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Advertising News and Know-How
The following two commercials are not the same. The products are similar, but let's see how the two fast feeders differentiate on brand. https://youtu.be/ymDaHr-ex8E https://youtu.be/PjxRUEA0Tdo Both commercials lack appetite appeal, which not so long ago was the cost of entry for a fast food commercial. Today, it's about which lifestyle is more appealing—Wendy's ennui or Burger King's emotive cry. "Feel …
Continue Reading about Fast Food Hamburgers Are Not On The Advertising Menu →
Do you know what I love about brands that focus on providing utility and/or entertainment to their customers? I love that they are directly answering the age-old question that every customer has, "What's in it for me?" I Pledge Allegiance to McDonald's Lost your passport or cellphone abroad? Just stroll through the doors of one of any of the 194 McDonald’s in Austria, and staff members will provide a 24/7 …
Continue Reading about Burger King and McDonald’s Go Off Script to Create New Value →
Orvis was founded in 1856 by Charles F. Orvis in Manchester, Vermont. The company makes high-end clothing and outdoor gear for fly fishing fanatics and bird hunters. Also, certifiable preppies from coast-to-coast prefer Orvis. Like L.L. Bean, Filson, and others in its category, Orvis has long relied on its direct mail catalog. The company mails more than 44 catalog editions each year with a total annual …
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Where's Charlie Bucket when you need him? Right now, the world could use more arbiters of good. In brand marketing terms, the world could use more CLIF Bars. Whether it’s our food, our planet, or our relationships with our people - CLIF Bar is on a mission to do one thing and one thing only - make it good. This new long-form commercial is good. CLIF Bar is meeting its stated objectives. "We're sorry if …
Continue Reading about CLIF Bar’s New CLIF Hanger Is An Update On A Candy Classic →
Is there anything more American than the hamburger? How about starting a company that makes hamburgers from plants, and taking the company public and the food industry by storm? Beyond Meat Inc., the company created by vegan Ethan Brown in 2009, raised nearly a quarter of a billion dollars to grow its line of plant-based meats, with shares rocketing in their public debut earlier this month. Proceeds of the …
Continue Reading about Meatless Monday Is Now Meatless Every Day c/o BYND →
Do you have three minutes to spare for another inspiring story from a brand? Only you can answer that. What I can say is this: Curious human beings have an infinite capacity for compelling stories. In fact, when the story is truly great and promoted properly, people will wait in line and fork over hard-earned money to be moved and entertained by its visual and audio impacts. WE INTERRUPT THIS BLOG POST WITH …
Continue Reading about AmLactin Introduces Two Tough Moms With Super Soft Skin →
I like when brands act as canvases for their customers to make meaning. To me, that's how connections that lead to repeat transactions are made. Today, Vans is launching their latest brand campaign - Waffleheads - a series of videos about collectors, customizers and creatives that have truly turned Vans into a canvas for creative expression. These men and women are more than brand advocates or influencers—these …
Continue Reading about Canvas Shoes Are A Canvas for Creative Expression →
Petroleum is an everyday product that we all know causes harm to the environment. Nevertheless, we have people to see and places to be. As an advertising category, gasoline is not known for exceptional humor, wit, and creative taste, which makes the following "fast fantasy" spots for Conoco all the more entertaining. The humor here is absurdist, but appealing. The punchline is also totally connected to …
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