tag:blogger.com,1999:blog-47134607021082250792024-02-19T04:58:05.860-05:00Mike TennantCREATIVE COMMUNICATIONUnknownnoreply@blogger.comBlogger72125tag:blogger.com,1999:blog-4713460702108225079.post-82882117837019674392015-07-17T18:51:00.003-04:002015-07-17T18:53:31.771-04:00BULLSEYE: When the Going Gets Tough<br />
When Canada's Finance Minister recently dodged the dreaded 'R' word, the same 'ol marketing debate raged: "Should I cut my marketing budget?" and "Should I move from brandsell to hardsell". Time to change the channel on that discussion.<br />
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<br />Unknownnoreply@blogger.com0tag:blogger.com,1999:blog-4713460702108225079.post-85541799048524431262015-07-02T13:05:00.000-04:002015-07-02T13:35:22.723-04:00BULLSEYE: The power of leveraging equity<br />
Anyone Remember Equity?<br />
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEi_zjOwrLmkIKoNLbG4GeU84xxjmu3bGC20LjDNz8E7MIm0e2myGh5X7H48ztMbsASP_mxWKiWoGfAfNQH6SP-xgpXIJjykEVx9LjdMRHCo7xFI9Yu7JvyhWKT2mQinmhP9I9uDt_1tWk0/s1600/tony.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" height="160" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEi_zjOwrLmkIKoNLbG4GeU84xxjmu3bGC20LjDNz8E7MIm0e2myGh5X7H48ztMbsASP_mxWKiWoGfAfNQH6SP-xgpXIJjykEVx9LjdMRHCo7xFI9Yu7JvyhWKT2mQinmhP9I9uDt_1tWk0/s200/tony.jpg" width="200" /></a><br />
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<span style="font-size: x-large;">T</span><span style="font-size: x-large;">here was a time </span>when ad campaigns were designed to last for years. It was a time that begat Tony the Tiger, the lonely Maytag repairman, and that little Ty-D-Bowl fella patrolling your toilet tank in his rowboat.</div>
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In time, these campaigns, their characters, ideas and attitudes work their way into the deeper, more meaningful spaces in the consumer's brain. Relationships are formed. Familiarity breeds comfort (and sometimes contempt). But at least the advertiser reaches that coveted 'memorable' plateau.<br />
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<span style="font-size: large;">Hollywood Gets It</span><br />
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Consider this: below is a list of the top grossing Hollywood films of all time. The yellow highlights (added by me) indicate films based on things already familiar to audiences: established characters or stories, films based on books. Sequels, remakes and reboots. <br />
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The films not highlighted are completely new to audiences. But even they tend to carry the comfort of some familiarity. It can be argued that James Cameron's reputation helped sell Avatar, as Spielberg's reputation boosted E.T., etc.<br />
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<span style="font-family: "Calibri",sans-serif; font-size: 16.0pt; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-CA;">HIGHEST GROSSING FILMS<o:p></o:p></span></div>
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<td style="background: #F2F2F2; border-top: none; border: solid #AAAAAA 1.0pt; height: 15.75pt; padding: 0cm 5.4pt 0cm 5.4pt; width: 48.0pt;" width="64"><div align="center" class="MsoNormal" style="text-align: center;">
<b><span style="font-family: Calibri, sans-serif; font-size: 11pt;">Rank<o:p></o:p></span></b></div>
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<td style="background: #F2F2F2; border-bottom: solid #AAAAAA 1.0pt; border-left: none; border-right: solid #AAAAAA 1.0pt; border-top: none; height: 15.75pt; padding: 0cm 5.4pt 0cm 5.4pt; width: 222.0pt;" width="296"><div align="center" class="MsoNormal" style="text-align: center;">
<b><span style="font-family: Calibri, sans-serif; font-size: 11pt;">Title<o:p></o:p></span></b></div>
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<td style="background: #F2F2F2; border-bottom: solid #AAAAAA 1.0pt; border-left: none; border-right: solid #AAAAAA 1.0pt; border-top: none; height: 15.75pt; padding: 0cm 5.4pt 0cm 5.4pt; width: 89.0pt;" width="119"><div align="center" class="MsoNormal" style="text-align: center;">
<b><span style="font-family: Calibri, sans-serif; font-size: 11pt;">Worldwide gross<o:p></o:p></span></b></div>
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<td style="background: #F2F2F2; border-bottom: solid #AAAAAA 1.0pt; border-left: none; border-right: solid #AAAAAA 1.0pt; border-top: none; height: 15.75pt; padding: 0cm 5.4pt 0cm 5.4pt; width: 42.0pt;" width="56"><div align="center" class="MsoNormal" style="text-align: center;">
<b><span style="font-family: Calibri, sans-serif; font-size: 11pt;">Year<o:p></o:p></span></b></div>
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<td style="background: #F9F9F9; border-top: none; border: solid #AAAAAA 1.0pt; height: 15.75pt; padding: 0cm 5.4pt 0cm 5.4pt; width: 48.0pt;" width="64"><div align="center" class="MsoNormal" style="text-align: center;">
<span style="font-family: Calibri, sans-serif; font-size: 11pt;">1<o:p></o:p></span></div>
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<td nowrap="" style="height: 15.75pt; padding: 0cm 5.4pt 0cm 5.4pt; width: 222.0pt;" valign="bottom" width="296"><div class="MsoNormal">
<span style="font-family: Calibri, sans-serif; font-size: 11pt;">Avatar<o:p></o:p></span></div>
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<td style="background: #F9F9F9; border-top: none; border: solid #AAAAAA 1.0pt; height: 15.75pt; padding: 0cm 5.4pt 0cm 5.4pt; width: 89.0pt;" width="119"><div align="right" class="MsoNormal" style="text-align: right;">
<span style="font-family: Calibri, sans-serif; font-size: 11pt;">$2,787,965,087<o:p></o:p></span></div>
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<td style="background: #F9F9F9; border-bottom: solid #AAAAAA 1.0pt; border-left: none; border-right: solid #AAAAAA 1.0pt; border-top: none; height: 15.75pt; padding: 0cm 5.4pt 0cm 5.4pt; width: 42.0pt;" width="56"><div align="center" class="MsoNormal" style="text-align: center;">
<span style="font-family: Calibri, sans-serif; font-size: 11pt;">2009<o:p></o:p></span></div>
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<td style="background: yellow; border-top: none; border: solid #AAAAAA 1.0pt; height: 15.75pt; padding: 0cm 5.4pt 0cm 5.4pt; width: 48.0pt;" width="64"><div align="center" class="MsoNormal" style="text-align: center;">
<span style="font-family: Calibri, sans-serif; font-size: 11pt;">2<o:p></o:p></span></div>
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<td nowrap="" style="background: yellow; height: 15.75pt; padding: 0cm 5.4pt 0cm 5.4pt; width: 222.0pt;" valign="bottom" width="296"><div class="MsoNormal">
<span style="font-family: Calibri, sans-serif; font-size: 11pt;">Titanic<o:p></o:p></span></div>
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<td style="background: yellow; border-top: none; border: solid #AAAAAA 1.0pt; height: 15.75pt; padding: 0cm 5.4pt 0cm 5.4pt; width: 89.0pt;" width="119"><div align="right" class="MsoNormal" style="text-align: right;">
<span style="font-family: Calibri, sans-serif; font-size: 11pt;">$2,186,772,302<o:p></o:p></span></div>
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<td style="background: yellow; border-bottom: solid #AAAAAA 1.0pt; border-left: none; border-right: solid #AAAAAA 1.0pt; border-top: none; height: 15.75pt; padding: 0cm 5.4pt 0cm 5.4pt; width: 42.0pt;" width="56"><div align="center" class="MsoNormal" style="text-align: center;">
<span style="font-family: Calibri, sans-serif; font-size: 11pt;">1997<o:p></o:p></span></div>
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<td style="background: yellow; border-top: none; border: solid #AAAAAA 1.0pt; height: 15.75pt; padding: 0cm 5.4pt 0cm 5.4pt; width: 48.0pt;" width="64"><div align="center" class="MsoNormal" style="text-align: center;">
<span style="font-family: Calibri, sans-serif; font-size: 11pt;">3<o:p></o:p></span></div>
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<td nowrap="" style="background: yellow; height: 15.75pt; padding: 0cm 5.4pt 0cm 5.4pt; width: 222.0pt;" valign="bottom" width="296"><div class="MsoNormal">
<span style="font-family: Calibri, sans-serif; font-size: 11pt;"><a href="http://en.wikipedia.org/wiki/The_Avengers_(2012_film)" title="The Avengers (2012 film)"><span style="color: black; text-decoration: none; text-underline: none;">The Avengers</span></a><o:p></o:p></span></div>
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<td style="background: yellow; border-top: none; border: solid #AAAAAA 1.0pt; height: 15.75pt; padding: 0cm 5.4pt 0cm 5.4pt; width: 89.0pt;" width="119"><div align="right" class="MsoNormal" style="text-align: right;">
<span style="font-family: Calibri, sans-serif; font-size: 11pt;">$1,518,594,910<o:p></o:p></span></div>
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<td style="background: yellow; border-bottom: solid #AAAAAA 1.0pt; border-left: none; border-right: solid #AAAAAA 1.0pt; border-top: none; height: 15.75pt; padding: 0cm 5.4pt 0cm 5.4pt; width: 42.0pt;" width="56"><div align="center" class="MsoNormal" style="text-align: center;">
<span style="font-family: Calibri, sans-serif; font-size: 11pt;">2012<o:p></o:p></span></div>
</td>
</tr>
<tr style="height: 15.75pt; mso-yfti-irow: 5;">
<td style="background: yellow; border-top: none; border: solid #AAAAAA 1.0pt; height: 15.75pt; padding: 0cm 5.4pt 0cm 5.4pt; width: 48.0pt;" width="64"><div align="center" class="MsoNormal" style="text-align: center;">
<span style="font-family: Calibri, sans-serif; font-size: 11pt;">4<o:p></o:p></span></div>
</td>
<td nowrap="" style="background: yellow; height: 15.75pt; padding: 0cm 5.4pt 0cm 5.4pt; width: 222.0pt;" valign="bottom" width="296"><div class="MsoNormal">
<span style="font-family: Calibri, sans-serif; font-size: 11pt;">Furious 7 <o:p></o:p></span></div>
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<td style="background: yellow; border-top: none; border: solid #AAAAAA 1.0pt; height: 15.75pt; padding: 0cm 5.4pt 0cm 5.4pt; width: 89.0pt;" width="119"><div align="right" class="MsoNormal" style="text-align: right;">
<span style="font-family: Calibri, sans-serif; font-size: 11pt;">$1,489,386,455<o:p></o:p></span></div>
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<td style="background: yellow; border-bottom: solid #AAAAAA 1.0pt; border-left: none; border-right: solid #AAAAAA 1.0pt; border-top: none; height: 15.75pt; padding: 0cm 5.4pt 0cm 5.4pt; width: 42.0pt;" width="56"><div align="center" class="MsoNormal" style="text-align: center;">
<span style="font-family: Calibri, sans-serif; font-size: 11pt;">2015<o:p></o:p></span></div>
</td>
</tr>
<tr style="height: 15.75pt; mso-yfti-irow: 6;">
<td style="background: yellow; border-top: none; border: solid #AAAAAA 1.0pt; height: 15.75pt; padding: 0cm 5.4pt 0cm 5.4pt; width: 48.0pt;" width="64"><div align="center" class="MsoNormal" style="text-align: center;">
<span style="font-family: Calibri, sans-serif; font-size: 11pt;">5<o:p></o:p></span></div>
</td>
<td nowrap="" style="background: yellow; height: 15.75pt; padding: 0cm 5.4pt 0cm 5.4pt; width: 222.0pt;" valign="bottom" width="296"><div class="MsoNormal">
<span style="font-family: Calibri, sans-serif; font-size: 11pt;">Harry Potter and the Deathly Hallows – Part 2<o:p></o:p></span></div>
</td>
<td style="background: yellow; border-top: none; border: solid #AAAAAA 1.0pt; height: 15.75pt; padding: 0cm 5.4pt 0cm 5.4pt; width: 89.0pt;" width="119"><div align="right" class="MsoNormal" style="text-align: right;">
<span style="font-family: Calibri, sans-serif; font-size: 11pt;">$1,341,511,219<o:p></o:p></span></div>
</td>
<td style="background: yellow; border-bottom: solid #AAAAAA 1.0pt; border-left: none; border-right: solid #AAAAAA 1.0pt; border-top: none; height: 15.75pt; padding: 0cm 5.4pt 0cm 5.4pt; width: 42.0pt;" width="56"><div align="center" class="MsoNormal" style="text-align: center;">
<span style="font-family: Calibri, sans-serif; font-size: 11pt;">2011<o:p></o:p></span></div>
</td>
</tr>
<tr style="height: 15.75pt; mso-yfti-irow: 7;">
<td style="background: #F9F9F9; border-top: none; border: solid #AAAAAA 1.0pt; height: 15.75pt; padding: 0cm 5.4pt 0cm 5.4pt; width: 48.0pt;" width="64"><div align="center" class="MsoNormal" style="text-align: center;">
<span style="font-family: Calibri, sans-serif; font-size: 11pt;">6<o:p></o:p></span></div>
</td>
<td nowrap="" style="height: 15.75pt; padding: 0cm 5.4pt 0cm 5.4pt; width: 222.0pt;" valign="bottom" width="296"><div class="MsoNormal">
<span style="font-family: Calibri, sans-serif; font-size: 11pt;">Frozen<o:p></o:p></span></div>
</td>
<td style="background: #F9F9F9; border-top: none; border: solid #AAAAAA 1.0pt; height: 15.75pt; padding: 0cm 5.4pt 0cm 5.4pt; width: 89.0pt;" width="119"><div align="right" class="MsoNormal" style="text-align: right;">
<span style="font-family: Calibri, sans-serif; font-size: 11pt;">$1,279,852,693<o:p></o:p></span></div>
</td>
<td style="background: #F9F9F9; border-bottom: solid #AAAAAA 1.0pt; border-left: none; border-right: solid #AAAAAA 1.0pt; border-top: none; height: 15.75pt; padding: 0cm 5.4pt 0cm 5.4pt; width: 42.0pt;" width="56"><div align="center" class="MsoNormal" style="text-align: center;">
<span style="font-family: Calibri, sans-serif; font-size: 11pt;">2013<o:p></o:p></span></div>
</td>
</tr>
<tr style="height: 15.75pt; mso-yfti-irow: 8;">
<td style="background: yellow; border-top: none; border: solid #AAAAAA 1.0pt; height: 15.75pt; padding: 0cm 5.4pt 0cm 5.4pt; width: 48.0pt;" width="64"><div align="center" class="MsoNormal" style="text-align: center;">
<span style="font-family: Calibri, sans-serif; font-size: 11pt;">7<o:p></o:p></span></div>
</td>
<td nowrap="" style="background: yellow; height: 15.75pt; padding: 0cm 5.4pt 0cm 5.4pt; width: 222.0pt;" valign="bottom" width="296"><div class="MsoNormal">
<span style="font-family: Calibri, sans-serif; font-size: 11pt;">Iron Man 3<o:p></o:p></span></div>
</td>
<td style="background: yellow; border-top: none; border: solid #AAAAAA 1.0pt; height: 15.75pt; padding: 0cm 5.4pt 0cm 5.4pt; width: 89.0pt;" width="119"><div align="right" class="MsoNormal" style="text-align: right;">
<span style="font-family: Calibri, sans-serif; font-size: 11pt;">$1,215,439,994<o:p></o:p></span></div>
</td>
<td style="background: yellow; border-bottom: solid #AAAAAA 1.0pt; border-left: none; border-right: solid #AAAAAA 1.0pt; border-top: none; height: 15.75pt; padding: 0cm 5.4pt 0cm 5.4pt; width: 42.0pt;" width="56"><div align="center" class="MsoNormal" style="text-align: center;">
<span style="font-family: Calibri, sans-serif; font-size: 11pt;">2013<o:p></o:p></span></div>
</td>
</tr>
<tr style="height: 15.75pt; mso-yfti-irow: 9;">
<td style="background: yellow; border-top: none; border: solid #AAAAAA 1.0pt; height: 15.75pt; padding: 0cm 5.4pt 0cm 5.4pt; width: 48.0pt;" width="64"><div align="center" class="MsoNormal" style="text-align: center;">
<span style="font-family: Calibri, sans-serif; font-size: 11pt;">8<o:p></o:p></span></div>
</td>
<td nowrap="" style="background: yellow; height: 15.75pt; padding: 0cm 5.4pt 0cm 5.4pt; width: 222.0pt;" valign="bottom" width="296"><div class="MsoNormal">
<span style="font-family: Calibri, sans-serif; font-size: 11pt;">Avengers: Age of Ultron <o:p></o:p></span></div>
</td>
<td style="background: yellow; border-top: none; border: solid #AAAAAA 1.0pt; height: 15.75pt; padding: 0cm 5.4pt 0cm 5.4pt; width: 89.0pt;" width="119"><div align="right" class="MsoNormal" style="text-align: right;">
<span style="font-family: Calibri, sans-serif; font-size: 11pt;">$1,148,986,835<o:p></o:p></span></div>
</td>
<td style="background: yellow; border-bottom: solid #AAAAAA 1.0pt; border-left: none; border-right: solid #AAAAAA 1.0pt; border-top: none; height: 15.75pt; padding: 0cm 5.4pt 0cm 5.4pt; width: 42.0pt;" width="56"><div align="center" class="MsoNormal" style="text-align: center;">
<span style="font-family: Calibri, sans-serif; font-size: 11pt;">2015<o:p></o:p></span></div>
</td>
</tr>
<tr style="height: 15.75pt; mso-yfti-irow: 10;">
<td style="background: yellow; border-top: none; border: solid #AAAAAA 1.0pt; height: 15.75pt; padding: 0cm 5.4pt 0cm 5.4pt; width: 48.0pt;" width="64"><div align="center" class="MsoNormal" style="text-align: center;">
<span style="font-family: Calibri, sans-serif; font-size: 11pt;">9<o:p></o:p></span></div>
</td>
<td nowrap="" style="background: yellow; height: 15.75pt; padding: 0cm 5.4pt 0cm 5.4pt; width: 222.0pt;" valign="bottom" width="296"><div class="MsoNormal">
<span style="font-family: Calibri, sans-serif; font-size: 11pt;">Transformers: Dark of the Moon<o:p></o:p></span></div>
</td>
<td style="background: yellow; border-top: none; border: solid #AAAAAA 1.0pt; height: 15.75pt; padding: 0cm 5.4pt 0cm 5.4pt; width: 89.0pt;" width="119"><div align="right" class="MsoNormal" style="text-align: right;">
<span style="font-family: Calibri, sans-serif; font-size: 11pt;">$1,123,794,079<o:p></o:p></span></div>
</td>
<td style="background: yellow; border-bottom: solid #AAAAAA 1.0pt; border-left: none; border-right: solid #AAAAAA 1.0pt; border-top: none; height: 15.75pt; padding: 0cm 5.4pt 0cm 5.4pt; width: 42.0pt;" width="56"><div align="center" class="MsoNormal" style="text-align: center;">
<span style="font-family: Calibri, sans-serif; font-size: 11pt;">2011<o:p></o:p></span></div>
</td>
</tr>
<tr style="height: 15.75pt; mso-yfti-irow: 11;">
<td style="background: yellow; border-top: none; border: solid #AAAAAA 1.0pt; height: 15.75pt; padding: 0cm 5.4pt 0cm 5.4pt; width: 48.0pt;" width="64"><div align="center" class="MsoNormal" style="text-align: center;">
<span style="font-family: Calibri, sans-serif; font-size: 11pt;">10<o:p></o:p></span></div>
</td>
<td nowrap="" style="background: yellow; height: 15.75pt; padding: 0cm 5.4pt 0cm 5.4pt; width: 222.0pt;" valign="bottom" width="296"><div class="MsoNormal">
<span style="font-family: Calibri, sans-serif; font-size: 11pt;">The Lord of the Rings: The Return of the King<o:p></o:p></span></div>
</td>
<td style="background: yellow; border-top: none; border: solid #AAAAAA 1.0pt; height: 15.75pt; padding: 0cm 5.4pt 0cm 5.4pt; width: 89.0pt;" width="119"><div align="right" class="MsoNormal" style="text-align: right;">
<span style="font-family: Calibri, sans-serif; font-size: 11pt;">$1,119,929,521<o:p></o:p></span></div>
</td>
<td style="background: yellow; border-bottom: solid #AAAAAA 1.0pt; border-left: none; border-right: solid #AAAAAA 1.0pt; border-top: none; height: 15.75pt; padding: 0cm 5.4pt 0cm 5.4pt; width: 42.0pt;" width="56"><div align="center" class="MsoNormal" style="text-align: center;">
<span style="font-family: Calibri, sans-serif; font-size: 11pt;">2003<o:p></o:p></span></div>
</td>
</tr>
<tr style="height: 15.75pt; mso-yfti-irow: 12;">
<td style="background: yellow; border-top: none; border: solid #AAAAAA 1.0pt; height: 15.75pt; padding: 0cm 5.4pt 0cm 5.4pt; width: 48.0pt;" width="64"><div align="center" class="MsoNormal" style="text-align: center;">
<span style="font-family: Calibri, sans-serif; font-size: 11pt;">11<o:p></o:p></span></div>
</td>
<td nowrap="" style="background: yellow; height: 15.75pt; padding: 0cm 5.4pt 0cm 5.4pt; width: 222.0pt;" valign="bottom" width="296"><div class="MsoNormal">
<span style="font-family: Calibri, sans-serif; font-size: 11pt;">Skyfall<o:p></o:p></span></div>
</td>
<td style="background: yellow; border-top: none; border: solid #AAAAAA 1.0pt; height: 15.75pt; padding: 0cm 5.4pt 0cm 5.4pt; width: 89.0pt;" width="119"><div align="right" class="MsoNormal" style="text-align: right;">
<span style="font-family: Calibri, sans-serif; font-size: 11pt;">$1,108,561,013<o:p></o:p></span></div>
</td>
<td style="background: yellow; border-bottom: solid #AAAAAA 1.0pt; border-left: none; border-right: solid #AAAAAA 1.0pt; border-top: none; height: 15.75pt; padding: 0cm 5.4pt 0cm 5.4pt; width: 42.0pt;" width="56"><div align="center" class="MsoNormal" style="text-align: center;">
<span style="font-family: Calibri, sans-serif; font-size: 11pt;">2012<o:p></o:p></span></div>
</td>
</tr>
<tr style="height: 15.75pt; mso-yfti-irow: 13;">
<td style="background: yellow; border-top: none; border: solid #AAAAAA 1.0pt; height: 15.75pt; padding: 0cm 5.4pt 0cm 5.4pt; width: 48.0pt;" width="64"><div align="center" class="MsoNormal" style="text-align: center;">
<span style="font-family: Calibri, sans-serif; font-size: 11pt;">12<o:p></o:p></span></div>
</td>
<td nowrap="" style="background: yellow; height: 15.75pt; padding: 0cm 5.4pt 0cm 5.4pt; width: 222.0pt;" valign="bottom" width="296"><div class="MsoNormal">
<span style="font-family: Calibri, sans-serif; font-size: 11pt;">Transformers: Age of Extinction<o:p></o:p></span></div>
</td>
<td style="background: yellow; border-top: none; border: solid #AAAAAA 1.0pt; height: 15.75pt; padding: 0cm 5.4pt 0cm 5.4pt; width: 89.0pt;" width="119"><div align="right" class="MsoNormal" style="text-align: right;">
<span style="font-family: Calibri, sans-serif; font-size: 11pt;">$1,104,039,076<o:p></o:p></span></div>
</td>
<td style="background: yellow; border-bottom: solid #AAAAAA 1.0pt; border-left: none; border-right: solid #AAAAAA 1.0pt; border-top: none; height: 15.75pt; padding: 0cm 5.4pt 0cm 5.4pt; width: 42.0pt;" width="56"><div align="center" class="MsoNormal" style="text-align: center;">
<span style="font-family: Calibri, sans-serif; font-size: 11pt;">2014<o:p></o:p></span></div>
</td>
</tr>
<tr style="height: 15.75pt; mso-yfti-irow: 14;">
<td style="background: yellow; border-top: none; border: solid #AAAAAA 1.0pt; height: 15.75pt; padding: 0cm 5.4pt 0cm 5.4pt; width: 48.0pt;" width="64"><div align="center" class="MsoNormal" style="text-align: center;">
<span style="font-family: Calibri, sans-serif; font-size: 11pt;">13<o:p></o:p></span></div>
</td>
<td nowrap="" style="background: yellow; height: 15.75pt; padding: 0cm 5.4pt 0cm 5.4pt; width: 222.0pt;" valign="bottom" width="296"><div class="MsoNormal">
<span style="font-family: Calibri, sans-serif; font-size: 11pt;">The Dark Knight Rises<o:p></o:p></span></div>
</td>
<td style="background: yellow; border-top: none; border: solid #AAAAAA 1.0pt; height: 15.75pt; padding: 0cm 5.4pt 0cm 5.4pt; width: 89.0pt;" width="119"><div align="right" class="MsoNormal" style="text-align: right;">
<span style="font-family: Calibri, sans-serif; font-size: 11pt;">$1,084,439,099<o:p></o:p></span></div>
</td>
<td style="background: yellow; border-bottom: solid #AAAAAA 1.0pt; border-left: none; border-right: solid #AAAAAA 1.0pt; border-top: none; height: 15.75pt; padding: 0cm 5.4pt 0cm 5.4pt; width: 42.0pt;" width="56"><div align="center" class="MsoNormal" style="text-align: center;">
<span style="font-family: Calibri, sans-serif; font-size: 11pt;">2012<o:p></o:p></span></div>
</td>
</tr>
<tr style="height: 15.75pt; mso-yfti-irow: 15;">
<td style="background: yellow; border-top: none; border: solid #AAAAAA 1.0pt; height: 15.75pt; padding: 0cm 5.4pt 0cm 5.4pt; width: 48.0pt;" width="64"><div align="center" class="MsoNormal" style="text-align: center;">
<span style="font-family: Calibri, sans-serif; font-size: 11pt;">14<o:p></o:p></span></div>
</td>
<td nowrap="" style="background: yellow; height: 15.75pt; padding: 0cm 5.4pt 0cm 5.4pt; width: 222.0pt;" valign="bottom" width="296"><div class="MsoNormal">
<span style="font-family: Calibri, sans-serif; font-size: 11pt;">Pirates of the Caribbean: Dead Man's Chest<o:p></o:p></span></div>
</td>
<td style="background: yellow; border-top: none; border: solid #AAAAAA 1.0pt; height: 15.75pt; padding: 0cm 5.4pt 0cm 5.4pt; width: 89.0pt;" width="119"><div align="right" class="MsoNormal" style="text-align: right;">
<span style="font-family: Calibri, sans-serif; font-size: 11pt;">$1,066,179,725<o:p></o:p></span></div>
</td>
<td style="background: yellow; border-bottom: solid #AAAAAA 1.0pt; border-left: none; border-right: solid #AAAAAA 1.0pt; border-top: none; height: 15.75pt; padding: 0cm 5.4pt 0cm 5.4pt; width: 42.0pt;" width="56"><div align="center" class="MsoNormal" style="text-align: center;">
<span style="font-family: Calibri, sans-serif; font-size: 11pt;">2006<o:p></o:p></span></div>
</td>
</tr>
<tr style="height: 15.75pt; mso-yfti-irow: 16;">
<td style="background: yellow; border-top: none; border: solid #AAAAAA 1.0pt; height: 15.75pt; padding: 0cm 5.4pt 0cm 5.4pt; width: 48.0pt;" width="64"><div align="center" class="MsoNormal" style="text-align: center;">
<span style="font-family: Calibri, sans-serif; font-size: 11pt;">15<o:p></o:p></span></div>
</td>
