Dedicated to “consumer whisperers, mother targeters and brand guardians,” this video by Toronto-based Open Creative Company satirically celebrates the feats of advertising marketers. It was made as a call for entries appeal for Strategy magazine’s Marketer of the Year. The words and sentiments in “The Marketers’ Anthem” are all too true, but the male voiceover, dripping with tongue-in-cheek gravitas, pokes good natured fun at the achievements of men and women who “moved us to vote, follow, share, pin, tweet, retweet and like” everything from underarm deodorant, cookies, toilet paper and shampoo. The video taps into the bipolar reality of marketing people who are both proud and a bit embarrassed by what they do. On the one hand, they know their marketing campaigns are the engines that drive the economy. On the other hand, they know that their days, months, years are spent debating how to express the exceptional softness of a brand of toilet paper, or the virtues of one floor mop over another, or the desirability of frozen pop-tarts. No one has yet won a Nobel Prize for market advertising, so it is good that the industry hosts its own awards. Only a jury of your peers can really appreciate the monumental accomplishment of making a cleaning product stylish and exciting. Bravo.
Luxury carmaker Mercedes-Benz demonstrated how its amazing Magic Body Control suspension system offers passengers a smooth ride through the use of placid chickens funky dancing to Diana Ross’s “Upside Down” disco tune. For those of you who have never met a chicken that wasn’t already baked, grilled or fried, you should know that live chickens have the natural ability to keep their heads perfectly still even when their bodies are moving. For German ad agency Jung von Matt/Neckar Stuttgart, this chicken analogy seemed like a much more memorable and fun way to explain how Mercedes’s suspension system offers awesome motion stability. Daniel Warwick directed the dance number. No CGI was used in the making of this video; the chickens did it all with a few helpful hands.
Sports and beer were meant for each other. If you watch beer commercials, that’s the impression you get. The beer- sports fan theme is an advertising cliché. Unfortunately, most of the ads are so interchangeably similar that one brand name on a beer bottle could be photoshopped out and replaced with another and no one would know the difference. Most of these commercials feature attractive, young people with bottles of beer in their hands, yucking it up in a crowded sports bar. When you’ve seen one beer-in-bar commercial, you’ve seen them all. Which brings us to the Carlsberg Fan Academy spot, created by Fold 7 agency in London. Like most videos that go viral, this one has a story line that holds your attention and is fun to watch. It’s a comedy sketch, with actors not models, and the brand message for Carlsberg comes through strong, but doesn’t stomp over the entertainment value. The viewers’ delight in getting amusement from an ad, makes them feel good about the brand and want to retweet it to share with friends.
Old Spice men’s fragrances has a new executive marketing director, and he’s a real wolf. This commercial made by Wieden + Kennedy proves that the global ad agency is having far too much fun to call it working. It’s interesting that unlike most men’s scent ads, there is no real plug for how sexy and desirable the product will make you. No, women in cleavage-revealing gowns running their red fingernails teasingly over the man’s firm unshaven jaw. No hint of pheromones wafting through the air, leading women like Barbie doll zombies in search of the source. No, these ads are snarky and tongue-in-cheek funny. And like an increasing number of marketing campaigns, they don’t stop with one ad. Wolfdog has his own website/blog, Twitter account, homework “service,” and Call of Duty game. Will it make men rush out to buy the product? Don’t know, but it will raise awareness of Old Spice and get people talking.
Not much is known about the artist who created this Gangnam Style video, except that he goes by the moniker “etoilec1” on YouTube. The hand-drawn images are synced precisely to the music, making this animation fun to watch. Some report that the audio had to be removed for copyright issues, but it is up now…for how long, we don’t know.
Delhaize, a supermarket chain in Belgium, issued its own private label brand of regional wines and commissioned Spanish design studio Lavernia & Cienfuegos to create a label that looked festive and fun and great for casual entertaining. Quirky characters carved out of cork represented the regional origin of each wine in a playful, unpretentious way. The label design positioned the house brand as a value product with personality.
Car emblems have existed almost from the inception of automobiles. Early cars had radiator caps that rested on top of the hood. At least one automaker got the idea of turning the cap into a hood ornament. Soon every automaker had an emblem or mascot adorning the hood of their car. In addition to giving the vehicle a decorative flourish, the emblem served as a brand identifier. Early carmakers based their designs on everything from national flags, family crests, coat of arms, constellation of stars, and animals that embodied the traits they admired. Today with the profile of cars looking so much alike, the emblem is often the only way we can identify the maker. See if you can recognize these. (Answers on the next page.)
Chanel let its Le Vernis line of fingernail polish take centerstage with this choreographed dance number by Grammy-nominated director Patrick Daughters and French set designer Aline Bonetto. Sassy fingers strut down a mini-runway to the doo-wop tune of “Little Bitty Pretty One” by Frankie Lymon and The Teenagers and break into chorus-line steps. The set incorporates several of the couture house’s symbols including the double “C” logo, pearl necklaces, and Coco Chanel’s famous mirrored spiral staircase. The closing credit cites the starring roles of the nail polish shades.