Schwepped off Your Feet: Selling Tonic Water with a Love Story Gone Viral

Another class assignment, this time for Integrated Marketing Communications. Basically, the class is just Seth's version of account planning without the brevity. Anyway, the title of the post says it all. Check out (under the fold) the beautiful vid and read the brilliant words that follow.



Though the piece I will be referring to for the next few paragraphs is not a US-based advertisement, it does provide for a strong example of the direction in which branded entertainment is going. And how effective it can be. When I think of branded entertainment, I think of the old sponsorship days when the announcer yelled, “‘This Game Show’ brought to you by ‘This Conglomerate’.” Now, branded entertainment seems to be, “let’s let some really creative people (you know, not us) make something that will go viral (how hard can it be?) and stamp our name on it.” Seems lame, right? Well, in this example, Schweppes (part of Coca Cola) tried its best not to seem like the big, evil company making money off of someone else’s art.

Review of Super Bowl Ads 2010

Not even going to give it a fancy title; no links to my stupid jokes/references. Did this for class; felt good (or, at least, not bad) to be reviewing spots again. It is easy to tell which embedded vids go with which reviews. Enjoy.




Although Brett Favre has been known to make a little fun of himself for television commercials (see some recent Sears Blue Crew spots), his futuristic turn in this piece does provide him with some comedic dialogue as well as an unintentional reference to his impending non-decision concerning his return to the recently disheartened Vikings. The semi-coincidence of 2010 become 2020 (a potentially great year for geometricians) in ten years being compared to Hyundai’s ten-year warranty makes for a nice a-ha moment. What’s creative about the piece is that it took some courage to say, “Look, the ‘Brett Favre is old and can’t make decisions’ joke is totally staid, but we can do this well enough and make it relevant enough to entertain the masses.” The MVP trophy hologram was a nice touch too.




I may be a little biased having seen this spot and others like it a couple of months ago but I still love it. It asks the audience to read! Wow. In a time where CGI reigns supreme and a mediocre story can be overcome by amazing visuals (Here’s looking at you, James Cameron.), Google tells a delightful story that compels the audience’s involvement. They didn’t throw a novel up on the screen. They gave you bullet points in the form of the search suggestions that took you through a simple story that could have been trite or sentimental but hit you right in the heart with the final ‘cribs’ search. Amidst the men in underwear, pseudo-controversies, and year(s)-old Internet viral references, Google demonstrated a much classier form of familiarity.




The above spots are really the only ones I actually liked. But this spot from the normally over-juvenile Bud Light comes across as dumb in a smart way with jokes that make sense in context. With punchlines from “environmentally responsible” to “there’s Bud Light in the fridge made of Bud Light” to the showering girlfriend in the “window,” it’s slightly less juvenile than the Bud Light spots we’re used to. It also created a unique setting; you wouldn’t be surprised if you saw the Bud Light house in future spots. Lastly, the spot has energy, an attribute that recent Bud Light spots, advertising in general, and the Colts in the fourth quarter lacked.




Looking at the rankings of these 2010 Super Bowl ads, this one is ranking near the top in every one. I don’t understand the hype but I do believe that there is a smart enough message coupled with a nice performance from an elderly stateswoman. And despite the obligatory tackle-crunch sounds that are louder than the sounds in the actual game, the spot doesn’t go overboard in the way that all post-Janet Super Bowl spots (and all comedy movies for that matter) have gone overboard. It keeps it light enough so that you are waiting for the switch that happens once the Betty-man takes a bite of the candy. The crunch-tackle of Abe Vigoda’s ghost was a little much but the spot managed to maintain a light-ish tone that separated it from the rest of the pack.




I actually don’t really like this one that much. I was laughing...er...laughed once during the E*TRADE “Baby Girlfriend,” Denny’s “Chicken Warning,” and Volkswagen’s “Punch Dub” spots (below). But this piece had an element that none of the other Super Bowl spots had: post-Bowl viral potential. And as simple as a concept as that is, NONE of the other advertisers reached the conclusion that the most sexually enthralling woman on the planet in the bathtub in a commercial would bring massive online video searches. Maybe it was because Fox couldn’t bring big box office success with Jennifer’s Body, but for thirty seconds I think she can get the job done. Considering that this year’s slew of Bowl spots didn’t quite knock it out of the park, a piece that makes it to online afterlife seems remarkable. And at least a little creative.

