Is A $3 Million Super Bowl Ad Irresponsible?

The final numbers are in ... the cost of one 30-second television commercial during this year's Super Bowl XLV is $3 million. (Reuters)

$3 million is quite a bit of money during the best of times; but in today's beleaguered economy, when the U.S. Bureau of Labor Statistics gauges the current rate of unemployment at 9.6%, it may feel irresponsible to some.

The Super Bowl is not just a football game … it is a cultural phenomenon that reaches far and wide within the United States. Last year’s game was watched by over 106 million people (Huffington Post) and 20 million attended a Super Bowl party where they consumed 28 million pounds of potato chips, 1 billion chicken wings, 53.5 million pounds of avocadoes and 325.5 million gallons of beer (Despardes).

Clearly, the Super Bowl is big money; money that many advertisers believe is well spent. But, the value of investing $3 million on Super Bowl advertising this year may be considered irresponsible when one considers the health of our current economy.

One might ask: How could we use that $3 million in a more humanitarian way? Below are a few ways that advertisers could redirect those ad dollars to extend a helping hand to our neighbors.

• Feed 21,000,000 men, women and children facing hunger (Feeding America)

• Collect and care for 5,000 marine birds after an oil spill (Discovery News)

• Screen 30,000 women for breast cancer (Cost Helper)

• Introduce the joy of reading to 1,500,000 children (First Book)

• Provide 3,000,000 people clean water for one year (Charity Water)

• Support 20,000 young men in Boy Scouts for one year (Boy Scouts)

• Offer food and shelter to 60,000 people for one day (Red Cross)

• Train 150 guide dogs to assist blind individuals (Service Dog Central)

• Save 52,930 acres of Amazon Rainforest (Ecology Fund)

• Grant 600 students a $5,000 scholarship

With 14.8 million U.S. citizens out of work, is an advertiser being irresponsible when they buy ad time during the most expensive time slot of the year? 

Many might argue yes.

Check out the Super Bowl infographic at: goo.gl/vbdoA

EFFEN Has Gone Too Effen Far

We all know that EFFEN Vodka intended to communicate a double entendre when they branded their vodka with a name that could easily be misinterpreted as the dreaded F-word. Admittedly, with a brand name that is a little off-center, there is an expectation that their advertising will be a bit off-center too.

But, when EFFEN's most recent advertising goes so far as to say, "There is nothing more satisfying than EFFEN on a plane" or "Everyone enjoys EFFEN in the Penthouse," they aren't pulling any punches. And, I'm afraid that it makes a sad commentary on what has become acceptable in our society.

I grew up in an era when George Carlin pushed the limits of what could and couldn't be said on television. Looking at the words from his Seven Words You Can Never Say on TV, you realize how much has changed since the 1960s. While there are still words that are banned from television, there are a bevy of colorful words that have become so commonplace that we don't even bat an eye when we hear them broadcast from our television sets. 

And our children are exposed to visual images that have come a long way from the days of the "I Love Lucy" show, when married couple Desi and Lucy (both on the show and in real life) slept in separate beds, or from that family-oriented show, "The Brady Bunch," who never once showed a toilet in their five years on television.

Now, don't get me wrong. I am a passionate believer in the first amendment of our constitution, which states, "Congress shall make no law ... prohibiting ... the freedom of speech ..." But, I believe that advertising like this is symptomatic of something much bigger underfoot in our nation. In my opinion, we have taken the inalienable right to freedom of speech too far. We use it to disguise the desire of some Americans to be crass and inappropriate, all in the name of freedom of speech. 

I believe the freedom of speech pendulum has likely swung too far and that it's time that we all become a bit more respectful of each other and a bit more careful about the words, images, and innuendoes that we pass on to our children.

Alright, time to get off my soapbox. Thanks to listening to my rants.

Yellow Tail: Can You Gobble Wine?

I have been a fan of Yellow Tail's advertising for years. Its virtual simplicity and its consistent execution through all mediums has effectively helped to make the Yellow Tail brand iconic.

Whether it be the print ads shown here, or TV executions like Godzilla, I thoroughly enjoyed seeing what item was going to be sporting a yellow tail next.

So, it's disturbing to me that Yellow Tail made such a departure from their iconic advertising. It would be nice to say that Yellow Tail's most recent Thankssgiving commercial just fell a bit flat. But, in truth, it filled me with a sense of loathing for the brand.

Plus, it didn't even make sense. The ad's tagline, "Great wine. Great Price. Gobble it up." left a question circling in my mind: Who the heck gobbles wine? Dicionary.com defines the word gobble as follows:

To swallow or eat hastily or hungrily in large pieces.

Get it Yellow Tail? To gobble means to eat not to drink.

Maybe it's time to re-hire the agency that brought you the wonderful yellow tail advertising that made you the best selling import wine in the U.S.

Volkswagen Does the Tango

I don't know about you, but I'm about saturated with car ads. Just how many different ways can you show me how fast, how tough, how safe, how comfortable, how elite, or how powerful a car can be. Every time I see a traditional car ad, I think about the wasted ad budget that went into creating and airing that ad.

Oh, don't get me wrong ... there are certainly times that auto makers have found a way to break through the clutter. I've previously blogged about the Honda Civic chorus and the Volkswagen Jetta ads and their ability to serve up cars in a whole new light.

So, when an auto maker finds a way to tell the viewer about their new auto in a truly disruptive way, I really listen.

Such is the case with the new campaign from Volkswagen for its new Polo.

Let's be honest here - if the above print ad is all I saw, I wouldn't really have reason to pause and contemplate what the Polo has to offer. After all, what automobile hasn't told us they are tough or beautiful, right?

