Sunday, February 28, 2010

Olympic Advertising With The Joy of Children - Wonder Bread+, Walmart and P&G

Those watching the 2010 Vancouver Olympics in Canada saw the Wonder Bread Plus ads each evening that may have proved W.C Fields wrong and his view of working with children, he is noted as saying "I never met a kid I liked" and "Never work with animals or children", (Note: he secretly admired children).

On the last day of the Olympics, shortly after the mens hockey team won gold, Canadian audiences were treated to a rendition of O Canada that simply makes the tear in the corner of the eye excusable.

American viewers were treated to a pair of Walmart and P&G ads that honored mothers and the commitment they make to the development of young athetlets.

I was moved by the Walmart and P&G spots as they spoke from the heart the same way the Tim Horton's spot form the 2006 Olympics did, it captures the time parents put into the lives of their children.

The P&G spots brought 18 brands together for P&G's first corporate TV ad. The "Thanks, Mom" concept wasn't entirely fresh, Johnson & Johnson used a slighty different take on the theme for its baby-care brand during the Beijing Summer Olympics in 2008. The idea was lead by Global Brand-Building Officer Marc Pritchard, who assigned independent agency Wieden & Kennedy of Portland, P&G corporate assignment, but virtually every P&G ad agency is involved in some way in the effort.

I can only say thank you to those parents who for the last 17 days gave us their children and their dreams to enjoy... and thanks to the creative talents that found these insights for their clients.
And it should be noted that after seeing these spots W.C. Fileds was absolutely wrong.

WALMART - The Official Sponsors of Moms

(Credits to be added)

P&G - Never Walk Alone

Agency: Wieden+Kennedy, Portland
Executive Creative Directors: Mark Fitzloff, Susan Hoffman
Creative Directors: Eric Baldwin, Jason Bagley Copywriter: Karl Lieberman
Art Director: Ryan O’Rourke

Tim Horton's - Proud Father (A Canadian Cultural Story)

Agency: Enterprise Advertising

James Ready Beer - Share Our Billboard Campaign

What was the most awarded billboard globally? James Ready Beer. Hmmmmmm....

Clue: Created by Leo Burnett Toronto.

Yes, James Ready? The campaign has been winning awards for its innovative outdoor billboard campaign, "SHARE OUR BILLBOARD" for the past year.

So, for those of you not familiar, James Ready is a Ontario micro-brewery and not a person. The brand of beer has been brewed since 1875 by the James Ready Brewing Company of Niagara Falls.
I am crazy with pride seeing this was created by one of my grads Steve Persico and his partner Art Director Anthony Chelvanathan.

This was a truly unique campaign for a small brewery in Ontario that needed to tll their story but had a limited budget. The campaign brought home awards from around the world including a Cannes Gold Lion plus the Andy Awards in New York, where it won two golds. add to that CLIO and One Show honors.

The James Ready Canadian advertising campaign, "SHARE OUR BILLBOARD". made a splash by plastering 106 billboards across southern Ontario, asking people to keep the price of James Ready beer at $1 per bottle by sharing in the cost of the billboard campaign, then the campaign took hold and the awards came rolling in.

The campaign began with a series of classified ads that appeared in local newspapers with a similar message as to the outdoor advertising campaign. People were asked to, “Help us keep James Ready a buck. Share our billboard.” Billboard messages steered people to a website where they could post their best offer (no actual cost was accepted) and upload messages and photos to be included in the billboard. The result – on a first-come-first-serve basis, people’s submissions were posted on individual local billboards with a tag line from James Ready Beer thanking them for keeping the price of the beer at $1! The people showcased in the "SHARE OUR BILLBOARD" campaign became local celebrities in their communities, creating further buzz for James Ready beer and prompting many conversations at water coolers and bars in the area!

“It’s always great for our industry in Canada to be recognized on the global stage,” said Leo Burnett’s Canadian president and CEO David Moore. “I’m particularly proud of the simplicity of the idea—no high tech, no special effects, just pure creativity in one of the world’s oldest mediums".

The complete creative team, includes writers Sean Barlow and Steve Persico, and art directors Anthony Chelvanathan, and Paul Giannetta. Judy John and Israel Diaz (now with David and Goliath Toronto) oversaw the work as creative directors.

