Yesterday I wrote about my excitement for the coming Amstel Light campaign from the Richards Group. Well, as I watched the season finale of The Office last night on NBC (side note: can’t wait for July’s webisodes!), I got my first glance. Today, I scoured YouTube and found the spot for you all to see. I personally do like the spot. Although the jury is still out on whether it may act better as a travel ad for Amsterdam. Because it totally makes me want to plan a vacation… but drink Amstel Light? I guess if that’s the closest I can get to a city of party and sin, sign me up. What are your thoughts?

Technorati Tags: Amsterdam, Amstel Light, Holland, Heineken, beer, alcohol, party, nightlife, bier, brewing, tradition, commercials, TV, advertising, marketing, branding

I got into a discussion today with a friend about the Nike and Adidas campaigns and how they address the sport of soccer. I was well-aware of the recent Nike campaign, “Take it to the next level,” but I wasn’t as familiar with what Adidas was up to putting forth. Well I looked around (and watched) and have to say I’m impressed. Adidas produced a documentary surrounding Kaká, Messi, Gerrard and Beckham meeting local football teams in Andorra, San Marino and the Isles of Scilly as part of the film project “Dream Big”.

The production quality of the project is awesome and the feeling that it creates is truly heartwarming. Adidas sending out sports stars to these small cities creates a sense of global awareness and conscience. The concept of “Dream Big” is a strong message that speaks for both Adidas and youth culture in general.

Check out the full-length documentary on youtube: part one and part two.

Food has to be the most essential good that most people will surely buy. Food is among the basic necessities that most people need but it still remains that their benefits will be considered by people as well.

Food is at the top of the heap of Maslow’s hierarchy of needs of man. People need them to survive but they are also particular on what they eat. To ensure that people are not conned into something that will not provide them any good when it comes to digesting, it would be best to make sure that potential markets know what they are bargaining for.

Besides, healthy eating is an obvious practice today and people want to know if what they will be eating is bad or good for their overall health.

Government ministers today welcomed new television food advertising guidelines, saying they were a step forward in tackling New Zealand’s obesity problem.

The New Zealand Television Broadcasters’ council has launched a new Children’s Food Classification system as part of the guidelines for television adverts.

(Source) TV3 News

Technorati Tags: food, maslows hierarchy of needs advertising, television, guidelines, healthy eating

It never ceases to amaze me how GMC, Ford, Toyota and Dodge always seem to get it right when targeting their core audience when it comes to truck buyers. For example, when you’re watching your next sporting event on TV this weekend there is a 90% chance you will see all of the following: heavy duty manual labor being performed, a ball-cap and/or flannel shirt, some rough terrain driving, and of course a shiny new truck. That’s a given, it’s been that way for at least thirty years.

 

Now, here’s where it gets really clever. You will probably see four or five different landscapes that represent a generic part of the US. This gives the prospective buyer their real sense of identify. Much more so than the other characteristics listed above. To me, this marketing scheme is brilliant. What these advertisers have figured out is that “America’s Heartland” is not in the fields of the Midwest, the Texas plains, or the back roads of the South, but rather about thirty miles outside the city limits of anytown USA.

The bottom line is this; the truck is distinctly American. Not rural American, country American, western American, northern American , southern American, etc. And if you think I’m wrong, go to any major city and look at who is driving them. There is no “typical” owner. America identifies with trucks not so much for use anymore but rather for landscape and memories.

This morning I read an article in Ad Age about new campaign that will be launching soon for Amstel Light. Previously, Publicis had dubbed Amstel Light as a beer for the connoisseur, someone who was looking for a sophisticated taste and used the tagline was “Live Tastefully.”

Now, the Richards Group is taking a stab at changing the brand and naming it, “Dam Good Bier,” proudly showing the beer’s Amersterdam heritage. The campaign, which will heavily hit New York City, is set to feature Dutch-style bikes (including a beer bike, like a traveling bar), and will rely on lots of print and TV as well. Personally, I’m pretty excited to see how the Richards Group is going to pull this off. It also makes me wish I lived in NY and could see these bikes riding around. Perhaps a special trip is in order.

So as the new campaign will be upon us, it’s time for beer drinkers everywhere to say goodbye to tasteful living and embrace Amstel Light as a lawless party beer, Amsterdam style.

Technorati Tags: beer, Amstel Light, Amsterdam, party, alcohol, advertising, branding, guerilla marketing, bier, Dutch

One thing you have to note about the great commercials we know of today is that people will want to see them over and over again. This is one of the best forms of advertising today and apparently most companies want to make sure that their ads cover all the grounds and necessities expected by their target market with regards to the product or service that they are offering.

Tools used in advertising such as the consideration of people, place and the script are important. To most, advertising means something only if they cost and show the product. Add that touch of creativity and right mix of tools and you will find people wanting to see that production on television over and over again.

Advertising commercials likewise helps establish an indirect form of brand recall so that future products or services will likewise be established in the process.

Walt Disney Co. is trying to get inside the minds of television viewers.

The Burbank-based entertainment company, with its profitable ESPN and ABC entertainment networks, said Tuesday that it was developing an “emerging media and advertising research lab” to try to figure out why people watch the shows they do.

