RSS

Tag Archives: brand

Is Advertising Becoming More Inclusive?

Is Advertising Becoming More Inclusive?

Diversity Image
Well, there does seem to be more content out there celebrating diversity in all its forms. From interracial families enjoying Cheerios to the flood of messages acknowledging the LGBT community. And then there’s yet another gem from the “This Is Wholesome” campaign for Honey Maid that introduces a different take on Independence Day.

Maybe we’re reaching a turning point here. Maybe brands are finally seeing the proverbial light, realizing that their target audiences are a lot more diverse than they previously thought. And maybe, just maybe we’re all ready to embrace a more holistic approach to advertising.

So yeah, a change is happening. Quite possibly driven by advances in technology giving brands more visibility to and a better understanding of their audiences. Technology that’s also responsible for the newly-empowered consumer. Consumers more comfortable with sharing their opinion and having more power to demand marketing messages specifically tailored to them.

Yes, brands are finally discovering the money that’s been left on the table for years. And while that may seem like an ulterior motive to being more inclusive, it’s really just reality. Advertising has and always will be about selling something in the hopes that someone will buy it. And those “someones” are multilingual with various skin tones, ethnicities, sexual orientations, gender identities and abilities.

With all of this inclusiveness flooding the market, the question remains: are we ready to embrace it?

If the first comment on this Ad Week post is any indication, then the answer is maybe not. And unfortunately, this isn’t the first inclusive ad to get such a warm reception. Remember that Cheerios ad mentioned earlier? Yeah, that one caused quite a stir.

Personally, I’d like to believe that a majority of people are okay with marketing experiences not directed towards them. That, in this case, most folks are capable of sharing public traditions that are precious to them because in actuality, they belong to everyone. But the fact remains that some people still get upset when the world doesn’t revolve around them and what they believe in. And frankly, that just breaks my heart.

 
Leave a comment

Posted by on July 2, 2015 in Uncategorized

 

Tags: , , , , ,

Billy Has One Mother and An Absent Father

Billy Has One Mother and An Absent Father

Happy Father's Day, Mom

Let me start this post off by saying Happy Father’s Day to all the men trying to be the best parents they can be to their children.

Now, let me follow that up with a Happy Father’s Day to all the single mothers who are (and have been) essentially pulling double duty. You deserve recognition on this day, too. Even though I’m pretty sure you’re cool with skipping the tacky neckties and the cheesy mugs that read World’s Best Dad.

As a product of a single-parent home, I’ve endured for years the endless barrage of marketing messages extolling the virtues of fatherhood that surround this day. Each year, I’m left wondering why the heck no one has bothered to thank the moms who happen to be “dads,” too. That is until this year when this lovely gem popped up.

Not gonna lie. I was overjoyed when I first saw this ad from Deutsch, LA for Angel Soft bath tissue. Finally, someone gets there’s a niche out here that has not being fully explored, represented or fully targeted. Yeah, the documentary style is a bit played out in today’s ad space. Yes, it may rely a little too heavily on outdated gender roles as the author of this Ad Age article points out. But gosh, is it ever so refreshingly different.

I’d even go so far as to defend the gender stereotypes by first asking, “What more do you expect from a marketing message built around a gender-stereotypical holiday?” We’ve traditionally celebrated fathers as disciplinarians, emotionally aloof partners and tough-as-nails men. Yes, you can cynically look down on the spot for not being bold enough to lead the charge for change. But, I wager that you fundamentally miss the fact that its boldness comes from having the courage to admit not everyone has that stereotypical father figure to celebrate. Especially when a majority of content is going the other way.

Second, as a professional familiar with the Angel Soft brand, I can tell you that the juxtaposition of strength, softness and value is the USP here. It only makes sense that the brand would want a spot that clearly puts this juxtaposition in the forefront. Mom was the nurturing parent (“soft”), the tough-as-nails parent (“strength”), and we recognize the greatness in that (“value”).

