UPDATE: As AdAge moves articles behind its paywall, links will direct to Google cached versions.
Cracked.com has a pretty observant article concerning the tendency of the Internet(s) to put things into a perspective that is, putting it mildly, hyperbolic.
To put it un-mildly, the amount of click-bait one-upmanship when it comes to, by-and-large, gif-aggregation sites and TV commercials (released concurrently online) has reached a mass at which the term “viral” no longer holds any weight. Compounding that problem, especially in the world of marketing/advertising, trade publications prop up these practices as the height of creative communication. Continue reading
WRITTINESS TO FOLLOW
Image: “Yes We’re Open” by neonpapervinyl (via The Say Something Poster Project…check them out!)
(Via Buzzfeed; epoxy_one)
Last week, The New York Times published an article by Stuart Elliot detailing theater-tech/-experience company Imax’s efforts to reframe their conversation with potential movie-goers. To that end, the company tapped Montreal agency Sid Lee to project (see what I did there?) a renewed purpose of a more visceral theatrical experience.
But, with a few bits of work rolling out, you have to wonder: why is the obscenely-large-screen company thinking so small?
Shut up, Peppy.
Welcome back to The Short Shift, everybody!
I like wacky executions of good ideas. The quirkier the better, especially if they actually support or highlight the product being sold. Show me some elves making my delicious snacks; show me Mayhem causing some vehicular recklessness*; show me cartoon scrubbers whisking away the horrible, depressing filth of my bathroom; show me Terry Crews growing Terry Crewses out of himself for no reason whatsoever to sell deodorant. The world needs all the Terry Crewses it can get.
Surround your product with whimsy as much as you want, as long as you present the product itself in an honest and straight-forward manner. It can make a dull, utilitarian product as fun to engage with for 30 seconds as anything else.
AND NOW I IMMEDIATELY START COMPLAINING ABOUT SOMETHING
Don’t do this:
If you’re thinking about doing this, just don’t. Don’t sell a product, especially a car or truck, products that have very specific guidelines about what they can and cannot safely do, by literally showing it doing things that it cannot possibly do.
Oh, what was that, TBWA\Chiat\Day, Los Angeles?
You’ve done this before? Continue reading