Ad Crunch

Chocolate is in the air for the ad makers, it seems. Well, didn’t we talk about the new “Pure Hershey’s” campaign becoming a hot favorite this summer in the comfort food market? Created by Havas’ Arnold agency, the 30 and 15 second Hershey’s ads delight the chocolate lovers with their sheer simplicity and innocence. Indeed, the world of chocolates is a happy one.
But then we didn’t realize that Hershey’s was not the only one to use the chocolate fetish in their ads. Did you see the new Axe Chocolate Man? The campaign promises the same bliss as the Hershey’s attempt – the magic of chocolates (though we don’t know yet, who borrowed from whom). And nobody seems to be minding the double dose. Why would they, the chocolatier the better, isn’t it?
Via adpunch

If you are in the UK, then Vitamin Water store is what you should surely check out. The bright lights in the store change almost six times an hour to highlight each of the six new products and promote the message of 24 hour hydration keeping a constant flow of customers coming in and out. Not only this, the store also has a ‘thoughts wall’ which allows visitors to record their initial thoughts after trying the new product. One can imagine all the graffiti that must be taking place. Although there has been no word on how often the wall is wiped clean or how long it takes to fill with commentary. The place also has space for brand inductions, training, interviews, meetings and customer band experience. Quite a small vitamin world under one roof!

Bespoke tables and lighting bring the vitamin water identity to life. Do pop in for a sample at this store located in Little Portland Street.
Via exposure

Anything on sex is bound to create ripples in society. As they say, Sex Sells! Agency De Combinatie van Factoren Amsterdam (Netherlands) has come up with a promotional tactic (one rather bolder than  usually employed bold graphics) for a book written about gay lifestyle. A promotional team displays special (read colored) handkerchiefs on their derriere. These hankies are distributed to passer-bys as well. The onlookers can tell the wearer’s sexual preferences by looking at the color of the kerchiefs. The latter is also an indication of the role (active/passive) of the individual in a gay relationship.

Well, in free societies the concept might be popular but this kind of promotional efforts are a strict no-no in a country like ours! But the promotion and publicity stunt is definitely better than those ads that typecast gay men and bisexuals and present their status through a somewhat contorted angle which mostly end up hurting the sentiments of such individuals. Whether such stuff will help in making the book a best seller is something, which only time will tell!
 
Via: directdaily

‘Responsible’ is the just about the best projection any brand name can have and Nokia U.K. is with a voice-guided GPS tool, ports tracker and city guide, London agency Work Club devised short films to break things down for the users. In Work Club creative director Ben Mooge’s words, “We know that our users are faced with a scary new technology. We are only trying to demystify the whole concept and make the use easier for them.”  This effort was started with five instructional videos that includes an introductory film by Ben Whitehouse of Joy@RSA and four others handled by Rattling Stick’s Auten Humphries featuring a driver, walker, jogger and bicyclist explaining how Maps enhance their specific activity.
Don’t worry, the approach is not boring. In fact, Work Club also has a fun side to the demystifying campaign. They have used “Lost Characters” like an alien, a guy in a chicken suit, a gang of pirates and a lonely Goth kid, who all use human personal navigators to reach their chosen destination. The videos are a treat to the eyes and yet, very informative.

Via Creativity-online

I can’t seem to understand why filmmakers remove pull movie trailers from sites like YouTube. If it were the movie itself, then the pull would make sense but what is wrong with promotional clippings? Isn’t that pseudo advertising for the film? If more people see it, won’t it be more beneficial. But on some research I discovered that trailers are removed from YouTube because movie studios make exclusive deals with some websites to host their trailers and generate traffic for the purpose of selling more ads.

There is another aspect to that, the movie studios see their trailers as another source of revenue rather than as pure advertisement. They also count on exclusivity and hype to generate buzz and interest. Then again, franchises are required to protect their copyrights.  If they tried to sue someone for a copyright infringement for that trailer, the judge would cite the previous failure to remove the item from YouTube (or wherever) and would then deny them the right to it. There is also the possibility of movie companies trying to avoid negative comments alongside their trailors, which is THE thing that sites like YouTube are all about.
Via neatorama 

