Category: Television


Sports and Cats – No, Really…

What do you get when you cross the Internet’s obsession with cat-based cuteness and the super-cut, sweaty aggro of sports apparel/fitness beverage advertising?

This:


The genius of this spot (designed as much for web-based enjoyment and virality as a broadcast buy) is that it appeals to a truly massive audience. Temptations Treats for Cats has hit on a pitch-perfect pitch that turns the traditional cutesy, meow-y, snuggly, or playful cat kibble spot into an ad that has been viewed since in the last four days over 216,000 times. It could run as successfully during an NFL game as it could during “Ellen.”

The purpose of this brilliant mash-up? Mars Petcare brand just “rolled out” new Temptations Tumblers. What’s the USP? Cat treats that are rounder than previous iterations – not that the average cat cares overmuch. According to the brand’s hype, “Now you can roll, toss or bounce delicious treats for your cats.” Based on years of feline observation, most cats prefer not to participate so actively in the apprehension of said treats.

So what.

With the corresponding hashtag #TimeToPlayBall!, a YouTube channel, and a dedicated Facebook page that began teasing the spot on Tuesday, this is really all about a product marketed to the buyer, not the end-user – which in no way diminishes the creative brilliance of the clip. By this time next week, it will have millions of views and shares, and sales of Tempations Tumblers are guaranteed to see a bump.

It’s a perfect example of how ad agencies can combine creativity and execution; concept and casting; cross-platform marketing; cuteness and edginess; music, muscles, and cats.


Late to the Sharknado…

I had a whole bunch of ideas for a blog post – you have beardvertising to look forward to, people – but abandoned them after #sharknado took over Twitter and garnered the SyFy Channel’s latest cheesefest so much second-screen publicity that it was a featured story everywhere from the Today Show to Variety to the Wall Street Journal.

Too mature to know about the guilty pleasures of SyFy’s made-for-TV schlockfests? Sharknado, which premiered last night, stars D-list (and really, we’re being generous here) celebs Ian Zeiring (Beverly Hills 90210) and Tara Reid (American Pie). A hurricane off the coast of California sucks up man-eating sharks and transports them, via tornado, to Los Angeles. Said sharks proceed to fly out of funnel clouds and eat everyone.

Sweet.

More > “Late to the Sharknado…”


BDB Wins First-Place Awards from The Florida Economic Development Council for Alchemy’s Creative

Just some of the components of the "Right Here. Right Now." multimedia campaign developed for the BDB.
Just some of the components of the “Right Here. Right Now.” multimedia campaign.

The Business Development Board of Palm Beach County was honored at The Florida Economic Development Council’s (FEDC) 2012 Annual Meeting with three first-place awards in promotional and marketing innovation — and two of those were for creative work done in collaboration with Alchemy.

The BDB received the first-place award in the following categories: Ad Campaign for its “Right Here.Right Now.” multimedia effort targeting out-of-state corporate headquarters via a direct appeal to those companies’ CEOs (produced with Alchemy); External Publication for its annual business magazine and investor/member directory, Profile Magazine (primarily an in-house effort with the help of an outside publisher specializing in this sort of hybrid product); and E-Media for its micro-site at www.HQpbc.com, the web-based component of the “Right Here. Right Now.” campaign (again, with Alchemy).

More > “BDB Wins First-Place Awards from The Florida Economic Development Council for Alchemy’s Creative”


Right Here. Right Now. With the Business Development Board of Palm Beach County

Just some of the components of the "Right Here. Right Now." multimedia campaign developed for the BDB.
Just some of the components of the “Right Here. Right Now.” multimedia campaign developed for the BDB.

When the Business Development Board of Palm Beach County decided to reach out to the CEOs of companies headquartered outside of Florida who own second (or third or fourth) homes in Palm Beach County, to educate them about the myriad advantages of relocating their businesses here, it needed an eye-catching campaign that would speak directly to this sophisticated audience on a peer-to-peer level.

The BDB tapped Alchemy Communications Group to come up with a multi-media campaign that would capitalize on a time when this rarefied group would be an essentially captive audience — during the 12 weeks of the Winter Equestrian Festival in Wellington. Many of the country’s top CEOs are spectators at the high-stakes competition as their own children vie for top honors. More > “Right Here. Right Now. With the Business Development Board of Palm Beach County”


Using Lechery as a Way to Promote Breast Cancer Awareness: Good Idea?

Source: Flickr
Source: Flickr

In Tuesday’s Los Angles Times, an article appeared titled, “Breast cancer ads use lechery for good.”

As a pragmatist when it comes to the really big stuff, I think these ads will bring more attention to the cause, and that’s what we all want, right? The stats are appalling, and if one woman gets tested or one man encourages his significant other to get to get a mammogram, where’s the harm? This is a very female-centric issue, yet men are in women’s lives and should be paying just as much attention.

Sure, it’s the equivalent of a beer ad about breast cancer, but we should always be looking for the outcome, not the narrowing the path to it.

Do you find them offensive? We’d be interested in your opinion.