Apple takes over the Ny TImes

Apparently I’m obsessed with Apple’s “I’m a Mac” ads. I have to admit, I think they are brilliant. What particularly makes me think they have a genius in the marketing department has been the way they have maintained a simple brand and taken to so many advertising outlets. Today, I’m going to talk about their on-line advertising.

When I go to the New York Times homepage, there is always some kind of banner ad across the top and another block along the right side. Apple decided to use these ad spaces in tandem to create ads that not only were interactive with the audience, but also were interactive with each other.

The two locations on the site work as one, taking the viewer’s eye away from what they were reading to follow the Mac Cool Guy and the PC Nerd. The two boxes have graphics that move between the spaces and talk to each other, much as I imagine the paintings at Harry Potter’s school do.

For example, when the NY Times said that Leopard was faster and better than Vista, Mac responded with a clever ad where the PC guy tries to change what appears to be a headline from the paper (but is really one of the banner ads that Apple purchased). He climbs a ladder, taking him from the side box to the top. PC guy tries to change the headline so it doesn’t read so negatively for Vista. Apple guy just sits back and watches calmly.

With the “Refresh” ad, Apple knows their audience familier with working online. This ad plays up the ever changing stream of banner ads that the NY Times (and other websites) frequently have at the top of the page. The “ads” are quotes from reputable sources that state inefficiencies in Vista. PC guy, from the side box, keeps hitting the refresh button, much as a standard user could do. Unfortunately for him, all the ads that day seem to be anti-Vista.

In this campaign, Apple has jumped full force into online advertising. They carefully examined options for placement, and developed well planned campaigns that take the medium to a new level. They were the first to make interactive ads interact.

A Charming Asia: Thailand, Cambodia and Vietnam

This is a good Asia Travel Advertisement in 2007. I love it because it introduces a set of interesting cultural and social aspects of the three countries in Indochina. This advertising is a snapshot of Southeast Asia. It exposes the viewers to the treasures of the three countries. With the inclusion of the three countries, this advertisement will be more appealing to foreign tourists. A majority of them generally tour the countries in a series- Thailand, Cambodia and Vietnam.

However, this advertisement does not accurately reflect the true beauty of the countries. For example, the show of only a small part of the temple does not capture the elegant sight of the most famous temple Angkor Wat in Cambodia. Another weak point is that this advertisement fails to illustrate the distint features among the three countries though there are many. If the countries were not labelled, the viewers would not be able to differentiate the three.

Girls just want to have fun...with Nintendo DS

I like advertising. I like it even more when it has an ability to entertain. Believe it or not, also a simple, one page print ad can do it. Nintendo DS latest print ad with America Ferrera is a great example of it.

Nintendo ads are not only for Nintendo DS but also for one of its games, in this case for Mystery Case Files MillionHeir. Ad tells you to find eight items hidden on the picture and surprisingly, the first time I saw this ad I spent a couple of minutes looking for those items, which were hidden pretty well (but I found them all). This ad gets your attention. Its busy picture and the leopard sitting next to America makes you wonder what’s going on. In case it doesn’t get your attention, which I’m sure happens; you miss experiencing one of the games, which thiad imitates, even if you don’t have the Nintendo DS. Very important was the location of this ad. I found it to be the last page of In Touch and also in US magazine, which kind of separated it from hundreds of other ads inside of the magazine.


Nintendo was for many years considered to be a game for boys and boys love Nintendo. It’s surprising that there are only girls promoting Nintendo in this campaign. America Ferrera is not the only female star. Liv Tyler, Carrie Underwood, Olivia Newton-John and also Nicole Kidman for UK market spend their free time with Nintendo DS in their hands.
Nintendo DS also came with different colors to choose from. In a definitely not for boys ad, America shows her own pink Nintendo, with her name AMERICA made of rhyme stones on the back. It is clear that Nintendo DS is being marketed for female customers.

Best Buy sells Nintendo DS for $129.99 which compared to what Nintendo used to cost, is not as bad. Looking for items hidden on the picture gave me sort of an experience of what the Mystery Case Files MillionHeir game is like and showed me that it is fun. I almost want to go and buy which means this ad clearly works.

Shop Ralph Lauren with Camera Phone?

