Some stirring footage, but nothing revealing. What does it have to do with the paper? Where's the connection? Better yet, where's the differentiation? We could've slapped the CNN logo on the backend and it would've worked.
In a market with the WaPo and even the Washington Times, you're going to have to try harder than that.
Nothing screams Ray-Ban like two chicks in a pup tent eating hotdogs. Agency Cutwater threads together a two minute montage of thinly veiled coed bicuriousness under the tagline "Never Hide". Are we going sentimental? Or lezzing out? Are we innocent? Are we sexually repressed? And why in Bhudda's name are we wearing sunglasses at night?
And just in case you're wondering, the campaign doesn't get any clearer. Exhibit B: the psycho drummer who beats his special lady friend's bass drum.
Baltimore's Bully! thinks it may have the cure for the gimmicky, chunky, clunky AR pieces littering ad campaigns these days. If their showcase in London is any kind of harbinger of where the technology's going, hold on to your iPads. Tightly.
Pappas Group was commissioned by TLC to create an integrated campaign featuring on-air, digital and print to promote the launch of new the TLC series, EXTREME COUPONING. Notice the all caps. Shit just got real.
Take a deeper dive into the campaign here. Pappas offers a behind the scenes glimpse into how it came together.
And the end result? The premiere of the show led all cable shows that night in ratings among the coveted 18-49 demographic.
No word on how it did in the emerging Couples Who Wear Fanny Packs and Dress Like Each Other at Flea Markets demo.
Actually, they're only undead. The firm announced yesterday the newest component to their business model: Zombie Marketing. From the site:
MGH’s new division is designed to reach zombie enthusiasts, as well as help businesses target the sometimes elusive, and often dangerous, zombie audience. Additionally, MGH will offer marketing support to individuals and companies, which have developed products and services in the event of a zombie apocalypse. Scientific experts project that 80 to 90 percent of the population could become zombies in the event of an outbreak, making this a rapidly growing and highly underserved market.
Perhaps the best quote comes from honcho Andy Malis who predicts, "the zombie apocalypse could happen as soon as next year. [W]e launched our new marketing division to ensure that businesses of all kind are able to successfully target this audience.”
If there's one thing the Preakness's advertising has done well, it's simultaneously piss people off while setting the frat pack a-flutter. It's a good zone to live in. The Maryland Jockey Club is like the PETA of horse racing when it comes to doing what it takes to get attention. And Elevation out of DC is more than happy to be its enabler.
This time, they summon Kegasus. Half horse, half horse's ass, he invites Preakness infield attendees to be legendary...preferably by drinking themselves into a coma beside a port-a-potty. Imagine if Wieden and Kennedy's Old Spice B-team got a crack at horse racing.
Just like with the "Get Your Preak On" campaign last year, the media elite thrusted their noses in the air at this one, as if the Preakness celebration were more than a few wide-brim spring hats on a small island of corporate tents in a sea of beer, boobies, and bros.
Pat Forde from ESPN nailed it: The Preakness and its host track, Pimlico Race Course, are about as classy as a neck tattoo.
The campaigns simply embrace what makes the infield "great". And last time we checked, the big-time attendance bumps year-over-year support it.
So get your Preak on, be legendary, be whatever.
But don't be an uptight asshole. It doesn't fit us, Baltimore.