A couple weeks ago , I was briefed on a new company called OneSpot. Headed by venture capitalist and former head of interactive at the Houston Chronicle, Matt Cohen, the new company transforms existing content into ads that look more like content than ads.
After the briefing, I said the offering was "the perfect marriage of content marketing with the power and infrastructure of advertising." Yes, I really said that and yes, that quote is front and center on the OneSpot website which launches today.
Recently, so much has been written about content marketing which, as part of inbound marketing, is all about making sure the right information is in the right place when people come looking for it. But, people don't always know what to look for and they don't always know which available products and services could benefit them. Hence, the need for outbound marketing.
Some people love to cuddle. Others, not so much. Axe, the brand that's all about how its super smelly nature is irresistible to women, has come up with a solution for the problem it has created.
With help from DDB Latina Puerto Rico, Axe is introducing the Morning After Pillow, a device that will allow men to slip out of bed while their woman still gets to cuddle.
Axe. Always looking out for guy's needs.
With a campaign that touches upon the various forms of love and diverse family life, Gap is out with work that features Michael J, Fox and Tracy Pollan, musician Rufus Wainright and artist Jorn Weisbrodt, rapper Nas and his dad, the Atomics, Gia Coppola and Nathalie Love and others.
Created by Minneapolis-based Peterson Mills Hooks, the work aims to tout the brand's "love comes in every shade" campaign. The colorful and upbeat delivery is decidedly more low key and less in your face than, perhaps, Bennetton might approach the topic but that's Gap; non-controversial clothing for everyone.
Back in September we shared a story about health provider Health Net which used fake tweets to promote its services. We called the work "a juvenile marketing move and yet another example of testimonials gone wrong."
Now, the brand is doing a bit of back peddling presenting us with what they claim to be the real people behind the Twitter accounts they used in the campaign. The move is laughable as the accounts - NonStopMom2, HealthNut_2 and Biz_Guy1 - have just one or two tweets, all of which read "Thank you for your interest, learn more here" with a link that points to three "testimonials" from the "owners" of these Twitter accounts.
In Japan, Honda is marketing a pink Fit called Honda Fit She's (apostrophe is a heart) that promises to prevent wrinkles with its "plasmacluster" AC system. Of course, this gender specific stuff still works great in Japan where, apparently, they aren't so hung up on the fact that men are men and women are women.
Going for "adult cute," it would seem Honda might want to team with Bic and co-marketing their Bic For Her pen along with the car.
While it's common for global brands to be given certain leeway in terms of how they represent the brand in individual countries, its less common for one country to publicly comment on what another country chooses to do. But that's exactly what Sony UK did in response to an ad Sony France ran that featured a woman with four breasts and the headline, "Touch both sides. Twice the sensations."
Likely, you've seen the commercials on TV already. The Arby's commercials claiming Subway doesn't slice its meat in the back of the store but in a warehouse far, far away. Yesterday, the brand launched a five minute, CP+B created, Larry Charles-directed video featuring retired NYPD detective Bo Dietl.
Continuing its foray in to the surreal world of mystique, intrigue, noir and the just plain ridiculously highbrow, H&M is out with another branded film starring models Heidi Mount and Matt Clunan who bring a hipsteresque noirism to the dropped glove scenario which, for no apparent reason, ends with Mount naked on a couch.
I was recently at a conference and no less than four of the presenters used the term "ladder up" as some kind of fancy buzzword bingo for ramping things up. At least I think that's what they meant. At the end of the day. Bigger picture. Ripple effect. Halo effect. 360 degree view. These and other "make me sound smart" lines of bullshit spew forth from the mouths of marketing execs like verbal diarrea on steroids.
Shut. The Fuck. Up.
Thank you, Adobe.
- Check out H&M's new short film featuring Joel Kinnman that's just dripping with attitude.
- Today JWT New York is launching the second music video in its digital series for Litter Genie. In "I Haz A Pie Row Tek Nic," Walter and his band of cat friends, The Awful Pawfuls, rock out in an ode to the beloved heavy metal hair bands of our time.
- Who knew surfboards worked on land?
- Ford has just awarded the first of four customized Mustangs to the winners of its Mustang Customizer contest.