It was more than 50 years ago when David Ogilvy delivered a speech to the American Association of Advertising Agencies in Chicago in which he pronounced the following words that would change the concept of branding in the marketing world: "Every advertisement is part of the long-term investment in the personality of the brand."
Now, more than ever, we have witnessed the importance of advertising not just in business but also in society. It serves as a means and as a channel of change, hope and knowledge to people who come in contact with it, embracing cultures and shaping our perceptions at the same time.
Here's a look at the "Sneaky Psychology of Advertising", made by the folks of BuySellAds, who let us in on how brands tap into our subconscious, speak and stimulate us, and how they affect our level of happiness.
When it comes to dreams, nothing beats the affairs of the heart. What moves us, inspires us and changes us is all there... one beat away from the next. It makes us take a giant leap into the realms of aspirations and nurtures the very spirit that guides us through its pitfalls.
Under this notion comes TBWA\Dominicana's most recent campaign for Hyundai.
"El motor que me mueve" - loosely translated as "The engine that drives me"- is based on the notion that we all have something that drives us to a higher purpose. Hyundai's positioning in Dominican Republic stems from it's slogan "Hyundai- Es ir más lejos" ("Hyundai- To go beyond"), making it a brand that sells the idea and means through which you can gain more out of life.
"The campaign intends to be an analogy between man and machine. Vehicles have engines that take us further, whereas humans have the will that feeds from the heart and feelings." Fernando Muñoz*, Senior Copywriter for the account, says his inspiration came from his daughter Mia, the force behind his dreams.
The creative and production team quickly came up with three distinct but perfect examples of individuals that have succeeded in different areas of life- Mahatma Gandhi, Adriana Macías and Osvaldo Virgil.
Days before the launch, a website with the hashtag #elmotorquememueve and a timer anounced the countdown towards the big day. Expectation and speculation mounted over who or what would be announced, drawing people into the site www.elmotorquememueve.com, instigating curiosity and interest.
Screenshot of the countdown that led towards the ad's launch
Finally, on August 1st, people were able to see the spot, which instantaneously inspired people to write on Twitter and Facebook with the hashtag, sharing their personal "engine that drives them" in life. Check out the thread of comments here and the ad, below: (in Spanish)
We go beyond our dreams when our heart steers us towards them. Just as Hyundai does for everyone that drives what's imprinted with its spirit.
The announcement of the 2011 Emmy nominations have given us six competitors under the category of Outstanding Commercial who seem to have all that it takes to score. From celebrity appearances, polar bears, babies, Indian flea markets, to even Isaiah Mustafa wearing nothing but a towel, it looks as if the choice will be pretty difficult. Kudos to the brands who made the list- McDonald's, Chrysler, Subaru, Nissan, Old Spice and American Express- and especially to agencies TBWA and Wieden+Kennedy, as well as Ogilvy and Carmichael Lynch for their outstanding work and nominations.
I am, however, surprised to see that the Super Bowl smash hit- Volkswagen's "The Force"- didn't make the cut... but nevertheless, here are the nominees!
McDonald's Title: "Baby" Agency: TBWA\Chiat\Day New York
Chrysler 200 Title: "Born on Fire" Agency: Wieden+Kennedy
Old Spice Body Wash Title: "Questions" Agency: Wieden+Kennedy
American Express Title: "Conan" Agency: Ogilvy New York
Who will take home this year's Emmy? It's only a matter of time until we find out. But for now, let us know through your comments who you think will be the big winner....
One of my all-time favorite sites, Mashable, has just published this awesome Infographic commemorating 35 years of Apple product design, or as my friends like to call it, beauty personified...
Master Jobs and his army of men have created an empire of products that have either succeeded or failed in the digital era- but most, and by most I mean almost all, have shaped the scope of the market of consumer electronics. And even more importantly, they have altered our experience towards it.
As I mentioned not long ago on my post entitled "The Importance of Product Design and Packaging in Branding", product design is vital when it comes to brand image. Those who master the art of aesthetics have a better chance of making a sale based on emotions, and establishing bonds that last longer. In our minds, the market leader will always be the brand that captures the essence of innovation, vision and perseverance towards products that today will shape our tomorrow.
In just a wee-bit more than 5 years, the San Francisco start-up turned social media giant is celebrating its 200 millionth Twitterer.
Since its conception, Twitter had a clear definition- to be a social networking and 'micro-blogging' site that would allow users to send updates under the confinement of 140 characters. The result today has been nothing short of mind blowing. Twitter has become a universal platform that instantly brings us news from all over the globe, allowing us to stay connected with brands, celebrities and friends in ways we never thought possible.
Its growth is a reminder of the amazing possibilities in our field that make us go ever further when it comes to consumer-centric relationships, especially since it helps us connect with people in a more direct and instant way.
As Charlie White said, "And now that Jerry Seinfeld has jumped on the Twitter bandwagon, it reminds us that the little tweeting platform that was once about nothing, well, now it’s about something. Something big. One thing’s for sure: It’s changed the world."
Twitterrific.
Check out this Infographic by the folks of Visual.ly
