I’m just like the rest of you, hunkered down watching Anderson Cooper talk to 22-year-old Harvard researchers predicting a two-year nightmare of mask wearing and hearing reports from Los Angeles Mayor Eric Garcetti tell us that the Hollywood Bowl is closed this year and we won’t have sports until 2021. No exactly what I was looking for in 2020, that’s for sure.

A 1910 advertisement from Ma Bell.

A few weeks ago, spending was up up up in the media world with all of us Ad Men scrambling to understand the effectiveness analytics and reach our target audiences with bull’s-eye precision. Brands like Miller were still touting good times centered around cold brews, KFC pushing “finger lickin’ good” chicken like a drug dealers marching sentry in Baltimore, and the Charmin Bears were touting the brands delivered the cleanest bums.

These days when you turn on the TV—and for many of us the TV is on nearly 24 hours a day—all you see are COVID-19 tribute commercials. This represents quite a pivot in our socially distant coronavirus live where ad agencies and their clients are facing an unparalleled level of ambiguity. The Interactive Advertising Bureau reports that 70+ per cent of brands, media planners, and media buyers believe that the coronavirus will have a larger advertising influence than the 2008 financial crisis. Although you probably feel different watching television, but overall expenditures on traditional media (Radio/TV) is down almost 40% from what and digital advertising was down a third from what agencies had expected to spend at the start of the buying year.

But the folks at Nielsen have some data that supports our general feelings. Their data shows that when people are forced to stay inside (weather, illness, etc.), they watch around 60% more content than they usually do. And, the major brands took note, replacing their ad campaigns that were in rotation and replacing them with relevant coronavirus-centered content. Citibank is celebrating our heroes, Uber is thanking us for not using their service, Papa John’s is touting contactless pizzas, while Captain Obvious from Hotels.com reminds us of the obvious: Just stay home.

Currently, like all film production, commercial shooting has been locked down during the pandemic. Even so, brands haven’t stopped re-purposing content or using new footage provided from their staff’s family or shooting single camera B-roll to re-imagine their messaging and stay in front of millions in this ever growing television audiences and everyone scrolling through digital platforms nearly every waking moment of every waking day. Brands, even those not considered essential or shuttered, are finding ways to enter the COVID-19 conversation with their spending power.

A March 2020 survey by GlobalWebIndex asked internet users in 13 markets whether brands should continue advertising as normal. Nearly four in 10 US respondents ages 16 to 64 agreed, and a similar share (35%) were neutral, compared with 28% who disagreed. (The global results were on par with those in the US, at 37%, 36% and 27%, respectively.)

So until we are freed up a little bit or things re-open or another controversy arises, get ready for a steady stream of alarming medical news, wearing masks to the grocery stores, and commercial gems like these…

Apple

Citibank

Dunkin’ Donuts

Fitbit

Walmart

Go Daddy

Amazon

The post The COVID-19 Commercial Pivot appeared first on Media Guy Struggles.

How to slow down your life…right now…just as soon as I see what my Starbucks name is…

In what is definitely solid proof that the Internet (and Starbucks for that matter) is a place of endless possibilities, some brilliant dude or dudette has created a name generator that simulates the experience of having your name name misspelled on a Starbucks drink cup. Here’s mine:

Now that we have that squared away, and we are enjoying some java forms, have you ever thought of other ways to embrace the moment? Yeah, I know I am sounding like some seventies guru in a tunic, but the last episodes of Mad Men have me looking in the mirror. I mean after Megan went nuclear on Don with her “aging, sloppy, selfish” rant, I’ve been itching to write my own $1 million check. But how? Perhaps living in the now is the key. Let me give you an example…


It’s finally Friday night, the beginning of a weekend of freedom, which also happens to include your birthday. Your family, friends and spouse all have celebratory plans for you.


You have a rewarding career and a network of beautiful people who want to rejoice in your life. As you walk out to your car to officially kickoff the fun, a giddy thrill washes over you.

Live in the now and you might avoid this look! photo: Justina Mintz/AMC

But as you click the seatbelt into place, rather than sitting in awe of how lucky you are, a list of concerns begin worming their way into your consciousness: “I need gas, but the conveniently located gas station charges more than others … I hope it’s not a surprise party … Maybe I should get the beverages I like before going home … I haven’t been to the gym all  week … Did I pay the electric bill?”


And so it goes.


“I think we’ve all had this experience, which often has us psychically living 30 minutes into the future – no matter how great the present circumstances might be,” says Steve Gilliland, a member of the Speaker Hall of Fame and author of the widely acclaimed “Enjoy The Ride,” for which he is set to publish a follow-up (“Detour, Developing the Mindset to Navigate Life’s Turns”) that will be released in May 2015.


“Are we doomed to this torrent of noise which distracts us from enjoying our life? We don’t have to be.”


Don’t live your life 30 minutes ahead of the present. If you won’t live your life now, in the present, then who will?


An older man came up to me, grabbed my hand, and said he wished he’d heard me speak decades ago,” Gilliland says. “After I asked why, he said that when he was eating lunch on break or dinner with his family, he was always thinking about what he had to do after the meal, which represented his daily life. ‘At the age of 97,’ he said, ‘I’ve officially lived my life 30 minutes ahead’ – 30 minutes ahead of whatever he was doing at the moment.”

