Not Online? Not A Real Brand.

Terry O’Reilly writes:

A strong sign of television’s slow fall from media supremacy came in 2005, when I was honoured to represent Canada on the first-ever Radio Lions jury. There we were told of two interesting trends: that entries in the TV ad category were down and that entries for the “Cyber Lions” category–that’s for online marketing–were up. To put this in perspective, the Cannes Lions International Advertising Festival was founded on television and film in 1959, and those two media have been the flagships ever since. Until now.

The Demise of the Yellow Pages

It’s not a new story, but more and more regions are moving away from printing and delivering a telephone book to everyone, every year. In Canada, the list includes
Toronto, Vancouver, Calgary, Edmonton, Ottawa-Gatineau, Montreal, Quebec City, and Winnipeg, all of which will supply a telephone book only upon request. In many cases, one can probably expect that the editions to only be updated biannually, which makes sense when the distribution has suddenly dropped to 0.1% of what it was previously.

Mean Joe Greene & the Old Spice Manly-Man

Isaiah Mustafa in Old Spice ad Jian Ghomeshi’s Q on CBC is running with guest hosts during the summer, and the August 3rd show was hosted by Terry O’Reilly of Age of Persuasion fame. (listen online) The first 20 minutes are Terry’s exploration of the Old Spice campaign with Isaiah Mustafa that’s getting a lot of press after going viral and running a hugely successful real-time social media dialogue with their spokesperson.. Amid the interviews, Terry talks with the pair responsible for the creative on this project and considers how the campaign is out of character for parent company P&G — the whole segment is worth a listen.

Local Commercials can be Pure Gold

Sometimes an ad can be so bad, it’s good — so over-the-top that it just does the trick in spite of itself. And whatever else it may be, it’s memorable. I thought about that as I watched an ad for Cullman Liquidation Center.

Yes, it’s a real business, with the T-shirts to prove it. You can check out the back-story on the making of the commercial as well. And to covers the basics: “Be there, say something.”

In my locale, everyone knows about and remembers Nick Hill and his campy furniture commercials. (He’s a local advertising legend, who would talk to a station and say things like, “Remember that spot we did in the fall of ’82?”) And if everyone knows, then you could certainly argue that it’s working, couldn’t you?

It's the Asterisk, Stupid*

This sign has irked me for the past few years whenever I drive past it. Finally I snapped a quick photo with my phone. (Click to enlarge, sorry about the poor image quality, etc.) You may not know from the sign, but it’s a used car dealer. Of course. You expect a used car dealer to use an asterisk, don’t you? It’s a cliché. This one uses a bracketed “o.a.c.” for the same purpose. Here’s what we say (oh, but here’s what we actually mean).

Advertising Fail: Coors Light

coorslightbillboard Ah, the many problems with a Coors Light billboard. As noted on a brewmaster’s blog, they should perhaps be apologizing for “insipid beer”, but instead have put up a billboard insulting Torontonians.

Sure, maybe we all love a cold beer, but what I want to know is how anyone thought it advisable to pin an advertising campaign on a “feature” that is completely outside their control. And what the heck does “cold certified” mean, anyway? Is an imaginary certification an even better point of distinction on which to advertise the product?