November 04, 2009

Attention Media: Quit fucking trying to terrify parents.

Jesus. Fucking. Christ. Am I sick and tired of the media's constant attempts to scare the shit out of us. The latest target: Rice Krispies. Seems they've got an added antioxidant claim on their box. (Antioxidants, if you didn't know, are being pimped hard lately because they theoretically help keep you from getting sick by strengthening your immune system.)

But what really chaps my hide about this situation is this quote from a USA TODAY article.

"Kellogg, based in Battle Creek, Mich., said it has heard very little concern from consumers about the claim, but is responding to concerns in the media about the timing of this front-of-the-box claim and the swine flu outbreak."

So what the media is saying, I guess, is that consumers may get confused into thinking that if they feed Rice or Cocoa Krispies to thier children, the little ones won't be succeptible to H1N1 (from now on referred to as "The Hinny") thanks to the added AOX.

"Very little concern" from consumers. But the media went and made a stink, getting their column inches and their way. (If you're looking for journalistic integrity somewhere in here, you'll need to keep on looking.) Now Kellogg is bowing to the pressure and is removing the claims from their packages, a lengthy and costly proposition to be sure. It's Rice Krispies for shit's sake -- they've got a few boxes of cereal out there.

So, to recap – consumers don't seem to be worried about it but some media outlet can run a nothing story and end up costing a corporation hundreds of thousands of dollars and likely a good amount of negative PR.

Seems like a load of partially-digested Krispies to me.

Posted by Tug McTighe on November 04, 2009 at 03:11 PM | Permalink | Comments (0) | TrackBack (0)
Categories: Opinion

June 18, 2009

Schlitz embraces the more recent past.

My grandfather had a silver cup that hung on a hook in the kitchen of 2020 Moyle Street. Printed on clear glass at the bottom of the cup was the phrase, "When you're out of Schlitz, you're out of beer." I drank Dr. Pepper out of that cup every summer as a kid. Zipping home the other day, I heard a radio spot announcing that, "...the classic Schlitz formula, the one that made Schlitz the most popular beer in the country in the 60's is back." I thought it was an interesting enough play and hopped on the Schlitz site where I found that the campaign was paid off with loads of 60's ads and merchandise (sorry, no silver cups).

Then I saw this post on Adpulp. The retro trend has been hot forever it seems. For years, however, we played more with iconography that hailed from 50's and early 60's (yeah, 30's and 40's, too). Today, it seems that retro design is sprinting toward late 60's, 70's and even, gulp, the 80's. It all makes sense, of course. Since 2001 times have been more than a little unsure. Whether they really were or not it's soothing to our senses to look back at "simpler times." Well, that that and all the art directors are watching Mad Men.

Somewhere someone got asked the question, "How do we make Schlitz relevant again?" I think the decision to just let its old brand shine again is right play (although I am certain there were meetings where someone said, 'Why do we want to look old? We need to be contemporary!").

Could be I'm biased by my grandpa's old cup, but I'm buying Schlitz this weekend.

_{File under: marketing to men}

Posted by John on June 18, 2009 at 10:26 AM | Permalink | Comments (4) | TrackBack (0)
Categories: Advertising , Branding , Brands , Classics , Design , Food and Drink , Marketing to Men , Marketing Trends , Opinion , Pop Culture

April 15, 2009

BK/Crispin straight pissing people off. Or are they?

Crispin and Burger King are in the middle of it again with two controversial campaigns for BK. One features Spongebob and a remix of Sir-Mix-a-Lot's "Baby's Got Back." (Does that make it a sir-remix-a-lot?) Then there's the Eurpoean Texican Whopper ad which contains a supposed affront to Mexicans-slash-Texans. While I'm not going to tell you how to feel or think, I do wonder if everyone kinda needs to calm down and simply try to be able to laugh at themselves a little bit here.

