The creative work was done in London, UK by the advertising agency Adam & Eve.
Copyright © 2012 by John Eighmey. All Rights Reserved.
Tuesday, April 3, 2012
Shakespeare as Advertising Copywriter
To seek, to share, to save. The latest commercial from Google+ condenses and expresses the functions of social network services.
Monday, April 2, 2012
Advances in Advertising Placement
It's not news that the precision of the Internet has dramatically advanced the productivity of advertising placement.
Here's an entertaining example in connection with the previous blog post about the Fiat 500 commercial that ran on the 2012 Super Bowl. A banner link to latest Fiat 500 commercial "House Arrest" has been appearing in the advertising banner location below the post.
Here's an entertaining example in connection with the previous blog post about the Fiat 500 commercial that ran on the 2012 Super Bowl. A banner link to latest Fiat 500 commercial "House Arrest" has been appearing in the advertising banner location below the post.
That link won't be featured forever though, so here's the commercial for "archival purposes."
Copyright © 2012 by John Eighmey. All Rights Reserved.
Monday, February 6, 2012
What Advertising Can Be
On Super Sunday 2012 Fiat introduced us to the future of the muscle car.
Now, Detroit has been using sex appeal to sell cars for a very long time.
But, the metaphorical power of this wonderfully conceived and produced commercial reinvents advertising to car enthusiasts, and in so doing paves the way for the kinds of muscle cars the future may allow.
Despite all the hoopla about popularity polls, this is the 2012 Super Bowl any creative person would want to have on their reel. The commercial was done by the Dallas-based Richards Group.
Now, Detroit has been using sex appeal to sell cars for a very long time.
But, the metaphorical power of this wonderfully conceived and produced commercial reinvents advertising to car enthusiasts, and in so doing paves the way for the kinds of muscle cars the future may allow.
Despite all the hoopla about popularity polls, this is the 2012 Super Bowl any creative person would want to have on their reel. The commercial was done by the Dallas-based Richards Group.
Copyright © 2012 by John Eighmey. All Rights Reserved.
Saturday, January 14, 2012
Whale Of A Commercial
Tow truck drivers are like fishermen, always out to hook "the big one." Therein lies the basis of a great automobile commercial.
However, to realize this promise, the brand needs to be a big one, legendary in some respect.
It is one thing to "claim" legendary. Thirty years ago Audi pioneered permanent all-wheel-drive.
It is another thing to enact legendary with conviction. People recognize the metaphor of "the one that got away," whether it is Ahab's great white whale or a catfish lurking in a summer pond. This commercial is brilliantly conceived and produced.
However, to realize this promise, the brand needs to be a big one, legendary in some respect.
It is one thing to "claim" legendary. Thirty years ago Audi pioneered permanent all-wheel-drive.
It is another thing to enact legendary with conviction. People recognize the metaphor of "the one that got away," whether it is Ahab's great white whale or a catfish lurking in a summer pond. This commercial is brilliantly conceived and produced.
Copyright © 2012 by John Eighmey. All Rights Reserved.
Wednesday, December 14, 2011
Attitude Toward the Ad As "Foot-in-the Door"
No one really wants to talk about buying insurance, but sometimes we need it.
Centraal Beheer is one of the largest insurance companies in the Netherlands. Based in the city of Apeldoorm, the company is known for its lighter touch when it comes to reaching out to the marketplace.
The call to action translates as "Just call Apeldoorm." Their humor is so consistently fresh and to the point that the slogan has become an everyday utterance when people encounter unexpected problems.
Centraal Beheer is one of the largest insurance companies in the Netherlands. Based in the city of Apeldoorm, the company is known for its lighter touch when it comes to reaching out to the marketplace.
The call to action translates as "Just call Apeldoorm." Their humor is so consistently fresh and to the point that the slogan has become an everyday utterance when people encounter unexpected problems.
Copyright © 2011 by John Eighmey. All Rights Reserved.
Wednesday, November 23, 2011
Altruistic Behavior
As I have argued previously, and in my 2006 journal article, altruistic motivations are the strongest basis for sustainable relationships.
The importance of altruistic motives is clearly seen in social relationships, yet altruistic behavior is not commonly recognized when it comes to commercial relationships in the marketplace.
At first, this new John Lewis commercial from the UK seems to be all about the youth and his ardent anticipation of Christmas Day.
We think we understand his motivation, and are surprised to learn he was driven by the motivation to give rather than receive.
This commercial has redefined what holiday advertising can be. In what has become the season of hype, John Lewis has given us all an endearing gift.
The importance of altruistic motives is clearly seen in social relationships, yet altruistic behavior is not commonly recognized when it comes to commercial relationships in the marketplace.
At first, this new John Lewis commercial from the UK seems to be all about the youth and his ardent anticipation of Christmas Day.
We think we understand his motivation, and are surprised to learn he was driven by the motivation to give rather than receive.
This commercial has redefined what holiday advertising can be. In what has become the season of hype, John Lewis has given us all an endearing gift.
Copyright © 2011 by John Eighmey. All Rights Reserved.
Thursday, November 10, 2011
The Benefits of Attributes
Product attributes are valuable insofar as they relate to benefits.
Here, the problem-solution format is employed to position a brand as a counterpoise to designer brands in the same product category.
Simplicity is offered as a solution to frivolous charm.
Copyright © 2011 by John Eighmey. All Rights Reserved.
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