As a marketer, there’s a lot to like about this commercial for Gillette.
An enduring tagline that’s been used for years and works on many levels. “The Best A Man Can get” can refer to the product and the way a person feels when he uses the product, and it also works across several different products at once. And they’ve been using it forever, from back in the days when the gusty jingle singer belted it out in song. (some intrigue there; more on that later).
Their cast is diverse in many ways, from skin color to home country.
The music is ambitious.
And they seem to have a solid strategy: no matter who you are, from superstar to everyman, you have doubts inside you, and you have confidence inside you; these products will make you look and feel good so the confident side can win.
A lot going for this ad. I just wish I could like it.
Gillette has spent years using sports stars in their ads, and to their credit, they’ve used the best of the best, across the globe: Federer, Woods, Jeter, Henry…all champions in their respective sports.
People want to watch them and be like them.
I just wish Gillette would do something more interesting with them.
Ricky Rubio is an interesting new addition to the lineup, but these spots continue to follow a fairly uninspired formula.
They play a little sports, they mug with each other, they hit the sink and shave a little, and they come out looking really well groomed. They get the girls, too. They’re superstars and on the field and in the bathroom. And since they can win, you can win.
It must be working, because it doesn’t seem to be changing. At least the music is a little different; feels like they’re trying to update a bit and get away from the jingle-driven spots of their past.
That’s good stuff.
I couldn’t get this song out of my head for about seven years, it was so prevalent back in the ‘80’s and ‘90’s. What I didn’t know was that there was another “non-advertising” version, and there’s some controversy surrounding the question of which version is the original. What do you think?
Either way I think it’s stuck in my head for another seven years…
Saturday, July 25, 2009
Friday, July 17, 2009
Wow! No, sham-wow.
I have never hidden my love for Shamwow’s Vince, and this latest gem makes me want to profess my love for him by doing a little break dancing.
Saturday, July 11, 2009
Could this win the next Grand Prix at Cannes?
Probably not, because it’ll be such old news by next June. But oddly enough, it’s made possible by the little race going on just up the road in France, the Tour de Lance.
For most Americans, it might as well be called that. When he’s in it, we’re interested. When he’s off galavanting with the latest Hollywood Hottie du jour, he’s fun fodder for People magazine, but it doesn’t do a whole lot for Americans turning their attention to guys riding bikes in France.
I don’t know about you, but I’d rather watch Manny Ramirez than NOCENTINI Rinaldo. That’s how they roll with the surnames across the pond; last name first IN CAPS, first name last. NOCENTINI wears the yellow jersey right now by virtue of his performance in yesterday’s seventh stage, 224 kilometers through the Pyranees, covered in about 6 hours.
And you thought baseball games took too long.
Anyway.
The Americans who are probably most interested in Lance riding in the Tour are the fine folks in Beaverton, OR with the swooshes on their clothes. They’re also the people who now bring you Chalkbot.
You may have seen it already, but if not, take a look.
Saying it’s simple, smart, and a great way of promoting Nike as the thought leader in sports and causes would be stating the obvious. It also engages real people and pulls them in, gets them involved with very little effort (other than the time and brainwork needed to build the damn machine).
It may or may not win any huge awards next year in the South of France, but at least it'll help motivate more folks in our great land to watttchh mmmore bikknngng...
Oops, woah, fell asleep for a sec there while I was watching the bike race thing. Sorry. Won't happen again. Promise.
For most Americans, it might as well be called that. When he’s in it, we’re interested. When he’s off galavanting with the latest Hollywood Hottie du jour, he’s fun fodder for People magazine, but it doesn’t do a whole lot for Americans turning their attention to guys riding bikes in France.
I don’t know about you, but I’d rather watch Manny Ramirez than NOCENTINI Rinaldo. That’s how they roll with the surnames across the pond; last name first IN CAPS, first name last. NOCENTINI wears the yellow jersey right now by virtue of his performance in yesterday’s seventh stage, 224 kilometers through the Pyranees, covered in about 6 hours.
And you thought baseball games took too long.
Anyway.
The Americans who are probably most interested in Lance riding in the Tour are the fine folks in Beaverton, OR with the swooshes on their clothes. They’re also the people who now bring you Chalkbot.
You may have seen it already, but if not, take a look.
Saying it’s simple, smart, and a great way of promoting Nike as the thought leader in sports and causes would be stating the obvious. It also engages real people and pulls them in, gets them involved with very little effort (other than the time and brainwork needed to build the damn machine).
It may or may not win any huge awards next year in the South of France, but at least it'll help motivate more folks in our great land to watttchh mmmore bikknngng...
