This week's top stories on Adrants caused us to ponder whether or not Kraft's choice of Ted Williams was right for the brand, get excited about the lowly bus shelter, laugh at sharks, admire the T-Mobile babe mock AT&T and Verizon, engage in a bit of voyeurism, revisit childhood with Audi's use of "Goodnight Moon," look at lingerie once again, watch advertising get Cheezberger'd, revisit Kim Kardashian's cleavage and wonder how the hell that family got so famous and, finally, once again, listen to yet another researcher tell us using celebrities in advertising is a waste of money.
Branding consultant Rob Frankel isn't a fan of Crispin Porter + Bogusky's use of Ted Williams for its client Kraft. If you recall, Ted Williams was the homeless man who found fame when, earlier this month, it was discovered he had the perfect announcer voice in a Columbia Dispatch video.
While the new Kraft Macaroni & Cheese commercial has received 933,000 views since it hit YouTube January 7, Frankel thinks the whole thing is just another opportunistic agency ploy, telling Mashable, "It's clearly another one of those opportunistic stunts by creatively bankrupt agencies who jump on any trend they think can take them to the top of a Twitter trend."
Underdog T-Mobile is having a field day with Verizon and AT&T in a commercial that mocks the pair over the fact T-Mobile has 4G and Verizon and AT&T don't (yet). Pity the poor iPhone - also a character in the commercial - who has to choose between the lesser of two have nots.
Forgetting for a moment Sprint also has 4G, the spot pays homage to "I'm A Mac" Apple commercials and paints Verizon and AT&T as frumpy John Hodgman-like characters with receding hairlines while the iPhone and the T-Mobile babe herself are portrayed as a nit more fashion forward.
Now if only the iPhone worked on T-Mobile and the network, itself, was available in more than two places.
And in other important news...that voyeuristic video of Mark Ronson's girlfriend, Josephine de la Baume, prancing around a hotel room wasn't shot by some pervert but by Agent Provocateur, all to announce her selection as the new face for the brand's Spring/Summer ad campaign.
Not, of course, that this wasn't an obvious move by a brand in the first place. After all, who prances around a hotel room in their lingerie with the shades open. Not to mention walking around with a hand bra while peering out the wondow to see if anyone is spying. Um, pull the blinds maybe?
Anyway, there you have it. Josephine de la Baume is the new Agent Provocateur hottie. We can guarantee you'll be seeing a lot moe of her in the coming months.
- With GeoTrust, security never looked so hot. Or repulsive depending upon which button you click.
- The New York Daily News has put together a collection of 98 ads which feature celebrities sharing lots and lots of skin.
- Microsoft has placed it's $1 billion media business into review. May the best shark win.
- On Tuesday, January 11 at 7PM at the Museum of Modern Art, The One Show will host an event to honor the best digital work of the past decade. You can view the winners here.
- SNL funnyman Bill Hader dedicates his wry best to figuring out everything you'd ever want to know about a Volkswagen in these spots on the VW Academy channel from Deutsch LA, directed by Jake Szymanski with Caviar Los Angeles.
In an interesting confluence of events turned publicity goldmine, Ted Williams, the famed homeless man with golden pipes, has been hired by Crispin Porter + Bogusky to voice a new Kraft Macaroni & Cheese commercial set to air Sunday during the Kraft Fight Hunger Bowl on ESPN.
Of CPB's choice of Williams, Kraft Spokeswoman Lynne Galia told Advertising Age, "Like many others, Kraft Macaroni & Cheese and our ad agency was moved by Ted Williams' story. His amazing voice is perfectly suited to our campaign. We were in the middle of making our TV spots and in a unique position to help Ted use his great voice to gain employment."
Well. We weren't sure at first and we were kind of stunned to see it. But what other conclusion could we draw after seeing the new Starbucks logo? It seems the brand has shifted gears and is now offering up mermaids instead of coffee. And is that really a bad thing? After all, mermaids are hot! Just like coffee. So it all makes sense from a brand perspective don't you think?
Perhaps we'll be able to order mermaids by size. Tall mermaids and grande mermaids which, we guess, would be considered BBW. But we're not quite sure what a venti mermaid would look like. We'll have to visit a local Starbucks and report back our findings.
For years brands have been in search of profitable line extensions. We just never imagined Starbucks would stray so far from the culinary consumables it's known for. Well, what do we know about marketing? We just report it as we see it.
So stop by your nearest Starbucks tomorrow. It's sure to be an amazing new adventure with the brand.
This week, Dunkin' Donuts launched a new ad campaign which features regular people answering the question, "What are you drinking?" They, of course, parrot back the brand's new tagline, "I'm drinkin' Dunkin'."
In November 2010, 1,000 people showed up for the casting call. Boston-based Hill Holiday created the campaign which Hill Holiday Group Creative Director Chris D'Amicco says, "celebrates Dunkin' Donuts consumers and their love affair with Dunkin' coffee."
The campaign will roll out on television, radio, out of home, POP and online.
LEGO is out with a video called The Brick Thief which, as the title indicates, is about the thief who steals LEGO bricks from unsuspecting children through magical doorways. As the thief's imagination conjurs LEGO creations, he "borrows" the bricks needed to bring his machinations to fruition.
While the message of stealing from a child to fulfill one's imagination is questionable, the overall tone of the video is quite pleasant and does a nice job sharing one of the best features of LEGO: the use of one's imagination to create one masterpiece of the mind after another.
The impossibly cute Bryce Dallas Howard has been signed by Kate Spade to front the brand's spring and fall 2011 ad campaigns. Of the brand's choosing Howard, Kate Spade President and Chief Creative Officer Deborah Lloyd said, "Bryce is playful, gorgeous and multi-talented. She embraces and embodies the spirit of our brand. The moment she puts our clothes on they come to life in a new, spirited way."
Shot by fashion photographer Norman Jean Roy, Howard is the first celebrity the brand has tapped to appear in its advertising.