"Say Yes to the Candidate"

I stumbled across an interesting article on Facebook the other day that led me to an ad from the College Republican National Committee. It's a spoof of the TLC show "Say Yes to the Dress" that features multiple takes of the same scene, just with different candidates' names. The idea is that the younger, fashionable girls prefer the Republican wedding gown, while the bride's mother prefers a more traditional, costly Democratic wedding gown. I don't feel the need to state my political beliefs or delve into who is right or wrong, I just found it a very unique way to make a political campaign ad.

I'm not fond of talking politics and I definitely don't like political ads, but I also do not understand them. If a political ad alone changes your vote, you probably shouldn't be voting in the first place. Plus, the purpose of most campaign ads is to belittle the opponent. I find it hard to stand behind anyone that supports this method, even if they have good intentions or didn't create the ad.

That being said, this ad is interesting because of the approach. I don't agree or disagree with anything in the video necessarily, but I admire the attempt at something different. However, the attempt seems to offend and anger most of the female population, especially younger twenty-somethings, as far as I can tell from reactions online. I admit that women love to shop and we spend a lot of time thinking about our wedding plans, but to compare a dress/fashion with a political candidate seems unfair for women and for the candidates! It's creative in certain ways, but the creativity was directed poorly. Women should be expected to vote based on the same criteria and credentials as everyone else, no fluff. This wedding dress ad sure seems like a lot of fluff...and if they've got a wedding dress idea, do they have an ad in the works for men choosing a beer or sports team candidate? Seems to me that they've made a joke of choosing a political candidate and I don't think that will help anyone out.

As a final note, I looked through the videos on YouTube for the various "episodes" and found it very unusual that all of the comments were disabled. In my mind, it says something about the creators and the spectators...

#LikeAGirl

Always recently released an advertisement asking people to perform certain actions "like a girl". Running, throwing, fighting... And the difference in reactions between young adults and young girls is quite extraordinary.

Nowadays, it seems like most hygiene and cosmetic brands are trying to bring a moral benefit to their product lines. Here, Always has brought up a powerful point with a great lesson to takeaway. However, it's not at all related to their product and it's unlikely to make much of a difference. I want to commend companies for "taking a stand", but I find it hard to separate the ones that mean well and the ones trying to get good PR and boost sales with a positive message. I also have a surprisingly hard time finding the people in this commercial likable, which is a shame and I'm not sure if it's just me that feels that way. All in all, it's a notable ad and I felt I should say something about it since it's been getting such a strong response. I'm sure some sort of campaign will come out of it, Always would be daft not to continue with such a strong media presence.

TNT: an evolution of drama

I dunno if some of you have noticed, but TNT recently made another change concerning their brand/slogan. TNT's original "Drama" themed change occurred in 2001, changing their main focus and expressing the fact that TNT "knows drama". Since then, smaller changes have been made to emphasize that lean and some fantastic advertising has been done by Duval Guillaume Modem.

"A Dramatic Surprise on a Quiet Square" premiered in April of 2011 on Youtube:

In 2013, it was followed up by "A Dramatic Surprise on an Ice-Cold Day" for the premiere of TNT in the Netherlands:

In America, the ads have been much smaller, often just well-done spots in between traditional commercials. While small-scale, the spots are still successful, featuring suspenseful close-ups of someone running or chopping with intense music. Then we're shown that they're just jogging on the treadmill or chopping vegetables with TNT on in the background. TNT's message is loud and clear, they can make anything dramatic.

In 2012, TNT made a small change to the slogan, eliminating unnecessary words and broadcasting their main focus with a single word. "Drama. Period." features the TNT logo as the period and is definitely to the point. However, they have minimized their logo so much, that it is easy to miss or overlook. An impressive ad isn't worth much if you can't remember who/what it's for...

Now in 2014, TNT has implemented an update again, becoming TNT Drama and using the slogan "Boom". The advertisement itself is quite impressive, pulling a lot of well known actors and celebrities, who seem to be having a good time with the new slogan and image, and showcasing TNT's most popular, current shows. On the flip side, I was more fond of the old slogan, directly stating drama in some way. "Boom" has the danger of implying only action and can limit some shows or viewers.

"Confessions of an Advertising Man" Book Review

"Confessions of an Advertising Man" by David Ogilvy was recommended to me by a wonderful teacher of mine. Ogilvy has been called the 'father of modern advertising' and praised for his genius, so I was really excited to read his book.

Ogilvy's book is full of opinions, tips, quotes, etc. most of which I enjoyed thoroughly. As I read, I highlighted points I found particularly enlightening or humorous and found myself learning a couple new words. I've always thought that as a voracious reader I've cultivated a rich vocabulary, where others who do not enjoy reading have not (like those terms?). But anyways, I think this is a good read for anyone hoping to get into advertising.

