'Brand Bashing'

Last night, on a dull and dreary evening I decided a good movie was what I needed after quite a hectic and tiring weekend. Having seen the Ad for Funny People, it seemed just right, easy going, relaxed and expectantly funny. However, what I got was brands aplenty and name dropping like it was some kind of competition amongst the cast! Product placement at it's wildest and most direct.

I am a firm advocate of product placement, subtle mentions, quick glimpses, clever infusions into the script, subconscious awakening and thought provoking. When done correctly. This was not done correctly to say the least. Brands forced into the screen, products mentioned, and mentioned again, the script blatantly written around the inclusion of brands, logo's appearing in every shot, and even advert style close-ups, to really see the product in all it's glory. Is the way forward for product placement in movies? I do hope not. It was embarrassing to watch as a 'marketer', and also as a loyal consumer of some of the affiliated brands. Apple, iPod, Myspace, Puma, Adidas, Nike, Sharp are just a few of the names that appeared, and appeared again throughout the movie, or should I say 'advert'. And I always thought product placement was supposed to be active on some kind of subliminal level.

Despite this, according to the Journal of Marketing, a study on product placement suggests it is more effective than ever before. Even when done so blatantly? Well no. The undercover aspect of the placement remains a key factor in it's success and validity. It states, 'when a product is successfully placed in feature films, the company that makes it enjoys a dramatic boost in it's stock prices.' In this case, I can't honestly see the stock prices of any of the brands mentioned above gaining in any manner from this horrific piece of work. In fact, as an avid Apple user and loyalist, I kind of feel embarrassed and ashamed, but whether I blame the 'movie' or the brand is still in doubt, maybe thats loyalty for you.

Product placement can be effective, worthwhile and more emotionally connecting when done right. But it can also be embarrassing, blatant, shameful and brazen when done wrong.

And the movie itself, well it's not too funny, not very good, rather unrooted, and 2 and a half hours for a somewhat funny 'advert' with no climatic ending is disappointing.

8-Bit meets Digital

Is this the ultimate fusion of old fashioned 8-bit technology with the digital age? Something so simple and straightforward merged with the concepts of viral and new age ambience. Soothing to the eye, therapeutic on the ear, and oddly warming on the inside. Lego will be satisfyingly smug.

Just a thought for the poor little fingers, very sore and very chipped and very achy after 1500 hours of play...but worth it.

Is Microsoft really to blame?

With the recent revelations of Microsoft playing about with the colour preferences of their marketing photograph and now apologising for the 'mishap', surely the more significant issue is why they feel they needed to make such changes.

Marketing is after all only relevant and correct if aimed precisely at it's given target-market, and is culturally effective. Therefore adaptations of this kind are only a result of what a region or country is willing to accept, or morally adhere to. I would argue Microsoft were merely adapting their marketing photo for a specific region, in this case Poland, to make it more socially and culturally acceptable. Whether that be right or wrong is something we most definitely will discuss in the coming days, but what is evident and concerning, is the level of disintegration that still exists in some parts of the world.

Microsoft has apologized for the incident and taken the offending image down, as well as stating they would be looking further into the matter. A spokesman said: 'The image has been removed. Diversity and inclusion are core values and business imperatives of Microsoft and we apologise for any offence that might have been taken.'

From a marketing viewpoint Microsoft were both right and wrong in adapting their marketing photograph for a sensitive market, and allowing such minorities to manipulate their values and beliefs. What should be taken from this incident is to identify that differences and inequalities still exist in some parts of the world. It should be our aim to overcome these differences for a more unified and equal world, and if mishaps of this kind do nothing but remind us of the single minded minorities that are still among us, then let that be the drive for us to continue in our efforts.

However, one final note, whether Microsoft thought they would be able to integrate and merge the body of an Afro-Caribbean, with the head of a Caucasian and get away with it so easily is still both questionable, and stupid.

Creatively controversial or Creatively cunning

Creative, if you can call it that or 'boundary pushing' controversial work can help generate more than just an advert. Sometimes, a campaign can become very well known for all the wrong reasons. Publicity is a funny little thing. Is good publicity really good and bad publicity really bad? Or on the other hand, is good publicity really bad, and bad publicity really good? Or is any publicity good publicity, as long as it helps generate more awareness, more exposure and more conversation?

It's clearly evident from past experiences that controversial advertising will get you noticed, it will also help you get pages and pages of free, widespread publicity. Articles in newspapers, mentions on TV, links on websites, discussions in blogs, and tweets on Twitter, all a resulting factor of a 'bad' campaign. What we must ask ourselves though is, if we get that much exposure, that much interaction, and that much interest, then is it really a 'bad' campaign? In some cases you couldn't afford to buy the type of exposure some campaigns get for a controversial piece of advertising. So do agencies and clients alike, put such pieces of work out there for our scouring eyes, knowing full well that a reaction of some kind is very prominent and very likely, and is that reaction, in some cases, what they are looking for?

