May 31, 2009
May 30, 2009
Revolutionary as Google
Check out the Google Wave Developer Preview presentation at the Day 2 Keynote of Google I/O. Long but simply amazing.
May 29, 2009
The power of charisma
Let's be honest. In the world of sports, who's winning doesn't matter if people doesn't like you. If you don't believe me just ask the Orlando's Magic. Their journey throught the NBA finals has been just unfair.
Being the non-favorites since the semi-finals, and running against the highly favorites Cavaliers, these guys have played really hard to get just one game away from their first finals in quite a while. Regardless, the world of marketing doesn't seem to be aligned with the surprising turnaround of this series. Orlando is up 3 games vs. 2 and at least two big sports brands (Nike and Vitamin Water) have gone public with advertising campaigns that promotes a potential match up between Cav's James and Lakers' Bryan. Simply put, they are just ignoring the Magics. Of course, these have clearly expressed their discomfort against those predictions and claim that the media do not respect them, but in the meantime the campaigns are sill up.
The lesson here, give people what they want and forget about who's up. See, what the Magics don't understand is that those marketers know that if LeBron and Kobe do not go to the finals both viewership and engagement, most likely, will drop. That's why they rather to leverage on what really matters to people: LeBron vs. Kobe and give it to them, now.
These guys are sport celebrities and most people, whether fans are not, have been waiting to see them playing since the season started last year so really, who cares about the Magics or the Nuggets?
Congrats to to those brands that see opportunity beyond the context!
Being the non-favorites since the semi-finals, and running against the highly favorites Cavaliers, these guys have played really hard to get just one game away from their first finals in quite a while. Regardless, the world of marketing doesn't seem to be aligned with the surprising turnaround of this series. Orlando is up 3 games vs. 2 and at least two big sports brands (Nike and Vitamin Water) have gone public with advertising campaigns that promotes a potential match up between Cav's James and Lakers' Bryan. Simply put, they are just ignoring the Magics. Of course, these have clearly expressed their discomfort against those predictions and claim that the media do not respect them, but in the meantime the campaigns are sill up.
The lesson here, give people what they want and forget about who's up. See, what the Magics don't understand is that those marketers know that if LeBron and Kobe do not go to the finals both viewership and engagement, most likely, will drop. That's why they rather to leverage on what really matters to people: LeBron vs. Kobe and give it to them, now.
These guys are sport celebrities and most people, whether fans are not, have been waiting to see them playing since the season started last year so really, who cares about the Magics or the Nuggets?
Congrats to to those brands that see opportunity beyond the context!
May 25, 2009
Just a thought
And another upfront just ended...well, sort of.
Risking to sound like a broken record, I can't control but wonder when the current Hispanic media upfront system will change?
When will someone realize that although economically these represent a valuable tool, creatively these are hurting the evolution of the industry?
New times demand new techniques and there is no reason why this case should be the exemption. The system is broken: Media strategies are lacking depth and originality, Media Planners are not evolving into communication planners, buyers are not thinking beyond the numbers...
I don't know but to me, it sounds like it is time to do something about it.
May 22, 2009
Cheer for a good cause
My dear creative friends Carmelo & Willy put together this video as part of a competition and as I am always up for good causes, just wanted to share it with you. In their own words:
It is clear the climate change is quickly affecting human kind. The Climate
Conference in Copenhagen in December will mark an important movement to save
the human race from continuing activities and excessive greenhouse-gas
emissions, which are warming up the Earth. This video intends to encourage
people to take action to join the global movement and support a positive
change.To this - we have created this video. Watch it, rate it, comment on it and share it!
Cheers!
May 18, 2009
Viewers don't want to be informed. They want to be entertained!
Like it or not, it is the true. If you don't believe me just take a look to the latest ratings published by Nielsen and see it by yourself.
First, let's get something straight, I don't have a problem with entertainment being the main content on today's TV world. Actually, I believe it is great considering that it is one of the main reasons why TV exists. However, I do have a huge problem with big networks using their resources to generate trashy content that, anyway you see it, does not add any value at all... at any level. I'm against entertainment without a goal.
Now to my main point.
