Kettle Potato Chips Want You to Crunch Proud

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Do you love Kettle Potato Chips? Are they not the best potato chips you've ever had? If you haven't had them, you should really try them. They are awesome and if you're a lover you are now invited to join the Loud Food Club. The online promotion and sweepstakes is the first work from Cultivator Advertising & Design, Denver, for its new client, Kettle Foods, Salem, Ore.

At, Crunch Proud, a Loud Food Club meeting leader (with bullhorn) compares the sound of a Kettle chip's crunch to a monster truck, a lion's roar, and a electric guitar. He invites new members to take the LFC Pledge and then to download a membership kit, complete with interoffice disclaimer email, pictographic crunch courtesy instructions, an LFC pencil flag, and loud food crunch caution signage. Also available are a $1-off coupon and sweepstakes entry for the chance to win free Kettle chips for one year (but only15 bags per month. Um, that's a lot of potato chips).

So if you're a Kettle potato chip lover, this campaign's for you. Oh wait, no it's not. You're already branded. So do the brand a solid and tell your Ruffles-loving friends to check out Kettle.

by Steve Hall    Jun-15-10    
Topic: Brands, Campaigns, Online



Microsoft Unleashes $80 Million For Office 2010 (70% Online)

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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.

by Steve Hall    Jun-15-10    
Topic: Brands, Campaigns



Cristiano Ronaldo Shows Six Pack For Georgio Armani

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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.

by Steve Hall    Jun-15-10    
Topic: Brands, Campaigns, Celebrity



Esurance Brings Back the Dot Com Tagline

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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.

by Steve Hall    Jun-14-10    
Topic: Bad, Brands, Campaigns, Commercials, Good



Chevrolet Clarifies 'Ban' of the Word 'Chevy.' There's No Ban

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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:

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by Steve Hall    Jun-10-10    
Topic: Brands



Chevrolet to Ban Use of the Word "Chevy"

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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."

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by Steve Hall    Jun-10-10    
Topic: Brands, Opinion, Worst



VW Brings Back Sunday Drive

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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.

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by Steve Hall    Jun- 8-10    
Topic: Brands, Campaigns, Commercials, Creative Commentary



There's Not Enough Shakira in This Univision Campaign

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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.

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by Steve Hall    Jun- 4-10    
Topic: Brands, Cable, Campaigns, Celebrity



Fragrance Celebrates Beauty of the Curve

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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.

by Steve Hall    Jun- 2-10    
Topic: Brands, Campaigns, Online



Publicis CEO Loses Advertising's Game of Individual Immunity

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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.

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by Steve Hall    May-24-10    
Topic: Agencies, Brands, Opinion










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