Category Archives: advertising
Now it’s all beginning to make sense. The Gates Seinfeld ads were just a teaser to get people buzzing with its quirky humor and purposeful lack of Microsoft-related content. Negative or positive, it did. Create an environment of high awareness for the brand, then launch the real campaign as people are curious and thirsty to find out what’s next. Well, what’s next is “I’m a PC” ad campaign that embraces Apple’s negative reference to Microsoft in its campaign, and turns it around to show that PC users aren’t the sterotype depicted in the Apple campaign. Instead, they are people of all walks of life, from teachers to architects, artists to programmers, celebrities to ultimate fighters. I’m impressed. From this first set of commercials, I think the ad agency Crispin Porter + Bogusky is on to something. Regular PC users can also go to the Microsoft website and upload a video or picture of themselves, which will be profiled on the site, can be shared with others, and could be featured in future Microsoft ads as well as appear on the big screen in New York’s Time Square. It’s an audacious campaign and one that will be very hard to ignore.Check out the article in the New York Times that details the Microsoft campaign.
Here is the follow up ad (long version) to the first Gates Seinfeld Microsoft ad. Techcrunch isn’t impressed, and based on the comments I’ve received regarding the first ad, not many of you will be either. I found this one very much like a Seinfeld episode, so I enjoy the humor, but I do have to say that it isn’t getting to the point fast enough. This holds true with the shorter tv ad versions that I’ve seen.
Intel ad creative that wasn’t quite thought out completely. Yet another example that a big ad budget can buy you lots of ad space, but not a collective brain. Here is an excerpt from the the original post in Fortune:
To promote the speed of its Core 2 Duo Processor, Intel releases a print ad featuring six bare-shouldered black sprinters crouched in their starting positions beneath a white guy dressed for the office. “We made a bad mistake,” says Don MacDonald, the company’s director of global marketing. “I know why and how, but that doesn’t make it better.”
My friend Dave McConachie runs a small business called Digitech. They specialize in Renewable Printer Cartridges. I was fortunate to be given the opportunity to develop Dave’s branding strategy for Digitech when he took it over the company a couple of years back. Dave was already passionate about the environment and as I learned more about his business over several coffee and lunch meetings on Commercial Drive, together we decided that Digitech would differentiate itself from the competition by taking a very strong, environmentally-responsible stance in the products it produced and in the way they produced them, going as far as delivering the printer cartridges in hybrid vehicles! By running his business this way, he was helping his customers be environmentally responsible by just using Digitech’s products and services. His message is catching on; his company was recently featured on Get Connected which you can watch here.
I love what Dave has done with his company, and the success he is having in standing out from the rest in his industry. What makes this work is the branding strategy is authentic because it aligns with Dave’s passion and beliefs and customers see that at every point of contact. Great work Dave!
At PEER 1, we’ve launched today a new video contest and we’re giving away $10,000 in prizes to the winner! Along with the contest, we’ve released the second episode of the award-winning short series “Growing Pains” which follows the trips and follies of a home-based business startup that grows quickly out of control causing new employees and servers to take control of the home.
We’re giving viewers of the episode the opportunity to create their own growing pains video that shows their personal experiences for a chance to win a prize package of 12 months of free Managed Hosting, a 15-inch MacBook, and a Sony HD camcorder, at a total value of $10,000.
To watch the new episode of Growing Pains and enter the $10,000 Giveaway Contest, go to www.peer1.com/growingpain
Episode 2 – “A Walk in The Park.” Some time after being tossed out of the house, Todd and Janet try to mend fences over a nice walk in the park. All seems well and the moment feels right, or so Todd thinks.