Lovemarks Leaves Fading Effect on Bleak Penney's Brand

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James Cash Penney. Isn't that an awesome founder name? It pulls 10 times the weight of humdrum John Rockefeller. There's miles of branding potential behind a name like that.

Unfortunately JC Penney's isn't known for taking advantage. As kids we considered Penney's a tier above Sears - if you're desperate or you wait too long you might find a good prom dress there, but you'll probably lie and say you got it on sale at Macy's.

To offset this sad effect, Saatchi and Saatchi CEO Kevin Roberts enlists the lame duck brand for a Lovemarks repositioning. Watch the initial couple of ads and read the Garfield review at Advertising Age.

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by Angela Natividad    Mar-19-07    
Topic: Agencies, Campaigns, Online, Television



Court TV Series Says Marriage is Forever, Murder is Eternal

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While perhaps extremely pessimistic to think this way, these Court TV commercials (one, two) for the net's John Waters-hosted 'til Death Do Us Part scripted series about spouses plot the death of their life partners will resonate with anyone who's been married for more than three years. They make their point perfectly.

by Steve Hall    Mar-19-07    
Topic: Cable, Campaigns, Commercials, Good



DuPont Grabs Blogger Attention with 'Science Stories'

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It's not enough to reach purchasing audiences anymore; we also need to keep one eye open for bloggers and online opinion-makers who increasingly make or break the success of a campaign. Still, few marketers will admit it's the bloggers they're targeting, much less shoot directly for them.

An Adrants reader points us to this fresh DuPont campaign called DuPont stories. Created by the interactive media futurists at Denuo, the videos are set up like a science class to illustrate the relevance of DuPont in everyday life. They're narrated by former Rocketboomer Amanda Congdon - looking hotter than ever - garbed in a lab coat who, oddly enough, isn't removing it, tossing her hair or making come-hither Freudian slips as the tale progresses. (After all, it is Amanda Congdon.)

We don't know if that's good or bad but we like that the series doesn't try leveraging the camp or slapstick humour characteristic of the standard viral. We feel like we learned something (watch Glass Houses, it's awesome). We feel enriched but somehow still not bored. By gad, could it be that viral trollers aren't monkeys after all?

by Angela Natividad    Mar-19-07    
Topic: Campaigns, Good, Online



Nokia Goes Dark and Emo, Invites All to Tickle Website with Feelings

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For reasons that defy our understanding, there's always an enthusiastic response to esoteric Eurotrash-style campaigns. The trend leaves a bad taste in our mouths; it's like paying too much to walk into a club that makes gratuitous use of pink and black with a waxy clientele that just wants to get off on the idea of rubbing shoulders with waxy clientele. We actually did that the other night which is probably why we're experiencing such a violent knee-jerk reaction to this new Nokia thing.

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by Angela Natividad    Mar-19-07    
Topic: Campaigns, Online



Scott Awards $25,000 for Unclogging Toilet with Ski Pole

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Toilet humour isn't just the cheapest form of joke; it's probably also the most relatable. Scott Clog Clinic, an ongoing Scott campaign meant to educate people about best toilet practices and share fun facts, just awarded a 23-year-old Pennsylvanian $25,000 for sharing his "cloggiest moment."

In brief, said 23-year-old takes his father's advice late one night and uses his uncle's ski pole to get rid of a clog that won't be moved by a plunger.

Why give the guy money? What they should have given him was film equipment. There's nothing like watching a stressful situation like that play out on Youtube. It has all the right components: an anxious 20-something, a gigantic piece of shit and ski equipment. How did anyone avoid filming this?

by Angela Natividad    Mar-19-07    
Topic: Campaigns, Online, Strange



Laundry Detergent Commercial Explodes In Colorful Glee

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Spicing up the laundry detergent category, UK agency Bartle Bogle Hegary has created a visually interesting commercial for Unilever's Persil. Dubbed Persil small & mighty, the detergent is concentrated and it's tagline promises "Small cap, mighty results." Narrated by a small boy who explains how his mother pours the detergent into the was which results in a "ginormous firework," the commercial does, indeed, explode with color in front of a stark, white background.

It's certainly exciting and we wonder if our black and tan wardrobe needs a bit of spicing up after seeing this colorfully orgasmic clothing explosion.

by Steve Hall    Mar-17-07    
Topic: Campaigns, Commercials, Good



One Armed Caveman Eats Candy Bar, Gets Munched

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If you're a caveman (no, not the Geico caveman because you, my friend, would somehow think this is yet another slight on your kind) and you're eating a "Half Chocolately, Half Candy, Half Crazy" Vertigo bar from Topps Confections, you might want to keep your arms close by. The campaign, which kicks off March 19, was created by Duval Guillaume New York and will air through May 28 on Nickelodeon, Cartoon Network, ABC Family among others. Here's a look at one of the four :15's.

by Steve Hall    Mar-17-07    
Topic: Campaigns, Commercials, Good, Strange, Television



Milk Makes Pretty Game, Tests Willingness to Wait, We Fail

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A tip-off from Frederik Samuel: Goodby, Silverstein and Partners put together this visually lush site for Milk called Get the Glass.

We love the attention to detail and the character mix but by the time we got to the game (which we looked forward to playing until the countdown lag) we were antsy out of our minds.

Did you guys have to start the preloading countdown at, like, 80? What were you thinking? Once it got to 55 and we realized you were serious, we had already decided we would build our own toy wonderland in the duration and torch it out of vengeance.

by Angela Natividad    Mar-16-07    




W. Virginia Psychs Out Would-Be Tourists with 'Why Bother?' Approach

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AdFreak educates us
on an eyebrow-raising repositioning campaign for West Virginia. Their last tourism stint, the "desperate housewives" upper middle class ennui card, apparently yielded mediocre results because they've thrown their heirloom-encrusted hands in the air with the new "Whatever you do, don't come to West Virginia!" campaign. (And we're not quipping. That's actually the tagline.)

"There's value in the copy," says travel/marketing director Liz Chewning of WV's tourism division. "You choose the words carefully and try to surprise your reader, hooking them by saying the unexpected."

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by Angela Natividad    Mar-16-07    
Topic: Campaigns, Online



Hillary Goes Viral, Obama Still Has More Friends

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If you've ever harbored a politician payola fantasy or simply wanted your vote to count, Hillary Clinton gives you the Count Every Vote Act, her (hopefully) viral attempt to turn every American into a foot-stomping, vote-seizing "citizen co-sponsor" - not for her campaign but for the right to vote itself. (And don't forget to send to a friend.)

Well, it doesn't take a marketing douche to say it's always nice to have the addresses of several thousand online supporters on file and at the ready for a slew of e-mail blasts pre-2008. ZDNet notes, "The Clinton 'I need you to be my legislative co-sponsor' exhortation recalls the Web 2.0 cliche 'users are in control.'"

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by Angela Natividad    Mar-16-07    
Topic: Campaigns, Good, Online, Social










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