Now, being a portly, height-challenged bald fellow who was born and raised smack dab in the middle of the flyover zone, I pretty much have a Ph.D in making fun of myself and I understand that others are not as blessed with such an enormous self-effacing-ability. I also understand that Crispin ran that spot only in Europe, probably 'cause they knew it was going to get on some people's nerves on this side of the pond. Frankly, that's a little cheap if you ask me.

However, with all that being said, I wonder that in the current, very serious state of our world – what with the pirate hijackings, the wars, the near total economic collapse and the [name whatever sign of the apocalypse you want here], isn't it time to take at least ourselves a little bit less seriously?

By my rudimentary (admittedly -- quickly scanned, no more) reading of the comments from each piece I've attached, I'd say that a lot of people out there in the blogosphere think so. But I want to know what you guys think.

P.S. Now, in all fairness, you need to be careful when you are writing jokes about stereotypes, and as we at AC have said many times in this space, comedians and TV shows and movies get a helluva lot more leeway than advertisers do.

P.P.S. Go Spongebob go Spongebob go!

Posted by Tug McTighe on April 15, 2009 at 02:51 PM | Permalink | Comments (7) | TrackBack (0)
Categories: Opinion

September 30, 2008

It's official: I'm in love with Sarah Silverman

I don't know or care what anybody out there's politics are -- I just think this is a really funny idea. Well conceived, well-produced, well performed and well targeted.

Telling Jewish grandchildren to schlep to Florida to talk their grandparents into voting for Obama. Clever.

And, really, she is hot and funny and says fuck all the time. Firmly ensconced at the tip top of my list.
And the great part is, since I'm already married to a Sarah – with the proper, Biblical H on the end ;-) – I don't have to remember another girl's name. Double-bonus!

One political comment: No matter who you like in this election or why you like them – Vote. Or you have no fucking room to talk.

Posted by Tug McTighe on September 30, 2008 at 09:42 AM | Permalink | Comments (3) | TrackBack (0)
Categories: Opinion

August 14, 2008

Jedi Copywriter Redux

Several years ago, Tug and I got a case of beer and watched the Star Wars saga in chronological order back to back to back to back to back to back.

Yeah, yeah, we know. Our wives said the same thing. And we don't disagree.

Anyway, about halfway through Episode VI, we started applying Jedi wisdom to the practice of advertising (likely due to the aforementioned beer). The ultimate result was a document we called "Jedi Copywriter: The Secret Tenets of the Advertising Force."

We've posted about this before. And even done a podcast on it. However, with the release of “The Clone Wars,” it seemed like a good time to blow the dust off our efforts of that evening and review the ways of the Advertising Jedi.

TENET ONE: Be a Padawan Learner.

The Jedi identify those who are strong in the force at a young age and bring them to the Jedi Academy for training. These students are called Padawans.

Now, all Jedi are born with their innate talents. But not all Jedi are the same. For instance, Kit Fisto can sense his opponents’ uncertainties. Plo Koon has face appendages that sense subtle movements and shifts in The Force. Oppo Rancisis uses The Force to induce nausea in opponents. And Mace Windu? Well, he is just a complete bad ass. When it comes to lightsaber combat, there are numerous forms and innumerable personal adaptations. Those with blue blades are more apt to fight it out. Green, they’re the negotiators. And red, well, you all know who carries red blades.

The point is that we all have different strengths that should be nurtured and honored. The Jedi Knights do this by assigning every Padawan a mentor. Yoda mentored Count Dooku who mentored Qui-Gon who mentored Obi-Wan who mentored Anakin and Luke.

To become an Advertising Jedi, you need a mentor, too. Even if you already hold a high title, seek an opinion you can absolutely trust. Not to give you answers, but to help you find them.

Arrogance is of the Dark Side and will fight to keep you from following this tenet. Remember that Anakin had loads of talent but believed he could do no wrong. He fell to the Dark Side. This is why Master Bernbach always carried a piece of paper in his pocket that read: "They might be right." He remained a Padawan. Always.

TENET TWO: Concept the Jedi Way.

Jedi almost always collaborate to solve a problem. When a Jedi does strike out alone, as Anakin did in Episode II when he attacked the Tusken Raiders’ (you may know them as Sand People) village, it generally turns into something of the Dark Side.