<td nowrap="" style="background: yellow; height: 15.75pt; padding: 0cm 5.4pt 0cm 5.4pt; width: 222.0pt;" valign="bottom" width="296"><div class="MsoNormal">
<span style="font-family: Calibri, sans-serif; font-size: 11pt;">Toy Story 3<o:p></o:p></span></div>
</td>
<td style="background: yellow; border-top: none; border: solid #AAAAAA 1.0pt; height: 15.75pt; padding: 0cm 5.4pt 0cm 5.4pt; width: 89.0pt;" width="119"><div align="right" class="MsoNormal" style="text-align: right;">
<span style="font-family: Calibri, sans-serif; font-size: 11pt;">$1,063,171,911<o:p></o:p></span></div>
</td>
<td style="background: yellow; border-bottom: solid #AAAAAA 1.0pt; border-left: none; border-right: solid #AAAAAA 1.0pt; border-top: none; height: 15.75pt; padding: 0cm 5.4pt 0cm 5.4pt; width: 42.0pt;" width="56"><div align="center" class="MsoNormal" style="text-align: center;">
<span style="font-family: Calibri, sans-serif; font-size: 11pt;">2010<o:p></o:p></span></div>
</td>
</tr>
<tr style="height: 15.75pt; mso-yfti-irow: 17;">
<td style="background: yellow; border-top: none; border: solid #AAAAAA 1.0pt; height: 15.75pt; padding: 0cm 5.4pt 0cm 5.4pt; width: 48.0pt;" width="64"><div align="center" class="MsoNormal" style="text-align: center;">
<span style="font-family: Calibri, sans-serif; font-size: 11pt;">16<o:p></o:p></span></div>
</td>
<td nowrap="" style="background: yellow; height: 15.75pt; padding: 0cm 5.4pt 0cm 5.4pt; width: 222.0pt;" valign="bottom" width="296"><div class="MsoNormal">
<span style="font-family: Calibri, sans-serif; font-size: 11pt;">Pirates of the Caribbean: On Stranger Tides<o:p></o:p></span></div>
</td>
<td style="background: yellow; border-top: none; border: solid #AAAAAA 1.0pt; height: 15.75pt; padding: 0cm 5.4pt 0cm 5.4pt; width: 89.0pt;" width="119"><div align="right" class="MsoNormal" style="text-align: right;">
<span style="font-family: Calibri, sans-serif; font-size: 11pt;">$1,045,713,802<o:p></o:p></span></div>
</td>
<td style="background: yellow; border-bottom: solid #AAAAAA 1.0pt; border-left: none; border-right: solid #AAAAAA 1.0pt; border-top: none; height: 15.75pt; padding: 0cm 5.4pt 0cm 5.4pt; width: 42.0pt;" width="56"><div align="center" class="MsoNormal" style="text-align: center;">
<span style="font-family: Calibri, sans-serif; font-size: 11pt;">2011<o:p></o:p></span></div>
</td>
</tr>
<tr style="height: 15.75pt; mso-yfti-irow: 18;">
<td style="background: yellow; border-top: none; border: solid #AAAAAA 1.0pt; height: 15.75pt; padding: 0cm 5.4pt 0cm 5.4pt; width: 48.0pt;" width="64"><div align="center" class="MsoNormal" style="text-align: center;">
<span style="font-family: Calibri, sans-serif; font-size: 11pt;">17<o:p></o:p></span></div>
</td>
<td nowrap="" style="background: yellow; height: 15.75pt; padding: 0cm 5.4pt 0cm 5.4pt; width: 222.0pt;" valign="bottom" width="296"><div class="MsoNormal">
<span style="font-family: Calibri, sans-serif; font-size: 11pt;">Jurassic Park<o:p></o:p></span></div>
</td>
<td style="background: yellow; border-top: none; border: solid #AAAAAA 1.0pt; height: 15.75pt; padding: 0cm 5.4pt 0cm 5.4pt; width: 89.0pt;" width="119"><div align="right" class="MsoNormal" style="text-align: right;">
<span style="font-family: Calibri, sans-serif; font-size: 11pt;">$1,029,939,903<o:p></o:p></span></div>
</td>
<td style="background: yellow; border-bottom: solid #AAAAAA 1.0pt; border-left: none; border-right: solid #AAAAAA 1.0pt; border-top: none; height: 15.75pt; padding: 0cm 5.4pt 0cm 5.4pt; width: 42.0pt;" width="56"><div align="center" class="MsoNormal" style="text-align: center;">
<span style="font-family: Calibri, sans-serif; font-size: 11pt;">1993<o:p></o:p></span></div>
</td>
</tr>
<tr style="height: 15.75pt; mso-yfti-irow: 19;">
<td style="background: yellow; border-top: none; border: solid #AAAAAA 1.0pt; height: 15.75pt; padding: 0cm 5.4pt 0cm 5.4pt; width: 48.0pt;" width="64"><div align="center" class="MsoNormal" style="text-align: center;">
<span style="font-family: Calibri, sans-serif; font-size: 11pt;">18<o:p></o:p></span></div>
</td>
<td nowrap="" style="background: yellow; height: 15.75pt; padding: 0cm 5.4pt 0cm 5.4pt; width: 222.0pt;" valign="bottom" width="296"><div class="MsoNormal">
<span style="font-family: Calibri, sans-serif; font-size: 11pt;">Star Wars Episode I: The Phantom Menace<o:p></o:p></span></div>
</td>
<td style="background: yellow; border-top: none; border: solid #AAAAAA 1.0pt; height: 15.75pt; padding: 0cm 5.4pt 0cm 5.4pt; width: 89.0pt;" width="119"><div align="right" class="MsoNormal" style="text-align: right;">
<span style="font-family: Calibri, sans-serif; font-size: 11pt;">$1,027,044,677<o:p></o:p></span></div>
</td>
<td style="background: yellow; border-bottom: solid #AAAAAA 1.0pt; border-left: none; border-right: solid #AAAAAA 1.0pt; border-top: none; height: 15.75pt; padding: 0cm 5.4pt 0cm 5.4pt; width: 42.0pt;" width="56"><div align="center" class="MsoNormal" style="text-align: center;">
<span style="font-family: Calibri, sans-serif; font-size: 11pt;">1999<o:p></o:p></span></div>
</td>
</tr>
<tr style="height: 15.75pt; mso-yfti-irow: 20;">
<td style="background: yellow; border-top: none; border: solid #AAAAAA 1.0pt; height: 15.75pt; padding: 0cm 5.4pt 0cm 5.4pt; width: 48.0pt;" width="64"><div align="center" class="MsoNormal" style="text-align: center;">
<span style="font-family: Calibri, sans-serif; font-size: 11pt;">19<o:p></o:p></span></div>
</td>
<td nowrap="" style="background: yellow; height: 15.75pt; padding: 0cm 5.4pt 0cm 5.4pt; width: 222.0pt;" valign="bottom" width="296"><div class="MsoNormal">
<span style="font-family: Calibri, sans-serif; font-size: 11pt;">Alice in Wonderland<o:p></o:p></span></div>
</td>
<td style="background: yellow; border-top: none; border: solid #AAAAAA 1.0pt; height: 15.75pt; padding: 0cm 5.4pt 0cm 5.4pt; width: 89.0pt;" width="119"><div align="right" class="MsoNormal" style="text-align: right;">
<span style="font-family: Calibri, sans-serif; font-size: 11pt;">$1,025,467,110<o:p></o:p></span></div>
</td>
<td style="background: yellow; border-bottom: solid #AAAAAA 1.0pt; border-left: none; border-right: solid #AAAAAA 1.0pt; border-top: none; height: 15.75pt; padding: 0cm 5.4pt 0cm 5.4pt; width: 42.0pt;" width="56"><div align="center" class="MsoNormal" style="text-align: center;">
<span style="font-family: Calibri, sans-serif; font-size: 11pt;">2010<o:p></o:p></span></div>
</td>
</tr>
<tr style="height: 15.75pt; mso-yfti-irow: 21;">
<td style="background: yellow; border-top: none; border: solid #AAAAAA 1.0pt; height: 15.75pt; padding: 0cm 5.4pt 0cm 5.4pt; width: 48.0pt;" width="64"><div align="center" class="MsoNormal" style="text-align: center;">
<span style="font-family: Calibri, sans-serif; font-size: 11pt;">20<o:p></o:p></span></div>
</td>
<td nowrap="" style="background: yellow; height: 15.75pt; padding: 0cm 5.4pt 0cm 5.4pt; width: 222.0pt;" valign="bottom" width="296"><div class="MsoNormal">
<span style="font-family: Calibri, sans-serif; font-size: 11pt;">The Hobbit: An Unexpected Journey<o:p></o:p></span></div>
</td>
<td style="background: yellow; border-top: none; border: solid #AAAAAA 1.0pt; height: 15.75pt; padding: 0cm 5.4pt 0cm 5.4pt; width: 89.0pt;" width="119"><div align="right" class="MsoNormal" style="text-align: right;">
<span style="font-family: Calibri, sans-serif; font-size: 11pt;">$1,017,003,568<o:p></o:p></span></div>
</td>
<td style="background: yellow; border-bottom: solid #AAAAAA 1.0pt; border-left: none; border-right: solid #AAAAAA 1.0pt; border-top: none; height: 15.75pt; padding: 0cm 5.4pt 0cm 5.4pt; width: 42.0pt;" width="56"><div align="center" class="MsoNormal" style="text-align: center;">
<span style="font-family: Calibri, sans-serif; font-size: 11pt;">2012<o:p></o:p></span></div>
</td>
</tr>
<tr style="height: 15.75pt; mso-yfti-irow: 22;">
<td style="background: yellow; border-top: none; border: solid #AAAAAA 1.0pt; height: 15.75pt; padding: 0cm 5.4pt 0cm 5.4pt; width: 48.0pt;" width="64"><div align="center" class="MsoNormal" style="text-align: center;">
<span style="font-family: Calibri, sans-serif; font-size: 11pt;">21<o:p></o:p></span></div>
</td>
<td nowrap="" style="background: yellow; height: 15.75pt; padding: 0cm 5.4pt 0cm 5.4pt; width: 222.0pt;" valign="bottom" width="296"><div class="MsoNormal">
<span style="font-family: Calibri, sans-serif; font-size: 11pt;">The Dark Knight<o:p></o:p></span></div>
</td>
<td style="background: yellow; border-top: none; border: solid #AAAAAA 1.0pt; height: 15.75pt; padding: 0cm 5.4pt 0cm 5.4pt; width: 89.0pt;" width="119"><div align="right" class="MsoNormal" style="text-align: right;">
<span style="font-family: Calibri, sans-serif; font-size: 11pt;">$1,004,558,444<o:p></o:p></span></div>
</td>
<td style="background: yellow; border-bottom: solid #AAAAAA 1.0pt; border-left: none; border-right: solid #AAAAAA 1.0pt; border-top: none; height: 15.75pt; padding: 0cm 5.4pt 0cm 5.4pt; width: 42.0pt;" width="56"><div align="center" class="MsoNormal" style="text-align: center;">
<span style="font-family: Calibri, sans-serif; font-size: 11pt;">2008<o:p></o:p></span></div>
</td>
</tr>
<tr style="height: 15.75pt; mso-yfti-irow: 23;">
<td style="border-top: none; border: solid #AAAAAA 1.0pt; height: 15.75pt; padding: 0cm 5.4pt 0cm 5.4pt; width: 48.0pt;" width="64"><div align="center" class="MsoNormal" style="text-align: center;">
<span style="font-family: Calibri, sans-serif; font-size: 11pt;">22<o:p></o:p></span></div>
</td>
<td nowrap="" style="height: 15.75pt; padding: 0cm 5.4pt 0cm 5.4pt; width: 222.0pt;" valign="bottom" width="296"><div class="MsoNormal">
<span style="font-family: Calibri, sans-serif; font-size: 11pt;">The Lion King<o:p></o:p></span></div>
</td>
<td style="border-top: none; border: solid #AAAAAA 1.0pt; height: 15.75pt; padding: 0cm 5.4pt 0cm 5.4pt; width: 89.0pt;" width="119"><div align="right" class="MsoNormal" style="text-align: right;">
<span style="font-family: Calibri, sans-serif; font-size: 11pt;">$987,483,777<o:p></o:p></span></div>
</td>
<td style="border-bottom: solid #AAAAAA 1.0pt; border-left: none; border-right: solid #AAAAAA 1.0pt; border-top: none; height: 15.75pt; padding: 0cm 5.4pt 0cm 5.4pt; width: 42.0pt;" width="56"><div align="center" class="MsoNormal" style="text-align: center;">
<span style="font-family: Calibri, sans-serif; font-size: 11pt;">1994<o:p></o:p></span></div>
</td>
</tr>
<tr style="height: 15.75pt; mso-yfti-irow: 24;">
<td style="background: yellow; border-top: none; border: solid #AAAAAA 1.0pt; height: 15.75pt; padding: 0cm 5.4pt 0cm 5.4pt; width: 48.0pt;" width="64"><div align="center" class="MsoNormal" style="text-align: center;">
<span style="font-family: Calibri, sans-serif; font-size: 11pt;">23<o:p></o:p></span></div>
</td>
<td nowrap="" style="background: yellow; height: 15.75pt; padding: 0cm 5.4pt 0cm 5.4pt; width: 222.0pt;" valign="bottom" width="296"><div class="MsoNormal">
<span style="font-family: Calibri, sans-serif; font-size: 11pt;">Harry Potter and the Philosopher's Stone<o:p></o:p></span></div>
</td>
<td style="background: yellow; border-top: none; border: solid #AAAAAA 1.0pt; height: 15.75pt; padding: 0cm 5.4pt 0cm 5.4pt; width: 89.0pt;" width="119"><div align="right" class="MsoNormal" style="text-align: right;">
<span style="font-family: Calibri, sans-serif; font-size: 11pt;">$974,755,371<o:p></o:p></span></div>
</td>
<td style="background: yellow; border-bottom: solid #AAAAAA 1.0pt; border-left: none; border-right: solid #AAAAAA 1.0pt; border-top: none; height: 15.75pt; padding: 0cm 5.4pt 0cm 5.4pt; width: 42.0pt;" width="56"><div align="center" class="MsoNormal" style="text-align: center;">
<span style="font-family: Calibri, sans-serif; font-size: 11pt;">2001<o:p></o:p></span></div>
</td>
</tr>
<tr style="height: 15.75pt; mso-yfti-irow: 25;">
<td style="background: yellow; border-top: none; border: solid #AAAAAA 1.0pt; height: 15.75pt; padding: 0cm 5.4pt 0cm 5.4pt; width: 48.0pt;" width="64"><div align="center" class="MsoNormal" style="text-align: center;">
<span style="font-family: Calibri, sans-serif; font-size: 11pt;">24<o:p></o:p></span></div>
</td>
<td nowrap="" style="background: yellow; height: 15.75pt; padding: 0cm 5.4pt 0cm 5.4pt; width: 222.0pt;" valign="bottom" width="296"><div class="MsoNormal">
<span style="font-family: Calibri, sans-serif; font-size: 11pt;">Despicable Me 2<o:p></o:p></span></div>
</td>
<td style="background: yellow; border-top: none; border: solid #AAAAAA 1.0pt; height: 15.75pt; padding: 0cm 5.4pt 0cm 5.4pt; width: 89.0pt;" width="119"><div align="right" class="MsoNormal" style="text-align: right;">
<span style="font-family: Calibri, sans-serif; font-size: 11pt;">$970,761,885<o:p></o:p></span></div>
</td>
<td style="background: yellow; border-bottom: solid #AAAAAA 1.0pt; border-left: none; border-right: solid #AAAAAA 1.0pt; border-top: none; height: 15.75pt; padding: 0cm 5.4pt 0cm 5.4pt; width: 42.0pt;" width="56"><div align="center" class="MsoNormal" style="text-align: center;">
<span style="font-family: Calibri, sans-serif; font-size: 11pt;">2013<o:p></o:p></span></div>
</td>
</tr>
<tr style="height: 15.75pt; mso-yfti-irow: 26;">
<td style="background: yellow; border-top: none; border: solid #AAAAAA 1.0pt; height: 15.75pt; padding: 0cm 5.4pt 0cm 5.4pt; width: 48.0pt;" width="64"><div align="center" class="MsoNormal" style="text-align: center;">
<span style="font-family: Calibri, sans-serif; font-size: 11pt;">25<o:p></o:p></span></div>
</td>
<td nowrap="" style="background: yellow; height: 15.75pt; padding: 0cm 5.4pt 0cm 5.4pt; width: 222.0pt;" valign="bottom" width="296"><div class="MsoNormal">
<span style="font-family: Calibri, sans-serif; font-size: 11pt;">Pirates of the Caribbean: At World's End<o:p></o:p></span></div>
</td>
<td style="background: yellow; border-top: none; border: solid #AAAAAA 1.0pt; height: 15.75pt; padding: 0cm 5.4pt 0cm 5.4pt; width: 89.0pt;" width="119"><div align="right" class="MsoNormal" style="text-align: right;">
<span style="font-family: Calibri, sans-serif; font-size: 11pt;">$963,420,425<o:p></o:p></span></div>
</td>
<td style="background: yellow; border-bottom: solid #AAAAAA 1.0pt; border-left: none; border-right: solid #AAAAAA 1.0pt; border-top: none; height: 15.75pt; padding: 0cm 5.4pt 0cm 5.4pt; width: 42.0pt;" width="56"><div align="center" class="MsoNormal" style="text-align: center;">
<span style="font-family: Calibri, sans-serif; font-size: 11pt;">2007<o:p></o:p></span></div>
</td>
</tr>
<tr style="height: 15.75pt; mso-yfti-irow: 27;">
<td style="background: yellow; border-top: none; border: solid #AAAAAA 1.0pt; height: 15.75pt; padding: 0cm 5.4pt 0cm 5.4pt; width: 48.0pt;" width="64"><div align="center" class="MsoNormal" style="text-align: center;">
<span style="font-family: Calibri, sans-serif; font-size: 11pt;">26<o:p></o:p></span></div>
</td>
<td nowrap="" style="background: yellow; height: 15.75pt; padding: 0cm 5.4pt 0cm 5.4pt; width: 222.0pt;" valign="bottom" width="296"><div class="MsoNormal">
<span style="font-family: Calibri, sans-serif; font-size: 11pt;">The Hobbit: The Desolation of Smaug<o:p></o:p></span></div>
</td>
<td style="background: yellow; border-top: none; border: solid #AAAAAA 1.0pt; height: 15.75pt; padding: 0cm 5.4pt 0cm 5.4pt; width: 89.0pt;" width="119"><div align="right" class="MsoNormal" style="text-align: right;">
<span style="font-family: Calibri, sans-serif; font-size: 11pt;">$960,366,855<o:p></o:p></span></div>
</td>
<td style="background: yellow; border-bottom: solid #AAAAAA 1.0pt; border-left: none; border-right: solid #AAAAAA 1.0pt; border-top: none; height: 15.75pt; padding: 0cm 5.4pt 0cm 5.4pt; width: 42.0pt;" width="56"><div align="center" class="MsoNormal" style="text-align: center;">
<span style="font-family: Calibri, sans-serif; font-size: 11pt;">2013<o:p></o:p></span></div>
</td>
</tr>
<tr style="height: 15.75pt; mso-yfti-irow: 28;">
<td style="background: yellow; border-top: none; border: solid #AAAAAA 1.0pt; height: 15.75pt; padding: 0cm 5.4pt 0cm 5.4pt; width: 48.0pt;" width="64"><div align="center" class="MsoNormal" style="text-align: center;">
<span style="font-family: Calibri, sans-serif; font-size: 11pt;">27<o:p></o:p></span></div>
</td>
<td nowrap="" style="background: yellow; height: 15.75pt; padding: 0cm 5.4pt 0cm 5.4pt; width: 222.0pt;" valign="bottom" width="296"><div class="MsoNormal">
<span style="font-family: Calibri, sans-serif; font-size: 11pt;">Harry Potter and the Deathly Hallows – Part 1<o:p></o:p></span></div>
</td>
<td style="background: yellow; border-top: none; border: solid #AAAAAA 1.0pt; height: 15.75pt; padding: 0cm 5.4pt 0cm 5.4pt; width: 89.0pt;" width="119"><div align="right" class="MsoNormal" style="text-align: right;">
<span style="font-family: Calibri, sans-serif; font-size: 11pt;">$960,283,305<o:p></o:p></span></div>
</td>
<td style="background: yellow; border-bottom: solid #AAAAAA 1.0pt; border-left: none; border-right: solid #AAAAAA 1.0pt; border-top: none; height: 15.75pt; padding: 0cm 5.4pt 0cm 5.4pt; width: 42.0pt;" width="56"><div align="center" class="MsoNormal" style="text-align: center;">
<span style="font-family: Calibri, sans-serif; font-size: 11pt;">2010<o:p></o:p></span></div>
</td>
</tr>
<tr style="height: 15.75pt; mso-yfti-irow: 29;">
<td style="background: yellow; border-top: none; border: solid #AAAAAA 1.0pt; height: 15.75pt; padding: 0cm 5.4pt 0cm 5.4pt; width: 48.0pt;" width="64"><div align="center" class="MsoNormal" style="text-align: center;">
<span style="font-family: Calibri, sans-serif; font-size: 11pt;">28<o:p></o:p></span></div>
</td>
<td nowrap="" style="background: yellow; height: 15.75pt; padding: 0cm 5.4pt 0cm 5.4pt; width: 222.0pt;" valign="bottom" width="296"><div class="MsoNormal">
<span style="font-family: Calibri, sans-serif; font-size: 11pt;">The Hobbit: The Battle of the Five Armies<o:p></o:p></span></div>
</td>
<td style="background: yellow; border-top: none; border: solid #AAAAAA 1.0pt; height: 15.75pt; padding: 0cm 5.4pt 0cm 5.4pt; width: 89.0pt;" width="119"><div align="right" class="MsoNormal" style="text-align: right;">
<span style="font-family: Calibri, sans-serif; font-size: 11pt;">$955,119,788<o:p></o:p></span></div>
</td>
<td style="background: yellow; border-bottom: solid #AAAAAA 1.0pt; border-left: none; border-right: solid #AAAAAA 1.0pt; border-top: none; height: 15.75pt; padding: 0cm 5.4pt 0cm 5.4pt; width: 42.0pt;" width="56"><div align="center" class="MsoNormal" style="text-align: center;">
<span style="font-family: Calibri, sans-serif; font-size: 11pt;">2014<o:p></o:p></span></div>
</td>
</tr>
<tr style="height: 15.75pt; mso-yfti-irow: 30;">
<td style="background: yellow; border-top: none; border: solid #AAAAAA 1.0pt; height: 15.75pt; padding: 0cm 5.4pt 0cm 5.4pt; width: 48.0pt;" width="64"><div align="center" class="MsoNormal" style="text-align: center;">
<span style="font-family: Calibri, sans-serif; font-size: 11pt;">29<o:p></o:p></span></div>
</td>
<td nowrap="" style="background: yellow; height: 15.75pt; padding: 0cm 5.4pt 0cm 5.4pt; width: 222.0pt;" valign="bottom" width="296"><div class="MsoNormal">
<span style="font-family: Calibri, sans-serif; font-size: 11pt;">Harry Potter and the Order of the Phoenix<o:p></o:p></span></div>
</td>
<td style="background: yellow; border-top: none; border: solid #AAAAAA 1.0pt; height: 15.75pt; padding: 0cm 5.4pt 0cm 5.4pt; width: 89.0pt;" width="119"><div align="right" class="MsoNormal" style="text-align: right;">
<span style="font-family: Calibri, sans-serif; font-size: 11pt;">$939,885,929<o:p></o:p></span></div>
</td>
<td style="background: yellow; border-bottom: solid #AAAAAA 1.0pt; border-left: none; border-right: solid #AAAAAA 1.0pt; border-top: none; height: 15.75pt; padding: 0cm 5.4pt 0cm 5.4pt; width: 42.0pt;" width="56"><div align="center" class="MsoNormal" style="text-align: center;">
<span style="font-family: Calibri, sans-serif; font-size: 11pt;">2007<o:p></o:p></span></div>
</td>
</tr>
<tr style="height: 15.75pt; mso-yfti-irow: 31;">
<td style="background: #F9F9F9; border-top: none; border: solid #AAAAAA 1.0pt; height: 15.75pt; padding: 0cm 5.4pt 0cm 5.4pt; width: 48.0pt;" width="64"><div align="center" class="MsoNormal" style="text-align: center;">
<span style="font-family: Calibri, sans-serif; font-size: 11pt;">30<o:p></o:p></span></div>
</td>
<td nowrap="" style="height: 15.75pt; padding: 0cm 5.4pt 0cm 5.4pt; width: 222.0pt;" valign="bottom" width="296"><div class="MsoNormal">
<span style="font-family: Calibri, sans-serif; font-size: 11pt;">Finding Nemo<o:p></o:p></span></div>
</td>
<td style="background: #F9F9F9; border-top: none; border: solid #AAAAAA 1.0pt; height: 15.75pt; padding: 0cm 5.4pt 0cm 5.4pt; width: 89.0pt;" width="119"><div align="right" class="MsoNormal" style="text-align: right;">
<span style="font-family: Calibri, sans-serif; font-size: 11pt;">$936,743,261<o:p></o:p></span></div>
</td>
<td style="background: #F9F9F9; border-bottom: solid #AAAAAA 1.0pt; border-left: none; border-right: solid #AAAAAA 1.0pt; border-top: none; height: 15.75pt; padding: 0cm 5.4pt 0cm 5.4pt; width: 42.0pt;" width="56"><div align="center" class="MsoNormal" style="text-align: center;">
<span style="font-family: Calibri, sans-serif; font-size: 11pt;">2003<o:p></o:p></span></div>
</td>
</tr>
<tr style="height: 15.75pt; mso-yfti-irow: 32;">
<td style="background: yellow; border-top: none; border: solid #AAAAAA 1.0pt; height: 15.75pt; padding: 0cm 5.4pt 0cm 5.4pt; width: 48.0pt;" width="64"><div align="center" class="MsoNormal" style="text-align: center;">
<span style="font-family: Calibri, sans-serif; font-size: 11pt;">31<o:p></o:p></span></div>
</td>
<td nowrap="" style="background: yellow; height: 15.75pt; padding: 0cm 5.4pt 0cm 5.4pt; width: 222.0pt;" valign="bottom" width="296"><div class="MsoNormal">
<span style="font-family: Calibri, sans-serif; font-size: 11pt;">Harry Potter and the Half-Blood Prince<o:p></o:p></span></div>
</td>
<td style="background: yellow; border-top: none; border: solid #AAAAAA 1.0pt; height: 15.75pt; padding: 0cm 5.4pt 0cm 5.4pt; width: 89.0pt;" width="119"><div align="right" class="MsoNormal" style="text-align: right;">
<span style="font-family: Calibri, sans-serif; font-size: 11pt;">$934,416,487<o:p></o:p></span></div>
</td>
<td style="background: yellow; border-bottom: solid #AAAAAA 1.0pt; border-left: none; border-right: solid #AAAAAA 1.0pt; border-top: none; height: 15.75pt; padding: 0cm 5.4pt 0cm 5.4pt; width: 42.0pt;" width="56"><div align="center" class="MsoNormal" style="text-align: center;">
<span style="font-family: Calibri, sans-serif; font-size: 11pt;">2009<o:p></o:p></span></div>
</td>
</tr>
<tr style="height: 15.75pt; mso-yfti-irow: 33;">
<td style="background: yellow; border-top: none; border: solid #AAAAAA 1.0pt; height: 15.75pt; padding: 0cm 5.4pt 0cm 5.4pt; width: 48.0pt;" width="64"><div align="center" class="MsoNormal" style="text-align: center;">
<span style="font-family: Calibri, sans-serif; font-size: 11pt;">32<o:p></o:p></span></div>
</td>
<td nowrap="" style="background: yellow; height: 15.75pt; padding: 0cm 5.4pt 0cm 5.4pt; width: 222.0pt;" valign="bottom" width="296"><div class="MsoNormal">
<span style="font-family: Calibri, sans-serif; font-size: 11pt;">The Lord of the Rings: The Two Towers<o:p></o:p></span></div>
</td>
<td style="background: yellow; border-top: none; border: solid #AAAAAA 1.0pt; height: 15.75pt; padding: 0cm 5.4pt 0cm 5.4pt; width: 89.0pt;" width="119"><div align="right" class="MsoNormal" style="text-align: right;">
<span style="font-family: Calibri, sans-serif; font-size: 11pt;">$926,047,111<o:p></o:p></span></div>
</td>
<td style="background: yellow; border-bottom: solid #AAAAAA 1.0pt; border-left: none; border-right: solid #AAAAAA 1.0pt; border-top: none; height: 15.75pt; padding: 0cm 5.4pt 0cm 5.4pt; width: 42.0pt;" width="56"><div align="center" class="MsoNormal" style="text-align: center;">
<span style="font-family: Calibri, sans-serif; font-size: 11pt;">2002<o:p></o:p></span></div>
</td>
</tr>
<tr style="height: 15.75pt; mso-yfti-irow: 34;">
<td style="background: yellow; border-top: none; border: solid #AAAAAA 1.0pt; height: 15.75pt; padding: 0cm 5.4pt 0cm 5.4pt; width: 48.0pt;" width="64"><div align="center" class="MsoNormal" style="text-align: center;">
<span style="font-family: Calibri, sans-serif; font-size: 11pt;">33<o:p></o:p></span></div>
</td>
<td nowrap="" style="background: yellow; height: 15.75pt; padding: 0cm 5.4pt 0cm 5.4pt; width: 222.0pt;" valign="bottom" width="296"><div class="MsoNormal">
<span style="font-family: Calibri, sans-serif; font-size: 11pt;">Shrek 2<o:p></o:p></span></div>
</td>
<td style="background: yellow; border-top: none; border: solid #AAAAAA 1.0pt; height: 15.75pt; padding: 0cm 5.4pt 0cm 5.4pt; width: 89.0pt;" width="119"><div align="right" class="MsoNormal" style="text-align: right;">
