You guys over at celebu-obsessive BBDO might want to read up on a bit of new research from college marketing experts Alloy Media + Marketing which just released a study that found adults age 18-30 place far more emphasis on a brand's social responsibility than its use of celebrity endorsers. Of course any survey that queries people on the importance of not-for-profit causes, community activism and environmental friendliness as compared to the importance of celebrity endorsement is bound to skew results in favor of the "right" answer.
The trouble with this survey is that it measured perception and intent, not actual behavior and the opening of a wallet. A better and more valuable test of what influences a person's actions after being exposed to a brand's message would be to compare purchase behavior of various brands with said brand's use of celebrity endorsers, socially conscious practices and the brands reliance on it's "image." Of course, these sorts of studies have been done many times before but are usually proprietary in nature because it involves a brand divulging sales figures, etc. Point being, studies that measure action versus intent and far more relevant.
ANIMAL magazine refusing to grovel like Radar, finally, as we're told, scraped together enough money to print its seventh issue with 136 pages focusing on the theme of wildlife. Publisher Bucky Turco tells us, " While Bazaar attempts to shock with a naked pregnant Britney Spears on its cover, we instead titillate with our sexy full-lipped Brangelino cover featuring a parody of Brad Pitt (bird), Angelina Jolie (rhangelino), and nest of children represented as a 'limited edition shrunken heads necklace.'"
The cover, illustrated by gossipist-artisan "14" of GalleryoftheAbsurd , is part of the magazine's CELEBIMALS feature. The magazine asked "14" and writer Michael K. from Dlisted to create celebrity-ANIMAL hybrids of Hollywood's most talked about stars and recreated Paris Hilton, Lindsay Lohan, George Clooney, and other Hollywood favorites. The magazine hit the streets and newsstands this weekend but can be download as a PDF here.
AdFreak points to Ironic Sans which analyzes two movie posters promoting the new Uma Thurman movie My Super Ex-Girlfriend. Ironic Sans notes the same headshot of Uma has been Photoshopped onto two separate bodies for each of the two posters. He's created an animated gif that compares the two headshots as well as the all important determining factor: breast size. Is there really such a problem with Uma's body that she can't stand in for herself. Last time I looked, her body looked good to me.
- AdFreak says two out of the three Sea-Doo films are pretty good. We'll take thier word for it since, like many bloated sites, it wouldn't load well for us. Then again, that could just be our crappy Internet connection. And if you're wondering what Eric Roberts is doing these days. Here's your answer.
- Jack Morton has published a white paper which finds experiential marketing to be more likely to "increase understanding, lead to action and inspire advocacy."
- Nokia is running a blog-based campaign in Toronto and Vancouver to promote its new 6682 phone. The company has promised to send bloggers the phone for free if they qualify (age, blog size, location, etc.)
- An Iowa construction company which is building the Iowa Speeday is promoting the track by outfitting ten of the company's cement trucks with Iowa Speedway decals.
- Crispin Porter + Bogusky's VW Configurator, which was developed in part by IQ Interactive, took home a Cyber Lions Grand Prix.
- It's in French so we're not sure what it's all about but we do know it's for Coke BlaK. We've also seen the hippy-dippy floral/bubble theme before. Yup, we have and it was for Coke's M5 project.
Hoping to achieve the ubiquitous popularity the Lance Armstrong Foundation Livestrong bracelet did, the Christopher Reeve Foundation has launched a campaign to promote its Superman Tag, a dog tag-like item with the Superman S that can be worn on a necklace, on a key chain or on clothing. The campaign, which will include print, online, PSAs, cinema ads, blogger outreach and a MySpace page, intends to leverage the upcoming Superman Returns movie to build additional awareness of the tags which will carry the tagline, "Go Forward." Proceeds from the sale of the tags will go to the Christopher Reeve Paralysis Foundation.
Warner Brothers has allowed the campaign to use the S symbol royalty free for the duration of the campiagn which will run until February 2008.Euro RSCG 4D created the campaign and is urging sites to donate ad space for the campaign. HealthOrbit and Prevention have. Adrants will be donating space as well. If you are so inclined, ad banners are available on the SupermanTag site.
Beyond "far forward right hand page," most media people don't give a crap where their print ads appear in a magazine. Apparently, Chrysler's Mark Spencer does and he jumped, when called by People magazine, at the opportunity to place an ad next to the article about Brad Pit and Angelina Jolie's baby Shiloh. While the placement itself is a great one, the headline of the Dodge Caliber ad, "It's Anything But Cute," makes it one of the better ad placement juxtapositions in recent memory. Forgive the insane LeftlaneNews brandapalooza and baby facial coverage on the image. Why even botther? The image is already out there the world over.
- You can catch live coverage of the VCU Adcenter Executive management Training for Creative Directors here.
- Media Magazine has announced its call for entries for its third annual Creative Media Awards.If you're into media, this is your award show.
- Britney Spears has trademarked the name of her baby Sean Preston, apparently for a future line of clothing.
Not very good, but here's a new commercial for a very cool, new product, Slingbox.
- Atlanta's WestWayne created an experiential marketing event for the Southwest Toyota Distributors to promote Scion with a visual arts fest.
- The NBA wants for female fans and has launched an ad campaign directed at them along with a branded line of clothing.
- Hot show Grey's Anatomy has advertisers slathering and one, fashion retailer New York & Co. has signed series stars Elle Pompeo and Patrick Dempsey to appear in their fall campaign.
In a PR coup or just another disgusting manipulation of humanity to further a marketer's end, 5W Public Relations sent baby clothing from Belly Maternity all the way to Africa so Brad Pitt and Angelina Jolie's baby Shiloh Jolie-Pitt could wear it thus allowing the brand to appear in just about every publication known to man. With price wars in play over images of Shiloh and New York Magazine writing, in a stretch, "Not since Jesus has a baby been so eagerly anticipated," it may just be a pretty good PR coup. That is, if anyone takes a microscope to the images and tries to find the brand name on the shirt. Be sure to read the ego-infested, chest thumping press release from 5w, reprinted in full over at Gawker.
While everyone's probably already seen these, Adrants being all about advertising, we'd be remiss if we didn't mention them here for posterity. Anyone who has a brain knows Jessica Alba is hosting this year's MTV Movie Awards. She's also appeared in three commercial to promote the show. They're intentionally cheesy, she has all her clothes on, Nicole Richie makes a cameo and you can watch them here, here and here.
Ever the intrepid reporter, Bucky Turco weaseled his way into the exclusive Apple store opening at 58th and 5th in New York Friday night. Apparently, a snatched press pass did the trick. While inside, Turco took a bunch of pictures of the opening and of the elite crowd allowed into the store which included James Woods, Kevin Bacon, Julianne Moore and Jobs himself. If it weren't enough to worm oneself into the event, Turco, after gaining early entry, switched the homepages of as many of the computers in the store as hew could to his publication's website, Animal. Bucky knows his guerrilla marketing.