AdDude's Insights

In looking around the world, the one thing that remains true in almost all advertising is the idea of enforcing a USP, or Unique Selling Point. This one attribute is the thing that sets you apart from the competition. It doesn’t even have to be tangible, but can be based on a psychographic appeal of the product like lifestyle. Nike in Japan was given an interesting take on their USP for their Abuku shoe. Abuku means bubble in Japanese, and that’s the word behind this video coming from W+K Tokyo Lab, in which they emphasize the air (main quality of the product). They decided to create an aquarium inside the shoe… I’m still wondering if that’s cool or weird, probably both, but that’s an original approach for sure.

NIKE78 – W+K Tokyo LAB | ‘ABUKU -泡-’ from NIKE78 on Vimeo.

No Comments | In: Uncategorized | tags: Abuku, Advertainment, Advertising, Aquarium, Fish, Footwear, Japan, Nike, Shoes, Viral. | #

The way you create a compelling ad campaign is to use a true insight into the target audience’s psyche. Here is an incredible example of how an ad campaign can change your perception of something being of no value to something that is the most valuable thing in the world at that moment.

This campaign was created by BorghiErh/Lowe in Brazil, makes  Bic pens seem vital via a trio of amusing low-budget TV commercials that we’re told will “only be shown once.” We’re given the directions to the Holy Grail, the secret formula for the most famous soft drink in the world and every last scrap of personal contact information for a super-sexy model.

This golden insight is actually very similar to the classic “Got Milk” campaign (also included below for your viewing pleasure) that made an everyday overlooked item seem essential. A great campaign comes from a great strategy and great insights. You can do great things with that. As this campaign shows, a low budget can be transcended. The idea is everything.

No Comments | In: Uncategorized | tags: Advertising, Bic Pens, BorghiErh/Lowe, Brazil, Got Milk, Insight, Milk, Strategy, TV, Viral. | #

Yep. He just went there! Eminem has just tapped the SlapChop guy to sell his new album. If there’s one person who’s always willing to forgive violence against women, it’s Eminem. So, I suppose it makes sense that Vince “ShamWow Guy” Shlomi would make his comeback in a manufactured-viral promo for the rapper’s new album. You might remember that Shlomi’s meteoric rise to infomercial stardom came to an abrupt halt when he got into a fist fight with a prostitute. Although the charges were dropped, the arrest and subsequent photos made Shlomi a television outcast. Now, he’s back, reliving his glory days in a lame Slap-Chop parody for Eminem’s upcoming release, Recovery. Because if you can’t escape your image as a guy who beats up hookers, you might as well partner with the rapper who pens lyrics like, “Put anthrax on a Tampax and slap you till you can’t stand.” Oh Eminem, if only you could ‘relapse’ into making good music and not lame gimmicks!

No Comments | In: Uncategorized | tags: Advertainment, Advertising, Eminem, Gimicks, Infomercials, Marketing, Music, Recovery, Relapse, SlapChop, Viral. | #

Well if there are two things I love in this world, they are sports and ads. After a long break from music, OutKast’s Andre 3000 resurfaced during the NBA Finals by covering the Beatles’ Yellow Submarine closing track “All Together Now” for Nike’s latest Kobe Bryant commercial. In the minute-long clip, Nike traces NBA history, juxtaposing four-time champion Bryant alongside the greats like Charles Barkley, Magic Johnson and Patrick Ewing. But hearing Andre 3K’s voice again after a long hiatus is the real draw as the Atlanta rapper adds a little “Hey Ya!” bounce to the Beatles’ sing-along.

The Nike site hosting the ad didn’t indicate whether an unabridged version of Andre 3000’s “All Together Now” will be released as a download in the future. Despite a handful of high-profile cameos in recent years — verses on Big Boi’s “Royal Flush” and John Legend’s “Green Light,” to name a few — Andre 3000 hasn’t graced an album in full since OutKast’s 2006 Idlewild soundtrack. However, Andre will reportedly rejoin his OutKast partner Big Boi on a number of tracks on Boi’s upcoming album Sir Luscious Left Foot: The Son of Chico Dusty. Big Boi, on the other hand, has been everywhere in the weeks before Sir Luscious Left Foot’s release, recently unveiling his awesome neon-and-puppet-packed video for “Shutterbug.”

