September, 2009

creative / strategy / technology — 11 Comments
29
Sep 09

A stealth campaign for Windows 7

You’re likely familiar with Microsoft’s terminally cute Windows 7 commercial featuring 4.5-year-old Kylie (see earlier post). However, an entirely different Windows 7 campaign is being held in a secret location: the Windows Videos page at YouTube. (You actually need to drill down to find the little fellas. One example is above.) It seems that Microsoft/Crispin went through all the work to conceive and produce a new crop of spots, then shuffled them off to the side while Kylie works her “magic” in prime time.

Until we get a witness under oath, we can only speculate what the plan is. I will note that some companies make a rule of producing more commercials than they end up running (much to the glee of my freelance producer friends). Intel, for example, used to take two campaigns to full finish, investing over a million bucks in a campaign that would never run. They needed to have a “backup campaign,” just in case the favorite didn’t fare well in testing. (A quick review of Intel’s last decade of creative will show you how well that worked.)

Maybe that’s the strategy here, with the added benefit that in this content-starved world, there’s no need to shelve unused ads. They can be repurposed in Microsoft’s YouTube showcase of imagination — which then, in effect, becomes sort of a home for retired creativity.

Mystery aside, are these spots any good? There’s a range of work here, most of it comfortably in the “okay” range. Some of them actually make an attempt to promote a Windows 7 feature, instead of just trying to make us feel good about Microsoft. Others, well … they just try to make us feel good about Microsoft. But at least they’re contemporary, and they don’t cynically use young children to score easy points with mainstream America. They’re not awful — but I wouldn’t start packing my bags for Cannes just yet.

strategy — 1 Comment
25
Sep 09

Ideas vs. dollars

mintToday’s topic allows me to combine two of my favorite things: technology and money. It vividly demonstrates that in the new world, a great idea allows one to rise above the nagging details that often hold back a business — like an advertising budget.

This is the story of Mint.com: a wonderfully simple website that lets you see all your personal financial information in one place, and get money-saving tips in the process. To see it is to love it, and in just two years Mint.com has seduced 1.5 million customers. Within minutes of signing up, my first thought was “great, now I can stop using Quicken.” Of course that was Intuit’s cue to go out and buy Mint.com for $170 million, presumably to be folded into Quicken and TurboTax.

That may be a good thing or a scary thing. However, the uplifting part of Mint.com’s story is that they did what they did without spending a penny on advertising. Rather than powering a marketing effort with their dollars, they powered it with their idea. To do so, they used the free and cheap tools available to any free and cheap person.

Well, okay, they did spend in the “mid 5-figures” for search engine terms. Peanuts in this business. But they created their website and blog with WordPress (free), built a following with Facebook and Twitter (free) and kept tabs on progress with Google Analytics (free). Add a smattering of negligibly priced tools for gathering customer feedback and a cool iPhone app, and voilà: “instant” happiness — for Mint.com and its members.

As an advertising person, I can’t help but admire an ad-free success. Without a bit of hype, the idea of Mint.com spread from human to human, simply and elegantly — and that authenticity only amplified the message.

technology — 11 Comments
22
Sep 09

The birth of icon envy

The icon as art form, courtesy of Apple

One giant leap for icon-kind

Innovation has become an art form for Apple. Quite literally this time. The little beauty on the left is actually an example of what the lowly application icon has become in Mac OS X Snow Leopard.

Back in olden times (maybe a month ago?) developers were forced to craft their icons in a microscopic box. Now they can paint on an easel, with all the marvelous detail they can fit into a 512-pixel square. (More examples of Snow Leopard’s icons here.)

What’s the point? Well, if you’re a normal person, you’ll probably stop at “wow, this stuff looks really cool.” And that’s fine. You don’t need the explanation, you’re just supposed to enjoy the effect. It’s the same philosophy used in designing the Apple Stores. You don’t need to know that the stone flooring at the Apple Store Fifth Avenue can only be found in a remote quarry in Italy. You’re just supposed to walk on it. Quality has a way of making itself felt.

