Advertising

FutureDeluxe for Nespresso

Mcann / Hogarth recently commissioned FutureDeluxe to produce a CG animated commercial for Nespresso that is really wonderful. OK, what am I saying pretty much everything FutureDeluxe does is wonderful. The short clip takes the viewer on a journey that travels through a variety of spaces. Each highlighting the colors and variety of Nespresso machines, all of which are designed to create an atmosphere reflective of the machine itself. The short is made up of 37 films, 44 CG products, and 40 key visuals that live in 7 unique spaces.

One thing that really stands out to me about this advertisement is the fact that you hardly see any Nespresso branding. You occasionally see the logo on a shopping bag or on the Nespresso coffee pod but that is it, and it works. The brand is so well known they don’t need to smack you over the head by plastering the logo in every single shot. Not only that but the spaces themselves continue to elevate Nespresso to be seen as the luxury coffee item that it is.

If you want to geek out a bit, the process real below shows how this was put together from a fairly high level. Sketches, style frames, animatics, wireframe renderings plates, and all. Personally, I love looking at this stuff. I find it absolutely fascinating.

Heinz Canada Challenges You to Draw Ketchup.

When people think of ketchup, almost inevitably they think Heinz. Even if Heinz ketchup isn’t the brand you have in your fridge or your favorite. Everything from the shape of the bottle to the label are part of that collective consciousness that an established brand brings to the table.

Heinz Canada wanted to engage consumers in a new and unique way, leveraging social media and a multichannel campaign giving them a chance to win a customized bottle of Heinz ketchup. To do this Heinz asked followers to submit a drawing of ketchup via a Heinz microsite that is linked to their Instagram, Twitter, and Facebook accounts. In addition, Heinz turned to outdoor with strategically placed billboards in Canadian cities.

On the social media sites, Heinz Canada posted a short video showing the experiment featuring people drawing ketchup. The result in the video, pretty much everyone drew Heinz ketchup. The video includes the hashtag #drawketchup and a link back to the microsite where budding ketchup artists can share their masterpieces through January 31st. 250 people will be selected and receive a custom box and bottle with their drawing on it.

This campaign uses the power of Heinz iconography that is known world wide to not only promote the product, but as an opportunity to gather more first party data. The latter which is definitely a larger priority for brands these days that might be losing losing access to audience tracking methods like third-party cookies and device identifiers.

One unique aspect to the campaign itself is the fact that entrants aren’t required to share their artwork on social media for a chance to win. This probably means that the campaign has less of a chance of going viral like other hashtag challenges that you see on popular platforms like TikTok Instagram, Facebook, and Twitter.

Consumer engagement has become a bigger challenge for Heinz in recent campaigns. in 2020 Heinz ran a campaign that asked users to share TikTok videos of Halloween preparations for a chance to win a bottle of its limited-release Heinz Tomato Blood Ketchup. This was tied to the hashtag #HeinzHalloween hashtag which had generated 4.8 billion views os of January 25, 2021.

All of this comes as Heinz continues to see a downturn in sales in Canada which is contrast to sales in both U.S. markets and internationally. Hopefully this will help rebuild momentum for the brand in Canada. What will be really interesting to see if they do any follow up to this and release the data on how many people drew and submitted a Heinz bottle versus the competition.

On The Beach “Someday” with Iggy Pop

The first time I saw Iggy Pop preform was at the Lawrence Opera House in Lawrence Kansas sometime around 1980. What I remember from that show was Iggy’s intensity and his I don’t give a damn about anything attitude.

Fast forward 40 years and we now have the godfather of punk rock narrating a two-minute monologue on what 2020 brought to us and what we have to look forward to. Iggy’s distinctive gravelly voice overlays a scene of people running along the beach looking forward to brighter, better days ahead. The monologue relives all of the insanity that surrounded everything in 2020. Stockpiling toilet paper, washing your hand 100 times a day, working from home, remember to wear your mask, giving up eating out, and on and on. Iggy ends it on a lighter note though reminding us that the beach will be ready and waiting when we are all able to take that much needed vacation again.