Dare to Dream: "Firefly" - Seriously Crazy Revolutionary Digital Display.

"If you can think it... then it can be done". That was the mantra that my mentor Ken Coleman told me while I studied advertsing and graphic design. So here is a concept that just might "fly"... literally.
How about a floating in the midnight sky you "brand". Flyfire, aims to transform any ordinary "space" into a highly immersive and interactive display environment. Not an ad on the moon... but close.

MIT's "SENSEable City Lab" and Aerospace Robotics Embedded Systems Laboratory aka "ARES Lab" have teamed up to create Flyfire, essentially, a flying cloud of mini helicopters that individually act as pixels and together, work as a revolutionary new three dimensional display of digital information.

WOWzer! The digitally controlled mini-copters each contain small LEDs and can be choreographed into three dimensional, free-form digital displays and with recent advances in battery technology and wireless control then "anything" is truly possible.

According to the Firefly site, "It aims to be a step towards 'smart dust'— the idea that computing is becoming increasingly smaller, addressable, pervasive - and persuasive."

In its first implementation, the Flyfire project sets out to explore the capabilities of this display system by using a large number of self-organizing micro helicopters. Each helicopter contains small LEDs and acts as a smart pixel. Through precisely controlled movements, the helicopters perform elaborate and synchronized motions and form an elastic display surface for any desired scenario.
With the self-stabilizing and precise controlling technology from the ARES Lab, the motion of the pixels is adaptable in real time. The Flyfire canvas can transform itself from one shape to another or morph a two-dimensional photographic image into an articulated shape. The pixels are physically engaged in transitioning images from one state to another, which allows the Flyfire canvas to demonstrate a spatially animated viewing experience.
Flyfire serves as an initial step to explore and imagine the possibilities of this free-form display: a swarm of pixels in a space.

Okay, dare to dream. "If you can think it, then it can be done".

Monday, February 22, 2010

File Under Brilliant. But... Visa "Evalution: Running Man" vs Nike "Take It To the Next Level" vs Nike "Fate - Leave Nothing"

Originally posted this entry about two soccer spots the Visa "Evalution: Running Man" and the Nike "Take It To the Next Level". Shortly after posting one of brightest and passionate young AdLanders sent me another spot he felt fit the "evalution" theme. This third spot now added to this entry was created by  Wieden+Kennedy spot for Nike titled "Fate - Leave Nothing". David Fincher directs the life-long journey of pro football players LaDainian Tomlinson and Troy Polamalu as their destinies collide in an NFL football game. Brilliant! (See below)

Simply, I LOVE this ad created by Saatchi & Saatchi London, for VISA Europe. Visa Europe is launching an above-the-line campaign to promote its sponsorship of this summer's FIFA World Cup in South Africa. But, it quickly reminded me of another brilliant spot directed by Guy Ritchie for Nike called "Take It To The Next Level" (see below).

The themes are similar, a story of "regular" who makes a lifes dream come alive. The Visa's ‘Running Man' spot by showing the journey of an overweight man, first seen watching football in his living room who gets up from the sofa and sprints continuously from his house, down the high street and across Europe and Africa, to reach South Africa in time to play in a World Cup game.

The Nike spot showcases in a "first person" journey through several teams and players the dreams of succes at the upper levels of the game while encountering and tackling some of the best players in game  including Ruud van Nistelrooy, Wesley Sneijder, Cesc Fabregas, William Gallas, Wayne Rooney, Cristiano Ronaldo, Marco Materazzi, Zlatan Ibrahimovic, Nani and Arsene Wenger.

The differences are significant. What makes the Visa spot "bang" on the brand is the character runs, buying items using his contactless Visa card, he slowly loses weight, until he arrives at the game in an England-style white and blue kit. The ad features the track 'Isla de Encanta' by 80s rock band The Pixies.

Guy Ritchie directed the Nike spot for agecny 72 and Sunny of Amsterdam and features the song "Don't Speak" by Eagle of Death Metal.

The Nike spot titled "Fate - Leave Nothing" has a compeling and haunting soundtrack that is part "The Good, The Bad, The Ugly" meets mixed and arranged "Ecstacy of Gold" by artist Ennio Morricone.

