Dressed like a refugee from the Slytherin arm of Hogwarts, ex-French soccer captain Zinedine Zidane pursues the truth about Barcelona player Lionel Messi, who “runs like sparks fly, like flint on stone.”
You knew it would come to this, right?
Call me a weirdo, but for some reason I’m quite interested in financial advertising. I don’t know if it stems from having been an admin monkey in so many financial institutions in the past, the fact that Edinburgh is a hub for the industry or because I might have a slight mental imbalance. I know it’s not all this recession guff, because even back in the boom days I was still looking at financial ads with an unhealthy fascination.
I figured out a while ago that the reason I’m so interested in financial advertising is threefold:
1. Financial campaigns are usually boring or clichéd or ugly or irrelevant. Or all of the above.
2. Financial advertising has reams and reams of regulations and rules that it must abide by in order to be cleared and run.
3. Financial clients have rods up their arses when it comes to being creative.
So, when I see a financial ad that manages to overcome all three hurdles, it’s like celebrating a lottery win. Albeit it’s the three numbers in a line lottery win, not the jackpot scenario. But still.
The currently running Aviva campaign, of which I’ve seen several full-page press executions and a TV spot, resonates with me:
Of course, I don’t believe for a second that Aviva actually considers me an individual. Hell, I don’t consider people individuals and I’m just some lowly ad minion going about my daily business, so how a global corporation does is beyond me.
Even so, I like the sentiment of the campaign and the idea behind it even if it is all just a big load of twaddle. At least Aviva are trying to come across as personable, and that rings a bell with me. It’s like that colleague at work who obviously doesn’t like you, but still makes the effort to be decent and civil rather than rude and condescending. And that’s a start at least.
Claire Connachan is a copywriter based in Scotland. She does have a kilt, she does have freckles, she does eat haggis and she does love creative advertising. Read her Scottish ad blog to get a ginger, caber tossing perspective on the industry.
Jack in the Box’s mini sirloin burgers ad has compelled at least two of our local friends to actually try the wee bready buggers.
Twitter is proposing a TV competition series depending on your source.
The social-networking service said Monday it has teamed with Reveille productions and Brillstein Entertainment
Partners to develop an unscripted series based on the site, which invites 140-character postings from members around the world. The show would harness Twitter to put players on the trail of celebrities in an interactive, competitive format.
The only problem with this proposal is that the show would get phenomenal ratings and people would love it, but only for a while. Twitter will not only be our “amazing” communication forum, but our favorite reality TV show, too! To me, it sounds like a bad idea, if not a boring one.
However, Reveille has an impressive stable of shows, so “Twube” (I made that up) might be a hit. The producers have brought us “The Office”, “Ugly Betty” and “The Tudors” (Showtime), plus reality program “The Biggest Loser.” Supporters state that the series will show the TV-viewing world the immediacy of Twitter. And Brillstein Entertainment is no slacker either.
“Twitter is transforming the way people communicate, especially celebrities and their fans,” said Reveille managing director Howard T. Owens, who expects the new project to “unlock Twitter’s potential on TV.”
When I have tried to talk to a celeb, they never answer. I’ve even “befriended” LiLo like four times! I don’t want to be the
bearer of bad news, but when Ashton Kutcher found out about the proposed project, he was not happy. In fact, he was Punk’d! Mashable reported that Ashton tweeted,” Wow I hope this isn’t true. I really don’t like being sold out. May have to take a twitter hiatus.” Was that a threat?
Ashton, however, does not have to worry. Twitter denied everything regarding a “Twittervision” spectacular.
Now, on the really down side: It does not make sense for Twitter to have a TV show. Either they become a mode of communication, or stay a novelty; and I LIKE Twitter. I just wonder when we’ll start seeing consortiums for 169 characters because some one figured out that this was the optimal number. I don’t know if you use Twitter a lot, but I use it daily, but mainly for picking up information: It is not only a good learning and news tool, but it can be funny as well. Maybe it’s just me, but the conversations that I have had on the almighty Twitter have been, well, trite and quick. Some people never respond when you answer their question, and others are 2 – 3 Tweets and out.
I have, however, picked up freelance work via Twitter while TV has only provided me with poor eyesight.
Jeff Louis: Strategic Media Planner, Project Manager, and New Business Account Coordinator. His passion is writing. If you would like to get in touch with Jeff, please leave a reply or follow the links: www.linkedin.com or www.twitter.com.
