Heather Graham stars as the Public Option in this funny ad, showing how she’ll force the lazy, bloated private insurance companies to get back in the game and compete. After all, competition is as American as apple pie. Featuring actor Peter Coyote as the narrator.
The Public Option: Heather Graham
Voice Over: Peter Coyote
Directed by Yaniv Raz
Written […]
Un court spot vidéo présentant brièvement l’esprit de la marque Adidas autour d’une mosaïque de pièces mêlant sportifs et produits phares. Une production réussie sous Cinema 4D 11 et After Effects de l’artiste Camille Marotte présenté hier sur Fubiz. A découvrir en HD dans la suite.
Dans la continuité du très réussi spot Duracell Ultra : Bunny Fusion par le studio Pleix et l’agence Ogilvy, voici la déclinaison de la campagne mettant en scène le lapin en peluche rose. L’affichage print est à découvrir avec différents visuels dans la suite.
Une nouvelle étape pour les boutiques de sneakers Foot Locker, avec cette campagne “Get it early” autour du thème de la naissance. Une idée intéressante imaginée par l’agence SapientNitro en Australie. Le tout sur des clichés du photographe Jesse Stevens, à découvrir dans la suite.
Maybe it’s the transitory nature of business these days or the the strict focus on business/clients and profitability, but finding and being a mentor is still invaluable to our industry and an enriching part of our humanity.
Early on, there were no formal mentoring programs where I began, but there were a lot of smart, fascinating people who were willing to talk about their work, their thought processes, and their clients. I’d watch how they presented, how they worked with clients, and how they handled themselves and their craft. There was much to study and absorb.
Slowly, I struck up conversations with them and developed relationships with my secret mentors, and it wasn’t just people from the creative side. I got to know senior account directors and media planners. Even the crusty, old guy in the studio was a source of wisdom and experience.
That’s one of the great things about our business: There’s always something new to learn if you’re open to it. I’d encourage people who are breaking into the business to poke your nose into a veteran’s office or cube and get to know them. Show some enthusiasm. That’s how you start a relationship. Later you might ask his or her opinion about your work or for career advice.
You don’t have to act on all you learn and hear, but you might walk away with a piece of knowledge you didn’t show up to work with. You can use what you learn from others to help chart your own course.
If you’re a veteran, show some patience and interest with the newbies. Don’t forget we were all newbies once upon a time. Spend more time chatting with your next generation, and get to know their work, life, and expectations. Your thinking and work will benefit from their freshness. Think of it as a reverse form of mentoring.
Give it a try. Ignore your e-mails and silence your Blackberries for a few minutes and reach out. It’s well worth the effort for everyone.
John Kistner is a freelance Creative Director/Writer/Closet Cartoonist. You can check out his handiwork here.
Une superbe publicité pour l’équipementier Adidas Basketball qui lance la saison 2010 de NBA, avec les joueurs Dwight Howard, Derrick Rose, Kevin Garnett ou encore Josh Smith. Le spot a été dirigé par Patrick Murphy sur une production du studio Elastic. A découvrir dans la suite.
VG is Norway’s largest print newspaper, they have a new commercial series called Life Time about the “Big Questions”.
via fondalashay
Une campagne de publicité pour les frites de la marque Findus, sur une idée de l’agence Grey Paris. Une baseline amusante “Les frites des Mamie sans aller voir Mamie”, une expression du visage très réussie et des photographies d’Achim Lippoth. Plus d’images dans la suite.
Michelin launched its first global advertising campaign last week to shine its headlights on Michelin’s USP high beams, illuminating the many
benefits derived from its distinguishing characteristics. Its theme, “The right tire changes everything,” aims to drive this point home.
Michelin tires simultaneously deliver enhanced braking power, greater longevity, and superior fuel efficiency. The campaign illustrates by using the right tires, consumers can reduce fuel consumption, increase safety, and extend tread life.
The campaign features the iconic Michelin man, Bibendum, in an animated world, assisting troubled motorists and replacing their defective tires with Michelin tires, which he pulls from his body. I know what you’re thinking: Why can’t I get rid of the tires around my waist as easily as Bibendum? To answer that, you’ll have to take the advice of Esurance’s ad campaign, and “get animated.” Bibendum apparently has all the answers.
