Category Archives: Advertising

BrandBowl Studs (and as always, a few duds)

Last night, the hubs and I planted ourselves on the couch for a good five hours to watch the Ravens beat the 49ers watch big-name brands attempt to make us laugh or cry or in the case of Go Daddy — dry heave.

Analyzing the commercials is a ritual for me. That’s why we’ve always declined invitations to SuperBowl parties. I prefer to watch the commercials in peace and quiet. But rest assured, the spread of food is never lacking. The minutes I spend glued to the TV are also spent stuffing my face with chili, nachos and this amazing caramelized onion, gruyere and bacon spread.

caramelized onion spread

Overall, I was pleasantly surprised at the showing of commercials this year. I remember not being wowed by any of them last year. Not that I was really wowed by anything this year, but I’m pretty confident in saying that there were some that really struck a chord.

No. 1 Budweiser “The Clydesdales: Brotherhood”

Part of me wonders if the reason why I loved this one so much is because I’m such a sap when it comes to animals. But clearly, the critics and the average consumer were fans of this too. Superb storytelling. Great music choice. And excellent job of tapping into the emotional side of well, selling beer. This is the kind of stuff SuperBowl commercials are made of, and Budweiser has consistently delivered that time and time again. While my next beer probably won’t be a Budweiser, I appreciate the brand, its storied history and its ability to make a lip or two tremble in a mere 60 seconds (1 minute, 12 seconds if you’re counting).

No. 2 Ram Trucks “Farmer”

 

I love the fact that this commercial doesn’t read like a sell sheet. There is nothing about torque or horsepower or that Hemi V8 engine mumbo jumbo. Yes, that’s important if you’re seriously considering buying a Ram truck. But if that’s the case, then visit their website. In this spot, Ram decided to celebrate a longtime consumer of their brand, the farmer. And it’s that celebration and appreciation of the hard-working American farmer that will remind their audience to think of Ram the next time they want to buy a truck. Spotlighting the farmer was a pretty unexpected approach, but it’s one that I liked. In a category where everyone is spewing product attributes, it’s nice to see a truck brand stand for something. And all that farm imagery? Beautifully art directed.

No. 3 Taco Bell “Forever Young”

This being my third year of analyzing SuperBowl commercials on the blog, I’ve realized that I’m partial to the deep, serious, emotional TV spots. I personally find them to be the most memorable. But this year, there were a couple humorous ones that I thought were pretty darn good. Taco Bell’s is one of them. Let’s face it. Old people doing funny sh*t is hilarious, and the whole concept seamlessly laddered up to their “Live Mas” tagline. And okay, another huge reason why Mikey and I loved this one is because Mikey is a HUGE Taco Bell enthusiast. As in, he’s on a first-name basis with the woman at the drive-thru enthusiast.

No. 4 Oreo “Power Outage” Tweet

Oreo did have a commercial during the SuperBowl this year, but the stunt they pulled in social media overshadowed the millions they spent on their TV spot. During the infamous power outage at the Mercedes-Benz Superdome, Oreo made a move that proved they were quick, witty, relevant and modern. They posted this photo to their Facebook and Twitter accounts.

Oreo

You may be thinking, So what? What’s the big deal? The big deal is that in this fast-paced world that we live in today, Oreo can keep up. They recognized that timing is everything, and they found a way to deliver a brand message at a specific moment in time when people were twiddling their thumbs, waiting for the lights to make a comeback. Well done, Oreo. Nicely played.

To be perfectly honest, I don’t really have the patience to recap every SuperBowl commercial, but as is my tradition every year, I tweeted a lot of my 140-character criticisms during the game. Take a gander. Enjoy. And see you next year, BrandBowl.

Twitter feed 1

 

Twitter feed 2

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Austin-grams

Two days after we returned from our Seattle/Vancouver trip, I was off again to another out-of-state destination — to the city of Austin, Texas. Work sent me there for the annual South by Southwest Interactive Festival, a mecca for uber web geeks. Not that I’m claiming to be the ultimate web geek or anything, but I certainly felt at home among the multitude of nerd glasses and plaid.

Much of my time was spent attending seminars all day and schlepping through the non-stop rain that bombarded Austin for four out of the five days I was there. But the good thing was that I did get to squeeze in my fair share of great eating. And when great eating is involved, it’s bound to be a decent trip, no matter if you’re traveling for business or pleasure.

In typical business travel tradition, here are a few Instgrams/iPhone photos I snapped in Austin. Maybe one of these days I’ll get back there for pleasure.