Today, we’re all talking about creating integrated solutions. In this sense, the big idea is diced into a thousand touch points. The traditional creative team can benefit from collaborating from the outset with the big brains in media, PR and strategy.

At our agencies, we have seen great benefits from redefining the borders of the traditional creative team. Instead of two, we often see three, four or even five people in initial concepting meetings, several of whom would not traditionally be considered “creative.” We’re not saying it has always been easy. But with time and encouragement, we have seen that it works. And, if the Jedi can get entire races to set culture aside and collaborate for the common good, then certainly we can get a few ad people to collaborate willingly for the good of their client. We're talking about real collaboration. Not the same old turf wars wrapped up in an integrated package. Brilliant, insightful work shines brightly enough to spotlight everyone.

TENET THREE: Concentrate on the Here and Now.

Master Yoda said this about Luke: "This one a long time have I watched. All his life has he looked away-to the future, to the horizon. Never his mind on where he was-what he was doing."

The same can be said for many advertising folks. Always thinking of the day when they will move to the next agency, the next client or the next project instead of making the absolute most of the opportunities that are right there on their desk.

We don't care what any Sith Lord tells you, every project is worthy of your attention, and every project offers an opportunity to do something well. Do one thing well, and you'll get opportunities to do more things well. If you don't believe that, you can never be an Advertising Jedi. Master Butler, Master Shine and Master Stern have built a fine agency on the idea that there is no small project. From a sticker on a bag to the tag on a pair of jeans – they strive to make all of them great. In the end, it's far more likely that the dream agency/client will call you in your future if you are not so intent on wasting your present.

TENET FOUR: Beware the Dark Side.

Again, Master Yoda's words ring clear and true in our ears: "Anger, fear, aggression: the Dark Side of the Force are they. Easily they flow. Quick to join you in a fight."

True Advertising Jedi add pettiness, envy and insecurity to Yoda's list. There is plenty of room in advertising for all of us to succeed in our own way and in our own time. So, don't indulge in useless negativity and/or snark. You may think it makes you powerful, but it doesn't.  Instead, focus your energies on living tenets one through three. You'll soon find yourself impervious to such Dark Side emotions.

Along the way, work to keep your motivations pure. The phrase, "we slipped one under their radar" is Sith lingo. Do the right thing for the sake of doing the right thing. You will be amazed at how much easier your ideas are to sell when you believe without one ounce of doubt that they are the absolute best thing for your client. Why? Because when you believe, your client believes, too.

TENET FIVE: Do or Do Not. There Is No Try.

Yoda sees no gray. And when it comes to your motivations, neither should you. Not every idea you have is going to be a blockbuster. And, conversely, you are not going to sell every blockbuster idea you do have. This is the way of things.

It's important that you do not focus on what didn’t sell and who is to blame. Instead focus only on bringing the best ideas you can to the first creative review each and every time. Fight with yourself ruthlessly. You either had a good idea or you didn’t. This is where you should seek your personal satisfaction because once you share your idea, the rest is largely out of your control. There will be victories. And losses. But you cannot allow yourself to be afraid of loss or be consumed by the anger of it. This is why the Jedi shunned attachments. Fight yourself to do your best, cast the results to fate then roll with the punches that will inevitably come. Remember, the Jedi could not control the events that led to the Clone Wars nor were they spared suffering in The Great Jedi Purge. Still, they never strayed from the ways of The Force. And, in the end, they triumphed.

TENET SIX: Celebrate Seriously.

You’ll note that several of the “Star Wars” movies end with a big celebration scene. There's a important lesson for us here as well. It's critical to celebrate victories both big and minute. It’s critical because this is, after all, the advertising business. And no matter how well you did today, no matter what adverbeast or Sith Lord you slayed, somewhere out there, someone is building another Death Star.

And, it's coming for you.

Enjoy The Clone Wars this weekend. We've got our tickets for 2:15 Sunday afternoon.

