Archives for February 2015

February 19, 2015 - No Comments!

Slicing Through the Clutter

There is so much clutter and noise constantly bombarding our senses that an advertisement really has but a fraction of a second to attract our generation's infamously hyperactive attention span. This may be why I tend to be drawn to Ad agencies and brands that are willing to take a unique and risky creative direction.
Last week a friend sent me a video advertisement for K-Mart that his agency had helped work on. The spot is called "Ship My Pants" and very simply cycles through a diverse set of customers shocked by the slogan for K-Mart's new in-store shipping service.

This advertisement represents one of the genre of video spots that a successful campaign needs in order to cut through the clutter of media. Viewers instantly pay attention as they can't believe that their TV just said "Sh!t My Pants", only to find out by the end of the commercial that they are watching a K-Mart shipping promotion. The shock value of this spot ended up doing wonders for the campaign. The video went viral and within two weeks, had tens of millions of views on youtube. The ultimate indication of a successful viral campaign? My mother sent me a link to it asking if I had seen it. Winning.

February 19, 2015 - No Comments!

Horror-ble Advertising

I have had a love/hate relationship with horror movies since I was a wee lad watching Goosebumps over my older sibling's shoulder. Though it often feels like my conflicted sentiments towards horror are unique, I'm well aware that this type of relationship is common with this genre.
Perhaps the affinity for the climatic buildups that define horror narratives is what makes this Dirt Devil spot one of my all-time favorite TV Advertisements. Check it out below.

This incredibly creative, thorough, and immersive advertisement is exactly the type of content that draws me to the industry. Combining horror with comedy in film has a historically proven propensity for failure, yet this minute-and-a-half long Ad manages to nail it. Though this Ad was made for a German audience, it is universal in its delivery and substance. I can not get enough of this spot, and through it Dirt Devil achieves an entirely new level of cool.

Check out a related Dirt Devil Ad that drops the horror and sticks to comedic relief:

February 19, 2015 - No Comments!

Social Media #Detectives vs. Their Traditional Counterparts

The tragic bombings at the Boston Marathon last week created international shock as details of the attack poured out via digital, social, and mainstream media outlets. Mainstream media was initially lauded for their extensive coverage and immediate updates on the investigation, while social and digital media offered their own forms of a helping hand. Aside from initial photos posted by users to Twitter and Instagram of the post-bombing scenes of mayhem, Reddit snatched the spotlight as the most influential social media outlet, especially as the investigation progressed.

Reddit, which calls itself the “Front Page of the Internet,” became a location for users to aggregate photos, videos, and any other potentially useful information in identifying the subjects.  Harmless and Noble right? Their intentions surely were. The reality, however, became muddled by false leads gone viral. As assumptions of subjects jumped to {all} other social social media channels, innocent marathon bystanders instantly became public enemies.

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What happened next is a little confusing. Mainstream media attacked Reddit for their role in spreading the false accusations made on their site. The users and moderators of the Reddit Forum denied their responsibility, however insisted that users stop posting on the men proven innocent.  The forum also blamed mainstream media for dispersing the innocent photos and making them go viral. The New York Post, the mainstream outlet that Reddit moderators were likely referring to, published an issue with a cover photo of the falsely accused innocent young men. They stand by their choice to publish the issue to this day.

More here at Slate