Monday, March 31, 2008

More Cadbury Joy

And not just the large slabs that my sister sent over last week for my birthday. The follow up to the Gorilla - a series of airport vehicles drag racing down the runway to the strains of classic Freddie Mercury. The brand essence of cadbury is Joy - and this is yet another wonderful expression of it.

You find the truck work inside this website that is creating a home for all this joyfulness. I love the area of Gorilla echoes that are all on youtube.

Have a look, it's most excellent (much like the imported product).

Sunday, March 16, 2008

Thinker types - once again

This is the fourth year of a survey that Heather LeFevre (now of CP+B in Miami) has run her survey of plannery types and their world. I posted a link to last year's survey and this is a link to the 2008 edition. In 2007 450 of us completed the survey and already this year this link has been emailed to over 600 of us. Heather is also gaining some analytical support from Hall & Partners, so there may be some greater richness to the results.

So if you are of a plannery disposition, click through and take it. If you are not in a plannery type position (i.e you're a student) or if you are just interested in the results (which means you run an agency and you employ plannery types) then you use this link and they will be sent to you went complete. Go at it.

Useful lists

I always find a list of help. Here is an interesting one I've just found from Step One Creative - top 100 campaigns of all time.
  1. Volkswagen, "Think Small", Doyle Dane Bernbach, 1959
  2. Coca-Cola, "The pause that refreshes", D'Arcy Co., 1929
  3. Marlboro, The Marlboro Man, Leo Burnett Co., 1955
  4. Nike, "Just do it", Wieden & Kennedy, 1988
  5. McDonald's, "You deserve a break today", Needham, Harper & Steers, 1971
  6. DeBeers, "A diamond is forever", N.W. Ayer & Son, 1948
  7. Absolut Vodka, The Absolut Bottle, TBWA, 1981
  8. Miller Lite beer, "Tastes great, less filling", McCann-Erickson Worldwide, 1974
  9. Clairol, Does she...or doesn't she?", Foote, Cone & Belding, 1957
  10. Avis, "We try harder", Doyle Dane Bernbach, 1963
  11. Federal Express, "Fast talker", Ally & Gargano, 1982
  12. Apple Computer, "1984", Chiat/Day, 1984
  13. Alka-Seltzer, Various ads, Jack Tinker & Partners; Doyle Dane Bernbach; Wells Rich, Greene, 1960s, 1970s
  14. Pepsi-Cola, "Pepsi-Cola hits the spot", Newell-Emmett Co., 1940s
  15. Maxwell House, "Good to the last drop", Ogilvy, Benson & Mather, 1959
  16. Ivory Soap, "99 and 44/100% Pure", Proctor & Gamble Co., 1882
  17. American Express, "Do you know me?", Ogilvy & Mather, 1975
  18. U.S. Army, "Be all that you can be", N.W. Ayer & Son, 1981
  19. Anacin, "Fast, fast, fast relief", Ted Bates & Co., 1952
  20. Rolling Stone, "Perception. Reality.", Fallon McElligott Rice, 1985
  21. Pepsi-Cola, "The Pepsi generation", Batton, Barton, Durstine & Osborn, 1964
  22. Hathaway Shirts, "The man in the Hathaway shirt", Hewitt, Ogilvy, Benson & Mather, 1951
  23. Burma-Shave, Roadside signs in verse, Allen Odell, 1925
  24. Burger King, "Have it your way", BBDO, 1973
  25. Campbell Soup, "Mmm mm good", BBDO, 1930s
  26. U.S. Forest Service, Smokey the Bear/"Only you can prevent forest fires", Advertising Council/Foote, Cone & Belding
  27. Budweiser, "This Bud's for you", D'Arcy Masius Benton & Bowles, 1970s
  28. Maidenform, "I dreamed I went shopping in my Maidenform bra", Norman, Craig & Kunnel, 1949
  29. Victor Talking Machine Co., "His master's voice", Francis Barraud, 1901
  30. Jordan Motor Car Co., "Somewhere west of Laramie", Edward S. (Ned) Jordan, 1923
  31. Woodbury Soap, "The skin you love to touch", J. Walter Thompson Co., 1911
  32. Benson & Hedges 100s, "The disadvantages", Wells, Rich, Greene, 1960s
  33. National Biscuit Co., Uneeda Biscuits' Boy in Boots, N.W. Ayer & Son, 1899
  34. Energizer, The Energizer Bunny, Chiat/Day, 1989
  35. Morton Salt, "When it rains it pours", N.W. Ayer & Son, 1912
  36. Chanel, "Share the fantasy", Doyle Dane Bernbach, 1979
  37. Saturn, "A different kind of company, A different kind of car.", Hal Riney & Partners, 1989
  38. Crest toothpaste, "Look, Ma! No cavities!", Benton & Bowles, 1958
  39. M&Ms, "Melts in your mouth, not in your hands", Ted Bates & Co., 1954
  40. Timex, "Takes a licking and keeps on ticking", W.B. Doner & Co & predecessor agencies, 1950s