The VISA spot will run on a schedule of six-week TV, cinema, radio, print, outdoor and digital push rolls out this week across 16 European markets.

VISA is also launching a competition to win tickets to the World Cup, as well as pre-paid cards worth £500.

Mariano Dima, head of marketing at Visa Europe, said: "This latest campaign is a fun and impactful way to drive customer engagement with the brand, and show how Visa can help people overcome barriers and get one step closer to making their dreams a reality."

Kate Stanners, creative partner at Saatchi & Saatchi, added: "We wanted it to be a story that was Visa's own unique way of talking about football and the FIFA World Cup, while remaining true to their brand philosophy of ‘flow'."

Nike "Take It To the Next Level"

Nike "Fate - Leave Nothing"

Burger King is ***KING Awesome. Crispin Porter +Bogusky is ***KING AWESOME.

File under FU@K*** awesome... or should I say ***KING Awesome!

Burger King UK launched a new campaign for a special menu offering the 3-Cheese Angus burger and it's ***KING awesome.

CP+B launched the ***King Tasty integrated campaign for the 3- Cheese Angus without regular TV media, but instead, the campaign will use a :30 second spot that will run in cinemas and on PubTV in the UK to get the campaign started. But its true "awesomeness" comes from the online engagement.

The site allows you to create your own t-shirts on the website where you can customize a message based on ***KING______, add your message (see my version to the right). The site offers a "buy it" or "earn it" functionality - a new concept for CP+B. The basic concept allows fans to distribute the spot to friends, and with unique 50 plays gets you a free shirt. The campaign will also included web banners and various OOH efforts. These will be launching this coming week.
The :30sec spot has two guys who are fall into a discussion about the burger, they use the “***KING….” combination in every sentence and it turns into a very funny dialog..."It's ***KING delicious... I haven't had anything since ***KING breakfast... hey, get your mitts of my ***KING flame-broiled 3-cheese Angus...!"

In addition, the campaign also follows the with “***King+….” combination through the website and Facebook app. 

This project originated in the US from CP+B Boulder, from Group CDs Bill Wright and James Dawson-Hollis and ACD Andrew Ure, with the interactive portion was developed and built by the new CP+B Europe office, headed up by Gustav Martner and Bjorn Hoglund (ECD for CP+B Europe). 

Check out the campaign website here.

Sunday, February 21, 2010

Legendary AdMen Talking. Lois, Clow, Weiden, Kennedy and Silverstein.

Ahhhhh, to be a fly on the wall in the room this "round table" conversation took place would nothing short of being amongst advertising royalty.

Some of the biggest names in advertising gather around the table with "Art & Copy" director Doug Pray and talked about the life-enhancing, world-changing powers of advertising and how it has change society, developed culture and made each of them "career" lifers.

Included in the conversation are the films director Doug Pray, along with modern day Advertising  Mad Men Rich Silverstein of Goodby Silverstein the mind behind the "Got Milk?" campaign. Lee Clow  of TBWAChiat/Day creator of the famed Apple "1984" Super Bowl Spot and the "Think Different" campaign, Dan Wieden and David Kennedy of Wieden + Kennedy who have been the men behind Nike and the iconic" Just Do It" and the legendary advertising Hall of Famer George Lois.

Art & Copy is now considered the best "Recruitment" films to encourage anyone to consider a career in advertising. "Art & Copy" has been making the its rounds across the globe to packed theaters, art schools and community centers gaining nothing but outstanding reviews.

This short video is truly a blessing to hear from the real life and legendary "MadMen" of the second "Creative Revolution".

Friday, February 19, 2010

Dan Weiden - Tell A Story. Stir Emotions. Be Authentic. Just Do It!

This interview created by Shoulders of Giants (Shoulders of Giants) takes us into the mind and thinking of Dan Wieden – Founding partner at Wieden and Kennedy Advertising in Portland, Oregon and was the creator of Nike’s “Just Do It” tagline. He talks briefly about creating and communicating ideas about brands. The realationship that must be transparent and trusted.

What he speaks of is making your communication – your art, design, music – about being human. Tell a story, stir emotions but be authentic about your passion.

These principles will never get old.

