Ain’t This Georgia Lawyer’s Super Bowl Ad a Peach?

DrAdsforProfileWell the Doc opened up the old mailbag today and here’s what poured out.

Dear Dr. Ads,

I was just sittin’ there watchin’ the Super Bowl when this beauty popped on-screen.

 

 

Whiskey tango foxtrot, yeah Doc?

– Hoot ‘Lanta

Dear Hoot,

Fact #1: The annual Super Bowl broadcast traditionally includes some local commercials among the big-bucks TV spots.

Fact #2: We’ve never seen anything like this one.

From FishbowlNY:

The only thing that could possibly raise the ante of this incredible two-minute Savannah, GA area TV spot is if Matthew McConaughey had done the voiceover honors. Who knows, given the life story of the guy responsible for the ad, we may all be watching said indie flick or HBO movie a few years from now.

Per Deadspin’s Tom Ley, personal injury lawyer Jamie Casino did to the conventions of that professionl realm’s TV advertising over the weekend what the Seahawks hoisted from the opening snap on the Broncos . . .

Check out #CasinosLaw for further details.

Yo.

What’s This ‘Addressable Advertising’ Rumpus About?

DrAdsforProfileWell the Doc opened up the old mailbag today and here’s what poured out.

Dear Dr. Ads,

A case of suds is riding on this.Unknown-1

I saw the following item in Politico’s Playbook the other day:

“DIRECTV and DISH Revolutionize Political TV Advertising Landscape with Combined Addressable Advertising Platform Reaching 20+ Million Households” – Release: “DIRECTV and DISH Network … have joined forces to offer an addressable advertising platform of unprecedented scale and reach for political campaigns. The strategic relationship will allow participating statewide political campaigns to target their TV ads at the household level within 20+ million DIRECTV and DISH homes.” 

My buddy says addressable advertising means they’ll send a letter to your house.

I say it means they’ll send a letter to your work.

Who’s right, Doc?

– Direct Dish

Dear Direct Dish,

You’re both idiots.

Addressable advertising involves TV spots that are specifically targeted to individual households.

For example, downstairs from the Doc there’s a nice couple with two kids. When they watch television, they’ll see commercials for DisneyWorld and Flintstones vitamins and Carnival Cruises. When the old Doc watches TV upstairs, he’ll see ads for Marian Manor and Centrum Silver and Forest Hills Cemetery.

That’s addressable advertising.Unknown

According to the press release from the satellite TV companies, “[t]he DIRECTV-DISH arrangement will focus on political TV advertisements only, while the companies’ other media sales efforts will continue to operate independently.”

But that’s just the beginning. Addressable advertising is the Holy Grail, every brand’s wet dream of “marketing to an audience of one,” as they call it.

And, in turn, addressable advertising is every audience-of-one’s nightmare.

Yo.

 

Got Any Love for Bud’s ‘Puppy Love’ Ad?

DrAdsforProfileWell the Doc opened up the old mailbag today and here’s what poured out.

(Actual letter – tip o’ the pixel to Double One in the great American Heartland.)

Dear Dr. Ads,Budweiser_Ad_2_012914

So what do you think of the Budweiser “Puppy Love” ad for the Super Bowl?  Let’s hear it straight from the Dr’s mouth—yea or neigh?

Remember …not every horse lover is an a–.

Regards,
The old gray mare

Dear Old Gray Mare,

First let’s look at the ad in question.

 

 

Now don’t get mad at the Doc but  . . . this one doesn’t quite cut it.

No question the Clydesdales spots have been highlights throughout the Super Bowl years.

Just not this year.

Yo.

 

How Pretentious Is This iPad Air Spot?

cropped-dradsforarticles7.jpgWell the Doc opened up the old mailbag today and here’s what poured out.

Dear Dr. Ads,

I was just sitting there on Sunday watching the New England Patriots get shredded by the Denver Broncos when this iPad Air spot popped up:

 

 

Seriously?

– iDon’tGetIt

Dear iDon’t,

You mean you never watched Dead Poets Society where John Keating (played by Robin Williams) says to his students:

We don’t read and write poetry because it’s cute. We read and write poetry because we are members of the human race. And the human race is filled with passion. And medicine, law, business, engineering, these are noble pursuits and necessary to sustain life. But poetry, beauty, romance, love, these are what we stay alive for. To quote from Whitman, “O me! O life!… of the questions of these recurring; of the endless trains of the faithless… of cities filled with the foolish; what good amid these, O me, O life?” Answer. That you are here – that life exists, and identity; that the powerful play goes on and you may contribute a verse. That the powerful play *goes on* and you may contribute a verse. What will your verse be?

