Is Louis Vuitton Just Dreaming That Its ‘Towards a Dream’ Ads Will Work?

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

Dear Dr. Ads,

There I was, minding my own business and reading the Wall Street Journal the other day, when I came across this full-page ad for Louis Vuitton.

Wait, what? Luggage with legs? What’s gonna happen to all the Sky Caps, Doc? How are they supposed to make a living when bags move themselves?

– Sky Cop

Dear Sky Cop,

Here’s what Louis Vuitton’s website says about that print ad.

With its unique aesthetic and historic monuments, France’s tidal island Mont Saint-Michel serves as the backdrop, welcoming a group of local children to frolic on the shoreline. With an exhilarating sense of joy, they embark on an imaginary odyssey, embodying a future where anything is possible.

As for the whole Towards a Dream campaign, here’s the official LV-Speak describing it.

At Louis Vuitton, the Spirit of Travel goes beyond discovering a physical destination, it also sparks curiosity for what lies within. The Maison’s core values come alive in a far-reaching journey to dreamlike settings around the globe. Captured by Viviane Sassen, the images are an evocative ode to the inner child, set free in a reverie of otherworldly beauty and infinite possibility.

Like this.

And this.

Evocative odes to the inner child aside, this is not grocery shopping, people – which, as the Wall Street Journal’s Jaewon Kang reported yesterday, is all about a race to the cheapest.

Well-known brand names and flashy ad campaigns are no longer enough to command U.S. consumers’ loyalty in grocery stores, retail executives said. As inflation spreads and stretched supply chains leave gaps on shelves, shoppers are becoming increasingly fickle, with availability and price determining what goes into their shopping carts.

Louis Vuitton, by contrast, is all about a race to the longest lines possible outside its retail stores.

Representative samples.

So for anyone who thinks Louis Vuitton’s ad campaign is just dreamcasting . . .

Dream on.

Is the New MoonSwatch Collection Really ‘An Abomination’?

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

Dear Dr. Ads,

There I was, minding my own business and reading Jonathan V. Last’s Triad newsletter at The Bulwark, when I came across this item.

3. Watch Talk

It’s been a while since and I know that this if [sic] frivolous, but this just happened:

I have no words.

Taking the iconic Speedmaster Professional—the watch that went to the frickin’ moon—and turning it into a candy-colored hunk of plastic quartz . . . this is an abomination. An offense against God and nature. It’s like the Louvre partnering with Oscar Mayer to sell a Bologna Lisa.

So here’s my question, Doc: Do you want to see the Bologna Lisa as badly as I do?

– Swatched at Birth

Dear Swatched,

We’ll get to the art part shortly but first, commerce.

Here’s the full-page ad that ran in yesterday’s Wall Street Journal.

And here’s the press release from Swatch.

Swatch and Omega come together for an innovative take on the legendary Speedmaster Moonwatch.

Outer space inspires a new collection of eleven BIOCERAMIC watches named after planetary bodies that will have you reaching for the stars.

The Omega Speedmaster Moonwatch is legendary and a must-have for collectors. BIOCERAMIC Moon-Swatch collection makes the iconic design accessible to fans everywhere.

The Doc assumes that JVL would like nothing better than to stick the whole thing in a Falcon Heavy and fire it into the sun, but he’s distinctly in the minority according to this Gear Patrol piece by the site’s watch writer, Zen Love (apparently his real name).

This Omega x Swatch Collab Is Breaking the Internet

An unexpected collaboration has watch fans over the moon. Omega and Swatch have teamed up to offer a collection of 11 models of what they’re calling the MoonSwatch. Recreating the exact proportions and design of the famous Omega Speedmaster Moonwatch, these are quartz watches in Bioceramic cases…and they cost $260.

Yeah, tell that to JVL.

(Not to get technical about it, but Mr. Love never does explain exactly how the MoonSwatch is breaking  the Internet.)

As for the Bologna Lisa, the Doc did find a bunch of Lisa Bolognas, but none of them seem to have an enigmatic smile. Your punchline goes here.

Shouldn’t Mark Zuckerberg Just Set His Super Bowl Ad Money on Fire?

