I've been meaning to check this last Estée Lauder marketing campaign since Willem mentioned it to me so here it is, slightly late but still worth noticing...
Estée Lauder recently launched a campaign in New York that offered women a complementary makeover and a photoshoot by a professional photographer so they could upload a great photo of them on their Facebook page, MySpace or else. I find it very clever the way they managed to find a simple yet very strong call to action to get women to come to a store and experience the brand. Very very clever!
It's been a long time since I've talked about traditional advertising and even longer since I talked about car advertising but last time I came across this brand new ad for the Fiat 500 and I found it so refreshing I had to share it:
Credits: Leo Burnett Brazil
Flashmobs have been pretty trendy over the last couple of years and in the UK, Liverpool Street station seems to be the perfect place for flashmobs! Remember the Rickmob that took place last April? Well, last week, it was a branded kind of flashmob that took place, for T-Mobile.
With the growing popularity, of gatherings like flashmobs, including pillow fights, marketers have clearly been thinking of how they could benefit from this trend... I actually remember discussing it with a client last year, and clearly, a branded flashmob is quite tricky: how do you get people to join in and how will they react when they find out it's for a brand?! Well, that is unless you have the financial mean to pay hundreds of dancers to do your own 'flashmob' and I think that T-Mobile have done a really good job of it! Check it out for yourself:
The 'live ad' is very entertaining but most of all it fits perfectly with their tagline "Life's for sharing" : this live dance is clearly the type of event you would video from your mobile phone and post on YouTube. Well done to them, great idea!
One of the few memories I have from being very little was being offered an Orangina by my great-grandmother' whenever we would visit her. Each time I have an Orangina now it's like taking a trip down memory lane, being a child at my great-grandmother's. No kidding ;-)
So needless to say I'm very attached to the brand Orangina and I guess its values. Past adverts have always been very funny and entertaining, and most of them were based on the fact you have to shake the bottle before you drink it (because of the pulp), as shown in this advert or that one.
So anyhow, looks like Orangina now wants to target children and adults alike. And this latest advert "Orangina, naturally juicy" is clearly targeting adults rather than kids I suppose. Which could explain why, despite the fact it's only been played once on UK television (1st August on E4), it has attracted hundreds of complaints from kid charities claiming the ad was far too raunchy. Have a look at the advert below.
What do you think ? Clearly it's a fantastic advert (especially when you look at the amazing making of further down) but yes, I can also see why some people would complain... It's certainly a bit naughty when you look at certain details in the video...
Now what's interesting is that in France, the ad went unnoticed ! In the UK, because of the polemic about its raunchiness it appears the video has been seen more than 700,000 times !
Have a go at reading comments about it on Ads of the world - quite interesting to see the cultural difference. Even the title sounds naughty in English when actually in French it refers to the pulp of Orangina...
Future Lions is an international advertising competition for students, created by the agency AKQA.
What's the competition all about ? The students have to pick up a product from a global brand and advertise it in a way that wouldn't have been possible 5 years ago.
Five winners... A lot of good ideas and here is my favorite one, developed by the 2008 Toyota Prius group:
"When users search for directions on Google Maps, a chart displays the cost of their trip and the amount of the CO2 emitted. It shows them what the trip would cost if they were driving a Prius".
1994... According to urban myths, a number of male drivers were so distracted by Eva Herzigova and her "Hello Boys" campaign for Wonderbra that it resulted in them crashing their cars...
2008... some 14 years later, it's all about engaging with your audience and Wonderbra knows it and are inviting British women of all age, shape and size for an open casting on the 28th of June.
Their objective ? A traffic-stopping billboard featuring a 1,000 women in their bra. And a slight zest of buzz I guess ;-) Which I'm sure they'll get, especially since it's also part of a 2009 charity calendar for Breast Cancer Care.
As most of you in the UK must have heard by now (or not, I'm interested to get your feedback), Honda and its live TV advert on Channel 4 have been making the headlines over the past couple of days.
At 8:10pm last night, Channel 4 viewers were given a break from "normal" commercials with a live Honda advert featuring 19 skydivers, trying (successfully) to form the letters H O N D A while free falling...
Mark Sweney, new media correspondant at MegiaGuardian.co.uk wrote an interesting article of this live advert : "PR stunt or innovative advertising ?"
- Innovative ? Yes in a way as you do not see live advert every day although this is not the first time* a live advert has been shown on tv...
- PR stunt ? Yes, clearly, this live Honda advert has been everywhere in the media, starting from the free London papers to the Guardian for example and of course, all the blogs and online media...