In all honesty, I don't feel it damages a brand, as long as the campaign is morally, and ethically correct, to an extent. Most recently, the banned Microsoft campaign has not had any positive effects on the brand. It's direct connection with race and colour is something Microsoft would have preferred to strayed well away from. This shows a distinct difference between 'cunningly creative' and boundary pushing work, as appose to discriminating, and socially sensitive work.

Creatively controversial work can have a big impact on a brand and it's presence in the industry, and within the media. However, only when it is executed correctly and precisely will it provide a beneficial outcome. It is also imperative to understand and take into consideration the target market of a brand, and how they may, or may not react or perceive to such 'cunning' creativity.

Whether acts of such 'controversial' or 'cunning' nature are ethically or morally correct for the industry is up for debate, but thats not to say we won't see many more boundary pushing campaigns in the near future. If there's a line, it's always going to get stepped over.

Creativity to a colleague, is not necessarily creativity to a consumer

Creative, Strategic, Dynamic, Fresh, ROI, Infusing, Digital, User Engagement, Interactive, Mindset, Value Justification, Benchmarking and Social, just a few of the buzz words and terms that fly around any Ad office, and clutter the minds of any Adman. However, as important as they may be in Adland, how relevant or understood are they to the consumer? Or is it even important whether they're relevant or understood by the masses?

Adland is what, if I may, liken to a box. As much as everyone within the box tries and encourages everyone to look 'outside the box', it still remains the sole place for all the words listed above. But with Ad accounts worth millions, and salary paying clients demanding the very best in creative work, the end result from any agency is essentially the best form of marketing for their specific target-market, at that very moment in time, from all the sources currently available to them, right? Well, for a moment I'd like to disagree and look at it from, well from 'outside the box'. It must be stated, Advertising has become more and more creative, there is more emphasis on the idea, the process, the interaction and social integration. However, are these objectives and 'value added' requirements for the fulfillment of a clients brief for the consumer, or merely for the enjoyment, admiration and bragging rights within Adland?

Creativity and Dynamism is undoubtedly rooted in confidence and self ego, it's a key factor in generating belief and passion within the work that you do. However, the distinction that needs to be made is between confident, ego boosting work for the consumer, which they can relate to at every level, interact with and engage in the underlying notions and messages, and the confident, ego boosting work that is done with Adland in mind, for it's appreciation acknowledgment first, and for the consumer second. Some may say it's a two way process, and what happens in Adland, and it's impression and influence on your work is for the benefit of Advertising, and the quality of work produced. However, should the work produced be for the better of Adland or for the benefit of the consumer? I feel I'm asking far more question than I'm actually answering at this stage, and there's some questions which are simply beyond me, as after all, it's all an opinion, and as we all know they vary from one person to the next, and mine seem to change from one hour to the other. One thing I am sure of is, the words at the top of this post are very important, and play a key role in any piece of work. However, yes, those words are for the folk within the so called 'box', and a pleasant box it really is I must admit, yet the work produced from those words should undoubtedly be firstly for the consumer, and then for anyone else you may want to 'advertise' your 'offering' or 'skills' to.

Creativity to a colleague, is not necessarily creativity to a consumer.

A final point I feel I need to make is that, as much as I've gone one way then the other in terms of the true objectives of any work, I must stress all Creative, Dynamic, Strategic and Interactive work is for the overall benefit of the industry. That may seem like a cop out in relation to what has been stated above, however, as an Adland lover and self-confessed creative geek, the consumer is important, yes, however, the quality of work is just a little teeny weeny bit more. I'm not sure if thats my ego seeping through there, or just the inability to look far enough outside this lovely, rather pleasant and finely brushed box.

Durex get it on...

I was just browsing the over loaded space that we like to call the World Wide Web when I came across this beauty. We all know that the number one rule in Adland is that sex sells, but the number one sex brand is now..well a while back..using their product to sell sex! Truly viral it may not be, but what a..peculiar treat for our gazing eyes it is.

Enjoy...but not too much...

iPhone set to spread it's wings...

With the 2 year exclusivity deal with O2 set to come to an end next month, the iPhone is set to yet again spread it's far stretching wings and expand upon it's already fruitful market. With the rights of the iPhone 3G being opened up to both Orange and T-Mobile, the Apple iPhone is set to further it's stronghold within the UK mobile phone market. Already holding a dominant position within the market, the new opportunity for the iPhone to expand and reach even more is one Apple will most definitely be relishing.