The all-American designer brand, Ralph Lauren, recently launched a series of ads that allows consumers to instantly scan a Quick Response (QR) code in an ad with a camera phone and instantly purchase an item. These ads are descriptive of the new technology age that consumers are living in. Ads are flashing from all directions and the value of instant gratification is growing. Mobile technology is breaking barriers in all industries and now the fashion industry wants a piece of the purchasing power that it provides.

The power to instantly scan the QR code, containing a two-dimensional symbol holding a large volume of information including URLs, was sought as surreal only a couple of years ago. However, this new commercial breakthrough is cracking all purchasing barriers. If security is your worry, don’t be alarmed, because this new technique is set to be fully secure to guarantee a safe channel of information. Consumers who don’t have a camera or QR readers on their mobiles can also shop at m.ralphlauren.com via their phone browser.

It will only be a matter of time until we identify the shopping trend, if any, that this type of advertisement will have with consumers. This may indeed be the start of a technological trend that we will start seeing in more and more advertisements.

Jack Daniel's Gets Political

Ads for the popular whiskey were plastered all around Denver, Colorado during the Democratic National Convention last month. The patriotic ad campaign salutes democracy in an eye-catchy way and with funny copy. There was no mistaking what political party the ads belonged at, because it is perfectly suited for any party.

This ad is particularly suited for American politics and gets a high grade on patriotism. This new ad campaign cannot be ignored, being that it so appropriately promotes Jack Daniel’s whiskey during the presidential campaign. The design of the ad is especially tasteful and the white copy pops out with a classic touch.

This ad cannot be critiqued without examining the creativeness of the slogan, “Socializing liberally. Drinking conservatively.” Makes you think twice? That’s exactly what the kind of reaction it wants to trigger. Whatever your political party affiliation is, Jack Daniel’s isn’t going to judge. He just wants to be part of the PARTY!

I'm a PC

The commercial starts, and you think you know where it’s going. A nerdy guy in glasses and a brown tweed blazer walks onto an all white set and says “I’m a PC.” Then an email address pops up in the bottom corner: sean@windows.com. A montage of short video clips showing a wide variety of people in real settings follows.

This isn’t the ad we expected. After more than two years of the catchy “Hi I’m a Mac” ads (see my first posting) Windows is fighting back. Their main weapon: We are not a stereotype.

Interesting. Stereotypes were what Mac based their entire campaign on. They used a lot of real user frustrations to get points across, but the foundation of their ads was to put a face to their target user. Windows has the faces of their real users. They have opened a channel for direct communication by posting email addresses of users. They have pulled celebrities into the campaign, mixed with everyday people, people who aren’t afraid to laugh at themselves. The viewer can relate.

This campaign is a great defense to the Mac attack. It is as simple and personable. Even more so than the Apple campaign. It is direct and amusing. It sticks.

So what took Windows so long? Such a simple concept shouldn’t have taken two years to create. Did they wait until Apple had dominated the market to respond? Is it too late for them to come back?

What will the next chapter of the Mac attack hold?

Should magazine ads have a concious?

Lights! Cameras! Action! Will Vogue-India August issue reach its target market and/or satisfy their customer base via this ad? Vogue ads are famous for creating fantasy and illusion. From the magazine’s inception in the late nineteenth century to the present-Vogue has been the magazine to watch. The magazine has always set a photographic standard for its readers. But is that enough? Does Vogue need to start thinking about advertising with a conscious? Depends on who you ask; “the editorial spread was not just tacky, but downright distasteful” said Kanika Gahlaut, a columnist for the daily newspaper Mail Today based in the United States. “The magazine does not even bother to identify the subjects” of the photos, said Gahlaut, instead, Vogue names the brands of the accessories in the captions, and says they are worn by a lady or a man. Nearly half of India’s population—about 456 million people—live on less than $1.25 a day-according to figures released by World Bank and most will never accrue $1000 in their lifetime. The mud-hut chosen for this particular ad is also the location to the suicide of thousands of Indian farmers, because they were deep in debt.

