Tag Archives: humor in advertising

out of thin air

There are times that I’m proud to be part of the advertising industry. Especially when I see out-of-the-box thinking that actually does something good. Like creating drinking water out of the air utilizing some amazing engineering and imagination to utilize what many view as an eyesore.

My current largest client in NM is also the largest advertiser in outdoor for the ABQ Metro area. We try to create visually appealing boards that help raise awareness, communicate benefits, and promote specific service lines. But none quite deliver this kind of benefit to the community. But there’s still hope.

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the devil is in the details….or is it?

Part of the challenge of being a creative writer is the overwhelming urge to share, and share everything. But sometimes you gotta show some restraint. It’s about the tease. Or just letting the brain complete the picture.

Here are a couple of new teaser ads that do just that. We don’t spell out the whole story. We let the viewer draw their own conclusion.

These are part of a campaign to help promote a new kid-friendly ER at one of our client hospitals. In addition to TV, these spots are also being shown on theater screens here in ABQ. Rich media web banners and outdoor bulletins are also in play.

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power play

Sure, I believe some of the stuff I’ve written over the years has played a role in a purchase decision or two. But I never imagined I could have this much power. (cue wringing hands and sinister laugh)

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the “duh!” heard all over the ad world

According to another article from BusinessWeek online….

A survey from IBM’s Institute for Business Value shows that CEOs value one leadership competency above all others. Can you guess what it is? (Wait for it…..wait for it….)

Da-daaa-dummmmm! Survey says!

CREATIVITY!!!!??!?!

Really! I know what you’re thinking. That’s what most of us in the ad biz do every day — come up with creative solutions to meet the needs of clients for their products and/or services. And as it is for me, it’s deep within my core. That “what is that USP and how can we use it to compel people to buy/click/call” drive that isn’t fueled by Red Bull or other caffeinated beverages. It just is.

But I suppose there is a unique process for those in the biz world who play in different sandboxes. (Although I read a very interesting take on the current state of the ad world a couple of days ago that mentioned how the influx of big corporate conglomerates has given more power to the finance people than the creative department, but that’s a whole different story.)

Until now creativity has generally been viewed as fuel for the engines of research or product development, not the essential leadership asset that must permeate an enterprise.

In face-to-face interviews with our consultants, they said creative leaders do the following:

Disrupt the Status Quo. Every company has legacy products that are both cash—and sacred—cows. Often the need to perpetuate the success of these products restricts innovation within the enterprise, creating a window for competitors to advance competing innovations. As CEOs tell us that fully one-fifth of revenues will have to come from new sources, they are recognizing the requirement to break with existing assumptions, methods, and best practices.

Disrupt Existing Business Models. CEOs who select creativity as a leading competency are far more likely to pursue innovation through business model change. In keeping with their view of accelerating complexity, they are breaking with traditional strategy-planning cycles in favor of continuous, rapid-fire shifts and adjustments to their business models.

Disrupt Organizational Paralysis. Creative leaders fight the institutional urge to wait for completeness, clarity, and stability before making decisions. To do this takes a combination of deeply held values, vision, and conviction—combined with the application of such tools as analytics to the historic explosion of information. These drive decisionmaking that is faster, more precise, and even more predictable.

So, I guess I’ll continue to think “creative disruption” (as opposed to disruptive creative….which can get annoying really fast if not abso-freaking brilliant in concept and execution). It’s how I roll.

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signs, signs, everywhere a sign

It’s almost election time here in the ABQ. And we all know what that means….

They’re all over town, on practically every corner where they’re allowed. And it makes me wonder…..do these colorful rectangles of cardboard really work?

I know it’s an inexpensive way to get your name seen by the masses. But does it really say anything? I mean, I’ve seen at least 8 or 9 different names of people running for sheriff. But just because I see their name on a sign, does that mean I should vote for ’em? What am I supposed to do? Vote for one candidate because I happen to prefer the color blue?

I know this is akin to browsing down any big box/grocery/drugstore aisle. We all know it takes more than just being present to build brand loyalty. So do these hopeful politicos really think that having their supporters put signs up in yards/on street corners will really help people at the polls?

Besides, we all know it’s really those few candidates that raise enough money (or in the case of one governor hopeful here, having deep enough personal pockets) to get on the air. A recent poll showed the top 2 Republican candidates just happen to also be the only ones who are currently running TV spots. Coincidence? Naw…they must have more signs up.

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a’far

Things are starting to heat up here in the High Desert. And with this warm up — and dryer conditions — comes greater risk of wildfires.

Having moved from SoCal where fires have done significant damage, I tend to notice when the sign at the Petroglyph National Monument says “severe fire warning” in bright red.

I have also noticed several “Get your Smokey On” billboards around town.

I remember when this campaign broke almost 2 years ago. I was working for the agency who produced ’em. While clever in execution, I never “got” the line. And apparently I wasn’t the only one.

I read several comments online that the line sounded more like an invitation to light up one of your merry-ja-wanna cigs. It wouldn’t surprise me if there was some sort of truth to that. (Or if it was the “source” of inspiration.)

But back to the line, it’s meant to remind people that we are the cause of most forest fires. And that’s not just blowing smoke.

“Research shows that many Americans believe that lightning starts most wildfires. In fact, more than 88 percent of wildfires nationwide are started by humans and the majority of these fires are accidental. The principle causes are campfires left unattended, trash burning on windy days, careless discarding of smoking materials, BBQ coals and operating equipment without spark arrestors. As such, the number of misinformed is quite alarming and threatens to become a contributing factor that will impact our environment.”

