Dedicated to “consumer whisperers, mother targeters and brand guardians,” this video by Toronto-based Open Creative Company satirically celebrates the feats of advertising marketers. It was made as a call for entries appeal for Strategy magazine’s Marketer of the Year. The words and sentiments in “The Marketers’ Anthem” are all too true, but the male voiceover, dripping with tongue-in-cheek gravitas, pokes good natured fun at the achievements of men and women who “moved us to vote, follow, share, pin, tweet, retweet and like” everything from underarm deodorant, cookies, toilet paper and shampoo. The video taps into the bipolar reality of marketing people who are both proud and a bit embarrassed by what they do. On the one hand, they know their marketing campaigns are the engines that drive the economy. On the other hand, they know that their days, months, years are spent debating how to express the exceptional softness of a brand of toilet paper, or the virtues of one floor mop over another, or the desirability of frozen pop-tarts. No one has yet won a Nobel Prize for market advertising, so it is good that the industry hosts its own awards. Only a jury of your peers can really appreciate the monumental accomplishment of making a cleaning product stylish and exciting. Bravo.
When Oreo launched its Pollyannishly optimistic “Wonderfilled” ad campaign recently, it chose to air it on AMC’s darkly cynical “Mad Men. ” Quoted in AdAge, Janda Lukin, director of Oreo at Mondelez International, Inc., says that the show’s adult audience is the demographic Oreo wanted to attract. “Kids already have a sense of wonder in how they see the world, but adults have to be reminded of that. The stories resonate with different people, but overall, it’s an adult campaign.”
Sometimes it seems insulting to call a television ad a “commercial,” especially when it feels like a very very short film on the making of installation art, akin to Christo’s red gates of Central Park. That’s how ABSOLUT Vodka’s “Anthem” ad struck us. Created by TBWA/Chiat/Day New York, the ABSOLUT ad has a poetic quality that is magic to view. Shot at six different locations, the film presents vignettes of artisans creating gigantic installations of words shaped out of blocks of ice, wheat, 2,000 hanging ABSOLUT bottles, flying lanterns, gigantic balloons, and a myriad of glass cylinders. It’s entertaining enough to keep you from heading to the refrigerator during commercial break. The creative team included CCO/Art Director Mark Figliulo, Creative Director Rob Baird, Art Director Hoj Jomehri, and Director Rupert Sanders.