Robitussin Succeeds in Marketing New Look without Platitude

I want to give a shout out to Robitussin for advertising new product packaging without using the “new look, same great product” cliche.

In their recent Overwhelmed commercial (click here to check it out), Robitussin lets consumers know they’ve got a new look, but they don’t just say so. They show consumers that they’ve made it easier to navigate the confusing cold medicine isle by switching to simpler packaging.

Good job, Robitussin!

I expressed my dissatisfaction with the huge number of businesses using the generic “new look, same great product” slogan in a blog post last year.

Robitussin has had other great commercials in their past like the one below that uses the line, “Recommended by Dr. Mom.”

The 1980s-style acting in this one is hilarious!

PS: Budweiser also did a good job at marketing its new look with its slogan, “The king never looked so good.”

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Google’s Valentine’s Day Gift

Google released a Charlie-Brown-cute cartoon in celebration of Valentine’s Day. It’s really fantastic.

And if you don’t have a significant other, I suggest looking at Valentine’s Day as one of the big landmarks toward Spring. When it’s Valentine’s Day, you know you’ve made it over the Wednesday of Winter.

Below is the Google cartoon which celebrates love in a Spring atmosphere.

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Creativity Doesn’t Always Win: A Comparison of Two Battery Life Commercials

Recently, I’ve noticed two different commercials on TV selling products that run on batteries (check them out below); more specifically, using extended battery life as a selling point. One commercial is for a hybrid car, and the other is for a smart phone. What’s interesting about the commercials is that each uses a different technique to sell the same solution.

First of all, we’ll look at the commercial for Motorola‘s DROID RAZR MAXX. It’s basically a montage of yuppies talking about the importance of their phone and phone battery: “if my phone’s dead, my business is dead.”

Battery

Everybody has had their cell phone battery die at an inconvenient moment. This is a common problem; especially for smart phones. Battery life is very important. The DROID RAZR MAXX has the longest lasting battery of any smart phone. It’s an easy sell.

The creatives who made this commercial were wise not to make a commercial like Hyundai’s because everybody already understands the importance of cell phone battery life. Instead of drawing negativity to batteries, they used good looking, professional looking people to send the positive message that the problem has been solved, and to make it look like successful yuppies are using the DROID RAZR MAXX.

Most Americans have not experienced an inconvenience caused by a dead hybrid car battery. That’s why Hyundai needed to do what they did; draw negativity to batteries. They used the negative experiences consumers have most likely had with other batteries. Then, they sold on the slogan, “you’ll have one less battery to worry about.”

I’m not sure I would have used battery life in a hybrid commercial this early in the game. Especially since it requires bringing up negative occurrences. This creates the risk that consumers become turned off from hybrid cars all together. Hyundai brings attention to all the negativity of batteries, and then sells a car that runs on a battery.

I’ll, just as well, have one less battery to worry about if I don’t buy a hybrid car at all.

Then, maybe battery life is the only thing that makes Hyundai Sonata Hybrids stand out from the rest of the hybrids. If that is the case – if they’re not trying to sell to new car buyers, but to hybrid car buyers – they’ve got a solid commercial. In a humorous way, it shows the consumer that hybrid battery life could be a problem, and that it won’t be a problem with the Sonata.

I think the Motorola DROID RAZR MAXX commercial will sell more products even though the Hyundai Sonata Hybrid commercial is more creative in approach. Watch them both down below. Then, let me know what you think.

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Have a Laugh!

The Grey, Some Grey Areas, Mostly Just Awesome

I think I have it figured out. It took me all weekend to decide whether or not I liked this movie. It’s got some epic parts, but it just seemed lacking. Finally, I realized, The Greyis an outstanding film, but it’s drug out in too many places. The long scenes of the men walking through snowy woods were probably intentional, but they were just overdone.

The Grey

Aside from that, I enjoyed The Grey. It had some action and suspense, but it was mostly just a bleak personal-apocalyptic tragedy. It was one of those movies that really suites the big screen. The photography was probably my favorite part. The ending was where I was most interested; things were explained/wrapped up. Really, what puts this movie above average is the idea that it’s a metaphor for any human’s struggle in life.

Last year, I watched a post-apocalyptic film called The Road. I read the book first, and thought the movie was just as good. The reason I bring up The Road is that it’s very similar in style to The Grey. It’s funny they both have simple, two word titles that begin with “The.” The Road is truly the most depressing movie I have ever seen. It’s bleak, ugly, and sad; yet beautiful. The Grey isn’t quite as gloomy, but it’s close.

The movie itself was really nothing spectacular. The story was average, the acting was pretty good, the message was unclear at times, and – I thought the ending was awesome – everybody at the theater booed at the way The Grey ended.

But there was something I really liked about the film. I can’t quite put my finger on it. I think it was the idea of a barebones struggle; simplicity. And through the simplicity, elegance: arctic snow, beastly wolves, manly men, and the ominous scent of death.

