Although the collective group of tv ads from the 45th Super Bowl, (a.k.a. Brand Bowl) weren’t as entertaining as the actual game, a dramatic, down to the wire 31-25 victory for the Packers, there were a few ads that really stuck out to me. Here are my top 3 ads from this year’s Brand Bowl, starting at #3 and working up to my #1 favorite ad of the night. Let me know if you agree, disagree or what other ad(s) you would’ve had in your top 3.

#3 Bridgestone’s “Reply All” :30 spot

Agency: The Richards Group

Dallas-based The Richards Group and client Bridgestone brilliantly captured the emotions most of us associate with a common office faux pas: accidentally clicking the “reply all” button on a sensitive or inappropriate email. Whoops! For those of us that have committed this unfortunate offense, we probably didn’t handle the situation like the guy in the spot but we probably had emotions and thoughts similar to those portrayed in the spot, haha. Agree or disagree, haha? If you liked the version that aired last night, check out the extended version here.

#2 Volkswagen’s “The Force” :30 spot

Agency: Deutsch L.A.

Although I preferred the :60 spot that was strategically leaked a few days before the big game better, Volkswagen’s :30 version of “The Force” during the Super Bowl was my second favorite ad of the night for the simple fact that is was just darn cute. Yes, I just used the word cute. Sue me, haha. Created by Deutsch LA, the ad features a mini Darth Vader (a kid in a Vader costume, actually) using The Force (actually a key fob secretly used by his dad) to start up a 2012 Passat. In addition to liking the spot itself, I thought Volkswagen’s strategy to release the :60 second version onto YouTube to try and generate social buzz was a “Brandtastic idea!” With well over 12 million views of the :60version BEFORE kickoff, as well as a trending tropic on Twitter, Volkswagen definitely got its $3 million dollars worth and then some from this bad boy. Bravo!

#1 Chrysler’s “Imported from Detroit” 2:00 minute spot featuring Eminem

Agency: Wieden + Kennedy, Portland

And now for my favorite ad of the night and the should be winner of Brand Bowl XLV: Chrysler’s “Imported from Detroit” spot, featuring Detroit’s very own Eminem.

I thought everything about this ad was fantastic! The gritty imagery of downtown Detroit, the in your face voice over, the “Lose Yourself” soundtrack playing in the background, the gutsy two-minute length, the cameo by Detroit native Eminem and finally, the tagline “Imported from Detroit.” How’s that for a badass brand statement?!  Not surprising that long time Nike agency of record Wieden + Kennedy created this spot because of their reputation for bold ideas and bad ass brand anthems that push the envelope. This spot was no exception and serves as an example of how a great tv ad can still move the needle. An interesting side note I found out after the game, due to the length of the spot Chrysler had to get specific approval from the National Football League in order to air it because most commercial intervals are only 90-seconds long. A big thank you to the NFL for allowing this spot to air and great job Chrysler and W+K!

Last week on Twitter I shared this great video I came across on AdFreak and decided over the weekend that I liked it SO much I should share it here in case you aren’t on Twitter (yet) and/or don’t follow me (yet, @MattStengel). Hopefully it makes you smile, laugh and even ponder the overall message of the video, which I LOVE by the way. Very inspiring to an advertising geek like me, ha.

In case you’re curious, the video comes by way of Toronto-based ad agency john st., who in 2010 took on its toughest challenge yet. Make Chelsea Bedano’s birthday party a success in an already cluttered birthday market. The results were astounding but I guess you’ll have to see for yourself. Enjoy!

“Diversity is definitely a very important thing in any industry in the world, especially advertising because advertising can literally influence and affect the world.”

–Tiffany Edwards, P.O.P

I can’t recall the exact moment when I decided I wanted to go into advertising but I do remember gravitating towards the profession very early on in college. However, even once I decided I wanted to focus on it in school it took me awhile to figure out whether or not I wanted to work on the creative or account side. I think my struggle to decide was due in large part to the conflicting parts of my personality and the various passions and interests I have. Be it as a child or as an adult, I’ve always enjoyed assignments or projects that allow me to showcase my creativity and/or strategic problem solving skills. Ultimately though, what led me to the account services side was my passion for helping people tell their story/message and solve their problems, both strategically and creatively. It’s a decision I’ve yet to regret and one I’m thankful I made.

