Hey, this is neat. In the style of the Periodic Table of Elements, Kolbrener put together a Table of Brand Evolution Terms. Each set is segmented by color under Advertising, Direct, Branding, Marketing Communications, M&A, and Misc.
We never thought we'd actually ever like playing with a table. If there were a way to incorporate it into an educational framework, that would be cooler still. (We remember learning a ton of these definitions in marketing class. There was no way to make that fun. Making it scientific, however, might add to the conceit that we're all going to go off and do something important with our lives.)
Play with your elements here. Thanks to Allie at PETA for pointing it out.
When we receive an email which reads, "ADK Europe's first campaign for Dutch National Ballet saw the team sneak around the city at night projecting images of a man with a large package and a frightened young woman onto buildings," we wonder just what kind of big package they are referring to. Well, it's not the UPS kind, rather, the men-in-ballet-tights kind.
Anyway, it's one of those images projected on a building sort of campaign that also includes a mobile element. Those who see the projections, posters and other street marketing efforts are directed to call a number which plays, "This is Juliet/Romeo. You are listening to my voice mail. If you have the answer to my heart-felt yearning and can tell me where I can find my beloved Juliet/Romeo, please send me an SMS with details of where you have seen him, so I can go to him right away."
There is nothing entertaining about this spot by Draft FCB. In fact, it's not even a spot; it's a case study about how the agency brought soccer fans out of the woodwork with the help of an encouraging call from Paulo Bento. Or something.
To show how unbelievably effective this boring-looking campaign was, a little girl at the end obediently says she's going to put her information into a computer so Paulo Bento will call her.
In case you're so impressed you feel that you must replicate this campaign, the telephone services were provided by eStara. Go crazy.
Our friend who, sadly, we haven't seen in a while, The Silly Girl, gives us the recent Toyota Tacoma commercial fashioned after the famed Leroy Jenkins World of Warcraft video which made the rounds last year. Good stuff. That is if you play the game. We're betting more than a few people who saw this on TV uttered a collective WTF?
We always knew elections were partly spectacle but nothing beats Election '08 (unless you live in Belgium).
If only to prove how desperately our political society needs a clue, Stephen Colbert appeared as a guest columnist for The New York Times this weekend to trash-talk everyone relevant, including Obama and Jesus, and suggest that what the world needs is him (or his new book).
Read it all here. And to think we honestly believed we were the only ones drinking on the job. Ain't blogging grand?!
- As Time did earlier this year, Newsweek, today, has unveiled it's redesign which includes (shocker) longer stories with fewer but bigger pictures. A rate base reduction is under consideration as well.
- Saatchi & Saatchi ECDs Jan Jacobs and Leo Premutico, creators of the Wendy's Hot Juicy Burgers campaign have left the agency.
- This is kinda dumb but if you want to see the faces of Alex Bogusky, David Droga, Erik Vervroegen affixed to the bodies of models on the cover of Playboy, you can see it all here.
- Obama Girl creator gives us tips on what makes for a successful viral video. And it's not just big boobs and a nice ass. Although that helps quite a bit.
Continuing his asses-in-advertising and real estate advertising series, Copranter brings us this ad for Powerhouse Condominiums in Long Island City. Perhaps this is just trivial trashy or perhaps it's brilliant. After all, everyone looks at a nice ass. Women do to see how they measure up and men do because, well, men are men and their behavior needs no explanation.
We all know how much the Japanese love their manga and how kinky they can be so it makes perfect sense they get their own version of the Axe campaign with their own fighting hotties presented Charlie's Angels-style. There's even a 16 year old hottie because, well, the laws about that sort of thing are different over there. We tried to play the game but we set of some sort of alarm. Perhaps they don't want Americans getting in on the fun.
We were hanging out at Advertising Week after this session when we came across Marc Lucas, the one-time ECD at Ogilvy, Manila.
It's not often ECDs want to talk without attacking us with blunt objects first, so we hung out for awhile and chatted. Eventually he started talking about DHL, one of the brands he worked with.
We don't know too much about DHL aside from that the trucks are yellow and it's got a huge client base in Third World countries. But apparently it tried holding its own against the States' Big Two for awhile.
When in doubt, nothing wins people over like a good story. Playing the bard is a standby for good CEOs and, we think, great marketers.
That's one reason why we found Richard Maxwell and Robert Dickman's The Elements of Persuasion so interesting. It doesn't just emphasize the importance of telling tales to persuade; it does so from a branding and sales perspective, without neglecting the importance of listening, and sharing plenty of relevant stories along the way.
It's also compact, easy to read, and orange. How do you beat orange?!