TV Spots that are Spot-On

Where are those loud pundits in the ad industry who forecasted the death of the 30 second television ad? Here we are and video in all forms is stronger than ever. Check out five notable recent ads of varying length and why we like them.

Costa Rica: PSA

Sometimes what you think is happening is not. This ad reminds us of a fact and balances the direction of our compassion. The dog is a great actor as well.

Notes: Take Note

This kind of thing has been done before (what hasn’t?), however, the execution is engaging. It also gets a bit uncomfortable. Not all is peaches and cream in life. Even with communications there is miscommunication and that is why this will stay with you for some time.

Read more

The Coming Difference in Brand Storytelling

“Thus I rediscovered what writers have always known and have told us again and again: books always speak of other books, and every story tells a story that has already been told.” Novelist Umberto Eco was echoing (all pun intended) Charles Dickens who previously spoke of life as a “furious plagiarism”.

This addresses the fun conundrum of brand storytelling. If every story has already been told then how can a plagiarism differentiate a brand?

Of course, the answer is that stories differentiate in their execution. Protagonist and antagonist. Character archetypes and fables. Three acts. These notions are important but are not at the core. The answer for brands lies in relevant and fresh approaches. Ones that are not one-way narratives but a dialogue and experience that influence changes in thought and behavior.

In the old days ad gurus would say, “Do not sell the mattress, sell the sleep.” Coke does not sell beverages, it sells happiness. AirBnb promises you will live like a local rather than making a hotel room the destination.

Michael Shermer believes, “Humans are pattern-seeking story-telling animals, and we are quite adept at telling stories about patterns, whether they exist or not.” Storytelling in marketing is constantly debated. Yet, the fact remains a banner ad, a poster, a 30-second television ad all tell stories. If they don’t the consumer makes up their own. If they do it well, a consumer inserts themselves into the narrative.

Read more

What’s New in Storytelling

“Humans are pattern-seeking story-telling animals, and we are quite adept at telling stories about patterns, whether they exist or not.” So says Michael Shermer. Storytelling in marketing is constantly debated. Yet, the fact remains a banner ad, a 30-second television ad, a poster all tell stories. If they don’t the consumer makes up their own.

Here is a roundup of current thinking on the art and science of storytelling…

How Barbie is evolving its storytelling for the digital age

The Drum covers interviews Mattel’s chief content officer Catherine Balsam-Schwaber, to find out how the toymaker is evolving its approach to storytelling. We are living in a Barbie world.

How Equinox, Coca-Cola, American Express and Marcus use data for storytelling

This is topic worthy of further examination. Stories are only going to get more dynamic. Static tales may become a thing of the past. Brands need to recognize that.

Read more

Inspired Slope-side Design

Architects Peter Pichler and Pavol Mikolaycha have vision. They took a piece of land at 2,000m in the Italian Alps and decided to do something different. The Obereggen Mountain Hut appears to grow out of the hill.

Set next to the Oberholz cable station, the hut is a modern take on the classic Stube. Those structures dot mountain ranges in Europe and get the name from the living room or parlour … the heated part of a traditional farmhouse.

The Obereggen Mountain Hut is houses a restaurant and is split into three main sections. Each window on the end faces a different mountain. The building is entirely wood. Spruce was used for the structure and interior, larch for the facade, and oak for the furniture. A sunken design ensures ensures fabulous views. We applaud the ingenuity and year round utility.

Read more

Essential Branding Truisms

Through my career in branding I have joked, “If I had a nickel for every time I said, ‘a brand is not a logo’…”. Repetition may rankle and accuracy appear obvious but neither rob the statement of its truth. Check out these branding truisms and see if you agree…especially the last one.

 

Paying Homage to Brands…Irreverently

Since I have been in branding and that is not a short time, strategists and creatives have had fun with brands and the notion of branding. When not using branding to advance businesses, these folks find ways to mash things up or pay homage to the power of a brand … often with bizarre mixes of satire, irony and irreverent reverence. Consider the following ten creative takes:

Vino Logos

Thomas Ollivier actually did 99 of these. Brands as wine is a fine idea but the Tabasco variety would take some getting used to. We wonder what how the Uber wine would be described.

 

 

Well Heeled
After his Pepsi-Mondrian can, Italian designer Andrea Salamino explored the idea if brands were sneakers what would they look like? Works for us.

Read more