Created by TBWA, a New York-based agency that gained Michelin’s worldwide account last summer, Michelin’s campaign will appear across TV, print, and online outlets in the United States first, then in Europe and Asia in early 2010, and in Africa, the Middle East, India, and South America at a later date. The U.S. campaign features an enhanced digital strategy that introduces the official Michelin Man Facebook page and YouTube channel.
Visit michelinman.com/the-right-tire for more information.
Rohan Raj. Syrupy schmaltz. Finessing perpetual cadence. Boundless behemoth. Absence of mutual exclusivity? Priceless. Reach him via Twitter or LinkedIn.
For weeks now, my old Creative Director Andrew Schmeling has greeted his IM buddies with the following statement: “Is it compellevant?” (Being a Creative Director, he gets to make statements, not ask questions.) However, each time I sign on, I’m reminded this neologism serves as a portmanteau for two key ingredients of great ads: They’re both compelling and relevant. As we’re all subjected to daily, there are far too many pellets of capitalism that are only one or the other. You’re talking cultural milestone when you find one with both.
This is clear from a quick retrospective of the some of the high points of the last half-century of advertising. Love or hate smoking, Leo Burnett’s Marlboro Man rode for decades because whether you were Daniel Boone seeking “more elbow room” or Chris McCandless going Into the Wild, open space has always been part of the American Dream. That’s compellevant. DDB’s classic “Think Small” campaign? It’s compellevant because in the crowded seascape of land yachts that was the American car industry in 1959, a plain little Beetle with a lot of white space couldn’t have spoken louder to those questioning the Don Drapers of the world.
Wieden’s Just Do It in the ’80s? Compellevant. A few lucky folks out there might still look and feel as good as they did when they were 18, but for the rest of us, the clock’s ticking. Recently, there’s the iPod Silhouettes campaign: iconic art direction (branding the non-color white?) and direct copy plus a simple, non-verbal message (music is fun). These are just a few notable examples, of course, but you can pretty much take it to the awards podium (or bank, if you’re concerned with selling stuff) that the best work is compellevant, right?
Well, it is for the most part. Over the last few decades, as certain categories have drifted free from the moorings of Rosser Reeves-style USP-based claims, a number of notable campaigns and ads have appeared that can’t make any plausible claim to relevance but have compelled their way to sales, awards, and in the age of YouTube, the ultimate tribute, spoofs. What are some of these campaigns?
The Budweiser Frogs come immediately to mind. While Miller was going for compellevant with “Less Filling, Tastes Great,” Goodby had put together this slow-building three-syllable chorus of croaks, and the dramatic timing seems impeccable 14 years later. What relevant message does it have about beer? None.
On a similar note, just a few years later, Leo Burnett came out with the Real American Heroes/Real Men of Genius radio spots, and Mr. Centerfold Retoucher, Mr. Jelly Donut Filler, and their worthy compadres didn’t tell you anything about Bud Light, but these ads help vault Budweiser as the top beer in America and inspired countless web searches to hear the ones you’d missed.
More recently, TBWA/Chiat/Day’s tragicomic Skittles storyof the office worker afflicted with the candy touch swept the interwebs and the awards shows with its unexpected premise and compelling humor, but did it say anything close to relevant about the product? Nah. Ditto Fallon UK’s Cadbury spot. On paper, a formula of Phil Collins plus drumming gorilla equals a straight line from Doobieville to WTF-land, but increased sales don’t lie. My left brain is still outraged every time this is being used to sell chocolate, for it’s the perfect portfolio school case study of what not to do, but both my eyes can’t stop watching and neither could millions of others.
What’s the moral of the story here? Don’t be afraid to venture a little bit off the straight, strategic path, especially if you’re working on one of those fun food or beverage accounts. Sure, it’ll be harder to sell to the client, but gold (and a gold lion) might be in them thar hills.
Nate Davis loves advertising, the interwebs, and social networks, yet looks askance on many of their cultural offspring. Read more at www.natedaviscopywriter.com.