Now that Apple has demonstrated how far icons can go, developers will be inspired to lavish the same kind of love on their own Mac icons. And in the ongoing back-and-forth between OS X and Windows, Apple again gets to give its customers a knowing wink. You’re in a special place.

advertising — 5 Comments
18
Sep 09

Ethics enters the award shows

Is that a real ad, or are you just trying to win an award?

Sir. Is that, or is that not, a real commercial?

I stopped being obsessed with advertising award shows a number of years ago. (It coincides suspiciously with the time I stopped winning.) Some, however, will stop at nothing to win — even if it means entering ads for fictitious clients, or running a spot once in Sioux City in the dead of night just to qualify for entering. Award shows have always frowned on these types of things, but entry fees can be addictive.

Now, thanks to the creative aspirations of a few, the whole thing has blown up in the industry’s face. The boys from DDB Brazil tried to win some honors with a fake ad for a real client. With a unique combination of insensitivity and bad taste, they used the horror of 9/11 to score points for the World Wildlife Foundation. Never mind that the client was apparently unaware.

Fortunately, the way the world works, bad things are often the catalyst for good things. With all the attention on this fake ad, the award shows are mulling over their own responsibilities, in some cases taking action. The One Show has just announced a policy that will not only disqualify fake ads, it will prevent the agency and the creative team from entering the One Show for five hears hence. The D&AD show in London has just added new restrictions to their entry rules, though they stop short of “suspension.” (Why jeopardize the cash flow?) What about the rest of them? Clios? Cannes Lions? The Lions in particular pull in zillions of dollars in entry fees every year, globally, so it will be interesting to see how tough they get.

Arthur Einstein, one of my earliest bosses, used to say “It ain’t creative unless it runs.” Unless you’re content to just admire your ad on the wall, you’ll need to do a little more work. Like guide it through a maze of creative directors, planners, account people and clients. If you can do it all — create, defend and convince — you really do deserve an award.

advertising / creative / strategy / technology — 13 Comments
15
Sep 09

Putting the soft in Microsoft

The marketing for Windows 7 began with a new commercial last week. I suspect this will be a frequently discussed topic around here, because it involves a favorite target (Microsoft), a favorite agency (Crispin) and a few thousand opinionated people (us). Initial take: I’m kinda stunned.

The new spot is cute — but it’s the hit-me-between-the-eyes, gag-me-with-a-spoon, give-us-your-money kind of cute.

I have to say, I’m a little surprised that Crispin would go this route, even though their Laptop Hunter commercials were an indication of trouble in paradise. It’s actually a missed opportunity: with early indications that Windows 7 will not be the kryptonite that Vista was, they have license to be creatively brave. But if there is a shred of bravery in this spot, it’s extremely well hidden. Rather than blaze a new trail, they’ve reached into a very thin bag of tricks to pull out Kylie, the too-cute star of a previous Vista commercial.

Reading off a list of positive product reviews is an easy way to go. It’s just not a terribly exciting one. Apple lapses into a quotes ad now and then, and it makes me shudder every time. I guess Microsoft/Crispin thought that using the kid (emphasis on use) would take the curse off. Unfortunately, it puts a whole new curse on. There’s a joke in creative departments everywhere to the effect that all will be well if you “just throw in a baby or a puppy.” It may work to some degree, but you will burn in creative hell for it.

If you’re going to play the cuteness card, you’d better do it artfully. Otherwise it’s just transparent, a calculation, a manipulation. This spot is born of the belief that being likable is as easy as showing likable things. It isn’t.

Should Windows 7 really be this cute? Should Microsoft actually deliver “more happy” as they promise/threaten? Should they just toss in the puppy next time? Call me cold and heartless, but I have a problem getting too cuddly with my operating system.

advertising / creative / strategy — 2 Comments
10
Sep 09

Going where someone has gone before

How do you sell an okay smartphone like Palm Pre when you’re up against a certifiable revolution like iPhone? Not so easy. So let us exude warmth and empathy for our advertising brothers up north, doing this work for Bell Canada. Then let’s slap them around a bit for violations of the creative code.

