[This post ran on The Next Great Generation earlier today. You should check that site daily for awesome articles]
It’s Superbowl Sunday, I’m in Wisconsin, and I have a confession to make: I don’t care about football. This sort of statement is blasphemy to the Lambeau-loving Packer fans I’ve been lucky enough to call my friends, but it’s true. Fortunately, I like food, advertising, and alcohol, so they let me watch the game with them and I’m not cast into exile for my heretic beliefs. All is well in the land of cheese and beer.
See, the Superbowl is literally “the Superbowl” of advertising. What started out as a championship battle between the best football teams in the NFL has turned into the most-watched television show of the year, so it’s a very attractive event to brands. In today’s hyper-fragmented, ad-averse society, getting 90 million+ sets of eyeballs to actually want to watch an ad is nothing short of miraculous. Companies understand this, and are willing to pony up$100,000 per second to get the privilege of beaming its messages into the collective consciousness of America.
So in between the touchdowns, fumbles, and the Black Eyed Peas freaking out half of the country with its “Dirty Bits” during the halftime show, I watched the ads. In the spirit of the USA Today Ad Meter and TNGG-Daddy Mullen’s Brandbowl, I’ll try to do my own “Sentiment Analysis” by asking random drunk friends what they think. Here’s a semi-sober round-up of a few of my favorite ads of the evening.
Chrysler: This ad is probably my favorite of the night. While I’m sure a lot of people enjoy it just for the Eminem cameo, the copy is dynamite. It’s a long-form ode to Detroit, luxury, and American engineering. Detroit is a broken-down city, a desolate wasteland of former productivity and industry, and a casualty of outsourcing. But the city is also a testament to the ability to rebuild. It reminds me a lot of the Levi’s “Go Forth” campaign, and rightly so, as it’s another product of Portland powerhouse Wieden & Kennedy. This ad connects with many generations, from the Boomers who knew Motown as it once was to Millennials who appreciate Eminem’s gritty reality. This ad is a giant dare (“just try and buy a foreign car”), and I really dig that. The only potential downfall of the ad is that you had to hear the copy to understand it. If you were in the middle of a Superbowl party, you wouldn’t have been able to hear the words (I had to YouTube the ad to really enjoy it). Still, it gets you emotionally invested in this country in a far more organic way than the chintzy “America! Fuck yeah!” pre-kickoff segments.
VW: Well, this was pretty cute. A kid dressed as Darth Vader attempts to use “The Force” to do various things around the house. When he (she?) attempts to start a car with only the power of his/her mind, it actually works because of the magic remote start technology of the car. It worked for me, and everyone else in the room seemed to enjoy it.
Groupon: I think this one takes the cake as the most controversial ad of the night. It’s from CPB, so I would expect no less. Call it tasteless or call it entertaining, but it definitely has everyone talking. The ad makes light of the situation in Tibet in order to sell Groupon’s ability to find us cheap things. Given the reaction to Kenneth Cole’s tweet about the riots in Egypt, it certainly is timely. But I like that a Superbowl spot was controversial instead of low-brow (I counted two groin-shot ads before the beginning of the second quarter), and it definitely raises awareness about Tibet. Feel free to argue with me. Also, check out the Groupon CEO’s response to all the haters out there.
At this point, if I had a shorter word count I’d probably talk about how JJ Abrams is always able to create buzz around a movie by being very cryptic (Super 8 looks fantastic) and how Coke managed to stick to its brand identity, but I’ve spent enough words deconstructing a few of my favorites.
I’d love to hear what everyone else thought about the night’s best ads. What do you think?
Things are changing in my little neighborhood of blog-town. This is as much an explanation for what to expect out of me in the future as it is a reminder to Future Tom about the person I was. Bear with me, all 14 of you.
