Find a Cure – Bing.com

July 1, 2009 at 12:30 pm (advertising, Branding, commercials, marketing, TV advertising) (, , , , , , , , , , , , , , , , , , , )

Have you seen the latest ad campaign for Microsoft’s new search engine, Bing.com?

I’m a fan. They take the simple premise that whatever you type into a search engine returns thousands of unrelated and unwanted results. They then apply this concept to normal human interactions and conversations.

One ad has a father and son in a TV store. The father asks the simple question “So do we want an LCD or Plasma?” to which the boy replies “plasma is an ionized gas.” Later in the spot we cut back to the father and son where other people have chimed in “plasma cutter,” “blood plasma,” etc. Each commercial ends on a black screen with yellow and white text proclaiming “WHAT HAS SEARCH OVERLOAD DONE TO US?”

TV Store

It’s a clever campaign reminiscent of a sketch from the Carol Burnett Show in which product placement comes to life and terrorizes our protagonist. The Bing.com commercials are successful in the way they provide memorable humor that connects to an everyday occurrence for web users. It also lends itself to cross generation and demographic flexibility, as demonstrated in another ad that features a couple getting ready for bed.

Couple

The commercials got me to try bing.com – at least to find their commercials. From what I can tell there are some good points, and some negative parts to their search engine. For right now I think I’ll stick with Google.

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World’s Most Interesting…

June 26, 2009 at 11:49 pm (advertising, Branding, commercials, print media, TV advertising) (, , , , , , , , , , , , , , , , , , , , , , , , , , )

Dos EquisHe once had an awkward moment to see how it feels.

He taught a German shepherd to bark in Spanish.

You can see his charisma from space.

It is said the sun comes up later on the 6th of May, in case his Cinco parties run long.

He’d never initiate a conversation about the weather, even in a typhoon.

He is The Most Interesting Man in the World.

Beer is one of the most competitive arenas for advertising. So when the creatives at Euro RSCG Worldwide were presented with a project for Dos Equis they wanted to take a new approach and set the brand apart.

Apparently it wasn’t enough to attempt the now-too-common viral video campaign, and clever commercials are funny, but not always memorable. The scenes of college-aged guys chasing after scantily clad girls are about as boring as they come, and most Mexican beer ads show pictures of beautiful beaches, blue ocean, or stereotypical Mexican flair.

Enter The Most Interesting Man in the World. He’s a seasoned, adventurous, and charismatic individual who performs amazing feats of interestingness and absurdity. Women love him; men want to be him. After all “the Mayans prophesized his birth.”

All the TV and radio spots end with “I don’t always drink beer, but when I do, I prefer Dos Equis. Stay thirsty my friends.”

Whooaa!? He’s not even telling us to buy the product, just mentioning that he enjoys it sometimes! There’s a good article from Slate that discusses this phenomenon.

So did the agency meet their goal “to do more than just create awareness… by generating conversation among the target audience,” and “find a way to insert the brand into culture, to present Dos Equis in a way that would spark chatter and pique curiosity…”?

The short answer is, YES – by over a third in yearly total dollar sales! I’ve been telling all my friends, and now the world, how much I enjoy this campaign.

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