JWT and Chuco deliver creative inspiration

July 10th, 2006

JWT and Chuco have released several videos in the realm of advertising and design. It is a unique blending of the real world and the marketing world with more than enough material to get those creative juices flowing again. It is a must see for any marketer, advertiser, designer, and random creative-type.

See the videos here and here.

You might find, as I did, even more appreciation and insight into these presentations with some background on JWT. Before confining myself into a cross-country flight to San Francisco last month, I picked up the June 2006 issue of Fast Company featuring Rosemarie Ryan and Ty Montague of JWT.

The main article, “Rehab: An Advertising Love Story” was a thorough look at how the two of them took one of the oldest and largest ad agencies, J. Walter Thompson, and reinvented it as JWT. It is an excellent piece on the inner workings of an established agency during their calculated and chaotic rebranding effort. I definitely enjoyed it and highly recommend the story as well as the entire Fast Company magazine.

Videos courtesy of AdLand.
Fast Company courtesy of some random, no-name newsstand in the airport.

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  Why Users Hate Online Ads and Advertisers Love Them

July 7th, 2006

There has always been a disconnected symbiotic relationship between the advertiser and the consumer. The advertisers spend money on ad campaigns until they hit that invisible, but very solid, wall of the consumer. When the consumer’s had enough, they stop paying attention. Then more money is spent on taking the attention-grabbing to a higher level. The consumers notice and then, due to disinterest or annoyance, stop paying attention and the whole thing starts all over again. Oh, no! Oh, yes! – my School House Rock moment.

And thanks to our old friend, the Internet, this process is growing exponentially. You can see it in the expanding advertising budgets as well as the expanding consumer hatred towards the online ads those budgets pay for.

My case in point. On July 5th, the iMedia article “What Users Hate About Online Ads” discusses the online advertising users despise and why. Not a day later, on July 6th, the eMarketer article “US Internet Ad Spend to Climb by 25%…Or Is That 33%?” charts how Internet advertising spending will jump a conservative 25% to 33% in the next year, compared to the total US media spending of 2.8%. And that doesn’t even include paid search, which jumped a whopping 84% from the same time last year.

Let’s stop and think about this for a moment. At the exact same time on-line advertising spending is dramatically increasing, users are increasingly more annoyed with that advertising and smarter in how they avoid them. Ah, the fond memories of childhood. I remember sneaking the dogs my broccoli at dinner after telling my mom over and over and over and over that I didn’t like those little freaky green trees of goodness. She didn’t listen, so I became smarter (and the dogs became sicker).

According to Cia Romano, CEO of Interface Guru, users equate on-line advertising to “rude behavior”. She sites some examples how users will also follow up their negative feelings with action, including going to the ad’s competition for the same product/service or immediately scrolling past the top banner on every single page they visit.

Jakob Nielsen, resident usability expert, also confirms these types of behavior. While attending his eye-tracking seminar during the NN/g Usability Week in San Francisco a few weeks ago, Jakob presented heat maps and individuals user tests that showed over and over again how adept people were at avoiding on-line ads. It was amazing how their eye movement moved in a “Z” pattern from header to content to footer and expertly bypassed any advertising.

So why is there such a disconnection? Will advertising budgets keep growing in line with the sophistication of the consumers’ avoidance? Are advertisers and consumers in an eternal love-hate relationship? Or am I just reading way too much into this?

What are your thoughts?

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  Making Music with a Sunburned Bottom

June 28th, 2006

While walking quietly down the beach, I noticed many half-naked, burnt red bodies broiling on the sand. Reminiscent of Cornish game hens, I gazed up at the sky and wondered what McCormick seasonings would go best with SPF 15.

I was soon interrupted by the most painful, ear-piercing screams. Innocently, of course, I tripped over an unsuspecting sun worshipper onto another then fell backwards onto two more. In between apologizing and dodging lifeguards, I realized that the screams were almost musical. Quickly I stood up and, in order, slapped the legs of the remaining broiled chickens. Do Ray Me Fa So? Genius!

