Superbowl Ads: Best & Worst

I know I'm a day late on getting this post out, but work and ad league bowling came first.

The Superbowl is always a favorite day in my group of ad friends for many reasons. We all make our mom's most beloved appetizer dish (thanks mom for the spinach dip!), drink our favorite beer, mute the game and critique the ads.

This year was a little different and more intense thanks to mine and Suz's beloved Packers making their first appearance since we were tots. No muting the game this year, just four hours of straight glued to the screen ready to take it all in.  GO PACK GO!

Also an amazing new ad drinking game was invented that night: everyone gets a category (beer, cars, tv/movies, snacks, internet companies) and when you're category is on you have to drink (only ad geeks would think of this).

I was blessed with cars and considering 38% of the ads were cars you can imagine how I was feeling by the time Glee came on.

Anyways onto my review of the best and worst of the Superbowl:

Best of Superbowl XLV


Volkswagon: The force & The beetle (Deutsch, LA)

I'm clearly not alone in my love for "The Force" 21 million others and counting agree its adorable its funny and it hits all the right notes. Many question if it will sell Passats, or if its more about the adorable Darth Vadar. ROI is too soon to tell on this, but I think if anything its gotten everyone talking about the VW brand again. Loved The Beetle commercial too.

Top of mind brand awareness is the point of Superbowl commercials.



Bridgestone: Reply All (Agency: Richards Group)

So brilliant because if you're in the working world you may have had this terrifying moment. A great spot utilizing witty humor instead of fart jokes.


Honorable Mentions:

Chevrolet: Tommy (Agency: Goodby & Silverstein)

Funny and an easy get that a man's Chevy is as reliable as his best friend. 

Chrysler: Born on Fire (Agency: Wieden & Kennedy/Universal McCann)

I think Chrylser may have read my blog post and taken a few notes. Thank You. This spot is two years too late, but thank you for finally saying it (you could have done it without Eminem).

Hyundai: Deprogramming (Agency: Innocean)

Anytime you bring digital jedi Jeff Bridges into an ad like this, I'm going to have a soft spot for it. Clever messaging about compact cars and steering away from the traditional car spot route.

Worst: 

Groupon: Tibet (Agency: Crispin Porter & Bogusky)

Don't get me started on the ridiculousness of this ad. I dont' agree with Ad Age's review one bit. It makes no sense and is straight out offensive to causes that involve real people's suffering.

Best Buy: Ozzy & Bieber (Agency: Crispin Porter & Bogusky)

Yes Bieber and Ozzy are funny together, but I couldn't tell you for one second what the ad was about or what product Best Buy was promoting. I was too distracted by creepy Bieber.

HomeAway: Smush (Agency: Vendor)

That terrifying fake test baby was reason enough to put this ridiculous ad on the worst list.

Skechers: The Break-Up (Inhouse)

The Kardashians are my guilty pleasure, but this ad was just so over the top, make me want to vomit up my cheese curds I think I headed for another Stella two-thirds through.


Those are my thoughts on this year's Superbowl. What did you think?  What was your favorite ad?

Brands I Can't Stand: Chrysler

Oh the troubled American automaker who just continues to shoot itself in the foot with its poor business decisions, poor use of a taxpayer bailout, and off strategy advertising.

I've never been fan of Chrysler or any of its brands including Jeep and Dodge, but this last year Chrysler has drawn my attention even more for all the wrong reasons.

It began last year when it took a several billion dollar loan from the American taxpayer, yet really had no business plan in affect as to how it would stimulate the economy or help rejuvenate the struggling Detroit job force. Why did we give them money again? I'm pretty sure even a bank would simply tell them "You're not a desirable candidate for a loan."

Then the unfortunate news came of long time shop BBDO Detroit's impending January 2010 closure due to the end of its longtime partnership with Chrysler, who has been drawing out a several month long pitch for projects from several big name agencies across the country.

Now as I woke up this morning to CNN and a bowl of Cracklin' Oats, I see my third reason staring back at me. The most off strategy car ad I've ever seen. I actually wondered if I'd turned on E! and it was a re-run of SNL. Hiring Italian shop Armando Testa, Chrysler decides its now time to take on social responsibility. A high production, high budget 60 sec spot featuring some of the most famous former foreign political leaders of the last 20 years calls for the release of Burma political leader Aung San Suu Kyi. Really? I wonder how much it cost to make that ad, when you could have used that money to donate to a Detroit food shelf and help your former dedicated employees. I completely agree with AdAge in its review of how flat this ad will fall on U.S consumers.