But, VW really broke through the mainstream when they launched the Polo TV campaign.  Through the art of the tango, they bring a sense of tough and alluring intrigue to the brand. There is no mention of the sponsor of the ad until the final seconds, when your eyes first feast on the new VW Polo.  Instead, you are drawn into the fluidity of the dancers, the promise of passion, and the sensual tension between the two dancers.

Throughout this ad, you occasionally find yourself wondering ... what is this? Who is this ad for?  And then, the payout. Three words flash on the screen. Tough. Beautiful. Polo.  Just like the tango dancers.

Thanks to Creativity Online for sharing this terrific ad with me.

Glee Says Be a Humanitarian ... Not a Sue

Alright, it's time for a confession ... I'm a Gleek. I love Glee. I really do. The characters are totally engaging to the point where I feel their pain, their happiness, their anger. Like the episode this past week when Kurt was being bullied. I actually teared up a bit, realizing how mean people can be just because someone is different ... too tall, too short, too heavy, too skinny, too gay, too smart, too naive. Chances are that most of us have been bullied at some point in our past.

That's what I truly like about Glee - that they are not afraid to tackle contemporary issues head on. Each week, they deliver a message to all of us. Yet, they do so in a way that we are totally entertained while being educated.

I really didn't need another reason to like Glee, but they provided me with one anyway when they teamed up with American Express in the Members Project. Not only is this effort truly humanitarian, but it is also a wonderfully executed campaign, which they have brought to life on Facebook, YouTube, television, banner ads, on a user-generated site, through a sweepstakes, and on their own web page.  The advertising is written, directed and produced by the Glee creative team and, not surprisingly, features all of the actors and actresses we have come to know and love. Ads are masterfully woven into previews of upcoming episodes, as well as during the show itself.

The goal?

To get every Gleek out there to work together to do good in their community. As they say in all their materials, "A small step can make a big difference."  At the time of this blog, 1,159 people had shared their stories.  Oops - change that to 1,160. I just added one of my volunteer stories to the site.

So, go out there and do something great. It doesn't have to be huge; it just has to be something that has the capacity to brighten one person's day ... even if only for a fleeting moment.

As I am often prone to saying:

Change the world ... one person at a time.

Harvey Nichols: Fun For Fashionistas

London-based Harvey Nichols launches a charming print campaign that plays off their line of fashion accessories. The campaign includes six print ads, but two particularly struck my fancy.

In the first ad, Harvey Nichols warns you to buy a bottle of altitude sickness pills if you buy their leopard print mega-high heal shoes. With spikes this high, you may just need those pills.

If you buy the stylish coat pictured in ad #2, a can of pepper spray is suggested to ward off all the admirers that will flock to your side.

In case you are not particularly familiar with Harvey Nichols (as I was not), a look at their website quickly educates you on one clear fact: their designer clothes and accessories are not cheap.  A pair of high heeled leopard shoes ring up at 600 pounds, roughly $967.  And a coat that's similar to the one shown in the ad - about $959. Clearly, they're out of my league.

But, the high prices of their clothing and accessories only make this irreverent ad campaign all the more alluring to me. The playfulness of the ads suggests that Harvey doesn't take themselves too seriously; in a word, they're not fashion snobs. 

Something tells me that if I was playing in the same league as them, I might just be intrigued enough to take a gander through their stores ... online, of course, since I don't often find myself in London!

A Request to Corona: Bring Back the Beach

For over a decade, Corona has made the beach their home. And the rules on this beach appeared to be iron-clad:

- No faces
- No music
- No rapid movement
- No voice-overs
- Only the sounds of nature

But, recent advertising has taken a decidedly interesting and bold turn away from this decades-long tradition, illustrating to viewers that your beach can be wherever you choose to create it.

The ad opens with soft instrumental music singing "Meet me by the sea."  The camera moves from scene to scene, showing a group of people enjoying Corona beer on a golf course, in the Grand Tetons, in Alaska, on a city deck, and in a field. It finishes with a traditional Corona moment ... on the beach ... with a challenge to Find Your Beach.

I both like and don't like what Corona has done. Let me explain.

I agree with the notion that the beach should be defined by whoever happens to be drinking Corona. Let's be honest - few of us ever have the opportunity to enjoy our Corona while lazily soaking up the sun in the Caribbean.

But, I must admit that I like the imagery of the beach, even if it is only in my mind. Since I do happen to be a Corona drinker, I'll tell you this ... if it's a wintry, blustery, 20 degree January day in Wisconsin and I choose to crack open a bottle of Corona, I don't want to think of that couple in Alaska with their stocking caps and parkas on. I want to transport myself to a beach in Cancun, where the sun is shining brightly, the palm trees are rustling in the breeze, and I can hear the roar of the ocean. 

I never looked at the Corona Beach as a physical place that I needed to recreate to enjoy my beer. I looked at it as a metaphysical place that I could go to in my mind. A place that would make my experience with Corona just a little smoother, a little softer, a little more enjoyable.

I also miss Corona's sense of humor. I liked the rug-pull that always seemed to catch me by surprise whenever I watched a Corona ad. I'm happy to see that it was still alive and well in a Corona ad that aired earlier this year.

Hopefully, we'll see a bit more humor and beach in the months ahead.

The Ladder to Refreshment

Coca-Cola delivers its refreshing message simply and poignantly with its latest outdoor campaign. It beckons you to climb that ladder to take a sip.  But, wait ... the bottle is empty. It looks like someone beat you to the punch!

While I loved the above billboard, I didn't find the other three to be nearly as clever. Unlike the ladder execution, in which communication was instantaneous, it took me a bit longer to absorb the intent of the following ads.

Do Zippo Scents Make Sense?

What are some of the first things you think of when I say the word Zippo? Maybe you think of a lighter, a flame, or heat. Or maybe the words genuine or the Real McCoy come to mind. 