The new opportunities for Apple do not merely lie in the consumer markets, with Orange having a stronghold in the corporate side of communications too. This will undoubtedly be a key factor in the continued drive for growth and success for Apple and it's grip on the mobile communications market. In essence this is the second wave of attack from Apple in the UK market. Opening up the exclusivity of the iPhone now increases their relative target market as well as it's presence on the shop floor. By firstly gaining a larger presence in the high street the product is set to interact with more consumers, and benefit from more retail space. Secondly, it will now become a viable and competitive option for network loyal customers, who did not want to move from their respective network providers over to O2.

In addition to this, the new competitiveness within the market will help create new offerings and better value for money for the consumer, which should therefore help reduce the price and costing of the iPhone. This in-turn will make the iPhone gain a larger target market again, with it's lower price attracting more consumers, and therefore the iPhone tapping into more than just the top end of the market.

However, what must be stated, and considered is the fact that it's only the iPhone 3G that is being opened up to Orange and T-Mobile. O2 still remains the sole provider of the iPhone 3GS, the newer, more refined iPhone. This is a very important factor to both O2 and Apple, as this still keeps O2 at the forefront of the iPhone market, and most importantly, the exclusivity of the 3GS allows O2 to maintain it's own pricing strategy, with relatively low concerns in regards to Orange and T-Mobile.

So, after the dust has settled, and the iPhone becomes more freely available, and consumers see prices dropping, and network providers get a more level playing field, there's only one true beneficiary of this, yes, you got it...Apple.

The hmaun mnid...

I cdnuolt blveiee taht I cluod aulaclty uesdnatnrd waht I was rdanieg. The pmhaonneal pweor of the hmuan mnid, aoccdrnig to a rscheearch at Cmabrigde Uinervtisy, it dseno't mtaetr in waht oerdr the ltteres in a wrod are, the olny iproamtnt tihng is taht the frsit and lsat ltteer be in the rghit pclae. The rset can be a taotl mses and you can sitll raed it whotuit a pboerlm. Tihs is bcuseae the huamn mnid deos not raed ervey lteter by istlef, but teh wrod as a wlohe. Azanmig huh? yaeh and I awlyas tghuhot slpeling was ipmorantt!

How for now radrees...

The Digital Melody

'Digital' doing a..rather peculiar bit of inspiring on a somewhat mellow Tuesday afternoon...

It's all Digital Digital, so damn Digital

Ladies let me show you how this new flow goes

Sit back and watch it flow, flow flow flow flow

Businesses lets see how low your bottom line can go

Its all Digital Digital, from mobile, TV, and computers too

Never mind the doubters as there are now only a few

TV's Digital, radio's Digital, shopping socializing and talking too

Its time to move, time to change, time to leave that restricted thought

The new era has now been sought

So what is Digital, how is Digital, why is Digital and what do I do

It's like head shoulders knees and toes

Yes head shoulders knees and toes

Watch me and I'll take you slow

All set and off we go

TV, radio, HD too

Screens aplenty and we all have a few

A billion apps, unused tweets, GPS to help us reach

All this and yet we still call it relatively new

It's time to know, time to learn, time to explore and then to teach

Its the way forward and it's definitely begun

So aim up, open your mind, and even now you've already given it a try

Reach up and we'll soon touch the sky

But now it's time for me to go, for me to go and run and hide

But I'll still be here, here in soul

Here in Digital as the world passes us by

And now I have what Digital is, so now I know I'm control.

It's all Digital Digital..Digital Digital...

...hmmm...and I have absolutely no idea where the punctuation should or should not go...

Burgers, chips, kebab and a pizza...

Are dirty, greasy, cheap fast foods all that we're allowed to eat after a night out of boozing and dancing and well in some cases puking..? Drinking over half your recommended daily calorie intake in 3 hours is all good and well, but that does not mean we want to then line our delicate stomachs with chicken so cheap even the stray cats would leave it behind, and a kebab so greasy it looks worse than my hair did in my teens!

A few nights ago I decided to go against the 'norm', and, rather unwisely decided I would end my night with a healthy, balanced, nutrition filled meal. 1 hour and 45 mins later I decided I'd worked off enough calories walking about in vain looking for that elusive 'good food takeaway' and so walked into the nearest 'burgers, chips, kebab and a pizza' joint.

Is there not a valid profitable market for such places to be open at 3a.m.? Ok maybe not, but surely with the way in which consumer behavior is adapting, and health continuing to become an important aspect of more and more peoples lives, there clearly is a market out there, maybe a niche market for now, but a market nonetheless.

I do think this is more a rant than any form of worthwhile writing, but oh well, I blame the chicken from last night, bad food doesn't feed the brain.