  41. Chevrolet, "See the USA in your Chevrolet", Campbell-Ewald, 1950s
  42. Calvin Klein, "Know what comes between me and my Calvins? Nothing!
  43. Reagan for President, "It's morning again in America" Tuesday Team, 1984
  44. Winston cigarettes, "Winston tastes good--like a cigarette should" 1954
  45. U.S. School of Music, "They laughed when I sat down at the piano, but when I started to play!" Ruthrauff & Ryan, 1925
  46. Camel cigarettes, "I'd walk a mile for a Camel", N. W. Ayer & Son, 1921
  47. Wendy's, "Where's the beef?", Dancer-Fitzgerald-Sample, 1984
  48. Listerine, "Always a bridesmaid, but never a bride", Lambert & Feasley, 1923
  49. Cadillac, "The penalty of leadership", MacManus, John & Adams, 1915
  50. Keep America Beautiful, "Crying Indian", Advertising Council/Marstellar Inc., 1971
  51. Charmin, "Please don't squeeze the Charmin", Benton & Bowles, 1964
  52. Wheaties, "Breakfast of champions", Blackett-Sample-Hummert, 1930s
  53. Coca-Cola, "It's the real thing", McCann-Erickson, 1970
  54. Greyhound, "It's such a comfort to take the bus and leave the driving to us", Grey Advertising, 1957
  55. Kellogg's Rice Krispies, "Snap! Crackle! and Pop!", Leo Burnett Co., 1940s
  56. Polaroid, "It's so simple", Doyle Dane Bernbach, 1977
  57. Gillette, "Look sharp, feel sharp", BBDO, 1940s
  58. Levy's Rye Bread, "You don't have to be Jewish to love Levy's Rye Bread", Doyle Dane Bernbach, 1949
  59. Pepsodent, "You'll wonder where the yellow went", Foote, Cone & Belding, 1956
  60. Lucky Strike cigarettes, "Reach for a Lucky instead of a sweet", Lord & Thomas, 1920s
  61. 7 UP, "The Uncola", J. Walter Thompson, 1970s
  62. Wisk detergent, "Ring around the collar", BBDO, 1968
  63. Sunsweet Prunes, "Today the pits, tomorrow the wrinkles", Freberg Ltd., 1970s
  64. Life cereal, "Hey, Mikey", Doyle Dane Bernbach, 1972
  65. Hertz, "Let Hertz put you in the driver's seat", Norman, Craig & Kummel, 1961
  66. Foster Grant, "Who's that behind those Foster Grants?", Geer, Dubois, 1965
  67. Perdue chicken, "It takes a tough man to make tender chicken" Scali, McCabe, Sloves, 1971
  68. Hallmark, "When you care enough to send the very best", Foote, Cone & Belding, 1930s
  69. Springmaid sheets, "A buck well spent", In-house, 1948
  70. Queensboro Corp., Jackson Heights Apartment Homes, WEAF, NYC, 1920s
  71. Steinway & Sons, "The instrument of the immortals", N.W. Ayer & Sons, 1919
  72. Levi's jeans, "501 Blues", Foote, Cone & Belding, 1984
  73. Blackglama-Great Lakes Mink, "What becomes a legend most?", Jane Trahey Associates, 1960s
  74. Blue Nun wine, Stiller & Meara campaign, Della Famina, Travisano & Partners, 1970s
  75. Hamm's beer, "From the Land of Sky Blue Waters", Campbell-Mithun, 1950s
  76. Quaker Puffed Wheat, "Shot from guns", Lord & Thomas, 1920s
  77. ESPN Sports, "This is SportsCenter", Wieden & Kennedy, 1995
  78. Molson Beer, Laughing Couple, Moving & Talking Picture Co., 1980s
  79. California Milk Processor Board, "Got Milk?", 1993
  80. AT&T, "Reach out and touch someone", N.W. Ayer, 1979
  81. Brylcreem, "A little dab'll do ya", Kenyon & Eckhardt, 1950s
  82. Carling Black Label beer, "Hey Mabel, Black Label!", Lang, Fisher & Stashower, 1940s
  83. Isuzu, "Lying Joe Isuzu", Della Famina, Travisano & Partners, 1980s
  84. BMW, "The ultimate driving machine", Ammirati & Puris, 1975
  85. Texaco, "You can trust your car to the men who wear the star", Benton & Bowles, 1940s
  86. Coca-Cola, "Always", Creative Artists Agency, 1993
  87. Xerox, "It's a miracle", Needham, Harper & Steers, 1975
  88. Bartles & Jaymes, "Frank and Ed", Hal Riney & Partners, 1985
  89. Dannon Yogurt, Old People in Russia, Marstellar Inc., 1970s
  90. Volvo, Average life of a car in Sweden, Scali, McCabe, Sloves, 1960s
  91. Motel 6, "We'll leave a light on for you", Richards Group, 1988
  92. Jell-O, Bill Cosby with kids, Young & Rubicam, 1975
  93. IBM, Chaplin's Little Tramp character, Lord, Geller, Federico, Einstein, 1982
  94. American Tourister, The Gorilla, Doyle, Dane Bernbach, late 1960s
  95. Right Guard, "Medicine Cabinet", BBDO, 1960s
  96. Maypo, "I want my Maypo", Fletcher, Calkins & Holden, 1960s
  97. Bufferin, Pounding heartbeat, Young & Rubicam, 1960
  98. Arrow Shirts, "My friend, Joe Holmes, is now a horse", Young & Rubicam, 1938
  99. Young & Rubicam, "Impact", Young & Rubicam, 1930
  100. Lyndon Johnson for President, "Daisy", Doyle Dane Bernbach, 1964

