When Two Dismal Brands Come Together, Magic CAN Happen!

It was a dismal day at the Mariners – sitting all the way up in the nosebleed section with no one else around, staring through the rain at a baseball game that was not going well (surprise, surprise!). We were fairly miserable until a spunky, good looking girl in a bright pink T-Mobile shirt approached us and asked if we wanted to move down to better seats. We actually had to stop and think. Who just gives away better seats and swag for no good reason? It seemed too good to be true. But, after clarifying the parameters and making sure it wasn’t a joke, we were promptly escorted to the club section of the Mariners’ stadium and were treated like kings (and queens)! We got a free Mariners ball cap, a bright pink T-Mobile t-shirt that we were required to wear (one caveat but we didn’t mind!) and a pink gym bag. We couldn’t believe it! And then, to top it all off, inside the bag was a $50 gift certificate for food, drinks and swag in the stadium! It was fantastic – our bellies and butts were definitely happier on our new cushioned seats as we watched the Mariners loose. 

At the time, I was happy to be used by T-Mobile in their brand building social media stunt, and I was pumped to tell my friends about the incredible experience we had that night. It seemed that two bad brands: a less-than-stellar baseball team and a declining phone company, could actually make for a pretty good pair! But I have to say, inside I was laughing at T-Mobile for trying to manipulate us to have more positive attitudes toward their brand. I knew they had recently been struggling as a business because they didn’t have the iPhone, or even very good coverage to be honest. I had actually just switched from T-Mobile to Verizon a couple months prior because the phone service was so terrible in the U District. I definitely harbored, let’s just say, less than positive emotions towards T-Mobile due to that experience. I would tell anyone looking for a new phone plan to NEVER switch to T-Mobile.

But, after my experience with T-Mobile at the Mariners game, I actually did gain a new view of T-Mobile. My attitudes became much more positive to the brand, and I am now more likely to share my Mariners experience when talking about T-Mobile rather than the lack of phone coverage I had experienced as a customer. Plus, the brand got some “free” social media advertising from my sharing on Facebook. (See our free swag picture below!).

As a marketing student I knew what T-Mobile was attempting to do: create positive publicity, have fun, “goodwill” images to share on social media, and invite customers to have a positive experience with the brand to potentially switch carriers. I’m not sure if the sales promotion resulted in increased short term sales, and in fact it most likely did not make a huge difference, but I think this stunt was successful for building the T-Mobile brand, and I have to say “thank you” to T-Mobile for the awesome experience!

Go Bizarre or Go Home

For a long time, Wexley School for Girls was the only ad agency I knew of, not just in Seattle but in the entire industry. I first met the CEO, Ian Cohen, at a Lavin Entrepreneurship Program luncheon freshman year, and was so excited to learn that it was possible to be an entrepreneur in the advertising world. Just from the name, I hope you can infer that Wexley is not a normal advertising agency – in fact, they set out specifically to be crazy – and by breaking the norm are able to build the best brands in the business. Of course, only knowing this agency as a representation of all agencies in the industry gave me a skewed perspective on what advertising is all about, but I have to say – even as I have grown more knowledgeable about the ad world I only have fallen more in love with Wexley.

Wexley School for Girls was founded 8 years ago by Ian Cohen and Cal McAllister. These are two very energetic, highly-creative guys with a goal to be totally out there and  revolutionize advertising. You can visit their peculiar headquarters right on Blanchard and 5th in downtown Seattle – just look for the bright yellow wall with weird creatures painted in black. Although it really isn’t until you walk inside and feel as if you accidentally meandered into a Chinese restaurant, that you begin to understand the extent to which Wexley strives to be unique and different – all in the name of inspiring creativity for their clients. (And these aren’t boutique clients either – their portfolio includes Microsoft, UW, Nike, Ford, T-Mobile, and Rainier beer – among others!)

What makes this out-of-this-world agency my favorite in the business? Their visionary outlook on “igniting consumers love for brands” (as Wexley puts it). Do you know the Sounders? Yeah, you know the team that was pretty bad, and relatively ignored in Seattle for many years? Look at it now – the team packs out almost every game and the bright blue and green colors are a required part of your wardrobe if you want to be a true Seattleite. The entire “give us your full 90” campaign and every other beloved Sounders campaign was due to Wexley. They created one of the most loyal fan bases with ingenious billboard installations, gorilla marketing tactics, and even the choice of a fantastic color scheme. Plus, this is only one of the many successful campaigns they have executed over their illustrious 8 year career. I highly respect and admire Wexley for their inspired approach to every brand they work with, and I will even go as far as to claim they are one of the best agencies in the business for connecting with customers in this rapidly changing generation. The snotty NYC ad agencies can learn a thing or two from this lean, innovative agency making big changes all the way out here on the West Coast.

When Adults Can’t Help Themselves, Advertising Has To Go

You’ve all heard the advocates rallying to restrict advertising to children – and their arguments can be compelling, if a little too helicopter-mom inspired. But I am here today to argue that there are some areas of advertising that need to be regulated because even adults can be influenced from the couch: sometimes even more so than children. Where are adults most likely to get tripped up from convincing advertisements?  Fast food and politics. That’s right – it seems that adults in the US just simply can’t stay away from those Big Macs after seeing a slim 20-something woman enjoying one seductively on television. And political advertisements are even worse – they insult America’s democratic values and are only proliferating over time. With a second consecutive post complaining about some aspect of advertising, you might be led to believe that I am anti-advertising. In fact, I don’t blame the advertising agencies or even the companies for their ads in these two influential areas: instead, I think fast food and political commercials need to be taken off the air for consumers’ own good. 

