Brand Entertainment - make a movie, show, music video, or any media, which itself is an entertainment piece promoting a brand.
Example - the BMW Films "The Hire"ad campaign with Fallon (wiki).
Here is one of the bmw film starring Clive Owen and Madonna, directed by Guy Ritchie.
Other BMW films on youtube.
I believe that brand entertainment is a good idea. It captures my attention for much longer duration than a regular ad. Put a regular ad on, and, all i am trying is to skip it somehow - possible or not.
Wednesday, June 06, 2007
Tuesday, June 05, 2007
Google Calendar "Unscheduled" --- Its down
Yes.. Goog Cal is down. so annoying...Totally Global error messaging
Quote
"Advertising is not a sprint.
It's a marathon."
- Mike Hughes
President, Creative Director The Martin Agency
Monday, June 04, 2007
All About Advertising
Well that is the title of the class that I just started attending at The New School. The class is taught by this 68 year old guy Kurt Brokaw who has been in the advertising industry for last 48 years. Teaching at new school for the last 21. He has been a creative director at some big ad agency here in nyc and his wife and kids all seem to be in the same business.
Anyhow, I think I liked the start of the class. He started with how advertising is changing that is visible to the consumer. Things that came up in that discussion (really, it was interactive) - more mediums like online ads on cellphones and your websites, more contextual, more personalized, lesser control of marketers in terms of where the ads are being served, more global.
Kurt did have a good start for the class by showing us a few advertisements that have been successful either in creating a buzz or in terms of their creativity. The ads that he showed us:
1. 1984 superbowl ad for Apple: This ad was supposedly a big hit in terms of creating a buzz for Macintoshes and was talked about for a lot. No one had seen an ad like this before. It was directed by Ridley Scott (wiki), a famous english film director. He has the fame of directing BladeRunner and Alien and this ad no doubt has the same feel, look, and texture.
One thing that Kurt pointed out was that the zombie looking marching people in the ad were supposed to be referring the office workers who would always choose IBM when it came to buying their work computers. And of course the ad tries to blow away that paradigm and introduce something revolutionary for the office workers.
However, I don't agree that this ad was any successful if it really wanted to target the office workers. IBM has lost a large market share in the office PC market, but its not Macintosh that has replaced those IBM machines. Its Dell (interesting ad campaign article from 1999). I hope I find some time to research some Dell ad campaigns.
It was amusing to see that there are teaser Hillary clinton and Barack Obama ad campaign videos making use of this video.
Moving on, Kurt introduced us to AICP (Association of Independent Commercial Producers). According to them they specialize in producing commercials on various media - film, video, computer - for advertisers and agencies. Here are the 3 commercials he showed us:
1. Adidas "Hello Tomorrow" ad.
Director: Spike Jones
Music: Helen Sheppard
What I saw in it - the guy goes around different terrains, positions etc and then they end it with a tag line - "Intelligent shoe" and it all makes sense, at least to me. But again I dont think there is much of intelligence in any shoe, esp if its not made for just my foot shape and size.
2. XBOX 360 "Jump Rope" ad
McCann-Erickson took home the Best of Show American Advertising Federation (AAF) award for this commercial. From the press release:
If its one take shot, pretty amazing - not sure how long it took them though. To me the ad was a good way of saying: hipsters, jump into the xbox gaming.
3. Hummer "Modernista" ad. This one is funny.
We had a good discussion about this ad as if it was too intense and created more of a negative image for the product. An interesting "anecdotal" fact that Kurt told us is that most of the hummer owners that he has talked to own it because they feel when the disaster comes to new york, hummer would be the safest car that can take them out of the city. Frikkin Aey!
And here is a regular stop for the hummers:
More Hummer images on daylife.
So this if my first class which is all about advertising.
Anyhow, I think I liked the start of the class. He started with how advertising is changing that is visible to the consumer. Things that came up in that discussion (really, it was interactive) - more mediums like online ads on cellphones and your websites, more contextual, more personalized, lesser control of marketers in terms of where the ads are being served, more global.
Kurt did have a good start for the class by showing us a few advertisements that have been successful either in creating a buzz or in terms of their creativity. The ads that he showed us:
1. 1984 superbowl ad for Apple: This ad was supposedly a big hit in terms of creating a buzz for Macintoshes and was talked about for a lot. No one had seen an ad like this before. It was directed by Ridley Scott (wiki), a famous english film director. He has the fame of directing BladeRunner and Alien and this ad no doubt has the same feel, look, and texture.
One thing that Kurt pointed out was that the zombie looking marching people in the ad were supposed to be referring the office workers who would always choose IBM when it came to buying their work computers. And of course the ad tries to blow away that paradigm and introduce something revolutionary for the office workers.
However, I don't agree that this ad was any successful if it really wanted to target the office workers. IBM has lost a large market share in the office PC market, but its not Macintosh that has replaced those IBM machines. Its Dell (interesting ad campaign article from 1999). I hope I find some time to research some Dell ad campaigns.
It was amusing to see that there are teaser Hillary clinton and Barack Obama ad campaign videos making use of this video.
Moving on, Kurt introduced us to AICP (Association of Independent Commercial Producers). According to them they specialize in producing commercials on various media - film, video, computer - for advertisers and agencies. Here are the 3 commercials he showed us:
1. Adidas "Hello Tomorrow" ad.
Director: Spike Jones
Music: Helen Sheppard
What I saw in it - the guy goes around different terrains, positions etc and then they end it with a tag line - "Intelligent shoe" and it all makes sense, at least to me. But again I dont think there is much of intelligence in any shoe, esp if its not made for just my foot shape and size.
2. XBOX 360 "Jump Rope" ad
McCann-Erickson took home the Best of Show American Advertising Federation (AAF) award for this commercial. From the press release:
This extreme double Dutch jump rope jam metaphorically captures the excitement and social aspect of the new generation XBOX 360. It was shot completely in-camera in one take. This is a beautifully crafted piece of work, and the soundtrack is inspired.
If its one take shot, pretty amazing - not sure how long it took them though. To me the ad was a good way of saying: hipsters, jump into the xbox gaming.
3. Hummer "Modernista" ad. This one is funny.
We had a good discussion about this ad as if it was too intense and created more of a negative image for the product. An interesting "anecdotal" fact that Kurt told us is that most of the hummer owners that he has talked to own it because they feel when the disaster comes to new york, hummer would be the safest car that can take them out of the city. Frikkin Aey!
And here is a regular stop for the hummers:
More Hummer images on daylife.
So this if my first class which is all about advertising.
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