The Cosmopolitan of Las Vegas is out with the third rendition of its much-lauded, Fallon-created, Gentleman Scholar-produced "Just the right amount of wrong" work that continues to position the luxury property as anything but normal.
Last year's Bohemian Rhapsody redux and 2011's original hinted at all manner of mischievously illicit behavior occurring inside the property and positioned the hotel as an adventure rather than a bed on which to sleep.
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After watching this film touting the 2014 Lexus IS created by LA-based Team One which was made by editing together photos from 200 Instagrammers who shot the vehicle over the course of a day, you might ask why bother?
Or you might marvel at the thinking behind the effort which leveraged the Instagram social community and the power of hashtags to uniquely create an ad in a manner which has never been done before.
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We would never begrudge anyone doing whatever it takes to further their career, especially Israeli ad man Tal Schweiger who's looking to land a gig in the States, but Tal, your "hire me" stunt makes no sense.
Tal wants insure potential recruiters and agencies that he can spell perfectly in English. But when his "Don't Worry About My English" page asks people to enter words -- that he (or, more likely, the linguistics program he is using) CAN CLEARLY SEE -- of course he is going to be able to spell the words perfectly.
Now if he had site visitors SAY the words instead of spell them out for him, that would be another thing. We hope Tal gets the job he wants but this stunt isn't exactly proving anything.
OK this is cool and all but, really? Please! On the other hand, we suppose there are plenty of people out there, as seen in the video, who are more than happy to be wowed by a guy who levitates alongside a London bus crossing the Westminster Bridge.
The stunt, created last month by Arnold KLP for Pepsi Max, involved English magician Dynamo affixing himself to the side of a London bus so that he appears to levitate alongside the bus as it crosses the bridge.
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Recently, a colleague asked me, "What was the most rewarding mistake you ever made in business?"
It's a great question, and I quickly had an answer for him because it was an incredibly painful mistake. However, it proved to be an invaluable lesson that has served me well in the years since. I'm sharing so perhaps you can learn it the easy way.
The lesson: Don't ever stop marketing because you think you've reached the point where you don't need to. And, secondarily, believe the old adage that warns, "Don't put all your eggs into one basket."
There's a story, of course...
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