For me, those words are butane fuel.  I instantly get the sensation of a toxic, chemical smell that permeates my sinuses. It's not necessarily an awful smell but it definitely conjures up images of danger and the need for caution.

Given these visceral images, would it surprise you to know that Zippo has decided to introduce a men's cologne?  You know, a cologne that men put on to create an irresistible aura which attracts women to their sides like flies?

What? Really?

Yep, see for yourself. It's even packaged in a Zippo-like container.

While some may find the ruggedness of this brand alluring, my brain doesn't quite go there. I literally think of a man dousing himself in the smell of butane. Even this romantically-inspired new commercial doesn't help me draw the link between Zippo and men's cologne.

But, as I think about it, Zippo's intention may be to create a sense of danger with their new cologne. And, I must admit, I am curious .... curious enough that I may just take a gander through the fragrance section of Macy's to catch a whiff of this new cologne.

So maybe, Zippo has accomplished exactly what they intended to accomplish after all.

Volkswagen: Another Day, Another Dollar

Volkswagen has created a new TV ad that speaks to the affordability of its Jetta. The viewer watches a young man take ridiculous job after ridiculous job, all with the plan of saving enough money to buy his very own Jetta. At the end of the ad, he is proudly washing his new Jetta, with a license plate that declares, MINE! 

Ah, but wait! There is one last photo opportunity ... the camera pans out and you see a second Jetta in the driveway, with a MINE2 license plate. 

I really enjoyed this ad and liked the interesting twist on affordability that it presents. 

But, of course my mind wonders to the second Jetta and I wonder ... did he really need to take that nude modeling job or to be a rodeo clown running for his life? Wasn't one new Jetta enough? I mean, just how greedy can one guy be?

Clorox Green Works Surprises

Brand Channel announced this week that Clorox Green Works is now the #1 natural cleaner in the U.S. Is it just me or is there something a little hinky about that? I can't help it but when I think of Clorox, my mind immediately drifts to bleach. And bleach - to my way of thinking - is about as far away from "natural" as you can get.

That being said, you do have to admire the Clorox folks. In coordination with International Walk to School Month, Clorox Green Works is sponsoring a Walk to School Challenge for elementary and middle school students and their families.

Clorox encourages kids to sign up on their Facebook page to pledge to walk or bike to school during the month of October. The carrot?  Being healthy might just lead to your school winning one of five $5,000 grants.

According to Brand Channel, "The overall goal of the Green Works campaign is to promote kids and families adopting healthier lifestyles, with the eco-friendly byproduct of reducing air pollution by promoting walking over driving to school."

I love the idea that a major CPG company is inspiring kids to get out and walk. What better way to start the day off then to get some fresh air and some exercise? A possible side effect may be students that are more mentally alert and stimulated during the school day.

So, for me, what started out as a possible negative turned into a well thought-out social media campaign that just may have a positive effect on lowering childhood obesity in the U.S.

What Apple Ads Do You Think Are Real Duds?

It is true that brands that have a lot of money can do a whole lot more with their advertising. They can rack up production costs by hiring the best directors, the best producers, the best talent. They can go to exotic places for their photo shoots. They can blow their message out to their target using traditional, nontraditional, and social media. They can sustain their advertising flight for as long as it takes to attain the reach and frequency they're looking for.  They can simultaneously target multiple types of consumers. All because they have a very large and abundant advertising budget.

But money alone does not guaranty that an ad agency will create great ads that break through the clutter, command attention, and motivate the target to buy. Advertising remains a largely artistic endeavor. And, as we all know, art is viewed differently by different people.

So, it's amazing when you begin to look at a wide range of Apple's advertising ... and you see one great ad after another. Whether it's for the Nano, the iPad, the iPhone, or the Air Laptop, Apple seems to get the equation right time and time again.

That's not to say that Apple doesn't product duds from time to time. They do. But, more often than not, they produce ads that are engaging and memorable. I can't tell you how many times I've seen the Nano ad in the past several weeks. Yet, every time I see it, I find myself watching the screen and humming along to the catchy little tune.

So, I'm going to ask for a little help here. Post links to Apple ads that you think lacked the WOW factor. Ones that you saw and thought, "What?"

Five U.S. Food Trends

 
Check out the presentation I created and shared on SlideShare. The presentation describes the five most interesting food trends in the U.S.

Jell-O Makes Happy Happen

 

Jello-O has launched a fun Facebook campaign, called The Jell-O Happy Appy. They encourage visitors to their Facebook page to either "Share Your Happy" by uploading your own happy picture or to "Explore the Happy" by looking at other people's happy pictures.

The first thing I noticed when I came to this page was that the happy little red creature featured in the Hello Jell-o logo has been created from all the photos uploaded to the site. The visuals appear to constantly change as more and more photos are added. So, at any point in time, your photo or the photo of a friend just might find its way on to Jello-O's Facebook page.

So, I asked myself, "Will I become happier by looking at these happy photos?"

In theory, of course, the answer would be yes. But, unfortunately, most of the photos that have been added to the Facebook page didn't make me smile. They were just the kind of photos that you might have snapped at a family outing. Gees Louise ... some of the people in the posted photos even look sad.  :-(

But, then once in awhile you uncover a real jewel .. you feel the edges of your mouth starting to creep up towards the sky and then it happens ... you break out into a smile that warms your heart.

Like the one that Shannon B. posted of her little boy in a red and black flannel shirt sitting next to his Yellow Lab by the Christmas tree or Christine J.'s photo of a little boy snuggling his adorable, fluffy dog or the one by Stephanie D. of her little girl getting a kick out of life. (There's a theme here isn't there? Kids and dogs!)

And, truly, at the end of the day, who am I to define someone else's happiness? And, that's the whole point behind Jello's campaign, isn't it?  Jell-o would love to share a bit of happiness with you - no matter how you define happy.

