20-Something Ad Man

Unmarketable: A Review

2010-07-16T19:10:00.000-05:00

Are you a sell out? According to Anne Elizabeth Moore, there's a very good chance you are.

I just finished reading Unmarketable: Brandalism, Copyfighting, Mocketing, and the Erosion of Integrity. For the majority of the book, Moore cites example after example of corporations using mostly deceptive marketing tactics to target underground/punk/DIY communities in seemingly organic ways. One of her basic argument is that independent, artist types are easier to convert to a capitalistic, profit-driven agenda than they'd like to believe. Moore, a member of the independent community herself, seems to work off the assumption that corporations = evil, punk = good. She describes the goal of a corporation is to "pursue profits over passion."

As an advertising professional (a member of the "suit" community), I find myself torn between the have and have-nots, between wanting to embrace edgy, underground marketing tactics and wanting to preserve integrity. Here are a few of the noteworthy examples:

Toyota paid MadTV to make fun of the 2007 Yaris in a sketch - They captured attention and increased sales by making it a part of American culture.
Sony hired street artists to "graffadi" cities throughout the U.S. to promote the PSP - Despite legal fines, this is a cheap way of reaching an urban demographic, but can lead to backlash.
Nike ripped off an indie band's CD artwork to promote a skateboarding tour - This led to outrage with the band but street cred with many skateboarders

Unmarketable is a philosophical look at how companies are turning to new and interesting forms of advertising and what those ramifications are. Someone is quoted in the book as saying "This world is controlled by corporations and creatively fueled by the independents; it's only a matter of time before both entities walk hand in hand in harmony." So, have you sold out?

7/11 Campaign Drives Store Sales With Online Incentive

2010-06-01T20:11:00.002-05:00

Check out this 7/11 campaign that merges offline with online. I'm not a fan of - or more accurately knowledgeable of - this popular Facebook application, but what a great idea. I'd be interested to see the crossover rate, people who buy the product in-store and redeem their free gift online.

Any going to buy a Big Bite now?

Change Your Life in 59 Seconds

2010-05-28T16:30:00.062-05:00

What if someone told you that you could change your life in 59 seconds? That was the premise behind a book called 59 Seconds: Think a Little, Change a Lot by Richard Wiseman.

Seeing advertisements all over the London tube intrigued me to read the book.

You can't actually change your life in 59 seconds, but Wiseman does do a good job at compiling years of extensive social psychological research and condensing it into neat little tidbits.

Some of my favorite:
1. Be a giver - Small acts of kindness towards others can boost your happiness.
2. Keep an office plant - It can increase creativity and problem solving
3. Put it in writing - People are less likely to lie via e-mail.
4. Praise effort over ability - One of the problems with the Millennial Generation (myself included) is that we were told "good job" even if we didn't put forth the effort. Now we expect things to be handed to us.
5. Make a tough decision - Focus your conscious mind on a puzzle or painting while your unconscious mind does the work.
6. Don't lose your wallet again - Wallets with baby photos are returned nearly 40% of the time.
7. Ask about pets - When people talk about their pets, they reveal their own personality.

There's also a lot of fun, little puzzles and demonstrations throughout the book. For anyone who's interested in Psychology - especially of the social variety - this is a quick, yet enlightening, read.

Chicago Summer

2010-05-27T20:44:00.000-05:00

The return of 70+ degree weather can only mean one thing -- Chicago summer is upon us once again! For those unfamiliar with the city, you're missing out. This would be the perfect place if someone could find a way to make the hot, sandy beaches, the cool lake breeze, the fireworks, the free concerts and the late night, outdoor beer gardens last year round.

To kick off the season, I'd like to share a few of my summer 2010 music selects:

5) Neon Indian "Deadbeat Summer"
4) Goldfrapp "Rocket"
3) B.O.B. "Airplanes"
2) Yeasayer "Ambling Alp"
1) Katy Perry ft. Snoop Dog "California Girls"

Enjoy!