In recent weeks I've seen how much 'content' Univision has put together based on the infamous case of a well-known catholic priest that was caught having a romantic relationship with a woman. Well, no need to give so much details since the issue is not the case but instead the way that it's been used by the network.
To give you an idea, only last week the subject has gave birth to more original content that the swine flu. The worst part is that, to put it in nice words, the content is just stupid! Discussions about the church, their rules, whether the guy did right or not, whether he should still be part of the church or not... You got to be kidding me... I don't know but the way that I see it, there is a huge lack of creativity going on at Univison. Most of their original content is related to whatever is the latest headline going on. The issue is that they seem to be forgetting that one thing is to be on top of the news and another very different is pretend that the news are entertaining. News is not necessarily entertainment.
There are just so much good content out there that it is hard for me to believe that's the best Univision can do. A network that although mainly targeting Hispanics in the US has gone over mainstream networks such as NBC and CBS and rated #2 and #3 among adults 18+ more than once. Call me crazy but this is not my idea of the best content.
We are what we build and to me it seems like Univision is not building on anything long term. I truly respect their news anchors and I am certain they've handle every program with professionalism but for God's sake, someone at the programing senior level had to do something about the subjects of their content. When you are one of the top networks your mission should not be just entertain but instead entertain right.
That's why I love cable. You pay for an upgrade. Does it always needs to be like that?
First, let's get something straight, I don't have a problem with entertainment being the main content on today's TV world. Actually, I believe it is great considering that it is one of the main reasons why TV exists. However, I do have a huge problem with big networks using their resources to generate trashy content that, anyway you see it, does not add any value at all... at any level. I'm against entertainment without a goal.
Now to my main point.
In recent weeks I've seen how much 'content' Univision has put together based on the infamous case of a well-known catholic priest that was caught having a romantic relationship with a woman. Well, no need to give so much details since the issue is not the case but instead the way that it's been used by the network.
To give you an idea, only last week the subject has gave birth to more original content that the swine flu. The worst part is that, to put it in nice words, the content is just stupid! Discussions about the church, their rules, whether the guy did right or not, whether he should still be part of the church or not... You got to be kidding me... I don't know but the way that I see it, there is a huge lack of creativity going on at Univison. Most of their original content is related to whatever is the latest headline going on. The issue is that they seem to be forgetting that one thing is to be on top of the news and another very different is pretend that the news are entertaining. News is not necessarily entertainment.
There are just so much good content out there that it is hard for me to believe that's the best Univision can do. A network that although mainly targeting Hispanics in the US has gone over mainstream networks such as NBC and CBS and rated #2 and #3 among adults 18+ more than once. Call me crazy but this is not my idea of the best content.
We are what we build and to me it seems like Univision is not building on anything long term. I truly respect their news anchors and I am certain they've handle every program with professionalism but for God's sake, someone at the programing senior level had to do something about the subjects of their content. When you are one of the top networks your mission should not be just entertain but instead entertain right.
That's why I love cable. You pay for an upgrade. Does it always needs to be like that?
May 17, 2009
May 15, 2009
Wondering what to do with your interns?
Take a look at what JWT New York did to prepare them for their summer experience.
May 14, 2009
Equally Sweet. Equally Dark.
These were created by JWT Singapore. Perhaps the creepiest way to promote chocolate that I've seen so far. But we can't deny the simplicity of the message.
May 13, 2009
Mac on Laptop Hunters
Same speech. Same protagonists. Same story. Interesting to see that for the first time Apple is responding to the so infamous Microsoft's Laptop Hunters campaign. I just wonder whether everybody at Crispin is using a PC or some of their work for Microsoft is being created on Macs.
May 12, 2009
Advertising during Recession
You better sit back and get ready for this one. This ad was created by Hamburg based agency Grabarz & Partners and although it has generated A LOT of complains for being sort of racial, it seems like it is also increasing traffic of costumers to the German bank that is promoting.
I really don't have any issues with the ad itself. I don't even think it's unappropriated. The agency already has a reputation of being controversial so it is not totally unexpected. Now, what I think is pretty sad is the way that it is showing how as a consequence of the American dollar weakness, other economies around the world have to become whores that sleep with whoever can afford them. Most likely to be true but definitely depressing.
