Certainly if the product is adult-focused and the intended target audience is to be adult then by all means, pulling out the big grown up intentions and inserting them in the ad makes all the sense in the world. After all, sexy lingerie can most certainly cause pregnancy and it's a marketers duty to notify potential consumers of this danger.
There are all sorts of cool places to shoot a commercial but an aircraft carrier certain rank right up there on the list. Shooting a BBH-created spot to announce Johnnie Walker's sponsorship of Team McLaren Mercedes, Pink Film Company Editor Michael Geohegan and Cut + Run Editor Leo King set up their editing suite right on the deck of the aircraft carrier.
The commercial begins with aerial footage, where fighter jets zoom through the sky at high speeds against a setting sun. A plane then lands on an aircraft carrier, transforms into a Formula 1 car racing along the jetway and does a 360-degree spin before stopping near the middle of the ship. Voiceover intones, "In a dog fight, a pilot experiences up to five Gs for over one minute. An F1 driver experiences up to five Gs for over one hour." The scene then slows as F1 racer Kimi Raikkonen gets out of the racecar, takes off his helmet, and "keeps walking" past his admirers.
With Microsoft as the launch sponsor, Slate has introduced a new video feature (who hasn't?) called, in a creative stretch, Slate Video. The service will feature original videos that poke fun at campaign ads, interview pundits and offer commentary. Slate's multimedia editor Andy Bowers, who has led Slate's successful podcast efforts, is overseeing Slate's new video project.
Juicy Couture released a weird print ad featuring old women with cotton candy hair standing beside a more conventional model. Hmm. Well, we knew Sophia was going soon, but couldn't they have done a better job of replacing her? - Contributed by Angela Natividad
In a new campaign called "So You," Thomasville juxtaposes furniture with women's bodies. This is kind of neat if you ignore the fact the whole push for women's individuality, rights, etc, etc, has been about avoiding that whole uncomfortable tendency to compare women to objects. Then again, being paired up with a nice curvy vase is a little flattering. But a fucking stuffed couch? Come on! - Contributed by Angela Natividad
Edit - Oops, the vase is a couch too. Even better.
- Adding to project work, Deutsch has reeled in the GM corporate account perhaps requiring Donny to take that Speedo off, spend less time with the Big Idea and actually do some work. Oh wait, does he even go into the office any more?
- MySpace and Facebook aren't the only games in town. There's Piczo, XuQa, Hi5 and many more that are gaining ground. Marketers: leave them alone at least for a little while, OK?
- For his new book about America's rock and roll landmarks, Led Zeppelin Crashed Here, author Chris Epting has out together a "movie trailer" style promotional video up on YouTube.
Perception, the design/post studio founded by former R/GA creatives Jeremy Lasky, Danny Gonzalez and Brendan Werner, teamed with The Concept Farm on new 2D and 3D animated promo campaign for ESPN's upcoming Major League Baseball playoff coverage. The spots will begin airing the week of September 25, prior to the start of the playoffs on October 3rd. In addition ESPN will utilize the look and feel of the campaign for the Division Series games and as they develop topical spots for the actual match-ups in the Division Series.
Classing up the GAP's cheesy Watch Me Change promotion, Talbots has launched a dress-me-up site to support its Classic Girls Getaway promotion which offers people a chance to win a trip to one of several locations for a three day stay and a $500 shopping spree. To enter, a 200 word essay is required to tell Talbots why the person should be awarded the trip. Oh yea, and you can play dress while standing in front of images of the Getaway trip locations. While we like the promotion, there's something about the accompanying music that is a bit more suggestive than probably intended.
In an interesting twist on Dove's Real Women Campaign, Secret gives "real women" (somehow better-looking than Dove's "real women") a chance to destroy someone's life, or maybe just their own. We already knew most of what they were thinking in their heads but now they can spout these social profundities for the aptly-named line of deodorant. (It's the untapped potential here that makes the campaign so promising.) While the revelations aren't all that revealing from "I want to leave my boyfriend" to "I kissed your husband" to "I don't think I'm getting married," we do like "I have obsessive compulsive disorder ... I hide it well." Yeah, isn't that what they all think?
After receiving an email from Nick Denton telling us to check out his Gizmodo gadget site which turned out to be all red, we thought the Gawker Media publisher had struck a deal with that charity that paints websites red but no. Gizmodo has turned red because it's part of a sponsorship deal with TV-everywhere company Slingbox to introduce three new products.
Called "the online equivalent of an Oscar" by the New York Times, The Webby Awards has launched their call for entries for its 11th go 'round. Fifteen new categories have been added as well as additional judges. If you want yet another trophy to put in your office, get all the details here.
Following all the hubbub over online ratings, log files, metrics firms, discrepancies and other good online measurement mania, comScore CEO Magid Abraham drafted a letter in respons to the hubbub which we'll reprint here:
An Open Letter to the Industry
A recent article in Media Week and Ad Week discusses a recurring theme in the online industry, asserting that panel-based audience metrics are inaccurate because they do not match Web server logs. Since Web logs record a site's every visit, visitor and page request, it makes intuitive sense that those metrics might be viewed as the gold standard. When third party estimates do not match Web logs, it is easy to view this as a reflection of weaknesses in panel-based measurement.
However, as always, the devil is in the details. When you scrutinize the details, the answer to the question about why Web log and panel-based data don't always match up is ... "it depends." In fact, the reasons for discrepancies depend on a number of factors: the panel data could be wrong, the Web log data could be wrong - or more often - they are both right given the exact definition of what they measure. But, those definitions could be vastly different.