In short, I say good on you Angel Soft and Deutsch, LA. Thank you for making advertising and marketing a bit more representative of the real world.

 
Leave a comment

Posted by on June 21, 2015 in Uncategorized

 

Tags: , , , , , , ,

The Lowe-Down On DIY

The Lowe-Down On DIY

Even with the SXSW news cycle in full churn, it’s been a pretty slow week. While a few stories have been interesting (like this bonehead promotion for Ex Machina), most of the news has been kinda meh.

So, the highlight of this week came down to either this gun control PSA from Grey, New York. Or, these Lowe’s spots from BBDO New York. And while gun control is indeed a serious and compelling issue, can one truly pass on the unexpected humor of home improvement? Not a chance.

Now granted, it is a gag technique we’ve seen before from countless brands like GEICO. But for some reason, it still works. Especially if the scripts are tightly written and the actors have great comedic timing.

BBDO definitely nails it with the first spot, hitting upon the well-known fitted sheet frustration. Let’s face it. All the YouTube tutorials in the world will never come close to solving this fundamental failing of humankind.

Unfortunately, the follow-up spots start to lose their humor quickly. As the joke structure becomes familiar, the pay-offs become weirdly strange before ending on an expected note.

All in all, it’s a solid effort for a well-trodden concept. For my money, I’d run the first two spots and save the other two for a Powerpoint presentation.

 
Leave a comment

Posted by on March 19, 2015 in Uncategorized

 

Tags: , , , , , ,

Shining A Light On Dark Social

Shining A Light On Dark Social

Believe it or not, social sharing was around long before the creation of Facebook and Twitter. Before we shared everything with everyone, we forwarded emails to close friends, posted pics to chat rooms, and shared favorite websites via instant messenger.

In the current age of social networks, “old-fashioned” sharing is not only alive and well, but thriving. It’s even called something different thanks to Alexis C. Madrigal, contributing editor of The Atlantic. 

Introducing Dark Social.

Named for its untraceable nature via conventional measuring methods, dark social may prove to be a boon for marketers everywhere. Especially in light of recent data showing that it’s now accountable for a majority of traffic across many media sites.

But why the increase in significance? Here are three theories.

1. Social network pressure is creating a lack of authenticity.

In his article, Madrigal states that the creation of social networks has turned conventional sharing into publishing or broadcasting. For some, the pressure to entertain, stay relevant or make money can become overwhelming, leading to a compromise of authenticity.

Looking for outlets to truly be themselves, social media users might be turning to private networks to recapture authentic expression. Any promotion via these outlets will automatically carry more weight and lead to increased traffic.

2. Social media users crave more of a personal touch to take action.

People perceiving public domain interactions as less authentic and less personal are less likely to buy into what’s being shared. Sure, they may continue to display their interest via a “Like” or “Thumbs Up,” but will they ultimately convert? Probably not.

By recapturing the personal nature of sharing, dark social offers users something they crave: a one-to-one (or one-to-few) connection. Sharing or promoting something in the dark can mean so much more to an audience and ultimately lead to real action.

3. Social media users are looking to take back their privacy.

Privacy agreements, cleverly worded and liberally interpreted, are the norm when it comes to social media. It’s causing many users to rethink what they share, or even question if they want to share in a public space at all. Dark social offers a way for users to remain social with more privacy and more control.

So, how does one make dark social work for marketing purposes?

The best advice comes from Alexis himself. Make the very best content you can, because ultimately, it’s what will drive sharing via social. Dark or otherwise.

 
Leave a comment

Posted by on March 10, 2015 in Uncategorized

 

Tags: , , , , , , , ,

Skip This If You Dare!

Skip This If You Dare!

The ad nation dropped quite a few hits on the unsuspecting public this week. From R/GA’s kissing skeletons to Tinder’s ode to vacation promiscuity, there was a lot to buzz about.

For this blog, I chose a series of ads that are both creative and strategic. Ads that sell GEICO insurance.

