Category: advertising

VCAMs — Just a Fad?

Posted on by Kyle

Current has been running viewer-created ad messages (VCAMs) for a while now. 99% of the ads prove the being consistently clever and creative while delivering a compelling, coherent brand message isn’t as easy as it looks.

Here’s how it works: Current lines up a sponsor; the first was Sony, followed by Toyota and L’Oreal. The sponsor provides assets (primarily photos and logos) and a creative brief; a little background on the brand, the feeling they want the ads to evoke, etc.

Next, Current viewers download the assets, ignore the brief, and set to work on their commercials. The results generally look like local commercials for global brands, with a few notable exceptions:

[Edit: video embed lost to the ages]
This example was created by an animation and visual effects studio

However, even the quality submissions don’t do a great job of representing these big-name brands. It will be interesting to see if consumer-generated advertising is a passing fad or if consumers and companies can mature the process and create truly compelling work.

Doin’ it well

Posted on by Kyle

When you think of things corporations do well, blogging isn’t usually top of mind. (with notable exceptions.) GM has been blogging for about a year and a half now, and—surprisingly—they’re getting it right.

They serve up interesting content on a fairly regular basis (although they seem to cotton to press release-like posts). They don’t seem to place many (if any) restrictions on the dialogue with their customers, as evidenced by the critical comments sprinkled throughout. I would be surprised if this effort wasn’t driven by an ad or marketing agency, but overall, they deserve kudos for doing something and doing it well.

In a recent post by Bob Lutz(GM VC), he cites blog comments as a factor in the reintroduction of the Camaro.

The power consumers hold over brands these days is amazing—from Dell recalling 4M+ batteries to AOL’s recent woes—companies who aren’t proactively managing their brands are being forced to react to increasingly damaging media coverage, much of it driven by bloggers. Companies who don’t understand or choose to ignore this new reality are going to fade away.

I don’t know if GM can change its image or turn the company around with a blog, but it’s a step in the right direction.

Aug 16 addendum // metacool’s view on GM’s blog, specifically, their use of flickr

W+K London is…

Posted on by Kyle

…blogging and podcasting. Apparently they’ve been at it for a while now. It’s an interesting and fairly candid look inside part a big ol’ multinational ad agency. Check it out here: Optimism

I was going to review their podcast, but it’s a 40MB+ mixtape with peculiar audio samples sprinkled throughout. I can’t recommend waiting for the download.

Guess I’ll be sticking with the consistently capricious American Copywriter podcast.

As for me, today I have the pleasure of being stuck in Richmond International Airport. Oh well, at least they have free WiFi.

My Man Mitch

Posted on by Kyle

I’ve been a big fan of Mitch Hedberg for many years. I’ve been a big fan of Jimmy John’s for many years. So I was pleasantly surprised to hear Mitch’s familiar voice come over the speakers while browsing Jimmy’s site in a recent creative meeting. It may just be the false consensus effect, but I think Mitch is—er, was—a spot-on match for JJ’s clientele.

I’m not sure who’s responsible for the radio, but I know Wisconsin’s own Planet Propaganda has some hand in JJ’s brand.

Thanks to an entertaining-yet-unlinkable flash site, I can’t send you directly to the spots. But if you have some time to surf Jimmy John’s dot com, look for “Fun” and you’ll find the ad archives, full of Mitchy goodness.

Local!

Posted on by Kyle

flow14 is based in Kansas City and I’m constantly impressed by the quality of design and advertising work found in this town. So from time to time I’ll be highlighting some of my favorite local sites.

There’s no better place to begin than American Copywriter — a blog from the fine folks at Sullivan Higdon & Sink (who just launched a new site themselves). The highlight of the site is the American Copywriter podcast put on (nearly) every week by John January and Tug McTighe. They do a fantastic job covering advertising, pop culture, and so much more. Don’t miss it.