Video drives powerful branding. On air, online, in environment: the power of moving imagery to evoke emotional responses is unparalleled. Today we have more places than ever to showcase moving imagery and attract attention.
That wasn’t the case in 1973, particularly in the gray environment of Leipzig, East Germany. Long before HD flatscreens or mobile video, and years before reunification, two graphic designers created a neon advertisement that has since become a beloved landmark: the “Löffelfamilie” or “Spoon Family.”
At 40′ wide and 23′ high, no passerby can miss the nuclear family gathered around the table to enjoy the delicious products of “VEB Feinkost Leipzig”, a catchy title translating to “People-Owned Enterprise Delicatessen of Leipzig.” The ad copy is not particularly better, translating to “fruit and vegetable preserves, table ready-made dishes, double concentrated soups” (yum!).
The illustrative style is ham-fisted and the animation is rudimentary and relentlessly repetitive. The more than 650′ of colorful twisted neon was updated to more economical LED’s seven years ago. And keeping this relic in repair requires ongoing donations. If you’re in the neighborhood, send a text to 0900-LOEFFEL, which charges you a donation of 3€ to light the sign for three minutes.
Still, the size, colors, and simple motion continue to earn our attention.
For all the enormity of changes in communication, it’s remarkable how this endures.
The #MeToo movement and its immediate, widespread adoption raised awareness of the blatant sexism and privilege in Chicago advertising. It was nauseating to learn the firsthand accounts of people forced to deal with everything from institutionalized boorishness to outright criminal behavior. So when Ron D’Innocenzo, a colleague from Element 79 and current ECD at Golin, asked me to sit on a panel to discuss the issue, I agreed. But Ron insisted I first talk to Caroline Dettman, Golin’s CCO and the creator behind this initial #HaveHerBack event.
Caroline quickly let me know I’d be the only white male on the panel and that, while no one was looking to attack me specifically, I would inevitably represent the kind of dirtbags that forced this corrective initiative. Fair enough.
I went, I learned, and I walked away inspired by so many people working to evolve actionable steps to create a better, more inclusive way forward for the industry.
My heartfelt thanks to Caroline Dettmann, Liz Traines, Jewell Donaldson, Kat Gordon, Mary Pryor, and Megan Colleen McGlynn. You make this industry, and all of the people in it, far far better.
That’s right, the disruptive, disintermediating, digital content giant wants to buy a billboard company.
Their motivation is fascinating. Netflix noticed that big outdoor imagery stokes social sharing. People posted lots of shots of their “Netflix is a joke” campaign to Instagram which promoted their comedy line-up.
In other words, people share great creative.
These days, $300m might not sound like an earth-shattering number, but it represents the largest acquisition in Netflix history. Imagine; a leading digital giant offering to pay one third of a billion dollars on a oft-declared dying medium…a smart company wouldn’t do that unless they knew it worked.
More than text or still imagery, video has the power to summon visceral emotion. These feelings can be inspiring and uplifting, affirmations of our better selves, or they can be base and degrading screeds, as delivered by those wedge-driving Russian trollbots.
That emotional backdrop makes this video created by Dan Margulis, an advertising Group Creative Director at Doner, very intriguing…
Dan worked with content production company Atlas Industries to shoot this video last Sunday during Detroit’s St. Patrick’s Day Parade. It anchors “No Irish Pub”: a website Dan built as part of his project, which he describes this way: “This social experiment hopes to foster thought and dialog around immigration in America.” The Detroit Free Press wrote a nice account of peoples’ reactions during the event.
God love him. If it makes people think and talk instead of post and shout, he’ll have accomplished a grand thing. And either way, good on him for trying.
Today’s unprecedented access to information, demand for transparency, and empowerment of social recommendation speed the transition from mass marketing and toward more relevant and personalized communications: in short, digital video content.
Advertising improves selling, but video content improves communication. Of all kinds. Which in turn, improves sales. That’s why it’s where marketing is moving.
Make no mistake; I love great advertising. And great advertising still builds brands. But it’s no longer the only way. Because it’s not just brands that need building; businesses and organizations of every kind need to reach audiences with compelling messages.
You see it again and again on corporate YouTube channels: a random smattering of videos, often with different tones and themes, none with any significant number of views. That’s usually because their channels function as a parking lot for whatever video content they have on hand. Hey, it’s free, what’s there to lose?