We could file this under “imitation is the greatest form of flattery.” But we’ll instead file it under “imitation.” Look at this spot (one of three I see on YouTube) and see if it reminds you of anything. In theory, one valid form of attack would be to turn Apple’s weapon against them. However — if you’re going to use that technique to somehow call attention to your own product, surely you could add some distinguishing mark of your own. A clever ending, perhaps? An unexpected twist? A stylish vest? (Oh, right, they tried that.) If not for brand-building reasons, there’s always professional honor.

I think there’s a valuable lesson here for every student of our craft. The quality of voiceover and music in this spot are not excruciatingly bad — they just seem that way. And they seem that way because we all play back the Apple spots in our minds — and, sorry, Apple got there first. That’s the danger of imitating. You’re not dealing with absolutes, you’re dealing with human perception. Personally, this spot just makes me want to hug my iPhone a little harder.

I couldn’t find any current references to those responsible for Bell’s work, other than some older news releases referencing “The Dream Team” of four agencies working together on behalf of Bell, “led by an elite trio of creative directors collaborating in a new and innovative client-agency model.” Note to PR department: stop it.

naming — 8 Comments
8
Sep 09

Crimes against nomenclature

Stop them before they name again

Sony imagination at work

Not sure why these things delight me so, they just do. Sony has unleashed a new line of Blu-Ray DVD players, but apparently forgot to consult with their marketing department. No doubt we’ll all be eager to tell our friends about the BDP-S360, BDZ-RX100, BDZ-EX200, BDZ-RX50 and… well, you get the idea. There are actually six of these little puppies, all named to inflict maximum pain. Maybe when you get yours home, you can give it a pet name.

Now I am obligated to think like a mature adult for just a moment (it hurts), and concede that it’s unfair to criticize without knowing all the marketing issues. But as a general principle, if you have a new technology worthy of launching a whole new line of products, you might want to make it easy for people to talk about your product.

Honorable mention today goes to Kodak. Clearly eager to get a little payback for that whole “digital photography” thing, they are now set to do battle with the Flip — a hugely popular video camera with a hugely famous name. Their soon-to-be released Flip-killer, already getting some good reviews, has been christened … the Zi8. (This is actually a followup to their previous Zi6. At least they’re consistent.) The Zi8 is a temptation, for sure. But I can’t stop dreaming about the BDZ-RX50.

naming / strategy / technology — 8 Comments
3
Sep 09

Zune phases out, then phases in

You won't see the likes of these anymore

You won't see the likes of these anymore

Yesterday came word that the original Zune is being phased out in favor of the touch-screen Zune HD debuting September 15th. I remain one of the few people who, despite my dripping disdain for the product, its ecosystem and the horse it rode in on, think that the name Zune is pretty cool. I will also say this without a bit of exaggeration: since it launched in November 2006, I have met only one solitary soul who actually owns a Zune. (You know who you are, you live in Austin — confess!) Further, I have no conscious memory of ever seeing anyone actually using a Zune. Not exactly scientific research, but you’d think I would have spotted at least one in the wild by now. Reportedly, Zune has managed to win 10% of the market, so this probably says more about the company I keep than Zune’s adoption rate. I’m just sayin’.

But all this sweet sentiment is making me think back to my favorite “Zune moment”: when most of the world’s Zunes stopped working at the last second of 2008. A little Y2K moment all its own. (Pretty surprising that any technology company would ever fall victim to that one again.) Whatever. Good luck, Zune, with the new lineup. Methinks you still have a bit of a struggle ahead.

advertising / creative / strategy — 6 Comments
2
Sep 09

Johnnie Walker goes underground

Why bother to run it where it's easiest to see?

