Archive for the ‘ Uncategorized ’ Category

I’ve Got Chic in My Pants

Sparking up controversy is the banned Huggies commercial of their limited edition denim printed diapers.

A typical diaper add consists of a baby modeling off the diaper or being changed and a demonstration of how absorbent the diaper is by blue liquid being poured into it. Creative directer Richie Glickman stated “We’re moving away from the saccharine and getting into a little more reality and humor.” Apparently not the whole audience found the commercial pleasing. The Huggies diaper commercial was accepted by thirteen networks including NBC, TNT, and E! Three networks that refused to broadcast the ad were ABC, ABC Family and Sprout. They objected to show the word “pooping” which appears at the end of the commercial.

Even though viewer’s have found the commercial offensive, consumers have found it convenient. Co-founder Jen Drexler of Just Ask a Woman, a marketing firm that specializes in reaching female consumers, said that jeans were a “uniform” for young mothers and that Huggies had identified a “great social currency moment”, not to mention the convenience of the diapers for their babies. (link)


Stop Motion

Stop motion is all about moving an object, taking a picture of it, going back and moving the object, and taking a picture of it again, and continuing so fourth until you have achieved  the pictures you need to show the object moving from point A to point B. I have had my own experience working with stop motion and it is a timely process. You spend hours and hours working on the project capturing photos. In the end all those hours spent is compressed into just a few minutes, but its all worth it.

Stop motion has become a common trend with television commercials. The video above is a commercial by Target. Target and other commercials that have used stop motion and have started off in a bed scene have taken that idea from a music video for the song “Her Morning Elegance” by Oren Lavie. This shows how media inspires each other and how trends are set.

The Amazon Kindle (video above) has created various stop motion commercials for their product as well and they are all very creative. There has been some amazing stop motion used in advertisements and after watching such commercials it leaves vieweres, i believe, in awe and makes them question how in the world do they do it.

Here is a XBOX 360 commercial that has also incorporated stop motion into their advertisements.

Real Beauty

I’m sure everyone has heard of the Dove Real Beauty Campaign.
While searching for more information on Doves campaign I came upon a blog that contained an article called “Dove Campaign for Real beauty Case Study,” by Melinda Brodbeck and Erin Evans, it states that the company conceived a plan during a time when sales were declining. Dove came up with a campaign that would focus more one women of different ages and sizes, and less on the product itself.

In an industry where advertisements for beauty are filled with a typical type of model. Usually thin and flawless with great hair and such, Dove has taken the risk to step outside of the box and take the next step and use real women, that have no modeling experience once so ever, of all ages and sizes to represent themselves and show that they are not those overly photoshopped models that we see advertised like one in the video below.

In the blog by Brodbeck and Evans it quotes from the Campaign for Real Beauty, “The Dove Campaign for Real Beauty is a global effort that is intended to serve as a starting point for societal change and act as a catalyst for widening the definition and discussion of beauty. The campaign supports the Dove mission: to make women feel more beautiful every day by challenging today’s stereotypical view of beauty and inspiring women to take great care of themselves.”

Controversy has risen though because of the campaign, by using real women and not the typical petit model, the company has gotten some harsh feedback over their ads. In a forum a user posted a discussion called “Controversy Surrounds Dove’s “Real Women” Ads,” which focuses on a web article called “Summer of Dove” written by Susanna Schrobsdorff of Newsweek. The article states that the Dove marketing director Kathy O’Brien said that the company wanted the ads to “change the way society views beauty” and to “provoke discussion and debate,” which it has. A reporter by the name Lucio Guerro of the Chicago Sun-Times wrote that he was offended by the site of the ad on his way to work he wrote on July 19: “Really, the only time I want to see a thigh that big is in a bucket with bread crumbs on it.”

Despite Guerro’s discrimination against these real models, I believe that these woman have a lot of confidence in their bodies to show them off in front of the world.

Theres A Soldier In All of Us

The commercial for the recent Call of Duty: Black Ops with cameos by Jimmy Kimmel and Kobe Bryant is supposed to be a “dramatization of what its like to play the game,” according to Rob Schwartz during an interview with AdAge.

The commercial takes the typical stereotype of gamers to rest and portrays ordinary people playing combat games. They show a variation of people both male and female. Theres a businesswomen, a nurse,  a construction worker, teenage girls, and much more. The commercial shows that not just middle-aged men play such games but that different ordinary people do.

