Hasta La Creative!

Sometimes the best thing a brand can do is lean into the conversation that’s already going on around it. And that’s exactly what Lucky Charms, a brand that some people have always seen as a little queer, is doing, in part to support LGBT Pride Month.

With it’s new #LuckyToBe campaign, the General Mills cereal is encouraging people to share what makes them unique via social media platforms. And it’s made GLAAD—an organization that works for LGBT equality—well, for lack of a better word, happy.

Check out the campaign video from McCann New York below.

Le photographe Hiroshi Sugimoto a fait la série d’animaux sauvages en noir et blanc appelée « Dioramas » : une série entièrement réalisée dans une pièce sombre, avec une fresque peinte sur un rideau semi-transparent en fond. Une belle illusion qui donne l’impression de voir ces animaux dans leurs habitats naturels.

Se você achou que Psy era um meme do passado, saiba que ele não acredita nisso. Poucos dias depois de comemorar a marca de 2 bilhões de visualizações do seu vídeo “Gangnam Style” no YouTube, o artista sul-coreano apresenta sua nova canção, “Hangover”.

Apresentado durante o Jimmy Kimmel Live no domingo, o clipe não precisou nem de 24 horas para ultrapassar as 5 milhões de visualizações. Em parceria com Snoop Dog, Psy ilustra como é a ressaca pós-balada, com brincadeiras que envolvem banheiros, abracinhos no vaso sanitário e shots derrubados em efeito dominó, tudo envolvido por coreografias, moças dançando voluptuosamente e as esquisitices do sul-coreano.

Como todo festeiro, a dupla conclui que apesar da ressaca, eles se recuperam e fazem tudo isso de novo.

Psy parece estar em rumo ao próximo 2 bilhões de views, hein?

Post originalmente publicado no Brainstorm #9
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Remember the good old days, when a Coca-Cola cost only a nickel, and people weren’t always whining about how bad soda is for your health?

Coca-Cola does.

“A Coke used to cost 5 cents,” says this new Coke ad. “But what if a 12-oz. Coke cost 140 calories?” the brand adds, in a head-scratcher of a rhetorical non-sequitur that’s the perfect setup for the awkward answer that follows.

A 140-pound person would have to ride a bicycle for 23 minutes, on average, to burn off an equivalent amount of energy, according to the commercial. Of course, 140 pounds is only 56 pounds lighter than the average American man, and 26 pounds lighter than the average American woman, according to CDC data on body measurements.

In other words, welcome to Coca-Cola’s fantasy world, where mostly fit young people are more than happy to climb onto a giant stationary bike in front of a crowd and sweat it out to earn a Coke, delivered by some kind of circus robot, cash and guilt free.

The online video is surreal mainly because it forces into relief the main criticism it’s hoping to defuse—and, in a state of more or less total delusion, manages to make a case that supports the brand’s detractors. The science is misleading, and the creative is depressing—suggesting exercise is a zero-sum game akin to a hamster on a wheel chasing a treat that will kill him, unless he runs ever longer.

“Movement is happiness,” says the end line. Yet never has it seemed so bleakly transactional and dead-ending.

It’s not the first time Coca-Cola’s marketing has struggled to meet, head on, its health critics. It’s also not the first time it’s leaned on nostalgia as a means of deflecting blame for the rise in obesity. And for a brand that produces so much global advertising—much of it hitting the sort of pitch-perfect distraction that can help make the product more endearing—it’s almost inevitable that some of its commercials will be flat-footed duds.

But while we’re imagining an alternate universe where all of Coca-Cola’s dreams come true, we might as well talk about the one where every single household object is made of empty Coke bottles.

À primeira vista, o vídeo Be More Huggable with Downy lembra um pouco das campanhas da Dove, pedindo que as pessoas abram seu coração. Só que aqui, em vez de falar sobre suas inseguranças, os participantes – sempre em duplas – contam a história que dividem. Um casal, irmãs, gêmeos, amigas… cada um deles tenta demonstrar a importância do outro em sua vida.

Tudo isso para que, no final, os participantes sejam incentivados a se abraçar e mostrem o poder que este gesto tem. E, cá entre nós, faz todo sentido: em alguns momentos, um abraço é mais eficiente do que qualquer outra coisa. Mas, como o conteúdo é de uma marca de amaciantes, a ideia é que o uso do produto torna as pessoas mais “abraçáveis”.

Post originalmente publicado no Brainstorm #9
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