But what if I hadn’t been fortunate enough to attend a school that offered a degree in advertising or grown up in a house with parents that encouraged me to cultivate my curiosity and creativity and pursue my passions? Or, what if I wasn’t Caucasian? Yes, I’m bringing race into things because most of the advertising world is predominantly white. I don’t know why, but it is. What I do know is that in order for advertising to thrive in the coming decades the advertising community as a whole must work together and make it a priority to expose young people of diverse backgrounds to the agency world and all the amazing positions that exist within it. Without diversity in advertising we as an industry are limiting ourselves and missing out on ideas and ways of thinking that people of a diverse background can bring to the table.

Interestingly enough, the other day I came across an inspiring short film titled, “The Pursuit of Passion: Diversity in Advertising,” created in partnership by the 4A’s and VCU Brandcenter. According to VCU Brandcenter’s Rick Boyko, ‘Pursuit of Passion’ is aimed at ‘exposing, educating and exciting minority high-school and community-college students, as well as their counselors and parents, to the opportunities available in a career in the advertising and marketing industries.’ Mr. Boyko, along with Cecilia Gorman, VP-director of creative services at Y&R/Wunderman, Irvine, Calif., served as managing director and producer on the film that features perspectives, insights and stories from agency folk from the likes of TBWA\Chiat\Day, Ogilvy & Mather, Young & Rubicam Brands, McCann Erickson, Bartle Bogle Hegarty, Omnicom, and MDC Partners to name a few.

Visit the Pursuit of Passion Web Site to see clips and learn the latest updates on this important project or view the film in its entirety above.

If you found this post/subject interesting you should also check out a recent Advertising Age article titled, ‘Minneapolis’ BrandLab Aims to Diversify Ad World’s Future.’ It’s a great piece about the efforts of the Minneapolis ad community to connect diverse and low-income high school students with some of Minneapolis’ most talented marketers and agencies.

So it’s December now and the holiday season is in full swing. With Christmas and New Year’s only a few weeks away, people across the country are frantically running around trying to find those last minute gifts. In all the hustle and bustle, we often forget to stop and reflect on how lucky we are even in these tough economic times. I know at times I catch myself complaining about how unfair certain things are in my life but when I stop and really think about what I have a big smile usually finds its way onto my face because I know I’m fortunate in so many ways. One of the things I’m most fortunate for is where work at and who I get to work with.

At Colle+ McVoy in Minneapolis, I’m able to be surrounded by amazing people who share my passion helping brands achieve uncommon results, but also my passion for doing good in the community. C+M is always looking for inventive and innovative way to raise money for charity and this holiday season is no different.

Introducing The Happiness Exchange, a campaign all about celebrating the great feeling that comes from helping others and sharing it with the world. At C+M, we want to change the harsh realities within our communities and create a happier world by asking people to donate $1 and a smile. All proceeds go to The Greater Twin Cities United Way, which assists people with basic needs, health and education. So your $1 donation will go a long way to help those who need it.

Thanks for stopping by and hope to see your beautiful smile soon over at happyexchange.org

“Mobile should no longer be treated as a vertical, stand-alone channel. Rather, it can be horizontal throughout the entire ecosystem of a campaign and, as a result, it is the responsibility of the entire agency, not just one designated team, to make sure it is part of the integrated solution.” – Patrick Moorhead, VP, director of mobile platforms at Draftfcb Chicago.

Last week, Draftfcb Chicago announced a new partnership with Velti, a leader in mobile marketing and advertising technology solutions, that will provide the agency and its clients a full range of in-house mobile services and capabilities. You can read the full press release from Draftfcb here.

Now I realize this may not seem like big news to you but it’s very big and exciting news to me because I feel it signals a shift in agency thinking toward the mobile platform. It also shows me that at least one agency recognizes the increased importance the mobile channel now plays when it comes to reaching and engaging consumers.  Like a lot of agency folk out there, I was skeptical about mobile marketing in the beginning but lately find myself become more of an advocate. And with somewhere between 45-60 million U.S. smartphone users, the mobile channel, specifically barcode technology, is now an opportunity for brands to engage a large demographic by connecting traditional media with campaign specific content such as micro-sites on the mobile web. QR codes and 2D codes such as JAGTAG allow for advertisers (if they choose to do so) to fully integrate multimedia (videos, music etc.) into offline campaigns. They also provide consumer call-to-action’s that allow brands to deliver content-rich, relevant and instant messages/experiences.

Unfortunately, until more “traditional” ad agencies like Draftfcb take the initiative to partner with mobile technology companies and fully integrate mobile offerings in house, I don’t think mobile (specifically mobile barcodes) will become mainstream in the U.S.  Many brands/clients seem hesitant about the mobile platform because it’s still somewhat unproven but also because their agency or agencies don’t confidently offer mobile strategy/solutions. This may be due to the fact that many agencies still don’t have the internal capabilities and/or mobile strategists in place to successfully integrate mobile with traditional multi-platform campaigns, which is unfortunate. I mean, how are clients supposed to embrace mobile if agencies don’t?