So you never saw this (tip o’ the pixel to ZDNet)?

 

 

You need to brush up on your Whitman, man. Or maybe just your Williams.

Yo.

 

What’s Up with the Adholes at Sports Illustrated?

DrAdsforProfileWell the Doc opened up the old mailbag today and here’s what poured out.

Dear Dr. Ads,

I was cruising around the Net and happened upon this Sports Illustrated piece – The writer and the puzzle: Richard Ben Cramer couldn’t crack A-Rod – at Longform. But when I clicked on the link, I got this:

 

Screen Shot 2014-01-17 at 2.06.53 PM

 

So I had to watch one of those spots before I could read the piece. But I didn’t.

Whaddaya think of that, Doc?

– Ad Nauseum

Dear Ad Nauseum,

I think it means I had to watch one of the spots instead. So I did. I watched the Picabo Street ad.

 

 

Which got me to this screen:

 

Screen Shot 2014-01-17 at 2.07.36 PM

 

Which got me to this screen:

 

Screen Shot 2014-01-17 at 2.28.37 PM

 

Which got me to the SI piece.

 

Screen Shot 2014-01-17 at 2.32.08 PM

 

Which I could tell you about. But I won’t.

Whaddaya think of that?

Yo.

Who Really Wrote “You Don’t Have to Be Jewish to Love Levy’s”?

DrAdsforProfileWell the Doc opened up the old mailbag today and here’s what poured out.

Dear Dr. Ads,

One of the legendary figures in the 1960s creative revolution on Madison Avenue – Judy Protas – died last week. According to the New York Times obituary, she wrote one of the most famous taglines in advertising history.

You don’t have to be Jewish to write an ad for rye bread that has endured in public memory for more than half a century, but in Judy Protas’s case it certainly didn’t hurt.dog-protas-obit-master180

As Ms. Protas, a retired advertising executive at Doyle Dane Bernbach who died on Tuesday at 91, well knew, a campaign spent selling rye bread to Jews would be a campaign squandered in preaching to the converted.

“We had a local bread, real Jewish bread, that was sold widely in Brooklyn to Jewish people,” she told The New York Times in 1979. “What we wanted to do was enlarge its public acceptance. Since New York is so mixed ethnically, we decided to spread the good word that way.”

And thus, from Ms. Protas’s largely anonymous pen sprang a slogan — “You don’t have to be Jewish to love Levy’s Real Jewish Rye” — that has far outlived the actual campaign, which began in 1961 and ran through the 1970s.

Then the Times obit says “[the] evocative tagline is often credited to William Bernbach, a founder of DDB, or to Phyllis Robinson, the agency’s chief copywriter.”

So what gives, Doc?

Banjo

Dear Banjo,

For starters, one of those crediting the tagline to Phyllis Robinson was the Times itself, which said this in her obituary:

Ms. Robinson was paired with an art director, Bob Gage, and together they produced ads for marketers like Orbach’s department store, Polaroid ROBINSON-obit-articleInlineinstant cameras and Levy’s breads. For Levy’s Real Jewish Rye, there were colorful posters. Some showed a slice of rye disappearing, bite by bite. The headline: “New York is eating it up!”

Other posters showed New Yorkers of various ethnicities eating sandwiches. The headline, which entered the vernacular: “You don’t have to be Jewish to love Levy’s Real Jewish Rye.”

But in the Protas obit, the Times appears to settle the issue: “[P] eriod newspaper accounts and contemporary archival sources make clear that the actual writing fell to Ms. Protas, who, working quietly and out of the limelight, set down those dozen durable words.”

Sorted.

In addition, Ms. Protas wrote this classic ad for Ohrbach’s (as described by DDB Chairman Emeritus Keith Reinhard):

[T]he creative revolution Bernbach ignited did not start with the moving image. It started in print. “I found out about Joan,” was the headline for an ad for Ohrbach’s, a retail outlet that was Bill’s first client. To me, it is the single most important ad of all time.

