Can Agencies In Blue States Relate To Shoppers In Trump’s America?

Do the coastal elites who work in Manhattan and L.A. ad agencies truly understand what motivates the people in the middle of the nation to buy hamburgers, life insurance policies, and pickup trucks? Clearly, the best of them do. Carl’s Jr., for instance, runs sexist ads made by award-winning creatives from 72andsunny in Southern California. […]

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Laura Fegley Moves To Minneapolis

Laura Fegley recently left her role as executive creative director of BBH NY to take up the same position at Minneapolis agency Colle + McVoy. The Drum asked her a few questions about the move. One question in particular is worthy of further exploration. What’s the most exciting trend you’re seeing in advertising right now? […]

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Why Working In Advertising Sucks And What We Can Do About It

Editor’s Note: I am excited to introduce Mark St. Amant to our readers. Mark is an accomplished ad guy and author of two books about sports. He lives in Boulder, CO. Human Centipedes And Other Nastiness Right now, more than any other point I can recall in my 25-year (yikes) career, the Advertising industry is […]

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Honda Wants To Push You To Read Real Fast

I took a speed reading class once when I was in college. It seemed the smart thing to do, given the intense workload. But I couldn’t train my eye to skim. Then one day the teacher asks, “by chance are you a writer?” Writers can’t speed read, she told me. They care too much about […]

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Dogs and Horses, Horses and Dogs

Mason City Brewing in small-town Mason, Iowa decided to have some fun parodying “Big Beer.” The result is a low-tech spot featuring the things that those other beer companies use to advertise their product. Humorous and light hearted, yet in no way lives up the quality we demand as fine ad folk. By the way. […]

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The Future of Online Advertising: Predictions and Questions Answered

As technology continues to evolve, so does online advertising. Companies like Google and Facebook are constantly changing the way that their advertising platforms work. This leaves both businesses and consumers with new challenges they need to face. Many questions go unanswered, such as: Which way is online advertising heading? Why are these ads so personal? […]

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Advertising Jobs: Razorfish, Madwell, AdEase

This week, Razorfish is hiring a car-loving senior copywriter, while Madwell needs an account manager. AdEase is seeking a director of account services, and The Ad Council is on the hunt for a project coordinator for its creative services department. Get the scoop on these openings and more below, and find additional just-posted gigs on Mediabistro.


Find more great advertising jobs on the AgencySpy job board. Looking to hire? Tap into our network of talented AgencySpy pros and post a risk-free job listing. For real-time openings and employment news, follow @MBJobPost.

New Career Opportunities Daily: The best jobs in media.

20 Years Before It Was Cool to Cast Gay Couples, Ikea Made This Pioneering Ad

The mini-wave of brands casting gay couples in TV ads this year continues to rise, with the likes of Honey Maid, Cheerios, and DirecTV all diving in. More power to them. But Ikea was the first marketer to feature a gay couple in a mainstream commercial. Twenty years ago.

The 1994 spot below, from Deutsch, ran after 10 p.m. in three markets where Ikea then had a significant presence: New York, Philadelphia and Washington, D.C. The late-night airing ensured that the ad wouldn’t be seen during “family hour” programming. That concession, however, did little to quell the objections of the American Family Association and its leader, the Rev. Donald Wildmon.

Wildmon called for boycotts of Ikea stores, one of which, on Long Island, was the target of a bomb threat, which turned out to be unfounded. The retailer, however, continued to air the ad, which was part of a lifestyle campaign featuring different types of consumers (a divorced mom, adopting parents, empty nesters, etc.) that began in 1993.

The creative team behind “Dining Room,” including creative director Greg DiNoto, associate cd Kathy Delaney, copywriter Dallas Itzen and art director Patrick O’Neill, are no longer at Deutsch. But O’Neill, who later worked at TBWAChiatDay and now is chief creative officer at blood testing company Theranos, shared his memories of helping to create something that didn’t win awards but was truly groundbreaking.


