Direct Marketing
Post of Slovenia
Advertising Agency:Mayer Mccann, Ljubljana, Slovenia
Creative Directors:Robert Bohinec, Gal Erbeznik
Art Director:Nenad Cizl
Account Directors:Ales Petejan, Tatjana Seneker
Pr Directors:Tamara Stader, Manca Kodermac
Online
Heineken
Advertising Agency:Tbwa/Frederick, Santiago, Chile
Creative Director:Enrique Zuñiga
Art Director:Enrique Zuñiga
Copywriter:Felipe Flores
Director:Juan Poclava
Advertising Agency: DDB, Buenos Aires, Argentina
Executive Creative Directors: Lisandro Grandal, Fernando Tchechenistky
Art Director: Jose Lopez Ariñez
Copywriter: Natalia Carrara
Photographer: Kohler Studio
Producer: Martín Dimasi
Published: December 2013
On the heels of a refresh that brought Ronnie McDonald some sweet new threads, McDonald's has just introduced a new crazy-eyed mascot—er, "ambassador"—named "Happy." (Presumably because "Nightmare Fuel" was already trademarked.)
Created to coincide with the addition of Go-Gurt treats as part of a healthier Happy Meal, this guy looks instead like he's trying to lure a stoned teen to spend his allowance on delicious fast-food treats at the Golden Arches.
“At McDonald’s, we’re always looking to bring fun and happiness to families and listening to our customers’ asks to have more variety and wholesome options for kids to enjoy in their Happy Meals,” said Julie Wenger, senior director of U.S. marketing, in a statement from the House of Ronald.
This is the perfect super-size rhetoric to set up your child's future decision to drunkenly eat both Big Macs during a 2 for $2 deal. I'm lovin' it.
Say hello to our newest friend, Happy! http://t.co/CuR3hU8Chj #HappyMeal pic.twitter.com/xgluLaHfcY
— McDonald's (@McDonalds) May 19, 2014
As you can imagine, the announcement sparked some entertaining responses on Twitter:
I saw the new Happy Meal mascot and then I made this. pic.twitter.com/jeNBENA0c5— Brian F'n Patterson (@d20monkey) May 20, 2014
Can’t sleep. Clowns and/or creepy new McDonald’s “Happy” mascot will eat me. pic.twitter.com/Co1QBDXR2L— angry stick figure (@ottok) May 20, 2014
Ba da ba da OH GOD IT HAS TEETH RT @McDonalds: Say hello to our friend, Happy! http://t.co/w1NHUhLRvd #HappyMeal pic.twitter.com/Eb8eVsm7Du— Bridget Carey (@BridgetCarey) May 19, 2014
Maybe we shld calm down about new @McDonalds mascot & remember the children who had to contend with Mayor McCheese pic.twitter.com/hQ6RlKm8Mj— Shannan Siemens (@ShannanSiemens) May 20, 2014
Advertising Agency: DDB, Buenos Aires, Argentina
Executive Creative Directors: Lisandro Grandal, Fernando Tchechenistky
Art Director: Jose Lopez Ariñez
Copywriter: Natalia Carrara
Photographer: Kohler Studio
Producer: Martín Dimasi
Published: December 2013
Advertising Agency: Les Gaulois, Paris, France
Creative Directors: Gilbert Scher, Alexandre Drouillard, Mickael Jeanne
Art Director: Caroline Guittonneau
Copywriters: Mehdi Arabat-Ziane, Julie Moreno
Production: Sofilms
Published: April 2014
Você já deve ter visto o novo comercial do energético Burn, da Coca-Cola, com o lançamento do novo posicionamento “Não olhe pra trás” e a divulgação da nova fórmula.
Caso não tenha visto, assista acima.
O filme de dois minutos usa fortes referencias surrealistas e efeitos especiais em 3D e mostra um rapaz que segue o seu coração levando junto dele uma multidão de pessoas. A iniciativa representa uma ruptura na linguagem utilizada no segmento – que até então focava muito mais no aspecto funcional do que no emocional da bebida.
Para refletir uma geração sem ídolos aspiracionais, que admira muito mais seus pares, foi escolhido um cara comum, o anti-herói. E a continuação da campanha criada pela Grey Brasil, que você confere abaixo, mostra este irreverente personagem central do comercial, uma espécie de guru, decifrando os códigos do comercial surrealista de um modo sarcástico, brincando com a autoidolatria e com conceitos de marketing.