<span style="font-family: Calibri, sans-serif; font-size: 11pt;">$919,838,758<o:p></o:p></span></div>
</td>
<td style="background: yellow; border-bottom: solid #AAAAAA 1.0pt; border-left: none; border-right: solid #AAAAAA 1.0pt; border-top: none; height: 15.75pt; padding: 0cm 5.4pt 0cm 5.4pt; width: 42.0pt;" width="56"><div align="center" class="MsoNormal" style="text-align: center;">
<span style="font-family: Calibri, sans-serif; font-size: 11pt;">2004<o:p></o:p></span></div>
</td>
</tr>
<tr style="height: 15.75pt; mso-yfti-irow: 35;">
<td style="background: yellow; border-top: none; border: solid #AAAAAA 1.0pt; height: 15.75pt; padding: 0cm 5.4pt 0cm 5.4pt; width: 48.0pt;" width="64"><div align="center" class="MsoNormal" style="text-align: center;">
<span style="font-family: Calibri, sans-serif; font-size: 11pt;">34<o:p></o:p></span></div>
</td>
<td nowrap="" style="background: yellow; height: 15.75pt; padding: 0cm 5.4pt 0cm 5.4pt; width: 222.0pt;" valign="bottom" width="296"><div class="MsoNormal">
<span style="font-family: Calibri, sans-serif; font-size: 11pt;">Harry Potter and the Goblet of Fire<o:p></o:p></span></div>
</td>
<td style="background: yellow; border-top: none; border: solid #AAAAAA 1.0pt; height: 15.75pt; padding: 0cm 5.4pt 0cm 5.4pt; width: 89.0pt;" width="119"><div align="right" class="MsoNormal" style="text-align: right;">
<span style="font-family: Calibri, sans-serif; font-size: 11pt;">$896,911,078<o:p></o:p></span></div>
</td>
<td style="background: yellow; border-bottom: solid #AAAAAA 1.0pt; border-left: none; border-right: solid #AAAAAA 1.0pt; border-top: none; height: 15.75pt; padding: 0cm 5.4pt 0cm 5.4pt; width: 42.0pt;" width="56"><div align="center" class="MsoNormal" style="text-align: center;">
<span style="font-family: Calibri, sans-serif; font-size: 11pt;">2005<o:p></o:p></span></div>
</td>
</tr>
<tr style="height: 15.75pt; mso-yfti-irow: 36;">
<td style="background: yellow; border-top: none; border: solid #AAAAAA 1.0pt; height: 15.75pt; padding: 0cm 5.4pt 0cm 5.4pt; width: 48.0pt;" width="64"><div align="center" class="MsoNormal" style="text-align: center;">
<span style="font-family: Calibri, sans-serif; font-size: 11pt;">35<o:p></o:p></span></div>
</td>
<td nowrap="" style="background: yellow; height: 15.75pt; padding: 0cm 5.4pt 0cm 5.4pt; width: 222.0pt;" valign="bottom" width="296"><div class="MsoNormal">
<span style="font-family: Calibri, sans-serif; font-size: 11pt;">Spider-Man 3<o:p></o:p></span></div>
</td>
<td style="background: yellow; border-top: none; border: solid #AAAAAA 1.0pt; height: 15.75pt; padding: 0cm 5.4pt 0cm 5.4pt; width: 89.0pt;" width="119"><div align="right" class="MsoNormal" style="text-align: right;">
<span style="font-family: Calibri, sans-serif; font-size: 11pt;">$890,871,626<o:p></o:p></span></div>
</td>
<td style="background: yellow; border-bottom: solid #AAAAAA 1.0pt; border-left: none; border-right: solid #AAAAAA 1.0pt; border-top: none; height: 15.75pt; padding: 0cm 5.4pt 0cm 5.4pt; width: 42.0pt;" width="56"><div align="center" class="MsoNormal" style="text-align: center;">
<span style="font-family: Calibri, sans-serif; font-size: 11pt;">2007<o:p></o:p></span></div>
</td>
</tr>
<tr style="height: 15.75pt; mso-yfti-irow: 37;">
<td style="background: yellow; border-top: none; border: solid #AAAAAA 1.0pt; height: 15.75pt; padding: 0cm 5.4pt 0cm 5.4pt; width: 48.0pt;" width="64"><div align="center" class="MsoNormal" style="text-align: center;">
<span style="font-family: Calibri, sans-serif; font-size: 11pt;">36<o:p></o:p></span></div>
</td>
<td nowrap="" style="background: yellow; height: 15.75pt; padding: 0cm 5.4pt 0cm 5.4pt; width: 222.0pt;" valign="bottom" width="296"><div class="MsoNormal">
<span style="font-family: Calibri, sans-serif; font-size: 11pt;">Ice Age: Dawn of the Dinosaurs<o:p></o:p></span></div>
</td>
<td style="background: yellow; border-top: none; border: solid #AAAAAA 1.0pt; height: 15.75pt; padding: 0cm 5.4pt 0cm 5.4pt; width: 89.0pt;" width="119"><div align="right" class="MsoNormal" style="text-align: right;">
<span style="font-family: Calibri, sans-serif; font-size: 11pt;">$886,686,817<o:p></o:p></span></div>
</td>
<td style="background: yellow; border-bottom: solid #AAAAAA 1.0pt; border-left: none; border-right: solid #AAAAAA 1.0pt; border-top: none; height: 15.75pt; padding: 0cm 5.4pt 0cm 5.4pt; width: 42.0pt;" width="56"><div align="center" class="MsoNormal" style="text-align: center;">
<span style="font-family: Calibri, sans-serif; font-size: 11pt;">2009<o:p></o:p></span></div>
</td>
</tr>
<tr style="height: 15.75pt; mso-yfti-irow: 38;">
<td style="background: yellow; border-top: none; border: solid #AAAAAA 1.0pt; height: 15.75pt; padding: 0cm 5.4pt 0cm 5.4pt; width: 48.0pt;" width="64"><div align="center" class="MsoNormal" style="text-align: center;">
<span style="font-family: Calibri, sans-serif; font-size: 11pt;">37<o:p></o:p></span></div>
</td>
<td nowrap="" style="background: yellow; height: 15.75pt; padding: 0cm 5.4pt 0cm 5.4pt; width: 222.0pt;" valign="bottom" width="296"><div class="MsoNormal">
<span style="font-family: Calibri, sans-serif; font-size: 11pt;">Harry Potter and the Chamber of Secrets<o:p></o:p></span></div>
</td>
<td style="background: yellow; border-top: none; border: solid #AAAAAA 1.0pt; height: 15.75pt; padding: 0cm 5.4pt 0cm 5.4pt; width: 89.0pt;" width="119"><div align="right" class="MsoNormal" style="text-align: right;">
<span style="font-family: Calibri, sans-serif; font-size: 11pt;">$878,979,634<o:p></o:p></span></div>
</td>
<td style="background: yellow; border-bottom: solid #AAAAAA 1.0pt; border-left: none; border-right: solid #AAAAAA 1.0pt; border-top: none; height: 15.75pt; padding: 0cm 5.4pt 0cm 5.4pt; width: 42.0pt;" width="56"><div align="center" class="MsoNormal" style="text-align: center;">
<span style="font-family: Calibri, sans-serif; font-size: 11pt;">2002<o:p></o:p></span></div>
</td>
</tr>
<tr style="height: 15.75pt; mso-yfti-irow: 39;">
<td style="background: yellow; border-top: none; border: solid #AAAAAA 1.0pt; height: 15.75pt; padding: 0cm 5.4pt 0cm 5.4pt; width: 48.0pt;" width="64"><div align="center" class="MsoNormal" style="text-align: center;">
<span style="font-family: Calibri, sans-serif; font-size: 11pt;">38<o:p></o:p></span></div>
</td>
<td nowrap="" style="background: yellow; height: 15.75pt; padding: 0cm 5.4pt 0cm 5.4pt; width: 222.0pt;" valign="bottom" width="296"><div class="MsoNormal">
<span style="font-family: Calibri, sans-serif; font-size: 11pt;">Ice Age: Continental Drift<o:p></o:p></span></div>
</td>
<td style="background: yellow; border-top: none; border: solid #AAAAAA 1.0pt; height: 15.75pt; padding: 0cm 5.4pt 0cm 5.4pt; width: 89.0pt;" width="119"><div align="right" class="MsoNormal" style="text-align: right;">
<span style="font-family: Calibri, sans-serif; font-size: 11pt;">$877,244,782<o:p></o:p></span></div>
</td>
<td style="background: yellow; border-bottom: solid #AAAAAA 1.0pt; border-left: none; border-right: solid #AAAAAA 1.0pt; border-top: none; height: 15.75pt; padding: 0cm 5.4pt 0cm 5.4pt; width: 42.0pt;" width="56"><div align="center" class="MsoNormal" style="text-align: center;">
<span style="font-family: Calibri, sans-serif; font-size: 11pt;">2012<o:p></o:p></span></div>
</td>
</tr>
<tr style="height: 15.75pt; mso-yfti-irow: 40;">
<td style="background: yellow; border-top: none; border: solid #AAAAAA 1.0pt; height: 15.75pt; padding: 0cm 5.4pt 0cm 5.4pt; width: 48.0pt;" width="64"><div align="center" class="MsoNormal" style="text-align: center;">
<span style="font-family: Calibri, sans-serif; font-size: 11pt;">39<o:p></o:p></span></div>
</td>
<td nowrap="" style="background: yellow; height: 15.75pt; padding: 0cm 5.4pt 0cm 5.4pt; width: 222.0pt;" valign="bottom" width="296"><div class="MsoNormal">
<span style="font-family: Calibri, sans-serif; font-size: 11pt;">The Lord of the Rings: The Fellowship of the Ring<o:p></o:p></span></div>
</td>
<td style="background: yellow; border-top: none; border: solid #AAAAAA 1.0pt; height: 15.75pt; padding: 0cm 5.4pt 0cm 5.4pt; width: 89.0pt;" width="119"><div align="right" class="MsoNormal" style="text-align: right;">
<span style="font-family: Calibri, sans-serif; font-size: 11pt;">$871,530,324<o:p></o:p></span></div>
</td>
<td style="background: yellow; border-bottom: solid #AAAAAA 1.0pt; border-left: none; border-right: solid #AAAAAA 1.0pt; border-top: none; height: 15.75pt; padding: 0cm 5.4pt 0cm 5.4pt; width: 42.0pt;" width="56"><div align="center" class="MsoNormal" style="text-align: center;">
<span style="font-family: Calibri, sans-serif; font-size: 11pt;">2001<o:p></o:p></span></div>
</td>
</tr>
<tr style="height: 15.75pt; mso-yfti-irow: 41;">
<td style="background: yellow; border-top: none; border: solid #AAAAAA 1.0pt; height: 15.75pt; padding: 0cm 5.4pt 0cm 5.4pt; width: 48.0pt;" width="64"><div align="center" class="MsoNormal" style="text-align: center;">
<span style="font-family: Calibri, sans-serif; font-size: 11pt;">40<o:p></o:p></span></div>
</td>
<td nowrap="" style="background: yellow; height: 15.75pt; padding: 0cm 5.4pt 0cm 5.4pt; width: 222.0pt;" valign="bottom" width="296"><div class="MsoNormal">
<span style="font-family: Calibri, sans-serif; font-size: 11pt;">The Hunger Games: Catching Fire<o:p></o:p></span></div>
</td>
<td style="background: yellow; border-top: none; border: solid #AAAAAA 1.0pt; height: 15.75pt; padding: 0cm 5.4pt 0cm 5.4pt; width: 89.0pt;" width="119"><div align="right" class="MsoNormal" style="text-align: right;">
<span style="font-family: Calibri, sans-serif; font-size: 11pt;">$864,912,963<o:p></o:p></span></div>
</td>
<td style="background: yellow; border-bottom: solid #AAAAAA 1.0pt; border-left: none; border-right: solid #AAAAAA 1.0pt; border-top: none; height: 15.75pt; padding: 0cm 5.4pt 0cm 5.4pt; width: 42.0pt;" width="56"><div align="center" class="MsoNormal" style="text-align: center;">
<span style="font-family: Calibri, sans-serif; font-size: 11pt;">2013<o:p></o:p></span></div>
</td>
</tr>
<tr style="height: 15.75pt; mso-yfti-irow: 42;">
<td style="background: yellow; border-top: none; border: solid #AAAAAA 1.0pt; height: 15.75pt; padding: 0cm 5.4pt 0cm 5.4pt; width: 48.0pt;" width="64"><div align="center" class="MsoNormal" style="text-align: center;">
<span style="font-family: Calibri, sans-serif; font-size: 11pt;">41<o:p></o:p></span></div>
</td>
<td nowrap="" style="background: yellow; height: 15.75pt; padding: 0cm 5.4pt 0cm 5.4pt; width: 222.0pt;" valign="bottom" width="296"><div class="MsoNormal">
<span style="font-family: Calibri, sans-serif; font-size: 11pt;">Star Wars Episode III: Revenge of the Sith<o:p></o:p></span></div>
</td>
<td style="background: yellow; border-top: none; border: solid #AAAAAA 1.0pt; height: 15.75pt; padding: 0cm 5.4pt 0cm 5.4pt; width: 89.0pt;" width="119"><div align="right" class="MsoNormal" style="text-align: right;">
<span style="font-family: Calibri, sans-serif; font-size: 11pt;">$848,754,768<o:p></o:p></span></div>
</td>
<td style="background: yellow; border-bottom: solid #AAAAAA 1.0pt; border-left: none; border-right: solid #AAAAAA 1.0pt; border-top: none; height: 15.75pt; padding: 0cm 5.4pt 0cm 5.4pt; width: 42.0pt;" width="56"><div align="center" class="MsoNormal" style="text-align: center;">
<span style="font-family: Calibri, sans-serif; font-size: 11pt;">2005<o:p></o:p></span></div>
</td>
</tr>
<tr style="height: 15.75pt; mso-yfti-irow: 43;">
<td style="background: yellow; border-top: none; border: solid #AAAAAA 1.0pt; height: 15.75pt; padding: 0cm 5.4pt 0cm 5.4pt; width: 48.0pt;" width="64"><div align="center" class="MsoNormal" style="text-align: center;">
<span style="font-family: Calibri, sans-serif; font-size: 11pt;">42<o:p></o:p></span></div>
</td>
<td nowrap="" style="background: yellow; height: 15.75pt; padding: 0cm 5.4pt 0cm 5.4pt; width: 222.0pt;" valign="bottom" width="296"><div class="MsoNormal">
<span style="font-family: Calibri, sans-serif; font-size: 11pt;">Transformers: Revenge of the Fallen<o:p></o:p></span></div>
</td>
<td style="background: yellow; border-top: none; border: solid #AAAAAA 1.0pt; height: 15.75pt; padding: 0cm 5.4pt 0cm 5.4pt; width: 89.0pt;" width="119"><div align="right" class="MsoNormal" style="text-align: right;">
<span style="font-family: Calibri, sans-serif; font-size: 11pt;">$836,303,693<o:p></o:p></span></div>
</td>
<td style="background: yellow; border-bottom: solid #AAAAAA 1.0pt; border-left: none; border-right: solid #AAAAAA 1.0pt; border-top: none; height: 15.75pt; padding: 0cm 5.4pt 0cm 5.4pt; width: 42.0pt;" width="56"><div align="center" class="MsoNormal" style="text-align: center;">
<span style="font-family: Calibri, sans-serif; font-size: 11pt;">2009<o:p></o:p></span></div>
</td>
</tr>
<tr style="height: 15.75pt; mso-yfti-irow: 44;">
<td style="background: yellow; border-top: none; border: solid #AAAAAA 1.0pt; height: 15.75pt; padding: 0cm 5.4pt 0cm 5.4pt; width: 48.0pt;" width="64"><div align="center" class="MsoNormal" style="text-align: center;">
<span style="font-family: Calibri, sans-serif; font-size: 11pt;">43<o:p></o:p></span></div>
</td>
<td nowrap="" style="background: yellow; height: 15.75pt; padding: 0cm 5.4pt 0cm 5.4pt; width: 222.0pt;" valign="bottom" width="296"><div class="MsoNormal">
<span style="font-family: Calibri, sans-serif; font-size: 11pt;">The Twilight Saga: Breaking Dawn – Part 2<o:p></o:p></span></div>
</td>
<td style="background: yellow; border-top: none; border: solid #AAAAAA 1.0pt; height: 15.75pt; padding: 0cm 5.4pt 0cm 5.4pt; width: 89.0pt;" width="119"><div align="right" class="MsoNormal" style="text-align: right;">
<span style="font-family: Calibri, sans-serif; font-size: 11pt;">$829,685,377<o:p></o:p></span></div>
</td>
<td style="background: yellow; border-bottom: solid #AAAAAA 1.0pt; border-left: none; border-right: solid #AAAAAA 1.0pt; border-top: none; height: 15.75pt; padding: 0cm 5.4pt 0cm 5.4pt; width: 42.0pt;" width="56"><div align="center" class="MsoNormal" style="text-align: center;">
<span style="font-family: Calibri, sans-serif; font-size: 11pt;">2012<o:p></o:p></span></div>
</td>
</tr>
<tr style="height: 15.75pt; mso-yfti-irow: 45;">
<td style="background: #F9F9F9; border-top: none; border: solid #AAAAAA 1.0pt; height: 15.75pt; padding: 0cm 5.4pt 0cm 5.4pt; width: 48.0pt;" width="64"><div align="center" class="MsoNormal" style="text-align: center;">
<span style="font-family: Calibri, sans-serif; font-size: 11pt;">44<o:p></o:p></span></div>
</td>
<td nowrap="" style="height: 15.75pt; padding: 0cm 5.4pt 0cm 5.4pt; width: 222.0pt;" valign="bottom" width="296"><div class="MsoNormal">
<span style="font-family: Calibri, sans-serif; font-size: 11pt;">Inception<o:p></o:p></span></div>
</td>
<td style="background: #F9F9F9; border-top: none; border: solid #AAAAAA 1.0pt; height: 15.75pt; padding: 0cm 5.4pt 0cm 5.4pt; width: 89.0pt;" width="119"><div align="right" class="MsoNormal" style="text-align: right;">
<span style="font-family: Calibri, sans-serif; font-size: 11pt;">$825,532,764<o:p></o:p></span></div>
</td>
<td style="background: #F9F9F9; border-bottom: solid #AAAAAA 1.0pt; border-left: none; border-right: solid #AAAAAA 1.0pt; border-top: none; height: 15.75pt; padding: 0cm 5.4pt 0cm 5.4pt; width: 42.0pt;" width="56"><div align="center" class="MsoNormal" style="text-align: center;">
<span style="font-family: Calibri, sans-serif; font-size: 11pt;">2010<o:p></o:p></span></div>
</td>
</tr>
<tr style="height: 15.75pt; mso-yfti-irow: 46;">
<td style="background: yellow; border-top: none; border: solid #AAAAAA 1.0pt; height: 15.75pt; padding: 0cm 5.4pt 0cm 5.4pt; width: 48.0pt;" width="64"><div align="center" class="MsoNormal" style="text-align: center;">
<span style="font-family: Calibri, sans-serif; font-size: 11pt;">45<o:p></o:p></span></div>
</td>
<td nowrap="" style="background: yellow; height: 15.75pt; padding: 0cm 5.4pt 0cm 5.4pt; width: 222.0pt;" valign="bottom" width="296"><div class="MsoNormal">
<span style="font-family: Calibri, sans-serif; font-size: 11pt;">Spider-Man<o:p></o:p></span></div>
</td>
<td style="background: yellow; border-top: none; border: solid #AAAAAA 1.0pt; height: 15.75pt; padding: 0cm 5.4pt 0cm 5.4pt; width: 89.0pt;" width="119"><div align="right" class="MsoNormal" style="text-align: right;">
<span style="font-family: Calibri, sans-serif; font-size: 11pt;">$821,708,551<o:p></o:p></span></div>
</td>
<td style="background: yellow; border-bottom: solid #AAAAAA 1.0pt; border-left: none; border-right: solid #AAAAAA 1.0pt; border-top: none; height: 15.75pt; padding: 0cm 5.4pt 0cm 5.4pt; width: 42.0pt;" width="56"><div align="center" class="MsoNormal" style="text-align: center;">
<span style="font-family: Calibri, sans-serif; font-size: 11pt;">2002<o:p></o:p></span></div>
</td>
</tr>
<tr style="height: 15.75pt; mso-yfti-irow: 47;">
<td style="background: #F9F9F9; border-top: none; border: solid #AAAAAA 1.0pt; height: 15.75pt; padding: 0cm 5.4pt 0cm 5.4pt; width: 48.0pt;" width="64"><div align="center" class="MsoNormal" style="text-align: center;">
<span style="font-family: Calibri, sans-serif; font-size: 11pt;">46<o:p></o:p></span></div>
</td>
<td nowrap="" style="height: 15.75pt; padding: 0cm 5.4pt 0cm 5.4pt; width: 222.0pt;" valign="bottom" width="296"><div class="MsoNormal">
<span style="font-family: Calibri, sans-serif; font-size: 11pt;">Independence Day<o:p></o:p></span></div>
</td>
<td style="background: #F9F9F9; border-top: none; border: solid #AAAAAA 1.0pt; height: 15.75pt; padding: 0cm 5.4pt 0cm 5.4pt; width: 89.0pt;" width="119"><div align="right" class="MsoNormal" style="text-align: right;">
<span style="font-family: Calibri, sans-serif; font-size: 11pt;">$817,400,891<o:p></o:p></span></div>
</td>
<td style="background: #F9F9F9; border-bottom: solid #AAAAAA 1.0pt; border-left: none; border-right: solid #AAAAAA 1.0pt; border-top: none; height: 15.75pt; padding: 0cm 5.4pt 0cm 5.4pt; width: 42.0pt;" width="56"><div align="center" class="MsoNormal" style="text-align: center;">
<span style="font-family: Calibri, sans-serif; font-size: 11pt;">1996<o:p></o:p></span></div>
</td>
</tr>
<tr style="height: 15.75pt; mso-yfti-irow: 48;">
<td style="background: yellow; border-top: none; border: solid #AAAAAA 1.0pt; height: 15.75pt; padding: 0cm 5.4pt 0cm 5.4pt; width: 48.0pt;" width="64"><div align="center" class="MsoNormal" style="text-align: center;">
<span style="font-family: Calibri, sans-serif; font-size: 11pt;">47<o:p></o:p></span></div>
</td>
<td nowrap="" style="background: yellow; height: 15.75pt; padding: 0cm 5.4pt 0cm 5.4pt; width: 222.0pt;" valign="bottom" width="296"><div class="MsoNormal">
<span style="font-family: Calibri, sans-serif; font-size: 11pt;">Shrek the Third<o:p></o:p></span></div>
</td>
<td style="background: yellow; border-top: none; border: solid #AAAAAA 1.0pt; height: 15.75pt; padding: 0cm 5.4pt 0cm 5.4pt; width: 89.0pt;" width="119"><div align="right" class="MsoNormal" style="text-align: right;">
<span style="font-family: Calibri, sans-serif; font-size: 11pt;">$798,958,162<o:p></o:p></span></div>
</td>
<td style="background: yellow; border-bottom: solid #AAAAAA 1.0pt; border-left: none; border-right: solid #AAAAAA 1.0pt; border-top: none; height: 15.75pt; padding: 0cm 5.4pt 0cm 5.4pt; width: 42.0pt;" width="56"><div align="center" class="MsoNormal" style="text-align: center;">
<span style="font-family: Calibri, sans-serif; font-size: 11pt;">2007<o:p></o:p></span></div>
</td>
</tr>
<tr style="height: 15.75pt; mso-yfti-irow: 49;">
<td style="background: yellow; border-top: none; border: solid #AAAAAA 1.0pt; height: 15.75pt; padding: 0cm 5.4pt 0cm 5.4pt; width: 48.0pt;" width="64"><div align="center" class="MsoNormal" style="text-align: center;">
<span style="font-family: Calibri, sans-serif; font-size: 11pt;">48<o:p></o:p></span></div>
</td>
<td nowrap="" style="background: yellow; height: 15.75pt; padding: 0cm 5.4pt 0cm 5.4pt; width: 222.0pt;" valign="bottom" width="296"><div class="MsoNormal">
<span style="font-family: Calibri, sans-serif; font-size: 11pt;">Harry Potter and the Prisoner of Azkaban<o:p></o:p></span></div>
</td>
<td style="background: yellow; border-top: none; border: solid #AAAAAA 1.0pt; height: 15.75pt; padding: 0cm 5.4pt 0cm 5.4pt; width: 89.0pt;" width="119"><div align="right" class="MsoNormal" style="text-align: right;">
<span style="font-family: Calibri, sans-serif; font-size: 11pt;">$796,688,549<o:p></o:p></span></div>
</td>
<td style="background: yellow; border-bottom: solid #AAAAAA 1.0pt; border-left: none; border-right: solid #AAAAAA 1.0pt; border-top: none; height: 15.75pt; padding: 0cm 5.4pt 0cm 5.4pt; width: 42.0pt;" width="56"><div align="center" class="MsoNormal" style="text-align: center;">
<span style="font-family: Calibri, sans-serif; font-size: 11pt;">2004<o:p></o:p></span></div>
</td>
</tr>
<tr style="height: 15.75pt; mso-yfti-irow: 50;">
<td style="background: #F9F9F9; border-top: none; border: solid #AAAAAA 1.0pt; height: 15.75pt; padding: 0cm 5.4pt 0cm 5.4pt; width: 48.0pt;" width="64"><div align="center" class="MsoNormal" style="text-align: center;">
<span style="font-family: Calibri, sans-serif; font-size: 11pt;">49<o:p></o:p></span></div>
</td>
<td nowrap="" style="height: 15.75pt; padding: 0cm 5.4pt 0cm 5.4pt; width: 222.0pt;" valign="bottom" width="296"><div class="MsoNormal">
<span style="font-family: Calibri, sans-serif; font-size: 11pt;">E.T. the Extra-Terrestrial<o:p></o:p></span></div>
</td>
<td style="background: #F9F9F9; border-top: none; border: solid #AAAAAA 1.0pt; height: 15.75pt; padding: 0cm 5.4pt 0cm 5.4pt; width: 89.0pt;" width="119"><div align="right" class="MsoNormal" style="text-align: right;">
<span style="font-family: Calibri, sans-serif; font-size: 11pt;">$792,910,554<o:p></o:p></span></div>
</td>
<td style="background: #F9F9F9; border-bottom: solid #AAAAAA 1.0pt; border-left: none; border-right: solid #AAAAAA 1.0pt; border-top: none; height: 15.75pt; padding: 0cm 5.4pt 0cm 5.4pt; width: 42.0pt;" width="56"><div align="center" class="MsoNormal" style="text-align: center;">
<span style="font-family: Calibri, sans-serif; font-size: 11pt;">1982<o:p></o:p></span></div>
</td>
</tr>
<tr style="height: 15.75pt; mso-yfti-irow: 51; mso-yfti-lastrow: yes;">
<td style="background: #F9F9F9; border-top: none; border: solid #AAAAAA 1.0pt; height: 15.75pt; padding: 0cm 5.4pt 0cm 5.4pt; width: 48.0pt;" width="64"><div align="center" class="MsoNormal" style="text-align: center;">
<span style="font-family: Calibri, sans-serif; font-size: 11pt;">50<o:p></o:p></span></div>
</td>
<td nowrap="" style="height: 15.75pt; padding: 0cm 5.4pt 0cm 5.4pt; width: 222.0pt;" valign="bottom" width="296"><div class="MsoNormal">
<span style="font-family: Calibri, sans-serif; font-size: 11pt;">2012<o:p></o:p></span></div>
</td>
<td style="background: #F9F9F9; border-top: none; border: solid #AAAAAA 1.0pt; height: 15.75pt; padding: 0cm 5.4pt 0cm 5.4pt; width: 89.0pt;" width="119"><div align="right" class="MsoNormal" style="text-align: right;">
<span style="font-family: Calibri, sans-serif; font-size: 11pt;">$791,217,826<o:p></o:p></span></div>
</td>
<td style="background: #F9F9F9; border-bottom: solid #AAAAAA 1.0pt; border-left: none; border-right: solid #AAAAAA 1.0pt; border-top: none; height: 15.75pt; padding: 0cm 5.4pt 0cm 5.4pt; width: 42.0pt;" width="56"><div align="center" class="MsoNormal" style="text-align: center;">
<span style="font-family: Calibri, sans-serif; font-size: 11pt;">2009<o:p></o:p></span></div>
</td>
</tr>
</tbody></table>
<br />
<br />
Yes, it's the age of short attention spans and disposable relationships. In this climate, 'faith' and 'patience' are virtues few marketers- and fewer clients- are willing to cultivate.<br />
<br />
<div style="text-align: center;">
* * * * * *</div>
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<br />Unknownnoreply@blogger.com0tag:blogger.com,1999:blog-4713460702108225079.post-31222858813196049562015-05-19T10:04:00.005-04:002015-05-19T10:06:37.727-04:00BULLSEYE: The Double Ad StandardA TV show might portray lovemaking, murder, violence, racism, misogyny, and poor dental hygiene. While the ads sponsoring that show might be ordered off the air for showing a kid removing the vegetables from a burger, or a woman (legally) riding a bicycle without a helmet.<br />
<br />
Here's my <a href="http://www.marketingmag.ca/marketing-tv/bullseye/bullseye-double-ad-standards">BULLSEYE</a> for Marketing TV:<br />
<br />
<div class="separator" style="clear: both; text-align: center;">