- A success ? Certainly, as mentioned by Mark Sweney, the overall cost of the advert is low (£500k) vs. the industry average...
Oh, and I love one of the comment I read online about the advert: "It's the only time I've recorded a programme to watch the adverts"...
* I remember a -not so good- live advert for Hollywood chewing-gum 2Fresh in September 2007, where a comedian would talk about the product during the French "Star Academy" program advertising break)
I mentioned yesterday how difficult it was nowadays to grab people's attention when it advertising a product/service. Jumping on the flashmob craze, Lastminute.com seems to have managed to surprise a handfull of travellers in Stansted, with their unexpected performance... When was the last time you went to the theatre ?
Ok, so apparently the performance is not that original as it is very similar to the Food Court Musical from Improv Everywhere, but altogether, it really shows that with a bit of creativity it is still possible to grab consumers' attention...
Back online after a week (thanks McDonalds for their free WiFi as my Orange line has been dead for a week !).
Anyhow, back to the subject of Flogos... As we all know, each consumer nowadays is exposed with such a level of advertising everyday that clearly he/she will only remember only a few... How do you ensure they remember your advert and not those of your competitors ? Being original and surprise the consumer might be an idea and clearly Flogos fit into that category !
Flogos are made of helium and soap and can travel up to 30 miles...
As I am preparing myself to spend 35 hours with the pink Duracell Bunny along with 34 other bloggers, I was having a look at the past advertising campaigns for Duracell.
As I'm 32 and "Bunny" is 35, he's always been part of my life in the way that as long as I can remember watching commercials on TV, "le lapin" ie "Bunny" was there... So here is a flashback of a few campaigns...
Duracell Bunny and his friends in 1983...
Lots of Bunnies in 1991...
A day in the life of Bunny in 2004...
Bunny at the Fifa World Cup in Germany in 2006...
What's interesting is that although the Bunny was born in the US in 1973, "the Duracell Bunny no longer appears in North America, due to Energizer jumping the trademark claim for the marketing use of a "battery bunny" in the United States and Canada" (Wikipedia)
Now the question for this weekend is: which blogger will be nicknamed Duracell and which ones will just fall asleep and not be able to last 35 hours without sleeping ?!!!
As you might have guessed in my previous post titled "Buzz, Buzz, Buzz", the brand was Duracell... Indeed...
Its little pink Bunny is celebrating its 35th Birthday this year and to celebrate the event, Duracell France (Procter & Gamble) have invited 35 bloggers for a bloggers-Big Brother-like event starting this Friday at midnight until Sunday, 18th at 11am. Yes, 35 bloggers, stuck in a secret locations for 35 hours for the 35th Birthday of the Duracell Bunny !
But that's not all... Do you remember the tagline for Duracell ? "La pila que dura mas... mucho mas" in Spanish or "Lasts longer, much longer" in English or again "l'énergie qui fait la différence" in French. Well, basically, read the tagline again and you've found what their "PR stunt" will consist of: those 35 bloggers will have as an objective not to sleep for 35 hours and you will be able to watch them (us as I'll be part of them !) live on the web* (http://35heuresdulapin.fr/)
It's an old one but still as funny... Enjoy the Apple advert featuring the US actor/producer Lance Krall while I try and find some time to write a post about last week's Internet World !
I came across this Skittles advert yesterday on Creativity Online. The ad (TBWA) however is not brand new - it was released around summer 2007 in the US and it features on Creativity Online as the most watched spot of 2007. And I'm not surprised it ends up in the top viewed advert... it's awesome !
Some comments on YouTube refer to the advert as "depressing" but I don't agree, I still find the ad awesome. What do you think ?
Well, the Gorilla / Phil Collins advert was such a success last year that clearly, following up from this wasn't going to be easy. Nevertheless, the guys from A Glass And A Half Full Productions have done it again, this time with a Queen song:
What do you think ? As good as the Gorilla one ? Let me know !
Well done to Saatchi & Saatchi London for this brilliant TV advert for Visa. Watch out for the cheeky smile the running guy gets from his mates at the end. Very enjoyable to watch !
Do you remember the advert for the New Mondeo featuring old cars flying above London with the aid of helium balloons ?
I just came accross a blog post showing how the Ford agency in New Zealand took things a step further to create a brilliant viral ad on the back of the "Desire" advert.... Basically it shows two guys trying to recreate the ad in their garden, in a DIY sort of way...