Monday, February 15, 2010

The Magic of Brilliant Copywriting...Again. Wieden+Kennedy for EA Sports FIFA2010

Soccer fans around the world rejoice because the EA Sports FIFA2010 allows fans to play, manage and enjoy soccer stars Wayne Rooney, Karim Benzema, Xavi, Theo Walcott, Tim Cahill and Bastian Schweinsteiger, it’s a commercial created to pump up anyone’s adrenaline—soccer fan or not.

Wieden + Kennedy Amsterdam created this spot that has been around "viral" block for a couple months now to kick off its latest integrated campaign for EA's blockbuster FIFA2010 game. This spot has become the "anthem" spot world wide. The ad debuted during the Manchester City vs Manchester United match in November.

The "How Big Can Football Get" campaign was inspired by the massive FIFA game play figures (EA claims that over two million FIFA games are played daily). The campaign includes web films, an online football community, a documentary and other elements. As the community rallies behind both the sport and the game, the force of comradery is more than apparent, currently the Facebook group for FIFA2010 has over 452,000 fans.

File under Brilliant.

Agency: Wieden + Kennedy, Amsterdam
Client: EA Sports
Year: 2009

Need Inspiration? One Stop Viewing of Vintage Advertisng.

When you're sitting and thinking up new ads what could be better than a treasure chest of vintage ads.

This website "Vintage Ad Browser" offers just that... endless ads from days gone by. They neatly filed by category and offers a great search tool.

I often tell my young AdLanders, "know what came before, so you can create the future"... seek inspiration from the past. I remind them constantly that "Annuals aren't Manuals"... but see where the trends have come from, remember everything that's old is sometimes new again.

Check this site for a treasure chest of great, not so great and many WTF were they thinking.
This Camel ad is a personal favorite. Read the copy, it makes some claims that would land us in "Advertising Ethics" jail today:

"Once a women smoker has been introduced to Camels it's a case of love at first light..." (oh how I hate puns).

" Maybe it's becasue her throat is more sensitive than a man's that she's so quick grasp the difference..." (Ykies!!!)

Loads of vintage ads, like this Gillette ad from 1919.

Coke and NASCAR - Teaching A New World of Fans to Sing In Perfect "Harmony".

The Coca Cola debut its latest television ad on what seemed to be the never ending Daytona 500 race on February 14th. The race was delayed  on two different occasions because of track faults, and keep fans and viewers in their seats for over 6 hours. How many Valentines Day dinners went cold or canceled?

Coke revisited the classic 1970's "Hilltop" (see below) ad that became an anthem of the time. The updates "Harmony" was shown during the Daytona 500 broadcasted on Fox Television.

Many consider the 1971 Coca-Cola "Hilltop" commercial as one of the most memorable advertisements of all time. The song made famous by the commercial inspired numerous renditions and translations, three top 40 records (two versions in 1971 and one in 1998), and an overwhelming reaction from thousands of consumers thanking Coke for releasing such a simple yet powerful message.

The Hilltop ad was first aired in 1971 and had the song, “I’d like to buy the world a coke.” The new coca cola Daytona ad will have a number of drivers singing the tune while racing. The ad shows Coca-Cola Racing Family members Greg Biffle, Clint Bowyer, Jeff Burton, Denny Hamlin, Kevin Harvick, Bobby Labonte, Joey Logano, Ryan Newman, David Ragan, Elliott Sadler and even Tony Stewart showing how even the most competitive rivals can "Open Happiness" (current tagline) with a Coca-Cola.

"In the original ad, Coca-Cola was the bond that connected people through a spirit of optimism. That uplifting outlook still rings true today and is reflected in our NASCAR®-themed commercial in a fun, unexpected way," said Katie Bayne, Chief marketing Officer, Coca-Cola North America. "By showing how a refreshing Coca-Cola can bring together even the most competitive rivals, we're reminding people to take a moment to have fun, open a little happiness and enjoy the simple pleasures in life."

In the opening scene, controlled chaos ensues as the drivers pull into the pits, complaining to their crew chiefs over the radio and calling for adjustments. Before heading back onto the track, the drivers are each handed an ice-cold Coca-Cola for much needed refreshment. As crew chiefs and fans monitor driver radio chatter, they quickly find that the previously exasperated drivers have changed their tune -- literally -- as they're seen singing the signature song's familiar lines during the heat of battle, complete with "apple trees and honey bees and snow white turtledoves."

