With Friends Like These… May 2, 2008
Posted by matttargett in Friendship, Politics.Tags: Clinton, Election, Obama
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I must admit upfront that I am not the prototypical friend. I have been known to go hot and cold on people and sometimes disappear completely. This has been mostly due to life circumstances; wife, children, pressures of the advertising business, etc. My wife, on the other hand, is the quintessential friend. Our friendship, relationship and marriage notwithstanding, she has proven to be a friend in every sense of the word. She has a core group of friends she sees nearly every week who have been together since 6th grade. And she actually likes each and every one of them. She says it has not always been easy (they went to different colleges, got married at different times) but they have all persevered and held the friendship together. She would be there for each of them no matter the circumstance and finds a way to see the very best in them. Needless to say, I am frequently stunned by her devotion.
This week Barack Obama (D-Illinois) aggressively distanced himself from his longtime pastor, mentor and friend Reverend Wright. Senator Obama spent nearly an hour of cable news network time to admonish and berate Rev. Wright’s fervent attacks on everything from America as a country to rampant racism. This apparently became necessary after a video of the pastor preaching from his pulpit made it clear that he believes America should be punished for its actions around the world and here at home. Senator Obama’s offense at the “appalling” remarks seems curious since he has been attending Rev. Wright’s services for 20 years.
Distancing yourself from a friend’s offensive remarks is understandable. I would assume that Senator Obama might like to counsel his longtime friend on the seriousness of his remarks based on his position as a spiritual leader in their community. He chose instead to hold a press conference so that his new friends (political supporters) would not associate Rev. Wright and Senator Obama together regardless of the last 20 years of Sundays.
This stings in way that many of us may have experienced personally. And it begs the question: if you want others to know that your 20 year friendship is moot and your actions are offensive, then why were you my friend for so long? My wife and her friends have taught me the lesson of acceptance and flexibility. So I thought I should pass on a few tips for Senator Obama, Rev. Wright, any political candidate, any public figure and anyone specifically in the human race:
1. Just because you have a 20 year history doesn’t mean you’re bro’s. At any time it seems inconvenient (or unprofitable) to be a friend…you might be 86′ed.
2. The word friend no longer means friend. It means, “I might have known you once.” We’ve seen this happen with other words like: love, buddy, dude and now apparently hook-up.
3. Even though you publicly announce that someone is not your friend it doesn’t mean that they won’t show up on your doorstep at 2 AM screaming your name. I hope you are listening, Senator Obama, in case you do win the election.
4. There is a James Taylor song for every situation in life. Let me suggest two for this topic: You’ve Got a Friend and Steamroller Blues.
5. Never underestimate the power (or wrath) of a Clinton. Ever. No, really, EVER.
What does any of this have to do with advertising? Everything. Friendship (real or imagined) is the basis of our important relationships. The best client relationships exist on the same tenets as good friendships: honesty, responsiveness, understanding, growth and flexibility. Wouldn’t it be nice to maintain a client relationship for decades, through all of life’s challenges, instead of disappearing and reappearing when it was politically convenient?
Pontificate March 17, 2008
Posted by matttargett in Catholic, Environment.Tags: Catholic, Environment, Pope
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pon·tif·i·cate The American Heritage® Dictionary of the English Language, Fourth Edition
[n. pon-tif-i-kit, -keyt; v. pon-tif-i-keyt]
noun, verb, -cat·ed, -cat·ing.
–noun 1. the office or term of office of a pontiff.
–verb (used without object) 2. to perform the office or duties of a pontiff.
3. to speak in a pompous or dogmatic manner.
Now we have all pontificated on one matter or another. Blogs by their nature are vehicles for pontificating. I just want to point out that we are all in glass houses. However, the actual Pontif, the Pope, the head of the Roman Catholic Church, did his share of pontificating last week in such a way that still leaves me shaking my head and feeling disturbed.
Pope Benedict XVI released a statement last week that Catholics are supposed to take very seriously. These statements don’t happen often but when they do they need special attention so they are given an historic Latin term to add more gravity - “ex cathedra” or from the chair. This is meant in no uncertain terms that when the Pope speaks ex cathedra he is infallible. We know this to be inaccurate since other Popes (John Paul, etc.) have mentioned that previous ex cathedras were, uh, less than accurate. Some that come to mind are those dealing with astronomy (Copernicus’ whole issue with the order of rotation in the solar system) and simple geography (spherical earth vs. flat). I think you get where I am going here.
