While watching this :90 spot, part of a new brand campaign from Dow Chemical created by FCB Chicago, we are reminded of the unfortunate mindset that invades large companies which do so many things it becomes impossible even to remotely explain what the company actually does do. We saw this to a certain degree in the latest GE campaign and now we are witnessing it in this latest campaign from Dow Chemical. For an agonizing 89 seconds, we are subjected to meaningless fluffery and puffery, written as if the copywriter was in the midst of an epiphany with God, which somehow ties Dow to a missing chemical element, the Human Element. Then again, what else can you say about a company that does everything?
Just as it was at the Super Bowl and at every other ad-heavy event, the FIFA brand police are out at the World Cup protecting the brands that have paid for the privilege of sponsoring the event. The BBC reports 1,000 Dutch fand had to watch their team play Ivory Coast in their underwear because they were all wearing orange pants branded with a Dutch Brewer which had been provided by the viewer. It's the whole ambush marketing thing and everyone's doing it. But, those that tried should have followed Heineken's lead used in a recent viral that ended with fans expanding little green hats into Heineken-branded megaphones. The article goes on to explain how marketers have earned the right for exclusivity and how some feel they should be able to wear whatever they want. As it is every time this comes up, it's the same old thing. Nothing is resolved. Marketers continue to complain. Officials do their thing and people continue to wear whatever they want.
As part of its "My Circle" calling plan that allows anyone to add anyone from any cell service and call them for free, a new TV commercial collects the icons from Verizon, Sprint, T-mobile and Cingular and has a bit of fun with them at a bowling alley. It's one of the funnier ads we've seen in a while.
Shannon Stephaniuk of Toronto-based Glossy got to be queen for a day when she met up with the man in the strange mask who was in town shooting his latest commercial with the famed Perlorian Brothers. She had some time to hang with the King and get a few pictures. Since the King was dumped by Brooke Burke, maybe he's moving in on Shannon now. She is pretty cute after all.
While the stunt has been known for some time, many videos of people dropping Mentos into bottles of Diet Coke are flooding social networks and one of the marketers is loving the publicity. Commenting on the 800 or so videos online, estimated to be worth $10 million in marketing value, Mentos VP of Marketing Pete Healy said, "We're tickled pink any it." On the other hand, old-fashioned marketer Coca-Cola really doesn't get it. In a statement that sounds like it's out of a 1950's marketing text book, Coke Spokeswoman Susan McDermott said, "It's an entertaining phenomenon. We would hope people want to drink more than try experiments with it." OK, first, who cares if the crap gets consumed. People have to buy the stuff to do this stunt. It's money in the bank for Coke no matter what. Second, there's this thing called free publicity. Maybe Coke hasn't heard of it but many marketers think it's a really good thing when people talk about and use their products a lot.
We all thought the whole Chevy Novo "No Go" thing was a bad naming gaffe but that doesn't hold a candle to H&M's naming of their new men's jeans Fit Sliq. A harmless name to those of us who regularly speak English but not so harmless and carrying an entirely different meaning in Swedish. In Swedish, it means - brace yourselves - cunnilingus or "cunt licker" in a more exact translation. Yes, according to Adland's dabitch, a women well versed in Swedish, the jeans just might become a hot item as "Swedish men and the occasional lesbian raid the stores for a pair of these naughty naughty jeans."
The kicker to this whole thing is that H&M is a Swedish company. Perhaps it's not a gaffe at all but an inside joke or perhaps it's an English speaking product manager run amok. Either way, it's funny. I mean, unfortunate.
In contrast to the many freakish and violent themed PlayStation2 ads that have been the norm for a while, Coolz0r calls attention to this PlayStation2 ad that is quite the opposite. Still weird, it's very calming and gentle in comparison to most of the other ads. Just thought we'd share.
We are tired. So tired. Tired of typing the words "Burger King," "Chicken" and "Crispin Porter + Bogusky." But, it is our duty, as one who conveys the latest in advertising goodies, to tell you that, yes, CP+B has launched yet another chicken-themed campaign to promote Burger King Chicken sandwiches. We've seen everything from the Whopperettes to CoqRoq to Subservient Chicken to Big Buckin' Chicken. Now, there's this site called Huckin' Chicken on which a guy in a chicken suit does increasingly more daring motorcycle stunts based on how many people visit the site. It's a nice twist on a viral campaign but maybe CP+B should just move on to Big Fuckin' Chicken and close the book on the man in a chicken suit approach to selling sandwiches. Oh wait, there's still Suckin' Chicken to endure.
In what BBDO Canada calls inventive, the agency has created a campaign for Pepsi's Pepsi Access Canada, a site that provides people with "access to ultra exclusive music, downloads, concerts, merchandise and events." To promote the site, BBDO Canada
seeded will seed (although BBDO, as of June 8, says the client has not yet given approval) peer to peer sites like Acquisition and Kazaa with MP3s that appear to be unreleased tracks from major artists but when the user downloads the song, this (removed from YouTube at the request of BBDO Canada) is what they hear. Basically, BBDO and Pepsi are tricking people into believing they are downloading new music when, in fact, they are downloading an ad promoting Pepsi and its association with really cutting edge groups like...oh...INXS which almost may have been cutting edge about 20 years ago.
Anyway, less "inventive" are several (1, 2, 3, 4) ads BBDO created to promote the site which humorously follow the actions of a couple guys as they try to obtain access to popular Canadian groups such as Kardinal Offishal, Swollen Members, and Dashboard Confessional.
UPDATE: The MP3 file that was to have been seeded has been removed from YouTube at the request of BBDO Canada who claims (or had to based on the choices YouTube provides when a cancellation request is made) they were used without permission even though they were sent to us by someone from BBDO Canada to be featured here on Adrants. Twisted. Consequently, because of this and other companies who have sent in content and then had other entities with the company or partner companies make complaints, our YouTube account has been closed. With bandwidth constraints in mind, we'll host what we can here or we will rely on the marketer/agency to host things themselves. The frustrating thing here is everyone wants there work seen by everyone - and we want to show it - until those nasty usage fees and other issues come into play.
UPDATE II: We've been told the file that will be seeded has not yet been approved by Pepsi and that is why BBDO Canada asked YouTube to remove the file and has asked us to clarify that here.
Bob Garfield hates the new BMW campaign from GSD&M which, of course, means we have to like it. Bob thinks GSD&M's use of the bureaucracy-kills-ideas concept with images of old, retro boardroom dudes portrayed as pompous fools without a good idea left in their bones reflected against BMW's refreshingly idea-centric, independent approach is really, really bad. He goes on to explain how that concept is old are tired and how it mirrors a creative process he claims had something to do with killing what could have been a good concept. All potentially true.