propaganda, não é difícil imaginar o imenso e arriscado território de “vai dar merda” que se cria na tentativa de encaixar as marcas e produtos dentro de uma narrativa. Algumas vezes funciona, muitas outras não. E é aqui que eu chego no filme que estreou nesse fim de semana no Brasil, “Guerra Mundial Z”, novo concorrente do product placement mais sem noção da história do cinema.
É um bom filme, com um eficiente Brad Pitt, que apesar de não trazer nenhuma novidade para o genêro zumbi, é capaz de gerar tensão e entreter sem insultar nossa inteligência. Vai tudo muito bem, até que aparece a Pepsi.
É o clímax do filme – que eu não vou detalhar aqui para não dar nenhum spoiler – o momento de epifania depois de quase duas horas de sofrimento e fim do mundo iminente, mas algum infeliz decidiu que essa seria a hora ideal para o protagonista parar e tomar uma Pepsi. Só faltou o Brad Pitt olhar para a camera e fazer “Ahhhhhh…”. Pegue a cena igualmente patética de “Thomas Crown – A Arte do Crime” abaixo, e coloque o Senhor Angelina mais zumbis na cena. É isso. Os olhares encabulados são dos espectadores.
Eu não diria que isso coloca “Guerra Mundial Z” a perder, mas não é exagero afirmar que, em poucos segundos, o refrigerante exerce um papel extremamente nocivo na tela. Alguns podem argumentar que contextualmente a inserção faz até sentido, mas para mim isso é quebrar a quarta parede da pior maneira possível e atirar o espectador para fora da trama.
No começo desse texto eu falei em naturalidade, e é tudo o que a Pepsi, o diretor Marc Foster e a Paramount Pictures não fizeram com o briefing na mão. A cena é tão incluída a fórceps no filme, que o público no cinema ri, o que na minha opinião só pode ser por constrangimento.
Estúdio e marcas celebram contratos milionários, e isso é bom para a indústria e para os consumidores, mas a eficácia só vem com sutileza. Fora isso, só se você estiver em “Wayne’s World”.
Post originalmente publicado no Brainstorm #9
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