by Next Wave Team | Feb 24, 2006 | Advertising, Crispin Porter + Bogusky, Everything You Want to Know About Advertising, Guerrilla Campaigns, Marketing & the Web, Viral Marketing, VW advertising
Well, the moment you’ve all been waiting for. Those bad boys in Miami, Crispin Porter + Bogusky, have released some of their first new work for VW. As usual, it’s unusual.
The gloves are off- no more being politically correct, no trying to make apologies for being German and killing 6 million Jews, it’s hip, it’s cool, it’s that precision German engineering - with a twist of Helga in leather (no- I’m not kidding).
Knowing that anyone with a brain probably won’t buy a VW until they actually do start delivering a quality product (according to JD Power every Japanese car, and most Korean cars have almost half as many initial defects as a VW) Crispin decided to go after the “Tuner” market. The kids that go out and buy a $12,000 Neon and put $4,000 wheels on it, a $1000 exhaust, lots of decals and another $5,000 on the stereo- and still have a Neon, or a Mitsubishi Eclipse or a Honda Civic. Very few tuner’s in the States would touch a VW- but now, yeah baby, you can get one “Pre-tuned” by German engineers.
The spots- remind me of a cross between “Dieter” from the Saturday Night Live “Sprokets” spoof of a techno DJ, crossed with Crispin’s other designer character “Ugoff” (who designed a pouch for Burger King). Then throw in Helga. Yeah, Helga.
Vee Dub- Jason Vee Dub-Mike Vee Dub- Trey
The site- with some of the same flash technology that brought us “Subservient Chicken” is now in peak form (although my creation lost some features including my leather seats- oops). You can see my little movie here- My GTI Joyride with “Helga”
If you are one of those people that follows continuity errors in movies like my friend Audra, you will be wondering how Helga got back in the car after starting the race- but, hey, this isn’t reality- it’s just Flash.
Do I think the “tuners” will get it? Absolutely. Do I think they will start buying VW’s “pre-tuned” from the factory- well, mine was over $30K and if I put that much into my Honda Civic, I’d not only have a car all my friends would think is def, I’d actually have a car that held it’s value. The problem isn’t the advertising- it’s the price/value proposition VW is offering.
Will this advertising sell more cars? Probably not, but it is an interesting side show to distract people until VW gets their “German engineering” back on track. This isn’t advertising that will sell the line to anyone over 35, but, I’m sure that will come too. Unlike most agencies, CP+B understands that there aren’t one size fits all ads for anything anymore. I don’t expect to see these spots on anything but “Pimp my ride” on MTV - or the site vwfeatures.com be widely promoted.
While all Detroit keeps doing crap ads, it’s nice to have something provocative to write about. Thank you Crispin.
what do you think?
by Next Wave Team | Feb 23, 2006 | Advertising, Crispin Porter + Bogusky, Design, Everything You Want to Know About Advertising, Guerrilla Campaigns, Marketing & the Web, Viral Marketing, Web strategy
I recently read a post by someone in advertising (who probably shouldn’t be in advertising) saying “I think this is too long and it’s failure to have a climax disappoints, but it’s an interesting idea” about an amazing spot by UK Honda which you can view here: http://www.honda.co.uk/civic/ click watch civic once it’s loaded.
While the flash movie loads- they ask “when was the last time you felt a connection with your car?”
And what does this spot do? It elevates the regular noises a car makes- to a musical experience. It makes a suggestion that the sounds of the road are music to your ears. Something that would normally be done by a luxury brand- but here, it’s for the bottom of the line Honda Civic.
By the same token- when was the last time you cared about the roof of your car?
Go take a look at this brilliant use of Flash (a technology that is often misused by ad agencies who don’t understand search) in the creation of a design your own roof site for, who else, Mini. This may be one of Crispin Porter + Bogusky’s last efforts on the brand, but it’s a brilliant one. Now, you aren’t just buying a Mini- but making a personalized statement- even if you never actually get the vinyl printed and put on your roof. I’m sure the Roof Studio will gain some viral exposure.
Even the language in the sign-up that is required to “Post” your roof follows in the brand voice.
My only question is if someone is censoring submissions?
These are two examples of making you feel closer to a mass produced product, without screaming the lame-o features, advantages, benefits type laundry list that most marketers insist on.