I know, for me, that every time I see a cigarette butt go flying out a car window, I really want to grab it and throw it back in the car’s window. I don’t like the world around me being used as an ashtray. (It’s the same with all the dog crap in the arroyo behind our rental here in ABQ. I always pick up after my dogs, even in these big, open wild spaces. I treat it just as I would by own backyard. But, based on what I see over some of the fences in the ‘hood, I guess these people ARE treating the arroyo like their backyard. Disgusting!)

I know that advertising, by its very nature, is meant to get people talking. And if the line (that sounds vaguely like an invitation to fire up the 420) gets people to think about their actions….to think before they flick….then I guess it works.

Then again, I guess that’s just my thoughts on a fire….from afar.

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i guess advertising really does suck

As pop culture goes, so goes some advertising I suppose.

It all started back in the summer when I was concepting new brand spots for a state electric company. One of the messages we wanted to get out was about “energy vampires” (aka phantom energy). We even did a radio spot, with accompanying print ad and billboard, that helped get the word out about all they wasted energy people are paying for just by leaving things plugged in when not in use.

It’s only once these started hitting the market did I began to notice a similar theme in other advertising. (It’s probably like, once I have my eye on a new car that has my interest that I start to notice them all over the place.)

Here’s one print ad I recently came across in Wired magazine.

Even Microsoft is taking a bite outta the hype that is Twilight.

All told, I can’t be too surprised by all the different advertising messages using similar (if not the same) themes. But I am grateful that I didn’t have to sell my soul to continue working in a biz I really like….but not ready to die for.

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seeing the fruits of my labor

We recently relocated from Surf City USA to the Land of Enchantment. This move was for a few reasons, mainly lowering our cost-of-living and the potential of full-time employment.

Since we’ve been here, it’s been fun to drive around town and see the results of my creative collaboration with the agency here. Whether it’s the billboard along I-40, the print ads in the various local publications, or even a TV spot during the Olympics the other night, I still get a kick out of seeing my work out in the market. (I’ll admit to never listening to the radio in my car….so I haven’t had the chance to catch one of the radio spots.)

Here’s the main “brand” TV spot I contributed to back in the summer.

It’s great to begin the process of settling into a new area, and to be surrounded by such amazing beauty. The fact that I get to continue working with such a talented team — and seeing the results all across town — is just icing on the cake.

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barking up the, uh, wrong….tree?

I have two adorable, intelligent, feisty little girls who I’m lucky to share my life with. Not only do they provide unconditional love, they are also a great source of laughter. And blog topics.

These girls, by their very DNA, are ratters. This inclination not only shows up on walks, but also in chasing any shadow or reflection that might appear inside or out. But due to our living sitch, these are definitely city girls. And let’s just say they can confuse their genetics with their environment.

Our neighborhood has a fair number of new “critters” that have moved in. I’m sure it’s a combination of food supply, and having their previous residence submerged as a result of the new inlet to the wetlands. We’ve seen possums, shunks, coyotes, rats, and squirrels (to quote Carrie from Sex In The City, a “rat with a better outfit”). We have managed to avoid any major interaction with the first 3 (including keeping shunk scent remover handy). Ah, but the squirrels.

There’s one that likes to taunt the girls from the patio walls and surrounding trees. Well, that is until I get the hose out and chase it off.

The girls love to chase after the squirrels, and are usually quite proud of “treeing” them. But now that we’re finding a whole new batch of bunnies in the ‘hood, the girls get a wee bit confused.

Last night, while walking the girls, we came up on a cute lil Thumper. It tried to go unnoticed, but the hunting prowess of Allie and Cody kicked in and soon they were straining at the ends of their leashes, sending the bunny scampering away. It disappeared into the shrubs. And my girls. My brave little hunters. What did they think of their efforts?

They proudly stood and stared, daring that little bunny to show itself. Up in the tree. They haven’t quite grasped the difference between a squirrel and a bunny. Their thought process is A) we chase, B) chasee runs and climbs a tree, and C) we stand proud in our accomplishment.

So why does this story belong in a blog about my life in advertising? It makes me think of clients I’ve encountered who think the same message, delivered through the same media outlet, will reach the right target. Even when that message, intended for bunnies, ends up in the trees.

I know that my job is to provide leadership and guidance, along with the right message, and then deliver it to the appropriate audience. Whether that is up the trees, or to an audience of squirrels, all depends on the product/service. And what is best for the client.

I won’t stop my girls from being proud of their treeing prowess. I will stop a client from wasting time and money on barking up the wrong tree.

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I’m happiest just being a fish

As I continue finalizing my plans to move to Albuquerque, it’s interesting to hear some of the comments of fellow creatives and/or recruiters. Most don’t understand why I would even consider thinking about leaving SoCal.

Sure, I’ve had the pleasure of working on not just national, but international brands. I’ve had work recognized not just for creative excellence, but also for effective communication and measurable results.

But nothing has sent me giggling like a school girl than seeing outdoor boards I worked on this summer lining the streets and highways of Albuquerque. And the back-to-back print ads that appear in the “Best of” issue of Albuquerque magazine. I only wish I had seen one of the TV spots, or heard a radio spot while we were driving all over town looking at the vastly diverse neighborhoods.

Sure, there is some appeal to working on national messaging. And already this week, I’ve received 2 calls from recruiters for positions with companies here in LA. But, right here, right now, I much more excited about the prospect of working on regional — even local — ads. There just something satisfying about not only seeing the work around your neighborhood, but also seeing a business that is hopefully thriving in this current market because of it. (It doesn’t hurt that the agency I’ve been working with is comprised of a group of amazing people with no ego, just the desire to do great work that is best for their clients’ needs.)

With this desire to go more regional, does this make me think of myself as a big fish in a small pond? Absolutely not. I know I’m just a guy who uses the power of words to help market a wide variety of products and services. And as long as I get to continue producing work like this…

I’ll keep swimming along, content and happy in my lil bowl called Albuquerque.

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