Ralph Lauren Has the Skinny on Fashion Advertising

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We'd like to offer praise to Ralph Lauren. Recently they created an amazing ad featuring model Filippa Hamilton. She's really skinny and all...which is really cool cuz, ya know, that's who fashion brands design for. In Ralph Lauren's world, everyone's a size zero and all women have waists smaller than their heads.

Seriously. This is one of the best ads in the fashion space right now. We've never seen anything like it. It captures perfectly the Ralph Lauren brand and does a razor sharp job of targeting the brand's likely prospects. Sales will, no doubt, skyrocket as a result of this ad.

Kudos, Ralph Lauren. We really can't understand why anyone would actually complain about this ad. This approach is radical. This is cutting edge. This is award winning. You should be very proud of yourself, Ralph. And don't listen to those nasty detractors. They're just messing with the picture perfect world in which we marketing types love to live.

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by Steve Hall    Oct- 8-09    
Topic: Brands, Opinion



Ford to Debut Unscripted :15s For Drive One Campaign

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Of Ford's new Drive One commercials, The Ford Story blog tells us "The comments are as real as the people who made them. They are not scripted. In fact, these people didn't know that it was Ford filming them, or that they would be used in commercials. That's the only way to get genuine opinions, and that's how these were produced."

The campaign, in which Ford owners tell the camera what they like so much about their vehicles, breaks October 12. You can view eight of the commercials here.

Ford does seem to be fairing much better than GM. Will these spots help?

by Steve Hall    Oct- 8-09    
Topic: Brands, Campaigns



Michelin Man Made Over, Milk Meets Milkquarious

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- The Michelin Man is getting makeover. He's transforming into a "tire-chucking superhero." OK, then.

- WONGDOODY: The company, along with a few lucky staffers, will be featured on next week's Oct. 14 episode of "America's Next Top Model" as part of a "challenge" experienced by the season's petite models.

- Ooo. Ooo. Here's a good one from a reader: Bridge Worldwide, an ad agency in Ohio, is having employees spend the day selling the CMO's new book, Marketing With Meaning. They've sent my company four unsolicited emails about it, in addition to spamming social media outlets like Facebook and Twitter. Marketing With Meaning? I don't think these people understand what irony is.

- This is what those New York creatives who charge $750 per hour do with the money.

- Outside Magazine enters the world of Harry Potter moving media.

- Check out Milkquarious. It's about a rock idol, White Gold, who swears by the power of milk for strong bones, hair, teeth and nails.

- Yellow Pages guerrilla marketing campaign hits the target.

by Steve Hall    Oct- 7-09    
Topic: Brands, Guerilla, Magazine, Social, Video



Starbucks Trashes Brand With VIA

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We're already over a week late on this but...Starbucks recently launched its new VIA product yesterday. For those of you living in a coffee vacuum VIA is Starbucks' answer to the one shot coffee pod trend in home brewing. The brand is touting the offering as being so good "you won't be able to tell the difference between Starbucks VIA and our brewed coffee."

Um what? Isn't this completely counter to the brand Starbucks? Hello? Starbucks? We visit your stores for the highest quality brewed coffee. We happily pay a little extra for your unique ability to make that great cup of coffee a cup we CAN'T get elsewhere. Your outstanding personal service (most of the time). And sometimes the ambiance. We WANT to taste the difference.

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by Steve Hall    Oct- 6-09    
Topic: Bad, Brands, Campaigns



Fiesta Movement Reaps 50K Potential Buyers on $0 Ad Budget

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Ford evangelist Scott Monty's sent us some stats on the progress of Ford's Fiesta Movement, whereby 100 social "agents" drive around the country in Euro-spec Fiestas and complete appealing monthly missions related to volunteerism, adventure, style and design.

The results of the missions are broadcast on YouTube, flickr, Facebook and Twitter.

According to Monty et al., brand awareness for the Fiesta has risen to the equivalent of models that have been on the market for two to three years.

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by Angela Natividad    Oct- 2-09    
Topic: Brands, Campaigns, Good, Trends and Culture



UPS Meets Its Deadline, Falls Short Elsewhere

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For client UPS, agency Doner and production firm Psyop imagine a helpless protagonist braving the challenges of a cardboard world to meet a deadline. The ability to print remotely liberates him in the end.

The imagery is inspired but the ad suffers from mediocrity of narrative and a weak message. Next!

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by Angela Natividad    Oct- 2-09    
Topic: Bad, Brands, Campaigns, Television



'...and That's Why They Call It Continental Drift!'

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Australia's Kettle Chips tries its hand at self-aware gratuitous advertising -- the trick's that's fast become a must-do for any brand that wants to demonstrate it's down with savvy ad-saturated users.

The piece is, blatantly enough, labeled "Commerce Blatantly Parading as Entertainment" by Ads of the World. It features a rich douchey guy reading a storybook to a harem of hot girls at a party. They show off their ironic smarts, and he reminds us more than once what the score is.

"Tonight we are reading the tale of the hare and tortoise, and we'll attempt to relate it to Kettle Chips, who are paying for this ad..."

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by Angela Natividad    Oct- 2-09    
Topic: Brands, Campaigns, Television



'Mirrors' Brings Enchantment to Sequestered Princesses

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Brazilian retailer Lilica Ripilica, which is like a more palatable Limited Too, is embarking on an effort under a new tagline: "Enchantment." Its first piece, "Espelhos" ("Mirrors"), depicts a little girl who slips into a pastel fantasy world where petals turn into butterflies and you get dressed in ribbons.

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by Angela Natividad    Oct- 1-09    
Topic: Brands, Campaigns, Television



BEP Does 'Flashmob'-Esque Thing for Oprah's Season 24

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Black Eyed Peas partnered with Oprah to celebrate the 24th season of her show, which sought to drum up viewership with big kick-off fetes on Michigan Ave.

The pop band sang I Gotta Feeling onstage while a humongous crowd performed a flashmob dance routine on the floor.

We watched with polite interest, having been forced to watch many a flashmob over the past coupla months (especially since the death of MJ), and were left with three as-yet-unanswered questions.

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by Angela Natividad    Oct- 1-09    
Topic: Brands, Campaigns, Celebrity, Social, Trends and Culture



Hermes Makes Another Streamlined Sexy Expensive Thing You Can't Have.

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Never mind Birkin bags and pretty scarves. The object at left is a new and insanely luxurious piece of social currency dubbed WHY -- the Wally Hermes Yacht. Outfitted with 900 meters squared of thermophotovoltaic panels (that's their way of saying it's also green), it was designed in partnership with Hermes and a company called Wally, which specializes in futuristic boats and yachts.

The pricey contentment-eating boat porn was dropped into our laps by Wisey, author of The Digestif, who told us that WHY takes Hermes' luxury ethos to a new level: don't just sport your means around your neck or on your arm: LIVE INSIDE IT. Alongside whales or off the coast of Greece!

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by Angela Natividad    Oct- 1-09    
Topic: Brands, Packaging, Trends and Culture, Video










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