I wrote Friday about the new Cadillac campaign, sight seen. My qualm was actually with the quote by Publicis’ CEO who intimated image, not car sales, was the point of the work. I get image. It’s an important got-to-have, but it’s not the primary reason for advertising. Image and an on-brand strategy message are imperatives. Not, however, at the cost of selling.
The Cadillac ad I watched last night on the Oscars was lovely. Of the time. Its heart was in the right place. The product manager/client made the agency show, at least, some old Cadillac cars. But how hard would it have been to show a new model at the end of the spot? Even grayed out a bit? As mentioned Friday, Cadillac’s challenge the past couple of years has been inelegant car designs. Not showing the new model car almost makes me feel, it’s still a challenge.
Then Cadillac ran another ad introducing the Escala. (Watch the second commercial on YouTube link above.) It’s product first. Product forward. And the car design is huge. Exhilarating. These two execution could have ben combined a la the “Imported From Detroit” spot from years ago. That would have been some ad craft.
August 18, 2017 in Marketing
A number of years ago, while with McCann-Erickson, I was on the new business team that pitched and won the worldwide Motorola account – at the time one of the world’s premier technology corporations. Someone smart upstairs decided it would be a good idea to put a global research project in play to tout the […]
August 16, 2017 in Marketing
I love Christopher Walken. I’m beginning to appreciate Justin Timberlake. And I’m a huge fan of healthier-for-you foods. Brands are my thing and as an ad rat, my senses are heightened during the Super Bowl. All of these things converged during the Super Bowl of 2017 with the fruit drink spot featuring Messrs. Walken and […]
August 11, 2017 in Marketing
It has been a while since I watched my technology hero Robert Scoble on a video. He disappeared for a while, doing some Augmented Reality work, writing a book and living his “real world” life. Also he somewhat replaced Scobleizer.com with posts to Facebook. Anyway, I received an email from him today promoting a newsletter […]
August 10, 2017 in Marketing
I’m not sure when it happened, but at some time during brand planning career I began looking at assignments with the glass half full. Prior, there were a number of categories I walked into and start to twitch. “How am I going to learn this stuff? It’s too complicated. It’s dense and unappealing. Healthcare was […]
July 27, 2017 in Marketing
My friend, Roy Elvove is EVP Worldwide Communications at arguably the best ad agency in the world, BBDO. But to meet “Doc,” as his wife and friends call him, you’d never know he holds such a lofty job. He has worked at BBDO since 1999 and never, ever taken the spotlight off of BBDO, it’s executives, […]
July 24, 2017 in Marketing
I was a judge yesterday in the Griffin Farley Beautiful Minds completion. Mr. Farley was a BBH strategist who succumbed to cancer at way-too-early an age. The competition, and he would, likely, never have used the word competition, is a legacy built upon his nurturing of young planners. Clearly a beloved man. The showcase reminded […]
July 21, 2017 in Marketing
In 1974 JWT London’s Stephen King wrote a Planning Guide. Thanks to Julian Cole of Bee Bee Do (BBDO) for sharing it today. The JPEG below summarizes nicely how a brand works, based upon Mr. King’s constellation of “appeals.” This is a smart boil-down of what a brand is, why it works, and what it needs […]