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

Dear Dr. Ads,

It’s well known that Meta (a.k.a. Facebook/a.k.a. Instagram) is getting its ads kicked by TikTok and even Snapchat nowadays. So what is Mark (Data) Suckerberg doing about it?

Running a Super Bowl ad.

As Todd Wasserman reports at MediaPost, Meta’s big game ad will follow a fourth-quarter earnings report that included the company’s first-ever quarterly decline in daily active users.

Meta’s Super Bowl teaser, via Anomaly, features a shot of a virtual hangout called Questy’s. Questy’s looks a little worn, as the ad shows the restaurant at night, when it’s empty and dark (except for a flickering neon sign).

The ad is a direct reference to the Oculus Quest 2 headset, which Meta released last fall. Questy’s is actually a virtual hangout in Oculus that is a portal to games and other activities.

The music in the ad is a callback to TV themes of the 1980s that advance a good-timey virtual reality experience and a sign that Meta wants to leave behind the Internet and social media and instead usher users into a virtual world.

Empty restaurant? TV theme music of the 1980s? That’s what Zuck brings in the wake of last week’s knee-buckling 26% plunge in Meta’s share price, which vaporized $237 billion in market value?

Is this just wish-casting, Doc? Or what?

– MetAverse

Dear MetAverse,

For starters, here’s the teaser ad in question.

A 60-second version of the ad is scheduled to run in the first quarter of the Super Bowl at a cost of roughly $13 million, which is, of course, lunch money to Zuckerberg.

Problem is, he’s getting his lunch eaten by TikTok, as the Wall Street Journal’s Salvador Rodriguez reported yesterday.

Meta Faces Uphill Battle Against TikTok

Amid a dismal earnings report, Facebook parent Meta Platforms Inc. on Wednesday highlighted its short-video product Reels as a bright spot and perhaps its best bet to kick-start flagging growth.

The challenge is that in the increasingly important fight for video dominance, Meta faces a heavyweight rival that is only getting stronger.

While Meta executives said Reels is now the company’s fastest-growing content format, ByteDance Ltd.’s TikTok is growing even faster. It was the most-downloaded app of 2021, and overtook Meta’s Instagram in popularity among coveted young users.

That makes a switch to Reels and away from TikTok a tough sell for a lot of advertisers and creators.

Especially when you consider these numbers in the WSJ piece: “In 2021, TikTok reached 63% of Americans between the ages of 12 and 17 weekly, up from 50% a year prior, according to a November survey by Forrester. Instagram, meanwhile, declined from 61% in 2020 to 57% in 2021. Other industry data shows similar trends.”

So, to conclude: How many Americans between the ages of 12 and 17 do you think will be riveted to a TV screen for next Sunday’s Super Bowl broadcast?

Yeah, us too.

Not to be repetitive, but memo to Zuck: You should have just set that $13 million on fire.

Seriously, Is Tom Steyer Crazy?

[Aditor’s note: As you might – or more likely might not – have noticed, Dr. Ads has been (in)conspicuous by his absence over the past several months. We’d rather not get into the details; let’s just say he’s been under the care of an actual doctor. Yo.]

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

Dear Dr. Ads,

There I was, just minding my own business and reading Politico Playbook, when I came across this:

VIDEO DU JOUR – “Tom Steyer’s ads test the boundaries of the ‘bizarre,’” by Darren Goode: “Steyer is trying to sway national climate policy and the midterm elections with an ad campaign that is raising eyebrows among independent fact-checkers, some television stations, his political opponents and even a few allies — using an approach that strikes observers as anywhere from groundbreaking to downright bizarre. … [Chris] Lehane, who wrote much of the ads’ scripts, said they are born from creative sessions after Steyer’s team has identified its target audience and message.”

Have you seen these ads, Doc? I mean, I’m all for combatting climate change, but Whiskey Tango Foxtrot, eh?

– Al G.

Dear Al G.,

We’re talking about some nutty stuff, even for the Doc. Start out with this TV spot from Steyer’s NextGen Climate advocacy outfit attacking Iowa GOP Senate candidate Joni (The Castrator) Ernst.

 

 

Really? Is the average TV viewer gonna pay enough attention to that mishmash to get what it’s trying to say? We’re thinking not.