We’ve got our mantra here at The Next Wave- our own definition of marketing- “Create Lust • Evoke Trust” TM that we feel better describes what we do than the words “ad agency.”
What do you think?
Thanks, as always to friends for pointing me to these things: Dan Obrovac of Lakota Archery sent me the Honda spot- and former Next Wave superstar creative talent Carl DeCaire for the Roof Studio.
by Next Wave Team | Jan 28, 2006 | Advertising, Crispin Porter + Bogusky, Everything You Want to Know About Advertising, Guerrilla Campaigns, Marketing & the Web, Web strategy
Maybe you should reconsider using them. After all, if they are in charge of your marketing- and people searching for your business end up at your competitor’s site, they aren’t doing a very good job for you, are they?
Every month, our web stats show the same thing- lots of people looking for our competition and ending up here. There is a reason for that- yes, we’re smart.
We understand that people searching for answers on the web don’t always know what they are looking for- at least until they’ve found it. Sometimes they just can’t get the right terms in the search box- or know what will get them the right answer.
That’s why content always beats pretty pictures.
It’s probably what got you here reading this.
So, if you were searching for Graphica in Dayton OH, or Buchanan and Associates in Columbus, or Sunrise Advertising in Cincinnati, the question is are you still sure they were who you were searching for?
Here are 134 agency search phrases that brought people here in Jan 2006 instead of to the agency they thought they wanted:
1-earth
1-earth dayton
ad ventures
ad ventures dayton
associates buchanan ohio
axis media and marketing dayton ohio
axis media dayton ohio
axis tricom miami
b/r/c marketing in dayton ohio
bagby & company
bagby branding
barefoot advertising
barefoot advertising cincinnati
barefoot advertising inc. cincinnati
barefoot design in cincinnati ohio
bingdesign
bluedog advertising dayton ohio
buchanan & associates advertising
buchanan & associates advertising and marketing
buchanan & associates and advertising
buchanan & associates and ohio
buchanan & associates columbus ohio
buchanan & associates dublin oh
buchanan & associates ohio
buchanan and associates
buchanan and associates advertising
buchanan and associates columbus
buchanan and associates design
buchanan and associates dublin oh
buchanan and associates dublin ohio
buchanan and associates ohio
buchanan associates
buchanan associates columbus advertising
buchanan associates columbus ohio public relations
buchanan associates columbus public relations
buchanan associates google
catalyst creative group dayton oh
centerville ohio eastpoint
cloonan and associates
cloonan associates
cloonan dayton ohio
conrad phillips vutech
conrad phillips vutech in columbus ohio
creative department sycamore street design cincinnati
crispin porter columbus oh
frank phillips advertising agency ohio toledo
gee jeffrey & partners. cincinnati
gee jeffrey and partners ad agency
gjp ad agency
gjp advertising agency
graphic impact
graphic impact dayton
graphic impact kettering ohio
graphica dayton
graphica dayton oh
graphica dayton ohio
graphica design dayton ohio
graphica miamisburg ohio
graphica ohio
hafenbrack dayton ohio
krienik & assoc
libby perszyk kathman - lpk inc. cincinnati oh 45202
lightborne inc. cincinnati ohio\
lpk cincinnati
lpk design cincinnati
lunne marketing
lunne marketing dayton oh
lunne marketing group
market 2 performance dayton
mcdougall marketing communications
mcdougall marketing service
mckinney silver viral
merkley and partners bad
method columbus ohio advertising firms
neo communications
northlich
novinity
novinity columbus ohio
novinity inc
pelican advertising cincinnati
penny ohlman
powers agency in cincinnati ohio
real art design
real art design dayton
real art design group
real art design group dayton ohio
resource interactive
sabatino ad agency dayton ohio
sabatino and day
sabatino day
salon tv spots
selke & associates
selke and associates
stephens advertising
stephens advertising dayton
stephens advertising inc kettering ohio
stephens advertising kettering ohio
sunrise advertising
sunrise advertising cincinnati
tdh mktg. & communications dayton
ten united 375 north front st
ten united advertising ohio
tenunited columbus
the concept company
the creative department ad agency cincinnati sycamore street
the rivets advertising
turner marketing 137 n. main street dayton oh
turner marketing and ohio
turner marketing dayton
turner marketing dayton ohio
turner marketing inc. dayton ohio
visual marketing associates
vutech and associates columbus ohio
wch marketing communications dayton oh
weber geiger & kalat
weber geiger kalat dayton
website for wch marketing communications dayton oh
willow creative group
willow creative group cincinnati
willow creative group in cincinnati
wilson advertising dayton ohio
wilson advertising ohio
wilson advertising ohio blog
wilson advertising ohio dayton
wilson agency advertising miamisburg ohio
wilsonadv
www.behrdesign
www.tdh marketing & communications inc.com
yeck yes t-shirt
young isaac advertising columbus ohio
ze design
ze design dayton ohio
zero base advertising columbus ohio
If you still feel you need to work with any of the above- the contact information you are seeking is here:
Agencies that aren’t The Next Wave.
