June 16, 2008
Mentally Tough
This spot has been around awhile, but I hadn't seen it until this weekend. On Father's Day, actually. Maybe it was the mood of the day, but this just jumped out of TV and slapped me around a little in terms of relevance. A great example of the right spot placed at just the right time. Creating spots like this seems deceptively simple. Oh, hell you just take a quote from an interview Earl did a few years ago and cut together some old footage. But crafting a spot this tight and this on strategy out of found material is, in no way, as easy as it sounds. WK is just so damn good at this stuff. The Magnificent Bastards strike again.
File under: marketing to men.
May 30, 2008
Bushnell: A million bucks for a Bigfoot.
Bushnell makes all kinds of yummy optics and cool electronic gadgets. From binocs, to laser range finders to GPS units to scopes to trail cameras. You know what a trail camera is don't you? You attach it to a tree somewhere deep in the forest and it waits patiently until it senses movement. Then it clicks off a few frames. The idea is to photograph nature without all that human intervention stuff. Sometimes the results are pretty interesting. Like the photo of the raccoon who decided to take a ride on the back of the boar.
Now comes the report that Bushnell seems to be preparing to offer a cool million to the first person who can capture indisputable proof of the Sasquatch with one of their trail cameras. As noted, the Sasquatch is an advertising favorite and probably deserves a spot here.
In any case, a tip of the hat to our friends at Bushnell. The promotion is coming soon. The buzz is starting now.
January 03, 2008
Irene Done speaks for the nation.
When the lady is right, the lady is right. God bless Irene for speaking the truth.
September 06, 2007
Go mind-to-mind with Manning.
Another NFL season kicks off tonight and that can only mean one thing: a heavy dose of Manning marketing. Here's some from Goodby and Sprint. This sports trivia advergame let's you take on Peyton (though he seems to go pretty easy on you). Last year, we crowned Peyton as the best of the NFL pitchmen. We can expect to see lots of him in the next few months. Think Brand Manning can get overexposed or spread too thin?
Order yours February 06, 2007
I Just Wanna Read Sports News
I remember when ESPN decided to make some of their content for paid-subscribers only. In fact, I remember a whole LOT of web sites doing the same thing, in hopes that users would be willing to pay money for insider information (for a lack of a better term). With more and more ads popping up on ESPN, not to mention more and more movement within banners, highlights, stories and scores, I'm starting to guess that either the paid-subscription deal isn't working out so well... or ESPN needs to support its heroin addiction bandwidth costs.
Click the thumbnail to see a larger home page. Yellow equals motion of some sort, Green equals advertising -- striped is a mix of both. It's like Times Square, on a web site!
January 09, 2007
IJustWincedAtMy.tv
While watching the Tostito's Fiesta Bowl last night (go SEC!), I took note of a url to go check out. The commercial was for NASCAR returning to Fox, and the web site is called Who Will Flinch? The web site isn't much more than a placeholder for the commercial(s) that aired during the game, but instead of just showing the commercial again, they show you an "extended commercial."
Here's how, I think, the review for the commercial went...
Creative - "Okay, so if you recall, our idea was to get Dale Earnhardt Jr., Jeff Gordon and Jimmie Johnson to appear in a number of spots where they're all challenging each other in extreme circumstances."
Client - "Right, and the first one had to do something with parachuting?"
Creative - "Close, the first one is base-jumping off of a skyscraper at night. All three jump at the same time and they just stare at each other while free-falling, pretty much daring the other ones to open their chute and quit the game. Then, right at the end of the spot, it displays the message 'Who will flinch?'"
Client - "Good, let's watch it."
*views spot*
Client - "That's fun. So who flinches?"
Creative - "Go to Dontflinch.tv and find out."
Client - "Just tell me what happens at the web site."
Creative - "Well, let's go there."
*pulls up web site*
Client - "I'm confused about what to do now."
Creative - "It's easy, we put the commercials online so you can watch them again."
Client - "But I just saw the commercial."
Creative - "Yes, but you didn't see the EXTENDED version."
Client - "Aaaaah."
*views extended version*
Client - "O...K... So I'm assuming this commercial isn't finished yet?"
