This is a guest post by Big Fuel Communications CEO Avi Savar. If you've every wanted to know anything about mommy bloggers and what brands are doing in this space then this article id for you.
Did Mom invent social media? Some say she did. And there is no arguing that she is driving it and helping it to evolve. There are 82 million moms across the U.S. of all ages. That's right, 82 million. And 26 million of them are mommy bloggers. And they are grassroots, Oprah-like brand advocates with loyal followers who can change the trajectory of a brand and its products.
So if you're Mexican, you must be a wrestler, right? Or you must take siestas all the time and forget to shower, right? Well, that's what BBDO in Toronto thinks if its campaign for Quesada Mexican Grill is any indication.
In one ad we've got a dirty Mexican taking a nap. In another, we've got a family dressed in goofy wrestler costumes. The campaign's headline? Real Mexican Know Where to Get Real Mexican.
Hmm. A cause group disaster waiting to happen or an innocuous approach that leverages harmless stereotypes?
Over at I Mean...What?!? Abe Gurko makes an insightful observation into the hypocrisy which, seemingly, runs wild in today's society. Gurko argues, "You cannot walk around trashing Miley Cyrus for doing a lap dance with an old queen like Adam Shankman and consider the new Miss USA marketing campaign a good idea."
Of the campaign, Gurko writes, "all 51 contestants have traded in their pageant hair and cornball, prom gowns for that skanky, Gross Baboon of the Year look that all of Tiger Woods' skanks share."
Furthering his point, Gurko adds, "You cannot watch Jersey Shore and think it is hilarious, anxiously waiting Season Two, then judge Miley Cyrus for being too young to be sexy."
Oh course, Miley was 16 at the time of her lap dance and the cast of Jersey Shore are well over the age of 18 but the point is a valid one in a broader sense. We love to use and see sexualized imagery in advertising and the broader media but God forbid if it's one's son or daughter being sexualized.
In an effort to challenge American Apparel's assertion the people in their sexually charged ads are ordinary people, Trent University student Jes Sachse, who suffers from a genetic disorder called Freeman-Sheldon syndrome, will appear on posters in Toronto transit stations May 6, 11, 22 and 31.
Photographed by her friend Holly Norris for a series called American Able, Saches will dress and pose as if she were in an American Apparel ad. As Norris writes on her site, "American Able intends to, through spoof, reveal the ways in which women with disabilities are invisibilized in advertising and mass media."
Haven't we all had enough of these stupid commercials that promise you the world if only you drink a Coke...as if that can full of sugarized crap has anything to do with your ability to achieve success on your own?
So here we have some crap about a "boy who didn't know how to celebrate so he set off on a quest to find his own celebration." Complete with joyous lyrics about freedom and fire, the boy flies, fights against robots and climbs mountains of celebrations. But it's not until he takes a sip of Coke that he realizes the only place he needs to search for celebration is inside himself.
Gag! Please! Seriously? A kid needs to drink a a Coke to realize his potential? Seriously? What twisted sort of education is that for today's youth? Oh wait, it's the same thing every other marketer does. Buy our product and you will be magically transformed in the most supremely perfect person on the planet.
Don't you love when a company jumps on a hot topic for their own gain? Hey, who can blame? After all, that's what it's all about, right? Call it opportunistic marketing or whatever you want but everyone does it. Including WiseWindow which is out with its latest Mass Opinion Business Intelligence study examining the public's sentiment towards Tiger Woods.
Mostly, the study set out to determine how the man is rehabilitating his public image and whether or not his sponsorship value can make a come back. Using web crawling techniques and cloud computing rather than keyword analysis, the methodology aims to discover unsolicited opinions. Which, when you think about it, is probably a whole lot more accurate than the spastic rantings you see on Twitter.
Anyway, according to MOBI findings, people are talking less about Woods' infidelities and more about his golfing career, something Woods and his team are likely quite pleased about. But like all scandals, what's really happening is that people are just bored with the topic and they've moved on. They will forget and before you know it, brands will, again, be begging Woods to pimp their products.
After reading a post on AgencySpy entitled Mullen's CCO Promotes Crowdsourcing in AdWeek Opine which commented on Edward Boches participation in a gathering of 30 agency folks at SXSW, I commented to share my thoughts. Here's what I wrote (with some additions):
In an ideal world, this scenario (crowdsourcing-ish cloud creative) could and would work. In today's world, it's not so clear cut. The changes needed to make this model work go so drastically against current agency models that this sort of change, in my opinion, can only come with generational change.
It seems Americans really are a bunch of hypocrites. It's OK to be gay in movies and on TV. In fact, it's OK to have a gay character on almost every single show and movie. So much so that you'd think everyone in America was gay. Except if you watch American advertising.
When it come to advertising, as Bill Green points out, American advertising is still in the closet. He points to a Hyundai commercial which allows us to observe a potential rendezvous between two women. There's no sex. There's no kissing. There's no touching. The two woman aren't even in a scene together. But...the implication is they will, of course, be together in, perhaps, the biblical sense later on.