I went to Toronto last weekend and attended a dinner party hosted by Shannon Stephaniuk of Glossy Inc. If you're a blogger, a production company or one of her agency clients, you probably know her well. She's the PR person who actually presents advertising in a format journalists like (and cover lavishly):
LINK TO (DOWNLOADABLE) CREATIVE!
LINK TO CREDITS!
To other PR people: Why is this formula so hard to grasp? Just today I got a fucking one-page essay from Peroni's PR folk, pitching me on its new "Calendario" campaign, and then NOTHING. What, I have to email back to see the creative? Oh wait, there's a tiny link to the site right at the bottom near the fine(-as-hell!) print. Once I give my birthdate and location, I can hunt "Calendario" down myself -- if Peroni was smart enough to post it there at all. (What ho, it wasn't.)
But I digress.
The dinner party took place Friday night at Nyoob and featured a handful of Toronto-based media and ad people. The guestlist is posted here and so are the photos, if you want to see what havoc ensued.
Quotable highlights from the party are below.
Right up there with Chevrolet and apple pie, Budweiser has always been quintessentially American. While it's unlikely too much will change, the brewer on Sunday accepted a $52 billion bid from Belgian brewer InBev SA. Upon approval, the deal makes InBev the world's largest brewer and the fourth largest CPG company in the world.
Having watched an orange puppet space-jump through hipster internet companies via magic Rolodex, I figured my quota for toys-appropriated-by-inane-advertising had been hit for the night.
Then I saw "Crochette Doll vs. Little Rubber Thumb," which continues a really random milk campaign that I thought was mildly hilarious until tonight. (It might just be my current state of repressed rage. I bet when I wake up tomorrow I'll watch this crochette doll/rubber thumb crap and exclaim, "a rip-rollicking riot! TWO THUMBS UP! HAR!" But I doubt it.)
Put together by Bent Image Labs for Tribal DDB, Canada.
America isn't the only place where brands use blogs and bloggers for their marketing needs. Recently, in Brazil, Coke introduced a new drink, i9, and partnered with nine prominent Brazilian bloggers to promote the drink. As part of the promotion, coke redesigned the bloggers' pages and gave each of them miniature refrigerators with a bottle of i9 inside.
As predictable as a fake ad getting submitted to Cannes (and winning), negative reaction to the promotion ensued with other bloggers crying foul and the creation of an "I am not a rent a blogger" manifesto, similar to the "ad free" manifesto that circulated American blogs a few years back. The gist of the negative reaction was that providing free product to bloggers would taint their objectivity and, perhaps, cause them to write an overly glowing product review.
You know that military recruitment poster with Uncle Sam pointing outward accompanied by the tagline, "I Want You?" Well, a slight modification to that might put and end to the fuckery the ad industry can't seem to remove itself from of when it comes to diversity. Perhaps an image of Don King or Al Sharpton above the tagline, "We Want Your Black Ass!"
It's getting seriously tiresome to discuss diversity in advertising over and over and over again ad nauseam without the industry making even one tiny step toward a solution. All that's occurred is endless meeting after meeting after meeting at which all parties, for the most part, pay lip service to the issue.
Earlier today, Gay List Daily sent its (mostly male) subscribers an invitation to try John Allan beauty products. The pitch began like so:
Meet John Allan. He's been quietly hiding in New York developing a line of men's care. His set of products satisfies a man's every grooming need, from hair care, personal care, shaving, and skin beautifiers.
Okay. I realize I'm on a gay mailing list, but mens' increasing willingness to explore beauty regimens -- and shop for style's sake (think Beckham!) -- isn't a gay vs. straight thing anymore. For a growing number of guys, the pursuit of youth, beauty and expensive jeans has become a norm. And not just among metrosexuals. (In fact, most men we'd call "metro" don't even like the term.)
How much do we know about mens' changing self-perception -- and their shopping habits? Probably too little. Marketers and book writers like shining the spotlight on the so-called gender minority with her iron hand on the family pocketbook. She's always stealing the show!
Meanwhile, we've let Axe run off with the New Male Order.
Looking to change that? Then you should read Branded Male.
Writing on Tasty Blog Snack, Justin Ezarik comments on Michael Arrington's gloating over convincing half of his Twitter followers to follow him on FriendFeed. Justine also expresses a a long-held belief we've had around here at Adrants that most of this social media, web 2.0 crap is fleeting and mostly invisible to anyone outside the geek club.
Seriously. No one outside the insular geekfest gives a shit or ever will give a shit about Twitter or FriendFeed or which is better than the other. Or why they absolutely MUST use them. Apparently, the geek squad are an incestuous bunch and simply CAN NOT live without their shiny new toys. And that's OK. That's they we are. But they are a minority and always will be.
David Griner of AdFreak fame has convinced his agency, Luckie & Co, to launch The Social Path. It's a clean, uncomplicated and sane place for learning about social media.
The blog went live Sunday. I don't want to gush much, but I spent most of the last half-hour reading the entries. If you're looking for rants or hype-ridden miracles, you will probably be disappointed.
What it will do is simplify topics that have become extremely noisy. And then it will walk you through them while clasping your hand -- not as an "expert," but as a person learning alongside you.
For a sense of what I mean, read his second entry, Five Myths of Social Media. It's a great place to get started.
Nothing rawks the blog world like a scandale. Here's one for the hour: Boing Boing has been removing posts written by, or in reference to, Violet Blue, a sex columnist for the SF Chronicle.
Royale leaps to the aid of JWT, whose "Happy Jetting" campaign for Jet Blue has been poorly received -- and not - just - by - us.
"Jetting" is set to ELO's Mr. Blue Sky and has a poppy feel-good Target vibe -- except, you know, more blue. It's also jam-packed with effortful Jet Blue-isms like "Jetting is decked out in leather," "Jetting means business," "Jetting isn't flying," and "Jetting thinks you deserve a snack."
Aww, Jet Blue gave us a coooookie.