Before you spend your budget on media placements all over town (or the country) ask yourself one simple questions: Does my product suck?
I can tell you from personal experience the CiCi’s pizza sucks. It’s simply not good pizza. At all. One of the few times I’ve eaten there I actually had a friend refuse to meet up with me because I was going to CiCi’s. That’s bad.
So what’s a new campaign going to do for you, CiCi’s? Get more people in the door only to let them down.
The lesson here? Work on your product / service first. Get it right. Bake some amazing into it. Make it special. Then tell the world, not the other way around.
There’s only so many ways to tell a story, a few basic story structures that have dominated human society for thousands of years. And while you might not be able to invent a new structure, you can add a twist to a classic. See the spot below to see how what you think is going to happen can be turned into the unexpected in a fun, interesting way.
The current line of thinking in video game advertising suggests that you need two commercials: one displaying actual gameplay and one bringing the game’s story to life. This is of the latter category and a damn good example at that.
Seems like an eternity doesn’t it? Especially when you’re watching some half-assed, half-baked ad interupt your favorite show. What if I told you that you’re about to enjoy a six-and-a-half minute ad? That’s right, 6:28.
Fill up your popcorn bowls and get ready for Johnnie Walker’s story of the “Man who walked around the world.” A commercial so well crafted, so well done (this is ONE shot, done in 40 takes), so artfully directed, so beautifully written and perfectly acted that you can’t help but enjoy every second of it.
Serves as a reminder to all of us in advertising everywhere: attention spans haven’t gotten that much smaller, the number of quality, interesting spots has.
The folks down at Gringo in Brazil created the site Campanha Instantanea to let you take control of your digital ad budget and see what you can get for your money.
Best part about it? It’s a great example of digital itself: it’s engaging, fun, and you want to pass it on to friends. Nice work, Gringo.
Winner of the Cannes Grand Prix for TV is quite an honor. Especially when the winner is more of a website than a TV commercial. Immerse yourself in the experience of director Adam Berg’s Phillips Cinema “Carousel” spot below or got to http://www.cinema.philips.com/ to get the full interactive experience.
