Surrogate advertising happens when the brand extension is seen as a guise for a product that is almost non-existent in commercial terms.
(Source) MyNews.in
So just when you think it is the end for these vices, a sudden light over the horizon looms for brands with similar ones associated with aggressive advertisers today. But the real question is up to when will this be.
As far as superiors are concerned, we all know that we have the choice to be in better jobs if we want to. Such is the point emphasized by Careerbuilder.com to most aspiring individuals who find themselves trapped in a business empire of executives who could care less on ambitious individuals.
To sum it all up, you can view some people as mindless primates who know nothing but to make life harder for you. You have a choice. Be at their mercy or move on to a better career where you will be appreciated. The career move decision is yours to make!
No matter what office building you go to in America, there is a better than average chance that someone will be wearing either a polo or oxford shirt with the Ralph Lauren Polo Logo strategically embossed on the upper left side of the shirt. This logo is intended to signify a superior quality and craftsmanship that the Ralph Lauren company has spent years meticulously cultivating. The donning of “the pony†is supposed to imply that you are a discriminating consumer who has an attention to style and sophistication.
Â
Let me tell you the real story from the “normal guy’s†perspective. I probably own twenty of these shirts and I am the most unsophisticated gent this side of Carrot Top. I wear them because I know they will always be the same. This means I do not have to try them on, can order them online, and know they match most of my pants. And I know I am not alone. Guys are all about ease, they care very little about clothes and less about their appearance. I base this on the fact that t-shirts, ball caps, cargo pants and Casual Friday are all male intended. We started with Garanimals early in life and have never veered far from it. As a matter of fact, the pony is an animal. Why do I think Ralph Lauren knew this all along?
Apparently the old adage “bigger isn’t always better” got tossed out the window with this one. Just meters from Kremlin in Moscow City, BMW has created one of the biggest billboards in Europe. Measuring in at 65,000 sq. ft., it’s large enough that the five full-size BMW M-class models look like ants.
The 450 lb. life-size car models were constructed by We R.Signs International using wheels, body panels, lighting, and a few other parts from BMW. Cars on walls isn’t new, but this magnitude makes it a bit different. Very cool from a construction and installation standpoint. Will it sell more Ms?
full size photos @ englishrussia
In these modern times, if you have the budget for aggressive advertising, it is best to plan it and implement it with a bang. Salon Selectives is putting a lot of weight on this advertising campaign and the results are expected to be great for them.
“The new campaign leverages the brand’s original core messages of transformation and customization while modernizing the theme. We have developed a new ad approach for the hair care category, moving away from product demonstrations and impossibly beautiful hair close ups, to connect with women through fantastical action-adventure stories.â€
(Source) Business Wire
I’ve always liked the Whiteboard ads. Yeah, yeah, I know a lot of you too-cool-for-schoolers are haters but I think the campaign is smart, differentiating, and appropriate for the brand. Top it off with the fact that is sells pretty hard, too. I’ve also always felt there was a real charm to the simplicity of the spots and the clever illustrations. But a great deal of that goes away, for me anyway, once you add the animation and the extra characters in with Azula.
So, here’s the question I’m posing to people who know or would like to posit: Did the campaign need to evolve for message or did the creatives simply get bored before we (or at least I) did?
New, trendy, and flashy products are often ripe targets for competitive ads. I always secretly enjoy when one company directly targets another via their advertising, despite knowing that a more creative (and ultimately more effective) solution most likely exists.
Lenovo seems to have had enough of the ever-so-popular Macbook Air, and takes a shot at it with the release of their new ThinkPad X300. Not only do they say “everything else is hot air,” but they even go as far as to loosely reference the Apple typefaces, gradients, and button styles of apple (below). It kind of takes the whole Mac vs. PC thing to a whole different level.
As I was attempting to be the quintessential creative mind yesterday, sitting in a coffee shop with my apple laptop & black sketchbook, i carelessly gazed around the coffee shop only to notice something I hadn’t given much thought to: advertising was everywhere. The Coffee sleeves had ads for an upcoming movie, courtesy of BriteVision. There were table toppers for local events and restaurants. There were even ads under the table glass. And then the dozens of concert, performance, festival, etc. flyers in the window. It was as if when I wasn’t looking, someone bombed the coffee shop with advertising. And then I realized maybe I just haven’t been paying attention.