The latest Hershey’s “Pure Campaign” is mouth-watering, as animated effort brings chocolate to life. A work of Wallace and Gromit creators Aardman Animations, the ad campaign is generating rave reviews from all over. The advertisement fits extremely well with the candy maker’s chocolate that emotes feelings of happiness, innocence and simplicity. The current ad takes viewers inside a Hershey’s candy bar that melts into an animated scene of a girl on a swing, which later turns into another scene where a boy is driving with his girlfriend in a chocolate convertible. Chocolate bunnies chasing the couple complete the idyllic picture as the song “I Melt With You” pours into the background. A female voiceover asks: “What makes a Hershey s bar pure?” She then answers: “Pure simplicity,” “pure happiness,” “pure delicious.”
This shall serve as an umbrella campaign for Hershey’s other top brands targeting 18-to 34-year-olds, associating the brandname with various pleasant emotions. With a media expenditure of almost 100 million dollars last year and 35 million dollars in the first quarter of this year, Hershey has got itself a very strong ad campaign. The company reps did not say which other brands would be part of future “Pure Hershey s” initiatives, but flagship brands such as Reese s, Kisses and Hershey s Dark Chocolate are likely candidates.
Via adweek

To the anticipating food companies, it was like a sigh of relief when the Federal Trade Commission handed the food industry a massive victory in its fight to avoid regulation over the childhood obesity issue. From now on, no area of kids-oriented food marketing will require regulation. Instead, the FTC urged more and more companies to join the voluntary self-regulation group called the Children’s Food and Beverage Advertising Initiative, which was established in 2006.

There was only one area where the FTC had strong guidelines that seems to be a threat, what qualifies as a kids’ TV show. Apparently, American Idol, American Dad, Family Guy and The Simpsons commanded the largest percentage share of teens 12-17 in the audience during the 2005-06 television year. But because only 20 percent of the shows combined audience consists of children, they are counted as adult programs in terms of self-regulation. The definition of a kids show is extremely important as under the self-regulation initiative, 13 food companies (that produce a majority of the food marketed to children) have pledged either to not advertise to kids under 12, or to only advertise healthy food to that segment.

Via adweek

An advertisement is believed to provide an insight into the product. Hmmm…can’t seem to understand what Venture Communications of Canada had at the back of their mind when ideating for this advertisement. Probably, they missed the ad school class that taught the principle – don’t be vague.  I mean this ad is out of the box, that is certain, but then again, isn’t it a little too offbeat? I mean to begin with they should have come up with a more good looking horse. A black steed has an exuberance that enchants all while the one they have used looks like a grumpy beast who has been wronged by his master. So, is that what the new Toyota is all about? A very wrong choice of model.
Coming to the gold teeth, ‘grotesque’ is the first word that comes to my mind. Sparkling white teeth of a horse would have any day looked better and classier. In all honesty, the launch ad of 2009 Toyota Matrix in Canada fizzles out in just 2 seconds. Not an impressive lasting impression I must say. The prairie backdrop is gorgeous but it could have been better utilized.

Via adsoftheworld

Who says word-of-mouth is out-of-date in today’s digital age? The latest move by British singer/composer Tallulah Rendall doesn’t seem to be in sync with those who doubt the power of viral marketing. According to Cool Hunting, the lady is all set to distribute free gifts to her fans coming August (on 6th). Fans apart, any one who enters Bush Hall will receive a vinyl single wrapped in a flashy cover with lovely artwork. Rendall hopes to connect with her followers in order to popularize her latest songs and she has decided to gift a unique download number along with the viral vinyl. The number can then be passed on to recipient’s friends who are not able to make it to Bush Hall that day. The tactic is expected to add on to the singer’s popularity because in this world where one doesn’t expects free lunches anyhow, people do love to receive free gifts!
Via: adverblog

We’ve all played Mario so much that it comes as no surprise to me when I ran a search on Youtube, I found so many ad films on the little moustache bearing hero!:-)
The game’s international popularity gets reflected directly in this Mario Kart DS: Japanese advert. Agreed, the ad film is not the latest one but it kinda makes you smile every time you watch it! And for gaming freaks surely, it’s like visiting an old video library. So watch it again ( and those who haven’t seen it even once, they are also welcome). 

 
Enjoyed that? Here’s another funny video on Mario called Game Over. It was nominated for Best Comedy Video of 2007 in the Youtube Awards. I thought posting it here wouldn’t be a bad idea  Enjoy this one now!
 

via: kiltedmoose