{Photo Captions}

Clockwise from top left:

  1. Chevy concept car, which by the way, I would like for myself thankyouverymuch.
  2. SXSW festival logo, in case I forget the whole reason why I was there.
  3. Enjoying a brew or two. Shiner Bock is the Texas favorite.
  4. Weiner dog at Frank Restaurant. Appropriate for a hot dog joint.
  5. Fancy vanilla latte at Frank Restaurant.
  6. Nike branded building.
  7. Good old fashioned Texas BBQ at Green Mesquite.
  8. In the parking lot of Green Mesquite. About to get our BBQ on.
  9. Google took over a dive bar called Lustre Pearl. And by “took over”, I mean turning it into what looked like a college spring break party town.
  10. First lunch in Austin at a cafe and bar called Annie’s.
  11. Conducting cat interviews at the Friskies You vs. Cat party.

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BrandBowl XLVI: The Good & The Gripes

So should I start out with the good or the gripes? Because last night’s BrandBowl brought a lot more gripes than it did good in my book. Which is a low down dirty shame when you consider the ridiculously ridiculous amounts of money marketers spend on these TV spots. We’re talking upwards of $3.5 million for seconds of airtime. I can’t even fathom how many Jimmy Choo’s that could buy.

I guess I’ll start with the good – with a caveat that none of the spots this year wowed me. I’ll get to why later. But the two commercials that rose to the top for me were Budweiser’s “Return of the King” and Chrysler’s “Halftime”.

Budweiser “Return of the King”

I live in St. Louis and the Anheuser Busch heritage is a concept that I’m very familiar with. It’s something that people here have long admired and appreciated. But after the Belgian beer giant, In-Bev, took hold of the company reigns a few years ago, you could easily say that Anheuser Busch’s reputation had swiftly become tainted.

That said, you still can’t deny the history and the legacy that a brand like Budweiser has built. And “Return of the King” celebrates that legacy by telling a story that was a real part of Budweiser history.

I’ll admit I’ve been entranced by the craft beer boom and haven’t cracked a can of Budweiser (err, let’s be honest, Natty Light) since my college days. But there was a heavy dose of nostalgia that washed over me when I saw that commercial. Because no matter how many of these hot new modern microbreweries pop up, their stories will never be the same as Budweiser’s. Telling a story that’s uniquely yours is what separates you from the competition. And the more that Budweiser can share and celebrate their real-life stories, the better off I think their advertising will be.

Chrysler “It’s Halftime in America”

If you read my BrandBowl recap from last year, you’ll remember how I raved about Chrysler’s “Imported from Detroit”. Well, this year’s follow-up, “It’s Halftime in America”, featuring Clint Eastwood, was pretty good, too. It’s a raw reflection of what our country is going through right now. But more importantly, it’s a raw call to action that our country has, can and will endure.

What’s so commendable about this commercial is that Chrysler is being a thought leader, a lighthouse. They’re becoming the brand that represents Detroit and is positioning it as a city to look up to because of its struggle and hardships and lessons learned. Making the connection that America is in the same boat is actually really smart. And so is the copy. This is the kind of copy that copywriters dream about!

So why wasn’t I wowed?

Maybe my expectations are too high, but when I see a SuperBowl commercial that costs more than your average arm and leg, I don’t just want to laugh or be entertained. Commercials that cost that amount of money have to mean something. They have to say something about your brand that’s not only memorable, but meaningful to your audience. A chuckle isn’t enough to get someone to buy your product.

That may be why I tend to lean towards the more serious SuperBowl spots. They evoke feeling and have a message that I find relevant. And those are characteristics that are often lacking in spots like Bud Light’s “Rescue Dog” or Doritos’ “Sling Baby” or the scum of all SuperBowl commercials, Go Daddy.

As much as we criticize these ads though, it must be said that this line of business is incredibly hard to do. That’s why not everyone can do it. And as easy as it is for us to say how bad they sucked this year, it’s a million times more difficult to be the creators behind the commercials.

Oh well, better luck next year.

 

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Gearing Up for the BrandBowl

I’ve never really been much into SuperBowl parties. It’s not that I don’t like football. It’s not that I don’t like party food. It’s because I’m like a clydesdale with blinders when it comes to the commercials. Totally focused and zoned in on the 60-second spots that some of the biggest brands in the world put on display. So I prefer the quiet of my own home when the game cuts to commercial break. Because to me, the commercials are 9 times out of 10 more entertaining than the actual game. Even my sports-obsessed husband agrees.