It’s one thing to see one “new media channel” evolve or to discover a new medium, like human skin, corneas, the ocean, or on an escalator, but as a consumer (and a human), it’s only good up to a certain point. Ad after ad after ad, in the same environment, certainly changes the effectiveness. As new technology evolves and allows us to place messages in new and often unheard of locations, the question has to be asked “is it necessary?” Just because we can, does that mean we should?
On the subject of the coffee shop, where branding never seems to cease: we now have ads on the top of the cup. Yes. the top. (or we could, potentially). Inventor Oleksiy Pokalo has created a fairly simple device that can “print” a logo on top of your cup of coffee.
Just on the off chance that your coffee shop doesn’t have enough logos floating around as is. What’s next?
In today’s environment, with technological advances, marketing strategies and celebrity endorsements, shoes have become much more than just footwear. Brands are scrambling to assert their top-dog status, and today finds Nike is in the midst of launching one of their broadest multimedia campaigns to date, including a :60 spot to air on American Idol and college basketball tournaments asserting that “my better is better than your better”:
The emerging Nike campaign is in direct response to the Under Armour Superbowl spot proclaiming “The Future is Ours,” announcing their entrance into the cross-trainer marketplace. Under Armour quickly rose to dominance in the “compression fitting apparel” category, and after entering the market less than a year ago, has taken a 1/5 market share of football cleats. An interesting article in today’s Oregonian has some interesting info and quotes regarding the Nike campaign and the shoe/athletic apparel battle:
“This was definitely an all-out attempt to stop Under Armour in its tracks,” said John Horan, publisher of trade newsletter Sporting Goods Intelligence. “They want to make sure they don’t get surprised on this category.”
Follow the jump for the Under Armour spot, a bit of Adidas, and some Pony action
Politics aren’t exactly my thing, and I’m definitely not directly expressing any views or endorsing anything here. I just read through Andrew Romano’s Newsweek Blog article from last week on Why The Obama Brand is Working. I hadn’t taken the time to really step back and look at what was going on – and I’m greatful that Romano did for me. A very interesting read. He writes:
Reinforced with a coherent, comprehensive program of fonts, logos, slogans and web design, Obama is the first presidential candidate to be marketed like a high-end consumer brand. And for folks who don’t necessarily need Democratic social programs–upscale voters, young people–I suspect that the novel comfort of that brand affiliation contributes (however subconsciously) to his appeal.
Interesting to look at in those terms. And also interesting to analyze everything from a marketing campaign level rather than a political campaign standpoint. I realize there are many similarities, and that many political campaigns are purely advertising, but, as Romano points out, it’s much more than just advertising. It’s a politcian producing branding that would make most companies envious.
Jokk Juice is made from berries from far far away. This Swedish ad from Saatchi & Saatchi highlights how hard it is to get the berries that go into Jokk Juice. But what’s really hard is finding information on Jokk Juice on Google. If you type “Jokk Juice†in your search bar you will be shown links to the ad in blogs and advertising registries. Most people have good things to say about the advert, but what if you wanted to know more about what’s in it and you don’t live in Sweden? When you type “Jokk†in Swedish Google your results will be a little better if you can read Swede. Saatchi did a good job of creating an ad, but did not plan for the viral effects that are so common today. There’s a disconnect between broadcast and digital that can be solved by planning digital scenarios. If the ad is being seen and appreciated around the world, perhaps a multinational splash page could be created to provide basic information. Even if the product is only sold in Sweden, people outside the market are becoming familiar with the ad but not the brand. A simple page and some search engine tweaks could save millions in the long run if there are plans to expand internationally. But then again I don’t know much about the brand or its plans for world domination.
For most people in North America, memories of Renault consist of temperamental cars like LeCar and the AMC/Renault co-branded Alliance (both examples of model naming at it’s best). But Renault is alive and well in the rest of the world, competing bumper to bumper with the other industry leaders. They consistently produce some impressive advertising, and this newest spot for The Megane Sport by Publicis London is no different.
