Long before the infamous Pepsi commercial, Michael Jackson and his brothers pitched breakfast cereal! Read the rest
A very large hamburger marketed by New Zealand food chain Burger Fuel has attracted the ire of national regulators. Read the rest
From 1995 to 2007, Joe Maggard was Ronald McDonald. "The clown is right in there. The clown is ready to go." Read the rest
Remember the hype about neuromarketing, the use of brain imaging and other technologies to directly measure consumer preference or the effect of advertisements on our unconscious? In The Guardian, Vaughan "Mind Hacks" Bell looks at the latest in neuromarketing and breaks it down into "advertising fluff, serious research, and applied neuroscience." From The Guardian:
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First, it’s important to realise that the concept of neuroscience is used in different ways in marketing. Sometimes, it’s just an empty ploy aimed at consumers – the equivalent of putting a bikini-clad body next to your product for people who believe they’re above the bikini ploy. A recent Porsche advert (video above) apparently showed a neuroscience experiment suggesting that the brain reacts in a similar way to driving their car and flying a fighter jet, but it was all glitter and no gold. The images were computer-generated, the measurements impossible, and the scientist an actor.
In complete contrast, neuromarketing is also a serious research area. This is a scientifically sound, genuinely interesting field in cognitive science, where the response to products and consumer decision-making is understood on the level of body and mind. This might involve looking at how familiar brand logos engage the memory systems in the brain, or examining whether the direction of eye gaze of people in ads affects how attention-grabbing they are, or testing whether the brain’s electrical activity varies when watching subtly different ads. Like most of cognitive neuroscience, the studies are abstract, ultra-focused and a long way from everyday experience.
I wish I got a free 7" when I bought a new pack of briefs. Read the rest
UCLA psychology professor Alan Castel ran an experiment where more than 100 students drew the Apple logo from memory, and the results were surprisingly terrible. Why? Read the rest
Comedian, commercial director and documentarian Jordan Brady hosts a great podcast on commercial filmmaking called Respect The Process. He recently interviewed Ryan Berman, Chief Creative Officer for San Diego ad agency I.D.E.A. The interview is a smart casual conversation between old colleagues about the modern advertising agency, the challenges of staying forward-thinking, and keeping your team fresh and energized.
Late in the podcast (14m30s), the talk turns to Berman's own documentary film on the current state of U.S. patent law, Inventing To Nowhere, which recently screened at SXSW. Though Berman is quick to point out this was a sponsored project for The Innovation Alliance, a tech-industry lobbying group, it is not branded content. The doc is an impassioned plea for inventor protection under whatever patent reform comes from congress.
The Innovation Alliance website SaveTheInventor.com features a petition declaring:
...we oppose efforts by some multinational companies in Washington, DC to weaken patents and make it harder for inventors and start-ups like us to live out our dream of creating something and calling it our own. With our ideas, willingness to take risks, and hard work, we have just as much right to succeed as they have.On a lighter note: also check out the hilarious PSA Brady directed, Scooter The Neutered Cat which he made for animal protection group GiveThemTen.org Read the rest
Priceonomics tells the story of "The Noid" who was Domino's Pizza's ubiquitous mascot until a mentally ill man whose last name was Noid took hostages at an Atlanta Domino's because he thought the commercials were making fun of him.