Last year, I recapped my top BrandBowl TV spots, and Volkwagen’s “Mini Darth” and Chrysler’s “Imported from Detroit” rose to the top for me. Following in the footsteps of Volkswagen’s “Mini Darth” success, a number of other brands have released teaser videos of their SuperBowl spots prior to game day this year. Have you seen any of them?

Volkswagen released this teaser video called “The Bark Side”.

Thoughts? I’m partial to this because I’m such a dog lover. And it gets extra bonus points from me because The Bear now wants to take up singing lessons to hone in on his bear-itone pitch. Not that he needs the lessons. He gets good practice from the fire department’s blaring ambulance sirens.

Another one that I’ve seen is the teaser from Honda CR-V called “Matthew’s Day Off”. If you’re a big fan of Ferris Buehler’s Day Off, you’ll probably be a big fan of this.

Thoughts? I think it’s decent. It was a smart move to bring Matthew Broderick on board to relive his Ferris Buehler days. I’m sure they had to pay him a boatload of cha-ching to do it, considering he’s said in the past that always being remembered as Ferris Buehler is both a blessing and a curse. And I think the strategy behind it is well-connected to the Honda CR-V’s “Leap List” campaign. Much better than “Something New to Crave” which came out around the time the CR-V launched. But with the video at two minutes and 25 seconds, it didn’t have enough power to hold my attention for longer than a minute and a half.

Aside from the commercials, the hubs and I are also excited about our menu of munchies, which includes nachos and bacon and cheese wrapped tater tots. If your mouth isn’t already watering, just check out the visual below.

Photo pinned via Recipe Girl

So whether you’re watching the game, keeping tabs on the commercials or hanging out by the food table, hope your SuperBowl evening is a good one. I’ll be recapping my favorite spots shortly after game night.

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The Job That Jobs Did

America is buzzing right now with the breaking news that Steve Jobs of Apple has passed away at the age of 56 after a hard battle with pancreatic cancer. CNN is interviewing tech leaders right and left, discussing the impact he’s had on our generation. He’s set the bar for what it means to be innovative and creative. And he’s mastered the art of seeing technology for what it could be and making “it” happen.

Being the advertising junkie that I am, I immediately started thinking about some of Apple’s advertising. It goes without saying that Apple’s “1984” TV spot is arguably (and in my mind, definitely) the best advertising in advertising history.

Even after “1984”, there was the “Think Different” campaign (pictured below). Another bold, daring collection of powerful words, built on a belief — not a product. Something that more and more brands are trying to do today.

All this can’t be credited to Jobs. He wasn’t the mind behind the campaigns. The praise goes to TBWA/Chiat/Day, the ad agency behind “1984” and “Think Different”.

But what can be credited to Jobs is his ability to live up to both of these campaigns. How often does your company employ a CEO that’s as bold and daring as the advertising it puts out? How often do you come across a CEO that challenges the status quo as aggressively as Jobs did? How often do you hire a CEO who not only embraces change, but welcomes it? How often do you work for a CEO with the business savvy and creative genius to not only change the world but BE the change that changes the world? That’s the job that Jobs did.

What I find most ironic about the “Think Different” campaign is that everyone and their mom is thinking different these days. To be unique and to push boundaries and to get as far outside the box as you can has become something to be valued. But no matter how different we all try to get, there will always be those who escape the same. The beauty of Apple’s “1984” and “Think Different” campaign, is that as the years go by and the campaigns age, there will always be those who think different. And as Jobs exemplified, that’s exactly what our world needs and will greatly miss.

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The Newly-Emerging Quest for Creativity

Me in Mr. Saber's 5th grade class. Circa 1995.

I’ve never given too much thought to school. I mean, yes, I was pushed to study hard, get good grades, graduate from high school and go to college. But these days, I’ve been thinking about school in a different way. More specifically, I’ve been thinking about the way I was schooled.

You see, I attended a business creativity conference, called Play at Work, over the past two days. And much of the conversation touched on the way our culture values perfection, places so much weight on being right or wrong and leaves little room for anything in between. Growing up as kids in school, we are so rarely encouraged to try things out just to try them. We’ve become accustomed to thinking mistakes are horrible, no good, very bad things — instead of seeing mistakes as a natural stepping stone to arriving at the right answer.

