Category Archives: advertising

If advertising is a firework, social media is a bonfire

A smart presentation that does a good job at pointing out the basic difference between advertising and social media.

The most interesting bit: “If you have an amazing bonfire already, use a few fireworks to bring folk to it”.

This sounds reasonable, but it’s the opposite of what most companies do: instead of advertising their social properties, they try to “socialize” their advertising campaigns…

In all honesty, the presentation follows with “If your fireworks are great, stop people disappearing by getting a good ol’ bonfire going”. But you can see how weaker that is: when we gather up for a firework, it doesn’t necessarily mean that we want to make friends with those around us when it’s over. We were there for the firework, not for the company…

Final Burp: If you want your advertising to go social, don’t go for advertising. Come up with a social idea, and then advertise that.

Random thoughts about Cannes Lions

Domino’s “You got 30 minutes” won a Bronze in Titanium and Integrated. They deserved at least a silver.

Hyunday’s Assurance also won a Bronze in Titanium and Integrated, and this is more controversial. If you see creative agencies for what they have become and are going to be more and more, and that’s idea factories, this deserved a Grand Prix (or at least a Gold, since one could argue that Obama For America was actually bigger and more influential).

If instead you see creative agencies for what they traditionally were, then you value the tv-execution more than the business idea (“if you lose your job you can return your car to us”), and in that case it doesn’t even deserve to be shortlisted.

But if you’re honest about it, you have to give it a Gold. (Cmon, it’s way more influential than Sprint’s Now, that is just a cute, contemporary idea…)

More great, inspiring work? Google “HD loves HB”, “Best job in the world”, “The village where nothing ever happens”, “This is not a jersey”.

Final Burp: Any, litterally any shortlisted entry from 2009 would kick the ass of any winner from the 90s. Despite all the predictions of doom, this IS a great age for advertising.

The Long Tail, as explained by The Long Tail

The Internet Advertising Bureau has put together this cute film (“I am the Long Tail”), inviting owners of websites supported by advertising to explain what they do, what made them do it, and how online advertising is making it possible.

It’s a very immediate way to get a feeling of the scope and potential of the web, as built by your next door neighbour. Enjoy!

 

Final Burp: Everything you need is out there. For free. If you can find it.

What’s happening now

Provided by Sprint.

 

Final Burp:  How long does it take to make sense of “now”? And how much time do we have before it’s too late?

BMW Z4 augmented reality. Feel like a kid again!

Do you remember when kids played with little car models, letting them run on floors and tables, dodging chairs, lamps and pencils, and their grandma’s screaming legs? I do.  I was one of them.

Now we can all do  the same, thanks to BMW and augmented reality. Dare has produced a pretty damn cool work to introduce the new Z4:  inspired by the tv ad, you can print the Z4 symbol, position it in front of your webcam, and drive the new Z4 on your own desk. 

This is the ad:

 

And this is  how you could use the Z4 as a paintbrush:

 

Pretty sweet. But I still thinking that driving it around pencils and water bottles would have been more fun…

 

Final Burp: Digital is not about virtual. It’s about making it real.

Internet Explorer 8 tells the history of the web

I have a feeling that there’s something new about Microsoft, but I may be wrong. Here’s what I’m talking about.

To celebrate the arrival of Internet Explorer 8, Microsoft has produced a pretty nice and cute ad that tells the story of the internet. It’s sweet, and it treats the web with a sense of humanity.

 

Now, someone could say that it’s the same old story we experienced with Vista already: MS pours money into advertising to fool consumers about a poor product, instead of fixing it.

 

However, there are two things I like about the ad for IE 8.

Firstly, it’s sweet. Tender. It shows genuine affection for the web, something users all over the world are reluctant to give Microsoft credit for, given how disappointing its web properties, and namely IE,  have been so far.  And it shows this kind of affection in a human way, celebrating the flaws of the web alongside its virtues, and loving them both.

Secondly, if you visit the Internet Explorer 8 channel on Youtube, you find more good stuff like this: ok, it’s been online for six months already and so far only reached less than 600 views; ok, I don’t quite get the point of what it’s trying to say; but it has a nice tone of voice. And that’s quite something, considering how poorly Microsoft has historically performed in terms of brand personality.

 

I’m left wondering if CrispinPorter is somehow behind this…

 

Final Burp: if Microsoft keeps going down this route, they will soon and for the first time become the non-arrogant side of the big PC vs Mac divide. And who knows what will follow…

Orange Film Studios

In the past couple years, the Orange ads were some of the best entertainment you would be watching at a cinema. More often than not,  better than the film itself.

Here comes the next chapter:

 

Thank you Orange, for once again taking the piss out of yourself. Brilliantly.

 

Final Burp: Or maybe I just like this ad so much because it’s a genuine, if not understated, representation of many marketers I worked with.