(Source) Los Angeles Times

One thing you will notice in advertising these days is that many companies look at the available talent in the market to cast in commercial productions. But the real question is, do you really need to pay high costing ads to make sure that they get the right mix in producing these ads?

There are various ways to get through commercial advertising and this can be done through creative wizardry. You just have to think outside the box, use resources like technology and representation in other forms such as this one which makes use of balloon dolls that can capture the whole essence of the product being advertised.

Levi’s - Dolls
by YforYerom

Technorati Tags: advertising, levis, jeans, pants, dolls, commercial, technology, balloon

Tag clouds are a questionable way of browsing the internet. But applying the same concept to branding yields entirely different results. Brand tags is the brainchild of Noah Brier, and is based on a relatively simple idea:

The basic idea of this site is that a brand exists entirely in people’s heads. Therefore, whatever it is they say a brand is, is what it is.

Visitors to the main page are presented with a logo/brand and asked to describe it with one word or phrase. pretty simple. It’s interesting to browse through the results… and not entirely surprising. Take a look around and add to the project. It’s rapidly expanding as you’re reading this. And you can skip the splash page and just start browsing here.

Contract disputes can be a pain especially for chosen endorsers and in this case, actress Uma Thurman sued Lancome regarding an advertising dispute. Apparently, the French cosmetic giant has made quite a profit from using her name and likeness despite the lapse of the contract between the two.

Many people would care less if such a boom would be evident. But in this case, Lancome continues its advertising ways despite the end of the contract with Thurman which the latter resented. In the world of showbiz, you have to honor your contract. If not, expect heads to roll. Such is a familiar face in the world of advertising and promotions.

The “Kill Bill” star said in her lawsuit that Lancome Parfums et Beaute & Cie boosted its worldwide sales and enhanced its “prestige, stature and bargaining power” by helping retailers and others use her name and likeness in advertising and promotions after her contract expired.

The suit seeks $15 million in damages.

(Source) The Associated Press

Technorati Tags: uma thurman, advertising, promotions, lancome, cosmetics

There was an article in yesterday’s WSJ regarding the new marketing and branding campaign for Citi appearing in the midst of credit-market turmoil and economic uncertainty. The answer to branding problems? Head back to 1978 and dig up a retired slogan. After researching, Citi determined that the best course of action would be to “revitalize” their classic slogan, “The Citi Never Sleeps,” although cleverly dropping “the” off the tag. From the WSJ article:

The ad push comes as the New York company has been on a cost-cutting drive, even slashing its dividend. Citi, which declined to say how much it is spending on the new ads, says it went to great lengths to save money on the campaign. It says it used leftover footage from a previous shoot instead of opting for an expensive new commercial shoot, which often involves extensive travel to far-off places. It also used a piece of music the company owns and has used in commercials before.

So one has to wonder - is Citi “never sleeping” out of a cognizant branding choice? Or rather struggling to find a new voice without the proper means to develop one? Either way, we’ll be seeing more of the Citi that doesn’t sleep in the coming weeks. Will the nostalgia prove comforting or merely confusing?

This ad for Moccona coffee by M&C Saatchi is getting rave reviews.



Now, me being a cynic, I’ve never really connected coffee to romance of any kind. I’ve connected it to being tired and bleary eyed and needing a jolt to start my day. Or a jolt to get out of wherever I woke up. But I do find it interesting when you use packaging to define a brand, rather than taste or aroma when it comes to coffee.

I can’t help but draw connection to these 80’s Taster’s Choice ads that were all the rage.

Technorati Tags: M&C Saatchi, coffee, Moccana, Taster’s Choice, romance, branding, packaging, Cinderella, It’s just coffee people

In a nutshell, advertising doesn’t have to be sophisticated. There is a belief in some companies that the more high-tech your advertising campaign is, the more attention you will get. This may be true but not all people are appreciative of sophisticated display advertising.

Remember that advertising aims to attract the masses towards your product or service. It doesn’t matter if it is basic or simple. What remains is the fact that most people today have varying tastes towards taking notice of advertising campaigns set loose today in the various mediums.

Simple advertising works to the advantage of people but in the end, it still depends on how you can make your product or service become a need towards people in their daily needs.

“In order to really move into large masses of advertisers, display advertising has to be easier and simpler,” said Ajay Agarwal, managing director of Bain Capital Ventures. “Google did this with search advertising. We think the same thing has to happen with display.”

(Source) Wall Street Journal

Technorati Tags: http://www.beyondmadisonavenue.com/

For people who want to make the right moves in advertising, it would be only normal to find them cramming to find the right books on how to make advertising work to their advantage. Most people turn to the usual educational marketing and advertising books, but the difference really lies on a book that focuses mainly on advertising prowess.

Such is the highlight of this book simply called “The History of Advertising”. Once you hear it, it may seem that it is a book made for a college student. But the real essence of any subject, advertising in this case, really lies on the focus of books that are available in the market today.

Divided into sections by decades, this book explores the legendary campaigns and brands of advertising’s modern history, with specific anecdotes and comments on the importance of every campaign. You will find the picture of the camel that originated the Camel pack, the first Coca Cola ad, and even how artworks by masters such as Picasso and Magritte have been used in advertising.

