Monday, October 22, 2007

And so come the parodies...

Remember the Dove posts I did earlier about their great Campaign for Real Beauty?

Well, you didn't think guys would sit around quietly forever on that topic, did you? And so come the parodies. Here is Slob Evolution, from the Campaign Against Real Life...

That is really funny. As for Dove, being heckled with a high-end parody like this is the ultimate complement.


Thursday, October 18, 2007

The Power of a Brand, Demonstrated

People get confused as to what a "brand" is. It's not a logo, not a color scheme, not your CEO, not any ad campaign you've done or will do. A brand is totality of all the thoughts and feelings people associate with your product, your company, or even you.

A brand can be articulated any number of ways. This video is a funny example showing just how different Microsoft's brand is from Apple's brand. It's demonstrated based on design changes that are oh so accurate, but I think it also shows the dramatic difference in how MS and Apple approach the world.

What would happen if Microsoft redesigned the iPod packaging? Here's the answer. Enjoy.

Friday, October 12, 2007

An Ikea Commercial That Won't Run In America

Other countries are a bit more liberal in their sensibilities as to what can be shown on TV and what can't. Ikea's "Tidy up" campaign is just enough off-color that I don't think we'll be seeing these in the States any time soon... This one is being called "Always Pick Up Your Toys."

And this one... We'll call it spaghetti, for lack of a better name.

There are much more twisted ones in this campaign. If you'd like to see more, check out this link.

Wednesday, October 10, 2007

Dove's OnSlaught Video Nearly as Powerful as "Evolution"

Dove's Campaign for Real Beauty is back again, with a new viral video. A follow-up to their wildly popular "Evolution" video (Remember that one? Average looking woman sits in a chair and is transformed over about 75 seconds into a supermodel on a billboard? If not, see below).

The new video, called OnSlaught, is compelling to anyone who has daughters. (I have 3, so I'm paying attention.)

Check it out:

IMHO, this video is excellent, on message, compelling and will be shared. It's just 5-10% short of the Evolution video. Here's why:

  • Evolution came first. Sequels are almost never as interesting because you already know generally where they are going with it. You didn't know where Evolution was going when it started to play the first time.
  • Evolution was more subtle. This one makes a great point. It's well produced, but it's like it's trying harder to be hard-hitting. The other hit us when we weren't looking. This one still hits us, we're just looking for it in this case.
What do you think? (If you don't remember the Evolution video, watch it below... It's great.)

Which one do you like better?

Thursday, October 4, 2007

What if Google AdWords Could Listen to Your Phone Calls?

We all know how Google AdWords works, right? Whether on the search engine results page of a Google search or even from the text of your Gmail emails, Google is constantly evaluating content and serving up relevant text-based ads.

Now, a company called Pudding is looking to do the same thing, by electronically listening for keywords you say during the free VOIP phone calls they provide you. If you know what Skype is, then you're on the right track.

Basically, Pudding is like Skype except it's designed to be free instead of really, really close to free. And in exchange for giving you free calls, Pudding listens for words you might say like "pizza" or "vacation" and serves up ads relevant to what you are talking about.

Some, like the video below, are squawking about privacy concerns. One relevant point they make: Do BOTH parties to the phone call know that they are being recorded?

Because our research at Brogan & Partners has shown that people value relevant ads. These could be relevant ads. This newscast seems to be a bit of a hatchet job on this CEO, who is poorly prepared to defend himself. What do you think?