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This week's top stories on Adrants caused us to ponder whether or not Kraft's choice of Ted Williams was right for the brand, get excited about the lowly bus shelter, laugh at sharks, admire the T-Mobile babe mock AT&T and Verizon, engage in a bit of voyeurism, revisit childhood with Audi's use of "Goodnight Moon," look at lingerie once again, watch advertising get Cheezberger'd, revisit Kim Kardashian's cleavage and wonder how the hell that family got so famous and, finally, once again, listen to yet another researcher tell us using celebrities in advertising is a waste of money.
Branding consultant Rob Frankel isn't a fan of Crispin Porter + Bogusky's use of Ted Williams for its client Kraft. If you recall, Ted Williams was the homeless man who found fame when, earlier this month, it was discovered he had the perfect announcer voice in a Columbia Dispatch video.
While the new Kraft Macaroni & Cheese commercial has received 933,000 views since it hit YouTube January 7, Frankel thinks the whole thing is just another opportunistic agency ploy, telling Mashable, "It's clearly another one of those opportunistic stunts by creatively bankrupt agencies who jump on any trend they think can take them to the top of a Twitter trend."
In an interesting confluence of events turned publicity goldmine, Ted Williams, the famed homeless man with golden pipes, has been hired by Crispin Porter + Bogusky to voice a new Kraft Macaroni & Cheese commercial set to air Sunday during the Kraft Fight Hunger Bowl on ESPN.
Of CPB's choice of Williams, Kraft Spokeswoman Lynne Galia told Advertising Age, "Like many others, Kraft Macaroni & Cheese and our ad agency was moved by Ted Williams' story. His amazing voice is perfectly suited to our campaign. We were in the middle of making our TV spots and in a unique position to help Ted use his great voice to gain employment."
We predict over the next year the proportional number of MINI's involved in car accidents will far outweigh that of any other vehicle. Why? Because MINI has deemed it worthy to provide access to popular social networks directly from the dashboard. We all know people can't text and drive so why would anyone think doing a very similar thing interacting with the dashboard would be any different? Yes, interacting with the dashboard is probably easier than interacting with a phone but it's still a diversion.
We saw this video months ago, could have sworn we wrote about it but can't find evidence of it anywhere. So...we'll write about it now. Because that's what we do. The video is for Forrester & Bob Underwear and, yes, like all lingerie commercials, it's salacious, sexy and filled with hotness. And a tiny bit of nudity too so beware if you or your boss are afraid of such things.
What would Adrants be if it weren't for our annual celebration of the sexiest, hottest, most tantalizing ads of the year? Advertising Age? Probably not but you can't get what we've got over there because, well, they have rules. Journalistic integrity. And a reputation to uphold. Us? We starve to bring you the good stuff every day of the year.
Anyway, here's a roundup of the 21 hottest ads of 2010. Who can forget Diesel's recent ad campaign shoot at the Brooklyn Law School library which sent everyone into a tizzy of Puritanical Proportion? Or Tehmeena Afzal who "lent her giants to the New York Giants" in a video that will truly make you want to "play" something completely different after viewing. Good God, the woman is hot!
The stunning allure of this Oh La La Cheri video had us wanting to give up writing about advertising all together and become a fashion photographer. These Dim Lingerie-enhanced breasts had a cat so excited he had to rip the woman's bra off in a public market. And speaking of breasts, if you like really big ones, we guarantee you'll love this Bennets Motorcycle Insurance video featuring the pendulous pulchritude of the 32G-equipped Lucy Pinder whose breasts test the limits or her bathing suit's ability to properly contain the cavernous cleavage of her mountainous mammeries.
In a presentation about the future of social media at Le Web, industry analyst Jeremiah Owyang called 2011 the year of integration. Integration, you scoff? The ad industry tried that already, right? Well what Owyang is talking about is a bit different. He's not talking about pulling together several advertising-related functional areas into one giant holding company. He's talking about permeating the practice of social media across and throughout a company's DNA.
Social media efforts will integrate across across all departments from marketing to customer service to the customer themselves. A polished "Director of Social Media" will understand the purpose of aggregation and curation, the importance of socialized advertising, the need to create brand advocates among customers, the necessity of tying social media programs to and brand's CRM systems and, above all, to speak the language of the Board Room.
Writing on Advertising Age, brand strategists and author Jonathan Salem Baskin wrote, "The conventional wisdom of social marketing is an effort to breathe new life into the all but dead presumptions of branding, only with one small catch: It can't make it work, and the only way anybody can claim otherwise is to fudge the stats, time frames and expectations for tangible results."
Damn, dude! Them's fightin' words! You're going to have the social media guru army all over you in a matter of minutes. But you know what? You're right. Well, mostly. Social media isn't the cure to everything. It can help. But not to the seeming exclusion of all other forms of marketing...which appears to be what's happening these days.
Guess it's time for the Doritos Crash the Super Bowl thing again. And along with that, the continuous perpetration of man (the species) as idiotic imbeciles. To be clear, we're not talking about the idiocy and stupidity of this particular ad's creators. Not at all. Rather the supremely idiotic behavior displayed by one of the characters in the ad.
So last week's most read stories here on Adrants offered up women with huge boobs in tiny bikinis holding guns, lingerie as a form of discipline, Verizon trying to get hip with Apple, yet another Old Spice spoof, Miranda Kerr tantalizing us with a seductive invitation into her bedroom, a time traveling phone, Japanese tourism boosted with branded bra and miniskirt and Facebook's apparent ineffectiveness business website traffic generation.
1. Girls With Boobs...Uh...Guns Pose For Charity
2. Lingerie Brand Teaches Men A Lesson
3. Verizon Teams With iPad to Hype Upcoming Apple Relationship
4. The Sun Spoofs Old Spice to Pimp Page 3 Girls
5. Miranda Kerr Wants You to Get Into Bed With Her
6. Lingerie Shot, Asses Tightened, Underwood Glamed
7. Charlie Chaplin Time Traveler Device Perfect For Branded Apps
8. Triumph Bra and Miniskirt Welcome Visitors to Japan
9. Without Proper Eyesight, Grave Errors Will be Made
10. Study Trashes Effectiveness of Facebook, Twitter