(TrendHunter.com) This fake Jimmy Choo tee reads ‘Gimmy more Choos.’ This is similar to other couture-imitating apparel, parodying labels like Hermes and Celine. Rather than attempting to copy the brand&#…
Kevin Spacey’s lecture at the Guardian Edinburgh International Television Festival last month has topped one million YouTube views and is becoming the Gangnam Style of the media community.
The actor explained in the speech that only Netflix had the vision and confidence backed by data to green-light the making of “House of Cards,” the series in which he stars, without making the investment conditional on the traditional pilot model of the U.S. TV industry. The “all-you-can-eat” strategy of releasing the entire series at once spoke to the needs of a generation of media consumers who don’t want their appetites moderated by executives keen to build schedules around their hit shows, Spacey said. This generation wants “what they want, when they want it.”
He contrasted the efficiency of “House of Cards” with the high failure rate of TV pilots. In baseball terms, the ratio of big hits to canceled shows gives a batting average that would never get a player to the major leagues. Spacey also pointed to the creative limitations of the pilot. Artistically, he argued, pilots by their very nature represent a compromised narrative. They create artificial cadence in storytelling, because they require the superficial development of too many characters and possible story arcs that act against the organic nature and pace of how great stories best unfold.
By David Schwab, Octagon First Call
And so we begin again… it's season 17 of Dancing with the Stars.
The show that draws more than 15 million people weekly has revitalized and jump-started dozens of careers. Last season's cast enjoyed an increase in relevance and brand appeal. Dorothy Hamill was named spokesperson for Smooth Fitness Equipment, Lisa Vanderpump became the new face of I Can't Believe It's Not Butter, and Aly Raisman signed an extension deal with Pandora Jewelry, just to name a few.
Here's a look at the marketability of the newest crop:
• Amber Riley. Amber Riley belted her way into the public consciousness in 2009 as an original cast member on Fox's Glee. Though she won't be prominently featured on that show this season, the significant media coverage of costar Cory Monteith's death will magnify the spotlight on all those associated with it. While her past experience with choreography from Glee will come in handy, Riley's magnetic personality and mediability will give her an advantage in the brand game. Some categories we like for her include cosmetics, school supplies and teen-facing cause campaigns (e.g. texting and driving). A star on the rise.
• Snooki. Nicole "Snooki" Polizzi is undoubtedly polarizing from her days as a Jersey Shore party girl, but she has worked hard over the last year to reinvent her image. As such, there are multiple new story lines with her: She's a mother. She continues to show off a dramatic weight loss. And she is preaching a lifestyle of moderation. Mainstream media may be tired of her, but she still has a very strong fan base, including more than 7 million likes on Facebook. Because viewers can vote on Facebook, Snooki could get a significant voting surplus from fans who don't even watch the show. She is already well versed in the marketing world. Recent deals include Zantrex, iHip headphones, Supre Tan and Wonderful Pistachios, to name a few. Time will tell if more brands like the new Snooki and want to work with her.
• Corbin Bleu. DWTS has met its Disney-alum quota with Corbin this year. The Disney gang typically does very well on this show—they are good dancers, and the audience loves their wholesome image. This on-screen success doesn't necessarily translate into mainstream marketing success (remember, their target audience has been kids—a lot different than the female 25-54 skew for this program). DWTS certainly will increase Bleu's appeal for appearances, though, especially at malls and other family-friendly spots. Corbin is also a singer, and this exposure will certainly boost his music career.
• Jack Osbourne. He's part of a global, mediable family, yet one that is polarizing and controversial. He's married with a kid now, and just recently announced that baby No. 2 is on the way. While it may be tough for brands to overlook his past narcotics abuse, his story of overcoming addiction is relevant for motivational speaking or helping other addicts. Additionally, a story line that should receive a lot of play this season is Jack's struggle with multiple sclerosis, with which he was diagnosed in 2012. A little bird even told us that this guy can actually dance and could provide laughs for other castmates, the studio audience and the viewers watching each week.
• Christina Milian. Even though Christina hasn't released new music recently, she has stayed relevant with her recent gig as social media correspondent on NBC's The Voice. Social media is her strong suit, as she boasts over 1 million Twitter followers. No stranger to the brand game, Christina has partnered with Viva Diva Wines and Ocean Pacific in the past, and has her own hookah line. If she does well in the competition, DWTS could certainly help add to these brand deals, especially in the young, urban space.