I mean white doves accompanied by a Chrysler 300 bursting through the Berlin Wall?! Could we combine anymore cliches within 60 seconds? Don't even get me started on the annoying and even more off strategy Dodge Ram spot and recent i am Jeep campaign.

Here's some advice Chrysler: use that billion dollars wisely. Stop spending it in overseas shops, reinvest in Detroit and the community and country who has supported your company for over 50 years. Yes I'm well aware I sound like a Middle American man on the back of a truck, but if I'm going to give you my money, spend it wisely.

What I'm loving right now.

In a sea of holiday campaigns for the latest and greatest smartphones, one stands out not for glossy features but because it promises to understand you. HTC's quietly brilliant campaign has definitely caught my attention in the last few weeks with its consumer insights driven campaign. Its a 60 second spot of why one uses and needs a phone in their life everyday. Campaigns like these are what really catch consumer's eyes and ears, because the audience feels like the company gets them and what benefits that product provides in their life. Its campaigns like these that lead to a high ROI and Effies. So congrats to standing out in a sea "There's an app for that", lightening strikes twice, and creepy static tv spots.

Verizon chips at iPhone's Achilles Heel with "There's a Map for That."

Verizon's latest ad campaign, "There's a Map for That." (agency: McCann Erickson) states what many consumers have been complaining about since the debut of the iPhone: AT&T's lack luster coverage.

The latest TV spot which debuted at spot 6 of Ad Age's Top 10 Viral Videos this week, shows early success in tapping into consumer insight. The key component in making a campaign successful creatively and in ROI. It is also what often makes a campaign viral. Its that simple.

Congrats to Verizon and McCann on some great work!

Building Communities by Discovering Hidden Gems.

With the rise in popularity of staycations, many are discovering the sights of one’s own city. This has become a recent hobby of mine and my favorite sightseeing adventures are finding those hidden gems off the beaten path. Recently I discovered the Riverview Theater off of 38^th street and 42^nd avenue, bordering St. Paul and Minneapolis. With a décor ala Mad Men, and a beautifully designed one-screen theater it stands out from the sea of mass-produced suburban multiplexes.

Photo: Riverview Lobby (Emma Wiedner)

Providing a step back in time from the décor to the candy selection to the ticket prices (never over $5) the theatre is one of those cultural highlights of the city hidden beneath the obvious sightseeing surface. One feels as if they’ve been let in on a community secret by discovering it.

Photo: Riverview Theater Concessions (Emma Wiedner)

This inclusion into a community secret or hidden gem is when one truly begins to feel like a local of the community. A moment where one becomes a part of a community, and by the inclusion of others begins to build upon that community. This insight of community building around hidden gems is a wise lesson for marketers to always remember.

For brands to be successful they should provide a hidden gem like quality, a feeling of inclusion and community for its consumers to connect to and build upon. When brands exemplify this it turns people from consumers to brand advocates, a key consumer group that has turned Harley Davidson, Toyota and Apple into iconic brands with staying power. At the end of the day always remember: A brand has no staying power, no steam if it doesn’t build a community to rally around it.

Is the branding of one's own agency a link to its success?

This topic has been on my mind for a while now. In advertising our job is to brand our client's company/product. To give it personality, character, to create a singular voice that represents the company.

As the saying goes, we should practice what we preach. An agency should have one singular voice, brand standards, and a personality that represents its culture and principles. When an agency does this for itself and exemplifies it in everything internally and externally that it does, it creates a case to present in new business. Literally showing we not only achieve this branding for our clients we do it for ourselves. 

So is the successful and consistent branding of one's agency a link to its success in winning new business? One has to wonder. From my experience I believe so. I think for people to believe in what you can do for them, you have to be able to do it for yourself. Agencies take note.

Discuss below...

Starting your first career is like starting kindergarten.

I've been a big kid now for a whole 3 wks! One thing I noticed within the first week is that starting at a new company in your first job in an industry you've watched from the sidelines for a few years is like starting kindergarten.

Let me explain...you try on dozens of outfits until you finally have that perfect outfit, that is unique yet allows you to fit in.