Obviously it's a "fake" but it did work as it created thousands of comments wondering how on earth a real car could fly aided with a couple of hundreds of balloons, and what would happen if the balloons blew and the car fell off on a house... The "behind the scene" video is available here.
Maybe I'm too French or not enough British to be able to sit back and watch this ad in its entirity... However there is no doubt this is one of the most effective advert I've ever seen... I hate it because I'm too sensitive to watch it but still this is the kind of advert whose message is really clear !
Those of you in England might have already seen the latest Axe Dark Temptation advert a few times on TV but as it's just about to be released in France, here is a good excuse to feature it on the blog.
I think one day I will do a blog post with all the latest Axe adverts because they get better and better !
A couple of months ago, BMW launched its new Mini : the Mini Clubman with the Etch-A-Sketch tv campaign. I thought the ad was very entertaining to watch for the 30+ years old generation as it reminded us of the Etch-A-Sketch days...
In 2008 though, it looks like they're launching a new advert : the Mini Pinball which I also really like and this time it reminds me of the brilliant French Orangina advert from 1995 (Young & Rubicam) where the Orangina bottle was within a flipper.
"Harvey Nichols brings you exclusive backstage footage from their Foodmarket AW07 catwalk show. Watch the industry's top models and creatives as you've never seen them before...". Watch the video, it's well worth it. British trash at its best !!!
I'm sure you've already seen the Burger Kings TV advert for the Angry Whooper ? But have you seen the web version of the Angry Whooper ? I've just discovered you can send an Angry-Gram to any of your annoying "friends" and really it's brilliant ! I will go as far as comparing it to my favorite web campaign so far : the 2006 Mini "Ave a Word" campaign from Glue London.
A couple of days ago, as I mentioned here, I was listening to Mark Taylor from Wunderman, speaking in Barcelona at the Forrester's Consumer Marketing Forum EMEA 2007. One of the very interesting thing he mentioned was that the "telling and selling" model was over and that we should welcome the age of "influence marketing. And this 2-days Forrester's conference was really all about this : engaging with your consumers, working alongside influential consumers to promote your products and really sharing your brand.
Shar VanBoskirk, a senior analyst at Forrester also spoke on the theme of "sharing your brand" and how marketers should be able to easily adapt their marketing strategies to embrace the shift to User Generated Media which is under way, if they think first about the strategy rather than the technologies available.
Moo is probably my favourite website right now. I have ordered some Moo MiniCards last week and since then I haven't grown bored of looking at all the nice stuff they can print... And I'm thinking Xmas Cards for me very soon !
Well it's Sunday and since Sundays are supposed to be kind of DIY days or at least tidy-up days ... Not brand new and you might have seen them around but they're still as good... lol
I already talked about the amazing new Sony Bravia ad (THERE) but here is an even more amazing video about the making-off of the advert.... (Thanks Jeremy !)
Today is National Wear it Pink Day in the UK. Breast Cancer Campaign are asking everyone in the UK to wear an item of Pink and make a donation of £2 to help them continue researching the cure for breast cancer. Individuals, companies, hospitals, local authorities, universities and schools the length and breath of the country will be wearing pink to show their support for this campaign. Wear it Pink is the biggest event during breast cancer awareness month and since its launch has raised a staggering £6.6 million and we want to show our support... More details HERE.
And if you want to buy a 2008 Calendar whose benefits will go towards helping women who have undergone breast surgery, visit the bosombuddiestrust.org website.
A Coca-Cola logo right in the middle of the Chilian desert and visible on Google Maps (HERE). It would have been made up of 70,000 bottles of Coke (that's recycling for you !!!). Have you heard about this yet ? Is it for real or is it just another stunt ?
Poweo is a French electricity and gaz supplier and they have just launched a TV campaign featuring Chabal as a cartoon. For those of you who are non-French speakers, basically, the ad says "but, really, where does Chabal find all his energy ?!". The answer in the advert is quite disturbing on the basis your kids might want to do the same !!!
Have a look at the ad and tell me what is your feeling ?
The worse is that at the end of the ad, it reads "Parents, you might want to "block" your electricity plugs" (yes, in France you cannot just switch the plugs off).
My opinion ? It's a dangerous ad for kids to watch... but everybody in France is now talking about Poweo (I didn't even know who they were before !). I am just surprised that the tv advertising authority let this ad be played....
Here is a print campaign I received from an unknown person (the agency I assume - it's a shame they don't mention it !). Apparently this campaign for the SECURITY drink embraces the “Porno Chic” universe to reinforce the baseline “Some things are hard to swallow".
