Star Studded Campaign for Gap Outlet Stores?

Celebrities endorsing products:  nothing new.  Gap Factory, the brand’s outlet store, however is taking the celebrity approach to a different level.  Gap hired David LaChapelle to shoot a star studded holiday campaign for the Factory stores that will begin to appear in print and social media ads for the 2014 Holiday shopping season.  The ads feature Chrissy Teigan, Chanel Iman, Noah Mills, and player for the New York Giants, Victor Cruz.  Stylist George Kotsiopoulus, (most known from E!’s Fashion Police) created his own Gap Factory line.  The line will not be available online or any regular Gap stores, but only in Gap Factory outlet stores.  “It’s very Gap, but it’s brighter than anything we’ve ever executed,” said Amondo Redmond, director of brand strategy and content at Gap Factory. “I think people will be surprised to see how David was willing to use his eye and use it within Gap Factory and create something really beautiful.”

I have to say, this is a new concept to me.  Outlet stores, in my opinion, have always been full of discarded items, often in the sizes typically not bought, and the just plain, “What were they thinking?” items.  Typically, if one goes to an outlet store, a certain amount of “digging” must be done in order to find an item to purchase, and most of the time the digging pays off!  I have never heard of a company designing a line for it’s outlet stores specifically though.  I can see how it attracts the consumer who does not want to spend very much, but Gap owns Old Navy, which is the company’s discounted line.  I will be interested to see if the time and money spend into this advertising campaign pays off.  I do have to say, it did get my attention though.

Rodriguez, A. (2014, October 17). Gap Factory to Launch New Star-Studded Holiday Push | CMO Strategy – Advertising Age. Retrieved October 19, 2014, from http://adage.com/article/cmo-strategy/gap-factory-launch-star-studded-holiday-push/295453/

(2014, October 17). Retrieved October 19, 2014, from http://gaia.adage.com/images/bin/image/large/HO14_H1_S1_GROUP30254.jpg?1413482155

(2014, October 17). Retrieved October 19, 2014, from http://www.adweek.com/files/victor-cruz-chrissy-teigan-01-2014.jpg

Awwdorable Animal Ads

There are tons of ways to create effective ads. One of the best types of ads are ones that create happy feelings. One of the reasons ads use animals so much is because they are cute and create warm, fuzzy feelings in their viewers. I personally think that cute animal ads are extremely effective because they appeal to a large range of people. Almost anyone who watches a cute advertisements with animals will be caught with a smile on their face while viewing it.

Animals are often used to create emotional connections with the target audience to remind them of themselves or their pets. The different people it is able to reach is so large too because it isn’t limited to specific languages. If you watched a cute ad with an animal in it from Japan it still would effect you without knowing what they are saying.

Lot’s of people I know send videos and pictures of animals to each other when they know the other person is stressed with studying for school. There’s even a study showing that looking at pictures of cute animals improve work performance. So here is some of my favorite cute animal advertisements to help you get through these gloomy fall days.

1. 1:18 minutes of Shetland Ponies being put into Sweaters

Just to remind you that Shetland Ponies are a thing and you’re thinking of places in Europe to visit.

2. Tough Guys Love Animals

http://www.buzzfeed.com/summeranne/tough-guys-love-animals#1grc115

The campaign “Show Your Soft Side” shows “tough guys”, including pro athletes, speaking out against animal cruelty.

3. Doritos Pug

Lastly here is this adorable Doritos Pug.

References 

Burton, S. (2012, August 22). Tough Guys Love Animals. Retrieved October 16, 2014, from http://www.buzzfeed.com/summeranne/tough-guys-love-animals#1grc115

Gremillion, T. (2010, November 8). Animals in Ads = Smart Advertising. Retrieved October 16, 2014, from http://theadeffect.wordpress.com/2010/11/08/animals-in-ads-smart-advertising/

Zimmerman, N. (2012, October 12). Japanese Study Claims Viewing Photos of Cute Animals at Work May Boost Productivity. Retrieved October 16, 2014, from http://gawker.com/5947904/japanese-study-claims-viewing-photos-of-cute-animals-at-work-may-boost-productivity

Search Engine Ads: Deceptive or Fair Game?

I think it is safe to assume that everyone who is reading this post has used a search engine such as Google or Yahoo at some point in their lives. Anyone who has used a search engine like that is most likely familiar with the ads that often pop up at the top of the results after you search for something. These ads often pertain to what you were searching for, and they are usually labeled as ads so that you know these are probably not the results that you want to click on. I have never really found them to be very annoying, except for the couple of times that I have accidentally clicked on them.