Best Evarrr!!!!!: PSA Edition

Via Adrants, and as Steve says, one of the most beautiful commercials ever. Watch it:



If that doesn't just smack you in the face with its combination of loveliness/family-heartfelt-ness, you do not have a soul. This spot should feel totally sentimental, contrived, shallow, and time-consuming. Instead, it delivers with superb visuals, great acting, gorgeous cinematography, and, most importantly, a message worth remembering. I may never unbuckle a friend's belt while riding shotgun ever again. Oh, and this is the best PSA ever. If I'm wrong, let me know.

Is Cannibalism Part Of This Good Breakfast?

Yes, and it's cute and it sells Cinnamon Toast Crunch boxes. Though I'm more of a Frosted Flakes and Apple Jacks kind of cat (both are drug references by the way), I have to say that this piece called "Pieces-Gone" and campaign, which has been going on for a while, from the General Mills' brand and McCann Erickson are strong in cuteness and message; I'm not a big fan of the old spots that lied to kids in a different way. The ingredients for the cereal are as follows: cinnamon, sugar, and crunch. The sugar sparkles, the cinnamon-laced toast crumbles, and the breakfast looks good enough to cause bad health.



My six-year-old niece approved of this spot just seconds ago, certifiably pushing it from 'good' to 'dope.' You have to wonder, though, if this could increase instances of accidental cannibalism by stoners; nothing worse than biting off the hand that holds the joint.

Now That's A Classic: Heineken & The Biz

I know that this is a really old spot and that this post seems like kind of a cop out, but I don't care. I really should have a category for classic spots and damn right this piece deserves it. It's by Wieden + Kennedy for Heineken's Let A Stranger Drive You Home campaign. It features a classic rap track with one of the catchiest hooks in history; people have compared it to that Journey song except the difference is that Journey totally sucks. It's a perfect set up and a punch that delivers like Heineken had to deliver that cabbie actor his paycheck. Its only industry rival was a campaign that told you to stay thirsty.



Another strong and successful spot was the walk-in fridge one with the match shots of women and men freaking out at their respective pleasures. However, this spot just had it all: great acting, photography, direction, music and message. It's a truly persuasive beer commercial. It's a classic.

So It's Not Cool To Mock People From Toronto?

Really? They bombed the Baldwins. They extended Andrea Bargnani 50 million for 5 more years. And they (partially) produced this. Anyway, the story is that Coors Light, which has done a lot of goofy outdoor work, has pissed off some people in Toronto with their new billboards shown below featuring a cold certified brewski next to, "Colder Than Most People From Toronto." The ads themselves were placed in British Columbia (not the American one, that's the District) and probably got a few laughs, eh. Because these stiffs have no sense of humor, the boards were taken down and the company apologized.


The tag sure seems like a self fulfilling prophecy at this point. This goes to show that you can't count on Canada for anything, whether it's taking a joke, inventing a watchable sport, or making Sarah Palin look sane. And you know what else Toronto? Measuring the temperature in degrees Celsius is totally lame.

How Do You Reinforce The Idea That Texting Is Dangerous?

Why, you make a short film, entitled COW, meticulously detailing a highway wreck set in motion by a distracted female texter. And a really hardcore one at that. Though you can feel that something is wrong from the beginning (you don't cut to two passengers in the back unless you're sure they're going to die), the piece just piles it on with smash after glass after crash, a highway sign reading 'Tredegar welcomes careful drivers,' and the ever-reliable "wake up Mommy and Daddy." The spot is from the school Tredgar Comprehensive and the Gwent Police in the UK. Not only is the work currently the number one viral video; it is very effective. I'd say it's almost too effective such that you forget about the texting causing the destruction and just start becoming spiritual again.



Here's part two featuring tense and grieving relatives. I really want the campaign to be about women drivers rather than txting (British translation I guess) because I'm totally in the mood for misogyny. But I won't. I also promise to limit my texting (which somehow is not a word on Blogger) to city driving.

