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This holiday, McCann Helsinki is seeking to make copywriters and creatives everywhere hate them with the fire of a thousand slightly burnt gingerbread men. They're offering free, tailor-made slogans in a two-hour turnaround time with their Lean Mean Slogan Machine, backed by a photo of a shirtless guy in a cowboy hat (Liquid Plumr, your ideas are leaking—PUN!). Visit the site, type in your business name, and within two hours you'll have your own slogan.
Some taglines from their gallery:
• Mayer/McCann Erickson: "But ma! Mayer came in last! Why can he always sit in the front?"
• Google: "Don't just doodle."
• Anitotes: "For anyone without a bag."
• FP7/CAI: "Kind of like AC/DC, only advertising."
• Leo Burnett: "Porn to be wild."
• Starbucks: "Covering up mermaid boobs does not make us a sellout."
OK, so maybe the slogans aren't billboard worthy, but it's a fun idea nonetheless. Jyrki Poutanen, one of the creative directors at McCann Helsinki, spoke with AdFreak about the campaign:
What's the story behind the Lean Mean Slogan Machine?
We wanted to give our clients, affiliates and fans something for Christmas. Something that we think we're good at and that they'd hopefully enjoy. Something that would show excessive commitment to plain silliness. And it does, you know—we've been responding to the requests almost 24/7. Especially when the requests started pouring in from your continent; your day is our night. During the first 48 hours we had written about 300 slogans. And there's only three of us writing.
Do you have hate mail coming in? As a copywriter, I'm working on my draft to you now.
Not yet. You'll be the first then. Sure, mail it in, we'll stamp it with a fitting slogan, and you'll have your hate mail back in two hours. 🙂
Shouldn't you guys look for new jobs if it only takes you two hours to write a slogan?
We've always been good, or at least enjoying, verbal acrobatics. So yes, there may be a better future for us in professional athletics—gymnastics, that is. And if you're referring to the slogan machine mocking the copy profession, luckily there's so much more to our work nowadays than just taglines. And naturally the really, really great ones, the ones to live with us for decades, take a bit more than two hours to create. But I'm also a big believer in spontaneous stupidness that just might become some greater universal stupidness just because it wasn't so analyzed, chopped to pieces through and through.
What's your favorite slogan ever?
Hmmm. Tough one. I remember really liking Honda's "The Power of Dreams" when it first came out. Having said that, it really doesn't portray my typical favorite slogan. I usually like them 40 percent rebellious, 40 percent stupid and 30 percent clever. Yeah, I know, the math's not right, but I may have proven a point there? But I can't think of any of that sort right at the moment. So maybe my favorites really aren't that good, then. Oh, there was this slogan once for PeakPerformance (I think) … "Boredom Comes to Those Who Wait," which really stuck to my mind.
Santa needs a new slogan. Any ideas?
A rebel with a claus.
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Well, looks like our tipsters jumped the gun last week on who actually won the NAPA account, but it’s now official, as you may have heard, that Kansas City-based, WPP-owned VML has been named agency of record for the auto parts chain. From what we’ve heard, DDB was also in the pitching mix for the account, which includes all national creative duties including TV, radio, print, sponsorship activation and digital. The 88-year-old NAPA brand previously worked with what is now Publicis Kaplan Thaler, which had handled the account since 2009.
Jon Cook, CEO/president of VML, says in a statement, “We’re incredibly proud to be selected as NAPA’s agency of record. VML’s focus has always been about challenging conventional thinking and delivering more relevant, innovative and category-changing ideas. These were some of the priority ingredients that NAPA wanted in an agency partner, and we can’t wait to get started.”
New Career Opportunities Daily: The best jobs in media.
In recent years, we've seen guys propose marriage through infographics, banner ads and crowdsourcing. But Oregon 3-D artist Robert Fink outscores them all with this impressive multi-level video game he created to ask his girlfriend, Angel White, to tie the knot.
Fink worked with two techie friends over five months to create Knight Man: A Quest for Love, which involves a knight's efforts to rescue a princess. White, also an avid gamer, had tested games for Fink before, so she wasn't too suspicious when he invited her to swing by his studio and give Knight Man a try. At the end of the quest, this message appeared: "Princess, I have searched far and wide and braved many dangers searching for my one and only. I believe with all my heart that I have found you … Angel White, would you do me the honor of sharing your life with me?" (I guess hiding a ring in a tub of hot wings during a Call of Duty marathon wouldn't have been as magical.)
White accepted, and with any luck, they'll live happily ever after.
Via Laughing Squid.
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Para muitas crianças ao redor do mundo, a fome e a pobreza se assemelham a monstros muito mais assustadores do que qualquer Bicho-Papão. E foi exatamente esta aparência monstruosa que o ilustrador John Kenn deu aos problemas ocasionados pela miséria na animação Dile al hambre que se meta con alguien de su tamaño, filme criado pela agência Kitchen, de Madri, para a entidade Ayuda en Acción.
A campanha lembra que, em todo mundo, estima-se que mais de 300 milhões de crianças sofram com a fome, enquanto apenas na Espanha mais de 2 milhões vivem abaixo da linha de pobreza.
Além da animação, há também um hotsite onde é possível apadrinhar crianças. Em um dia em que muitas famílias celebram a fartura, é bom lembrar que milhões de pessoas não têm o que comer.
Post originalmente publicado no Brainstorm #9
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Todo mundo diz que Natal é tempo de compartilhar, mas isso geralmente não vale para a fila do táxi. Que o digam os passageiros de Congonhas.
Em Roma, a Coca-Cola resolveu testar a boa vontade das pessoas. Ofereceu um táxi de Natal pelas ruas da cidade, que indicava através do painel luminoso qual era o destino do passageiro que estava dentro do carro.
Já que era o mesmo caminho, qual o problema de compartilhar?
A criação é da DAVID.
Post originalmente publicado no Brainstorm #9
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Now the year is coming to a close, Campaign has totted up the most popular video ads in its Ad of the Day online feature in 2013.
As part of Marketing’s Window on the World series, Anand Narang, marketing director of Huawei India, picks out his top five campaigns driving buzz in the country at the end of 2013, and explains why.
(TrendHunter.com) Dorkly created the festive ‘12 Days of Doctor Who,’ which should be viewed in sequence to the rune of the ’12 Days of Christmas’ song. The festive sci-fi rendition of the song counts…
Advertising Agency: Saatchi & Saatchi, Switzerland
Creative Directors: Gustavo Figueiredo, Massimo Caiati
Art Director: Gustavo Figueiredo
Copywriter: Massimo Caiati
Global Account Director: Andrea Pedrazzini
Account Managers: Cassy Ymar, Guendalina Gennari
Agency Head of production: Philippe Coeytaux
Production Company: Bent Image Lab
Director: Ken Lidster
Producers: Ray Di Carlo, Andrew Harvey
Published: December 2013
Advertising Agency: Saatchi & Saatchi, Switzerland
Creative Directors: Gustavo Figueiredo, Massimo Caiati
Art Director: Gustavo Figueiredo
Copywriter: Massimo Caiati
Global Account Director: Andrea Pedrazzini
Account Managers: Cassy Ymar, Guendalina Gennari
Agency Head of production: Philippe Coeytaux
Production Company: Bent Image Lab
Director: Ken Lidster
Producers: Ray Di Carlo, Andrew Harvey
Published: December 2013
This is site is run by Sascha Endlicher, M.A., during ungodly late night hours. Wanna know more about him? Connect via Social Media by jumping to about.me/sascha.endlicher.