Google
That is why I was somewhat surprised to see that federal regulators seem to be making a point to ensure that the ads in search engines are very clearly highlighted. Last year, they told Google, Yahoo, and Microsoft to more clearly highlight the ads in their search engine results, to avoid deceiving customers. Google distinguishes ads from other results by labeling them with a little yellow square that reads “Ad.” Yahoo and Microsoft distinguish the ads by shading them with a light gray color.
For me, those methods of distinguishing ads from other results are more than enough. I can look at the search results and clearly see the ad markers. Also, I just know from experience that the first couple of results could be ads. However, Robert Weissman, president of a consumer advocacy group called public citizen, claims that “Consumers are being tricked.” He thinks that the features used to distinguish ads from regular search results are not prominent enough to clearly and unabmiguously mark the ads. He is pushing for more clear cut markers so that users will not be unethically coaxed into clicking on an ad when they are just trying to find a regular search result for their search.
While I agree that clearly marked ads in search engines is a good thing, I do not think that there is a problem with the way that the ads are marked today. Also, even if there was a problem, I would not be upset by it. It would probably result in me clicking on ads sometimes, but I really don’t care. That doesn’t bother me. I don’t think that would be nearly as annoying as having to sit through an ad every time i watch a youtube video is. What do you think? Do you think that it is an issue? Are ads marked clearly enough for you to be able to distinguish them from regular search results?​​

References:

Winkler, R. (2014, October 14). Ads Tied to Web Searches Criticized as Deceptive. Retrieved October 16, 2014, from http://online.wsj.com/articles/ads-tied-to-web-searches-criticized-as-deceptive-1413226602

#TheOneThatIWant

Screen Shot 2014-10-16 at 3.54.10 PM

“Chanel No 5. makes you irresistible. At least, if you’re Gisele Bündchen.” The brands latest 3 minute and 16 second advertisement shows off just how luxurious the the perfume is. Bündchen plays the role of a glamorous surfer, model, and mom who drives a sports car and lives in a mansion made of glass. It is supposed to be the second part of the Chanel ad staring Nicole Kidman back in 2004. The overall video is a love story between Bündchen and an unnamed man. He leaves her a note at the beginning, and Bündchen must go find where he ran off to.

The song playing in the background is “You’re the One That I Want” from Grease, but many would not even recognize the popular lyrics. Lo-Fang completely recomposed and performed it so it would have a more eerie, romantic feel. Directed by Baz Luhrmann, the same director of The Great Gatsby, the video has a feeling of elegance and class.

In a press conference about the ad, Luhrmann said, “In a way, Gisele became the script. I knew her when she was quite young and starting out, and she’s evolved so much in both her life and work. The film reflects that—this woman has a child, a real job and then she has this relationship. Gisele is the Chanel woman now.”

Just like in class today, celebrities used in advertisements can be risky, but I think Chanel chose the perfect person for the ad. Bündchen is smart, beautiful, and a mom. I think she represents everything Chanel is trying to convey in their ad. She seems dependable, talented (she has appeared in the recent campaign for Under Armor), and has a good image to the media overall.

Watch her in the video below:

The campaign even has a hashtag #TheOneThatIWant shown at the end of the video.

So what do you guys think? Does Gisele make Chanel No. 5 look desirable? She sure has sold me on the product. Chanel spent a lot of money making this (Nicole Kidman’s ad cost around $42 million). But I think it is necessary for the Chanel’s “brand image.” If a person is going to spend a hundred dollars on perfume or thousands of dollars on a handbag, Chanel better make them want it. Chanel is selling a “fantasy” with this commercial, and with over one million views on YouTube within the first 24 hours, I think they are doing it right.

 

Beltrone, G. (2014, October 16). Brand of the Day: Chanel No. 5 Finds a New Muse in the Stunning Gisele Bündchen. Retrieved October 16, 2014.

A World Without Glass

glass ad

Have you ever wondered what a world without glass would be like? Maybe not, but Doremus & Co. and DDB Worldwide Communications Group Inc. thought about it, and launched five creative commercials to show how life without glass would be.
Three years ago Doremus and DDB partnered with Owens-Illinois (O-I), the world’s leading glass container manufacturer, to launch the ongoing “Glass is Life” campaign. The campaign originally started with a business-to-business focus, but the company needed to find a way to also target consumers. Glass products tend to be more pricey and because of that people in the world today tend to use more paper cartons and plastics versus glass products. In order to change the way the world thinks about glass packaging the company needed to show consumers the importance of glass products. An O-I Spokesperson stated “We believe glass is pure, healthy and natural, the kind of packaging that’s better for food and drink, better for us and better for the environment.”

The Glass is Life campaign was carefully thought out and put in motion using print, digital advertising and marketing, and a variety of social media platforms. This enabled the company to reach a larger diverse audience and address numerous issues (like environmental concerns) that consumers may have.

Check out the 5 fun and memorable ads below:





I believe these advertisements successfully emphasize the message that plastic and aluminum can’t compare to quality glass products, whether you are toasting at a bar or trying to cast an SOS message into the ocean. The commercials are innovative and have tasteful humor which captures the audiences attention. I thought the most effective commercial was the one with the guy on the stranded island because it was pretty funny, and also showed how much of a failure a plastic bottle was during his efforts to send out a message. However, most of these commercials are pretty unrealistic. How often do people really get stranded on islands? In light of that though, I definitely prefer the clinking of glass when toasting at a bar – it’s like it gives it more soul, something that aluminum cans just can’t do.

The ads are expected to launch this week in Colombia and Peru, but are currently available for viewing online in the meantime.

From O-I Glass: “We love glass. It starts life as sand, goes through fire and magically becomes a natural, beautiful material that safeguards your food and drink & is good for the environment.”