So, go out and make "happy" happen for you today.

Consumers Redesign Chiquita Sticker

You know that little label on your Chiquita bananas? It may not seem like much to you and I, but for a fruit, it's about the only opportunity they have to brand themselves.

So, Chiquita came up with a pretty brilliant idea on how to get consumers to think about their brand ... and that little sticker that we have come to take for granted. They thought, why not let consumers take a crack at designing a new sticker for the brand?

Consumers thought it was a great idea, a way to express themselves and maybe design something that would be seen by people across the United States. Chiquita received hundreds of designs options ... some very close-in to where they are today and some far more expressive.

After sifting through the options, Chiquita selected the top 50 as their favorite designs. Then, in yet another brilliant move, they put the designs up to public vote, luring thousands to view the designs and cast their votes.

Chiquita ultimately selected 18 winners. Next month, these 18 designs will be stuck to Chiquita bananas all over the nation.

What a great way to get consumers involved in your brand ... as designers, voters, and consumers. It will be interesting to see if the contest increases banana sales across the country?!

Never Ever Shake a Baby

Serve Marketing, a Milwaukee-based advertising agency, exclusively focuses on creating breakthrough advertising that helps nonprofits get their message heard.

The creative director, Gary Mueller, tells a story about a visit from his boss a few years ago. She asked him to create an ad that could be heard only one time and never forgotten. Easy, right?

Well, it turns out she had a darn good reason for asking Gary to do this nearly impossible task. You see, the number of children treated at the local Children's Hospital for shaken baby syndrome had jumped from 17 in 2007 to 30 in 2008. That was 30 children that had either been killed or permanently disabled as a direct result of being shaken.

So Gary set out to create that absolutely unforgettable ad.

Rather than only focusing on the creative - which some creatives do - Serve Marketing paid attention to both the ad and the medium in which it was delivered. Gary created a radio ad that was clearly unforgettable but that he knew people would have difficulty listening to. So, he went to every radio station in town and convinced them all to run this radio spot at precisely 7:40 am on a Friday. During rush hour that morning, every single person who had the radio on heard the Shaken Baby Association's PSA. And if they didn't like the baby crying and switched the station, guess what they heard? The same baby crying.

In the seven months prior to airing the ad, 26 cases of shaken baby syndrome were reported by area hospitals. In the four and a half months that followed, only ONE shaken baby incident was reported.

Remarkable results.
Remarkable agency.
Remarkable cause.

See more at Serve Marketing's website.

Ben & Jerry's Has Been Dishing Out Misinformation

Shame on Ben & Jerry's. All these years, we were led to believe that these two ex-hippies were dishing out ice cream that was different than all the rest because it was "all natural." And that naturalness came at a premium ... which many were willing to pay because they wanted to eat ice cream that was more pure and less processed.

Okay, okay. Anyone that read the label would have seen artificial sounding ingredients like "hydrogenated soybean oil" and "anhydrous dextrose" and would have decided on their own that Ben & Jerry's wasn't really as natural as they were claiming to be.

But, what bothers me is that rather than leveling with their consumers, Ben Cohen & Jerry Greenfield (yes, there really is a Ben and Jerry) chose to communicate misinformation to consumers for all these years. In truth, it took the nonprofit watchdog agency, The Center for Science in the Public Interest, to get Ben & Jerry's to fess up to their wrongdoings.

Alright, time to give credit for what Ben & Jerry's has done right. According to MediaPost, CEO Jostein Solheim claims they use the most natural products they can find, like hormone-free milk and cage-free eggs. Plus, their products are Fair Trade Certified.

So, in the big scheme of things, Ben & Jerry's may still be one of the better ice creams out there.

But, and this is a big but, I still feel duped and that makes me unhappy. Unhappy enough that I just may shy away from buying their ice cream in the future.

Kit Kat Encourages You To Take a Break

Imagine strolling the streets of London, absorbing the sights, sounds, and smells of the city.

And then, there it is. A park bench that beckons you to "have a break." But, this is no ordinary bench. This bench is designed to look exactly like the chocolate Kit Kar bar you have come to know and love ever since you were a child.

How could you possibly ignore the opportunity to do exactly as Kit Kat beckons - have a break while out on your stroll?

What a simple and wonderfully executed marketing tactic. The bench clearly and succinctly delivers Kit Kat's brand positioning ... with a budget that is probably the likes of chump change for Kit Kat.

I wonder how many visitors have snapped a photo of this bench?

Save Someone's Life ... Every 56 Days

I was driving to work the other morning, when I glanced up at one of the billboards adorning the interstate.

Never saved a life? It taunted me.

Well, of course, I never saved a life. Chances are you haven't either. Who has?

But, then I realized that the message was assuring me that I could, in fact, save a life ... in fact, I could save someone's life every 56 days. How? By donating my O Negative blood.

Just like you, I've been exposed to all kinds of ads from the Blood Center for a good share of my life. I've heard the pleas to donate blood on the radio, on billboards, on posters, at events, at my children's schools, at work.

But, something about this ad grabbed me on a whole different level. It made me stop and pay attention.

Oh, I know that donating blood can save lives. Chances are you do, too. But, I thought of blood saving lives somewhat distantly ... kind of like that friend you had in 8th grade that pops into your mind once every few years or so. You think about them fondly, wonder what's up in their lives, and then promptly forget them.

But, this billboard delivered a promise that was impossible for me to ignore. It assured me that my O Negative blood would - not could - save someone's life and that this would happen every single time I donated.

Wow.

It sure makes all my excuses for not getting to the Blood Center seem, well petty. Regardless of your blood type, giving blood is one easy, sure-fire way for you to feel like you're passing a piece of you out into the world to help others.

Did you know that someone in the U.S. needs blood every two seconds or that 14 million blood transfusions are given each year?

