Archive for the ‘Creative’ Category

Gatorade hits a home run with Quest for G

February 6, 2009

Gatorade hit a grand slam with their Quest for G campaign microsite. Not only do they have an online component to the popular “What is G” TV campaign, they created a fantastic entertainment masterpiece. King Garnett and his gang of knights go on an adventure spoofing the famous Monthy Python film “Search for the Holy Grail” for the Holy G. The sight is entertaining and refreshing. 

Not only did they relate to sports fans, they tapped into the loyal following of Monty Python. Several of the comments about the videos are about Monty Python rather than a drink or Gartorade. Taking athletes out of their elements and playing on their attributes was a perfect execution for Gatorade. This site has raised the bar for branded microsites.Refreshing original content along user comments You can check out the great work here.

If you don’t like Monthy Python, the site also has freestyle hip-hop videos, animated hip-hop music videos and the G Manifesto. The G Manifesto shows all the people in the “What is G” TV campaign.

Overall the site is amazing display of creativity and utilizing all the web has to offer.

Did Gatorade get it right with G Commercial?

January 5, 2009

A recent TV campaign talks about “G”. Several different athletes and celebrities are shown as the camera pans down the line. At first, I thought it was a Nike commercial until I saw Usain Bolt in his Puma gear strike his pose. That made me wonder, who is this for? It had all the makings of a Nike campaign. So I turned to the good ol internet and searched G commercial and the only PPC ad that was present was a YouTube listing. I clicked on the ad for the “The G Channel” and none of the posts or descriptions mentioned Gatorade.

I finally found out it was a Gatorade commercial and was not surprised, the “G” now made sense. There was more content about Kanye West and Lil Wayne (who does the voice over) then there was about Gatorade.

So, the question is did Gatorade miss the mark from an online standpoint. I would say yes. Even if they are trying to be discreet, the amount of money they are spending on this campaign must be a decent chunk of change. People are going online to see who the commercial is for. Even if though they did not do a PPC campaign (I think they should have), they should have at least had some sort of online presence through a website. Maybe there will be an online component later, but I believe that Gatorade is missing out on a lot of online traffic.

G Commercial search volume

G Commercial search volume

Is “9-inch diet” a hoax

August 25, 2008

Ad genius, Alex Bogusky is publishing a book titled “The 9-inch Diet” which speaks about Americans and their food consumption behavior. This is interesting knowing that two of CPB’s largest clients are not the healthiest eateries in the country. Burger King and Domino’s are on the client roster and neither reported that they knew that Bogusky was penning a book about a sensitive subject in the fast food industry.

Some speculate that this is the next great campaign from the boys in Boulder/Miami and others think it is serious. Bogusky claims that it is about the size of the portions, not what you actually eat. No matter what the reason the book was written for, I am intrigued and ready to read when it comes out. Ad campaign or serious, it will be interesting. Chalk up another win for CPB promoting their own work.

Banner creative: Be careful

May 29, 2008

Dunkin’ Donuts decided to pull a recent display ad as there were several complaints about Rachel Ray’s black and white scarf. Complaints stated that it was a religious symbol supporting terrorism and Muslim extremism. Dunkin’ Donuts pulled the ad stating “the possibility of misperception detracted from its original intention to promote our iced coffee.”

One must be careful when we design creative units as this is a great example. A simple scarf in an ad, turns into a large debate over racism and terrorism. It’s no longer symbols and colors, as simple clothing accessories can cause quite a stir in the media world.

Importance of ad staging platform

May 15, 2008

Many clients and agency folks sit down and discuss an online display campaign and how it can be so great. Great creative, great results, and great brand awareness all at the same time. However, these are usually the same partnerships that don’t see great results. Why, because they think like offline creative and story board the display unit rather than building one out and placing it in a “live” environment.

The web is a different beast than the radio and TV. Yes, I know you can change channels or surf through over 100 channels of crap, but that requires effort. Offline has content, content, ads, content….

The web is content the way you want it. It’s easy to scroll down past an ad unit, click back avoiding seeing an ad unit, going to another page through a direct search, clicking a link…..so the creative must have the offer and the brand in every single frame for it to have a chance. Many ads that I have seen take too long to get the brand and message displayed. You must start with the message or offer and have the brand on every frame. The you can include supporting copy, otherwise, consider the creative a failure.

A staging platform of a site allows the client to see how chaotic a site can be and how many ways a visitor can do something other than the desired action which is click. Clients and creatives are both to blame for this as they know no better. If you want better results, test the creative first in “live” platform and see if you can see the reason its being created in the first place.