The way I look at it, the potential for brands to leverage mobile bar codes in all marketing initiatives is huge. With Nielsen predicting that smartphones will overtake feature phones in the U.S. by 2011, agencies need to start looking for ways to fully integrate mobile into their clients marketing initiatives, not just as an afterthought, but as a main component.

If you’d like to see some branded case studies involving QR codes, check out these examples or my latest Fun Friday post. Also, check out Tom Martin’s post QR vs. 2D Codes if you’d like an easy way to understand the differences between QR codes and 2D codes like JAGTAG.

Images via Teic.ie and JAGTAG

T.G.I.F. because that means it’s time for another Fun Friday post from yours truly. This Friday, I wanted to look at how mobile technology, specifically QR codes, are quickly changing the way marketers reach and engage customers. In case you’re unfamiliar, Quick Response (QR) Code technology has been widely used in Japan for several years but has yet to reach mainstream status here in the U.S. However, examples like the ones below lead me to believe that mobile QR code technology is about to explode in the U.S. And when I say explode, I mean like Facebook, Twitter and Justin Bieber. Why? Because QR codes are unique, quick, easy and can be used in many ways (text message, video, audio, phone number, email, url) that allow a brand to connect immediately with a person and engage them when they first come into contact with an ad. Look for me to talk more in depth about this next week.

Here are three recent examples that showcase how brands are using QR codes to connect and engage:

New York Department of Sanitation Using Mobile Barcodes to Promote Recycling

“The real value for marketers who participate on Twitter is in creating an ongoing dialogue with consumers that enables brands to become a more meaningful part of people’s everyday lives.” -360i

As someone who is active on Twitter daily (you can follow me @MattStengel) and is curious about how people and brands interact with one another on Twitter, I was very interested to read a new study that was released yesterday by digital agency 360i, revealing some insight into how consumers and brands are using Twitter – and how brands can apply consumer use patterns to improve their own presences on the platform.

The study, which was conducted over a 6-month span, analyzed some 1,800 tweets published between October 1, 2009 and March 31, 2010, found that despite the successful efforts of brands like Dell, Dunkin’ Donuts, Ford and Starbucks, most brands’ attempts to embrace Twitter still lead to their brand being on the outside of most conversations. Personally, I wasn’t at all surprised to read this because my experiences on Twitter have led me to believe that most brands still don’t “get it” and use Twitter mainly as a PR megaphone or simple RSS feed instead of having engaging one-to-one conversations with people.

Some interesting findings and a few of my thoughts:

- 90% of Twitter messages are sent by real people — the other 10% come from businesses.

- 43% of all tweets start with @, which means they are directed at a specific person, meaning the number one reason a user on Twitter creates an original tweet is to converse with another user.

- Only 16% of brands’ tweets involve direct engagement with a specific user and only 1% of consumer tweets that mention a brand are part of an active conversation with a brand.

 - 3 out of 4 tweets by brands contain messaging centered on news and information and only 16% of tweets demonstrate active dialogue with consumers.

To change this, brands should take a more conversational tone with their tweets and look for ways to engage people by asking questions and inviting responses rather than just broadcasting branded messages and press release type tweets. That’s what a website is for. The recent Old Spice YouTube campaign that used social networks like Twitter to engage in active dialogue with consumers is a great example of what I am talking about.

- Only 12% of consumer tweets mention a brand by name

This means that conversations about brands on Twitter are still limited, however, when people do tweet about a brand, about 20% of tweets demonstrate an outward opinion of the brand, with only 7% demonstrating negative sentiment.

 - Only 8% of Twitter users keep their tweets private

Unlike with Facebook, where privacy controls make it difficult for marketers to monitor conversations among consumers, only 8% of Twitter users make their twitter accounts private and 85% of tweets are original content rather that re-tweets. Because Twitter is a tool that people use to express themselves, it represents an opportunity for brands to learn about their customers by listening and engaging them in a mostly organic, un-filtered and un-moderated environment.

So what does it all mean?

First off, I would be curious to see what percentage of tweets mentioning a brand are generated by users because of offline initiative or another initiative in another online space. I would also bet that although a percentage of tweets don’t contain a brand name, they could contain a link to branded content or news about a particular brand.

