The answer to the advertising riddle is buried deep inside the product or service. This is not an original idea. Advertising legend, Leo Burnett, for one, was a big believer in this method. But what does it mean to look inside the product? Let's say you make tequila in the highlands of Jalisco. In this case, we have the most literal translation possible. With tequila, you can literally look inside the …
Ramen Hero Brings Fun Back To Advertising, And Their Timing Is Impeccable
Ramen Hero delivers real "Honkaku" ramen to your American doorstep. What is Honkaku? According to Ramen Hero: To start, Honkaku is most commonly translated as “authentic,” and you might also see translations like “fundamental,” “genuine,” or “original.” But while those are all essentially accurate definitions, they don’t really capture the spirit of the Honkaku, and that spirit is essential. Honkaku isn’t just a …
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3 Shades of COVID-19: Community Service, Playful Reminders, and Human Connections
COVID-19 is deadly and frightening. In business terms, the pandemic is highly disruptive. The contagious disease is sending shockwaves of change that are being felt by workers and employers alike, all over the globe. Brands naturally want to help but is this genuine impulse helpful (in Marcom terms), and to whom is it helpful? Let's explore... Michelob Ultra In Michelob Ultra's case, the help from the brand is …
A Better Idea: A Series of Homemade Frito Pie Recipes by Non-Celebrity Chefs
For way too many individuals and some brands, COVID-19 has turned into The Self-Righteous Olympics. For instance, Frito-Lay's internal creative team let go of this commercial fart. https://youtu.be/aqOvJ_9YVa4 The spot starts by saying, "Things are hard right now. The world doesn't need brands to tell us how to think or feel." If this were true, Frito-Lay wouldn't be saying it in a commercial. The spot then …
Next Time You Go Somewhere, Drive A Lexus (Or Any Toyota) To Ace Hardware
Put people first. Refer to car buyers as people and treat them as guests? I don't get it. I don't get it because I don't own a Lexus or Toyota. https://youtu.be/3-XxLd-UMcQ A Company with A Conscience and A Big Wrench As a result of the COVID-19 pandemic, Toyota Motor North America, Inc. continues to assist those in need with essential supplies, emergency relief and is providing on-going support to many …
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Big Brands Make Creative Adjustments During COVID-19 Pandemic
The COVID-19 pandemic is altering the business landscape in dramatic ways. The retail sector is CLOSED, except for grocery stores, and restaurants that offer takeout or delivery. Airlines and hotels are operating on the thinnest of ice with next to no revenue. Millions of people are now working from home, and so on. Brand advertising too has changed. Let's have a look... Facebook: Where Human Connections …
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Put Your Hand Down, Suitor Man
Bruketa&Zinic&Grey in Zagreb, Croatia has smartly modified existing creative to create a whole new message for today's social distancing-sensitive audience. The agency's client, Karlovačko beer, has adapted its year-old Among Your Own creative for this COVID-19 infested time. First, let's see the adaptation: Now, let's view the original: The TV commercial was directed by a BAFTA Best Film …
Two Faces of the CEO: Is He Better Behind A Desk Than He Is In Front of A Camera?
Testify. That's what the CEO long shot is all about. The man in charge addresses the lone camera and reassures and convinces all by uttering his precious words aloud. Just by making his thoughts known they become real. CEOs are the best magicians! Here's the leader of Jersey Mike's thanking his franchise owners, not his employees, because he doesn't see them as his employees. The sandwich makers work for the …