Ohrbachs_Joan_sm.jpg

Why? Not just because it was the first time a retailer branded its customers instead of itself — it was suddenly chic to be cheap and this was at least fifty years before Target. It was the most important ad of all time not just because of the irresistible juxtaposition of arresting visual (a cat, with a hat and a long cigarette holder) and catty headline, not even because it was one of the first and best examples of Bernbach’s idea that every ad, like every person or product, should have a distinct personality, but because it was Bernbach’s work for Ohrbach’s that several years later attracted the U.S. importers of a pugnacious little car from Germany. Because DDB’s work for Ohrbach’s attracted Volkswagen, whose introduction of the Beetle is universally regarded as the opening volley of the creative revolution I suggest that “I Found Out about Joan” for Ohrbach’s is the ad that truly changed advertising history.

DDB changed advertising history by changing advertising’s tone of voice. As James B. Twitchell wrote in Twenty Ads That Shook the World:

Many of DDB’s clients were Jewish, and they made no attempt to disguise it. They came up from he street, not down from the hill, from NYU, not Princeton. In fact, they flaunted grit. Outré became classé,which was no mean trick in a world still riddled with anti-Semitism.

So for Orbach’s [sic], a Manhattan clothing outlet, they advertised “high fashion at low prices” with copy lifted from the catty patois of the Catskills . . .

And as a final salute to Judy Protas, there’s this from Margalit Fox’s excellent Times obit:

For Cracker Jack, Ms. Protas wrote the lyrics to the company’s long-ubiquitous TV jingle, which in full (“lip-smackin’, whip-crackin’, paddy-whackin’, knickin’-knackin’, silver-rackin’, scoundrel-whackin’, cracker-jackin’ Cracker Jack”) has the trochaic rush of a Gilbert and Sullivan patter song.

Yo.

Have You Voted in the Doritos ‘Crash the Super Bowl’ Bakeoff?

DrAdsforProfileWell the Doc opened up the old mailbag today and here’s what poured out.

Dear Dr. Ads,

For the eighth year now, Doritos is holding its Crash the Super Bowl competition, in which the chipmaker solicits Super Bowl commercials from consumers and the consuming public gets to vote on which ones run during the big broadcast.

Things to know:

1) It’s a worldwide competition.

 

Screen Shot 2014-01-04 at 1.19.01 AM

 

2) There are five finalists left, and the voting ends sort of soon.

 

Screen Shot 2014-01-05 at 4.52.28 PM

 

How about it, Doc – cast your ballot yet?

– Nacho Nacho Man

Dear Nacho and etc.,

First off, a few facts. From NYSportsJournalism:

Two Of These Five Consumer-Generated Doritos Ads Will Crash The Super Bowl

January 2, 2014: Back in 2006, PepsiCo’s Frito Lay brand Doritos invited the public at large to create and submit ads that would compete against a bevy of others for the opportunity to air during Super Bowl XLI, which aired Feb. 4, 2007, on CBS.

In 2013, in anticipation of Super Bowl XLVIII, the ante has been upped by Doritios’ “Crash the Super Bowl,”  which is offering  a $1 million grand prize and the opportunity to work with Marvel Studios on the set of The Avengers: Age of Ultron.

And the five finalists:

• “Time Machine” by Ryan Andersen, Scottsdale, AZ: Jimmy is a kid who has invented a time machine, which runs on Doritos. Next door neighbor Mr. Smith gives it a try and finds himself “transported” to the future and an aged “Jimmy.”

• “Office Thief” by Chris Capel, Valencia, Calif.: An employee is accused of eating all of the break room Doritos.

• “The Cowboy Kid” by Amber Gill, Ladera Ranch, Calif.: A boy and his dog turn into the Lone Ranger and Silver to claim a bag of Doritos.

• “Breakroom Ostrich” by Eric Haviv, Atlanta: This one adds an ostrich to the mix when an office employee is blamed for eating all the break room Doritos and also leaving a big mess.

• “Finger Cleaner” by Thomas Noakes, Sydney, Australia: Billy, a garage mechanic, gets the Doritos dust off his fingers by using the “finger cleaner,” a hole in the wall that leads, unbeknownst to him, to a guy who licks fingers clean.

The last one is gross, the first one is a winner according to Ed Martin at MediaPost.

The Best Commercial Of Super Bowl XLVIII

We’re a month away from the Super Bowl — still the biggest television event of the year and still the premiere showcase for dozens of exciting new commercials, and already I have identified the ad that I think will be the best of this year’s bunch, simply because I doritos-superbowl-ads-b_1can’t imagine another one that will be as utterly disarming in its clever charm and heartfelt messaging.