Entertainment is King in Advertising

2010-05-03T01:21:00.002-05:00

According to Rupal Parekh of AdAge, Long-Form Ads Are the Way of the Future. His article points to a recent trend where advertisers are producing longer and more entertaining "commercials". In theory, these adverts are better at engaging the consumer than :15 and :30 second blips. One example shows that when Hulu watchers are given the choice of one 2-minute ad or several :30 ads, 88% opted for the longer ad.

LOOKIN' GOOD: Elijah Wood and Shirley Manson play around on a bored day.

I agree with Rupal's analysis that long-form commercials can be engaging when the content is more entertainment than advertisement. For instance, watch the eyewear designer Oliver People's film/ad featuring Elijah Wood and Shirley Manson.

But I also know from personal experience, that not all consumers are paying attention to these ads. In the Hulu example, it wouldn't shock me if half of those 88% were choosing the longer ads and then not watching them. The longer ad up front gives them the opportunity to take in the content they really want without interruption.

By subtly incorporating their products into entertaining videos (i.e. Oliver People's 2010 campaign), they are increasing their brand awareness without having to shove the product down our throats. Consumers will be more willing to seek out this content and more willing to actually pay attention.

But that's just my two cents. What do you think?

Eyjafjallajökull Can't Stop a Good Show (Okay, yes it can)

2010-04-20T23:54:00.002-05:00

Two Door Cinema Club is stranded in the UK. I made the most of the situation and went to Schubas regardless to hear some cool, new, local Chicago music- Bla Bla Bla and The Gemini Club. Good stuff!

The Picture of Dorian Gray

2010-04-07T21:12:00.001-05:00

In preparation for a recent European vacation, I decided to pick up some books from the Library. An artsy coworker recommended The Picture of Dorian Gray by Oscar Wilde. What a happy coincidence that the book is set in London, where I was headed! Wilde refers to streets and neighborhoods that I got to explore, more than 100 years later.

The story centers around Dorian Gray, an extremely handsome young man. As Basil Hallward paints his portrait, Lord Henry Wotton tells Dorian that he needs to stay young and beautiful as long as he can. Dorian makes a fatal wish that his looks may remain as the portrait's ages. Later, he comes to realize that the painting has become a window to his soul. Every time Dorian commits sin, the portrait grows uglier.

Wilde writes a morality tale exposing human vanity and the corrupting power of sin. Although he can be a particularly dense writer, his words are powerful and captivating. It's interesting that he received a lot of criticism when the story was originally published, but today it is considered a classic. This book makes me wonder, what is the price of beauty?

Fun in the Sun

2010-03-02T17:31:00.003-06:00

Photo shooting in Florida right now. Sleep derivation will be extreme but this is what it's all about. Glad to have some down time by the pool.

To Buzz or Not to Buzz?

2010-02-10T23:18:00.002-06:00

As a user/promoter/fan/friend of social media, I ask my fellow techno-geeks: To Buzz or Not to Buzz?

Undoubtedly, William Shakespeare himself would have been confounded by this situation. Here we are, content with Facebook and Twitter, each serving their purpose, and Google comes along, trying to one-up these guys with "Buzz."

I haven't invested enough time to fully explore it's capabilities, but I don't think Google has given us anything we didn't have before. From initial observations with my early-adopting friends, I can see a thread of posts, very similar to tweets or links posted on Facebook walls. Within these "buzzes" (is that what they're calling them these days?), I can Comment, Like, Reply by E-mail or Reply by Chat. Honestly, I can do that all in Facebook (or at least with old Facebook; who knows what changes FB has up its sleeves). Seems like one more reason to procrastinate that we didn't really need.

So what's the buzz about? Why bother? If you're like me, not all of your friends are on Gmail, which means the community is somehow exclusive, elite almost. Plus, less members means less noise. It's been reported that people are only true friends with 38% of their Facebook contacts. If gmail is any different, then we're seeing posts only by people we actually correspond with (for now, anyways). Not only that, but since Google is slowly taking over the universe, can you imagine the cross-applications within their product lineup? Received a hilarious drunken voicemail that you need to share with the world? Buzz your Google Voice mail!

