make love, not war

Today’s world is facing a deep political and economic crisis:  the financial collapse, the eurozone debt crisis, US unemployment reaching two figures, Occupy Wall Street and a global sense of instability fill the headlines from Beijing to Buenos Aires.

Amidst all this mess, Benetton the famous brand known for its revolutionary multiracial campaigns in the nineties, has released its latest advertising creation where uses pictures of world leaders kissing their opponents under the promise: Un-hate.  The campaign was launched this week in Italy, after Primer Minister Silvio Berlusconi was forced to step down for leading the country towards an imminent profound debt crisis and it is part of the brand’s social responsibility strategy.

The Un-Hate Foundation was created by United Colors Of Benetton to help building a more tolerant world.

http://unhate.benetton.com/

David Corzo for Vidalogo.  @Ricorzo

Occupy Madison Avenue?

A group of advertisers, after finding out they were the second least trusted professionals (after politicians) created StopTheAdness.org and interesting website where bad advertising practices are denounced and get a positive buzz around it.

StopTheAdness.org shows how some brands can come up with a huge number of bad ads without even considering that in the era of information, traditional media and traditional advertising as a tool to generate revenue need to reinvent themselves and also need to become more creative and funnier to attract targets that, thanks to the enormous diversity of media outlets are now more informed and more demanding.

http://www.facebook.com/StopAdness

David Corzo
@ricorzo

Branded Spears

In these days of free content, crowdsources and piracy, record companies have seen their profits go down dramatically.  This reduction in sales has made both artists and record companies look for new ways to compensate the smaller numbers in their bank accounts.

Artists are now forced to increase the number of countries they visit when they go on tour, benefiting fans in developing countries who before the Web, had to settle with seeing their favorite stars live only on DVD.

Another visible trend is the increment in product placements in music videos.  Brands appear to be subsidizing the entire industry by carefully locating their products inside the video, on the wrist of the singer,  in the garage of the hero or the feet of the sexy model that will (at some point of the video) show his/her perfectly ripped body.

But how do brands benefit from such exposure:

  1. The artist (if famous enough) can almost guarantee a number of followers who will see the video online, and many of these viewers will also share it with their networks.  It is certain that many of these viewers are not and may not become users of the brands, but the value of global awareness is incalculable.
  2. The video will also be aired on MTV, VH1 and thousands of other channels who also can provide brands with good numbers in terms of awareness.
  3. If, overall, the artist generates good buzz for himself, the brand will also be benefited from this possitive buzz.

Video: Criminal

Artist: Britney Spears

Products: Radiance (Britney’s own fragrance), Swarovski and a car brand I haven’t identified yet.

Video: Telephone

Artist: Lady Gaga

Products: HeartBeats, Virgin Mobile, Diet Coca Cola, POF.com, Polaroid.

David Corzo for Vidalogo

@Ricorzo.  Ricorzo.com