Project Re:Brief- Old ads, new technology

Finally, the word is out. I’ve been holding Google’s secret for the past 4 months.

Dentsu sent me to attend the Google presentation of the work in Project Re:Brief in November at the New Museum in NYC.

I was at first impressed with the heavy hors d’oeuvres and fancy cocktails, but by the end of the presentation, it was the simple Coca-Cola that had us all really amazed. We enjoyed hearing from an impressive cast of advertising icons and some of the creative minds that originated the classic campaigns that were getting an overhaul. It’s amazing that ads were running before I was born are still quoted as normal conversation today, e.g., when I say “I can’t believe I ate the whole thing”, every day, after lunch.

One of the most exciting parts was seeing the World Coke vending machine in action. They had a working model in the auditorium. The speaker had someone record and send a message live. We watched the animation take off and the machine come to life with the video message we just saw recorded and an ice cold Coca-Cola. I was instantly thirsty and wanted to try it myself, sending it to everyone I know. Literally buying the world a Coke. Not bad.

It was actually amazing. To think this works around the world is pretty impressive and really touched a soft spot seeing the genuine excitement of the machine users who got to try it (watch the video here).

The concept behind the Google Re:Brief project is fantastic and can serve as an inspiration for the possibilities of any great piece of work. It was really fun to hear how the creatives of then worked with the creatives of today to make the past relevant to the world right now, despite their feelings of doubt and general feelings of out-of-the-loopedness.

These re-imagined campaigns prove that the medium is not the idea. The idea is the idea. And if it’s great, it can live anywhere, in any decade, on any device.

See Creativity Online’s write-up here

SES New York 2012 Features Dentsu Network pros

This month, our very own EVP of Media, Scott Daly and Managing Director at STEAK, Mark Schwartz will be speaking at SES New York. Their talk focuses on best practices for how a traditional and digital media agency can partner together. Using real client data, they’ll show how a truly holistic approach to advertising yields great benefits for agencies and the clients too. Incisive Media’s SES Conference & Expo is a leading global conference and training series focused on search engine marketing. Visit SES NEW YORK for more information and how to register.

ML Rogers Joins Dentsu America.

Press Release

ML Rogers is the latest agency to join the Dentsu Network, combining its clients and capabilities with Dentsu America under the leadership of newly named CEO, David Cameron.

Canon and VII Launch the VII Gallery

We live in a world where cell phone photography has a tendency to steal the spotlight and capture headlines. And that’s unfortunate, because we also live in world with so much awe-inspiring photojournalism capturing everything happening all around the world. These images of war, change, uprising, triumph, turmoil and progress, among others, are often the work of VII–a collective of photojournalists committed to capturing images that define the turbulent times of the 21st century and then relaying them to the rest of the world.

Dentsu and Canon worked with VII to launch the VII Gallery where we’re sending VII photojournalists on assignment to interpret a single word–like CHANCE, NOURISH and CHANGE–and then capture it using the Canon G12, S95 and 7D cameras. The first project for CHANCE is now live at the VII Gallery and the VII photojournalists are busy working on the next assignments amidst their professional work throughout the world.

Follow along as we post new work in the gallery along with interviews and videos about the most unique interpretations. If you feel inspired, you can even photograph your own interpretation and submit it to hang in the gallery alongside the VII photojournalists’ work.

And the Winner Is...

Our Communications team has been named finalists in the 2011 PR News Nonprofit PR Awards for Best Media Relations Campaign and Best Event PR, an awesome way to end the week! This is a fantastic honor and a recognition of our work with the Siemens Foundation for the 2010 Siemens Competition in Math, Science & Technology. We’re truly amazed to be selected among some of the industry’s leading PR firms and hope that when all is said and done we can bring home the prize, actually we hope to win.

The Dentsu team will be acknowledged during the awards luncheon at the National Press Club in DC and our campaign from the 2010 Siemens Competition will be highlighted in a special issue of PR News. Congrats to everyone on the  PR team that put in the hard work and the long hours to make this happen! (#WINNING!)

To see our name and the agencies we hope to beat visit, Thanks for the support and fingers crossed!

Did You Just Pee in that Bottle and Call it Beer?

That’s usually the first question I ask the bartender of my favorite Manhattan biker bar but upon further reflection, that’s probably the question consumers should be asking some of our preferred brands. We buy into imagery or as some layman call it, lies, and not into the actual utility or lack thereof, of the product they’re spending their money on. Brilliant people like myself (did I just humbly call myself brilliant?) know that and we take advantage. Does the product actually do what it claims or do we, as both marketers and consumers, ignore that completely and willingly accept a fantasy? I can think of a few marketing fantasies that my colleagues have been serving with piss beer for years.

“Hello, nice to meet you. So, you can’t seem to attract women no matter what you do. You’re sexually frustrated and there’s no hope. ” Logically that conversation should descend to evaluating that persons approach, the aura they project and maybe what they’re looking for in a relationship and where they’re looking. But no, someone like me decided that making you sexually desirable had nothing to do with making yourself a better human being. No, what you need, my sexually inept friend is Axe body spray. You splash a gallon of this on you and women will start throbbing from miles away. Bras will become sling shots as they swing from lamp post to lamp post with Spider-Man type precision to attack you with violent and repeated pelvic thrusts. Sound ridiculous doesn’t it? But it’s not. Axe is a category leader in the young adult male fragrance category and they did it by playing with every man’s greatest insecurity…women. Has anyone actually done a survey to see if sexual encounters have increased after using the product? Have we measured the number of voluntary and involuntary pelvic thrusts that have been…uh…thrusted? Hell, did anyone even ask a woman if Axe encouraged her to liquidate her morals? I sound like I’m pitching a long form video for Axe that could end up being a big viral hit.

