I have an idea for the Pepsi brand inspired, ironically, by my frustration surrounding the Pepsi brand. You might call me a “Pepsi Bully” if you read even half of my articles I’ve written over the last decade about the company’s consistent lack of a brand idea, lack of relevance, and their shockingly superficial attempts to be cool. Here are just a few of my Pepsi rants over the years.
Read MoreLotta Beatles going on his holiday season. Amazon has a very sweet spot with grandmothers sledding that uses a gorgeous piano version of “In My Life.” And Apple is using a song from George Harrison called “Isn’t It A Pity.” Both are reflective, melancholy songs, but Harrison’s “Isn’t It A Pity,” while beautiful, is downright depressing. And that is just one of the reasons this Apple spot is so great.
Read MoreYesterday, I wrote about the wonderful holiday spot from Macy’s called “Hey, Santa” (click here to check that out). Broke down exactly why I love it creatively and strategically. And going to do the same thing below for another holiday gem. This time from Chevrolet. Let’s just say this one is quite memorable.
Read MoreI’ve chosen three to analyze creatively and strategically for you over the coming week. One from Apple, one from Chevrolet, and one from Macy’s. All three wisely position their products or services as enablers of something much bigger than we’d expect. Bigger and warmer and fuzzier and magical, of course. Today, I bring you a gem from Macy’s.
Read MoreOur mission with this blog is to spot great advertising ideas and analyze them. But sometimes it helps to point out the weakest ads in order to appreciate the great ones. Today I give you Pepsi, one of the more frustrating advertisers of all time, imho. They so rarely say anything interesting. The recent spot below is no different. Just more “empty can” advertising. Have a look and I’ll break down why it’s so broken.
Read MoreNorwich City Football Club recently ran a TV spot in support of World Mental Health Day. It’s a simple spot. Just once scene, two actors, minimal dialogue. But the “claim” it makes is not just flatly claimed. Instead by watching the spot and following its plot we demonstrate the spot’s point ourselves. I realize that sounds sorta nuts, so watch the spot first and then I’ll break it down.
Read MoreI’m a little slow to this ad from Marshalls which launched in August of last year. My excuse is that I’m not the target audience. Regardless, it’s come to my attention and I think it’s very smart on many levels.
Read MoreIt’s time we start asking different questions about AI. The question is no longer when (it’s here), is no longer whether AI will be taking over jobs from humans (it already is), and is no longer even whether it will be able to pass the Turing Test at some point (let’s assume it will). The questions we need to start asking about AI are much more fundamental to our purpose here on earth, and, if you choose to take it there, spiritual.
Read MoreWhat follows is a simple yet powerful exercise I designed for my “Channel The Brand” workshop. The purpose of the workshop is to demonstrate the intense, positive influence a strong, single-minded brand idea can/should have on how a company not only goes to market, but how a company behaves in every way. Within this workshop is a breakout exercise that you can steal and do with your company (there are downloads of printouts at the end).
Read MoreWhen I think of Ocean Spray I think of that old “two guys in a bog” campaign that ran for years. I don’t think about people jiggling uncontrollably around a Thanksgiving table. At least I didn’t. This new hilarious spot from Ocean Spray works on multiple levels, from the its sheer creative audacity to its powerful embedded strategic message. Let’s break it down.
Read MoreHere’s an idea. No, not just an idea, but a challenge to brands. How about rewarding years of loyalty from your customers by NOT advertising for a year, applying that saved money to the cost of goods, and making your products more affordable during this inflation crisis?
Read MoreEveryone knows how therapeutic having a idea can be. The thrill, the chills, and just the feeling of accomplishment giving birth to a new (good) idea. What’s not talked about as much is the therapeutic value of ideas to the well-being of a company, particularly a complex organization with different, competing perspectives with the executive level as to what the brand should be about. I’ve found that multiple ideas for the team to bat around, reject, and embrace, can be a form of useful, healthy therapy for the execrative team. Let me explain.
Read MoreI don’t often cry during a TV spot. But I did during Chevy’s new “Holiday Ride” TV spot and longer-form short film. The story is wonderful and timely for the holidays, but the spot “does holiday” exceptionally well by showing and not telling, and by making the Chevy product the hero. First, check out the short film, it’s only 4:00 long.
Read More“To become yourself, you must first un-become your parents.” So says the inside flap of Dr. Rick’s book, “Dr. Rick Will See You Now. A guide to un-becoming your parents.” And so begins a branded experience unlike any other. I immediately ordered the book as soon as my friend and ECD at Arnold Worldwide (Progressive’s AOR), Sean McBride, posted something about it on the socials. Here’s my review.
Read MoreHave you seen the new video from Inspired by Iceland, the official marketing arm of Iceland? It’s one of those creative ideas that is made instantly relevant by poking at an easily pokable, well-known celebrity businessman (in this case, Mark Zuckerberg), but not just random poking, strategic poking that will make even people allergic to ice want to go to Iceland. Let me explain.
Read MoreI wrote a column for Forbes.com from 2011 until 2020 where my beat was “Creativity in modern branding.” The gazillions of articles are still there, actually. Five posts a month, usually critiquing and/or unpacking the strategies behind great advertising ideas, but sometimes reporting on new scientific studies on creativity. I’m going to start that back up, only do it on this blog and at my own pace.
Read MoreThe most interesting people in life are the ones who know exactly who they are. Agencies are no different. Problem is, agencies are all the same. With some minor fluctuations here and there, they all have the same general structure, the same kinds of people, the same deliverables, the same ways of presenting, the same everything.
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