This is the new global campaign from adidas by ad agency Sid Lee. Not as sophisticated as Nike’s recent stuff (think of Black Mamba), but clearly a step in the right direction and also supports adidas’ positioning of incorporating urban culture and fashion, which is in my opinion still the biggest difference between adidas and Nike.
Most recent and powerful expression of the power of brands:
Researchers put subjects at the controls of a car racing video game, supplying each with functionally identical racecars, but each car decorated with a different brand logo and color scheme. Players put in control of the Red Bull car displayed the characteristics often attributed to the brand – like speed, power, aggressiveness and risk-taking.
Full story here.
LEGO nowadays seems to know very well how to get their core brand values of imagination and creativity across. An excerpt from the brand helps to understand how LEGO understands these two values:
Imagination: Curiosity asks, ”Why?” and imagines explanations or possibilities (if.. then). Playfulness asks what if? and imagines how the ordinary becomes extraordinary, fantasy or fiction. Dreaming it is a first step towards doing it. Free play is how children develop their imagination – the foundation for creativity.
Creativity is the ability to come up with ideas and things that are new, surprising and valuable. Systematic creativity is a particular form of creativity that combines logic and reasoning with playfulness and imagination.
These values are very well displayed in the ads below. One, in this very well designed short film “The Brick Thief”:
Secondly in these new ads by Serviceplan, Munich (thanks to @ghensel for pointing me to them.)
Another somehow epic clip from Nike/ Wieden+Kennedy about how some small event on the football field can create a chain reaction that ultimately impacts future. Featuring some of the greatest football stars of our time – pure eye candy and another proof for entertaining advertising being existent. Enjoy!
Follow up on how advertising can convert into forms of branded entertainment and a viral entity. Heinken certainly knows how to seal the deal on this topic.
For those of you who don’t know this already: this is the follow-up spot on the Heinken – Walk in Fridge spot.
High-tech companies are doing it, car companies are doing it more and more – is coopetition the ultimate answer to a changing and challenging marketplace?
Reasons to cooperate with a direct competitor can have different reasons. For the high-tech branch it is mainly the pressure of innovation and the risks that are connected with that. For car manufacturers it is cost advantages in development of new technical parts. But the way you treat your partner fair and on a long-term relationship is vital to the success of your partnership. Continue reading…
In a time when evermore advertising messages float into the direction of the consumer, the battle for attention is continuously rising. One weapon to answer this challenge could be to entertain the consumer to have him actively engaged with (branded) content.
Presenting real content to the consumer has the advantage that the basic “reception mode” he is in is totally different to that when being showed pure, dull advertising messages. Continue reading…
Welcome back.
As some of you might already know and some might not, this is a general reboot of my blog mattscheibe. As of future writing, I will focus on branding – especially brands and it’s relationships with people and how that can be improved. Continue reading…
