Monday Music Rocket, Tuesday edition – New Frontier – Donald Fagen

Here’s a quick tune to help you get up, get energized, and light the rocket on your creative, idea-filled work week.

New Frontier by Donald Fagen off The Nightfly.

Apple’s newest iPad ads sell, sell, sell.

I once had an advertising creative partner who loathed doing ads for P&G because they always demanded a demonstration of the product in action. My buddy felt that got in the way.

Apple on the other hand frequently uses “the demo” as the entire ad, not just a part of the ad. Apple and their agency TBWA are incredibly good at making the ad about the product, in a way that’s also all about the customer. In this familiar ad, which uses the same demo style as many iPhone and iPad Mini ads, it’s as if you, the customer, are using the product. Here, they sell, sell, sell by putting the customer first with these two ads that broke yesterday on their YouTube channel. The ad “Together” showed 11 apps in action. Uh, that’s a lot of demos.

It looks like some transit ads broke as well.

With 300,000 iPad apps to choose from, selling, selling, selling is a smart play.

Monday Music Rocket – Going Mobile – The Who

Here’s a quick tune to help you get up, get energized, and light the rocket on your creative, idea-filled work week.

Going Mobile by The Who off of Who’s Next.

If there are “blackout ads” during the Grammys, what should we call them?

Tonight is the first big live TV event in the US since last week’s Super Bowl. Are advertisers on stand-by, waiting for something to jump on, like an electricity malfunction?

Here’s a quick video asking you to predict the future. The “blackout ads” that appeard in social media as a result of the Super Bowl blunder paved new advertising ground. Advertisers took advantage of a one-of-a-kind opportunity to instantly connect with customers in ways that they haven’t before. These kinds of ads are going to happen again, most likely during the awards show season. So, this video asks, what is this new ad format going to be called from here on out?

Andy Wallman Super Bowl TV interview: I like horses, really I do.

Here is my annual day after the Super Bowl interview WISC – TV. It’s always great to talk about the ads with Mark and Susan. Thanks folks. And hey, I like horses. They’re our friends. But I’m not loving the Clydesdale ad. Check it out.

What were your favorite and least favorite ads?

The SuperBowl ad winners? Tide and Oreo, for great ads, AND for owning the blackout with engagement.

Fifty five ads, up to $4 million a pop for airtime, watched by 111 million viewers, plus all the internet traffic before and during the game made for a big night. But it was a small bit of engagement that took Tide and Oreo to the top for me.

The big lesson for advertisers and businesses out there: we’re NOT in the business of advertising! We’re in the business of engaging with customers.

All in all, the best of the best ads were better than in the past, but there were more flat-out duds than I remember in recent years (including Wonderful Pistachio, Blackberry, E-Trade, PepsiNext).

This is the year pre-game ads we’re supposed to be the big story. Before the game, VW and Budweiser got great traction and numbers with Get Happy and the Clydesdales, and other brands eked out teasers. So as the game played out, it looked like it would become a battle between the Surprise ads that we saw during the game for the first time (like Ram, and Tide) vs. the Hyped ad that we already saw online.

But then there was a plot twist, just when you thought there were no new Super Bowl ad formats.

Drumroll please…the blackout! Within 5 minutes Walgreens tweeted “We do carry candles.” Boom. Then Oreo and Tide released social media based ads that lit up the internet. THIS was the big lesson for advertisers – we are in an era when we can use tools like never before to ENGAGE with customers, in real time, not just yell at them with our message. Big lesson. We’re on for our customers 24/7.

 

My favorite TV ads during the game.

1. “Miracle Stain” for Tide. Classic Super Bowl ad: over the top premise, great comedy, a celeb, and a great ending story twist. If people start talking about Miracle Stains this week and beyond, the win will be even bigger.

AND

2. Oreo. Hilarious Super Bowl slapstick for this first time Super Bowl advertiser. Great comedy.

Other great ads –

“Farmer” for Ram. A brilliant ad. But it was stolen from farms.com. But Ram will give “up to” a million bucks to farms.com, so the theft is…uh…okay. So wha-wha, the creators can’t be feeling tooooo awesome about not being able to come up with a great original idea, but America totally loved it. It was a great idea that really stopped viewers. This was my favorite ad because it was just so different by taking the courage to really say something: “We owe farmers, our classic American underdogs, a huge debt.” Man, I wanted this to be the best ad, but if it’s stolen, nope. Dang!

“Get Happy” for VW. Sells something, it’s funny, and will get cultural buzz around the water cooler, mon.

Bleeeeeeechhhhhhhhhh –

Clydesdales for Budweiser. USA Today’s winner. I really disliked the ad because it doesn’t sell beer, it’s totally ridiculous and not in a hilarious SuperBowl way, and sure enough, America loved it. We are total suckers for the animal ads and the sentimental “awwwww” story. The ending’s “name the baby horse” schtick was totally horsey to me, but good for fan engagement.

The ultimate winners –

Tide and Oreo, for very strong ads that actually sold something, AND for engaging with customers real in real time by creating those ads that integrated their products with the blackout. Brilliant. They engaged. THAT is what great advertising in 2013 is all about.

Clydesdales What?

Wow Budweiser! “Landslide” what? Are you selling something what? Then a name-the-baby contest what? Terrifically bad, but it’ll score well, that’s what.

A new Super Bowl ad form is born: the Blackout Ad.

Oreo, Tide and Walgreens are all taking advantage of the world’s most awkward power outage with some smart advertising.

The best Super Bowl ad? Walgreens. They have candles.

Walgreens just put this on Twitter. Brilliant. 

The first ad is here, the first ad is here!

It was blah as an ad, but brilliant as a business strategy: introduce a new product with the first ad position in the Super Bowl. Big idea. Although stealing share from great craft beers, like we have here in Wisconsin, will be a lonnnnnnnnnng uphill climb for a company whose flagship brew is bad beer. Good luck with that In-Bev! We’ll see if Black Crown will be around for the next Super Bowl.

The M&M’s ad was fun. I bet Meat Loaf is laughing. Seems like the more lame the song is, the more funny the ad can be.

Audi and Mercedes must use the same research. They’re both pandering to the high school reverse-asperation phenomena reserved for brands like Axe. Bad form for such prestigious brands.