I really don't have any issues with the ad itself. I don't even think it's unappropriated. The agency already has a reputation of being controversial so it is not totally unexpected. Now, what I think is pretty sad is the way that it is showing how as a consequence of the American dollar weakness, other economies around the world have to become whores that sleep with whoever can afford them. Most likely to be true but definitely depressing.
May 11, 2009
Unthink Fried
AdAge has an interesting article today about the mistakes KFC did with its unfamous Grilled Chicken launch that I think deserves a well read. You can follow the link here http://adage.com/article?article_id=136551.
Long story short, lack of planning and bad positioning did not help the captain brand to succed in the grilled chicken space. The entire promotion was a mess and people just
had a hard time 'Unthinking' fried.
The funny thing is that the product is actually not that bad.
We Live in Public
I missed the premiere but will look forward to watch it once gets back.
Seems pretty interesting.
May 10, 2009
We Are All Witnesses
We all have heard that inspiration can come from anywhere. Well, King James is the living proof of that.
Call me crazy but I find particularly amazing how this 20 something kid, has been able to build such an avid inspiration culture in a city that through their sport history, has been sink in deception and tears.
Cleveland is now the place where all eyes are. Mr. James is the guy that everybody is counting with. You see it in the stadium as all games are sold out all the way until the finals. You see it out of the court where people are getting together at home, bars and even the streets just to watch him play. You see it in everyday life when kids here and there are doing the 'chalk toss' as a sign of respect to the king and self motivation for themselves. A kid born in the hood and that made his way up to the NBA. A man that not only is the Most Valuable Player of the world, but also the spirit of an entire city.
It's proven that when times are hard, people rely on the smallest thing to find a reason to celebrate and smile. Basketball is doing that for Cleveland. Ask yourself.. A young talented player becoming the source of inspiration of over half a million people?
Perhaps the 23 in his shirt is not pure luck. Michael Jordan did it in Chicago. LeBron is doing it in Cleveland.
Call me crazy but I find particularly amazing how this 20 something kid, has been able to build such an avid inspiration culture in a city that through their sport history, has been sink in deception and tears.
Cleveland is now the place where all eyes are. Mr. James is the guy that everybody is counting with. You see it in the stadium as all games are sold out all the way until the finals. You see it out of the court where people are getting together at home, bars and even the streets just to watch him play. You see it in everyday life when kids here and there are doing the 'chalk toss' as a sign of respect to the king and self motivation for themselves. A kid born in the hood and that made his way up to the NBA. A man that not only is the Most Valuable Player of the world, but also the spirit of an entire city.
It's proven that when times are hard, people rely on the smallest thing to find a reason to celebrate and smile. Basketball is doing that for Cleveland. Ask yourself.. A young talented player becoming the source of inspiration of over half a million people?
Perhaps the 23 in his shirt is not pure luck. Michael Jordan did it in Chicago. LeBron is doing it in Cleveland.
May 09, 2009
I'm as Mad as Hell, and I Can't Take it Anymore
If you haven't seen this movie, I encourage you to add it to your Netflix queue right now.
New Yorker screenwriter Paddy Chayefsky predicted the current world of television content in his 1976 academy awarded movie Network.
This particular scene shows us the moment in which news anchor Howard Beale went nuts on primetime television and started preaching the truth and speaking his mind about everything. It was an amazing performance that earned it an Oscar and a wonderful story overall that gave us a clear warning of the trashy content that lives in television these days.
Hopefully we still have the HBO and Showtime's of the world to keep us entertained with good quality content... for a while.
New Yorker screenwriter Paddy Chayefsky predicted the current world of television content in his 1976 academy awarded movie Network.
This particular scene shows us the moment in which news anchor Howard Beale went nuts on primetime television and started preaching the truth and speaking his mind about everything. It was an amazing performance that earned it an Oscar and a wonderful story overall that gave us a clear warning of the trashy content that lives in television these days.
Hopefully we still have the HBO and Showtime's of the world to keep us entertained with good quality content... for a while.
On Advertising, the Swine Flu and Economy
Michael Roth walk us through the reality of the current economic context and its impact in the business.
May 07, 2009
No need to understand German
The idea speaks for itself.
