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.


Are January’s ‘Top 5 Web Design Trends for 2014’ Still Holding Up in August?

In a word, yes.

But unless web design is part of your, you know, day-to-day career, these trends may only now be edging onto your radar. They’ve become talking points with the mainstream media. Or maybe your competitors are already incorporating them into their website redesigns, and you’ve noticed. If you aren’t doing at least three of these five things, your need to get serious about your website. Stat.

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Bringing a Cult Film Festval to Your Town

swede fest palm beach 3We have the great luck of a retail shopping destination client with a 500-seat cultural venue. On the not-so-great side, it’s a challenge to attract patrons and shoppers during South Florida’s off season – the incredibly hot and humid summers (with added bonus of hurricane season). Mainstreet at Midtown is known for its year-round outdoor festivals and events like a 16-week Music on the Plaza concert series (held during the drier and cooler months of the peak social season), its Peace Love & Wellness Music Festival, Children’s Festival, Cool Yule Tree Decorating Contest, and others.

So, we needed a summer event, and it REALLY needed to be indoors.

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The Intersection of Marketing and Art

It’s no bad thing to have a client who is an art patron. And it’s an even better thing when that client, a real estate developer, is a huge supporter of Art in Public Places (#AIPP) and willing to budget for the creation of art as a way to improve the community in which construction takes place.

For another perspective on the scale of this project, this is Tristan painting Alexander Graham Bell’s eye.
For another perspective on the scale of this project, this is Tristan painting Alexander Graham Bell’s eye.

That said, you’d like to have the artwork depict some subtle tie-in to the project, even though Art in Public Places is pretty strict about there being no commercial aspect to the projects it approves. The client, Ram Realty Services, decided that we would conduct a Call to Artists with the prompt that the 7,000 square foot mural would honor Alexander Graham Bell and communication, since the historic structure was once the regional headquarters for Southern Bell, and the converted residential units will be known as Alexander Lofts.

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Birth of a Brand Identity

No, it’s not exactly high art.

It is, however, art with a somewhat higher exposure than the fine paintings ensconced in a museum or gallery. A bad logo won’t stop your business from growing – but a good one can catapult you into the cortex of your consumer.

Creating logo ideas, pitching them to the client, gathering feedback, refining ideas and possibly combining elements from multiple options, pitching them again, gathering more feedback…it would be nice to brag that we hit it out of the park every time, but sometimes the process takes some time.

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Looking Like A Big Deal…Before You Are

Transformed: Homecoming Queen, Drig Addict, Spiritual WarriorThe proliferation of ways to publish your magnum opus (or, you know, an exhaustive detailing of your whole two and a half decades of life experience) has been both a blessing and a curse. It allows talented voices an outlet directly to the audience; we’ll skip the fact that it allows the spectacularly untalented a way into print. Vanity publishing used to keep all but the well-heeled hack out of that sandbox.

But we digress. This blog post is about finding clever ways to bring attention to a self-published author, with the end goal of interesting a mainstream publisher in either picking up the work or future works. Then again, if the campaign is successful, perhaps that mainstream publisher becomes much less enticing or even necessary.

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Ad Creep(y)

First there was bodvertising, then thighvertising, now it’s beardvertising. Talk about taking “ad creep” to new highs…er, lows…oh, forget it.

Thighvertising
This, my friends, is “thighvertising.”

Ad creep is defined in our industry as the spread of media placement into every possible aspect of our daily lives. Thighvertising (according to the U.K.’s Telegraph, or maybe it was the Daily Mail – it was earlier this year) originated in Japan, and is pretty much just what the name implies: advertising on the quadriceps. But not just any quads, mind you – on the taut legs of young, attractive women. Everything I read about this trend – which seemed to hit critical media mass in the last few weeks — noted its potential for the objectification of women. Then, of course, came the opinions that it’s EMPOWERING when women turn the tables and take control of their bodies and their image. As someone of the female persuasion, I’m going to stop right here before I let loose with an opinion of that sentiment, which isn’t really relevant to the topic at hand. However, I will tell you that this is my test for whether something is exploitative (borrowed from another writer, so no claims to originality here): Are guys doing it, too?

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Don’t Harsh My Thongs

What’s with all the thong hate? No, not THOSE thongs. “Thongs” are what we used to call flip-flops down here when I was a kid.

Not our feet, not our beach. Image courtesy of KSL Broadcasting, Salt Lake City UT (ksl.com)
Not our feet, not our beach. Image courtesy of KSL Broadcasting, Salt Lake City UT (ksl.com)

Whatever you call them, I read six articles published in the last week referencing the horror of people wearing flip-flops (Slate,  Huffington Post, MSN, CBS, Fox, and Jezebel), and saw on my way out the door this morning that the Today Show  was, as usual, coming late to the party. At least Jezebel took the contrarian (shocking, I know) position that there is no shame in sporting ugly, exposed feet.

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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.

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We Have Some Reservations…

swede fest 2 palm beachIt’s time for SWEDE FEST™ 2 PALM BEACH. If you’re a fan of MST3K (and you won’t know what that means if you’re not), a swede fest™ is a similar animal. But instead of making snarky comments to two robots about a cheesy science fiction flick, you make your own cheesy three-minute “homage” to a scene from a favorite film, which is known in certain circles as a “swede.”

Why are they called swedes? We’re so glad you asked.

Sf2013_FB_Square1 dateYou probably know indie film festivals have a rich history of showcasing amazing undiscovered talent, where Hollywood insiders troll for the next big thing, where A-list stars promote the small labor-of-love projects they do between blockbusters. A swede fest is an indie film festival with NONE of that going for it.

The key to understanding why is in the “swede” part. A swede is a no-budget, laughably bad remake of a hit Hollywood film – the bigger, the better. The term comes from the 2008 comedy, “Be Kind Rewind,” and was made up to explain the sheer awfulness of their remade films by touting them as European – “swedes” because it sounded really sophisticated.  This film, starring Jack Black and Mos Def, is not exactly a classic — but neither is it comedy kryptonite.

A still from the swede for "Point Break"
A still from the swede for “Point Break” already submitted by some over-achievers.

And bada bing! Next thing you know, there’s an underground sweding craze. Two guys in Fresno invited a bunch of friends to make films starring themselves, then get together to screen them in another homage: to the indie film festival – but without the beautiful celebrities, coolness factor, or bidding wars. And that, my friends, is how we ultimately come to SWEDE FEST™ 2 PALM BEACH.

We’re sweding a sci-fi/horror classic. Nope, not telling. And we have friends sweding “gems” (yes, in quotes, because the following movies are neither precious nor squeal-worthy)  like Ghost, Point Break, Titanic, and The Shining. A full list of the movies reserved for sweding is at www.swedefestpalmbeach.com. You can also buy tickets there to the July 27th festival for the outrageous sum of $5 per person.

And if you are interested in playing director (and star, and editor, and production assistant, etc.), you should call dibs on your movie today. SWEDE FEST™ 2 PALM BEACH allows one entry per film, so if someone else loves Mannequin as much as you do, you could be SOL. The deadline to submit is July 9th at 11:59 PM. Instructions for submission are on the same website.

Guess we should mention that, again this year, we designed all the stuff (logos, collateral, ads, swag, you know the drill), including that groovy low-tech website. Do we love WordPress or what?