Maybe when I get my Nexus One, Google will finally make sense!

What do you think? Will we be Buzzin' in 2010?!?

Photo: REUTERS

Smurfs on WGN?

2010-02-05T08:13:00.001-06:00

Smurfs on WGN?

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2008-10-16T22:20:00.000-05:00

Hola. Mi llamo Justino y hablo espagnol. Como estas? Estoy muy bien!

There in one line is the entire accumulation of my Spanish knowledge, but not for long - I hope! While perusing Free Shit, I found an offer to apply for 6 free language classes at some academy. I was one of 24 lucky winners and begin my introduction to la langua romantica Saturday! This should be interesting...

Var finns Ikea?

2008-10-07T23:10:00.000-05:00

So I put together my first-ever piece of Ikea furniture after my first-ever trip to the store in Schaumburg. My roommates and I are now proud owners of the Bjorkudden table and the Stefan chairs.

I have to say, assembly wasn't that bad, although it probably took 4+ hours. There were no missing pieces and everything fit together as it should.

Isn't it cool that we live in a global economy where someone can buy Swedish* furniture in America at an affordable price.

*Designed in Sweden, made in China

Dreams of Death

2008-10-01T23:47:00.000-05:00

Last night I dreamt that I was in a plane, and the plane was crashing. It was so vivid, so real, and I can distinctly remember my thought process as it was occurring. At first I was in denial because I usually escape bad situations unharmed (like the car crash I was in or the time I almost got mugged). I thought for sure the plane would readjust at the last minute and everything would be fine. But I soon realized that wasn't the case. I realized that I was going to die. Talk about freaky! Upon this realization, I felt scared and nervous, not ready to die. Once I accepted it, however, I began to pray to God for forgiveness for any transgressions I had committed. It's so weird that yes, one day, we will die, don't you think?

The freaky thing for me: this is the second plane-crashing dream I've had this year. Guess I won't be flying anytime soon!

Halloween's A-Coming

2008-09-28T17:11:00.000-05:00

School is back in session, Fall is in the air, and there is a surplus of candy at the grocery store. That can only mean one thing: Halloween's a-coming! Last night I went to a disguise-themed party, dressed as a young Tom Selleck/1970s band-it, and it gave me a taste of what is to come.

This begs the question "What will I be this year for Halloween?" I'm thinking either something classic (i.e. a vampire, like I was in 5th grade) or something fun (like a zombie). Not really sure yet - anyone know what they're dressing as or have any ideas?

Power of the Word

2008-09-22T20:54:00.000-05:00

I've recently witnessed the power of WOM (word of mouth marketing) firsthand:

1. My roommate doesn't know what movie to watch - I tell her to check out hulu.com

2. My roommate asks what I'm doing - I tell her I'm watching Nip/Tuck on hulu.com

3. The next night, my roommate is watching Nip/Tuck and other shows on hulu.com.

I've been on the other side, too, when friends have told me about new songs they were listening to, books they were reading, or websites they were joining. When we go and take their advice, THAT is WOM at its finest.

E-Cover for Esquire

2008-09-22T20:28:00.000-05:00

I was supposed to get this....

...but instead I got this....

Esquire unveiled the first-ever digital magazine cover today, which utilizes special e-ink technology and integrated batteries. Apparently my coke-rewards-purchased subscription didn't get me the ground-breaking cover. (You can click the first picture to see a video of it.)

I'm left to only imagine the implications - digitally animated cereal boxes, clothing, wall papers...Does the 21st Century begin now? Only time will tell.

I cream for ice cream

2008-09-22T00:24:00.000-05:00

I was on the 'L' yesterday when I noticed this ad for i cream, which offers instantaneous gratification. Really? Did they not think that name through, as to how it could be misconstrued? Or were they going for a mild sexual implication, since we all know sex sells?