Os filmes são criação de Lucas Heck e Daniel Pérez Pallares, que também assina a direção de criação. A produção é da Hungry Man e o diretor de cena é Carlão Busato. A produtora de áudio é a Big Foote. A Átomo VFX ficou encarregada dos efeitos especiais.
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[Esse post é trazido a você por Burn. Texto de responsabilidade do anunciante.]
Post originalmente publicado no Brainstorm #9
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Advertising Agency: CP+B, Los Angeles, USA
Executive Creative Director: Jason Gaboriau
Creative Director: Robin Fitzgerald
Associate Creative Directors: Mike Kohlbecker, Dafna Garber
Director of Video Production: Kate Hildebrant
EXxecutive Integrated Producer: Deb Drumm
Production Company: Radical Media
Director: Steve Miller
Advertising Agency: CP+B, Los Angeles, USA
Executive Creative Director: Jason Gaboriau
Creative Director: Robin Fitzgerald
Associate Creative Directors: Mike Kohlbecker, Dafna Garber
Director of Video Production: Kate Hildebrant
EXxecutive Integrated Producer: Deb Drumm
Production Company: Radical Media
Director: Steve Miller
Com as eleições cada vez mais próximas, parece que as redes sociais vão virar arena para que políticos e partidos disputem a preferência dos eleitores. Depois do bate-boca entre um suposto perfil de Aécio Neves com a personalidade wébica Dilma Bolada, dessa vez o Facebook foi palco de uma séria denúncia de compra de apoio político em perfis famosos nas mídias digitais.
Em postagem no seu perfil pessoal, Jeferson Monteiro, responsável pela personagem cômica Dilma Bolada, detalhou uma proposta que teria sido feita por uma agência de publicidade, que tinha interesse no perfil para um ‘casting’ de páginas relevantes na internet que se tornariam ‘embaixadoras’ de um partido ou de um político. “Diversas páginas que todos curtem, gostam e recebem conteúdos diários iriam fazer campanha eleitoral para o candidato que fechasse um contrato milionário com eles”, detalhou Jeferson, que disse ter ‘dado corda’ na negociação para ver até onde ela iria chegar.
A equipe digital interessada na Dilma Bolada seria, segundo relata Jeferson, da campanha de Aécio Neves, do PSDB, que teria intenções de usar o personagem e “seu capital político” para mudar a opinião dos internautas.
Será que a audiência vai se rebelar contra perfis que fizerem campanha eleitoral? Como os webspectadores irão avaliar a ‘pertinência’ do apoio político de webcelebridades e perfis satíricos?
A discussão entre o perfil satírico da Dilma e Pedro Guadalupe, especialista em redes sociais que presta serviços ao PSDB, acabou indo parar na Folha de S. Paulo desta terça-feira. A publicação teria recebido a íntegra dos emails entre Pedro e Jeferson, onde o especialista, que esteve envolvido com o PT em 2012, ressaltava que o responsável pela Dilma Bolada deveria pesar bem suas escolhas, já que o fechamento de um contrato com o PSDB poderia torna-lo inimigo do partido da presidente.
O que fica no ar, contudo, é a dúvida sobre quais outras webcelebridades podem já ter fechado contrato com campanhas políticas. Será que a audiência vai se rebelar contra perfis que fizerem campanha eleitoral? Como os webspectadores irão avaliar a ‘pertinência’ do apoio político de webcelebridades e perfis satíricos?
Ficamos no aguardo dos próximos capítulos.
Post originalmente publicado no Brainstorm #9
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Unexpected power.
Advertising School: Miami Ad School Europe, Hamburg, Germany
Creative Director: Niklas Frings-Rupp
Art Director: Ilya Malyanov
Copywriter: Christian Feist
Unexpected power.
Advertising School: Miami Ad School Europe, Hamburg, Germany
Creative Director: Niklas Frings-Rupp
Art Director: Ilya Malyanov
Copywriter: Christian Feist
Unexpected power.
Advertising School: Miami Ad School Europe, Hamburg, Germany
Creative Director: Niklas Frings-Rupp
Art Director: Ilya Malyanov
Copywriter: Christian Feist
Media, Outdoor, Promo, Direct Marketing, Integrated, Mobile
Brahma
We created a bar that you don’t have to go to because it comes to you. We introduce Air Brahma, a flying bar managed by Twitter.
Advertising Agency:Jwt, Buenos Aires, Argentina
Art Director:Lischetti Francisco
Copywriter:Mario Herrera
For the right light in the right situation. Dynamic Light Assist by Volkswagen.