Check it out here:

Nike isn’t the only sporting goods company to unveil a brand new commercial with musical talent: In the new Adidas ad below, Daft Punk, Noel Gallagher, the Stone Roses’ Ian Brown and Snoop Dogg all frequent the cantina from the original Star Wars to hilarious effect. The mysterious and silent Daft Punk adopt the role of Luke Skywalker and Obi-Wan Kenobi bartering with Han Solo for use of the Millennium Falcon while Snoop Dogg, light saber in hand, deals with some aliens who get up in his face. Somehow David Beckham shows up for the final punch line and to return this intergalactic ad and spot-on homage back to its World Cup theme.

This one kind of got lost on me to be honest. It seemed someone just wanted to play with Star Wars clips and forgo any semblance of strategy. I don’t get how the tagline of “Celebrate Originality” is approriate to this execution, but that’s just me. What about you?

3 Comments | In: Uncategorized | tags: Adidas, Advertising, Andre 3000, Basketball, Football, Futball, Kobe Bryant, Nike, Soccer, Sports, Star Wars, The Beatles, Viral. | #

Check out this interesting ad for Match.com. It plays off of an interesting insight of finding a spontaneous moment with someone you connect with.

The song that is used in the ad, called “just like me”, was written especially for the commercial and is available as a two-minute version. The ad was filmed using anamorphic lenses to give the look and feel of a movie. Shot by Academy Film’s directors Si and Ad, it features new acting talents Amber Anderson and James Connelly in the starring roles.

No Comments | In: Uncategorized | tags: Advertising, Viral. | #

Happy New Year everyone!

I’m back from my excursions to Mexico and Cuba, refreshed and ready for more advertising fun! I hope you are too, because this is a great campaign for a great cause that is getting a ton of buzz.

There was a ‘web status colour mystery’ recently. People would post simply a colour in their Facebook status update. This created an interesting level of mystique and intrigue around the online community.

This viral Facebook trend led to a 2000 per cent jump for the site behind the whole thing as well.

This is refreshing campaign because it demands engagement due to how curious it is. However, I wonder if it will truly raise awareness of the severity of details of Breast Cancer itself. This remains to be seen.

Here is an ABC News coverage piece on this campaign: http://cosmos.bcst.yahoo.com/up/player/popup/index.php?rn=222561&cl=17548185&ch=224106

No Comments | In: Uncategorized | tags: Breast Cancer Awareness, Facebook, Viral. | #

A few days before American Thanksgiving Day Muscle Milk has launched a music video clip to promote its new energy drink.

This could be very viral. You’re welcome.

No Comments | In: Uncategorized | tags: Muscle Milk, Viral, YouTube. | #

Intelligent ambient media concepts examine new ways of interacting with their surroundings. They blend in to stand out. A good ambient installation beats every billboard in making a message visible. Or invisible! Here is how they made a man disappear:

Client: fiftyfifty street magazine

Agency: Euro RSCG Duesseldorf

Creative Directors: Florian Meimberg, Torsten Pollmann, Felix Glauner

Art Director: Jean-Pierre Gregor

Copywriter: Till Koester

Production Company: CONGAZ Visual Media Company

1 Comment | In: Uncategorized | tags: Advertising, Ambient, Homeless, Viral. | #

This aesthetic could definitely be used to create an incredible viral campaign.

Videogioco is a stunning animation by Donato Sansone, with sound by Enrico Ascoli.

Check it out:

No Comments | In: Uncategorized | tags: Animation, Digital, Viral. | #

File this one under… BIZARRE!

I found this on Digitology. I’m surprised that Proctor & Gamble were able to be convinced that this was a good idea. It definitely is. The big surprise is that the Brand Manager on this campaign was willing to do this. Seriously good move on thier part – forward thinking, risky and definitely leading edge!

The new Proctor & Gamble Tampax campaign is based around 16 year old Zack Johnson. Zack has the mis-fortune to wake up one morning missing his ‘boy parts’. Instead Zack has ‘girl-parts’ and doesn’t know what to do. Things get even worse for poor Zack when 9 days later he gets his period.

The campaign utilises online short video interviews with Zacks family and friends, a video-blog, a blog and a micro-blogging feed, all brought through a dedicated microsite. The campaign is not branded with P&G or Tampax but does feature regular mentions of Tampax products from the point that Zack gets his period.

The first episode of Zack’s blog already has 50,836 views on YouTube, and his Twitter profile has about 2000 followers.

This could turn into a really heavy flow day for Zack!

This is simply a well executed, integrated and entertaining viral campaign.

No Comments | In: Uncategorized | tags: Advertising, Microsite, P&G, Tampax, Twitter, Viral, YouTube. | #