<a href="http://www.marketingmag.ca/marketing-tv/bullseye/bullseye-double-ad-standards"><img alt="" border="0" height="247" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiWLfc_r-2yXxqfZWN1uKL2LEiKFWFP1X2V9x4n62wfyXzY9ViOGzoQ_JWbkJGftMBj_jLkbDy1Cvu3awV5ROQHM9_d2J_crmsNCnfKw7HTN4bdnRuircv21V80Fr2pody6cIG7C2NMGlA/s400/See+cyclist.JPG" title="BULLSEYE: the Double Ad Standard" width="400" /></a></div>
<br />
<br />
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<div style="text-align: center;">
* * * * * * *</div>
Unknownnoreply@blogger.com0tag:blogger.com,1999:blog-4713460702108225079.post-52215666633414073142015-03-20T11:00:00.004-04:002015-03-20T11:03:14.466-04:00BULLSEYE: the Infestation of Micetype.With feet planted firmly in <a href="http://miketennant.blogspot.ca/2011/08/if-you-can-read-this.html">a post of some months back</a>, here's a look- in <span style="font-size: xx-small;"><b>6-point-type</b></span>, at a new kind of advertising pollution.<br />
<div>
<br />
<div class="separator" style="clear: both; text-align: center;">
<iframe allowfullscreen="" class="YOUTUBE-iframe-video" data-thumbnail-src="https://i.ytimg.com/vi/kYChKyAkwVc/0.jpg" frameborder="0" height="266" src="http://www.youtube.com/embed/kYChKyAkwVc?feature=player_embedded" width="320"></iframe></div>
<br />
<br />
<h2>
WELCOME TO BULLSEYE</h2>
BULLSEYE is a new, twice-monthly video commentary I've launched w. the good folks at <a href="http://www.marketingmag.ca/marketing-tv/bullseye/bullseye-licensed-to-lie">MARKETING TV</a>.<br />
<br />
The title, BULLSEYE, refers to that seductive, elusive perfection creative advertisers pine for. Like an <i>Academy Award</i>, or <i>Stanley Cup</i>, or <i>Michelin Star</i>, a rare few achieve it, and so often, spend years trying to replicate it.<br />
<br />
Anyone who's stared at a blank screen- deadline looming, in Stage 3 panic-denial- knows what I mean.<br />
<br />
<br />
<div style="text-align: center;">
* * * * * * *</div>
</div>
<div>
<br />
<div>
<br /></div>
</div>
Unknownnoreply@blogger.com0tag:blogger.com,1999:blog-4713460702108225079.post-14963945039063425732014-10-08T14:17:00.001-04:002014-10-08T15:58:28.203-04:00The Scam Letter: Why I Love Bad WritingIt is with great joy and inaudible fanfare that I share with you the scam letter I received recently.<br />
<br />
<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjybFHBTKA3CBuR3foTk4Fb5xqtwCSzfFBO0GLPS8qDS3GdzeY5d6qD3Zp6Lq1hZDL6yXGAbCnUCdx3_fI5vkNRDJtzzpvQYs9M8T3phZUOsPlLJGEvKGC0OhpS3dlSj9kHObIK4VxJ_CA/s1600/Scam+email0001.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjybFHBTKA3CBuR3foTk4Fb5xqtwCSzfFBO0GLPS8qDS3GdzeY5d6qD3Zp6Lq1hZDL6yXGAbCnUCdx3_fI5vkNRDJtzzpvQYs9M8T3phZUOsPlLJGEvKGC0OhpS3dlSj9kHObIK4VxJ_CA/s1600/Scam+email0001.jpg" height="400" width="290" /></a></div>
Did I say 'letter'? I meant "OFFICIAL LETTER."<br />
<br />
May I direct your attention, not to the scam, but to the writing. Blissfully, deliciously-bungled writing: the kind that hooks you from the salutation:<br />
<br />
<div style="text-align: center;">
<b>"Dear Tennant"</b></div>
<br />
From there, it just gets better: (italics are mine)<br />
<br />
<b>"...I work for <i>one of the financial institutions</i> here in the United Kingdom"</b><br />
<br />
<i>One</i> of them. Like his workplace is a state secret. Fair enough: I once worked for <i>some of the radio stations</i>.<br />
<br />
Or is it a game? "Guess which one, and win £150!" Or perhaps it's more in the line of "If I told you, I'd have to ..." so on and so forth. <br />
<br />
Pins & needles. <br />
<br />
Do yourself a favour- read his next sentence out loud: it follows the author's apology for the unsolicited letter. I mean it. Out loud. You won't regret it:<br />
<br />
<b>"I knew that this is certainly not a predictable way of approaching to foster a relationship of trust, but because of the circumstances and urgency surrounding this claim."</b><br />
<br />
Allow me:<br />
<i><br /></i>
<i>Wha- ?</i><br />
<br />
Moving on. Heeeeeeeeeeeeeeeeeeeeeeeeeeeeeeeeeeeeeeeere's the pitch:<br />
<br />
Seems poor Adam has been charged to find an heir to the estate of "business magnate" David Tennant, and, finding none, looks to me, a randomly-chosen namesake. Brace yourself for the life-changing reveal:<br />
<br />
<b>"I know you might not in any way related to him,"</b><br />
<br />
'be'. He forgot 'be'. But I'm not about to let a lousy state-of-being verb stand between me an 4.3 million clams.<br />
<br />
<b>"but having the same last name with him and coming from the same country with him, all the modalities I have in place I can guarantee that if you follow my instructions, the fund would be released to you legally."</b><br />
<br />
Hot spit! I'm rich.<br />
<br />
Reading on: there is no risk. Nay, <b>"There is no <i>atom</i> of risk..." </b>Golly, a moment ago I was just "Tennant." A mere five paragraphs later our relationship is approaching the sub-atomic level: an intimacy hitherto reserved for the breathtaking Mrs. Tennant.<br />
<br />
A misplaced word here, a stumbling phrase there, then the big finish: <br />
<table cellpadding="0" cellspacing="0" class="tr-caption-container" style="float: right; text-align: right;"><tbody>
<tr><td style="text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEifqbH4xJ-R1dDMfTBLbgC8sd4Wa7gGjw159iPfOUhxG8FgoFRF43PKkXrGvEvnPo5FoYDY07kO_S9S6RrNA7fjHRW8ySBu4LXbEiwTCxLHyOjHF8z4ep1M4jhB812x0AkW6i_3SevYHFw/s1600/246+Upper+Street+London.JPG" imageanchor="1" style="clear: right; margin-bottom: 1em; margin-left: auto; margin-right: auto;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEifqbH4xJ-R1dDMfTBLbgC8sd4Wa7gGjw159iPfOUhxG8FgoFRF43PKkXrGvEvnPo5FoYDY07kO_S9S6RrNA7fjHRW8ySBu4LXbEiwTCxLHyOjHF8z4ep1M4jhB812x0AkW6i_3SevYHFw/s1600/246+Upper+Street+London.JPG" height="248" width="320" /></a></td></tr>
<tr><td class="tr-caption" style="text-align: center;">Disappointingly, 246 Upper Street is a Financial Institution</td></tr>
</tbody></table>
<br />
<b>"This letter was mailed out to you when I was in Canada for business meetings."</b><br />
<br />
Mr. Westwood mustn't have anticipated the 21st Century technology enabling a recipient to check investigate his story. Starting with his address.<br />
<br />
In an unfortunate lapse into credibility, Mr. Westwood's address reveals- not a seedy back alley or re-purposed cargo container- but an actual financial institution. Nationwide, of 246 Upper Street, London, is an established banking co-op.<br />
<br />
That one faux pas notwithstanding, the letter is a masterpiece of non-misdirection. It has a place of honour in my "Funny Stuff" file.<br />
<br />
Bad writing is underrated. To those language snobs who wail and gnash teeth over the demise of our language. To them I offer a hearty: <i>Tthththththththththththththththwwwwwwwwwwwwwwwwp!</i><br />
<br />
I stand, in spirit, shoulder to shoulder with those who wax Christmastime-giddy at the annual release of the <a href="http://www.bulwer-lytton.com/2014win.html">Bulwer-Lyton Prize</a>* for 'Worst Opening Sentence'. A contest of deliberately-crafted so-bad-it's-good writing by smart, highly-inventive people. <br />
<br />
Seen another way: a scam letter built on convincing, elegant, believable prose isn't so damned funny.<br />
<br />
My new benefactor, Adam Westwood, offered no such disappointment. He has no idea how much he brightened my day.<br />
<br />
I'm resisting the urge to send him something.<br />
<br />
<div style="text-align: center;">
* * * * * * * *</div>
<br />
*BONUS MATERIAL! Here's the "winner" of the 2014 Bulwer-Lytton Prize, by my new hero, Betsy Dorfman, of Brainbridge Island, WA.:<br />
<br />
<blockquote class="tr_bq">
<span style="background-color: white; font-size: 16px; line-height: 25.600000381469727px;"><span style="font-family: Times, Times New Roman, serif;"><b>"When the dead moose floated into view the famished crew cheered – this had to mean land! – but Captain Walgrove, flinty-eyed and clear headed thanks to the starvation cleanse in progress, gave fateful orders to remain on the original course and await the appearance of a second and confirming moose."</b></span></span></blockquote>
I'm weak.<br />
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<br />Unknownnoreply@blogger.com1tag:blogger.com,1999:blog-4713460702108225079.post-16430706146499581632014-08-06T14:25:00.000-04:002014-08-13T14:24:57.024-04:00OGILVY'S "13 PREDICTIONS FOR THE FUTURE OF ADVERTISING" A HALF CENTURY LATER<span style="font-family: Times, Times New Roman, serif;">There's something unseemly about poking fun at failed predictions, as though one was building a shrine to moral superiority atop a foundation of hindsight. When Terry O'Reilly and I wrote The Age of Persuasion, we toyed with the idea, but chose instead to frame ours as a wish last rather than a series of earnest prognostications. There was a good reason for this.</span><br />
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<tr><td class="tr-caption" style="text-align: center;"><span style="font-family: Times, Times New Roman, serif;">Ogilvy</span></td></tr>
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<span style="font-family: Times, Times New Roman, serif;">David Ogilvy.</span><br />
<span style="font-family: Times, Times New Roman, serif;"><br /></span>
<span style="font-family: Times, Times New Roman, serif;">The wartime British Intelligence officer, door-to stove salesman, and disciple of George Gallup, (yes, the 'Gallup Poll' guy), who was, himself one of the founding fathers of modern market research. </span><br />
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<span style="font-family: Times, 'Times New Roman', serif;">I'm not alone among copywriters in my love-hate relationship with this long-departed gentleman and Ad legend, who founded the empire that thrives today as Ogilvy and Mather Worldwide. And whose contribution to the tone, dignity and art of advertising informed a generation. The go-to work in all of Ogilvy-dom is the print add for Rolls Royce, as lovingly and skillfully crafted as the vehicle itself:</span><br />
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjpB2BIMUATJIuJSKQJGn8xz4xVGoBaLXOHmSOh8SqO6ra_jure_VEohiErm6bq3uTKmFV_vqS4dfrfThXiIt3O5FjHl-VLGFKTq6pqsOWimi5P0xyqGhcQJ47fzG5HaS4CcsaaPg8dFh8/s1600/Rolls.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><span style="font-family: Times, Times New Roman, serif;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjpB2BIMUATJIuJSKQJGn8xz4xVGoBaLXOHmSOh8SqO6ra_jure_VEohiErm6bq3uTKmFV_vqS4dfrfThXiIt3O5FjHl-VLGFKTq6pqsOWimi5P0xyqGhcQJ47fzG5HaS4CcsaaPg8dFh8/s1600/Rolls.jpg" height="640" width="484" /></span></a></div>
<span style="font-family: Times, Times New Roman, serif;"><br /></span><span style="font-family: Times, Times New Roman, serif;">In his wonderful 1963 book <i>Ogilvy on Advertising</i>, he</span><span style="font-family: Times, 'Times New Roman', serif;"> offers a (baker's) dozen predictions as to what will transpire in the ad world in years to come. </span><br />
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<span style="font-family: Times, 'Times New Roman', serif;">51 years later, it's time to take a peek and see how he did.</span><br />
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<span style="font-family: Times, 'Times New Roman', serif;">To his credit, the great man attributes this to the prodding of his publisher, and confesses a declining interest in the industry's future. </span><span style="font-family: Times, 'Times New Roman', serif;">What's so fascinating today is how spectacularly wrong so many of them were. To quote the man: "So here goes:"</span><br />
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<b style="font-family: Times, 'Times New Roman', serif;"><i>1. The quality of research will improve, and this will generate a bigger corpus of knowledge as to what works and what doesn't. Creative people will learn to exploit this knowledge, thereby improving the strike rate at the cash register.</i></b></blockquote>
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<span style="font-family: Times, Times New Roman, serif;">YES! Nailed it (as the kids say). </span><br />
<span style="font-family: Times, Times New Roman, serif;">As anyone who's answered a dinnertime phone call or been button-holed in a shopping mall can attest, the prolific growth of market research is itself a force of nature. </span><br />
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<span style="font-family: Times, Times New Roman, serif;">Ogilvy (bless him) also cautioned: <i><b>"<span style="background-color: white; font-size: 14px; line-height: 20px;">I notice increasing reluctance on the part of marketing executives to use judgment; they are coming to rely too much on research, and they use it as a drunkard uses a lamp post for support, rather than for illumination."</span></b></i></span><br />
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<b><i>2. Advertising will contain more information and less hot air.</i></b></blockquote>
Swing and a miss. Strike one.<br />
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<i><b>3. Billboards will be abolished.</b></i></blockquote>
Strike two. Though I could kiss him on the mouth right now.<br />
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<b><i>4. The clutter of commercials on television and radio will be brought under control.</i></b></blockquote>
Ooooo. 'Wrong' seems too small a word. (See <i>The Age of Persuasion</i>, Chapter 1)<br />
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<b><i>5. There will be a vast increase in the use of advertising by governments for the purpose of education, particularly health education. </i></b></blockquote>
Granted: the Ad Council in the US does incredible public service work, so much of it health-related. The Government of Canada, meanwhile, has defunded <i>Participaction</i>, but has spent upwards of $100 million since 2009 (sayeth the Globe) selling Canadians on its Economic Action Plan. Let's call this a wash.<br />
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<b><i>6. Advertising will play a part in bringing the Population Explosion under control.</i></b></blockquote>
Hey, whatever happened to the Population Explosion as a world crisis? Or acid rain, for that matter.<br />
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<b><i>7. Candidates for political office will stop using dishonest advertising.</i></b></blockquote>
Okay, David, drive way down that highway past a place called 'Wrong'. Then keep driving till I tell you to stop.<br />
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[<b><i>9 & 10</i></b> deal with the ownership and nationality of major ad agencies. Let's bypass this, except to note that Mr. O bats about .290 on these.]<br />
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<b><i>11. Multinational manufacturers will increase their market shares all over the non-Communist world, and will market more of their brands internationally. The advertising campaigns for these brands will emanate from the headquarters of multinational agencies, but will be adapted to respect differences in local culture.</i></b></blockquote>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgw45FEtpGbUNGghtOtoHQeBFQ6OL9kjXNxoaAAhewVCfuFVc7QJ2KySwhHfh9IlNq_tLsGDMwhn3tZeUz-2ZKtq_lbejonr7jLAGhRxV4Fg8HLF2IQUqEm1YxnMgBzC-BpvQfpLmOeS3M/s1600/Chinese+Big+Mac.jpg" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgw45FEtpGbUNGghtOtoHQeBFQ6OL9kjXNxoaAAhewVCfuFVc7QJ2KySwhHfh9IlNq_tLsGDMwhn3tZeUz-2ZKtq_lbejonr7jLAGhRxV4Fg8HLF2IQUqEm1YxnMgBzC-BpvQfpLmOeS3M/s1600/Chinese+Big+Mac.jpg" height="150" width="200" /></a>Yes to the first part- though he never imagined Big Macs in Beijing. <br />
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No to the second part about centralized global agencies: today, the empire he founded, Ogilvy and Mather, has more than 100 offices in more than 50 countries. We'll cut him some slack: Mr. Ogilvy retired twenty years before the advent of email.<br />
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<b><i>12. Direct response advertising will cease to be a separate speciality, and will be folded into the 'general' agencies.</i></b></blockquote>
He was kinda sorta right in the 80's, and wildly right in the Digital Age.<br />
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<b><i>13. Ways will be found to produce effective television commercials at a more sensible cost.</i></b></blockquote>
Buffalo NY area car dealer ads notwithstanding, this one's a howler, worth of a place near the record exec who told The Beatles "guitar bands are on their way out."<br />
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Enough fun at the giant's expense. <br />
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Did the great man predict that he'd regret giving in to his publisher's request for predictions? I don't know. But the man took huge risks. Built an empire. Changed for the better the advertising end of popular culture. And lived out his days in a lavish medieval French castle. <br />
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That's gotta be worth a mulligan.<br />
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<br />Unknownnoreply@blogger.com0tag:blogger.com,1999:blog-4713460702108225079.post-36477478997301344942014-07-07T16:33:00.000-04:002014-07-07T16:33:41.107-04:00A truly...Vagical Viral Video..Yes.<br />
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There <i>are</i> still clients who will look at you over a boardroom table and ask, with a straight face, that you create a viral video for them. It's conventional then to wait five or ten seconds, to ensure they don't burst into laughter and declare you punk'd. <br />
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If they don't, then nope, they're serious.<br />
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Translating from clientspeak, what they're asking is: "Take this pocket change and produce a video that will amass the spontaneous self-spreading adoration of millions. Oh, and don't spend a dime on media."<br />
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Anything else? A formula for cold fusion? Locate Jimmy Hoffa? Get Bell Canada to admit a mistake?<br />
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I beg your pardon. I don't mean to be Norman Naysayer. People routinely create viral videos, just as some routinely write New York Times Bestsellers, and others win the Powerball. The former two require a mysterious combination of skill, timing, and luck.<br />
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Have a look at one of the more recent virals. It's got a snappy little backstory. First though, see if you can figure out what has lured more than 20 million views. Including you and me.<br />
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<a href="http://%3Ciframe%20width%3D%22525%22%20height%3D%22444%22%20src%3D%22//www.youtube.com/embed/NEcZmT0fiNM%22%20frameborder=%220%22%20allowfullscreen%3E%3C/iframe%3E"><iframe allowfullscreen="" frameborder="0" height="444" src="//www.youtube.com/embed/NEcZmT0fiNM" width="525"></iframe></a><br />
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"First Moon Party" is actually a sequel to an earlier and almost-as-ingenious film, <i>Camp Gyno</i>. Which began when the president of a Tampon Subscription company (who knew?) buttonholed a couple of friends from BBDO, the writing/directing team of Jamie McCellandt and Pete Marquis, and asked their help creating a video.<br />
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For <i>Camp Gyno</i>, they cast a brilliant 10-year-old (I know, I know- but even at 10 she was too good not to cast) and shot the film over one day at a camp in Cold Spring NY.<br />
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<a href="http://%3Ciframe%20width%3D%22525%22%20height%3D%22444%22%20src%3D%22//www.youtube.com/embed/0XnzfRqkRxU%22%20frameborder=%220%22%20allowfullscreen%3E%3C/iframe%3E"><iframe allowfullscreen="" frameborder="0" height="444" src="//www.youtube.com/embed/0XnzfRqkRxU" width="525"></iframe></a><br />
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<i>Cat Flushing The Toilet </i>it ain't. Unlike the rags-to-riches "<a href="http://youtu.be/_OBlgSz8sSM">Charlie Bit Me</a>" sorts of virals, this is a first rate production. Great acting. Great direction, photography, and music. There's a story circulating that it was produced for $6,000, which is partly true. The production company, and almost certainly others, worked free of charge. (To have this on your reel, wouldn't <i>you</i>?)<br />
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Sure there are formulas for creating viral videos, just as there are formulas for winning lotteries, becoming UN Secretary General, and winning the Nobel Prize for Physics. All equally effective, so far as I know.<br />
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But a couple of factors give "First Moon Party" a little extra push into the viral mesosphere.<br />
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<h3>
THE JOY OF THE FORBIDDEN SUBJECT</h3>
Any daughter's father knows that so much as acknowledging the existence of menstruation is akin to tossing Darth Vader a Twoonie and telling him to grab you a coffee, black, two sugars. Yet this film (to shift metaphors) saunters across this forbidden turf in big honkin' steel toe boots, hands in pockets, whistling a showtune. <br />
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The very subject of menstruation, like death, bankruptcy, and hairpieces, is so wonderfully awkward, it's natural fodder for a viral video. Years ago a friend at the old Radio Bureau told me the ad category that fetched the most consumer complaints, by far, was feminine hygiene.<br />
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On that basis,<i> First Moon Party</i>'s fearlessness is its strength, with its attitude of 'yeah, it's menstruation kid, get over it.' It thrives on its own lack of respect for the 'forbidden' subject. They smacked the beehive with the hockey stick and got away with it.<br />
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I'm going to stop the deconstruction here, lest you get the idea that <i>First Moon Party </i>operates on a transparent, replicable formula. Suffice it to say I laud the skill of the filmmakers. I hope they had a blast working on the project. <br />
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And I hope they bought a Powerball ticket.<br />
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<br />Unknownnoreply@blogger.com0tag:blogger.com,1999:blog-4713460702108225079.post-83174474801406150492014-06-18T13:59:00.001-04:002014-06-19T14:11:13.177-04:00Brrrrrr. Skittles and the New Big ChillIf you're ever hoping to pinpoint the generational divide, step away from the GPS, and look no farther than DDB Chicago's campaign for SKITTLES. A campaign which, from my side of the chasm, has a distinct chill to it.<br />
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<a href="http://%3Ciframe%20width%3D%22525%22%20height%3D%22444%22%20src%3D%22//www.youtube.com/embed/JLZPQeXVse4?list=PLQYWCsTsS9XmV715yD6EzosAoSAqvMnKo%22%20frameborder=%220%22%20allowfullscreen%3E%3C/iframe%3E"><iframe allowfullscreen="" frameborder="0" height="444" src="//www.youtube.com/embed/JLZPQeXVse4?list=PLQYWCsTsS9XmV715yD6EzosAoSAqvMnKo" width="525"></iframe></a><br /></div>
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Who are these ads playing to? C'mon- I'll introduce you to a whole ballroom full of them.<br />
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CARLEW HOTEL, TORONTO<br />LAST MONTH</h3>
The ballroom was a'buzz for a major Ad Awards presentation, especially since most of the two-free-drink-tickets had been redeemed. Dinner and wine were done, as were coffee and dessert. Lights dimmed, and two hosts were introduced, and strode on stage before hundreds of Canada's most high-octane young ad creatives*.<br />
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<b><span style="font-size: xx-small;"> * Memo to word snobs: "creatives" is an established industry noun referring to a class of writers, artists and designers. Suck it up. </span></b><br />
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And then, nothing happened.<br />
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Really. By 'nothing' I mean that few acknowledged that the presentation had begun, and the loud chatter continued. Many laughed and gossiped loudly with their backs to the stage, raising their voices slightly to compete with the room noise, which now included two hosts on a P/A system. Try starting a bible study in a strip joint and you get the gist.<br />