Secondly, What these findings tell me is that there is a huge disparity between how consumers use Twitter versus how brands use it. I think this difference in approach or behavior is part of the reason why many brands have been unsuccessful on Twitter and have failed to produce any amount of ROI. Isn’t the main idea behind social networks to be social and engage with others in conversation?

Lastly, brands on Twitter should look to engage in authentic conversation with users who talk about their brand because this will help promote a deeper relationship between the brand and the consumer, as well as help to generate more Re-Tweet’s. However, I think the quote below best sums up my feelings towards brands participating on Twitter:

“The real value for marketers who participate on Twitter is in creating an ongoing dialogue with consumers that enables brands to become a more meaningful part of people’s everyday lives.” -360i (Follow on Twitter @360i)

What do you think about 360i’s findings? What are some brands on Twitter that you think do a great job of engaging followers and why? I’d love to hear your thoughts and ideas so feel free to leave a comment. Also, if you’re on Twitter you can follow me @MattStengel

Hello there! Happy Friday and thanks for stopping to read my Fun Friday #5 post! Today I wanted to talk about the latest “Brandtastic Idea” from Old Spice. There’s a good chance you know what I’m talking about and there’s an even better chance you’ve already seen some of the videos from this hugely successful YouTube campaign that took the internet by storm this week. But just in case you avoided all forms of social communication over the past few days, here’s a little recap of what’s been going on:

On Monday, a team of Wieden + Kennedy Portland creatives, tech geeks, marketers and writers gathered with actor Isaiah Mustafa somewhere in Portland, Oregon and orchestrated one of the greatest “cross-channel,” “social,” “viral,” or whatever you want to call it, marketing campaigns in recent memory on behalf of Old Spice. How’d they do it? They leveraged social networks such as Twitter, Facebook, Reddit and blogs, inviting Old Spice fans and followers to ask Mustafa’s character (a.k.a. ‘the Man Your Man Could Smell Like’) questions. All responses were then tracked and users who contributed interesting questions and/or were high-profile people on social networks were responded to directly and by name in short, funny, personalized videos that were then posted on Old Spice’s YouTube channel and Twitter feed. Pretty sweet, right? One fan asked Mustafa’s character to create a video in which he facilitates the fans’ marriage proposal to his girlfriend. And guess what? He did it and she said YES!

Over the three day campaign, Old Spice, Mustafa, and the Wieden + Kennedy team, led by Global Interactive Creative Director Iain Tait, produced 184 personalized YouTube videos, including videos to high profile Twitterers such as Ellen Degeneres, Perez Hilton, Christina Applegate, Demi Moore, Ryan Seacrest, Alyssa Milano and Digg founder Kevin Rose. If you do the math that’s a little under 4 videos produced and posted every hour! What’s even more incredible is that they did it in real time!

I tip my hat to Old Spice for having the courage to try something like this and for allowing Isaiah Mustafa and the manliest of manly men at W+K the creative flexibility to bring it to life.  Below are a few of my favorite videos from the campaign but I’d really like to know which videos you enjoyed the most. Feel free to leave a comment or link to your favorite video(s). If you’d like to see more of these hilarious videos, you can visit the Old Spice YouTube channel by clicking here.

Brands these days are trying to figure out creative ways to cut through the clutter of a noisy advertising landscape. The challenge of reaching people, engaging them and ultimately winning their loyalty has been altered with the emergence of new media platforms and rapidly evolving technologies. Advertisers and marketers have been given the task of trying to figure out how to incorporate these emerging media (i.e. mobile, digital and social) into their campaign strategies, while also adjusting how they use traditional forms of media, such as TV, print, radio and yes, even billboards. Lately I’ve been interested in how technology is changing the way brands use out-of-home (OOH), such as billboards, and how brands are integrating billboards with the rest of their marketing efforts . Recent advancements in digital technology is quickly transforming this old, once static ad channel into something that is now interactive, allowing brands to create engaging experiences like never before. You might remember me talking about a digital augmented reality billboard created by the Netherlands Central Government in my Fun Friday #2 post.

A more recent example of what I’m talking about is the new Forever21 digital billboard in Times Square that uses technology borrowed from high-tech spy cameras. Featured in a Fastcompany article last week and allegedly inspired by designer Chris O’Shea’s Hand from Above project, the massive 61-foot digital billboard was created by Minneapolis based space150 for client Forever 21′s new Times Square store.