"I'd Like To Buy The World A Coke," the iconic song from "Hilltop" which was written in less than 24 hours, became an instant hit and inspired numerous renditions, including three top 40 versions of I'd Like to Teach the World to Sing. Within 10 days of the U.S. release of "Hilltop," The Coca-Cola Company received 10,000 letters from people expressing support for the message in the ad.

"It's been both fun and an honor to be a part of creating a new NASCAR® take on a commercial that is such a big part of Coke's history," said driver Kevin Harvick. "Most of us drivers should probably stick to our day jobs, though, because I'm pretty sure our version of the famous Coca-Cola song won't make it to the top of the charts."

The coca cola ad was filmed at a location at Charlotte Motor Speedway in Concord, North Carolina in December 2009. Included below is the full making of the 2010 NASCAR spot.

The Original Coke "Hilltop" 1971 spot:

Here is the making of the "Harmony" 2010 spot:

Posted via web from anthony kalamut's posterous

Sunday, February 14, 2010

The Romance Continues. Droga5 - Puma Adds Valentines Day Love with Rugby Love.

If you still don’t know what to give your lover today, aren't a soccer fan, and you just love sport as much as you love her, well choose the "Chabal Bear".

Droga5 and Puma is continuing to launch viral videos dedicated to St. Valentine’s Day.
Puma is following up its romantic "HardChorus" spots, which had hardcore football (soccer)  fans serenading their ladies remotely, Droga5 created this rugby-themed effort for the Six Nations Championship.

"HardChorus" was created for the UK and Italian audiences, so just in case the French audiences were feeling left out? No worries, Puma’s made something "really" special for you. For the French guys who make dramatic professions of love "all the time", so rather than bore mademoiselle with another serenade, you can wow her with the Sebastien Chabal Teddy Bear.

The hilarious spot features a guy bestowing a classic Valentine's Day gift on his gal - a bear with the face of Sebastien Chabal, the so-called scariest man in rugby, without question he is the "anti-Beckham, and many women somehow think he is actually kinda hot in an early-man sort of way.

The Chabal is known for his violent, eccentric behavior and unusual appearance, all which makes him a living "real caveman", somewhat neanderthal . But this NOT A TOY! It will monitor your activity daily and nightly. The video teaches how to exactly handle your new gift with on screen and voiceover warnings that included, “Don’t look Shabal Bear directly in the eyes"; "In time Shabal Bear will grow physically stronger"; "If Chabal Bear escapes from cage, run away (cage sold separately)".

In the end owning the most active dog ever known to man may be only marginally better then getting the “Chabal Bear”.

BTW: I think this doll could actually take off...(hey Julia Albu... can I get my order in now?)

Agency: Droga5
Creative Chairman: David Droga
Executive Creative Director: Ted Royer
Copywriter: Scott Ginsberg
Art Director: January Vernon

Saturday, February 13, 2010

Droga5 - Puma HardChorus Lets You Send Valentines Day Love with Your Mates

Droga5 created a brilliant Valentines message for client Puma and football (soccer) fans who just can't express themselves to their loved one. A perfect way to help you send Valentine wishes to the one you love because they know where your heart will really be on February 14, as part of the Love=Football campaign.

The spot for Puma is offering manly men a Valentines Day apology just in case they have to forgo the lovers' celebration in order to watch a football match. Good thing most of English Preinmer League teams have the weekend free or taking part in FA Cup games.
Hosted at the campaign, created by Droga5, features two films, one for Italian and one for UK audiences, each of which features a group of thuggish football fans performing a Savage Garden's cheesy love classic, 'Truly Madly Deeply'.

For the Italian speaking world there’s a version of Umberto Tozzi’s 1977 hit "Ti Amo".

Creative Chairman: David Droga

Executive Creative Director: Ted Royer

Associate Creative Director/Digital: Neil Heymann

Copywriter: Erik Hogfeldt

Art Director: Petter Hernmarck

Molson Canadian - Gear Up for Gold

Gear up for Gold. (Clcik here to get yours)

Molson Canadian launched a pretty amazing Facebook app for the Vancouver Olympics asking that all Canadian show their pride and "Cheer on Team Canada" with their own Team Canada Vancouver 2010 Winter Games Ice Hockey jersey for your profile pic.