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Anticipating this, the hosts introduced their running gag: when (not 'if', mind you) the room became too noisy, a third character would be wheeled to the stage on a dolly (channeling, one supposes, <i>Hannibal Lecter.</i>) packing a bear horn, with which he would restore quiet. (Neither the bear horn, nor the gag, worked.) <br />
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Peace broke out now and then over the next hour and change; as particular names were called, and particular works cited, interested tables hushed, then cheered madly. <br />
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The savvier marketing minds in the room- and they were many- must have grasped the irony: this was a microcosm of 21st century marketing communications: people pay attention to what interests them (which is nothing new), but have no time, zip, <i>nada</i>, zero tolerance, for what doesn't. This is a relatively new, and troubling trend.<br />
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TROUBLING HOW?</h3>
This is the audience of "you have two seconds to win my attention." If that. <br />
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As a branding device, DDB's SKITTLES campaign is trashes the campaign playbook: it lacks warmth, story and emotional connection. It does nothing to forge a relationship. Instead, each spot is built around an abstraction: a bizarre 'moment', a mutation of the cute and the disturbing. Young love, fluffy white clouds, and sweet older ladies are dispensed with the same confectionery iconoclasm.<br />
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<a href="http://%3Ciframe%20width%3D%22525%22%20height%3D%22444%22%20src%3D%22//www.youtube.com/embed/JCAA81eIK4g%22%20frameborder=%220%22%20allowfullscreen%3E%3C/iframe%3E"><iframe allowfullscreen="" frameborder="0" height="444" src="//www.youtube.com/embed/JCAA81eIK4g" width="525"></iframe></a><br />
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SKITTLES builds no emotional equity or momentum; it's less a campaign than a series of first dates, linked by a common design and tone, and a plug-in-the-verb tagline:<br />
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<b>Touch (or Smell/Feel/Pet/See) the Rainbow. Taste the Rainbow. </b></blockquote>
You can be forgiven for seeing a similarity in style to Wieden + Kennedy's much lauded Old Spice work:<br />
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<a href="http://%3Ciframe%20width%3D%22525%22%20height%3D%22444%22%20src%3D%22//www.youtube.com/embed/unPzH8-PqfQ%22%20frameborder=%220%22%20allowfullscreen%3E%3C/iframe%3E"><iframe allowfullscreen="" frameborder="0" height="444" src="//www.youtube.com/embed/unPzH8-PqfQ" width="525"></iframe></a><br />
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The tone and imagery share a similar DNA. But there's a major difference: Old Spice is built on a clear proposition: "This isn't Dad's Old Spice anymore. And to show it, we'll take you on a joy-ride far, far away from Dadland. SKITTLES makes an inexplicable b-line to a similar place, and just parks there. (Caveat: yes, Old Spice is a fashion/lifestyle product, where SKITTLES is candy. Marketing approaches twixt these categories are not interchangeable.)<br />
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All this isn't to say the SKITTLES campaign is a failure. Merely a sign of how an emerging generation of ad Creatives are perceiving and communicating with their peers: opting for quick sugar hits over long-term relationship building. <br />
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And if that doesn't work? There's always the bear horn.<br />
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<br />Unknownnoreply@blogger.com0tag:blogger.com,1999:blog-4713460702108225079.post-65118794196571070572014-05-21T10:25:00.002-04:002014-05-21T10:25:31.139-04:00Five Favourite 'Jedi Mind Tricks' of MarketingYou're looking (in spirit) at a guy who's spent most of his 30-year career insisting that no, Marketers aren't all manipulators using slight of hand and Old Jedi Mind Tricks to part you from your money.<br />
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Then I find this:<br />
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<a href="http://%3Ciframe%20width%3D%22560%22%20height%3D%22315%22%20src%3D%22//www.youtube.com/embed/wxXwsCmWakM%22%20frameborder=%220%22%20allowfullscreen%3E%3C/iframe%3E"><iframe allowfullscreen="" frameborder="0" height="315" src="//www.youtube.com/embed/wxXwsCmWakM" width="560"></iframe></a><br /></div>
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From the wonderful National Geographic show "Brain Games" comes the news that food vendor can get you to choose a higher priced item by planing a near-priced 'medium' item as a decoy, increasing the perceived value of the larger, more expensive item. <br />
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As my friend Keith Ohman is fond of saying: "Damn their eyes!" </div>
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While I consider ways to back-peddle, let me show you a few ways Marketers leverage their understanding of the human brain to grease the skids of the purchase process. <br />
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For instance-<br />
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<span style="font-size: large;">1. T</span><span style="font-size: large;">HE DISAPPEARING DOLLAR SIGN TRICK</span><br />
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Here's a peek at the menu of one of my favourite breakfast haunts (Country Boy in Kitchener, if you'll forgive the product placement):<br />
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<table cellpadding="0" cellspacing="0" class="tr-caption-container" style="float: left; margin-right: 1em; text-align: left;"><tbody>
<tr><td style="text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEge93KgWr7f5Ilk-AHxwFViV2a1CQgHVXYDufzW3BTQH7KtkEuwCbS22FOOMn4NyNm719sc-ZATnUAPC97PcQy3nCFApLzXU0i2SHtLm2GPHRDeM41VuQOrksg-mcqaibhvbkVNqVCHHhY/s1600/Country+Boy+Menu.JPG" imageanchor="1" style="clear: left; margin-bottom: 1em; margin-left: auto; margin-right: auto;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEge93KgWr7f5Ilk-AHxwFViV2a1CQgHVXYDufzW3BTQH7KtkEuwCbS22FOOMn4NyNm719sc-ZATnUAPC97PcQy3nCFApLzXU0i2SHtLm2GPHRDeM41VuQOrksg-mcqaibhvbkVNqVCHHhY/s1600/Country+Boy+Menu.JPG" height="143" width="400" /></a></td></tr>
<tr><td class="tr-caption" style="text-align: center;">Old School</td></tr>
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Note especially the price point, which is old-school in two respects: 1) The restaurant uses the classic '.99' approach. Through the year's, we're conditioned to take a '.99' at the end of a price to suggest value. And yes, it banks on your brain to think of the price as being closer to four dollars than five.<br />
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2) Even more old-school is the use of the dollar sign ($) with the price. Perhaps you've noticed- especially in more upscale restaurants (apologies to Country Boy)- that you'll often encounter price points in a different format; (the example below is from <i>Imbibe!, </i>Kitchener):<br />
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<table cellpadding="0" cellspacing="0" class="tr-caption-container" style="float: right; margin-left: 1em; text-align: right;"><tbody>
<tr><td style="text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgHCAVH3lGyoDsSDY0XlWjNvjTeOv-FTRuHq2ykEQkMG7TQ8Z0YOGEcaLDVlvOQnsgUh3SuJ1ae2QWNKrN4UnjHoQsMlle9UaliDNVbG27YTEO8Q2naNrydS_k12mN8Ga9bgfuqUHG7t6E/s1600/Imbibe.JPG" imageanchor="1" style="clear: right; margin-bottom: 1em; margin-left: auto; margin-right: auto;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgHCAVH3lGyoDsSDY0XlWjNvjTeOv-FTRuHq2ykEQkMG7TQ8Z0YOGEcaLDVlvOQnsgUh3SuJ1ae2QWNKrN4UnjHoQsMlle9UaliDNVbG27YTEO8Q2naNrydS_k12mN8Ga9bgfuqUHG7t6E/s1600/Imbibe.JPG" height="296" width="320" /></a></td></tr>
<tr><td class="tr-caption" style="text-align: center;">New School</td></tr>
</tbody></table>
<br />
According to a 2009 Cornell University Study, restaurant diners will actually spend more when the menu does NOT include either the word "dollars" or the dollar sign ($). A simple '13' for the prosciutto, says the study, will have you concentrating more on the food, and less on what you're paying.<br />
<br />
And size, evidently, does matter when choosing price fonts. When an appliance shop advertises a gas stove at <span style="font-size: x-large;">$1098.00!</span>, it's less attractive to consumers than '$1098.00'. Studies show that the larger the font, the larger the perceived cost. <br />
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<br />
<br />
<span style="font-size: large;">2. THE CONSISTENCY TRICK</span><br />
<br />
In his 1984 book <i>Influence: the Psychology of Persuasion</i>, Robert Cialdini described an experiment in which people were asked to put up a huge sign in their yard reading "Drive slow; kids playing. Almost all of them refused the request.<br />
<br />
So a new set of people were approached. This time, they were asked if they would put a small sticker in their windows, reading exactly the same thing. Most agreed. Then, those same people were asked if they would put the giant sign in their yards. A great many of them agreed. Far more than during the first wave of the experiment.<br />
<br />
This is a lesson in consistency; people are disposed to do things consistent with their previous actions. By using a little imagination, you can see how marketers might use this particular Old Jedi Mind Trick to stair-step consumers into large purchase decisions.<br />
<br />
<br />
<span style="font-size: large;">3. THE CLUTTER TRICK</span><br />
<br />
<table cellpadding="0" cellspacing="0" class="tr-caption-container" style="float: left; margin-right: 1em; text-align: left;"><tbody>
<tr><td style="text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEi_tsqS3m15nDcz-pRPYco9eEmdVxkhk5pVmqixGHLswBWnQcadQc12WJ3cz2dD0mRnclR8CUyapwkuP4_gSz8ARH3pKv3pIQS_-Hst-Uf_dML1IeDJJnC1KVH-RnWwE2HzlebAH7kdz5U/s1600/Marrakesh_Souq_2100610i.jpg" imageanchor="1" style="clear: left; margin-bottom: 1em; margin-left: auto; margin-right: auto;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEi_tsqS3m15nDcz-pRPYco9eEmdVxkhk5pVmqixGHLswBWnQcadQc12WJ3cz2dD0mRnclR8CUyapwkuP4_gSz8ARH3pKv3pIQS_-Hst-Uf_dML1IeDJJnC1KVH-RnWwE2HzlebAH7kdz5U/s1600/Marrakesh_Souq_2100610i.jpg" height="200" width="320" /></a></td></tr>
<tr><td class="tr-caption" style="text-align: center;">Marakesh</td></tr>
</tbody></table>
Seems retailers can learn a lot from the great Markets of Marrakesh, Fes and Manknes. <br />
<br />
According to an outfit called Envirosell, a store that seems to display only a few items, oh-so-tidily, is perceived as being more expensive, and less approachable. According to a New York Times piece, a bit of a mess in a retail store can imply that the goods are in demand, because people have been picking 'em over. (The theory does not, repeat, not, translate to disheveled humans.)<br />
<br />
<span style="font-size: large;">4. THE <i>THREE-FER</i> TRICK</span><br />
<span style="font-size: large;"><br /></span>
Or two-fer. Or five-fer. Studies show that suggesting a fleet rate for a sale item ads importance and urgency to the offer. Hence "$1.99 or 3/$5" ("Limited Quantities"- same idea. Though the latter is often a legal requirement.)<br />
<br />
My all-time favourite example was a shop in Goderich Ontario which posted a sign reading:<br />
<br />
<div style="text-align: center;">
<b><span style="font-size: large;">Movies $6</span></b></div>
<div style="text-align: center;">
<b><span style="font-size: large;">or 3/$18</span></b></div>
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<div style="text-align: center;">
<span style="font-size: large;"><br /></span></div>
<div style="text-align: left;">
'Seems that retailer skipped the class that dealt with 'nuance.'</div>
<div style="text-align: left;">
<span style="font-size: large;"><br /></span></div>
<span style="font-size: large;">5. THE NUMBERED LIST TRICK</span><br />
<br />
Lists are irresistible. Consider the list-o-mania that dominates publishing, broadcast, and sports. Letterman built his empire on 'em. Lists are a simple, if tawdry mean of luring a viewer, a listener (or, say, a reader) to the end of an article, or a, you know- Blog.<br />
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<div style="text-align: center;">
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<table cellpadding="0" cellspacing="0" class="tr-caption-container" style="float: right; margin-left: 1em; text-align: right;"><tbody>
<tr><td style="text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhFesGl0Kk_kRioob4Dbnkmi8SFeWppXYhRv6phxhCj_Z92ST1mFkg94B5eSuI7WtmUtnaQbIBNtGR3uXJyxKphMJE38BiqDxTWJnOJLElHyZGcCzkPC0_arI2cT9qRVWBpO2gN1bXM21o/s1600/IKEA+MAP.gif" imageanchor="1" style="clear: right; margin-bottom: 1em; margin-left: auto; margin-right: auto;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhFesGl0Kk_kRioob4Dbnkmi8SFeWppXYhRv6phxhCj_Z92ST1mFkg94B5eSuI7WtmUtnaQbIBNtGR3uXJyxKphMJE38BiqDxTWJnOJLElHyZGcCzkPC0_arI2cT9qRVWBpO2gN1bXM21o/s1600/IKEA+MAP.gif" height="150" width="200" /></a></td></tr>
<tr><td class="tr-caption" style="text-align: center;">IKEA Store Map</td></tr>
</tbody></table>
Just as unnerving as these five is the knowledge that there are so many more Marketing Mind Tricks. As overt as the aroma marketing of the Cinnabon store at the Mall, or as intricate as the 'maze' design of Ikea stores, designed to ensure that you don't come-and-go too quickly: more time on the <br />
floor increases the likelihood of your spending money.<br />
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<br />
Got some favourite Marketing Mind Tricks? Share away.<br />
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Unknownnoreply@blogger.com0tag:blogger.com,1999:blog-4713460702108225079.post-89186627393588990902014-05-13T07:58:00.000-04:002014-05-13T08:03:34.516-04:00The Decline of Mad Men- and What it Teaches about BrandsMy old friend Bill Barnes- the undisputed king-of-deadpan- used to say: "Ask me the secret of comedy."<br />
"Okay, wha-"<br />
"-Timing."<br />
<br />
The man had chops.<br />
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEijy2n4ntGThWTqUUL4443_V5gihYzisBzl9WW6haxt4E4U8DeYbpoMRJtyChyphenhyphen2aEUAdfDypHmcsFc-MbgXOfh5XxjO9TVgutVGTmrfGIUgHLFWNpbtXANcizAqcTZxyXL-RvZchqtHq_4/s1600/Season+7+Poster.JPG" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEijy2n4ntGThWTqUUL4443_V5gihYzisBzl9WW6haxt4E4U8DeYbpoMRJtyChyphenhyphen2aEUAdfDypHmcsFc-MbgXOfh5XxjO9TVgutVGTmrfGIUgHLFWNpbtXANcizAqcTZxyXL-RvZchqtHq_4/s1600/Season+7+Poster.JPG" height="240" width="320" /></a></div>
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<br />
So much of branding is about timing. A lesson niftilly illustrated in the recent woes of Mad Men, whose final season debuted this spring to underwhelming ratings.<br />
<br />
The wonderful John Hamm, too often the <i>de facto</i> spokesman for the Mad Men brand (whose headquarters is found between the ears of showrunner Matthew Weiner) spun it thus- as though a decline in ratings was part of the Mad Men master plan:<br />
<blockquote class="tr_bq">
<span style="background-color: white; color: #333333; font-family: Georgia, Century, Times, serif; font-size: x-small; line-height: 21px;"><b><i>"It's gotten to where it's only the hardcore people are down with it," Hamm said of "Mad Men." "It makes sense. It's a different viewing experience."</i></b></span></blockquote>
Conventional wisdom has it that Mad Men is suffering from <i>hiatus-itis</i>- lags between seasons (and half-seasons) that allowed audience interest to cool. And the reason for these lags and disappearances?<br />
<ul>
<li>A 17-month 'holiday' a couple of seasons back while Weiner and host network AMC squabbled over, yes, money</li>
<li>The network's desire to hold the show for one of four US Sweeps months (February, May, July and November).</li>
<li>Disagreements over production details: including-</li>
</ul>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgR8wI5oTn5cy4oyooHg2ffNzQD5RN97xBp3yItq1rb05mZCXDNK6SjqpV-bL8SwqaQUZegigDPkTmEYpJaYaXwqujfQ8QFZKzDUmKc9lHVP7D8l5MjeEnLw2M_8ezyJaxjO9GBYmyCyDM/s1600/Mad+Men+Hershey+Product+Placement.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgR8wI5oTn5cy4oyooHg2ffNzQD5RN97xBp3yItq1rb05mZCXDNK6SjqpV-bL8SwqaQUZegigDPkTmEYpJaYaXwqujfQ8QFZKzDUmKc9lHVP7D8l5MjeEnLw2M_8ezyJaxjO9GBYmyCyDM/s1600/Mad+Men+Hershey+Product+Placement.jpg" height="228" width="320" /></a></div>
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-how much product placement to sell within episodes.<br />
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Consider a similar dispute- between The Sopranos and HBO. During a hiatus of nearly two years (June '04 to March '06), James Gandolfini, rest him, lost 160 pounds, and the show lost 1.6 million viewers, about 14% of its constituency. <br />
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<i>Squeak, rumble, squeak. </i> Hear that? It's the sound of glutes squirming in leather boardroom seats in AMC sales meetings.<br />
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Indeed- The Mad Men Season 7 première last month yielded 2.3 million viewers- about a million fewer than its Season 6 début in 2013. The sense of disappointment is compounded by news that AMC would dispense the final AMC season with an eye-dropper- seven episodes now, and the final seven a year (!) from now.<br />
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Oh yes, cliffhangers work- as well today as they did for the landmark film series The Perils of Pauline exactly a century ago...<br />
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjCNFa3s-nBfY2YEpEwWI15GdH5avOw_ybHE2FiS9vDJ4p7CydGq565-vYaA-Zg9iDmUEDmvEbqlaw9ss26gwgjIijOu_fUHSHK07Cbz7nNH3LBPHKfZfKFRDU8WNcUSVnX6L86dQIHigU/s1600/Perilsofpauline.jpg" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjCNFa3s-nBfY2YEpEwWI15GdH5avOw_ybHE2FiS9vDJ4p7CydGq565-vYaA-Zg9iDmUEDmvEbqlaw9ss26gwgjIijOu_fUHSHK07Cbz7nNH3LBPHKfZfKFRDU8WNcUSVnX6L86dQIHigU/s1600/Perilsofpauline.jpg" height="320" width="211" /></a></div>
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<br />
...and for Scheherazade, whose 1001 tales saved her life, one story at a time.<br />
<br />
But-<br />
<br />
The Eclectic Film Company (it's said owner William Randolph Hearst had a hand in generating stories) knew they'd need to release the next installment in a week. <br />
<br />
And Scheherazade knew that a failure to resolve one story and begin another the very next night would be fatal.<br />
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<h2>
THE LESSON FOR BRAND MANAGERS</h2>
Was this Mad Man lapse avoidable? Could AMC and Weiner have agreed to put their customer first and air shows while their audience interest peaked? We mere mortals may never know. What is certain is that Mad Men forgot- or ignored- two of the sacred pillars of Branding:<br />
<br />
<b>1. When your Brand succeeds, it no longer belongs to you</b><br />
<br />
Brands reside and thrive in the imaginations of those who consume them. When that brand succeeds, its consumers- it's fans- assume ownership. Those who created and run the brand become managers. Or, to switch metaphors, the consumers own the ship; it the manager's job to steer. And, true to the metaphor, the larger the ship, the harder it becomes to steer.<br />
<br />
<b>2. Servitude</b><br />
<br />
To serve the brand's 'owners' is to serve the brand. Like the yellow sun that makes Superman out of Kal-El, consumers imbue a brand with its power. Mad Men draws its power from its viewer base. They are what put AMC's original productions on the map; they're the reason Matthew Weiner doesn't ask his waitress to recite the dinner specials. But consumers need to be cultivated, fed, and lovingly nurtured. <br />
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEh_I2JvkbBwVq5EIoQkiNsubPFufPUv_OOew47r2Ai9JlrdXDNfTjuHx2YiKY7rVdGUqOt57jnzoFmn7OxXDEgdO_ztMaLrfO-zA2YGNZAPHyrFyi1dIZuiJK44bYvNenxZe36I6y6nkB4/s1600/DON+DRAPER.jpg" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEh_I2JvkbBwVq5EIoQkiNsubPFufPUv_OOew47r2Ai9JlrdXDNfTjuHx2YiKY7rVdGUqOt57jnzoFmn7OxXDEgdO_ztMaLrfO-zA2YGNZAPHyrFyi1dIZuiJK44bYvNenxZe36I6y6nkB4/s1600/DON+DRAPER.jpg" height="240" width="320" /></a>So easily, so often- brand managers forget that. The delays-for-ratings, the contract wrangles, the 'split' seasons of Mad Men weren't devised for the viewer's benefit. Worse, they ignored the viewers' appetite for fresh episodes.<br />
<br />
AMC and Weiner, as brand stewards, ignored the rule of servitude, and it cost them a million viewers. And probably a lot of its momentum.<br />
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It's a common tale. <br />
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<br />Unknownnoreply@blogger.com0tag:blogger.com,1999:blog-4713460702108225079.post-48821564026512331862014-01-24T12:59:00.002-05:002014-01-27T12:31:42.199-05:00It Was 30 Years Ago Today...<a href="https://www.blogger.com/"></a><span id="goog_116818455"></span><span id="goog_116818456"></span><br />
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<div style="text-align: center;">
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<br />
On Super Bowl Sunday, 24 January 1984, Apple launched the Mac. And ran this landmark ad- only once. The director was Ridley Scott, then known for directing 'Alien' and 'Blade Runner'. <br />
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And so began the era of the Super Bowl 'event' ad. <br />
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I was giving a talk recently, when someone asked the question that's bounced around the inner chambers of marketing for 'lo these 30 years: "Why is '1984' such a landmark moment in advertising?" Having spent a lot of quality time examining the campaign, I listened helplessly as three reasons poured from someone in my cranial sub-basement:<br />
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<span style="font-size: large;"><b>TIMING</b></span> (See also 'C' for 'Cosmic Tumblers')<br />
<br />
In the early 80's, the prospect of home computing hurtled unstoppably toward our entire planetary culture. Early players- including Commodore and IBM- scrambled to satisfy consumer curiosity. Through the impeccable lens of hindsight, they're dismissed today as clumsy corporate louts. No one knew it was a high tech phony war; not until ARAPANet evolved into the INTERNET in the 90's that the revolution would truly begin.<br />
<br />
The one brand to emerge and evolve through the early birthing times of the 80's, and adapt deftly to the rise of the INTERNET- would be Apple. '1984' would be its ordination.<br />
<br />
In January 1984, it was Apple who articulated this new hunger, promised accessibility to hungry consumers, and most importantly, delivered on its brand promise.<br />
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjq_UzTU0CzzBGZ5EnxKmVd_4CSRaM1wz-vjVIwdR0MiP5MbjN7jnkc1EFVAbsug9uH5GfTglPW4GTP6tXuJGx2BqcxKM-WKzZoT6MWnrGcf3hTFsXuMwVXdr1P4AZ2xlIibjV-I-6OWrM/s1600/steve-jobs-macworld-1984.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjq_UzTU0CzzBGZ5EnxKmVd_4CSRaM1wz-vjVIwdR0MiP5MbjN7jnkc1EFVAbsug9uH5GfTglPW4GTP6tXuJGx2BqcxKM-WKzZoT6MWnrGcf3hTFsXuMwVXdr1P4AZ2xlIibjV-I-6OWrM/s1600/steve-jobs-macworld-1984.jpg" height="320" width="252" /></a></div>
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<br />
<span style="font-size: large;"><b>OPPORTUNISM</b></span><br />
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Eric Blair (George Orwell) wrote his famous novel in 1948; it's said that it was the spirit of allegory that caused him to invert the last two digits. So in 1984 the story was set.<br />
<br />
This same computer-ravenous culture, hungry for an 'aha!' moment to consecrate the warnings of the prophet Orwell, searched the cultural landscape for an articulate acknowledgement of the notorious year.<br />
