Branded Content

Chipotle are back in business

2012 Film Grand Prix winner Chipotle are back, and on track, with their GMO and factory free message.

Not sure if it’s another Grand Prix, as it doesn’t feel as fresh as the last one. Instead we see a world that we remember from the last ad. It has the same colour and feel but with another focus.

These ads really sell Chipotle and their concept to me, and probably everyone else. There’s hardly no branding at all, but with a strong USP and story you don’t need it. You might not be a fan of the current climate or food debates, but please, if you’re in marketing/advertising learn from this ad.

A wasted idea…

Somehow this idea feels wasted in more than one way.

The above is a great idea and execution. I can just imagine the publicity it would’ve received it Heineken or Carlsberg launched it. Wouldn’t it be awesome if we’d have world championships in this? People would start out sober and the guys in the final would be so drunk they’d have to be tied to the arcade machine to be able to stand up straight.

But all we can hope for now (if it’s real) is that this get’s picked up and launched in enough bars to be recognized by the general public – anything can happen after that. It’s sad when a great idea like this never gets out there, everyone should get a chance to see and experience this in a pub. A big beer brand would’ve made that happen, now we can only hold our thumbs and hope.

What a big beer brand wouldn’t have done is to buy the idea in the first place. As we all (should) know: with great hierarchy comes great stupidity – too many cooks spoil the broth. Who wouldn’t want to get their greasy little marketing fingers on this idea, “tweaking” it to be more “on brand”. Couldn’t it be a Facebook game instead? Why keep the purity and geniality of the idea when you can ruin it completely…

If You Were My Agency I’d love you (if there even was an agency behind this).

Don’t Drink and Dial

Swedish anti drinking (well not anti, but pro responsible drinking) organization IQ just released a follow up app on their “am I too drunk to use the net” website. The app tests your motor skills and determins if you’re sober enough to call and text. I ASSUME that you can always do emergency calls like 911.

Aiming at tribes.

I might be last on the ball, but I hope I’ve got something to say about it. The Kiefer Sutherland hidden passion video.

A few weeks ago I would’ve thought this ad was Ok, at best. Now I’m not sure, but there’s something great to it – strategy wise.

What happened a few weeks ago is that our Global Creative Director at Hyper Island came to have a lecture. She talked about Tribes. Rather than being of the same age, have the same income, social status and number of kids they share specific interests. And that’s what this video is targeted at – 24 fans. It was a long running worldwide series with millions of fans. So give them a one and a half minute long glimpse back into what they love. Add some sort of fun, kind of lame, connection to cupcakes. Brand it all with the new Acer Ultrabook and you actually have an ad that should resonate with its target.

Now read the Youtube comments and see for yourself if it was a hit or not…

When branded content becomes brain dead content.

I just found this posted on copyranter’s blog. With the recent announcement that Cannes will ad a category for branded content it caught my eye.

However, this part of Hawaii 5-0 is more like a full ad than branded content. It’s definitely stepping over the line. We’re not talking product placement, we’re talking brain dead content. A minute long interruption to show off Subway, talk about it’s ingredients and saying that you can lose weight on it. It’s stupid, to say the least. But when I think a step further I realize that they could never say this in a normal TV ad. That’d sound even more stupid. Who believes an ad that outright says: it tastes good and you’ll lose weight, eating five(5!) footlong sandwiches. So instead of coming up with a smart commercial for the break, Subway chose to buy time in the show and put this stupid placement instead.

I have no problem when they show a certain cell phone for one second in a movie. But the line is crossed, when it actually takes over the story and makes the characters turn the whole show into a commercial. We need to find a way that is a win/win situation; we shouldn’t be destroying culture just to sell products. Start creating advertising that engages people in your brand. But maybe that process is too expensive for Subway, the worlds largest single-brand restaurant chain. Maybe there won’t even be commercial breaks in the future, they’ll just weave it all into the story. The horror… I

If You Were My Agency
Jonas Linder