Nouvelle campagne mondiale lancée ce jour par la marque Sony afin de réunir les différentes entités du groupe. Elle met en scène le nouveau slogan publicitaire avec un esprit créatif. Un spot de 60 secondes diffusé dans 170 salles de cinéma à partir d’aujourd’hui.
Une campagne imaginée et réalisée par l’agence BMF Sydney, pour les banques australiennes Bpay. Une baseline très simple “Almost too easy” et des visuels percutants de la part du photographe Andreas Bommert. A découvrir dans la suite.
First there was Sport, then there was Betting. Next came the Internet NOW…
http://record.sportsbetaffiliates.com.au/_mqboWTZY7gLUOsjNOfgKeWNd7ZgqdRLk/1
Sometimes we let fear get to us and lose sight of one simple fact: As long as clients need to convince consumers to purchase their products and services, the ad industry will never disappear. Clients need creativity and are willing to pay if you can help them accomplish their goals.
From time to time a new technology comes along that convinces clients they don’t need your creativity anymore, so they cut back or let us go entirely. It’s a cycle that has happened time and time again, from the first shopkeeper who put up a painted sign to attract more business to the latest application of Facebook. Before long, though, everyone adopts the latest technology and the need for fresh creativity to distinguish themselves arises.
What is different this time? Many new technologies and tactics have hit the scene at the same time. It didn’t help that these tactics are often much less expensive than traditional media. Oh,we also hit the worst recession in more than 70 years. When the economy comes back, I think we’re going to see a rush back to creativity. When it does, it’ll do us well to concentrate more on the message and less on the messenger.
I think we’re already seeing a dire need for creativity. The obligatory Facebook page, Twitter account, and YouTube page is already old hat (and often a necessity), but it’s not enough without significant creative backing to get interaction. I think marketers are starting to grow weary of the social media snake-oil salesmen. These outlets are important and will never go away, but we’re starting to see it’s just part of a much bigger picture.
Search will also be a permanent marketing fixture from now on, but it’s one thing to show up in a search, and it’s another to be convincing. Once seen as enemies, Google and Madison Ave. are working together to capture display-ad dollars (35% of Internet ad spending last year) and make a more cohesive experience for consumers. Neilsen is in a relationship with Facebook and are proving to marketers the viability of display ads. The need for creativity is growing.
This industry will never be easy again. There will never be another television advertising business model. The best way to get a consumer to notice your brand will always be a moving target. Dare I say not every client is a candidate for a huge social-media campaign, just as every client doesn’t need a 30-second TV spot. It’s important to learn how to play in these new playgrounds, but we also need to stop trying to be experts in tactics and instead try to be experts in creativity, an unattainable but not unworthy goal.
Josh Fahey is a freelance copywriter with a passion for creating creative and strategic content and communications. Check out his website where you can find his blog, portfolio, and resume. joshuawfahey@gmail.comor Twitter: @joshfahey
It’s a classic love triangle: The wealthy Kraft wants British beauty Cadbury. Cadbury, however, wants Hershey’s, the poor, yet perfectly sweet option. Hershey’s is of a lower financial capability than the domineering Kraft and is reluctant to make a move, though it knows the two make an ideal pair. So it goes for the two U.S. food makers and the international sweetheart Cadbury.
The drama began in September when Kraft slipped an unsolicited note to Cadbury, making it a marriage offer for $16.7 billion. Cadbury, being of higher standards, immediately rejected it. Hershey’s also wanted Cadbury’s hand, but being of a lower income bracket, the company struggled to gather the funding necessary to support the lifestyle of the demanding Cadbury. After Kraft’s shameless act of domination, Cadbury’s parents, the U.K. Panel on Takeovers and Mergers, had a nice chat with their daughter and decided to set a dueling date for the two contenders: November. The two must make a reasonable and honorable proposition by then or leave empty handed.
For Kraft, the challenge is obvious: They must open themselves up and make a smart, honest proposal for Cadbury’s hand. Doing so would boost their shares in the food-making industry to compete with the biggest and baddest of the land, Nestle. Hershey’s, on the other hand, is the hard-working visionary who is merely after the one he loves. Cadbury would open up an international market for the American-born company and offer pathways into Europe. After last year’s heartbreak from the girl next door, Wrigley, and her marriage to Mars, Inc. (creating the world’s largest sweets company), Hershey’s has done its best to put itself together and move onto to other options.
