Category: branding

Oh PETA…

I try to like you, I honestly do. You’re overall message is a good one – treat animals ethically. Your tactics however have ethical questions of their own. I’m all for comedy, but this commercial just rubs me the wrong way. Probably because it’s stupid.



“It is sometimes necessary to shake people up in order to initiate discussion, debate, questioning of the status quo, and, of course, action.

Thus, we try to make our actions colorful and controversial, thereby grabbing headlines around the world and spreading the message of kindness to animals to thousands—sometimes millions—of people. This approach has proved amazingly successful”
(Taken from their “Why does PETA use controversial tactics” on their website.)
That stance is debatable, but it’s certainly the easiest route. However, if being controversial is admittedly part of your strategy, then what does that say about your overall agenda? Meat is controversial, and forever will be. We can’t sum everything up in commercials.
I believe our culture eats too much meat. I think wearing fur is stupid. But I’ll never get behind PETA if all they ever put out are sexy and scare-tactic based ads.
Besides, everyone knows bacon is what really “knocks the bottoms out” of women.

OK, but seriously? WTF PETA… That’s your big idea for getting people to eat less meat? Trying to convince young women that their boyfriends will suddenly become studs if they don’t consume meat?

“Tell your boyfriend not to eat meat so that he can treat you like it”

*The rest of the campaign (the call to the microsite) is for “user submitted” videos, but I don’t want them embedded on the blog.
I have learned from the concept though, and their mistakes in it. From it, a different project came out of it. Thanks PETA!
OMG they’re adorable!

wait a minute…..

I really like this spot from Method cleaning products. The first time I saw it I thought it was just a parody of the famous scrubbing bubbles until they took it a step farther. From there I think they use comedy to great effect for explaining how & why many conventional cleaners aren’t telling the full story. Not everyone agrees as the The #1 rated YouTube comment for this video states:

“this basically says that you will become a victim of sexual harrassment every time you take a shower if you don’t use Method cleaning products. Now that’s good marketing”
-nicsye12
Sure, the video has an obvious sexual overtone in the dialogue, but the message is about cleaning products. I think they took a smart approach to the topic rather than just spouting off statistics about sketchy chemicals. We don’t have mandatory labeling on cleaning products (or on many product categories for that matter) and for some reason most of us are OK with that.

Method was promoting the Household Product Labeling Act, an act that would require household cleaning products to label all ingredients contained in the product. If we require it on most packaged food & beverage labels, then why not on the very things we use to clean up after ourselves? Why aren’t they transparent with the information?

The bill never became a law, but perhaps somewhere down the road we shall see some of the -ites, -enes, -zenes, -ides, & -ones that make up the recipes of our cleaning products. I don’t even think it would curb their sales that much considering all the things we already consume that we don’t understand.

Have you ever cleaned something and felt dirty about it afterwards?
Links:
This has been one of my favorite commercials for a few months now. Asus brand computers has one of those names that makes you guess how it’s supposed to be pronounced. You recognize it by reading the name, but not necessarily when you hear it. 

“hEY-SOOS” ?
“A – S – U – S” ?

This video clears up any irregularities in the pronunciation so the viewer can actually know what the brand is called. That should probably be your step 1 in brand recognition.

This isn’t just another funny commercial w/ sex appeal, it actually has good information!
 It has the eye candy & the comedy, but it actually works as a good ad because they clearly tell how to pronounce the product. ASUS is only four letters, but generated a lot of confusion for what the company was actually called. Image if we were calling Nike —“Nicky” or Carmel — “Caramel”

When they do their lines during the mispronunciation they also do a good job clearly saying “us” and not “es” which adds a nice layer of maturity to the otherwise ass humor of the joke.

It finishes even better w/ the nice product shots and the fact that they sold over 30 million products last year. 

Good stuff This shows that commercials can genuinely be funny and still be worth while. Definitely some clever writing here.


Links:
Asus computers
ericperrenoud.com ericperrenoud.com ericperrenoud.com ericperrenoud.com ericperrenoud.com ericperrenoud.com ericperrenoud.com ericperrenoud.com ericperrenoud.com ericperrenoud.com ericperrenoud.com ericperrenoud.com ericperrenoud.com