Then you leave your house with your packed lunch five minutes early to the bus stop, because as your mother told you many years ago "You don't want to be late on your first day!" Sound familiar?

Your first day you wait in the office, for someone to show you the way and then lead you to your desk where you meet everyone from A to Z, just trying to get the key names down and then hoping you catch others in meetings. All the while on the tour you're just hoping to remember where the nearest bathroom and printer is, let alone where the studio is.

Then come lunches in the common lunch area, and company functions like happy hour, birthday/anniversary celebrations, bbq's which can all be classified as recess. Just like in kindergarten, at a new job you rely heavily on the 'buddy system.' In KD its usually a 3rd grader that makes sure you don't get lost, and make sure you're on the right bus. In the real world its usually your desk mate, who you see the most, and thus far know the most. For lunches and happy hours you rely heavily on this buddy system as the new kid. Even at 22 you don't want to be the kid in the corner shyly watching from afar.

I remember going to my kindergarten orientation, and being so excited by school and all of the discovery and promise it held. My first day I asked for homework. Needless to say I come from a long line of overachievers.

I remember going to visit my first agency, and being so excited by the environment and all of the discovery and promise it held for me. My first day at my new job I asked "Where can I start helping."

With any transition in life there are growing pains, but there also comes a hunger to learn something new, and to achieve goals. So far the hunger to learn and achieve goals is by far outweighing the small growing pains. 

Burger King...Tsk, Tsk, Tsk

Burger King oh Burger King  just what are we going to do with you. First the Whopper Virgins, which I've been quite vocal about my distaste and disgust within my networking circle about. This new spot though pushed me over the edge. 

Crispin Porter and Bogusky who handles Burger King creative went too far with this spot. Its not only racist, overtly sexual, its aimed at KIDS! Are you f@$!ing kidding me? There are ethics in this industry in case anyone forgot and they do matter. They help our industry develop a positive image, keeps watchdog groups off our back, and help most of us sleep at night.

This kind of insensitivity crosses the line so far the line becomes a dot. Burger King has really come to be a love/hate brand for me in terms of the advertising. Loved Whopper Freakout (one of my all time favs). Hated Whopper Virgins (disgustingly Orientalist and Western Imperialist). Loved Whopper Facebook de-friender (genius use of interactive and creating buzz). Hate Burger King Spongebob (really you're going to market square butts to children!).

I think the importance of pre-testing is in order for this account, because clearly those closest to the account are losing touch with what's acceptable and what's not. Sorry to be so harsh to an agency I do genuinely respect and know is one of the best, but get it together! 

Probing Religious Minds for Branding Secrets

In an obviously controversial study, Martin Lindstrom (market researcher and author) has been conducting a consumer-brain scanning project that probed the brand qualities that the world's largest religion reportedly possess and taps in their follower's minds. Qualities such as a clear vision, sense of belonging, storytelling, sensory appeal, grandeur, symbols, rituals, mystery, and evangelism.

Lindstrom then went on to compare those qualities with 12 cult like brands including Harley Davidson and Guinness. The correlation for brands like these were 84.6%. At the end of the video Lindstrom states that these qualities are what could be the blue print for future successful brands. I couldn't agree more.

Religion has been one of the longest 'branded' institutions in history. In my Global Studies courses I often studied religion as a powerful institution in cultural understanding. Lifestyle or cult like brands such as Harley evoke powerful emotions because they do provide a sub-culture for its followers. Often we see that a sub-culture also includes many of the qualities Lindstrom noted in his study. People often have organized religion (a sub-culture of the larger culture) in their life because they want a sense of belonging, and they feel that sense through the rituals, symbols, evangelism, and storytelling. 

To survive these tough times brands need more than just low prices and understanding. They need to tap into these qualities, because emotion is what drives many people's love of brands and turns them into true zealots. 

Nokia Headset Design Competition

Thanks to PSFK I found this about a week ago, but got swampped with some other things so on a slow Friday afternoon here you go.

My favs are the flying headset inspired by R Kelly's I Believe I Can Fly, with the Free Willy set a close second. 

Great job by Wieden + Kennedy London for fostering some very clever and inspired creativity. More agencies should sponsor things like this not only for brand promotion, but to continue to foster creativity.

Photos: CR Blog 

Are candy companies the only recession proof industry?

