by Jonathan Marshall

I have been meaning to write about Axe and their hilarious TV spots for a while, but after seeing this commercial that suggests that Axe is so effective that it defies Destiny…. it became my immediate priority.

Ponce, Buenos Aires, (the creative agency responsible for this spot) has been producing quality ads time after time, and their strategy while not complicated- is dead on. FYI to anyone else who is creating an advertising campaign aimed at men, ages 14-24: Want to get young men to buy your product? Make it look like they’ll get laid every time they use it, and you’ll be golden. Men are so simple… BOOM! Marketing professional or not… can’t argue with that rational…

Keep it coming Axe, we like what we see…

by Jonathan Marshall

In its latest outing for Toshiba, Grey London collaborated with The Mill to film “the world’s highest commercial,” shot 98,000 feet above Nevada’s Black Rock desert.

To capture the spot’s footage, two Toshiba hi-def IK-HR1S video cameras and a lightweight chair were suspended from a high altitude helium balloon and floated into space until the chair EXPLODED from extreme atmospheric pressure 98,268 feet. That by itself is awesome…

According to Grey’s Creative Director on this project- it was about demonstrating that they can show something unbelievable while saying next to nothing for the entire ad. It’s about making this gigantic leap in the mind of the consumer. Going from a technology company that always talks about how great your life could and should be, to actually showing them something they have never seen before. Branding 101.

For all of those Brand Experts out there, this campaign is a clear and dramatic brand statement that supports their tagline, “Leading Innovation.” That’s what they do, “that’s in Toshiba’s DNA,” – their company is built on it.

Pushing the technical limit with the highest high-definition commercial in the world was the goal. What better way to SHOW innovation, experience and expertise than to use their own product to accomplish this feat.

Exceptional concept, goal and overall execution.

by Jonathan Marshall

iPhone applications need one characteristic to be successful and appreciated by consumers: they need to be useful and more than anything else- worth talking about.

When I read that Tide came out with an iPhone app I was quite doubtful that the company actually knew what they were doing and assumed that another enormous brand had just jumped on the social media bandwagon like everyone else.

After checking out their website and seeing how detailed their instructions were, as well as seeing how many people had already used their advice and made comments on it- I had to admit that I was wrong (not my favorite thing to do, even when it is only to myself).

The rational they use and the service they want to provide is pretty legitimate, and it’s clear that they contracted a social media expert to guide the campaign and make sure everything was being executed appropriately. Their overall goal is pretty simple and straightforward: an informative guide to stain removal, and an application that helps consumers find and share solutions for stains.

A pleasantly-surprised Thumbs up goes to Tide! Glad to see you didn’t miss the entire point and overall appeal of social media…

Jacob Tyler is sponsoring Susan G. Komen San Diego 3 day walk for a cure to Breast Cancer…. and yes, we even did a logo for the event. Team “Booblicious” will walk for 3 days starting in Del Mar and ending in Petco Park, downtown, San diego. We are proud todo what we can to support this great event.

Jacob Tyler Creative Group will donate $500 to the cause which in turn will hopefully contribute to a cure that will be seen in our lifetime. To donate to Wendi’s three-day walk, please visit www.the3day.org