Friday, April 13, 2012

Nike runs circles around Asics

After yesterdays anti-viral ad, I thought I'd share one that actually works from Nike.

Why has Nike's video received almost two million views in just 4 days when Avia's will be lucky to break five digits ever? Here are a few thoughts.
  1. The Nike video doesn't look like an ad. Yes, it's clearly sponsored and there are logos throughout the film, but it doesn't resemble anything that would appear between sitcoms on CBS.
  2. It has a compelling story. The film makers had an approved concept. Rather than follow through on it, however, they took Nike's money and went around the world making a completely different video, living the promise of the product "Make it count."
  3. It fulfills a fantasy. Who hasn't dreamt of just getting on a plane and going wherever the mood strikes (bonus point to the crew for getting someone else to pay for it).
  4. It's inspirational. Between the quotations and the images, the film makes you want to get off your ass and do something.
  5. It's authentic. Unlike the staged scenes in the Avia clips, we see adventure unfold before us, just as the film makers did.
If you want people to talk about you, don't make rational arguments. Appeal to their emotion. Make them laugh. Make them cry. Make them say, "damn, I wish that were me." Then, maybe then they'll hit the share button and post your content on their blogs and Facebook timelines.

Thursday, April 12, 2012

Anti-viral advertising

Asics, the shoe manufacturer that's more well known to crossword puzzlers than it is to athletes, is trying to change that through a series of web video tests. Like the one below.

While I like the effort, especially the creative use of the Honda Trail minibike, Asics won't be solving its awareness problem with these videos. They have been online for more than two weeks and the most popular still has fewer than 3,000 views.

If you're going to become famous you have to do one of two things. Spend a boatload of money like Nike does, or be remarkable like John West and create video that rewards people for watching and makes people happy when they share it.

With all the video that's out there, being good just isn't good enough.

Tuesday, April 10, 2012

Chevy goes deep

Even though I live in Wisconsin, I'm a Detroit Tigers fan. Those who know me, know why.

I'm also a Chevrolet fan having written commercials for the brand in the 1980s. It's not surprising then, that I find these low key spots charming.

I just hope they're as effective on people who don't share my history with both organizations.

Monday, April 9, 2012

A nation of skeptics

It can't be done.

That's a dumb idea.
No one's ever tried that before.
Prove it.
Show me where that's been successful before.
If it's a good idea, why isn't someone else already doing it?
I don't believe you.

This world has always been – and will always be – built by people who don't listen to critics, who don't take "no" for an answer, who believe more in themselves than the voices of a thousand skeptics.

It takes a brave person to shout "yes" while everyone else is whispering "no."

Be brave.