We're thinking bra sizes over in England must follow some metric other than that of the U.S. In this Bravissimo campaign, woman of various bra sizes hold placards stating their bra size. Oddly, none of the women look anywhere near as big as their stated sizes. We cold be wrong but the woman with 30F? She looks flat. Anyway, the editor of Adrants requires that all bra ad campaigns receive full coverage so we must comply with those wishes whether or not we agree. Take a look at the ladies individually here.
Ugh. We're not sure what Carsguide was thinking when they agreed to launch this campaign by Cummins and Partners out of Melbourne.
Animated by Firehorse Films, the guys who did bro'Town (NZ's response to Family Guy), this film, called Day Rider, is a kitsch-ridden, awkward spoof on the '80's series Knight Rider. Naturally the car becomes the protagonist's worst enemy.
Because for some odd reason watching an '80's hoopty go bad will inspire you to possess one of your own, Carsguide ties the campaign in with an opportunity to win an '84 TransAm.
We're trying to think of more mean things to say but we're too sleepy and bored, so we'll just move on now.
Ever-so-delicately raising the topic of flatulence in the Ladies Home Journal, Copyranter tips us off on these completely weird cauliflower love letter ads for Beano. Check out a break-up variation.
We're totally mystified by the melodramatic soap opera serial vibe of the campaign, set off with wilty illustrations. Why can't we just say it would be nice not to look preggers in our little black dress tonight? Enough of this tiptoeing around the subject with the mopey gas-bestowing veggie. Nobody's writing love letters to vegetables. We're all just trying to keep our stomachs tucked into our jeans.
When you've got serious marketing dollars to throw behind wooing someone, it's a fine line between making them feel like stars and just, well, stalking the dickens out of them.
Philly-based 160over90 assists Wilkes University toward one or the other of these ends. Using mall kiosks, MySpace ads, billboards and whatever other media happened to be standing in a would-be Wilkesian's way, the university gave accepted students a king-sized shout-out.
The campaign makes Mini's "Hey Joe Shmoe" RFID-based billboard idea look piddly - it actually goes into details about the students' activities and ties them into the ad pitch.
Apparently the Mr. Universe days are over. Gold's Gym, one of his last strongholds, has finally decided to divorce the oil-slicked rock-hard prototype patron of their long heritage to draw yoga mamas and mellow boomers into the building.
With that in mind, Gold's is scrambling to make their $30 million ad budget and 40+ years of illustrious history count for the new crowd, who look at it as a nostalgic symbol of times past. Advertising Age has a spot from their new campaign. It's got an aggressive Gold's feel to it but the imagery is more typical of what you'd find at Bally's or 24 Hour Fitness. The spot isn't particularly thrilling and we worry they're wasting some serious brand equity by being too self-conscious about the competition.
You know what would be really awesome? Starting a Gold's-sponsored Arnold Fitness Challenge, where Arnold Schwarzenegger is whipped back into shape by the frothy little yoga mamas Gold's is trying to hard to court. We'd pay to see that. Well, probably not. But we might at least turn the TV on. Come on, Gold's. Don't be such chickenshits.
We've learned two very important things having been in the advertising industry for some time. First, no two cultures are alike and what's funny or insensitive in one country could be quite the opposite in another. Which is why these two Dubai Lynx Grand Prix winning spots make no sense to us at all. Oh sure, they're funny but we're not sure why. Oh wait, we were talking about the two things we've learned. The second. Bouncing boobs are man magnets no matter where on this earth one lives. Especially to box headed men the second spot labeled "Hulk."
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.
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.
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?
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.