A simply beautiful concept. An exquisite “Everything is Sport” tagline that speaks volumes. Quite possibly one of my favorite automotive tags/concepts of late. It positions the Megane Sport perfectly and actually begins to define and mold the target as well. And the direction and production, paired with Vivaldi, produces something memorable. Not just as a cool spot, but as a spot for the Megane Sport, which is another impressive feat in and of itself. Now I just need to figure out how to get a Megane Sport over to this side of the Atlantic.
Will Ferrell + Old Spice + Semi-Pro Co-brand + user participation = pretty fuckin’ awesome. Check it. You really gotta hand it Old Spice and WK. This is one helluva brand renovation that’s underway. Irrelevant and cheesy to irreverent and, gulp, potentially cool. One can almost drop Old Spice in the shopping cart without shame.
Storytelling is an art that is slowly fading away. There are even groups dedicated to the preservation of stories and of storytellers. With with new technologies and advancing digital techniques, the story is often lost. There are still those occasional stories that get told with passion and care, and they are truly beautiful. Adidas, founded 60 years ago, is one of the most iconic brands today with a logo that speaks for itself. Yet 180 Amsterdam has crafted a beautiful animated short about the history of Adi Dassler and the beginnings of Adidas. Simple, beautiful animation, but most important, an incredible and uplifting story from a true storyteller that speaks louder than any logo could. It’s nice to see a real story every now and then.
And you can check out the :60 version on YouTube here.
Technorati Tags: Adidas, shoes, film, animation, story, beyond madison avenue
I’ve always been a fan of Onitsuka Tigers, and most of the advertising and marketing over the past few years, like the Hero Breath cans, has certainly piqued my interest, but this newest campaign might just surpass all the others.
I’d heard the “Made of Japan” tag in the past and knew of the “Electric Tiger Land” concept but the end result thus far is more impressive than I’d anticipated. I could go on about the branding and messaging behind this round of Tiger marketing, but what strikes me most is the actual physical execution.
The fact that Strawberryfrog Amsterdam and R&D/product design firm Freedom of Creation teamed up to execute something fairly monumental is both impressive and refreshing. Today, there are many people (many of my good friends included) who would jump at the chance to entirely digitally create a world like that of the shoe above. It could be done fairly easily. But the fact that it wasn’t is beautiful.
The fact that Freedom of Creation actually went as far as to design the meter-long shoe and other branding accessories like a mini-led-shoe-USB stick is just perfect. And it speaks to the heritage and design sense that Asics is trying to keep alive with the Onitsuka line. The branding and message they’re communicating is great, but the fact that their methods speak directly to their means is superb. Check out the “making of” video below, and if you want more details, photos, etc, check out the Tiger page on FOC’s site here.
Technorati Tags: advertising, shoes, asics, tiger, onitsuka, beyond madison avenue
Brands becoming more than just a brand is nothing new. Lifestyle brands have been changing the way consumers interact with product for years. Technology brands are continuing the trend at a rapid pace. Apple is developing product after product to cater to fans and platform-switchers alike. Zune brought us The Social. Our tech gadgets are beginning to orchestrate our lifestyles, and many are becoming truly dependent on technology. Today, everywhere we look, we see tech gadgets and their advertising.
Apple certainly doesn’t need any help making their presence felt any more this week with the release of the Macbook Air and their banner ads that have been making a very large presence on many website front pages. But companies with as many fans as Apple has seems to attract attention no matter what they do. Browsing through Gizmodo this morning, I ran across a trailer for an actual documentary in production: MacHeads. It’s bizarre, fascinating, and almost frightening. But it shows what can happen with a brand becomes much more than just a name and logo. And how the consumer mind can react when brands begin to transcend traditional messaging. I’m definitely curious to see what comes of MacHeads, and what it might mean for Apple.