That ad is almost as strange as this spot NextGen ran last year attacking the Keystone XL Pipeline.

 

 

So how effective has Steyer’s climate police campaign been? The Wall Street Journal’s Kimberley Strassel answered this way in her column last week.

A Climate Crusader’s Comeuppance

Billionaire Tom Steyer’s vow to make politicians toe the green line isn’t working out so well.

As political comedowns go, there may be few to compare to the humbling of Tom Steyer. Six months after the climate activist roared on the national political scene vowing $100 million to impose his agenda on this fall’s midterms, it would appear that this billionaire don’t hunt.

Remember the liberal huzzahs that greeted the February pledge? The New York Times gave Mr. Steyer the front page, heralding a coming “hard-edge campaign of ED-AS551A_edp08_D_20140814190209attack ads” that would pressure officials to “enact climate change measures” and persuade voters to back a climate agenda. Democrats hailed him as their new power broker, crowing about a war chest that could rival the Koch brothers and even up the midterm election odds. Environmentalists welcomed a white knight who would finally align the party and public behind their priorities.

Or not. Mr. Steyer at an Aspen conference this week revealed that little if any of this is happening. The left is as split over energy as it has ever been; the public isn’t buying the climate line; and the hedge-fund-manager-turned-activist looks to be regrouping.

Strassel adds this about the current NextGen ad:

NextGen, which bragged in May that it would make climate a “wedge” issue in “political races,” couldn’t even bring itself to mention the environment in its first ad of the political season, against Iowa Republican Senate candidate Joni Ernst. It instead hit her for supporting lower taxes.

Yeah, hit her like a Nerf ball. Our Rx for Tom Steyer: Find the NextGen of admakers.

Yo.

What’s Up with Patagonia’s ‘Worn Wear’ Ad? (Blacklash Friday Edition)

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

Dear Dr. Ads,

I was reading the New York Times on (Black) Friday when I came across this full-page ad:

 

Screen Shot 2013-11-30 at 1.10.55 AM

 

That’s a real head scratcher, isn’t it, Doc? They’re saying we don’t want you to buy our clothes, we want you to . . . have bought our clothes.

Does that make any sense? What kind of business are these people in?

– L.L.B.

Dear L.L.B.,

Yeah, the Boston Globe ran the four-color version of the ad, where the jacket looks even funkier.

 

Screen Shot 2013-11-30 at 12.43.43 AM

 

So it was all about the Black Friday Worn Wear Party, which featured the documentary film Worn Wear (118,619 YouTube views).

 

 

Patagonia has launched The Common Threads Partnership (Reduce. Repair. Reuse. Recycle. Reimagine) that’s designed “to reduce excess consumption and give the planet’s vital systems a rest from pollution, resource depletion and greenhouse gases.” The website says over 60,000 people have taken The Pledge.

Kind of reminds the Doc of the Media Foundation’s annual rub-their-face-with-a-brick Buy Nothing Day, which is also tied to Black Friday. The  anti-consumerism group would try to run an ad like this in the ramp-up to Shopapolooza:

 

 

Uh-huh – what TV station in its right mind is going to sell time for that? Can’t you just see the conversation after the spot airs:

Retail guy: Are you out of your mind? I just spent $100,000 on your station telling people to shop like crazy the day after Thanksgiving, and then you turn around and tell them not to? What the hell!

Station guy: Oh, right.

Then again, as Peggy Noonan noted in her Wall Street Journal column this week, a sort of Blacklash Thursday movement has emerged.

There has been a nice backlash on the Internet, with petitions and Facebook posts. Some great retailers refused to be part of what this newspaper called Thanksgiving Madness. Nordstrom did not open on Thanksgiving, nor did T.J. Maxx or Dillard’s. P.C. Richard & Son took out full-page ads protesting. The CEO was quoted last week saying Thanksgiving is “a truly American holiday” and “asking people to be running out to shop, we feel is disrespectful.” Ace Hardware said, simply: “Some things are more important than money.”

P. C. Richard & Son ad:

Save-Thanksgiving-Page-740x900

Yo.

What’s Up with the ‘Heroic Media’ Anti-Abortion Ad?