When the first man to be killed by a wolf was attacked, a gunshot sound went off (even though there was no gun shot), and really added to the shock factor. There was a good bit of this artificial, unnatural use of sound to add effect. I think I liked it, but it also seems like a short cut. Is adding a loud gunshot (especially where it doesn’t belong) taking the easy way out?

I’ll give The Grey an 8 out of 10 mostly for the cinematography and the way things turned out. I was surprised, and thought much higher of Liam Neeson‘s character when I found out about his lover. And the wolves were fierce. One of my friends said he’ll never look at wolves the same way again. He even changed his emblem on Call of Duty MW3 to a wolf.

If you’re looking for an apocalyptic action flick, or a classic man vs. nature story, go see The Grey. I have to warn you, it may make your Friday feel like a Monday. But it’s still a good film. When I was watching it, the audience (including myself) was very absorbed, fascinated.

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Ani Difranco’s New Album Leaves me Speechless, Humbled

Ani Difranco and I don’t agree on most (or any) political topics, but I still think she’s a folk genius. If you want to hear music that is groundbreaking, avant-garde, listen to her new album, Which Side Are you On?

She stands with the folk genre on her shoulders, and at the same time, she dances in the blues.

The lyrics are poetic and beautifully sung. Difranco draws pictures with words, and colors them in with music. And not just any old music.

Her music is fascinating, chill, and a little grungy. She uses mostly acoustic sounds, but with some distortion and other instruments and tones splattered around.

Sounds are carefully placed in areas of the stereo field. The mixing and engineering is unprecedented. The sounds are spread like icing on a cake made on Cake Boss.

The last few songs on the album seemed to get a little lower in greatness. It seems she focused them more on the political message than on the music and lyrics. That and politics aside, I have nothing bad to say about Which Side Are you On?

I give this album 9/10. What else should we expect from such a veteran? Ani Difranco has released more than 20 albums! I bought it, and I think everyone else in America should too. Just don’t do everything she suggests.

PS: I wonder why the “you” in the album title is de-capitalized? Anybody have a theory?

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SafetySuit Created the Epitome of the Ruination of Art

There are two reasons why art is duplicated. First, an artist duplicates (not necessarily exact duplication, but as close in style and format as possible) a piece to bring back a forgotten or missed era. The punk rockers of the 80s brought back the simple chord progressions of the earliest rock’n'rollers. Second, an artist duplicates out of laziness. They duplicate what they know will sell.

It’s scary because more and more artists are duplicating for the second purpose. It impairs the continuation of beauty. It expands a world of art focused not on creativity, but on money or fame.

I hate to say I hate SafetySuit‘s new album, These Times, but I do. I give it a 3 out of 10.

The songs are fine. The instrumentation is free of any noticeable mistakes. Everything is in key. But it’s the same thing that’s been on the radio for the past decade. There is no originality. And it really bothers me that a band like SafetySuit took this route because they’re one of those bands that has fans that will stick around no matter what. They could have at least gotten creative with the stereo field, or by using a different time signature; something.

If a group is going to put out new art, they shouldn’t put out the same art that’s been coming out for years. I really feel SafetySuit just put out another album because they had to. I’m sure they enjoy the songs and everything, but there’s just nothing spectacular or original.

Sure, the album is well made. The lyrics are good. I’m sure millions of teenagers and SafetySuit fans will buy the album. They might even get a couple radio hits out of it. Radio stations like carbon copies because, well, they’re in it for the money. Carbon copies are safe bets. But These Times will not have even come remotely close to advancing art.

Seth Godinonce said (years ago) that being creative is standing at the very edge of something, and building onto that edge; adding something new to it. SafetySuit successfully sat down right in the middle.

Normally, I don’t bother to review art that I dislike so much. But this isn’t just about giving my opinion on the work. This is about not letting art become a senseless, empty, uninspired wasteland. This aggression will not stand, man.SafetySuit isn’t the worst offender. There are much worse, but SafetySuit a group I didn’t expect this from. And they kind of drew the short straw on my list of bands to make an example of.

On the bright side, maybe all this unoriginal art means there is another art renaissance soon to come!

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Sword Fights in Augmented Reality

Augmented reality is the thing I’ve heard most about in predictions for 2012. Sorry to keep bringing those things up, but this isn’t about predictions. This is just an informal post about augmented reality, and my idea for a sweet augmented reality game.

First of all, augmented reality is a way of seeing reality through a camera, on a screen. It’s that webcam effect that takes a picture and makes it look like your were underwater, or that iPhone appthat shows you all the constellations when you hold your phone toward the sky.

English: Augmented GeoTravel for iPhone 3GS us...

As a student of communications, I’m aware that many great minds believe we already live in an augmented reality. Many psychologist and philosophers say we see things through the languages we speak. Yellow is yellow because we call it yellow. It wouldn’t exist in our reality if we didn’t have a word for it. I’m not sure I agree with this theory as it’s extremely complicated, and very difficult to prove. It is certainly one of the most interesting topics I’ve ever talked about though.