Place a bet- we can help you build a better site than they can.
What do you think?
For a free consultation on how to cruise to the top of search- call us, 937.228.4433
We’re called The Next Wave for a reason.
by Next Wave Team | Jan 24, 2006 | Advertising, Everything You Want to Know About Advertising, Future of TV, Marketing & the Web, Web strategy
Steven Soderbergh is my new hero. By releasing his new movie “Bubble” simultaneously in theaters, on DVD and on HDNet he’s about to change the way content producers control their product forever.
The movie theater chains are boycotting the film and calling him the anti-Christ. Ad agencies that do “movie marketing” are probably crying about their lost revenue from staged release dates, and TV network execs are probably scared to death- that maybe, they won’t have jobs if this keeps up.
Welcome to content distribution 2.0, where the middle-men are about to be cut out as hard as Wal-Mart cuts costs of distribution. Does this spell the end of movie theaters? Probably not- teenagers will always need someplace to go watch a flick away from the kids- and date night just isn’t the same at home- no matter how big your plasma tv is. But what it does do, is give people the option to see what they want, when they want it, how they want it- and that’s the future of all content.
As IBM says- it’s an on-demand world, and consumers are a demanding lot. The only thing truly missing from Soderbergh’s distribution revolution is online delivery. Right now, some cable companies will offer VOD services that will deliver “Bubble”- but a true multi-pronged attack would also allow downloads to your computer- at higher resolution than the iTunes store.
What the current distribution network doesn’t realize is that not everyone is within a 30 minute drive of a movie theater in this country. How many times have they teased the entire country with releasing a movie in only NYC and LA and making the rest of the country wait. Consider this payback time from those of us in the flyover states.
What Soderbergh is doing is delivering content to the people- making it as easy to access as this post- and that, makes him my hero.
See this c-net article
by Next Wave Team | Jan 24, 2006 | Advertising, Marketing & the Web, Web strategy
adverlicio.us | online advertising archive | World’s Tastiest Collection of Online Advertising
We have sites that archive TV spots like www.adcritic.com and multitudes of sites that showcase print and design ads- but here comes James Gardner (not the movie star) with his collection of online ads- you know the ones that break your browser- or annoy the living daylights out of you- yeah- those ads.
Online advertising is still in its infancy- much like TV ads of the 1950’s - and while it may look cool- most of it is still intrusive and unwelcome.
I go back to Howard Luck Gossage with his famous statement “people don’t read ads, they read what interests them- and sometimes it’s an ad.”
So- if online ads are your thing- the adverlicio.us site is your place. And while adcritic.com charges a subscription to view content- this site will be ala carte- just fork over .49 per ad if you want the full effect.
In my ideal world- agencies would get paid by networks for supplying ads that people actually liked- so best of luck making a dime James, because with the current state of online ads- I think most people would be willing to pay not to have to deal with them.
by Next Wave Team | Jan 23, 2006 | Advertising, Marketing & the Web, Web strategy
Battle of the ad blogs 2006!
Well, The Next Wave blog isn’t in the list- and the reason- well, it’s because we build a blog targeting gaining readers who may be clients- not attempting to get the attention of the advertising junkies already in the business.
As you can see- there are quite a few ad blogs out there (and I’m sure this list is far from comprehensive). So if you aren’t finding what you need here- go to one of the competitors in the Battle of the Ad Blogs site presented by Ad-rag.com
I can say this- Ad-rag shouldn’t win because they do stupid things like use SMALL CAPS TO SET TYPE (I admit I don’t know how to do this on the web- and wouldn’t want to) - and the site is about as ugly as the way my hockey team got spanked last night.
