If you have any type of social media account, you’ve seen a Valentine’s Day meme by now. Well, I decided to make my own meme this year! Feel free to use it because I believe in a world without coconut and hard chew chocolates. We must stand united and all that other stuff.
Scroll down to see my top 5 fave memes.
Whether you’re single or in a relationship, you can enjoy Valentine’s Day. I always say February 14th is for couples and February 15th is for singles. On the 14th, chocolates on chocolates are being bought and love is in the air. BUT the day after, all those perfectly packaged chocolates in heart shapes are discounted! YEAH! Stock up if you’re single! Rent your fave movie and surround yourself with your love of chocolate.
As always, I like to leave a tip at the end of my posts. All signs point to video this year. In retail, CPG, entertainment and other industries, you will see an increased amount of video placement but as a consumer, you can also join in. Instead of sharing or creating a collage of pictures, you can make a collage of video and pictures. It’s kind of cool. The app is called Flick Stitch and it’s free. Check it out. I’ve used it a few times and it’s just a fun way to incorporate pictures and video into one shareable property.
To fully enjoy this post, I need you to watch the commercial before you continue reading.
I wanted to write about this commercial spot because my Facebook feed for days was blowing up with comments from friends about how much they loved the commercial and why. The message is one we’re going to be seeing a lot more in the new year and I wanted to go into detail about why it worked and what’s the message.
Name of the commercial: Misunderstood
Message: Love, don’t judge
Feeling: Warm, togetherness, nostalgia
Products being sold: None
These are just a few of the takeaways from the commercial. Another thing to notice is that this commercial felt more like a story. Good, it should. If a consumer doesn’t believe the story of a brand or is on board with a company (meaning a consumer can relate, appreciate and/or support its initiatives), then the brand has failed. In this case, Apple succeeded. Apple didn’t push a single product during this commercial but if you noticed, the boy was using an iPod/iPhone device, an AppleTV and maybe even a Macbook to edit his final family video. So through this commercial showing the importance of creating memories, you’re also left with a feeling of “Hey, that looks easy and intuitive. I bet if I had that, I could make fun videos too.”
Another feeling you may have felt is empathy. Who hasn’t been misjudged in life? This kid may have been misunderstood in his family for always being in the background but he was clearly enjoying watching his family and being around them – just in a different way. So not only do we now feel like the products are easy to use, but we relate to what? THE STORY.
Think back to some of your favorite advertisements, articles, or news stories. Chances are you remember them because you can relate or it told a story you believed in.
A strong advertisement not only tells a story but also hits on many points within Maslow’s hierarchy. Long story short, Abraham Maslow was a psychologist who came up with this hierarchy of needs to describe what drives us. We may be human and complex but we also have similarities. It’s in our DNA; it’s “human nature” to feel this way.
Through the hierarchy, I found that this commercial touches on at least one point in each segment. Can you find them?
Photo Credit: Wikipedia
Finally, I would like to add that this commercial has gone viral but virility doesn’t mean sales necessarily. In this case, I believe it will mean increased sales for Apple because it’s a relatable story that is also emotional. We all remember Kmart’s “Ship My Pants” commercials and while it was hilarious and also viral, it didn’t tell a story other then you can ship anything. Awesome. Ok, now what? If I wasn’t shopping at Kmart before, I probably wouldn’t start shopping there now.
Because we’re emotional beings, the next time we’re thinking about buying an electronic, we might think of the warm feeling we felt when watching Apple’s “Misunderstood” commercial and might even purchase an Apple product next time.
So I ask that you watch this commercial one last time, enjoy it and see if you can pick up on the subtle hints of advertising. It’s not a bad thing. Advertising simply tells a story, shows you things/products in a different way and if we’re doing it right, you’ll become part of the story.
HOPE YOU ALL HAVE A HAPPY HOLIDAY AND IF YOU WANT A SOCIAL MEDIA TIP FOR THIS POST, MY TIP IS TO ENJOY THE TIME WITH FAMILY AND FRIENDS. TAKE PICTURES, VIDEO, ETC. AND CREATE MEMORIES!
I’m continually inspired every day by the new experiences I have here in Cincinnati and today was no different.
