The softer side of the Super Bowl

02.02.2015

This year’s advertising line-up on the Super Bowl (XLIX, for those keeping score in Ancient Rome) was all about dads. And making people happy. And love. Oh, and hashtags. They were big. You couldn’t call yourself a hip and happening “super” marketer without one.

There was so much sweetness and light that you almost forgot the highly testosterone-charged scandals of the season–Ray Rice beating his wife in the elevator (sorry, NFL, your “it’s up to us to listen” PSA, however heartrending, does not make up for your own deafness on the issue of spousal assault and battery), the continuing saga of the Washington football team’s name, concussions and long-term traumatic brain injury and Adrian Peterson’s unique theory of parenting.

Almost, but not quite.

Still, there were moments of pure delight and genuine creativity, among them:

– BMW’s new hybrid i3 proving, if nothing else, that great chemistry is forever.

– Nissan’s #withdad, honoring a family’s struggle to stay together (and safe) on the road of life and on the racetrack.

– Coca Cola’s campaign countering hate with happiness across all platforms.

– Nationwide demonstrating how, unlike its competitors, this insurer sees and treats you like the important adult you are. (I also liked the spot about childhood accidents which some critics condemned as morbid, but it’s an insurance company. Who else is better suited to talk about risk management?! And to such a large and captive audience besides!)

– TurboTax, for showing that preparing for April 15 is the most exciting thing to happen since the (real) Tea Party.

– Morphie, for explaining the “why” behind earthly disasters and calamities. God’s phone has died…of course!

– And finally, the #likeagirl campaign from Always, supporting, empowering and promoting all the ways girls are worthy of attention and admiration.

Now, can anyone tell me what that halftime show was all about?

Leave a comment

Finding your voice

11.01.2015

How do you find your voice in the din of the marketplace? How do you use your craft to tell a familiar story in new, unexpected ways? How do you reconcile the desire to be the best with the pull of fame? These are some of the questions asked and answered in a beautiful performance documentary, “American Voices,” created and hosted by Renée Fleming and featuring “vocal masters and industry titans” as they coach and mentor “emerging artists” in master classes that are as inspiring as they are instructive.

Some lessons that apply to creatives on any stage:

1. When choosing between excellence and success, make sure you have the confidence to tell the difference. Success is elusive, art endures.

2. Your voice (however you define it) transmits power. Put it at the service of your imagination.

3. Stop comparing yourself to how great you think somebody else is. Just express yourself as truthfully as you can. That’s how you grow.

4. The last thing you want to be is generic. (What we tell our clients applies to us.) Make the most of your individuality.

5. Observe and learn from others, but craft your own style, one that’s true to your own artistic vision.

6. Never be the accompanist to the accompanist. Control the moment and the message and lead your readers, viewers, listeners to where you want them to go.

Your voice is your instrument to move the world. However you use it, express yourself with art and skill.

1 comment

Under the tree

20.12.2014

I want what they’re having. The irrepressible joie de vivre and inspired creativity that make these my favorite spots of the season.

– Target. It’s the toys that ask the question on every kid’s lips: “what d’ya get? What d’ya get? Dude, what d’ya get?”

– Apple. Our love is here to stay for the brand and the emotional power of its storytelling.

– Fitbit. If this doesn’t get you moving, nothing will.

– Wolff Olins takes the traditional agency Christmas card and turns it “sideways.”

Happy Holidays, everyone. Hope you get everything you wish for in 2015.

 

 

Leave a comment

    Sign up for our blog