WHAT IF WE ALL HAD CAMERAS!?!?
Oh and now this from your New York Times: an alarming article entitled "Billboards that Look Back." In the article, Stephanie Clifford examines a new technique advertisers use to measure the success of their work (which is usually terrible). Here's an excerpt:
“Now, some entrepreneurs have introduced technology to solve that problem. They are equipping billboards with tiny cameras that gather details about passers-by — their gender, approximate age and how long they looked at the billboard. These details are transmitted to a central database.”
“The cameras, they say, use software to determine that a person is standing in front of a billboard, then analyze facial features (like cheekbone height and the distance between the nose and the chin) to judge the person’s gender and age. So far the companies are not using race as a parameter, but they say that they can and will soon.”
“The goal, these companies say, is to tailor a digital display to the person standing in front of it — to show one advertisement to a middle-aged white woman, for example, and a different one to a teenage Asian boy.”
I DON’T FUCKING LIKE THIS.
I understand that brands pay enormous amounts to call out and build excitement over new products, services, events and ideas. With that being the case, they want to ensure their money is being spent wisely. TV has the Nielsen ratings and the Internet has media agencies that track ad traffic, but those old school billboards are like your high school girlfriend or boyfriend: when you see them walking down the street 10 years later, you'd rather they didn't recognize you.
I have no problem with measuring the effectiveness of billboards, but isn't there a better way? It's bad enough that the first wave of digital billboards has created traffic accidents and light pollution; but with so many cameras everywhere, do we really need more?
This is an extremely interesting article. One way or another it will make you think.
es nicht weitersagen
Saturday, May 31, 2008
It may be 2008, but here comes 1984!
Friday, May 30, 2008
Take a closer look.
In a world where advertising lurks around every corner, our attention spans have reached an all-time low. That being the case, it's only fitting that brands craft ads that can be chewed up and spit out as quick as possible. Sure, some of these quickies are awesome, but there's something to be said about messaging that takes time to digest.
This UltraOptec ad requires closer inspection, so give it a click.
While it may take a few seconds to put the pieces together, this unexpected message is really strong. It may not be a groundbreaking piece of communication, but more than anything, it's nice to see brands that acknowledge our brains and ignore the wave of ADD advertising.
5/10: Das Decent Ad
Thursday, May 29, 2008
Rachael Ray causes nationwide terror alert. Soccer moms everywhere flee to bomb shelters.
So, today I did something strange and drove to work. I'm sure you haven't listened to morning radio since waking up for high school years ago, but let me tell you, it still sucks. For this reason, I stick to a strict diet of NPR.
This morning I learned that Rachael Ray is a terrorist sympathizer, Dunkin' Donuts is a front for an Islamic fundamentalist group, and the damn liberal media doesn't realize how serious this all is.
Here's the scoop, if you live under a rock - Dunkin' Donuts ran a commercial online featuring their cracked-out, speed-loving spokeswoman, Rachael Ray. In the commercial Rachael uses her raspy, old woman voice to make us want to drink some ice, coffee, and sugar concoction. As if that wasn't bad enough, she did it all while wearing a scarf. GASP!
The issue is that some right-wing loony who people actually listen to, got all riled up over the scarf and likened it to an Arab keffiyeh, the Palestinian national symbol. Malkin claimed Rachael was donning "hate couture" (maybe this is all a mistake, and she just left the "u" out of "haute"?) and thus not in support of the War on Terror. (PS - Is that the name of an XBox game yet?)
My take is as follows - people scare me. All of them. Isn't it just a bit chilling to realize any slight, remote, minute link to certain ethnic or racial groups is considered to be treason? Is that not racism?
People are out on a witch hunt. They're looking for anything to condemn someone, and will create ridiculous connections out of nothing. You know what I'm talking about; I'm sure you read that email about Obama and his Muslim beliefs.
Anyway, I think if we're going to come down on Rachael Ray for anything, she should really be charged with the abysmal crime of trying too hard to look like a hipster. Effin' suburban white kids. Try hards. Every last one of them.
4/10: Das Mediocre Ad
Unrelated, but good for you.
National Download Day is coming. The release of Firefox 3 is seriously a nerd's Christmas. Or perhaps it will be a bug infested mess and crash computers everywhere. Oh, the suspense is killing me.
Hate being as old as dirt? You're in luck!
This is a real piece of online advertising for Dermità ge.