Creative - "Huh-uh. Instead of crashing into the street, the drivers fall into a complex tube system that takes them through the city's underground and into some large random lake that's not REALLY underground. From there, they land in boats and continue the high-stakes game of chicken."
Client - "I saw that, but that part was all computer graphics. I mean, they looked like robots."
Creative - "Right. These guys are machines!"
Client - "No, seriously, why is it not live-action?"
Creative - "Oh... well... that's when we ran out of budget."
December 12, 2006
Forrester says iTunes sales suck.
iPods are selling like water. iTunes library gets bigger and better each day. But this report from The Register says iTunes sales are "collapsing." Interesting reading to say the least.
November 02, 2006
Nike scoffs at BALCO, Juices up.
Nike Golf has a new golf ball on the market, the Juice 312. If you care, it has a 312 Dimple Pattern which was designed for more carry and distance. Whatever, fine. But the most alluring thing about the Juice campaign are the online spots where they shoot a golf ball into objects and completely destroy them.
It's vaguely similar to the Milwaukee's Best Light beer gun montage, but it's different enough to be fun. Or maybe it doesn't matter how similar it is at all... maybe I just like seeing stuff blown up. Not all the time, though, having Gallagher as a co-worker might be a bit too much.
October 15, 2006
Football player talks smack on Madden.
NFL players can be brands in and of themselves. As such, they have every right to protect those brands. Ethan Albright, long snapper for the Washington Redskins, was the worst rated player in the new Madden '07 game. It's a distinction no one really wants.
Hence the need for this decidedly non-work safe diatribe that takes a powerful stand for the Albright brand.
So, okay, it's clear Mr. Albright didn't really write the screed. But it's much more fun just to pretend that he did.
You go, Ethan.
September 12, 2006
Nike's Briscoe High scores.
Yeah, yeah. I know. We're way, way too heavy on the football-related theme of late. But Nike's satisfying "Football is Everything" stuff must be noted.
W+K's Briscoe High campaign is everything it should be. It's the dream of every high school football player captured on film in :90, :60 and :30 versions. It's loaded with watch-it-again-and-again cameo roles for football's most famous names and faces. The Easter egg of a title layers on meaning. An immersive Web site is geared to keep you coming back for more each week as Nike puts fictional Briscoe High on the gridiron with real high school football powers such as Tulsa Union, Massillon and Katy. It's utterly insider. And utterly wonderful. I thought it was the best spot of the bunch for the NFL's opening weekend (despite Lee Corso's less than subtle performance). Great to see that the campaign lives well beyond the TV screen, too.* You can see the prequel to the above spot here. Okay, we're done with the football stuff. For the moment.
*To whom it may concern, nice job on the Wikipedia entry.
September 12, 2006
AC #45 now available.
The Football & Philosphy Edition:
John and Tug meet on a Saturday afternoon in a noisy joint to watch football and talk ads. A new spot for DirecTV sparks a discussion regarding the relationship between Tolkien and Lewis (2:36) and, inevitably, Joseph Campbell and the Cosmogonic Cycle (9:13). After the break, the guys jump into a discussion of the NFL as a mega super brand (11:02). John finishes up the podcast at home by directing listeners to this intriguing post by Ernie Schenck, and encouraging listeners to send in audio comments about their own experiences (16:49). Not link-loved out, JJ rounds out the show by passing on this great bit of advice from Mack Simpson (20:30).
Sound mildly interesting? Listen to it now and find out.
September 10, 2006
Friendly advice.
Happy football day. We're bound to see a ton of great spots today. Like this one from the NFL and BBDO. True "insider humor" is often rejected by clients who don't want anyone feeling left out by their advertising. Thankfully, that wasn't the case here.
September 08, 2006
Peyton Manning. Superstar.
The new NFL season kicked off last night. It's not just a new sports season. It's a new advertising season with a slew of NFL-related commercials. Many of the new spots will undoubtedly feature Peyton Manning who has proven to have both a strong arm and a darn decent sense of comic timing as evidenced in this new Sprint spot, and even more so, in last year's priceless Mastercard campaign.
My current favorite Peyton commercial is the new SportsCenter spot that he shares with his famous brother and father. During a tour of ESPN's studios, Peyton and Eli act like kids giving each other wet willies and back kicks while Archie shoots them disapproving fatherly looks. Classic.