My advice to you is to go to your local Blood Center and ante up. You'll feel good about yourself ... and who knows, you just might save a life.

Korean Air Travel Beckons You To Fly With Them

Korean Air Travel serves up a new global TV campaign that is soft, elegant and inviting. Using Tiffany Blue as the common color across ads not only helps to unify the campaign but also portrays an overall aura of sophistication.

Korean Air's new ads bring their tagline - Excellence in Flight - to life in a series of stunning ads (#1 and #2) that beckon you to join them on their journey to exotic lands like Vietnam, India, Seol, Shanghai, Paris, and Brazil.

Korean Air provides a whiff of the flight attendants of yesteryear, as beautiful exotic women very nearly prance down an imaginary runway. It conjures up images of the 2003 movie "View From The Top," when flight attendants were still young, curvy, and beautiful and their jobs were coveted by all young beautiful women.

Wonderfully shot ad; sensual music; imagery that supports the selling message. Great ad!

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Please visit my health and wellness blog at http://thought4foodblog.blogspot.com/

A Pedal Tavern Without Any Alcohol

A few days ago, I was enjoying an outside dinner along the Milwaukee River when I caught a glimpse of something out of the corner of my eye. After a double-take, I realized that it was a 16-person bicycle of sorts, which was filled with a rambunctious group of 20 somethings who appeared to be drinking and whooping it up as they cycled down Water Street.

While I must admit that this Milwaukee Pedal Tavern looked like fun, all of these questions popped into mind. Like, is it legal to drink and drive? What happens if everyone on board gets drunk? And, do you really want to work that hard when drinking?

Alas, these questions took me to the Milwaukee Pedal Tavern's website so I could learn more about this innovative new portable bar. I was relieved to discover that an employee of the tavern actually drives and steers the bicycle, while the patrons merely relax. But, here was the shocking revelation - passengers cannot drink while on board. Evidently, the tavern is currently in talks with the city of Milwaukee and the state of Wisconsin to persuade them that passengers would not be drinking-and-driving and, therefore, it would be totally safe transportation. (Hmmm ... what about the drunk passenger that falls off the bike into traffic? Although the same could be said about a passenger on a Harley-Davidson.)

I must admit that I really felt let down when I discovered that no drinking was allowed. They call themselves the Milwaukee Pedal Tavern, but in reality they aren't a tavern at all. Deceptive advertising? Heck, yeah.

So, basically, this bicycle built for 16 represents an alternative to a relaxing horse-drawn carriage ride throughout the city ... without the brown presents deposited by the horse.

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Please check out my Health & Wellness blog at: http://thought4foodblog.blogspot.com/

Wake Up America and Eat Oatmeal ... or Not.

Breakfast. That meal that you've always been told is the most important meal of the day. We've heard it all of our lives from moms and from advertisers. But, it's a message that hasn't necessarily sunk in for many of us. In fact, according to ABC, roughly 4 in 10 Americans skip breakfast.

In walks Quaker Oats, with their new Wake Up America commercial ... an ad dedicated to instilling the beauty of morning into your psyche. A charismatic voice tells you to wake up and to conquer the world as you embrace morning. Quaker Oats aren't introduced into the commercial until the last few seconds when a freeze frame of the package and the words, "Does your breakfast make you amazing?" grace the screen.

This ad was certainly effective at making me feel good about the power of that special time of day called morning. But, it used a very soft sell to try to encourage me to eat oatmeal to start the day off right.

A look back at that ABC article reveals that only 9% of people eat hot cereal for breakfast. Cold cereal wins hands down, with 31% claiming it as their morning favorite.

While I really did like this new Quaker Oats commercial, in the end it really didn't convince me to give up my morning fruit for a steaming bowl of porridge.

There Are a Whole Lot of Numbers Left in My Life

In the 1950s, there were three things that a woman would never be caught doing: 1) smoking in public, 2) wearing long pants, and 3) coloring her hair.

Where her hair was concerned, she was instructed to pull each gray strand by its root, rather than risk association with those who bleached, or worse, dyed their hair (actresses and "loose" women). That is ... until Clairol entered the scene with their revolutionary new product, making the act of coloring your hair an acceptable practice. Women went to the store in droves to purchase Clairol, recognizing the new product for what it was ... a way to defy age.

Years ago, it was considered uncouth to ask a woman her age and the presence of just a few strands of gray hair was looked at with disdain, even horror. Yikes! As a young girl, I remember women being stalled at 39 years of age for years on end. If someone commented on her being 39 for three years running, she would merely smile and say, "A lady never tells her age."

She didn't talk about menopause or depression or having a hysterectomy either. She lived in a world where she was expected to know her place and to be happy in it; a place where her husband was king and she was meant to be the perfect wife, the most gracious hostess, and a June Cleaver type mom to their perfectly turned out, well-behaved children.

Of course, life wasn't really like that inside the privacy of their home; but, the media certainly portrayed a woman's life in the 50s and 60s as a living, breathing Pleasantville, of sorts.

Lord, am I happy those days are gone.

Being 50+ today is a celebration! It's a time to take stock of all you have accomplished in the first several decades of your life, to redisover love, to form a friendship with your adult children, to find time to sit and enjoy a cup of tea while reading a wonderful romance novel.

There are other more subtle benefits to being a touch older, too.

I find that I am no longer comfortable being a well-worn welcome mat - I can say no and not feel as guilty about it.

I don't care as much about what people think of me these days - I just do what's right for me and the people I care about.

I can actually shop by myself, for myself, taking time to wonder around a bookstore or to carefully select produce at a farmer's market.

Instead of jet-setting to track meets, dance recitals, and school plays, I have rediscovered the love and companionship of my best friend ... my husband.

