In between introducing new commercials and plugging other marketing activity, the Old Spice Twitter stream posts some really funny text posts. I find it more funny than many comedians’ posts. But I especially admire the consistency of voice — clever, unpredictable, and bizarre — even though the brand uses a variety of personalities in video and digital. I wonder if there’s a style guide or if there’s just someone who has a good sense of what the voice is. “Yeah. That’s funny. But it’s not WEIRD and funny.”
(And anyone who’s ever done transit advertising will note that a poster like this would be seen as a blank canvas to graffiti artists. But this one is inaccessible – opposite the platform, above the third rail.)
Xbox is launching “Gears of War Ultimate Edition,” a remastering/upgarding of a popular game. So they offered to remaster/upgrade some fans’ Gears of War tattoos. And it culminated at Comic Con. I love the idea. But the video could’ve been a minute instead of 4:04.
You’ve seen them stalking you online. In a weak moment, you check out a shoe on Zappos or a mustache-shaped septum ring on Overstock (or maybe that’s just me) and it follows you around the internet the next couple of days in retargeted banners.
Post-It played with that diabolical digital functionality to demonstrate one reason why you buy Post-Its: to remind yourself of stuff.
So Post-It’s banners invite you to enter a reminder right in the banner and then that reminder will follow you around as you surf. Smart.
Omo detergent has a nice campaign that says, “Dirt is good.” Basically encouraging people to not hold back on account of your clothes. Because Omo (Persil in some countries) will clean your clothes, feel free to be creative, and get messy. They take it another step by featuring kids, who typically get far more messy than adults and are therefore a better torture test.
These ads take on an easy enemy. Free play outside versus screens is no contest really, but the ads still make their point beautifully.
It’s a simple idea, but I love how they executed it with the hunks themselves unwittingly telling the story. It probably didn’t make any actual difference for average-looking guys, but that’s not the point.
Agency: Del Campo Saatchi & Saatchi, Buenos Aires. Via: Creativity Online.
Smart stunt. Transavia, a low-cost airline run by KLM and Air France, offered seemingly high-cost potato chips, Gummi Bears, and granola bars in vending machines and grocery stores that doubled as tickets to European destinations.
A toilet paper gave babies a choice of touching something soft, like a doll, or touching something less soft, like a motorcycle or a leather bag filled with money. Whichever the baby touched, the parents took home. Of course, the baby went for the soft thing, disappointing parents and proving the advertiser’s point. While this makes a fun 2-minute film, they instead streamed each “contestant” live as an online game show. It’s hard to tell if it worked – is “160K live views” a lot in Singapore? http://www.canneslionsarchive.com/winners/entry/594965/the-softtest
Canal+, a premium cable service like HBO, sells its entertaining service with entertaining commercials, but the sign-up process was drudgery. As are ALL sign-up processes. But they took two characters from one of their properties to make the sign-up process more entertaining. I’m about to move. Perhaps our electric utility could get Key and Peele to make signing up more interesting. Agency: BETC, Paris. http://www.youtube.com/watch?v=E-viEhAx5JY (Skip to :43 to start.)
This is a simple, fun spot that’s executed perfectly. But what I especially admire is all the things this commercial ISN’T: demos of CGI stomach diagrams expanding and turning from blue to red, a woman at a party agonizing over how to handle the hostess offering her bruschetta, a man trying to hide his discomfort.
When you think of the commercials for urinary problems that feature pipe people, or the football-throwing big toe for a toe fungus remedy, this looks even smarter. A breath of fresh air even.
There are two other spots, but this one is my favorite.
Agency: adam&eveDDB, London. Directors: Kyra Buschor, Constantin Paeplow. Via: The Drum.
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