I've noticed in the last two months (also the worst 2 mos for the labor sector) that Skittles, Snickers, and Cadbury have all released new campaigns, websites, or T.V. spots. Leading me to wonder: Are candy companies the only recession proof industry?

Skittles made headlines in the ad industry for their new skittles.com website, blogged about here in early March. Snickers has a new print/outdoor campaign with a clever play on their logo/packaging structure (above top), and Cadbury released their new Eyebrows spot from Fallon London (above bottom). 

So is it all to garner publicity or actually generate sales? In my opinion Snickers is the only campaign of the three that probably has a chance of increasing sales. The campaign is running in points of hunger (when someone is out driving/walking/taking a bus/aka on the go) in need of a quick snack fix like snickers. The other two in my opinion were solely to generate publicity for both the client and agency of record. 

If you have an opinion on the campaigns discuss below...

Twitter: Will it help in my endless job search?

Today I made the decision that has been on my mind for about a month today.  I joined Twitter. Yes the peculiar 140 character social media website that has absolutely exploded over the last year and now has over 6 million users.  

My good friend Maggie convinced me at happy hour last week, and no not bc I'd had a few cocktails, but bc she said she was able to follow all of the ad agencies and figure out when they were looking for a new position or had won new business.  This strongly piqued my interest.

The reason I was so turned off to Twitter was bc several acquaintances, who of course will remain nameless, annoyed the hell out of me when they shared literally everything they did all day long. Statuses like "I took a shower. I walked on a street in Brooklyn or I made a cake today." were shared like a constant barade of unwanted show and tell. 

Twitter became show and tell day with those annoying kids who don't have anything really great to share so they tell you how they ate a worm at recess instead of sharing the delicious recipe to a homemade Orange Julius, which is the purpose of show and tell day (aka Twitter). Hence me not wanting to join show and tell.

Twitter's sole purpose is for sharing valuable links and information.  I intend to keep my profile that way, as well as another tool in my personal brand. A valuable lesson I've learned, and been working hard at the last few months in this never ending job search. I hope by following the right people and sharing valuable view points with those people me as the brand is discovered by someone just dying to give a smart young woman her official break in advertising.

You can follow me on Twitter by clicking on the link on the right or by user name: EWiedner.

Oh Southpark how I adore you!

So by now many of you are familiar with Pepsi's new logo designed by the Arnell group, an Omnicom branding group based in New York.  I like the logo and general bubbliness of the campaign, because isnt' that what we all need and want out of a soda brand right now.  Well the logo crossed the line of arrogant when a 27 page document was released on the Ad blogosphere from Arnell talking about the emotions related the degree turn of the logo and how the sun relates to it.  Moving on though, because that's not what this post is about.

Southpark one of my absolutely favorite shows, because it is way more than fart jokes and kids swearing. Its one of the best social commentaries of our time.  Well their new season starts on Wednesday and to promote it they've kept in line with their social commentary by mocking the Pepsi logo.  The Pepsi logo is replaced by the heads of our favorite characters as the O in favorite South Park sayings.  The greatest line is the last frame which ends with "We're SOOOO Positive" directly mocking Pepsi. For video comparing the ads click here 

Another travesty in these lovely economic times...

Ad Age is reporting that the Cannes Ad Festival will be downplayed big time this year. Absolutely appropriate, but still disappointing. The fabulous parties thrown by huge agencies like Leo Burnett and DDB will be no more.  Instead Friday night beach parties are being replaced by Friday morning lectures by guest speakers such as David Plouffe.  Still intriguing, but the theme of this year will be less glitz more education. 

The number of attendees is also being slashed, due to agencies deciding to only send senior level creatives, while the middle management stays at home and holds down the fort.

I'm glad money is being saved on Cannes so potentially agencies can put money towards an entry level position!! Hint frickin' Hint Publicis, Omnicom, and Interpublic!!  

Now the following is said because I'm sick and tired of the doom and gloom all day every day that has consumed my life thanks to my lovely economic situation. Also because going to Cannes is a career dream of mine!

While this is completely appropriate and needed for this year's festival lets hope this recession turns around soon so our industry (the rock n' rollers of the business world) can go back to throwing one hell of a party in one of the most beautiful places on earth! 