The following video shows a  segment from 1st and 10 where Bomani Jones and Skip Bayless argue about Kobe Bryant’s appearance in the commercial and how it hurts his image. Which I highly disagree with. Skip Bayless states “What were you thinking? Does Kobe Bryant really need this money this badly?” ” He is smiling while wielding an assault riffle in combat while we have troops overseas this moment doing the same thing for real in combat, it’s completely out-of-bounds,” and Bomani Jones slightly counters his rant by saying Kobe Bryant’s reason for doing the commercial was because it’s the coolest thing he has done. I think Bayless is overreacting, just because Bryant is in a commercial for a military game that involves shooting and killing insurgents what makes it any different from all the other actors and actress’s in the commercial. Even though he’s a public figure, I doubt any other critic would make such a big fuss if some other actor or actress played the part. Jimmy Kimmel is also in the commercial but no one is bashing him for holding a grenade launcher. It’s just a commercial promoting a game, and I think it’s a very clever way of doing it. Especially the scene where they do a first person view-point, because that’s how it is while your playing during the game.

There are loads of games that involve killing and shooting, during the talk show they bring up Grand Theft Auto, which I feel is more violent than Call of Duty. Is Bayless overreacting? Or do you agree that this commercial is too much and out-of-bounds. Or does catch your attention like the creators intended and makes you want to go out and play the game?

I feel like I can relate to the commercial because I for one play the video game. I think its cool how it shows that behind the characters in the game are real life people controlling them, and not just a certain type people who enjoy video games but different people who you wouldn’t expect to be playing them.


MAC vs. PC

Do you remember the Apple commercials with Justin long where he portrays  MAC and another man is with him, I’m not too familiar with the actor but his name is John Hodgman, and he’s suppose to represent a PC? Well, according to an article called “Hidden Dimension — A Technical Analysis of Apple’s New TV Ads” by John Martellaro, Martellaro discusses the tactics of Apple TV ads. When the Apple commercials came out comparing MAC’s and PC’s to one another viewers thought of the commercials to be mainly focused on those who own MAC’s, but Martellaro argues that since Apple decided to air the commercials during prime time and not an exclusive site like MacAddict CD their primary audience was the general public and not just those who own MAC’s. What good would come to Apple if they only advertised to a little part of the whole population?

The commercial uses humans as metaphors for the computer systems they are supposed to represent. In the commercial the MAC system played by Justin Long is usually dressed casually. Long sleeve button down shirt some pants and sneakers. While the PC is played by this white male, maybe early thirty’s, a thick figure, wears glasses, has short brown hair, and his character mainly wears suits in a majority of the commercials. He gives of a nerd stereotype. Usually the PC complains about the errors in his system, and the way Justin Long acts it seems that he’s more superior and that the system he represents doesn’t face the issues that the PC does.

John Martellaro quotes “These Apple ads speak to objective truth. The Internet is a very dangerous place and getting worse every day. They say: take responsibility. Evaluate. Don’t let your security and privacy, joy and creativity die a fiery death.” Martellaro also says that “Apple is a very hard-nosed, tightly run company. These ads were expensive, and this analysis suggests that there was a lot of thought put into them to make sure they provide a return on investment.”


3 million for 30 seconds

The Super Bowl has become a significant day for advertisements. Advertisers pay millions just to air a thirty-second commercial during the game. Why? I believe its because advertisers now that all football fans around the world are sitting and watching the television and they know that is a perfect opportunity to create some type of extravagant commercial to capture their attention as well as sell their product.

Ever wonder how it all started? Well, it all began with Apples “1984” commercial (video above) which aired the same year dramatically changed the idea of Super Bowl advertising. A trade magazine called Advertising Age claimed that “it turned the Super Bowl from a football game into advertising’s Super Event of the year, and it ushered in the era of advertising as news.” The ridiculous price for a thirty second commercial did not hit one million dollars until the mid-1990s. Over the years it steadily climbed and today it costs three million dollars to air an ad during the Super Bowl.

Apples “1984” commercial helped create a new path for commercial directors such as Michael Bay and David Fincher. It encouraged them to cross over into producing feature films. Also ad agencies and directors such as Spike Lee began producing little half-minute masterpieces. Super Bowl commercials have become something worth looking forward to during the game. Viewers are able to see what kind of creativity franchises have gathered to sell their products within a thirty-second commercial.

It has also served as a gateway for broadcasting stations to promote new programs or existing hits. This year FOX has announced that they will be airing a new “Glee” episode following the Super Bowl.

It is expected that one hundred million-plus United States audiences will tune in on Sunday to watch the Super Bowl.