There really is nothing awesome to see here. In fact, there's not even one recipe. Just a bunch of random shit I like to throw at the virtual wall. From ads and memes to rants and randomness, you'll find it all here. And you'll most likely find it all useless. @dyslexicwriter
Wait. You’re saying I can wear clothes, throw them in a hamper, let them get all stank and gross, then empty the hamper into a big metal machine, toss in a cup of gooey soapy liquid, close the door, press a button and spin them around in water at high speeds for an hour while I go jerk off and watch Netflix, and my clothes will be completely clean when I get back?
IT is rare on Madison Avenue to hear, at least publicly, suggestions that executives are scaredy-cats who are afraid to take risks. But those attending Advertising Week in New York are being advised — sometimes gently, sometimes forcefully — that to produce campaigns that will more effectively resonate with contemporary consumers, they must risk failing and risk alienating their target audiences.
The purpose of “Fearless,” a lively panel on Tuesday, was “encouraging and saluting marketers who say ‘yes’ ” to risk, according to Dana Anderson, senior vice president and chief marketing officer of Mondelez International, the global snack giant. She moderated the session with her colleague, Bonin Bough, vice president for global media.
“Being fearless is the only answer right now,” Ms. Anderson said, because “if you play it right up the middle you really don’t” accomplish much.
“If it’s not good enough to tell somebody about,” she added, referring to the propensity of consumers to share what they like in social media, “then it’s not good enough for you.”
Panelists offered two examples of risk-taking campaigns. One, for the Honey Maid brand of graham crackers sold by Mondelez, generated considerable criticism — “horrible” and “disgusting” were among the objections printable in a family newspaper — because to illustrate the brand’s new theme, “This is wholesome,” ads depicted nontraditional families that included two fathers and their child, a single father raising his son and a multiracial family.
Although the concept of wholesome families was “an idea that was rooted in the brand,” said Kevin Brady, an executive creative director at Droga5 in New York, the agency for Honey Maid, “we didn’t think we had a chance in hell of selling it” to Mondelez.
Gary P. Osifchin, senior marketing director at Mondelez, said, “Bold, indeed it was.” But he and his colleague, Jill Baskin, vice president for brand strategy and communication, were undaunted, he added, because the core of the campaign was “focusing in on the brand.” They subsequently approved the production of a video clip in which artists fashioned printouts of the complaints, and the positive comments, into the word “Love.” “There were over 10 times as many” positive comments as negative ones, Mr. Osifchin said. Ms. Baskin said, “While we were fearless, we weren’t stupid.” (The Honey Maid campaign was discussed at another event on Tuesday, sponsored by Glaad, formerly the Gay and Lesbian Alliance Against Defamation.)
Although “embracing fear has been about trusting each other,” said Linda Boff, executive director for global brand marketing of G.E., “our greatest challenge, to be very honest,” was to figure out marketing that would appeal to consumers and be approved by both firms. Bret Kovacs, chief marketing officer of Quirky, said, “My biggest fear, quite honestly, was that we’re going to look like G.E.” The partners decided on a, well, quirky commercial for Aros, by Partners & Spade in New York, in which the chief executive of Quirky, Ben Kaufman, gives a foot massage to Garthen Leslie, the product’s inventor.
General Electric plans on Thursday to begin running an offbeat commercial of its own, for a new product, G.E. Link LED bulbs, being sold at Home Depot. “Maybe a little bit of Bret and Quirky has rubbed off on me,” Ms. Boff said. The two-minute spot, which presents Jeff Goldblum in a spoof of infomercials, was created by BBDO New York and directed by the comedy team of Tim Heidecker and Eric Wareheim, known for “Tim & Eric’s Bedtime Stories” on Adult Swim and an unconventional choice for a mainstream marketer like G.E.
According to the Advertising Week agenda, a panel scheduled for Wednesday, featuring executives from Contagious, Framestore and the FCB division of the Interpublic Group of Companies, will also address how creative collaborators ought to strive to be “brave enough” to take risks.
Among the most risk-taking individuals in media are radio personalities. In one of several panels during Advertising Week being presented by the Radio Advertising Bureau, “Voices of the Original Social Media” on Tuesday gathered four major radio personalities to talk about the connections they forge with listeners and the value of those connections to advertisers.
Ebro Darden, a D.J. at Hot 97 (WQHT, 97.1 FM), the influential hip-hop station in New York, told a roomful of executives that “radio knows people better than you.” Angie Martinez, Mr. Darden’s former colleague at Hot 97, who in June left for that station’s biggest rival, Power 105.1 (WWPR, 105.1 FM), seconded that, declaring, “There is an intimacy to radio that you can’t get in any other medium.”
The panelists also riffed on how to handle advertising while maintaining credibility with their audience. Most responded with some version of the idea that they try to avoid making implausible endorsements; Ms. Martinez, something of a celebrity in her own right, used the example of promoting a car she would never drive. But, the panelists noted, they can often find a way to accommodate a sponsor.
“There are times we have to say no,” said Bobby Bones, a country D.J. who has had a quick rise in the radio business. “There aren’t a lot of times we can’t figure out a way to say yes, though.”
Amani Toomer, a former New York Giants receiver who is now a sports radio host, got the loudest reception with a simple answer.
“I’m pretty easy,” he said. “I work for NBC Sports Radio, and I’ll pretty much sell anything.”
More great advice in 10 min than you’ll get from most people in 10 years: “10 Minutes with @davetrott”
But very few projects end up with exceptional results. Why?
As a disruptive brand and design strategy firm that creates briefs across multiple creative disciplines including Advertising, Design, and Innovation, Tom Bassett, CEO of Bassett & Partners (and founder of MindSwarms), was curious to understand how some of the world’s most consistently exceptional creative talents thought about – and used – the brief.
Through a series of one-on-one interviews with Frank Gehry (Founder Gehry Partner), Yves Béhar (CEO fuseproject), Maira Kalman (Illustrator), John C Jay (President @ GX, Partner @ Wieden + Kennedy), David Rockwell (CEO Rockwell Group), and John Boiler (CEO 72andSunny), we asked them to elaborate on how they define – and use – the brief to deliver exceptional creative results.
The end goal of Briefly is to help inform and inspire future generations of collaborators to write better briefs and manage the briefing process differently in order to help lead to exceptional creative results.
So while every project will still start with a brief, the dream is that more projects end up exceptional because of how these creative titans inspire (or re-inspire) the way we all think about briefs.
MiniAbe Lincoln has been screaming and whoa-ing his way around Illinois for over a year in ads for the state’s tourism office. But he settles down in the latest spot from JWT Chicago—thanks to the love of his life, Mary Todd.
Todd was notoriously melancholy for most of her adult life. And no wonder. It turns out she worked in a bleak cubicle in a nondescript office, pecking away on a keyboard that was way too big for her.
But along comes MiniAbe to whisk MiniMary offer her feet, quite literally, in this amusing spoof of the over-the-top final scene from An Officer and a Gentleman.
The spot is meant to get boomers, Gen X-ers and others to “whisk someone away” this fall and enjoy romantic attractions in Illinois.
Client: Illinois Office of Tourism
Agency: JWT Chicago