Hershey’s is doing all it can to make the right move on Cadbury; the former even hired advisors to assist in exploring the bid for marriage. Marrying Cadbury would ensure the continuation of the boarding school for low-income children, which Hershey’s is currently running, so the stakes are high. Kraft, however, is a financial wiz and hopes to capitalize on the devaluation of the British pound during the deadline time, thus being able to bid lower and still come out on top.
Tensions are high, and the suspense rises daily. Hopefully, love will conquer all, and they’ll live happily ever after.
Rena Prizant is a Copywriter, Ad Creative, SEO Gal, and mammal in the Chicago area. Visit www.RenaPrizant.com or @WriteLeft.
Une nouvelle série d’affiches print dans le cadre de la campagne Decathlon. Un travail réussi de l’agence Young & Rubicam sur des photographies de Louis Decamps et une retouche du studio Chic Paris. Plus d’images dans la suite.
En grande taille : Football – Judo
Recently, I watched “ 100 greatest hits of YouTube in 4 minutes,” and afterward, I immediately had three thoughts: 1) Hmm, I hadn’t seen all of those, so maybe I’m not as interweb-urbane as I thought I was; 2) How is it possible that people have watched drivel like a baby biting a toddler’s finger 60 million times? and 3) what can I infer from this swab from pop culture’s cheek as I continue perpetrating advertising? After a few viewings, I came up with seven ideas:
1. Slapstick never gets old. The Three Stooges were doing it since the beginning of Hollywood, but bike crashes, faceplants, jumps, and asking if things will blend, it’s still a great way to get attention. But once you have those eyeballs, you better be selling something relevant, like health care, stunt bike instruction, or table-dancing classes so Scarlet doesn’t take another tumble. We’ve all felt ripped off by the ad that ensnared us with shtick, then slapped us with the shill.
2. Sometimes cheezy is the right ingredient. How many years has Rick Astley been sneaking up on us unawares? Not to mention Snuggies, the late Billy Mays, and other so-wrong-it’s right singers and pitchmen? I’m not saying you have to like it. I’m just saying millions of us can’t help watching it.
3. Pet tricks rule. Sleepwalking dogs, curious cats, loving lions, dramatic chipmunks–whether we’re pet people or not, we love watching furry, fanged, and feathered escapades. eTrade’s chimps Super Bowl spot from a few years back, and the more recent Cadbury Gorilla show how effective a well-placed primate can be.
4. Kids are funny. Novocained out, biting fingers, delivering oddly self-aware monologues to the camera, or, of course, saying bad words. It’s an old device in the persuasion business, but tens of millions of views don’t lie: out of the mouths of babes can come the meme that sweeps the nation.
5. We may not like dancing, but we sure like watching others do it. Suave or stupid, sexy or stumbling, krumpers to presidents, we can’t take our eyes off of folks busting a move. A lot of great ads, like Levi’s “crazy legs” and the Nike soccer and basketball “freestyle” spots, brought this same basic idea to life with impeccable production values.
6. We want to get bowled over by greatness. Paul Potts and Susan Boyle from Britain’s “Got Talent” stand out as recent titans of YouTube, but in a world where many of us don’t do anything more unusual than maxing out on the bench press or keeping kids from killing each other in the back of the car, encounters with the exceptional still stop us in our tracks.
7. Even if you hate pop music, you better keep up with it. If checked YouTube’s most popular yourself, you’ll know that this isn’t really them, it’s “YouTube’s top 100, not including music videos.” If this clip were re-cut to reflect reality, it would sound more like a mish-mash of pop and hip-hop from the last five years; 36 out of the top 50 are professional music videos (I wouldn’t count OK GO), and Michael Jackson is the exception in a crowd of flavor-of-the-month entertainers.
Now if you’ll excuse me, I need to get back to the Miley Cyrus/Avril/Jonas Brothers playlist I’ve got on repeat for inspiration.
This is site is run by Sascha Endlicher, M.A., during ungodly late night hours. Wanna know more about him? Connect via Social Media by jumping to about.me/sascha.endlicher.