Opportunity for starters. As the world’s second largest search engine with a reported three billion searches per month, YouTube may be a ridiculously crowded platform, but it’s the premiere destination for anyone looking for video-based communication. And companies should be there because people are looking…
But companies shouldn’t be there simply with recycled broadcast spots. Digital video works 180º differently than broadcast; instead of being intentionally general to reach 500,000 people, digital video narrowcasts to reach the right 5,000 people. The point is to target an ideal audience (or audiences), customize our story messages to engage them, and communicate as specifically and singularly as we can, hoping to earn their attention by speaking directly to their wants, needs, and interests.
Audiences are selfish.
If you grew up in the broadcast era, that’s a hard pill to swallow, but it’s definitely reality. The digital environment empowers everyone to select programming they want to watch and avoid whatever they don’t. As a result, we each create our own networks around our own interests. This doesn’t mean there’s no place for corporate messages, it simply means we must adapt them to fit the environment. The more we find ways to align our corporate wants and needs with the wants and needs of a specific audience, the more our messages resonate. And the more our audience will share that content with like-minded people across their own networks, expanding our ideal audience for us. Simply put, the more we embrace narrowcast, the more success we’ll have with our digital video content.
And the less likely we’ll be to have meager view counts on our YouTube channels.
In marketing, ‘content’ should not be a noun, and certainly never an adjective. Great content is an action verb; it doesn’t just sit there, it drives you to take action: to like, to comment, to share. Great content makes you engage.
This wonderfully imaginative content from Bloomberg does just that incredibly well. To promote a number of articles they published on the serious challenges brick and mortar retail faces today, Bloomberg developed an old school, 8 bit looking web-based video game called American Mall. The challenge? Keep a shopping mall running and profitable in an environment where every challenge seems stacked against you.
It is an absorbing task and only becomes more engrossing the more you play and explore. Most amazingly, it creates a real sense of empathy for the challenges people in this sector face today.
Enjoy your exploration and struggle but know that you will not win. That seems to be Bloomberg’s point, though it’s not one I entirely share. Still, when you do fail, take note of the final nemesis laughing at your demise; it’s just another wonderful detail in this clever and exceptional piece of content.
PS: A special thank you to my relentlessly curious and marvelously informed friend and colleague, Dr. Kate Sieck, for sending this link my way.
I’m an unabashed fan of films that feature people being nice to people. When all of Bedford Falls shows up to support George Bailey, I tear up. When the ground support team works around the clock to create a hack for the overburdened CO2 scrubbers in Apollo 13 because failure is not an option, I tear up. Heck, when H. I. and Ed McDunnough get caught returning Nathan Jr. to the home where they stole him, only to have Nathan Sr. free them both with a wave of his pistol and the admonishment “Before you go off and do another foolish thing like busting up, I suggest you sleep on it…at least one night“–yep, waterworks. I just like seeing people being nice to people. So you can guess how I reacted to this epic, affirming, inspirational ad on the Olympics last night…
The perfect song and amazing true life stories, all told with many of the people directly involved in them, this ad exemplifies genuine emotion powerfully realized. If you want to read more about all the individual stories, you’ll find them here.
At a time when broadcast networks, self-interested lobbies, and foreign operatives actively work to divide us, this spot serves as a wonderful reminder of America at its best and how we can all do and be better. Mass Mutual, their agency collaborators at Johannes Leonardo, and Radical Media should take great pride in this work.
Yep, I teared up a bit. And I don’t care who knows it.
Every year, I look forward to this day and my annual Super Bowl commercial recap with WGN 720’s Bill Leff and Wendy Snyder. Aside from being pants-wettingly funny, Wendy and Bill always bring their own fascinating, non-advertising-centric perspectives and I walk away thinking about things a bit differently. Good conversations have that effect.
On a side note, if your city ever gets an opportunity to host a Super Bowl, do it. It’s a lot of fun and brings a ton of energy to the downtown that more than makes up for all the visitors and their unimaginative “but it’s so cold” whining. Even better, if your city planners can install special lighting around the venue, maybe you too can create something half as amazing as this…or you can do it in post, whatever.
Almost two years gone and Prince still owns this city. Remarkable.