Today, Microsoft launched an $80 million campaign to tout the launch of Office 2010. The campaign, called Make it Great, features people who were involved in the product's beta testing. Seventy percent of the campaign's effort will be online with the remaining 30 percent spent on print and billboard.
Soccer hottie Cristiano Ronaldo was scooped up by Georgio Armani last October and will appear in the fashion brand's upcoming ad campaign. Images broke yesterday but we'll have to wait until July to see the entire campaign which will include magazine ads and billboards in, among others, New York, Los Angeles and London.
Jesus. It's like we just stepped back to 1999 when at Leo Burnett Technology Group we pumped out campaign after campaign touting the equity-building properties of a strong brand presence based on the four pillars of an account planner's wet dream: Vision, Mission, Essence and Position. Architecting the brand as it were.
It all usually netted in some self-important puffery akin to this new tagline from Esurance, "People when you want them. Technology when you don't." Sounds like a Peoplesoft tagline. Anyone remember them?
Anyway, the new campiagn is a play on technology versus people. There's a time for technology and there's a time for people. 1990's tagline aside, the campaign does a pretty good job illustrating that separation.
You can see it all here.
Reacting to the outcry over an internal memo from Chevrolet's VP of Sales and Service Alan Batey and VP of Marketing Jim Campbell which instructed employees to stop using the word "Chevy" when referring to Chevrolet cars, GM, this morning, released a clarification that states the brand will not, in fact, urge people to discontinue the use of the word.
The intent of the memo, instead, was to aid the brand in its "move toward a consistent brand name for advertising and marketing purposes" in relation to its foray into global markets.
While we fully understand how important "managing the brand" can be, we do wonder what Batey was thinking while penning the memo. In any event, crisis averted. The full clarification release is below:
Earlier this week, Chevrolet's VP of Marketing Alan Batey sent a memo to Detroit employees instructing them to stop using the word "Chevy" to describe a Chevrolet. The car maker aims to promote uniformity and believes the word Chevy dilutes the Chevrolet brand.
Claiming it's all about consistency, the memo read, "When you look at the most recognized brands throughout the world, such as Coke or Apple for instance, one of the things they all focus on is the consistency of their branding. Why is this consistency so important? The more consistent a brand becomes, the more prominent and recognizable it is with the consumer."
As if there weren't a care in the world regarding the world's resources some say are limited, Volkwagen Canada, with help from Toronto-based Red Urban and Montreal-based Palm + Havas, wants us all to hop in our cars and take an aimless Sunday drive.
Explaining the campaign, Volkswagen Canada Marketing and Communications Director Bruce Rosen said, "The Sunday Drive campaign re-ignites the emotional connection with the Volkswagen Brand. The new Golf Family epitomizes all the best characteristics of the Volkswagen Brand, including sleek European styling, proven affordable German engineering, eco-friendly technologies, and that they are really fun to drive. As a result of the new Golf winning 2009 World Car of the Year and the new Golf GTI winning 2010 Canadian Car of the Year, deliveries of the new Golf Family are up 165% so far over last year's pace. We wanted a marketing campaign that would live up to reputation of these cars and to the Brand, and fuel our continued sales momentum."
*pause to come up for air*
If anything, that litany should get some sort of award for cramming the most blatherfic bullshit into a single statement. Kudos to the PR person who stuck the words in Rosen's mouth.
See the new commercials here and here or below.
Barely making an appearance in this new Univision commercial that touts the network's exclusive Spanish-language coverage of the 2010 FIFA World Cup, Shakira sings "Waka Waka (Esto es Africa/This Time for Africa)," the official World Cup song and Univision's official theme for all of its coverage of this world-class event.
All the "cultural richness" and "exciting soccer moments" make their way into this :30. Additional campiagn elements will include print, outdoor, in-theater, radio, online and mobile. Hopefully we'll see more of Shakira in those media.
The ad might have been a bit more effective had it featured Shakira's best asset as illustrated in the accompanying image.
Curve. It's a simple word. Yet a curve can be a very powerful thing. The curve of a well-architected building. The beauty of a well-formed automobile fender. The allure of meticulous industrial design. The sensation a curved object delivers when held in your hand. The feel of a football just prior to the game-making pass. The transfixing curves of the female (yes, and male) body.
We have no idea if this is what Curve for Men had in mind when they unleashed their fragrance upon the world but it seems a likely bet to us. Celebrating the curve - in human form - is the fragrance's Get Curve website on which you can ogle the beauty of the human form, both male and female.
So a new CMO took a gig at a brand and promptly proceeded to fire the agency his predecessor had hired. And the head of the jilted agency is upset? oh please. Get over it. This has been business as usual since companies stopped giving a shit about employees and work became a game of every man for himself.
There is no dedication any more. No employee loyalty. No corporate promises to employees. No pension plans. And no love lost when the door hits you on the ass after hearing, "your position is no longer available" or some other line of bullshit.
No. It's an all out war for personal survival. Everyone will now do anything to avoid being downsized and everything to insure they succeed and prosper. So it is without surprise GM VP of U.S. Marketing Joel Ewanick fired Publicis and handed creative duties for Chevrolet to Goodby Silverstein & Partners, an agency Ewanick has worked with before.
A New York Times story screams, "An Ad Engine to Put 'Mad Men' Out of business. it's a story about PlaceLocal, a program that creates an ad simply from a person entering the name and address. Then PlaceLocal spreads its tentacles and gathers images, video, hours of operation, phone number, blog commentary on the business and other information. Once that information is gathered, an ad magically appears, Yes, it's true. And it's impressive. But it's not going to put Mad Men out of business.
This sort of service is perfect for the local baker or car dealer or restaurant or any other small business that can't afford to pay for an agency or even a freelancer. Of course, it won't be long before agencies use this service for their pown clients, pass the work of as their own and then charge 20 times the actual cost.
Hmm. This really isn't a bad thing. Small business can make decent ads on their own. And lazy agencies can use it to up their revenue. What's not to love?