After hours of trying unsuccessfully to convince 8 burnt women to lie next to each other and scream in pain on cue, a passerby informed me that I can make the same music in the comfort of my own home. Thanks to DDB Brasil, I now play “Mary had a little lamb” on my La-z-boy in air conditioned Bermuda shorts.

Yes, this is a bit over the top, but it’s a hell of a lot more interesting than saying, “Sundown has created a very unique ad campaign that is well-executed and speaks directly to its target market.” They did, it is and it does. But doesn’t a silly story add so much more entertainment value?

Enjoy the site.

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  Is the triple opt-in one too many?

June 27th, 2006

Q Interactive announced today that they are launching a new triple opt-in lead generation service. No, you didn’t hear me wrong and yes, you did just do a double-take. According to iMedia, this new service will provide more safeguards to confirm in 3 steps that someone is interested in an advertiser and would like to be contacted by them. Triple opt-in. 1-2-3.

1. “Let’s see. Fill in my e-mail address and click submit. Easy enough.”
2. “Oh, another form. Full name? OK. Address? Not sure why they need this, but I’ll put it in since they say it’s required. Phone? Job Title? Interests? Um, ah? Ok, I guess.”
3. “I received their e-mail. Click on this link and…done. No wait. Another form. More things required? Oh forget it. I’ll just go sign up for this credit card.”

Now, I am a strong proponent of double opt-in. It insures that an e-mail address is valid and offers a greater chance that the person who’s signing up is real. There are ways around it, of course, but the benefits definitely outway the risks. And I’m sure there are many companies out there that legitimately need this new service for the higher levels of consumer qualification.

Human nature, however, will not stop there. We’ll probably take this opportunity to open Pandora’s box of razor blades. Do 4 blades really shave your face any smoother than 2? Probably not. Are there more bloody faces and beards? Quite possibly.

The same holds true for triple opt-in. Advertisers will think, “Hmmmm. If double opt-in works this well, image how much better triple will be?” But to the time-deprived, security-paranoid consumer, this is just another opportunity to move to the competition or give up completely. A year down the line, I’d love to see their conversion reports. Will advertisers’ ROI increase or will the same unscrupulous users make up more fake information while others simply click away? I’m betting on the latter.

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  Flash and the Marketing of Human Interaction

June 22nd, 2006

The latest and greatest of Macromedia (now Adobe) Flash brings the ability to interact with another human being – at least on-line - to the masses. By incorporating video, anyone can create animated shorts, marketing campaigns, etc. that allow the user to choose and watch the person’s response.

Here are six such projects that stand out in my eyes. They are creative, targeted, hilarious, suggestive and addictive with subjects ranging from eating anything and gum cults to bodily grooming (read my review), brushing teeth and a bartender’s sage advice. And let’s not forget Pjotro: The Man with the Musical Suit. These projects engage their target viewers while entertaining and feeding into the viral nature of the larger audience.

I know there are many more of these Flash video campaigns out there, so if you come across one that is definitely worth mentioning, please let me know. I’ll either include the site listing (with a finder’s credit) in a future compilation post or do an in-depth critique (see Pointroll and Bridezilla). Enjoy.

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  Norelco Shaves Below the Belt with New Campaign

June 9th, 2006

In the latest adventure into the nether regions of the male body, Philips Norelco and Tribal DDB have created a on-line marketing campaign that is sure to reach the heights of viral gold called Shave Everywhere.

To test the comfort levels of all men, their spokesman dressed only in a white robe very casually and securely walks in and discusses his [beep] and [beep] as well as various other body parts that can be shaved with the new Bodygroom. He also gives some very fine examples the fun your [beep], [beep] and [beep] might have after using the product. So direct is his conversation that the video itself becomes the “family-friendly” censor. Philips replaces his graphic, yet biologically-correct, statements about his [beep] with Austin Powers-like symbols of edible imagery. Bananas, coconuts - well, you get the picture.

It’s very odd and intriguing piece that’s hard to turn away from, which is exactly the point. Philips and Tribal take the conversations that men usually have with their spouses, mirrors, and/or [beep] and bring it out for all to hear and thankfully not see. The Flash video is polished and well-executed with a tone that is sarcastic and just a bit naughty, which is perfect for their target market.

