A unique use of social media in advertising

The Nike soccer ad for the Spanish Euro 08 team took a really interesting approach to explain the motivation behind the team. The ad, Nike: Los 5 Magnificos, asked people around the nation to tell the heroes of their national team how to take their game to the Next Level. The Big Five of Torres, Iniesta, Ramos, Puyol and Fábregas internalize the comments through taking them directly to their bodies. Overall, its a really interesting way of incorporating people's beliefs directly into the power of a brand. The commercial was created by Barcelona-based advertising agency, Villarrosas and was directed by Erik Morales.

Some more ads from school

So, its been a while since I've posted. I guess you can say life has been busy between school ending for the quarter, work getting busier daily and my random trip to Chicago to see Dave. Anyway, I'm back (at least for now) and wanted to post a campaign I worked on for this last quarter. The ads are for Nikon Monarch binoculars. I would love to get some feedback on the campaign since I think it can move forward even though I'm kind of stuck right now.

Art Director - Judy Abel
Copywriter - Rachel Anderson

A Truly Outdated View of Journalism for the 2008 Beijing Olympics

This is a repost of an article I just wrote for Social Studies, our social media blog at work. Actually, to be fair, its the pre-edited version. Apparently, aspects were too controversial. It's my first article so I'm kind of dorkily proud. Here's to a small victory in the attempt to break into the social media boys club.

A Truly Outdated View of Journalism for the 2008 Beijing Olympics

Recently the International Olympic Committee (IOC) issued their guidelines for blogging, podcasts, and photoblogging for the 2008 Beijing Games.

The guidelines are rules for blogging and any other user-generated content and actually start "8 days prior to the Opening Ceremony of the Games until 3 days after the Closing Ceremony of the Games." The guidelines state directly that: "The IOC considers blogging, in accordance to these Guidelines, as a legitimate form of personal expression and not as a form of journalism." Since the IOC does not consider blogging a form of journalism, it will not be allowed. The IOC goes on to define a blog as a personal diary and directly states that as a personal diary blog entries are prohibited from containing interviews, videos or stories about people at the games. In addition, athletes and other "Accredited Persons" (media respresentatives, officials and staff) are banned from podcasting or photoblogging.

I have always enjoyed the Olympics in the past and have been fascinated by certain athletes and teams. Allowing the athletes, staff, officials, media representatives and the attendees to blog about their experiences at the Games would make them into a much richer experience for those of us who aren't attending the Games for a variety of reasons.

A large part of me wonders if the real reason behind the decision to ban podcasting and photoblogging is an agreement between the Chinese government and the IOC to impose the censorship for the citizens of China onto the global citizenship attending and/or watching the Games. However, the real question is if this will work.

And to quote some questions by one of my coworkers:

Is the IOC trying to control something that is inherently uncontrollable, based on an outdated notion of commercial ownership of the event? Will citizen journalists step up and continue to blog despite the prohibition against it? Will the IOC truly sue thousands of people? And, how will they find the people? Will internet providers, mobile companies and actual governments turn over the offending users' personal information to the IOC?

Seems highly unlikely.

Another important question is how the IOC will deal with the mainstream media blogs that currently exist. For example, ESPN has a blog, ESPN Olympics Blog. NBC has a number of blogs about the Olympics on their NBC Olympics website. The New York Times also has a blog dedicated to the 2008 Games. Based on the IOC guidelines for the blogging, are these blogs in direct violation of the rules? Will these mainstream media outlets be sued for violating the prohibition on writing blogs containing interviews, videos or stories about people at the games?

I guess only time will tell.

Alt Media campaign for Amnesty International

I came across this alt media campaign for Amnesty International on Guerrilla Marketing defined this morning. Essentially, Amnesty is doing a "cell tour" around the United States to protest illegal US detentions. "A cell similar to those used at Guantanamo Bay, Cuba is used to really bring the point across and by-passers are encouraged to try on the cell for size and record a message for the official site of the tour."

Falling in love with Traktor

My friend, Grant Eull, a senior interactive art director at Colle+McVoy, recently reminded me about this hilarious ad. The spot, which aired for the first time during the 1998 Superbowl, was made by Traktor, which is based in Venice, California and edited by James Hutchins at HutchCo Technologies. I hope you enjoy it as much as I do.



I'm pretty impressed with Traktor. They created another favorite spot of mine from 2005, Levis "Nice Try" 505 Jeans.



And, the Barcardi "No Bad Dancing" spot, which I love.



Way to go, Traktor! Cool stuff!

I love EURO 08 ads

I have to admit as a Liverpool fan and someone who is closely following the EURO 08 I really felt this ad was cool. Then again anything that ties Liverpool to EURO 08 especially since England didn't even qualify (Thanks for that, Russia) is exciting. What do you think? Is it cool or just an easy tie-in for Nike?

Client: Nike
Agency: 72andSunny
Creative Director: Glenn Cole,
Bryan Rowles
Copywriter: Jon Matthews
Producer: Juliet Pearson,
Benji Howell
Production Company: Outsider UK
Director: James Rouse
Director of Photography: David Luther
Executive Producer: Robert Campbell
Editorial Company: Marshall Street Editors
Editor: Jinx
Post Production: Glassworks
Audio Post: Factory Studios
Music Company: One More Music Company

Also, while we're at it, you might want to check this out as well: http://uk.youtube.com/23diaspt

Finally some Jeep ads that speak to me

Ok. So, I tend to be anti-car ads. Most of them are pretty boring. Usually you have the car and some obviously beautiful setting. The ads don't do a lot or say a lot. These new Jeep ads by BBDO Proximity, Malaysia (found at Ads of the World) totally change that. Conceptually, they say everything that needs to be said about Jeep while allowing the viewer to draw the necessary connections. I think they are brilliant. What do you think?


Advertising Agency: BBDO Proximity, Malaysia
Executive Creative Director: Ronald Ng
Creative Director: MUN
Copywriters: Kevin Le, Ronald Ng
Art Directors: MUN, Eric Hor, Gary Lim, Willeon Leong, Hans Lee
Illustrator: Gary Lim
Account Supervisor: Dong Hyun Yoo
Advertiser's Supervisor: Sally Hong