Saturday, March 15, 2008

A social media experiment

OK. So pick your excuse. I'm either ...

a) reasonably busy
b) working my way through a big stack of books
c) the slowest reader known to man

Either way, it has taken me too long to get to my promise of reading this book. My mistake, as if you have even a vague interest in how to ensure your brand is a success in the future then I recommend you give this a read.

I found Joseph's writing style to go on a bit and the humour often seems incongruent, but get past that and it is a light, easy read about the power of conversation. Peppered with anecdotes, graphs and other traditional 'I've got a really good paper, but let's turn it into a book' stuff, the fundamental point about the change in the landscape brands now play on and the need to re-think how we engage people is well made and an important contribution to modern marketing.

So what did I learn from the read? Well, this is a book about change, evolution, adaptation and experimentation.

- It reminded me of how we all change our mentality when we cross the threshold of our places of work. We have conversation outside the building - inside, we push out endless reams of (often) meaningless communication.

- That to partake in a conversation, you have to have something interesting to contribute - a challenge for many. How many brands in the world could hold an interesting conversation at a BBQ? And it's not about just opening your mouth, you have to have something to say.

- That many brands do not understand the notion of audience - otherwise the aggressive or de-humanising stance that some advertisers take would be less prevalent. Remember guys, we're all audience to something, we all talk.

- That whatever we do, brands are increasingly bouncing in the market (spoofing, generating echoes) - or they should be looking to do so. Joseph talks of the 'movement of parts of the conversation that alter and shift every time they hit the dirt'. (Although I felt the notion of a Chief Conversation Officer as a new role slightly sinister for some reason).

- The importance of listening in conversation. Something we've been doing bunch of work on in the office.

There are also some useful and very funny stories of brands slapping their customer's for using them. I'm sure they won't bring the organisations down, but they provide useful learning for others.

The conversation carries on in a number of places. First off there is the site that accompanies the book, there is Joseph's excellent blog (and his podcasts are also worth a listen) which Morgan is an advocate of, and you can also join the Facebook group.

And if you happen to be in close geographic proximity to me, I'd be happy to lend you my (slightly dog-eared) copy, but you can also get your own from amazon.com.

Tuesday, March 04, 2008

Reduced sugar

These are just Cornflakes now, aren't they?


I grew up on Frosted Flakes (or Frosties as they are called in the UK) and Tony the Tiger was an early icon of my television viewing. His sugary delights, now deemed too much for today's generation of children, have been watered down.

And weren't wagon wheels bigger when we were kids?

Sunday, March 02, 2008

Sex sells

A truism in the industry for time immemorial - the use of sex to grab and keep our attention has been proven to work time and again. But audiences have become increasingly immune to the impact, so marketers have to keep pushing the boundaries of taste to keep selling. Trend Hunter has created a list of some of the most recent, infamous and innovative (at the time) work that uses sex as a selling technique.

Beer is one category that has, globally, always relied on the cheekier side of sex to shift their product. My favourites are still the Boddingtons ads that made Mel Sykes a household name in the early 90's.