The big research finding prior to developing the new TV Guide ad campaign? "That the consumer is not in love with TV - the consumer is in love with a particular show." And it took actual research to determine this? Hello? This is not a new finding. People aren't in love with the delivery vehicle. They're in love with what that vehicle brings them. Someone ought to tell the folks over at Disney who still seem to think the success of High School Musical 2 was due to love for the Disney Channel as opposed to the movie itself.
Ahh, three spankin'-new iPhone ads. The synopsis: iPhone Saves My Ass in Front of My Boss, iPhone -- and Maybe My Wallet -- All I Need in Life (why is this guy parked on the sidewalk?), and iPhone is God's Gift to Mankind.
And who better to convey these messages than the breathy customers whose lives were saved? (It's possible they're all early adopters justifying that nasty $200 price cut announced two months after the iPhone's debut. Way to go, Steve!)
- Wendy's get all high and mighty with it's new Saatchi & Saatchi-created online promotion for its Hot Juicy Burger!
- We all thought those VW Crash ads were pretty good. Not so much anymore though after seeing this crashtastic ballet-style ad for Renault.
- Dove follows up its Evolution commercial with an equally powerful one called Onslaught in which an innocent girl is pummeled with adult imagery.
- And this week we got even more big boobs from our big boobed Cheerleader friend, Amy, who's doing her best to promote the movie The Comebacks.
- Dutch agency TBWANeboko did a very nice illustration-style campaign for TomTom's Mapshare.
- Leo Burnett grew a a lettuce garden on a billboard in Chicago to promote McDonald's fresh salads. Beautiful.
- Sony unleashed its third Fallon-created commercial. Called Play-Doh, a bunch of bunnies are animated around the streets of New York. Too bad the idea was stolen from an artist.
It's like pulling teeth to find an ad that gives you practical information in a clever way without bashing you over the head in either direction.
But these retro-vibing :15 spots for the Honda Fit manage to be quick and informative with a witty -- but thankfully minimalist -- "WTF?" aspect. Eyes was like a speedy sci-fi take on the Nissan Rogue ad, which also debuted just recently. And Gas Mileage, while slightly less memorable, maintains the campaign's pace and says everything it needs to without tempting you to push fast-forward.
a52 produced the spots for agency RPA out of Santa Monica, CA.
This is pretty neat. Here's the Nissan Rogue ad that goes with the marble virals floating around on YouTube. Perhaps you saw it when it appeared during the season premier of Heroes last week.
But instead of a marble wandering its way through a neatly-hedged maze, the Rogue itself is speeding through an obstacle-ridden city.
Funnier still is this commentary from REmixed, which attributes the work entirely to his art director buddy Ken. The commercial is even dubbed "Ken's Nissan Rogue ad."
Our west coast contact wryly notes, "Maybe he even cooked the food for the crew at craft services..."
WongDoody, which recently brought us the clever Horizon Air campaign, has extended its No Stank You youth anti-smoking campaign for the Washington State Department of Health with a social media and fashion styled campaign.
The program is described thusly, "To earn a free No Stank You shirt, teens visit No Stank You and participate in the "Do 3, Get T" incentive program. Points are awarded for adding a No Stank You banner to a personal Web site, submitting an original tee design, referring a friend to the No Stank You site and more. Each activity is worth one point. Three points earns a free tee."
Supporting the effort are TV and radio. View one of the six spots here. Gross. Weird. Good.
There's something strangely appealing about this simple promo for ABC's Pushing Daisies. Developed by True North Inc., Plant a Daisy lets you write out a name and a question for your beloved (or detested?) deceased, then plant a daisy. The field of daisies gives way to a teaser for the show, which walks a line between funny and touching in some sad way.
The show premieres tomorrow.
- In an effort to more accurately capture true television viewership, Nielsen has announced it will triple the size of its national people meter to 37,000 households and 100,000 people. 100,000 to 300 million? Well that's better than before.
- Monster.com has consolidated its $155 million North American media buying responsibilities with Mediaedge:cia.
- For Heroes, NBC is taking advantage of a Nielsen loophole which allows the network to add ratings from this Saturday's repeat of the premiere back into Monday's premiere. The loophole states re-airings with the exact same content and advertising can be counted together.
- The Slingbox Guy is back and this time he's doing what TiVo should have done when it first launched: tell people what the product does.
We really wonder if people do their homework before launching what they believe will become something akin to the next YouTube. The idea of commercials as content has been done many times before and has failed each time. However, the recently launched Firebrand doesn't seem to care and believes its offering of the "coolest" commercials served up MTV VJ-style will connect "consumers directly with their favorite brands in an integrated environment." How many billions of time have we heard that before?
We tried really hard not to laugh when Firebrand CEO Roman Vinoly said, "We program TV spots like a DJ spins music in a club. There is a rhythm and flow to it." In an attempt to spin Firebrand as something other than a massive database of commercials, Vinoly adds, "On Firebrand, you'll see more car chases, explosions, gags, drama, heroes, Oscar-winning actors, directors and producers in an hour than in a month of HBO." Right, dude. They're still fucking commercials. Not The Sopranos.
Leopold Ketel & Partners have created a campaign for the Oregon Humane Society to encourage the last 1/3 of the petless Oregonian populace to adopt. Campaign imagery reads, "End Petlessness: a pet for every man, woman and child." More prints here and here.
And if you have :30 seconds to burn on something that will make you go "awww" for as long as you can exhale and make noise at the same time, watch the TV spot, which looks like it would be more comfortable on CuteOverload.com than on gritty public TV.