Other Cities Have Art Fairs.

Some very cool examples of great copywriting. Billboards posted around Detroit by GM in honor of Chevy’s 100 year anniversary. 

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When it’s on your mind..

I can’t get enough eBay’s currently running “When it’s on you mind, it’s on eBay” campaign, created by Venables Bell & Partners. The TV spots are funny, simple portrayals of everyday experiences that most people can relate to in some way or other, such as “12 Days”: 

The “Mom Jeans” spot is also great. This campaign is beautiful because it simply demonstrates how easy it is to purchase anything you could want on eBay, using your iPad or smart phone. eBay has basically streamlined the shopping process by allowing people to purchase something almost instantaneously as they realize a need for it. The tagline “When it’s on your mind, it’s on eBay” is dead-on in communicating this message. The campaign is also timed perfectly to attract those who aim to avoid the Black Friday mobs and hectic holiday shopping trips. Campaigns like these are why I want to work in advertising. 

Such a cool idea! Cutting out the “Cheer” on the Cheerios box to send as a postcard to raise money for the USO.

Such a cool idea! Cutting out the “Cheer” on the Cheerios box to send as a postcard to raise money for the USO.

The beauty of data visualization (via TED)

Part of my favorite currently running campaign for the Toyota Venza, created by Saatchi & Saatchi L.A. This campaign is great because instead of featuring members of the target audience (Baby Boomers) talking about why to buy the car, it lets their kids do all the talking, in a fun satire on the “exciting” lives of modern twenty-somethings. These ads hit the mark because they focus on an important concept for the Baby Boomer generation: That having an active life doesn’t end at age 50 …or 60. I also like that the ads can appeal to a younger audience (like yours truly) even if we’re not in a position to purchase the car they’re advertising.

A tastier way to advertise online…

I recently attended the United Adworkers Milwaukee 99 Awards Show, held to highlight and honor the best ad work that comes out of Milwaukee each year. One of my personal favorites of the night was the online portion of a campaign for Spice Islands, done by the creative geniuses at Cramer-Krasselt in partnership with PrintRoll.

Spice Islands Print Ad

In a nutshell, they strategically placed ads for the brand on three top websites people use to find recipes, including foodnetwork.com. But instead of the ads just appearing at random, they created a new type of ad unit that dynamically matched the spice and the recipe name in the ad to the recipe that the user was viewing at the time. They also played off the star rating system used on the sites. So the copy of the ad would read something along the lines of “Add a star to your (insert name of recipe being viewed)” and then the ad would feature the Spice Islands brand of whatever spice was called for in the recipe. 

I think these dynamic online ads were extremely creative and innovative on the part of C-K and are a look at where online advertising is headed.

I love this idea for making a mobile game into a larger-than-life real world experience. It’s something different that would definitely leave a lasting impression in the minds of those who got to experience it first-hand, and it was also made into a well crafted video that went viral.

Walking through rooms

Today’s post is a comparison of two commercials currently airing for two completely different products being marketed to similar audiences in a similar manner…

Commercial numero uno is the new Edge Shave Gel commercial, featuring the Edge Ready Rooms for “men who get stuff done”.

Edge “Ready Rooms” from Nicholas Gilberg on Vimeo.

This commercial has recieved some pretty heavy criticism for being a copy-cat of the “Old Spice Guy” campaign. Personally, I don’t think it’s that big of a deal. Both brands are in the same product category and obviously targeting the same audience, so when Edge went with the time-tested method of personifying the brand in a spokesman-type character, there were bound to be some similarities.

The second commercial which I noticed is extremely similar to the first is the new Pledge “It’s your Pledge now” commercial.

This commercial is interesting because it takes a product that has traditionally been marketed to women, and makes it relevant to a completely new audience.

So let’s talk about the obvious similarities between these commercials: Both target a male audience (the 20 to 40-year-old demographic), both feature a male character walking through multiple scenes while explaining why the target needs the product, AND as if those weren’t enough, the products even have similar names. So, after picking up on these similarities in the past month or so, I started to wonder if these two commercials were created by the same agency with a lazy creative team, or if this was just a crazy coincidence.

After some light research, I found that the commercial for Edge, which is owned by Energizer Holdings, was created by TBWA\. Consequently, the commercial for Pledge was done by DraftFCB. I didn’t find too much commentary about the similarities between the two commercials (or any really). One thing I did think was interesting was that the Edge brand was previously owned by SC Johnson, the maker of Pledge.

Pepsi vs. Coke…continued

In what may be the greatest brand rivalry ever, Pepsi takes yet another swing at Coca-Cola with it’s new commercial featuring none other than Santa himself, a symbol synonymous with Coke since the 1930’s. While Pepsi is obviously making an attempt to position itself as the “summertime” cola, the first thing that popped into my head when I saw this commercial is that Pepsi is still trying to measure up to the status of Coke, but still failing. Although I personally prefer Coke, both as a brand and a product, I had actually begun to look more favorably upon Pepsi with their perfectly timed re-branding, along with the well-suited “Refresh everything” campaign, and then their philanthropic venture “The Pepsi Refresh Project”. They seemed to actually be establishing themselves as a powerful brand that didn’t need to compete with Coke in such an explicit manner. But this commercial seems to have them reverting back to their old ways. It will be interesting to see how it affects Pepsi’s brand status, as well as it’s sales.