Of course, it first has to make it into the Super Bowl telecast, which is easier said than done. It’s a civilian-made commercial for Doritos currently available on the Web page the brand has created to showcase the finalists in its 8th annual “Crash the Super Bowl” contest. The ad is titled “Time Machine,” and it is one of the five homemade spots considered the best in this year’s competition.

And it’s the best of the best, Martin says.

We’ll see.

Yo.

What’s Up with the E-Cig Emails?

DrAdsforProfileWell the Doc opened up the old mailbag today and here’s what poured out.

Dear Dr. Ads,

I checked my email yesterday and discovered this:

Hello friend

Merry christmas to you in advance. Thanks for your time.

Do you know e-pipe K1000? It is very hot now. Our company have NEW Product e-pipe K1000 kit in stock, You can find it is more beautiful and very cool. Do you like it? And we can offer you my best price with high quality . . .

What the e-heck is going on here, Doc?

– Johnny Smoke

Dear Johnny Smoke,

First thing you should know: Electronic cigarettes are a hot product and an even hotter political/policy issue.

The current default position? Ban them. Even though there are no proven harmful effects of e-cigs and no federal regulations restricting their distribution or marketing.

For a smart discussion of the current rumpus, check out this NPR Here & Now segment.

As for that email you got, here’s what the e-pipe K1000 website says:

Unique Feature for epipe k1000 ecig

1.quie E Pipe style201311271940261518252

2. Hold on 18350 Battery 900mAh capacity

3. Full mechanical mod

4.Matching 510 Threading,Varied Atomizer Available Like CE/eGo/Vivi Nova Series, X1, X8, x9

5. OEM Service is Offer. Welcome Enquiry and Purchasing

Whatever the hell all that means.

Got a 2013 Top Ten for Us, Doc?

DrAdsforProfileWell the Doc opened up the old mailbag today and here’s what poured out.

Dear Dr. Ads,

I’ve noticed that a lot of media outlets have picked their Top Whatever Ads of 2013 in recent days.

There’s Adweek’s Mostapalooza featuring The Ten Most Sexist Ads of 2013, The 10 Most Epic TV Promos of 2013, The Ten Most-Viral Ads of 2013, and The Ten Most Watched Ads on YouTube in 2013.

Then there’s USA Today’s Top 5 ads of 2013.

Among many others.

Any way you can sort this out for us, Doc?

– H.D. Dromedary

Dear H.D. Dromedary,

We’re guessing you’d be most interested in Adweek’s 10 Best Ads of 2013, which slots this spot at #4:

 

 

But – all due respect – we have to agree with Adweek’s choices for the top three.

Guinness Basketball:

 

 

RAM Farmer:

 

 

And #1, Dove Real Beauty Sketches:

 

 

That’s some moving marketing, yeah?

Yo.

What’s Up with the ‘Appreciative New Yorkers’ Bloomberg Brownnose Ad?

DrAdsforProfileWell the Doc opened up the old mailbag today and here’s what poured out.

Dear Dr. Ads,

Say, that’s some magnificent ad on the back page of Saturday’s New York Times A-section, yeah?

In case you missed it:

 

Screen Shot 2013-12-21 at 1.47.36 PM

 

Is that a beautiful record of accomplishments for a man to leave behind or what, Doc?

– Mickey B

Dear Mickey B,

Yeah, whatever.

First thing – all those boldface l‘s in the ad above? They’re not there in the print version.

Not to mention the ad overall is the worst piece of typesetting this side of Shakers, Glendale.

Representative sample:

 

Screen Shot 2013-12-21 at 1.51.15 PM

 

Do we have a double-f problem here or what?

Regardless, let’s look at the content of the ad close-up.

 

Screen Shot 2013-12-21 at 1.48.27 PM

 

Screen Shot 2013-12-21 at 1.49.12 PM

 

Screen Shot 2013-12-21 at 1.49.59 PM

 

As for those Appreciative New Yorkers, here’s what you get at #appreciativenewyorkers on Twitter, and here’s what comes up on Facebook (i.e. nothing).

Of course, there’s always appreciativenewyorkers@gmail.com.

Which the Doc assumes consists of one Michael Bloomberg.

Until proven otherwise.

Yo.