Fast Food

I will come right out and say it: I don’t eat fast food. My college friends have tried to get me addicted (and I have gone to Taco Time a few times but don’t tell anyone!), but for the most part I avoid fast food like the plague. I therefore admit I already am predisposed to disliking the commercials, but my call for regulation of fast food advertising goes beyond my personal opinions. When I see a McDonald’s commercial come on I must say, I get a little hungry: and for those people who are already preset to crave those fatty, salty addictions, it is downright dangerous. Literally. Over 1/3 of the United States is obese. OVER 1/3!! At that point, obesity becomes more than just an aesthetic problem in the US and creates a serious burden on our healthcare system. NCCOR predicted that obesity will cost our healthcare system $224 billion by 2018.

How do these crazy numbers relate to advertising? Fast food is a main contributor to the obesity problem in the US, and it is obvious that even adult consumers just simply aren’t able to help themselves; even when their choices endanger their health. The advertising commercials for these extremely unhealthy options are persuasive largely because fast food chains have millions of dollars to spend and can afford awesome campaigns. Unfortunately, the result is even more millions spent by consumers and tax payers on healthcare.

The solution? Government regulated fast food advertising commercials. Fast food chains aren’t evil, and shouldn’t be restricted to the extent of cigarettes. However, the US government needs to put restrictions in place that help US consumers make better choices. First of all, companies should be required to put all calorie counts on some part of the TV screen while a food item is being displayed. Commercials should also be restricted to showing only packaged food (not unwrapped), and not be allowed to show actual consumption of the food on the advertisement. (Similar to how beer companies self-regulate). These government-instigated rules will help the consumer be more logical in their food choices, and cut government spending on healthcare due to obesity. Therefore, although it may sound far-fetched, regulating fast food advertising is imperative to fighting obesity in the US.

Political Commercials

Unlike fast food regulation, the great thing about arguing for regulation of political commercials is that almost all US citizens would agree with me: political advertisements are untruthful, annoying, and undemocratic and should be either heavily regulated or banned completely from our air waves. The problem? Our government would never vote such a law through congress. They love being able to spout lies about their opponents and preposterous accomplishments of their own in a vain tone of voice on national television – all in the hopes of winning votes. Is that really how our democratic system should function? Many adults aren’t educated or wise enough to make their own decisions when they vote, and will believe anything they see – and they are likely to see a lot of political ads on TV.

Political ads are an obvious epidemic and need to be regulated, but how is this going to be possible without government intervention? Citizens can’t boycott the government unless no one votes. (An option, but far-fetched). Production companies are unlikely to turn down these gigs because of the money it brings in. Without user, government or production company regulation, what is left? Television stations. That’s right – broadcast companies should take a stand against untruthful, illogical political commercials airing on their stations and tarnishing their reputations. I call for all broadcast companies to stop accepting any type of political advertisement. Wow – can you imagine how much better election season would be?!

Regulating any type of advertising is extremely difficult because so much money is involved – but when it comes to reviving the health of the American people and upholding our democratic values, it is time to step in and shut fast food and political advertising down. Because sometimes, even adults just can’t help themselves.

Until next time,

Claire

The Worst of the Worst – Commercials That Make You Hate Commercials

I’m starting this advertising adventure with the best opinion piece possible: a slammer on the worse commercials out there! Read on for the skinny on three commercials that are the reason I hate commercials. Check it out:

#1. The interesting thing about this commercial is I actually love the product – and the same is true for #2. In fact, the product is from a company that is known for being innovative and trendy. But I guess it is inevitable that the best of the best strike out occasionally. Are you ready for the big reveal? Drumroll please…Google Chrome! Check out the horrendous ad here. Let’s dissect this a little more. The commercial starts out with mostly blank space and the only human aspect is a little finger that pops on the screen for a second. After that, it progresses to playing music that should be reserved for only the most epic of circumstances – and what is happening in this situation? A little bouncing ball in mostly white space bumping around on hand-drawn devices with words you can’t even read. I almost want to uninstall Chrome on my computer after this! But…I love using Chrome way too much 🙂

#2. Ok, onto the next product I absolutely love: the Toyota Prius. Unfortunately, Toyota’s commercials are always disappointing – especially when they were attempting to come back from their recalls. I think Toyota could do very effective advertising, but they seriously lack creatively, which is epitomized in this ad. Again, this commercial features mostly blank space and…a continuously rotating car! Are you kidding me? Then we add in a good looking couple on a blue couch on the other half of the screen with some black-on-white text and fake smiles. Really people? This is obviously low budget and I seriously cannot believe that they would allow a commercial like this represent their brand. I guess the commercial represents Toyota’s money-saving value – but that is IT.

#3. Now for a product I don’t care about and whose commercials from years past are far, far below sub-par – and are extremely aggravating. I will give you a hint – talking duck with a high pitched quack? Yep – you guessed it – Aflac! Just the name is awful, and then they had to continue the mistake with their commercials. This one is just an example, but they are all so annoying I literally cringe. To be honest, the content really isn’t terrible – I don’t mind the real people acting in it or the content. But it is the duck quacking out “Aflac” in that notorious, high-pitched tone of his at the end of each ad that ends any good will I might have had for the commercial in the first place. I should add a caveat in here: although Aflac ads are still annoying today, they have created a creative, ongoing advertising campaign that involves a series of “physically therapy” for the injured duck. This is a smart way to keep people involved in the commercials just to see how the duck is doing, but, unfortunately, it doesn’t eliminate the irritating nature of the name Aflac itself.

The saving grace of these awful commercials? They make us appreciate the genuinely creative and entertaining commercials such as Mayhem Man that save the face of advertising for everyone who puts great commercials on air.

Until next time,

Claire