Volvo trucks are back with a new round of YouTube based advertising. This time they have given up celebrity for a 4 year old girl driving a giant dump truck with a remote control. What’s the purpose of an ad? Be memorable in terms of both product and brand, sell the attributes of said product. What does this ad do? Nails it. This is one of the funnest YouTube commercials I have seen in a while. The kid is priceless, as well as some of the adults behind her. I would love to see a making of video on this. I’d love to know how many takes, and whether or not they went through multiple trucks to get this made. Great fun from Volvo. Judging by the almost 400,000 views since it dropped, I’d say this ad is a success.
As smartphone use continues to grow, there is a growing trend where people actually use their phone while watching TV to look up information about what they are watching. The smartphone app Shazam has known this for sometime allowing users in the US to tag TV spots for extended online content.
Last month, Shazam in conjunction with Ireland-based Adforce launched Shazam for TV in Ireland which began airing on November 5th. Adforce and Shazam have created a new app for Volvo promoting its new V40 vehicle that is viewable when the TV spot is tagged by Shazam. The smartphone ad offers viewers a deeper form of engagement with the brand experience. When potential customers that tag the advert with Shazam, they will be directed to offers ranging from test drives, to a chance to win an iPad mini, or additional information on the vehicle.
Volvo Ireland is the first brand to engage Shazam directly with a dedicated smartphone experience, but expect this to become a growing trend both in Europe and the US. This is a way of getting customers interacting with the brand and product on a different level, and it adds an added dimension to standard advertising. As the convergence between TV and other connected devices becomes more refined, this kind of advertising will continue to grow and become more sophisticated.
I took a couple days off from posting. Sometimes you just need a break from the routine, and as the weekend rolled in that’s where I found myself. Today I ventured out into the abnormally 100 degree heat to take in “The Art of the Car” at the Kansas City art Institute. As myself and ten thousand others melted under the late June sun, I was fortunate enough to see some of the finest rolling stock that ever lived.
There was a time, when cars didn’t look the same. When you could tell one brand from another by the look of the grill, the fender line, the hood ornament. There was a period of automotive glory that seemed to die around 1980 as cars became more and more generic. I go to this car show every year and today ore than any other, I was fixated on automobiles that were pushing 100, or at least 60. As I looked at the wonderful styling, craftsmanship, and attention to detail, I wondered “where did this go with the modern car?” Yes today’s automobiles are safer, more efficient, loaded with creature comforts, require less effort to drive… and for the most part they are boring.
I look at what I saw today, and say they don’t have to be.
Once again Google has stepped forward to challenge ordinary thinking with a new project called “Project Re:Brief”. The premise is simple, take four iconic award winning broadcast ads from 3 to 4 decades ago, and make it work in today’s world.
The idea stems from the realization that technology has in many ways overtaken the creative genius that makes, or made good advertising not only good, but timeless. Project Re:Brief is a series of videos that look back at 4 of the world’s greatest ads, and the advertising legends behind them, then re:imagining them to work in the world of advertising now. Watch the trailer below. Google has done a really solid job of creating something that pulls you in, and makes you want to come back to see more.
In 2011, Google partnered with four global brands in an advertising experiment. The goal was simple – how can the ideas that defined the advertising industry in its infancy, inspire a whole new generation of creatives and marketers? We re-imagined and remade their most iconic ad campaigns from the 1960’s and 1970’s with today’s technology, led by the creative legends who made these campaigns.