• Valerie Harper. The former Mary Tyler Moore Show star has certainly been in the headlines lately. Her much-profiled battle against brain cancer and journey to near-remission offers a new angle and source of inspiration we haven't yet seen yet. The obvious fit for brands here is anything health or cause related, and she could have a very powerful story to tell on the corporate speaking circuit. Unfortunately but candidly, brands will take a wait-and-see approach because of her health.
• Keyshawn Johnson. NFL players have had a strong and successful history on DWTS, with six NFL stars placing in at least the top three since the show's first season. There is nice synergy with DWTS, and Johnson's day job as an analyst for ESPN (both under the same network umbrella) could draw ESPN advertisers that are looking to hit a more female-skewing audience. Additionally, as he started his career with the Jets, and the Super Bowl is in the New York next year, he could be a popular pick for a few Super Bowl-related hospitality gigs.
• Leah Remini. Remini has remained a media favorite since her starring role on the popular sitcom King of Queens. Her down-to-earth personality and no-nonsense persona have made her an approachable figure among fans. That said, the heavy press concerning her recent departure from Scientology may be a red flag for brands doing public relations and media-focused campaigns.
• Brant Daugherty. As a current star on ABC Family's Pretty Little Liars, a wildly popular show with teens, Brant could perhaps pull some younger audiences to the show. He certainly seems primed to fill the role of hunk for this season. DWTS should help broaden his appeal, but it's too early to know if this will translate into endorsement deals. Season 14 contestant William Levy, another hunk, started his season relatively unknown, finished third and ultimately landed a national advertising campaign with Pepsi NEXT.
• Bill Engvall. There should be some crossover in the audiences of DWTS and the Blue Collar Comedy group, for which Bill is best known. A family man (married with two kids) and die-hard sports fan, Bill is a Middle America guy who appeals to brands sold in Big Box stores. But perhaps his biggest upside is his standup background, ideal for hosting gigs and private comedic engagements.
• Bill Nye. The "Science Guy" on DWTS is right on trend, with the '90s making such a strong comeback in pop culture this year (i.e., New Kids on the Block and Backstreet Boys on tour, Boy Meets World spinoff announced, etc.). Who knows if Bill can actually dance, but brands could have fun with him, especially in the education space or on programs with dry-humor creative needs. Another area could be a short-term menswear apparel deal, as his signature bowtie will undoubtedly be featured on the show. (He also has a popular instructional video on YouTube for how to tie the perfect bowtie.)
• Elizabeth Berkley. Several '90s stars have done well on the show (e.g., Jaleel White and Mario Lopez), but with Valerie Harper and Bill Nye already filling the nostalgic-celeb roles, Berkley may not be as appealing. Additionally, compared to her former Saved by the Bell castmates (Mario Lopez, Tiffani Thiessen, Mark-Paul Gosselaar), Berkley has had the least media exposure over the last few years. She'll need to dance, and dance well, to improve her marketability.
We'd be silly not to mention the three professional dancers who stand above the rest as far as marketability: Cheryl Burke, Derek Hough and Mark Ballas. All are fan favorites, and audiences look forward to these familiar faces each season.
—David Schwab is the managing director of Octagon First Call, a business that helps brands assess the value of celebrities for their upcoming marketing campaigns. Follow him at www.celebrityacquisition.com and @david_schwab.
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Sources familiar with the matter confirm that Bruce Fougere, who has spent nearly two years as SVP/director of innovation out of its Chicago office, is leaving the agency. From what sources tell us, Fouguere is parting ways at the end of the month to pursue the usual “other opportunities.”
Fougere joined DraftFCB at the end of 2011 after a nearly five-year stint at The Martin Agency, where he last served as VP/group creative director. During his career, Fougere has worked on the creative side at the likes of McKinney, where he worked on Qwest and Travelocity among other accounts.
New Career Opportunities Daily: The best jobs in media.
L’artiste et designer Daniel Will-Harris a imaginé cette ‘Till Watch’. Proposée à la vente pour 125$, cette montre utilise l’intégration de l’heure en lettres, proposant ainsi une nouvelle approche de lecture. Une création originale spécialement pensée pour les anglophones à découvrir en images dans la suite.
Yahoo has replaced its 18-year-old logo with a new-look brand ID, climaxing a month which saw 30 different designs go live each day.
In an irony almost too rich to be real, AdBlock, the much-discussed browser extension that strips ads from web sites, is about to launch an ad campaign.
Less than a week ago, AdBlock founder Michael Gundlach, posted video asking AdBlock fans to donate money to “bring AdBlock to the world.”
