We take it for granted that most ads are full of shit most of the time, but every once in awhile you need to take a whole industry to task. This video does that for the woman-targeting yogurt peddlers.
"Yogurt eaters come from every race, but just one socio-economic class: the class that wears gray hoodies. It's that 'I have a Masters, but then I got married' look!"
I recently got to sit down with Rhea Scott, Ridley Scott's daughter-in-law. (A breathy PR guy related that trivia to me about four times, which is why I mention it in the VERY. FIRST. SENTENCE.)
Rhea once headed the music video department at Propaganda. 10 years ago she started Little Minx, a production company focused on turning ad directors into filmmakers. From what I gathered in the film reels, directors are encouraged to treat each ad like a miniature manifesto. (It probably also helps to be a surrealist art fan.)
Little Minx is able to provide the necessary creative resources -- read: king-sized budget, the ideal artist's sponsorship -- through parent company RSA.
Rhea says the company was named for her second daughter, "the ultimate little minx" and the child actress in "Come Wander with Me," part of a promotional project called Exquisite Corpse.
Ever notice how women, when in conflict with another, or with a man for that matter, discuss the issue at great length until every last feeling is expressed? Ever notice how men, when in conflict with another (but not a woman), just punch each other, offer up a fist bump or brush it off with a "no worries, dude?" Though some might debate the point, that's not sexist. It's just a natural difference in the way men and women deal with confrontation and disagreement.
So perhaps an ad from 100 percent women-owned Buffalo law firm Schroder, Joseph Associates, LLC with the headline, "Ever Argue With A Woman," is compelling since arguing legal issues requires ad nauseum debate to the point of excruciating insanity. In the courtroom, that's a good thing. Not so much when you're at home and just want to sit down with a beer and watch the game.
The beauty, and success, of Crocs shoes (no, we never owned a pair, thank God) came mostly from word of mouth and the desire to be cool because you wore strange looking shoes that squeaked. It's sort of like the Flip Video camera which used to be packaged in those impossible-to-open, hermetically sealed plastic packages that hung from hooks in Wal-Mart until it experienced a Web 2.0, "Must. Vlog. That.", iJustine-fueled rebirth.
- Wired interviewed the director of Weezer's Pork and Beans music video, which is a whiplash-inducing tribute to 'net-ebrities.
- Apptera promotes The Incredible Hulk to callers who request information on Iron Man.
- I Can't Believe It's Not Butter! launched a site called Now We Know Better. Scroll over the vintage homemakers to see them magically turn into ... modern homemakers! The site's a dream destination for daytime TV addicts: game shows, girl talk and margarine.
Honda decided the two-hour season finale of guilty pleasure Grey's Anatomy last week was a good time to show their new commercial, previously mentioned here as part of their new campaign promoting the 2009 Honda Pilot.
In the spot, a man in a Pilot approaches a man who had accidentally been encased in cement. He offers to help and after getting the man, still trapped in a cement block, in the back seat, notes they won't have to stop for gas because of how fuel-efficient the Pilot is. The other man, who doesn't seem the least bit worried about the fact he's essentially a talking head sticking out of a chunk of cement, agrees that the Pilot is indeed really fuel-efficient. He read it on a blog.
On Wednesday at the One Show Festival, design guru Brian Collins illustrated the power of branding with a history lesson about pirates.
Or rather, just their flag.
Back in 1748, if you had the misfortune of being a single bobbing ship at sea when a tattered vessel with a skull and crossbones crossed your path, you knew instantly what to expect.
"You're fucked." (Collins, verbatim.)
Jerry Della Femina, founder of Della Femina Travisano & Partners (now DFJP), reminds me a lot of the ads he's sprinkled in TV Land's past. Remember Meowmix's singing cat? And Joe Isuzu? Like the spots, he's impossible to get out of your head.
Because Jerry's voice could cut through Valium. You will listen to every last thing he has to say, uncertain whether it's the ideas seducing you or the man's own confidence.
In the hour Della Femina spoke during One Show's Tuesday afternoon speaker session, I could have filled notebooks with what he continuously called "secrets of life" and "career advice."
Here's a taste.
If you're one of those beach police dudes, you might want to make sure you take your keys out of your little beach cart before you inform a beachgoer they're on a private beach lest you want an angry walrus to drive off with it. That particular scenario is part of a Saatchi & Saatchi LA-created campaign for the beach protection cause group Surfrider.
Along with an amateur-style video with the walrus antics, which, let's be honest, is pretty lame, comes seafood packaging placed in local farmer's markets which don't contain fish, rather various collections of trash collected from the beach. Not exactly the sort of thing you'd want to see when digging through the cooler for that prefect cut of fish.
A few months ago, a senior copywriter recommended I read Hey Whipple, Squeeze This by Luke Sullivan. I was incredulous, mostly because I've been swinging off Ogilvy's left you-know-what since Confessions of an Advertising Man.
(Getting into Ogilvy is like reading Atlas Shrugged for the first time. It will fuck with your mind.)
Just to be nice, I bought Sullivan's book, and I'm really sorry I did. Because now my walls are COVERED in strategic doodling. I am developing ideas I wouldn't have allocated brainpower to six months ago.