(Source) Design Directory

Technorati Tags: advertising, coca cola, picasso, magritte, marketing, books

I’ve never been a die-hard fan of much of the Axe creative - some is pretty stellar, and others just don’t quite hit me right. But this newest spot/website for Axe Canada is stellar, and just a bit different than much of the past Axe work.

Simple, not over the top (over the top for Axe, that is), a simple website, and a contest to win a trip to the Axe Cottage. What more could a guy want? Be sure to check out the website for more video clips and to enter the contest.

We all know that one of the best mediums of advertising comes from the boob tube. But bear in mind, just because you get to advertise on television, it means that you will hit your niche market.

There is a matter of healthy competition in TV ads and this involves appeal. You cannot discount the fact that your competitors will be doing the same thing in helping out their marketing strategies and it is in these cases that you have to pull out your creativity jacket so that you can make the most out of your advertising investment.

There are rules in advertising to which we must follow. Do remember, you gain exposure but if you don’t abide by the standards set forth by advertising boards, you may just find yourself investing in a losing cause.

Every business must first identify exactly who their ideal client is before they do any advertising. Next, they must identify where this client is searching for the product or service you have and how they make their decision to buy. Only when these items are understood should you decide on marketing or advertising your business.

(Source) Success

Technorati Tags: advertising, television, tv advertising, mediums, marketing, strategies

Oh the Oreo. That delightful bite of heavenly joy. Unfortunately, in countries other than the US, consumers disagreed. After being on the market for 12 years in China, Kraft finally learned that the lackluster sales of Oreo cookies were due to excessive sweetness. Their solution? Revamp the morsel into something less… sugary. Enter the Oreo WaferSticks. Layers of chocolate wafers, chocolate cream and vanilla cream all coated in milk chocolate. Now, to me, they still look sweet, but with the help of some guerilla marketing from college students the Oreo WaferSticks has taken off and become a top selling treat in China. So here’s the important question. When will this delicious looking treat be available in the US? Cause frankly, it looks fantastic.   (Source WSJ)

Technorati Tags: Oreo, Kraft, China, wafer, cookie, chocolate, international

 

As far as advertising is concerned, getting the message across is one thing but considering the logical intelligence of the viewing market to which it is aimed at penetrating is another. In short, there are some advertisements that really do not care if their ad campaigns make sense or not. A simple word or two is all that matters for endorsing companies, normally terms that associate their brand to the consumer’s mind.

But while imagery is one thing, it is apparent that there are a lot of ads that do not make sense at all. Some call them wasted money and opportunity while others look at simply creating an image towards placing brand awareness for products and services.

With these tactics in mind, many people will agree, is it really for strategic management or plainly for conning people into intellectual proportions on the whole advertising paradigm.

 

We all have our personal advertising bugbears. I am frequently dumbstruck by the portrayal of young men as henpecked morons, perennially outmanoeuvred by their vastly superior girlfriends. And I can’t be the only person bothered by the ambulance-chasing personal injury adverts - the “no win, no fee” propaganda packs of the compensation culture.

(Source) theblog

Technorati Tags: advertising, brand, paradigm, imagery, money, brand awareness, smoking, fish hook

Do you see it?

More with the creator of the logo, Lindon Leader, of Leader Creative here

Technorati Tags: FedEx, logos, Lindon Leader, Leader Creative

After a few weeks of teasers and trailers, Nike finally released the 2-minute full version of the “Take it to the Next Level” spot after it aired on broadcast via ITV at the beginning of today’s Manchester United game.

The spot is directed by Guy Ritchie of Lock Stock & Snatch fame, who is no stranger to branded films. Several years back, he directed the 10-min. short, “The Hire: Star” featuring Madonna & Clive Owen for the BMW films series.

As anticipated, this spot is pretty impressive. Definitely falls in line with the overall Nike image of late. I’m curious to see of there’s any further integration of the spot into any of Nike’s advertising, beyond being featured (in high quality) on the Nike Football Homepage. Either way, it’s okay — the Guy Ritchie fanboy in me is satisfied.

Have you ever tried to spend on an advertising campaign without even mentioning the brand of the product or service even once? It seems like a poor way to advertise and spend tons of dollars for promotional practices but apparently LG Electronics has a lot of things in mind.

Scarlet, an advertising campaign launched by LG Electronics features Malthe as the sexed-up, butt-kicking, red-eyed heroine “Scarlet.” There’s no mention of LG _ or even a prominent image of the TV itself _ in the advertising materials or commercials.

Now if that is something that seems like poor advertising then I don’t know what is. But fooling people and getting their attention in a different manner is perhaps the initiative. So what gives?

“To be honest, the most difficult thing for me on this campaign was to convince myself and my bosses to really own this idea,” says Lee. “To spend money without letting people know about our brand is really, really risky, right? But that’s the idea of this. We need a breakthrough idea to change the rules of the game.”

 

(Source) The Washington Post

 

Technorati Tags: scarlet, advertising, lg electronics, branding, marketing