“We got angry, we got sad, we cried. But we picked ourselves up and we started again, knowing that the sun is always shining somewhere,” he says. “At some point someday you’ll be on your dream holiday, thinking ‘Is it too early for a drink?’” 

The spot is set to an orchestral interlude from the track Sunday, off of Iggy’s latest album Post-Pop Depression. Directed by Uncommon Creative’s executive creative director Sam Walker with Pulse Films it first aired on ITV’s Britan’s Got Talent and will run through February. In addition to the spot, there are the obligatory social media campaigns and a partnership with Amazon Prime.

“This will pass. Sometimes it takes the perspective of someone who has seen a lot in their life to make you realize that. Your shoulders drop, and hope returns,” Iggy says as the spot opens. A statement that Iggy can attest to because he’s seen more than his fair share thanks to 50 plus years of his rock and roll lifestyle.

“Never mind the worst week of someone’s life, what about a year in the life of the UK? We wanted to say it like it is, so we needed a voice that has seen it all. Two minutes in Iggy’s company can make anyone feel better, hopefully, everyone.” Uncommon co-founder Nils Leonard said. And he’s right.

KFC Gaming and the KFConsole is Brilliant Marketing.

Over the last couple of days, the internet and mainstream media have blown up over the new Kentucky Fried Chicken gaming console that dropped earlier this week. People are baffled by it and in many cases are playing it off as an absurd joke. The reality is, that the new gaming console is part of an ongoing campaign that reaches back a full two years. If you head over to YouTube and search for KFC Gaming you will see the first video was published two years back and since then KFC Gaming has produced and released a total of 47 videos over this period of time. In fact, the gaming console was actually introduced on the KFC Gaming channel 6 months ago with a release date of 11/12/2020 which they apparently missed.

This is all part of an ongoing ccampaign strategically designed to attract a younger audience through a series of goofball promotions. If you go back and look at any of the videos over the last two years you will see a very specific theme. There is an entire section featuring a guy wearing a KFC bucket on his head and reviewing video games. KFC has managed to gain 21,000 subscribers to the channel, and the videos have racked up a fair amount of views considering the limited amount of promotion that has been put behind this.

The gaming console however is the big winner here. The video has 294,000 views, and it’s been picked up by everything from the Today show, to very specific gamer blogs and vlogs. KFC and their agency of record have managed to create the kind of viral buzz marketers dream of through some clever positioning, savvy media buys, and by partnering with a manufacturer that has created what appears to be an actual functional gaming console for them. (I’m pretty sure it’s all smoke and mirrors but the landing page is pretty impressive)

Yes, this thing actually plays games. KFC teamed up with computer cooling brand Cooler Master to manufacture the console with some serious gaming specs. The console is capable of running “the latest titles in stunning 4k, 240fps”. With Asus-powered graphics and an Intel Nuc 9 chip, it seems the KFConsole is essentially a glorified gaming PC. Which heats chicken.

In addition to gaming, it features the “worlds-first” built-in chicken chamber “that uses the system’s natural heat and airflow system you can now focus on your gameplay and enjoy hot, crispy chicken between rounds.” Sounds like a game-changer to us.

This is just one more extension of some of the other campaigns that KFC has run in the last few years. Along with the landing page, there is an impressive social media campaign they have rolled out on Twitter Instagram, and Facebook all of which have been designed to promote the brand amongst a very specific target audience. You have to admit, as goofy as this is, it worked. KFC got the word out and generated a lot of chatter which is what good advertising and marketing are supposed to do. KFC knows the ridiculous nature of all of this and is willing to play it up if there is a chance that they might expand their base and get some fried chicken converts in the process.

I would have loved to have been at the pitch meeting for KFC Gaming 2 years back. Can you even imagine how that went down, how they sold this concept to executive management?