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If you're tired of those drug that dedicate 75 percent of their time to the ridiculous disclaimers that must legally be attached to ads that promote drug products, you can now wallow in the lush beauty of drug brand advertising. That's right. You remember branding. It's those emotional, feel good campaigns that say nothing, sell nothing, yet seem to have this ability to allow marketing managers to look at post buy analysis and say, importantly, "We moved the needle."
Merck will spend $20 million to convince us it's people the company cares about, not the billions it makes off drug sales. Ogilvy & Mather created the campaign which includes television, print and online.
Making it clear Monster, unsurprisingly, was already speaking to other agencies prior to its dumping Deutsch, the job site has, two weeks after dropping Deutsch, launched a new campaign created by Boston-based Brand Content which had, earlier, done project work for Monster. The campaign will consist of television commercials, and new website features.
Brand Content was formed by Doug Gladstone who previously worked with Monster while at other agencies. Like PictureTel (now part of Polycom), Monster's one of those Boston-based accounts that, if you've worked at an area agency, you've worked on Monster. We did our stint on the account too.
Wax Brand has capitalized on MTV Real World: Philadelphia dude Landon's famous bulge in a homoerotic ad campaign complete with tighty whitey guy-guy-girl threesome. The guys can have each other. I'll take the girl. Predictably, this image has been removed from Wax Brand's site. Another pic here.
Hot But Off the Mark
It's really quite amusing that GE can achieve top placement on IAG's Most-Liked TV Ad list for one of its Ecomagination spots yet be vilified for another - it's hotties in the coal mine spot. The first has an elephant gleefully dancing through a lush forest to the tune of "Singing in the Rain." The second, shows hottie hard bodies cavorting with mining tools in a coal mine to the tune of "Sixteen Tons." Two completely different approaches to achieving the same goal. One succeeds. One fails.
While the standard reaction might be to call this latest move by the Catholic church blasphemous, others might say, hey, what better place to promote priesthood than on beer mats in bars? Or on posters in the London Underground? The bishop's National Office for Vocations in England and Wales has, for the first time, publicized priesthood outside the walls of churches. Not a bad idea, actually. After all, there's probably plenty of people who might consider priesthood as a career who have never set foot in a church.
Vocation Director Father Paul Embry has no problem with the effort saying, "Pope John Paul didn't spend all his time in the Vatican. He went out, and took his message to where people were. We can do something similar to encourage young men to think about the priesthood."
Upon seeing a new Dialog Communications Inc ad campaign running in Western Kentucky claiming they take the BS out of phone service, Bell South has issued a cease and desist order.To avoid the cost of litigation, Dialog has decided not to contest the order, and has begun pulling the advertising.
The newspaper, TV, direct mail and outdoor campaign, created by advertising agency BOONE/OAKLEY, Charlotte, features the large headline. "ell outh," and below that, "We take the BS out of phone service. Dialog Telecommunications." It goes on to state that Dialog phone service has "no hidden fees, no extra charges, no BS."
Although it says it's not in reaction to recent accusations of over aggressive recruitment methods used by its recruiters, the Army will suspend recruitment on May 20 to have a nationwide training day, teaching recruiters the right and wrong ways to convince people to enlist. With recruitment shortfalls and not-so-attractive Iraq war, the Army has stepped up efforts and will launch an ad campaign this Summer in hopes recruitment efforts improve.
Yesterday, CareerBuilder.com announced its intent to advertise during the 2006 Super Bowl. It is the first company to make such an announcement. CareerBuilder.com's reports its 2006 marketing strategy will include national outreach and grass roots promotions in local markets. It will include primetime network and cable television, local radio, print, interactive and stadium ads. The campaign will be complemented with advertising support from the more than 130 newspapers, 48 television stations and Web sites of owners Tribune Company, Gannett and Knight Ridder.
And, yes, those chimpanzees will be back.
Joining the Popeye "I Am What I Am" campaign are...oh...that would be the Reebok "I Am What I Am" campaign...sorry...we just can't get those childhood images of the spinach man out of our head...are Christina Ricci and John Leguizamo. The campaign, which launched last month, also features 50 Cent in that controversial gunshot countdown commercial. No doubt, Ricci and Leguizamo will lighten the campaign up a bit.
Today, GE will launch a new corporate campaign, called "ecomagination," touting its eco-friendly approach. A multimedia effort will kick-off with eight-page newspaper inserts in The New York Times, The Wall Street Journal, Washington Post and Financial Times. Thereafter, print, television and online ads will appear.
For print, there are two pools of work: one modeled after the look of the famous Audubon prints; and another that uses reflection and shadows. Both are intended to show how GE products co-exist in harmony with nature. Television commercials speak to GE's technology that claims to do the job with greater fuel efficiency, lower emissions and less noise. But, the really fun (and controversial) element of this campaign is the spot called Model Miners in which perfect bodied male and females toil, to the tune of Merle Travis' Sixteen Tons, in the depths of a coal mine while glancing seductively into the camera.
A teaser spot with a dancing elephant called "Singing in the Rain" broke last week. Additional commercials will break this week. There is also an interactive online component that was created by Atmosphere BBDO.