Although I enjoyed this short read, it is a bit outdated and I do not agree with all of Ogilvy's points of view. It was originally published in 1963, with a few updates over time. As were the times back then, Ogilvy portrays the only consumer as 'your wife' and her buying habits. I understand that things have changed since then, so it was amusing at times but it can also come across as sexist and insulting. The only reason I'd like to stand up for Ogilvy here is because he describes 'your wife' as savvy and wishes there were more women in the business (which was all male at that point). I think that for the times, Ogilvy was rather forward thinking when it concerns women and he knew that they ran the house, so of course you should advertise to them!

"The consumer is not a moron. She is your wife. Don't insult her intelligence." (18)

And certainly, if Ogilvy were around today he would probably change a few things in his book. Especially considering tv advertising...

One opinion I very much disagree with is his view on 'entertaining' advertisements. Multiple times, he states that ads are not supposed to be advertising, they should express the facts and sell a point. I think that nowadays, facts aren't enough. Ogilvy hated the word 'creative' and I'm tempted to agree, but you have to have something to stand out. Because we see so many ads a day, the ones that entertain or shock us tend to be what we remember. And when people are already brand loyal, convincing people to switch products is nearly impossible.

At one point, Ogilvy references Dr. Frank Barron at the University of California's Institute of Personality Assessment and his opinion on creative people:

"They see things as others do, but also as others do not...They have more contact than most people do with the life of the unconscious - with fantasy, reverie, the world of imagination." (39-40)

Ogilvy balances his clients like he would multiple wives:

"...successful polygamy depends upon pretending to each spouse that she is the only pebble on your beach." (80)

And tolerates genius:

"...mediocre men recognize genius, resent it, and feel compelled to destroy it." (104)

Lastly, I picked some quotes from the book that particularly stood out to me:

"You aren't advertising to a standing army; you are advertising to a moving parade." (115)

"It is tragically easy to be stampeded into change." (117)

 Thanks for reading and consider purchasing Ogilvy's book! (the library is also a fantastic option) There's one other book from 1983 and his Autobiography too! Maybe I'll get to those eventually...

Sochi 2014 Winter Olympics Commercials

In honor of tonight's opening ceremonies in Sochi, I've decided to pick a few of my favorite ads for this year's winter Olympics! It would take a while to go into detail about all of these, so I'm mostly just gonna let them speak for themselves, which most are more than capable of doing.

P&G Thank You, Mom | Pick Them Back Up | Sochi 2014 Olympic Games:

P&G's Olympic campaign featuring Moms launched in 2012 and has been a huge success and I always look forward to their new ads!

NBC - "The Same" and "Care" promos:

Obviously NBC has cornered the market on Olympic coverage, so they spare no amount leading up to the games with ads most often featuring famous athletes. They also try to supply a good balance of drama, pride, and humor over their many short tv spots.

BBC Winter Olympics 2014 Trailer:

People are talking about this one because of its dramatic flare and the narrative by a Game of Thrones star (which I actually don't watch), but this ad is practically a movie it's done so well!

Visa Olympics Commercial - Sarah Hendrickson "Flying":

This one is my personal favorite, mostly because of the wonderful recording of Amelia Earhart, but also because it features a new female sport for the Olympic games. Also Visa's ads each Olympic season are always worth watching and listening to, thanks to Morgan Freeman (and his voice like rich molasses).

Canadian Pro Gay Olympic Games Luge PSA:

Considering recent upsets with Russia's Anti-Gay laws, this PSA should not be unexpected, but the approach is. It's a bit snarky and gratuitous, but well done. They've made a serious point, but did so in a humorous manner that lightened it.

And just because I felt like it, here's a winter ad by Nike with a little bit of Olympic flavor. It's pretty clever.

Winning in a Winter Wonderland - Nike:

Oh and a little extra shout out to the McDonald's "Celebrate with a Bite" campaign featuring the iconic Olympic athlete's gold medal nibble. Well done, McDonald's.

Flat Tire- Subaru Commercial

The first time I saw this Subaru commercial, I felt something similar to nostalgia. Except it wasn't exactly nostalgia, because I wish my father had taught me this lesson when I was learning to drive. Our only real driving lesson together involved slamming on breaks and crying, so I let Mom take it from there...Not that my Dad couldn't have taught me eventually, but he isn't known for his sensitivity or patience (or driving). I hope that at least my future husband or I can teach our kids these important skills in life.

As seen in the above paragraph, this ad can pull feelings out of you that may not be right at the surface, with only a simple song and story. The song, "I Will Be There" by Odessa, is haunting and lovely with some ringing notes that lend to tears and choking up. The scenery is also spot on, because this young girl is alone in an almost empty parking lot in the rain and you do not see her father until the last moment. She even looks over her shoulder and gets frustrated, but knows she has to depend on herself. The lesson is so important and I feel that many people can relate to it. Whether you're a man or woman, getting a flat when you're in an unknown area by yourself is scary and can be dangerous. So teaching your children how to take care of themselves is valuable, even if you are just around the corner. One day, they may not be able to find help.

