You know Target, right? That big box store that's hip? The one everyone pronounces as if it were some kind of French lingerie store? The one that likes to target the female target? The one that likes to associate big assed babes shakin' ass with little girl's back packs?
Got that mental picture yet? Now open your eyes and watch these three new commercials which focus on the retailer's low prices. They're marginally witty in that 20-something copywriter sort of way. They poke fun at a doofus who'd never find himself on a a date with a girl this cute. They highlight those awkward Christmas moments when finances interfere with the spirit of the day. They make it perfectly OK to adorn your house with lights like this guy does.
Price is always important but focusing on in strips away some of the brand's cache. What do you think?
Well now here's an interesting way to position your brand. While most brands work towards positioning themselves as clean cut, rosy entities, Cult Raw Energy wants none of that. It wants you to know the people who buy their product are belligerent car jackers who can't drive, grope women in public, rob convenience stores, deface property, pick fights, steal guns and get arrested.
Hey, not all brands can teach the world to sing in perfect harmony. So, yea. Positioning your customers is an idiot when all else fails.
Oh and FYI. There's briefly exposed boobs in this commercial so watch with caution.
Putting the Rants in AdRants for a sec, OH you have no idea what gets sent in. Record labels' latest CDs from D-list talent. Nude iPhone tips. (Those we like, actually.) Upcoming Access Hollywood interviews with an extra from the first season of The Hills. 15,000 word PR releases--with no image or link to a campaign--asking if we'd like an image or link. To. The. Campaign.
When you sit down in front of your computer, do you suddenly feel like you're being assaulted with images of the intensity of life? The wonder and glory it brings? The passion and desire it creates? Do you feel like your every sense is being given it most intense workout?
Perhaps you will after you view this new Latin America-focused Sony Vaio commercial from El Segundo-based Ignited. In the commercial, we are asked, What if technology could make you feel more human?" We are then pummeled with imagery Dove Onslaught-style. But the imagery is "good" imagery. The things we want to feel and experience.
If you love sachrin sweet love stories, you'll love this one from Greece chocolate brand Lacta. It's a 17 part choose your on direction video series created by OgilvyOne in Athens. It's the story of a guy and a girl who meet at a busstop and their two year long journey back together.
You probably already know we're a true sucker for this kind of stuff but this is actually great work. It's engaging. The product placement is subtle. And it's worth watching. And the industry noticed. It won the Branded Content category at IAB's MIXX Awards last month.
Yea, we love a great love story. Start here.
We'd have to agree with AdFreak's assessment of a recent Leo Burnett-created McDonald's commercial currently running in the U.K. With rhyming, almost Beatnik-style poetry, the kind of people who frequent McDonald's are highlighted to illustrate the place is for people from all walks of life.
It's really quite well done and a welcome change from the run of the mill McDonald's commercial which, for the most part, is about price and item or some stupid promotion.
Bill Green of Make the Logo Bigger and the new Adverve podcast took a look at a new commercial from Chase and was reminded of the World Trade Center tribute. The one where they had the blue lights shining up into the sky from the former location of the towers. We have to say, it does recall that imagery for us a bit as well.
OK so for all you hipsters...no wait...emo...no wait...hmm...losers with nothing to do but screw around in the trashy side of town, these new Holland and Belgium-based Levi's commercials are for you. Can't you see yourself in them? trying really, really hard to be ever so hip and cool while jumping in mud puddles and throwing chairs buildings and otherwise kicking the shit out of everything around you like a bored eight year old?
Are we supposed to feel sorry for your lame-ass life? Actually care you think what you're doing somehow makes you today's version of James Dean? That you somehow don't think you look like a slob and should really be reading GQ rather than moping around like a self-absorbed little brat?
Oh wow. This is absolutely amazing. Creativity does still exist! To hype a limited time free coffee offer from McDonald's, Cossette West created this custom designed lamppost to mimic a pot of coffee being poured into a coffee cup. So simple. So effective. So wonderfully creative. Love it.
See? Here at Adrants we don't hate absolutely everything. And we love when we get to see creativity like this. It rejuvenates our love for advertising. So thank you, Cossette West.
At ad:tech Chicago last week, and prior to his opening talk, I approached Denuo CEO Rishad Tobaccowala in hopes of scoring an interview later on. He was in a hurry and answered in a way I found brusque and upsetting -- which ended up colouring my feelings about the keynote.
Tobaccowala emailed to apologize immediately after reading the article I wrote, and was also good enough to give me almost three hours of his time in an interview -- more of a conversation, really -- later that week.
We never did get around to a formal Q/A. But I learned so much about branding and relationships from him that most of the gems would be lost if I didn't whip out the cam and start recording.
See the footage below the drop.