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Dove provoca mais uma vez, pedindo às mulheres que escolham serem bonitas

> LEIA MAIS: Entre uma porta ‘bonita’ e uma ‘comum’, por qual você passaria?

Post originalmente publicado no B9
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Category: Beyond Madison Avenue
Summary: Agencies need to be able to position themselves in a way that not only makes them still economically relevant, but also valuable. One such way to do that is to lay more emphasis on how additional fields of science can actually help advertising and marketing be more effective.

We received an email the other day from a Canadian-based agency…

(TrendHunter.com) The April 2015 social media ideas indicate brands are continuing to leverage digital strategies to engage with their audiences and apps are integrating social features as a standard function….

(TrendHunter.com) Parents might be more concerned about their children’s safety more than ever before, but that doesn’t stop these top April 2015 youth trends from showing how awesome it is to be a kid…

Ogilvy & Mather Chicago just released a new video for Dove’s long-running “Real Beauty” campaign.

The “mini-documentary” video, entitled “Choose Beautiful” breaks in seventy countries today. Shot in San Francisco, London, Delhi, Shanghai, and Sao Paulo by director Paul Dektor, the spot depicts women’s reactions when presented with the choice of walking through a door marked “Beautiful” or one marked “Average.” If you’ve seen anything from this campaign before (and who hasn’t?), you already know the typical outcome. As one woman in Shanghai remarked, “Beautiful to me, it’s way too far out of reach,” which sums up the attitudes of many women who made the decision to walk through the “Average” door, most of whom express regret for the decision in an interview. There are a few women who go against the grain, such as one mom who drags her daughter through the “Beautiful” door with her, but the point of the video is obvious: that many women don’t consider themselves beautiful, because of impossible to live up to standards. The spot ends by asking viewers which door they would choose, with each choice linking to the campaign’s Tumblr page.

Like past “Real Beauty” efforts — such as “Legacy” and “Patches” — opinion will likely be split on whether this effort is to be lauded for its attempt to redefine beauty in an inclusive way, or whether it’s condescending and manipulative.

Jacob T. Swinney revient avec un très beau montage vidéo intitulé « Spike Jonze: The Aesthetics of Whimsy ». Il se concentre cette fois-ci sur les prises de vues flâneuses, les halos solaires, l’esthétique de l’obscurité et l’imagination débordante qu’on peut voir à travers les films du réalisateur Spike Jonze. De « Being John Malkovich » (1999) à « Her » (2013) en passant par « Adaptation » (2002) et surtout « Where the Wild Things Are » (2009).

MUSIC: « Igloo » and « The Moon Song » by Karen O.

Sometimes not even a single picture is enough for advertisers to convey their message.

That’s why Instagram added a new ad unit last month designed as a digital analog to the multi-page print magazine spread. In each so-called carousel ad, advertisers can include up to four photos that people can swipe through as well as a link to a dedicated landing page.

In an interview with Ad Age in March, Instagram’s global head of business and brand development James Quarles said the carousel ads were an answer for advertisers looking to do deeper storytelling with their ads on the Facebook-owned photo-sharing service.

Continue reading at AdAge.com

(TrendHunter.com) Spring is the perfect time to introduce home projects and this collection of top April 2015 DIY ideas proves it. First of all, giving the home and even offices a thorough cleaning is something…

Wheaties is cementing its status as the breakfast of old people with a blustery new campaign featuring 1948 footage of bowling star Andy Varipapa, who died more than 30 years ago.

Six black-and-white ads, each 15 seconds long, show Varipapa throwing impressive bowling tricks, while a smug voiceover offers pointers on how much better it is to be a grandpa than some modern-day pansy.

They’re charming in a grating sort of way—Varipapa’s on-screen persona is great, hammy without being too cheesy. But then one of the spots has to come along and rant about $5 microwave turkey bacon egg wrap frittata. (Whatever those are. Is that supposed to be a dig at Starbucks? Doesn’t Wheaties know McDonald’s is the breakfast villain du jour? Also, the whole no-allergies thing makes Grandpa seem like some kind of proto-Scientologist).

The ads have been airing on ESPN as part of a sponsorship of a Professional Bowling Association tournament, so it’s not much of a stretch that the audience might want to be like Varipapa (high-waisted, pleated pants and all). And he is a nice alternate to higher-profile champions like Michael Jordan and Tiger Woods, even if the clips take throwback smarm to new heights (cheerful grandpas are, in general, pretty easy to love, even when rough around the edges).

Unfortunately, they make us want black coffee more than Wheaties.