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You can't call yourself a new media advertiser if you're not hip to the jive, and ad:tech is a great place to brush up on this crucial skill-set.
But it can be tough to keep up. With that, I give you the 2007 edition of the Official ad:tech New York Ad-Jive Dictionary. Use this knowledge well, and you're sure to be the life of the break room.
Better still, you'll confirm your CEO's conviction that burning $5K to send you to an ad conference was a very intelligent idea.
Apparently tiny, cover-nothing thongs can actually make you hot (temperature hot, that is) according to this French Perrier ad featuring a woman in a thong seemingly cooling her overly hot ass with a bottle of the stuff. This sort of advertising is still acceptable (thankfully in some respects) in places outside the U.S. and God forbid if we American get gratuitous and degrade women (and men) into objects of desire.
It seems those in the Pacific Northwest think alike when it comes to travel and tourism advertising. In early September, we took a look at a campaign for Horizon Air which highlighted the 200 mile stretch of Interstate 5 between Seattle and Portland. It's referred to The Slog for all the oddities and annoyances along the way that make taking a Horizon Air (of course) flight to traverse the distance instead.
While not quite as powerful as the recent Montana Meth campaign which inspired us to write "watching these new Montana Meth spots makes one want to grab a gun, hunt down a drug dealer, stick the barrel of the gun in his mouth and blow his fucking head off," the second phase of the Arizona Meth Project delivers the same powerful message: don't do it even just once.
The eight spot campaign, along with radio, print, outdoor and online, takes two different approaches. The first features kids wishing they had experienced other horrific events such as a car crash or a beating as opposed to getting hooked on Meth. The second envisions what a person's life becomes once they get hooked on Meth. The spots are powerful for sure but one does wonder how effective the scare tactic approach is. Peer pressure and the desire to fit in are almost insurmountable obstacles to overcome but the effort is worthy.
There are some recognizable faces in the spots including The O.C.'s Willa Holland. All the spots and the rest of the creative can be viewed here.
When selling men's fragrance, most marketers rely on artist but meaningless photography of alluring situations meant to capture what they believe to be some ethereal state of being obtained only by using the marketer's fragrance. But not Tom Ford.
Ford removes all pretense in his latest fragrance campaign and celebrates what every man wants: to fuck. In this ad, Ford less than deftly places the product in the place all men hope the it will get them: snatch. Crass? Certainly. Objectifying of women? Sure. Attention getting? Most definitely.
Of the campaign, a Tom Ford Beauty Spokeswoman told Women's Wear Daily, "We loved the original Marilyn Minter images, but while on a shoot with [Richardson] in Milan, we decided that a sharper, more graphic approach clearly communicated the bold and provocative mood of the fragrance." Sharper and more graphic, indeed.
Hoping, perhaps, to bring back the days of Mia Hamm, Wieden + Kennedy just launched a new Nike campaign for the Women's World Cup with the headline, "The greatest team you've never heard of," which introduces women's soccer's next greats. Illustrating the dedication of the team, the copy in one ad reads, "Together [they] have missed out on 13 proms, 74 birthdays, 21 Thanksgivings and 989 boyfriends." And in an effort to familiarize us with the team, copy in another ad reads, "[the team] includes a tattooed surfer, a scholar, a college football fanatic, a humanitarian and a trucker hat-wearing scuba diver."
Sit back in your chair. Close your eyes. Imagine the theme music from the movie The Last of the Mohicans welling up inside your head. Picture Daniel Day-Lewis running through the woods and over the mountaintop to save Madeline Stowe from certain death. Now, open your eyes and watch this new commercial (YouTube or higher quality on the U.S. Nike site) from Nike called Never Quit directed by Michael Man. It's transfixing. It's intense. It puts you in the game. It makes your blood rush. It sends chills through your spine. It proves there's more than money in the game of American football.
Now, turn the sound off and watch it again. Pretty lame, right? Music is masterful, even more so than video sometimes, at conveying and amping up a message. Of course, we're partial to this sort of emotional manipulation but, then again, isn't that what advertising's about? Thanks, Bill for calling this to our attention.
The Hardee's Flat Buns commercial has caused an uproar in Tennessee with Tennessee Education Association President Dr. Earl Wiman (who you've got to hear) saying, "It is unbelievably demeaning." The ad shows a female teacher dancing seductively in front of a class that raps about the positivity of flat buns which the teacher, of course, does not possess. The commercial is part of a campaign launched earlier this summer which included the Flat Buns website.
Wiman wants concerned citizens to complain to Hardee's, saying, "I am asking that all of our members and the public who care about children and their education to contact their local Hardee's to voice their concerns."
Steve Portigal from Portigal Consulting notes this ad for UK health club Cannons with the headline, "Because a new girl has started at work and she's hot," wouldn't play so well in America or Canada because we're a bit more politically correct than our forefather nation. While the ad is harmless enough, we agree. No doubt, an army of cause groups would be all over this one as soon as it hit the streets.
A little bit Happiness Factory and a little bit OutPost Gerbil Cannon, this new commercial for Guinness created by BBDO in Ireland and edited by Cut + Run celebrates what's inside its beer by shooting futuristic-looking Speed Racer-like guys out of what looks like musical instruments onto a set of drums. The result is an orchestral masterpiece of sorts
And, yes, we get it. The guys are beer. Though we are a bit irked by that first shot which is supposed to be the reflection of beer in one of the guy's helmets but, rather, looks a bit like a melting brain. But that's just us. Similar as it might, in theory, be to the aforementioned spots, it does get points for a certain originality we find hard to describe.
The four day shoot used real stunt men shot out of real air cannons onto real, eight-foot drums specially made for the shoot. Now that's a shoot we wouldn't mind attending.