AdFreak: Where did the idea for “Dining Room” come from?
Patrick O’Neill: We would base a lot of our stories on the real people we would see. We’d go to the New Jersey store—in Elizabeth—and because [the ads] were based on real people, we would watch, observe and see how people use the product, who they were, what kinds of things they were buying. And we’d figure which stores were the best ones. And there were a lot of gay couples there. We thought, Why don’t we do one? Donny [Deutsch] thought it was a great idea and felt like it was a true representation of Ikea’s values, which is they’re always accepting of everyone.

So, that store was like your focus group or idea center?
It was. And we figured out where life intersected with furniture. … You had to understand what was going on in the culture at that time, I thought, versus just doing [ads] in a sort of timeless manner. Divorcees still go there, that kid still gets adopted, and gay couples still go there, you know [laughs]. It just wasn’t a typical depiction in media.

What was the shoot like?
A lot of the grips and all the people that were working on the set—you could feel that there was a lot of tension in the air because it was so unusual to see.

Did you shoot it at the store?

Who was the director?
Paul Goldman. He had just started directing. [At Deutsch] he worked on the original “It’s a big country. Someone’s got to furnish it” campaign that was the year before.

How nervous was Ikea going into this?
They believed in it from the beginning. They were never nervous about it.

Did you have to test it?

Did you think at the time that more people would follow in the footsteps of that ad?
I did.

Why didn’t that happen?
It’s interesting. I think the reason why people remember the ad was because it was done in a way where it was, “Wow, they really did it.” We weren’t mucking around. It was clear what was going on. And there were bomb threats. There was backlash. There were New York op-eds written about it. I mean, there were all kinds of things happening. In the years that followed—not too long after—Ellen [DeGeneres], she came out. Melissa Etheridge came out. A lot of women came out at the time. So, I think the culture started doing it without it being commercials. But as far as brands, I think they were nervous about it.

Does the groundswell we’re seeing now reflect what’s going on with state marriage laws?
Yeah. I think it’s also that the millennials and younger are very accepting of [gay] marriage. When that is legitimized by a large core of consumers, you can have that in communications because the approval rating for that is much, much higher once you get to a certain age group.

Would a different creative team have done the same thing?
No. … Look, the way we cast, and had them speak about their relationship, and the premise—it was all based on real stuff. I think the reason it turned out the way it did was all those people working together on it. We knew gay people, and I felt like the lone representative [laughs]. I felt a lot of responsibility making sure I didn’t let my people down.

How proud are you of this, ultimately, and is it still up there in your top three ads?
Well, I’m proud of it because it was the first one. It was scary in some ways. Everyone was true to the period, but there was no precedent. And it wasn’t a welcoming environment. So, that part of it makes me proud and happy to be part of.

See All This Content? I Also Provide It To Clients

“Keep your day job, until your night job pays.” -Hunter/Garcia

If there is one lesson I might share with you from nearly a decade as an ad blogger, it is this: Do not start with a blog and then go looking for a business to support it. Business first, then blog.

The reality is I made this correction several years ago, and now I put more time and energy into Bonehook is my marketing services company—it’s the way I make my way in the world. AdPulp is a side-project.

Understand, I am a big believer in side-projects. There are dozens of reasons to pursue a side-project, and just as many benefits. Yet, by definition, a side-project is not one’s main gig.

That people sometimes perceive AdPulp to be my day job throws me, but when I step back and look at it I do see the compliment there and I appreciate it.

Given that I build brands for a living, it was important for me to build one here. This fact also ladders perfectly with my specialization in content and social media marketing. Many lifestyle brands need their own AdPulp—no, not an advertising blog—a deep daily dive into an important topic.

If you work for a brand and you need help with content strategy, plus the implementation of a workable, affordable execution plan, give me a ring. I’m at 503-970-3862. I’ve done it here for nearly a decade, and on behalf of clients, for even longer.

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Tribal Worldwide Toronto Teaches #HowToDad

Dads are awesome. If you had any doubt, the new #HowToDad campaign for Peanut Butter Cheerios will prove you wrong. To capitalize on the growing market of stay-at-home-dads and dad bloggers, General Mills Canada working with Tribal Worldwide Toronto sought to teach the world how to dad and sell the new Peanut Butter Cheerios along the way.

