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August 22, 2006

AC #44 Now Available

The Late to the Partay Edition:

In this episode, John and Tug talk about all the stuff the rest of the world already talked to death last month. In fact, some of what we say is so dated, it's not even true anymore (see note below).

We begin with a brief discussion on ill-fated attempts at positioning (1:30). We make a poor transition to a brief, yet slightly confusing, discussion of hyperbolized copy getting in the way of a good benefit (5:41). After the break, the lads take on Tea Partay (8:50) and, proving that they are so four weeks ago, finally weigh in with a take on "the video" (14:36). Tug splits after a toast to some friends, leaving John to offer his $.02 about Snakes on a Plane's less than stellar opening (19:01).

Hear ye it now.

Note: teapartay.com is now up and running. Our take still stands. The site is an afterthought. A lot of opportunity was missed, and continues to be. At this writing there really isn't much additional content outside of the video. We've seen that. Give us more reasons to spend time with the brand.

Posted by John on August 22, 2006 at 01:40 PM | Permalink
Categories: AC News , Advertising , Brave New Marketing , Current Affairs , Entertainment , Film , Pop Culture

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Comments

About time. I'm way too lazy to generate my own forum for discussion at the moment, so when you guys don't talk about something I'se gotst no soapbox.

I'm down with the clown on your tea partay comments. I thought it was amusing but was disappointed in the "coming soon" website, which I continue to be disappointed with now that it's arrived.

Snakes on a plane. Great buzz before. Small opening? My theory:
Take the total movie-going audience subtract everyone deathly afraid of snakes minus everyone scared to fly. Those have got to be in two of the top five phobias. Then again Squirrels on a plane or Snakes in the Corolla don't sound particularly exciting.

Further comments: I'm not sure it's a great thing that the blogosphere had such a big impact on the movie, I mean we all wanted to hear SLJ say MFSOTMFP but we've all seen the results of advertising by committee. I've seen focus groups kill great campaigns b/c they "just don't like it." I've seen clients run copy through the bureaucratic method. So maybe the soft opening is a blessing in disguise and target audiences will remain that.

Posted by:Szczepanik | August 23, 2006 at 10:56 PM

If nothing else, worth a listen just to hear John January express -- twice -- what he thinks is the greatest agency in the world.

Posted by:Brazilian Art Director | September 01, 2006 at 09:58 AM

If it weren't for you two at AC, I might never arrive at the "partay." I hadn't heard about this viral video until you mentioned it. But one campaign I've seen that seems to have come off with better planning and more understanding of the possibilities for "new marketing" is Brawny's Brawny Academy. Have you seen it? I first heard about it by word of mouth, then checked out the website and told a few of my friends to look at it, then finally saw both a magazine ad and a TV spot. What do you think of it? Do you have any idea how it is paying off?

Posted by:Sally Sampson Craft | September 23, 2006 at 05:46 PM

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