Y’know, I’m starting to think this beer really is pee. It’s so…foamy.

Nothing says bad ass more than a bad ass on a motorcycle, particularly a Harley Davidson motorcycle. It’s an image cultivated by biker behavior and myths and legend supported by Hollywood movies and recently the popular show Sons of Anarchy. Wisely enough, Harley Davidson has embraced the image as well. Recent ads feature the Harley logo and the caption reads, “Customers who purchased this also purchased…” and they have a picture of a streak, brass knuckles and a cobra. All of which aren’t exactly found in your dad’s suitcase as he goes to work in the morning unless of course your dad is a mongoose who beats up cobras before eating them for lunch after tenderizing them with raw meat. My neighbor rides a Harley and not only is he not a mongoose. He’s a vegetarian dentist with a Paris Hilton sized briefcase…I mean dog. You can’t tell him he’s not a badass because on weekends that Harley Davidson Softail comes out and that mild mannered dentist becomes a wild and wooly mild mannered weekend warrior who rides exactly five miles to the bar and wraps his meticulously manicured hands around an imported lite beer with blissful gay glee. What’s so great about the Harley brand is that even after you’re sold into the idea of being an American bad ass after you’ve purchased the product, the fantasy doesn’t die. You may be a pleated-pants wearing dentist between Monday and Friday, but come the weekend you’re the one her momma warned her about. Harley by far has cultivated their brand to transcend merely being labeled a brand; they are a cult. They are an exclusive sect who look down on others (and by others, I mean other riders with superior motorcycles) simply because they believe by wearing or riding anything that says Harley makes them a badass. It doesn’t matter that most motorcycles come with air cooling systems and Harley’s don’t. It doesn’t matter that the smallest Japanese cruiser is quicker off the line then most big Harley beasts and it certainly doesn’t matter that you get considerably more technology on almost any other bike then a Harley. None of that matters because Harley = Bad Ass and bad asses like pee in their beer.

Please understand I’m not rallying against what these brands are doing. I’m actually praising the marketers behind the brands who have identified the core emotional bond between the brand and the consumer and have woven it into credible marketing messages which have resonated with their audience. These messages speak to them knowing their brand, accepting the limitations of their product, understanding their consumer and exploiting all of it to everyone’s benefit. Brands that have the right minds on their business both internally and associated agencies will always succeed because they know people don’t care what beer you actually serve. As long as you convince them that it’s top shelf the consumer will buy it.

Other brands that have pulled this off with marvelous results include Subway which has convinced people that eating their sandwiches will produce amazing weight loss results. Newport ads have not changed their visuals in years and so we’re left to think that smoking produces big white smiles instead of yellow teeth fueled by cancer ridden throats and lungs. Nike has promised me for years that I will eventually grow up to be Michael Jordan and somewhere deep inside, I still believe that.

By now we should all have figured out we don’t need to ask the bartender if he or she peed in the glass and then served it as beer. We drink the pee all day long and if someone ever gave us “real” beer we’d probably say, “Y’know, I usually drink this served really warm.”



UNIQLO has announced the new tagline “MADE FOR ALL” to convey the company’s global brand philosophy. The phrase encapsulates both UNIQLO’s core ideals and hopes for the future. UNIQLO strives to provide clothing for everyone, transcending the divisions that separate people, such as nationality, age, occupation and gender.

UNIQLO is pleased to announce that actors Charlize Theron and Orlando Bloom have been signed to communicate the “MADE FOR ALL” philosophy to people throughout the world.

UNIQLO’s “MADE FOR ALL.” Philosophy
It doesn’t matter who you are or where you live, Uniqlo makes clothes that transcend all categories and social groups. Our clothes are made for all, going beyond age, gender, occupation, ethnicity and all the other ways that define people. Our clothes are simple and essential yet universal, so people can freely combine them with their own unique styles, in any way they choose, every day of the year. Everything we do is rooted deeply in Japanese origin, always aspiring to excellence in quality, design and technology. However, we will always ensure that our clothes are affordable and accessible to everyone. Uniqlo is a way of thinking that’s about constant change, diversity, and challenging conventional wisdom. At UNIQLO, we believe that everyone can benefit from simple, well-designed clothes. Because if all people can look and feel better every day, then maybe the world can be a little better too. Made For All.

Rethinking how you watch TV

We love this!

These days it seems like everyone is in the race to figure out how people should be watching TV. What will be the next big movement in technology? MetaMirror has some interesting thoughts…

“MetaMirror is a concept, a culmination of our involvement in the Digital Home space, designed in response to new television watching behaviors.

There is an ongoing debate as to whether media in the living room should be powered by the internet – using ever increasing speeds to feed rich HD content, or instead by the existing television infrastructure – already omnipresent in homes around the world.”

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