Well the Doc opened the old mailbag today and here’s what poured out:

Dear Dr. Ads,

I recently saw this Wall Street Journal ad from an outfit called Heroic Media.

photo1560

The website’s Frequently Asked Questions section says this about the group’s funding:

Our primary source of income is from individual donors. We also receive support from churches, organizations and foundations. We do not receive income from government sources.

No kidding.

What’s the scoop on this campaign?

– 19 Weeks

Dear 19 Weeks,

Funny you should ask, because the Wall Street Journal is one of the only mainstream media outlets to run the ad.

From the Christian Broadcast Network:

Media Outlets Reject Controversial Pro-life Ad

Three major U.S. newspapers are refusing to run a pro-life ad, calling it too controversial.

The ad by Heroic Media features a hand holding a 20 to 24-week-old pre-born baby.

Above the baby is a quote saying, “This child has no voice, which is why it depends on yours, speak up.”

Lifenews.com reported that The Chicago Tribune , USA Today, and Los Angeles Timessaid they feel the image of the baby is “controversial.”

The controversy stems from the ad not specifying “whether the child was alive or dead,” according to World Magazine.

Here’s a Heroic Media spokeswoman discussing the controversy:

 

The Chicago Tribune subsequently accepted an alternative ad with a different image (via Jill Stanek at LifeSiteNews):

heroic-ad_alt-baby2-Final-Draft-2

 

Okay then, yeah?

Yo.

Who Is James Reera? (II)

Yo.

Well the old Doc has been doing some gumshoe work on this Boston Herald ad, which we mentioned the other day.

Picture 4

First, we dug up this obituary for Mr. Reera.

5e04782c-ea19-479f-9d9e-a7f5a677ad7dJames M. Reera, age 64, passed away Jan. 2, 2013. Jim was born and raised in Braintree, lived in Marshfield for 10 years before moving to New Hampshire, first in Holderness then to Thornton, and Ashland. Jim was a Vietnam War Air Force veteran. After joining the Marshfield Fire Department, he attained the rank of lieutenant, serving for 10 years and served as chairman of the Muscular Dystrophy Association in the town. He discovered another calling as a tax accountant and financial advisor, setting up successful businesses in both Weymouth and Ashland, N.H., and managed them for many years.

But here’s what especially caught the Doc’s eye:

He inspired the doctors, his family and friends with the way he fought mesothelioma, a rare and virulent cancer of the lung.

At the same time, we checked into Priscilla Colburn, whose Facebook page revealed this:

Picture%203

Closed-captioned for the farsighted: Priscilla Colburn Works at Lanier Law Firm.

The Lanier Law Firm? Here’s a press release from the Wall Street Journal last month.

The Lanier Law Firm Recognized for Winning Two of Texas’ Largest Verdicts

HOUSTON, May 29, 2013 /PRNewswire/ — Two courtroom verdicts won by The Lanier Law Firm are featured among the top Texas jury awards of the past year in a special publication from Texas Lawyer, the state’s oldest independent legal newspaper . . .

In November 2012, The Lanier Law Firm won a $5.5 million verdict for a man who was injured while working at a trucking company in Lubbock, Texas. The verdict in Robison v. West Star Transportation Inc., No. 2009-546,118, ranked as the fourth largest workplace safety verdict in Texas during 2012, and No. 32 overall among the largest verdicts in the state last year . .

In June 2012, The Lanier Law Firm’s Larry Wilson secured a $2.2 million verdict against a drunk driver who caused a 2010 car crash that left a Houston woman severely injured and killed the woman’s friend. The verdict in Maxwell v. Wiggins, No. 2010-58026, represents the 10(th) largest motor vehicle verdict of 2012, and the 48(th) largest verdict in the state last year.

So No. 32 and No. 48 qualify as “Two of Texas’ Largest Verdicts”?

Seriously?

Kind of casts doubt on another press release from the Journal (by the way – what’s a news organization doing publishing press releases verbatim?) headlined “Houston Attorney Mark Lanier Recognized Among Texas’ Best Lawyers.”

Maybe Texas’ Best Ambulance Chasers, yeah?

You know the Doc will now be calling Ms. Colburn for further details.

Yo.