Recent findings from Reprise Media critique this year's Super Bowl advertisers for failing to buy online search terms related to their ads. They also neglected to leverage online social networks, where most worked so hard to build a presence.
Oddly enough, some advertisers did incorporate social networking into their Super Bowl ad campaigns. That is, if slapping a skin onto MySpace the week after the game counts.
Check out the try-hard efforts of Sunsilk at left (for this commercial) and Vitamin Water with Shaq.
Don't get us wrong; ravaging a social networking homepage is probably the 'net equivalent to billboard advertising. Users definitely get an eyeful. But it's not terribly interactive, the contact lasts two seconds, and there are more creative ways to exploit SB ad buzz online.
Update: the cats at Deep Focus just told us there's an interactive MySpace page for Shaq and Vitamin Water. So if you want some nifty matching widgets, or just want to watch Shaq horserace, take a look.
Our enigmatic West Coast resource, who's really good at drumming up touchy rumours about the goings-on at TBWA\CHIAT\DAY, just sent us this Oakley spot by AWOL.
The spot depicts Shaun White's offseason life a lot less sexily than HP did. It's almost funny -- if you're thirsty for schadenfreude.
MORE IMPORTANTLY, the source quickly points out, agency AWOL is composed of Doug Mukai, Scott Wilson and Chris Dutton.
In response to this musical tribute to Obama's "Yes we can" speech, News Groper has posted "No you can't, Black Eyed Peas," an Obama response in parody.
Snippet: "Stop stealing my words and talking over me please. You're ruining my pacing and carefully-planned oratory inflection. I'm glad you are inspired and want to help my campaign, but can't you play your own insipid songs with simple refrains that you beat to death? 'Let's Get Retarded' comes to mind."
To promote its fancy new renovated destinations, the Red Roof Inn's gone digital with 360i, its Digital Agency of Record.
360i will be working on Red Roof's online media and creative. We have yet to see either.
In the meantime, we can ooh and ahh at Red Roof's new logo, which comes complete with a casual roofy slant, and a typeface probably modeled after the handwriting of a fresh-faced yachter.
Tell us if we've gone mad, but the logo rubs us wrong. Because isn't it magenta?
Big difference between red (as in Red Roof) and magenta (as in Magenta). Way to make a fresh splash in the pool, Red Roof -- total incongruity between your logo and brand name.
Anywho, the logo has been published on the redesigned and "rededicated" Red Roof website. It will also appear on inns that have recently been renovated. 360i washes its hands of it; the logo, it says, was in place before the agency was contracted.
Which means he deserves your love and loyalty, too. *eyebrow raise*
Here's a pro-Obama video produced by will.i.am of the Black Eyed Peas. In it, Barack Obama's "Yes We Can" speech is taken up as a kind of musical mantle by images of stars like Nick Cannon, Common, Scarlett Johansson, Tatyana Ali, John Legend ... we could go on.
We like a good-looking, nice sounding guy as much as anybody else, but with Super Tuesday in our faces, we recommend doing homework before voting. Here's one source, and here's some campaign ad analysis from the same non-partisan group.
Let us know if you've got other resources worth looking at.
It's hardly been three days, and already the shoving match between Google and Microsoft over this -- not to mention the growing list of greed-sparked suitors for Yahoo's hand -- is really, really old.
To provide comic relief, Luckie & Company's Rethink Everything launched Yahoocrosoft. The site hosts a spoof news article where -- in some insane universe not far from our own -- Yahoo counteroffers to buy Microsoft for $44.7 billion.
We're hoping the article will at some point make way for spoofy cartoons, which can't possibly be far behind.
Here's a creepy twist on the American Psycho premise.
You're in the Chinese laundry. Some hotshot white executive walks in and starts heckling the pitiable Asian owner in front of his family. He makes the nasty requisite Pokemon and Hello Kitty jokes, does the grating "oriental" accent. Things are clearly spiraling out of control.
Suddenly, a black dude in the background takes a call on his Jawbone Bluetooth headset. And in a noise-canceling orchestration Bose would be proud of, the world beyond his convo is efficiently muted.
OMFG! Finally, something not Super Bowl-related. When we head over to our fellow industry ad rag, Advertising Age (OK, it's far from a rag), we are usually in search of some specific article or reference that's been made. For some reason, early this morning, we headed directly to AgAge.com and were presented with one of their full page interstitial ads. We usually quickly click "Skip" (which, of course has some kind of built in delay forcing you to few the ad for about five seconds anyway) but at the sight of the deliciously captivating Christini Ricca lounging in the back of a limo reading Conde Nast's W, we became transfixed and couldn't turn away.
We were lurking through various social networks when we saw a brush flutter invitingly over the ad at left. "Ooh, will we get to play with make-up?" we thought, because you're never too old to Crayola the crap out of a perfectly good face.
But after several attempts to engage the ad we realized the animation existed solely to distract us, not encourage our creativity.
Bummer. Then we thought, "Hey, clever. 'Better than bare.'" Bare Escentuals is the big contender in the mineral-based make-up market. So the ad at left (for Raw Natural Beauty, whatever that is) effectively does three things:
- Draws (our) eyes to it
- Takes a subtle jab at a big-ass competitor
- Reminds women everywhere that leaving home without make-up will incite head-turns of quiet disdain from everyone within a thirty-foot radius
Thanks a bunch, Raw Natural Beauty.
Media Post says GoDaddy might do two spots instead of one. One will be a spot where some people talk about "beaver" and that "too-hot" Exposure spot.
The other one, which was approved by Fox amidst the beaver nonsense, is called White Light. Some geeky dude who spends Super Bowl Sunday registering domain names is rewarded by the appearance of a white light, out of which leaks a Hooters girl disguised as a GoDaddy cheerleader, and really really cheesy music that will make you wish GoDaddy folded in the '90s dotcom boom.
Ready to come into the light? Embrace it here (teaser only). There's a "too-hot!" director's cut available too.