The past week has provided a few notable redesigns of popular web services, including Squarespace and MailChimp. It’s interesting to note the visual similarities in how they have chosen to present themselves: photographed tableaus with props around laptops, tablets, and phones.
It traffics only in different, better, more fulfilled versions of you. That’s why it’s so miserably effective: an ad can adopt the stance of leading you toward your own best interests. But a brand-centric movie is stuck pretending its purpose is to entertain, even if its job was done the moment it got you through the door, $13.50 lighter.
In that sense, TV ads are truly native; the way you consume a TV ad is the same as the way you consume a TV show. Similarly, long copy print ads are native, for the same reason. And the ultimate native ads are the glossy fashion ads in Vogue: in most cases, they’re better than the editorial, and as a result, readers spend as much time with the ads — if not more — as they do with the edit.
Fashion magazines are such a good racket. Love that junk.
Tyler and the Clancys’ 4 Strike management group recently started a new creative agency called Camp Flog Gnaw, which aims to lend Tyler’s brain to companies that want to engage the youth demographic. The first fruit of the new enterprise is a partnership with Mountain Dew, for whom Tyler has directed four left-of-center TV commercials starring a talking goat named Felicia. “The agency is a way to stay true to Tyler and not do endorsements, but to allow companies to use his creative energy,” Clancy says. “There’s a demographic out there that corporate America has lost, but Tyler has managed to build a brand around it.”
This strikes me as a bit more savvy and way more interesting than becoming creative director of Blackberry or Intel or something…
I discovered Phantogram’s music by chance, on a popup ad on the computer. I’m closing out of a ‘You have just won a prize’ screen and “Mouth Full of Diamonds” came on and I Shazamed it, bought the song, then invited them to Stankonia.
A trend I had noticed in nearly every book I’d seen in the last year: They never say what they’re about. Almost as a rule, hardcover books (and increasingly e-books) favor laudatory “blurbs” over descriptions–opting for short quotes from important authors, CEOs, celebrities, or media outlets to make their case.
Results? 0.049% CTR vs. 0.137% CTR in favor of the shit ad in Microsoft Paint. I also tested speed lines vs. no speed lines behind the car and speed lines won LOL. So what does this prove? Every idea that you have is worth testing, no matter how crappy you think it is.
Ads lift us above the other people who are duped by them. That is part of how they persuade us. […] We are hailed by ads only under the pretense that we are observing someone else being hailed (someone who turns out to become us).
It is hardly surprising to find that the two areas of human enterprise most concerned with sincerity as opposed to truth–namely, politics and advertising–are also the two areas most steeped in bullshit. Or would it be better to say that politics and advertising are the two areas most concerned with the appearance of authenticity? This might be a distinction without a difference.
We do not tolerate people that talk or text in the theater. In fact, before every film, we have several warnings on screen to prevent such happenings. Occasionally, someone doesn’t follow the rules, and we do, in fact, kick their asses out of our theater. This video is an actual voicemail from a woman that was kicked out of one of our Austin theaters. Thanks, anonymous woman, for being awesome.
The same goes for other brands: Timberland and Courvoisier, Versace and Maybach. We gave those brands a narrative, which is one of the reasons anyone buys anything: not just to own a product, but to become part of a story. […] It wasn’t just a premium champagne anymore — it was a prop in an exciting story, a portal into a whole world. Just by drinking it, we infused their product with our story, an ingredient that they could never bottle on their own.