Comments

• 

  written on 10-Aug-2009

  Lupa says:

  GREAT video Russ!!! lol
  Good start of the week!!!

• 

  written on 11-Aug-2009

  russell.volckmann says:

  Hi Lupa, happy Monday!
  
  I think Craig Ferguson's story is a great humorous look at advertising and marketing over the past 50 years. Youth sells, but do advertisers need to aggrandize inexperience, and poor judgment in the process? Can youth, beauty, experience, and astute thinking coexist in advertising campaigns? Or do ads need to appeal to the lowest common denominator in order to be successful? Will audiences listen?

• 

  written on 13-Aug-2009

  Lupa says:

  Yes Russ, I think they can coexist... it´s difficult but not impossible.
  And I think that this strategy of using youth and beauty in ads, is helping some brands -in some way-, building loyalty in future generations. For example, brands like Pepsi, using spokesperson (or "spokes-singers")... remember this ad?:
  http://www.youtube.com/watch?v=f58WXgoSWwY
  Or sometimes, when brands want to "re-invent" themselves:
  http://www.youtube.com/watch?v=f58WXgoSWwY
  What do you think?

• 

  written on 13-Aug-2009

  Lupa says:

  sorry! here is my second example:
  
  http://www.youtube.com/watch?v=MMI-3DAX-3I

• 

  written on 14-Aug-2009

  russell.volckmann says:

  Lupa thanks for the response and ad videos...
  
  Pepsi... Spice Girls. OK, entertaining ad.
  
  Adidas message: urban youth goes to suburban house with pool, skateboards, drinking (alcohol implied), diving into pool with clothes on, 100s of people trashing a house, implied sex in a bathtub, painting on the wall, silly string everywhere, body tattoos... the only thing we didn't see was drug use, but fully expected to see it given the crowd... people having fun at the expense of the home's owner, and other people. Consideration for other people, like the neighbors? Again looks like the appeal is inner city youth behaving badly... in some cases Craig Ferguson's idea of 'youth stupidly' is aggrandized.
  
  Entertaining to some people, maybe... but what message is Adidas saying to the world? Still looking for the experience and astute thinking part. Still looking for sustainable and responsible values. Still looking for the part that is helping society.

• 

  written on 14-Aug-2009

  russell.volckmann says:

  ... the point is that the short term outlook of increasing business by advertising shock value will likely hurt the Adidas brand in the long term. This is probably one reason Nike holds about a 40% market share in the world compared to Adidas 8%. Nike has held firm to its messaging and branding, staying focused on sports—across the board in terms of age demographics. Adidas? Well, what do they stand for? Here's a typical Nike ad example:

• 

  written on 18-Aug-2009

  Lupa says:

  Total agree with you Russ! I didn´t like that Adidas ad very much (only the music). Always talking about sport-brands, I think Puma also wants to reinvent itself using young people in it´s commercials, but the result is quite different:

  good holidays!!! I´ll be waiting for your nice photos!!! :)

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