Quoting the Times story on brand-supported music: Caress, the body-care line owned by Unilever, commissioned the Pussycat Dolls singer Nicole Scherzinger to record a version of Duran Duran’s “Rio” that it gave away on its Web site to promote its “Brazilian body wash” product.
Just think: a manufactured artist doing a cover of an 80s standard by Birmingham new romantics that, while the actress in the video looks vaguely Brazilian (she's actually English-Lebanese), was really filmed in Antigua and is about a girl named after the Rio Grande.
I got a Verizon LG ad on my MyYahoo page this morning. In Spanish. Rest assured that, though I have lived in California, in classic dumb amuhrican mode, I do not speak Spanish. Yahoos, you're going to have to prove you target a little better if you're going to get those CPMs up and hit all your aggressive advertising revenue goals.
I really like the creative for the subway advertising campaign that's running in support of baseball's All-Star Game, which is in Yankee Stadium this year. I wish I could link to it, but I can't find any online references, even after searching pretty hard. Modell's, Nike, and the MLB seem to have hands in it. Anyway, sharp photos back a single word of a series of five- or seven-word koans. Nice, and very New York:
The back page is our front page
A closer in a city of closers
We stay for all nine
The French advertising trade press this week proclaims an end to frontiers and the blurring of the lines between categories - I read media - following the close of the Cannes Festival on the 21st.
The Cannes Festival is about ideas, which should vibrate beyond the concrete fact of one media.The problem is, the creative and the container are often closely matched.It’s often the juxtaposition of the two which make the magic happen.For example, the HBO ‘Voyeur’ campaign was clearly an idea working its delight in a specific media - in this case, outdoor.
The Journal's Lee Gomes goes after the long tail again, aided by a Harvard Business Review article. Wired's long-tail hypemeister Chris Anderson responds, and a little more.
To paraphrase myself from some Jupiter research, it's not saying much to acknowledge there are long-tail markets. Rather, you have to prove:
- there's significant demand for non-blockbusters
- that the long tail could re-arrange Pareto-principle (80-20 rule) industries and markets
- and that anyone can make money off the tail, without also supplying the head