I spend time with my girlfriends, talking about our children, yes, but also cheering on the Green Bay Packers at Lambeau Field or planning exotic vacations over a glass of wine.

Life is full of richness and wonder for me these days. I'm in a great place at work - a place where i can use my wisdom to make an indelible impact. I have a wonderful relationship with my grown children and am thrilled they still enjoy spending time with their parents. I am rediscovering quieter, more intimate times with my husband, as we go on weekly dinner dates. I love who I am and what I've become.

As Mark Twain once said, "Age is an issue of mind over matter; if you don't mind, it doesn't matter."

To my way of thinking, age is just a number and there are a whole lot more numbers left in my life.

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I am trying to blog my way to the AARP Orlando@50 conference. This blog post is an entry in their competition to find the official blogger to travel to and cover the event. Find out more about the conference here.

What Do You Want to be When You Grow Up?

What do you want to be when you grow up? That's the question asked of all little children.

I want to be a fireman!
I want to be a hula dancer!
I want to be an artist!
I want to be a princess!
I want to be a train driver!
I want to be Dorothy from the Wizard of Oz!

In this YouTube video, the dreams go on and on.

But, somewhere along the line we stop dreaming. We figure out where our life is headed, hunker down, and follow the path that has presented itself to us ... usually, the path of least resistance.

Some of us may have had doubts along life's path. An even smaller number of us may have had the courage to switch careers mid-stream, with the hope of finding our true passion in life.

Who ever said that we had to stop dreaming anyway? Why can't we change our direction from time to time? It sure would make life a whole lot more interesting.

With amazing insight into the new aging consumer, AARP nails what so many aging Baby Boomers feel - it's never too late to learn. Their two new commercials (#1 and #2) are absolutely charming, with vignettes of older individuals talking about .... When I grow up ...

I want to be a volunteer firefighter
I want to run a marathon
I want to write a novel
I'm going to start a band
I want to fix up old houses
I want to fall in love again

Thank you to AARP for shattering the paradigms of aging. How incredibly refreshing!

#MediaPost

Hope Has a Face

Cancer has touched everyone in one way or another. Some of us (me included) are unfortunate enough to have had to deal with the agony of the diagnosis and the pain and discomfort of surgery, radiation, and/or chemotherapy, on a first-hand basis. Others of us have gone through it with someone we love.

In an excerpt from my book, On the Other Side: The Journey of a Cancer Survivor, I reveal some of the pain that a diagnosis may unleash in your life.

"I used to think that the type of cancer we had separated us from each other, but I feel differently now. I agree that we may undergo different treatments if we are diagnosed with colon cancer, lung cancer, breast cancer, or Hodgkin's. We may have different outlooks on our life expectancy. Some may undergo surgery, radiation, chemotherapy, or some combination of these. But, we all share commonalities that band us together for life. We are brothers and sisters, joined not by genetics but by life experiences.

We all remember what it felt like when we were told that we had a cancerous mass growing inside our body. We know what it's like to feel fear that is so palpable that you taste it. We empathize with the rigors associated with surgery, chemotherapy, and/or radiation. We understand how devastating this disease can be, not only for us, but also for our family and friends. And for those of us that have been fortunate enough to kill the beast, we know what it's like to be a survivor, complete with all the ensuing positives and negatives.

Yes, we are part of an elite club. It's because we've been there. We know what it's like. We understand."

So, it's especially nice when someone puts a positive spin on cancer. Jigsaw, a Milwaukee creative agency, devised an interactive exhibit at St. Vincents Regional Cancer Center. Upwards of 7,000 guests were given the opportunity to directly interact with a 45′ x 7′ rear-projecting interactive wall by writing what the word HOPE means to them. The wall became a living, breathing organism.

At the same time, they encouraged people to tweet what they felt HOPE meant or add their thoughts to their "Hope Is" website. The words and phrases offered up by people were as far ranging as the diagnoses and treatment plans they underwent. Here are a few I particularly like:

Hope is a lifetime of springs.
Hope is finding inspiration in unexpected places.
Hope is making a child smile.
Hope is getting better so I can play with my grandchildren.
Hope is the look I see in her eyes.
Hope is the warm sun on my face.
Hope is the seeds you plant.

If you'd like to read a bit more on this initiative, check out Fuel Your Creativity's write-up at http://www.fuelyourcreativity.com/using-creativity-to-empower/.

Toyota counts on a different story being told

Toyota has just broke a new ad campaign, "Every Toyota has a story." The ad extends to both advertising and Facebook.

The buzz in the ad industry for the past few years has been focused on the importance of advertisers creating an emotional link between their brand and target. Storytelling is repeatedly offered up as a way to create a meaningful two-way personal dialogue with consumers. But, here's the catch - consumers have to want to be a part of the conversation and they have to find the storyteller (the brand) to be credible and trustworthy.

No doubt, Toyota had that kind of relationship with its owners for years, but here's the question: Has Toyota's ability to engage consumers in a meaningful two-way conversation been at all diminished by the bevvy of recalls that have plagued the company in the last few years?

Let's take a look at the history of Toyota's recalls just since January 2009:

1/09: 1.3 million vehicles recalled for seat belt and exhaust system problems
8/09: 690,000 cars recalled because of faulty window switches
9/09: 3.8 million cars recalled due to floor mats trapping acceleration pedals
1/10: 2.3 million more vehicles are recalled because of sticking pedals
1/10: Stop selling eight vehicle models due to sticking pedals
1/10: 1.1 million vehicles recalled due to pedal-entrapment issues
2/10: 437,000 hybrid models recalled due to faulty breaks
8/10: 1.1 million Corollas and Matrix cars recalled due to computer issues
8/10: 1.1 million compact cars are recalled due to engine problems

My math adds all those recalls up to 9.5 million vehicles worldwide in just 19 months.

