Rammstein ist so metallisch

How do you sell a concert tour? This seems like a pretty smart approach…

Granted, I don’t listen to Rammstein. East German industrial metal isn’t really my thing. Still, I stumbled across this link and soon found myself watching this cleverly constructed time lapse of the two and a half-day long assembly of the band’s touring stage in Dresden. It’s beautifully produced and absolutely mesmerizing. Even in this non-fan it built a powerful sense of anticipation.

So much so that I hit the old Google machine. And learned that Rammstein has been around for 25 years and is notorious for fiery, explosive live performances.

So simply by clicking this video, I’m now intrigued enough so that tomorrow when I get on the treadmill, I will search the band on Spotify.

It’s not an ad per se, but this clip is as good an example of video brand extension as I’ve seen this week. Ja, lass es rocken.

The Virality of Topicality

If it hasn’t already, this video should soon pop up on your social streams. Posted to Vimeo just three days ago, “Be a Lady, They Said” has already racked up three million views with no signs of slowing…

The powerful, outraged copy came from a two year old blog entry written by Camille Rainville, a then undergrad at the University of Vermont who posted sporadically at writingsofafuriouswoman. Her words struck a chord and were widely shared over the net in January of 2018. Cynthia Nixon’s intensely measured read of that essay only makes them more viral.

This new video purportedly promotes Girls Girls Girls magazine. But the girlsgirlsgirlsmag.com URL simply leads to a web page featuring this clip and nothing else; no nav, no about, no other links.

You won’t find Girls Girls Girls magazine at your local newsstand … if you even have a local newsstand. The publication is a limited run promotional vehicle for New York and London based fashion photographer Claire Rothstein. About two years ago, Rothstein and Girls Girls Girls made waves with an editorial image of Rachel McAdams breast pumping while wearing Versace and Bulgari diamonds. But aside from that, it is largely non-existent as a publication. Its Facebook page hasn’t been updated in a year, although its Instagram feed gets regular updates of Rothstein’s imagery.

Rothstein’s aesthetic is decidedly couture: heavy on high-sheen luxury and fantasy escapism in the vein of Patrick Nagel. Her sensibility pervades this cut, with moving Rothstein style clips from high-fashion director Paul McLean. The edit also features imagery sourced (stolen?) from any number of movies, television shows, and news reports. It’s a trainwreck for rights and permissions but that’s not the point.

The point is self promotion. And riding the zeitgeist. And wow, does this piece do that.

Ryan Reynolds + Dogs = Ratings Gold

The Westminster Dog Show is pretty much the biggest event in the canine world. It began Monday morning and culminates this evening when some Havanese or Whippet or Shetland Sheepdog will be crowned “Best in Show.” You can’t begin to imagine the brushing involved, but that’s not the point.

The point is that the Westminster Dog Show airs on FS 1, FS2, and the Fox Sports App. And they’d really like you to watch.

Enter Ryan Reynolds …

Fox paid nothing to have Ryan Reynolds promote their event. That’s because Reynolds bought a stake in his Portland based spirit early in 2018, and ever since, has lent his considerable charm and wit to promoting it.

Reynold’s brilliant approach to video-based brand expansion for Aviation Gin uses clever cross promotions and collaborations with everyone from Samsung to Virgin Atlantic to Peloton … or actually, just the actress from that much maligned Peloton commercial. He doesn’t buy media, he earns it. And more importantly, he earns audiences. So advertisers like Fox Sports eagerly sign up to partner with him.

Fox Sports wins, Aviation wins, and those of us who just like a smart-assed charmer? We win too.

These simple, clever, quickly-produced brand videos, keep both Reynolds and his investment top of mind with his gin-drinking audience.

Don’t believe me? Check out some of these YouTube comments …

Well played you clever Canadian. Well played.