Citizen Brand

Extra! Extra! Super Bowl Ads Released

Thanks to our friends at Fast Company, here are 20 Super Bowl ads and they say one of these might not even air.

Why wait until Sunday.

Super Bowl Ads - click here

A Super Bowl idea....take II

The writers strike has impacted Citizen Brand.  It's rerun night.  I was thinking back to two years ago and the Super Bowl.  It was on February 7, 2006 that I suggested in this space that perhaps there might be an advertiser out there who would consider spending their money a bit differently on the Super Bowl.  Here is my rerun:

Really smart advertisers in the future might consider this scenario:  Budget enough money to buy four 30 second spots - say $10 million - but only buy one spot and donate the rest to a worthy cause.  Then take your one 30 second spot and promote that cause.  The company could start a campaign a week or ten days before the game promoting it through every avenue available to them and continue it right through the game and beyond.

Then imagine what a Super Bowl five years down the road might look like if it started a trend and think of all the good that could come of that approach.  And imagine what the public would think of the companies who took this approach.  And how it would make all the employees of those companies feel.

Who wants to start?

There is one difference.  The cost of a Super Bowl spot this year is $2.7 million.  Seems like an even better idea given the cost is going up.  I repeat - Who wants to start?  Anyone?

Creative vs. Account Management

It's the age old battle inside an ad agency and no matter how much things are changing, this debate seems to stand the test of time.  Jack has a unique perspective on it.

Simple enjoyment

I can always count on Ernie to find us advertising that works and that we can simply enjoy.  This new spot from Guiness does both.

I have always wanted a Jeep

And this television ad only reinforces that desire.  Perhaps the best television ad I have ever seen.

As P&G goes.......

When the CMO of Procter & Gamble speaks, we should take note.  Especially now.  You can link to the entire story below and read it for yourself, but let me pull out an operative quote of interest from it:

"Mr. Stengel....used his platform to describe a different set of imperatives: the need for brands to be authentic, trustworthy and generous."

Stengel says the days of “telling and selling” are over and he began his presentation to AAAA this week showing his Second Life avatar visiting the Second Life office of P&G’s agency Leo Burnett.

If P&G is sounding and acting like this, we can assume there has been a seismic shift in the marketing world.  Creating authentic brands that care about the world, not just making an extra buck, is the world we live in today.

The full AdAge article is here.

Along those lines, what is to be made of the Product Red cause initiative.  Is it selling products successfully?  Is it raising money and awareness for an important cause?  I think the jury is still out on both of those questions.  Others think so too.  Witness this recent website called buylesscrap which suggests that people not buy the Red products and instead donate more money to the cause.

Authenticity and transparency are critical in branding today.  Same goes for cause programs.  Jim Stengel at P&G has it right - authentic; trustworthy and generous are what people want today.  How is your company doing?

Wanted: More ads like this one

I'm betting the Roanoke Times will have plenty of candidates to choose from for the job of executive editor because of this want ad.

Thanks to B.L. and Amy for pointing it out.

Chances are they will get a few resumes that might not be ones they are looking for but what does that matter.  Think of all the buzz being created about the newspaper.  Newspapers know they are in a fight for their survival right now.  I'm glad to see papers like the Times and the Lawrence Journal-World that understand how to live in the new age and still put a paper in the driveway every morning.

Aspiring editors should dust off their resumes and answer the Roanoke Times want ad.  I think that paper might be around for a while.

Staying inside the box

We are fortunate at our company to have Ernie Schenck as an outside member of our board of directors.  For those of you who don't know Ernie, he is one of those advertising guru types.  He would appreciate the use of the word types.

I had the opportunity to spend some quality time with Ernie earlier this year driving to an off site board meeting.  He had just finished a book that is about to be published called The Houdini Solution.  In it, Ernie takes the long held notion of thinking outside the box and turns it on its head.  Hence the title of the book. 

You might recall one of Houdini's most famous escapes involved being chained, roped and otherwise tied up inside a big chest and heaved into a deep body of water.  (I can't remember if it was a lake, river or ocean.  Anyone?)

The point of Ernie's book is incredibly interesting.  Instead of always "pushing the envelope" or "thinking outside the box" - what if we take an idea and go inward with it and work it so hard and drill down so deep that we find just as many, if not more, insights and opportunities to move a brand forward.  That was my take away from our conversation anyway.  I'm anxious to read the book.

Ernie has a great blog called Ernie Schenck Calls This Advertising.  He recently posted one of his book's chapters.  Also, here is another great post he did that tells us why the chaos theory can teach us much about the marketing environment today.

Enjoy.  And here is a shameless plug for Ernie's book.  Go buy it starting September 15.

Times they are a changin'

Need evidence change is in the air?

Jeff Jarvis recently told us that television and YouTube are going in opposite directions, viewership wise.

Steve Rubel pointed us to an Associated Press story saying e-mail is officially old school already.  Consider this quote from the article: 

“In this world of instant gratification, e-mail has become the new snail mail,” says 25-year-old Rachel Quizon from Norwalk, Calif. She became addicted to instant messaging in college, where many students are logged on 24/7."

But wait a minute, maybe the more things change, the more they stay the same.  Back at YouTube, as Adrants points out, the days of no control by the 'Tube may be on the wain.  Freedom of the airwaves can only last so long I guess.

Half lives are getting shorter for everything it would appear.

Anyone want a used Blackberry?

Breaking thru the clutter

Thanks to Andrea for pointing us to a site that rounds up some of the most hard hitting cause ad campaigns going today.

Take a look at Houtlist and see the real power of great issue advertising.

Some of these make the old "your brain on drugs" campaign look very tame by comparison.