So, the $9.5 million question is: Will this new ad campaign positively engage consumers at an emotional level?

My gut tells me that the Toyota brand has certainly been damaged in the area of quality, but I think long-time Toyota users will forgive and forget. Toyota has been a reliable vehicle for years and they will likely cut them some slack in the near term.

I think the biggest concern for Toyota are the younger, first-time Toyota buyers. When you don't have a history to draw from, why bother to pledge your allegiance to a brand that hasn't been able to get it right for the past few years?

Having a Vagina Makes You Brave

"Courage. You were born with it. And what better way to nurture that feeling than with a little extra care down there? After all, when you're clean and fresh, you can focus on any opportunity that comes your way. So be ready. Slip a packet of Summer's Eve Feminine Cleansing Cloths into your bag ... It'll help you unleash that bring-it-on attitude."

Are you serious? I mean, are you really serious? Apparently so since Summer's Eve recently aired this ad in a Woman's Day magazine.

As I ask myself why the makers of Summer's Eve would want to disparage women in this way, the idea of creating talk value plays at the edge of my mind. But then, I ask, why did they select Woman's Day magazine as the venue to create buzz? Why not something like Cosmo?

Well, evidently, they received so many complaints about this ad that they pulled it. Here's the apology from Summer's Eve brand manager Angela Bryant (a woman!):

"I would like to first of all apologize if this ad in anyway has offended anyone. We are taking immediate next steps to remove the ad from circulation. We want you to know that Fleet Laboratories and the Summer's Eve brand have the utmost respect for women. While we understand how some may come to an alternative conclusion regarding our recent ad, that was never our intention. Thank you."

Hey Angela, have you ever heard of r-e-s-e-a-r-c-h before?

Oh Lionel - What Were You Thinking?

U.K. snack brand Walkers has given Lionel Richie a chance at a second life in this new commercial where Lionel changes the words of his once hit song, "Say You, Say Me," with corny lyrics like "Extra crunchy. Save one for me."

Back in 1986, Lionel Richie recorded "Say You, Say Me" for the film White Nights starring Mikhail Baryshnikov and Gregory Hines. Life for Lionel must have sunk to a new low to cause him to bastardize his once high-performing single to this garbage. This commercial is an absolute disaster.

Lionel fan or not, it's hard to understand why he would stoop to this level to earn a few bucks.

One can only conclude that he really needed a few bucks.

Thanks to AdFreak.com for sharing this truly inspiring ad with me.

Hostess and Healthy - An Oxymoron?

Company X has launched a new line of muffins made with whole grains, fiber, real fruit, and nuts.

If I read the above statement, I would think the muffins sound pretty good. Whole grains, fiber, real fruit, nuts ... what's not to like?

Now, let's try reading that same statement with a brand name inserted.

Hostess has launched a new line of muffins made with whole grains, fiber, real fruit, and nuts.

My perceptions of this muffin instantly changes. Somehow, I perceive that Hostess played around with the laws of nutrition science to deliver a kid-friendly, sugar-laced muffin that tastes good ... but isn't good for you.

Amazing what the power of a brand name can do, isn't it?

Shards 'O Glass Freeze Pops

In this new television campaign, consumers are brought into a factory where Shards 'o Glass Freeze Pops are being made. Absurd? Of course, that is the intention of the campaign. But, they don't let you in on the secret until the very end of the commercial ... that this ad is sponsored by the Truth campaign.

Just what is the Truth campaign? In this ad, viewers are encouraged to visit shardsofglass.com. When they do, they find that they have been redirected to the Truth campaign's website, the largest national youth-focused anti-tobacco education campaign in existence.

I get where they are going with this campaign ... selling Shards 'o Glass Freeze Pops to kids is about as ludicrous as selling tobacco to kids.

But, a few things bother me with this ad. Beyond the fact that cigarette companies no longer advertise to kids, I am just not sure that this type of campaign will effectively stop children from smoking. Let's be honest - kids know that smoking is bad for you. But, they choose to do it anyway.

It may be necessary to be considered cool or part of the in crowd.
It may be an act of defiance against parents.
It may satisfy the need to be experimental.
It may make a kid feel like they are pulling the wool over someone's eyes.

Whatever the reason, kids smoke DESPITE the fact that they know it's bad for them. So, my question is focused on whether this ad will be effective in persuading current smokers to stop and future smokers to never start.

This one will be an interesting one to track over time.

eHarmony Trumps Up the "Real" Factor

What better way to get you to believe in the power of eHarmony than to inspire you with real life stories and real life romances? With ten years in business under their belt, eHarmony does just that on their website, encouraging visitors to learn a little bit more about couples that met on eHarmony.

Like Adam and Julia who found out that they had a million things in common and lived just 5 minutes from each other.

Or Eli and Stephanie whose fathers were both pastors and who shared a passion for service to others and travel. Their wedding was officiated by their dads.

Or like Mary and Gerry both widows and around 60 years of age, who now have found a reason to laugh again.

eHarmony has found a way to let the art of storytelling market their brand. The stories are accompanied by tantalizing photos of couples laughing, smiling, hugging, and kissing. Even those that are not romantics at heart will have a hard time not feeling a glimmer of hope when they immerse themselves in eHarmony's "Real Couples" campaign.

Great insight into people looking for love ... as long as this doesn't turn out to be as "real" as WWF!

Hold the Bus? No. Stop the Train!

Scott Walker, Republican gubernatorial candidate for the state of Wisconsin, is leading the polls for state governor by seven points. His new ad is causing a lot of chat, with news sources like Time, Fox News, PBS, The Atlantic, and The National Journal all throwing their two cents into the discussion.

His topic? Stop the train. Literally. He promises taxpayers that if he becomes governor, he will permanently derail the high-speed rail link between Milwaukee and Madison, currently scheduled to cost taxpayers $810 million in federal stimulus money and $10 million in annual maintenance fees.