Anyway, our 16th Benedict decided that the mortal sins (sins that stain your soul and can only be eradicated through confession, penance, etc.) needed to be updated. The first seven weren’t shocking any longer. Now we have the new and improved list of mortal sins for the 21st century and beyond. Here they are:
1. “Bioethical’ violations such as birth control
2. “Morally dubious” experiments such as stem cell research
3. Drug abuse
4. Polluting the environment
5. Contributing to widening divide between rich and poor
6. Excessive wealth
7. Creating poverty
This isn’t exactly what I had in mind when looking for guidance from Rome and the seat of moral infallibility. There is always somewhat of a letdown with sequels…but how do these compare to sloth, greed gluttony, anger or pride or envy? I’m not even going to deride lust by comparing it to the whole polluting the environment edict. Lust shouldn’t even have to share the marquee with these B-movie sins. “Social” sins just don’t grab me like the big 7 did. I’m not saying each isn’t important in their own way but to elevate them to legendary status with the big guys is like trying to add Davy Jones or Mike Nesmith to the Beatles. They aren’t even in the same universe.
What does any of this have to do with the state of advertising? Simply, it is that effective, award-winning, eye-catching, legendary ads have sinned in one of these new ways. Aren’t we trying to entice consumers with much of the same avarice, gluttony, greed, abuse and class divisions that are now considered sinful? The association with one brand over another, at its most base element, is promoting the division between rich and poor, haves and have-nots.
Why do we advertise this way? We do it because it usually works. Aspiration is not in itself wrong, it is what moves our species forward. But we all know when our campaigns are moving beyond aspirational to full-on class division. Let’s not forget that we have a role and responsibility to provide a positive influence and imbue social ethics when the time is right. I will think more clearly about the opportunity to protect the environment and the poor because it is the right thing to do. Not because Benny from Rome posted a comment in my life’s blog.
Meatballs in Advertising. February 21, 2008
Posted by matttargett in Interactive.Tags: Meatball Sundae, Permission Marketing, Seth Godin
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Seth Godin, the one-to-one marketing guru and author, has a new book out, Meatball Sundae. (This time he is wearing a chef’s hat, for those keeping track.) Since his seminal book, Permission Marketing in 1999, he has written 9 subsequent books mostly focusing on the interactive medium. Now he has tackled a subject near and dear to my marketing heart: brands who insist on using the interactive channel because it is hip…now.
His opinion is solid: brands start with a sensible foundation (meatballs) and add interactive (whipped cream, nuts and a cherry) because they read about it and feel a need to enter into the fray. Unfortunately, not all brands are well-suited for the medium and end up making perfectly good meatballs into a dessert mess.
The book is a quick read although it leaves a lasting impression. His insights are as accurate as ever and his style is evocative without being simplistic. The initial visual he conjures of a meatball sundae provokes endless food metaphors.
In this industry we have all worked with Meatball Sundaes. Sometimes we do it because no one will stand up to the client. Sometimes we do it because the agency needs the revenue. Sometimes we do it because we think we are all Emeril and can salvage the intersection of a strong client, bad strategy and misguided creative with some BAM! More rare than steak tartar. It almost never happens. Come to think of it…it may be time to become a vegan.
“Don’t Taze Me, Bro” February 7, 2008
Posted by matttargett in Superbowl.Tags: GM, Superbowl, Cadillac, Budweiser, E*Trade
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I am shocked.
Lighting bolt, taser to the who-ha, shocked.
Shocked that nothing, not a single ad offering on Sunday, moved me.
Now, I don’t need a jaw-dropping, landmark, new line-in-the-sand kind of ad. But something. Anything that could move me to thought. Positive thought. Not a dreary, sick feeling in the pit of my chip-and-nacho filled gullet.
Am I alone, here? From the polls I read on Monday most viewers actually had “favorites” from the previous night. Even some of our brethren in the business agreed with viewers and chose the E*Trade ad (http://www.youtube.com/watch?v=eJqnitjqpuM) as the best of the night. I am speechless. Talking baby? Tired clown joke? Is that the best of the best?
How about effectiveness? Will E*Trade be able to recoup its $5.4MM (2 ads at $2.7MM/each)? How many E*Trade accounts have to be opened to justify that? Let alone the cost to produce the spots. Dear god, metrics have no place in this discussion.
What was the most effective? We may never know. I’d say it is a sliding scale of utter uselessness but that’s not what most consumers want to hear. They want to talk about the Bud commercials on Monday morning after the SuperBowl. But I doubt it will add one more Budweiser 12-pack to their shopping cart as a result.
For my money, I prefer the pre-game sponsorships from GM and specifically their Cadillac brand on ESPN and the NFL Network. Better targeting, more time in front of the viewer, much less cost. Do the metrics support it? They have a better chance to work than a talking, stock-trading, clown-hating baby.
The “H” Has Got Me Hooked. January 28, 2008
Posted by matttargett in Broadcast.Tags: Broadcast, Buick., Lexus, Tiger Woods
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Lexus as a brand has never particularly appealed to me. I appreciate their version of craftsmanship. I like the general look of the vehicles. Their dealerships are even pretty nice inside. But the ad spots have never really grabbed me. I actually prefer the Buick spots (I am a Tiger Woods fan) and tend to take notice of their approach more often. But Lexus never grabbed me. Until now.