Pretty simple experience that after just a few days (launched Friday February 12th the opening of the Olympics) and within 24 hours over 16,000  unique users signed up and changed their Facebook profile pictures to included a customized Team Canada jersey plus over 2,200 became members of the Fan Site. User can place their name and select an number as they desire (mine includes my street address).

This app will be part of the Molson Facebook presence, the "Gear Up for Gold" app is part of the Molson Canadian branded fan page, in order to get the jersey you must become a fan of that page, which currently has over 48,740 fans, of which over 16,000 of them generated the jersey app. This promotion has a much more important purpose, simply to get people to be fans of the Molson fan page so the next time they do something they're already be fans. Data mining at its best.

Simple idea that adds to the hockey connection and love that Molsons has had for over 50 years. Molson also has a dedicated hockey site for updates, events and engagement called Molson Hockey House.

Creative was developed by former Seneca College Creatie Advertising students (my shameless program plug) Creative Director was Aaron Starkman who was also recently named Chief Creative Officier at zig, Copywriter Neil Blewett, Art Director Spencer Black along with zig writer Scott Macgregor and designer Dylan Royal.

zig is a member of the MDC Partners group of agencies along with Crispin Porter + Bogusky, Adrenalina, Allard + Johnson, Targetcom and others.

Canada, lets see if we can get 2,000,000 supporters... that's likely the number of people who claim to have been at the gold medal game when we win.

Follow this link if you want to add your "Gear Up for Gold" love for Team Canada:

The Future? Maybe. Creepy? 100%. Brilliant? Absolutely. Repo Men The Movie's Crazy Integrated Campaign

This campaign for the upcoming movie Repo Men will sit in one of two places with you. Bizarre or Brilliant.

Bizarre, in terms of the number of folks that will without question pass this around as real. Remember the German Sprite ad? Brilliant, absolutely in terms of the pass along and buzz it will create.

Tired of waiting on the donor list for a new human heart? Well this viral (no pun intended) campaign is gaining momentum and buzz, specifically with the 19-24 target. So good in fact one of students was ready to do a presentation on the subject of cutting-edge artificial organs for his trends class. Had him fooled. I needed ot kick my 64Kb memory into overdrive to recall the failure of the Jarvik heart. But maybe one day.

The campaign is created around the concept of what was once a privilege only enjoyed by professional military personnel and the wealthy is now available... to YOU. Take responsibility, take charge...improve YOUR life today. Read on to learn more about The Union...they care.

Yikes... if this was the real world. My question is will OHIP (our provicial/national health care system) cove the cost or will you in debt for your remaining days.

The website, at first site is vey believable, right down to the About Us, Financing, Career Opportunities. The claim of "The Union", that prides "ourselves" on providing the world's most cutting-edge technology in organ replacement.  The name "Artiforgs" is short for artificial organs, which in the movie were originally developed to extend the lives of soldiers wounded in combat, can't argue about that opportunity.

The basic Synopsis of Repo Men is a futuristic action-thriller were humans have extended and improved our lives through highly sophisticated and expensive mechanical organs created by a company called "The Union".  The dark side of these medical breakthroughs is that if you don't pay your bill, "The Union" sends its highly skilled repo men to take back its property, of course with no concern for your comfort or survival. Jude Law plays Remy, one of the best organ repo men in the business.  When he suffers a cardiac failure on the job, he awakens to find himself fitted with the company's top-of-the-line heart-replacement as well as a hefty debt.  But a side effect of the procedure is that his heart's no longer in the job.  When he can't make the payments, "The Union" sends its toughest enforcer, Remy's former partner Jake (sadly Academy Award® winner) Forest Whitaker), to track him down.

Repo Men is directed by British fimmaker Miguel Sapochnik and the Screenplay was deveolped by Eric Garcia & Garrett Lerner and Based on the Novel "The Repossession Mambo" by: Eric Garcia.

Personally, based on the viral "sends" by my students titled: "You gotta see this ad", makes me think that the campaign created by goodness Mfg  will be a total success.