Troy-Bilt hikes its ad budget up 50% from 2008 to $1.8 million, springing for a folksy little tune called “Shinin’ Down”, which can be heard in its ads or on hold with its tech team. Download it for free at troybilt.com.
The newest “Priceless” ad shows a young father and his son doing what young father’s and sons do: spending quality time together. It begins with the boy filling up a water glass for his father (no bottled water here) and walks through how the boy helps his father become a better man by showing him how to save the environment by purchasing low-wattage light bulbs and choosing paper over plastic at the grocery store.
Honestly, I have always enjoyed the ads, (and the parodies) feeling that the campaign was well thought-out and made an impact. Until now.
This is a picture of my actual credit card letter that came in the mail prior to President Obama’s “reform” of the industry.
But it doesn’t matter anyway…the whole reform is a scam:
So notwithstanding today’s Obama ballyhoo, companies can and will continue to charge basic rates up to 30 %. Congress could have regulated interest rates limiting them to a few points above prime. But Obama and the Democrats (and, of course, the Republicans almost all of who take contributions from credit card companies) hypocritically caved in.
Raising Your Family With Good Moral Values: Priceless. For Everything Else, There’s Visa/Master Card.
Jeff Louis: Strategic Media Planner, Project Manager, and New Business Coordinator. His passion is writing, contributing to BMA as well as freelancing. He’d love to hear from you, so leave a comment or follow the links: linkedin.com or twitter.com.
There are plenty of ways average ads are improved, perhaps the best being cleverly chosen soundtracks to accompany TV spots. With tonnes of examples to choose from to display this advertising phenomenon, I thought I’d back up my argument with a couple of recent car spots that are doing the rounds at the moment.
The Alfa Romeo MiTO ads are decidedly okay, but the Daft Punk tune “Technologic” seriously fleshes it out:
Or how about the Mazda 2 spot that’s been accosting cinema goers? The Noisettes “Don’t Upset The Rhythm” is the only thing that makes this ad worth paying attention to. There’s certainly no idea here:
You’d be forgiven for choosing your new car (after the recession is over, of course) based on phat tunez rather than any actual benefits or features. Still, great accompanying tracks are a rather clever way of improving an otherwise mediocre ad and can do a good job of launching musicians’ careers.
Finally, here’s a Ford Fiesta ad with great visuals and a cracking song, called “Transient” by Pluxus. Enjoy:
Claire Connachan is an advertising copywriter based in Scotland.
“Well,” he said, ” at least the economy looks to be turning around.” I nearly spit up…luckily the cat was still asleep. What? Who was this guy? Ahh-just another analyst on late night TV. One of the ones that don’t make it to Evening News. Credible at times, totally off-kilter at others. Think “Ross Perot.” The economy is in such a state that when the market closes “up” at any point during the week, it’s breaking news. “We’re sorry to interrupt this program, but the Dow has just closed at it’s highest point this week, and the S&P shows signs of breaking even. Tune in to Channel 6 News tonight to hear about this exciting historic development.”
Unfortunately, with the economy, or lack thereof, many advertisers have been forced to reduce their spending, which means only one thing: More Informercials.
But wait! There’s More! If you act now, you can catch the Discovery Channel’s reality show about infomercials!. It’s called Pitchmen, and stars none other than Bill Mays. I watched it for the longest half hour of my life the other night, and two weeks later saw the product that was featured on the reality show in an infomercial. In fact, I wonder if they run infomercials during the reality show about infomercials. It would make sense…but we would have to change the show type from reality to surreality. Pitchmen would not the sole surreality member; Date My Mom, Rock of Love and Shot at Love with Tila Tequila would fit in the category as well.
If you have not seen or heard about the benefits of a ShamWow or a Snuggy yet, stay up past 10 pm and you will. These two spots are on so much that they should be put up for a People’s Choice Award.
You’ve probably heard this before, but let just in case: Everything seen on TV…even the news…is not the whole truht. Some things are fit for consumption, others are not. Take ShamWow and Snuggy: First, the ShamWow is a damn sham(e); if you’ve ever watched the spot, you’ll know what I mean. And in surreality, the spokesman for the ShamWow.
It seems that the intrepid host for the magical cloth was jailed for punching out a hooker when she bit his tongue, causing it to bleed profusely.
As if that weren’t bad enough, the Snuggy, according to The Consumerist, has been found to be guilty of coming apart in the wash!
But wait! There’s More!
Jeff Louis: Strategic Media Planner, Project Manager, and New Business Account Coordinator. His passion is writing. If you would like to get in touch with Jeff, please leave a reply or follow the links: www.linkedin.com or www.twitter.com.
