- (Microsoft beats Apple?) Once Is Chance, Twice is Coincidence, Third Time Is A Trend
- (Ideas that spread) Be Contagious
- (Creative Inspiration) To create_______that you can't imagine any other way
- (Twitter 101) NOT on Twitter READ this. Already convinced - SEND this!
- (Storytelling) Random Acts of Fusion Muscle Music !
If you want to create an ad as wonderfully sentimental and magical as this Morrison's tv spot you need to do three things:
1. Embrace your emotions
Reject functional and rational messaging, and embrace the right brained world of emotion. Force yourself to see the world from the viewers perspective; their humanity, aspirations, frailties, and joyful moments. Resist the urge to make it mainstream or superficial (and write that in your brief).
2. Remember it's not about you, its about me!
Make the viewer (customer/audience) your only priority. That's right, tell a story only they will care about. Realise that capturing their mind and their heart is all you need to do. This is not the time for selling, for price promotions, for store front shots or gratuitous branding.
3. Believe, be fearless and stay the course
For a story this magical, you have to trust your agency, the creatives and the director. When they talk about making it feel authentic and spontaneous...just let them do their thing. When they ask for the 'slow mo' camera for the flour scene just say yes. When you ask to make the logo bigger in the end frame, listen and agree when they say no and push back.
One last thing
Whatever you do, don't give in to internal pressure to make changes (stay strong in that tough meeting when the ad is being torn to pieces). Don't cave to demands to make it more like competitor 'X', or add in more facts like competitor 'Y'. Only marketers and agencies with true belief in their art will take calculated risks like this, and customers will reward them with their minds, hearts and money.
No surprises - eg 'Rule 2' is a reminder that brands co-create their message as they no longer own it. 'Rule 10' 'Hire Us' is a call to action, but, hey ! It did its job by getting Weber front of mind in a sea of agencies....
P.S.....anyone else notice perhaps an homage to JCP's latest logo/US campaign ?
Yes! tin foil (as we call it in the UK) or aluminum wrap ads can be emotive and memorable. This ad has been bugging me for a few days, because its simple storyline has a cinematic, dramatic air that leaves me expecting many more adventures from these characters. I love the sense of adventure and the fact they are trying to capture the audience's hearts and minds with a playful sense of wonder and fantasy.
Kudos to the folks at Reynolds (and Euro RSCG/Chicago) for focusing on the right-brain, for using imagination, for great storytelling, for championing inspiration. I hope they take an extreme journey on this whimsical 'magic' theme.....and steer clear of tired, obvious, and functional performance messaging.
Go crazy - create a cartoon, give the characters more stories, create kids books and continue to push the envelope. You are on to something, and I might just feel connected to your brand, an emotional territory that your competition dare not claim.
Awareness vs preference campaign - "Do you have a good definition? I am confused, in need of some good advice"
Hi, it could be semantics [of the client] or a true ask so I suggest to use a tried and tested model of advertising.
Awareness will drive recognition/attention - if you are a brand that wants to get people to know you or what you do that's fine but it doesn't pay the bills.
Preference would be an activity that gets people to choose your brand, or at least have the brand amongst a considered set of competitors.
Hence in the AIDA model (Awareness, Interest, Desire, Action) - Awareness is the first step, with preference between Desire and Action.
So in summary, I don't think anybody really wants a brand preference campaign, they want a Brand Action campaign with metrics that clearly deliver against the need of the client.
I would align a definition of what success looks like before doing anything - that way you will know if million facebook fans is success or increasing sales by $10,000 per quarter... Hope this helps..
Okay so on ocassions you get a ticker..........or a static graphic....
Stop Press: Read more here where it was reported in April that ESPN would have the technology in August ready to serve ads ....on the iPad
In search of marketing innovation for your brand ?
This Kia car ad has an authentic picture of....well a Kia car (no-less), with a disruptive landscape placement that compelled me to rotate the page to look at it and share it (remarkable).
Innovate, disrupt, and become remarkable, seize the patently obvious opportunity to be landscape in the portrait world !
As I write this post, ad agency planners the world over are scheming to uncover killer insights, brand managers vy to launch their first hybrid campaign, and media mavens are seeding content amongst the most coveted 'sociopro' influencers......
Failure to understand their brand equity and user base may lead to the creation of a 'Bring back old Linked In' group. Start to worry if a cut the rope 'corporate ladder edition' replaces the 'People you may know' section......