Oops, woah, fell asleep for a sec there while I was watching the bike race thing. Sorry. Won't happen again. Promise.
Friday, July 3, 2009
Time Out for a laugh
Despite all kinds of basketball and hockey free agent news, the Cubs playing a pivotal series against the Brewers (please call me if you'd like to give me tickets for Saturday's game), and lots and lots of travel baseball in my world, let's take a breather from sports to enjoy a good guffaw.
This is what makes this country great. Happy fourth of July.
This is what makes this country great. Happy fourth of July.
Wednesday, July 1, 2009
In awe of Lance
Once again, Nike and Lance Armstrong have found a way to inspire us.
Powerful. Gripping. The images are singular and relentless in their ability to make you feel sympathy for these courageous people; the music grabs your heart and twists and wrenches it, as it climaxes with pounding drumbeats. The ending is surprising and compelling.
It provides a fascinating contrast to a thematically similar commercial done several years earlier, also featuring Lance and with Nike as it’s sponsor.
No music that builds to a climax, no images of anyone battling a terrible disease. Just a very vulnerable, very determined young athlete.
But so powerful. So inspiring.
The twist here, of course, is that he did exactly what he promised, despite cancer in his testicles, abdomen, lungs, and brain. He beat the disease, he rode again as a professional cyclist, and he did pretty well.
More inspiring than the new spot? Who’s to say. They’re both amazing. But I will say this:
In the new spot, the tone in his voice feels different. His attitude towards humanity feels different. He just seems tired.
In each of the spots, Lance is at the center of what inspires us. And he does inspire us.
But in the new spot, his voice seems affected by his years of being chased by paparazzi, accused of doping, and living the life of a true rock-star-dating, tabloid-filling celebrity, who has left cycling behind and transcended the world of sports to become a bigger than life figure, for better or worse.
And it comes off as just slightly less sincere. To me, it doesn’t seem as fresh as this spot, done as part of the same campaign.
Now, don’t get me wrong. I am awed by Lance Armstrong and the things he has accomplished since his cancer announcement of October, 1996: he won the Tour de France seven times, and he raised both awareness and enormous sums of money for cancer and cancer research. He ran the New York and Boston Marathons.
And perhaps most incredible, he fathered a son, Max, through natural conception, just under a month ago, even though it was assumed that it could never happen.
This guy is incredible. He is truly special.
But being the sportsguy that I am, the Lance Armstrong I like most is the less famous, pre-Sheryl, more hard-core athlete. The guy who did a This is Sportscenter commercial that’s arguably one of the best ever made.
Not in the same class as the ads above, but for people who create great sports marketing, work this good is pretty damn inspiring.
Powerful. Gripping. The images are singular and relentless in their ability to make you feel sympathy for these courageous people; the music grabs your heart and twists and wrenches it, as it climaxes with pounding drumbeats. The ending is surprising and compelling.
It provides a fascinating contrast to a thematically similar commercial done several years earlier, also featuring Lance and with Nike as it’s sponsor.
No music that builds to a climax, no images of anyone battling a terrible disease. Just a very vulnerable, very determined young athlete.
But so powerful. So inspiring.
The twist here, of course, is that he did exactly what he promised, despite cancer in his testicles, abdomen, lungs, and brain. He beat the disease, he rode again as a professional cyclist, and he did pretty well.
More inspiring than the new spot? Who’s to say. They’re both amazing. But I will say this:
In the new spot, the tone in his voice feels different. His attitude towards humanity feels different. He just seems tired.
In each of the spots, Lance is at the center of what inspires us. And he does inspire us.
But in the new spot, his voice seems affected by his years of being chased by paparazzi, accused of doping, and living the life of a true rock-star-dating, tabloid-filling celebrity, who has left cycling behind and transcended the world of sports to become a bigger than life figure, for better or worse.
And it comes off as just slightly less sincere. To me, it doesn’t seem as fresh as this spot, done as part of the same campaign.
Now, don’t get me wrong. I am awed by Lance Armstrong and the things he has accomplished since his cancer announcement of October, 1996: he won the Tour de France seven times, and he raised both awareness and enormous sums of money for cancer and cancer research. He ran the New York and Boston Marathons.
And perhaps most incredible, he fathered a son, Max, through natural conception, just under a month ago, even though it was assumed that it could never happen.
This guy is incredible. He is truly special.
But being the sportsguy that I am, the Lance Armstrong I like most is the less famous, pre-Sheryl, more hard-core athlete. The guy who did a This is Sportscenter commercial that’s arguably one of the best ever made.
Not in the same class as the ads above, but for people who create great sports marketing, work this good is pretty damn inspiring.
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