I’d have to say that I am impressed with the new Pepsi campaign. Pepsi is known for incorporating a famous spokesperson into their campaigns and running with them as long as people like it, (e.g., Britney Spears). This usually works for a while but people tend to go back to drinking their beloved Coca Cola. Pepsi has never really had command of the market. The new television spot, aired earlier this month, really inspires young people to live life to its fullest. Through this commercial, the inspirational feeling of living in the moment will come after buying a Pepsi product and enjoying every last sip.
The aspect that makes this Pepsi campaign different than the rest is that it offers an experience rather than just a product. Before, Pepsi paid influential people to advocate for their brand in all parts of the campaign: print, TV, radio, and online. This intervening audience influences the target to make buying decisions in favor of the brand, in this case Pepsi. Even this last Super Bowl ad for Pepsi was forgettable; remember King’s Court anyone?
This ad does not incorporate a spokesperson though. The entire spot shows the experience of a hot dusk night in a place like NYC or at the beach, at a concert, a fashion show, where young people play and exuberate happiness “in the moment”, all while drinking Pepsi. Fun; they are having so much fun. Nicki Minaj’s “Moment for Life” is playing through the duration of the spot, which reiterates that Pepsi will be apart of those special moments.
I think that this ad campaign might be more successful because it incorporates a song rather than an individual and relates drinking Pepsi to a larger audience who don’t have faces. It could be anyone, including you.
Creative Week New York “is where advertising, design, and digital media collide with the arts. It’s about art and copy, concept and execution, pop-culture and high arts. It’s about awards shows, thought leadership, and presentations designed to honor, inspire and connect the creative community.”
This week of celebration brings together all forms and types of advertising as well as art in general to display to the world what this industry has accomplished in the past year. It all began when the non-profit advertising agency, The One Club, realized how many professionals it drew to New York each year for its annual “One Show” Festival and recognized the opportunity to create an organized convention where creatives could express themselves.
Many consider this get together the “unConference” meaning a flexible, participant driven answer to the traditional conference. It calls for “debate, discussion, and interaction over the talking head presentations.” I wouldn’t expect anything less for Creative Week; a creative way to experiencing a conference because who really likes attending those traditional consultations where you sit and listen to keynote presenters all day, not ad people that’s for sure.
This year Stillwell Partners is collaborating with The One Club to provide an experience that will reach out to both ad people and creative people in general. New York will be bustling with industry professionals from May 7 to 11, which will be a gathering of many masterminds of brilliance. Anyone even considering going and has the means to participate should. It will be the party of the year!
Now back to Advertising…
Nike. I’m pretty sure if you have ever attended advertising, marketing, public relations, or business class in your lifetime, you have heard about all that is the colossal brand Nike. They have gone through so many transformations that it is hard to count; all of which have been successful.
I have the fortunate luxury to attend the University of Oregon and we like to call our very lucrative donor Uncle Phil; an endearing term of course. As an effect, we are surrounded by the Nike brand everywhere we go, whether it is Autzen Stadium or Student Recreation Center.
I feel compelled to write a blog post concerning the new Nike Campaign, “I Would Run To You.” The commercial spot is very entertaining. On one side, there is a physically attractive female putting on her running gear that is all Nike brand. On the other side, a man, her boyfriend, gets ready for a run also, but the difference is that he is not wearing Nike clothes or running shoes. Gleaning from the name of the campaign and the song they both sing, they run from far distances to each other, one succeeds while the other fails. I bet you can guess who succeeds. Yes, the woman running in the Nike apparel prevails, thus demonstrating the strength of the brand.
The message they want to point out is that Nike will get you to wherever you want to go whether it is your boyfriend in the next town or down the block to the market. Of course, Nike has the means to display this message in a creative and enticing way so they did. This television spot is exceptional and brings in some humor to gain viewers.
As far as I am concerned, Nike can never go wrong. As long as it stays innovative and ever changing, which it has thus far, it will continue to be a powerhouse.
In the past two years, K-Swiss has embarked on a multi-million dollar journey to rebrand their company. It all started back in 2011 when they wanted to launch their new line of performance running shoes called the “Tubes”. The creation of the Kenny Powers K-Swiss spot definitely got heads to turn. Mine turned; that’s for sure.
In 2012, they are re-emerging tailing the end of that campaign with a new look, a much more genuine look. Instead of running with the comedic attitude that Powers brought to the brand, they spun it to a more authentic and everyday feel. Mile 9, the ad agency working on this, calls the campaign “We’re Freaks For The Run.”
These new ads depict runners living their everyday lives; running through the sprinklers, running on suburb sidewalks, all the while wearing their new and improved product. The television spots, which are scheduled to air later this year, are said to be extremely simple and effortless, which correspond with the print ads. The ads are meant to convey a very simple message meant to be received by avid runners and athletes – that the shoes “will ruin your life” because they are so good. It’s evident that K-Swiss is taking a risk, but as I said in prior blog posts, the bigger the risk; the bigger return.
In his blog post for Adweek, Tim Nudd opened my eyes to this idea and further enlightened me on the insight that K-Swiss is finally addressing a real audience. Through this ad campaign, K-Swiss could possibly be informing its target market and then some about the fact that they “get it.” They in fact have “freaks for running” on staff that understand. They are ready and willing to compete with the powerhouses of Nike and Adidas, but they still have the room to play with different ideas such as these. Nudd believes that this is one giant step forward for the sports apparel industry. I guess only time will tell.