And so far the internet has not let him down, raising over $55,000 dollars to date, far surpassing its original goal of $25,000 dollars. The funds will help AdBlock run conventional online ads, and place a billboard in Times Square as well.
Non sans rappeler le projet Mila’s Daydreams d’Adele Enersen, le directeur artistique d’origine tchèque Marek Farkas a transposé cette idée à l’univers des animaux de compagnie à l’occasion d’une campagne « Life is Adventure » pour la marque Hill’s Pet Nutrition. Des clichés originaux à découvrir dans la suite.
This summer, we posted about the state of affairs at Minneapolis-based digital shop, Atomic, formerly known as Atomic Playpen. Well, today, Yahoo has reported what we’ve been hearing since mid-July, that AP is indeed bankrupt. Now, its hosting assets have been purchased by fellow Twin Cities operation, Atomic Data (no relation), which has been sparring with AP over the use of the word “Atomic.” According to Yahoo, “The bankruptcy and purchase of assets follows a legal dispute between Atomic Data and Atomic Playpen over the use of the name ‘Atomic’, which Atomic Data has utilized for more than ten years.”
We’ve heard a few sad tales following the dissolution of the agency, which began in July (the 12th to be exact) after co-founder Troy Venjohn told his execs that he was “shutting the shop and re-organizing.” According to those in the know, orders were given at the time to “let every employee go with the exception of a couple key technology gurus.” No idea where these “gurus” are at this point, but we’ll keep checking.
New Career Opportunities Daily: The best jobs in media.
Toda vez que vejo a Rússia como país de origem de uma peça publicitária, sinto uma curiosidade irresistível de clicar no link para descobrir do que se trata. Com um marcante humor trash, raramente me decepciono. Desta vez, entretanto, fui surpreendida não pelo gosto duvidoso de seus criadores, mas pela força da mensagem desta ação criada pela agência Voskhod para o jornal online russo Znak.com: a verdade é perigosa.
Se você acompanha o noticiário internacional, sabe que a vida não anda muito fácil na Rússia, especialmente para quem fala o que pensa. No caso específico do Znak, a preocupação maior é com a liberdade de expressão, já que sua própria editora, Aksana Panova, foi presa e julgada pelo crime de “dizer a verdade’. Foi aí que surgiu a ideia de colocar pessoas comuns no lugar da jornalista.
Em ritmo de “pegadinha”, um ator faz uma pergunta qualquer às pessoas que passam por ele na rua. Que horas são, qual o nome daquela rua, etc. Ao responder, obviamente dizendo a verdade, surgem policiais e um juiz para prender e julgar os participantes, causando reações desesperadas.
Apesar de não concordar com as pegadinhas em geral, acredito que a opção por este tipo de ação foi coerente com o objetivo. Talvez por ser jornalista e reconhecer a importância da liberdade de expressão como um direito fundamental do ser humano, este vídeo acabou me sensibilizando mais do que deveria.
A julgar pelos resultados, sensibilizou também os russos: o vídeo foi um dos mais vistos no país, a audiência do Znak cresceu em 16% e subiu seis posições na classificação de web-mídias locais.
Post originalmente publicado no Brainstorm #9
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Private ad exchanges are the rage, a way for publishers to participate in the real-time, auction-based online ad market without doing business with third party ad networks. As News Corp. CEO Robert Thomson said when News Corp. launched one a few weeks back, “Third parties are no longer invited to the party.”
With a nearly 74% increase in so-called programmatic ad spending estimated by eMarketer this year, digital publishers can no longer simply ignore the market. The hope at News Corp. and other publishers is that by gating off their ad inventory in private exchanges will bring in higher CPMs from buyers, while not exposing its business to the downsides of the public exchanges.
But while the idea of selling all your ads directly sounds like a great idea for publishers in principle, does it work in practice? Here at Ad Age, we thought it might be helpful to identify a few key issues publishers should think about.
Jim Beam has unveiled its first global ad campaign which urges consumers to “go make some history”, as part of its commitment to grow the bourbon brand.
Social video agency The 7th Chamber gives some best-practice advice for brands using six-second video platform Vine.
Jack Daniel’s is encouraging consumers to photograph themselves raising a glass of whiskey to the memory of its eponymous founder, and share the images via Instagram.