This campaign includes the standard FAQs and product usage tips, but has some extra captivating features that I’m sure will excite your [beep] and [beep] with just the thought of using the Bodygroom. Make sure you learn “Where to Shave”, take the new Bodygroom for a “Test Drive” and discover how much better your life will be with another “Optical Inch”. Plus, in the spirit of every 80’s cheesy rock ballad, you can sway to the music of the Bodygroom music video.

Check it out at shaveeverywhere.com. Your [beep], [beep] and [beep] will definitely thank you.

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  Should food be in food advertising?

May 17th, 2006

Traveling one of the many state highways these past few days, I discovered the true majesty of the American countryside, billboards. There were some well-established businesses like outlet stores, hotels and gas stations as well as lesser-known ones such as the Ice Cream Shoppe/Laundromat and the truck lodge billboard with hand-painted tye-dye circles (the text and the background).

What I did notice was the large amount of food advertising, including truck stops, fast food joints, down-home cookin’, and specialty stores. A majority of these billboards also had photos of food prominently displayed and visually nauseating.

So here’s the question of the day…”Should food be in food advertising?”

Issue #1: Photo Treatment
Listen up, Photoshoppers, this one’s for you. Unless you know what you’re doing, don’t. Don’t crop food. Don’t drop shadow food. Don’t auto-level, auto-contrast, auto-color, auto-anything food. You are dealing with the sense of taste and all the emotions associated with it. The moment the food looks fake is the moment you’ve lost another customer.

Issue #2: Lighting

Lighting can greatly affect color, especially with food. In Ikea, there is a 3’ by 6’ poster advertising their 75 cent hot dog. And those 75 cents will never leave my pocket because the hot dog is blue, the bun is grey, and the mustard is light beige. The ad has been up for a few years, so I’m not sure if it’s artistic license or laziness. But my hunger turns to humor and my money goes to a good cause, video games.

Issue #3: Weather
Rain, wind, snow, and heat change billboards in unexpected ways, regardless of the weather protection it may or may not receive. On my recent turnpike journey, I saw faded salads, yellow milk, grey steak, and blue burgers. No wonder I stuck with coffee and Smartfood.

Issue #4: Personal Preference
A hot dog can have mustard or ketchup or both (gasp!!), relish or kraut, chili or cheese. It could also be boiled, grilled, or baked. And it’s not the positive reaction you have to content with, it is the negative perception. Some who likes grilled hot dogs might think boiled dogs taste bland and uncooked. Someone who boils them might think grilled dogs look dirty. Who knows? Even if you offer all of the above, it’s that negative perception that will instantly turn off a potential customer.

Issue #5: Focus
By displaying food on your ad, you are reducing your menu and your business to that item. At 70 mph, I am not reading the secondary copy. I am seeing a picture of a hamburger, thinking that I really just want something sweet with good coffee, and continue driving. This all happens in a split second and leaves you without a customer. Even if you have the best homemade brownies and coffee in the country, it doesn’t matter. You’ll be forever known as that hamburger joint, if you’re even remembered at all.

Solution
Leave the food on the menu. You are trying to get people in the door. Advertise the price, the satisfied customers, the friendly staff, and the convenience. You’ll find me at the counter with the “Best Dessert in the State and Free Coffee Refills.” But I’ll long gone with a photo of faded apple pie.

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  A Beer and the Wet Kitten

May 8th, 2006

How about we take a quick survey. As a consumer, what is going to “encourage” you to pick one beer over another? Hold on. Before you say hot women (a lot of them) in as little clothes as possible, let me finish. Is it memorable imagery or information about the beer’s superior quality? Probably somewhere in the middle.

But here is the point, all broken down into easily digestible pieces for you. Ads tend to be more memorable when there is something to remember. I don’t care if it is hot women. When a bunch of guys walk up to the bar and decide on a beer, what’s on their mind? The clean brewing process or hot women? Hot women. Is it the taste of the barley and hops or a wet kitten? The wet kitten, of course.

