Television

Volkswagen “Das Hund”

 

Dieser Spot geistert schon ein paar Tage durch’s Web, aber dennoch, eine wunderschöne Idee:

 

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Nicht nur die Idee ist klasse (weil so einfach), sondern auch die Umsetzung ist sehr gut gelungen.

Erinnert im Punkt Einfachheit und Umsetzung, an diesen Spot, der mindestens 5-6 Jahre alt ist (wenn nicht sogar mehr):

 

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(Transparenzhinweis: VW ist Kunde der Agenturgruppe, bei der ich arbeite)

 

 

Mercedes Benz #youdrive Twitter und YouTube Aktion

In einer neuen Kampagne von Mercedes Benz UK können User (wieder mal) entscheiden, wie sich eine Videostory weiterentwickeln soll.

In diesem Fall war es allerdings eine Serie von drei TV Spots, zwischen denen User per Twitter mit dem richtigen #-Tag entscheiden konnten, wie die Story im nächsten Spot weitergehen soll. Nach dem ersten Spot z.B. #hide oder #evade, im zweiten Spot #switch oder #lift.

Im YouTube Channel ist die gesamte Story am Stück zu sehen, sämtliche Möglichkeiten sind hier direkt abrufbar.

 

 

Ein Gimmick, aber sehr nett: auf YouTube entscheidet man nicht per #-tag (wie auch), sondern in dem man die Mitte des Videos nach rechts oder links zieht. Sich also für eine Seite entscheidet.

 

 

Einen Promotional Trailer gab es natürlich auch:

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Superbowl Season. Großartige TV Spots in Sicht.

Es ist wieder soweit. Die neuen Superbowl TV Spots kursieren im Netz. Hier ist einer von Honda, die Mathew “Ferris Bueller” Broderick als ihn selbst casten und einen Tag Auszeit mit dem neuen Honda CRV nehmen lassen:

 

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Auch eine schöne Idee: Für Firstbank ist Customer Service ist Priorität Nr. 1. Daher ein “Service Commercial” – die Ansage: wir geben dir mit dieser Werbung Zeit für eine Toilettenpause.

 

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Don Draper explains the new Facebook Timeline.

Great adaptation of one of the Mad Men Scenes.

(UPDATE: Unfortunately, it seems to have been removed…)

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Doritos and Esteban Ortega

Esteban Ortega used to be a champion flicking chips at targets. In this movie you can see his story:

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On the facebook page you can play a simple game, trying to flick chips yourself.

A nice try to prolong the story from the TVC. Yet, the game is a little to simple to be really fun…

http://www.facebook.com/doritos?sk=app_156810961053049

The case study of “the man your man could smell like” (old spice)

The “Old Spice” Campaign of “the man your man could smell like” has certainly caused a lot of buzz within the social media community lately, and I have bookmarked a fair share of links on my delicious account lately.
Now there is an official case study video by Wieden+Kennedy with the story of the  campaign, as well as some interesting facts and figures.

Fascinating stats, of course the sales figures all relative numbers, not actual figures:

  • More people watched its videos in 24 hours than those who watched Obama’s presidential victory speech
  • Total video views reached 40 million in a week.
  • Campaign impressions: 1.4 billion.
  • Since the campaign launched, Old Spice Bodywash sales are up 27%; in the last three months up 55%; and in the last month up 107%

(found here)

Crowdsourced advertising – the reality behind famous examples.

The Superbowl has yet again been a large show off for TV ads. Even though some argue that the quality of ads has been lower than the previous years, one thing stuck out again: the spots not produced by a typical “Madison Avenue Agency”. Two Doritos spots, allegedly created by consumers, a Google ad produced internally,

NY Times hence wrote an article with the catchy title “Do-it-yourself super ads“, subtitle: “be afraid, Madison Avenue. Very afraid”. The article mentions the user generated spots and their “ranking” on hulu.com and twitter, deducting that consumer know best what consumers want to see.

Well, that’s only one part of the story. And shall we say: the badly researched part of the story.

AdLab busts that story by stating a few facts that the NY Times should, in fact, have researched.

The first Doritos spot “Underdog” was created by Joshua Svoboda a 24 year old, who works as a creative director. The second spot “House Rules” was created by a writer/director from Hollywood.

Even the other Doritos commercials from the previous years plus other “UGC” clips were apparently created by people already working in film related businesses, states the above mentioned article.

So it wasn’t brand fans or advocates who put in their efforts to create a brand message for the brand they like. It was creative people, producers, writers, who were probably more interested in promoting their own “brand” through the PR associated with the clip.

It’s not really that surprising. However, the fact that this has not been picked up by the media correctly is suprising. In a way, I also fell for what might be the reason for the whole ignorance: the story of consumers creating ads with only a few hundred Dollars production costs, that are shown during the Superbowl with a mediabudget of more than $2.5 million, reaching more than 100 million viewers – it’s too good.

I work in an ad agency, so I shouldn’t like the idea of consumer generated ads. Yet due to my interest in social media marketing I did in fact like the idea. (And with everything connected to the setup of the contest, there would still be enough scope for agency work…) So it is rather disappointing to find out about the truth behind these famous examples.

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