Rambling and blogging for over 8 years, from good food and drink around town, eclectic electronic music, absolutely anything to do with digital media, throw some sport (more than likely cricket) in and the odd personal experience — as seen through my viewfinder.
It gets to a point where it does become a joke. Commonwealth Bank, the bank that is determined to be different are showing their point of differentiation in the market place by lifting its mortgage rate by more than the latest Reserve Bank increase.
Wayne Swan expects customers will be “furious” and he will soon be delivering a package that will make it easier for borrowers to switch banks if they are not happy, so they can “vote with their feet”.
I guess CBA are looking at recouping some of their costs from Goodby, so they’ve deemed this the first step.
Whilst the Super Bowl has been won in an upset by the Giants - for those whose team didn’t make the final or those that don’t follow the game, of greater importance are the numerous new TVCs especially created to be launched during the game. Some excellent executions featured, some not so brilliant and thankfully none so poor as the new Commonwealth Bank “Dare to be ridiculedstupidfoolishin the dole queue different” by Goodby Silverstein and Partners. In fact, it’s so bad that Neil Shoebridge has already coined it as the worst ad of 2008, and it’s only the first week of February!
Anyway, back to the good stuff! Here’s my favourite from Audi.
…and here’s another that will make every male wince.
MySpace have just set up a page that allows you to see all the ads and vote on your favourite. All the TVCs are here plus the FOX/NFL promos. What’s your favourite?
Drambuie have taken a bold, and somewhat brash approach with this video. Instead of showing people endorsing your product, they’ve gone the other way - displaying people who completely dislike, even hate your product. It’s a clever approach as it truly illustrates the type of people who will not be seen drinking it.
The website that ties in with the campaign is a wee bit naff. However, the executive summary is worth a read - tongue in cheek and telling it like it is.
Much respect to the bloke who says “It’s not for a rough bloke like me.” Now is that a Bentley in the background for added effect? Not at all… more likely a Chrysler 300C.
A market research session I’m attending tonight has requested that I pull together two examples of brand/marketing comms that have impressed me in recent times. I’ve singled out a selection of TVCs here, there’s many more that come to mind that are certainly brilliant, however the product that they are advertising doesn’t appeal to me (viz. Pure Blonde beer).
Snooze have recently rebranded from Cap’n Snooze. Losing the “Sale! Sale! Sale!” approach of years gone by, they’ve changed tack and pursued the viewer from an emotive angle. Sleep is something we all need, and whilst we are sleeping, we’re both completely oblivious and defenceless to the world around us. An apt choice of music with “Mad World” by Tears for Fear, sung by Gary Jules - however, the use becomes perhaps unintentionally interesting due the association with the cult-film Donnie Darko.
Tourism Victoria have it nailed. I continually love the campaigns that are produced. Their almost Bohemian approach to enticing people to their wonderful state is displayed through their chic, yet esoteric television commercials. Run Rabbit Run was an ad you either loved or hated. The backing soundtrack to this piece was a quirky piece of 1930s fun (incidentally, the song was popular during World War II when the lyrics were changed to Run Adolf!) orginally poking with a butler who has a somewhat creepy or cheeky disposition - depending on your point of view. The second, The Labyrinth (losely based on the Greek story of Ariadne and Theseus) isn’t as in your face as the first, but it takes a walk through the streets and alleys of Melbourne - however it’s the music - Joanna Newsom’s “Sprout and the Bean” that once again brings this ad to life.
20 years on, the amorphous space-age food of the future can’t be found on the supermarket shelf in this incarnation. It’s probably had the sugar replaced within NutraSweet and been converted into a Weight Watchers pudding or something similar. Love the music as well!!?
I attended a presentation and networking event last night for marketers and it was quite apparent that many traditional marketers are still not immersed in what is occurring in digital channels.
In response to some comments from various members of the group last night, I thought I’d outline the social networking tools I personally use, and also some of the applications that are buzzing about at the moment.
I’ll have this article completed in the next week - until then, if you’re feeling a little impatient and want to get a taste of what’s out there - subscribe to the site via my feed and hook up with me on LinkedIn and Facebook. Once you’re on Facebook, have a look for the newly established groups finserv.au and Australasian Digital Media. Remember that these platforms are in their infancy, so don’t expect communication miracles overnight. With networking of any type, it does take time to build a strong network and for people to become familiar with the modes of operation.
Here’s an old ad that David Ogilvy wrote the copy for -
Forgot your glasses? Here’s the copy.
Meet Commander Edward Whitehead, Schweppesman Extraordinary from London, England, where the house of Schweppes has been a great institution since 1794.
Commander Whitehead has come to these United States to make sure that every drop of Schweppes Quinine Water bottled here has the original flavor which has long made Schweppes the only mixer for and authentic Gin-and-Tonic.
He imports the original Schweppes elixir, and the secret of Schweppes unique carbonation is locked in his brief case. “Schweppervescence,” says the Commander, “lasts the whole drink through.”
It took Schweppes almost a hundred years to bring the flavor of their Quinine Water to its present bittersweet perfection. But it will take you only thirty seconds to mix it with ice and gin in a high ball glass. Then, gentle reader, you will bless the day you read these words.
P.S. If your favorite store or bar doesn’t yet have Schweppes, drop a card to us and we’ll make the proper arrangements. Address Schweppes, 30 East 60th Street, New York City.
Now I ask you to think about this for a moment. What is about this ad that oozes class? Not sure?
Take the classic P.S. which is so common in DM. “Drop a card to us and we’ll make the proper arrangements.”
Right there. We’ll sort it, for you. That’s the ticket to a premium brand right there. A class act all the way is David. There’s a reason that Time Magazine called him “the most sought-after wizard in today’s advertising industry”.
I’ve been chosen to sit on the judges panel for the Web Marketing Association’s 2007 WebAwards.
The 2007 WebAwards will name the best Websites in 96 industry categories.
The WebAwards are a high profile set of awards in online circles, and with finanancial services organisations such as Fidelity, Merrill Lynch and Charles Schwab winning several awards in 2006, not to mention agencies such as Leo Burnett, Wunderman and Tribal DDB - it shows that the big guns take such awards seriously.
Further, it will be interesting to understand the criteria used in judging the websites and how this compares with our industry based efforts to ‘judge’ websites that I have either seen or been involved with.
