Most of the time I write about a study or survey and how the findings may impact a marketer or advertiser or brand manager, brand manager or your local butcher.
But generally I like to dive into a study or survey and dissect its findings or I’ll interview a C-level person or essentially anything related to advertising, marketing, branding and social media – and the potential confluence therein.
However, I am a creative person at heart, a writer specifically. Can’t draw a stick figure to save my life. I have a deep appreciation and respect for quality (IMHO) creative. The kind of creative work that makes me sit up and take notice in admiration and appreciation.
Having said that I want to share with you three (3) examples of recent creative work that I found to be first rate, top notch and downright entertaining.
The first is for/from K-Mart who decided to take advantage of the fact that – according to the National Retail Federation almost 36 percent of Americans say their biggest source of Halloween costume inspiration comes from what they see in retail stores or costumer shops.
They, along with their agency, created an ad in the parking lot of Kmart’s Addison and Kimball location in Chicago and invited the neighborhood to watch dancer and America’s Got Talent contestant Monternez “Monty” Rezell, from the Chicago Hip Hop dance crew Stick and Move, dance his way through eight hours of costume changes. Why eight hours? Because that’s what it would take to set the Guinness World Record for most costume changes. Each costume consisted of at least three pieces, and Monty needed to change into each costume unassisted and remain in it for at least 5 seconds.
Monty danced, posed and dressed his way into the record book. Monty succeeded in breaking the Guinness World Record for most costume changes in an 8 hour period. Kmart’s large selection of 3,000 Halloween costumes and accessories supported this world record effort.
Not a lot of hits on YouTube, yet but it’s only been up about a week. Either way, I think it’s brilliant.
Next is a series of ads from Adobe. The first spot deals directly with the utterly ridiculous widespread use of marketing jargon or buzz phrases that far too many marketers are prone to use and you’ll see the consequences of using said vernacular.
This next one shows a CMO slapping a fellow exec for having the audacity to claim that “measuring ROI on social media is a myth.” Sure enough the slap-riddled exec eventually comes around to see the proverbial light.
Ann Lewnes, chief marketing officer at Adobe Systems told the New York Times that the language used in the spots is “a bold and provocative way to get attention.” And she clearly realizes the need to stand out from her competitors also adding “… in this crowded space, with a lot of competition, the intent is to break through, jolt the market.”
The final piece of creative I want to share is not an ad per se, at least I don’t think it is. It’s more of a PR stunt or idea that I think is truly fabulous and brilliant and executed flawlessly.
It’s a promotional tie-in between Coke Zero and the new James Bond movie, Skyfall. From the YouTube posting:
“Coke Zero challenged unsuspecting train passengers to unlock the 007 in them for their chance to win exclusive tickets for the new James Bond movie SKYFALL. However, the exclusive tickets weren’t free. People had to go the extra mile and unlock their inner 007 in less than 70 seconds to win.”
I have to tell you as a creative, I would have loved to have worked on any or all of these spots for the simple reason they are fun; they are different; they are what creative should be, again IMHO.
I know that good creative is only good if it moves product, sells stuff and so on. I get that. And the jury is still out to see if any of these will be considered financially beneficial to the respective advertisers but for right now, let’s bask in the glow of some killer creative, shall we?
Named one of the Top 100 Influencers In Social Media (#41) by Social Technology Review and a Top 50 Social Media Blogger by Kred, Steve Olenski is a senior content strategist at Responsys, a leading global provider of on-demand email and cross-channel marketing solutions.