Advertising Agency: DDB Tribal, Berlin, Germany
Chief Creative Officer: Eric Schoeffler
Executive Creative Director: Matthias Schmidt
Creative Directors: Tomas Tulinius, Nils Haseborg, Veit Moeller, Stephan Schäfer
Art Director: Lilli Langenheim
Copywriter: Edward Sedelius
Account Managers: Susanne Plümecke, Tim Jüngling
Photographers: Arthur Mebius, Waldmann Solar
Art Buyer: Andrea Bößenecker
Image Editing: Magicgroupmedia
Photographer Assistants: Paul Schäfer, Fanny Böhme
Media: Mediacom
Producers: Arne Weingart, Betty Myller, Moritz Weber
Production: Lunik
Styling: Nici Theuerkauf, Patricia Makosch
For the right light in the right situation. Dynamic Light Assist by Volkswagen.
Advertising Agency: DDB Tribal, Berlin, Germany
Chief Creative Officer: Eric Schoeffler
Executive Creative Director: Matthias Schmidt
Creative Directors: Tomas Tulinius, Nils Haseborg, Veit Moeller, Stephan Schäfer
Art Director: Lilli Langenheim
Copywriter: Edward Sedelius
Account Managers: Susanne Plümecke, Tim Jüngling
Photographers: Arthur Mebius, Waldmann Solar
Art Buyer: Andrea Bößenecker
Image Editing: Magicgroupmedia
Photographer Assistants: Paul Schäfer, Fanny Böhme
Media: Mediacom
Producers: Arne Weingart, Betty Myller, Moritz Weber
Production: Lunik
Styling: Nici Theuerkauf, Patricia Makosch
For the right light in the right situation. Dynamic Light Assist by Volkswagen.
Advertising Agency: DDB Tribal, Berlin, Germany
Chief Creative Officer: Eric Schoeffler
Executive Creative Director: Matthias Schmidt
Creative Directors: Tomas Tulinius, Nils Haseborg, Veit Moeller, Stephan Schäfer
Art Director: Lilli Langenheim
Copywriter: Edward Sedelius
Account Managers: Susanne Plümecke, Tim Jüngling
Photographers: Arthur Mebius, Waldmann Solar
Art Buyer: Andrea Bößenecker
Image Editing: Magicgroupmedia
Photographer Assistants: Paul Schäfer, Fanny Böhme
Media: Mediacom
Producers: Arne Weingart, Betty Myller, Moritz Weber
Production: Lunik
Styling: Nici Theuerkauf, Patricia Makosch
Oreo would like you to start solving your conflicts by scrubbing its cookies against your tongue as fast as you possibly can.
This new spot from AKQA London (and Mind's Eye director Luke Bellis) shows pairs of what appear to be siblings and friends squaring off over various disputes—like riding shotgun in a car whose backseat is stuffed to the brim, picking what to watch on TV, or taking the blame for knocking the head off a statue with a soccer ball. But instead of, you know, flipping a coin or playing Rock Paper Scissors, they whip out Double Stuf Oreos, put on the stupidest faux-intense-concentration faces they can muster, and compete to be first to transfer all the cream from their cookies onto their tongues.
"We've all got something to settle," reads the copy. "Lick for it," adds the tagline, using a verb that doesn't quite accurately describe the action portrayed in the preceding spot.
It's a somewhat strange commercial, with slightly too much close-up footage of people's mouths, and it can't help but evoke Tootsie Roll Pops, which long ago cornered the repetitive-licking theme in advertising. But maybe it's just not meant for olds like us to understand. The target demographic is clearly tween-ish, a point driven home by the bad dubstep soundtrack.
It is hard to believe any sane person would have the patience not to just eat the cookie.
A mistake I see many ad-product companies make is they try to teach advertisers a new language instead of “speaking their language.” What do I mean? Brands know the goals they are trying to achieve, and every advertising product should show how it fits within the brand’s goals. Instead, what I oftentimes see is an advertising product effectively saying “I’m cool and sexy. Use me.” Left out is why a brand should care and how the ad product achieves the brand’s goals.
The same analogy applies to consumers. We can’t expect consumers to adopt every new way of ‘participating’ and ‘engaging.’ Rather, we have to accept what people like to do in their everyday lives. And nothing is more human than communicating, talking and telling stories to each other by way of discussion.
In discussion, people collaborate. They share different points of view. They advocate their positions. They occasionally argue. But an honest exchange of ideas ultimately leads people to new or different actions and opinions. Discussions are the most common means of persuasion.
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.