“Unskippable.” Courtesy of The Martin Agency. Hilarious? Yes. Creative? Yes. Quirky? A thousand times yes. All the things we’ve come to expect from the brand that brought us “Hump Day” and the camel we once loved, but now hate with a passion.

For a sec though, let’s take a peak behind the entertaining curtain and explore strategy. On the outside, these spots look like your regular 60-second television buy. But really, they’re pre-roll spots – the digital ads that play before the content you really care about. If you’re like most, you skip these and get right to good stuff. This behavior is what drives the creative here – a stripped down selling proposition that fits into the first 15 seconds of the ad. Genius right?

Wait. Aren’t GEICO commercials supposed to do more than just sell insurance? Where’s the quirkiness? Where’s the camel, damn it?! In other words, where’s the carrot you’ve previously dangled before us with spots like Hump Day? Well, it’s right there friends. Right there at the end of the commercial (which you normally skip). Keep watching won’t you? Genius right?

Well, how about this. This campaign is genius because it helps GEICO achieve something that is crucial to its current competitive strategy.

For months now, esurance has claimed 15 minutes to save 15% on car insurance is absurd. Remember when GEICO used to say that? Notice how they don’t really say that anymore? Maybe because it doesn’t represent their brand anymore?

In my opinion, these spots brilliantly put distance between GEICO and their old brand mantra. The message here is shorter. The message here is sweeter. The message quite simply says “savings.” Take time out of the equation. Time doesn’t matter. Why? Because someone can always do it faster.

 
Leave a comment

Posted by on March 5, 2015 in Uncategorized

 

Tags: , , , , , , , ,

That’s McDonalds? What A Shame.

Despite the abysmal ratings and overly scripted comedic moments, this year’s Oscars managed to pull off some stellar moments. Most of which had little to do with the ceremony itself, but everything to do with advertising. GS&P New York pulled off a visual tour de force for Comcast Xfinity with Emily’s Oz which easily became Ad Age’s Ad of The Day. And then, there was the spot that managed to simply convey movie magic and captivate audiences weary of a bloated awards telecast. Right up until the brand reveal.

I’m talking about this wonderful spot from Leo Burnett Chicago for McDonalds.

Simple. Highly interactive. Perfect. Everyone was enthralled at the party I attended, yelling out answers, pointing at the screen and clapping their hands with every solved equation. Then came the reveal and with it a collective groan. “McDonalds?! Aw, I really liked that commercial. What a shame!”

In that moment, I understood the power of branding like never before. Here you had that right ingredients (pun intended) for a marketing slam dunk. Every ingredient except the most important one: a reputable brand.

McDonalds used to be cool. Growing up, we happily drank the marketing Kool-Aid, singing, “Two all-beef patties, special sauce, lettuce, cheese…” Fast forward through years of poor wages for its workers, questionable business practices, pink slime and other nutritional violations and you’re left with a brand image that’s severely tarnished. Not to mention all of the marketing missteps like this one. Now, it seems it might take a lot more happy meals, charitable actions and Ronald McDonald shuffling to get them back to where they used to be.

Oh, and what’s not helping is the wee bit of controversy about the originality of said Oscar spot.

 
Leave a comment

Posted by on February 26, 2015 in Uncategorized

 

Tags: , , , , ,

YMCA Uses Paper To Tell A Compelling Story.

When I first saw this commercial, I was blown away by the cut-paper animation. As somebody who has suffered through the process of crafting something out of paper, I could really appreciate how well put together this was. And not just the complicating flying birds and the realistic video game, but the small stuff like the light color paper streaming out of the computer screen that adds that touch of realism. Put a compelling story on top and you’ve got an ad that really tugs on the heart strings and jump starts healthy thinking.

But hey, what do I know. What did you think?

 
Leave a comment

Posted by on January 6, 2012 in Uncategorized

 

Tags: , , , , , , , , , , ,