Here is a tremendous commercial, one of my favorites in a long, long time.* When you look closely, it is little more than a hardcore, wall-to-wall product sell. Nonetheless, it is also massively entertaining. I don’t know what wonderfully twisted mind decided the best way to showcase the amazing features of an adjustable ladder would be Mexican masked wrestling, but whomever they are, they earned their paycheck this quarter…
The casting is perfect. In a time of unchecked political correctness, casting Will Rubio, who self describes as an actor//comedian/sexy Cuban, and encouraging him to lean hard into the accent gladdened my heart with its pure joyfulness. “The Ladder Luchador” also features a very liberal, nee Stooges-esque reliance on physical comedy. But if you pay attention, you’ll notice that every single physical gag is a product demo. And listen to those sound effects: the Foley artist had a hill of fun with this project.
At over three minutes long, this spot will never run on television, but it is currently earning hundreds of thousands of views on the internet. Not just through the Murphy Ladder Company and Home Depot paid media placements, but through impressions earned from a wide variety of news and entertainment outlets that are sharing it. That’s where I found it.
Most people don’t realize how hard this particular brand of dopey-ness is. Or how hard-working. Big congratulations to Provo-based social media agency Harmon Brothers, whose previous credits include Squatty Potty and Poo Pourri. Masterpiece Theater this ain’t, but it is very on point for today’s audiences. In fact, one posting on YouTube features a vertical aspect ratio for mobile phone consumption. Smartly done.
PS*: Yes, I’m serious. This is my favorite product demo in a long time. Like a truly loooong time. Before this, my favorite product demo spot goes back to Penn Tennis Balls, circa 1975.
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.
If you read a strategic brief at any point over the past five years, you read the word “authentic.” Whether yogurt, beer, or casual wear, brands fell over themselves in their rush to assert their ‘authenticity.’ Frankly, most protested too much and overuse diminished the word’s impact.
But this week, GoDaddy, the purveyor of web addresses that spent its early years lobbing embarrassingly sexist and sophomoric ads on the Super Bowl, did something genuinely authentic: they pulled their web-hosting services from the white supremacist site The Daily Stormer. It was a strong, very public move and truly embodied authenticity.
But that’s not how the story read Monday morning on Facebook…
Maybe it’s just me, but perhaps you too share my sinking suspicion that all this AI, all this data and machine learning, will ultimately create little more than the world’s most brilliantly optimized classified ads.
Oh they’ll be effective ads—remarkably so. They will forge an unprecedented level of tactical and transactional effectiveness. They will optimize the context of a wide variety of consumer journeys, they will weight the messaging hierarchy, they will include nearly infinite personalization integrated directly into the consumer experience.
They will do all these amazing, innovative, unheard of things every minute of every hour without ever taking a sick day or leaving for a new opportunity.
But they won’t fire human imaginations with the white hot power of pure delight. Continue reading →
A while back, my wife wanted to replace some underwear she liked that she bought out of town. So I found it on the web and placed the order. Good news? Problem solved. Odd news? Now, everyday, a new email from Cosabella arrives in my inbox.
There are certainly worse kinds of spam, but none that make me quite as uneasy.
Because I’m not really getting these emails from Cosabella, I’m getting them from Albert.
It’s hard to say how much Eugene Romanovsky’s tinny, underpowered, used car is actually worth. Kelley Blue Book doesn’t list prices for the ’96 Suzuki Vitara because that model wasn’t sold then in North America. Suzuki stopped selling here altogether five years ago.
But the car means a lot to Eugene, as this video love letter demonstrates…
I do not follow the Jenner-Kartrashian family. I do not care what they wear, where they vacation, or what brands pay to appear on their social feeds. I am a firm believer in the movement to stop making stupid people famous.
But funny people? They’re another story entirely. Funny people are the best.