Fact of the matter is, that sort of exploratory style of finding solutions by trial and error manifests into a big word — creativity. And creativity is what companies in this day and age desperately want and neeeeeed. But aside from art and music class (which are also low on the value totem pole), students aren’t typically pushed in the area of the arts and creative problem solving.

So enough about the business talk and onto my real life reflection. I feel like this concept of creativity in school is something I — and many others — missed out on.

In 3rd grade, my teacher, Ms. Witham, thought I did an exceptional job on an assignment where we had to visualize and draw out a key image from a story we had written. Even at that young age, my strengths were in reading, writing and drawing — subjects that were subjective. Unlike math and science where there’s always a clear and finite answer. Those subjects I literally sucked at. (And by the way, I still do!)

Anyway, Ms. Witham submitted my work of art to the Gifted and Talented Education Program (GATE), a program that provides creative, accelerated cognitive enrichment to further students in reading, writing and math. Students who were a part of GATE left their regular classroom for a few hours once or every other week to focus on more advanced lessons in the aforementioned areas. And in order to become a part of the program, you had to be nominated and you had to pass a test.

Thanks to Ms. Witham, the nomination part was taken care of — but it was the test I had to pass. And to save me the pain of having to retell the student-to-teacher, face-to-face test I was forced to endure (kidding, it really wasn’t a traumatic experience), I’ll tell you that I didn’t pass the test. There were math and science problems I specifically remember not being able to solve in the time allotted. So to put it bluntly, my scores weren’t high enough and I was REJECTED from the Gifted and Talented Education Program.

Now, I don’t know if it was my math and science scores that sent my overall score six feet under. But it does make me wonder… if there had been equal or greater weight on the creativity side of the test, would I have nailed it? I may never know. And it didn’t really matter anyway, because I was accepted into a Gifted and Talented program in 5th grade when we moved to Las Vegas. So there!

But I am a firm believer that creativity is an asset to any organization and that it’s the little ones still being schooled that have a ton of it. Creativity has to begin in schools and flourish into adulthood. And as adults, some of us are finally understanding that.

At the end of the day, I realize I am lucky enough to be in a position where I have to use creativity every day at work. Because when the creativity gets really good, it doesn’t feel like work. And that’s how you know that exactly where you are in the working world, is exactly where you’re supposed to be. (Although you wouldn’t mind getting promoted either.)

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www.ImAddictedToTheInternet.com

You know what? I think the Internet is amazing. It really, really is. And for someone like me, who pretty much likes anything and everything, there are millions of websites and blogs and social media outlets that I can easily get lost in. Endless forms of entertainment and round-the-clock shopping temptations that can keep a girl like me glued to the iPhone or computer screen morning, noon and night.

Here is a quick run-down of the social networking/web surfing tools I use and why I love them so.

Facebook  If you’re not on Facebook, I kindly advise you to buck up and do it already. This isn’t just a fad on this year’s hot list. It’s the way people have come to share the details of their day-to-day lives. For instance, you wouldn’t call up your best friend, tell her how pissed you are that its been raining all week and then hang up, would you? These random thoughts and little tidbits of our lives play out on Facebook and generate conversations between multiple people that normally wouldn’t happen over the phone or in an email. And well, if you’re not interested in sharing your life with others, there’s always Farmville or Mafia Wars.

Twitter  I’m here to debunk the myth that Twitter is all about status updates. The way I see it, Twitter is such a versatile tool that it can be anything you want it to be. I, being a constant seeker and finder of information, consider Twitter to be my go-to place for information about all the things I’m interested in. It’s like a customized news feed where I can keep tabs on anything from color blocking (a fashion trend) to the latest culinary creations from my favorite Top Chef chefs.

Instagram  This isn’t necessarily an Internet-based tool. It’s a photo-sharing iPhone app that allows you take photos with your phone and push them out to Facebook, Twitter, Tumblr, etc. What differentiates it from other photo-sharing apps are the numerous photo filters that you can apply to the photos you snap. Each filter gives the photo a vintage look that makes for a very unique way of preserving your memories. And since I’m all into photography, scrapbooking and blogging, Instagram is right up my alley.

My first Instagram. Driving the MLK Bridge from Illinois into Missouri.

One of my favorite Instagrams. The white wine wall at St. Louis Wine Cellars.