One month ago, I posted a column regarding Microsoft finally taking a crack at Apple (after two years) in the “I’m a PC, I’m a Mac” war waging on TV. I did take some comments from Apple users regarding how “stupid” PC users were, which is to be expected. I suppose it either shows fierce brand loyalty, or that Apple owners need to take some time off.
The agencies for which I have worked used both…a testament to the strengths of each platform. I do applaud Apple for putting the smackdown on Microsoft regarding customer service. If you’ve ever had the misfortune of trying to get anything out of Microsoft that is not available on their web site, good friggin’ luck. There are a billion steps to go through, and no easy way to do it. In fact, even if you do get through, the answer is usually not the one that fixes the problem. Such is the empire of Darth Gates.
Microsoft didn’t make much of an effort to fight against Apple’s Get a Mac campaign when it launched 2006. Finally in 2008, Microsoft announced a $300 million ad campaign to fire back. The company’s first few bullets shot at Apple appeared ineffective, beginning with some quirky commercials starring Jerry Seinfeld and Bill Gates, followed by a friendly campaign called “I’m a PC.” Microsoft’s latest Laptop Hunter commercials are the fiercest yet, delivering sarcastic lines such as “I guess I’m not cool enough to be a Mac user” that appear to be echoing in the chambers of consumers’ brains.
Wired reports that Microsoft’s “Laptop Hunters” spots are, indeed, hurting Apple.
Based on the chart for A18-34, Apple clearly dominated the race until late March when Microsoft started trending up. However, this information needs to be taken with a grain of salt as it merely shows the “Value” perception of PC’s being higher. Apple still leads on quality and reputation. Microsoft also overtook Apple in “Satisfaction” and “Willingness to Recommend.” Other than that, the needle did not significantly change. Yet, it’s still a bruised Apple.
The best thing to come out of this “war” is that it clearly illustrates that advertising does, indeed, change perception. (Whew!)
Jeff Louis: Strategic Media Planner, Project Manager, and New Business Account Coordinator. His passion is writing. If you would like to get in touch with Jeff, please leave a reply or follow the links: www.linkedin.com or www.twitter.com.
First, Current TV put it’s RFP out to everyone on Twitter. Now, CareerBuilder (CB), a company with no less than five Super Bowl ad appearances, has dumped its agency and gone “public.”
Wieden-Kennedy, CB’s most recent agency, did not lose the account to another agency, but to the general public. CB is asking for the creative 25-second spots via a promotional drive that will be on their website. The winning spot will air in the upcoming Super Bowl (February of 2010). 
“For a brand like CareerBuilder, which is about helping people get to their next great position, this made sense for us, and with the situation [the country is] in economically,” says Richard Castellini, the company’s chief marketing officer.
CareerBuilder, like any company that chargers employers to advertise job postings, has lost money during the tough economic climate, reporting a 27% revenue loss during Q1 2009. By removing their agency, CB will save about 20% in annual marketing costs.
However, the gambit comes with risks. Although Frito Lay’s recent Super Bowl spot contest was won by two brothers over several highly creative shops, one spot certainly does not an advertising strategy make. In the short-term, though, CareerBuilder is most likely looking for a few good advertisers…
Jeff Louis: Strategic Media Planner, Project Manager, and New Business Coordinator. His passion is writing, contributing to BMA as well as freelancing. He’d love to hear from you: linkedin.com or twitter.com.
In case you’re not yet sick of Volkswagens with German accents and too many opinions, here’s fresh fodder for the pile: “Carefree Maintenance,” by Crispin Porter + Bogusky.
Searching for the often controversial, but always relevant subjects to use for BMA.com, sometimes you find a gem. As you may have seen (depending on your market), Jet Blue has been taking very directed shots at CEOs using several snappy commercials are truthful AND funny. This is what is commonly known as “Sarcasm.” I have been accused of being sarcastic before…by family, friends, coworkers, teachers, etc. So, I thought I’d better know what the word meant.
Anyway, I decided to see if the aviation industry, especially CEOs that chartered or took company/ private jets for their air travel found the ads humorous. That would be a “NO: They were not amused.” In fact, they were almost hostile. I stole this reply off of an aviation pubs blog responses:
Andrew,
I watched the vidoes of the new ‘CEO’ JetBlue commercials.
I am a CEO…and I don’t think they are ‘funny’ nor ‘clever’. As for being well timed…I viewed them just prior to my scheduled departure…on my plane. David will regret paying for this nonsense.
