Good Advertising

Be Less Cat

Ok, my holiday from the blog is over. So let’s start with the best ad that I saw during these weeks.

Be More dog is a great production and it’s funny, well worth both a second and a third watch, which is a lot better than most ads. Because who enjoys watching an ad a second time?

If you don’t live in the UK O2’s positioning might be a bit confused after seeing this, as they’re not selling mobile phones to either cats or dogs. But O2 is positioned as a fun brand for people who go out and enjoy themselves, not sit at home and mope. Which is why the dog / cat metaphor works well for them.

The Most Wonderful Time of the Year

Here’s a clip that shows how much music can do for your ad.

I know, I know this is a Christmas song. But I think it’s much more true for summer, and so did the clever people over at Leo Burnett.

It’s always nice to see the power of opposites and I think it’s sad that we don’t see them more often. Because it’s so easy to create and often gives a fun attention drawing effect.

So why are so few agencies and clients using it? Why are we giving so little credit to the viewer? The average person will not believe you’ve gone mad, the average person will like you for it.

If You Were My Agency I’d want to see more of this, I know as a client it’s scary to put your brand out there. But you just can’t be like everyone else and expect people to love you for it.

Immortal Football Fans

After an amazing week off I’m catching up to what happened in Cannes and found this brilliant Gran Prix winning activation.

I think it’s a superb activation, not much of what comes out of ad agencies saves lives.

The Craziest Ad of the Year.

A definite must see, I can’t even imagine the production budget for this.

Heads up, this one’s kind of long and the ending is NSFW.

Yes it has a sexist vibe throughout, but no one would expect anything else from Ibiza. However, the concept is nothing short of amazing. Advertise an energy drink that isn’t an energy drink, but a nightclub.

But the most fascinating part is the huge production behind this. It looks professional, takes place in a number of locations and goes on for 4 minutes. And this is for a night club, sure the media spend is probably zero but few companies in the world would spend this much on an ad…

I reckon it’s time to get some new clients who’d be willing to do something closer to this. Sure it’s a mess, but the bits and pieces by them selves are awesome.

So fluffy!

Here’s a Friday treat for all the bunny-lovers out there.

I don’t think there’s any idea to talk about here but people will still remember the association with bunnies. Which I guess means this is a win for Ibis. Fluffy by association.

All Eyes on the S4

How do you advertise a feature that pauses movies when you look away from the screen?

That’s how!

You could say it’s a low budget personalized version of the TNT push for drama, but the connection to the product benefit is much closer here. There are a lot of things that can add drama, but no other phone with the same function as the S4.

It’s a fun spectacle to watch. I just wish I got the chance to try this out, even though I know I wouldn’t have made it till the end.

Meganews Magazine Kiosk

I think this is freakishly smart.

newkiosk

You might not be able to tell from the picture, but this is a magazine kiosk that prints on demand. Instead of printing tons of magazines that gets sent back every month, the magazine you want gets printed on the spot.

With the technology we have nowadays this is a no-brainer. Why would we waste more natural resources, cut down more trees, use more paper than wee need?

I see this as an amazing arena for the future. The promotional offers that could be combined with this are vast. Buy a Coke and get 25% on the magazine, BUT it’ll be filled with Coke advertising as well.

Which is the right property for your music?

We all talk about having a unique brand positioning, but very few follow through. Pause Ljud & Bild are one of them. After years of great campaigns together with Åkestam.Holst, they just released a website where you can find a new place to live – based on the speaker volume you like when listening to music.

Screen Shot 2013-05-28 at 14.02.49

http://sthlmhouseequalizer.com/

We need more advertising like this, advertising that stands out. No other brand in the HiFi category has ever marketed themselves through properties for sale. And that’s all that matters. If your not interesting enough at first glance, why would anyone take a second?

Tool Pool

A campaign from The Fan Club with a great insight, and the jury for the Swedish advertising award Gulägget saw it.

The execution is nice, but it’s nothing compared to the insight of our relationship to power tools. But what’s really fascinating about this is that there are other genres where this is handy. Cars is just one of those things, we have Zip Car here in London. It’s a bit expensive if you, like me, only want to use a car once every few months, but once a week? Then Zip car might be the perfect thing.

I hope we’ll see more of these solutions in the future. There’s no point in wasting money and resources on things that’ll only collect dust in our garage.

DVD magic

Here’s nifty piece of DM from Dominos that uses the heat of your DVD-player to deliver its message.

When you hear cleaver use of technology we think of something happening online, or maybe an installation. But Artplan took another route and it gets me excited.

It’s not only the use of the thermal ink technology, but the media and client as well. It’s a perfect fit – advertising pizza with movies. The only bad part is that you have to wait until after you’ve watched it to get the offer. But we can’t be far off interactive advertising where you’ll be offered pizza during the intro and it’ll land in your lap half way in.

As more and more people chose to skip advertising we will see increasing integration/branded content/product placement. We’ll be given an offer to buy the same phone as James Bond when he answers his, the same bed sheet as the housewives and home delivered Burger King cheeseburgers as Tony Stark digs into his.