Hasta La Creative!

As a follow up to last year’s “Feeding Without The Drama” campaign, Boston-based Full Contact advertising has launched a new, integrated campaign for Tommee Tippee’s new and improved pacifier line.

The new campaign, “Naturally Soothing,” includes pre-roll and digital spots, which will run on parent-focused sites, including Babycenter.com, FitPregnancy.com and TheBump.com. With the new campaign, Full Contact “aims to playfully disrupt a low-interest category where many Moms struggle to find what they want and loyalty is low.” The spot, which has both 30 and 15-second executions, highlights the pacifier as “accepted by more babies on their very first try.” Babies are depicted in a variety of “naturally soothing” settings, such as chilling on a beach, relaxing by the fire, and getting the full spa treatment (complete with cucumbers over the eyes), with music to accompany the scenarios. Check out the 30-second spot above and stick around for credits after the jump. continued…

New Career Opportunities Daily: The best jobs in media.

Netflix has done quite a bit of clever marketing in its recent past, from the minimalist teasers for House of Cards to its fake listings for shows featured in Arrested Development.

The streaming service’s newest oddity is part of the promotion for BoJack Horseman, an upcoming Adult Swim-ish show about a talking horse who’s fallen on hard times after the demise of his 1990s sitcom. 

The promo site is designed to perfectly mimic not just a ’90s GeoCities page, but also to autoplay the theme song from BoJack’s defunct sitcom, Horsin’ Around. (Think of it as Full House and Charles in Charge meets Mr. Ed.) 

We have to wonder: How long did it take to make this look so convincingly stupid? I mean, the little sub-window with a pair of scroll bars that lead to a “dead” image—that’s hard to do these days! The mouseovers that make the font size inflate? Literally years have been spent trying to make sure this sort of thing doesn’t happen. So hats off to the fine folks in the marketing department at Netflix for briefly un-fixing the Internet. 

The series, starring Will Arnett (obviously), Amy Sedaris, Alison Brie and Aaron Paul, will premiere on Aug. 22, Netflix announced today.

And now, the opening theme to Horsin’ Around. You’re so, so welcome.

If you run a small business, Facebook wants some face time with you. And maybe just a few of your ad dollars.

“We don’t want to take a ton of money,” Dan Levy, Facebook’s director of small business, told a crowd of around 350 small business owners assembled in Manhattan on Tuesday morning. “We want to take the money that helps you grow your business.”

The New York event, the first of a five-city tour, is part of the social media powerhouse’s plan to turn 25 million small businesses on its site into paying clients. In April, Facebook announced an ad council and roadmap for small business clients, like its offering tailored to big brand advertisers, in a bid to pull the long-tail and local advertising dollars being seized by competitors.

Continue reading at AdAge.com

Every marketer in the world dreams of creating something useful, accomplishing a noble goal and scoring huge results. Here’s a project that nailed all three.

Y&R Moscow recently partnered with Azerbaijani cellular network Nar Mobile to create a wearable device called Donor Cable, which lets one smartphone owner easily donate power to another. Worn as a bracelet, the charging device is clever enough, but it’s also inscribed with the message, “Donate energy to save a phone, and donate blood to save a life.”

Why encourage blood donation specifically? As you can see in the case study below, Azerbaijan has the world’s highest number of children born with the blood disorder thalassemia, a hereditary disease primarily found among Mediterranean cultures. The illness requires extensive blood transfusions for babies, and hospitals often lack the needed amount of donated blood.

The Donor Cable bracelets were given away with Android smartphone purchases at Nar stores around the country, and mobile blood donation centers were parked nearby to catch phone buyers while the issue was on their mind.

The campaign increased the nation’s blood donation rate an astounding 335 percent, earning widespread attention and goodwill along the way. 

Os tempos mudam e os costumes também. A tradicional cerimônia realizada por embaixadores norte-americanos para oficializar seu novo cargo foi feita de uma forma diferente por Suzi LeVine, nova embaixadora dos EUA na Suíça e em Liechtenstein.

Ao jurar, Suzi colocou a sua mão direita sobre um e-Reader (!) que mostrava na tela uma cópia digital da constituição. Tradicionalmente, o juramento é realizado sobre uma Bíblia impressa.

Na imagem, as mãozinhas que seguram o e-Reader são do filho e da filha de Suzi, e o trecho exibido na tela ressalta a ementa 19, que garantiu às mulheres o direito de voto. Mais emblemático que isso, seria possível?

A escolha por um leitor digital pode ter sido reflexo dos anos trabalhando com tecnologia – Suzi já passou pela NASA, Microsoft e Expedia.

A diplomacia da oficial também pode ser percebida na escolha de um e-Reader sem uma marca evidente – não seria nem um Nook, nem um Kindle. Ou seja, o ato continuou sendo emblemático, mas nenhum dos grandes players do mercado pode se gabar disso (ainda que o Washington Post jure que é um Kindle Touch).

Post originalmente publicado no Brainstorm #9
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