The billboard uses high-def cameras and custom built video software that allows giant models dressed in Forever21 clothes to interact with the crowd in real time. The virtual models interact with the crowd by taking a Polaroid photo of the crowd and showing it to them.  Even better, the models occasionally pick up individuals from the crowd, turns them into a frog by giving them a kiss, and then drops them into a Forever21 shopping bag! How cool is that?! Another interesting feature of the billboard that I really like is the live on-screen twitter feed displaying messages from fans of Forever 21.  Since debuting last week, the billboard has generated a massive amount of word-of-mouth and social-media buzz, allowing the Forever21 brand to have many more impressions than they would’ve gotten with just a plain old static billboard. I have no doubt that this social buzz factor was a main reason why Forever21 decided to create a billboard like this and put it in a high traffic area like Times Square. Smart and strategic. I love it!

I definitely think digital billboards, especially ones that incorporate augmented reality such as this one,  should be used by more brands in high traffic places like Times Square for several reasons:

1.) Traditional media is often ignored or tuned out and digital billboards offer a way to create a memorable and engaging experience for a large audience, even in a place as noisy and cluttered with static ads as Times Square

2.) With most people owning some sort of smartphone with picture and video capabilities, a unique and engaging billboard like Forever21′s has the ability to generate tons of word-of-mouth and social media buzz. This allows a brand to reach a larger, more wide spread audience.

3.) It’s a unique and interesting way to start a conversation and a great platform to promote other online or offline efforts, such as a Facebook page, Twitter feed, YouTube channel, mobile coupon or contest, direct mail piece, in store coupon etc.

4.) Digital outdoor billboards offer unsurpassed flexibility and impact in comparison to traditional static billboards and print ads

5.) Digital billboards are able to provide custom messages that can be easily adjusted at specific times, for specific locations and for specific audiences

What do you think about digital as it relates to out-of-home and billboards? Is something like Forever21′s Times Square billboard worth it? I’d love to hear your thoughts and/or ideas, so feel free to leave a comment.

Image via FastCompany.com

Times Square Billboard by Space150 video from Cliff Kuang on Vimeo.

One of the reasons I got into advertising is because I’m fascinated by the power strategic and well executed advertising has on people’s emotions, purchase decisions and brand loyalty. It’s no secret that the need for creating an emotional connection with people is necessary for an ad or an entire campaign to be truly successful, yet many brands seemingly struggle to create campaigns that connect with people on an emotional level. Lucky for you , today’s Fun Friday post features some great commercials that are doing a fantastic job of drawing out positive emotional reactions in people, helping connect the brand with the target audience. Check’em out and let me know which one(s) causes the most powerful emotional reaction in you.

First up is the hilarious new TV spot for Jack Link’s Beef Jerky “Messin with Sasquatch” campaign, titled “Campfire.” Created by one of my favorite agencies, Minneapolis based Carmichael Lynch, the spot shows a group of young campers, who after snacking on Jack Link’s jerky, choose to Feed Their Wild Side by encouraging the innocent and unsuspecting Sasquatch to take a load off on a chair planted with a Whoopee Cushion. Not finding the practical prank very funny, Sasquatch gives the pranksters a literal whiff of…well, I’ll let you find out for yourself.

If you liked the above version of the commercial, you can check out an alternate ending below or view a couple teaser videos at youtube.com/sasquatch and messinwithsasquatch.com

Earlier in the week, Apple began airing their first iPhone 4 commercial consisting of an extract from the “Face Time” video featured at Apple’s WWDC keynoteon June 7, 2010. Directed by Sam Mendes, the Academy Award-winning director of American Beauty, Road to Perdition, Revolutionary Road and Away We Go, the commercial takes a slightly different approach than that of the original iPhone 2G, which focused on features, the Internet in your pocket, music on your phone and the 3G, which was all about apps for everything. The focus or approach with this newest campaign seems to be less on the cool features of the new iPhone 4G and more on the human and emotional aspect of using the device. The commercial does a great job of achieving this  by getting back to the basics of good advertising, which is making a real, visible, emotional connection with people. Nice job, Apple!

Last up is this new Old Spice commercial from another agency I admire, Wieden + Kennedy, who just last week won the Film Grand Prix at the Cannes Lions International Advertising Festivalfor the widely successful Old Spice “Smell Like a Man, Man” campaign. Back for more, W + K, Old Spice and “Spice Man” Isaiah Mustafa are again illustrating just a few of the amazing things an Old Spice man can do when he uses the manly scented Old Spice body wash. This commercial/campaign is a perfect example of how creative humor, if executed right, can revitalize an iconic brand like Old Spice and help the brand connect with people on an emotional level and work its way back into popular culture.