We'll keep our eyes peeled for good spots this weekend as we watch entirely too many games. Go Chiefs.
August 04, 2006
International Basketball is Faaaaantastic
JJ made this statement to me after reading my latest blog post, "no wonder the rest of the basketball world thinks we're dicks."
February 18, 2006
Espn.go.com pisses me off.
Look, somebody has to pay for content. In the old model, advertisers did. In the new model, consumers have more options than ever to control the marketing that comes their way. So, if you opt out of ads I think it's fair to pay a fee to see the goods. On the other hand, if you don't mind some advertising coming your way, then, in my mind, the content should be available to all comers.
I hate what ESPN is doing. They take advertising on the site. But they also charge you for "insider" content. Sure, some of the content is free. But spend five minutes on the site and you'll see this content is akin to sideshow barkers beckoning you deeper into the site.
That's crap. ESPN is double dipping. Look, the market must be supporting it. And, again, don't get me wrong, great content providers deserved to get paid. Just not twice.
October 25, 2005
Nike: The Brand
While catching up on the latest issue of Creativity Magazine, I ran across this list -- Ten Reasons to Love Nike:
- Nike listens. Always the key inredient to a great relationship.
- Nike is never satisfied--they push us.
- Reliance on instinct.
- Trust that goes both ways.
- They are passionate about their brand, the history of their brand, the future of their brand.
- Willingness to embrace risk.
- There is inherent drama in the category, in sport.
- History of great work.
- Innovation is valued.
- Willingness to evolve.
What an interesting list. Makes me think about how I feel about Nike's brand. Plain and simply put, I love the Nike brand. Thinking back, I've liked Nike ever since Mars Blackmon and the "Bo Knows" campaign.
But in my head, it seems like the Nike from the past doesn't quite compare to the Nike of the present. The Nike from the past was fun and kinda campy, the present, much more introspective and individualistic, almost.
Regardless, the above list is very telling of what the Nike brand is about and probably where we all wish a lot of clients could be with their brand.
The thing that was beat into my head about brands when in college, and now in the real world, is that the company doesn't state what the brand is... the consumer's opinion of the brand is what the brand is. If that's truly the case, then how did Nike become what they are today and does it really take 20+ years for a brand to evolve like that?
September 12, 2005
Let's-go-lo-go-let's-go.
We never turn ourselves off, do we? Yesterday as I watched the Chiefs cream the Jets in our season opener, I caught myself thinking "man, those are two ugly logos" (and to answer the question I was asked all last week, yes, one can appreciate both football and futebol/futbol/soccer).
I don't think the Chiefs logo is all that bad, as far as NFL logos go. I mean, at least there's an arrowhead there to carry the concept. Now, the Jets? There's a football in it. And it's green. I don't know about you, but I need the logo to give me something else to work with besides telling me the team colors and what sport is being played.
It turns out I'm in the minority, as the Jets' logo was one of only two NFL team logos to make the Top 10 on a survey conducted by vintage sports apparel website Section219, where sports fans voted on the best sports logos of the 20th century. It's highly unscientific -- I mean, it's easy to see how Raiders fans (notoriously loud on field and probably just as vociferous on the internet, I'm guessing) were able to get their dumb leather helmeted pirate head in 7th place.
Still, with the NY Yankees, the Cubs, and the Red Sox topping off the list -- with highly unimaginative marks -- we can take away one branding lesson: sometimes consistency is even more important than design. Interlocking a N and a Y is no hiding-an-arrow-in-between-the-E-and-the-x-in-FedEx, but -- love or hate them -- think of pinstripes and tradition in baseball and you think of the Yankees. I mean, can anyone draw the Detroit Pistons logo? What about the Toronto Blue Jays?
Plus -- what the hell is the Philadelphia Flyers logo? Is it a P with a wing sticking out? Uglay. It still made #19. Go figure.
August 29, 2005
Milk It
Oh to be a batboy for the Florida Marlins. Oh to have friends that are professional baseball players. Oh to accept a bet that you can't drink one gallon of milk in an hour, or less, and not vomit. Oh yeah, and THEN get suspended by the Marlins for six games for attempting the bet.