Even If It Means Killing And Eating Every Boy At Your School?

Yes. Because you need to be yourself. While reading SlashFilm, I caught this fake PSA for the new film Jennifer's Body. In the piece, Megan Fox tells kids to avoid the peer pressure that can crush your fragile high school self esteem. The catch is that she, although inexplicably introducing herself as herself instead of her character (though seriously what's the difference?), narrates the spot in the spirit of Jennifer Check, who in the movie is possessed and goes on a killing spree, yada, yada, yada. Look, there's only one reason people are interested in the movie and, despite Michael Bay's insanity, nobody is tired of Ms. Fox. Oh, and in case you "digital marketers" haven't figured it out: Megan Fox doing anything + The Internet = Great Success.




And when she says, "I say 'fuck em' cause they don't know shit," she almost isn't reading from a prompter. You're almost intrigued by her character; but not her acting (at least not yet). Whatever. It's called Jennifer's Body; you're going to watch because of Jennifer's body; 20th Century Fox is distributing this Megan Fox showcase. Sometimes things sell themselves and you just have to let nature take its course. Here's to the only person who kept me from protesting the Transformers movies.

Since When Does Artful Animation Push Your Music Sales Over The Edge?

Well, the Gorillaz did it and had huge hits like "Clint Eastwood" and "Feel Good Inc." Now a London-based indie band called One Eskimo has created a trailer (below) and a game to engage listeners for the release of its iTunes-accessible animated series "The Adventures of One Eskimo" coming out August 31st. Unlike the Gorillaz, One Eskimo is utilizing a much more heartfelt approach and the sweetness is ever-present in both pieces available here. I don't just want to watch this online; I want to catch this touching film in theaters. For Xenu's sake, humanity's only source of enduring animations comes from Pixar!



I haven't even mentioned that the story revolves around One Eskimo with the help of his animal friends trying to save his one true love, Little Feather, from the clutches of Mr. Top Hat. The effort will undoubtedly sell more albums and increase the fan base. I have no punchline, marketers. Just tell amazing stories.

Does Anything Say "Rock & Roll" More Than The Ignition Of Lighter Fluid?

Other than VD I can't think of anything, especially after seeing these new print spots from Brunner Pittsburgh for Zippo. Let's face it: the ubiquity of cell phones has slowed down the previously ubiquitous practice of the crowd lighting up during a rock concert. Some fools are so lazy that they can only make the Satan hand thing or the royal salute. Zippo is looking to change that by going back to the roots of letting The People decide who really rocked by a show of the flame (pre-Village People). In these two fairly subversive (one of my buzzwords) pieces, Zippo takes aim at the biggest television show and the biggest video game of the decade. The art direction is surreal yet perfectly clear and the copy-writing is some of the best I've seen all year.



The third spot is here because I didn't find it as clever or as undercutting as the above two. I imagine they could get in trouble for putting the words 'guitar' and 'hero' together though they may just end up boosting the game's profits. I cannot believe that there isn't an app for this yet.

What Happens When A Viral You're Not Responsible For Saves You?

Or, in Chris Brown's case, his career. Although this wedding dance clip choreographed by a Minnesota couple and featuring the singer's "Forever" is not an ad, it has effectively put Brown's name back into a good light after his hit-and-run with singer Rhianna. In fact, as it maintains its status as number 1 viral video on the 'Net, it's fairly prudent to assume that the two parties (Brown and the wedding crew) have nothing to do with each other. The video is number one for damn good reason: it's utterly engaging, it features a church crowd both shocked and totally into it, and the quite catchy song and its sound fits perfectly with the mood of the occasion. It's a marketer's wet dream; and yet any increase in record sales for Brown is mere coincidence.



The dancers even got their extra fifteen minutes on the Today Show last week with the song intact. Is this coincidental success a result of a simply good song or is the Invisible Hand of the Internet giving Brown another chance after an unfortunate circumstance? Either way, double your pleasure, double your fun, and double your freaking revenue.

Update: Pretty awesome parody video on College Humor.