Yes, it's real.
This is why I only text at red lights.
Amazing! Beautious!
This is an envy-inspiring print PSA by a telecom company in Kuwait. The art direction and photography are superb. The message is simple and direct. Everything about this ad makes me want to scream, "Yes! You did it! I wish I was you!"
I do have a question though - where are these cars/cell phones? It looks to me like an expansive parking lot. I'm typically more concerned about people speeding, reversing without looking, or unlawfully using a handicapped spot when I'm in parking lots. Perhaps this is what highways in Kuwait look like? Does it even matter or am I just being nit-picky?
Too bad it won't make any difference. If laws can't get people off the phone while driving, I doubt advertising, no matter how great, will work either.
8/10: Das Superb Ad
Wednesday, May 28, 2008
EVIL!
You may have already seen this mysterious video, but you probably never found out what it's advertising. Well, the video was created by Net10 as part of a campaign to rid yourself of evil cell phone providers. The problem is that you probably didn't see the version posted above – the version that ends with the address of a website that you were supposed to visit. Why, you ask? Well, a day after this version hit YouTube, a second version was posted.
There are two major differences between the videos:
1. The second version does not feature the website at the end.
2. The second version has over 350,000 more views!
Maybe NET10 was trying make the campaign seem more mysterious by releasing a version with no hint of promotion. Maybe someone chopped off the end of the video themselves and reposted it to screw over the company. Whatever the case, this is an interesting case of a viral video gone wrong. Over 350,000 people who saw the video have absolutely no idea that a website even exists (a website which happens to be quite fun and interactive). By their nature, viral videos are difficult to control, but I've never seen one catch on and still have to be considered a disappointment.
Tuesday, May 27, 2008
Off the beaten path.
This is the type of ad that you don't have to say too much about. It features fantastic photography, no copy (you know that's my thing), and an idea that gives you that "a-ha moment."
I have to admit though, I wish it was for a car just a bit tougher than the Kia Sorento.
7/10: Das Great Ad
A playoff power play.
When you talk about the Big Four of sports (NFL, MLB, NBA and NHL), hockey has always brought up the rear. The NFL and MLB are by far the most popular of the bunch, and the NBA has a more devoted fan base. Even so, Wayne Gretzky's domination during the late-80s and early-90s found the NHL beginning to rival the NBA's popularity. Unfortunately, when it seemed the NHL was primed to forge past the NBA, that Michael Jordan kid came into his own.
Post-Y2k, the NHL became the neglected younger brother of the Big Four. Things got so bad before the 2004-05 season that the league's lockout wiped out the entire year. Since then, it's been a constant struggle to mount a comeback.
Thankfully, aside from broadcasting nearly every game on Versus, this year's playoffs has been pretty damn exciting. Young superstars like Sidney Crosby and Alexander Ovechkin have brought the NHL some new life this season. And with Sidney leading his Pittsburgh Penguins into the Finals against the dynamic Detroit Red Wings, things are looking up.
This chill-inducing spot was released days before the Finals began.
I'm not sure if this is as monumental as the NBA Playoffs campaign, but it's still spectacular. Not only is this spot brilliantly executed, but its strategy is spot-on. By showing highlights of big names who raised the Stanley Cup in the past, the commercial appeals to those who may have given up on the NHL. This sense of nostalgia is key. I won't lie, I'm definitely a fairweather NHL fan, but I still find myself drawn to images of Mario Lemieux, Mark Messier and that final shot of Gretzky.
By the way, the line that accompanies that final shot is perfect.
8/10: Das Superb Ad
Sunday, May 25, 2008
Grassroots wanna-be.
These posters popped up around the city of Philadelphia last month. What is seemingly a "missing" poster for some little girl's lost kitten or a runaway chinchilla, is actually big, bad ADVERTISING. Gasp!
I'm on the fence with this one, honestly. Are we a such a point of overexposure to advertising, that even coming up with brilliant ideas and eye-catching art direction isn't enough? Instead, can we only resort to what is basically trickery? Boring trickery at that.
Also, it's really pissing me off that I can see URL information on the top of the printed page. Maybe that's just me, though. I do have borderline OCD.
In other news, I've heard, by way of every serious allergy sufferer I know, that the new over-the-counter Zyrtec totally kills.
(via)
4/10: Das Mediocre Ad
Friday, May 23, 2008
adidas & olympics
Adidas always gets it right.... these illustrations are incredible!!!