I’m sure you’re thinking, “Wet Kitten? Where in the hell did he pull that out of?” It’s actually a part of the latest Widmer Brothers marketing campaign.

• Ad #1: Wet Kitten
• Ad #2: Raw Bacon
• Ad #3: Barbed Wire
• Ad #4: Toilet Bowl Freshener

On the MarketingProfs.com blog, Scott Petinga posts a rather profane rant about these print ads. Now I am the first to admit that there are things wrong with these ads, but come on? How about a fair and objective critique with some professional suggestions?

Since I’m not expecting some constructive criticism any time soon, I’ll just write my own.

OBSERVATIONS:
1. The color palette, background textures, and font choices all blend together very well and brings the feeling of refinement to the beer.

2. The distinction between Widmer and their competition is apparent and yes, memorable.

3. The photos and quotes of the Widmer brothers bring in a sense of family and visual recognition of individual people, not a soulless corporation. It’s also a great closer to the ad because it speaks to the quality of their product with a little dig at their competition.

SUGGESTIONS:
1. Switch the placement of the Widmer beer and the competition - People read from left to right. Having the competitor’s beer with the bad elements seen first sours the taste (no pun intended) of the Widmer brew. The tagline and brothers’ quotes also read left to right with Widmer first and competitor second. Switching the image placement would bring consistency to the ad.

2. Differentiate the two glasses from each other - The beer glasses look exactly the same. Even though one has the kitten, it does give the impression that the Widmer is the good beer and the bad beer. And no one really wants to associate their beer with wet kittens, do they? Some possible solutions are:

3. Make the Widmer beer clearer and cleaner - The Widmer beer looks foggier and denser than the competitor’s. Regardless of the kitten, the competitor’s liquid itself looks much tastier (as strange as that sounds).

4. Loose the lemon - The Marketing Brain: It turns off some of your audience, including myself. I consider a beer garnish sac religious and I quickly change my impression of that beer to “girly” and “foo-foo”.
The Design Brain: The color and lighting of the fruit makes it look like it was digitally-placed into the photo afterwards. It is not needed and distracts from the main focus, the beer.

CONCLUSION:
Even if nothing changed with these ads, they did accomplish their goal. You will remember their product. Whether you thought it was clever or sickening, you will recognize the logo behind the bar or on a menu and it will spark a conversation. In the end, it doesn’t matter if you order the beer now, later or not at all. Because you’re talking about it, someone else probably will.

Is it happy hour yet?

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  Pointroll’s ad campaign “gets the message through”

May 2nd, 2006

A beautiful woman. A black dress. A studded, leather dog collar. No, this is not a midnight rendezvous through the dark recesses of the Internet. This is a banner advertising campaign called “Office Rumors” from the partnership of Pointroll and the Buddy Group.

Like any good advertising campaign, this banner ad immediately draws your attention. Come on. Who’s not going to at least take a second look at a woman with a dog collar blowing kisses to someone off screen? Well, if you’re one of them, you’re a stronger man than I.

What sets this apart is that this campaign is not a passive walk-through. It is an interactive experience where you observe the setup and meet the players with the question, “What message is she delivering?” always prominently displayed and reinforced. And after all of that, you get to choose your own ending. Don’t worry. I will not give away the ending (because I really, really hate those people). But I will say that whatever choice you do make, the Pointroll branding message of “Opening the door and getting the message through.” is effectively driven home. It’s then followed-up by the ability to sign up for emails, download a white paper, or visit their site directly from the banner. This, my friend, is how banner advertising should be.

I know there are a myriad of Flash video marketing campaigns out there today, so let’s put the technology aside for a moment. Come on, indulge me. Why “Office Rumors” works so well is that their marketing message is clear and consistent and their audience is very well targeted. I originally found this banner on eMarketer, an on-line marketing magazine. And as you can tell by this post, I am among their target audience.

So enjoy. But do me a favor. Don’t bring a studded, black leather dog collar to work. I assure you that this is not the message Pointroll intended and I’m confident you’ll break more than a couple of corporate policies.

Woof.

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