For more information on the company and their campaign you can check out their websites:
Company: http://www.o-i.com
Campaign: http://www.glassislife.com
Case Study: http://www.doremus.com/work/case-studies/glass-is-life/

References:

Doremus | Glass Is Life. (n.d.). Retrieved October 16, 2014, from http://www.doremus.com/work/case-studies/glass-is-life/

Glass O-I. (2014, October 1). Cómo hacer una verdadera celebración. Retrieved October 16, 2014, from https://www.youtube.com/watch?v=dQ3z96KXuM4

Glass O-I. (2014, October 1)El día que el océano habló. Retrieved October 16, 2014, from https://www.youtube.com/watch?v=HVmW39F9WYI

Glass O-I. (2014, October 1). La naturaleza está tratando de decirte algo. Retrieved October 16, 2014, from https://www.youtube.com/watch?v=dIkFBfMBvvs

Glass O-I. (2014, October 1). Pesadilla en la playa. Retrieved October 16, 2014, from https://www.youtube.com/watch?v=1hOLxmsS1Sc

Glass O-I. (2014, October 1). Técnica de seducción 1. Retrieved October 16, 2014, from https://www.youtube.com/watch?v=XWpYtcNvHYk

Logo – Glass Is Life. (n.d.). Retrieved October 16, 2014, from http://www.glassislife.com/about_o-i

How Far is Too Far?

In advertising the more attention that you can generate for your brand, the better. However, how much attention is too much attention? When is this attention detrimental? This past weekend in Moscow, Russia, there were over five hundred car accidents due to a provocative truck advertisement. The truck had a large image of a female chest, covered up barely by the slogan ‘They attract’. As the police got more and more complaints about the truck causing male drivers’ distraction, they asked the truck to go off the road or either cover up the advertisement. Some driver’s crashed head-on into oncoming traffic, and many drivers made complaints that their insurance was not going to give them any coverage for the accident. It was widely covered in Russia and gained bad publicity quickly, versus humorous coverage of an amusing advertisement. The advertising group behind the ad came out and made a statement, saying that they would offer some compensation to the drivers’ who were not covered by their insurance.

But how much is too much? At what point is advertising too distracting? The whole premise of billboards is distraction – if you are looking at a billboard, then you aren’t looking at the road. Ironically enough, another American billboard in 2013 was taken down by causing too many distractions while advertising for drivers’ to pay more attention to the road. Advertising has been the topic of hot discussion in recent years, claiming that subliminal messaging plays too strong of a role in advertising and that some messages are indeed too risky and too provocative. This past weekend in Russia, this was brought to a point.

Screen Shot 2014-10-16 at 1.20.22 PMThe advertisement can be labeled as both distracting and sexist. It didn’t even last a full day on the road. So how far is too far? Is this advertisement a light-hearted joke? Or is it more offensive on deeper levels? Regardless of what your opinion is, there are enough insurance claims in Moscow right now to prove that something went wrong with this advertisement.

Where’s the Water

fred-water-bottles-hed-2014

We’ve all heard people argue over the plethora of water brands and which is best, only to say “but it’s just water, it all tastes the same!” Well now it isn’t even water… it’s just an empty plastic bottle that the water brand Fred is trying to market as a better option to other bottled water brands. For $9 you can be the proud owner of Fred’s 13.5-ounce plastic water bottle for all your water consumption needs. What makes Fred’s unique you ask? Well their water bottle is flask shaped…so it must be cool right?

Fred’s is banking on the fact that customers will see a value in purchasing their latest product because traditional packages of bottled water can cost $25 or sometimes more. Fred’s also touts the fact that their bottles unlike traditional plastic bottles do not contain BPA or phthalate, which people worry are cancer-causing agents. They are also backpacking off of a previous campaign that they had in which they talked about the evils of sugar, specifically related to soft drinks. With their new, empty flask water bottle, they are urging customers to rehydrate responsibly, and for free!

But with glass water bottles becoming more and more popular, and consumers, especially those who are already health conscious, becoming more aware of the importance of hydrating, why would anyone ever buy an empty plastic branded water bottle from the grocery store. They could either spend money on a nice water bottle, or they could just reuse a bottle water bottle they already possess. There’s not enough value behind a product like this, to make it worth keeping around. No matter how cool the shape, or the brand might be, there is no point. And…if Fred’s still plans to sell bottles with water in it, why would I buy the same version of there product without water in it at a more expensive price point. If I am going to re-use your product, at least give me complimentary water with my purchase. The whole thing seems a bit backwards.

Sometimes, it seems like brands today that passionately support a cause, or try to present themselves in a hipster or indie light, miss the mark. They don’t take enough time to think about their target market, and focus too much on what they think of themselves. What are some other brands that you think have fallen into a similar position as Fred? What are some products that tried too hard to make a statement?

References:

Beltrone, G. (n.d.). Brand of the Day: Meet the Bottled Water Company That Will Happily Sell You the Bottle Minus the Water. Retrieved October 16, 2014.

Gianatasio, D. (n.d.). Ad of the Day: Fred. Retrieved October 16, 2014.