The Power of H spots have me mesmerized. White background. Black lettering. Inventive word play. Stark brilliance. I know when I am truly affected by an ad. Afterwards (in this case, during) I start to version it in my head. I consider how various iterations might be impactful. This spot has got me spinning with variations, versions, iterations, possibilities.
The power of the ad is what an old CD I worked with once said. (Actually he said it a LOT). “Less.” Indicating in his own slyly succinct way that not only is less more, but that the more less the better. Another tenet of his was that the user must connect the dots for the ad to be truly intriguing. The Power of H does both. Beautifully.
Most writers could use a dose of my old CD’s advice. I know I fall squarely in that trap. Thanks to The Power of H I will remember my old CD’s tenets. Everyone will benefit. Especially my wife.
Drug-Free? Not After These Spots. January 15, 2008
Posted by matttargett in PSA.Tags: Addy, Dr. Drew, DrugFree.org, Meth, PSA, Soprano's, TiVO
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I don’t know what I have been watching lately. I suppose my TiVO could tell you. But apparently I am watching some pretty depressing television because I have been blanketed with DrugFree.org PSA’s. And now, I think I need to learn how to “huff”.
A few of the first spots I remember were from the Meth campaign. Apparently targeted at parents and adult users of meth these spots are designed to bring awareness to the perils of meth use, eventual abuse and even the dangers of having a meth lab in your home. Right, I realize how ridiculous that sounds to some of us but according to DrugFree.org it seems to be pretty common. I mean everyone I see in these ads is frantically involved in the creation, distribution and use of meth. That is like watching the Soprano’s and believing that everywhere you look in New Jersey you can find someone who is “connected”. Ok, bad example. That one is unfortunately true. But I counted 12 agencies who have created ads for the “Meth Stories” campaign. Millions of people must have viewed these ads. At this point I would venture to guess that the approach isn’t working. At all. Time to rethink.
We all understand the overriding objective of the campaign: everyone must stop using Meth or (insert any other illegal drug here). However, the money trail seems to suggest something else. DrugFree.org may be a non-profit but I am sure it employs a very large staff. Some, you would presume, are even marketing professionals. Hmmm…then those marketing professionals hire ad agencies (not pro bono) to create and shoot these horribly depressing and presumably deep spots. Sure, the spots receive free airtime but I would assert that they also are in heavy rotation in the awards circuit (Addys, etc.) in addition to having a prominent place on the agency’s reel. With so much in it for the people making decisions at DrugFree.org and the agencies doing the spots it is difficult for me to see how the sadly depicted drug users are being served.
On a brighter note, I do think the strategic approach taken in the Dr. Drew campaign is more useful in achieving the intended purpose. It seems that most dependent drug users are looking for an escape to the depressing lack of self esteem they possess. I would think they might respond to a campaign that doesn’t spend 30 seconds reminding them how low they rank on a societal scale. Rather I would expect a better response to a campaign that speaks to what is missing inside and how they can find the tools to fill the holes in their lives. I don’t have any numbers to back any of this up. However, I am a consumer, a citizen, a parent and part of a larger family. If this isn’t making an impression on me then I sincerely doubt it has made an impression on the addled mind of a drug user more than it has on the minds of award committees.
I See, Said the Blind Advertiser. January 8, 2008
Posted by matttargett in Direct.Tags: LensCrafters, Luxottica, USAToday.com, direct marketing
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LensCrafters has a new online campaign. They use eyeglass frames with a ‘2′ on the left and an ‘8′ on the right. Get it…2008? Yeah, I know…not very original. I think one of the art directors must have been handed a pair of those tacky New Years’ glasses in Times Square last year. Anyway, at least they highlight the product.
I had the good fortune of working with Luxottica during the early 2000’s just before the bust. Very smart brand managers (a LOT of former P&G ‘ers at that time) that seemed to be unfortunately constrained. In the few years since my interaction with them they appear to be stuck on simply extending their print campaigns to very expensive placements online.
Their current campaign objective is to drive eye exams in local LensCrafters stores. I can’t imagine what their CPV is to their brick and mortar locations. Their placement today (a nice roll-over on the front page of USAToday.com) must be in the $35+ CPM range. I don’t know that they are directly tying together the ROI from placement to visit but if they are it has to be an astronomical figure.
So, good luck to them. And their agency. If they ever get a real direct marketer in charge I foresee huge changes. But then again, maybe I need glasses.
Elvis Lives. Sorta. January 8, 2008
Posted by matttargett in Elvis.Tags: Buddy Holly, Elvis, Frank Sinatra, Graceland, rockabilly, The Beatles
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January 8th. In the 73 years since this date in 1935 a great many people around the world have grown to appreciate the contribution Elvis Aron Presley made to popular music. I know he was just a truck driver trying to follow his dream. But his dream is one that many shared and few were talented enough to pursue.
