This is a short film that was directed by the French animation collective H5, François Alaux, Hervé de Crécy + Ludovic Houplain. It was presented at the Cannes Film Festival 2009. It opened the 2010 Sundance Film Festival and won a 2010 academy award under the category of animated short. If you watch carefully you could see certain logos on specific objects for example the mountains are the famous Evian water logo, which actually suggests that the world we live are created by brands and we are basically watching them competing. Great film for those, who are logo-maniacs just like myself.
This time it is the historic president on the advertisement! Weatherproof decided to not to do the typical move of putting a famous person on the ad (celebrity, sportsmen etc.), but instead they went extremely big and put the president of the USA on the ad. This is located in one of the top crowded metropolitans in the world. One may ask thyself, why is the president wearing this and letting the brand put him on the billboard? In other words it would be beneficial for many brands to do this for various audiences, however not every corporation would be able to afford that and Weatherproof is one of the rare brands. The historic leader prefers Weatherproof
I will be posting vintage advertisements on this blog. The entertainment industry was absolutely different during those times. So the strategies were pretty straight forward sometimes just like in this example. The message is clearly extremely sexual and hedonistic. It is about the pleasure and the association with sexuality in the message of the ad. This strategy is still used as in the Davidoff ad I analyzed before in my postings. Photographer chose the yellow color for the warmness that comes from the smoke and sexuality. In addition to sexuality there is the sexism, that the cool men enjoy. So blow the smoke in her face, she will be yours. Enjoy..
Slogan: "Blow in her face and she will follow you anywhere"
I mentioned before that Las Vegas tycoons are working hard to construct the "What happens in Vegas...Stays in Vegas" culture. The media of the USA is the greatest in the world in terms of freedom. If it comes to advertise the fabulous Las Vegas, even the top politicians and politics in general should be involved. This is a very interesting strategy, because this may not be allowed to be edited as a commercial in, for example certain European countries. It convinces the audience not only go gamble, but also go crazy the way that it would stay in Vegas only.
A short film called "The Man Who Walked Around the World" (2009), starring Robert Carlyle with an emphasized scotch accent, outlines the history of the Johnnie Walker brand. The Scotch ness is exhibited very well. The music in the backgrounding is progressing. The educated aristocracy with taste would be impressed only if it is as artistic as theater. Thus, in order to deliver the message of continuos walking to success artistically, the video was shot without any cuts for more than 6 min.!
Johnnie Walker's marketing and advertising projects clearly builds the brand image and reaches the specific audience around the globe. One of their new tactics is to organize golf events in order to reach the specific audience (the rich with taste) and also add some prestige to the name. The excellence that JW achieved in terms of quality is marketed by reenforcing the steps that the brand took to become successful. By the beginning of the 21st century Johnnie Walker marketed symbolism of progress internationally. The "steps" to fineness in quality is explained by the slogan "Keep Walking", which was adopted by the pro-democracy protestors and parliamentary speech writers.
We usually watch motor oil commercials with an animated video of transparent car, but Shell revolutionized this tradition and proved the cleanliness. This is a serious marketing project - very convincing.
Corona realizes that if there is a music genre called Easy Listening, why not a commercial genre - Easy Watching. The very quietness of the commercial would catch the attention of the viewer from the beginning. The reason for that is it does not have any dialogues for us to understand. There is a peaceful beach (easy watching), a hottie passes with a clear catwalk (easy watching). Even the reaction of the bitchy wife is pretty quiet and peaceful..very symbolic and sexuality is in the ingredients.
The Las Vegas casino oligopoly potentially played one of the major roles in terms of commercializing the "Vegas" experience around the globe. The investments are made in the media and entertainment industry in general. These include blockbuster movies and shows as: "What Happens in Vegas"; "Hangover"; "Entourage" occasionally...
This commercial reinforces the viewer about how "crazy the Vegas experience" could be. You wouldn't want anyone to know what you did there...
The more you play the more you ask these questions. Rationalize your game.The slogan definitely plays major role for the ending by saying : "Feel Every Emotion. Show None." Pay attention to the lighting and the tripped out music. Enjoy it..
