Every video gamer's dream: a playground based on the fantabulous Katamari Damacy.
Why a playground? Because this game designer thinks kids need more time outdoors. I couldn't agree more.
Tuesday, February 13, 2007
For BSG Lovers Only
Remember all those conversations we keep having about the new Battlestar Galactica: what the writers are aiming for, the religious overtones, who might be the next Cylon, etc? You all know who you are. Nerds, every one of us, and damn proud of it.
No worries, there's no spoilers. Just a few ideas on writing.
No worries, there's no spoilers. Just a few ideas on writing.
Thursday, February 8, 2007
More on Brands
A friend pointed out this great video about the method by which many brands are begin created. The commentary towards the end is the best part.
It's a great insight into the "any publicity is good publicity" mentality. Unfortunately, this type of advertising is also foolish and short-sighted, a knee-jerk response to fractionating media and soaring production costs. Agencies are struggling to justify the high cost of a Superbowl spot, and aim to get maximum bang from the client's buck.
But instead of a smart strategy to create buzz, some agencies simply act on the fear that TV ads are becoming obsolete in the face of TiVo, iPods, and internet media. And the ads produced from this philosophy are pretty lame - often based on shock value, they're usually vapid. The Paris Hiltons of the ad world. Ads like this will only stand up to so many re-viewings, and then people will get irritated or bored with them (depending on how offensive they find it to be), and turn the channel. As a result, these ads have little long-term staying power and don't make a bigger statement that connects to the brand itself. Sure, they get remembered and discussed for a few days, but how many taboos can be broken before this transparent mechanism becomes repetitive? Consumers aren't stupid.
Why would brands want to associate themselves with a strongly unpleasant aftertaste in the consumer's mind? Wouldn't that engender a mental avoidance reaction?
This is like that kid in high school who always makes trouble to get attention - eventually, people just get sick of him.
And then they ignore him.
It's a great insight into the "any publicity is good publicity" mentality. Unfortunately, this type of advertising is also foolish and short-sighted, a knee-jerk response to fractionating media and soaring production costs. Agencies are struggling to justify the high cost of a Superbowl spot, and aim to get maximum bang from the client's buck.
But instead of a smart strategy to create buzz, some agencies simply act on the fear that TV ads are becoming obsolete in the face of TiVo, iPods, and internet media. And the ads produced from this philosophy are pretty lame - often based on shock value, they're usually vapid. The Paris Hiltons of the ad world. Ads like this will only stand up to so many re-viewings, and then people will get irritated or bored with them (depending on how offensive they find it to be), and turn the channel. As a result, these ads have little long-term staying power and don't make a bigger statement that connects to the brand itself. Sure, they get remembered and discussed for a few days, but how many taboos can be broken before this transparent mechanism becomes repetitive? Consumers aren't stupid.
Why would brands want to associate themselves with a strongly unpleasant aftertaste in the consumer's mind? Wouldn't that engender a mental avoidance reaction?
This is like that kid in high school who always makes trouble to get attention - eventually, people just get sick of him.
And then they ignore him.
Wednesday, February 7, 2007
Waves of Stupidity
Right on the heels of the Mooninite debacle in Boston comes another ad campaign pursuing short-term gains, long-term losses.
Not all buzz is good buzz. The Mooninite issue may have built Turner's adult cartoon rebel-brand, Aqua Teen Hunger Force on Adult Swim, but this act carries larger losses. In the post 9-11 environment, where any bag or package left lying around is suspect (even when it's not a box of wires), randomly placed signage with no messaging is foolish. The response didn't help, either.
Devil's advocate says that the person who mistakes a simple circuit board for an explosive device ought to be the one emerging with egg on his face. And sure, light-boards are a clever stunt to boost talk and an ingenious way to provoke free press coverage. Shutting down the city of Boston only cost Turner 750K, an extremely cost-effective campaign for the broadcasting giant. But at what long-term cost?
This Mooninite stunt will contribute to increasingly strict legislation, not only for free speech and travel (as if airport security isn't bad enough), but also for marketers everywhere. For those taking notes, that's big trouble for the ad industry. As a side issue, many parents don't want their kids watching Cartoon Network's daytime shows anymore, because of the channel's association with Adult Swim. Ouch - looks like Cartoon Network alienated some of their consumers.
And just as the vilification of advertising began to calm down, the Superbowl brought America the Snickers Kiss ad, sparking controversy and anger on the part of many gay rights advocacy groups. Again, this ad has created buzz, but at what cost? And again, a funny and interesting idea, but loosely concepted and poorly executed.
The outcome of the ad is that being a "true man" means dirt-stupid stunts to prove bravado (such as drinking engine fluid) and a high tolerance for pain (wrench-whacking, chest-hair ripping). All in response to an artifical "kiss" that was just a touching of lips without intent. If a man and woman accidentally touched lips, would they start ripping out hair and slamming eachother with wrenches? Gay rights advocates are up in arms, saying that the ad promotes homophobia. Others have no desire to see two men kiss during prime-time family TV. Politically, it's a lose-lose situation.