Please find something else to write about…maybe something related to ‘news’ in our industry.
-Name Withheld (by BMA.COM)
OWCH! Sounds like someone didn’t get their yearly stipend! Granted, most Warren Buffets of the world are not flying coach, so these spots are meant to be facetious. However, a CEO that’s under pressure may (obviously) react differently. The Jet Blue site has quite a few funny CEO jabs on it. Go to: www.welcomebigwigs.com.
Jeff Louis; Strategic Media Planner, Project Manager, and New Business Coordinator. His passion is writing, contributing to BMA as well as freelancing. He’d love to hear from you Twitter, or look him up on LinkedIn.
Some ideas should never see the light of day. “Making Milkshakes” is one of them.
In “Heirloom,” a somber man intercepts his son — clearly bound for some far-off initiation to adulthood (uni? The military? The jungle?) — to pass him something that’s been in the family for generations.
UK moms reportedly have their panties all in a bunch because of an over-the-counter morning after pill, Levonelle One Step, that positions itself as “The One.”
Dr. Pepper has kicked off a program known as Vida23, celebrating la vida23, “a flavorful, bicultural life to the 23rd power.”
A mobile dance club/studio and arcade, plus a new song written for the program, will be touring American cities.
“Just like the unique 23 flavors Dr Pepper, Vida23 is designed to give consumers more out of every day,” said Monica Morales, Dr Pepper brand manager, Hispanic market. “Hispanic young adults are living the best of both worlds – they’re bicultural and bilingual. Unlike previous generations, today’s young Latinos literally have one foot in each culture and Vida23 celebrates their way of life.”
The song, “LA LA LA Life/Vida23,” was written and performed by Cucu Diamantes and Andres Levin, founding members of the fusion band Yerba Buena. The song could be described as African-rooted Latin music + hip-hop + Soul/R&B. The song can be heard over the air, or during Dr Pepper spots.
Vida23 is meant to embody the bicultural lifestyle using Club23, Dr Pepper’s dance club on wheels where fans can play games, dance, and upload photos. Beginning in Dallas on May 15, Club23 tours the country, hitting locations such as LA, San Antonio, Phoenix, and Sacramento. Club23 dates and locations are available at www.Vida23.com.
Other promotions that will run later in the year include Tu Ride23 and Familia23. The Tu Ride23 promotion will give consumers a chance to win a car, and Familia23 awards a huge party to a family submitting a photo of themselves enjoying Dr Pepper while explaining how they live their life to the fullest.
Jeff Louis: Strategic Media Planner, Project Manager, and New Business Coordinator. His passion is writing, contributing to BMA as well as freelancing. He’d love to hear from you: linkedin.com/in/jefflouis or twitter.com/jlo0312..
Two guys are in a car. The passenger, who’s inconsiderately grubbing, mistakenly drops a McDonald’s french fry between the seats, compelling the driver to turn to him with a short, harsh “Dude” — shorthand for “You better pick that…
Provided your definition of “happy” is yellow and zesty.
In the United States, there are currently over 44 million people with no health insurance. HealthJustice is introducing five TV spots featuring B.J. Hunicutt (Mike Farrell) of the hit televisions series M*A*S*H. Mr. Farrell has graduated from TV doctor to author and activist. HealthJustice produced a series of five ads with B.J. speaking to doctors and nurses about “Single Payer” health care.
Single-payer healthcare is the payment of doctors, hospitals and other healthcare providers from a single fund and is one of the systems used to provide Universal Healthcare. A bill has been introduced to Congress, H.R. 676, that outlines the “health care for all” strategy.
There will be five ads in rotation coordinated with a nationwide calling, emailing and faxing campaign to Congress and the White House. As of Friday, May 8th, over 25 thousand faxes, 2000 voicemails/phone messages and numerous emails had been sent to Congress and the White House, all requesting single payer health care.
The campaigns and the TV ads are funded entirely with donations to HealthJustice, typically less than $100 each. Seed money came from Physicians for a National Health Program and from the Leadership Conference for Guaranteed Health Care.
In short, we do. Although there are no specifics, the bill does cover where funding would originate:
The bill is hitting at an opportune time as more and more Americans find themselves without jobs and health care. For more information, or to get involved, visit www.1payer.net.
Jeff Louis: Strategic Media Planner, Project Manager, and New Business Coordinator. His passion is writing, contributing to BMA as well as freelancing. He’d love to hear from you: linkedin.com/in/jefflouis or twitter.com/jlo0312..
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.
