Launch spot/video for Station to Station Tour that takes a series of artists on a train tour across the continental United States on the country’s oldest railway route, stopping off in a series of small towns every few days. The tour follows the same journey founder Levi Strauss made in 1873, when he travelled from New York to California to sell jeans to workers during the Gold Rush. It’s the lead piece to both the sponsorship initiative and massive web and digital visualization effort by the brand. Consistent with the long-term “Go Forth” brand positioning but seems to get more and more complicated and diluted in impact. Kudos for the quality video piece though. Overall, messaging effectiveness? Does it move the needle on what people think of the brand? Does it motivate anyone to actually buy? Not sure…
Category: Advertising
Go with the flow
Coke looks to recharge Coca-Cola Music campaign in an attempt to connect with its targeted teen audience. The rebrand focuses on a dynamic new logo—Classic Coke bottle surrounded by bubbles that change depending on the sound signature applied. In addition, creatives and marketers have access to a new app that allows them to to change the colors, animation, bubbles and audio in the logo. New photography takes cues from Instagram, and tries to represent teens in their natural, musically lush world. Expert execution by the consistently brilliant Wieden + Kennedy (Amsterdam). Now we wait to see if younger Coke customers will dance to the new beat…
Impactful clever
Smart and comfy… Ogilvy continues its fine work for IBM’s Smart Cities campaign with a series of outdoor ads which double as a shelter, seat and ramp. Clean, colorful and clever enough to get even the younger folks to take a second look. Thinking smart works…
Concept: return on investment
Value added… United Negro College Fund, Invest in Better Futures. In the College Fund’s recently released campaign, the value of investing becomes the new primary message of the organization. This is a relatively safe approach for the College Fund which has a long history of provocative advertising efforts. The new campaign does bring back students as a primary creative feature vs. actors and celebrity spokespeople which dominated in recent years. The new portraits are quite effective giving the effort a welcome more personal point-of-view. Copy is on strategy and well executed. Creative by Y&R with the Ad Council. In sync with the times certainly, but aren’t we becoming a little numb to the ole return-on-investment story…
Watch the claw
Series SPOTTED. Nike Free Toy Claw. Nike and the Wieden + Kennedy folks enlist track stars Ashton Eaton and Allyson Felix to demonstrate just how flexible the Nike Free 5.0 is. Very refreshing to see Nike take a break from the traditional superstar performance thing. These shoes are truly amazing for the everyday workout. Flexible as they say, letting your feet move more naturally, closer to the running barefoot trend. Great series of television spots. Watch ‘em all…
(Source: http://www.youtube.com/)
Package research and thought leadership content and people will take notice
Personal success defined… American Express releases its LifeTwist study looking at what makes a successful American. Most Americans today define their own success based on being healthy (85%), having a job they love (75%), having time to pursue passions (69%), continuing to learn and do new things (65%), and being able to make a difference in people’s lives (62%). All of these factors scored much higher as contributors to success than simply having a lot of money (33%). Good example of larger companies like Amex that engage both consumers and professionals on social media, sharing expertise, insights and research with their target market(s). Always a positive to become a thought leader or an ambassador for a particular business segment, improve your brand standing and hopefully, increase propensity to do business with you. Package it well while you’re at it…
Mother knows best
Moms Demand Action, a collective of mothers calling for gun law reform, has launched a print and television advertising campaign focused on children in school. The print, outdoor and digital campaign, “Choose One”, features children carrying assault weapons standing alongside peers holding a candy egg, a classic children’s book and a playground ball. We apparently keep “Little Red Riding Hood” out of schools because of the bottle of wine in her basket. We also apparently ban dodgeball because it’s viewed as being too violent. We won’t sell Kinder chocolate eggs in the interest of child safety. Why not assault weapons? Moms and most of the rest of us want to know. The Moms Demand Action campaign was developed pro bono by Grey. When Mom (or Moms) gets mad, you probably ought to listen…
Brand extensions can be simply adorable
Diane von Furstenberg launches adorable Gap Kids collection. The fashion designer’s second collection for Gap Kids and Baby Gap hits shelves today. The line features bright colors and kid-friendly prints. Furstenberg went into the DVF archives to find playful prints inspired by nature and her travels with her grandchildren. “Ultimately it is about inspiring the little girl to be the best version of herself.” Yeah, ok. Not sure we get the self-esteem/inspiration connection, but kudos on the clothes themselves, the adorable photography, social media blitz, etc…
Storytelling, all the rage
Storytelling, all the rage… Stories, part of the integrated, multi-platform campaign for Crate and Barrel’s first comprehensive advertising effort since 2007, dovetailing with the brand’s 50th anniversary. Aimed at forging a deeper, more relevant brand association with consumers, the campaign celebrates shared everyday moments and life milestones through Crate and Barrel’s signature Helvetica font. Thirty-second spots with titles including “Now&Forever”, “Friends&Giving”, “Mom&Daughter”, “Love&Light” spotlight a range of relationships and universal life experiences. Use of the brand’s classic typography, prominent use of its ampersand carry through all promotional efforts including a series of featured “Stories” on the company’s website. Photography is colorful, aspirational and (almost) natural looking. Copy is concise and accessible as with all C&B communications. The relatable stories are perfect for social media leverage. Hats off to TBWA/Chiat/Day for delivering yet another brilliantly simple, on-brand and beautifully executed piece of advertising history…
Make it accessible (and cute as hell)
Crewcuts Quiz… Video announcing Spring 2013 Crewcuts collection. Seriously cute…