I’ve spent the last six or so months entrenched in a tiny bubble of the internet known as “ad-land.” I have learned a ton about advertising, social media, and marketing during this period because it’s my current passion. I like that in advertising you’re (theoretically) judged based on the quality of your ideas and your ability to make stuff. I like that good advertising can help shape pop culture. I want to be a part of that, so the last six months have been spent looking for a way to get my foot in the door of the advertising industry. It’s not an easy door to get into unless you have agency experience or a connection opens it for you.
Instead of zigging along on that path and waiting for the right ad job to pop up, I’m zagging. In a few days, I’m headed back to Madison, Wisconsin to be a Project Manager for a healthcare software company called Epic (cool name, right?).
It’s a huge change from what I’m used to. Since graduating, I’ve telecommuted to a PR firm in Houston. Working remotely is a strange experience, and it’s much different than working at an office (I wrote about it for The Next Great Generation. Check it out). I’ve never worked in a “real office” for a “real job” before, so it’ll be an interesting world to jump into.
Starting the new job creates a whirlwind of contradictory feelings. It’s exciting. It’s scary. It’s an overwhelming relief that I was finally able to get a great full-time job. It’s unexpected. It’s an amazing chance to learn new things, gain some new skills, and grow as a person. It’s also a little sad, because I’m going to have to give up a certain amount of writing, reading blogs, and tweeting.
But that doesn’t mean I have to (or am willing to) quit cold turkey. I’m still going to be that person who will be all-too eager to tell you which agency created that ad campaign and what I think of it. I’m still going to write whenever I get the chance, and a lot of it will still be about advertising and social media. Hell, maybe even some of my posts will be about non-advertising topics, like working with teams and all the new things I’m learning. I’m still going to read as many ad blogs as I can, and I’m still going to tweet about stupid things, interesting things, fun things, and funny things.
Basically, you’re still stuck with me. You just have to put up with less of me. Who knows, someday I’ll zag again and end up having a part in creating the ads I can’t stop rambling about. Only time will tell.
Wish me luck, folks. I might need it.
Sometimes, the internet reinforces my belief in humanity because of the vast amount of creative energy and raw intelligence that I see while surfing. Everywhere I look, there’s an idea being hashed out, a hilariously unexpected joke created, and something new being created. There are people with great ideas all over the internet, but the only place they are able to express these ideas is in the comments section of blogs or on their own blogs and social media accounts.
Advertisers and creative think-tanks are providing a new arena in which people can let their creative juices flow: crowdsourcing.
Regardless of what you call it (apparently it’s now called “creative collaboration”), crowdsourcing aims to take the creative energy of the masses and focus it on brainstorming, innovation, and other projects. Think of it as mass freelancing with even less commitment. Basically, crowdsourcing is outsourcing a project to a large amount of people through an open invitation to collaborate (often on the internet). Crowdsourcing is a major trend in advertising and marketing, and I think it can be beneficial for both parties. Here’s how.
Crowdsourcing can be a valuable and worthwhile practice for agencies. Don’t believe me? Here’s a snippet from the website of a crowdsourcing ad agency in Boulder, Victors and Spoils:
“Current factors such as radical transparency, the consumer’s demand to be more involved and a growing cost consciousness regarding clients’ budgets have all made crowdsourcing especially timely for today’s marketers”
Let’s touch on each one of those points:
-Radical transparency, as I’ve talked about before, is really popular with my generation. We as consumers want to know what is going on with the brands we buy. What’s more transparent than consumers actually having a part in creating the ad? Brands can gain consumer’s trust by using crowdsourcing principles.
-Because we want greater transparency, we want to be involved. Consumers just like to have a say in things. Just look at how many people vote for the next American Idol every year. People want to participate. Again, this allows the ad agency and brand to gain the trust of the public.
-There’s a famous quote: “Half of all advertising is wasted, I just don’t know which half.” These days, it’s even harder to determine the return on investment of your advertising (though there’s a surplus of “experts” out there who can do it for you). This makes clients even more wary of spending their money on advertising.