Garments worn by the man and woman in the ad above are designed by Alexander McQueen, international designer, he is best known for his contrasting fashion sense with a touch of arts and crafts. McQueen’s clothing line cost range is $500 to $12,000. The umbrella in the ad is by Burberry, which cost $200. Vogue-India editor Priya Tanna’s response to critics about the August shoot: “Lighten up,” she said in a telephone interview. “Vogue is about realizing the “power of fashion” and the shoot was saying that “fashion is no longer a rich man’s privilege. Anyone can carry it off and make it look beautiful,” she said. Both Gahlaut and Tanna make valid points, however I agree with Tanna, Vogue’s first responsibility is to its audience. Their ads invite women to day dream, fantasize, relax, and shop.

Most Vogue models are paid very well, which raises the question was the “lady or man” in the Vogue-India ad paid for their efforts? If so, was the payment conducive with the value of the ad? *shrug* I’m not privy to that information, but I’m leaning towards, probably not. So if they weren’t paid, I’m wondering did they jump at the opportunity to be a part of the photo shoot, because it allowed them to be “pampered” for the day or week and live in a fantasy. And if that’s the case, well shouldn’t that be enough or should Vogue become more culture conscious? All comments are welcome.

Looking for country brand: Borat or Nomad?

If you heard about Kazakhstan before it means you are either good at geography, politics or economics. Or you have seen the comedy with Sasha Baron Cohen starring called "Borat". The movie is about the travelling of pseudo-kazakh journalist Borat Sagdiyev who came to the USA in order to make a report about the country for kazakh channel. The humor is all about Borat's stupid behavior and his weird ideas about what real democracy is. The character is behaving like an absolutely inadequate person and says that everyone in Kazakhstan do the same. Someone finds this movie funny. Someone is thousands of people who made over $133 000 000 movie's box office. It was popular movie beacuse it was funny and unusual, it was sticking to memory because of its eccentricity.
Kazakh government found this comedy offensive and wasted over $40 000 000 to produce what they called movie about real Kazakhstan, the historical novel called Nomad. Did it work? Even if one of the stars involved in project was Mark Dakaskas have you seen this movie?
We can see movies about nible heroes of ancient times at least once a year. These movies are telling about well-known and respected chararchters, and finally these films are directed by famous directors. Why must an average american be interested in Nomad, the movie about country someone who lives somewhere?
Sasha Baron Cohen was not suoerstar before Borat that is why ot would be naive to think that his movie was popular because of celebrity invilvment. It attracted people because it was an excellent advertising approach to use the funny character resembling us Mr. Bin or any other comedian who is walking down american streets in his weird clothes, washing hands in bidet and searching for Pamela Anderson to get her married. Though this approach might not work any more.
Being original and sticky to mind that is the way to be popular in your campaign. If the government of my country would choose any other way to persuade americans that we're not like Borat says than wasting money for another one hero movie, it would be more effective. For example, telling people about great people who live in Kazakhstan. Do you know for example that the director of WANTED movie with Anjolina Jolie who's name is Timur Bekmambetov is kazakh?

Mobile Advertising in Cambodia

It is another famous mobile advertising in Cambodia. I like the sound and the scenery of the ad as it reflects the nature of the country. Also, the ad can capture the attention of the audience by including the most famous temple in Cambodia, Angkor Wat. What is more, the clean beach is another center of public attention. In general, Camboidan teens and young adults like the beach.

However, the message of the ad is only in the last second when the couple contacted each other through the mobile phone. It is good in a sense that it can make the audience curious about the ad itself. If they want to know what the ad is all about, they have to watch the final spot. One last thing is this ad embraces both verbal and non-verbal message and thus makes it clearer and stronger.

Travelers Insurance makes us laugh

Funny commercials are those that people remember. Sometimes they remember a commercial and they never even heard of a product/company it is for. That was my case with Travelers Insurance commercials. When I saw their commercial for the first time, i had no idea what Travelers is. Now, when I hear Travelers I think of their funny and easy to remember commercials, which often seemed almost like a short movie.

This commercial is a good example of Travelers' style.


It is very funny and it clearly demonstrates the point that Travelers Insurance wants people to get from it. One never knows what is going to happen and sometimes in the most dangerous situation, like here, it isn't a shark that will cause trouble, but simply human carelessness. Of course, Travelers is there to help.

Recently, Travelers Insurance changed its commercial's style. They are not funny anymore, but I’d rather call them cute.