Posted by John on August 14, 2008 at 06:15 PM | Permalink | Comments (11) | TrackBack (0)
Categories: AC News , Advertising , Current Affairs , Entertainment , Film , Opinion , Pop Culture , The Creative Life

June 06, 2008

Advice for everybody in the ad/marketing game.

Bill Hicks offers everyone in our business a little advice. Thanks to Armano.

Posted by John on June 06, 2008 at 09:31 AM | Permalink | Comments (5) | TrackBack (0)
Categories: Advertising , Entertainment , Opinion , The Creative Life

May 29, 2008

Disney brand standards apply. Even to Jack Sparrow.

A guy learns the hard way that there are rules about playing Disney characters.

Via LA Mag and Joe.

Posted by John on May 29, 2008 at 05:05 PM | Permalink | Comments (0) | TrackBack (0)
Categories: Brands , Current Affairs , Entertainment , Film , Opinion , The Creative Life

April 16, 2008

OMFG - Lots of CDs wouldn't approve this.

Until you consider the audience. I can say with 100% accuracy that a) My mom isn't frequenting thesuperficial.com where this banner appeared and 2) She doesn't have a clue what OMFG means. LOL!

Please also consider that while I recently approved (and it's being printed) using SNAFU in copy and ould have had no problem using it in a headline either, I stopped for a moment when I saw OMFG.

BTW, if you don't know, SNAFU is a military acronym for "Situation Normal All Fucked Up" so the "F" in question is the same "F."

And when it comes to the "F" in question, as you know from listening to this show, it's ALWAYS the same "F."

Posted by Tug McTighe on April 16, 2008 at 03:54 PM | Permalink | Comments (4) | TrackBack (0)
Categories: Opinion

March 17, 2008

St. Paddy's Day Roundup

Couple of things that have occurred to me this rainy, rainy St. Patrick's Day.

1. It always rains on St. Patrick's Day. I also think it's wrong to have St. Patrick's Day on a Monday. I think we should observe March 17 and always celebrate on the nearest Saturday. That's what I think anyway.

2. March Madness is undeniably, most definitely and assuredly the best 3-weeks of sports the entire year. Puts the Super Bowl to shame by Monday morning after the selection show.

3. I hear something that made me snort water out of my nose this morning while lisenting to coverage of March Madness on 610 Sports. Chris and Cowboy host the mid morning show and I was driving into work after an early meeting when one of them (Cowboy I think) started talking about the Texas Longhorn cheerleaders and dance squad. He said, and I quote,

"I like to call those girls the 'Future Pharmaceutical Sales force of the Greater Dallas Area'."

Holy shit. There is no way to better describe what these girls will be doing in a couple of years than selling pharma stuff. Not that there's anything wrong with it. I'm just saying.

Go Drake Bulldogs! Go Kansas Jahawks! Go back to work!

Posted by Tug McTighe on March 17, 2008 at 01:13 PM | Permalink | Comments (5) | TrackBack (0)
Categories: Opinion

February 24, 2008

And the Oscar for Best Ad on the Oscars goes to...

Tonight, is a big, big night for brands.  Star brands, studio brands and marketer brands all mix on the red carpet. We can count on the Nicholson brand doing well tonight. It's a tradition to cut to him grinning in the audience. His smile is as iconic as the Clydesdales. But what about the marketers that are making their big bet with this event instead of the hyper-hyped Super Bowl?  Follow a live chat with the pundits on Adfreak's new OscarFreak. If you are so moved, leave your opinions on the winners and losers here or as an audio comment. We'll update this post with our own opinion in the morning. In the meantime, we already know what Judd Apatow thinks of the whole thing.

UPDATE: I'll be honest, Sunday night laundry made me miss a lot of the spots. The one I caught that I found really intriguing was MasterCard "searching eye." It's paid off online here.

Posted by John on February 24, 2008 at 10:16 AM | Permalink | Comments (4) | TrackBack (0)
Categories: Advertising , Current Affairs , Entertainment , Film , Movies , News of the Ad World , Opinion , Television