Axe Saves Your Relationship…

The thing I love most about the Axe brand is its unrepentant position as the brand that looks after guys. Campaign after campaign, this brand just gets it right, showing guys in a completely over-the-top way how Axe gets them what they want: more chicks, more often.

And that’s why I really love this latest ad from the brand. Instead of being the facilitator of yet another liaison with a gorgeous woman, Axe flips the script…and saves your relationship.

Sure, it’s slightly derivative of The Wolf from Pulp Fiction but how many young guys could have done with someone like this in their lives…at least once? And that’s why it works, because it resonates with its market on a human level.

Oh and it’s funny. Head on over to the website for another look at how the Cleaner sorts out the misadventures of his clients. Unfortunately, there are no subtitles for these movies as yet but I’m sure the interwebs will sort that out soon enough.

The World’s Smartest Thief…

This is a great little piece of guerilla viral work. I gotta admit it had me fooled when I first watched it. Check it out…

I should have caught the hint when I saw the word “SMART” but it slipped by me. Re-reading the title of the video, it makes sense now: SMART thief. Yeah. I see what you guys did there. Nicely done, LG. And while the clip has had its negative comments it’s still one of the best virals I’ve seen.  But then maybe I don’t get out much. What do you think (about the video, not my social life)?

adidas and The Do-Over…

Brand extensions are great. A little added value here and there never hurts, right? Of course not. But it’s when the brand extension is actually the incarnation of the brand personality that you hit the bullseye. adidas Originals does this time and again…and here’s their latest bullseye: the Do-Over.

adidas Originals should be the case-study for any brand that really wants to own a space in  the market and in the hearts and minds of its consumers. Every piece of work is a master-class in brand-building. Do your homework.

Uncharted 3: The Quest For Facebook…

So I wasn’t going to start blogging until the end of the month, what with January generally being a quiet period at the beginning of the year.

And then Playstation and Uncharted 3 hit me with what must be one of the coolest Facebook activations I’ve seen in ages. Basically, it’s a mini-game that you can play within your Facebook profile. Check out the screenshots.

Game start screen: sand in your profile. That can't be good

Shoot the bastards in the featured images section! What happened to my LOLCATS!?

Kill the bastards to get the secret code (which is different everytime, hater).

Use the code to open the safe behind your profile pic. Internet

Toss a spanner into the works (not as easy as it looks).

What’s really cool are the small touches in the game, like getting the gun from the Uncharted 3 game ad on the right and Nathan Drake’s messages on the wall. Another really cool addition is the Google Chrome plug-in for this game. Install the browser plug-in and play the game on your profile by clicking icon in your browser.

To check it out for yourself, head on over to the Playstation page in Facebook.

As far as I know this is the first digital brand activation to take advantage of the revamped Facebook profile. This kind of activation is really forward-thinking and as agencies look to gain leverage over their competitors, the upper limits of pervasive technologies must be explored.

Anyway, this is too much awesome – and definitely a BRANDSLAM. A good start to the year.

Heineken Wishes You A Very Social Christmas…

If you’ve followed this blog for any amount of time, you’ll spot that I’m an unabashed Heineken fan when it comes to marketing. The brand just seems to get it. I say “the brand” because an agency can come up with a million and one great ways to execute a campaign but it needs the brand to buy into those ideas.


Here’s Heineken’s latest little slice of awesomeness:

Apparently, there’s going to be a secondary execution that links carol singers from around the world for a sing-along, amongst other things. Yes, it’s a little like Nike’s Write The Future for the FIFA World Cup 2010 but in terms of Christmas marketing, it’s still a good idea. Can’t wait to see what the other beer brands have up their sleeves.

The Most Interesting Man In The World…

It’s Tuesday. It’s winding down to the end of the year. I’m tired. Here’s one of the best campaigns I’ve seen for any brand in forever. It’s for a beer brand called Dos Equis. I give you The Most Interesting Man In The World…

Now before you all get testy and trollish and are all like “Dude. This has been around for like years. I was into this before it was cool. You’re such a douche and you’re short!“, could you calm down and shut up? I know it’s not new. That’s not why it’s here. It’s here because it’s been crafted. It’s REAL work.

Consider for a moment just how awesome the copywriting is on this work. It’d be easy to wander off into Chuck Norris territory but frankly this is much better. Yes, some of it is derivative but it’s still very well executed and full of the warm and fuzzies. And it’s a strong departure from the standard macho bullshit beer ads, we’re used to.

The Dos Equis campaign is clever stuff. Walk up to a bar and order a Dos Equis and you’ve not only marked yourself as a social beer drinker and not an alcoholic, but you’re also someone with a sense of humour (and irony) and maybe more interesting than a bunch guys in that bar… I’m not a beer drinker but if I was, I’d order Dos Equis.

In short, this is what the bulls-eye for brands looks like. And if you’re not aiming for work this, you’re wasting your time and your money.

Norte: Saving Your Relationship…

It’s Friday! Whoop! Whoop! And I know a lot of you are planning a big night out on the town. For some of you, this weekend could cost you more than just a drinks bill. It could mean the end of your career and maybe even your relationship…

Dramatic much? Not really. With the advent of camera-phones, geo-location networks and social media sites (not to mention the face-detection vibe from the good folks over at Facebook), getting caught in  compromising situations is fast becoming the norm. And despite our best efforts to keep a low profile, a Facebook profile makes it REALLY difficult.

Enter Norte, a beer brand with a novel solution to this ever-increasing problem…

Ho’s and douchebags everywhere can now rejoice in the fact that as long as they’re drinking Norte from a bucket, they’re going to be in the clear. Now your relationship and your career will always be safe, even if you don’t deserve it.

Hats off to Norte and Del Campo Nazca Saatchi & Saatchi. This is a killer idea and if it actually gets rolled out, it’s going to be a winner.