Recently Trailer Park acquired goodness Mfg., the creative and strategy boutique based in Venice, CA.  This combination gives goodness Mfg and Trailer Park, a full integrated and postproduction company with nearly 300 employees. The combined agency will pursue advertising business under the goodness Mfg. banner, while Trailer Park will serve as the calling card for its entertainment clients (as it has since Trailer Park launched in 1994).

goodness Mfg. was founded by five former execs at Crispin Porter + Bogusky (CP+B). The three creative leaders of the agency -- Paul Keister, Tom Adams and Bob Cianfrone -- are best known for their contributions to groundbreaking campaigns at CP+B such as Burger King's Subservient Chicken, the anti-tobacco campaign Truth, IKEA's Lamp, and the launch of MINI. Recently goodness Mfg. gained a significant profile based on its online campaign and website launch for Google's Nexus One smartphone.  Additional goodness Mfg. clients include LucasArts, Nestle and American Cancer Society.

As for the film at the box office... likely a couple of good weekends. Damn good thing this movies opens on April 2nd and not the 1st.

Jack Soda

Mattress Ad

SuperDry Deodorant Ad

Official Movie Trailer

Goodness Mfg: Website
Follow Goodness Mfg on Twitter: @goodnessmfg

Wednesday, February 10, 2010

An Advertising Installation That is Making A Difference An Environmental Difference

Here an interesting if not brilliant piece that has been making the rounds since the fall, but it certainly is timely when we look to how we can suggest a simple idea that can change attitudes... specifically in terms of the environment. (Note: Video starts in Swedish but the details are presented in English) 

Every day thousands of cars are driven to and from Swedish airports. Every car holds only 1 or 2 people on average which is to be compared with the Airport Coach Servie which can that takes over 50 people at a time. Needless to say, taking a single car makes no sense whatsoever from an environmental standpoint.

To highlight this, an enormous bus was built out of 50 cars on the side of the highway to the airport. I do question what the "Carbon Footprint" is for the bus. The website, has a "live" camera that not only shows the installation 24/7 but also analyzes the image and also tracks each and every car going by. This data is then being used to highlight just how much emission we could save just by going by bus instead.

You can go to the services website to view a meter that gives a statistical update:

Advertising Agency: Acne Advertising
Set designer: Johan Sjölin - ArtnDito & Urban Lisinski - Dekor Klippan AB
Web agency: Acne Digital

Friday, February 5, 2010

Alex Bogusky & CP+B Offer Part Two - What Every "Student of Advertising" Should Watch - w/ Alex Bogusky, CP+B Creative Directors Dave Swartz and Bill Wright

A few months back I posted a piece that I simple titled "What Every Advertising Student Should Watch", the posting was based on the "portfolio show" episode of the recently introduced webcast FearlessQA from Alex Bogusky and CP+B. Much to my surprise between my Blogger and Posterous blogspots I have had over 3,500 visits to that specific topic. Since that original post I also posted a message about finding how you define yourself, are you a "Student of Advertising" or an "Advertising Student".

Yet again, FearlessQA has hit another "Homer Run" with this episode on "Old School" advertising. Odd title on first glimpse, but the as the subject unfolded... WOWzer, it easily became "What Every Student of Advertising Should Watch Part Two - Alex Bogusky with CP+B Creative Directors Dave Swartz and Bill Wright.

The show was promoted on the idea of "Old School", upon first hearing this some of my students suggested we tell Alex to think about "dressing" the role, kinda "Don Draper" like. Well that's not what show delivered (nice hat Alex). Yes, "old school" was the concept... but message was timeless. Timeless because it is truly what every "Student of Advertising" should know. It may even seem that Alex and his guest are "old school" but in fact they are the "bridge" between old school and today as we move forward.
"Old School is not about doing it for a long time... it's more about what we have done and have forgotten... the craft of the business"
"Creative's must blend the craft and the knowledge of what has come before them and what is happening now... if you don't have that perspective, then something will get lost".