It's certainly not my taste but it's edgy and will for sure be noticed, probably in the same way the Nolita-No Anorexia got noticed.
If you live in the UK, you might have already seen the latest Sony Bravia on TV ? Lots of bright and happy plasticine bunnies hopping through New York. A very cheerful ad I must say !
3 weeks of work, 40 animators and 100,000 still images were required to create this ad.
Contagious Magazine is reporting though that the blogosphere is
claiming the ad is based on the work of LA-artists kozyndan. Check out
the rumors for yourself HERE.
Also interesting to notice that Sony has created a temporary physical environment in Shoreditch "The Colour Rooms" so that customers can get a proper insight into the Sony Bravia brand (although you have to hire the space - I'll try and find some more info !).
Not only the tv advert for Tesco Direct is brilliant (Rupert Penry-Jones trying to impress his new date Martine McCutcheon !), but the online advert is also brilliantly referenced by Tesco ! It's quite rare that when you type something like "Tesco Direct ad" you find the brand first, ie, Tesco in this case. So well done to them !
No, I'm not starting a movie review on this blog but I thought it was quite amusing that the latest Pixar movie Ratatouille was subtitled "Rat-a-too-ee" over here ;o)
Anyhow Ratatouille is finally being previewed today in the UK and as I never got the chance to see it in France I might go and watch it today. Release is planned for the 12th of October.
For those of you who never heard of it, Ratatouille is the story of a rat who dreams to become a culinary chef in Paris. All details are on the Disney website.
Oliviero Toscani is at it again - after hundreds of controversial ads on behalf of Benetton, Toscani is now featuring the French anorexic actress Isabelle Caro (31kg !!!) to advertise the Italian fashion brand Nolita...
Flash & Partners, the founder of the Nolita brand said their aim was to "use the naked body to show everyone the reality of this illness, caused in most cases by the stereotypes imposed by the world of fashion”.
Not sure what to think about this... Using the image of an anorexic girl to promote a fashion label. Sure it's clever but not very ethical... Obviously though, the Nolita brand will get exposure accross the world they would have never dreamt of without this ad... BUT....
What's even more intelligent about it of course is that Guiness is not an official Rugby World Cup sponsor. "Guinness ambushes the official Rugby World Cup sponsor Heineken by launching a £6m TV advertising campaign that avoids breaching any official sponsorship rights by featuring animated players" (The Guardian)
Isn't this latest Cadbury Dairy Milk tv ad brilliant ?!
I like it on the basis it's so refreshing and surprising that I suppose people will watch it until the end to find out which brand is it for. Now the question is - will they remember Cadbury ? What do you think ?
A Glass and a Half Full Production...Share on Facebook
Almost two years ago, old cars' souls were flying to try and reincarnate themselves into a Clio, for the launch of the Renault New Clio in September 2005 (picture on the left).
July 2007 ? Old cars are now trying to fly, aided by balloons so they can leave some room for the brand New Mondeo in Ford's latest advertising campaign (picture on the right).
Have a look at the final scene of the New Mondeo ad, I love the emotion on the bloke's face. Really nice ad !
Not so long ago, Coca-Cola was launching its Coke Coke Zero in an effort to reach a male audience they had not captured with the Diet Coke, judged to be more of a girls' drink by the men.
Pepsi on the other hand is now trying to target its female audience, with this brilliant advertising campaign, which you could assume is for a beauty product... But no, it's "only" for the new Sexy Drink of the year... the New Pepsi Light. Even the can has been adapted to the market : slimmer, with some touch of pink colour.
In terms of colour coding and design, I thought straight away about one product : the fragrance Chance by Chanel ! What do you think ?
Well anyway, here is me trying effortlessly to give up drinking any sort of Diet Coke, Diet Coke lime or Diet Coke lemon and here are all those cola companies trying effortlessly to make me fail ! I hate advertising ;o)
I know it's been around for a while and even won the Clio Awards a couple of months ago but i've seen it again and love so much this Ariston ad that I've decided to blog it...
Another RomCom or Chick Flick you might think ? Actually, not even - I'm growing up ! That poster is a teaser for the web movie "bring the love back", a movie created by a manager of Microsoft Digital Advertising Solutions, who wanted to highlight the issues that advertisers are facing today when it comes to talking to their customers... The relationship has changed and they're not sure anymore how to tackle their customers... Have a look at this brilliant video:
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