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Apple's brand DNA was perfectly (I say again- perfectly) fed people's desire to separate home computing with the lab-coat pocket-protector MIT post-grad computer culture. The strategic promise of '1984' was creative individualism. Apple's Mac would lay claim to the creative right-brain. Orwell's 1984- so timely on that January Sunday, the 'world's eyes' stage of the Super Bowl provided rare, powerful, <i>you-only-get-one-shot-at-this</i> portal to the popular imagination.<br />
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEg4_6EVxRTplz7eamYHkHFNNeBuCnXuHzx8UqoNKsKzOZpU_PNJNdA-zcDvkvMIvCt13YbKB72ScKzzBMLy-xKQqMFNDrFxK-haZ2j5Rf-TNLvWuM8CnJEw6JOo-0FrWaldGlhxEDQl-ao/s1600/Orwell+Cover.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEg4_6EVxRTplz7eamYHkHFNNeBuCnXuHzx8UqoNKsKzOZpU_PNJNdA-zcDvkvMIvCt13YbKB72ScKzzBMLy-xKQqMFNDrFxK-haZ2j5Rf-TNLvWuM8CnJEw6JOo-0FrWaldGlhxEDQl-ao/s1600/Orwell+Cover.jpg" height="320" width="204" /></a></div>
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<span style="font-size: large;"><b>LUCK. OR PLUCK. TAKE YOUR PICK</b></span><br />
<br />
When the Chiat/Day team presented the spot to Apple brass, there was a nasty silence. Then-CEO John Sculley later wrote that only Steve Jobs liked it. <br />
<br />
When Sculley and Jobs played it for Apple's Board of Directors, there was a frosty silence. They- (what's the technical term? Ah yes)- <i>hated</i> it. Moreover, they insisted Apple sell back its $1 million minute of Super Bowl airtime. That's when a technicality saved the spot: contractually, Apple could only be refunded half of their $1 million. So the spot aired. And an industry has fawned ever since.<br />
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<table align="center" cellpadding="0" cellspacing="0" class="tr-caption-container" style="margin-left: auto; margin-right: auto; text-align: center;"><tbody>
<tr><td style="text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEh2X3cOn2yvUburPVMX3nbXY7Zg7kinM3CNicWR2dE81gb8ZUPx-nxd_Ryh1ADK-NDNVb8ve5CAyC2BX5q1zzELUTpoqtg7p3GItb4wE_WwkRs6_LPp7DxYPS-VaHbVjwXGMMXwW1MUKDY/s1600/Jobs+Scully.jpg" imageanchor="1" style="margin-left: auto; margin-right: auto;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEh2X3cOn2yvUburPVMX3nbXY7Zg7kinM3CNicWR2dE81gb8ZUPx-nxd_Ryh1ADK-NDNVb8ve5CAyC2BX5q1zzELUTpoqtg7p3GItb4wE_WwkRs6_LPp7DxYPS-VaHbVjwXGMMXwW1MUKDY/s1600/Jobs+Scully.jpg" height="213" width="320" /></a></td></tr>
<tr><td class="tr-caption" style="text-align: center;">Jobs, Mac, and Sculley</td></tr>
</tbody></table>
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<div style="text-align: right;">
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And the <i>cerise sur le gâteau</i>? '1984' aired during a mind-numbingly forgettable football game.<br />
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<br />Unknownnoreply@blogger.com0tag:blogger.com,1999:blog-4713460702108225079.post-48959750642771583622013-09-18T10:10:00.000-04:002013-09-18T16:58:19.073-04:00SECRETS OF A MOISTER, TASTIER TURKEYWelcome back- good to meet you here again.<br />
<br />
Oh, to beg a nickel for every client meeting nowadays let by someone who says:<br />
<br />
"We're going to create a viral video."<br />
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There is a technical 'marketing' name for these people. They are idiots.<br />
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Don't get me wrong: creating a viral video is possible. So is writing a bestselling book, a Grammy-winning teen anthem, and a runaway-hit Broadway play, and an Oscar-winning uber-hit. <br />
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So let's look at a marvelous example of that winning-lottery-ticket breed: a video that's fast-earning the adjective 'viral'-<br />
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<a href="http://%3Ciframe%20width%3D%22560%22%20height%3D%22315%22%20src%3D%22//www.youtube.com/embed/8t2dwPTnsyA%22%20frameborder=%220%22%20allowfullscreen%3E%3C/iframe%3E" target="_blank"><iframe allowfullscreen="" frameborder="0" height="315" src="//www.youtube.com/embed/8t2dwPTnsyA" width="560"></iframe></a><br />
<br />
I love this video, and the entire campaign. It's made by smart, intuitive people, who completely understand the reinvented self-parodying Bill Shatner. They intuitively understand that if turkey is funny, a turkey deep-fryer is even funnier. A 'dingle-dangle' is pure, well, gravy.<br />
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Most of all, I love how un-corporate it makes an ad for a massive insurance company. <br />
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Viral ads are the new platinum in the shift from 'push' (where advertisers would shove their ad in front of you- on TV or Radio, in print, or, say, with Banners on the Web) and 'pull'- where an attractive ad or idea is released into the zeitgeist, and attracts an audience.<br />
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This is not a process story, but rather a quick glimpse at how this viral ad did *not* come about. At no time did State Farm's creative team use this handy checklist:<br />
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjxygFB1TIkNKeGxARy59fMIg0njIwakrLPvw8LNq03bY_sh6e2Hor-y0V4whsCN7ry9f267LWbpFgj8Iip8KcA9v2ElQp9jGQqQCXsFWciWWv335dyFf5gkKf7KwW2LchOdk-nIgsaMyA/s1600/checklist.JPG" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="202" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjxygFB1TIkNKeGxARy59fMIg0njIwakrLPvw8LNq03bY_sh6e2Hor-y0V4whsCN7ry9f267LWbpFgj8Iip8KcA9v2ElQp9jGQqQCXsFWciWWv335dyFf5gkKf7KwW2LchOdk-nIgsaMyA/s320/checklist.JPG" width="320" /></a></div>
To reduce viral success to a paint-by-numbers formula is, alas, a left-brain wet dream. As simultaneously seductive and elusive as mermaids, perpetual motion, and cold fusion.<br />
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Which doesn't stop clients, bless 'em, from making the hopelessly naive request: "Can you make me a viral video"; to which Marketing creatives can respond with one of two answers: <br />
<blockquote class="tr_bq">
<b>A) Of course! Or-<br />B) We'll try our best</b></blockquote>
The first is a big fat lie, the second screams 'fire me and meet with someone who will answer 'A'.<br />
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Creating a viral-video to order is but the latest chapter in a century long struggle to glean a formula from creative success and apply it to other campaigns. But as self-serving as it sounds, Ad Creative is art, and art doesn't work that way. Aspire to create a new 'To Kill a Mockingbird', and all you'll wind up with 'Friday the 13th, Part VII'. <br />
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Good to meet you here again. Did I mention that?<br />
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<br />Unknownnoreply@blogger.com0tag:blogger.com,1999:blog-4713460702108225079.post-69516526566799518832013-05-29T16:23:00.000-04:002013-05-29T16:23:07.188-04:00More Free Lessons from the Best Print Ads<br />
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<b>Lesson #1</b></div>
<div style="text-align: center;">
<span style="font-size: large;"><b>Great Ads Entertain</b></span></div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiC5ocY89YGnSJiRTSVnL946W_dRlDd1P8U_wSS_ZCi8hq-1TJ_LAB04-4RSyVm_kN_C-OoB8jV61oMxGKcAwlErX4deCXY9TkB-st7J5al3LHL7kLmDy5TTzjPeKJT3d7tKW9TD695ZME/s1600/Hooters-1.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="640" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiC5ocY89YGnSJiRTSVnL946W_dRlDd1P8U_wSS_ZCi8hq-1TJ_LAB04-4RSyVm_kN_C-OoB8jV61oMxGKcAwlErX4deCXY9TkB-st7J5al3LHL7kLmDy5TTzjPeKJT3d7tKW9TD695ZME/s640/Hooters-1.jpg" width="414" /></a></div>
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<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 115%; mso-ansi-language: EN-CA; mso-bidi-language: AR-SA; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-CA;">Grasping
the <a href="http://www.randomhouse.ca/books/123756/the-age-of-persuasion-by-terry-o-reilly-and-mike-tennant" target="_blank"><span style="color: blue;">Age of Persuasion</span></a> begins
by understanding that most of our media are driven by entertainment. To
march out of step with that is to be a pair of brown shoes in a world of
tuxedos. Or an errant paperclip</span><br />
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<div style="text-align: center;">
<b>Lesson #2</b></div>
<div style="text-align: center;">
<span style="font-size: large;"><b>Great Ads Engage</b></span></div>
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<span style="font-size: large;"><b><br /></b></span></div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgn5X7kasPTZ_EnX0fx9P_zVjN7TZGHekapEvZyYJQcGWUTHjpmjrgYd2wdwjHfuFX0NbaWDSnKs4WzIOqiRqe0cgzXSYyOlCGh9IIKJ5HU3RYqYMqGGsC4Ld2RIGxtI4tozelv4ItsOD8/s1600/SENSODYNE_protects-.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="640" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgn5X7kasPTZ_EnX0fx9P_zVjN7TZGHekapEvZyYJQcGWUTHjpmjrgYd2wdwjHfuFX0NbaWDSnKs4WzIOqiRqe0cgzXSYyOlCGh9IIKJ5HU3RYqYMqGGsC4Ld2RIGxtI4tozelv4ItsOD8/s640/SENSODYNE_protects-.jpg" width="478" /></a></div>
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<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-CA;">Ready? Let's rewind and
replay- in slow motion- what just happened in your mind. <b> </b></span><span style="font-family: "Times New Roman","serif"; font-size: 10.0pt; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-CA;"><o:p></o:p></span></div>
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<b><i><span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-CA;">"Okay, it's teeth.
Wait... the shape is funny. Awright... it's hard hats. Why
hard hats? Sensodyne... ah... so it's about protecting teeth." </span></i></b></div>
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<span style="font-family: Times New Roman, serif;">Engaging ads invite you into a conversation, and put you to work: using parts of your brain not required with the old-school "we'll talk/you listen" school of advertising.</span></div>
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<span style="font-family: Times New Roman, serif;"><b>Lesson #3</b></span></div>
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<span style="font-family: Times New Roman, serif; font-size: large;"><b>Great Ads Assume You're Intelligent</b></span></div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEitzEt1HOMdiN0_Lgh1902GKZMkaz3kIczQwVL7mcKK0k1PGFDjfETQBY4Mh2JMBYzCEhZj8y5kQy7vXHIfm6BG7pq6dt78Z_uL4Qowray6KwKShGGx4HdVuxgyClnPC9orGsdToqK54J4/s1600/HutWeberHitlerChaplin.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="272" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEitzEt1HOMdiN0_Lgh1902GKZMkaz3kIczQwVL7mcKK0k1PGFDjfETQBY4Mh2JMBYzCEhZj8y5kQy7vXHIfm6BG7pq6dt78Z_uL4Qowray6KwKShGGx4HdVuxgyClnPC9orGsdToqK54J4/s400/HutWeberHitlerChaplin.jpg" width="400" /></a></div>
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<i style="font-family: 'Times New Roman', serif;"><br /></i></div>
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<i style="font-family: 'Times New Roman', serif;">Bulletin Bulletin Bulletin... </i><span style="font-family: 'Times New Roman', serif;">People who aren't idiots resent being treated as though they are. </span></div>
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<span style="font-family: 'Times New Roman', serif;"><br /></span></div>
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<span style="font-family: 'Times New Roman', serif;"><b>Lesson #4</b></span></div>
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<span style="font-family: 'Times New Roman', serif;"><span style="font-size: large;">Great Ads are Striking to Look At</span></span></div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjJjqzFrjBzG-ZJObn_MZ6ObyyiY_BCadypLLZgw5htUHMtxBXi5A1p20oazz3KjZUB-7ljPCF1WWK6n2XHUVQehtQEGz6S3Ctzvr9NIrPM2nBLzg-qdWXEyDkk1ClR38pB_yYvEvoSuuU/s1600/minimalist-ads-7.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="400" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjJjqzFrjBzG-ZJObn_MZ6ObyyiY_BCadypLLZgw5htUHMtxBXi5A1p20oazz3KjZUB-7ljPCF1WWK6n2XHUVQehtQEGz6S3Ctzvr9NIrPM2nBLzg-qdWXEyDkk1ClR38pB_yYvEvoSuuU/s400/minimalist-ads-7.jpg" width="357" /></a></div>
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<span style="font-family: 'Times New Roman', serif;"><br /></span></div>
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<span style="font-family: 'Times New Roman', serif;">Even the minimalist ads. <i> Especially </i>the minimalist ads. </span></div>
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<span style="font-family: 'Times New Roman', serif;">The late great David Ogilvy used to say "Only first class business, and that in a first class way." Ogilvy owned a lavish castle in France. </span><span style="font-family: 'Times New Roman', serif;">'Nuff Said.</span></div>
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<span style="font-family: 'Times New Roman', serif;">* * * * *</span></div>
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Unknownnoreply@blogger.com0tag:blogger.com,1999:blog-4713460702108225079.post-69766890982078888012013-03-01T10:00:00.000-05:002013-03-01T10:00:50.759-05:00Damn, I Wish I'd Written ThatBy 'that' I mean this:<br />
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<a href="http://www.blogger.com/%3Ciframe%20width=%22560%22%20height=%22315%22%20src=%22http://www.youtube.com/embed/3iIkOi3srLo%22%20frameborder=%220%22%20allowfullscreen%3E%3C/iframe%3E"><iframe allowfullscreen="" frameborder="0" height="315" src="http://www.youtube.com/embed/3iIkOi3srLo" width="560"></iframe></a><br />
<br />
But I didn't (dammit), Max Joseph did.<br />
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For that matter, I wish I'd handled that direction. But, (dammit), Max Joseph did that too. <br />
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Why? In the writing, it's the little things, which, when treated with importance, become the best parts:<br />
<br />
<br />
<ul>
<li>"Always send a card on Mother's Day. [MUSIC STOP: BEAT] <i>Always</i>."</li>
<li>The premise: "This is what you're <i>not</i> going to do."</li>
<li>The "take me to the heart of the Rain Forest" app.</li>
<li>"Two twos missing on your left foot."</li>
<li>"...a guy named TJ."</li>
</ul>
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<table cellpadding="0" cellspacing="0" class="tr-caption-container" style="float: right; margin-left: 1em; text-align: right;"><tbody>
<tr><td style="text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhWfja9SItXdCq0Jc1y_TzefA9Dt0wW6jcMefi_O13Wt8DjvEbXol9O8UY3uOQiZnZ8BKadbWmlt1kkBNEMzVc-Ms-kFO-4reR84RtZgXjx0wmENmkH_x8TYyelAOhFp7WMdoNwATOUeCA/s1600/max-joseph.jpg" imageanchor="1" style="clear: right; margin-bottom: 1em; margin-left: auto; margin-right: auto;"><img border="0" height="320" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhWfja9SItXdCq0Jc1y_TzefA9Dt0wW6jcMefi_O13Wt8DjvEbXol9O8UY3uOQiZnZ8BKadbWmlt1kkBNEMzVc-Ms-kFO-4reR84RtZgXjx0wmENmkH_x8TYyelAOhFp7WMdoNwATOUeCA/s320/max-joseph.jpg" width="240" /></a></td></tr>
<tr><td class="tr-caption" style="text-align: center;"><b>Max<i> D. </i>Joseph<br />3 guesses what the 'D' stands for</b></td></tr>
</tbody></table>
You can't make this stuff up. No, wait... you can. Provided you're very, very good at what you do.<br />
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And the directing? Here's the mantra all great ad directors (it's a compact club) know & respect- and pardon the deja vu: find little 'moments' and make them the best part of the film. I give you:<br />
<br />
<ul>
<li>29 SHOTS IN 20 SECONDS.From the "I quit" line to our hero finding the heart of the Rain Forest 20 seconds later, we're vaulted through 29 separate, comically charged shots. Ever hung around for a setup at a film shoot? Someone begged, pleaded w. Mr. Joseph not to spend days getting shots- some lasting much less than half a second. Yeah- Mr. Joseph (dammit) edited too. </li>
</ul>
<ul>
<li>"THE CLICHE GRINGO FANTASY of becoming an honorary native and leading the resistant forces" against a rapid fire slide show of visual icons, including <i>Lawrence of Arabia</i>, Avatar, Costner's Lt. Dunbar from <i>Dances with Wolves... </i>then our hero. Every look up the word 'gringo'? Bet Max Joseph did.</li>
</ul>
<ul>
<li>THE DISTANT DESERT HIGHWAY SHOT with the arrow pointing at our guy.</li>
</ul>
<ul>
<li>THE KID'S GIGGLE when Dad is decked. and- my favourite moment-</li>
</ul>
<ul>
<li>RECOGNIZE THE GUY WHO'S TAKEN UP WITH OUR HERO'S WIFE? Go back to the :05 mark. Aha! Brilliant. And finally:</li>
</ul>
<ul>
<li>THE TURN- the moment you must pay the piper for all the preceding entertainment. The explanation of "Follow the Frog." By then you've been entertained for 3:30- and in return, are likely happy to offer your time and attention to the final 30 seconds. Mere mortals, in lesser works, pummel you with the 'sell' from the get-go, and sprinkle entertainment moments in between. The "Follow the Frog" message requires discipline, guts, a courageous client, and talent. So hard to make those planets align.</li>
</ul>
<div>
You know the old story about the secret of carving a marble statue of a horse- you start with a block of marble, and carve away everything that *doesn't* look like a horse. <br />
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So it is with an ad that works. It's not that its content feels right- it feels more like it was there, waiting to be discovered, and all someone had to do was chip away the pieces that don't belong.<br />
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<br />Unknownnoreply@blogger.com0tag:blogger.com,1999:blog-4713460702108225079.post-86857981081616893942013-02-08T16:30:00.001-05:002013-02-08T16:30:47.508-05:00Dear Fred: I Want to Tell You Why Bob Levenson Mattered To Me...<br />
On a given day, some 154,138 human beings die. <br />
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<table cellpadding="0" cellspacing="0" class="tr-caption-container" style="float: right; margin-left: 1em; text-align: right;"><tbody>
<tr><td style="text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEisQ_kqug8HCFtL_AvwxWBg3k7d4gssJ8wfG5Ew9Nrr2ZpI4XTDO84zrlIp-QGibT8xnmF7x2lDuntqgEzqk5kIgRxLxLmZNV-Ejy6ENNobRX7vsZqP4lUSQOL3Q12IIynnL_ydtsXv440/s1600/LEVENSON-obit-popup.jpg" imageanchor="1" style="clear: right; margin-bottom: 1em; margin-left: auto; margin-right: auto;"><img border="0" height="320" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEisQ_kqug8HCFtL_AvwxWBg3k7d4gssJ8wfG5Ew9Nrr2ZpI4XTDO84zrlIp-QGibT8xnmF7x2lDuntqgEzqk5kIgRxLxLmZNV-Ejy6ENNobRX7vsZqP4lUSQOL3Q12IIynnL_ydtsXv440/s320/LEVENSON-obit-popup.jpg" width="222" /></a></td></tr>
<tr><td class="tr-caption" style="text-align: center;"><b>Bob Levenson 1929-2013</b></td></tr>
</tbody></table>
One of them, this past January 16th, was Robert Harold Levenson, late of the agency Doyle Dane Bernbach, a standard bearer of advertising's Creative Revolution a half century ago.<br />
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Of the great stories revived about Bob, the best one circulating is Bob's advice about writing great copy. Even his advice about writing inspires an "I wish I'd written that."<br />
<blockquote class="tr_bq">
<b>"Start it <span style="background-color: white; font-family: arial, sans-serif; font-size: 14px; line-height: 20px;">'Dear Fred: This is what I want to tell you about [the product].' Pretend you're talking to an intelligent friend who knows less about the product than you do. </span></b><b><span style="background-color: white; font-family: arial, sans-serif; font-size: 14px; line-height: 20px;">When you're done, simply cross out the 'Dear Fred.'"</span></b></blockquote>
Damn, that's clever. <br />
<br />
Copywriters should write these words on their gates. On pure parchment, wrapped around their foreheads, tied to their arm, or nailed to their doorposts. <br />
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For the last show of our first season of <i>The Age of Persuasion</i>- not certain as to whether CBC would invite us back, and if they did, that we'd want to return, we took the unusual step of building an entire 27 minute show around a single ad. <br />
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A Bob Levenson masterpiece, and for our money, his <i>magnum opus. </i><br />
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<div style="text-align: center;">
<b><a href="http://www.cbc.ca/video/news/audioplayer.html?clipid=1610593379"><span style="font-size: large;">CLICK HERE </span>TO LISTEN TO<span style="font-size: large;"><i> "DO THIS OR DIE"</i></span></a></b></div>
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<span style="background-color: white; font-family: arial, sans-serif; font-size: 14px; line-height: 20px;"> </span><br />
Unknownnoreply@blogger.com0tag:blogger.com,1999:blog-4713460702108225079.post-42048859145845227122013-01-23T09:54:00.001-05:002013-01-23T09:54:43.102-05:00AGE OF PERSUASION: free online Streaming<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjFFmmLNv7fcK49iNjiafBoNEhVRMWKvFgXv1ED5GSPaRRc49tWDgCHB-u56oU9avFiw_KM8tl7_dauZapoNEqdSdr2dkzyzkTsGWRsdo5Wn4GBOnBp5I8iqdc-2lf5iQHbAmDUAxIyN2o/s1600/AOP.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="186" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjFFmmLNv7fcK49iNjiafBoNEhVRMWKvFgXv1ED5GSPaRRc49tWDgCHB-u56oU9avFiw_KM8tl7_dauZapoNEqdSdr2dkzyzkTsGWRsdo5Wn4GBOnBp5I8iqdc-2lf5iQHbAmDUAxIyN2o/s320/AOP.jpg" width="320" /></a></div>
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Bless the CBC for streaming past episodes of The Age of Persuasion. <a href="http://www.cbc.ca/ageofpersuasion/">Click here</a>. Enjoy. Come back and give me heck for stuff that irks you. -mtUnknownnoreply@blogger.com0tag:blogger.com,1999:blog-4713460702108225079.post-73814861454151175632012-12-16T14:31:00.002-05:002012-12-16T14:35:49.951-05:00Roman Triumphs... and Santa Claus ParadesThere's no earthly reason why Santa Claus Parades still exist. But they do, God love 'em.<br />
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Like most media, they remain years after the termination date foreseen by the pallid party-poops of pop-culture prognostication. These are the same breed who predicted that film would end live theatre, that the phonograph and Radio would end live concerts. That Television would end Radio, and that the Inter-web would end both. <br />
<table cellpadding="0" cellspacing="0" class="tr-caption-container" style="float: left; margin-right: 1em; text-align: left;"><tbody>
<tr><td style="text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiWnKkpTZX8PwRLvdusc9wktS7oLI6b2DagKc5Hpd1PQ_8K38UpG1tmBwXNTpJd0yUNq-hsI1q3SGAeynVKRkBJ1JHHI9XrIejKzIAXnzeWKSbX7G18tNx9ce3xJvmzrBPbwoGefe2Bg38/s1600/800px-Santa_Claus_in_a_parade_in_Toronto_2007_dsc128.jpg" imageanchor="1" style="clear: left; margin-bottom: 1em; margin-left: auto; margin-right: auto;"><img border="0" height="212" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiWnKkpTZX8PwRLvdusc9wktS7oLI6b2DagKc5Hpd1PQ_8K38UpG1tmBwXNTpJd0yUNq-hsI1q3SGAeynVKRkBJ1JHHI9XrIejKzIAXnzeWKSbX7G18tNx9ce3xJvmzrBPbwoGefe2Bg38/s320/800px-Santa_Claus_in_a_parade_in_Toronto_2007_dsc128.jpg" width="320" /></a></td></tr>
<tr><td class="tr-caption" style="text-align: center;">You'd better not pout, I'm telling you why...</td></tr>
</tbody></table>
<br />
<br />
Santa Claus parades made sense in the mid-19th century, as urban centres grew, and new 'department' stores appeared. In the late 1880's, the Schipper and Block Department Store of Peoria Illinois launched the tradition, perfected (pardon the home-town bias) a decade or two later by the T. Eaton Company of Toronto.<br />
<br />
Why parades? As a marketing tool (see under 'L' for "look at me, look at me, look at me") their purpose is obvious; parades were commonly staged back then to create buzz and attract attention to the arrival of a circus or traveling theatre troop.<br />
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Here's where it gets fun: the Santa Claus parade, as we know it, is a direct DNA descendant of the Roman 'Triumph'- a grand arrival in the city of a victorious leader after a major military victory. Sometimes the parade included spoils of war (such as the treasures of the Temple of Jerusalem following the Jewish revolt, or even citizens captured and enslaved). It was a big 'hurrah' for the home team, and a big 'nana-nana-boo-boo' to the vanquished.<br />
<table cellpadding="0" cellspacing="0" class="tr-caption-container" style="float: right; margin-left: 1em; text-align: right;"><tbody>