Travelers decided to change strategy, but stayed with the same advertising agency. All their commercials were done by Fallon, advertising agency located in Minneapolis. Their website includes a video in which there is an explanation for the commercial style change. Travelers Insurance wanted to bring back their signature logo, big red umbrella. The old shark video doesn't have it, but the new video does. And it has it there very visibly.

Even though travelers decided to change the strategy, I think that it is impossible to beat this video.


Language used in the commercial is Czech, but that isn’t the reason why I love the commercial. It is very witty and funny. It’s not like something you see very often and I found it very unique. Throughout the whole commercial I was waiting for its point and when it came I had to laugh. Actors are doing a great job, location and scenery fit well and the old man at the end is amazing.

Who knows if Travelers and Fallon did a good thing when they changed the strategy. Their funny commercials will be missed.

Emmys: TV's Saving Grace

The Emmys are on Sunday. Anyone who's anyone on television is expected to attended. Why? Because it boosts your career and popularity. There have been ups-and-downs in Award shows for the last decade. Most blame the fact that critics/voters and viewers are not on the same wave length. How many of the 2008 Oscar nominees did you watch? For me... one: Juno.

For the Emmys, it's a bit different. There is a greater range of shows, actors, and actresses that viewers can grab hold on, root for. In turn, the Emmys become sort-of a saving grace. Whether you're nominated or not, the fact that you're showing your face on the red carpet, boosts up your status.

Many television shows were saved because of the Emmys. Take last year's winner for Outstanding Comedy Series, 30 Rock. At the beginning of its premiere season, NBC had a similar show, Studio 60 on Sunset Strip, that the network was focusing its advertising on. In the end, that series was cancelled and 30 Rock survived. In the make-it-or-break-it sophomore season, 30 Rock increased in popularity with the critics but not so much the viewers. Then, the Emmys happened. The show beat the former winner, The Office, and its main challenger, ABC's Ugly Betty, and took home the prize. For this year, 30 Rock broke the record of the most Emmys nominations by a Comedy Series; the previous record of 16 nominations was held by The Mary Tyler Moore Show. The Emmy win along with its current nominations has made 30 Rock popular. Viewers seen these awards and nominations and become curious and they want to tune in.

For TV actors and actresses, the Emmy Red Carpet could be even more the Awards, themselves. In Hollywood, you want to be seen. You want your face, your image out there. You want to seem personable and cool. You might be totally different from the character that you portray on your show. You want to show the fans/viewers that you're fun and excited and that you have lots to offer. They're not going to want to support someone who's boring or mean or crass. The more you seem open and approachable, the more the fans are going to want you. It's going to translate to the movie studios, if you ever want to break out of TV.

Fashion designers try to get to these celebrities to get them to wear their designs. Imagine when a highly celebrated actress gets interviewed, what is one of the first questions the interviewer asks? "Who are you wearing?" What better way to get your name out there. Remember... People Magazine is surely going to get those Red Carpet pictures and parade them in the following week's issue.

For television, the Emmys is one of the best advertising tools there is; it's a saving grace.

Do sport, not war

The days when the Olympic Games started in Beijing Kazakhstan television was 'attacked' by Nike campaign videos. I don't know how they could do this, but for these days the commercial which the company chose to be shown about 20 times per 24 hours on the main kazakh channels was so appropriate and even sensational. The day Olympiad fire was put out the fire in South Osetia started. The war which is usualy stopped when the Olympic Games begin, was taking its start. The world lthese weeks ived with two absolutely opposite events which became the news programmes main points.
The Nike's commercial which is named as COURAGE was showing courage of Earth's best athletes setting their records. The video is inspiring but it would have its even 10% effect without musical accopaniment which had an effect of blow-up bomb for me. This was the song All the things that I've done by Killers. The main phrase which is repeated in this composition is "I've got soul but I'm not a soldier". The message of this video even if it wasn't instantly the main idea of creators sounded these days like "Use you bravade for setting records in sports, not in штскуфыштп number of war victims". And I think that was a great decision and very effective an quick-to-react approach which the market-specialists of Nike used. The commercial which sounds not only as commercial but also socially responsible video (presented in the right way and on the appropate time) makes the consumers apprehend the trade mark as the symbol of something precious and I guess influences this label's purchase rates.
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