Philosophical beliefs aside, here’s my idea:

A sword fighting game.

Two people hold their devices up so they can see the screens. They’re aiming the device cameras (not the face cameras, the ones on the back) at each other. On the screen, one sees the other. They hold up something that looks like a light saber without the light, just the handle. The device’s camera detects that handle, and creates a blade on the screen.

Bystanders see two people dueling with invisible swords. The duelers see an intense battle. When the blades clash, one must not move his sword through the other’s sword. If he does, the sword slips, and his opponent has an advantage. When the blades clash, the competitors must hold their wands steady, and slowly push toward each other’s blades, but only when their screen flashes. The first one to push at the wrong time slips. When someone gets stabbed, the vision gets blurry and wobbly.

There could even be a headset that holds the device in place.

How cool would that be? I mean, I’ve never tried it or anything, but I bet it would be fun. At least until the novelty of augmented reality wears off. Then, you’d have to have some kind of proximity-based ranking system (or some other competitive marker) to keep gamers interested. Either way, that’s my idea. What do you think?

Augmented reality - heads up display concept

Now for a tangent: Now that I’ve written this, I technically own the copyright (unless someone I don’t know of wrote this idea before me). However, if a large company wanted to steal my idea, they would. They know they could win in a court case because they’ve got the money for the lawyers. They could just keep fighting it until I have nothing left to fight with. It’s happened throughout history. It happens today, it happened when radio was invented.

At that, I’d like to offer, to anybody who wants to purchase my idea, the cost of half of what it would cost to take me to court for it. That’s a great deal, if you ask me.

One more thing, if SOPA/PIPA gets passed, it won’t be able to protect my intellectual property rights any better than the laws of the past protected the small guys.

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Mac & Devin, The Coolest Concept Album Ever

In the opening track of the Mac & Devin Go to High School soundtrack, Wiz Khalifa boasts, “Me and Snoop Dogg, we created a masterpiece.” And so they did.

Working with the up-and-comers is a smart move for someone like Snoop Dogg. It’ll help keep his fan base fresh. Especially when the collaboration creates a wonderful piece of art that combines the best of old school hip hop with the best of new school hip hop, and lots of innovation.

Snoop and his “neffew,” Wiz, basically created a concept album about two guys who are attending high school, and they’re the coolest guys around. Most concept albums are really deep or have a serious message, not Mac & Devin Go to High School. That, in my opinion, makes it the coolest (not necessarily the best) concept album ever. When I get into the lyrics, I can really start to feel like I’m in high school again. Except high schoolers usually aren’t rolling in the dough like Mac and Devin.

There’s a lot more to it than lyrics that tell a story though. It’s got funky bass, awesome sound effects, and catchy melodies. From an engineering and production standpoint, this album ranks among the best. I put it up there with Dr. Dre’s The Chronic 2001.

It’s also similar to the critically acclaimed film, Friday, in a sense. It uses classic and cutting edge effects to make it feel like you’re right there with the guys, like you’re one of them. It makes for a fascinating, thrilling, funky, gorgeous trip.

Honestly, I wasn’t a big fan of Snoop Dogg’s latest solo album, Doggumentary. I did like his recent rhymes in the song Kush by Dr. Dre, and I am thrilled with the Snoop Dogg and Wiz Khalifa collaboration, Mac & Devin Go to High School. If you’re a fan of hip hop, this is some dope music you definitely want to get your ears on.

PS: I cannot wait to see the film that goes along with the album!

(Warning: the trailer contains drug references and other R rated material)

“Are you aware that you are a fifteen-year senior?”

Ticket to Ride Commercial Won Me Over

I am going to buy this game because of its commercial.

I hadn’t seen or heard anything about Ticket to Ride until I saw a commercial for it during the previews of We Bought a Zoo. The commercial seems to have had more pull on me than most. It made the game seem like loads of fun even though it didn’t really tell how the game is played at all.

It did, however, describe the game in terms that made me crave it. The voice over announcer does an excellent job, and the nuns add the perfect touch of humor.

The folks who created this commercial took a huge risk by using nuns in order to sell a board game. I mean, just about any stupid game would be fun to the stereotypical nun with her simplistic lifestyle. And they’re on a train. I rode a train from Savannah, Georgia to Philadelphia, Pennsylvania once; it was BORING.

Maybe that’s what caught me. If such boring people doing such a boring thing can have such fun playing a game, it must be a great game.

I’m really unsure on the major appeal of this one. It’s rather simple, yet each time I watch it, I feel I absolutely cannot wait to get the game. It does exactly what great commercials do. Check it out for yourself:

Anybody have an opinion on why this commercial makes me want the game so much? I’d love love love to hear your thoughts!

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