Archive for the ‘ brands ’ Category

Learn Yourself with Kenny Powers

“When my ass was 19 years old, I changed the face of professional baseball. I was handed the keys to the kingdom, multi-million dollar deals, endorsements. Everyone wanted a piece of my sh*t. Just a man with a mind for victory and an arm like a fu*king cannon. But sometimes when you bring the thunder, you get lost in the storm.”

What do you mean, you haven’t spent any quality time with Kenny Powers yet?

Trust me, you’ve got to. Start by watching season one of HBO’s Eastbound & Down (especially the scenes with Will Ferrell’s BMW dealer) and then follow the legendary pro ball player “working towards my comeback” on twitter.

Even K-Swiss reckon that signing up the straight talking, hard living sporting legend (played by Danny McBride) to be the spokesman for their Tubes training shoes is going to pay dividends.

Dispensing his own unique brand of motivational advice (‘Powerisms’) along the way, the campaign kicked off with Powers making his demands to K-Swiss (“This ain’t my first rodeo”) and features US football players Jeremy Shockey (“Nice to children, mean to the weight room”) and Patrick Willis.

Excellence, Achievement, Attention – you can view the whole thing on the K-Swiss micro site. I’m a bulletproof tiger, dude!

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“I Don’t Care”

“You do realise that doesn’t mean anything – it’s a brand. They could put out a brick if they wanted to and call it an iPhone.”

An iPhone 4 shopper walks into a store and gets the lowdown on HTC’s Evo as an alternative…

Rain, Beasties & Manky Wool

“The thing you have to remember about Scotland is that it rains a lot. It rains all the time. It totally does your head in if you’re not used to it.”

I love this animation so much. The script is funny and irreverent in a way I’ve never come across before and is a superb example of how a brand can be honest and authentic through humour. It also shows how the right voiceover artist can make a huge difference (kudos to Bridget McCann).

Speed Camera Lottery

Following on from attending the Behavioural Economics event at the IPA last week (more of which soon), it’s clear the theory that we can change behaviour with a gentle nudge is gaining significant traction.

In fact, VW have already created an online initiative – the fun theory – that is “dedicated to the thought that something as simple as fun is the easiest way to change people’s behaviour for the better”.

Often, the creative ideas developed out of the theory simply crackle with imaginative simplicity such as the ‘Rewarding Speed Limit Signs’ idea which was submitted by Kevin Richardson, USA. There are plenty of examples out there (of which the piano staircase – also via the fun theory site – is just one) and I’m going to start collecting them right here, from now on.

Monomyths +

Star Wars meets storybook marketing

“By using the “monomyth” idea presented in the book, Lucas was able to tell a story that people immediately engaged with and understood across many cultures because it was hard-wired into people’s human experience.”

The end of the corporate website?

“Further proof that the conversations are everywhere (and maybe not where we always want them to be).”

Branding is a dangerous concept

“Concepts, like individuals, have their histories and are just as incapable of withstanding the ravages of time.”

Coke’s Social Media policy

“Give credit where credit is due, don’t violate others’ rights… and know that the Internet is permanent.”

Smells Like Team Spirit

In an age of WAGs and John Terry debacles, this is just a lovely short film from Puma Football, shot on the Ghana Team bus as they travel to the stadium for their must-win game against Burkina Faso. Not sure what Capello would make of it…

Everybody Gets Knocked Down

“Everybody gets knocked down, how quick are you going to get up?”

Another inspiring film for Nike, created by Wieden & Kennedy, featuring athletes (from Lance Armstrong, Maria Sharapova and South African Paralympic runner Oscar Pistorius to lesser-known athletes) who refuse to accept defeat.

While the visuals connect them all through one continuous chain of motion (and hence ‘the human chain’), the message really hits home through the excellent soundtrack by The Hours, which was originally recorded as a tribute to The Rumble in the Jungle.