Hasta La Creative!

Skincare advertising tends to range from earnest to deadly serious, and endorsers are often chosen more for looks than ability to make people laugh. So Jergens’ new campaign featuring comedic actress Leslie Mann (“This is 40,” “Knocked Up,” “40 Year Old Virgin”) making quick jokes about skincare is a departure in more ways than one.

The first-ever umbrella “master brand” campaign for the Kao USA brand, from Havas’ Arnold, includes short online ads breaking today, to be followed by print and 15-second TV ads in August featuring Ms. Mann. The online ads include such messages from Ms. Mann as: “Soft and beautiful isn’t just about your face. It’s about your butt.” In others, she decries legs that feel like churros, or heels so rough they gather furballs when you walk on the carpet.

The campaign launches a new slogan: “You’re more than just a pretty face.” The idea sprang from Kao’s insight that women spend almost all their time and beauty dollars on their face and hair, ignoring the other 90% of their bodies, said Katie Young, creative director and copywriter at Arnold. “We knew from research that when you talk to women about that it’s kind of an ah-hah moment,” she said, which opens their mind to the importance of body lotion.

Continue reading at AdAge.com

Mais uma parceria do mexicano com o diretor de fotografia Emmanuel Lubezki, que decidiu filmar apenas com luz natural

> LEIA MAIS: Assista ao teaser de “The Revenant”, novo filme de Alejandro G. Iñárritu com Leonardo DiCaprio

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Facebook’s recently announced move to begin paying video creators a cut of its video ad revenue is clearly a step designed to bulk up the social network’s video content and associated revenue.

But while the company has checked off all the right boxes on paper, here are three things Facebook needs to focus on while executing this strategy for it to have any hope of emerging from YouTube’s prodigious shadow.

Focus on the community

Continue reading at AdAge.com

In order for capitalism to work, we must be carefully groomed to play the game.

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From Adbusters #120: Manifesto for World Revolution PT.III

Linnea Sjoberg

In order for capitalism to work, we must be carefully groomed to play the game.

Compliance: reward! Heteronormativity: reward! Following the priest: reward! Silky hair: reward! Making money for other people: reward! Already having money: reward! Buying a shiny car: bonus! We’re promised if we play by the rules, God and country will shine upon us. Because those who’ve won the game, and accumulated a few dozen houses along the way, got there by playing well.

I’m 31 and have been trying to figure out this planet since I was a naively shocked 12-year-old learning most children here go hungry. I read the books I wasn’t supposed to read and ruined family dinners talking about racism and cried over the state of Iraq in the shower. The one thing I’ve figured out for certain is this game was rigged long before I arrived. Those meticulously crafted rules were written by cheaters, upheld by patriarchs claiming to speak for a pale-skinned god, and enforced by heavily armed dudes with freaky surveillance equipment. The game I’ve been asked to play is on a playground ruled by terrorists, with secretive prisons overseas and poisoned wells and only treats for the kinds of kids you’d never want to be friends with.

Still, by way of proving myself worthy of inheriting some of these spoils, I’m asked to comb my hair, smile nicely and petition for the privilege of having my labor exploited by crafting exquisitely boring cover letters. I should shut up, sit down, and only ask very very nicely that the big men don’t let all the tigers become extinct, and not too furiously rip this planet apart from limb to limb. Because as a good child of God and state, I can never suggest that their game is stupid, mean and in absolutely no way any fun.

I carefully fold the New York Times and finish drinking my tea. What the big men don’t anticipate is a lot of us are ready to stop combing our hair. As our parents made no significant dent on the diseased systems into which they birthed us, we have no choice but to stop being their obedient sons and daughters. Our defeat is nearly certain. The only thing more unbearable is our complacency.

— Maureen K. Doll, Waunakee, U.S.A.

• #120
• compliance
• capitalism

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(TrendHunter.com) Although many students and working adults opt to quickly record their thoughts and ideas using digital devices, it’s difficult to compete with the simplicity of writing in a notebook.

As…

Com o auxílio de Paul Rudd, diretor Peyton Reed conduz um filme que se mostra bastante consciente da própria natureza

> LEIA MAIS: Ainda que muito bem inserido no universo Marvel, “Homem-Formiga” consegue ser único,

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