StumbleUpon  This web-surfing tool has completely changed the way I surf the Internet. It’s especially useful when I feel the need to be inspired by something — anything. Here’s how it works. When you sign up, you check a list of categories that you’re interested in. My list includes advertising, fashion, photography, dogs, crafts, gardening and so on and so on. Then, you install the StumbleUpon toolbar to your Internet browser. Click the “Stumble” button, and the tool displays a website that’s related to one of your checked categories. As you continue to click the “Stumble” button, new websites from your preferred categories are displayed. The beauty of StumbleUpon is that you “stumble upon” an unlimited number of websites that a normal search engine probably wouldn’t suggest. Here is a foodie website and a viral video I found via StumbleUpon that are now filed away in my Bookmarks tab.

Foodgawker

Dog Goes Nuts During Soldier Homecoming

Pinterest  Ahh, my latest addiction. I signed up for this photo cataloging tool earlier this week, and I love it to pieces. You basically install a “Pin It” button to your Internet browser when registering. And as you surf the web you “pin” photos you like by pressing the “Pin It” button. That photo is then placed on what’s called a photo board. So as you fill your board with photos you like, your collection becomes a collage of all your favorite finds. Check out some of the photos I’ve pinned.

The definition of sweetness.

Photo courtesy of BippittyBoppittyBoo

These shoes remind me of potato sacks. FABULOUS potato sacks!

Photo courtesy of For the Love of Gold

And that’s my scratch-the-surface analysis. Hope my Internet addictions don’t rub on off you. Actually, I take that back. I hope they do, so we can friend each other, retweet each other’s tweets, get each other’s Instagrams, stumble upon stuff and share our pinterests together.

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Superbowl Spots that Scored

The Green Bay Packers and Pittsburgh Steelers battled it out last night for the title of Superbowl champs. The Packers won.

And that pretty much sums up the big game. (Hey, don’t laugh. You’re lucky I got the team names right. I did get them right… right?)

Moving on to what I consider the most important part of the Superbowl — the commercials. This big little business of trying to captivate audiences, change consumer perceptions and make people feel something for the brands they buy is the exact type of business I’m in. And I do it through words. That’s why they call me copywriter. So it’s only natural that I get a kick out of these ridiculously expensive TV spots. I’m the kind of writer nerd that lives for the BrandBowl.

I wasn’t overly impressed with a majority of the spots. There are only so many times you can do the whole soda can to the crotch thing and do it well. And Go Daddy, please. Just give it up. Oh wait, the so-called women in your spots are already giving it up. Never mind. But beneath all the clutter, there were two really well-done spots that broke through the barrier and rose to the top for me.

Top Pick: Chrysler “Imported from Detroit”


Let me start off by saying that the writing here is just plain poetic. And a heckuva way to tell a story that’s not even really about the product, but about the city, the people, the foundation of the product. It’s the untold story of the Motor City. The grit and grime that makes Detroit, Detroit. Not Chicago or New York or some fancy schmancy city that overwhelms with all its glitz and glamour. Just a very real personification of Detroit that makes you want to rally for the city. Way to make broken down buildings, gray city streets and factory-ridden skylines beautiful. And as for the Eminem cameo, cheers to him for redeeming himself from the Lipton Brisk spot.

Runner Up: Volkswagen “The Force”

Note: This is the 60-second spot. It did not air during the Superbowl; the 30-second spot did. But the 60-second spot is actually better, in my opinion.

Deutsch, the ad agency behind “The Force”, pulled a smart card by opening this spot up to the public before Superbowl Sunday. So the first time I saw it was on the Today Show, and I immediately gave it two thumbs up. And my two thumbs stayed up all through the Bowl. I think the people behind this spot did a fantastic job of marrying humor and childlike wonder to make a commercial that really pulled at your heart strings. And that’s hard to do when you’re trying to sell automobiles. And to top that off, there were no words! So simple and so endearing. They didn’t use a lot of bells and whistles, and frankly, they didn’t need to. A classic example of letting the consumers feel for themselves.

And on a side note, “The Force” really connected with me on a personal level. It hit me on the childlike wonder element because when I was little (scratch that, I’m still little). When I was younger, around the age of 5 or 6, I experienced a “Force” moment of my own. You see, when I would ride in the backseat of the car, my dad would always wow me from the driver’s seat by magically opening the garage door with two words, “open sesame”. That’s right. We’d pull up into the driveway and come to a complete stop. My dad would say “open sesame” and the garage door would open! It was out of this world! I was amazed and dumb-founded and thought it was so cool. Just like Mini Darth Vader. My dad later let me in on his magic trick. He called it… the garage door opener.

There you have it. That’s my BrandBowl story, and I’m sticking to it. But I’m curious… What were your BrandBowl favorites?

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