If you haven't heard about this story yet, it's a pretty silly one, but of course it made headlines and it was probably debated on every talk radio sports program from coast to coast. Big deal, right? Not really, just kind of funny.
What's funny to us, turned into negative publicity for the Marlins, but was spun into some very creative publicity for the Milk Processor Education Program (yeah, who?) and the Fort Myers Miracle, the Minnesota Twins' Single-A affiliate in the Florida State League.
The folks who run MilkPEP.org offered the batboy $500, the original prize of the dare, along with any lost wages from the suspension as long as he promises to drink the recommended three glasses of milk a day (just not all in one sitting). The Miracle offered him an honorary batboy position during their Monday night game against the Tampa Yankees.
I think this was smart PR - to jump on the absurd story but also to push it along and give it a happy ending. Now everyone doesn't feel so bad about the batboy, we all are still wondering who MilkPEP is and the Miracle got to remind fans that there's another team in town (or nearby). Kudos to those who thought of these two ideas and ran with them.
Sometimes good press comes from inspiration and taking advantage of situations. All great ideas/executions aren't limited to carefully planned PR stunts.
July 14, 2005
Le Tour de Crotch?
Like a lot of American Tour de France enthusiasts, I've just been catching on to the fever in the last few years. I follow it every day. I watch the highlights at night. I watch the live stages on the weekends. And during the morning hours of work, I either listen to an audio stream, or I check the newsflashes every five minutes... or so.
A site that a friend turned me onto this year is Eurosport. They have pretty comprehensive coverage of the stages and update their newsflashes quite often, so it's pretty easy to follow a race without listening or seeing it.
Their posts are really easy to follow (view today's posts as an example). They have icons for nearly everything, feeding station, category climbs, sprints, etc. They even have an icon for an announcement or advertisement.
If you click on the thumbnail to the right, I think you'll notice something quite odd. Look at the red cartoon bubble and read what it says next to it and then answer the following questions:
- Did someone pay for that? Or was it just a general notification that Eurosport thinks it important?
- If someone paid for it, who on Earth did? And how much did they pay for it?
I'm not sure of the answers, but it struck me as odd and funny, and I wanted to share it with all of you. I don't think it's the best placement of an ad of that nature. But why stop there? Why not remind people to drink milk, too?
July 12, 2005
Faster Pussycat
Danica Patrick is hot. And she’s an Indy racecar driver. She’s also one powerhouse of a brand. Let’s be clear here, race fans – she’s no longer politely emerging, she’s flat out flooring it.
Danica has gone from a no-name novelty of a hot chick racecar driver to a big-time novelty of a hot chick racecar driver in, well, no time flat.
Now, just because she’s easy on the eyes, that’s not to say she’s not a good driver. She led at Indy. She has two top-ten finishes in her last two races. She even took the pole position at Kansas Speedway a few weekends ago. Not to mention her many other accomplishments while climbing the ranks, before eventually catching the eyes (pardon the pun) of the Rahal Letterman racing team.
But if we could be serious here for just one minute; It would be just plain ridiculous to think that her popularity hasn’t, in large part, come from her looks. And I’m okay with that.
To be honest, Letterman probably couldn’t actually see Danica for all the dollar signs. But Rahal isn’t going to pick a bad driver just because she’s a looker. They have a solid racer in Patrick, and the grand puppet masters (not to mention Danica herself) are striking while she’s, uh, I mean the iron’s, hot. If glory on the racetrack is part of the bargain, that’s a bonus.
Danica Patrick is a fantasy, at least for a lot of guys. You know the drill – fast cars, fast women. It’s exceedingly rare that they ever come together. Hell, throw in the fact that her favorite movies are “Tommy Boy” and “Dumb and Dumber” and she’s not only a dream girl, but she can probably out-burp most of her contemporaries as well. Can’t you just picture her walking about the house in guys briefs and a long sleeve t-shirt, which she claims are her favorite clothes. She’s the kind of girl that looks just as good in a pony-tail, baseball hat and sunglasses as she does dressed to the nines. I give it two months before we see her in the next Carl’s Jr. spot. Hell, they’ve probably already shot it.
Danica Patrick is most definitely a brand. She’s almost single-handedly causing men around the world to think about Indy racing again. Or maybe I should say fantasize about it.
