When it comes to targeting the elusive Hispanic consumer, Cilantro Animation has this to say: "Be prepared to offer more than just Hola!"
(Though we'd like to point out that strategy worked wonders for Dora the Explorer.)
But Cilantro -- which creates Hispanic cartoons like the one at left -- makes an interesting point. When we hit ad:tech Miami we were overwhelmed with a sense that the Hispanic market remains unimpressed with the way big media has (or hasn't) tried to reach out.
And indeed, a salsa-colored Hola! just doesn't cut it when you consider the range of ethnicities blanketed under what we breezily dub Hispanic: Mexican, Cuban, Peruvian, Venezuelan, Colombian, Ecuadorian, and others -- all with their own cultural customs, jokes and sensitivities.
We're officially crazy about CareerBuilder's "Start Building" campaign, which debuted on Super Bowl Sunday.
Wieden+Kennedy, with help from a52 and (Rock Paper Scissors), gives us "Help You, Help You" and "Self-Help Yourself."
We didn't really get what was going on in "Help You, Help You" until the end, which had the odd effect of keeping us glued to our seats until we could make sense of it. We'll preface it thus: watching a guy stroke his own face, before lovingly carrying himself out of his pathetic job, gave us that "foreign-finger-in-our-bellybutton!!!" feeling.
Recent findings from Reprise Media critique this year's Super Bowl advertisers for failing to buy online search terms related to their ads. They also neglected to leverage online social networks, where most worked so hard to build a presence.
Oddly enough, some advertisers did incorporate social networking into their Super Bowl ad campaigns. That is, if slapping a skin onto MySpace the week after the game counts.
Check out the try-hard efforts of Sunsilk at left (for this commercial) and Vitamin Water with Shaq.
Don't get us wrong; ravaging a social networking homepage is probably the 'net equivalent to billboard advertising. Users definitely get an eyeful. But it's not terribly interactive, the contact lasts two seconds, and there are more creative ways to exploit SB ad buzz online.
Update: the cats at Deep Focus just told us there's an interactive MySpace page for Shaq and Vitamin Water. So if you want some nifty matching widgets, or just want to watch Shaq horserace, take a look.
In the Philippines, or maybe just among Filipinos, nothing happens on time. It's one of those things that drive us crazy. When we attended the premier for The Debut (an awkward Filipino-American movie you should never EVER watch), it started 45 minutes late. The director, who was present, gave us a winning grin and said, "Filipino time. You know how it is."
Giggles issued all around, followed by the crunching noise of smuggled food. ARG.
To promote the merits of Pizza Hut's on-time delivery in the Philippines, the creative team at BBDO Guerrero Ortega sent us the outdoor printwork for its campaign, "Hate Late?"
Which means he deserves your love and loyalty, too. *eyebrow raise*
Here's a pro-Obama video produced by will.i.am of the Black Eyed Peas. In it, Barack Obama's "Yes We Can" speech is taken up as a kind of musical mantle by images of stars like Nick Cannon, Common, Scarlett Johansson, Tatyana Ali, John Legend ... we could go on.
We like a good-looking, nice sounding guy as much as anybody else, but with Super Tuesday in our faces, we recommend doing homework before voting. Here's one source, and here's some campaign ad analysis from the same non-partisan group.
Let us know if you've got other resources worth looking at.
AOL just now released its results for the top-ranked ads in its 6th Annual AOL Super Sunday Ad Poll, sponsored by Verizon. Here's the top five:
1. Budweiser Clydesdale/dalmatian ad
2. Bridgestone squirrel spot
3. Coca-Cola's Balloons
4. Life Water's Thriller
5. E-Trade's talking baby spot
"Advertisers bring their 'A' games to the Super Bowl commercials, and Budweiser scored an impressive victory this year as the best of the best," gushed GM Derrick Heggans of AOL Sports. Nothing new there.
Gotta say we're glad the Coke Balloons spot made it into somebody's top five. But what'd we tell you? There's no beating Rocky. Maybe next time, Charlie Brown.
"Jinx" by Coca-Cola sparked a political flare war in our Adrants Super Bowl chat room. In it, James Carville and Bill Frist set aside their differences over a personal jinx (except Carville has to buy Frist a Coke, not a slushee).
Cute. Why can't more things in life be solved this way?
If you take Will Ferrell's word for it, that is.
This spot, where Will Ferrell screws up an uncountable number of Bud Light ad takes with Freudian slips, is probably our favorite Bud Light ad thus far. It actually made us wonder how much sweat goes into every bottle.
Bud Light. Suck one. Lawl.
While Fox would likely never let it run, fearful it would tarnish the minds of innocent small children, with a few tweaks these two commercials for ICS Concrete Chain Saws would be great to see during the game. In this campaign, the Big Bad Wolf, famous for his appearances in Three Little Pigs and Little Red Riding Hood, happens upon the home of three little pigs and with the help of a concrete chain saw from ICS which believes a concrete wall is nothing more than a door waiting to be opened, lets himself in.
There's something apocalyptic about this Monster spot by BBDO, NY. Called "Daybreak," the premise is you shouldn't have to fight Monday. To illustrate that, a bunch of people knock down their satellite dishes, grab trashcan covers and run out to do battle against the sun -- only to walk off in defeat when the sun rises anyway.
The ad made us sad. Can't a comparison be made against this futile race to beat sunrise, and the lame way we trudged (hung OVER) into the office and passive-aggressively trawled eBay for the first three hours of the morning?
The ad debuted in early January (another debuted during Lost last night), and is part of "Your Calling is Calling." Maybe we find the spots such a consistent bummer because that slogan sounds so promising. Shouldn't Sally Housewife be cupping her ear to the kitchen window and listening for the sunny Higher Calling (inevitably, her dormant talent as a Silicon Valley-based venture capitalist)?