The 2 minute 13 second video spot is a great bit of copy writing and references The Godfather (horse in the bed), Star Wars (“I can’t believe he’s his father” “I know. That’s called a plot twist.”), dad jokes, and some killer steady cam shots that are unusual to see in a commercial. Tribal Worldwide chose actors that are relatable, going through the mundane task of getting the kids ready for school. They also chose to have more than the average 2.5 kids in this family allowing the dad to interact with younger kids as well as teenagers.

In addition to creating the 2 minute spot, they also created various 16 second spots that are pretty hysterical and a Tumblr page with the characteristic animated gifs the platform is known for.

I’m not a dad (note female sounding author name), but I would buy this cereal based on the creative to support dads and peanut butter. I love peanut butter. This may go down as one of my favorite ad campaigns of all time.

Also of note: Peanut Butter Cheerios introduced a new mascot in the squirrel. Do squirrels eat peanuts? And does anyone know if I can buy these in the US?





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Social Media Advertising Still On the Rise, Despite What We Think

Questions: does social media advertising work? Not so much! Will growth in digital spending slow down while traditional media recovers from a couple of years spent in the wilderness? Slightly!

And yet, much to the chagrin of those studies (one of which may have been “deeply flawed”), readers of Ad Age now say that social media is “cautiously” on the rise. It was the pub’s fifth “major survey of market attitudes” toward social media.

We’ve got your results after the jump.


New Career Opportunities Daily: The best jobs in media.

AC #70 is super. And it's here!

The They Forgot To Make It Super Edition

Tug and I (along with a pretty mouthy community at #acbowl12) dish about this year’s ads. Some of it worked, some of it didn’t, and nearly all of it fell well below the high water mark of year’s past.

Give it a listen and let us know your thoughts!



Heineken – The City by Wieden & Kennedy

Voici la dernière campagne de Heineken où le protagoniste explore divers établissements cachés au coeur de la ville dans le but de traquer une femme de mystère. Créée par Wieden & Kennedy Amsterdam, cette publicité retrace un parcours étonnant, créatif et dynamique accompagnée d’une bouteille Heineken dans chaque lieu.

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Selfies do mundo todo viraram foto da Terra em ação da Nasa

A campanha ‘Global Selfie’, promovida pela Nasa, convidou pessoas do mundo todo a enviarem uma selfie ao ar livre e oferecendo a sua localização no planeta, em comemoração ao Dia da Terra, celebrado em 22 de maio.


Usando a hashtag #globalselfie, foram postadas mais de  50 mil fotos, advindas de 100 diferentes países. Dentre elas, 36.422 foram escolhidas para fazer parte desse mosaico, que tem 3,2 gigapixels de definição, retratando o planeta Terra.

Grande demais para ser compartilhada nas redes, a imagem foi transformada em uma versão mais acessível, mas quem se interessar pode dar um zoom para ver cada uma das selfies enviadas no site GigaPan.

Brainstorm9Post originalmente publicado no Brainstorm #9
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Sugru VS Noise

Coca-Cola compara as fases da vida com o futebol da Argentina

Argentina e comerciais futebolísticos sempre significam grandiosidade, nacionalismo e discurso apaixonado pelo esporte, ainda que com os dois pés fincados na pieguice.

Para a Copa do Mundo no Brasil, a Coca-Cola utilizou dos mesmos elementos para emocionar o povo argentino. No comercial, uma partida de futebol (mais precisamente da Argentina) é comparada com as fases da vida.

Intitulado “A Copa de Todos”, o filme tem criação da Wunderman e produção da Blue.


Brainstorm9Post originalmente publicado no Brainstorm #9
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Time terá anúncio bem na capa da revista

Cada um sabe o quanto lhe aperta o calo, e aparentemente a Time está disposta a arriscar ir contra algumas antigas diretrizes editoriais para alcançar uma maior verba dos anunciantes. A edição da revista que chegará amanhã às bancas nos EUA irá exibir um discreto formato publicitário bem na capa. Olhando de relance fica até difícil de reparar – é um retângulo acinzentado, logo abaixo do adesivo que traz as informações do assinante (ou o código de barras), e que remete o leitor para um anúncio mais avantajado, nas páginas internas da publicação.