At first glance, I had no idea of the depth of the drawings, but the way these images are composed blows my mind. The depth, the tone, the way they use people as structures. Very precise.
Also, it is awesome that Adidas went for this type of illustration style... it seems many ads now use a goofy or flat and graphic style.
Gute Nacht allerseits!
8/10: Das Superb Ad
Thursday, May 22, 2008
The great outdoors.
The best kind of advertising is the kind that doesn't feel like advertising. Ambient advertising, when done right, can blend into its surroundings and stop you dead in your tracks. The most successful examples of ambient advertising compel you to pay attention and interact with the piece, even after you realize it's selling something.
Here are some recent examples of slick ambient advertising:
Casinó di Venezia at Marco Polo airport
Nationwide Insurance
Memphis Tobacco Bowl
And here's a classic from The Economist
9/10: Das Phenomenal Ads
Tuesday, May 20, 2008
A trip down memory lane.
If seeing LEGO bricks doesn't make you nostalgic, you're probably dead. And if you are in fact dead, please go haunt another blog.
Anyway, it doesn't matter if you used to build towers out of the bricks, eat them or shove them up your nose, LEGOs inevitably found a niche in your childhood. In recent years, LEGOs have been used in a variety of creative ways. Perhaps most famously, Michel Gondry put the bricks to good use in The White Stripes' "Fell in Love with a Girl." Even Eddie Izzard and Indiana Jones have found themselves immortalized in LEGOs.
All this craziness aside, here's the simple truth: LEGOs are toys for kids with active imaginations. That's where the sense of nostalgia comes from, and these charming print ads keep that simplicity at the heart of the campaign.
Check out the other ads from the campaign here, here and here. Personally, I'm glad that LEGO chose not to feature any copy. They could have easily slapped down a line of copy like "The Building Blocks of Imagination," but going light on the copy allows these compelling visuals to speak for themselves.
8/10: Das Superb Ad
Monday, May 19, 2008
They don't hand out Blue Ribbons for nothing.
Are you lucky enough to live in a city that's been wrapped in PBR art? I am. Be envious.
Every glorious morning I'm greeted by the beautiful scene above. That's not even half of it. The various pieces of art adorn every ad slot at the station, and all the pillars are entirely wrapped. It's lovely.
The public transit wraps are throughout Philadelphia, but there are also murals just blocks from my apartment. PBR sure does know its market.
Here's a look at one of the murals. Beautious!
Not only do I love me some PBR, but all the artwork is fantastic also. All the pieces are from the contest PBR put on last year. Essentially, they asked people to artistically interpret PBR in their own way. The results are beautiful pieces, which vary from raw and emotional to downright hysterical.
I love this take on user-generated content. Rather than relying on shoddily-produced videos, PBR set out to entice actual art out of people and the results are worth checking out.
They ran the contest again this year, which has already closed. I can't wait to see the results.
6/10: Das Good Ad
In this case, a little advertising regulation might not hurt.
The above ad and its partner website seriously make my brain hurt. I've been trying to track down what "agency" (I'm using that word freely) may have done this work for them, but I can't seem to get any information. I'm hoping that means it was an in-house job by the ITA - that's right the Indoor Tanning Association. I can't imagine what type of agency would take on this campaign. Maybe the kind that also specializes in giving people mouth, tongue, and lung cancer. Just sayin'.
This campaign is just entirely misleading. You can get the necessary amount of Vitamin D from food or just a few minutes in the sun. A tan is not a requirement. Laying in the sun for hours without any type of protection is not good for your body, no matter what way you slice it. These ads are blatantly ignoring that fact, and it is infuriating.
Plus, they really suck at graphic design:
1/10: Das Disastrous Ad
Friday, May 16, 2008
We're Number 1!
It' s official: McDonald's has been named the UK's most hated brand. It's hard to dispute that there's a more polarizing brand than McDonald's, and their recent commercials are nothing short of a disaster. But to celebrate this prestigious honor, I'd like to prove that McDonald's does know how to do at least one thing right: billboards.
9/10: Das Phenomenal Ads
Thursday, May 15, 2008
vw touareg mud
This makes me so happy... reminds me of Josh's boy Bob Ross..."fluffy little clouds" & "happy little trees." This ad rocks & believe I it was done by DDB, Buenos Aires.
