Commercials for IBM's "Go Green" campaign are all over my daytime TV. In the ones I've seen, corporate suits debate the merits of implementing energy-efficient policies. Once they opt to "go green" (usually for financial reasons), a cartoon forest -- complete with cheerful chirping wildlife and a high-pitched chorus -- blossoms around them. The message is that companies going green, whatever the reason, can change the environment for the better.
Style-wise, the effort mirrors a current Truth campaign where reality is also shattered by musical kitsch and doe-eyed cartoons. (Both are liable to make jaded cubicle cogs long for a vatful of hot smoking Dip.)
- Amalgamated clears air over "Virtual Drinking Buddy" rip. In addition to starting a dialogue with Robbie Wenger, Amalgamated founder Charles Rosen told Adrants, "in no way are we above stealing ideas around here - but it wasn't the case this time. we really didn't know about robbie's virtual drinking buddy until he emailed us about it after our mike's spot ran." That's serious grace under pressure, and we were completely charmed.
- Smart way to promote sober driving.
- Tribal DDB scores Wrigley account, must now work out how to adhere gum to 'net users. Shouldn't be too hard. Just chew a little and avoid this kinda crap.
In an internal letter obtained by TechCrunch, SVP Bill Veghte tries to explain WTF Microsoft was getting at with its Seinfeld campaign, which kicked off with this really weird ad.
Excerpt from Veghte's letter:
Today, we are kicking off a highly visible advertising campaign. The first phase of this campaign is designed to engage consumers and spark a new conversation about Windows - a conversation that will evolve as the campaign progresses, but will always be marked by humor and humanity. The first in this series [...] aims to re-ignite consumer excitement about the broader value of Windows.
"Best of Skype Laughter Chain" is FOUR AND A HALF MINUTES of footage of other people laughing. After awhile you'll be like, "That is one seriously ugly noise."
The video is part of a broader effort where people upload videos of themselves laughing. Sorta like that Gmail thing from last year. The idea is that Skype provides the ultimate setting for mirth and hilarity with its video chat feature. That's cool, and I'm a Skype fan and all, but this "take a giggle, pass it on!" gimmick is lame. It's like a whole campaign composed of inside jokes you weren't let in on.
This is HSBC's "Lumberjack" by JWT/London/NYC and production company Gorgeous. At first watch it's like Swiss Family Robinson meets Lord of the Flies, except everybody's grown up and cops ruin all the fun.
In the first ad released by Crispin Porter+Bogusky for Microsoft, Bill Gates and Jerry Seinfeld meet serendipitously at Shoe Circus, a Payless ShoeSource-type store. Seinfeld helps him pick out shoes. Made of pleather. Significant glances are exchanged, immigrants gawk, and churros are shared.
Thus ingratiated with one of the world's richest (and thriftiest?) men, Seinfeld poses the question we'd all ask, given the chance (and a serious case of munchies): "Are they ever gonna come up with something that'll make our computers moist and chewy like cake so we can eat 'em while we're working?"
Gates gives Seinfeld a subtle but sassy little ass-shake to denote "yes."
"What does it mean to be interesting? That's an interesting question." It's also one of the better lines from "Behind Interesting," a six-part web series by Dos Equis and Break, which is letting Dos Equis ride its leaderboards like a carnival pony.
"Behind Interesting" expands on Dos Equis' Most Interesting Man in the World campaign. Problem is, all that over-practiced pompousness is just too earnest to be ironic.
- Want to amuse yourself for a few minutes with a stupid wrestling game? Head over to Anger Angle and beat the crap out of TNA wrestler Kurt Angle.
- Platform-A just launched an ad optimization system for the iPhone which "detects and delivers optimized ads on iPhones browsing the Web."
- George Parker lambastes the "first" Dell ad from Enfatico, writing, "A standard boiler-plate shot of a hard nosed bitch standing in cubicle hell with her Dell laptop clasped to her ample breast demanding protection for her 'data!'"
- Hints of blowjobs don't go over well with the MPAA which didn't take kindly to the poster for the Kevin Smith film Zack and Miri Make A Porno.
What's an Olympics win without a few marketing deals following the win? Olympic gymnastics gold medalist Nastia Liukin won't know because she's already gearing up for a laundry list of spokesperson gigs. She'll front Cover Girl ads, launch a line of jeans with Vanilla Star, appear on the Wheaties box and appear on Gossip Girl. Oh and she already has a deal with tween website Beaconstreetgorls.com.
Liukin has a positive outlook, saying, "Winning the Olympics can change your life, and nothing can prepare you for that. You can go with the flow and enjoy the ride." A native of Plano Texas, Liukin was born in Moscow and moved to America with her parents, who competed in the Olympics for the former Soviet Union, when she was two and a half.
More marketing deals are likely to follow and she'll be hanging with Maria Sharapova during fashion week in New York at Peter Som's show.
Writing on AdPulp and in his TalentZoo column, Dan Goldeier makes, correctly, the argument most campaigns are no longer given the time they need to build momentum and to enter the psyche of the consumer long enough to mean anything. He asks the question, "are ad campaigns given enough time to work these days?"
The answer is a resounding no and that, shortsightedly, been the case for a very long time. No one wants to, or is afraid to, invest the long periods of time it takes for a campaign to truly build. Everyone in marketing is too fickle and they are more concerned with advancing their own careers than advancing the success of the brands on which they work.