We're beginning to think this whole Old Spice Fabio thing is just a silly joke from Weiden + Kennedy. Though silly as the joke may be, the agency knows full well we'll all talk about it thereby giving the brand all kinds of free publicity. The problem is, Fabio just doesn't cut it as a man your man wants to be. Does any man really want to be Fabio? He's a romance novel caricature who's a caricature of a caricature.
In his latest video, he can barely get his lines out without stumbling all over them. The man should stick to doing what he does best; posing and keeping his mouth shut.
Definitely a really, really bad joke.
But what do we know? The videos are getting all kinds of views and, really, that's all anyone cares about these days.
To promote the launch of Avatar Kinect and Kinect Sparkler this week, Microsoft has partnered with six comedians who will use Avatar Connect to create 90 second videos. Each of the videos will be posted on the brand's Facebook page where visitors will be invited to vote for their favorite comedian and be entered into a drawing for a chance to win an Xbox and Kinect bundle.
We may never be able to educate those crazy European bathers (or Donny Deutsch) that Speedos are specifically designed for competitive swimmers and not 45 year old men who wish they were 25 but this new work from New York-based Syrup might help. The agency, part of LBi Group, has launched The Speedo Club, a site on which the lithe muscles and bodies of competitive swimmers are highlighted.
On the site, videos illustrate muscle movements and proper swim form. Visitors to the site can join a community and create "swim teams," study training modules to improve their own swimming and download a mobile app that can log workouts. ANd, of course, there's the latest styles of swimwear to be perused as well.
Today, Meredith Corporation announced The Meredith Engagement Dividend, a new product for marketers that is said to provide a guaranteed increase in sales for their advertising investment in Meredith magazines.
This guarantee was derived from Nielsen's Homescan and Meredith's database of 85 million consumers for its magazines which found advertisers in categories such as beauty, household goods, OTC drugs, and food were able to increase their product sales an average of 10 percent.
In order for advertisers to participate in The Meredith Engagement Dividend utilizing Nielsen analytics, marketers must commit to a minimum level of advertising impressions over a 12 month period across several Meredith titles. The commitment is based on category, with minimum thresholds for frequency and can only be applied for marketers with national advertising schedules.