8/10: Das Superb Ad
Sunday, May 11, 2008
Your dream job awaits.
This interactive web campaign from Dos Equis is a fun one. Upon visiting the site, you quickly learn that The Most Interesting Man in the World needs a new assistant. In fact, he has written a letter for you:
"My old assistant and I had many great adventures together. But long story short, he died. I'm hoping that you can fulfill his duties, WITHOUT dying."
The site gives you background on TMIMITW and includes a series of tests that prepare you for the job. One of the tests, called "Arm Wrestle a Deceased Head of State," pits you against such foes as Mao Zedong.
In this age of awkward advertising that is quirky for the sake of being quirky, it's good to see advertising that is both quirky and clever.
7/10: Das Great Ad
I've been looking for at least 15 minutes. No dice.
(click to enlarge)
Here's a fantastic idea from MatosGrey in Brazil. I still can't find the "cancer" anywhere, which just reemphasizes the point.
I may have liked to see a bit more time put into the typography (the copy, not the word search). I think it looks like they had a great idea, but didn't care to put finishing touches on it. I suppose I can let it slide. This time.
You can take a look at the other executions here and here. I think the one I've posted is by far the strongest. The shapes just seem unnecessary to me.
8/10: Das Superb Ad
What a bummer. Not surprising, but still a bummer.
Were you one of the two million people who checked out the above video last week? I definitely was. As it turns out, the video wasn't just a bunch of gymnastically-inclined friends back flipping into their jeans. I know, I know - I was disappointed too.
It's actually a video put together for Levi's, as reported by Gawker. It doesn't look like the creators have come forward yet, but I'm sure they will in no time. No ego can resist its time in the limelight.
Now that I know, it seems incredibly obvious. In fact, I'm extremely disappointed in myself for not picking up on it earlier. Considering I'm such a jaded, suspicious cynic, I should have known.
It's quite suspicious that this video was the user unbuttonedfilms' very first video post on YouTube. Also, if you actually listen to what they say throughout the video, you'll realize they are rather pithy, written lines.
Honestly, this and all videos of its kind raise a bunch of questions for me:
- Do viral videos really work? If I don't know who the advertiser is, what result or call to action really exists?
- Isn't there some level of backlash towards the brand after they are "outed"? Don't consumers feel jaded about being duped?
- Finally, what the hell kind of marketing (spamming?) are these people doing to get over a million views in the matter of 3 days?
Friday, May 9, 2008
For a shave as cold as ice
I'm pretty sure you haven't seen this. I'm so positive, because to have seen it you'd have to 1. Care about the Boston Bruins, 2. Seen the rink between periods of a Boston Bruins game, 3. Watch hockey at all (Don't say you do. I've seen the numbers and I doubt you're one of the five people).
It seems rare that blatant product placement / sponsorship doesn't make me cringe. This one is actually pretty great, and it seems like whoever thought it up at BBDO ate their Frosted Mini Wheats that day.
For the end of the regular season, the Bruins turned their Zamboni into a razor-burn-preventing, close-shave-getting Gillette Fusion razor.
You have to admit it - that's damn clever. And about 2984529032 times better than the crap they put on television.
7/10: Das Great Ad
Diesel
Advertising Agency: Marcel Paris, France
Creative directors: Frederic Temin, Anne de Maupeou
Copywriters: Eric Jannon, Dimitri Guerassimov
Art directors: Nicolas Chauvin, Romin Favre
Photographer: Laurie Bartley
6/10: Das Good Ad
Tuesday, May 6, 2008
Yes, London. You know: fish, chips, cup 'o tea, bad food, worse weather, Mary fucking Poppins... LONDON.
So, what has Guy Ritchie really done for anyone since the glory days of Lock, Stock and Snatch.?? Anyone? Anyone? Bueller?
Exactly. The majority of his news-making endeavors have revolved around not doing his wife, bitching about anyone not from London (somehow that excludes Madonna), and not allowing the wifey to steal adopt another baby.
However, with this Nike spot, Ritchie might be on the up and up. The filming style is not only perfect for Nike, but it also just seems to fit perfectly for Premier League soccer itself. I love that he tells the whole story without a single line of copy. Plus, the first person point of view makes the story all the more captivating. Especially when Cristiano Ronaldo is standing over me, taunting the shit out of me. *swoon* Sue me. I'm a sucker for the occasional pretty boy.
8/10: Das Superb Ad