Another aspect of the commercial I really liked is that it isn't for a specific Subaru. They show a certain car, but all they mention is the top safety picks they've received for their models. I think that here, the less they show or say the better. It's an unusual approach to a car commercial and it really impressed me. It's not boastful or flashy, doesn't show any specific features of the car, and isn't the typical drive through mountain roads...thank goodness. I think most of Subaru's recent ads with the tagline "Love. It's what makes a Subaru a Subaru" have stood out to me. Each of them focuses on a different stage of life with a small moment in time that almost anyone can relate to. I admire their approach.

2014 Kia Optima Commercial

I've seen this commercial a few times now and even said something to a friend about how much I enjoy it. It's for the new 2014 Kia Optima and showcasing their back-up warning system. At this point, I'm a fan of Kia's ads and just had to look up who's in charge. The agency David & Goliath is responsible for these fun ads. If you wanna see the Kia Soul "Hamstar" commercial, just scroll down!

The reason I like this ad so much is because of its' simplicity. Most of the spot is well orchestrated music and dramatic editing. There are one or two shots of the inside of the car and the owner and a voice over to point out their newest feature, but it's not overwhelming. The real gem is the perfect stuffed animal and his relieved buddy in the box. The glow of the taillights helps too.

It's a great ad that makes me smile. The sense of panic everyone feels as they get too close while backing up or the confined space that most people are accustomed to pulling into is pretty easy to relate to. Plus, the new back-up warning system is a luxury most people would want now. Personally, the beeping that only gets more urgent as you get closer to something makes me freak out more, but to each their own.

"Who Moved My Cheese?" Book Review

This week was the first week of my last semester of college.

I cannot even believe that sentence is true, but I'm suddenly preparing for the real world and trying not to think too far ahead and freak myself out. With that in mind, I found it appropriate that my Strategic Marketing teacher assigned the book "Who Moved My Cheese" by Dr. Spencer Johnson for our first class reading. She picked this book because our "cheese" is moving and it can be a lot to cope with if you don't recognize the change.

Now that I've read it and my class only briefly discussed the overall message, I feel that I can express my opinions on the book and what I gleaned. First, I must say that both my parents have read this book and I've become accustomed to their reading what I used to call "business books" since I would never have considered reading a book like this years ago. Now that I've grown up some, I find that I sought out a couple books that my Advertising teacher recommended and will hopefully write about those soon too!

For a quick summary, "Who Moved My Cheese" is a short story about 2 mice, Sniff and Scurry, and 2 little people, Hem and Haw, who live in a maze and search for their cheese every day. The mice and little people find their cheese (aka what they value in life, be it money, success, love, etc) and are content until it suddenly disappears. The mice quickly move on to find other cheese out in the maze because they had been keeping track of their cheese and noticed it was slowly decreasing. The little people had not been keeping track and were extremely upset when their cheese disappeared. They were unprepared and therefore flopped between disbelief that their cheese was gone, panic, and fear of what was next. Haw eventually realized that the cheese would not come back and that facing his fears in the maze was the only way to find more cheese and maybe something even better! Hem remained behind and would not change his ways for anything. In the end, Sniff, Scurry, and Haw each found their cheese again and kept a watch on the amount, but Hem was left behind the change.

Even though I had heard good things and read about how many lives it improved, I was a bit skeptical. I was also aware that my skepticism could impact the book's effect on my takeaway, so I tried to push it down and read with an open mind. Once I got to the actual parable in the middle of the book, I was doing pretty well. Unfortunately, the parable quickly became a somewhat "cheesy", repetitive read. Some of the morals were good points, but they were also fairly obvious, or so I would think. Those morals also seemed to blur together the more Haw spoke about them.

I understand that many people in the business world may find change hard to adapt to and that simple morals brought to light will help them realize the answer, but for me it was a bit cliche. I think I had heard so much about it, that I expected some huge revelation that never came. And I'm not saying that I'm more aware than others or that I know everything about change, because I don't. I'm terrified of change and especially the unknown, but I've always just toughed it out because most people don't really get a choice. I do think that this story could remind me to analyze my reaction the next time a large change occurs in my life and prepare accordingly, just in case I've gotten too complacent.

All in all, I found the story a bit tedious, but I can see that some would find value in it. I also feel that because I've read it and focused on writing this piece, that I may be more inclined to consider my actions in the future in reference to the mice and little people.

photo source: http://www.redtreeleadership.com/images/PageImages/WMMC-Book.jpg