O mesmo formato vai aparecer também na Sports Illustrated, outro título que também faz parte da Time Inc. A invasão da capa por um anúncio publicitário, por menor e mais discreto que seja, é uma ruptura com algumas das condutas sugeridas pela Sociedade Americana de Editores de Revista, que acredita que manter a capa isenta de propaganda ajuda a proteger a independência editorial das publicações.

O AdAge ressalta que o envelopamento de edições com capas removíveis que traziam propagandas já aconteceu anteriormente,  e que revistas menores já venderam espaços publicitários nas suas capas, mas que uma empresa jornalística do porte da Time ainda não tinha ‘se rendido’ a esse formato que ocupa a ‘vitrine’ do conteúdo editorial.

Uma empresa jornalística do porte da Time ainda não tinha ‘se rendido’ a esse formato que ocupa a ‘vitrine’ do conteúdo editorial

“A propaganda de capa tem o seu custo, e é obrigatório que o anunciante tenha um anúncio de página inteira ou uma página de conteúdo nativo naquela edição. Além disso, essa opção é oferecida apenas aos nossos maiores anunciantes, não está disponível para qualquer um”, esclareceu Norman Pearlstine, diretor de conteúdo da Time Inc.

O novo formato na capa da Time chega apenas duas semanas antes da Time Inc. fazer seu IPO na Bolsa de Valores de Nova Iorque (NYSE), depois da separação da empresa do grupo Time Warner.

Brainstorm9Post originalmente publicado no Brainstorm #9
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Audi avalia seu carro usado “instantaneamente” na saída do estacionamento

Vender seu carro pode ser uma tarefa frustrante, principalmente na hora de fazer uma avaliação de quanto ele vale e ter que ouvir uma oferta muito menor do que se esperava.

A Audi criou uma ação para pular esse processo. Não que isso evite a decepção financeira, mas pelo menos facilita a vida do motorista, ao mesmo tempo que incentiva a troca por um novo.

Um avaliador da marca registrou informações e valores estimados de carros que estavam em estacionamentos VIP’s (é, isso existe) de shoppings, tudo colocado em um RFID e preso no vidro traseiro.

Quando o motorista saia do local, um painel do lado da cancela exibia as informações personalizadas de seu veículo, e quanto seria o valor da parcela na troca por um Audi A3 Sportback 2014.

A criação é da AlmapBBDO.


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Votar pela primeira vez pode ser uma aventura inesquecível

Para muitos jovens, só de pensar em ir até uma seção eleitoral, esperar na fila e votar pode parecer entediante, não só no Brasil, mas em qualquer lugar do mundo. Para solucionar este desafio, o Parlamento Europeu botou na rua uma campanha criada pela Ogilvy & Mather da Bélgica, lembrando que tudo pode acontecer na primeira vez de alguém nas urnas, e que todos deveriam tentar descobrir o que seria.

É claro que não é um dos argumentos mais convincentes que existe, mas essa história toda vem acompanhada por uma filme em ritmo de videoclipe produzido pela Czar, que mandou muito bem na história de um cara que vive uma aventura inesquecível – claro que ele só se dá mal, mas a gente fica esperando pelo que vai acontecer em seguida, apesar de o começo ser bem paradão.

A assinatura também é bacana – Act. React. Impact -, lembrando que por meio do voto é possível agir, reagir e criar impacto. Será que no Brasil isso daria certo?


Brainstorm9Post originalmente publicado no Brainstorm #9
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Mais uma família cai na estrada com a Halfords

No começo do mês, uma família resolveu sair para um passeio de bicicleta e acabou caindo na estrada em definitivo no filme que a Mother criou para a Halfords. Agora, eles estão de volta em um novo filme para a campanha Keep on Rollin’, mas apenas para uma participação especial, já que o foco é em outra família que também está prestes a se render ao espírito “Born to be Wild”.

Ficou simpático, mas ao mesmo tempo não deixa de ser repetitivo. Agora, é aguardar para ver se a Mother vai continuar insistindo na ideia nos próximos filmes ou vai trazer algo novo.


Brainstorm9Post originalmente publicado no Brainstorm #9
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