Technorati Tags: Apple, computer, documentary, movie, beyond madison avenue
Check out the latest concept in mobile gaming courtesy of Vans and the Miami Ad School. Leveraging the iPhone’s touch screen capabilities, Finger Fracture would allow you to control the skateboard in a way similar to finger boards. Different finger movements and combinations allow you to do different tricks. Brand integration is done seamlessly throughout. Select a shoe to pick a rider and their corresponding riding style. Then see how you rank on the worldwide ranking list. Very cool! So nice to see such a smart and engaging mix of branding and technology. Lets hope this concept makes it to launch.
Technorati Tags: review, advertising, iphone, mobile, games, beyond madison avenue
If you are one who believes capturing attention – and luring one to a special website – makes for a successful ad, then I think you’ll like this one from Hyundai. But, if you believe ads should directly help sell something and move people to want to purchase it NOW because of what they saw or heard, then this may not be your cup of tea.
I’ll try to explain…
I’ve watched this TV spot more than several times. It is odd and captivating…but, I’m not so sure it really sells the product (in this case, a brand and a car). But, it may move folks to type in Hyundai’s special, off-beat website ThinkAboutIt. And, I certainly have been thinking about it. And…I did do as the spot tells me, and checked out the website. So, I guess it worked on me. But, did it work for me and for Hyundai?
In all honesty, the spot engages me and makes me think a little — which is good. But, it doesn’t highlight the car well or tell me much — except the vehicle has a fine powertrain warranty (10 year/100,000 miles). So, am I more apt to go test drive and buy a Hyundai? I don’t know…probably not. But, it did make me go to its special website.
You tell me…is this a successful ad?
Technorati Tags: Hyundai. commercial, ThinkAboutIt.com, beyond madison avenue
If you watch TV or surf the Internet at all, I’m sure you’ve seen at least some of the 2008 Chevrolet Malibu’s “Can’t Ignore” campaign. With an impressively sizeable investment in this critical launch, GM’s Chevrolet division has done everything by the book (and then some) in hopes of securing success. It has teased us with :15 spots with only a glimpse of the all-new 4-door sedan, it has roadblocked popular search engines, it has snatched key phrases from critics’ positive remarks, and even tried to be humorous in capturing our attention in a few executions.
But does it work for me? I guess a little. But, one does not easily shift feelings that have been imbedded in us for years (if not decades). One spot even uses a Car & Driver quote to dramatize a warning to the Toyota folks, “Camry beware.” I don’t think the manufacturer of the best selling car in America is all that scared. But, I can appreciate the bold attempt to strive to that gold standard set by the Toyota Camry.
Overall, the campaign has pinned its hopes that we prospective consumers cannot “ignore” this particular 4-door sedan. Is it all that different? Is it the stunning beauty that takes your breath away? Probably not. But, is it a good value? With an attractive advertised price “starting at $19,995″, this may be its best asset. The price/value relationship may allow the 2008 Malibu to be placed on the shopping list of those hundreds of thousands of us who want or need sedans. But, I’m not so sure I really can’t “ignore” Malibu and just buy another popular, high-quality sedan that has already proven itself.
Click here for more.
Technorati Tags: Chevrolet, GM, Malibu 2008, Beyond Madison Avenue
As we all know, brands are living things. They can get sick, they can get tired, or they can thrive and become energetic. The getting better/mending (and potential positive turnabout) is off to a good start with this relatively recent branding ad for Saturn automobiles. In fact, I really dig this ad!
Saturn was one of the only GM brands that had darling status in the industry when it was introduced some 22 years ago. But in the last decade, Saturn has endured a steady erosion of brand equity and sales of its automobiles. Part of the decline was due to unimaginative automobiles given to it by GM — but, getting away from its original branding has also played a role.
This “Rethink American” ad and platform re-make of the Saturn brand has me optimistic about the division’s future. The ad is thought-provoking in a more global consequential way, as well as informative about the Saturn line-up. It sizes up that things change — how we once viewed things, now mean something else. And, with Saturn’s 5 new models, commitment to affordable hybrids, and a 100,000 mile (5 year powertrain) warranty, it may be worth giving this brand another look.
As the ad’s uplifting rock music articulates in the end, I may be ready to “come around”. Good idea, good execution, and good luck turning the corner resurrecting the Saturn brand.
Technorati Tags: GM, Saturn, Brands, Rethink American, Beyond Madison Avenue
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.