• Live more! It’s better than crying before you’re hurt. Don’t put your umbrella up until it rains. Worry restricts your ability to think and act effectively, and it forces you to mortgage fear and anxiety about something that may never occur. Laughter is the opposite. When you laugh, you’re living almost completely in the moment and it’s one of the best feelings you can have.
• No one can ruin your day without your permission. As much as we cannot control in life – our genes, our past and what has led up to today – there is much control we may take upon ourselves. Today, for example, we can understand that life picks on everyone, so when the going gets tough, we don’t have to take it personally. When we do take misfortune personally, we tend to obsess, giving a legacy to something that may make you a day poorer in life.
• Cure your destination disease. Live more for today, less for tomorrow, and never about yesterday. How? You might have to repeatedly remind yourself that yesterday is gone forever, yet we perpetually have to deal with now, so why not live it? And what if tomorrow never occurs? There is a difference between working toward the future, which is inherently enjoyable in light of hope, and living in an unrealistic future that remains perpetually elusive. If tomorrow never comes, would you be satisfied with the way today ended?

“It is not how you start in life and it is not how you finish,” Gilliland says. “The true joy of life is in the trip, so enjoy the ride!”


————-


 AD OF THE WEEK


A new feature that I am adding is the “Ad of the Week” (or month or whatever) that highlights some of the best work in the world. 


Most of you have seen the iconic Pulp Fiction scene where Butch Coolidge (Bruce Willis) has a flashback. The scene shows the time when his deceased father’s fellow POW Christopher Walken brings Butch his father’s watch. You know the watch that was smuggled in with some, er, uh delicate and dedicated hiding. This one is actually a parody of the Apple Watch commercials narrated by Walken. Enjoy.

The post Slow Down appeared first on Media Guy Struggles.

“Can you whip out the logo for new client today?!”

Are you kidding me? “Whip out a logo?” It’s not as easy as it looks. Every person from the CEO to the janitor gets to weigh in on the new brand identity. It’s simple, right? Think again.

There’s more to whipping out a logo than playing in PhotoShop, slapping a name on a circle and calling it a day. Just because Nike swindled Carolyn Davidson out of her $35 was super efficient in the purchase of their Swoosh Logo in 1971 doesn’t mean they grow on trees (or in college computer labs)**.

Impact is job one of a logo. The subtleties come from special training and a sharp visual eye. Some of this you can learn and some of it, quite frankly, you have to be born with.

“Born with” you ask?

Take a look at some of these logos. They are instantly recognizable. But do you know the real stories behind them? Some of them might surprise you…

BASKIN ROBBINS
We all know and adore Baskin Robbins’ ice cream, founded in 1945 in California by Mr. Baskin and Mrs. Robbins. Their slogan has changed many times over the years, but it often mentions their famous 31 flavors: “31 Flavors of Fun,” “31 Flavors at Their Best,” “Trust 31” and “Celebrate 31,” just to name a few. In the logo, you can also see the number ’31’ in pink in the Baskin Robbins logo, just one of many stories behind famous logos.

APPLE
The Apple logo is well-known worldwide, but did you know that it was created because Steve Jobs had just come back from an apple farm after starting a fruitarian diet? The Apple logo was first rainbow-colored to show that Apple products could create color graphics. The bite was taken out of the apple because Steve Jobs was worried that people would think it was a cherry!

NIKE
The logo for Nike, otherwise known as the ‘swoosh,’ was created by a lady called **Carolyn Davidson in 1971, after she was chosen while working on a graphic design assignment at school. She wasn’t initially happy with the design, stating, “I don’t love it, but it will grow on me.” She was paid $35 for the design, which is crazy considering what it would be worth today!

STARBUCKS
If you look at the original design of the Starbucks logo, you might be shocked – it’s a shirtless mermaid with two tails sitting in a surprisingly sexual way! It is thought that the mermaid is one from Greek mythology. This mermaid design was often criticized due to its sexual nature, so it was adapted and changed to what it is today.

CHUPA CHUPS
The logo for the famous lollipop brand, Chupa Chups, was designed by the wacky painter known for his melting clocks, Salvador Dali, in 1969. The colous for the design were taken from the Spanish flag, because the name ‘Chupa Chups’ comes from the Spanish word chapur, meaning ‘to suck.’ The logo was designed in an hour while Dali sat in a cafe with a friend.

MERCEDES BENZ
Essentially, the Mercedes Benz logo was designed to tell everyone how wonderful they are! The three points on the logo are meant to represent three elements – water, air and earth – and Mercedes Benz’s dominance over all three (due to their boats, airplanes and cars). Modest!

It’s easy to see these logos every day of your life, but be so unaware of how they came to be! There are so many interesting stories behind all kinds of famous logos, it’s definitely worth checking them out. Did you know any of these? Which other logo origins do you know of?

PEPSI
The colors in the Pepsi logo are meant to represent the colors on the American flag, showing the company’s patriotism and pride. That’s not the end of it, however – apparently the Pepsi logo represents feng shui, the Pythagorean theorem, Einstein’s theories, the Earth’s magnetic field and so much more. How? Your guess is as good as mine.

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