Where oh where has our little Johnnie gone?

My link to that fabulous Johnnie Walker video in a recent post went dead the other day. That’s because the spot was pulled from YouTube. The message there is “no longer available due to a copyright claim by BBH.” There must be a story here that’s beyond my ability to comprehend, because, well… this is something I can’t comprehend. So Johnnie Walker tasks BBH to create some buzz, the agency comes up with an amazingly good idea, hires a director, signs a perfect actor and pulls off the impossible to make The Man Who Walked Around The World. And now they yank it from the world’s biggest video showcase just as it’s gaining notoriety?

I can’t find any authoritative explanation by Googling. The best I could come up with is that the copyright issue is a cover story and they simply wish to direct all traffic to the Johnnie Walker site. But if it’s there, they’ve done a great job of hiding it. So I’ll stop guessing. However, if I were Johnnie Walker, I’d do whatever I have to do to make it super-easy for the world to find a video that has the remarkable power to immerse the viewer in the JW brand for a full 6-1/2 minutes. How dare they shoot poor Johnnie in the foot.

FYI, the video in my earlier post is functional again, linked to a different site.

Update 9/2/09 1:45 pm: Interestingly, the video is now back up on YouTube. Only now it’s mucked up with subtitles (don’t you speak Scottish?). I’m tempted to just delete this post now, but — as we all know, mistakes live forever on the Internet. So kudos to all involved for sorting it out, but a continued shame-on-you for letting it happen in the first place. I will leave my own link connected to adland.tv’s site just because at this point I trust no one!

Update 9/3/09 9:53 am: Now that I’ve slept on it, I really hate the subtitles they added to the YouTube version. Half the wonder of this video is the breathtaking scenery, and now they’ve scribbled on it. I’m actually kind of shocked that the brilliant minds behind this video would vandalize their own work. Perhaps they were dragged kicking and screaming…

strategy — 6 Comments
1
Sep 09

Branding: a love story

love,money,heart,graffiti,red,art,wall,creative-5275020a2f8a58b41160ba62723846bd_m

It's true

Many tons of books from many tons of experts have been written on the subject of branding. Happily, long ago one of my pithier mentors distilled it into a mere five words: brands need to be loved.

Love, as we all know, is far more powerful than money. Conveniently, it’s also a pretty good way to make money. If your customers love you, three good things will happen: they’ll keep coming back, they’ll introduce you to their friends and familes, and they won’t hold it against you when you screw up. This all translates directly into revenue. Being the perky optimist I am, I believe we’re all born into this world eager and ready to love our brands — we just don’t give it away for free. We need to be loved before we start doling it out. (Some of us are really easy and would gleefully settle for just a little respect.) As short-sighted companies inevitably discover, things don’t work out so well when you decide to skip the love part and go right for the money.

Unsurprisingly, Microsoft and Apple are good examples at opposite ends of the spectrum. Microsoft gives you four distinct Vista products, each with its own price (up to a whopping $320) and unique set of features. Apple offers only one version of Mac OS X and it gives you all the features — whether you’re a 12-year-old beginner or a Hollywood film editor. Forgetting Snow Leopard’s ridiculously low price for the moment, the all-in-one Mac OS X Leopard went for a reasonable $129. Which approach shows more love for the customer?

Now look at how the same two companies sell music. Apple sells individual songs for $.99 or $1.29. You pick your songs and pay by credit card. Done. Microsoft prices songs about the same, but first you must add Microsoft Points to your account at $.79 each, then buy the songs with your Points. You’ll be comfortably ensconced in your retirement home long before your Point balance ever returns to zero, so Microsoft will forever be playing with your float. Which shows more love for the customer?

Understanding what we like and what drives us crazy requires zero effort. It doesn’t take teams of researchers, it’s just common sense. Every consumer brand should want our love — to get it, they need only act as if our relationship is more important than money. Idealistic as it may sound, once we have the relationship, the money will follow. Honest.