Maybe advertising is a kind of gravy. A garnish that adds taste to everything it touches. It's not necessary, but it makes whatever it touches easier to chew. This is a collection of advertising and other things that make life go down a little smoother.
The Dish Network treats Boston as a second language in this new campaign from BFG9000, an evolution of the Boston Guys campaign they've been running for a few years now.
The website is set up as a tutorial that teaches you how to speak Boston, dotted with promos for the Dish Network. Additional videos feature current Boston legends like Paul Pierce, Vince Wilfork and David Ortiz defining Boston-ized words and using them in sentences.
The Dumb Ways to Die campaign out of McCann Melbourne came to life via a music video, radio spots & on-air play, in-school booklets, a mobile game app, posters & outdoor advertising that catered to instagram, plus karaoke and a tumblr. That's all. And then it became the "most shared public service campaign in history" and took home a record-breaking 28 awards at Cannes, including the Integrated Grand Prix. All for a public service announcement for Metro Trains.
The lesson: When you're an agency with an amazing idea, do whatever it takes to make it happen.
According to Wikipedia, "Despite being a popular campaign, baseline statistics on near misses at level crossings in the target state of Victoria show no change." So this campaign wasn't effective. But it was incredibly entertaining and stupidly simple, which is a surefire gameplan for raking in awards. Having such a catchy song didn't hurt, either.
According to Dove, only 4% of women around the world consider themselves beautiful. With this information in hand, Dove conducted a 'social experiment' that explored how women view their own beauty compared to what others see.
They called in Gil Zamora, an FBI-trained forensics artist who has made over 3,000 criminal sketches. He interviewed seven different women and created two different sketches of each woman. The first sketch was based on each woman's own description of herself. The second was based on a description provided by a complete stranger who had just met the subject moments before.
Finally, to wrap up the video, the subjects are shown both sketches, awakening their minds to the reality that they are indeed more beautiful then they give them credit for. The women come face to face with the version of themselves in their mind and the version everyone else sees. It's a powerful moment.
The beauty of this video is that it's not selling soap. It's promoting the Campaign for Real Beauty itself, championing Dove as a hero for women worldwide. Dove wants the percentage of women who consider themselves beautiful to shoot well above 4%, and this social experiment serves as proof that most people are more beautiful then they think. It's a soft sell that's impossible to hate and easy to love.
Old Spice isn't afraid to refresh what they're doing. Luckily for the rest of us, creating new iterations of The Man Your Man Could Smell Like is not their style. Muscle Music is their latest way of telling the world Old Spice is a powerful product.
They've created an interactive symphony of testerone that's equal parts music video and interactive soundboard. The transition between the two parts is seamless, an important distinction in a world where people don't want to think or do—they just want to be entertained.
Building the experience as two parts solves for the Empty Box Problem. That's the idea that asking people to start something from scratch—aka giving them nothing by an empty box to fill—leads to fewer interactions. Too many people aren't sure where to begin, feel intimidated or simply could use a little motivation. It's the difference between being asked to "write a blog post" and being given a prompt like "what do you think of Paul Ryan's abs?"
Give people a starting point—in this case a video demonstration of Terry Crews showing Muscle Music in all its glory—and the Empty Box Problem has been solved. The Vimeo video shows people what Muscle Music can do and inspires people to play around with Terry's muscles on their own.
Enough barrier. Watch the music and play some muscles. My favorites: comma, period, left square bracket (the one next to p) and a.
This is scary good. That's because it's scary—a battered woman cares more about covering up than getting beat the F up by an abusive partner. Domestic violence isn't a topic that should be taken lightly, but too many victims of abuse don't react to violence like they should. They brush it off, make up excuses, cover it up, go about their day. The video claims "65% of women who suffer domestic violence keep it hidden" and advises "Don't cover it up."
It's a powerful message. It's even more powerful because the host is a well-known make-up artist Lauren Luke, who usually provides YouTube tutorials on how to apply make-up.
Generally speaking, I like commercials that are music videos. I like music. They're less intrusive than regular ads. Even if I don't like the message, they're entertaining and catchy.
This spot for Corona Light starts with a simple and relatable human truth: We all get into a rut sometimes. Take Stan. His rut comes after college when life abruptly goes from an unstructured daily battle with hedonistic chaos to a carefully orchestrated routine of wake, eat, work, sleep.
Sound familiar? Yeah, me too.
So Stan switches up his routine. He reaches for a Corona Light and boom, everything changes. Girls, parties, late nights that turn into early mornings. This hyperbole sets a tone. The usual suspects in the beer aisle — Miller Lite and Bud Light — are part of the routine, and routine is the enemy. Those brown bottles are expected, automatic, boring. Not to mention they taste like swill.
Now, switching beer brands isn't really going to change your life like it does for Stan, that lovable goofball. But this spot gives Corona Light a positioning and personality that are hard to dislike. Next time I'm in the beer aisle and I'm choosing between Miller Lite and Corona Light (a scenario that will never happen, but work with me here), I'll reach for the 6-pack of Corona. This ad puts a smile on my face and provides a nice reminder to never stop fighting routine.
That's a message I can get behind.
Agency: Goodby Silverstein Director: Mike Mills Music: Marmoset