Archive for category: Ideas

K.I.S.S.*

K.I.S.S.*

Simple question, hard answer: What makes advertising great?

I’m not even going to attempt to put a bucket answer on such a subjective question, but I will throw my two cents in as to what I think makes advertising great: a positive return, a change from pre-advertisement conditions. And that positive return can manifest as an increase in sales, an increased brand awareness, a positive shift in brand perception, etc. etc. etc. (the return will be determined by the original intent of the advertising)

And the best way to get a positive return from advertising efforts? I think it’s keeping things simple and sincere.

Spiderman: Turn Off the [Tech]

Spiderman: Turn Off the [Tech]

What do Spiderman: Turn off the Dark and the Apple Newton have in common?

I’m sure the new broadway musical Spiderman: Turn Off the Dark will be pretty spectacular… uh, if it ever gets off the ground. The show ‘is expected to involve more flying and special effects than any Broadway show in history [38], with actors and dancers swinging over the heads of audience members.’ (from NYT ) But are these 38 stunts too ambitious? Are they really necessary to wow the audience?

Can you do the Cann Cann?

Can you do the Cann Cann?

Contest #2: From now through December 31, send a tweet with the hashtag #mccann2011 and describe what you think the most important trend in advertising will be in 2011. The author of the most insightful #mccann2011 tweet will win lunch with Mark Fallows, McCann NY’s Director of Creative Technology, and Alessandra Lariu, McCann NY’s Digital Group Creative Director.

Never one to shy away from a challenge, (or lets be honest, the opportunity for a free lunch) I thought I’d put my thinking cap on and try to win this bad boy.

So here goes- my prediction for the most important trend in advertising in 2011:

Increased personalization, made possible by continued innovations in research- which are enabled by advances in technology.

Living Social: Daily deal for a cable show?

Living Social: Daily deal for a cable show?

Could a cable channel use a Living Social deal (or another group buying platform) to promote tune in for a new show?

Example: Great Migrations on the National Geographic Channel

A quick synopsis:
“National Geographic Channel’s Great Migrations is a seven-part global television event that takes viewers around the world on the arduous journeys millions of animals undertake to ensure the survival of their species. Shot from land and air, in trees and cliff-blinds, on ice floes and underwater, Great Migrations tells the formidable, powerful stories of many of the planet’s species and their movements, while revealing new scientific discoveries with breathtaking high-definition clarity.”
Read more: http://channel.nationalgeographic.com/channel/great-migrations#ixzz15HXuM8rK

I think Tom Shales of the Washington Post recapped the show best:

“‘Stunningly’ beautiful? ‘Rapturously’ beautiful? ‘Shockingly’ beautiful? You can marry a dozen adverbs to ‘beautiful’ and still not capture the compelling grandeur of ‘Great Migrations,’ a wondrous new jaw-dropper… [i]t’s movingly beautiful too, in both senses of ‘moving’ — physical and emotional.”

My first thought- wow, it’s a ‘global’ television event. That’s huge! Think of the millions of potential viewers not only in the US but around the world! And beautiful imagery of animals and the world around us? You’ve got me hooked! But hmmm, the show also sounds a bit familiar… I’m thinking the BBC’s ‘Planet Earth’ and ‘Life’ sound quite similar (and yes, that’s not a typo- the BBC produced the films, not Discovery). Both of these films were beautiful in their own right and are a standout in the natural history film category– but then again, so is Great Migrations. While all 3 films are similar in genre, all 3 do offer something different for viewers. The problem is to then convince the average viewer to tune into Great Migrations when they’re probably thinking, ‘I’ve seen that already… twice.’

I think the answer lies in marketing- adding something different in the marketing plan. Something to shake things up, reach new viewers, and perhaps get a little extra press. What if Great Migrations (or any other major cable special) used the Living Social (or other group buying platform) platform as another advertising avenue?