Either way, the results are in. Danica is riding a wave of popularity. She’s even got her own logo. She’s a woman in a predominantly man’s sport, she’s succeeding and she’s just plain hot. She even beats many of their collective arses most of the time, which adds another dimension to her appeal. "I need to beat them, belittle them and make them feel small. Trying to run them off the road at 170 mph isn't sweet and kind."
True dat, Danica. But she does have her moments. Even though, she stopped short of saying yes to Hefner on a Playboy pictorial, she’s not necessarily against photography as an art form. Her personal website not only includes the expected pictures of her in and around her car and the pits, it also treats us to what the site calls “personal” shots. If those aren’t enough, and they won’t be, you can always check out her “vacation slides” in FHM, too.
Danica’s all over. In addition to her various tv and racing appearances, there’s still a lot of Danica to go around. A short google search takes you to the Indy Car and Rahal Letterman sites, as well as a host of other pages where you can see and buy pictures and videos. She’s exploding in a way that Sarah Fisher (another female Indy driver) never did or could have. Now, you can even vote for Danica as SPEED TV’s "Driver of the Year."
And make no mistake about it – Danica is the driver of the year, alright. Even if she doesn’t get a trophy.
June 30, 2005
Damn the man
Last week I was here writing about the baseball game that was going to be played (partly) on Xbox. I was excited about the idea, as was the team and, it seems, the fans. According to the KC Star, 6,000 tickets to the game had been sold (the team has been averaging 5,100 per game) three weeks before the event.
Unfortunately (and despite the full page ad about the game on today's Preview section), the Northern League officials decided that the team couldn't go ahead with the promotion. And yet another remarkable (and effective) idea dies on the hands of a naysayer. "What if the result of this game interferes with the standings at the end of a season," is what the league asked.
And we all know that "what if"s are little darts of idea poison.
We don't know if the Kansas City T-Bones management still expects the July 16th game to bring its largest crowd ever. Especially now that the two innings of xbox baseball that would have counted have turned into one inning to be played after the actual game is over -- an etch-a-sketch rendition of the punch the original idea carried.
Still, good try, T-Bones. All you wanted was to sell lots of tickets and have fun in the process.
June 23, 2005
And it's root, root, root / For the pixels in the video screen
I'm not a gamer; it always seemed to me that the sense of accomplishment you got by succeeding at a game was pretty irrelevant once you got back to the "real world." For once, though, a couple of gamers will be able to change the outcome of a real life event thanks to their virtual skills, in front of our minor league baseball team's supporters.
The first two innings of the July 16th game between the Kansas City T-Bones and the Schaumburg Flyers will be played virtually.
Equipped with Microsoft Xbox game controllers instead of baseball gloves and bats, two video gamers will climb into recliner chairs around home plate at CommunityAmerica Ballpark and slug it out on the park’s 16- by 24-foot video screen.
Their scores from playing two innings of MVP Baseball 2005 on an Xbox will stand when the T-Bones and Flyers take the field to finish the last seven innings of the game.
I love the idea. I love the fact that something like this is being done for the first time here in KC, a city that usually doesn't like to be the first to try new things. I love the fact that it will bring a whole new audience out to the T-Bones ballpark next month. I love the free media they're getting. And I love that not only the T-Bones are getting some brand minutes, but also the Xbox is getting a free product demo (it's news -- and pretty amazing -- to me that the teams they will playing on screen will have the real names, stats, and even facial features of the actual baseball players) to a few thousand people at once. Plus I like thinking that between the moment that idea was born and the moment the idea was shared with the press, a number of people must have gone "but you can't do that," "that's impossible," or "that's just too weird." Props to the T-Bones for not living on Sunday afternoon mode, when it's so much easier to find a reason not to do something (or do the same thing that you have always done before) than it is to do something unexpected and remarkable.
May 11, 2005
If a ...
tornado siren sounds and nobody stops what they're doing to go down to the basement, then did it make a sound.
Holy crap, today it just went from 70 and sunny to cold, dark and pouring down rain.
And we were gonna practice softball and everything.
Thank God a new bar opened up just down the street.
It's at the corner of Boulevard Wheat and Guinness Alley.
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