<tr><td style="text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhwr92vjL8D_O2FVFxFItgSbrS_MvBPv47I_8Mku0p-b0iHzCA3VkxKbGXFiGSw7gA00-o7qd3NnX_44Tq3wKOtGFolyjRh4GlG7ZjfitJnpBBTlJ_mCIGqAofMVguHCmVtG5yanwTby_A/s1600/Roman+Triumph.jpg" imageanchor="1" style="clear: right; margin-bottom: 1em; margin-left: auto; margin-right: auto;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhwr92vjL8D_O2FVFxFItgSbrS_MvBPv47I_8Mku0p-b0iHzCA3VkxKbGXFiGSw7gA00-o7qd3NnX_44Tq3wKOtGFolyjRh4GlG7ZjfitJnpBBTlJ_mCIGqAofMVguHCmVtG5yanwTby_A/s1600/Roman+Triumph.jpg" /></a></td></tr>
<tr><td class="tr-caption" style="text-align: center;">...Antonius Pius is comin' to town.</td></tr>
</tbody></table>
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At the end of the Triumph- as with today's parade- came the main attraction: the triumphant leader, typically in a chariot drawn by two horses- a <i>biga</i>, in Latin-speak. Four horses constitute a<i> quadriga</i>. <br />
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Santa Claus, in the lore of Clement Clark Moore, drives an <i>octiga</i>. Is there a Latin term for a team of nine? Here's guessing the Romans never anticipated Rudoph.<br />
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Curious how our customs- parades among them, evolve, and devolve, and reinvent, emerging in forms oh so far removed from their earliest ancestors. <br />
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Close your eyes a moment and imagine taking your kids to the mall this month, for a chance to sit on the lap of the Roman Emperor Titus, of the Flavian dynasty.<br />
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Photos $7. Or two for 12 denarii. <br />
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<br />Unknownnoreply@blogger.com0tag:blogger.com,1999:blog-4713460702108225079.post-81618905133213698142012-10-28T08:54:00.000-04:002012-10-28T08:54:33.152-04:00Personifying the Brand: Lessons from AppleSo you're marketing Apple's iPhone 5, and you can choose any voice in the world for your ad. Who do you choose?<br />
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Let's assume you're going for celebrity-association: the uncredited voice of a mainstream celebrity. Do you want the street-smart smokiness of a Mary Louise Parker? The dyed-in-the-wool outsider vibe of a David Duchovny? The sage likability<i> </i>of the so-trendy Peter Dinklage?<br />
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There are a kabillion 'right' choices, give or take. Yet Apple chose a Georgian-born, Michigan-raised leading-man-slash-character actor, whose career took a sharp upward turn just this year:<br />
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Jeff Daniels.<br />
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<br />
<a href="http://www.blogger.com/%3Ciframe%20width=%22560%22%20height=%22315%22%20src=%22http://www.youtube.com/embed/V4IRsCjMqdI%22%20frameborder=%220%22%20allowfullscreen%3E%3C/iframe%3E"><iframe allowfullscreen="allowfullscreen" frameborder="0" height="315" src="http://www.youtube.com/embed/V4IRsCjMqdI" width="560"></iframe></a><br />
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Casting Daniels is as much about the right personality fit as it is about the right voice. Daniels, to millions, soared back to the summit of the popular noggin when cast this year as Will McIlvoy in Aaron Sorkin's <i>The Newroom</i>. Like the Apple brand, McIlvoy represents the <i>un-establishment</i> establishment:<br />
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<a href="http://www.blogger.com/%3Ciframe%20width=%22560%22%20height=%22315%22%20src=%22http://www.youtube.com/embed/i7lKNjtvfpc%22%20frameborder=%220%22%20allowfullscreen%3E%3C/iframe%3E"><iframe allowfullscreen="allowfullscreen" frameborder="0" height="315" src="http://www.youtube.com/embed/i7lKNjtvfpc" width="560"></iframe></a><br />
<br />
The very sound of Daniels' voice represents the trendy newness of Sorkin's controversial hit show (controversial in that it's shameless about its political point of view), Daniels himself may not be the age of the target consumer- but then, neither were Gandhi or John Lennon or Albert Einstein as the world remembers them.<br />
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Smart marketing is done with a feel for the great conversation (what used to be called 'buzz'). Right now, at the 'gut' level, Daniels is the perfect fit.<br />
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Speaking of Gandhi, Lennon and Einstein: here's another very interesting tale of Apple voice casting. Perhaps you've caught wind of a recording Steve Jobs did voicing their famous "Think Different" ad.<br />
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<a href="http://www.blogger.com/%3Ciframe%20width=%22420%22%20height=%22315%22%20src=%22http://www.youtube.com/embed/8rwsuXHA7RA%22%20frameborder=%220%22%20allowfullscreen%3E%3C/iframe%3E"><iframe allowfullscreen="allowfullscreen" frameborder="0" height="315" src="http://www.youtube.com/embed/8rwsuXHA7RA" width="420"></iframe></a><br />
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Word is that this Jobs version never aired. Apple instead chose instead to tap the brand equity of Richard Dreyfuss:<br />
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<a href="http://www.blogger.com/%3Ciframe%20width=%22420%22%20height=%22315%22%20src=%22http://www.youtube.com/embed/dX9GTUMh490%22%20frameborder=%220%22%20allowfullscreen%3E%3C/iframe%3E"><iframe allowfullscreen="allowfullscreen" frameborder="0" height="315" src="http://www.youtube.com/embed/dX9GTUMh490" width="420"></iframe></a><br />
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There's a popular line-of-thought today that Apple were fools to go with Dreyfuss, who's good, in favour of Jobs, who's brand took off during his second tour-of-duty with Apple, and soared with his illness and death. (It was Jimmy Hendrix, ironically, who'd said "once you're dead, you're made for life."<br />
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Jobs would not have been the better casting choice at the time. Dreyfuss was. But Jobs <i>is</i> the most potent choice <i>now, </i>his place in the Great Conversation hs changed, which makes me think that if Apple wasn't responsible for the recent buzz over the Jobs "never aired" version of this ad, they're undoubtedly thrilled that it's getting all the buzz.<br />
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Great voice casting is about so much more than mere voice and personality. It's about seeing where the popular parade is headed, then finding your place just in front of it. <br />
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<br />Unknownnoreply@blogger.com0tag:blogger.com,1999:blog-4713460702108225079.post-72440679915939892552012-09-29T22:21:00.000-04:002012-09-29T22:25:53.511-04:00Why Great Ads Aren't Written for the ClientThere's an ugly, inevitable moment when I pitch a campaign to a new client. It's when I tell her: "I didn't write this for you."<br />
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Music to the ears, it ain't. Ad campaigns are a gamble: they risk a lot of money, and sometimes their careers- on campaigns which, by my count, fall short of their goals 8 times out of 10.<br />
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Great retail campaigns aren't written for clients. They're written for the end user- the client's client.<br />
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Witness this spot- "Candidates," created for FedEx by BBDO New York.<br />
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<a href="http://www.blogger.com/%3Ciframe%20width=%22560%22%20height=%22315%22%20src=%22http://www.youtube.com/embed/u2eojFZ0c20%22%20frameborder=%220%22%20allowfullscreen%3E%3C/iframe%3E"><iframe allowfullscreen="allowfullscreen" frameborder="0" height="315" src="http://www.youtube.com/embed/u2eojFZ0c20" width="560"></iframe></a><br />
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A reasonably keen eye will notice the number of FedEx Office services demonstrated in the ad: brochures, posters, copies, Photoshop, mugs & signs. <br />
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That's advertising.<br />
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Look a little deeper: it's topical- running in the thick of the US Election campaigns. There are times it will likely run beside the very attack ads it's ridiculing. Rather than wallow in platitudes and promises, (the last 4 seconds notwithstanding), it entertains, by tapping the mind of the viewer. It says "we get that you're annoyed with nasty political attacks: so let's have some fun. It says "we understand you." It ingratiates by entertaining.<br />
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That's branding.<br />
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An all-time great spot? No. A clever combination of advertising and branding? Definitely.<br />
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Want to serve your client? Serve your client's client. <br />
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<div style="text-align: center;">
* * * * *</div>
I can't give any nod to FedEx without reviving this: a favourite from a past Super Bowl:<br />
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<a href="http://www.blogger.com/%3Ciframe%20width=%22420%22%20height=%22315%22%20src=%22http://www.youtube.com/embed/alSQpinagp0%22%20frameborder=%220%22%20allowfullscreen%3E%3C/iframe%3E"><iframe allowfullscreen="allowfullscreen" frameborder="0" height="315" src="http://www.youtube.com/embed/alSQpinagp0" width="420"></iframe></a><br />
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<br />Unknownnoreply@blogger.com0tag:blogger.com,1999:blog-4713460702108225079.post-71384130361097133952012-06-26T14:25:00.002-04:002012-06-26T14:25:31.017-04:00Hate Guy-Bashing Ads?Some friendly advice: live with it. 'Cause it isn't going away any time soon.<br />
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<i> </i><a href="http://www.blogger.com/%3Ciframe%20width=%22480%22%20height=%22360%22%20src=%22http://www.youtube.com/embed/8oYQlC0xvFk%22%20frameborder=%220%22%20allowfullscreen%3E%3C/iframe%3E"><iframe allowfullscreen="" frameborder="0" height="360" src="http://www.youtube.com/embed/8oYQlC0xvFk" width="480"></iframe></a><br />
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The dumb guy (or husband or father) character thrived thousands of years before Ralph Kramden ever got behind the wheel of a bus. He's a species much, much older than the comic foil in this Ad- part of Verizon's forgettable "The Elliots" campaign from McGarry Bowen of New York:<br />
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<a href="http://www.blogger.com/%3Ciframe%20width=%22480%22%20height=%22360%22%20src=%22http://www.youtube.com/embed/ZpgeACOMS9o%22%20frameborder=%220%22%20allowfullscreen%3E%3C/iframe%3E"><iframe allowfullscreen="" frameborder="0" height="360" src="http://www.youtube.com/embed/ZpgeACOMS9o" width="480"></iframe></a><br />
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That ad is something of a rarity- one of few (that I know of) ever pulled because it picked on males. Mysandry! cried millions.... (Thousands? Dozens? Pairs and pairs?) of men, who prompted the ad's banishment to the nervous client's root cellar. <br />
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In the Copywriting trade- where I live- we need comic foils, as a printer needs ink, and the koala needs eucalyptus leaves. When conceiving characters to pick on in an ad, we're taught that it's good manners to throw our rocks upward- at those in positions of advantage- not down.<br />
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So we- <i>I</i>- lose nary a wink of sleep picking on my own gender. <br />
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Why? Because men have run the table on civilization since Moby Dick was a guppy. Even after generations of progress in gender equity, we still get the best jobs, the highest pay, and the best odds of corporate, judicial, spiritual and political promotion. <br />
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And women? The generation is alive and well that remembers the Don Draper era, when men were men, and women had better have dinner on the table when he gets home. And woe betide the little woman who fails to <i>store-test</i> the coffee.<br />
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<table cellpadding="0" cellspacing="0" class="tr-caption-container" style="margin-left: auto; margin-right: auto; text-align: center;"><tbody>
<tr><td style="text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEi3DNcd5j5uBSwHWH57KTmtqww-NxdZS4qf7NGMbyxzGH_i6GN8PuVLvkZ0-rWiOLfoJx52jplRHtmCdhy_WG0oghrB3klBn7IM97lPWfTH9hlHlz8TZxjJpNV-iWh7qGxHD_JU5744Dq4/s1600/Chase+%2526+Sanborn.jpg" imageanchor="1" style="clear: left; margin-bottom: 1em; margin-left: auto; margin-right: auto;"><img border="0" height="355" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEi3DNcd5j5uBSwHWH57KTmtqww-NxdZS4qf7NGMbyxzGH_i6GN8PuVLvkZ0-rWiOLfoJx52jplRHtmCdhy_WG0oghrB3klBn7IM97lPWfTH9hlHlz8TZxjJpNV-iWh7qGxHD_JU5744Dq4/s400/Chase+%2526+Sanborn.jpg" width="400" /></a></td></tr>
<tr><td class="tr-caption" style="text-align: center;">Don't Try This At Home</td></tr>
</tbody></table>
The spankings continue in more recent advertising, if metaphorically. You may have come a long way, baby, but not far enough to bury the 'blonde' joke: <br />
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<a href="http://www.blogger.com/%3Ciframe%20width=%22480%22%20height=%22360%22%20src=%22http://www.youtube.com/embed/qiL79oxxfIE%22%20frameborder=%220%22%20allowfullscreen%3E%3C/iframe%3E"><iframe allowfullscreen="" frameborder="0" height="360" src="http://www.youtube.com/embed/qiL79oxxfIE" width="480"></iframe></a><br />
<a href="http://www.blogger.com/%3Ciframe%20width=%22480%22%20height=%22360%22%20src=%22http://www.youtube.com/embed/qiL79oxxfIE%22%20frameborder=%220%22%20allowfullscreen%3E%3C/iframe%3E"></a><br />
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Hoodathunk a 'blonde joke' spot in the 21st Century. But this one bullet-proofs itself in two ways: first by casting another female as the 'smart' one, a character who's less comely in appearance, but whose IQ clearly resides in a different postal code; second, it counts on the audience's natural tendency to throw stones (up, of course) at those who are prettier, richer, more (for want of a better word) "successful." <br />
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Relax, men. Rightly or otherwise, we still rule the known universe. The price we pay is playing the part of 'safe' comic foil, in ads like this:<br />
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<a href="http://www.blogger.com/%3Ciframe%20width=%22480%22%20height=%22360%22%20src=%22http://www.youtube.com/embed/8E_tI3QDaSM%22%20frameborder=%220%22%20allowfullscreen%3E%3C/iframe%3E"><iframe allowfullscreen="" frameborder="0" height="360" src="http://www.youtube.com/embed/8E_tI3QDaSM" width="480"></iframe></a><br />
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<a href="http://www.blogger.com/%3Ciframe%20width=%22480%22%20height=%22360%22%20src=%22http://www.youtube.com/embed/8E_tI3QDaSM%22%20frameborder=%220%22%20allowfullscreen%3E%3C/iframe%3E"></a><br />
Got a problem with that? One guy to another- two words: <br />
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Suck it up.<br />
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<a href="http://www.blogger.com/%3Ciframe%20width=%22480%22%20height=%22360%22%20src=%22http://www.youtube.com/embed/qiL79oxxfIE%22%20frameborder=%220%22%20allowfullscreen%3E%3C/iframe%3E"></a><br />
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<br />Unknownnoreply@blogger.com0tag:blogger.com,1999:blog-4713460702108225079.post-56759650621977364932012-06-16T10:27:00.001-04:002012-06-16T16:14:46.799-04:00How *Do* We Make Purchase Decisions?Such a simple question. Answer it correctly and they'll rename Madison Avenue after you.<br />
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Here's the 'elevator' answer I give clients:<br />
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<div style="text-align: center;">
YOU SHOP WITH YOUR HEAD</div>
<div style="text-align: center;">
YOU BUY WITH YOUR GUT</div>
<div style="text-align: center;">
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<div style="text-align: left;">
<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiIRsT4GTAW0ltqdrzl-X1NFzD8ri5s2x3OUfbqnJX_uy7P4gukhRQW7n2JNu61WHvRaz-WtTqERm1Vb5UwUFmZR-DwbPoqZ9c5J4iIdXM_aA0p9bqEFvpU5IOKkCu_a-0AVfZQKY6Z_Ak/s1600/supermarket.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="262" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiIRsT4GTAW0ltqdrzl-X1NFzD8ri5s2x3OUfbqnJX_uy7P4gukhRQW7n2JNu61WHvRaz-WtTqERm1Vb5UwUFmZR-DwbPoqZ9c5J4iIdXM_aA0p9bqEFvpU5IOKkCu_a-0AVfZQKY6Z_Ak/s400/supermarket.jpg" width="400" /></a></div>
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Suppose you're buying a car. Many- I'd suggest most- create some sort of shopping criteria. For instance: </div>
<div style="text-align: center;">
<b>Price</b></div>
<div style="text-align: center;">
<b>Consumer Reviews</b></div>
<div style="text-align: center;">
<b>Crash Safety</b></div>
<div style="text-align: center;">
<b>Is it Domestically Made</b></div>
<div style="text-align: center;">
<b>Available features</b><br />
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<div style="text-align: left;">
This is infused with personal criteria:</div>
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<br /></div>
<div style="text-align: center;">
<b><i>"I want a convertible"</i></b></div>
<div style="text-align: center;">
<b><i>"I want to leave a small carbon footprint"</i></b></div>
<div style="text-align: center;">
<b><i>"I want people to see it and say 'oooo baby!'"</i></b><br />
<b><i>"If Chrysler was good enough for dear ol' Dad, dammit, it's good enough for me." </i></b></div>
<div style="text-align: center;">
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<div style="text-align: left;">
So what drives (pun intended) the final decision? This is the part that causes weeping and gnashing of teeth among brands, marketers and salesfolk: </div>
<div style="text-align: left;">
<span style="font-size: large;"><b><i><br /></i></b></span></div>
<div style="text-align: center;">
<span style="font-size: large;"><b>It's about comfort.</b></span></div>
<div style="text-align: left;">
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<table cellpadding="0" cellspacing="0" class="tr-caption-container" style="float: left; margin-right: 1em; text-align: left;"><tbody>
<tr><td style="text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjUUkgoAVbCWTOV5fow-AOxPFDiin8_dQxmAeUvBWGK3EvHf5J4LoInINehaAWwOg422bsoxfLz2YeK7bgaQH8-np52AHdOHVmGY7hr1uvcs6LuurzHqTEBV8KgY-fnT3_4nEX32ZxQfNk/s1600/Shoe+shopping.jpg" imageanchor="1" style="clear: left; margin-bottom: 1em; margin-left: auto; margin-right: auto;"><img border="0" height="250" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjUUkgoAVbCWTOV5fow-AOxPFDiin8_dQxmAeUvBWGK3EvHf5J4LoInINehaAWwOg422bsoxfLz2YeK7bgaQH8-np52AHdOHVmGY7hr1uvcs6LuurzHqTEBV8KgY-fnT3_4nEX32ZxQfNk/s320/Shoe+shopping.jpg" width="320" /></a></td></tr>
<tr><td class="tr-caption" style="text-align: center;">Choice is about fashion. Really.</td></tr>
</tbody></table>
Ultimately, comfort with brand- a product- a restaurant- trumps logic when making a purchase. </div>
<div style="text-align: left;">
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<div style="text-align: left;">
People are often indignant when told this. "Not me!" they holler, as though accused of pinching the last can of Who hash, or the rare Who roast beast. <br />
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Comfort can originate with a memory: the family huddled in a tent on a raining morning munching Frosted Flakes. Often it's built on word-of-mouth- the most powerful of all marketing media. Now and then it's based on an undefinable emotional impression created by- wait for it- a marketing campaign. Or years of campaigns. <br />
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And often, it's about fashion. We're being trained to judge people by the label of beer they hold at a party (trade term is 'badge brands'). About their choice of phone- Android, iPhone, or Blackberry. About which political party they support, or whether they're a Mac or a PC . Cars are seen as an extension of our personalities (what *is* the difference between a cactus and a Corvette?). Sometimes- often- comfort is the avoidance of being un-cool.<br />
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Competitive brands spend King's ransoms painting an aura of un-cool around their competitors. Nike does it by marrying their brand- by name and attitude- to victory. Planting in consumers a nagging sense that competitor's brands are about <i>not</i> winning. <br />
<br />
<table cellpadding="0" cellspacing="0" class="tr-caption-container" style="float: right; margin-left: 1em; text-align: right;"><tbody>
<tr><td style="text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhpvNfoQlWjwLhD5RCaxggNximpi3_o0EfK_qJeMZD9ihH8LVmLwRD58uMaWgxkwtQtvF3k7HYTnoDLnng2Ka3F2Ww8ZpVlwIzJug1PZa_Roy_w6hxY040bZ9YBc8ko4wJB5d21CGAf03I/s1600/PC+Mac.png" imageanchor="1" style="clear: right; margin-bottom: 1em; margin-left: auto; margin-right: auto;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhpvNfoQlWjwLhD5RCaxggNximpi3_o0EfK_qJeMZD9ihH8LVmLwRD58uMaWgxkwtQtvF3k7HYTnoDLnng2Ka3F2Ww8ZpVlwIzJug1PZa_Roy_w6hxY040bZ9YBc8ko4wJB5d21CGAf03I/s1600/PC+Mac.png" /></a></td></tr>
<tr><td class="tr-caption" style="text-align: center;">Mac sucking at subtle.</td></tr>
</tbody></table>
Apple, by comparison, spent years personifying their main rival with pocket-protector-perfection by way of John Hodgeman's character "PC". File Mac under 'S' for 'Sucks at Subtle.'<br />
<br />
You can easily spend decades- as many of us have- forging a working understanding of the intangible process of purchase decisions, and how to help clients shape them. In doing so you find yourself gravitating to two powerful conclusions:<br />
<br />
<span style="font-size: small;"><b> 1. Advertising is not a science</b></span><br />
<span style="font-size: small;"><b> </b></span> <br />
There is not- never can be- an algorithm for the illogical, emotional 'gut choice' that drives most purchase decisions.<br />
<br />
</div>
<div style="text-align: left;">
<b>2. Great Ads are Intuitive</b></div>
<div style="text-align: left;">
<br />
The best creative marketing is the product of informed intuition, fearless 'what if' thinking, built, almost always, on a solid foundation of past mistakes.</div>
<div style="text-align: left;">
</div>
<div style="text-align: left;">
Past mistakes are where data analysis comes in so handy. Number crunchers can tell you tons about why people bought- past tense- or didn't buy- past tense- a product. They help marketers understand who they're talking to, and what past mistakes to avoid. What they cannot do- ever- is tell you how to design the next campaign- the one that will shape tomorrow's purchase decisions, and offer a client's brand a favoured place in the consumer's imagination.<br />
<br /></div>
<div style="text-align: left;">
</div>
<div style="text-align: left;">
Step aside, you pointy-headed college kids. This is a job for the artists.</div>
<div style="text-align: left;">
<br /></div>
<div style="text-align: left;">
<br /></div>Unknownnoreply@blogger.com0tag:blogger.com,1999:blog-4713460702108225079.post-44873511590714755152012-04-20T20:59:00.000-04:002012-04-20T21:00:47.846-04:00Think *Today's* Ads Go Too Far?Easy to imagine that anything goes in ads today. Sex. Language. Innuendo. During my career, ads have broken the "damn" and "hell" barriers. The belch barrier. The fart barrier. Radio spots portray orgasms. North American TV may soon break the dreaded nipple barrier. <br />
<br />
But no, Virginia- in ads today, 'anything' does *not* go. Witness the wealth of retro ads that would never, ever run today.<br />
<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgZA6ZbpvX9ADfEaJMrB6DKLInulor1GZN4dYg69C5Kq2pAY-iZsX0gw8wvIquoHsv-tcJYbT9QAto5Jq37RAEPxsyc9FNpJnTYfNz-G-IjLpKKNC9TI5OstqJLR4BqbYiIEvfESff9lec/s1600/Vintage-Ads-Vife.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><br /></a></div>