                                                       - Alex Bogusky FearlessQA
I remember my first informational and job interviews and being asked, "who did I follow... who inspired me"? Seemed like a trick question, but I knew the answer needed, I needed to demonstrate how I developed my craft. Who inspired me was about the past, while who do I follow was for identifying my knowledge of the moment. Oddly, my response was always quick and simple. The people who created the craft of "the big idea", Bill Bernbach, David Olgilvy, George Lois, Rosser Reeves and Leo Burnett, they inspired me. As an Art Director I studied Herb Lubalin and the art of typography, Helmut Krome, Paul Rand, they inspired the craft of Art Direction. That was my "school", neither "old" or "current"... it was my education. (Note: My Professor Ken Coleman actual inspired me to travel to New York to have my portfolio reviewed by both Herb Lubalin and Milton Glaser who at the time was the Design Director of the Village Voice, today viewed as the "old testiment" of old school.

What makes this episode a "must watch", is the insights of what you should be reading. I take some heat about having a "suggested" reading list that is about 100 books deep, but really where will you find it one place. Sadly, I see too many hours wasted on "Ads of the World", a wonderful site, but the navigation through "real" and "spec" ads can be cumbersome. But, does it really teach you about the craft? No, there is not point of reference, that is why the good old "book" on the shelf can't be beat. Between the covers is the story of "How".
"I'm speaking from a person who has no respect for advertising that has come before because of craft... just blow it up... blow it up... over and over... advertising is supposed to be timely, it's supposed to be about the NOW... but know the people and know the thinking... because they blew it up before you blow it up and before I blew it up... you're not going to be able to blow things up unless you know and understand the thinking behind the idea. Study the masters of the trade".  
                                                      - Alex Bogusky FearlessQA

Bill Wright started at CP+B as a copywriter showed two books that should top everyone's book list. First, "The Book of Gossage" and "The Art of Writing Advertising". Both have been referred to as "the Bible of the Craft of Copywriting". Howard Luck Gossage is commonly referred to as the father of the "Conversational Style" of advertising. The book is more then just a guide to better creative thinking but it displays the thinking any creative needs to understand. "The real fact of the matter is that nobody reads ads. People read what interest them, and sometimes it's an ad” once said to describe what he needed to use as a baseline in any ad he approached. Gossage is often attributed with a line I often quote in lecture, "To explain responsibility to advertising is like trying to convince an eight-year-old that sexual intercourse is more fun than a chocolate ice cream cone", it's what we do, but we never clearly understand that. I guess it comes down to 'know your audience".

David Swartz has his roots is graphic design and joined CP+B as an art director. What brought great joy to me was seeing one of my favorite books appear, Herb Lubalin - Art Director, Graphic Designer and Typographer. This brilliant book was the soul of my development, sadly out of print now (if you can find it, you're looking at $350+ for a copy) it showed why in my book Herb Lubalin was a brilliant art director and designer who, for over forty years, produced a continuous stream of stunning graphic design and in particular expressive typographic ideas. So what makes a great art director? No simple answer was offered but, you need a grand sense of design. You need to study design because you are the backbone of the big idea, the bodygaurd. Understand the concept of "Hierarchy" and "Order", find out and clearly understand what that means, what order does the message need to be delivered. Maybe that's why the best art directors come from art schools and having studied graphic design and typography. Sadly, Dave and Alex do make it clear that maybe technology has ruined the craft of art direction.

I can't express enough why this episode of FearlessQA which could have been a "trip down memory lane" will hopefully remain a "standard" for all "students of advertising" as what you need to know to truly succeed.

BTW... I tried to keep up with the boys and their "bourbon", they drank me under the table.

Required/Suggested Reading:

The Book of Gossage by Howard Luck Gossage; Jeff Goodby and Bruce Bendinger
The Art of Writing Advertising by Denis Higgins
Herb Lubalin - Art Director, Graphic Designer & Typographer by Gertrude Snyder & Alan Peckolick
The Bill Bernbach Book by Bob Levenson
The King of Madison Avenue: David Ogilvy by
When Advertising Tried Harder by Lawrence Dobrow
Creative Advertising by Mario Pricken
The Advertising Concept Book by Pete Barry
Hey Whipple Squeeze This by Luke Sullivan
History of Advertising by Stephane Pincas
Twenty Ads That Shock the World: The Century's Most Groundbreaking Advertising and How it Changes Us All by Bill Twitchell

Watch the complete episode of FearlessQ&A

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