I had the privilege of attending a Cannes Luncheon hosted by AAF Cincinnati and sponsored by USA Today. A group of Ad Club members and professionals in the area got together for some brief networking, a delicious lunch and to watch the best of the best advertisements from around the world. It was interesting to find some of my favorites came from agencies I visited in New York City in March 2013. (for more information, click “Mike Does NYC”)
Now before I go into my favorites, I have to give a shout out to my alma mater, The University of Kansas for offering a bi-annual etiquette dinner because I definitely put what I learned to good use yesterday. I have been to business luncheons before but they have always been so casual. While I didn’t have to bring my top hat and cane, my colleague Brad and I were sitting at a table filled with attorneys and partners. So here are a few quick things I remembered from Erin Wolfram, master of etiquette at KU:
Bread goes on your left, drinks on your right. If you forget, make a circle with your index finger and your thumb. Have your other fingers stand up straight. You have a “b” on your left hand and a “d” on your right hand. Boom.
When buttering your bread, only tear a piece off at a time and butter each individual piece as you eat it. This was most frustrating at the etiquette dinner because I was so hungry that night! But they say patience is a virtue – obviously said by someone who doesn’t love butter and bread as much as I do.
If you get up to use the restroom or use your phone, put the napkin to the right of your plate. If you are leaving the event for good, it goes on the left. You can think of it as: Goes on the right for coming “right back” and goes on the left for “leaving for good.”
NOW FOR SOME OF MY FAVES:
“Dumb Ways to Die” Metro Trains
Agency: McCann, Melbourne
Why I liked it: It’s logical and catchy. The Metro website has an interactive site where you can participate yourself. And to cross channels, Metro has an app where you can explore the characters one by one and try to protect them from dumb ways to die.
“Real Beauty Sketches” Dove
Agency: Ogilvy & Mather, North America
Why I liked it: It’s no wonder that this campaign was the most viral advertising video shared, as of May 2013. The message was strong and something I often wonder about myself – why women are so hard on themselves. To make it viral though, Ogilvy did careful planning around top media sites, bloggers, and other PR efforts that certainly paid off. It’s not enough to just put your stuff out there, but to strategically plan where.
“Why Wait Until It’s Too Late? Say Something Wonderful Today” Dela
Agencies: MediaValue and Ogilvy & Mather, Amsterdam
Why I liked it: This is something literally all of us can relate to and it was highly integrated. Online commercials, billboards, print, and taking over a cable channel for an evening – were just some of the ways the campaign spread to the public; such a strong and positive message.
What I noticed through watching all these advertisements earlier this afternoon, was that most of the winners at the Cannes Festival did not even mention an actual product. The campaigns were emotional, tugged on your heart strings and were positive – plus the messages were highly shareable across devices and channels. So there you have some of my faves and as always, I try and leave you all with trends or tips I notice in the industry or just in my random life so here it is, Thunderclap.it. It’s a free platform that allows you to amplify (or if you’re a visual person, picture the effect if you were to clap your hand and the waves of sound spreading at lightning speed to everyone you’re around) your message at one, instantaneous moment. The first brand to use this platform was The White House. Check it out.
Thanks for reading and hope you leave today feeling inspired!
I first heard about this product while attending a social media event hosted by The Reds and The Bengals.
Mike Sarow, one of the co-founders of Kapture, came to speak to us briefly about his product. And he’s also from the Kansas City area, which makes us brothers basically. Anyways, it’s a recordable device you wear like a watch and it’s activated by your touch. Kapture was also featured in Vogue last month as one of the “Ten Tech Pieces to Upgrade Your Wardrobe.”
Photo Credit: Kapture & Vogue
So if you aren’t sold yet, you will be by the colors and its simplicity. Imagine driving one afternoon and you think of the perfect title to your upcoming article, album title for your band’s upcoming soundtrack or even just what you need to get at the grocery store. I used to try keeping a notepad next to my bed to try and remember these great ideas I would have every morning but it never worked out.
A wristband audio-recording device sounds like one of those “duh!” products but there isn’t anything out there like it. I don’t think I’ll personally get into these high-tech watches where you can check the time, weather, browse the Internet but I do like the idea of wearing a device on your wrist that is simple to use and is functional.
Kapture was completely funded on Kickstarter but if you want to read more about the item, go here: Kapture Audio.