Here's a simple concept. Beer cans sweat when removed from the refrigerator. When they sweat, condensation forms on the outside of the can. When condensation forms, droplets of water form. When droplets of water form, gravity takes over and the droplets slide down the side of the can.
When droplets of water form and slide down the side of the can, creatives at M&C Saatchi Stockholm get busy making an ad for Carlsberg 33cl which, by the way, is not 33 calories. It's 33 centiliters which is 11.16 ounces. I'm not even going to tell you the shame my non-metric American brain experienced coming to that conclusion.
A long time ago in a galaxy far, far away, Chief Executive Officers hired Chief Marketing Officers to make sure all their ads looked pretty and their television commercials were shot by really cool Hollywood directors. And maybe they hoped for a few sales leads as well, but that was asking a lot.
Flash forward to today, and CEOs are demanding much more from their CMOs. Both because they need to, and because the tools and services available to a CMO make it possible.
New work from agency Fi for Microsoft touts Explore Touch, a site that lets consumers use touch gestures to mix audio files and create original sound tracks with the swipe of their fingers. The experience centers on an original sound track from singer, song-writer, and producer Blake Lewis. Watch the :60 spot. And also check out the agency demo'ing this site itself.
So Apple's out with a series of new iPad ads that aim to share what people like to do with their iPads. Conan O'Brien decided to cu through the slutter and create an ad that's a bit more honest in its approach. The results are predictable. And very likely a far more truthful representation of product usage.