After "30 Days of Change," Yahoo rolled out a new logo at midnight ET on Thursday, introducing a design that wasn't one of the 29 previously floated throughout the past month. Instead, it's a completely new design—one that CEO Marissa Mayer explains at length in a blog post titled "Geeking Out on the Logo." She writes:
One weekend this summer, I rolled up my sleeves and dove into the trenches with our logo design team: Bob Stohrer, Marc DeBartolomeis, Russ Khaydarov, and our intern Max Ma. We spent the majority of Saturday and Sunday designing the logo from start to finish, and we had a ton of fun weighing every minute detail.
• We knew we wanted a logo that reflected Yahoo—whimsical, yet sophisticated. Modern and fresh, with a nod to our history. Having a human touch, personal. Proud.
• Other elements fell quickly into place:
• We didn’t want to have any straight lines in the logo. Straight lines don’t exist in the human form and are extremely rare in nature, so the human touch in the logo is that all the lines and forms all have at least a slight curve.
• We preferred letters that had thicker and thinner strokes – conveying the subjective and editorial nature of some of what we do.
• Serifs were a big part of our old logo. It felt wrong to give them up altogether so we went for a sans serif font with “scallops” on the ends of the letters.
• Our existing logo felt like the iconic Yahoo yodel. We wanted to preserve that and do something playful with the OO’s.
• We wanted there to be a mathematical consistency to the logo, really pulling it together into one coherent mark.
• We toyed with lowercase and sentence case letters. But, in the end, we felt the logo was most readable when it was all uppercase, especially on small screens.
Our last move was to tilt the exclamation point by 9 degrees, just to add a bit of whimsy.
Check out a video about the new logo below. What do you think of it?
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Red Urban, Volkswagen’s creative agency in Canada for the past three-and-a-half years, has unveiled the new Golf GTD with a global campaign showcasing the car’s rapid acceleration. The five 15-second spots for the campaign were filmed on location in Toronto over the course of two days, presenting quite a few challenges for Red Urban and director Curtis Wehfritz, working with several different shooting locations, a car-mounted camera and many prop gags.
The results are pretty mixed, ranging from the befuddling — expanding waistlines and accelerated childbirth — to the humorous: a grumpy child whose strawberry ice cream flies off its cone and against the rear windshield. This latter spot succeeds largely because of the perfect look on the girl’s face, and the believable (if unrealistic) execution of the ice cream splat.
The series marks the Canadian agency’s increasing expansion into global creative work for Volkswagen, which creative director Christina Yu calls “an amazing opportunity for Red Urban.” Red Urban’s work for Volkswagen in Canada has been innovative and has even seen the agency take some risks, as with their “Great Volkswagen Art Heist” campaign. While their campaign for the Golf GTD plays it relatively safe, hopefully the agency will start pushing boundaries with their future global work for Volkswagen.
Credits and one more video after the jump.
New Career Opportunities Daily: The best jobs in media.
Facebook has rewritten its privacy rules to allow advertisers to use people’s profile pictures and information in ads without providing any compensation to the user.
After years of operating a website which seemed to belong in the 1990s, the New York Post introduced a revamped, modern version today, and a set of new ad products to boot.
The old nypost.com — cluttered, tied to its print product, and offering only basic advertising units — made it difficult for the paper to compete in today’s digital news environment. The new site — clean, modern and with an emphaisis on mobile accesiblity — should put the paper in position to deliver its news product more effectively, and perhaps increase its digital ad revenue along the way.
“Our digital product, that was out in the marketplace, there was enormous room to improve on it,” said Jesse Angelo, the Post’s publisher, CEO and acting editor said. “I thought there was a better product we could be offering our readers, and a better product we could be offering our advertisers.”
A banda Placebo anuncia que fará o lançamento de seu novo disco através de um programa ao vivo, em parceria com o YouTube Space em Londres. O lançamento de “Loud Like Love” acontece no canal oficial da banda no dia 16 de Setembro com entrevistas, depoimentos e claro, a banda tocando o disco ao vivo do começo ao fim. Já o formato físico será lançado em edição 3D e um Vinil 12 polegadas.
O YouTube Space é um espaço que dispõe de todos equipamentos necessários para que parceiros e criadores de conteúdo possam tirar idéias do papel em transformá-las em novos vídeos ou projetos audiovisuais. A iniciativa por enquanto existe apenas em Los Angeles, Londres e Tóquio, mas dúvido que demore pra chegar aqui.
Post originalmente publicado no Brainstorm #9
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NFL star Wes Welker gets his legs eaten by Komodo dragons as he sniffs a deodorant stick in a tongue-in-cheek 80s-style US ad for Old Spice.
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