Oh, how marketing has changed since YouTube came into being in 2005. On the whole, online commercials are more entertaining and longer in length than the 30 and 60 second spots shown on television. This video for OPI fingernail polish titled “Instinct of Color” is like viewing a mini stage performance. Sensuous and mesmerizing, this video features a dance challenge between a beautiful thoroughbred named “Lady in Black” and four talented dancers – all to promote fingernail polish. Created by DAN Paris using music “Down the Road” by French DJ’s C2C, the 2 ½ minute video ad doesn’t display the actual OPI nail polish bottles until the end and mostly shows the best-selling colors in the OPI line on the hooves of the horse and the dancers’ apparel. The commercial is without voiceover or marketing spiel. You watch it for pure enjoyment. This is the push-pull difference between TV and Internet. TV ads push their message in front of viewers by ”barging” into hit TV shows. Online advertising videos have to pull viewers to their site by offering the promise of fun and amusement. They need to give viewers a reason to seek them out and tell their friends so their message will go viral.
Unbeknownst to most sports fans was a completely different Super Bowl competition being played out on the sidelines. Sponsored by Intuit, maker of QuickBooks, TurboTax, Intuit and Quicken software, the contest drew 15,000 small business contenders who vied for the chance to win a free 30-second spot during the big game last weekend.
And the Intuit winner was GoldieBlox, a startup that offers construction toys strictly for little girls. A Kickstarter-funded project, GoldieBlox was founded by Debbie Sterling, a Stanford-graduate engineer who was disturbed to learn that 89% of all engineers in America were men. Taking a walk through a toy store, Sterling noted that the “blue aisle” was lined with construction toys and chemistry sets, while the “pink aisle” had lots of princesses and dolls. Sterling vowed to redecorate the “pink aisle” with construction toys to send little girls the message that they could pursue a career in science, engineering, technology ad math too. San Francisco-based Sterling developed an interactive storybook series with a companion construction kit. The book’s heroine is a girl named Goldie who likes to invent mechanical things and seeks the assistance of the young reader to build them using pieces from the project kit.
Anthimos Xenos in Athens, Greece, produced this animated introduction for the Greek environmental television network, EcoNews. For the 30-second video, Xenos served as art and creative director, motion designer and 3-D animator, and completed the project from start to finish in one month. Music and sound compositing was by Xenakis Lefteris and additional direction by Nikos Tsimouris. In February 2013, Xenos founded his own firm, Darling Creative Motion, in Athens, to focus on TV branding and advertising.
In the world of TV advertising, the “Pardon me, but do you have any Grey Poupon” commercial that first aired 32 years ago is a classic. Now it is back, but expanded and embellished for Internet and interactive viewing.
The latest Grey Poupon campaign started with a traditional television ad that aired on the Oscar Awards TV broadcast last Sunday. The 30-second spot, played like a trailer for the feature-length online version. Titled “The Chase,” the commercial, created by CP&B, picks up where the original left off in 1981, with two uber-rich gentlemen dining in elegance in their separate chauffeur-driven cars. As before, one gentleman leans out his window to ask the gentleman in the passing car if he had any Grey Poupon. Once he receives it, his car speeds off and that’s when the excitement begins…and leaves off. To see where the plot goes from there, viewers are told to visit the Grey Poupon website and click on the 2-minute “lost footage” version. From there, viewers are enticed to re-run the video and find the hidden “haute” spots to win prizes such as caviar and champagne flutes.