Old Spice men’s fragrances has a new executive marketing director, and he’s a real wolf. This commercial made by Wieden + Kennedy proves that the global ad agency is having far too much fun to call it working. It’s interesting that unlike most men’s scent ads, there is no real plug for how sexy and desirable the product will make you. No, women in cleavage-revealing gowns running their red fingernails teasingly over the man’s firm unshaven jaw. No hint of pheromones wafting through the air, leading women like Barbie doll zombies in search of the source. No, these ads are snarky and tongue-in-cheek funny. And like an increasing number of marketing campaigns, they don’t stop with one ad. Wolfdog has his own website/blog, Twitter account, homework “service,” and Call of Duty game. Will it make men rush out to buy the product? Don’t know, but it will raise awareness of Old Spice and get people talking.
This video is not an ad for Nike+ FuelBand, but it is an offshoot project that fuses technology, human movement and music. The “Field” video is based on HTML technology and requires Google Chrome to let viewers control the experience through the use of a keyboard and mouse to change colors and dot patterns. Nike created it in collaboration with Dazed Digital Magazine and Nosaj Thing, the Los Angeles-based music producer, and FAIR, LA, the design/technology collective led by Julia Tsao. It was produced with Swedish interactive studio, DinahMoe.
Engaging users is also key to the Nike+FuelBand, a matte black rubber-coated wristband that tracks the wearer’s activity through a sport-tested accelerometer that translates every move into NikeFuel – a point system to measure progress against a pre-set goal. The wristband notes every movement – walking, running, jumping – and the amount of calories consumed. Each day users set the goal they wish to attain, and the LED display indicates how well they are doing by changing color from red to yellow to green. Users can upload the data onto their computer or send it via Bluetooth to their smartphone. The FuelBand changes users from passive to active participants in setting and meeting their fitness goals. It becomes a one-person sport challenging users to exceed their personal best.