We're told this is a viral effort from Coke. It's a video called The Mouth which shows a bunch of guys (agency creatives goofing off perhaps?) talking into their video camera phones while pointing their phone at another camera to capture it all. The video ends with a product shot of Coke and a guy drinking a bottle of Coke while filming himself doing so. Weird. But weird usually works. Pointless does too. In fact, this could easily be swapped out for a cell phone company promoting its video cam. The video, posted on YouTube March 2, now, as of March 5, has 16,000 views. Hardly network television numbers but we'll watch where it goes.
To promote AxeFantasy, Lowe Dubai created the Axe Mmmousepad which has a bit of fun playing off the desires of men when in the presence of a short skirt. The mouse pad was placed in Internet cafes across the UAE hoping to reach young men. Once a guy puts his hand up the skirt, he discovers his Axe Fantasy. Precitably, many of the mouse pads where stolen from the cafes, perhaps for a bit of private enjoyment.
Sandeep Fernandes of Lowe Dubai tells us the effort drove over 3000 unique visitors to AxeFantasy and generated 115,000 page views during the month-long launch campaign. We're guessing these are UAE numbers since these sorts of numbers would occur in less than day for a campaign launched in the U.S. or the U.K. All the same, we like the approach. It definitely grabs attention and peaks interest. See additional images of the promotion here.
Idea Grove points us to an interesting little ad clip for Salt lake City, Utah gun shop Totally Awesome Guns & Range which has garnered 53,000 views on Flurl as of March 5. The video poses as a bad horror movie trailer and humorously closes with "A horror movie doesn't have to last two hours as long as you have a quality firearm." While humorous, this one's sure to get anti-gun folk up in arms...wait...not arms....they don't do arms. But they'll definitely be pissed. Watch it here.
With its usual wit, Axe has come out with yet another quirky promotion, this time, for its Axe Snake Gel, an exfoliating shower gel. A site called The Order of the Serpentine was developed to provide support for guys who have suffered from the "questionable hook-up." For any guy that's rolled over in the morning and wished he'd never hopped into bed in the first place, this site functions as a support group of sorts with an in-depth look at the history of questionable hook-ups and a look at the genesis of The Order of the Serpentine. As always, it's good stuff.
Once upon a time, there was a little town called Boston that wasn't so little when it came to advertising. Then the agency M & A spree began and, combined with the mass exodus of national brands, agency after agency skipped town or shuttered their doors forever. For years, the town has lived in the shadow of New York but that may be about to change.
Today, Cadillac awarded close to half its national and regional creative business to Modernista, a very cool agency in Boston that, aside from work they've done for Hummer, many may never have heard of before. This, of course, is no watershed moment nor will there be a flood of national brands flooding Boston's Boylston Street (a misnomer. really since most agencies have found homes elsewhere in the city) but to see Modernista kick some Leo Burnett butt surely pleases the underdog agencies around the country.
A tipster tells us Bill Westbrook, who just rejoined Fallon as Vice Chairman does the voiceover work for Wachovia's TV ads. A side job like that is all well and good except, perhaps, when a client at the agency Westbrook just joined is a competitor of Wachovia. Yes, Fallon handles Citibank. As thew tipsters says, it "should make for an interesting first meeting with Citibank."
Countering all that is sacred about the James Bond franchise, the producers of the film have decided to throw any semblance of respect for the brand to the wind and accept $14 million from Ford to allow the automaker to place its Mondeo in the the upcoming James Bond film, Casino Royale, starring Daniel Craig. While Ford certainly makes a decent car or two, the Ford brand and all it stands for is so counter to what the James Bond brand has imbued into culture over the past 40 years that we simply have to believe the producers behind this movie have thrown up their arms and said, "Fuck it. No one's gonna go see this movie anyway so we might as well get some cash now."
Everyone who works in marketing and any business touching it must read this article. On CBSNews.com, Dick Meyer wrote an editorial hammering home points we've touched on here before such as the portrayal of men as idiots in advertising, the hyper-political correctness foisted upon the industry and society at large and the acceptance, what scholar Charles Murray relates to "ecumenical niceness," of kids dressing and behaving like thugs fueled by marketers and the entertainment industry elevating "thug culture" to culture at large. If that's a lot to digest, just read the article and think long and hard about what cultural imagery you mirror in your marketing. Don't cop out using the tired, "Oh we're just identifying with culture," and turn a blind eye to what you are perpetuating.
Street art site Wooster Collective is running a weird How To series, a part of which is called Lepos' How To Plan A Viral Marketing Campaign. The section contains a truer than fiction, step by step guide on how to create a viral campaign from using borrowed ideas, other's artwork, cheap labor and street youth. The tutorial then points to the "real" Where's Lepos viral site. Funny stuff.
You know, it wasn't until I wrote, "the power of a bug's wings" to describe this new VW Golf GT commercial that I realized what the hell the concept was behind this spot. I haven't heard a VW referred to as a bug for so long, the spot just didn't make sense. Punch buggy, yea. But not bug. Of course, I could be interpreting this completely wrong and the concept's really about the relationship between a tsetse fly and the new Golf's TSI, whatever that is. Give it a watch and tell us what went on in that creative conference room when this thing was dreamed up.