Move over cute and cuddly Coca-Cola Polar Bears. Santa Claus you can now take Christmas holidays. Cartier has launched another strikingly beautiful ” L’Odysée de Cartier” TV ad once again using Jaguars to get consumers into the spirit of shopping and giving.
The first Cartier ” L’ Odysée film” launched just into time for Valentines 2012. Cartier’s advertising agency Paris-Based Marcel Worldwide (part of the Publicis Groupe Network) created the first cinema epic to fete the company’s 165 year history, values and inspiration and artistic scope. It went viral and has since earned over 16 million views on You Tube alone.
Nutcracker Suite For Adults – Bridge Between Dream and Reality
In this most recent instalment, 2 Jaguar cubs play hide and seek in a snow-laden forest of Fir trees filled with discoveries and precious gifts from where else? – Cartier Jewellers. Although the gifts are definitely out of my snack bracket, the ad is visual stunning using CGI technology and film to showcase Cartier’s baubles. This is certainly not your average brand sell.
I think this is the most artistic and beautiful uses of product placement I have seen. What do you think of the commercial?
In one of my October posts I wrote about creative adman Alex Bogusky turning the iconic Coca-Cola Classic Polar Bears against the carbonated soft drink industry. In his 4 minute animated video, Papa Polar Bear gets a host of diseases linked to sugar consumption of soft drinks. In the end, the video encourages Polar Bears (people) to pour their drinks into the ocean.
You can imagine my surprise when I read in Advertising Age this morning that Alex Bogusky and his advertising agency, COMMON, are now teaming up with a soft drink competitor. However, this time they want you to drink the stuff….not pour it out.
SodaStream -Better choice or just another Wolf in Sheep’s Clothing?
According to Advertising Age, COMMON has just developed SodaStream’s first global campaign. As the company’s name implies, it sells a do-it-yourself home beverage carbonization system that turns tap water and syrup into carbonated sodas. In other words, it produces sweetened soft drinks just like Coke and Pepsi.
SodaStream claims its syrups have a third of the calories of traditional sodas and do not use high-fructose corn syrup or aspartame thereby promoting health and wellness. They also market themselves as being anti-wate and environmentally friendly because their re-usable containers eliminate the number of beverage cans and plastic bottles in landfills. The anti-waste angle I get. The health and wellness is a real stretch.
It seems to me there is a double standard and a loss of credibility by COMMON and SodaStream. In October your advertising agency takes a pretty strong stand against carbonated beverages and warns consumers the product is poisonous. And fast forward 1 brief month later, that same agency is set to launch an $18 million advertising campaign extolling the virtues of making your own carbonated beverages at home. Now, drinking those products are okay and are even considered good for you. This really validates that old adage about putting your money where your mouth is and does not reflect well on advertising practitioners. Apparently when you are not being paid by soft drink companies you have ethics and can be a social activist. When you have a paying client who plays in the same sandbox you are now somehow able to justify and promote the product category. It sounds pretty hypocritical to me.
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As Hurricane Sandy barreled down on the East Coast of the United States is was inevitable that some companies would try to link their marketing efforts to the storm of the century. You could look at the marketing as being offensive, or as being good for business. Well, it seems it was a little of both. Here is a short list of those who did it right.
Duracell- a tale of two executions
A fine line exists between advertising your brand and advertising during an impending national disaster. Initially, Duracell ran ads promoting their batteries prior to Sandy’s arrival. Shameless advertising? And yet, Duracell found the right balance in the aftermath of the storm.
Charging to the rescue in Battery Park
The tri-state area surrounding New York City (comprised also of Connecticut and New Jersey) is still experiencing power outages leaving many in the dark and with no means of charging their electronic devices. Yesterday, Duracell activated their Rapid Response Charging Stations and in particular travelled to Battery Park in Lower Manhattan, no pun intended, offering free batteries and access to chargers along with WiFi. Clearly, Duracell is creating value for their brand, while at the same, providing a valuable lifeline for people to charge their phones, assorted electronic devices, and access their e-mail and social media accounts to stay connected.
Manhattanites flock to Starbuck’s locations for free WiFi
Aside from supplying badly needed coffee, Starbuck locations are providing free WIFi so people can connect with loved ones and check their e-mails.
Apparently, I am in good hands with Allstate
This past Monday evening, I received an e-mail from my insurance company, Allstate, providing tips on how to weather Hurricane Sandy – and I live in Toronto. At first it seemed odd considering I did not live anywhere near the predicted eye of the storm. Well, after experiencing the severe wind and torrential rain the customer service message was really appreciated. As someone at the gym grumbled when I showed the e-mail, “my insurance company did not think to send me anything”. Very nice gesture, Allstate!
Naughty and Nice List
Here is Santa Claus’ list as compiled by the Richmond Examiner of those advertisers that have been naughty and those who have been nice //www.examiner.com/article/hurricane-sandy-brings-out-the-best-and-worst-advertisers.
Apparently, there is no one better than the Waffle House restaurant chain. In reading this article, I learnt about the Waffle House Index – they build natural disasters into their business plan and make it part of their marketing strategy to stay open regardless of the weather to service the communities where they operate. They even order extra supplies. As a result, the Federal Emergency Management Administration looks at how many Waffle House locations are operating out of the norm to gauge where relief efforts are most needed.
Which companies would you add to the list?