Crowdsourcing can also be beneficial for people wishing to get their ideas out there. As I said before, people just want to participate and help out. Crowdsourcing allows individuals to let their voices be heard. Here are some other reasons why I think the masses want to join in:
-Foot-in-the-door: It’s a tough job market out there. Anything an individual can do to stand above the clutter is great; your chances of being noticed in the ad community would definitely increase if you showed off some of your work in a crowdsourcing contest.
-Practice: Participating in crowdsourcing also allows you to hone your creative skills. If you join in, you can work on many different projects; use this to your advantage. Play around with different writing/design skills; you know you can’t get fired, so you can really go big or go home. Practice working on real brands and products with real briefs is important, so you should take any opportunity you can to hone your craft.
-Rewards: Sometimes, brands will crowdsource ideas through a contest. Netflix did this about a year ago when they wanted a new recommendation algorithm. The prize was $1,000,000! Crowdsourcing can be quite lucrative for the winners of these contests. Even if you don’t win, you still get some practice in your field and some notoriety in your industry for trying.
Of course, there are going to be some horror stories. Vegemite tried to crowdsource a new name, and the crowd picked “iSnack 2.0” as the new name (seriously). Agencies can’t let the crowd do everything; copywriters and art directors are hired for a reason, and many in the crowd simply aren’t as good as agency staff. Crowdsourcing is great for brainstorming new concepts, ideas, and rough drafts, but agencies probably shouldn’t crowdsource an entire project. Brands still want an agency’s expertise.
Crowdsourcing obviously isn’t the solution to every brand’s problem, but it is an interesting new way to think about innovation and brainstorming. Once we learn how to effectively tap into the internet for ideas and we learn how to incentivize those participating in crowdsourcing, I see it becoming an even bigger trend. Ideas are all around us; it’s just up to us to find out how to use them.
What do you think? Is crowdsourcing worth it? I’d love to hear your responses.
I love Bob Dylan’s music. I once tried to turn in a paper relating “Like a Rolling Stone” to colonialism (it didn’t go over so well). For most of college, I lived and breathed his story, his music, and his life. There’s something so hopeful, so invigorating about some kid from Minnesota moving to New York with nothing but a guitar and a head full of ideas and somehow succeeding. His music always spoke to a greater understanding about the world than one person could ever have; the melodies he creates and words he links together evoke the past, present, and future of America. Here are a few lessons about marketing that you can learn from Bob Dylan.
Don Draper and his rag-tag team of advertising misfits at Sterling Cooper Draper Pryce come back to the small screen today, and that’s a good enough reason to write about it. You should give the show a try. Unless you’ve been living under a culture-proof rock for the last 4 or so years, “Mad Men” is an award-winning show on AMC about advertisers in the 60’s. That’s the abbreviated version. If you watch the show religiously, you know it’s really about the existential crisis of a man who never is quite sure of who he is or who he wants to be, set in a 1960’s Ad Agency. It’s a time machine to an era full of drinking, smoking, and philandering, but also an era full of change and empowerment. I could continue the pretentious drivel for a while, but I figured it’d probably be easier to persuade you to watch the show through quotes and videos, and a little commentary in between.
Sometimes, an ad on TV will make me stop what I’m doing and watch without interruption. About a year ago, a Levi’s spot made me do just that. It was mostly dark, the copy was some sort of poem, and I instantly LOVED it. That ad was the first part of Levi’s “Go Forth” campaign. The ads use Walt Whitman poems very well (on one ad, apparently it is his own voice). The copy of the poem “Pioneers! O Pioneers!” is supposed to evoke an emotional response from my generation, and I think it does. Here’s a snippet:
The first few ads (the other you can watch on YouTube) show young people running around interspersed with grim visions of Wall Street and America. “America” is literally half-underwater in one ad, which I think is supposed to symbolize the grim, hopeless recession-era we were in (and still are, to a degree). Some people loved it. Some thought it was too arty. Others mocked it (which usually means people are at least paying attention). Either way, it really struck a chord with me.