<br />
<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEja-0G8ST9qX15CQURvZEotwq0DRguwIuTCCU2X9rVmOtR9W5flb7_g5dNehlG2YHrwS5AynDWcqUd2ps1WBLuZyFvXWloohXujQVEFgadrqNsE2c1s977ZglN8DNZsDbbzoZnyFv2PUFA/s1600/20070507-The-Tom-ad.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="212" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEja-0G8ST9qX15CQURvZEotwq0DRguwIuTCCU2X9rVmOtR9W5flb7_g5dNehlG2YHrwS5AynDWcqUd2ps1WBLuZyFvXWloohXujQVEFgadrqNsE2c1s977ZglN8DNZsDbbzoZnyFv2PUFA/s320/20070507-The-Tom-ad.jpg" width="320" /></a></div>
<br />
Nossir. Pardon my chronological snobbery, but we're outgrowing racism. Also disappearing, albeit slowly, are traditional strains of misogyny-<br />
<br />
<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgZA6ZbpvX9ADfEaJMrB6DKLInulor1GZN4dYg69C5Kq2pAY-iZsX0gw8wvIquoHsv-tcJYbT9QAto5Jq37RAEPxsyc9FNpJnTYfNz-G-IjLpKKNC9TI5OstqJLR4BqbYiIEvfESff9lec/s1600/Vintage-Ads-Vife.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="316" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgZA6ZbpvX9ADfEaJMrB6DKLInulor1GZN4dYg69C5Kq2pAY-iZsX0gw8wvIquoHsv-tcJYbT9QAto5Jq37RAEPxsyc9FNpJnTYfNz-G-IjLpKKNC9TI5OstqJLR4BqbYiIEvfESff9lec/s320/Vintage-Ads-Vife.jpg" width="320" /></a></div>
<br />
Part of the many brilliant touches within Mad Men, especially the first episodes, was its cultural anachronisms- pregnant women smoking and drinking; adults striking other people's kids. In an early scene, the Drapers' young daughter is playing 'space alien'- with a plastic drycleaners' bag over her head. Her mother scolds her- not because of the suffocation risk- but for dumping out the newly-cleaned clothes. Ads become time capsules for the attitudes of their time.<br />
<br />
<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjQ_oKYJAu-fKi_IVAM-oWQjfmPvFFxUN9S4TeekXrXwbzoWXGeFRT1PX8omsb6Du4Rv-2ORWD4qnXJ7mPvHnjFM8QR5qwASeAy8aG5A37B2vcDhZn7w4PcarAlkSSCLgXfD94tWqKaCOE/s1600/Babies+in+cellphane.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="320" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjQ_oKYJAu-fKi_IVAM-oWQjfmPvFFxUN9S4TeekXrXwbzoWXGeFRT1PX8omsb6Du4Rv-2ORWD4qnXJ7mPvHnjFM8QR5qwASeAy8aG5A37B2vcDhZn7w4PcarAlkSSCLgXfD94tWqKaCOE/s320/Babies+in+cellphane.jpg" width="243" /></a></div>
<br />
<br />
Ads + time become social artifacts, reminding us of just how much our attitudes and behaviors shift.<br />
<br />
<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjOw5w8rAIO7uOHQtRzKpCdp3EW22eZIwJgopm5TXgfFReHVbW-Koe5pllEYPNf3VESY2r6_NgR9BmIplB0K-4NrwSyX1Tm9i95VWhC6mZKvtOR6nlVhq6AK5hP9kwHWX9W6qgynJHR1y8/s1600/Vintage-Ads-Face.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="320" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjOw5w8rAIO7uOHQtRzKpCdp3EW22eZIwJgopm5TXgfFReHVbW-Koe5pllEYPNf3VESY2r6_NgR9BmIplB0K-4NrwSyX1Tm9i95VWhC6mZKvtOR6nlVhq6AK5hP9kwHWX9W6qgynJHR1y8/s320/Vintage-Ads-Face.jpg" width="236" /></a></div>
Truly- what woman doesn't live to have cigar smoke blown in her face?<br />
<br />
Some retro ads are outrageous. Some-<br />
<br />
<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgcNVoPkInudcyVUf7c8rOZfFaCgg-V0_uWhVF48W1Sf9w1ZnSzQS5VtMsTr8igpXPQSdHgTX51Sq4qKNmoXhyYsPo85IJNYUMSlG2FSNoTgUnI5g4Jr4suM6J6-M-krN71SWwOm1XWd1c/s1600/Vintage-Ads-Innocence.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="320" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgcNVoPkInudcyVUf7c8rOZfFaCgg-V0_uWhVF48W1Sf9w1ZnSzQS5VtMsTr8igpXPQSdHgTX51Sq4qKNmoXhyYsPo85IJNYUMSlG2FSNoTgUnI5g4Jr4suM6J6-M-krN71SWwOm1XWd1c/s320/Vintage-Ads-Innocence.jpg" width="248" /></a></div>
<br />
<br />
-are downright chilling.<br />
<br />
It becomes an interesting exercise to imagine which of today's ads will be considered equally outrageous- and anachronistic- a generation from now.<br />
<br />
For the time being, though, let's celebrate the progress we've made. After all, we've come a long way...<br />
<br />
<a href="http://www.blogger.com/%3Ctable%20style=%22font:11px%20arial;%20color:#333;%20background-color:#f5f5f5%22%20cellpadding=%220%22%20cellspacing=%220%22%20width=%22512%22%20height=%22340%22%3E%3Ctbody%3E%3Ctr%20style=%22background-color:#e5e5e5%22%20valign=%22middle%22%3E%3Ctd%20style=%22padding:2px%201px%200px%205px;%22%3E%3Ca%20target=%22_blank%22%20style=%22color:#333;%20text-decoration:none;%20font-weight:bold;%22%20href=%22http://www.spike.com%22%3ESPIKE%3C/a%3E%3C/td%3E%3Ctd%20style=%22padding:2px%205px%200px%205px;%20text-align:right;%20font-weight:bold;%22%3E%3C/td%3E%3C/tr%3E%3Ctr%20style=%22height:14px;%22%20valign=%22middle%22%3E%3Ctd%20style=%22padding:2px%201px%200px%205px;%22%20colspan=%222%22%3E%3Ca%20target=%22_blank%22%20style=%22color:#333;%20text-decoration:none;%20font-weight:bold;%22%20href=%22http://www.spike.com/blog/viral%22%3EVirginia%20Slims:%20You%5C%27ve%20Come%20a%20Long%20Way%20Baby%21%3C/a%3E%3C/td%3E%3C/tr%3E%3Ctr%20style=%22height:14px;%20background-color:#353535%22%20valign=%22middle%22%3E%3Ctd%20colspan=%222%22%20style=%22padding:2px%205px%200px%205px;%20width:512px;%20overflow:hidden;%20text-align:right%22%3E%3Ca%20target=%22_blank%22%20style=%22color:#96deff;%20text-decoration:none;%20font-weight:bold;%22%20href=%22http://www.spike.com/%22%3Ewww.spike.com%3C/a%3E%3C/td%3E%3C/tr%3E%3Ctr%20valign=%22middle%22%3E%3Ctd%20style=%22padding:0px;%22%20colspan=%222%22%3E%3Cembed%20style=%22display:block%22%20src=%22http://media.mtvnservices.com/mgid:arc:video:spike.com:6e93fa60-a31a-480d-bafb-4dc4478be105%22%20width=%22512%22%20height=%22288%22%20type=%22application/x-shockwave-flash%22%20wmode=%22window%22%20allowFullscreen=%22true%22%20flashvars=%22autoPlay=false%22%20allowscriptaccess=%22always%22%20allownetworking=%22all%22%20bgcolor=%22#000000%22%3E%3C/embed%3E%3C/td%3E%3C/tr%3E%3Ctr%20style=%22height:18px;%22%20valign=%22middle%22%3E%3Ctd%20style=%22padding:0px;%22%20colspan=%222%22%3E%3Ctable%20style=%22margin:0px;%20text-align:center%22%20cellpadding=%220%22%20cellspacing=%220%22%20width=%22100%%22%20height=%22100%%22%3E%3Ctr%20valign=%22middle%22%3E%3Ctd%20style=%22padding:3px;%20width:33%;%22%3E%3Ca%20target=%22_blank%22%20style=%22font:10px%20arial;%20color:#333;%20text-decoration:none;%22%20href=%22http://www.spike.com/full-episodes/%22%3ESpike%20Full%20Episodes%3C/a%3E%3C/td%3E%3Ctd%20style=%22padding:3px;%20width:33%;%22%3E%3Ca%20target=%22_blank%22%20style=%22font:10px%20arial;%20color:#333;%20text-decoration:none;%22%20href=%22http://www.spike.com/video-clips/%22%3ESpike%20Video%20Clips%3C/a%3E%3C/td%3E%3Ctd%20style=%22padding:3px;%20width:33%;%22%3E%3Ca%20target=%22_blank%22%20style=%22font:10px%20arial;%20color:#333;%20text-decoration:none;%22%20href=%22http://www.facebook.com/Spike%22%3ESpike%20on%20Facebook%3C/a%3E%3C/td%3E%3C/tr%3E%3C/table%3E%3C/td%3E%3C/tr%3E%3C/tbody%3E%3C/table%3E"></a><br />
<table cellpadding="0" cellspacing="0" height="340" style="background-color: whitesmoke; color: #333333; font: 11px arial; width: 512px;"><tbody>
<tr style="background-color: #e5e5e5;" valign="middle"><td style="padding: 2px 1px 0px 5px;"><a href="http://www.spike.com/" style="color: #333333; font-weight: bold; text-decoration: none;" target="_blank">SPIKE</a></td><td style="font-weight: bold; padding: 2px 5px 0px 5px; text-align: right;"><br /></td></tr>
<tr style="height: 14px;" valign="middle"><td colspan="2" style="padding: 2px 1px 0px 5px;"><a href="http://www.spike.com/blog/viral" style="color: #333333; font-weight: bold; text-decoration: none;" target="_blank">Virginia Slims: You\'ve Come a Long Way Baby!</a></td></tr>
<tr style="background-color: #353535; height: 14px;" valign="middle"><td colspan="2" style="overflow: hidden; padding: 2px 5px 0px 5px; text-align: right; width: 512px;"><a href="http://www.spike.com/" style="color: #96deff; font-weight: bold; text-decoration: none;" target="_blank">www.spike.com</a></td></tr>
<tr valign="middle"><td colspan="2" style="padding: 0px;"><embed allowfullscreen="true" allownetworking="all" allowscriptaccess="always" bgcolor="#000000" flashvars="autoPlay=false" height="288" src="http://media.mtvnservices.com/mgid:arc:video:spike.com:6e93fa60-a31a-480d-bafb-4dc4478be105" style="display: block;" type="application/x-shockwave-flash" width="512" wmode="window"></embed></td></tr>
<tr style="height: 18px;" valign="middle"><td colspan="2" style="padding: 0px;"><table cellpadding="0" cellspacing="0" height="100%" style="margin: 0px; text-align: center;"><tbody>
<tr valign="middle"><td style="padding: 3px; width: 33%;"><a href="http://www.spike.com/full-episodes/" style="color: #333333; font: 10px arial; text-decoration: none;" target="_blank">Spike Full Episodes</a></td><td style="padding: 3px; width: 33%;"><a href="http://www.spike.com/video-clips/" style="color: #333333; font: 10px arial; text-decoration: none;" target="_blank">Spike Video Clips</a></td><td style="padding: 3px; width: 33%;"><a href="http://www.facebook.com/Spike" style="color: #333333; font: 10px arial; text-decoration: none;" target="_blank">Spike on Facebook</a></td></tr>
</tbody></table>
</td></tr>
</tbody></table>
<br />
<br />
...<i>baby</i>.<br />
<br />
<br />
<br />
<br />
<br />Unknownnoreply@blogger.com1tag:blogger.com,1999:blog-4713460702108225079.post-81825518225504374182012-04-14T10:03:00.003-04:002012-04-14T15:32:22.717-04:00The Storytelling DeficitFor the first time in generations, Advertising is moving away from storytelling. And it's hurting as result.<br />
<br />
Storytelling isn't something we merely like to do. We're wired for it. As much today as in the days of the earliest known cave paintings.<br />
<br />
<div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhdEQY0ujlcmsovcDNm93icNd8XEStw2QcH0Tw1Oe7fdqKaCaPibwZvUxBIhkTkYoxUKcrwnZpSNLQnTNIG9bcQckk2A8ZoB6v1t93fVzCkPqfZQfrrwTSF12gsy0lRHjA7ny5UmFgKXZc/s1600/Cave+Paintings.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="218" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhdEQY0ujlcmsovcDNm93icNd8XEStw2QcH0Tw1Oe7fdqKaCaPibwZvUxBIhkTkYoxUKcrwnZpSNLQnTNIG9bcQckk2A8ZoB6v1t93fVzCkPqfZQfrrwTSF12gsy0lRHjA7ny5UmFgKXZc/s320/Cave+Paintings.jpg" width="320" /></a></div><br />
<br />
Yet it wasn't until 1926 that Advertisers twigged on. That year John Caples wrote this famous ad- one of the first to use storytelling as a sales device:<br />
<br />
<div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjZ2xKgm00Hth_Y-djSwXXvlf5AORYYC2rsrPYb4-Q8owiDgvRiu0p9p0ifsld-iuY440P0BHw9teZFbKYUKjPq-0LJxd_sbnbb37W88Y6LPDCMsMrWJjUJ6tsFWcclspwXAaibDCA8l8U/s1600/CAPLES+AD.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="320" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjZ2xKgm00Hth_Y-djSwXXvlf5AORYYC2rsrPYb4-Q8owiDgvRiu0p9p0ifsld-iuY440P0BHw9teZFbKYUKjPq-0LJxd_sbnbb37W88Y6LPDCMsMrWJjUJ6tsFWcclspwXAaibDCA8l8U/s320/CAPLES+AD.jpg" width="230" /></a></div><br />
<br />
By the mid 20th Century, advertising had established a highly effective tradition of ad-storytelling, in print and broadcast. Storytelling is why 'slice of life' TV ads thrive today. However mind-numbingly stupid they are, however far they condescend to a perceived idiot-audience, (and in this case, in spite of their breathtaking misogyny) their stories, their characters make a visceral impression beyond the conscious mind's ability to block them out.<br />
<br />
<a href="http://www.blogger.com/%3Ciframe%20width=%22480%22%20height=%22360%22%20src=%22http://www.youtube.com/embed/VssO5bKFJU0%22%20frameborder=%220%22%20allowfullscreen%3E%3C/iframe%3E"><iframe allowfullscreen="" frameborder="0" height="360" src="http://www.youtube.com/embed/VssO5bKFJU0" width="480"></iframe></a><br />
<br />
Today, all that has changed. Thousands of new media compete for your attention. Ads are shorter, pithier, and ubiquitous: each with less time, and increasingly buried in a blizzard of daily ad clutter.<br />
<br />
Storytelling is disappearing. Characters and vignettes- clever or otherwise- are disappearing: making way for advertising drive-by's. Quick, staccato, single-use images and impressions built to stand alone. Including "blinks"- one-second broadcast ads:<br />
<br />
<a href="http://www.blogger.com/%3Ciframe%20width=%22640%22%20height=%22360%22%20src=%22http://www.youtube.com/embed/f83AYIJiQUw%22%20frameborder=%220%22%20allowfullscreen%3E%3C/iframe%3E"><iframe allowfullscreen="" frameborder="0" height="360" src="http://www.youtube.com/embed/f83AYIJiQUw" width="640"></iframe></a><br />
<br />
Now we're in the era of Social Media- most about a decade old, and their language still to be written. Texting is just the first shot. A language that turns what I've just written into:<br />
<br />
<div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiOvONxInRLH1MViti7rbz3NDMUN_EkH3ZH__rCjvkb3YntAnkazW0954RNwuav0IJMXkYuDyxhLlg5V_ZpOIdocjqCR964CJ4DUw6L-vgv2bUkEDuXyEuSUXxcDo0IOYIF7YwNxCTGZYM/s1600/Texting.JPG" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="152" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiOvONxInRLH1MViti7rbz3NDMUN_EkH3ZH__rCjvkb3YntAnkazW0954RNwuav0IJMXkYuDyxhLlg5V_ZpOIdocjqCR964CJ4DUw6L-vgv2bUkEDuXyEuSUXxcDo0IOYIF7YwNxCTGZYM/s320/Texting.JPG" width="320" /></a></div><br />
Storytelling is going to make a comeback- needs to make a comeback. Not to satisfy a nostalgic baby boomer indulgence, but because it's part of our wiring. Stories are how we're <i>made</i> to communicate.<br />
<br />
Each time we create a new medium it takes decades to define it- to create a language that plays to its strengths. In that sense, Social Media are still in their cavity-prone years. The language is only now being refined.<br />
<br />
That story is only now being written.Unknownnoreply@blogger.com0tag:blogger.com,1999:blog-4713460702108225079.post-62688326617932320232012-03-08T09:10:00.000-05:002012-03-08T09:10:46.215-05:00The Great Unwritten Contract with Advertisers<div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhztStrrgJn4Nvh6dzI_LgcVHwaB7a7BGznelY53DX1y9eJaJTeEiGYDEQSEsR9tqiwZsGiYNAMMhyphenhyphen-Rh9P_9aIXSZ-GkiNah0xdCjTGayOtxLgH0FNJP9nJQ3t_veTf1u1AyIQ0O3NeiE/s1600/Nash.JPG" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" height="221" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhztStrrgJn4Nvh6dzI_LgcVHwaB7a7BGznelY53DX1y9eJaJTeEiGYDEQSEsR9tqiwZsGiYNAMMhyphenhyphen-Rh9P_9aIXSZ-GkiNah0xdCjTGayOtxLgH0FNJP9nJQ3t_veTf1u1AyIQ0O3NeiE/s320/Nash.JPG" width="320" /></a></div><b><span style="font-size: x-small;">Excerpt from <i>The Age of Persuasion: How Marketing Ate Our Culture</i></span></b><br />
<br />
<br />
Billboards are a symptom of a large, growing problem in the age of<br />
persuasion. While much of the work is highly creative, it, like many<br />
other media, must figure out a way to honour an implicit contract<br />
between advertisers and consumers which, simply put, promises that<br />
advertisers must give you something in exchange for their imposition on<br />
your time, attention, and space.<br />
<br />
An ad might offer useful information,<br />
an insight, or a solution to a problem. It might help pay for the TV<br />
show you’re watching or the magazine you’re reading. It might simply<br />
entertain you. The key is that it offers some tangible benefit.<br />
<br />
Your job as a consumer is to discern which marketers are keeping<br />
their end of the bargain and which are not. With that knowledge,<br />
you’ll have the power to reward the honest brokers and punish the<br />
transgressors. I suspect few people realize they have that power, but<br />
they— that is, you— really do.<br />
<br />
A simple letter of complaint to a brand’s<br />
corporate headquarters can have a profound effect: I’ve seen major<br />
campaigns radically altered in response to a handful of complaints.<br />
On a larger scale, consumers can— and do— vote with their wallets.Unknownnoreply@blogger.com1tag:blogger.com,1999:blog-4713460702108225079.post-80675386105355978672012-02-03T10:32:00.040-05:002012-02-03T22:12:29.366-05:00Flops: When Super Bowl Ads go Wrong<b>APPLE 'Lemmings' (1985)</b><br />
<br />
Lucky for Apple- and Chiat Day Advertising, history records its legendary Super Bowl commercial <i>1984</i> as the black monolith around which he apes hollered and danced. It was the birthing moment for the Super Bowl Ad phenomenon we know today.<br />
<br />
Yet a year later, Apple was responsible for one of the greatest disasters in Super Bowl Ad history. Or in advertising, period. It's called "Lemmings."<br />
<br />
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and at one point sold its Super Bowl air time.&amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;nbsp; Facing criticism in the press for bailing on its followup, and persuaded by Chiat Day, who pointed out that they had similar misgivings about 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a year earlier, Apple repented, and ran the 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wife is a piano teacher, and tells me pianists rarely enjoy playing Mozart, because the music is technically tricky, and "there's no place to hide".&amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;nbsp; Apple learned the same lesson:&amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;nbsp; in front of an audience of tens of millions, expecting them to top the phenomenal success of &amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;lt;i&amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;gt;1984&amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;lt;/i&amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;gt;, Apple, like the mindless drones in its ad, fell far and landed hard. 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lost the Apple account soon after. 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fail?&amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;nbsp; This is a good time to remember that all worthy creativity involves risk, and failure is always easier to spot in hindsight. If some of the greatest marketing minds of the 20th century did not foresee the disaster of 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I'm gonna wager that you or I might not have 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same year- 1985- Burger King launched its no-less disastrous "Where is Herb?" Campaign.&amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;nbsp; The fictitious Herb being the only person not to have tried a Burger King Whopper.&amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;nbsp; The campaign depended on buy-in from consumers, who would have to say "I'm not Herb" when ordering.&amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;nbsp; They didn't:&amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;nbsp; to borrow the Yogi-ism, "they stayed away in 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<b> </b> <br />
<div class="MsoNormal"><i style="mso-bidi-font-style: normal;">Lemmings</i> was directed by Tony Scott, whose Top Gun would tear up the box office a year later. (His brother Ridley (<i style="mso-bidi-font-style: normal;">Blade Runner / Alien / Gladiator</i>) had directed <i style="mso-bidi-font-style: normal;">1984</i>).</div><div class="MsoNormal"><br />
Apple had a bad feeling about the ad- enough so to pull the Super Bowl time it had purchased. But when publicity swirled that they were bailing on their big followup- and with lobbying from Chiat, who reminded them they had similar misgivings about <i style="mso-bidi-font-style: normal;">1984</i>- they bought back their time and ran the ad.</div><div class="MsoNormal">Why did it fail? </div><div class="MsoNormal"><br />
This is a good time to remember that all great creative involves risk: and all great creators fail. Creativity is the art of imagining what <i style="mso-bidi-font-style: normal;">isn’t</i>, and greatness is so hard to spot during the process. Many of the 20<sup>th</sup> century’s greatest marketing minds were involved in <i style="mso-bidi-font-style: normal;">Lemmings</i>. If they didn’t’ foresee its failure, odds are pretty good that neither you nor I would have either.</div><div class="MsoNormal"><br />
The hindsight view is this: <i style="mso-bidi-font-style: normal;">1984</i> inspired viewers with a vision of a bold new creative thinking; <i style="mso-bidi-font-style: normal;">Lemmings </i>insulted viewers, accusing them of being suicidal drones. </div><br />
<b>BURGER KING 'Herb' (1986)</b><br />
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<div class="MsoNormal">Burger King’s “Herb” campaign was predicated on a fictitious character- the one person who’s never tried a Burger King Whopper. Consumers were given incentives to utter the magic words “I’m not Herb” when ordering. They campaign hinged on their buying in. </div><div class="MsoNormal"><br />
</div><div class="MsoNormal">They didn’t.</div><div class="MsoNormal"><br />
</div>Just as a freight train might require 8 kilometers to come to a stop, Burger King was powerless to halt its Herb campaign by the time its Super Bowl ad aired. It was supposed to be the big moment when BK revealed Herb's identity. By that time, bathed in flopsweat, there was nowhere for Burger King to hide.<br />
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<a href="http://www.blogger.com/%3Ciframe%20width=%22480%22%20height=%22360%22%20src=%22http://www.youtube.com/embed/YPN9VM7znYI%22%20frameborder=%220%22%20allowfullscreen%3E%3C/iframe%3E"><iframe allowfullscreen="" frameborder="0" height="360" src="http://www.youtube.com/embed/YPN9VM7znYI" width="480"></iframe></a><br />
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<b>NUVEEN INVESTMENTS 'Christopher Reeve Walks' (2000) </b><br />
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On paper this spot should have worked. It had flawless direction. Gorgeous cinematography & art direction. No voice-over (always to be admired, when it's possible).<br />
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<a href="http://www.blogger.com/%3Ciframe%20width=%22480%22%20height=%22360%22%20src=%22http://www.youtube.com/embed/OFYSUPlZmcg%22%20frameborder=%220%22%20allowfullscreen%3E%3C/iframe%3E"><iframe allowfullscreen="" frameborder="0" height="360" src="http://www.youtube.com/embed/OFYSUPlZmcg" width="480"></iframe></a><br />
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The problem? Nuveen had no cure for spinal cord injuries. Word was their switchboard was swamped in days following by people wondering what breakthrough they were referring to.<br />
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But the ad wasn't about any specific breakthrough. It was an investment company casting its gaze skyward, musing: 'wouldn't it be nice if...', and tying its brand to that sort of thinking.<br />
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Nuveen had inadvertently offered hope, when they had none to give. It cost them nothing to imagine; it cost them a great deal to imagine it before an audience of 80 million.<br />
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<b>GILLETTE FUSION (2006)</b><br />
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Companies live and breathe their brands. Sometimes they project: mistakenly assuming their product is as interesting to the consumer as it is to them.<br />
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'Lipstick on a pig' is such a mean-spirited phrase. But honestly, it's only a razor. <br />
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<a href="http://www.blogger.com/%3Ciframe%20width=%22480%22%20height=%22360%22%20src=%22http://www.youtube.com/embed/04G5mJ8O-VE%22%20frameborder=%220%22%20allowfullscreen%3E%3C/iframe%3E"><iframe allowfullscreen="" frameborder="0" height="360" src="http://www.youtube.com/embed/04G5mJ8O-VE" width="480"></iframe></a><br />
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<b>NOXEMA (1978)</b><br />
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Again with the bad shaving products ad. It's easy to be distracted by the vintage Joe Namath / Farah Fawcett casting to forget how truly awful this ad is.<br />
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<a href="http://www.blogger.com/%3Ciframe%20width=%22480%22%20height=%22360%22%20src=%22http://www.youtube.com/embed/OM59nSkjEWU%22%20frameborder=%220%22%20allowfullscreen%3E%3C/iframe%3E"><iframe allowfullscreen="" frameborder="0" height="360" src="http://www.youtube.com/embed/OM59nSkjEWU" width="480"></iframe></a><br />
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For more 2012 Super Bowl ads, click <a href="http://www.superbowlcommercials2012.net/"><b><u>here</u></b></a>.Unknownnoreply@blogger.com0