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'Designed by Apple in California': Flop or Famous?


Apple's "Designed by Apple in California" dubbed a flop by many, is getting plenty of publicity. But not in the way Apple likely intended. The ad received a viewer score of 489 out of 900 based on the Ace Metric scale. This low-scoring commercial, compared to Apple's 26 other ads this year, has created quite the buzz on Bloomberg, LA Times, Ad Age and various other sites.

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by Steve Hall    Jun-27-13    
Topic: Opinion

5 Ways Nonprofits Can Leverage Digital Asset Management


in the nonprofit world, we strive to fund the causes we care about. And to do this, sometimes we need to think like a business--particularly with regards to branding.

In recent years, our sector has been using high volumes of digital materials to achieve strategic goals. Many of us are now swimming in servers of uncategorized photos, logos, PDFs, and videos. And many more of us are drowning in them.

There are times when we need to spend money to achieve engagement, awareness, and efficiency, and I argue that digital asset management (DAM) is one such expense.

Nonprofits brand, market, and advertise like businesses because that is how we raise awareness. And we have to do it well to stand out in an era of information overload. At our hospital, we've used cloud-based DAM to supercharge our marketing efforts. Over the past five years, the bump to efficiency, brand consistency, and collaboration have been immeasurable.

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by Steve Hall    Jun-27-13    
Topic: Brands

Bar Refaeli Strips, Apple Facepalms, DOMA Celebrated, Cannes Critiqued


- Bar Refaeli strips down to her lingerie again for a new Passionista ad campaign.

- This Digiday article explores the belief among young agency employees that it's the agency itself which causes them to job hop so much because staying doesn't allow them to move ahead. People...same shit, different decade. Nothing has changed in 30 years.

- Apple's new ad campaign isn't impressing the critics nor the public.

- The Sun has rounded up what they deem to be the sexiest TV ads of all time, all of which have been covered here on Adrants over the years (Except the 1992 Cindy Crawford Pepsi ad as that was before our time.)

- Social media erupted with joy yesterday in reaction to the Supreme Court's decision to strike down the Defense of Marriage Act and California's Proposition 8.

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by Steve Hall    Jun-27-13    
Topic: Agencies, Brands, Campaigns, Industry Events, Racy, Social, Tools

Wait, What? Lionel Richie Is In My Refrigerator?


We love when marketers smartly connect with pop icons from the past. But this connection between Tap King and Lionel Richie is one of the most pitch perfect endorsement deals we have ever witnessed.

In a BMF Sydney-created :60, a man peers into his refrigerator in search of something, anything to quench his yearnings but, as is very often the case when one opens the refrigerator, he finds nothing. That is until he begins to hear a piano.

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by Steve Hall    Jun-26-13    
Topic: Celebrity

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Colonial Women Strip, Search Spend Up on Tablets


- Colonial women tear their clothing off when they hear the Italians are coming instead of the British.

- New research from cloud-based tech company IgnitionOne found year over year paid search spend for tablets and smartphones is up 116% and 106%, respectively, in the US.

- It's not just people who are excited with todays Supereme Court decision regarding DOMA. Brands are getting in on the action too.

- Peter Sherman, formerly EVP Managing Director at BBDO Europe, has been appointed CEO of JWT New York

by Steve Hall    Jun-26-13    
Topic: Video

Apple States Its Intentions With 'Intention'


Continuing its quest to proudly tout the fact everything it does is Designed by Apple in California, the brand is out with a TBWA-created animation entitled "Intention." The work speaks to Apple's intention to perfect things versus just make them.

Designed by Apple in California an intriguing effort that shifts focus away from people's fixation with where something is manufactured to where it's designed. While brands will always seek out the lowest possible costs to make their products, they're less likely to outsource the design of those products.

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by Steve Hall    Jun-26-13    
Topic: Brands

Tweens Have Significant Influence Over Household Spending


A Cassandra Report infographic sheds some light on the characteristics of tweens. Unsurprisingly, 74% of the little brats would rather not work for "them man," 56% are impatient and want instant gratification and 59% want a product customized to their needs.

But of most importance to marketers is the fact they have influence of household spending. Make no mistake, parents are still the boss but 55% of tweens influence what movie to see, 29% influence what's purchased at the grocery store, 26% express preference for personal care products, 27% voice their desires regarding family vacations and 23% influence what technology is purchased for the household.

Now if only 100% washed their hands before they ate, didn't sulk every time a member of the opposite sex decides choose different friends, emptied the dishwasher on command and hung the towel up after taking a shower, life would be grand.

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by Steve Hall    Jun-26-13    
Topic: Research

Smart Car Brings Honesty Back to Advertising


While it's understood honesty is most always the best policy, sometime marketers don't exactly adhere to that tenet. Many like to gloss over facts, stretch the truth and generally place a shiny bow atop even the most questionable brand promise. Which, of course, over the years, has cause consumers to view the advertising industry much the same way they view car dealers, personal injury lawyers, politicians and real estate agents.

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by Steve Hall    Jun-26-13    
Topic: Commercials

Molson Rejuvenates 'I Am Canadian' With Beer Fridge Stunt


Ten years after retiring its "I Am Canadian" tagline, Molson has brought the tagline in a 90 second video entitled The Beer Fridge. In the video, we see Refrigerators full of Molson being placed in locales all over the world including Northern France, Brussels, London, Canterbury, Cassel and Belgium.

But, the refrigerators are locked and can only be opened by inserting a Canadian passport. All manner of Canadian pride ensues. A :30 version of the video ran during game six of the Stanley Cup playoffs Monday night.

The campaign was created by Rethink and video was directed by Jonty Toosey of Partners Film.

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by Steve Hall    Jun-25-13    
Topic: Guerilla

Nik Wallenda Grand Canyon Crossing the Week's Most Tweeted TV Event


Nielsen's SocialGuide has launched a new weekly analysis of Twitter-related social media activity in relationship to 240 TV channels. Topping the charts this past week with over one million tweets was, of course, the Nik Wallenda Grand Canyon crossing. Rounding out the top ten were Pretty Little Liars, The Voice, Love&Hip Hop:Atlanta, Teen Wolf, WWE, The Voice Final Performances, The Wanted Life, Girl Code Compliments and Gril Code Public Displays of Affection.

by Steve Hall    Jun-25-13    
Topic: Research, Social, Television

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