Walker has dedicated a few websites to his quest at www.notrain.com and www.brownbagmovement.com. These sites are amazingly pointed, laying out the consequences of proceeding with this train line to the average Joe.

His TV commercial is a series of splices between President Obama and Scott Walker talking frankly about the train. (Obama's comments are spliced from speeches that have nothing to do with a train line coming to Wisconsin!!) In his commentary, Walker plays directly into the hands of the working man - an area traditionally considered to be fertile ground for Democrats.

While I find this campaign to be a bit hard-hitting, I also find it refreshing. I sense authenticity in Scott Walker's message. He not only shares facts, but he expresses heart-felt passion to do what's right for the state of Wisconsin.

Evidently, other Wisconsites agree.

P.S. I wasn't able to find Facebook or Twitter accounts linked to either "No Train" or "Brown Bag Movement" and with a common name like Scott Walker, I even struggled to find his Twitter account.)

Sponsor of More Birthdays

The first time I heard the new American Cancer Society anthem ad, I felt goosebumps up and down my arms. Here was a nonprofit organization that had found a way to connect on the scary topic of cancer in an emotionally positive way. Brilliant!

ACS has delivered the message of being "the official sponsor of birthdays" at every possible touchpoint - print ads, YouTube, electronic cards, blogger templates, and on and on. Amazingly orchestrated to deliver an emotionally uplifting message that is connected from medium to medium.

Being a cancer survivor myself, I am unduly impressed with the American Cancer Society's Birthday Campaign. Cheers to their marketing team.

The World's Biggest Small Company

Synovate - a leading global market research company - has posted a rather interesting video on YouTube, called the World's Biggest Small Company.

This video is fascinating on a number of levels:

- The image of the tall and short man discussing the advantages of Synovate being both big and small was visually arresting.
- The message was somewhat interesting, with Synovate claiming they don't have a corporate headquarters and that they are borderless. This helps them offer personalized, flexible, and responsive service.
-This is the first time I've seen a market research company advertise via a YouTube video - that, in and of itself, made the video stand out for me.

I've worked with Synovate many, many times in my career and agree that they are a great market research company. And they have offered me great customer service.

But, is it possible for a company that is ranked #9 in the 2008 Honomichl Top 50 list of market research companies and has achieved global revenues of nearly $1 billion to persuade us that they are small?

While I generally liked the ad, the entire time I was watching the video, the words kept hitting the B.S. meter. I kept thinking, really? Plenty of behemoth companies offer personalized, flexible, and responsive service. And in today's world of email, Skype, Twitter, Facebook, and LinkedIn, many companies talk about the global walls being erased. So that leaves Synovate standing on only one leg ... no corporate headquarters. That, in and of itself, doesn't say a whole lot about how they do their jobs or service me.

All that being said, I still found the video and its delivery on YouTube to be rather fascinating. And, it certainly didn't harm my image of Synovate in any way.

Japanese Make Orson Welles' Big Brother Predictions Come True

On August 10, the Japanese installed a 47" touch screen vending machine at Tokyo's Shinagawa Station. This new vending machine is equipped with an embedded camera which is designed to recognize the buyer's gender and age, allowing the machine to recommend a beverage it thinks you will like.

Here's where the "Big Brother" stuff comes in. It stores your purchase history in its data banks. Then, the next time you visit, it customizes the ads you will see. Amazing technology - just how does it store all that information? Will it still work if you wear sunglasses or change your hair?

500 more vending machines will be installed in and around Tokyo over the next two years, with operating company JR East expecting them to tally up 30 percent more sales than their analog brethren.

Creepy or cool? I vote ccol, with a twist of creepy.

Drain the Rainbow

Skittles has done it yet again...encouraged us to use our imagination by taking a step into the world of rainbows. What's not to like in this new Skittles ad? Giraffes, rainbows, fantasy, and a Rastafarian deep belly laugh.

Thank you to Skittles for helping me to see the wonder and joy in those little rainbow colored candies. Thanks to Ad Freak, too, for always finding the entertaining ads I so love.

Legos ... Not Just Child's Play Anymore

You've heard it before ... don't extend the equity of your brand beyond the point where your target gives you permission to go. But, what if you don't have control of the line extension?

Take for example, Lisa Taylor and British retailer Selfridges who are set to launch a line of Lego jewelry later this month. The jewelry is designed to be whimsical, appealing to so-called "kidults." But conjuring up happy images of building a Lego fantasy castle when you were a child comes at a price ... around $75 for the simplest items in the line.

Sorry Lisa, you've gone a bit too far for my tastes. The jewelry is too big, too colorful, too gaudy for my tastes. And, sorry, but I still think Legos are a lot more fun when you can build something cool.

What do you think?

Fresh Sheets for a Week

Technological advances ... some are worth having, others aren't worth their weight in gold (or the quarters and dollars it costs to buy them). But, when technology can deliver a benefit that consumers really want, then it's a win-win.

Case in point: Downy.

Through the wonder of microencapsulation technology, Downy can now deliver scent pearls that offer long-lasting freshness ... up to one week of freshness, to be exact. And where do consumers most want to smell that freshness? In their sheets of course. Downy promises that every night you crawl into your sheets - for one entire week - you will smell fresh sheets!

Staying in line with P&G's promise last year, Downy has established a Facebook presence that is actually worth checking out. Ads direct consumers to http://www.facebook.com/downy, where they can “share [their] love of clean sheets.” They also give a plug to their cause marketing program, "Quilts for Kids."

Great photos on Facebook. Nice linkage between the brand (providing comfort) and philanthropy. Great opportunities for storytelling.

No surprise from the 2009 Marketer of the Year. Congratulations Procter and Gamble on a job well done.