Amnesty International's "Woman in a Suitcase" stunt might not be a very original way to raise its voice against human trafficking, but it is definitely worth to take a look at.
May 06, 2009
Getting Paid to Tweet
They Integrated Inc., an Ontario based full service advertising and marketing firm has shake the traditional agency structure and created a new staff position dedicated to manage the company's on-line brand presence and its interaction with social media outlets.
Armed with a laptop, an iphone and a HD camcorder, Twintern Charlotte Barker, a recent graduate of the Loyalist College Advertising Program in Ontario, will be paid to send out 'tweets' all summer long as a Social Media Coordinator and to be the on-line "voice" of the company.
The unique job title reflects the company's emerging growth with interactive clients and the ongoing integration of social media strategies into campaign development.
What's interesting about this is that while some companies may be reluctant to invest human and financial resources to engage their customers during a recession, some others are investing in the future of communications. Wondering how it's going to pay off?
Cool billboard idea from Mercedez
It was done by an agency in Germany I think. Pretty cool, however I am not sure the medium is the appropriate one, unless they wanted to communicate roominess of course.
May 05, 2009
True Blood is Back
Second season is around the corner.
Wondering whether once again HBO did what's necessary to continue delivering great content? Considering how easy seems to be for HBO, it is amazing to see how most open networks struggle season after season with keeping people engaged with most of their series.
I guess we'll find out in June. In the meantime, check out this official sneak peak courtesy of HBO.
The Chicken War is On
Pretty interesting how this taste challenge between El Pollo Loco and KFC has suddenly become a call against un-professionalism.
Not sure if the prank is actually accurate but can't wait to see what's going to happen next.
Do you remember this one?
Argentina's based agency Santo uses some self-deprecating humor to celebrate Arnet's 1MM costumers.
This is fun stuff. It is good to remember that regardless how serious sometimes things might get, this is not brain surgery. Advertising is supposed to be fun!
Cheers!
May 04, 2009
Who said you can't use the same trick twice?
Seems familiar? Well, this time Cutwater's Chuck McBride made sure to add the unique Never Hide Films'touch at the end
Enjoy!
May 03, 2009
Fire Meets Desire for just $3.99
Or Axe meets BK...
Anyway I see it, these guys just never stop surprising me. It seems like BK's body spray for man "Flame", will be available once again in stores around the country.
The concept launched early last December and it consisted on some 5-ml bottles that were sold for just about $4 at Ricky's stores in NYC and online. This body spray supposedly gives you “the scent of seduction with the hint of flame-broiled meat” and it was promoted all over the internet via some viral efforts like the one below and a dedicated website as well.
Now, while very creepy, you can't deny that the online experience is kind of fun. The dedicated Web site, firemeetsdesire.com shows very disturbing images of the king doing sensual things like taking a bath and pouring champagne over his naked chest, erotic images of body massages and even nature but it does it in a way that make you stays there and just laugh about it.
Yes, the idea is brilliant. No, I don't think it goes well with the brand as my idea of seduction is not necessarily associated with BK. Still, whether a marketing stunt or not I already ordered mine.
May 01, 2009
Ideas with Conscience
Whether you like Tom's One to One system or not, you have to admit that the story behind the brand is certainly inspiring.
In simply words, TOMS Shoes gives one pair of shoes to a child in need for every pair purchased. The system has proven to be successful as to date, the company has given over 135,000 pairs of shoes and hosted “shoe drops” in Africa, South America and even the United States.
Ideas like these beyond beautiful are just human. They make you think about how much a brand can do to help the world. Call me a dreamer, but I still wait for that day in which agencies will stop seeing pro-bono work just as a path to awards.
In the meantime, we should at the very least start thinking about what we can do to contribute. Perhaps a good 'human' idea will come up.
btw... I think the way AT&T leveraged this idea was clever too.
Let a Stranger Drive you Home
Heineken reminds us to drink responsibly. Love how it reminds me to so many nights out in the city. Believe it or not you can find cab drivers like him in this city. I like the art direction a lot but I think the talent is what makes it unique.
A+ for Wieden.
I just wonder why they had to shoot it in Australia?
Cheers!
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