By Robert Blodgett
Yuck.  Isn’t there just something inherently wrong with noshing on grub that looks as though it’s on its final leg on this earth. Not if you’re a Jets fan. One bagel maker in New York thought it funny to create a bagel that reflected his love (certainly not my love) for his team.  And guess what, the reaction across the country has been “Bravo bagel maker.” His quick thinking on drawing attention to a business that normally isn’t associated with American football has created a public relations home run…er…touchdown!  Proof that being creative…and a bit courageous (like Rex Ryan, the boisterous coach of the Jets) can lead to some great exposure.  The lesson here for any business is to keep an eye for opportunity to help spread some attention about your biz.  Go green!

As a follow up to our respect for Old Spice’s most recent campaign featuring Isaiah Mustafa, we’ve taken interest in (along with everyone else in the industry) where Weiden and Kennedy’s creative design forces will take the brand next. Problem is, after watching this 30 second spot featuring Baltimore Ravens’ Linebacker Ray Lewis, the only feeling you’re left with is the residual sensation from scratching one’s head. Of course it’s not made to replicate the initial Isaiah Old Spice spots but has Weiden and Kennedy “jumped the shark” with this concept? Our personal suggestion… don’t fix it if it ain’t broke! They had some mileage left on the Mustafa treads. What do you think?

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…