23
An example of viral marketing.
Ken Block’s spirited gymkhana video finally made AdGabber today. For those of you not familiar with Subaru beyond taking your Labrador and 2.5 kids for an off-road picnic, the company has an amazing history of hooliganism thanks to the spirited Impreza line and the tunability of its turbo four and chuckability of AWD. Read the rest of this entry »
17
Thinking outside the box
So much is made of “thinking out-of-the-box” that it is beginning to sound trite. And where is the line that differentiates out-of-the-box thinking from way-out-there thinking or out-in-left-field thinking? Does that really matter?
Sometimes the solution you end up with is perfect—maybe not for the problem you began with, but for something else. I guess what matters is the process by which you arrived at that particular solution. It’s what happens when we try to reach beyond ourselves. Sometimes it works out perfectly; most often it doesn’t or hasn’t gone far enough. Read the rest of this entry »
3
Copywriting
I sometimes wonder whether some agencies even read the copy aloud before it's approved.
Two examples come to mind: A prominent lizard has been the spokes-reptile for an auto insurance giant that frequently tells viewers that they can save "... hundreds of dollars or more on car insurance." Moron car insurance? I don't want that! Or how about the pharmaceutical hair remedy whose ads claimed that in clinical studies, "most grew some hair." Most gruesome hair? I want none of that either.
My point? Just remember that you need to look at the creative product from all angles before it leaves the agency. You never know who may look at the work the wrong way.
17
Creativing and Advertising
Here are five observations on getting the most out of the people you depend on for breakthrough marketing communications, or what 10 years on the client side and almost 30 years on the agency side have taught me. Among other things.
9
Radio
What do people hate most about radio? The commercials! The steady growth of listenership to commercial-free satellite radio music formats offers compelling proof. A growing number of listeners are more than willing to pony up $12.95 a month to be spared the relentless onslaught of irritating, irrelevant radio spots.