I don’t believe the phenomenon followed Rudy Valli’s success or even Frank Sinatra’s success. But after Elvis so many aspiring musicians wanted to pursue their American dream of working in the music industry. And get paid for it. I just wanted to thank Elvis for his contribution to my life and the legacy that remains.
Without Elvis rockabilly would be lost deep in the woods.
Without Elvis Buddy may never have joined with the Crickets.
Without Elvis John Lennon may not have picked up his guitar (shudder).
Without Elvis we wouldn’t have as much to rebel against during our formative teen years.
Without Elvis we wouldn’t have the lesson of an aging rocker who was too big to listen to anyone once his momma was gone.
Without Elvis we wouldn’t have an American King whose castle is more popular with each passing year.
Without Elvis we’d all be celebrating Pat Boone’s birthday.
Thank you, Elvis. Thank you.
Thank you, Gloved One. January 8, 2008
Posted by matttargett in Beatles.Tags: Beatles, jingles, Luvs, Michael Jackson, music, publishing, Sony
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Oh Michael. What have you done, now?
First, I’m not even going to mention the horrifying accusations and alleged behavior with children. I can’t even stand to type it. Second, I will overlook the plastic surgery madness since he can’t seem to overcome his childhood issues with his father. But now, he has gone too far.
Sony/ATV Music has just announced that the Beatles’ back catalogue is now available for commercial licensing. All you need is Luvs? Are you kidding me? This is wrong on so many levels it is difficult to rant as completely in depth as I would like. But, it’s my blog so let me start.
1. Paul trusted him and gave him solid advice in the mid 80’s that Michael should diversify and look into investing in music publishing. But for god sakes he didn’t mean the Beatles. Now even Michael has erased Paul’s writing credit from The Girl is Mine. That’s fine since the song is horrid but the precedence remains.
2. Michael’s “legal troubles” put him in a position to mortgage his interest in the Beatles’ catalogue of publishing rights thereby allowing Sony/ATV to do what for profit corporations are allowed to do, namely try to leverage their best assets for income. I understand Sony’s right to do it. I cannot overlook Michael’s culpability in the matter.
3. In the late 80’s and early 90’s when Nike tried to use Revolution and Michael made mention of optioning the Beatles’ music for the same purpose there was a tremendous outcry against it and a $15 MM lawsuit from the Beatles ended the practice at that time. We are right back to the same scenario that was adjudicated then.
4. Even though the Beatles were pretty serious capitalists they never intended the music to be used in this context. Don’t believe me? Ask them. Every step of the way they have fought the outside forces urging them to consider the opportunity.
5. My biggest argument outside of the Beatles’ interest is one of creativity. There are too many good songwriters in the marketplace today who should be creating for this medium. We don’t need to cheapen music from artists who don’t want their music used in this way.
I love the Oscar Meyer wiener song, don’t you? You can sing it just as well as I can. Mr. Bubble? Another great tune with lasting memories. I could go on forever. And many on the other side can produce stunning examples of existing pop music that was used properly to great effect. But the deck is stacked on the side of artists who have had no say in the commercial use of their work and it really needs to stop. Please remember to support your local tunester…they want the work. And their musical brethren have earned the right to choose their own endorsements.
JUMPERS January 8, 2008
Posted by matttargett in Integration.Tags: co-op, Fox, HP, Integration, Microsoft, movies, offline, online, tv
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Have you seen the HP ad for the new Fox feature called Jumpers? The ad is nuts. First it looks like an ad for the movie. You know…the usual deep-voiced VO (very dramatic and lethargic) giving great gravitas to the subject (a sci-fi flick fer chrissakes). Then, the lead character turns on the TV and you see a Microsoft logo devolve into the Serena Williams HP ad. It is a great campaign…great visuals, decent writing, celebrity without showing the face, etc. But in it she mentions a number of other brands: Nike, Aneras as well as HP. It is exciting to see the co-op agreements working between the advertisers.
That has always been my problem with movies, tv, sitcoms, etc. The lack of real life brands is actually distracting for me. Seeing simple logos and labels redone to exclude the actual product name lacks an authenticity that moves me from the plot line. It makes the actual product placements even more distracting…the archetypal Pepsi machine in Stallone movies and many others. I know it is just me. I am an advertising geek but maybe it bothers others as well.
Anyway, the HP ad transitions back out of the TV screen and the lead character in Jumpers shuts off the set and the ad for the movie continues pretty much where it left off. Sure the movie is laden with special effects but this ad takes the focus away from simple special effects and moves into a new realm of multiple advertisers sharing the same bandwidth.
Unfortunately the site doesn’t appear to have the integration but it is well done nonetheless. Check it out: http://www.jumperthemovie.com/
