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Combining the notion imitation is the sincerest form of flattery with the acknowledgment there are no new ideas left in advertising, this Hasbro commercial for Tooth Tunes, a tooth brush that plays music closely mirrors the famed Apple 1984 commercial. In the spot, legions of kids brush their teeth in that proverbial socialist society kind of way until some dude...in a track suit no less...stands up, tooth brush held high in the air (remind you of anything?) and says, "Enough!" The droll, colorless room then explodes into a world of color as Kiss sings "I Wanna Rock and Roll Night and Party Every Day" in the background.
Created by Cincinatti's WonderGroup and produced by Lightborne, the spot actually works. It's framed in a very memorable cultural moment. It conveys the boredom of everyday tooth brushing. And then it's hammer toss pounds the message home: brushing yout teeth can be fun. And there's even a product demo squeezed in too. We like it.
Perhaps in reaction to a recently launched company that pays bloggers to write positive things about brands without disclosure and the spread of stealth blogs and flogs, the Word of Mouth Marketing Association has released for industry discussion Ten Principles for Ethical Contact by Marketers, a document that basically amount to 1. Don't lie; 2. Be nice and 3. Don't manipulate. The ten points in full are below:
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With so many movies scaring the crap out of us with scenes of people in the back seats of cars accosting the drivers, it makes perfect sense to use those scenes in a commercial for a car that has no back seats: the Smart Car. Yes, fear is a powerful motivator.
After we stopped laughing and realized Restless Legs Syndrome is, in fact, a real affliction, we thought his DBM/Leeand Dan-created Honda Cog-like video which consist of an elaborate domino set up kicked off by a pair of restless legs wasn't half bad. It's sponsored by GlaxoSmithKline which means they must have some sort of drug for the affliction. Anyway, it's no Honda Cog but it is always fascinating to watch the domino effect and wonder if it's going to work all the way through.
While the nervous laughter in this Perlorian Brothers-directed, JWT New York-created commercial for Domino's Pizza delivered-hot chocolate chip cookies goes on a bit long, the payoff works. And if you were wondering, the old lady in the ad is Beverly Polcyn who played a co-starring roles with Spanky and Alfalfa in the 1930's TV hit Our Gang. At least chocolate chip cookies aren't as freakishly gross as the Domino's Oreo Desert Pizza.
Leveraging a little James Bond action, this promotional video for Jewish online social network Koolanoo from Keta Keta hits home literally and figuratively. This clip is a follow up to the initial clip which featured a bikinied hottie by the pool getting assistance from one of her "brothers." This second clip is playful and engaging enough to keep interest long enough for the payoff.
Selling coffins is usually a somber affair but not for this Italian coffin maker who promotes coffins with a calendar full of lingerie-clad women draped over the company's line of product. It sure is better than the usual shriveled, wrinkled look one might usually associate with death. All they need now is a Chippendale's version for the ladies.
Non-profit Evergreen begins a campaign that differs from typical tree-hugging orgs in that it's provocative without inspiring the provoked to pour oil onto small mammals.
Here you can decorate suburbs and city streets with nature stickers. This brought out the five-year-old in all of us. And in Toronto they suspended oxygen masks from trees. As a digression, why does it seem like everybody does stuff in Toronto?
The method reminds us of Truth except we didn't feel inspired to light up in a crowded, preferably windowless room - or raze down the next tree we see, for that matter. Nice work. - Contributed by Angela Natividad
The World Wildlife Foundation, in a new commercial from FCB Toronto, urges is not to ignore global warming by placing people going about their daily routines within situations apparently caused by global warming and acting as though they are oblivious.
If you've worked in advertising longer than one month, you know there are some very stupid people in the business. Perhaps you are one of them without even knowing it. To see if you are, check out AdVerbatims, a site filled with choice phrases from people who think they know what they are talking about but have absolutely no idea how stupid they sound.
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