Skittles.com debuts new website and integrates into social media

Late last week Skittles debuted its new overlay for Skittles.com, which looks eerily similar to Boston-based agency Modernista.com.  The website which is viewed through the eyes of the web shows Skittles wikipedia page, facebook page, and Google search results page.  

Its a new twist on how to integrate social media into a website's user experience, and clearly makes the conversation more interactive than ever.  

Skittles also took the conversation to Twitter, where search results for Skittles show all statuses involving Skittles and the overlay menu of Skittles.com.  This is one of the most direct ways I've seen a packaged goods brand utilizing social media and the web to create a conversation and interact with its consumers.  

Discuss below...

Network television using show's plot lines for cross promotion

I often don't watch network television. I prefer my specialty cable networks like Bravo, Travel Channel, Food Network, E!, and Comedy Central. One show that I do enjoy on network television is How I Met Your Mother. My group of friends is pretty into the show so a few weeks ago I gave in and became addicted to a sitcom. Besides the fact that Barney Stinson is Legen-wait for it-dary I've noticed a recurring trend throughout the four seasons of the show.

They seamlessly use plot lines to cross promote other CBS programs. The best example is the episode where Barney gets onto the Price is Right. As a child Barney was told Bob Barker was his father. Barney finally gets on the show and plans on telling Bob he's his son. Shot during Bob Barker's last year hosting, the show perfectly incorporates a completely believable Barney story line, while promoting and giving tribute to one of CBS's most beloved shows. I thought and talked about my love for the Price is Right for the next week, because of that episode.

As an advertiser, I'm curious to explore cross promotion more. As advertising moves more towards fitting into a consumer's life as opposed to interrupting it this style seems worth betting on as a successful solution for advertisers looking for different ways to promote their product/show/brand. Warning though: Tread lightly with this style. 30 Rock has recently been getting a lot of flack on the blogs for overdoing the product promotion to the point that it seems like bad ad copy as opposed to a plot line. How I Met Your Mother's cross promo style works because it fits seamlessly into the character's life. It has to be believable or the viewer will see right through the backroom deal between writers and advertisers.

Wigadoo

Thanks to my lovely iconoculture weekly trend report I was informed of something clever for the Millennial generation. Across the pond in jolly ole England there's a new website called Wigadoo .

What is Wigadoo you ask? Here's the sitch: As a Millennial you're always socializing with your friends and trying to organize group outings. Well how much does it suck to be that person that organizes everything and then basically get to be like the parent chaparone on a school field trip. Wigadoo handles the financial situation up front so the night or weekend of the event/trip everything is paid for. You organize an event and tell your friends about it. You're friends decide how much of their moola they're willing to pledge for the event and Wigadoo takes their credit card info but doesn't charge yet. When you decide the event is a go you confirm and then you're friend's pledged money is used to help pay. The night of the event you're able to party as hard as everyone else!

How much easier would Spring Break, trips to Vegas, Party Buses and Birthday parties be to organize with the use of this website!!

The website currently only provides to British Millennials (bollocks), but I'll keep you posted if things change.

It's time for some Bush trimming

I found this interesting piece thanks to my amazing Google Reader. If you don't have Google Reader I highly recommend it. It consolidates all of your favorite websites onto one account so you can check them all without having to go from website to website. Ok so back to the article from AdAge. As the key target market of this promotion, I think its pretty brilliant. Bliss has always been a great brand (love their products which you can get at Sephora, basically my mecca) and clever with their product names and package design. I found it interesting that they handle all marketing in-house as many niche cosmetic companies do. Niche cosmetics brands are some of my favorite products, partly because of the smart package design and witty play on product names.

While I'm a loyal agency girl, this promotion has intrigued me to wonder do all brands need an agency to become a great brand? Agree with me, disagree with me let me know either way.

This is a great pun on the "Bush" name, but the best one I've ever seen was at a Bush rally in 2004. Bush's visit was being protested by some true liberal Minnesota hippies, and one girl stood out not for her actual voice but her simple, hilarious tank top. She looked at me and smiled coyly as I read her shirt and laughed. It stated simply: My bush would make a better president. Amen sister. Here's a toast to some great days ahead in this country: Martin Luther King Day, and Obama's Inauguration. I know I'll be celebrating come Tuesday.

Source: AdAge

http://adage.com/adages/post?article_id=133848