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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 Yes, it may rely a little too heavily on outdated gender roles as the author of this Ad Age article points out.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.

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Posted by on June 21, 2015 in Uncategorized

 

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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.

 
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Posted by on March 19, 2015 in Uncategorized

 

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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.

 
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Posted by on March 5, 2015 in Uncategorized

 

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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?

 
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Posted by on January 6, 2012 in Uncategorized

 

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Wait… We Are Talking About A Vacation, Right?

This is got to be the worst use of sexual innuendo I’ve ever come across! And it figures I would find it on Ads of The World. Just because Israel is small, doesn’t mean it can’t rock you world, baby! Ugh. I have to go take a shower… again. While I agree that sex sells, advertisers need to be smarter when using it. No more schlock like this, okay?

OMG! They even modeled the entire site after that stupid Size Doesn’t Matter slogan! Just horrible. How do agencies like this keep getting work?

 
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Posted by on December 2, 2011 in Uncategorized

 

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Helping Animals Without The Use Of Sarah McLachlan.

I can’t stop raving about these ads for The Shelter Pet Project! I love the concept. I love the writing. And the voice talent seems to match the execution perfectly. Will they increase adoptions? I sure hope so, because these cats and dogs are adorable!

http://theshelterpetproject.org/

 
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Posted by on November 18, 2011 in Uncategorized

 

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She Look-a Like-a Man!

I get that June is a network for women. What I don’t get is exactly what June offers men to make them dress up in women’s clothing. Fail. Please come back with a better idea. Thanks.

 
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Posted by on October 1, 2010 in Uncategorized

 

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