And Snickers may be the biggest loser of all.
From the Washington Post:
But Steve Hall, a former ad executive who writes the Adrants.com newsletter and blog, says the Snickers commercial has harmed the candymaker's image with all consumers.
"Can you imagine the looks one will now receive from the checkout clerk when they buy a Snickers bar?" he wrote yesterday. " . . . There's plenty of other perfectly good candy choices with far less embarrassment attached to them."
Lesson: "Induces humiliation" is not a good takeaway emotion to associate with your product.
Not all buzz is good buzz. The Mooninite issue may have built Turner's adult cartoon rebel-brand, Aqua Teen Hunger Force on Adult Swim, but this act carries larger losses. In the post 9-11 environment, where any bag or package left lying around is suspect (even when it's not a box of wires), randomly placed signage with no messaging is foolish. The response didn't help, either.
Devil's advocate says that the person who mistakes a simple circuit board for an explosive device ought to be the one emerging with egg on his face. And sure, light-boards are a clever stunt to boost talk and an ingenious way to provoke free press coverage. Shutting down the city of Boston only cost Turner 750K, an extremely cost-effective campaign for the broadcasting giant. But at what long-term cost?
This Mooninite stunt will contribute to increasingly strict legislation, not only for free speech and travel (as if airport security isn't bad enough), but also for marketers everywhere. For those taking notes, that's big trouble for the ad industry. As a side issue, many parents don't want their kids watching Cartoon Network's daytime shows anymore, because of the channel's association with Adult Swim. Ouch - looks like Cartoon Network alienated some of their consumers.
And just as the vilification of advertising began to calm down, the Superbowl brought America the Snickers Kiss ad, sparking controversy and anger on the part of many gay rights advocacy groups. Again, this ad has created buzz, but at what cost? And again, a funny and interesting idea, but loosely concepted and poorly executed.
The outcome of the ad is that being a "true man" means dirt-stupid stunts to prove bravado (such as drinking engine fluid) and a high tolerance for pain (wrench-whacking, chest-hair ripping). All in response to an artifical "kiss" that was just a touching of lips without intent. If a man and woman accidentally touched lips, would they start ripping out hair and slamming eachother with wrenches? Gay rights advocates are up in arms, saying that the ad promotes homophobia. Others have no desire to see two men kiss during prime-time family TV. Politically, it's a lose-lose situation.
And Snickers may be the biggest loser of all.
From the Washington Post:
But Steve Hall, a former ad executive who writes the Adrants.com newsletter and blog, says the Snickers commercial has harmed the candymaker's image with all consumers.
"Can you imagine the looks one will now receive from the checkout clerk when they buy a Snickers bar?" he wrote yesterday. " . . . There's plenty of other perfectly good candy choices with far less embarrassment attached to them."
Lesson: "Induces humiliation" is not a good takeaway emotion to associate with your product.
Sunday, February 4, 2007
Knowledge is Sexy.
I 'm still in love with www.experienceoldspice.com. Especially the testing and training sections. The questions change each time you take the test. (And Bruce Campbell certainly doesn't hurt.)
Great strategy for Old Spice to position themselves against their competition, reinforce their core customers, and - please, god - win other consumers away from Tag and AXE. A high-five for W&K: brilliant & imaginative storytelling entwined with useful facts. Very smart campaign, everyone's talking about it.
Take that, all you sleazy eurotrash AXE boys in your thick clouds of odor.
Great strategy for Old Spice to position themselves against their competition, reinforce their core customers, and - please, god - win other consumers away from Tag and AXE. A high-five for W&K: brilliant & imaginative storytelling entwined with useful facts. Very smart campaign, everyone's talking about it.
Take that, all you sleazy eurotrash AXE boys in your thick clouds of odor.
Friday, February 2, 2007
Setting the Mood
Wow, what a piece from Modernista! in 2003. I'm not a huge fan of this product, but strategically and emotively, this ad is very smart. It evokes beautiful moods and memories to create a story that helps to erase common stigmas around a brand.
Tomorrow, I meet with a Modernista! copywriter (and Adcenter alumna). I'm excited about the work showcased on their website: creative prowess + strategic messaging = awesome.
Tomorrow, I meet with a Modernista! copywriter (and Adcenter alumna). I'm excited about the work showcased on their website: creative prowess + strategic messaging = awesome.
Downright prescient, George.
As a piece of communication, I'm impressed by this translation of George Washington's Farewell Address into the modern vernacular. Just fantastic, making Washington's parting thoughts accessible to an everyday audience. His 1796 caveats and insights still apply to America today.
Thursday, February 1, 2007
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