Full Tilt has become one of the greatest poker advertisers. We see them on various mediums. The common image they are trying to reinforce is the pre-existing image of the game - the coolness and the richness. The ad is black and white, which illustrates the concentration of poker players. The most lighting is on Ivey and on chips. The mimic that the great bluff reader Phil Ivey performs seems serious, but the hidden smile of celebration comes out of his powerful eyes. Gorgeous photography by Joel Lipton. Full Tilt gives a motivational slogan (in red) that is very simple, but effective - "Anyone can play like Ivey. But nobody does."
8 out of 10
Advertising Agency: Wongdoody, LA, USA Creative Directors: Tracy Wong, Michael Boychuk, Court Crandall Art Director: Ben Schneider Photographer: Joel Lipton
Nike uses the typical tactic, which is to reinforce the relationship between the brand name and sports as powerful and effective as possible. The viewers watch the repetitive trials of the same people in one shot. Some of the trials fail, but the song goes : "everybody gets knocked down..how quick are you going to get up?" so keep going! Don't give up. Nike associates itself with sports by displaying a motivational style verbal and visual content. The commonalities between sports are shown to generalize the association of sports and Nike.
This is clearly one of the most convincing outdoor advertising ideas I have ever seen. First Fitness accurately displays your weight if you sit there while waiting for your bus. If you are a little bit unhappy about your weight, you would still forget about it because your are having a busy day. However, . First Fitness will reinforce the hegemonic ideology of being slim and fit. Thus, it might be disturbing for being very direct and personal. Though, because it is for random people who decide to sit, it might not reach the expected audience. The logo delivers the message by saying: Fitness First!
FedEx targets the youngsters that adopt to online consumption easily. Online shopping plays one of the major roles for the shipping industry, particularly for FedEx. This is an advertisement that would be more effective on a big wall of some building in Manhattan. One may add a nuance like the windows would match the real buildings windows would make it even more catchy. It is very simplistic and clear. The message is straight: We ship wherever you want!
It is widely known how much time and money LV spends on its campaigns in order to construct a travel culture with the famous LV bags. The size of such would catch attention of many shoppers. Let the store tell the story of the brand. 10 out of 10
One of Coca Cola's new campaigns is about going green. They designed the bottle with an artistic way, so that it could be EASILY distinguished from the regular bottle. "Same classic taste, just greener." is a way to explain to a coke consumer that you are not risking the taste aspect and doing smth good ecologically. The "open happiness" slogan is so genius that it will be explained with other commercials. This one is a concept and it is more about cleaning out the global bad boy image rather than sending the "coke"message.
"Global Warming? Enjoy it!" - is an immoral and a rather unethical slogan in my opinion. However, since the targeted consumer is the young it is possible to convince them with particularly this type of slogan. the denotative meaning for it would be not only ignoring a problem of such importance for our future, but also taking a vacation to celebrate it happening. It is very straightforward and colorful with symbolic palms etc. Well done for the Brazilian Tourism Investors. 7 out of 10
It is very common for alcohol industry to take advantage of psychographics in their marketing, PR, ad campaigns. However, this time Heineken decides to go biggg! The image is constructed perfectly and the message is delivered with a cultural and ideological perspectives. Watch the the case study of a sensational Branding strategy. 10 out of 10
Orgasmic face expression just from the smell. Consumer for Davidoff is clearly not the young. Sexist slogan, great photography. 8 out of 10
Zino is a person, who dedicated his life to cigars. Everything Zino learned about cigars was by visiting Brazil, Argentina and Cuba. Then, the Ukrainian returns to take over his family's cigar shop in Geneva, Switzerland. He invented the first desktop humidor and he marketed it successfully to the right consumer in the right location. He wrote books about cigars in which his famous quotes are included. I will be posting his quotes, but one goes like this:
"A cigar ought not to be smoked solely with the mouth, but with the hand, the eyes, and with the spirit." - Zino Davidoff
Very well defined consumer after an intense psycgraphics research by the German. Reconstruction of the relationship between men and automobile. Sexism nicely sold. - "The ultimate attraction" is of course to a BMW not a chick! 9 out of 10
Psychographics is "the use of psychological, sociological, anthropological factors to construct market segments" (Solomon). It is "dividing markets into segments on the basis of consumer lifestyles, attitudes and interests" (Peter and Olson). "In fact psychographics and lifestyle are frequently used interchangeably. Psychographic research attempts to place consumers on psychological - as opposed to purely demographic - dimensions" (Hawkins, Best & Coney,1995). This concept is crucial for figuring out the consumer behavior in global advertising and marketing. These are the following provocative ads, published after certain psychographic research.